How to-create-devoted-customers -acms albania nronen
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Transcript of How to-create-devoted-customers -acms albania nronen
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how to create ‘devoted’ customers
a practical guide by Nathan Ronen MMBABA
ACMS- ALBANIA
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UK consultant says “forget ‘delighted’ customers, start thinking ‘devoted’ customers”
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‘devoted’ customers?
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not ‘satisfied’ customers
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not even ‘delighted’ customers
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why?
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86 % of defectors express satisfaction with the previous
supplierfrederick reicheld – ‘the loyalty effect’
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so
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forget ‘satisfaction’
think ‘devotion’
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some customers have
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high expectations
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some customers have
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low expectations
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all customers either have
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a ‘great’ experience
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or
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a ‘poor’ experience
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look at it like this
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e‘delighted’
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‘delighted’ customers
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are surprised by the level of service you provide
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are surprised by the level of service you provide
( positively surprised please!)
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so
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‘delighting’ customers is ‘a good start’
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but
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with time
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expectations will rise
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(which is a good thing)
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the challenge is to consistently deliver
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a ‘great’experienc
e
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
‘devoted’
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why?
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‘devoted’ customers
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stick with you
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spend more
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shout about you to
others
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the goal therefore is to create
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‘devoted’ customers
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how?
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“ the more you engage with customers the clearer things become and the easier it is to determine what you should be
doing”John Russell, President, Harley-Davidson Europe
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so
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give your customers ‘a damn good listening to’
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44% of consumers say the majority of their customer
experiences are
bland
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so
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stand in your own queues
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identifyyour barriers to giving a greatexperience
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“in every single industry
there is now overcapacity of production
and lack of capacity
in terms of people”
sir martin sorrell, chief executive WPP
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so
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think 3D
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dramatically and demonstrably
different
be
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it’s an ongoing process
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be an ‘enemy of
the status quo’
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aim
for
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this
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
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so
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raise the bar
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“stand out” and deliver
consistently
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it’s not easy
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occasionally customers will have
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a ‘poor’experience
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
‘disappointed’
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so
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spot ‘disappointment’
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ask
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were you completely
happy with our service?
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actand
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get
back
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this
to
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
‘devoted’
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this
not
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
‘disaffected’
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“executives say that the way their organisations interact with customers
will be the greatest challenge in their
operations between now and 2010”
Economist Intelligence Unit – Business 2010
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so
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go for ‘delighted’
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aim for ‘devoted’
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spot ‘disappointed’
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avoid ‘disaffected’
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creating ‘devoted’
customers
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meanstaking action,
not notes
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so
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don’t just stand there….. do something!
dick dastardly
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