4. Personalised Value for money Expectations met or exceeded! Recommend to others Worth repeating Hassle free Memorable A good experience? Consistent
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6. It is about delivering customer value! CUSTOMER VALUE Economic Strategic Operational Behavioural Nikolaos Tzokas Norwich Business School
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8. Determining the value!! This enables the company to ensure that its investment is aligned to those processes that create value! Customer Expectations Business Intentions Mutual Value
9. Managing the value in respectful relationships Expectation Experience 1 1 2 2 3 4 3 4
10. Implications of Customer Satisfaction Source: John Murphy MBS LOYALTY (Retention) Zone of affection Zone of indifference Zone of defection 20 40 60 80 100 Terrorist Advocate 25 Somewhat Dissatisfied 50 Slightly Dissatisfied 75 Satisfied 100 Excellent Customer Value Index (CVI) 0 Extremely Dissatisfied
11. What’s important (all)? 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 5 Efficiency of service 2 Helpful friendly staff 6 Cleanliness & tidiness 10 Value for money 1 Location 3 Meeting facilities 3 Style atmosphere & ambience 6 Equipment & room furnishings 6 Information, facts & data 11 Maintenance & appearance 6 Brand Average Score Most Important Least Important
12. A Guide to what bookers think 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 1 Efficiency of service (5) 2 Helpful friendly staff (2) 3 Cleanliness & tidiness (6) 4 Value for money 10 5 Location & transport connections (1) 6 Meeting facilities (3) 7 Style atmosphere & ambience (4) 7 Equipment & room furnishings (8) 9 Information, facts & data (9) 10 Maintenance & appearance (11) 11 Brand (7) Average Score Most Important Least Important 4.5 4.0
13. (Regular) Corporate Guests 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 3 Efficiency of service (3) 2 Helpful friendly staff (2) 1 Cleanliness & tidiness (6) 6 Value for money (10) 4 Location (1) 9 Meeting facilities (8) 7 Style atmosphere & ambience (7) 4 Equipment & room furnishings (8) 11 Information, facts & data (9) 8 Maintenance & appearance (11) 10 Brand (7) Average Score Most Important Least Important 4.5 4.0
22. Some Definitions Customer Experience – what the customer sees, hears, feels, tastes, touches, the ambience, atmosphere, emotional content Sequence – as series of events that when combined describe part or all of the customer journey Events – a set of interactions which when combined, make the ideal customer journey Acts – are what support the customer experience and bring it to life ( behaviours, information, dialogue, technology etc. )
30. The building blocks!! Staff Marketing the proposition Channel Integration/ good processes Customer Insight (analytics) Customer Insight (research) Customer Management Strategy IT Systems & quality data
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32. And finally….. “ There are very few people who don’t become more interesting when they stop talking” - MaryLowry
Starbucks didn’t just decide to brew a good cup of coffee but instead researched the music their typical customers like, the chairs they like to sit in and equipped their shops accordingly.
It is our understanding that you are aiming to position your sales team in the role of “trusted adviser” - moving away from the kind of transactional, product led sales model to one where customers are more central to how you operate. There are a number of pre-requisites to this amongst them - 1 you have to understand what expectations your customers have - what they value and what they don’t - and this is different amongst different customers. Have you got that information to segment them in significant and meaningful ways? 2 you have to be able to deliver that value - keep your promises - so there is a whole alignment from back to front in delivering the value - through your processes, knowledge of customers, behaviours of all customer facing staff and consistency across whichever channel they are operating within. 3 you have to understand the cost of delivering the value and match this against the value that each customer (or group) of customer has the potential to bring to you - and then manage them accordingly - how do you segment your customers currently?
The implications of a customer’s loyalty on their behaviours are highlighted above. Loyal customers will stay with an organisation and actively promote it (Zone of affection). Satisfied customers however will take a better option if it comes along (Zone of indifference). Dissatisfied customers will proactively look for a better option (Zone of defection).
Weighted percentage Which means that by working on these 8 first areas you achieve almost a 70% improvement in your service
