From CRM to CEM - Creating Customer Excellence
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From CRM to CEM - Creating Customer Excellence
- 1. From CRM to CEM:Customer Excellence &Strategic CRM
- 3. It’s Not Just WHAT You Do… It’s HOW You Do It
- 4. PURPOSE: Why are you in Business?
- 7. PASSION!
- 8. Passion! Step 1: Identify what you are truly passionate about in the context of your business Step 2: Be very clear as to the connection between your (business) passion, and how it will drive your vision & mission Step 3: Evaluate the best way in which to translate this passion into a memorable customer experience – what value does it create?
- 10. Consistency (Systems & Process) = Customer Satisfaction = Meeting Expectations S Y S T E M S Infra- structure P R O C E S S Business & Technical
- 11. People! Behaviour Values Beliefs Attention to Detail +Memorable Customer Experience +Anticipating Needs= Customer Excellence S Y S T E M S Infra- structure P R O C E S S Business & Technical
- 12. Innovation
- 13. How to Measure? Metrics you should have in place: % client retention % year on year spend # referrals Social CRM
- 14. In Summary Good customer service leads to customer satisfaction But that’s no longer enough Customer excellence is about: Knowing your purpose Deliberately creating value at every customer interaction Automating processes and putting systems in place to deliver consistency Driving innovation to go ‘above and beyond’
- 15. Contact: Email: joolz@thecorporatehippy.com Tel. 07748 113538 LinkedIn: Joolz_Lewis Twitter: CorporateHippy1
Notas do Editor
- Most companies have moved on from this… although there are still a surprising number that can’t even get the basics right. My partner has just had an absolute nightmare with Virgin Media, and I’m still recovering from a dreadful experience with a local kitchen company.The fact is that service goes beyond a ‘support’ function. Yes you need post-sales support, but but it’s also about creating an attitude of service to the customer at every single ‘touch point’ in your business.These days customers are more informed and more demanding than ever. The scope of choice has never been wider – both in B2C and B2B markets, and their expectations are higher. The challenge that most businesses are facing is that while ‘customer service’ leads to ‘customer satisfaction’… ‘customer satisfaction’ is no longer enough. If your customers are ‘satisfied’ it means they’re happy, but not necessarily loyal. And with brand trust so difficult to control with the advent of social media, it’s critical that you build a loyal customer base who will sing your praises for you, refer your business and come back again and again.So, how do you move from customer satisfaction to customer advocacy?
- Think about it… BA, Virgin, Emirates and Easy Jet all fly planes. The way they do it is what sets them apart from each other.So the question I’m asking you is: How can you offer your product/service in a way that delivers a quality, memorable and yet cost-effective experience?
- The Architect Gaudi was run over by a tram in 1924, when the Sagrada Familia was just a plan on paper. Work had barely started. Nearly 100 years later, not only has the original building been built but it has been extended and expanded – it has inspired hundreds of thousands of people and it is an icon at the heart of a city. Gaudi had a vision, and that vision inspired… and continues to inspire.So – what is your vision? The vision for the business and where it wants to be in 5 years’ time.Next, look at your mission. Your mission defines what your business does, for who, and where.Purpose is all about defining what you do, who for and how. The Vision is what guides you in your strategic decision-making and planning.
- Passion is not a word that is frequently used in the British language, let alone in the context of business.Yet it is a fundamental emotion that connects with the sense of being ‘alive’! When a business can connect what it is passionate about, inspire its employees to feel the same way, and the connect with customers in a strong, positive way; it leads to win-win-win.
- Step 3 is what can drive your competitive advantage, differentiate yourself from the others in the market
- How many of you here have gone through a ‘Customer Journey’ exercise?Essentially it’s an exercise to identify all the customer touch points in the business, to understand and appreciate the customer’s requirements at each point and to evaluate how you deliver to those requirements – and how you need to in order to align your purpose and passion to create a memorable experience every time. Also one that is consistent across the business.Pay special attention to the journey between PoS and PoV (delivery) – how are you ensuring that what is being delivered is in line with expectations set during the ‘winning’ phase? Is the interim period as smooth as possible? What can be delivered above and beyond the customer’s expectations?
- Consistency is all about doing what you do – well, on a regular basis. Automate processes where you can.Process – marketing, sales, operations etc.Systems – CRM. Automates emails, holds notes & records, activates workflow to drive efficiency across the organisationAutomating processes and investing in systems frees up your time and resource to think creatively about how to deliver customer excellence, and find innovative ways to do so.Ultimately though, processes and systems will only ever lead to Customer Satisfaction – it’s very difficult to deliver customer delight via systems & processes.
- Once your processes and systems are in place, then it’s time to look at how to create a culture which supports customer excellence at every touch point.Make sure everyone who works in the company is bought into what ‘customer excellence’ looks like for the company and what it means.If an existing client refers business – what do you do? Say thank you? Or invest the time in buying them a gift? Another example. A friend of mine visiting from CA – Called Citibank to let them know she was traveling to the UK so they wouldn’t worry about fraud etc. When she got here she realised she didn’t have a chip and pin card, meaning she couldn’t use her credit card. Wouldn’t it be great if a screen had popped up as soon as she advised them she was traveling to the UK to let her know she’d need a PIN… If customer satisfaction is all about meeting expectations, then customer excellence is all about exceeding them. And one of the ways to do that is to anticipate what clients wants, before they’re even aware of it themselves.To do that you need time – which is why you need to have the foundation blocks in place. And once you have a good idea, look at what it will take to drive it consistently across the business.
- Innovation needs to be at the heart of your business culture if you are to retain competitive advantage. Customer needs and expectations shift and change, and therefore your ability to respond has to be at the same pace.If you commit to customer excellence, then you need to commit to innovation as a business practice – and put in place the building blocks to sustain it. The above is not one of them!!Create a great working environment. Challenge yourself to think out of the box and put yourself in the customer shoes as much as possible. Invite client feedback to bring your attention to your ‘blind spots’. Do things differently.