compete or get beat!BY

MUHAMMAD NADEEM

MDS/NBP PAKISTAN

i try to help forward thinking organisations

improve their competitiveness and profitability

how I work…….

awarenessassessment

action

about today

competitiveness

customers

competence

why ‘devoted’ customers?

high expectations

low expectations

a ‘poor’experience

a ‘great’experienc

e

‘devoted’

‘delighted’

‘disappointed’

‘disaffected’

creating ‘devoted’ customers means

•consistently providing a ‘great experience’

•creating a passion for customers throughout your business at every level

•building ‘trust’ and raising the expectations of your customers

•continually ‘raising the bar’

why it’s getting more difficult

‘greater transparency = more customer control

and choice’

“ to find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. technology is shifting power away from the editors, the publishers, the establishment, the media elite. now it’s the people who are taking control ”

Rupert Murdoch

Wired Magazine

July 2006

‘never satisfied customers’

90%

of business leaders believe customers are more demanding than they were a few years ago NFI Research

10 ideas to help you

think ‘devoted’

idea 1: stand in your own queues

£31 Billion!

the cost of businesses failing to respond to email enquiries Vodafone UK

the ‘sales prevention officer’!

Typical Causes of ‘sales prevention officers’

•Systems and processes

•Culture•Policies•YOU!

what sort ofrole model

are you?

7 tell tale signs you’re a ‘sales

prevention officer’

“I can see your point, but I still

think it’s irrelevant”

“How about "never"?

Is “never" good for you?”

“I'll try being nicer if you'll try

being less stupid”

“You want this done by a deadline? I love

deadlines. I especially like the whooshing sound they make as they

go flying by”

“Tell me what you need, and I'll tell you how to

get along without it”

“I don't have an attitude problem.

You have a perception problem”

“I can only please one person per

day. Today is not your day.

Tomorrow is not looking good

either”

idea 2:

exterminateyour ‘sales

prevention officers’

idea 3:

ring up

your own

business

‘delight’ your customerssurprise customers with the

level of service you provide

idea 4:

We don’t sell cosmetics, we sell hope

- produces a ‘wow’ reaction- appears spontaneous or

unexpected- it’s the personal touch- makes customers feel valued- is memorable- creates a talking point- is ‘dramatically different’

the ingredients of ‘customer delight’

some ideas for ‘customer delight’

• Milk and two sugars…• I saw this and thought of you…• Welcome• Remember me!• Cards• Ps......• Thank you• How are things?• Subscribe me!• Thanks for prompt payment

‘we’re drowning in data’

‘trust’ in institutions is

declining

76%

of consumers don’t believe that companies tell the truth in advertisements

increase in ‘word of mouth’ (and word of

mouse)

= percentage of customers who identify word of mouth as the best, most reliable source about ideas and information on products and services - up 26 pts. vs. 25 years ago Source: NOP World

93

we all have to work harder at building and maintaining trust

if only advertisements told the

truth

‘the age of abundance’

“in every single industry

there is now overcapacity of production

and lack of capacity

in terms of people”

sir martin sorrell, chief executive WPP

competitive advantage:

“a ‘bundle’ of distinct and unmatchable skills, methods and practices that differentiate

the business from its competitors”

want it

know about it

are prepared to pay (more) for it

why should I buy from you?

• Our expertise and experience• Our reputation• Our pricing• Our personal service• Our quality / facilities• Our people• Our speed of response• Our flexibility to customer needs• Our ability to solve problems • Our ‘Uniqueness’

sit down if you heard something like…

“Better, faster, cheaper is not enough. Others will always get there first or

quickly catch you up. You need to be profoundly different, with a radically

different customer-centred offer”Gary Hamel, Leading The Revolution

idea 5:

think ‘3D’

dramatically and demonstrably

different

be

•first direct has 1.2 million customers.

•It sends around 3.5 million text messages to customers every month.

•More than 1 in 3 of first direct's customers join because of personal recommendation.

•first direct takes over 13,000 calls a day outside working hours.

According to NOP research, first direct has been the most recommended bank in the UK for the past 13 years.

•According to NOP research, first direct has had the most satisfied customers of any UK bank for the past 13 years

•first direct has been in profit every year since 1995.

if you can’t demonstrate

you’redramatically

different, you’re invisible

44% of consumers say the majority of their customer

experiences are

bland

how do you demonstrate

you are ‘dramatically

different’?

‘dialogue, not

diatribes’

idea 6:

give your customers a damn good listening to

“ 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

raise the bar

idea 7

high expectations

low expectations

a ‘poor’experience

a ‘great’experienc

e

high expectations

low expectations

a ‘poor’experience

a ‘great’experienc

e

be an ‘enemy of

the status quo’

“if you are setting out

to be different, don’t

ask customers what

they want. sometimes

it’s up to you to take

the lead, because the

customer has no reference point. they simply don’t

know”

steve ridgway ceo, virgin atlantic

“ you can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”

steve jobs, apple

dame anita roddick

“ to succeed you have to believe in

something with such a passion that it becomes

a reality ”

scare yourself, otherwise

you’re not doing

anything newMary Murphy Hoye, Head Of R & D, Intel

idea 8:

‘champion your

champions’

idea 9 : spot ‘disappointment’

high expectations

low expectations

a ‘poor’experience

a ‘great’experienc

e

‘disappointed’

were you completely

happy with our service?

How likely is it that you would recommend us to your friends or colleagues?x

idea 10:take

action, not notes

people can be divided into three groups

those who make things happen

those who watch things happen

those who ask ‘what happened’?

don’t just stand there….. do something!

dick dastardly