C5.007 (INSIDE THE CUSTOMER) A DATA BASED RELATIONSHIP - WILLIAM EASTMAN

We are picking the conversation from the second show of the season. The smartest move in the journey of powerful customer relationships is built on data. This requires the type of relationship where the customer is honest and you are transparent. That is possible if you can convince them of one thing - you care about the impact of the offer on them and will risk being truthful.

INTRODUCTION
Emotions, perception, intuition matter but it is only a productive tool if based on facts. Today's show covers how to build a data based relationship that will last as long as it should.
​
OBJECTIVES

1. What should you measure?
2. How should you measure it?
3. What do you do with the information?

WHAT DO YOU NEED TO KNOW

• C5.002 (INSIDE THE CUSTOMER) THE CUSTOMER INTIMATE BIZ MODEL - WILLIAM EASTMAN

WHAT DO YOU NEED TO DO
What To Measure

1. GAP 5: Results - providing the results promised & how user friendly is the offer to use. If not , then:
   1. ​Recovery - fixed so they win?
      
   2. Competence - front-line people with the ability and authority to fix it immediately?
      
   3. Empathy - empress the customer's business is valued?
      
2. GAP 1: Knowledge - amount and quality of shared information inside the company about the Market and Customers.
3. GAP 2: Management - overall and direct supervisions' impact on the Customer's Experience.
4. GAP 3: Performance - the infrastructure enables high levels of service with excellent margins.
5. GAP 4: Expectations - sales environment and advertising involvement of customer-contact personnel

How To Measure
Quantitative

1. Market Study Data
2. Surveys & Assessments Data
3. Point of Sale Data

Qualitative

1. Executive Briefing Sessions
2. Focus Groups Results
3. Front Line Employee Stories

What To Do With The Information
PPS

1. Process Improvements
2. Product Improvements or Development
3. Service Improvements or Development

"The World of Business at Your Fingertips" 

1. Follow the inside The Customer Series all season.​
2. Join our private Facebook Group and go way beyond what is possible on radio
3. Get your business growth news everyday from IBGR.News​
4. DOWNLOAD the IBGR Growth App
5. RESEARCH anything related to Starting, growing, or Exiting a business on the IBGR Network