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LARRY HOCHMAN
www.larryhochman.com
“The most elusive, and therefore most desired quality of leadership,
is VISION”
Nelson Mandela
FOCUS
ACTION
FOCUS
WHAT REALLY MATTERS
FOCUS
What’s Changing
What’s next
Looking for NEXT PRACTICE
not just
Best Practice
Avoid the ‘Nokia-Trap’
E-COMMERCE
M-COMMERCE
T-COMMERCE
V-COMMERCE
NEW WORLD
being built
BRIC by BRIC
TWEET by TWEET
NEW WORLD
FACEBOOK and WIKILEAKS
NEW WORLD
TRANSPARENCY
INSTANT COMMUNICATION
NEW WORLD
COMPARE and SHARE
‘WORD-OF-MOUTH’ ECONOMY
Most Influential
Travel Brand
in the world today?
TRIP ADVISOR
There will soon be a
‘TRIP ADVISOR EQUIVALENT’
in every industry
What do customers
really think about you?
Do you really want to know?
Then be BRAVE enough
to ask two questions:
Market Research Today
1). Do you TRUST us?(If not why not?)
2). Would you RECOMMEND us?(If yes – why?)
(If no – why not?)
WHO DO WE BELIEVE?
FOCUS ON WHAT?
Delivery of Service
Delivery of the Brand Promise
THE CUSTOMER EXPERIENCE
DO NOT PROMISE
WHAT YOU CANNOT DELIVER
OR YOU WILL BE PUNISHED
SEVERELY
NEW WORLD
CUSTOMERS IN CONTROL FOREVER
B to B
B to C
C to C
FOCUS ON
THEIR REALITY
THEIR TRUTH
CLOSER
MAKES YOU
SMARTER
MULTIPLE ‘PLATFORMS’
MULTIPLE ‘TOUCH-POINTS’
‘360 DEGREE VIEW’
BIG DATA hype
CRM hype
NEW WORLD
RELATIONSHIP ECONOMICS
Where is the
UNIQUE VALUE???
Where is the
LIFETIME VALUE???
NEW WORLD
SAME OBJECTIVE
BUILDING CUSTOMER RELATIONSHIPS
THAT LAST A LIFETIME
MORE IMPORTANT NOW
THAN EVER BEFORE
COMPETITION EVERYWHERE
NO PLACE TO HIDE
It’s a REVOLUTION
HOW TO:
FIND THEM
KEEP THEM
LEARN FROM THEM
PROFIT FROM THEM
HOW TO
NEVER LET THEM DOWN
RELATIONSHIPS built on TRUST
over days/weeks/months/years
NOT a ONE-NIGHT STAND
TRUST is so precious
because it is so FRAGILE
Biggest threat
THE ‘PROMISE GAP’
ULTIMATE OBJECTIVE
LOYALTY
LOYALTY is
EVERYONE’S RESPONSIBILITY
BRITISH AIRWAYS
‘WINNING FOR CUSTOMERS’
External Marketing Strategy
AND
Internal Marketing Strategy
SAME SENSE OF URGENCY
Intention is never enough
“ACTION is ELOQUENCE”
Shakespeare from Coriolanus
When something goes wrong
ADMIT IT
SAY YOU’RE SORRY
FIX IT
‘Word-Of-Mouth’and
‘Reputation’
MORE IMPORTANT than
Advertising and Marketing
LOYALTY TODAY?
LOYALTY today is about
YOU BEING LOYAL
to your
VERY BEST CUSTOMERS
FOCUS ON
WHAT DO THEY WANT?
WHAT DO THEY NEED?
WHAT DO THEY VALUE?
DO NOT GUESS
Customer Demands today?
Customer Demands
• A LESS COMPLICATED LIFE• SERVICE at the SPEED OF LIFE• INFORMATION at the SPEED OF LIFE• RECOGNITION/PARTICIPATION• VALUE• HONESTY/TRANSPARENCY/TRUTH
KEEP IT SIMPLE
FOCUS ON
Value AND Values
Who is your biggest competitor?
Your own view of the future
E-COMMERCE
M-COMMERCE
T-COMMERCE
V-COMMERCE
RETAIL
IN-STORE??
HOW MUCH??
WHY??
WHEN??
HOW TO INFLUENCE PEOPLE
WHEN COMMUNICATIONHAS GONE NUCLEAR
NO ‘CENTRE’
NO ‘CONTROL’
CUSTOMERS IN CONTROL
FOREVER
Information + Choice
=
Power + Control
Customers are adapting all the time
Are You??
How Fast??
“The species that survived were not the most intelligent,they were the most adaptable
to change”
Charles Darwin
STANDING STILL IS A
TERMINAL ILLNESS
WHAT HAS TO CHANGE?
“You must become the change you seek”
Gandhi
The ‘START-UP’ of You
NEW WORLD
There is
SO MUCH OPPORTUNITY
to
MAKE A DIFFERENCE
BUILDING A BETTER FUTURE
FOR EVERYONE
Hope IS NOT a strategy
REWARD WHAT BEHAVIOUR?
TRANSPARENCY
COLLABORATION
ADAPTABILITY
ACTION
Good Luck!!
LUCK
is when
PREPARATION
MEETS OPPORTUNITY
