how well do you know your customers
TRANSCRIPT
Welcome to the Forum
How Well Do You Know Your
Customers?Plug the leak and stop customer
edging away
Goal of Session
To provide you with an approach and some tools to get you closer to your customers. Result - to increase retention and improve
profitability
According to Bain & Co
http://www.bain.com/publications/articles/closing-the-delivery-gap-newsletter.aspx
What Bad Customer Service Does
Increases sensitivity to prices
https://www.helpscout.net/blog/bad-customer-service/#subscriber
What Bad Customer Service Does
It denies you a second chance
https://www.helpscout.net/blog/bad-customer-service/#subscriber
What Bad Customer Service Does
It spreads quicker than good
https://www.helpscout.net/blog/bad-customer-service/#subscriber
Get it wrong and people head for the exit
And the benefits are• 8 out of 10 customers would pay more for a great service
• 78% of on-line customers will recommend a brand
• Loyal customers are worth 10x their original purchase
• It as much as 7x more expensive to acquire a new customer than keep an old one
https://www.helpscout.net/blog/bad-customer-service/#subscriber
Eight strategies to get you closer
1. Mindset2. Wow at very touchpoint3. Segment – Design, Deliver, Delight4. Feedback –Measure & be accountable5. Breed loyalty6. Set expectations7. Surprise them8. Make it fun or at least not boring
Mindset
Touchpoints
Website
Social Media
Blogs
Phone
Face to Face
Payment
Post-sales
TouchpointsTake the customer journeyCore purchase channels
Touchpoint MapAwareness Evaluation Engagement Conversion
Email Is the service write for list?
% of responses
% of conversions
Blog
Directory
PPC
Organic SEO
Social Media
Networking
Mail List 1
Get it right you create
Goals of Mapping
1.Minimise chances of negative experience
2.Improve customer retention3.Optimise communication4.Maintain human involvement at
key decision points5.Identify ‘fallout points’
SegmentMarket Place
Focus
Segmentation1. Understand
Customer’s needs
2. Group customers by
needs
3. Identify most ‘attractive’ segment
4. Develop a Value Proposition for each segment
5. Map each segments
touchpoints to needs
Design! Deliver! Delight!
https://grahamharvey.com/design-deliver-delight/
Design•Match VP to needs
•Match Values
Deliver•KISS Process•People•Culture
Delight•Share•Love•Follow
Feedback
Gaining Feedback• Surveys
• Ask open ended questions• Short is best• Measure movement
• Talk to your clients• Phone them – not when you want them to buy but when it is neutral
• Use your data• When was the last time they bought
• Use technology• Google analytics• Usability Testing UserTesting.com,
Build Loyalty
Loyalty Tips• Communicate• Be of Service• Employee loyalty and training• Incentives• Match products with needs• Reputation• Flexibility• Humanise• Personalise • Reward
How to Set and Meet Expectations
Honesty
Follow-up
Apologies
The Value of a Surprise
Who wants to engage with dull
How do we include the Maldon Branding?
Use this logo?
Or something like this?
Look closely and you will see the logo as a watermark
Or make your own?
Use the photo strip but choose your own photos from a wide selection. Then add your own business in the
middle.
Where do you use it?
• Anywhere in your leaflets or brochures?
• As an email footer?• In an advert?• On your packaging?
What do you think?
How about a Twitter Group?• This is an idea I have which would help us all.
• Within Twitter you can create a list so my idea is that we create a list for those of us that want to take part.
• Every morning, as routine after reading our emails, we look at the tweets from our list and re-tweet them with appropriate comments or not as we see fit.
What’s in it for us?• We extend our reach by tapping into each others networks
• It identifies us as a region with regional values
• It will increase engagement• Relevance to our local community
Anyone ready to join me and give it a try?
Any Questions?
Back on the 15th of November“is your business working to
your strengths?”