Vodacom CM Programme 2015 - Part 6
Transcript of Vodacom CM Programme 2015 - Part 6
Maximising Value through Customer Management
Building Climate and Culture, and Developing People Capabilities for Customer Management
Maximising Value through Customer Management
The only way to consistently deliver the perfect customer experience is through people
Your competitors may be able to imitate just about everything else, but the only source of
advantage is people
Maximising Value through Customer Management
Happy Employees = Happy Customers
Everybody is in service…
If you are not serving the customer, you will be serving someone who is
But…Most people in your company don’t
really care about customers…
And why should they?
When the top look down they see only crap…
When the bottom look up they see only assholes
None of the above!
Eagles take the initiative and soar
above the crowd
There are two kinds of people in life: ducks and eagles
Maximising Value through Customer Management
Ducks act like victims, waddle around and go, “Quack! Quack! Quack!”
High
Low
Low High
Satisfaction from work
Satisfaction at work
What’s It Like for Employees?
“My vision for Coca-Cola? The home of the future will
have three taps - hot, cold and Coke. Only then can we truly
say that we have saturated the market.”
Roberto Goizueta, Coca Cola
“My vision for Coca-Cola? The home of the future will
have three taps - hot, cold and Coke. Only then can we truly
say that we have saturated the market.”
Roberto Goizueta, Coca Cola
What’s the “Turn-On”?What’s the “Turn-On”?
Maximising Value through Customer Management
“We judge companies – and managers – by their actions, not by their pious statements
of intent.” (Adrian Cadbury)
• Profile the common practices in your company to understand climate issues, and discuss actions needed
• Who on the CMAT is responsible for…
•Defining recruiting, training and performance management issues?
•Creating a climate and motivation and fun in the business?
Eagles!Eagles!Enlist
EngageExplain
Expectations
Educate
Empower
EmpathiseExample
Energise
Entrepreneurs
10 Es of Managing People
Most Common Reasons for FailureMost Common Reasons for Failure
•People, people, people
•Measurement
•Ongoing customer management activity (do something rather than doing nothing)
Maximising Value through Customer Management
Reasons for Failure - Additional
• Complacency from past success, (kill it!) and reliance on internal feedback
• The myth of quick returns, and giving up too soon
• Too much technology and detailed planning, and focus on narrow goals instead of business performance
• Underestimate how difficult it is to get people out of comfort zones
• Lack of visible management commitment, and weak or confusing direction
Maximising Value through Customer Management
Reasons for failure with CRM and CM activity
1. The great CRM illusion: mismatch between what managers think and customers want
2. No coordinated strategy for CM: random
3. Feedback from wrong sources: Not direct from customers
4. Complacency from past success with customers: no visible crisis
5. CRM = CM = IT and ICT. Not!
6. It’s more than loyalty, more than touch points, more than experiences, more than relationships. It’s ceaseless
7. “Let’s update the database.” Doesn’t give meaningful, visceral, profound insights that can be used
8. All channels are not equal, and are used differently by customers
9. Comfort with traditional marketing activities
Maximising Value through Customer Management
Reasons for failure with People Climate and Capabilities1. Management credibility: Been there, done that. Whatever.
2. People motivation, commitment and desire: 3 Cs
3. Measurement and feedback, including performance management
4. Customer management activity: just do something
5. Poor change management:
a. Overestimate company’s capacity to change
b. Underestimate people’s resistance to change and how hard it is to drive them out of comfort zones
c. Confuse urgency with anxiety
Maximising Value through Customer Management
Reasons for failure with Architecture and Infrastructure1. Over-optimism about how easy this will be
2. Short-term thinking
3. Technology snake-oil cure 1: Get too caught up in details, and forget big picture
4. Technology snake-oil cure 2: Get too caught up in IT and data, and forget to use it effectively
5. Quality time, not money
6. Fickle decisions about what to do next
7. Focus on wrong goals, especially narrow functional goals rather than total experience of the customer
Maximising Value through Customer Management
Putting it All Together
Aki Kalliatakis
[email protected] www.DelightYourCustomers.co.za
You can’t go anywhere unless you change it!
A bad attitude is like a flat tyre…
•Doing the "boring everyday stuff" routinely right will make you stand out like an eagle…
•But it’s also about that “something little extra”
Do something memorable & special & surprise me!
“I’m here to serve and to be kind”
Customer of the YearCustomer of the Year
It’s very possible to
create a lot of perceived
value at not much cost to
your businessAnd it was unanimous
A Perfect Customer Experience?
The opposite is also true… It is perfectly possible to spend a
fortune without creating much real loyalty in customers! (Value, yes;
loyalty, no)
before you can get into
their pockets
before you can get into
their pockets
You have to be
able to get into your
customer’s heads…
You have to be
able to get into your
customer’s heads…
The most important question?The most important question?
Why should this mercenary customer do business with us?
Why should this mercenary customer do business with us?
So stand up and make your statement - If there’s something that needs to be done, do it now
Choose joy and laughter and warmth rather than pessimism and despair, to go for more, rather than less
Choose more enthusiasm and passion, not less
Choose to appreciate all of the wonderful things around us, and to not dwell on the ugliness
Choose friendship and service rather than indifference
So stand up and make your statement - If there’s something that needs to be done, do it now
Choose joy and laughter and warmth rather than pessimism and despair, to go for more, rather than less
Choose more enthusiasm and passion, not less
Choose to appreciate all of the wonderful things around us, and to not dwell on the ugliness
Choose friendship and service rather than indifference
If you don’t like change, you sure will hate extinction!
Maximising Value through Customer Management
If not YOU, then
who?
If not YOU, then
who?
-
“There are only two things of importance. One is the customer, and the other is the product. If you take care of customers, they come back. If you take care of products, they don’t. It’s just that simple.And that difficult”
Stanley Marcus, Neiman Marcus.
Every morning in Africa, a buck wakes up and knows that it must run faster
than the fastest lion, or it will be killed. But every morning in Africa, a lion wakes
up, and knows that it must run faster than the slowest buck, or it will starve to
death.
In Africa, it doesn’t matter whether you are a lion or a buck…
Every morning in Africa, a buck wakes up and knows that it must run faster
than the fastest lion, or it will be killed. But every morning in Africa, a lion wakes
up, and knows that it must run faster than the slowest buck, or it will starve to
death.
In Africa, it doesn’t matter whether you are a lion or a buck…
When the sun comes up, you’d better be running!
So just in case you need reminding…