3 steps to ensure customer engagement
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Transcript of 3 steps to ensure customer engagement
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3 Steps to EnsureCustomer Engagement
3 Steps to Ensure Customer Engagement
Customer Engagement
Stephanus Taufan Wibowo
Tuesday, 11 March 2014
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ON TARGET
Service-Profit Chain
3 Steps to Ensure Customer Engagement
Putting the Service-Profit Chain to Work
by James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr., and Leonard A. Schlesinger
http://hbr.org/2008/07/putting-the-service-profit-chain-to-work/ar/1
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ON TARGET
Broken Service-Profit Chain
3 Steps to Ensure Customer Engagement
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ON TARGET
Broken Service-Profit Chain
Satisfied Customer not necessarily Profitable
Building WOW
experience
which not
end-up in
3 Steps to Ensure Customer Engagement
end-up in
profit would
be a bad
investment
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ON TARGET
Broken Service-Profit Chain
Customer Satisfaction no longer ensure repurchase
Future
repurchase is
only one
condition
among various
Satisfaction
HOSTAGES LOYALISTS
3 Steps to Ensure Customer Engagement
among various
ladder of
Engagement
Why Satisfied Customers Defect
by Thomas O. Jones and W. Earl Sasser, Jr.
DEFECTORS MERCENARIES
Repurchase
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ON TARGET
HOW TO ENGAGE CUSTOMER?
3 Steps to Ensure Customer Engagement
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ON TARGET
1. Identify the Right Segment
AwareAwareNew Customer
Engaged Segments are:
• Referring to others
• Repurchase, inc Cross/ Up sell
• Have good evaluation
• Tell what need to be improved
• Like FB page
… and other measurement of good leads
and prospects
3 Steps to Ensure Customer Engagement
PurchasePurchase
ReRe--PurchasePurchase
Refer to othersRefer to others
ConsiderConsider
Satisfied + Not Engaged (Hostages)Not satisfied + Not Engage (Defectors)
Satisfied + Engage (Loyalist)Not satisfied + Engage (Mercenaries)
Retention & DevelopmentRetention & Development
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ON TARGET
2. Learn from Them
AwareAware
InterestInterest
ConsiderConsider
IntentIntent
• My friends told me
• It’s a new cool things on the FB
• The design is awesome
• They tell the alternative product
• They sell solution not only product
• We can try for free
• We can pay later
WHY “Engaged Segment” engage*Sales Funnel
3 Steps to Ensure Customer Engagement
(Re(Re--) Purchase) Purchase
EvaluateEvaluate
• We can pay later
• Indeed no product better than this
• Its habitual buying
• They phone back for our feedback
• They remember my name
• They give add service for ex
customer
• They are nice people
*) also learn why they still engaged while they are not satisfied
Retention & DevRetention & Dev
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ON TARGET
3. Give Better Reason to Engage
Satisfaction
HOSTAGES LOYALISTSEngagement
program
CS program
3 Steps to Ensure Customer Engagement
DEFECTORS MERCENARIES
Engagement
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ON TARGET
Give Better Reason to EngageExample
Engagement programCS programWHY They Engaged
• It’s a new cool things
on FB
• Like/ Dislike button on
our FB page
• Upload your picture on our
FB page
• Share to friends
• They sell solution not
only product• Direction & Maps of our
store
• Parts availability
warranty
• Delivery service
• Smartphone Application to
chat with service officer,
check parts available,
request f/u and delivery
3 Steps to Ensure Customer Engagement
• Its habitual buying • CS line • Volume & variety discount
• Customer Story
• Indeed no product
better than this• Service warranty
• Full money back
guarantee
• Special offering for next
product (cross/up-sell)
• Customer get customer
• They are nice people • Free dinner
• Feedback call
• Birthday greetings
• Customer community
• Free dinner for Couple
• Comment on our page to
activate warranty
• Tell us what you wish on
birthday
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ON TARGET
FACT ABOUT ME• 2 years experience as a Consultant of Purple Analytics Indonesia (till now 2014)
• 5 years experience as a Credit Operation Head for a car portfolio of PT.Adira Multifinance, Tbk
• 7 th experience as Head of Product Development of PT. Astra International, Tbk - AstraWorld
• 5 years teaching experience of Trisakti School of Management
Stephanus Taufan Wibowo
Linkedin: http://id.linkedin.com/in/stephanuswibowoBlog:
stevewibowo.blogspot.comadayatworks.wordpress.com
For further discussion please contact:
3 Steps to Ensure Customer Engagement
• 5 years teaching experience of Trisakti School of Management
• Bachelor and Masters in Marketing Management and Human Resources Management from Satya Wacana
Christian University and Post Graduate degree from University of Gadjah Mada (International Program)
SKILL SET• Management System & Performance Management
• Productivity Improvement & Organizational Development
• Business Process & Change Management
• Marketing Strategy Formulation & Marketing Analytic
• Customer Relationship Management
• Credit Risk & Operation