Real Gurus of Customer centricity: Anisha Motwani

The real Gurus of Customer Centricity

The real Gurus of Customer

Road Side Cobbler

Knows his customers one on one - all based on trust (probably runs a frequent buyer program)

The real Gurus of Customer

Neighborhood Tobacconist

Has unique customer ids, credit ratings, special offers, discount deals

home delivers and runs long terms relationship programs with top end customers - all manually

The real Gurus of Customer

Around the Corner Laundry Service

Highly evolved one to one marketing techniques - Knows how to crease your trousers in that special way, picks up and home delivers - has a credit facility and what’s more gets his kid to clean your car for free !!

The real Gurus of CRM Neighborhood Grocer

Runs the most efficient CRM program - Has more refined customer knowledge than some of our sophisticated data vendors

Consider the following…

Why do we love our favorite bookstore?

A Largest collection of

books The best rates in town The most convenient

location in town The best advertising

amongst all

B People know me there, even

remember my name Go the extra mile to help me

find my book Go the extra mile to help me

get my book They understand my taste,

and make good recommendations too!

The best service in town

OR

Why do we hate airlines more? Is it because…

A Their planes are awfully

old? They have lesser

legroom? The lounge area looks

pathetic? The seats are very

uncomfortable?

B It delayed / cancelled flights? The staff behaved rudely

with us? They lost our baggage? They had to be reminded 3

times before they got our coffee / suits?

They refused to redeem our loyalty points?

(We love them for these same set of reasons,when we get a favorable response)

OR

Truth about Brands in a Service Economy

“Consumers aren’t loyal to the company that provides the service, they are loyal to the

people who provide them the service.”

It’s so true about finance brands

They are all service brands

- Intangible products, lots of and continuous consumer interactions

To what extent would our impressions of finance brands be impacted by…

…TV Advertising?

…Print Advertising?

…Radio Advertising?

…Direct Mailers?

…Easy-to-remember toll-free numbers?

To what extent would our impressions of finance brands be impacted by…

…The telemarketer pestering us?

…The insurance advisor who we meet?

…The person on the helpline?

…The customer care officer who went the extra mile?

…The timely reminders on mail / SMS?

There’s more to finance brands

than brand communication

Because it’s all about people:

people delivering the service and

people consuming the service

Delivering to Customer

The 3 additional P’s of customer centricity for service brands

People How are the employees, sales, after-sales and customer

service staff of your company handling your company brand? Process

How are the rules, procedures and systems of your company handling your brand?

Physical Evidence How is the physical evidence (your forms, account

statements, etc.) of your service handling your brand?

People

Does the staff know and feel the difference in their service versus the competition?

Does the staff believe in customer centricity and its values?

Is the staff empowered to customize and deliver the service to its different customers?

Even the telemarketerwho mispronounces a customer’s name, contributes to quality of service delivered

Ditto for the customer service representative,who says he does not have the authority

to modify the database information

Process

Does the process allow for customization? Is it customer-friendly? Is it employee-friendly? Is it in sync with the overall brand

promise?

Is there a service recovery process / plan?

Is the process a hurdle or an enabler of the brand’s promise of ‘fast service’?

Or is the company policy coming in the way of flexibility in options enjoyed by the customer for paying premium?

Physical Evidence

Do the application / claim forms make life easy or difficult for the customer?

Are the account statements and documents easy to understand?

How many asterisks are there next to the brand’s promise?