The Customer Driven

EnterpriseBy Yamini Virani

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The Goal For Our Time Together

Share with you the tools to create a customer driven enterprise that keeps your clients

coming back again and again because you are able to see things from their perspective, are

engaged with them, and understand what they truly want.

What We’ll Be Covering Today

What does customer driven enterprise mean for you & why should you care?

The 3 Fatal Assumptions that will drive your organization into the ground

7 Steps to Creating a Customer driven enterprise

What’s Important to You?

What would you like to get out of this session today?

At Your Tables… Quickly Introduce yourself- your

name, company and role. What does becoming a

“customer driven enterprise” mean for you/ your organization?

Why Should You Care About Becoming a Customer Driven

Enterprise Anyway?

All successful businesses attribute at least 50% of

their business to referrals or repeat

business.

Reason # 1- You need them to come back

Reason # 2- Products & services are not sold

Buyers are not naïve or a mindless group of people. Proper advertising, product promotion and market share pricing, are all important, but at the end of the day services aren’t sold, products and services are bought.

Reason # 3- Buying Process & Habits Have Changed

Your buyers or customers: Are better informed Are assertive and more demanding Have a choice Are used to instant gratification In the age of Twitter and FB what your clients

or referral partners say about you carries more weight than what you say about yourself.

“

Reason # 4- Simply too expensive to ignore

Low Conversion rates Poor Customer loyalty High Attrition Low Recommend/referral

rates“

The 3 Fatal Assumptions

1. We provide world class service.2. Our clients /customers are thinking about

us and will come back whenever they have a need for our products/services or have a referral.

3. We measure customer service.

Looking in through the customer’s lens

1. How enjoyable is the experience?2. How easy are you to do business with?3. How effectively do you meet my needs?4. How consistent are you in the delivery of your services?

4 Ways Customers Judge Their interactions With Your Company

So How Do I Succeed in this Environment?Thinking like your customer and

making your business the first choice for your customer.

“We start with customers, figure out what they want, and figureout how to get it to them.”

– Jeff Bezos, founder and CEO, Amazon.com

Becoming a Customer Driven Enterprise

Deliver Results Your Customers Want+ With Consistency+

Create an Emotional Experience= Repeat Business &

Referrals

That’s When 1. You consistently get repeat

business.2. Your clients stay longer. 3. Your clients do the selling for you.4. You create a steady stream of

qualified leads that don’t have to be SOLD.

Table Topic What are the top 3 challenges your

organization faces when it comes to becoming a “customer driven enterprise?”

What are some things you would like to see change in relation to customer focus?

7 Steps to Creating a Customer driven

enterprise

Step #1- Make Customer Service an Implementable Core Value

Commitment to Customer Service Does Not Belong on a Corporate

Plaque. Make customer service an implementable core value of the

organization and build your business process around it.

24/7 Wall St.'s Customer Service Hall of Fame

1. Amazon 6. Trader Joe’s2. Hilton Worldwide 7. UPS

3. Marriott International

8. Hewlett Packard

4. Chick-fil-A 9. Sony

5. American Express 10. Apple

How Did They Make the Top 10 List?

1. “New initiatives to win the satisfaction of its guests.”- Mkt/Finance

2. “Well Treated Employees”- HR3. “Transparency in food preparation process.”-Ops4. “Excellent experiences”.-CS/Sales5. A Unique atmosphere and Experience- CS/Sales6. “Top-down approach to customer appreciation”7. “Easy to use products” –R&D –Design-SC8. “Ability to specify how they want their parcels

delivered.”-Ops/SC

How To Make Customer Service An Implementable Core Value…

1. Starts with the leadership’s commitment to customer service & engagement.

2. Committing to the goals in public3. Doing what needs to be done even when it’s

hard4. Fanatic at communicating the importance of

customer service5. Committing the required resources 6. Streamline all business initiatives

Step #2- Find Out What the Customer Wants

1. Ask yourself if you really know what they want.

2. Have their needs changed?3. Are you making assumptions about

them that aren’t quite on point?4. What are their most important goals?5. What specific job are they hiring you to

do?

Step #2- Find Out What the Customer Wants

Go where your customer goes Observe them Ask your employees for feedback about

the customer experience Implement a “learning from customers”

program Get feedback from customers

Step #3- Define & Review your current Process

Draw out your current process & get down to as much detail as you can.

Picture yourself as the client. What experience are you having?

Does it feel cold or transactional?

Example: Current Process for an CPA Firm

Initial Call with

Prospect

Interview at accountant’s

office

Present Proposal

Wait for prospect to

call back

Prospect signs

contract

CPA gather info &

Prepare taxes

Send tax returns

Answer any client queries

Remindclient when

it’s time to file next year

What Do You Notice With The Client Experience at the CPA Firm?

• It’s very bland- very transactional in nature• Everybody does that- no differentiation• The process doesn’t present an opportunity

to create an emotional connection• The emotional connection is left entirely to

the initiative of the CPA to do that when she can remember

• No place in the process to ask for referrals

Step #4- Assess Your Performance

Survey your customers. The best way to find out what bothers your clients is to ask them.

Silence is not golden. There’s often a hidden message in that silence & it isn’t a good one.

 You cannot create your ideal client experience unless you know what your customer doesn’t like.

The Net Promoter Score

Customer loyalty boils down to one Ultimate Question: “How likely is it that you would recommend this company, product, or service to a friend or a colleague?”

Step #4- Asses Your Performance with The Net Promoter Score

      0    1    2   3   4   5    6     7  8      9   10                                          

     Detractors Passive Promoters

The Net Promoter Score

The Net Promoter Score=

% of Promoters - % of Detractors

Step # 5: Define the Ideal Experience You want Your Client to Have

Fix the areas of concern revealed in the surveyDifferentiate between genuine concerns &

expectations that are outside of your window. What would the ideal experience look like for

your customer?Redesign your business process around the

ideal experience. Involve your team in creating the experience

in the process

Example: Building in the Emotional Connection -CPA Firm

Initial Call with

Prospect

Interview at accountant’s

office

Present Proposal

Wait for prospect

to call bak

Prospect signs

contract

CPA gather info &

Prepare taxes

Send tax returns

Answer any client queries

Remindclient when

it’s time to file next year

3

2 67

5

13

8 9

101

2

14

1

4

11

Step # 6: Making Your Non-Necessaries Matter

What is a Non-Necessary? A “non-necessary” is something that is not going to affect the key operation of the business, but is absolutely critical to the success of the business.

Restaurant: Clean restrooms, crisp table clothes, Preschool: Clean, bright lights, vision and mission on the wall, pictures of happy children Lawyer: Inviting Reception Area, Professional receptionist, Relevant magazines in neat piles, flower arrangement, Credentials/awards, displayed on wallElectrician: Smart uniform, clean up after work, no marks on walls

Why Do the Non-Necessaries Matter?

Because your clients/ partners judge the quality of your services/business by your attention to the little things.

Pay attention to details in these little things because they are easily observed & can have an adverse effect on your clients.

Customers judge your expertise in areas they don’t understand by your excellence in areas in which they do.

Why Do the Non-Necessaries Matter?

Appearances count. Make the “non-necessaries” in your process

matter because if you ignore it, it will steal the power of your “wow.”

Step 7: Rewards, Measurement & Recognition

Align customer experience metrics with what matters most to customers

Develop & Measure customer experience metrics across functional and business units

Connect formal rewards (e.g., raises, bonuses, promotions) to performance on customer experience metrics

Use informal rewards and celebrations to highlight exemplary customer-centric behavior

7 steps to Creating a Customer Driven Enterprise

1. Make customer service an implementable Core Value

2. Find out what the customer wants3. Define & Review your current Process4. Assess your performance5. Define the Ideal Experience You want Your Client to Have

7 steps to creating a customer driven enterprise

6. Making Your Non-Necessaries Matter7. Rewards, Measurement & Recognition

Table Topic

What steps do you need to take become a more customer driven enterprise?

Where will you begin?

Questions??

“Amazing Things Rarely Happen In Your Comfort

Zone”-Anonymous

Thank You For Your Time….