DREW BLANCHARD, EVP FINANCIAL SERVICES, HEALTH CARE & INSURANCE HOW TO CREATE RAVING FANS
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1 DREW BLANCHARD, EVP FINANCIAL SERVICES, HEALTH CARE & INSURANCE HOW TO CREATE RAVING FANS
2 LINKAGE OF BUYING BEHAVIORS TO RAVING FAN TREATMENT STRATEGIES Value per Dollar Brand Image Ease of Use Quality Experience KIA MERCEDES TOYOTA FORD BMW The Power to Surprise The best or nothing Take everyone by surprise Built Ford Tough The Ultimate Driving Machine People buy products/services to meet a need 2
3 CUSTOMERS WANT TO QUICKLY SERVE THEMSELVES 67% of customers have tried and failed before they call Website Mobile App YouTube Facebook 3 Speed and Ease of Treatment + Flexibility of Treatment Options = Customer Forgiveness
4 HOW TO CREATE A RAVING FAN Once Self Service Options Have Been Exhausted Meeting Customer Needs Repeatedly Drives Loyalty Know what your customers want & need Meet their needs on a repeated basis in a variety of different ways Solving Customers Problems Likely Creates Neutrality 4 Be the kind of company that others want to be loyal to
5 MOST COMMON APPROACH TO CUSTOMER SERVICE Most clients treat the problem while failing to consider the Customer s underlying NEED! FCR AHT CSAT 5 Today s measures can be counter productive to driving loyalty
6 UNDERSTANDING FOUR FUNDAMENTAL CUSTOMER NEEDS VS THOUSANDS OF PROBLEM STATEMENTS OR SOLUTIONS Belonging Importance Reliability Features Feeling a part of Bonding Significance Uniqueness Certainty Consistency Diversity Different Offerings 6
7 LINKAGE TO BUYING BEHAVIORS TO THE BEST RAVING FAN TREATMENT STRATEGY Value per Dollar Brand Image Ease of Use Quality Experience KIA MERCEDES TOYOTA FORD BMW The Power to Surprise The best or nothing Take everyone by surprise Built Ford Tough The Ultimate Driving Machine Reliability / Features Importance / Belonging Importance / Reliability Reliability / Importance Importance / Belonging 7 Value per Dollar Brand Image Ease of Use Quality
8 LANGUAGE LEAVES CLUES There are 5-6 words associated with each need My time is valuable Please explain the options available to me? IMPORTANCE There are 5-6 words associated with each need FEATURES I want to make sure this is solved. How are you going to fix this for everyone else? RELIABILITY BELONGING 8
9 HOW TO MEET CUSTOMER NEEDS PRIMARY Importance Importance SECONDARY Reliability Belonging I m sorry that you were inconvenienced. Would you like me to show you how to fix this online so you can be certain of avoiding this in the future? I apologize that your time was affected by this inconvenience. Let me solve this for you and I will escalate this issue to my manager so no one else will be impacted by this issue. Reliability Features Thank you for explaining the issue. I can walk you through how to make a transfer using our mobile app and you can also set up a reoccurring transfer so you don t have to worry about this in the future. EASY CONVENIENT CONSIDERATE 9
10 TREATMENT STRATEGIES Reliability Importance Belonging Features I can show you how to fix that and make sure it doesn t happen again Focus on facts Handle efficiently I am sorry you were inconvenienced Focus on inconvenience Apologize to customer Let me make sure we fix this for everyone Demonstrate understanding Focus on group Let me walk you through the key options available Demonstrate knowledge and value of options Focus on variety And usefulness 10
11 WHAT S REQUIRED TO MEET CUSTOMER NEEDS PRIMARY SECONDARY PRIMARY SECONDARY PRIMARY SECONDARY Importance Reliability Importance Belonging Reliability Features Apologize for inconvenience and fix for customer. Apologize for inconvenience and fix for everyone Focus on solving the issue and highlight helpful service offerings Know what your customers want & need Meet their needs on a repeated basis in a variety of different ways 11 Understand your customers needs
12 12 SYKES PURPOSE STATEMENT
13 SYKES TECHNOLOGY AND DIGITAL ASSISTANCE Design the Journey Listen to what the customer says, understand their needs and the experience journey SYKES TECHNOLOGY & DIGITAL ASSISTANCE Improve First Time Effectiveness Trend analysis (historical and predictive) with root cause analysis/corrective action Monitor Effectiveness Behavior coaching to drive customer loyalty Operationalize Acquire talent & train on how to meet customer needs (active learning for employee lifecycle) 13
14 Treating the person s need first and the problem statement second drives loyalty. DREW BLANCHARD, EVP FINANCIAL SERVICES, HEALTH CARE & INSURANCE HOW TO CREATE RAVING FANS
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