AskForensics

How to fortify and grow critical accounts

What We Will Cover Today

• Background on AskForensics• Why are companies not exceeding customers’

expectations even when they think they are?• How does service quality impact becoming a

“world class” partner? • How can a company achieve a competitive

advantage?• Q&A

AskForensics

• Over 20 years of expertise• Works with leading corporations • Evaluated over $8B of business and identified

$3B of “at risk” accounts over past 6 years

Most Accounts Have Some Level of Risk

2%

30%

58%

8%

Status Rating of Existing Accounts

Expansion Opportunity

Strong

Vulnerable

Damaged

% of Accounts

66% of accounts are vulnerable or damaged.

The implications are enormous.

Why Companies are not Exceeding Customers’ Expectations

Issue: Services and support that AskForensics-Client is not providing that, if provided, would put AskForensics-Client “over the top” and make the company “best in class.”

Primary Reasons %

Account Support 34%Product and Service Quality 31%

Account SupportComponent %Improve training for frontline staff 19%

More timely response to requests 17%

Offer proactive ideas 17%

Better understanding of requirements 15%

% of Accounts Mentioning Account Support

Improve Training for Frontline Staff

• Includes management and service teams.• Vital to expanding and retaining existing

customers.– Direct and daily contact with customers. – Offer best practices and industry data/insights– Resolve day-to-day problems.– More interaction and leave more of an impression

than your sales team.

More Timely Response to Requests

• Responsiveness a clear indicator of desire to meet and exceed expectations.

• All levels of your company must be responsive. – Corporate and support teams.– Front line and regional teams.

• Communicate what you have done to address customer’s needs and problems.

Offer Proactive Ideas

• Customers look to you as the expert. – Rely on you to perform important tasks that they

cannot do themselves. • Customers want ideas, actions, and results.• When you are not proactive value can erode.• Don’t let competitors beat you to the punch.• Have a consultative, partner oriented

approach.

Better Understanding of Requirements

• Not identifying and addressing needs leaves you open to problems.

• Teams closest to the accounts expected to have more intimate knowledge.

• Must communicate needs to others in your organization. – Frontline teams, support teams, and senior

leadership must fully align with your customer.

Product and Service QualityComponent %Provide better quality products and services

40%

Continue to be creative 25%

Improve and maintain product and service consistency

25%

% of Accounts Mentioning Service Quality

Provide Better Quality Products and Services

• Continually improve your offering.– Don’t let competitors set the bar.

• Offer better quality than competitors.– Achieve differentiation.– Avoid price as a focus.

• Do not become complacent.– Needs and expectations constantly change.

• When end users have choices you want high usage.

Continue to be Creative

• Initiate and be proactive.– Selectively push the envelope.– Closely linked to understanding needs.

• Share ideas with clients.– Involve their input and participation.– Seek a partner level dialogue.

• Focus on enhancing your customer’s value.

Improve and Maintain Product and Service Consistency

• Consistency shows quality is embedded in the company.– Not just related to the individual.– Must have bench strength.

• Maintain close gap between best/worst performers.– Minimize weakest link scenario.

• Communicate with your customer and within your organization.– Share best practices and ideas. – Implement and monitor.

How to Achieve Competitive Advantage

The obvious:• Improve Account Support– Front line staff training– Respond quickly and thoroughly– Be proactive– Thoroughly understand requirements

• Improve Quality– Be best in class– Be creative– Improve consistency

How to Achieve Competitive Advantage (Cont’d.)

The Not So Obvious:• Continually innovate and improve– Offer sustained improvements– No quick fixes that phase out over time

• Ask how your are doing and act on what you learn

• Conduct strategic business reviews– Continually assess needs and requirements– Solicit input – be collaborative and partner

oriented

How to Achieve Competitive Advantage (Cont’d.)

The Not So Obvious:• Communicate your value – no one else will– Quantify direct and indirect value

• Maintain a cultural match• Make sure your entire organization is

committed to serving the client– Customer facing and support teams.– Make your background teams available.

Thank You for Attending

AskForensics, LLCwww. AskForensics.com

Rick ReynoldsSenior Partner404-425-3107

Atlanta, GA USA