10 D's Differentiate Customers
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The document discusses different types of customers that businesses may have and how to categorize them. It identifies 10 types of customers: Disinterested, Ideal, Detached, Delighted, Devoted, Disappointed, Disaffected, Dormant, Draining, and Dumped. For each type of customer, it provides a brief description and recommends what actions a business should take to attract, retain, or remove that type of customer. The overall message is that businesses should think differently about their various customers in order to survive and thrive in today's competitive environment.
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10 D's Differentiate Customers
- 1. The 10 ‘D’s of Different Customers! A ‘Dramatically and Demonstrably Different’ way of Differentiating Your Customers! ..... helping businesses and their people think in ‘3D’
- 2. the fight for customers is a tough one!
- 9. and ‘word of mouse’!
- 10. means it’s getting more difficult
- 11. to find and attract customers
- 12. and keep them!
- 13. so....
- 14. how are ‘winning’ businesses not only surviving but
- 15. how are ‘winning’ businesses not only surviving but ‘thriving’!...
- 16. well, our research suggests they’re...
- 18. how
- 21. they identify the customers they want to work with!
- 22. they identify the customers they want to work with! (and the ones they don’t!)
- 23. and develop specific plans for different types of customers
- 24. introducing.....
- 25. The 10 ‘D’s of Different Customers!
- 26. The 10 ‘D’s of Different Customers! A ‘Dramatically and Demonstrably Different’ way of Differentiating Your Customers!
- 38. let’s look at them in more detail...
- 40. 1. “Disinterested” customers are not interested in your ‘offer’
- 41. 1. “Disinterested” customers are not interested in your ‘offer’ that’s ok!
- 42. 1. “Disinterested” customers are not interested in your ‘offer’ that’s ok! provided there are sufficient that are!
- 43. 1. “Disinterested” customers what should you do?
- 44. 1. “Disinterested” customers stay away! what should you do?
- 45. 1. “Disinterested” customers stay away! choose ‘em or lose ‘em! what should you do?
- 47. 2. “iDeal” customers the ones you want!
- 48. 2. “iDeal” customers the ones you want! target them!
- 49. 2. “iDeal” customers the ones you want! target them! find out what they think, want and need!
- 50. 2. “iDeal” customers the ones you want! target them! find out what they think, want and need! differentiate yourself!
- 51. 2. “iDeal” customers what should you do?
- 52. 2. “iDeal” customers get more! what should you do?
- 53. 2. “iDeal” customers get more! what should you do? by......... thinking in ‘3D’
- 54. 2. “iDeal” customers get more! what should you do? by......... thinking in ‘3D’ Dramatically and Demonstrably Different! that means being.....
- 57. 3. “Detached” customers customers you’ve won! they think you’re ‘ok’!
- 58. 3. “Detached” customers customers you’ve won! they think you’re ‘ok’! but just ‘one of...’!
- 59. 3. “Detached” customers customers you’ve won! they think you’re ‘ok’! but just ‘one of...’! no real loyalty!
- 60. 3. “Detached” customers what should you do?
- 61. 3. “Detached” customers ‘delight’ them! what should you do?
- 62. 3. “Detached” customers ‘delight’ them! exceed their expectations to create... what should you do?
- 64. 4. “Delighted” customers surprised with the level of service you provide!
- 65. 4. “Delighted” customers surprised with the level of service you provide! (positively surprised!)
- 66. 4. “Delighted” customers surprised with the level of service you provide! (positively surprised!) ‘make them feel valued’!
- 67. 4. “Delighted” customers what should you do?
- 68. 4. “Delighted” customers do it consistently! what should you do?
- 69. 4. “Delighted” customers do it consistently! to create.... what should you do?
- 72. 5. “Devoted” customers high expectations, consistently great experiences! no reason to go away!
- 73. 5. “Devoted” customers high expectations, consistently great experiences! no reason to go away! loyal!
- 74. 5. “Devoted” customers what should you do?
- 75. 5. “Devoted” customers maximise them! what should you do?
- 76. 5. “Devoted” customers maximise them! create repeat business and referrals! what should you do?
- 78. 6. “Disappointed” customers aren’t happy with what you’ve delivered!
- 79. 6. “Disappointed” customers aren’t happy with what you’ve delivered! they’ve had a ‘poor’ experience...
- 80. 6. “Disappointed” customers aren’t happy with what you’ve delivered! they’ve had a ‘poor’ experience... ‘poor’ as defined by them!
- 81. 6. “Disappointed” customers what should you do?
- 82. 6. “Disappointed” customers spot them! what should you do?
- 83. 6. “Disappointed” customers spot them! and ‘deal’ with them! what should you do?
- 85. 7. “Disaffected” customers usually ‘Disappointed’ customers you didn’t spot or sort out!!
- 86. 7. “Disaffected” customers usually ‘Disappointed’ customers you didn’t spot or sort out!! they ignore your marketing!
- 87. 7. “Disaffected” customers usually ‘Disappointed’ customers you didn’t spot or sort out!! they ignore your marketing! they ‘bad mouth’ you!
- 88. 7. “Disaffected” customers what should you do?
- 89. 7. “Disaffected” customers show them! you’ve sorted things! what should you do?
- 91. 8. “Dormant” customers past customers who don’t currently buy from you!
- 92. 8. “Dormant” customers past customers who don’t currently buy from you! why?
- 93. 8. “Dormant” customers past customers who don’t currently buy from you! have they forgotten you? why?
- 94. 8. “Dormant” customers past customers who don’t currently buy from you! have they forgotten you? have you forgotten them? why?
- 95. 8. “Dormant” customers what should you do?
- 96. 8. “Dormant” customers re- engage them! what should you do?
- 97. 8. “Dormant” customers re- engage them! create some dialogue! what should you do?
- 99. 9. “Draining” customers customers that are costing you money, time and resource!
- 100. 9. “Draining” customers customers that are costing you money, time and resource! they’re not ‘profitable’!
- 101. 9. “Draining” customers customers that are costing you money, time and resource! they’re not ‘profitable’! make them ‘profitable’ or....
- 102. 9. “Draining” customers what should you do?
- 103. 9. “Draining” customers dump them! what should you do?
- 104. 9. “Draining” customers dump them! say ‘goodbye’! what should you do?
- 106. 10. “Dumped” customers customers you don’t want and have consciously got rid of!
- 107. 10. “Dumped” customers customers you don’t want and have consciously got rid of! should there be more?
- 108. 10. “Dumped” customers customers you don’t want and have consciously got rid of! should there be more? ‘choose ‘em or lose ‘em’!
- 109. 10. “Dumped” customers keep them there! what should you do?
- 110. so....
- 124. Delighted customers! Devoted customers! Disappointed customers! Disaffected customers! Dormant customers! Draining customers! Dumped customers! Stay Away! Get More! Exceed Expectations!
- 125. Disappointed customers! Disaffected customers! Dormant customers! Draining customers! Dumped customers! Stay Away! Get More! Exceed Expectations! Do It Consistently! Devoted customers!
- 126. Disappointed customers! Disaffected customers! Dormant customers! Draining customers! Dumped customers! Stay Away! Get More! Exceed Expectations! Do It Consistently! Maximise Them!
- 127. Disaffected customers! Dormant customers! Draining customers! Dumped customers! Stay Away! Get More! Exceed Expectations! Do It Consistently! Maximise Them! Spot And Deal With Them!
- 128. Dormant customers! Draining customers! Dumped customers! Stay Away! Get More! Exceed Expectations! Do It Consistently! Maximise Them! Spot And Deal With Them! Show Them You’ve Done It!
- 129. Draining customers! Dumped customers! Stay Away! Get More! Exceed Expectations! Do It Consistently! Maximise Them! Spot And Deal With Them! Show Them You’ve Done It! Re – engage Them!
- 130. Dumped customers! Stay Away! Get More! Exceed Expectations! Do It Consistently! Maximise Them! Spot And Deal With Them! Show Them You’ve Done It! Re – engage Them! Dump Them!
- 131. Stay Away! Get More! Exceed Expectations! Do It Consistently! Maximise Them! Spot And Deal With Them! Show Them You’ve Done It! Re – engage Them! Dump Them! Good – Keep Them There!!!
- 133. crucially...
- 134. what are you going to do?
- 135. take action, not notes!
- 136. “vision without action is hallucination” thomas edison
- 137. “take the first step in faith. you do not have to see the whole staircase. just take the first step.” martin luther king
- 138. “scare yourself, otherwise you’re not doing anything new” mary murphy hoye, head of r & d, intel
- 139. “don’t just stand there….. do something!” dick dastardly
- 140. want more?
- 141. there’s a free e-book with more ideas!.... visit www.andyhanselman.com/10ds
- 142. there’s a free online 3D Diagnostic!...... a FREE innovative online assessment tool to see how your business measures up against 3D characteristic #3: ‘create delighted and devoted customers!’
- 143. visit... www.3ddiagnostic.co.uk and use password: 3d#3delight 3D characteristic #3: ‘create delighted and devoted customers!’ there’s a free online 3D Diagnostic!......
- 144. “Devoted” customer of ours! we’d love you to become a....
- 145. you can find out more at: www.andyhanselman.com you can follow me at: www.twitter.com/andyhanselman you can email me at: andy@andyhanselman.com