stages of development - International Business Growth Radio Network

SHOW & CHAPTER 31: OWNING THE CUSTOMERS MOMENTS OF TRUTH - WILLIAM EASTMAN

25/5/2022

Do you really understand what the customer thinks? Do you know how the customer experiences all of the touchpoints they have with your business? Last week we covered helping the customer with process improvements, this week is all about helping them improve their customer relationships.

Show Objective
Given Shows 7, 11, 15, 19, and 23, you will create a plan for helping your customers improve their customer management process that will help them hold their best accounts during an economic contraction.

EPISODE 145: Summary
There isn't an exact formula for moving to this next stage of the relationship, only a some conditions are present - a matter of timing: (1) you have as much of their budget as possible for your suite of products and services, (2) they are very satisfied with your offer and the nature of the relationship, (3) you have observed or been made aware of areas your competence will help, (4) established positive relationships with key decision makers.

Topics:

Building a Data Based Customer System
Mapping the Touchpoints
Understanding Customer Expectations

EPISODE 146: Building a Data Based Customer System
The essence of all business relationships is data. That includes quantitative (numbers) and qualitative (feelings) to build a complete picture of the relationship. Most businesses, the large included, focus on just one. However, both are required to tell the story of the customer's relationship with the offer and doing business with you. Later on, when we discuss how to gain the customer’s support for improving the offer or creating a new one - this is essential.

Topics:

Quantitative Data
Qualitative Data
Building a Working Model

EPISODE 147: Mapping the Touchpoints
This is an interesting approach and one not used by most companies. We have talked at length about mapping your internal process to eliminate time and defects. What if we used that approach for mapping the customer's experience with you.

Topics:

Break the customer's experience into phases
Map all the Touchpoints for Marketing
Map all the Touchpoints for Sales
Map all the Touchpoints for 'Production'
Map all the Touchpoints for Service
Ensure every Touchpoint has an owner

EPISODE 148: Understanding Customer Expectations
When we were members of the Raving Fans design team, one of the methods developed for capturing customer expectations was to move beyond just a specific promise. What if we drilled down on unstated or Assumed expectations - thinks customers expect but don't express or part of what we market?

Take this to the next level - what about things the customer doesn't expect that we can provide that would WOW them? In Raving Fans we called this Plus 1. It is not about adding more items and cost, this is about the experience.

Topics: