Adding Value for Customers Through Distinctive Customer Experience

Transcription

1 Adding Value for Customers Through Distinctive Customer Experience Presented by Andrew McMillan 0044 (0)

2 Service or Experience

3 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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5 The Branded Customer Experience Greater Profit Random Experience Inconsistent Unintentional Predictable Experience Consistent Intentional Not differentiated Not valuable Branded Experience Consistent Intentional Differentiated Valuable The Goal

6 New (Old) Values An increasingly impersonal world Customers want to be recognised as individuals Processing, no matter how sophisticated, will not build sustainable long term relationships

7 Customer 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?)

8 What is Customer Engagement? The experience delivered by the staff is so consistently good that the staff become the organisation or brand in the eyes of its customers

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

10 Six Steps Define What the organisation wants to be in terms of personality and behaviour for both customers and staff this definition created by the staff 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

11 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.

12 Welcome, Wanted, Remembered, Cared For

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14 About John Lewis Currently offers over 350,000 products With only 39 shops has a turnover of 3.8 Billion 25% of sales online Sales densities are several times greater than competitors Each full time Partner is responsible for 9,500 of operating profit A bonus of 15% of salary this year

15 Benefits of being a Partner Leisure clubs, ticket subsidy, subsidised adult education Occupational Health Service Non-contributory final salary pension Life assurance Partner Discount After 3 months, 12 % discount in Department Stores and Waitrose After 3 years, 25 % on most products in Department Stores Long Leave After 25 years of service Partners can take up to 6 months paid leave

16 Performance Through Recession

17 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.

18 Hire For Attitude Fire For Attitude

19 Service Culture for Selling Partners Create an environment in which people can be themselves Making the day customer, not task, focused Intuition Taking risks Fun for customers AND Partners!

20 Do What You Think Is Right

21 Leadership Culture for Managers People work for people, not organisations Manage things, lead people This is all about leadership, setting standards by example, coaching and encouragement Managers encouraged to spend every possible moment - catching people doing something right

22 Are Your People a Good Experience?

23 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

24 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

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

26 Adding Value for Customers Through Distinctive Customer Experience Presented by Andrew McMillan 0044 (0)