trains, planes & toilet cleaners - how to become and customer centric company

[email protected] to become a customer centric company@HamishWTaylor

Hamish Taylor

“How to become a customer centric company”

or

Trains, Planes

………and Toilet Cleaners


✗


✔

[email protected] to become a customer centric company@HamishWTaylor4

Customer challenges

Price Waterhouse

Hamish Taylor


“If you want a breakthrough…..look outside your current environment”


“If you want a breakthrough…..look outside your current environment”

6


(External and internal)

Relevance to you?

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

My Customer lessons = f


SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

1. We need to change the way we “understand” customers!

External Internal

Customers

Partners

Shareholders

Team

Boss

Other Departments


SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

1. We need to change the way we “understand” customers!

How do we get them?What new insights?


THEIR WORLD!

•Language

•Barriers

•Their story

•Feelings

11

SOFT INSIGHTS

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

“Small insights matter!”

What Insights?


Soft Insight = Mood

ABC1 Social Groups

Finance Product needs

What?


• Office functions

• Engineering Depot

• Trains (Maintenance, cleaning, catering etc)

• Operations (check-in, security, lounges, control etc)

• Train crews (Drivers, Managers)

15

£206m loss

Brand management

Government

Railwayman

CEO

Leisure Revenue

Overall service is goodThe Customer’s Customer? The Person?

What?


The (Business)Goals

The Customer’s Customer

The PeopleThe Specific Task

15

What?

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE


Service Delivery

Customer

Expectation

A BC

16

A

B

C

✔

✗

What? – do you understand expectations?


Haamsh Amech Hameesh

17

Get it right …. or don’t do it at all!eg Personalisation


Pre-conceptions are the

enemy of customer insight!

17

How you collect insights?


18

Old Customer Understanding:- “We are a railway company”

New Customer Understanding:- “Who is the Competition?”

Blank Sheet of Paper? How you collect insights?


Sen

iori

ty

Director

Manager

“Front Line”

Customer “closeness”

Low High

Se

nio

rity

Director

Manager

“Front Line”

Decision “influence”

Low High

Se

nio

rity

Director

Manager

“Front Line”

Decision “influence”

Low High

Customer “closeness”

“Customer Gap”

21Shower/redeye

How?


“Real Time Insight”How?


SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

Change the way we understand customers

• “Soft” insights

• Customer’s customer

• The person

• Ability to share

• Blank sheet

• Real time insight

What?

How?


22

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

Change what you sell!

Best Leadership Tool


ask a brand manager

CustomerBenefit

“The customer does not care about your product or service!”

ConvenienceSpeed and Ease ConfidenceEconomy

…. as your platform

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE


BA Club World

24

Challenge?

1990/91 Recession

plus


•Customer at centre (focus!)

•Ideas

30

Employees Customer•Benefit: Arrive Ready for Business•Reason Why: More sleep

Less HassleRefreshment

•Listening

•Innovation

Club World


Business Class Airline or Arrive Ready for Business

Railway ticket or Paris!

Best Bank or Your Ambition

Best audit or Best confidence

What are you selling??

31


Ease of Use, Customer

Journey, Service

Product Quality/Price

How I feel

What is your Customer Promise?

33

Customer Centricity

Innovation

and

Competitive

Advantage


“Guilt free night off for mums”

What “Business” are you in??

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

34

Take away

Healthy

Low cost

Family appeal

Mums target

Location

Opening hours


The reasons why they will believe in this benefit is when they see…

The benefit to my customer will be…..

1.

2.

3.

35

?

(NOT “what are we good at” !!)


SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

Change where we look

for answers

“Look outside our

current environment”

Yachts/Disney = Product and Service

Process

Communication

Leadership

etc


SchoolTeacher

SportsTeam

ATC

Magic

Physio Referee

SportsCoach

Dating

Bullying

MarriageGuidance

CabinCrew

Pilot

MusicDance CoastGuard

FireService

ArmyEducationPsychology

SPORT

ARTS SERVICES

INDUSTRY

TEACHING

RELATIONSHIPS


SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

Change the way we engage

with (internal) Customers!

37


Inspired to deliver extraordinary

business and personal results

The Benefit

Reasons to believe

A Fully Engaged and Challenged workforce

The Right People in the Right Place at the Right Time

The Ability to respond quickly and with the right tools

Activity Focused on the big wins

Our customers will believe in this benefit is because they experience………

As a result of HR expertise, our customers will be…..

38

Internal Customer promises!


Solution + Ownership + Make it easy

43

Change the way we engage


SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

Change the way we understand customers

Change where we look

for answers Change the way we engage

with (team) Customers!

• Customer Benefit• Innovation Impact

• Staff Impact

• Internal Customer Promises

• Product and Service

• Leadership/Process

• CUSTOMER

• Ambition

• Communication

• Internal Customer Promises

• “Make it Easy”

45Donald

“Look outside our current environment”

• “Soft” insights

• Customer’s customer

• The person

• Ability to share

• Blank sheet

• Real time insight

What?

How?

Change what you sell!

TOOLSET