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"Raving Fans" can transform your business, your people and culture, by going beyond service and satisfaction, to engage customers more deeply and win together. Peter Fisk brings to life the bestselling book for your business. Email [email protected]
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Winning through people, purpose and passion
Keynote and Masterclass by Peter Fisk
Creating
Good is not enough, satisfaction is expected, quality is entry level, … imitation is everywhere, difference is rare … people expect more
Every business needs to do more
… in every market, businesses are raising the
bar, and changing the game
Look around the world
Shaking up markets
Time to think different
I have my needs and wants, to get through the day,
and to achieve my objectives.
But I also have my hopes, dreams and ambitions.
For too long you have treated me as a name or number.
You group me into what you call a segment,
or sometimes just a mass market.
But I’m not prepared to tolerate that anymore. I am me.
Don’t treat me like somebody else.
Sometimes I might be very similar to others,
but I can also be very different and discerning.
In the old world, I realise I didn’t have much choice.
I needed you more than your needed me.
But things have changed. Now I have the power.
Now I’m in control. You need me, more than I need you.
It’s time you started doing business
on my terms …”
“Hey! I’m your customer …
Yes, a real person, a human being …
+genius
Business
narrow
view
Business
narrow
view
Customer
broader
view
Business Customer
© GeniusWorks 2012. All rights reserved.
Time to think like a customer
Simple story … big idea …
What does it mean
for us?
“Raving Fans”
Domos Gas Southwest airlines
It started here …
1. Who wrote Raving Fans?
2. Which brand, created by Sheldon Bowles, inspired Ken to write the book?
3. What is the fairy godmother’s name?
4. Who is the area manager?
5. What sport is Charlie’s passion?
6. True or false … “A satisfied customer will leave you the moment something better comes along”
7. True or false … “It is better to under promise and over deliver”
8. If your customer says everything is “fine” what do they usually mean?
9. What are the three “magic secrets” (the three D’s) of creating Raving Fans?
10. “When you decide what you want, you must create a vision of perfection centred on the ___________”
11. “If you really want to own a customer, if you want a booming business, you have to go beyond satisfied customers and create _________ ______”
12. Is it better to be a “duck that quacks” or “eagle that soars”?
13. Is it better to do your best for every customer, or selectively serve some customers better?
14.Is it better to make “big transformations” or “keep improving by 1%”?
15. So if your boss and colleagues call you a “Charlie”, is it good or bad?
Decide what you
want
Discover what
matters most
Deliver
the vision everyday
Creating “Raving Fans”
“Raving Fans” can transform your business … Much more than being customer focused, more than a slogan, more than great service … an approach that can transform the way we all work, how we develop and make, sell and serve … … and how we all win
What’s a Raving Fan?
So … what’s a “fan”? Admirer, follower, loyal Enthusiast, fanatic Devotee … and … what’s raving? … Emotional, irrational, excited Wild, dilirious, frenzied Telling everyone, wanting more, doing more …
What’s a Raving Fan?
Creating
What creates a “fan”?
raving fans
Raving Fans
What do “raving” fans do?
What does it take … five phases from satisfied customer to raving fans … seven tools: reframing purpose, customer energisers, innovating together, solving problems, enabling experiences, collaborative innovation, and integrated teams.
What does it take?
Different Relevant
Most companies
think conventionally
Customer-driven companies
think different
© GeniusWorks 2012 +genius
Push
Functional
Pull
Emotional
Stories
Sales
Products
partnerships
experiences
Features
+genius
Insight, innovation, ignition … sort the basics, create the future … learning from others, how Cemex reframe their business, how IBM redefine their purpose, how Tata innovate with customers, how DHL transform the experience … and how Apotex can learn from each.
“The customer is boss”
“It’s not about products”
Insight, innovation, ignition … sort the basics, create the future … learning from others, how Cemex reframe their business, how IBM redefine their purpose, how Tata innovate with customers, how DHL transform the experience … and how Apotex can learn from each.
“Enabling customers to win”
Prospect Not engaged No referral Introduce
Contact Introduced No referral Have purpose
Potential Not bought yet No referral Show difference
Customer Transactional No referral Do more
1
2
3
4
5
6
7
The loyalty ladder
Prospect Not engaged No referral Introduce
Contact Introduced No referral Have purpose
Potential Not bought yet No referral Show difference
Customer Transactional No referral Do more
Partner Collaborative Possibly refers Plan together
1
2
3
4
5
6
7
The loyalty ladder
Prospect Not engaged No referral Introduce
Contact Introduced No referral Have purpose
Potential Not bought yet No referral Show difference
Customer Transactional No referral Do more
Partner Collaborative Possibly refers Plan together
Advocate Supporter Proactive refers Enable innovation
1
2
3
4
5
6
7
The loyalty ladder
Prospect Not engaged No referral Introduce
Contact Introduced No referral Have purpose
Potential Not bought yet No referral Show difference
Customer Transactional No referral Do more
Partner Collaborative Possibly refers Plan together
Advocate Supporter Proactive refers Enable innovation
Raving Fan Loves you! Proactive champ Win together
1
2
3
4
5
6
7
The loyalty ladder
© GeniusWorks 2012. All rights reserved.
Zappos
Zappos
Zappos
“People are builders. They build to educate, to heal, to shelter and
comfort families.
They build to connect with each other, to share their art and
knowledge for the benefit of humanity.
Everything people build requires strength to weather the forces of
nature and time. It requires a solid foundation.
By helping people to solve their building challenges in communities
around the world, we are a vital part of that foundation.
Our products are everywhere, from the smallest villages to the
largest cities – linking communities, providing shelter, and enabling
society’s sustainable growth.
As a global industry leader, Cemex will continue building a better
world for the next 100 years”
CEMEX Cemex
“People are builders. They build to educate, to heal, to shelter and
comfort families.
They build to connect with each other, to share their art and
knowledge for the benefit of humanity.
Everything people build requires strength to weather the forces of
nature and time. It requires a solid foundation.
By helping people to solve their building challenges in
communities around the world, we are a vital part of that
foundation.
Our products are everywhere, from the smallest villages to the
largest cities – linking communities, providing shelter, and
enabling society’s sustainable growth.
As a global industry leader, Cemex will continue building a better
world for the next 100 years”
Cemex
Philips Semiconductor
Geek Squad
Geek Squad
Geek Squad
Umpqua Bank
Umpqua Bank
Umpqua Bank
Umpqua Bank
Umpqua Bank
Umpqua Bank
Tata Steel
Tata Steel
Tata Steel
Tata Steel
Tata Steel
Harley Davidson
+genius
Harley Davidson
+genius
Harley Davidson
What does it take … five phases from satisfied customer to raving fans … seven tools: reframing purpose, customer energisers, innovating together, solving problems, enabling experiences, collaborative innovation, and integrated teams.
Where do we start?
Part 1:
insights
Shaping a business vision around customers.
© GeniusWorks 2012. All rights reserved.
Part 3: Ignition Part 2: innovation Part 1: insights
Unlocking the power of people, purpose, and passion.
Shaping a business vision around customers.
Designing an extraordinary customer experience.
Customer insights
Customer context
Customer purpose
Creating raving fans toolkit
© GeniusWorks 2012. All rights reserved.
Creating
What do our customers really want to achieve?
raving fans
Energiser Pyramid
En
erg
ise
rs
En
ab
lers
E
sse
nti
als
© GeniusWorks 2012. All rights reserved.
Creating
What should we stop doing … start doing … and do better?
raving fans
Action Lights
Sto
p
Do
be
tte
r S
tart
© GeniusWorks 2012. All rights reserved.
Part 2:
innovation
Part 1:
insights
Shaping a business vision around customers.
Designing an extraordinary customer experience.
© GeniusWorks 2012. All rights reserved.
Part 3: Ignition Part 2: innovation Part 1: insights
Unlocking the power of people, purpose, and passion.
Shaping a business vision around customers.
Designing an extraordinary customer experience.
Co-creation
Customer Business
Customer insights
Customer context
Customer purpose
Customer solutions
Customer innovation
Customer experience
Creating raving fans toolkit
© GeniusWorks 2012. All rights reserved.
En
erg
ise
rs
En
ab
lers
E
sse
nti
als
Creating
How could we better meet their needs?
raving fans
Business Solutions
© GeniusWorks 2012. All rights reserved.
Creating
What experience do we deliver to our customers?
raving fans
Experience Map
before the sale beyond the sale How could we innovate to make it better?
© GeniusWorks 2012. All rights reserved.
Part 3:
Ignition
Part 2:
innovation
Part 1:
insights
Unlocking the power of people, purpose, and passion.
Shaping a business vision around customers.
Designing an extraordinary customer experience.
© GeniusWorks 2012. All rights reserved.
Part 3: Ignition Part 2: innovation Part 1: insights
Unlocking the power of people, purpose, and passion.
Shaping a business vision around customers.
Designing an extraordinary customer experience.
Co-creation
Customer Business
Partner
team
Customer insights
Customer context
Customer purpose
Customer solutions
Customer innovation
Customer experience
Customer Narrative
Customer Advocacy
Customer Teams
Creating raving fans toolkit
© GeniusWorks 2012. All rights reserved.
Creating raving fans
Customer Narrative
I know that your business priority is to improve
profitability and growth, in particular by
seeking to appeal to new types of customers.
However many pharmacists find that
diversification is difficult, can mean
increased costs and loss of loyal customers.
So how can you do more, whilst still being
focused on your core business?
We Growth through franchising your general
merchandise is a fast, easy, and low risk way of growing
your business more profitably. And we can help you do
it by being part of our new LifeStore network.
Sit
ua
tio
n
Co
mp
lica
tion
Qu
esti
on
A
nsw
er
How can we engage customers by talking on their terms?
© GeniusWorks 2012. All rights reserved.
Creating
How can we engage customers by talking on their terms?
raving fans
Sit
ua
tio
n
Co
mp
lica
tion
Qu
esti
on
A
nsw
er
Customer Narrative
© GeniusWorks 2012. All rights reserved.
Part 3:
Ignition
Part 2:
innovation
Part 1:
insights
Unlocking the power of people, purpose, and passion.
Shaping a business vision around customers.
Designing an extraordinary customer experience.
© GeniusWorks 2012. All rights reserved.
Part 3: Ignition Part 2: innovation Part 1: insights
Unlocking the power of people, purpose, and passion.
Shaping a business vision around customers.
Designing an extraordinary customer experience.
Co-creation
Customer Business
Partner
team
Customer insights
Customer context
Customer purpose
Customer solutions
Customer innovation
Customer experience
Customer Narrative
Customer Advocacy
Customer Teams
Creating raving fans toolkit
© GeniusWorks 2012. All rights reserved.
Creating
Memo to Myself … My 6 Month Raving Fan Plan
raving fans
My Raving Fan Plan
Within 6 months this is what I will have done for my customers:
My focus for building “raving fans” in the first 6 months will be this:
The measure of success for my business (and me) will be :
Signed: Date:
© GeniusWorks 2012. All rights reserved.
Creating
Memo to Myself … My 12 Month Raving Fan Plan
raving fans
My Raving Fan Plan
Within 12 months this is what I will have done for my customers:
My focus for building “raving fans” in the second 6 months will be this:
The measure of success for my business (and me) will be :
Signed: Date:
© GeniusWorks 2012. All rights reserved.
We transform our business, and our customers worlds too … purpose beyond profit, customers before products, from selling to enabling, partners and advocates … winning together
And the result …
© GeniusWorks 2012. All rights reserved.
Are you ready?
www.theGeniusWorks.com