How to Build a Customer-Driven Growth Engine
Transcript of How to Build a Customer-Driven Growth Engine
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HOUSEKEEPING
- The recording of today’s presenta>on will be available on cxweek.com
- Use the chat window to send in ques>ons, we will take >me at the end for Q & A
- Join the conversa>on on TwiNer by twee>ng @Qualtrics using #cxweek
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5 Leadership Competencies To Build Your Customer Driven Growth Engine
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Marketing Sales Operations Finance Quality Retail
REALITY…
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Company DNA: Memory Creation
Desire
“Who Else” Does This? Deliver Memories That Set You Apart
Differentiated Experience
Random Experience
Consistently Define The Experience Always Reliable At Priority Contacts
Reliable Experience
“EXPERIENCE” =
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Leadership Inspires Differentiation
Become the ‘FedEx’ of Junk Removal
“Experience” Connection
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92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. (Up from 74% in 2007)
Sources: Keller Fay Talk-Track Report & Word of Mouth Marketing Association
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300% Revenue gained by reducing negative word-
of-mouth versus improving positive ‘buzz’
Source: London School of Economics
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5 Customer Leadership Competencies
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Customers as Assets. Align leaders to make a defining performance metric – the growth or loss of your customer base. Shift to a simple understanding of customer-driven growth success.
New Customers, Volume and Value.
Lost Customers, Volume and Value? WHY?
“Experience” Accountability =
#1
Competency 1 HONOR AND MANAGE CUSTOMERS AS ASSETS.
Know the Growth and Loss of Customers and Care About the ‘WHY?’
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Align Around Experience. Align the Operation Around Customer Experience Delivery & Innovation. “Earn the Right” to Customer Asset Growth. • Customer Journey• Focus on Priorities§ Leadership Language
Awareness & Research
Assess & Sample
Develop Solution
Partner & Contract
Service & Support
Strategic Partnership
“Experience” Accountability =
#2
Competency 2 ALIGN AROUND EXPERIENCE.
Give Leaders a Framework for Guiding the Work of the Organization. Unite Accountability as Customers Experience You. Not Down Your Silos.
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Defector Pipeline
Discover Evaluate Buy & Implement
Use & Optimize
Benefit & Grow
Seek Other
Options
Follow up to request for information
On-boarding follow up
When less than x% products purchased in
use
Follow up to NPS detractors
Follow up during/after
contract experience
After X no. calls to tech
support
Pre renewal contact: Proactive contact to review and improve customers’ business
(resolve issues)
Follow up to Lost
Customers
RESCUE Customers at Risk GROW Revenue EMBED Relationship
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Awareness & Research
Assess & Sample
Develop Solution
Partner & Contract
Service & Support
Strategic Partnership
“Experience” Accountability =
Build a Customer Listening Path. Seek Input and Understanding at Critical Points Along the Journey. • Tell the Story of Customers’ Lives. • Unite Decision-Making and Focus.
#3
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Competency 3 BUILD A CUSTOMER L ISTENING PATH.
Seek Input and Customer Understanding, Aligned to the Customer Journey.
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Proactive Experience Reliability & Innovation. Build the ability to predict performance, rebuild and innovate at key touchpoints. Make customer experience development as important as product development.
#4
1 2 3 4 5 6 7 8 9 10
90 95
100 105
MAP
Goal
90 95
100 105
MAP
Goal
90 95
100 105
MAP
Goal
90 95
100 105
MAP
Goal
Competency 4
“Experience” Accountability =
PROACTIVE EXPERIENCE REL IABIL ITY & INNOVATION.
Know Before Customers Tell You, Where Experiences Are Unreliable.Deliver Consistent and Desired Experiences.
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One-Company Leadership, Accountability, Culture
• United Leadership Behavior • Decisions and Operational Actions • Enable People to Act.
“Experience” Accountability =
#5
LEADERSHIP, ACCOUNTABIL ITY & CULTURE Leadership Behaviors Required for Embedding the Five Competencies.
Enabling Employees to Deliver Value.
Competency 5
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5 Competencies = Engine for Growth A Discipline to embed Experience Development into our DNA.
1: Managing Customers as Assets:
2: Alignment around Experience.
3: Building a Customer Listening Path.
4: Proactive Cxperience Reliability & Innovation.
5: Leadership, Accountability & Culture.
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Blog: ww.ccocoach.com Email: [email protected] Twitter: @jeannebliss
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Q & A