Know Thy Customer: Customer Engagement Through the Hard Times by Nancie Freitas at Engage 2016

Know Thy Customer –Customer Engagement through Hard Times

Nancie Freitas

[email protected]

Real Stories

Problem

Know thy

customer.

Revenue

Reputation

Profitability

Morale

Desire

Clemency

Collaboration

Trust

More business

Better relationships = bigger business

TODAY ~

Empathy…What’s it like to be you?

Value…How can I help you?

The Office of the CxO

20Business Strategy

10Functional Strategy

30Budgeting

45Cross-functional Leadership

40People

= 160%

The Office of the CxO

Business Results

15% Business Strategy

20% Functional Strategy

30% Budgeting

45% Cross-functional Leadership

40% People

= 140%

Senior Leaders

15% Business Strategy

30% Functional Planning

30% Budgeting

30% Cross-functional Leadership

40% People

15% Execution

= 145%

*THEY achieve business results

What’s in their Way

• Rank

• Pain promotes reactive,

tactical thinking – Check lists and criteria

• Little management

training – OTJ

• Time – as in none

Practical Tips (tactical)

• Listen – don't interrupt, except to clarify

• Tune in to non-verbal

communication

• Use people's name

• Smile

• Take a personal interest

Source: www.mindtools.com

Practical Tips (strategic)

• Be a truth teller

• Expand the checklist and prioritize

the criteria

• Become a teacher

• Make your time count

Do More

1. Do their job

2. Go beyond the hire

3. High-Highs

4. Work a strategy

Write the Job Description

• Success in 1 year?

6 months?

• Expected deliverables?

• Steps involved?

• Range of ‘ownership’

Hire a copywriter

OutputsVision

TasksRole

Go Beyond the Hire

• Onboarding checklist

• 30day Check-in

Business Strategy

Org Structure

Functional Strategy

Pains & Gains

Key Relationships

Best Lunch Spot

Model the

Champions

• High-Highs

Perform

ance

Potential

Bob Jessica

Greg

Stacy

KeithAmandaKarenCarl

Bruce

Get In Front

• Success in 6-12 months

• What’s the real problem?

• How’s it being done today?

• Team dynamics

• “what about”

• Provide candidate’s strengths & concerns

• Be part of the download – help calibrate

Bonus

Beware the

5-light

syndrome

Thank You!

[email protected]

@nanciefreitas

When Things Go Bad

Doug’s story

• Founder reputation

Elyssa’s story

• Client changes the rules

Michelle’s story

• A non-conforming jurist