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How To Create 'Devoted' Customers
This powerpoint presentation introduces the concept of 'devoted' customers. Not 'satisfied' customers, or even 'delighted' customers, but 'devoted'.
It's a simple approach, but that's how I like it!
This is in essence a foundation on which much of my work is based and hopefully it gives an insight into my approach.
In the 'age of abundance', a dizzy array of choice for most customers in almost every purchasing decision, ever increasing customer expectations and 'promiscuity', it's those businesses that foster 'devotion' that are the ones who succeed.
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Document Transcript:
how to create
'devoted'
customers
a practical guide by andy hanselmanUK consultant says "forget 'delighted'
customers, start thinking 'devoted' customers"'devoted' customers?not 'satisfied' customersnot even 'delighted' customers% of defectors express satisfaction with the previous supplier
frederick reicheld - 'the loyalty effect'forget
'satisfaction'
think
'devotion'some customers havehigh expectationssome customers havelow expectationsall customers either havea 'great'
experienceora 'poor'
experiencelook at it
like thishigh expectations
a 'poor' a 'great'
experience experience
low expectationshigh expectations
a 'poor' a 'great'
experience experience
'delighted'
low expectations'delighted' customersare surprised by the level of service you provideare surprised by the level of service you provide
( positively surprised please!)'delighting'
customers
is 'a good star t'with timeexpectations will rise(which is a
good thing)the challenge is to consistently delivera 'great'
experiencehigh expectations
'devoted'
a 'poor' a 'great'
experience experience
low expectations'devoted' customersstick with youspend moreshout
about
you to
othersthe goal therefore is to create'devoted' customers" the more you engage with
customers the clearer things
become and the easier it is to
determine what you should be doing"
John Russell, PresidentHa, rley - EurDavidson opegive your
customers 'a
damn good
listening to '44% of consumers
say the majority of
their customer
experiences are
blandstand in your own queuesidentif y
your
barriers
to giving
a great
experience"in every single
industry
there is now
overcapacity
of production and
lack of capacity
in terms of people"
sir martin sorrell, chief executive WPPthink 3Dbe
d ramatically and
d emonstrably
d ifferentit's an ongoing processbe an
' enemy of
the status quo 'forhigh expectations
a 'poor' a 'great'
experience experience
low expectationshigh expectations
a 'poor' a 'great'
experience experience
low expectationsraise the bar"stand out" and
deliver consistentlyit's not easyoccasionally customers will havea 'poor'
experiencehigh expectations
'disappointed'
a 'poor' a 'great'
experience experience
low expectationsspot 'disappointment'were you
completely happy
with our service?andbacktohigh expectations
'devoted'
a 'poor' a 'great'
experience experience
low expectationsnothigh expectations
a 'poor' a 'great'
experience experience
'disaffected'
low expectations"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 2010go for 'delighted'aim for 'devoted'spot 'disappointed'avoid 'disaffected'creating
' devoted '
customersmeans
taking
action,
not notesdon't just stand
there….. do
something!
dick dastardlyandy hanselman of the is one uk's leading experts in business
competitiveness. he writes, consults and speaks on issues that
help organisations maximise their competitive advantage, their
relationships and their compcustomer etence.
you can find out more at www.andyhanselman.com
you can email him at andy@competeorgetbeat.com
andy hanselman consulting
sheffield technology park
60 shirland lane
sheffield
s9 3sp
uk
telep+44 114 243 4666hone:
'devoted'
customers
a practical guide by andy hanselmanUK consultant says "forget 'delighted'
customers, start thinking 'devoted' customers"'devoted' customers?not 'satisfied' customersnot even 'delighted' customers% of defectors express satisfaction with the previous supplier
frederick reicheld - 'the loyalty effect'forget
'satisfaction'
think
'devotion'some customers havehigh expectationssome customers havelow expectationsall customers either havea 'great'
experienceora 'poor'
experiencelook at it
like thishigh expectations
a 'poor' a 'great'
experience experience
low expectationshigh expectations
a 'poor' a 'great'
experience experience
'delighted'
low expectations'delighted' customersare surprised by the level of service you provideare surprised by the level of service you provide
( positively surprised please!)'delighting'
customers
is 'a good star t'with timeexpectations will rise(which is a
good thing)the challenge is to consistently delivera 'great'
experiencehigh expectations
'devoted'
a 'poor' a 'great'
experience experience
low expectations'devoted' customersstick with youspend moreshout
about
you to
othersthe goal therefore is to create'devoted' customers" the more you engage with
customers the clearer things
become and the easier it is to
determine what you should be doing"
John Russell, PresidentHa, rley - EurDavidson opegive your
customers 'a
damn good
listening to '44% of consumers
say the majority of
their customer
experiences are
blandstand in your own queuesidentif y
your
barriers
to giving
a great
experience"in every single
industry
there is now
overcapacity
of production and
lack of capacity
in terms of people"
sir martin sorrell, chief executive WPPthink 3Dbe
d ramatically and
d emonstrably
d ifferentit's an ongoing processbe an
' enemy of
the status quo 'forhigh expectations
a 'poor' a 'great'
experience experience
low expectationshigh expectations
a 'poor' a 'great'
experience experience
low expectationsraise the bar"stand out" and
deliver consistentlyit's not easyoccasionally customers will havea 'poor'
experiencehigh expectations
'disappointed'
a 'poor' a 'great'
experience experience
low expectationsspot 'disappointment'were you
completely happy
with our service?andbacktohigh expectations
'devoted'
a 'poor' a 'great'
experience experience
low expectationsnothigh expectations
a 'poor' a 'great'
experience experience
'disaffected'
low expectations"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 2010go for 'delighted'aim for 'devoted'spot 'disappointed'avoid 'disaffected'creating
' devoted '
customersmeans
taking
action,
not notesdon't just stand
there….. do
something!
dick dastardlyandy hanselman of the is one uk's leading experts in business
competitiveness. he writes, consults and speaks on issues that
help organisations maximise their competitive advantage, their
relationships and their compcustomer etence.
you can find out more at www.andyhanselman.com
you can email him at andy@competeorgetbeat.com
andy hanselman consulting
sheffield technology park
60 shirland lane
sheffield
s9 3sp
uk
telep+44 114 243 4666hone:
