Maximising Value through Customer Management

Building Climate and Culture, and Developing People Capabilities for Customer Management

Maximising Value through Customer Management

The only way to consistently deliver the perfect customer experience is through people

Your competitors may be able to imitate just about everything else, but the only source of

advantage is people

Maximising Value through Customer Management

Happy Employees = Happy Customers

Everybody is in service…

If you are not serving the customer, you will be serving someone who is

But…Most people in your company don’t

really care about customers…

And why should they?

When the top look down they see only crap…

When the bottom look up they see only assholes

None of the above!

Eagles take the initiative and soar

above the crowd

There are two kinds of people in life: ducks and eagles

Maximising Value through Customer Management

Ducks act like victims, waddle around and go, “Quack! Quack! Quack!”

High

Low

Low High

Satisfaction from work

Satisfaction at work

What’s It Like for Employees?

“My vision for Coca-Cola? The home of the future will

have three taps - hot, cold and Coke. Only then can we truly

say that we have saturated the market.”

Roberto Goizueta, Coca Cola

“My vision for Coca-Cola? The home of the future will

have three taps - hot, cold and Coke. Only then can we truly

say that we have saturated the market.”

Roberto Goizueta, Coca Cola

What’s the “Turn-On”?What’s the “Turn-On”?

Maximising Value through Customer Management

“We judge companies – and managers – by their actions, not by their pious statements

of intent.” (Adrian Cadbury)

• Profile the common practices in your company to understand climate issues, and discuss actions needed

• Who on the CMAT is responsible for…

•Defining recruiting, training and performance management issues?

•Creating a climate and motivation and fun in the business?

Eagles!Eagles!Enlist

EngageExplain

Expectations

Educate

Empower

EmpathiseExample

Energise

Entrepreneurs

10 Es of Managing People

Most Common Reasons for FailureMost Common Reasons for Failure

•People, people, people

•Measurement

•Ongoing customer management activity (do something rather than doing nothing)

Maximising Value through Customer Management

Reasons for Failure - Additional

• Complacency from past success, (kill it!) and reliance on internal feedback

• The myth of quick returns, and giving up too soon

• Too much technology and detailed planning, and focus on narrow goals instead of business performance

• Underestimate how difficult it is to get people out of comfort zones

• Lack of visible management commitment, and weak or confusing direction

Maximising Value through Customer Management

Reasons for failure with CRM and CM activity

1. The great CRM illusion: mismatch between what managers think and customers want

2. No coordinated strategy for CM: random

3. Feedback from wrong sources: Not direct from customers

4. Complacency from past success with customers: no visible crisis

5. CRM = CM = IT and ICT. Not!

6. It’s more than loyalty, more than touch points, more than experiences, more than relationships. It’s ceaseless

7. “Let’s update the database.” Doesn’t give meaningful, visceral, profound insights that can be used

8. All channels are not equal, and are used differently by customers

9. Comfort with traditional marketing activities

Maximising Value through Customer Management

Reasons for failure with People Climate and Capabilities1. Management credibility: Been there, done that. Whatever.

2. People motivation, commitment and desire: 3 Cs

3. Measurement and feedback, including performance management

4. Customer management activity: just do something

5. Poor change management:

a. Overestimate company’s capacity to change

b. Underestimate people’s resistance to change and how hard it is to drive them out of comfort zones

c. Confuse urgency with anxiety

Maximising Value through Customer Management

Reasons for failure with Architecture and Infrastructure1. Over-optimism about how easy this will be

2. Short-term thinking

3. Technology snake-oil cure 1: Get too caught up in details, and forget big picture

4. Technology snake-oil cure 2: Get too caught up in IT and data, and forget to use it effectively

5. Quality time, not money

6. Fickle decisions about what to do next

7. Focus on wrong goals, especially narrow functional goals rather than total experience of the customer

Maximising Value through Customer Management

Putting it All Together

Aki Kalliatakis

Aki@DelightYourCustomers.co.za www.DelightYourCustomers.co.za

You can’t go anywhere unless you change it!

A bad attitude is like a flat tyre…

•Doing the "boring everyday stuff" routinely right will make you stand out like an eagle…

•But it’s also about that “something little extra”

Do something memorable & special & surprise me!

“I’m here to serve and to be kind”

Customer of the YearCustomer of the Year

It’s very possible to

create a lot of perceived

value at not much cost to

your businessAnd it was unanimous

A Perfect Customer Experience?

The opposite is also true… It is perfectly possible to spend a

fortune without creating much real loyalty in customers! (Value, yes;

loyalty, no)

before you can get into

their pockets

before you can get into

their pockets

You have to be

able to get into your

customer’s heads…

You have to be

able to get into your

customer’s heads…

The most important question?The most important question?

Why should this mercenary customer do business with us?

Why should this mercenary customer do business with us?

So stand up and make your statement - If there’s something that needs to be done, do it now

Choose joy and laughter and warmth rather than pessimism and despair, to go for more, rather than less

Choose more enthusiasm and passion, not less

Choose to appreciate all of the wonderful things around us, and to not dwell on the ugliness

Choose friendship and service rather than indifference

So stand up and make your statement - If there’s something that needs to be done, do it now

Choose joy and laughter and warmth rather than pessimism and despair, to go for more, rather than less

Choose more enthusiasm and passion, not less

Choose to appreciate all of the wonderful things around us, and to not dwell on the ugliness

Choose friendship and service rather than indifference

If you don’t like change, you sure will hate extinction!

Maximising Value through Customer Management

If not YOU, then

who?

If not YOU, then

who?

-

“There are only two things of importance. One is the customer, and the other is the product. If you take care of customers, they come back. If you take care of products, they don’t. It’s just that simple.And that difficult”

Stanley Marcus, Neiman Marcus.

Every morning in Africa, a buck wakes up and knows that it must run faster

than the fastest lion, or it will be killed. But every morning in Africa, a lion wakes

up, and knows that it must run faster than the slowest buck, or it will starve to

death.

In Africa, it doesn’t matter whether you are a lion or a buck…

Every morning in Africa, a buck wakes up and knows that it must run faster

than the fastest lion, or it will be killed. But every morning in Africa, a lion wakes

up, and knows that it must run faster than the slowest buck, or it will starve to

death.

In Africa, it doesn’t matter whether you are a lion or a buck…

When the sun comes up, you’d better be running!

So just in case you need reminding…