15. creating ‘devoted’ customers means
• consistently providing a ‘great
experience’
• creating a passion for customers
throughout your business at every
level
• building ‘trust’ and raising the
expectations of your customers
• continually ‘raising the bar’
18. “ to find something
comparable, you have to go
back 500 years to the
printing press, the birth of
mass media – which,
incidentally, is what really
destroyed the old world of
kings and aristocracies.
technology is shifting
power away from the
editors, the publishers, the
establishment, the media
elite. now it’s the people
who are taking control ”
Rupert Murdoch
Wired Magazine
July 2006
40. - produces a ‘wow’ reaction
- appears spontaneous or unexpected
- it’s the personal touch
- makes customers feel valued
- is memorable
- creates a talking point
- is ‘dramatically different’
the ingredients of ‘customer delight’
41. some ideas for ‘customer delight’
• Milk and two sugars…
• I saw this and thought of you…
• Welcome
• Remember me!
• Cards
• Ps......
• Thank you
• How are things?
• Subscribe me!
• Thanks for prompt payment
48. = percentage of customers who identify word of
mouth as the best, most reliable source about ideas
and information on products and services - up 26
pts. vs. 25 years ago Source: NOP World93
49. we all have to work harder at
building and maintaining trust
64. • Our expertise and experience
• Our reputation
• Our pricing
• Our personal service
• Our quality / facilities
• Our people
• Our speed of response
• Our flexibility to customer needs
• Our ability to solve problems
• Our ‘Uniqueness’
sit down if you heard something like…
65. “Better, faster, cheaper is not enough. Others will
always get there first or quickly catch you up. You
need to be profoundly different, with a radically
different customer-centred offer”
Gary Hamel, Leading The Revolution
68. •first direct has 1.2 million customers.
•It sends around 3.5 million text messages to
customers every month.
•More than 1 in 3 of first direct's customers
join because of personal recommendation.
•first direct takes over 13,000 calls a day
outside working hours.
According to NOP research, first direct has
been the most recommended bank in the UK
for the past 13 years.
•According to NOP research, first direct
has had the most satisfied customers of any
UK bank for the past 13 years
•first direct has been in profit every year
since 1995.
75. “ the more you engage with
customers the clearer things become
and the easier it is to determine what
you should be doing”
John Russell, President, Harley-Davidson Europe
80. “if you are setting out
to be different, don’t
ask customers what
they want. sometimes
it’s up to you to take
the lead, because the
customer has no
reference point.
they simply don’t
know”
steve ridgway ceo, virgin atlantic
81. “ you can’t just ask customers what they want
and then try to give that to them. By the time
you get it built, they’ll want something new.”
steve jobs, apple
82. dame anita roddick
“ to succeed you
have to believe in
something with such
a passion that it
becomes a reality ”
