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The Ultimate Marketing Strategy: Customer Satisfaction for Competitive advantage
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Transcript of The Ultimate Marketing Strategy: Customer Satisfaction for Competitive advantage
The Ultimate Marketing StrategyCREATING SUSTAINABLE GROWTH
January 2014
Sustainable Transformation Starts Here
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
What is Ultimate?ULTIMATE IS FUNDAMENTAL, THE LAST POINT IN SERIES OR PROCESS, THE LARGEST IN SIZE AND FOR OUR PURPOSES; THE MOST DESIRABLE.
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….
“ 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
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?
Excellence
“We are what we repeatedly do! Excellence
is not an accident, it is
a habit.”Aristotle
We promise to give poor service!!
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
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%.
“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
CommunicationTHE WORDS REPRESENT ONLY 7% OF WHAT GETS PERCEIVED AS THE MESSAGE
Customer-
Centered
Communications
Model
Definition of Successful Communication:Person with whom you are interacting agrees to take an action, not presently being taken, which you find mutually beneficial.
Five Steps to Amen
1. Acknowledge Audience Needs
2. Provide a Promise or Guarantee
3. Comfort the Audience
4. Personalize Benefits
5. Request Action
Insincerity glows in the dark
The most common cause of customer dissatisfaction is self-centered service providers.
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.
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%
Broadcast on Station WIIFM
Personal NeedsGoalsValues
People buy on feelings and justify with facts.
Customer SatisfiersReliabilityResponsivenessAssuranceEmpathyTangibles
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.
Create Partnerships For SatisfactionEnroll the customer as a partner in achieving a Supreme Service outcome.
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
Action Ideas I Will UseLOW HANGING FRUIT AGREED UPON ACTIONS
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
Thank You For Attending
God Bless