Defining and Consistently Delivering a Great Client Experience

Transcription

1 Defining and Consistently Delivering a Great Client Experience Presented by Andrew McMillan andrew.mcmillan@engagingservice.com

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3 Service or Experience

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5 What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him. Harley Davidson

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8 We re on a mission to make every second you spend with us awesome. Our lovely staff make train travel something you actually look forward to; helping you to arrive relaxed, refreshed and ready for action. We run trains on both the East and West Coast main lines We have a punctuality record of. We have special offers on tickets We have First Class Lounges

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12 New (Old) Values An increasingly impersonal world Clients will want to be recognised as individuals Processing, no matter how sophisticated, will not build sustainable long term client loyalty and engender advocacy

13 A company with a price advantage can be undercut. A company with a performance advantage can be outflanked. But a company with an emotional difference can potentially demand a premium forever. David Ogilvy

14 The Branded Client Experience Greater Profit Random Experience Inconsistent Unintentional Predictable Experience Consistent Intentional Not differentiated Not valuable Branded Experience Consistent Intentional Differentiated Valuable The Goal

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16 Client Experience Product or service Channel (how easy are you to access?) Process (how easy are you to do business with?) Engagement (how did it feel?)

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19 What is Client Engagement? The experience delivered by the employees is so consistently good that the employees become the organisation or brand in the eyes of its clients

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21 The Key Benefits Improve employee experience Reduced costs through improved productivity Reduced costs through lower employee turnover Improve client experience Increased revenue through client loyalty Increased revenue through client advocacy Can be harnessed to improve sales conversion Can be used to reduce complaints Reduced cost through non-escalation of complaints

22 Six Steps Define What the organisation wants to be in terms of personality and behaviour for both clients and employees this definition created by the employees that have to deliver it Measure Measure the outcomes of the desired behaviours to track progress and deliver improvement Communicate Internal communications delivered by the organisation s managers to engage support for the change Lead Leadership focus to ensure progress and sustainability Reward, recognition and appraisal Recognition and appraisal to recognise behaviour not just performance Recruitment and Induction Based on the definition Assessment half days Competency interviews

23 Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.

24 Virgin s service comes from deep within. It embraces and captures the best people, it empowers them with trust to respond at defining moments, it seduces you, it makes you laugh and challenges conventionality. We make sure we keep it up day in and day out.

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26 Welcome, Wanted, Remembered, Cared For

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28 John Lewis A Great Place To Work The Partnership s ultimate purpose is the happiness of all its members, through their worthwhile and satisfying employment in a successful business. A Great Place To Shop The Partnership aims to deal honestly with its customers and secure their loyalty and trust by providing outstanding choice, value and service.

29 Commitments Take responsibility for our business success: We take responsibility for delivering the right experience for all of our customers, generating profits for us all to share; Build relationships powered by our principles: We build relationships based on honesty, respect and encouragement. We expect these behaviours of each other and demonstrate them at all times; Create real influence over our working lives: We take every opportunity to develop ourselves, balance work and life priorities and support each other.

30 Hire For Attitude Fire For Attitude

31 Do What You Think Is Right

32 Are Your People a Good Experience?

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34 Performance Through Recession

35 Customer comment tangible It s always the first place I go I shop here for everything Staff are continually helpful & have time for you It s the only store where staff are knowledgeable Can get the same goods elsewhere but not the same level of service

36 Customer comment intangible A certain atmosphere when you walk in JL is not just a shop - it s like home! I ve known you all my life Safe and comfortable I trust the store I feel at home

37 Customer comment...it s my spiritual home, when I die I ve asked my husband to sprinkle my ashes here"

38 Random Acts Of Kindness To tell Legendary service stories Each branch to take the opportunity to do something out of the ordinary once a month Random acts of kindness will then occur almost daily

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40 Defining and Consistently Delivering a Great Client Experience Presented by Andrew McMillan andrew.mcmillan@engagingservice.com