making service an experience

31
MAKING SERVICE AN EXPERIENCE PEOPLE-MADE

Upload: brook-calverley

Post on 17-Jan-2017

214 views

Category:

Retail


0 download

TRANSCRIPT

MAKING SERVICE AN EXPERIENCE P E O P L E - M A D E

INSIDE – 1. POINT OF VIEW – making service an experience 2. STORIES – who’s doing it well, what can we learn 3. FIVE GOLDEN RULES – how you can do it

CUSTOMER EXPERIENCE: A POINT OF VIEW

3

LIFE IS TOUGH

Build and motivate successful teams

Maximise income

Drive growth

Increase life-time value

Navigate change

Stay relevant

“Our purpose now is to deliver a nothing less than a brilliant customer experience”

Lucy Crowther, HR Director Argos October 2016

AND GETTING TOUGHER: WE’RE EXPECTED TO GO EVER FURTHER...

“...so few brands are excelling in this area”

Brand Republic, October 2016

OMNICHANNEL STRATEGY

SERVICE DESIGN

CUSTOMER JOURNEY OPTIMISATION

CRM SYSTEM

BECAUSE THE TOOLS THAT SERVE US ARE INCOMPLETE

THEY’RE ALL ABOUT SMOOTHING THE TRANSACTION

“The store is a social centre, not merely a place for shopping” Harry Gordon Selfridge, 1906

BUT SHOPPERS WANT MORE THAN A TRANSACTION!

LOLS

THEY WANT TO HAVE FUN

BE SURPRISED ENTERTAINED

INSPIRED STIMULATED

TIME FOR US GRASP THE OPPORTUNITY TO BECOME A MORE MEANINGFUL PART OF THE CUSTOMER’S LIFE! They’re having fun despite our efforts. Not because of them.

IF ONLY YOU HAD SOME KIND OF TEAM THAT COULD CONNECT WITH CUSTOMERS...

PROBLEM: EMPLOYEE TRAINING IS FUNCTIONAL, OPERATIONAL NOT EXPERIENTIAL

POS POLICY HEALTH & SAFETY

WE CAN DO SO MUCH MORE!

DELIVERING A HUMAN EXPERIENCE DRIVES

LOYALTY ADVOCACY

SPEND

70% of people say they were willing to spend more with companies they believe provide excellent customer service.   70% of buying experiences are based on how the customer feels they are being treated   Almost 90% say they would pay more to ensure a superior customer experience    

80% of companies say they deliver "superior"

customer service  

8% of their customers agree with them

Sources: American Express, McKinsey, Harris Interactive

HOW TO DO IT

19

1. DEFINE YOUR SERVICE PROPOSITION •  What experience are you promising? •  How is it different? 2. TRANSLATE IT INTO BEHAVIOURS AND HALLMARKS •  What does your proposition look like in the real word? •  How is it expressed through the way your people act? 3. EMBED IT IN THE BUSINESS •  Bring your managers into the fold •  Retune your procedures:

recruitment, induction, training, reward

4. MAKE IT TRUE TO YOUR BRAND • Coherent message • Seamless idea • Consistency between

promise and reality

WHO’S DOING IT HOW THEY’RE DOING IT

22

23

PASSIONATE EXPERTS

24

PART OF THE COMMUNITY

25

EQUIPPED WITH CORE SKILLS

26

EQUIPPED WITH KNOWLEDGE

27

RADICAL INDIVIDUALISM

28

BOLD STORYMAKERS

DELIVERING AN EXPERIENCE: FIVE GOLDEN RULES

①  Affinity trumps capability ②  Be part of the gang ③  Knowledge is king ④  Diversity is human ⑤  Trust will be rewarded

PEOPLE-MADE

30

IN RETAIL, WE BELIEVE BRAND IS WHAT BRAND DOES