the ultimate marketing strategy: customer satisfaction for competitive advantage
DESCRIPTION
Enroll your internal and external customer as credible conduits to word of mouth advertising.TRANSCRIPT
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The Ultimate Marketing StrategyCREATING SUSTAINABLE GROWTH
January 2014
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Sustainable Transformation Starts Here
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Key Points of Emphasis
•Partnership for satisfaction•Action ideas•Definition of terms•Business case•Definition of success•Customer-centered communication•How to use the tools•Questions, comments and smart remarks
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What is Ultimate?ULTIMATE IS FUNDAMENTAL, THE LAST POINT IN SERIES OR PROCESS, THE LARGEST IN SIZE AND FOR OUR PURPOSES; THE MOST DESIRABLE.
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A method or plan chosen to bring about a desired future,
such as achievement of a goal or solution to a
problem.The art and science of
planning and marshalling resources for their most
efficient and effective use.
STRATEGY IS….
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“ A process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage”.David Aaker
MARKETING STRATEGY
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What is your current marketing strategy?
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What is your current marketing strategy?
What are you offering?
Who is your designated market?
How do you define success?
What is your greatest challenge?
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Excellence
“We are what we repeatedly do! Excellence
is not an accident, it is
a habit.”Aristotle
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We promise to give poor service!!
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Business Case
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Business CaseIt cost 13 times as much to get a new customer as it does to keep the one you have.95% of customers who are dissatisfied will not tell the company, but will tell 30 other people
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Business Case ContinuedFor every bad experience , it takes 12 consecutive good ones to overcome it.Service is just a feature. Satisfaction is a benefit.Reducing defections by 5% boosts profits between 25% to 85%.
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“Each encounter must be so satisfying that the customer looks forward to repeating the experience and is inspired to recommend it to others.”
SUPREME SERVICE DEFINITION
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CommunicationTHE WORDS REPRESENT ONLY 7% OF WHAT GETS PERCEIVED AS THE MESSAGE
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Customer-
Centered
Communications
Model
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Definition of Successful Communication:Person with whom you are interacting agrees to take an action, not presently being taken, which you find mutually beneficial.
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Five Steps to Amen
1. Acknowledge Audience Needs
2. Provide a Promise or Guarantee
3. Comfort the Audience
4. Personalize Benefits
5. Request Action
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Insincerity glows in the dark
The most common cause of customer dissatisfaction is self-centered service providers.
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Communications Self-centered:Getting your message acrossFocuses on the words you want to convey
Customer-centered:Seeks to obtain customer trust and cooperation.Acknowledges and responds to emotional needs.
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Components of Face-to-Face Communications Non-verbal (what you look like when communicating) 55% Para-verbal (what you sound like when communicating) 38% Verbal (what you actually say-the words themselves) 7%
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Broadcast on Station WIIFM
Personal NeedsGoalsValues
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People buy on feelings and justify with facts.
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Customer SatisfiersReliabilityResponsivenessAssuranceEmpathyTangibles
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Personal Power Tools
Observe:• The ability to discern the
various client/colleague messages about needs, goals and values conveyed through all communications modes.
Describe:• The ability to accurately
describe, within context, what you have observed using a non-judgemental and non-threatening approach.
Disclose:• The ability to reveal your
interpretation of the message, taking care to notice - and admit - where your own personal needs, concerns and expectations are in accordance with those of the your communications partner.
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Create Partnerships For SatisfactionEnroll the customer as a partner in achieving a Supreme Service outcome.
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Supreme Service Sequence & Standards
Greet: Establish rapport & encourage a positive expectationListen: Identify emotional and factual needsAsk: Let the customer know he/she has been heard, get agreement on outcome, negotiate unrealistic expectations and enroll the customer as a partner.Respond: Work with the customer to achieve satisfaction goals.Conclude: Confirm that the encounter meets Supreme Service criteria.
Greet Listen
AskConclude
Respond
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Action Ideas I Will UseLOW HANGING FRUIT AGREED UPON ACTIONS
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Courses, Workshops and Master Classes
How to Build a Consulting Business Model
Marketing your
Consulting Services
Building Client
Relationships
Getting the Job Done: Steps of the Consulting Implementation
RASCI - The Human Side
of Project Management
Anticipating Client Needs
Closing the Deal
Facilitation Masterclass
Advanced Certification Bootcamp
Supreme Service: The Ultimate Marketing
Strategy - Using Customer Satisfaction to Grow your
Business
Inclusive Leadership
Executive Presentation
Skills
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Thank You For Attending
God Bless