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Customer Experience: Creating Distinction to Improve Customer Interactions

How do you stand out from your competition so you become their preferred choice in a volatile marketplace? Scott reveals the elements that pull you back to the pack – and the Four Cornerstones of Distinction it takes to attain remarkable success.

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Customer Experience: Creating Distinction to Improve Customer Interactions

  1. 1. Creating Distinction to Improve Customer Interactions Scott McKain Nicolas Rodriguez With: Moderated by: TO USE YOUR COMPUTER'S AUDIO: When the webinar begins, you will be connected to audio using your computer's microphone and speakers (VoIP). A headset is recommended. Webinar will begin: 11:00 am, PST TO USE YOUR TELEPHONE: If you prefer to use your phone, you must select "Use Telephone" after joining the webinar and call in using the numbers below. United States: +1 (415) 655-0060
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  2. 2. Mitel is a global market leader in business communications, powering more than two billion business connections with our cloud, enterprise and next- gen collaboration applications. With more than 70 million users in nearly 100 countries, Mitel is the only company that wakes up every day exclusively focused on helping customers take their communications from where they are today to where they expect them to be.
  3. 3. Click on the Questions panel to interact with the presenters https://www.customerexperienceupdate.com/frs/9012653/creating-distinction-to-improve-customer-interactions/email
 https://www.customercontactcentral.com/frs/9012653/creating-distinction-to-improve-customer-interactions/email
  4. 4. About Scott McKain Scott McKain is the founder of a consulting and training company that explores the role of ultimate customer experiences in creating enhanced client retention and revenue, and is the author of three Amazon.com #1 business bestsellers; all teaching how to expand profits, increase sales, and engage customers. Scott’s latest book, released by Forefront Books/Simon & Schuster and titled, “ICONIC: How Organizations and Leaders Attain, Sustain, and Regain the Ultimate Level of Distinction,” provides the specific steps for every leader and employee to create and deliver unique customer experiences and attain the highest level of business success. About Nicolas Rodriguez Nicolas Rodriguez is the Editor for several websites in the Aggregage network. After graduating from CSU: Long Beach with a BA in Political Science, he worked in conference production for the biotechnology and pharmaceutical industries before joining the team at Aggregage. His background includes event production, political op-eds & reporting, stand-up comedy, and podcasts.
  5. 5. C R E AT I N G D I S T I N C T I O N in a changing, challenging, competitive marketplace ScottMcKain @ScottMcKain
  6. 6. T H R E E L E V E L S O F I N T E R A C T I O N L E T ’ S T H I N K A B O U T H O W Y O U C O N N E C T W I T H C U S T O M E R S
  7. 7. Level ONE (relentless execution) Level TWO Level THREE *where net new business is generated Processing Service EXPERIENCE!
  8. 8. The Four Cornerstones Of Distinction
  9. 9. Clarity The Four Cornerstones Of Distinction
  10. 10. Y O U C A N N O T D I F F E R E N T I AT E W H AT Y O U C A N N O T D E F I N E . Cornerstone #1: CLARITY
  11. 11. MINDSHARE PRECEDES MARKETSHARE
  12. 12. CLARITY IS DIFFICULT!
  13. 13. You must be precise about what you ARE! You must be equally precise about what you are NOT. CLARITY IS DIFFICULT!
  14. 14. •What do I do when I get home? 1. Create a Clarity statement 2. Consider Clarity in all of your efforts 3. Reconfirm with customers and prospects to be certain they are clear on all of your advantages Cornerstone #1: CLARITY
  15. 15. Clarity The Four Cornerstones Of Distinction Creativity
  16. 16. “different”
  17. 17. It is NOT about being “different” just to be different.
  18. 18. Creativity is about finding unique ways to serve customers
  19. 19. Cornerstone #2: CREATIVITY
  20. 20. Cornerstone #2: CREATIVITY •What do I do when I get home? 1. Pick a single point where you will develop a difference…then, 2. DO that specific point creatively!
  21. 21. Clarity The Four Cornerstones Of Distinction Creativity Communication
  22. 22. with your customers? How do you INTERACT
  23. 23. generationsCOMMUNICATE DIFFERENTLY
  24. 24. •We are a culture of “story junkies” •It’s the single area of communication that ALL generations have in common! Cornerstone #3: Communication
  25. 25. Cornerstone #3: COMMUNICATION • What do I do next? • Write a story about how a customer improved his or her business or life as a result of your involvement and engagement • Make THEM the hero, not you! • Start TELLING THE STORY!
  26. 26. Start TELLING YOUR STORY! Cornerstone #3: COMMUNICATION
  27. 27. Clarity The Four Cornerstones Of Distinction Creativity Communication Customer Experience Focus
  28. 28. “THE PURPOSE OF ANY BUSINESS IS TO PROFITABLY CREATE EXPERIENCES SO COMPELLING TO THE CUSTOMER THAT LOYALTY BECOMES ASSURED.” “ALL BUSINESS IS SHOW BUSINESS!”
  29. 29. Too many focus on the transaction…
  30. 30. The DISTINCTIVE focus on the experience…
  31. 31. ULTIMATE CUSTOMER EXPERIENCE ®
  32. 32. WHAT IS THE ULTIMATE EXPERIENCE THAT A CUSTOMER COULD HAVE WITH YOU?
  33. 33. IT WILL BE A DIFFERENT CUSTOMER EXPERIENCE, DEPENDING ON THE INDIVIDUAL CUSTOMER.
  34. 34. 48 Ultimate Customer Experience • Think of Indiana Jones!
  35. 35. 48 Ultimate Customer Experience • What do I do when I get home? 1. Ask, “What if EVERYTHING went EXACTLY right?” 2. What specific steps do we need to execute to make it work out that way? 3. What are the roadblocks that prevent us from achieving it? 4. Am I providing the tools to teach how it is done?
  36. 36. 48 Ultimate Customer Experience • The goal is: –the ULTIMATE CUSTOMER EXPERIENCE ® –For every customer –For every prospect –EVERY TIME!
  37. 37. Clarity The Four Cornerstones Of Distinctive Cultures Creativity Communication Customer Experience Focus
  38. 38. Clarity The Four Cornerstones Of Distinction Creativity Communication Customer Experience Focus WHAT COMES NEXT?
  39. 39. You stand out from your industry competition. You’re their favorite place to buy what you sell. You stand our from most organizations. You’re one of their favorite places to buy ANYTHING.
  40. 40. •Better offensive teams have won 62% of NFL playoff games •38 of 52 Super Bowl winners have had a top ten offense
  41. 41. Every moment you are playing defense against the competition wastes a moment you could be innovating to make them irrelevant. PLAY OFFENSE Know your competition but don’t concentrate on them. Play the game YOUR way!
  42. 42. PLAY OFFENSE Know your competition but don’t concentrate on them. Play the game YOUR way! STOP SELLING Focus less on pressure tactics to close sales… and more on creating ultimate experiences.
  43. 43. Here’s what we don’t often talk about!
  44. 44. “JUST *$)#@ SELL SOMETHING!!”
  45. 45. It is 10X easier to sell a customer who previously has had a great experience.
  46. 46. Stores that provide a “ultimate customer experience ®” create lifetime values SIX TIMES higher than stores that do not.
  47. 47. Prospects are FOUR TIMES more likely to buy when referred by a friend. 83% of those friends are willing to give you a referral when they’ve received an Ultimate Customer Experience from you.
  48. 48. “WANT TO *$)#@ SELL SOMETHING??”
  49. 49. “CREATE AN ULTIMATE *$)#@ CUSTOMER EXPERIENCE!”
  50. 50. • PROMISE • PERFORMANCE YOUR CUSTOMERS EVALUATE YOU ON TWO PRIMARY ASPECTS
  51. 51. Slacker Fraud Manipulator Disruptor PERFORMANCE PROMISE
  52. 52. “Do what you said you will do, when you said you will do it.”
  53. 53. THE GENESIS OF DISRUPTION IS DISSATISFACTION.
  54. 54. HOW DO WE ELIMINATE THIS DISSATISFACTION?
  55. 55. How do you demonstrate customer and employee respect?
  56. 56. •What will you do to demonstrate respect for YOUR team?
  57. 57. •4th son of poor family •Poor grades in school •Rejected in his attempt to join the Army •Laid off from first job •Failed in his first business •Failed in his second business •Bankruptcy •Founded business with friend — and lost it in a feud •Had a nervous breakdown
  58. 58. YOU CAN!
  59. 59. ScottMcKain @ScottMcKain ScottMcKain
  60. 60. Q&A Nicolas Rodriguez With: Moderated by: Business Consultant & Bestselling Author Linkedin: /in/scottmckain Twitter ID: @scottmckain Email: scott@scottmckain.com
 Website: scottmckain.com Scott McKain Editor, Aggregage Linkedin:/in/masadluffy/ Twitter ID: @CXUpdate
 Email: nicolas.rodriguez@aggregage.com Website: aggregage.com https://www.customerexperienceupdate.com/frs/9012653/creating-distinction-to-improve-customer-interactions/ email
 https://www.customercontactcentral.com/frs/9012653/creating-distinction-to-improve-customer-interactions/email

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