Know Thy Customer: Customer Engagement Through the Hard Times by Nancie Freitas at Engage 2016
Transcript of Know Thy Customer: Customer Engagement Through the Hard Times by Nancie Freitas at Engage 2016
Real Stories
Problem
Know thy
customer.
Revenue
Reputation
Profitability
Morale
Desire
Clemency
Collaboration
Trust
More business
Better relationships = bigger business
TODAY ~
Empathy…What’s it like to be you?
Value…How can I help you?
The Office of the CxO
20Business Strategy
10Functional Strategy
30Budgeting
45Cross-functional Leadership
40People
= 160%
The Office of the CxO
Business Results
15% Business Strategy
20% Functional Strategy
30% Budgeting
45% Cross-functional Leadership
40% People
= 140%
Senior Leaders
15% Business Strategy
30% Functional Planning
30% Budgeting
30% Cross-functional Leadership
40% People
15% Execution
= 145%
*THEY achieve business results
What’s in their Way
• Rank
• Pain promotes reactive,
tactical thinking – Check lists and criteria
• Little management
training – OTJ
• Time – as in none
Practical Tips (tactical)
• Listen – don't interrupt, except to clarify
• Tune in to non-verbal
communication
• Use people's name
• Smile
• Take a personal interest
Source: www.mindtools.com
Practical Tips (strategic)
• Be a truth teller
• Expand the checklist and prioritize
the criteria
• Become a teacher
• Make your time count
Do More
1. Do their job
2. Go beyond the hire
3. High-Highs
4. Work a strategy
Write the Job Description
• Success in 1 year?
6 months?
• Expected deliverables?
• Steps involved?
• Range of ‘ownership’
Hire a copywriter
OutputsVision
TasksRole
Go Beyond the Hire
• Onboarding checklist
• 30day Check-in
Business Strategy
Org Structure
Functional Strategy
Pains & Gains
Key Relationships
Best Lunch Spot
Model the
Champions
• High-Highs
Perform
ance
Potential
Bob Jessica
Greg
Stacy
KeithAmandaKarenCarl
Bruce
Get In Front
• Success in 6-12 months
• What’s the real problem?
• How’s it being done today?
• Team dynamics
• “what about”
• Provide candidate’s strengths & concerns
• Be part of the download – help calibrate
Bonus
Beware the
5-light
syndrome
When Things Go Bad
Doug’s story
• Founder reputation
Elyssa’s story
• Client changes the rules
Michelle’s story
• A non-conforming jurist