A practical guide to creating competitive advantage and improving business performance. Forget customer satisfaction. Go for 'devotion'. Heres how....

1. how to create ‘devoted’ customers a practical guide by andy hanselman

2. UK consultant says “forget ‘delighted’ customers, start thinking ‘devoted’ customers”

3. ‘ devoted’ customers?

4. not ‘satisfied’ customers

5. not even ‘delighted’ customers

6. why?

7. 86 % of defectors express satisfaction with the previous supplier frederick reicheld – ‘the loyalty effect’

8. so

9. forget ‘satisfaction’ think ‘devotion’

10. some customers have

11. high expectations

12. some customers have

13. low expectations

14. all customers either have

15. a ‘great’ experience

16. or

17. a ‘poor’ experience

18. look at it like this

19. high expectations low expectations a ‘poor’ experience a ‘great’ experience

20. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ delighted’

21. ‘ delighted’ customers

22. are surprised by the level of service you provide

23. are surprised by the level of service you provide ( positively surprised please!)

24. so

25. ‘ delighting’ customers is ‘a good start’

26. but

27. with time

28. expectations will rise

29. (which is a good thing)

30. the challenge is to consistently deliver

31. a ‘great’ experience

32. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ devoted’

33. why?

34. ‘ devoted’ customers

35. stick with you

36. spend more

37. shout about you to others

38. the goal therefore is to create

39. ‘ devoted’ customers

40. how?

41. “ the more you engage with customers the clearer things become and the easier it is to determine what you should be doing” John Russell, President, Harley-Davidson Europe

42. so

43. give your customers a damn good listening to give your customers ‘a damn good listening to ’

44. 44% of consumers say the majority of their customer experiences are bland

45. so

46. stand in your own queues

47. identify your barriers to giving a great experience

48. “ in every single industry there is now overcapacity of production and lack of capacity in terms of people” sir martin sorrell, chief executive WPP

49. so

50. think 3D

51. d ramatically and d emonstrably d ifferent be

52. it’s an ongoing process

53. be an ‘ enemy of the status quo ’

54. aim for

55. this

56. high expectations low expectations a ‘poor’ experience a ‘great’ experience

57. high expectations low expectations a ‘poor’ experience a ‘great’ experience

58. so

59. raise the bar

60. “ stand out” and deliver consistently

61. it’s not easy

62. occasionally customers will have

63. a ‘poor’ experience

64. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ disappointed’

65. so

66. spot ‘disappointment’

67. ask

68. were you completely happy with our service?

69. act and

70. get back

71. this to

72. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ devoted’

73. this not

74. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ disaffected’

75. “ executives say that the way their organisations interact with customers will be the greatest challenge in their operations between now and 2010” Economist Intelligence Unit – Business 2010

76. so

77. go for ‘delighted’

78. aim for ‘devoted’

79. spot ‘disappointed’

80. avoid ‘disaffected’

81. creating ‘ devoted ’ customers

82. means taking action, not notes

83. so

84. don’t just stand there….. do something! dick dastardly

85. andy hanselman is one of the uk’s leading experts in business competitiveness. he writes, consults and speaks on issues that help organisations maximise their competitive advantage, their customer relationships and their competence. you can find out more at www.andyhanselman.com you can email him at [email_address] andy hanselman consulting sheffield technology park 60 shirland lane sheffield s9 3sp uk telephone: +44 114 243 4666