creating raving fans ... winning through people, purpose and passion - keynote and masterclass with...

Winning through people, purpose and passion

Keynote and Masterclass by Peter Fisk

[email protected]

Creating

Good is not enough, satisfaction is expected, quality is entry level, … imitation is everywhere, difference is rare … people expect more

Every business needs to do more

… in every market, businesses are raising the

bar, and changing the game

Look around the world

Shaking up markets

Time to think different

I have my needs and wants, to get through the day,

and to achieve my objectives.

But I also have my hopes, dreams and ambitions.

For too long you have treated me as a name or number.

You group me into what you call a segment,

or sometimes just a mass market.

But I’m not prepared to tolerate that anymore. I am me.

Don’t treat me like somebody else.

Sometimes I might be very similar to others,

but I can also be very different and discerning.

In the old world, I realise I didn’t have much choice.

I needed you more than your needed me.

But things have changed. Now I have the power.

Now I’m in control. You need me, more than I need you.

It’s time you started doing business

on my terms …”

“Hey! I’m your customer …

Yes, a real person, a human being …

+genius

Business

narrow

view

Business

narrow

view

Customer

broader

view

Business Customer

© GeniusWorks 2012. All rights reserved.

Time to think like a customer

Simple story … big idea …

What does it mean

for us?

“Raving Fans”

Domos Gas Southwest airlines

It started here …

1. Who wrote Raving Fans?

2. Which brand, created by Sheldon Bowles, inspired Ken to write the book?

3. What is the fairy godmother’s name?

4. Who is the area manager?

5. What sport is Charlie’s passion?

6. True or false … “A satisfied customer will leave you the moment something better comes along”

7. True or false … “It is better to under promise and over deliver”

8. If your customer says everything is “fine” what do they usually mean?

9. What are the three “magic secrets” (the three D’s) of creating Raving Fans?

10. “When you decide what you want, you must create a vision of perfection centred on the ___________”

11. “If you really want to own a customer, if you want a booming business, you have to go beyond satisfied customers and create _________ ______”

12. Is it better to be a “duck that quacks” or “eagle that soars”?

13. Is it better to do your best for every customer, or selectively serve some customers better?

14.Is it better to make “big transformations” or “keep improving by 1%”?

15. So if your boss and colleagues call you a “Charlie”, is it good or bad?

Decide what you

want

Discover what

matters most

Deliver

the vision everyday

Creating “Raving Fans”

“Raving Fans” can transform your business … Much more than being customer focused, more than a slogan, more than great service … an approach that can transform the way we all work, how we develop and make, sell and serve … … and how we all win

What’s a Raving Fan?

So … what’s a “fan”? Admirer, follower, loyal Enthusiast, fanatic Devotee … and … what’s raving? … Emotional, irrational, excited Wild, dilirious, frenzied Telling everyone, wanting more, doing more …

What’s a Raving Fan?

Creating

What creates a “fan”?

raving fans

Raving Fans

What do “raving” fans do?

What does it take … five phases from satisfied customer to raving fans … seven tools: reframing purpose, customer energisers, innovating together, solving problems, enabling experiences, collaborative innovation, and integrated teams.

What does it take?

Different Relevant

Most companies

think conventionally

Customer-driven companies

think different

© GeniusWorks 2012 +genius

Push

Functional

Pull

Emotional

Stories

Sales

Products

partnerships

experiences

Features

+genius

Insight, innovation, ignition … sort the basics, create the future … learning from others, how Cemex reframe their business, how IBM redefine their purpose, how Tata innovate with customers, how DHL transform the experience … and how Apotex can learn from each.

“The customer is boss”

“It’s not about products”

Insight, innovation, ignition … sort the basics, create the future … learning from others, how Cemex reframe their business, how IBM redefine their purpose, how Tata innovate with customers, how DHL transform the experience … and how Apotex can learn from each.

“Enabling customers to win”

Prospect Not engaged No referral Introduce

Contact Introduced No referral Have purpose

Potential Not bought yet No referral Show difference

Customer Transactional No referral Do more

1

2

3

4

5

6

7

The loyalty ladder





Partner Collaborative Possibly refers Plan together

1

2

3

4

5

6

7

The loyalty ladder






Advocate Supporter Proactive refers Enable innovation

1

2

3

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5

6

7

The loyalty ladder






Advocate Supporter Proactive refers Enable innovation

Raving Fan Loves you! Proactive champ Win together

1

2

3

4

5

6

7

The loyalty ladder


Zappos

“People are builders. They build to educate, to heal, to shelter and

comfort families.

They build to connect with each other, to share their art and

knowledge for the benefit of humanity.

Everything people build requires strength to weather the forces of

nature and time. It requires a solid foundation.

By helping people to solve their building challenges in communities

around the world, we are a vital part of that foundation.

Our products are everywhere, from the smallest villages to the

largest cities – linking communities, providing shelter, and enabling

society’s sustainable growth.

As a global industry leader, Cemex will continue building a better

world for the next 100 years”

CEMEX Cemex

“People are builders. They build to educate, to heal, to shelter and

comfort families.

They build to connect with each other, to share their art and

knowledge for the benefit of humanity.

Everything people build requires strength to weather the forces of

nature and time. It requires a solid foundation.

By helping people to solve their building challenges in

communities around the world, we are a vital part of that

foundation.

Our products are everywhere, from the smallest villages to the

largest cities – linking communities, providing shelter, and

enabling society’s sustainable growth.

As a global industry leader, Cemex will continue building a better

world for the next 100 years”

Cemex

Philips Semiconductor

Geek Squad

http://images.google.co.uk/imgres?imgurl=http://www.spacepod.org/photolog/photos/200407241910/msg-61331-1.jpg&imgrefurl=http://www.spacepod.org/photolog/archives/001255.html&h=640&w=480&sz=72&tbnid=69U2XLJnDdhhNM:&tbnh=135&tbnw=101&hl=en&start=87&prev=/images?q=geek+squad&start=80&svnum=10&hl=en&lr=&safe=off&sa=N

Umpqua Bank

Umpqua Bank

Tata Steel

Tata Steel

Tata Steel

Harley Davidson

+genius

Harley Davidson

What does it take … five phases from satisfied customer to raving fans … seven tools: reframing purpose, customer energisers, innovating together, solving problems, enabling experiences, collaborative innovation, and integrated teams.

Where do we start?

Part 1:

insights

Shaping a business vision around customers.


Part 3: Ignition Part 2: innovation Part 1: insights

Unlocking the power of people, purpose, and passion.


Designing an extraordinary customer experience.

Customer insights

Customer context

Customer purpose

Creating raving fans toolkit


Creating

What do our customers really want to achieve?

raving fans

Energiser Pyramid

En

erg

ise

rs

En

ab

lers

E

sse

nti

als


Creating

What should we stop doing … start doing … and do better?

raving fans

Action Lights

Sto

p

Do

be

tte

r S

tart


Part 2:

innovation

Part 1:

insights








Co-creation

Customer Business

Customer insights

Customer context

Customer purpose

Customer solutions

Customer innovation

Customer experience



En

erg

ise

rs

En

ab

lers

E

sse

nti

als

Creating

How could we better meet their needs?

raving fans

Business Solutions


Creating

What experience do we deliver to our customers?

raving fans

Experience Map

before the sale beyond the sale How could we innovate to make it better?


Part 3:

Ignition

Part 2:

innovation

Part 1:

insights









Co-creation

Customer Business

Partner

team

Customer insights

Customer context

Customer purpose

Customer solutions

Customer innovation

Customer experience

Customer Narrative

Customer Advocacy

Customer Teams



Creating raving fans

Customer Narrative

I know that your business priority is to improve

profitability and growth, in particular by

seeking to appeal to new types of customers.

However many pharmacists find that

diversification is difficult, can mean

increased costs and loss of loyal customers.

So how can you do more, whilst still being

focused on your core business?

We Growth through franchising your general

merchandise is a fast, easy, and low risk way of growing

your business more profitably. And we can help you do

it by being part of our new LifeStore network.

Sit

ua

tio

n

Co

mp

lica

tion

Qu

esti

on

A

nsw

er

How can we engage customers by talking on their terms?


Creating

How can we engage customers by talking on their terms?

raving fans

Sit

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tio

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Co

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lica

tion

Qu

esti

on

A

nsw

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Customer Narrative


Part 3:

Ignition

Part 2:

innovation

Part 1:

insights









Co-creation

Customer Business

Partner

team

Customer insights

Customer context

Customer purpose

Customer solutions

Customer innovation

Customer experience

Customer Narrative

Customer Advocacy

Customer Teams



Creating

Memo to Myself … My 6 Month Raving Fan Plan

raving fans

My Raving Fan Plan

Within 6 months this is what I will have done for my customers:

My focus for building “raving fans” in the first 6 months will be this:

The measure of success for my business (and me) will be :

Signed: Date:


Creating

Memo to Myself … My 12 Month Raving Fan Plan

raving fans

My Raving Fan Plan

Within 12 months this is what I will have done for my customers:

My focus for building “raving fans” in the second 6 months will be this:

The measure of success for my business (and me) will be :

Signed: Date:


We transform our business, and our customers worlds too … purpose beyond profit, customers before products, from selling to enabling, partners and advocates … winning together

And the result …


Are you ready?

[email protected]

www.theGeniusWorks.com

creating raving fans ... winning through people, purpose and passion - keynote and masterclass with...

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