How to start a customer-centred approach
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Transcript of How to start a customer-centred approach
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How to start a customer-centred approach
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Satisfying customers is the source of sustainable value creation and this applies to
both to B2C and B2B
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When starting a customer-centred approach, self-perceptions are useful but
you shouldn't rely only on them,
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Further…
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you shouldn’t start with self-perceptions or assumptions
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Instead…
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Start with your customers
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You just may consider your self-perceptions & assumptions after having gathered & studied
real data.
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But,… what data?
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Try answering this…
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Who are your customers? What can you tell about them?
Answer these questions both from a quantitative & qualitative perspective
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In doing so, pay attention to how customers choose a service
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How customers choose a service
*** *** ****
Need recognition
Evaluation of alternatives
Info search Purchase Post-experience
evaluationCustomer experience
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Sources of informationInternet Web Word of mouth
Understand if it will fulfil their needs Reduce RISK
Time Financial Performance Social Psychological Understanding
Info search
How customers choose a service
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}Adequate Service
Desired Service
Zone of Tolerance
Predicted Service
VISIBLE INVISIBLE
People Physical evidences KPI Process
Experience qualities Credential qualities Process
Evaluation of alternatives
Customer experience
How customers choose a service
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e-service Quality:Efficiency Fulfilment Reliability Privacy
Responsiveness Compensation Contact
Post-experience evaluation
How customers choose a service
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Bearing in mind how customers choose a service, you should consider…
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How is this journey for your current customers & prospects?
as well as, !
what are they needs and expectations?
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Welcome to your customer’s world!!
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