service with character to creat customer value in indonesia pharmaceutical industry part 4
TRANSCRIPT
SERVICE WITH CHARACTER TO CREAT CUSTOMER VALUE IN INDONESIA PHARMACEUTICAL INDUSTRY PART 4
Moch Kurniawan
THREE WAYS TO GROW A BUSINESS: RETENTION, ADVOCACY, PURCHASING
http://businessoverbroadway.com/customer-loyalty-measurement-framework
THE BASICS OF CUSTOMER LOYALTY
https://www.washaccess.com/home/whatisloyalty.aspx
3 DIFFERENT PERSPECTIVES ON LOYALTY
Customer Brand Commitment
Customer Brand Acceptance
Customer Brand Buying
Mark D. Uncles et al ,Journal of Consumer Marketing October 2002
www.marketingmag.com.au/blogs/customer-loyalty-programs-too-much-love-not-enough-action-16465/#.UwjWW87zqkw
CUSTOMER LOYALTY PROGRAMS
• raising purchase/usage levels• increasing the range of products bought from the supplierA
Increase sales
revenues
• building a closer bond between the brand and current customers
More defensive
• furthering cross-selling• creating databases• aiding trade relations• assisting brand PR• establishing alliances
Peripheral goals
Mark D. Uncles et al ,Journal of Consumer Marketing October 2002
http://blogs.salesforce.com/company/2012/08/53-of-customer-loyalty-is-from-sales.html
RECOVEREY PARADOXON
Customer Loyalty in the Oilfield: Experience | Gelb Consulting Group, Inc.
COMPANIES WITH HIGHER LEVELS OF CUSTOMER LOYALTY EXPERIENCE ACCELERATED BUSINESS GROWTH.
http://businessoverbroadway.com/customer-loyalty-measurement-framework
ECONOMIC VALUE TO THE CUSTOMER
www.mckinseyquarterly.com/strategy/deva00.asp
http://businessoverbroadway.com/customer-loyalty-measurement-framework
GREAT CUSTOMER EXPERIENCE AND HOW TO CREATE IT
Listen to your employees
Hire for attitude, not aptitude – then reinforce
Give people purpose, not rules
Tap into the creativity of your front line
The secret to delighting customers? Put employees first , Mc Kinsey&Company
TEN BEST WAYS TO EXCITEExtreme simplicity: Devise processes that are exceptionally easy and intuitive to use
Premium quality and design: Develop products that are outstanding in look and feel as well as performance
Exceptional service: Create a friendly personalized approach that takes the pain out of purchasing
Innovative technology: Develop revolutionary solutions that raise the bar of customer expectations for all competitors
Exclusivity: Appeal to status-seekers with premium-priced luxury services
Can a goldfish show you how to excite your customers? | McKinsey on Marketing & Sales | ebruari 2014
TEN BEST WAYS TO EXCITE (CONT’)
Hedonism: Provide fun, freedom, and shared experience through adventure or entertainment
Mystique: Cultivate an aura of secrecy or intrigue around a product specification or launch
Taboo breaking: Reject stereotypes for a more daring approach
Co-creation: Foster shared ownership through participation, contribution, and community
Authenticity:Show unusual frankness and openness to win – or woo back – skeptical customers
Can a goldfish show you how to excite your customers? | McKinsey on Marketing & Sales | ebruari 2014
NEW TRENDS IN CUSTOMER EXPERIENCE
consumer expectations are risingconsumer empowermentincreasingly sophisticated channels and tools to
work well
For customer loyalty, only the best will do | McKinsey on Marketing & Sales | Februari 2014
WHAT TO DO ABOUT CHANGES IN CUSTOMER PREFERENCES AND BEHAVIOR
Customer segmentation
Segment Needs and
Performance (SNAP) charts
Customer ethnographic
research
Loyalty and retention
The revenue sieve
http://www.businessknowhow.com/marketing/anticipatechange.htm
EXPERIENCE RADAR UNCOVERED FOUR CUSTOMER SEGMENTS BASED ON THEIR MEDICATION BEHAVIOR
AND DESIRED EXPERIENCE
PwC Health Research Institute | Customer experience in the pharmaceutical sector: Getting closer to the patient | November 2013
A SERIES OF POSITIVE INTERACTIONS GOES BEYOND “COMPLETELY SATISFIED”
Delighting the customer behind the meter |Copyright © 2011 Bain & Company, Inc. All rights reserved.
MAPPING THE CUSTOMER EXPERIENCE HELPS HIGHLIGHT INTERDEPENDENCIES AND DIFFERENT
TRIGGERS OF A UTILITY’S CUSTOMER INTERACTIONS
Delighting the customer behind the meter |Copyright © 2011 Bain & Company, Inc. All rights reserved.
5 STEPS TO INCREASE CUSTOMER RETENTION
Improve customer "stimulation.""Red flag" high-risk customers and act quickly to retain themAddress key sources of customer dissatisfaction
Resist downward pricing pressure among existing customers
Focus customer investment in low-attrition segments
http://www.inc.com/karl-and-bill/5-ways-to-improve-customer-retention.html?cid=readmore
STRATEGIES THAT INCREASE CUSTOMER VALUE
Cost: Lower the cost to serve
Loyalty: Retain customers longer
Sales: Increase per customer sales
http://www.genroe.com/blog/the-only-3-strategies-that-increase-customer-value/1787
HOW TO PRIORITIES YOUR MULTICHANNEL MARKETING
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
THE ‘RIGHT PERSON’
What is the role of different groups within my target universe in influencing and determining prescribing behavior?
What are their core information needs professionally (in order to do their job and to reach prescribing judgements)?
How do they use different channels to find and assimilate this information?
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
THE ‘RIGHT CHANNEL’
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
THE ‘RIGHT CHANNEL’
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
THE RIGHT ‘MESSAGE’
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]
SO THE MOST IMPORTANT IS.......
HOW TO MAKE THAT..............
18 PRINCIPLE SERVICE WITH CHARACTER
True Blue• Service never lies !• Be brave, serve the right way consistently• Keep your promise, serve with commitment
Golden Rule• Customer is your friend, not your KING !• Always show sincerity to everyone• Involve customers, create experiences
Green• Follow your service script in natural way• Service failure is not an option• Always ready to serve and make things done
18 PRINCIPLE SERVICE WITH CHARACTER
Orange• Be open, allow customer to know what they should know• Never let your customer down, even if you down• Avoid personal biases in serving customers
Red• Show kindness in every service touch point• Consider customer’s hidden needs in all service processes• Know what customer feels is good, able to serve it is great
Purple• Implement your service ethically, live your company’s value• Spread the caring spirit to the society• Encourage customers to be more environental conscious
Thank you