BRINGING PASSION, PURPOSE AND PERFORMANCE TO THE HEART OF BUSINESS ACHIEVING BREAKTHROUGH SERVICE.
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BRINGING PASSION, PURPOSE AND PERFORMANCE TO THE HEART OF BUSINESS ACHIEVING BREAKTHROUGH SERVICE
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Transcript of BRINGING PASSION, PURPOSE AND PERFORMANCE TO THE HEART OF BUSINESS ACHIEVING BREAKTHROUGH SERVICE.
BRINGING PASSION, PURPOSE AND PERFORMANCE TO THE HEART OF BUSINESS
ACHIEVING BREAKTHROUGH SERVICE
Economies of
Loyalty
1
Customer Equity
PERCEIVED VALUE
BENEFITS (FUNCTIONAL +
EMOTIONAL + SOCIAL)PRICE + INCONVENIENCES + UNCERTAINTIES
=
Relentless focus in creating and capturing value
Redesigning the
customer experience
2
Everyone loves…
Convenience
Simplicity
Customization
Affordability
PositiveEmotionalStates
Empathetic observation and thinking: record the emotions and the circumstances that triggered the emotions
Discovering, Learning, Buying, Acquiring, Using, Connecting
NegativeEmotional States
InvolvedTrusted
At easeInformed
Amused Empowered EngagedValued
Helpless Anxious
Misinformed Alone MistrustedNeglected
Spotting the unarticulated needs to amaze customers with a customer experience they never could have imagined…
Confused
Problema…
La percepción del trabajo de un comercial es negativa
Fuente: Encuesta de Daniel Pink a 7000 trabajadores en EEUU
Borrow great ideas from other industries…
• Disneyland• Singapore
Airlines• Fandango• Lexus• Virgin Airlines• Amazon• ebay• Starbucks• Others…
Identify a service experience that provoked really good feelings to you….
1. …unique attributes…that made it so memorable?
2. How did it defy your expectations?
3. How might we leverage this idea to redefine customer expectations in our own industry?
Key“Moments of truth”
Customer corridor
Ideas for reengineering the customer experience
APPLE STORE (NY): 5th Avenue, 08-22-07, 3:05 pm
200
SONY STORE (NY): Madison Avenue, 08-22-07, 3:20 pm
10
General Manager
Finance Human Resources
Prod. developmen
t
Sales & Marketing
Operations
>>>>>>>>>COSTUMER SERVICE REQUIRES HORIZONTAL PROCESSES >>>>>>>>>>
*
Customer-centricMaster Plans
3
“”Your market place is your data base.
Stan Rapp, Founder of McCann
SCORING- Grades, ratings, 1 to 5 ...
FEEDBACK- Comments, complaints, suggestions ..
QUALITATIVE RESEARCH- Surveys, focus groups, interviews ...
OPERATIONS- Front line personnel, other listening postsSTRATEGY- Customer participation in product development, market definition, employee selection
Customer satisfaction: listening to customers
EXTROVERT
INTROVERT
RATIONAL EMOTIONAL
ANGLOSAXON LATIN
NORDICSWISS GERMAN
Different consumers with different mindsets
A customer-centered approach to the marketplace
Soneva Gili, The Maldives
Soneva Kiri, Thailand
PurposeProfitsPassionPeople
Engine
Inadequate
Business Engine
Inadequate
Adequate
Adequate
Empowering the Business Engine and the People Engine
Empowering the People Engine
One-to-oneleadership
Self-leadership
Institutionalleadership
Teamleadership
The Power of Integrity
The Power of Conectio
n
The power ofReputati
on
The Power of Cohesion
Si se pierde dinero, lo puedo entender y seré paciente. En cambio si se pierde la reputación sere implacable.
La reputación es el único verdadero activo – sin reputación, un negocio no vale nada.
Warren BuffetBerkshire Hathaway
“”
Multichannel delivery systems
Reengineering
the supply and value
chain
Innovative value
proposition
Needs based segmentatio
n and targeting
Collaborative Power
Customer
Experience
Power
Operational
Power
Conceptual PowerEmpowering the Business Engine
“”If you can’t describe your position in eight words or less, you don’t have a position.
Seth Godin, Expert on Word of Mouth
CHALLENGER BRAND MINDSET
The challenger is very open about its desire to bring some new way of
thinking to the category.
This tends to consist in putting right something in the category which has, in its view, gone seriously wrong, and it talks in terms of having a ‘cause’
or being ‘an agent of change’.
CHALLENGER BRAND MINDSET
• The People’s Champion Virgin Atlantic, WikipediaMotives: “They are fighting for me – I win”
• The Scrappy David RyanairMotives: “Nobody roots for Goliath” – people like underdogs
• The ‘Real and Human’ challenger Ben and Jerry’s, Innocent.
Motives: “real people brand in a faceless category”
• The Missionary Dove, Al Gore 2.0A challenger fired up with a view about the world
it has to share.
Thank you!
www.luishuete.com @LuisMHuete
