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3 Steps to EnsureCustomer Engagement

3 Steps to Ensure Customer Engagement

Customer Engagement

Stephanus Taufan Wibowo

[email protected]

Tuesday, 11 March 2014

ON TARGET

Service-Profit Chain


Putting the Service-Profit Chain to Work

by James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr., and Leonard A. Schlesinger

http://hbr.org/2008/07/putting-the-service-profit-chain-to-work/ar/1

ON TARGET

Broken Service-Profit Chain


ON TARGET


Satisfied Customer not necessarily Profitable

Building WOW

experience

which not

end-up in


end-up in

profit would

be a bad

investment

ON TARGET


Customer Satisfaction no longer ensure repurchase

Future

repurchase is

only one

condition

among various

Satisfaction

HOSTAGES LOYALISTS


among various

ladder of

Engagement

Why Satisfied Customers Defect

by Thomas O. Jones and W. Earl Sasser, Jr.

DEFECTORS MERCENARIES

Repurchase

ON TARGET

HOW TO ENGAGE CUSTOMER?


ON TARGET

1. Identify the Right Segment

AwareAwareNew Customer

Engaged Segments are:

• Referring to others

• Repurchase, inc Cross/ Up sell

• Have good evaluation

• Tell what need to be improved

• Like FB page

… and other measurement of good leads

and prospects


PurchasePurchase

ReRe--PurchasePurchase

Refer to othersRefer to others

ConsiderConsider

Satisfied + Not Engaged (Hostages)Not satisfied + Not Engage (Defectors)

Satisfied + Engage (Loyalist)Not satisfied + Engage (Mercenaries)

Retention & DevelopmentRetention & Development

ON TARGET

2. Learn from Them

AwareAware

InterestInterest

ConsiderConsider

IntentIntent

• My friends told me

• It’s a new cool things on the FB

• The design is awesome

• They tell the alternative product

• They sell solution not only product

• We can try for free

• We can pay later

WHY “Engaged Segment” engage*Sales Funnel


(Re(Re--) Purchase) Purchase

EvaluateEvaluate

• We can pay later

• Indeed no product better than this

• Its habitual buying

• They phone back for our feedback

• They remember my name

• They give add service for ex

customer

• They are nice people

*) also learn why they still engaged while they are not satisfied

Retention & DevRetention & Dev

ON TARGET

3. Give Better Reason to Engage

Satisfaction

HOSTAGES LOYALISTSEngagement

program

CS program


DEFECTORS MERCENARIES

Engagement

ON TARGET

Give Better Reason to EngageExample

Engagement programCS programWHY They Engaged

• It’s a new cool things

on FB

• Like/ Dislike button on

our FB page

• Upload your picture on our

FB page

• Share to friends

• They sell solution not

only product• Direction & Maps of our

store

• Parts availability

warranty

• Delivery service

• Smartphone Application to

chat with service officer,

check parts available,

request f/u and delivery


• Its habitual buying • CS line • Volume & variety discount

• Customer Story

• Indeed no product

better than this• Service warranty

• Full money back

guarantee

• Special offering for next

product (cross/up-sell)

• Customer get customer

• They are nice people • Free dinner

• Feedback call

• Birthday greetings

• Customer community

• Free dinner for Couple

• Comment on our page to

activate warranty

• Tell us what you wish on

birthday

ON TARGET

FACT ABOUT ME• 2 years experience as a Consultant of Purple Analytics Indonesia (till now 2014)

• 5 years experience as a Credit Operation Head for a car portfolio of PT.Adira Multifinance, Tbk

• 7 th experience as Head of Product Development of PT. Astra International, Tbk - AstraWorld

• 5 years teaching experience of Trisakti School of Management

Stephanus Taufan Wibowo

Linkedin: http://id.linkedin.com/in/stephanuswibowoBlog:

stevewibowo.blogspot.comadayatworks.wordpress.com

For further discussion please contact:


• 5 years teaching experience of Trisakti School of Management

• Bachelor and Masters in Marketing Management and Human Resources Management from Satya Wacana

Christian University and Post Graduate degree from University of Gadjah Mada (International Program)

SKILL SET• Management System & Performance Management

• Productivity Improvement & Organizational Development

• Business Process & Change Management

• Marketing Strategy Formulation & Marketing Analytic

• Customer Relationship Management

• Credit Risk & Operation