Ewa Goos, Spa manager Yasuragi Branding Customer Knowledge
Dec 14, 2014
Ewa Goos, Spa manager Yasuragi
BrandingCustomer Knowledge
Ewa Goos, Spa manager Yasuragi
• 15 years of experience as a leader and manager
• Educational background – behavioural science with additional studies in NLP (Neuro Linguistic Programming), UPIKA – Consultative Development, project management, coaching, change management, and leadership in the areas of economics, sales, HR, and account management.
• Working experience: • Over 17 years in the Telecom Industry, holding various positions including Research Manager, Change Manager, and Customer and Service Analyst. • Founder of a company called Change2Success; a company with the vision to coach people and businesses to achieve greater success. Starting her company in 2001 eventually lead to a career change in 2007 when she started to work as a • Spa Manager in a large hotel chain.
• Curious about the spiritual life and energy work
Ewa Goos Bio
Ewa Goos, Spa manager Yasuragi
You can do more than you think!
Ewa Goos, Spa manager Yasuragi
Branding
Ewa Goos, Spa manager Yasuragi
• The process of creating a unique, positive and recognizable identity for a product or service that separates your offer from another competitor.
• A value or core set of values that allow your offer to be identified in the marketplace
• Brand is the proprietary visual, emotional, rational, and cultural image that you associate with a company or a product. When you think Volvo, you might think safety. When you think Nike, you might think of Michael Jordan or "Just Do It." When you think IBM, you might think "Big Blue." The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from the product.
• A great brand makes it easy for the customer to understand what you are offering and to facilitate your decision process.
A brand is what they say about you when you are not in the room. Jeff Bebos, founder of Amazon
What is branding?
Ewa Goos, Spa manager Yasuragi
Building a brand
TrademarkVisual distinctiveness
• What/how are you communi-cating
• Values/associations •Target groups
• Memories/historicexperiences
• Future expectations
• Customer promise• Guest experience• Processes/systems
• Customer knowledge• Building relationship
through relevant communication
• Rewarding loyalty • Strategic partnership • Corporate Social
Responsibility
1.0 ”Awareness”
2.0 ”Experience”
3.0 ”Loyalty”
Ewa Goos, Spa manager Yasuragi
Building the brand identity.External processes
Building the brandidentity.Internal processes
Building the brand is 90% done below the surface!
The companies communicationWebCustomer serviceContact centreSales personalUniforms Trademarks
Company cultureStrategies, philosophy, visions, beliefs, feelings,thoughts.Building customer knowledgeProcessesSupport systemsWork environmentFeedbacksystem
= How we act/deliver and learn
Ewa Goos, Spa manager Yasuragi
Delivering the brand experience
1. Before• Create relevant expectations• Communicate the customer promise
2. During• Increase the value delighters • Decrease the value destroyers• Deliver the customer promise• Clear values and trust in the concept
3. AfterFeedbacksystem- Customer surveys- Mystery Shopping- Employee surveys
4. Make it happenAct upon feedback
Guests/Customers
Organization
”Moments of truth”
= Guest experience
Ewa Goos, Spa manager Yasuragi
Building a brand takes commitment, focus, and 3 to 5 years of hard work. It is not just an advertising program. It is a company-wide effort that unifies everyone's energies, toward the same common objective.
Make it simple starting with 3 key questions
1. Who are we? What is our essence that separate us from the competitors?2. Who is our customers? 3. What do they expect from us?
How to build a successfull brand?
Ewa Goos, Spa manager Yasuragi
Company branding Personal branding
Now you are going to try to build a brand….
Ewa Goos, Spa manager Yasuragi
How can I make it easy for the surrounding world to interpret who you are, or want to be?
Internal processes
Values and feelings that are associated to you/your name
A long-term, consistent approach/attitude
External processes
How you communicate yourself, what differentiates you from others?
How do people perceive you when they meet you?
Personal branding
Ewa Goos, Spa manager Yasuragi
• To give the “right” impression in, for you, important context• To increase your credibility, reputation• To increase your value for future positions
Make people talk about you in the “right” way.
Why building your personal brand?
Ewa Goos, Spa manager Yasuragi
Everything communicates…
• Clothing
• Facial expression
• Voice
• Language skills
• Gestures
• Body language
• Movements
• Level of energy
• Attributes
Ewa Goos, Spa manager Yasuragi
How does the surrounding perceive you
when they meet you?
You
How do they perceive youin the present?
MemoriesExperiencesKnowledge
ExpectationsWishesBeliefs
Past Present Future
Ewa Goos, Spa manager Yasuragi
1. Who am I, (Values, characteristics)
2. What do I do great? (talents, qualities)
3. How do the surrounding world perceive me? How do I perceive myself?
4. Describe your vision (your dream without a deadline)
5. Describe your way to the future
6. Describe your history, where did you come from, what to you bring with you
7. Describe your arena, the market where you want to be in
7 Steps to build your personal brand
Ewa Goos, Spa manager Yasuragi
Work 2 and 2
1. Which core values are most important for you? (health, love, safety, laughter, relationships, freedom, success, honesty, peace, beauty etc)
3. If you got the permission to praise yourself, then you would say that your where great at/in….
4. Name 3 things that people remember about you? (core values/expression)
5. What would you like to be famous for?
6. In what areas are you willing to compromise, and what areas not?
7. How do you make your personal brand visual? How to you make other people to perceive the person you are/want to be?
8. Imagine that you in year 2010 where elected as the best Spa manager in your country, tell us how you succeeded
Training 1 – personal branding
Ewa Goos, Spa manager Yasuragi
Summery branding – connecting the dots
1. Start by building a unique culture, deliver a different experience and holistic concept
2. That will create a genuine enthusiasm and pride within the staff who will strive to over deliver…
3. Then you will exceed customer experience – which will result in satisfied customers that comes again and again and again...
4. You will now have a profitable and sustainable business
Customers loves youEmployees loves to
work for you
Ewa Goos, Spa manager Yasuragi
”Much of what good service is made of are things that nobody notices – until you stop doing them…”Craig Newmark - Craiglist
Ewa Goos, Spa manager Yasuragi
Customer Knowledge
Ewa Goos, Spa manager Yasuragi
Loyal customer = Growth!
Customer analysis of existing customer baseIts about describing your customer for example from attitudes, values, age, life stage, how valuable they are for your company etc.
Segment your customers Divide your customers in different segments to make it easier to work with.
Customer strategyDescribe how to optimize the profit, increase the revenue per customer, increase the customer satisfaction. How to organize the company for best result.
Customer adapted marketing communication and service offering.
Building Customer Knowledge
1.0 ”Analysis”
2.0 ”Strategy”
3.0 ”Profitability”
Ewa Goos, Spa manager Yasuragi
7 steps in building strong customer culture
1. Customer oriented leadership 2. Corporate mission/objectives/rewards are
customer oriented. 3. The main corporate strategy is to win customer
loyalty4. The main corporate values and philosophy is to
care about the customer5. The behavioral codes and standards reflects the
above6. Involving the customer in business development 7. Feedback system & processes that can handle and
measure both tangibles and intangible factors.
Ewa Goos, Spa manager Yasuragi
Customer segmentation
Kids &Youth
Householdswithout kids
26 – 59 år
Seniors60+
MARKETS
Customer groups
attitudes values behavior consumption life stage
Customer knowledge- ”intangible” factors
Customer knowledge- ”intangible” factors
Customer priorities
How to prioritize different customers – made from customer value based on current revenue and potential coming revenue.
The goal is to:
• Create new business opportunities by delivering the right offering to the right customer, at the right time, through the right channel.
• To use the customer knowledge about the whole relationship to make us competetive
• Create guidelines to make it easy to handle the customer information and to use it where its needed to be profitable.
How to prioritize different customers – made from customer value based on current revenue and potential coming revenue.
The goal is to:
• Create new business opportunities by delivering the right offering to the right customer, at the right time, through the right channel.
• To use the customer knowledge about the whole relationship to make us competetive
• Create guidelines to make it easy to handle the customer information and to use it where its needed to be profitable.
Householdswith kids26 – 59 år
Business knowledge- ”tangible” factors
Business knowledge- ”tangible” factors
attitudes values behavior consumption life stage
attitudes values behavior consumption life stage
attitudes values behavior consumption life stage
Ewa Goos, Spa manager Yasuragi
Segments/target groups – visit Sweden
Corporate Meeting
DINKs – double income, no kids
WHOPs – wealthy healthy older people
Active Family
Ewa Goos, Spa manager Yasuragi
Corporate meeting – communications triggers
Corporate MeetingSweden is known by the international incentive market to have high availability, different and creative activities and delivers a high standard. This kind of visitors have higher demands and crave more than usual within safety and availability. Their major demands are to have creative arrangements and activities.
Communication trigger:
Ewa Goos, Spa manager Yasuragi
DINKs – Communication triggers
DINKs – double income, no kidsThis group are experienced traveler and traveling for them are a lifestyle. Lack of time is something that connects the DINKs. They work a lot which leads to that they value free time very high and therefore they have an increased demand of how they would like to spend their free time. The DINKs are usually ranked as the leader of the future. They are strong individualists and influencers. They find that identity and strong personal image is important. They are drawn to destinations that have a high value of “storytelling” in which they can use for their own personal positioning (personal branding). They prefer holidays with adventure, city breaks, ice hotels etc.
Communication triggers:
Focus on lifestyle and belonging with their friends and less on rational information. Underline the idea of being successful. Its important that the offering is up to date. Make them feel important and unique. Communicate to them more like a company as listen to them and understand their life situation.
Ewa Goos, Spa manager Yasuragi
Active family – Communication triggers
Active FamilyA very homogenous group with similar economical conditions, background and the strong will of wanting to spend their vacations together with their kids. Active family are very interested in nature, cultural and sports activities. They value different activities in which the whole family can participate in.
Communication triggers:
Communicate the meaningful benefits of the service. It should be fun and entertaining and yet at the same time useful and comfortable. Don't try to control them, inspire them with relevant and clear information. Be open and don’t try to hide any information. Don’t promise anything that you cant live up to. Service is very important.
Ewa Goos, Spa manager Yasuragi
WHOPs – Communication triggers
WHOPs – wealthy healthy older peopleWHOPs consists of healthy and vital people over 60 years of age. It's older couple who's kids have moved from home. It is a group of people that have both the time and money to travel and explore. They indulge themselves with that little extra and gladly spend their money on health, luxury, travel, pleasure and experiences. This group also have a great nature- and cultural interest.
Communication trigger:Communicate the brand for them, a well known brand is important – safe and a good buy.Its important that the information feels fresh, they don’t want to be treated as tired old people.Talk about how the product/service can be useful for them and make them feel better and how it makes life easier and more pleasurable. Its important that the service/product is easy to use and have high availability.
Ewa Goos, Spa manager Yasuragi
Customer strategy
• A customer strategy is to optimize the profit, increase the revenue per customer, increase the customer satisfaction through organize the company and the company processes according to a customer focus.
• It’s a tactical guide which describes the current situation – wanted position and the way to get there, what to measure to know that you are on the right track.
• Customer vision – “a visual image without a deadline”. It shall motivate employees and generate customer loyalty:
– Core value proposition – customer promise– Brand platform – communicate company core values– Defining wanted customer experience – Defining wanted company culture
• Customer segmentation – tangible and intangible values/factors• Defining customer processes through the company from first to last
contact • Define needed change and change management process• Define customer Key Performance Indicators. • Define feed-back process
Ewa Goos, Spa manager Yasuragi
The sum total of conscious events
A company cannot avoid creating an experience
Experience means single and multiple events
Experiences are rational and emotional
Experiences involve all five senses
Experiences can be designed
Experienced organizations exist
The wealthy buy more experiences
See
TouchTouch
HearHear
TasteTasteSmellSmell
What Is a Customer Experience?
Ewa Goos, Spa manager Yasuragi
• Customer
• Services
• Ourselves
• Growth
Wanted position
Management model
Strategic Direction, Targets, Restructuring Initiatives and Incentives
Operational/business Plan
Follow-up tools• Business Review -
Business and financial performance
• KPI´s, CSI, ECS and Brand Image Index
Guiding principles• Vision
• Business concept
• Brand platform
• Values
KPI = Key Performance IndicatorCSI = Customer Satisfaction IndexECS = Employee Commitment score
Customer strategy - process
Ewa Goos, Spa manager Yasuragi
Work 2 and 2
1.
Training 2 – Customer Knowledge
Ewa Goos, Spa manager Yasuragi
Conceivability
CopingWillpower &Engagement
Balance
- Awareness/insight - why- +/- Consequences- WIIFM
- Resources (time/money/people)- Knowledge/experience- Information- Good example/ role models
- Ability - Obstacle/barriers
- Willing to change +/-- Compensation/rewards- Personal confirmation
Combination of two models:Prosci – ADKAR model Aron Antonowsky – SOC (sense of coherence)
Awareness
Desire
Knowledge
Ability
Reinforcement
Model for change management
Ewa Goos, Spa manager Yasuragi
10 framgångsfaktorer
1. Create participation in change
2. Always focus on the vision, values and the brand statement
4. Everything you do shall breath customer and profit
6. Create awareness about driving forces/barriers. Strengthen/eliminate
7. Acheive ”quick-wins” to show the change is working
8. Give the employees concrete evidence that we are on the right path.
9. Make sure you have necessary resources to facilitate the change.
10. Create a feed-back model, follow up in dialogue
3. Appoint engaged sponsors within the company that will lead the change
5. Motivate, inspire, engage
10 Success factors for change