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Success of the futurewith the customers
Customer handling
My experience in most case is negative.
Is the customer
not important?
It does not matter what I want.
Bored people.
If I have a problem no one help.
Wanted to find out what is it all about so made some research.
Found that many people around me have similar experience.
Or even worse...
Looks like the
attitude
is the problem.
I believe
that together we canchange
approachto create customer
loyalty and increase profit.
Loyalty = profit
customer loyalty only means this at many companies:
…OK we know this but…
Though a loyal customer means this:
Happy and share their experience
Ok but what shall we concentrate on?
Attract or retain ?
while customer retention andcustomer experience will be the
determining factor.
To ensure long-term successattraction getsless emphasis,
CMOs are planning to increase their spending across every stage of the buyer journey over the next two years by an average of 50%.
IBM, CMO Club survey 2015
We are already headingthis direction.
+
=
Loyalty
Customer retention
Customer centricity
How effective loyalty can be?
70% of Millennials saying they always come back to brands they love.
70% seems big enough…
What does customer centricity mean today?
How is it different than before?
Generations before the end 1970’s were seeking for stability.
(The Greatest gen., Baby boomers, and large part of X gen)
Acceptance | traditional products or services.Looking for sales expertise when buying something new.
Only change when it is unavoidable.
Long term safetyis the most importantfor them.
End of X gen and Y gen (between 1980 and 1995)
“Thanks, I know it myself” J
Freedom
Internet
Prompt feedback
Continuous pulse
Different from the usual
Millennials are so different with different needs.
Why the changes of generations are important?
...and we are many
By 2025 Millennials will become 75% of the workforce.They are the customers of tomorrow – the largest generation ever.
(Forbes)
It’s estimated they’ll be spending$200 billion annually by 2017.
$10 trillion over their lifetimes as consumers in the U.S. alone.
kityarow.com
Millennials arehuman centric.
Searching for solutions rather than products
Not the loyalty card is their expectation
But paying attention, answers and reactions.
It is not only generations have changed.
The communication, internet and mobile usage, life goals and also buying habits have changed.
Let’s be brave and innovative.
We need to concentrate on the customer.
“Listen to customers, but don’t believe them; Jorge Bara become them.”
Customer centric companiesare 60% more profitable.
Deloitte&Touche
customer expectations formed before buying.
Good examples are the luxury products there is a
high level of expectation from customers.
Remember that all customers are the same: they expect attention and the understanding of their needs / issues.
However an important fact is that
Emotion always has influence on decisions.
We can achieve successful effect on it with appropriate
customer interaction processes – even from the first moment.
People feel at first and than think.
This is why it is necessary to sell feelings and solutions and not selling just products.
This is totally incomprehensible.What does it mean?
Can you tell WHY are you selling thatcertain product or service?
It is easy to find out what and even how.What we believe in is the “WHY” and this is what
our customer will believe in.
If we start with “what” it will have an effect on rational thinking and not on feelings.“I am an advisor and can help you to make your company better. I am very good. Interested?”
Probably not J
If we start from emotional aspect we have alreadymade our thoughts more interesting:
WHY:I believe I can bring innovative change
to the lives of others.
HOW:With attention, continuous presence, and
credibility. WHAT:
Supporting companies to reach customerand employee loyalty by using
innovation.
Let’s find the “why” and build communication and processes around it.
Customers will believe in what you believe.
OK we have the “why”.
What process we can use toachieve the common vision in a company?
Use agile approach.
The three main pillar of agile approach:
1. Humans are in the center
2. Change is continuous
3. Cooperation
Agile customer experience process example
1. Identification of customer expectations
6. Continuous 2. Brainstorming feedback & testing 5. Test and 3. Set ideas to be implementation implemented
4. Development and continuous iteration
87% of companies said adopting agile
to be more customer centrichas helped them to make more money,
Agile thinking in numbers:
Forbes
80% of business said it delivered a better, more relevant end product.
Agile is being adopted everywhere:Less meeting
More responsibility More efficient communication
Agile approach in everyday use:
Forbes
Increase in employee and
customer satisfaction
what happens if we do not change?
This all sounds great but
Situation is similar to a relationship…
If we pay attention to other’s needsevery day do something little for them,
continuously „innovate” and „interate”
than happiness and long term
success is guaranteed.
But if we concentrate only on our goals we will achieve
only dissatisfaction.
We have no time to waste.
Collect all necessary information analyze them and start innovation...
…or wait for the perfect. Maybe will arrive J
The main competitve advantage in the future will be the customer experience and customer satisfaction
...or we can run after the client J
We have to use the advante of innovation as our competitors will use it.
Be among the first ones.
If you liked what you read,
If you would like to comment,
If you have question – please contact me J
Krisztina Varsányi [email protected]
Twitter @VarsanyiK
If I can help you in innovation,
