Академический Документы
Профессиональный Документы
Культура Документы
customer loyalty is important to your companys financial health Repeat customers and new customers from referrals continuous revenue streams Disloyal customers are expensive to replace
4 x cost of retaining existing customer 5% increase in customer retention 75% in aggregate lifetime profits from that customer
14%
69%
Customer-Focused Initiatives
Customer Champion
Create a customer champion Director who is responsible for championing the voice of the customer through the organisation.
The 6 Ps of Marketing
or value proposition
2 2.
3 3. 4 4. 5. 5 6 6.
Assess internal root cause for customer perceptions satisfaction drivers Derive action plans to resolve most critical issues set your objectives Implement these actions Track your progress with ongoing customer research Link these customer metrics to your financial results & staff incentives Tell your customers how you used their feedback
Case Studies
Rice University Case Study showed customer satisfaction improves customer retention and company profits
Methodology:
50% surveyed (group 1) and 50%
Conclusion?
Customers want to be coddled Surveys increase in auxiliary
At Microsoft
Worldwide Survey Apr & Oct Customer Escalation Tool RMTP Response Management Through Partner Feedback forms at events (9 point scale) Tactical Research Qualitative & Quantitative Anecdotal feedback Roundtable sessions
experience [15%]
After Sales Support [10%] Business Process [10%] Market/Branding [5%] Innovation [3%] Strategic Direction [2%]
low
satisfaction
1 2 3 4 5 6 7 8 9
high
Feedback Forms
Online Polls
CRM
Software
Other Surveys
http://www.microsoft.com/partner/media/csat/
9 8 7 6 5 4 3 2 1
9 Point Scale
90%
4
80% 52% 70% 60% 50% 40% 30% 20% 8% 10% 11% 0%
4 Point Scale Q4 FY01 n=419
30%
Very Dissatisfied
Somewhat Dissatisfied
Somewhat Satisfied
Very Satisfied
10 Golden Rules
1. 1 2. 2 3.
4. 4 5. 5
Believe customers possess good ideas Gather customer feedback at every opportunity Focus on continual improvement start with top 10 issues bugging your customers Solicit good and bad feedback Seek real time feedback
6. 6
7. 7
8.
9. 9
10. 10
Dont spend vast sums of money Make it easy for customers to provide feedback Leverage technology to aid efforts Share feedback throughout the company Use feedback to make quick changes
In Summary
You cant move a mountain in a day, but you can make it easier to climb by clearing a path.
Information Source:
Why track end to end customer experience? TNS
Prognostics White paper Driving Customer-Focused Decision Making Marketing Leadership Council USA www.Marketingprofs.com