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how to create
‘devoted’
customers
a CUSTOMER SERVICE experience…
For a CISP Customer Relations Staff.
UK consultant says “forget ‘delighted’
customers, start thinking ‘devoted’ customers”
‘devoted’ customers?
not ‘satisfied’ customers
not even ‘delighted’ customers
why?
86% of defectors express satisfaction with the previous supplier
frederick reicheld – ‘the loyalty effect’
so
forget
‘satisfaction’
think
‘devotion’
some customers have
high expectations
some customers have
low expectations
all customers either have
a ‘great’
experience
or
a ‘poor’
experience
look at it
like this
high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘delighted’
‘delighted’ customers
are surprised by the level of service you provide
are surprised by the level of service you provide
( positively surprised please!)
so
‘delighting’
customers
is ‘a good start’
but
with time
expectations will rise
(which is a
good thing)
the challenge is to consistently deliver
a ‘great’
experience
high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘devoted’
why?
‘devoted’ customers
stickwith
you
spend more
shout
about
you to
others
the goal therefore is to create
‘devoted’ customers
how?
“ 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
so
give your
customers ‘a
damn good
listening to’
44% of consumers
say the majority of
their customer
experiences are
bland
so
stand in your own queues
identify
your
barriers
to giving
a great
“in every single
industry
there is now
overcapacity
of production and
lack of capacity
in terms of people”
sir martin sorrell, chief executive WPP
so
think 3D
dramatically and
demonstrably
different
be
it’s an ongoing process
be an
‘enemy of
the status quo’
aimfor
this
high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
so
raise the bar
“stand out” and
deliver consistently
it’s not easy
occasionally customers will have
a ‘poor’
experience
high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘disappointed’
so
spot ‘disappointment’
ask
were you
completely happy
with our service?
act
and
getback
this
to
high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘devoted’
this
not
high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘disaffected’
“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
so
go for ‘delighted’
aim for ‘devoted’
spot ‘disappointed’
avoid ‘disaffected’
creating
‘devoted’
customers
means
taking
action,
not notes
so
don’t just stand
there….. do
something!
dick dastardly
How to-create-devoted-customers
How to-create-devoted-customers
How to-create-devoted-customers
How to-create-devoted-customers
How to-create-devoted-customers
How to-create-devoted-customers

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How to-create-devoted-customers