active speaker series - paul roberts mycustomerlens
TRANSCRIPT
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Helping sports organisations
unleash customer-led growthPaul Roberts | MyCustomerLens.com
1My Customer Lens – unleash customer-led growth
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Customer-led growthcomes from deliveringgreat customer experiences
2My Customer Lens – unleash customer-led growth
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Today’s session
Why being customer-led is important
8 principles of customer-led sport
Our focus today:
Understanding your customers
Designing ‘outside-in’
Summary – 5 tips for getting started today
3 My Customer Lens – unleash customer-led growth
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Experiences that lead to…
Retention | more customers coming back
Referrals | more customers telling their friends
4My Customer Lens – unleash customer-led growth
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“This was my first time and won't be the last. It's a race I'll recommend to friends.”
5My Customer Lens – unleash customer-led growth
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Are we assuming too much ?
6My Customer Lens – unleash customer-led growth
How often do you get asked by race organisers for feedback?
Most of the time
Half the time
Occassionally
Never
12%
9%
35%
44%
“In 20+ years of running I’ve never been asked for
feedback. Ever.”
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It’s the customer’s perception that counts
80% of executives said their company delivered above average customer experiences…
8% of their customers agreed!Research by Bain & Co
7My Customer Lens – unleash customer-led growth
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How do we deliver great experiences that our customers will rave about..?
8My Customer Lens – unleash customer-led growth
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The customer is always right
The RIGHT customer isUSUALLY right!
9My Customer Lens – unleash customer-led growth
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Outside-in
Results
Conviction
Understanding
Talent
Strategy
Ecosystem
Management
My Customer Lens – unleash customer-led growth
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Outside-in
Understanding
My Customer Lens – unleash customer-led growth
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Customer understanding
What do they need | want | expect?
How can we reach them?
12My Customer Lens – unleash customer-led growth
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Who is your target customer..?
13My Customer Lens – unleash customer-led growth
Potential customers are not all the same
Needs, expectations & preferences are evolving
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Market potentialActive Lives stats for adults (16+) in England…65.4% active (>150mins/week) | 12.6% fairly active | 22% inactive (<30mins/week)
23m / 52% do sport & fitness activities 2x/month57% of males, 48.9% of females
6.9m / 15.6% are doing running, athletics or multi-sportsResearch by Sport England – Active Lives Jan 2017
14 My Customer Lens – unleash customer-led growth
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15My Customer Lens – unleash customer-led growth
1
Uninterested
2Initial consideration
3Developing an interest
4Getting started
5Developing a habit
6Adopting a lifestyle
Where are your target customers now?
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16My Customer Lens – unleash customer-led growth
1
Uninterested
2Initial consideration
3Developing an interest
4Getting started
5Developing a habit
6Adopting a lifestyle
“I can’t remember the last time I did sport… it’s just not my thing”
“I am aware of how unfit I am””I hate running, it’s so boring”
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17My Customer Lens – unleash customer-led growth
1
Uninterested
2Initial consideration
3Developing an interest
4Getting started
5Developing a habit
6Adopting a lifestyle
“I’ve always liked the idea of ‘just going for a run’”“I love running, & used to swim a lot, if I had a bike…”
“If you can put 1 foot in front of the other, you can run’”“My 1st open water swim was so shallow I could stand up”
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18My Customer Lens – unleash customer-led growth
1
Uninterested
2Initial consideration
3Developing an interest
4Getting started
5Developing a habit
6Adopting a lifestyle“I’ve been bitten by the bug”
“I don’t remember a life without it”
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Missing the full picture?
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Customers are sharing feedback across a growing
number of channels
The majority of customers still stay ‘silent’ about good & bad experiences
My Customer Lens – unleash customer-led growth
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Ask more | Listen better
Make it easy to give you feedback
Listen to what customers tell each other
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FactsWhat are their
demographics?
GoalsWhat do they want to
achieve?
ActionsWhat are they currently
doing?
InfluencesWho / what influences their
decisions?
WordsWhat are they saying, and
how?
Customerportrait
FeelingsWhat are their
fears/concerns?
PreferencesHow do they want to
interact?
My Customer Lens – unleash customer-led growth
ThoughtsWhat are their
attitudes/memories?
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Design ‘outside-in’
See the customer journeythrough the eyes of your customers
22My Customer Lens – unleash customer-led growth
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The customer’s journey
23 My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review
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24 My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review
Discoveroptions
Register& pay
@event I've payed for the race but it went twice so one payment was refunded. Now just checked the list and I'm not on it! :(
Would like to get into 10k races at some point next year. Can anyone recommend a run that would be a good first 10k race? #ukrunchat #running
£58 for a half!!! We need to send a message #ukrunchat we won't accept ridiculous prices
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I attended the familiarisation day 3 weeks before the race, which was great for settling any nerves and getting to see the course before race day.
25 My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review
Training Logistics
.
The organisation was spot on with very informative communications starting from a few months before the event
Don't stay in local lakeside hotel - too noisy on a Saturday night as need to get up so early the next day.
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26 My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review
Before the start
Gun totape
After thefinish
Aid stations on the run are to be praised always people with drink and gels shouting out what they had. I do feel an extra drink station
on the bike could be useful
Easy parking registration and number collection and plenty of toilets so queueing
time was minimum.
great location and great route with a couple of long ups followed by long downs and finishing with the
best medal ever :)
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27 My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review
Recapexperience
Decidewhat next
Overall I'm really impressed with the way they pull off this race and I'd definitely go back.
Well worth a go.
If your thinking of make the leap to a longer distance Tri this is the one for you.
You wont regret it.
Do love a great race pic
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The customer’s journey
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What experience do you want them to have?
What experience do they expect to have?
What is their actual experience?
My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review
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5 tips for getting started
Be consistent | create a shared portrait of your customer
Ask more | encourage all customers to share their feedback
Listen better | tune into online conversations
Look outside-in | create a map of your customer’s journey
Be proactive | share your vision with volunteers & partners
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To hear more…Subscribe to our weekly newsletterSend an email with the subject ‘subscribe’ to [email protected]
Subscribers will receive the customer portrait, customer strategy and customer journey templates
Paul Roberts +44 7900 480973 | [email protected]
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Move quickly from data to decisions and unleash customer-led growthMyCustomerLenstakesawaythepainofcollecting,combiningandanalysingcustomerfeedback
soyoucanfocusonimprovingcustomerexperienceandgrowth
My Customer Lens – unleash customer-led growth