Written by Björn Neumann (follow me on @CCMTechnology) for Buljan&Partners
While changing your company from a product or service driven to a customer centric organization you might have come to the question of “How to measure, monitor and improve the new structure?” Especially as decision maker you must ask yourself, if the currently established metrics are still valid and are an adequate toolkit for the new strategy.
You might have found that your KPIs in Marketing, Sales and Service related to
quantity or quality of prospects currently worked on
customer kept or lost during a specific time frame
tell you more about your company, your products or your services than about your prospects and customers.
Today, we are facing a mindset change from offline business models to offline-online combined business models. It is combined because online business models often start with the website and social media and forget about all the rest.
To consider the importance of an online business model is that B2C, B2C etc, process are changing: time and distance barriers are modified through DSL contact. But online processes have an impact on the offline one and for those used to the traditional offline processes this is frequently an issue. Many traditional business models are no longer active since they have been replaced by trendy models. So it is important to change minds and again, see the whole from our customer’s perspective: through Customer Experience Management.
“A few months ago, I experienced a great jungle trek in the Northern of Laos. The agency I was trekking with was very professional, not only during the experience itself, but also at every stage of the “customer lifecycle”, from the follow-up on the first information provided to the customer satisfaction survey they provided after the trek. Yes, it seemed definitely possible to develop a customer relationship management in remote place like Northern Laos, with neither CRM systems nor good Internet connections… simply with a great team.
Coming back from the trek, I was amused (as the other Western participants) to see the following message on the counter of the agency:
“If you had a problem with your trip and want to talk about it. We ask that you follow some simple advice before discussing it with us: Continue reading →
Know your customer: easy to say, much harder to perform. It’s been a while since the first time I heard about “know your customer” as a key factor in many Sales & Marketing strategies. In most of the cases, the excitement seemed to stop right after implementing an IT solution and filling it with loads of data. Why?
The client does not distinguish between the seller or the sales manager and the organization for which they work.
Customers do not know what happens behind the doors that say “Only for company personnel”. They don´t know the areas of responsibility, the descriptions of the functions of the office, or what the salesman can or cannot do for them.
The customer “just” wants to be treated the way he / she considers best.
A recent study in German households reveals that financials in a partnership are more important to women than to men. Whereas women prefer their male partners to gain more money than themselves, men don´t really care about financials, 71% say the only factor that matters is LOVE. Amazing.
When did we start to openly talk about love publicly? And what could this mean to our business environments, where we are usually taught to avoid showing emotions or to talk about them?
If we want to engage with customers it will be difficult to achieve a relationship if we don´t talk about emotions and love. “Love your customer” is a slogan that we can find in any loyalty and CRM book, but what does this exactly mean in a professional relationship? How do define LOVE “professionally” if we even can´t give it a standard definition in our private lives?
During the late 90’s and the early years of the 21st century, in many of the CRM mindset training sessions I delivered for our clients, I used to ask participants to get out their wallets and purses and start counting loyalty scheme and membership cards. They usually had many. Then I would ask them to name the companies and brands that they felt really loyal to. The common outcome was that they mentioned only a few, and in many cases those brands were NOT the ones they carried the cards from.
A few years later this training trick did not make too much sense anymore, loyalty schemes were cancelled, went bankrupt or prioritized out, because they failed to prove return on investment. Continue reading →
I stopped reading the newspaper. Just writing this gives me an enormous feeling of liberation. There´s no day that passes without bad news topping nice announcements – if there actually are any! Bad news nowadays are led by disorder and corruption affairs in economy and politics. It seems that there´s no way of coming to the top without betrayal, intrigue, avarice, and hunger for power, exactly the opposite that is told and taught in schools and universities all over the world. This blogpost would be endless if I shared my reflections on the “state of the art” of our society, so I will be reducing it to some thoughts on the public sector.
Exceeding Expectations is the situation when results are above and beyond in the customer journey.
“The key is to set realistic customer expectations, and then not to just meet them, but to exceed them”. “Surpassing expectations on the service side means that your people understand what your brand stands for, that they are proud of it and will go the extra mile to make sure that your customers are happy”.