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Replaces B2B and B2C with Me2B, placing the customer in charge.
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Me2B: Delivering Experiences that Today’s Customers Demand
11 March 2014
Bill Price President & Founder Driva SoluEons; Co-‐Founder LimeBridge Global Alliance; Chair Global OperaEons Council; Chair Chief Customer Officer Forum, Americas
Me2B
1. My journey
2. Sources of customer frustraEon
3. Let’s go back to the customer future
2 11 March 2014
My journey
11 March 2014 3
Why is it that …
… despite spending lots of money and aVenEon on CRM, training, and “customer engagement” why do …
… we seem to be “stuck”, overly focused on budgets?
and on only now figuring out that “customer experience” is so important? and on being labeled as “stupid companies”?
with top execuEves “out of touch”?
And we always talk about B2B or B2C, when the customer is in charge!
11 March 2014 4
Nagging reminder #1
Source: EGR Blacklab, Jeff Grisamore 2013 11 March 2014 5
Nagging reminder #2
Source: “The stupid company: how BriEsh businesses throw away money by alienaEng consumers”, Philip Cullum 2012
11 March 2014 6
From “Ten acEons of stupid company – in consumers’ own words”
• “They won’t deviate from scripts.”
• “They make everything so complicated.”
• “Offering you the world when you’re a potenEal customer and then treaEng you like crap when you’re an exisEng customer.”
Nagging reminder #3
Source: The Best Service is No Service, Bill Price & David Jaffe 2008
11 March 2014 7
First, we went “back to the customer future” …
… for full service, ogen with a smile. (made Michael J. Fox pause!)
11 March 2014 8
… even further back …
… with personalized service by the corner merchant.
11 March 2014 9
… plus pulled out one of the best corporate guidebooks … The HP Way (1st of 5 elements)
We have trust and respect for individuals.
11 March 2014 10
… and then remembered a more recent example of great customer experiences …
“… SomeEmes you want to go Where everybody knows your name, and they're always glad you came …”
11 March 2014 11
… together with this 1990 B2B upstart’s “Customer Top Ten” …
11 March 2014 12
M2B* and the 7 Drivers of Great Customer Experiences**
11 March 2014
1st core Driver 1. You know me, you remember me (“Norm!”, “know me, know my
business”)
Next 4 Drivers … 2. You give me choices (“wide selecEon”)
3. You make it easy for me (full service gas staEon)
4. You value me (customer-‐inspired innovaEons)
5. You trust me (“HP Way”)
Final 2 Drivers:
6. You surprise me with stuff that I can’t imagine (oranges for Mom)
7. You help me be beVer, you help me do more (MCI Top Ten)
* Since the customer is now clearly in charge, it’s Me2B > B2B or B2C!
** Also true for great employee experiences
13
We asked “Me2B Leaders” how they consistently deliver great customer experiences
11 March 2014 14
11 March 2014
Rediscover (1) Primacy of Employee Experience Customer Experience … Yamato Transport’s “Compliments Bank”; shield worn proudly by employees
15
+ (2) Importance of Living Your Shared Values Blizzard’s Mission Statement + 8 Core Values
11 March 2014 16
And (3) wearing those shared values, close to your heart New corporate mission, four customer service objecEves inside barista’s aprons = “crew minder”
11 March 2014 17
1st Driver: You know me, you remember me
“Lieutenant Price, how may I help you today?”
11 March 2014 18
2nd Driver: You give me choices
11 March 2014 19
Keeping “the store” open 24x7, as requested
3rd Driver: You make it easy for me
11 March 2014 20
Simple “quick start” guides
4th Driver: You value me
11 March 2014 21
Engaging customers to create web support pages
5th Driver: You trust me
No scripts + “Few quesEons asked” returns policies
11 March 2014 22
6th Driver: You surprise me with stuff that I can’t imagine
“We will always provide our loyal customers with the best new offers” (and not just offer them to aVract new subscribers)
• MCI in the 90s (refunds + match best plan) • Leading telecom provider* • Leading entertainment provider*
*awaiEng their permission to name them
11 March 2014 23
7th Driver: You help me be beVer, you help me do more
11 March 2014 24
Global donors, training local surgeons, all expenses paid
Recap of Our Research
11 March 2014
1. CRM is broken and has always been a flawed theory: No one should manage a relaEonship.
2. All relaEonships share 7 common Drivers including 2-‐way value and trust, surprises, and making life easier.
3. The same Drivers are crucial in business but only some companies “get it”.
4. In the past many more organizaEons “got it” but then scale and complexity interfered.
5. We can use these Drivers now to avoid endless customer experience research, and you can apply them in any organizaEon!
25
The 7 Drivers of Great Customer Experiences*
11 March 2014
1st core Driver 1. You know me, you remember me (“Lieutenant Price”)
Next 4 Drivers … 2. You give me choices (“store open 24x7”)
3. You make it easy for me (quick start guide)
4. You value me (customers building web pages)
5. You trust me (no scripts, easy returns)
Final 2 Drivers:
6. You surprise me with stuff that I can’t imagine (always get best deal)
7. You help me be beVer, you help me do more (global to local)
Me2B: Delivering Experiences
That Today’s Customers Demand (out Fall 2014)
* Also true for great employee experiences
26
So now, let’s go back to the customer future and …
get “unstuck”, planning for the long haul,
and place “customer experience” front and center,
and be “liked” as “smart companies”,
with top execuEves engaged with all 7 Drivers,
11 March 2014
Bill Price, President Driva SoluEons [email protected] 27
And place the customer front-‐and-‐center in Me2B!