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How to become
Customer-Driv
en
in 10 Easy Steps
RA C
HE L S H
I
1. Customer retention is #1
3 ways of growing your business – acquisition, penetration, retention
Focus on retaining the customers you have
Acquisition is expensive – high marketing costs, low margins
When customers leave,ask why?
2. Create the right culture
It is a privilege to have a customer cross your threshold
Ask yourself: how would this look to a customer?
Create a safe culture where mistakes can be made and learnt from
Up to 90% of mistakes are made due to poor processes
3. Sell what your customers are buying
Customers don’t care about features, serviceor product
You must create superior value – again and again
Value = Benefits - Costs What is it that you have
they want so badly they are happy to pay for it?
4. Enter your customer’s world
Make your customers successful
Always make it easier, faster and less stressful for your customer to do business with you
Complaints are gifts – listen, act, integrate
Help your customer get to know you!
5. Operate efficient processes
Get the basics right Price is second to
reliability No worker can
outperform a poor process
Map out workflow, document issues, continually audit
6. Hire the right people & create business units
People are not your most important asset, they are your organisation
Your staff are your customers – treat themlike it
Hire for attitude, trainfor skill
What sort of qualities should you be hiring for?
7. Create an AWESOME customer experience
Your customers want 7 things: Access – be quick,
efficient and responsive Welcome – give them a
warm welcome Explain – let them tell you
what they need from you Show – show you care and
have the expertise to help Options – provide options
so they can be in control Make – help them make
the decision Execution – pull it off!
8. Develop relationships with your key customers
All your customersare thinking “what have they done forme lately?”
Four types of customers:
1. Transactional
2. Niche
3. Major use
4. Partners Do not treat them all
the same – allocate your resources and time accordingly
9. Always find a better way
“Get better or get dead” Set up an improvement
plan and assign a team Investigate the problem
based on data and logic Costs of process
improvement are high, but benefits are higher
10. Change!
“If you do what you did yesterday – expect the same result”
Change is necessary for growth and development, both staff and business
Five steps to encouraging change