Compete Or Get Beat!

Slideshow Transcript

1. Slide 1: get ready to………….
2. Slide 2: who the hell is andy hanselman? I help forward thinking organisations improve their competitiveness and profitability
3. Slide 3: how i work
4. Slide 4: how i work
5. Slide 5: how i work
6. Slide 6: how i work
7. Slide 7: about this presentation….
8. Slide 8: you’ll hear : • Why ‘traditional’ marketing methods are failing • Why ‘customer satisfaction’ is pointless • What it means to you • What you should do to compete, not get beat
9. Slide 9: for stuff like this (and more) visit . . . . . www.andyhanselman.com
10. Slide 10: what does success look like?
11. Slide 11: satisfied customers
12. Slide 12: sufficient ‘delighted’ customers
13. Slide 13: sufficient ‘devoted’ customers committed maximised motivated financial effective returns people
14. Slide 14: S W O T
15. Slide 15: Sheffield Wednesday On Their way down
16. Slide 16: Strengths Weaknesses Opportunities Threats
17. Slide 17: what exactly is marketing?
18. Slide 18: classic definition of marketing “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”
19. Slide 19: our definition of marketing “finding, attracting and keeping the customers that you want while maximising your profits”
20. Slide 20: what we’re up against (and why ‘traditional’ marketing methods are failing)
21. Slide 21: “in every single industry there is now overcapacity of production and lack of capacity in terms of people” sir martin sorrell, chief executive WPP
22. Slide 22: •The number of tv channels has increased from 4 to over 350 in the last 10 years •Over 10,000 radio stations to choose from •Ovr 63 million txt msgs sent per day •10 billion spam mails are sent worldwide daily, a 25 fold increase from 2000
23. Slide 23: ‘it’s not the age of the internet, it’s the age of customer control’ Anne Busquet – CEO American Express
24. Slide 24: ‘We’re in the age of the ‘Never – satisfied’ customer’ Regis McKenna, Author and Management Guru
25. Slide 25: ‘In an average day, you can expect to have contact with around 1500 trademarked products. If you go to the supermarket, rack that up to 35,000’ Kevin Roberts, CEO Worldwide, Saatchi & Saatchi
26. Slide 26: customer promiscuity is increasing
27. Slide 27: Gammerellis sacked as vestment suppliers to the Vatican after 213 years!
28. Slide 28: trust in institutions is declining
29. Slide 29: between 1983 and 2000…….. “% who claimed to have a great deal of confidence in the army fell from 88% to 72%” “confidence in the legal system fell from 58% to 22%” “confidence in the civil service fell from 46% to 17%” source: the lonely customer, royal mail
30. Slide 30: word of mouth is on the increase
31. Slide 31: “In 1997, 78% of people said they would recommend a company they like to others …In 2000, this had risen to 90%” “In 1999, 60% of people would buy a product based on recommendation …In 2000, this had risen to 76%” Source: the lonely customer, royal mail
32. Slide 32: the result?
33. Slide 33: we all have to work harder at building and maintaining trust
34. Slide 35: if only adverts told the truth
35. Slide 44: our definition of marketing “finding, attracting and keeping the customers that you want while maximising your profits”
36. Slide 45: our definition of marketing “finding, attracting and keeping the customers that you want while maximising your profits”
37. Slide 46: idea one identify the customers you want to work with
38. Slide 47: HIG H E NTR E P R E NE UR IAL B A HIG H S E LL LOW S E LL ON OP P S ON OP P S C D LOW E NTR E P R E NE UR IAL
39. Slide 48: idea two get rid of the customers you don’t want
40. Slide 49: “One in two businesses cannot accurately determine their profitable customers and products” Source: KPMG,
41. Slide 50: our definition of marketing “finding, attracting and keeping the customers that you want while maximising your profits”
42. Slide 51: our definition of marketing “finding, attracting and keeping the customers that you want while maximising your profits”
43. Slide 52: idea three revolutionise!
44. Slide 53: competitive advantage: “a ‘bundle’ of distinct and unmatchable skills methods and practices that differentiate the business from its competitors”
45. Slide 54: competitive advantage: Only any use if customers….. Want it Know about it Are prepared to pay (more) for it
46. Slide 55: why should I buy from you?
47. Slide 56: “Better, faster, cheaper is not enough. Others will always get there first or quickly catch you up. You need to be profoundly different, with a radically different customer-centred offer” Gary Hamel, Leading The Revolution
48. Slide 57: R E V AS GOOD AS O L U WORSE BETTER T THAN THAN I O AS BAD AS N A R Y competitiveness
49. Slide 58: •first direct has 1.2 million customers. •It sends around 3.5 million text messages to customers every month. •More than 1 in 3 of first direct's customers join because of personal recommendation. •first direct takes over 13,000 calls a day outside working hours. According to MORI and NOP research, first direct has been the most recommended bank in the UK for the past 13 years. •According to MORI and NOP research, first direct has had the most satisfied customers of any UK bank for the past 13 years •first direct has been in profit every year since 1995.
50. Slide 59: what’s dramatically and demonstrably different about your business?
51. Slide 60: idea four give your customers a damn good listening to
52. Slide 61: idea five stand in your own queues
53. Slide 62: ask yourself: how easy are we to deal with?
54. Slide 63: introducing........... the sales prevention officer!
55. Slide 64: some examples… • being charged to park in the customer car park! • ringing at 4.45pm and getting an answerphone • receiving a letter that says ‘dear sir/madam’ from a personal business advisor! • being told ‘everything is on hold because we’ve got our quality assessment coming up’ • being passed to 4 different people when enquiring about customer care training! • being asked ‘can you call back next week - there’s no one here today’ • ‘Scriptease’
56. Slide 65: idea six Eliminate your sales prevention officers
57. Slide 66: 7 things you can’t say to customers (even if you want to!)
58. Slide 67: “I can see your point, but I still think it’s irrelevant”
59. Slide 68: “How about "never"? Is “never" good for you?”
60. Slide 69: “I'll try being nicer if you'll try being less stupid”
61. Slide 70: “You want this done by a deadline? I love deadlines. I especially like the whooshing sound they make as they go flying by”
62. Slide 71: “Tell me what you need, and I'll tell you how to get along without it”
63. Slide 72: “I don't have an attitude problem. You have a perception problem”
64. Slide 73: “I can only please one person per day. Today is not your day. Tomorrow is not looking good either”
65. Slide 74: what sort of role model are you?
66. Slide 75: ring up your own business
67. Slide 76: idea seven ‘delight’ your customers
68. Slide 77: customer delight surprising customers with the level of service you provide
69. Slide 78: now that’s customer delight!
70. Slide 79: customer delight • Produces a ‘wow’ reaction • Appears spontaneous or unexpected • It’s the personal touch • Makes customers feel valued • Is memorable • Creates a talking point • Is ‘Dramatically Different’
71. Slide 80: how could you ‘delight’ your customers?
72. Slide 81: some ideas for ‘customer delight’ • Milk and two sugars… • I saw this and thought of you… • Welcome • Read this…. • Cards • Thank you • How are things? • Subscribe me! • Thanks for prompt payment
73. Slide 82: idea eight from ‘delighted’ to ‘devoted’
74. Slide 83: HIG H E XP E CTATIONS G R E AT P OOR E XP E R IE NCE E XP E R IE NCE LOW E XP E CTATIONS
75. Slide 84: HIG H E XP E CTATIONS G R E AT P OOR E XP E R IE NCE E XP E R IE NCE ‘DELIGHTED’ •Surprise customers with the level of service you provide (positively please!) •Build on this to create ‘devotees’ LOW E XP E CTATIONS
76. Slide 85: HIG H E XP E CTATIONS ‘DEVOTED’ •Customers come back for more, and tell others •Raising the bar means competitors can’t cope •Consistency is the key G R E AT P OOR E XP E R IE NCE E XP E R IE NCE ‘DELIGHTED’ •Surprise customers with the level of service you provide (positively please!) •Build on this to create ‘devotees’ LOW E XP E CTATIONS
77. Slide 86: HIG H E XP E CTATIONS ‘DISAPPOINTED’ ‘DEVOTED’ •High expectations means even little things •Customers come back for more, and tell others can ‘disappoint’ •Raising the bar means competitors can’t cope •How do you spot ‘disappointed’ customers? •Consistency is the key •The way you deal with the problem can help create ‘devotion’ or ‘disaffection’ G R E AT P OOR E XP E R IE NCE E XP E R IE NCE ‘DELIGHTED’ •Surprise customers with the level of service you provide (positively please!) •Build on this to create ‘devotees’ LOW E XP E CTATIONS
78. Slide 87: HIG H E XP E CTATIONS ‘DISAPPOINTED’ ‘DEVOTED’ •High expectations means even little things •Customers come back for more, and tell others can ‘disappoint’ •Raising the bar means competitors can’t cope •How do you spot ‘disappointed’ customers? •Consistency is the key •The way you deal with the problem can help create ‘devotion’ or ‘disaffection’ G R E AT P OOR E XP E R IE NCE E XP E R IE NCE ‘DISAFFECTED’ ‘DELIGHTED’ •Customers don’t expect much, and don’t get it! •Surprise customers with the level of service •Extremely difficult to win customers back you provide (positively please!) •Don’t allow this to happen •Build on this to create ‘devotees’ LOW E XP E CTATIONS
79. Slide 88: were you completely happy with our service?
80. Slide 89: idea nine take action, not notes
81. Slide 90: sameness sucksgary hamel
82. Slide 91: - take risks” “be unfashionable paul arden ex saatchi and saatchi
83. Slide 92: if you can’t demonstrate you’re revolutionary, you’re invisible
84. Slide 93: “stand out” and deliver
85. Slide 94: scare yourself, otherwise you’re not doing anything new Mary Murphy Hoye, Head Of R & D, Intel
86. Slide 95: don’t just stand there….. do something! dick dastardly
87. Slide 96: people can be divided into three groups
88. Slide 97: those who make things happen those who watch things happen those who ask ‘what happened’?
89. Slide 98: MIS S ING YOU ALREADY! want more? visit: www.andyhanselman.com