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VW "ACE it!" Presentation at November Conference
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Transcript of VW "ACE it!" Presentation at November Conference
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ACE IT!Harnessing the Power of Amazing Customer Experiences to Drive Sales & Growth in the New Economy
November 2010
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My Story ...
DYSLEXIC
UNIVERSITY DROP OUT
BUSINESS BUILDER
GLOBAL TRAINER
ENTREPRENEUR
AUTHOR
AWARD WINNING COACH
SALES & MARKETER
INTERNATIONALSPEAKER
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Put Customer Experience at the HEART
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My GUARANTEE to you today ...
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The Things on your Mind
£
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The ONLY Constant in Business is...
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Yesteryear (AKA the “Good Old Days”)
£
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The Reality Today
£
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Bad customer service news travel FAST!
OLD ECONOMY NEW
ECONOMYDissatisfied World
call 10 peopleThousands in
seconds
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The New Economy Search Engine
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United Airlines Vs David Carroll
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In Short…
THE GAMEHAS CHANGED
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We are ALL Global Broadcasters!
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Customers WANT Choice and Control over their Experience
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Opportunity is…
NOWHERE
NO WHERE
NOW HERE
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The Key Factors
£
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s
Introducing A.C.E.
A CE
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s
Results
Behaviour
Emotion
Focus
What Makes A.C.E. Tick..?
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3 Reasons to Deliver Amazing Customer Experiences (ACE)
sA C E
Emotional Connection
Financial Transaction
Strong Value Bond
Potential Raving Fan
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Why Survey Your Customers?
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Real Life Client Story ...
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Business Tetris
new customers“Expensive”
loyal customers
“Profitable”
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MYTH
Myth Busting – Why Customers Leave ...
£Customers leave because of price!
TRUTH
68% Don't Care 14% Product9% Price 9% Other
Customers leave because of PERCIEVED indifference!
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Recent Data from Research Company Maritz
49%
16%
3%
41%
10%
7%
58%
33%
9%
Retentio
n
Recom
mend
Cross
sell
EmotionallyConnected
FunctionallySatisfied
Unfulfilled
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Creating a functional / Emotional framework
Functional
Em
oti
on
al
Trust
Care
Forgiveness
Pride
Fulfils Needs
Reliable
Better than
Market “WOW!”
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Let Customers Connect with Your Brand
s
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See the Emotional Response!!
s
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How do Different Brands Compare …
RetailUnfulfilled Emotionally connected
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How do Different Brands Compare…
BankingUnfulfilled Emotionally connected
Sale made every 5 Seconds, 85% Referred in last 3 months, Saving £150 Acquisition Cost, 92% Very Happy & 50% Less Staff Turnover!
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How Would You Define Your Service?
s
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What’s Your Best Example?
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The 5 Modalities of Customer Engagement
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Modality 1 - Visual
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First Impressions Count – BIG Time
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Think about ALL areas of your Business
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Create a Real “WOW” Environment!
s
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Create an Environment for Commitment
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Focus on the Right things …
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The 5 Modalities of Customer Engagement
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Modality 2 - Auditory
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Real Life Client Story ...
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The 5 Modalities of Customer Engagement
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Modality 3 - Kinesthetic
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Even Buying Can be ACE!
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The 5 Modalities of Customer Engagement
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Modality 4 – Gustatory
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The 5 Modalities of Customer Engagement
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Modality 5 – O Factory
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Change the Status Quo!
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Emotions Customers Need to Feel!
Safe Valued Cared For
Trusted Focused On Missed
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Why “ACE” Experiences Pay off
Pro
fit
ProfitIs a Direct Result of Repeat Customers
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Emotion Destroyers that Kill Profits
Stress
Frustration
Disappointment
Unhappy
Hurried
Irritated
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3 Reasons to Deliver Amazing Customer Experiences (ACE)
sA C
E
Emotional Connection
Financial Transaction
Strong Value Bond
Potential Raving Fan
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“If your business requires Success before Commitment, it will never have either!”
Seth Godin Author of Tribes …
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