The Customer Driven Enterprise By Yamini Virani
Jan 20, 2016
The Customer Driven
EnterpriseBy Yamini Virani
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The Goal For Our Time Together
Share with you the tools to create a customer driven enterprise that keeps your clients
coming back again and again because you are able to see things from their perspective, are
engaged with them, and understand what they truly want.
What We’ll Be Covering Today
What does customer driven enterprise mean for you & why should you care?
The 3 Fatal Assumptions that will drive your organization into the ground
7 Steps to Creating a Customer driven enterprise
What’s Important to You?
What would you like to get out of this session today?
At Your Tables… Quickly Introduce yourself- your
name, company and role. What does becoming a
“customer driven enterprise” mean for you/ your organization?
Why Should You Care About Becoming a Customer Driven
Enterprise Anyway?
All successful businesses attribute at least 50% of
their business to referrals or repeat
business.
Reason # 1- You need them to come back
Reason # 2- Products & services are not sold
Buyers are not naïve or a mindless group of people. Proper advertising, product promotion and market share pricing, are all important, but at the end of the day services aren’t sold, products and services are bought.
Reason # 3- Buying Process & Habits Have Changed
Your buyers or customers: Are better informed Are assertive and more demanding Have a choice Are used to instant gratification In the age of Twitter and FB what your clients
or referral partners say about you carries more weight than what you say about yourself.
“
Reason # 4- Simply too expensive to ignore
Low Conversion rates Poor Customer loyalty High Attrition Low Recommend/referral
rates“
The 3 Fatal Assumptions
1. We provide world class service.2. Our clients /customers are thinking about
us and will come back whenever they have a need for our products/services or have a referral.
3. We measure customer service.
Looking in through the customer’s lens
1. How enjoyable is the experience?2. How easy are you to do business with?3. How effectively do you meet my needs?4. How consistent are you in the delivery of your services?
4 Ways Customers Judge Their interactions With Your Company
So How Do I Succeed in this Environment?Thinking like your customer and
making your business the first choice for your customer.
“We start with customers, figure out what they want, and figureout how to get it to them.”
– Jeff Bezos, founder and CEO, Amazon.com
Becoming a Customer Driven Enterprise
Deliver Results Your Customers Want+ With Consistency+
Create an Emotional Experience= Repeat Business &
Referrals
That’s When 1. You consistently get repeat
business.2. Your clients stay longer. 3. Your clients do the selling for you.4. You create a steady stream of
qualified leads that don’t have to be SOLD.
Table Topic What are the top 3 challenges your
organization faces when it comes to becoming a “customer driven enterprise?”
What are some things you would like to see change in relation to customer focus?
7 Steps to Creating a Customer driven
enterprise
Step #1- Make Customer Service an Implementable Core Value
Commitment to Customer Service Does Not Belong on a Corporate
Plaque. Make customer service an implementable core value of the
organization and build your business process around it.
24/7 Wall St.'s Customer Service Hall of Fame
1. Amazon 6. Trader Joe’s2. Hilton Worldwide 7. UPS
3. Marriott International
8. Hewlett Packard
4. Chick-fil-A 9. Sony
5. American Express 10. Apple
How Did They Make the Top 10 List?
1. “New initiatives to win the satisfaction of its guests.”- Mkt/Finance
2. “Well Treated Employees”- HR3. “Transparency in food preparation process.”-Ops4. “Excellent experiences”.-CS/Sales5. A Unique atmosphere and Experience- CS/Sales6. “Top-down approach to customer appreciation”7. “Easy to use products” –R&D –Design-SC8. “Ability to specify how they want their parcels
delivered.”-Ops/SC
How To Make Customer Service An Implementable Core Value…
1. Starts with the leadership’s commitment to customer service & engagement.
2. Committing to the goals in public3. Doing what needs to be done even when it’s
hard4. Fanatic at communicating the importance of
customer service5. Committing the required resources 6. Streamline all business initiatives
Step #2- Find Out What the Customer Wants
1. Ask yourself if you really know what they want.
2. Have their needs changed?3. Are you making assumptions about
them that aren’t quite on point?4. What are their most important goals?5. What specific job are they hiring you to
do?
Step #2- Find Out What the Customer Wants
Go where your customer goes Observe them Ask your employees for feedback about
the customer experience Implement a “learning from customers”
program Get feedback from customers
Step #3- Define & Review your current Process
Draw out your current process & get down to as much detail as you can.
Picture yourself as the client. What experience are you having?
Does it feel cold or transactional?
Example: Current Process for an CPA Firm
Initial Call with
Prospect
Interview at accountant’s
office
Present Proposal
Wait for prospect to
call back
Prospect signs
contract
CPA gather info &
Prepare taxes
Send tax returns
Answer any client queries
Remindclient when
it’s time to file next year
What Do You Notice With The Client Experience at the CPA Firm?
• It’s very bland- very transactional in nature• Everybody does that- no differentiation• The process doesn’t present an opportunity
to create an emotional connection• The emotional connection is left entirely to
the initiative of the CPA to do that when she can remember
• No place in the process to ask for referrals
Step #4- Assess Your Performance
Survey your customers. The best way to find out what bothers your clients is to ask them.
Silence is not golden. There’s often a hidden message in that silence & it isn’t a good one.
You cannot create your ideal client experience unless you know what your customer doesn’t like.
The Net Promoter Score
Customer loyalty boils down to one Ultimate Question: “How likely is it that you would recommend this company, product, or service to a friend or a colleague?”
Step #4- Asses Your Performance with The Net Promoter Score
0 1 2 3 4 5 6 7 8 9 10
Detractors Passive Promoters
The Net Promoter Score
The Net Promoter Score=
% of Promoters - % of Detractors
Step # 5: Define the Ideal Experience You want Your Client to Have
Fix the areas of concern revealed in the surveyDifferentiate between genuine concerns &
expectations that are outside of your window. What would the ideal experience look like for
your customer?Redesign your business process around the
ideal experience. Involve your team in creating the experience
in the process
Example: Building in the Emotional Connection -CPA Firm
Initial Call with
Prospect
Interview at accountant’s
office
Present Proposal
Wait for prospect
to call bak
Prospect signs
contract
CPA gather info &
Prepare taxes
Send tax returns
Answer any client queries
Remindclient when
it’s time to file next year
3
2 67
5
13
8 9
101
2
14
1
4
11
Step # 6: Making Your Non-Necessaries Matter
What is a Non-Necessary? A “non-necessary” is something that is not going to affect the key operation of the business, but is absolutely critical to the success of the business.
Restaurant: Clean restrooms, crisp table clothes, Preschool: Clean, bright lights, vision and mission on the wall, pictures of happy children Lawyer: Inviting Reception Area, Professional receptionist, Relevant magazines in neat piles, flower arrangement, Credentials/awards, displayed on wallElectrician: Smart uniform, clean up after work, no marks on walls
Why Do the Non-Necessaries Matter?
Because your clients/ partners judge the quality of your services/business by your attention to the little things.
Pay attention to details in these little things because they are easily observed & can have an adverse effect on your clients.
Customers judge your expertise in areas they don’t understand by your excellence in areas in which they do.
Why Do the Non-Necessaries Matter?
Appearances count. Make the “non-necessaries” in your process
matter because if you ignore it, it will steal the power of your “wow.”
Step 7: Rewards, Measurement & Recognition
Align customer experience metrics with what matters most to customers
Develop & Measure customer experience metrics across functional and business units
Connect formal rewards (e.g., raises, bonuses, promotions) to performance on customer experience metrics
Use informal rewards and celebrations to highlight exemplary customer-centric behavior
7 steps to Creating a Customer Driven Enterprise
1. Make customer service an implementable Core Value
2. Find out what the customer wants3. Define & Review your current Process4. Assess your performance5. Define the Ideal Experience You want Your Client to Have
7 steps to creating a customer driven enterprise
6. Making Your Non-Necessaries Matter7. Rewards, Measurement & Recognition
Table Topic
What steps do you need to take become a more customer driven enterprise?
Where will you begin?
Questions??
“Amazing Things Rarely Happen In Your Comfort
Zone”-Anonymous
Thank You For Your Time….