Top Marketing Ideas on a Budget !

Delivering Consistently Superior Customer Service

The number one way to market on a budget is through…

The Three Rules

1. Know more about the customer than anyone else.

2. Get closer to the customer than anyone else.

3. Care more about the customer than anyone else.

Customer satisfaction drives customer loyalty… and customer loyalty drives profitability

100%

90

80

70

60

50

40

30

20

Extremely Dissatisfie

d

SomewhatDissatisfie

d

SlightlyDissatisfie

dSatisfied

Very Satisfied

Zone of Defection

Zone of Indifferenc

e

Zone of Affection

Loyalt

y

Customer Satisfaction

Detractors

Promoters

A 5% increase in loyalty among your best customers…

Can produce a profit increase of 25% – 85%

How the best get better… 6 key factors

They listen to, understand, and respond (often in unique and creative ways) to the evolving needs and constantly shifting expectations of their customers.

Own the VOC

1. Extreme Customer Focus

How Many of these do you employ?

Voice of the Customer Workshop

They establish a clear vision of what superior service is, communicate that vision to employees at all levels, and ensure that service quality is personally and positively important to everyone in the organization.

2. Shared Customer Service Credo

3. MOT: Process = Repeatable success

• They create systems, processes and protocols to ensure that service delivery is flawless… without stifling the creativity and initiative of their employees.

Moments Of Truth

MOT Practice Round

Dry CleanerHair SalonTailorPlumber

Moments of Truth Workshop

They establish concrete standards of service quality and regularly measure themselves against those standards, guarding against the “acceptable error” mindset by establishing as their goal 100% customer satisfaction performance.

4. Clear Standards + Accountability

They hire the best people, train them carefully and extensively so they have the knowledge and skills to achieve the service standards, then empower them to work on behalf of the customers to build very high levels of TRUST

5. Customer Focused Employees

They recognize and reward service accomplishments, sometimes individually, sometimes as a group effort, in particular celebrating the success of employees who go “one step beyond” for their customers.

Deal decisively with mediocrity

6. Reward and Celebrate Success…

The Rule of 3

• Wow – breakthrough teams commit to a clear and specific standard of world-class performance.

• No Surprises – all team members are accountable for openness and honest debate, and each knows what to expect from the others.

• Cheer – team members support, recognize, appreciate and cheer each other and the group to victory

From: The Orange Revolution by Gostick and Elton

Web of Value: VOC + MOT + WOM

43% - 74% of purchasing decision = WOM

WOM = Your BEST form of advertising!

78.9%23.4%

You MUST have a Referral PROCESS

Identify Ideal

Customer

ReferIdeal

Customer

From John Jantsch: The Referral Engine

Use EVERY type of Social Media that your customers use…

THANK YOU VERY Much!!!!

If you have any questions at all please do not hesitate to send a note or call. My email address is: john@johnspence.com

My twitter address is: @awesomelysimple

Also, you might find value in the ideas I share in my blog. You can sign up for it at:www.blog.johnspence.com

Lastly, these slides and a BIGGER workbook have already been uploaded to:

www.slideshare.net/johnspence