This document summarizes a webinar focused on building a customer-focused business. It introduces the presenters and discusses why focusing on customers is important. It provides a case study of a landscaping company that improved customer retention and sales by focusing on customer needs. The webinar discusses listening to customers through reviews, employees, market trends, and online habits to understand the customer experience. It emphasizes starting with the customer experience data already collected.
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Focus on the customer 3 21-12
1. SPRING INTO BUSINESS
SUCCESS
FOCUS on the CUSTOMER
Captioning for this meeting provided by Voice to Print
Captioning
A free preview webinar, produced by:
March 21, 2012 Presenters: Kathy Sipple | Larry Galler | Ursula Saqui
2. TODAY‟S
PRESENTERS:
KATHY SIPPLE
• CEO (Chief Engagement Officer) at My Social Media
Coach
• Social Media Specialist at Forward Progress
LARRY GALLER
• CEO Larry Galler & Associates
Business Greatness Coach, One Year to Greatness
• Weekly Business Columnist, Northwest Indiana Times
DR. URSULA SAQUI
• President, Saqui Research
• Lead Market Researcher
4. Focus on THE
CUSTOMER!
… They are the most important people in your company!
Presented by Larry Galler – Business GREATNESS Coach / Columnist
March 21, 2012
5. It‟s a huge universe out there and, no
matter what tool you use, it must be…
IN FOCUS!
Or your
message
will be…
Fuzzy, Indistinct, Diluted,
Obscure, Wasted, &
Misunderstood
6. So, what does it mean to
Focus on THE CUSTOMER?
The FRAME Focuses your eye…
If the FRAMEWORK of your company
Focuses on the Customer….
8. Case Study:
Hunt‟s Outdoor Upkeep, Inc.
Landscape maintenance (mowing) and
Snowplowing
Clients – Corporate Campus‟
Sales on “Seasonal” Contracts
Excellent Client Retention
Difficult to attract New Clients
9. Problem
Problem:
Traditional sales effort – few weeks between
snowmelt and grass grows
Decision makers are not interested until this
three / four week period
So we Focused on the Customer’s
Needs!
WiBGi (Wouldn’t it be great if)
10. Strategy
1. If current clients don‟t want to talk about
Spring until there is an IMMEDIATE NEED…
2. Create an IMMEDIATE NEED in the Fall and
Winter – REVIEW MEETINGS
3. Leave that short window in Spring to
concentrate on attracting new clients
11. Results:
Review meetings went very well:
90% of last season‟s clients renewed in October
and December and bought 15% additional
services. The remaining 10% renewed in late
February – 100% retention!
Most of February and all of March (to date) have
been devoted to acquiring New Clients
6 new clients for this season sold in February
and March with more to be closed
12. Sales Booked For The
Season…
UP 30% (with more to close)
A “Listening to the
Customer”
BREAKTHROUGH!
13. In my March 29th “Focus on the
Customer” Session you will learn:
Process for transforming what you learn from
your customer into Customer-focused:
Strategies
Training
Customer Service
Policies
Marketing
… There IS a Process for it and, you will take this
TRANSFORMATIONAL PROCESS with you!
14. FOCUS ON THE CUSTOMER:
CUSTOMER LISTENING POSTS
YOU SHOULDN‟T IGNORE
Presented by Ursula Saqui, Ph.D.
15. WHAT DO WE ALL WANT?
CUSTOMER LOYALTY
WHERE DO WE NEED TO
START?
CUSTOMER
EXPERIENCE
TIP: Start with the end in mind and work
backwards
16. WHY CUSTOMER
EXPERIENCE?
The Customer Experience Landscape is
the place where we can identify and
capture the „forward-looking‟ dimension of
relationship commitment and identify
triggers that may change the basis of the
relationship.
TIP: Customer satisfaction is NOT the starting
point for customer loyalty.
17. UNDERSTANDING THE
CUSTOMER EXPERIENCE
LANDSCAPE
LISTENING POST
any strategic position or place for obtaining information about
another country or area
http://dictionary.reference.com/browse/listening post
TIP: Be purposeful and strategic in your
listening.
18. 3 LISTENING POSTS
Market Trends
Your Employees
Your Customers
TIP: Listening is multi-dimensional.
19. MARKET TRENDS
WHY?
•Gives you a general snapshot of the customer‟s landscape.
•Alerts you to possible changes in the future that may affect the
customer‟s landscape.
•Will help you assess alignment between general market trends and
what your customers are saying.
HOW?
•Professional/Trade associations (e.g., National Restaurant
Association)
•Government (e.g., Bureau of Labor Statistics, Census)
•Research Institutes of Universities (e.g., Indiana Business
Research Center at Indiana University)
•Non-profit research institutes (e.g., Pew Research)
TIP: General market trends help to define the
landscape parameters.
20. YOUR EMPLOYEES
WHY?
•They are where the action is.
•They understand the organization‟s internal operations.
•They can articulate opportunities and challenges that
may be outside of the customer‟s or executive team‟s
awareness.
HOW?
•HR survey
•Suggestion box
•Town hall meeting
•Online community
TIP: Employee input gives the Customer
Experience Landscape detail that can‟t be
gained elsewhere.
21. YOUR CUSTOMERS
WHY?
• Feedback is often in real-time.
• Customers use their own words, which can then be
used to create a more connecting and engaging
experience.
• You may already have the data collected, you should
use it.
TIP: Start with the customer experience data
you already have.
22. CUSTOMER LISTENING
POSTS
Email
Focus
Groups/ Mail
Interview
Direct
POS Surveys
Testimonials
TIP: The best way to listen to the customer is to
listen through multiple sources.
23. CUSTOMER LISTENING
POSTS
Online
Ratings
3rd
Blogs Party
Surveys
Indirect
Public Social
Media Media
Word of
Mouth
TIP: What are your customers saying to others
that they are not saying to you?
24. FOCUS ON THE CUSTOMER:
WHAT YOU CAN LEARN ABOUT
YOUR CUSTOMERS FROM
THEIR ONLINE HABITS
Presented by Kathy Sipple, Social Media Trainer &
Strategist
25. WHO ARE YOUR CURRENT CUSTOMERS?
WHERE DO THEY COME FROM?
Google Analytics:
http://www.google.com/analytics/
26. COMMUNICATION PARADIGM
SHIFT
• Broadcasting vs. crowdsourcing
• No longer one to many, but rather
many to many
• Are my clients part of this
conversation?
• What about my competitors?
• My employees?
Learn where your best prospects “talk”
online
28. WHAT AM I LISTENING FOR?
How do I join the conversation, or at least
listen?
29. GOOGLE INDEXING, ALERTS
• Free
• Set alerts for mentions of
your company name,
competitors, brand
names, employees, your
own name…
• Are my clients part of this
conversation?
Set a Google Alert:
http://www.google.com/alerts
We all want customer loyalty. Loyal customers buy more, buy more often, and recommend us to others.Backtracking from loyalty points us to the customer experience, which points us to listening as it is the foundation of creating a great customer experience.
We hear a lot about customer satisfaction...maybe you have even conducted a customer satisfaction survey. However, it is easy to have customers who are satisfied but don’t lean towards loyalty. It is much more difficult to have a great customer experience and then not lean towards loyalty. Satisfaction is backwards looking in that it is a function of performance to date, after the interaction has already occurred. It also based on the gap between what experience the customer expected to have and what experience actually occurred.It is in the customer experience that the relationship commitment between the customer and the brand develops. Examining the customer experience landscape allows us to narrow the gap between expected and ideal experience, which ideally results in relationship commitment.
To being to understand the landscape of the customer experience, you have to listen. I love this definition of a listening post [read definition]. I love it because it emphasizes two overarching principles of customer listening: being purposeful and being strategic. In order to be both, it is helpful to have an overarching framework, which follows.
When you think of listening to your customer, it is helpful to think of three different perspectives: market trends, your employees, and of course, your customers! If you can listen via all three avenues, that is ideal. However, I would encourage you to start with one and move forward from there with the idea that listening to all three is the end goal. Listening to different perspectives lets you look for alignments and misalignments, which often lead to gaps you should close or opportunities you should pursue.
Market trends identify changes that may affect the customer experience and therefore things you will want to pay attention to. For example, how might the economic downturn affect the customer experience in your industry? Imagine you were a restaurant. Would it be helpful to know that households in your area had experienced a 10% decrease in household income? Of course it would! Or would it be helpful to know if this decrease in income occurred but you were NOT seeing a decrease in customers? Yes! It could signify a resiliency about your business you haven’t recognized yet.How do you find market trends? There are many sources that are FREE if you know where to look. I have listed the four main sources I use and examples of each.In our 3-week webinar starting on March 29, I will be presenting more detail on free or low-cost research tools like this including the best way to search for them without spending three days on Google.
While you may be somewhat removed from daily customer interactions, some of your employees are not.Their understanding of operations allow them to leverage this understanding into workable solutions.These solutions make more intuitive sense allowing them to adjust and implement quicker.For example, in working with one of our retail clients to improve the customer experience to increase their sales, employees offered up the suggestion of rearranging the store layout to provide a better experience for the customers. They were able to identify this solution because they saw the traffic pattern of the customers every day.
Of course you need to listen to your customers whose feedback is often in real-time, in their own words, and probably something you have already collected. There are two main ways your customer communicates to you: directly and indirectly.
Here are some of my favorite direct customer listening posts. [read] We used in-depth interviews to uncover the details of the customer experience for one client who owned a luxury goods retail store. The store had a core base of customers but it was small and the store lacked awareness in the target market. The customers reported being satisfied with the products but their descriptions of their experience in the store lacked emotion. To make a long story short, without the emotionally connecting experience in the store, product satisfaction was not enough to generate positive word-of-mouth, which would result in increased brand awareness and sales.
Indirect customer listening posts are very popular and continue to add an avenue of listening that can be helpful. [read] Kathy is going to take one of these avenues, social media, and talk about how to focus on your customer via Facebook.