execute as promised ama-indy chapter january 2015 --lawrence mcglown
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@LawrenceMcGlown / lmcglown@getsaydo.com
Execute Your Customer Promise Consistently
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Corporate
Consulting SaaS
Healthcare / Quick-serve Restaurants Sports Entertainment / Art / Staffing / Liquor / Beer
Packaged Goods / Oil & Gas / Medical Devices
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80% of businesses believe they deliver a superior customer experience…
8% of customers agree.
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Execute as Promised
Meeting customer expectations
at every interaction.
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CUSTOMER
EMPLOYEES
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85% of executives around the world say:
“trust in business has deteriorated.” – McKinsey Quarterly
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Who knows best how to …?
Create expectations.
Shape the customer experience.
Listen to how customers feel.
Create Expectations
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Purpose
To engage employees.
Positioning
To engage customers.
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“Where your talents and the needs of the world cross, there lies your purpose.”
- Aristotle
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Without us, people would have to ___________.
PURPOSE
Step 1:
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Be true to your core.
Relevance Uniqueness
PURPOSE
Step 2:
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Be CLEAR
PURPOSE
Step 3:
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Help people and businesses throughout the world realize their full potential.
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Organize the world’s information and make it universally accessible and useful.
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{Inside}Out Positioning:
Using employees beliefs to shape how customers perceive a
business offering.
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Steps 1-3: INTANGIBLES
1 Purpose
employees’
shared picture of success
2 Why
employees’
motivation to serve the purpose
3 How
how employees
make the purpose real
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Steps 4-6: TANGIBLES
4 Category
Define what
customers should expect from the
category
5 Attribute
Define how
customers should describe your unique value
6 Benefit
Define the net
value customers will enjoy
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Can Grandma understand what you’re saying?
Shape the Customer Experience
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A simple CX.
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If you can’t explain it to a 6 yr. old, you don’t understand it yourself.
- Albert Einstein
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Get in. Get out.
Don’t Linger.
- Raymond Carver
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Simple, straightforward strategies get executed
as planned.
- Me
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You need to move your own people before you can touch a removed audience.
- Alan Wipperfurth
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Establish a “No negotiation” policy.
- Mark “The Sales” Hunter
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ABC Company Case Study
A Fortune 50 oil and gas company enters the general aviation market.
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Safety Quality Access
Safety
Knowledge
Reliable
Cost Control
Flexible Solutions
Genuine Services
Employees’ Perceived Customer
Needs
Customer Wants
Inside-Out Alignment
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Phillips
Shell
World Fuel
AvFuel
Eastern Av.
Signature
Million Air
Landmark
Neutral Favorable Unfavorable
Brand Index Differences by Competitor
Co. E
Co. F
Co. G
Co. H
Co. D
Co. C
Co. B
Co. A
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fuel that is worthy
safely
Aircraft should be powered with , so that people and possessions are delivered to their destinations — .
Purpose
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Benefit Attribute Category
ABC Tangibles
The world’s safest aviation fuel provider.
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(Stage 1)
Intelligent. Consistent. Safe.
Be sure.
(Stage 2)
Time
Proven Equity
Positioning
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Listen
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80% 8% vs.
What’s your gap?
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85%
How do you measure trust?
“lack trust”
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Listen #1 Trust Rebuilder
Objectively? Year-round?
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Key Topics to Monitor
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Thought Leadership
1. How to Define Business Purpose
2. {Inside}Out Positioning
3. Achieve Growth through Brand & Culture
4. To Execute as Promised, Engage Employees
5. What are your customers saying?
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Transparent Business Feedback
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