Customers toy with your reputation at the touch of a button
And so can your staff
Beware of snake oil!
Quick fixes doesn’t work!
1. Be referrable
2. Feedback first
3. Systems to make it easy
1. Be Referrable
‘Old World Selling’
Marketing
Selling
Delivery
After Sales
Sales
Close
InterestFind
And then what happens?
Bombard
Ignore
HopeBribe
Give up and find others
‘New World Selling’
The Customer Empowered Sales Process
Sales
Referrals
Cross Sales
Up sales
Engage and deliver
value
Feedback
Get BetterEnergise & Empower
Attract more
Recommendations & Public Reputation Competitive
Advantage
Loyalty and Continual Improvement
Increased Conversion rate and
reduced marketing cost
How to make things happen?
Luck or systems?
The big questions
If customer experience is so VITAL, why is it so often not systemised?
Why do organisations then wonder why they can’t get things done?
• Engagement is PRIMARY
• Selling is a SECONDARY
In a Nutshell
People Systems
beliefs
Emotions
ActionsResults
The System
The System Applied specifically to referrals
Be Referrable
Make it easy
Keep Improving
Measure & respond
2, Feedback First
Tools
Where do the inches come from?
Net Promoter System
> NPS is copyright to Fred Reicheld & Satmetrix
What then?
3. Make it easy to refer you
You can’t lose
Great
Satisfactory
Poor
Horses for Courses
Customer Relationship
Partnership
Relationship
Engagement
Transactional
Transactional
Simple Feedback
Engagement
> VIP Club
> Reviews
Engagement
Basic Quality Feedback
Engagement
> VIP Club
> Reviews
> Referrals
Relationship
Top Quality Feedback
Partnership> VIP Club
> Bus Development
> Reviews
> Referrals
> Partnering
3. Systems to make it easy
From Right PeopleTo Right PeopleRight TimeRight Way
From Right People
• People who love you and give you permission
• Inch by Inch
To the right people
• Who are they?
• What roles?
• What do they want to achieve?
Right Reasons
• Your Customer Focused Mission
• Why would they WANT to refer you?
• Wiifm?
• How can you spread a reputation of being someone worth referring?
Right Way
• Feedback First• Those who think you’re ‘great’• Inch by inch: make it easy• Make it fun• Explain why you’re asking• Ask permission (no is OK)• Follow up• Thank them• (and again 3 months later)
Remember to invest
• It’s at least 6X as effective as ‘trad marketing’