If you are selling a service you are selling the invisible. How do you sell that? You are selling a promise of something. As the customer, we are often nervous because before we visit a new doctor, architect or use a new accountant. You are unsure if what they are going to deliver what they appear to promise. We often doesn’t know the cost before we talk with you. There is a lot of unknowns and for us, the potential customers. Even if you sell a product that has features and benefits you usually have a service component and customer experience opportunity. There are no guarantees. However we try and reduce these risks by understanding how much we can trust the service provider and what they deliver.
Service is around building relationships. It is a why of thinking like a customer to ensure you can build a great connection and meet your customers needs.
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Customer Centric Service Marketing Slides
1. The 7 Steps to Customer Centric Service Marketing
1. Understand what your customers want and what you deliver
2.Check the reality of your service
3.Your brand is your touchpoints
4.Learning by doing
5.Customer centric people are your greatest asset
6.Services are all about the relationship
7.Keep Listening
Marketing
Strategy
Strategic
Service
Design
Brand
Strategy
Digital
Strategy
The plan to
attract ideal
customers
to your service
promise
The value
promise for
your
customers
How you
communicate
that promise
online
How you
deliver that
promise
every time
Customer Centric Service Marketing
Sunday, 11 August 13
If you are selling a service you are selling the invisible. How do you sell that? You are selling a promise of something. As the customer, we are often nervous because before we visit a new
doctor, architect or use a new accountant. You are unsure if what they are going to deliver what they appear to promise. We often doesn’t know the cost before we talk with you. There is a
lot of unknowns and for us, the potential customers. Even if you sell a product that has features and benefits you usually have a service component and customer experience opportunity.
There are no guarantees. However we try and reduce these risks by understanding how much we can trust the service provider and what they deliver.
Service is around building relationships. It is a why of thinking like a customer to ensure you can build a great connection and meet your customers needs.
2. Marketing
Strategy
The plan to
attract ideal
customers
to your service
promise
Customer Centric Service Marketing
Audit Research Position Promote Measure
Where are we
and where do
we need to be?
What problem do
we solve and
why?
What do we
want to be
known for?
Where will we
be found?
Are we
providing great
value?
The 7 Steps to Customer Centric Service Marketing
1. Understand what your customers want and what you
deliver
2.Check the reality of your service
3.Your brand is your touchpoints
4.Learn by doing
5.Customer centric people are your greatest asset
6.Services is the relationship
7.Keep Listening
Sunday, 11 August 13
1. Understand what your customer want and what you deliver
Most businesses that are trying to market their service feel like we should start with the promotion of their service. You might be in this boat. We need to get our name out their with ads,
direct mail. We need to be on Facebook. This is a distraction.
The first issue that I come across when working with a service business is the actual service itself. Why has it been created? What problem does it look to solve better than any other service.
Better than the customer just doing it themselves or doing nothing? Who is it ideally targeted at? What are you good at? What are you really selling?
3. Strategic
Service
Design
Brand
Strategy
Digital
Strategy
The value
promise for
your
customers
Customer Centric Service Marketing
Audit Research Position Promote Measure
Does your look,
feel, name,
touchpoints
say?
What are other
saying?
Do we need to
reposition your
brand?
How do we
promote it
effectively?
How are we
measuring your
brand equity?
The 7 Steps to Customer Centric Service Marketing
1. Understand what your customers want and what you deliver
2.Check the reality of your service
3.Your brand is your touchpoints
4.Learn by doing
5.Customer centric people are your greatest asset
6.Services is the relationship
7.Keep Listening
Sunday, 11 August 13
2. Check the reality of your service
What makes a service business thrive? We believe it is delivering on your promise every time. We call the tuning of this service Strategic Service Design. It is about thinking differently. It is
about the possible service you could deliver. What service would your customers love! How do we answer customer needs? To differentiate yourself you need to use imagination to create
that service that your customers would love.
4. Strategic
Service
Design
Brand
Strategy
Digital
Strategy
The value
promise for
your
customers
Customer Centric Service Marketing
Audit Research Position Promote Measure
Does your look,
feel, name,
touchpoints
say?
What are other
saying?
Do we need to
reposition your
brand?
How do we
promote it
effectively?
How are we
measuring your
brand equity?
The 7 Steps to Customer Centric Service Marketing
1. Understand what your customers want and what you deliver
2.Check the reality of your service
3.Your brand is your touchpoints
4.Learn by doing
5.Customer centric people are your greatest asset
6.Services is a relationship
7.Keep Listening
Sunday, 11 August 13
3. Your brand is your touchpoints
Most businesses that are trying to market their service feel like we should start with the promotion of their service. You might be in this boat. We need to get our name out their with ads,
direct mail. We need to be on Facebook. This is a distraction.
The first issue that I come across when working with a service business is the actual service itself. Why has it been created? What problem does it look to solve better than any other service.
Better than the customer just doing it themselves or doing nothing? Who is it ideally targeted at? What are you good at? What are you really selling?
What makes a service business thrive? We believe it is delivering on your promise every time. We call the tuning of this service Strategic Service Design. It is about thinking differently. It is
about the possible service you could deliver. What service would your customers love! How do we answer customer needs? To differentiate yourself you need to use imagination to create
that service that your customers would love.
5. Digital
Strategy
How you
communicate
that promise
online
Customer Centric Service Marketing
Audit Research Position Promote Measure
Where are we
and where do
we need to be?
Where are your
customers
What do we
want to be
known for?
What are the
best digital
platforms to
promote and
engage
What is the
conversion
rate?
The 7 Steps to Customer Centric Service Marketing
1. Understand what your customers want and what you deliver
2.Check the reality of your service
3.Your brand is your touchpoints
4.Services are selling a relationship
5.Customer centric people are your greatest asset
6.Learning is in the doing
7.Keep Listening
Sunday, 11 August 13
4. Services are selling a relationship.
Every touchpoint makes an impact on your business. From the receptionist to your invoice, these are all opportunities to create a better relationship and serve your customer.
We are all craving
Trust
Understand us, build a relationship based on our needs.
Recognise how to make your customer service
better
Faster
more personal
more consistent
This could be based on IT, touchpoints, insights,
Were do your customers hang out. What touch points are meaningful for them.
Digital touchpoints have become more important but it all depends on your ideal customer’s frame of reference. One thing for sure is we all like to get the opinions of our peers so testimonials
and open forums like Facebook, LinkedIn and WOMO have become important in building your brand and relationship with staff and customers.
Some of your best investments maybe with training your staff on how to be more customer centric in their dealings with customers.
6. Strategic
Service
Design
Digital
Strategy
How you
deliver that
promise
every time
Customer Centric Service Marketing
Audit Research Position Promote Measure
What is your
current service
delivery?
What do your
customers
think?
What can we
improve and
what are the
priorities?
How do you
want to
leverage the
improvements
?
What is our
customer
satisfaction
benchmarks
and WOM?
The 7 Steps to Customer Centric Service Marketing
1. Understand what your customers want and what you deliver
2.Check the reality of your service
3.Your brand is your touchpoints
4.Services are selling a relationship
5.Customer centric people are your greatest asset
6.Learning is in the doing
7.Keep Listening
Sunday, 11 August 13
5. Services are selling a relationship
People are buying a feeling of dealing with you. Feelings are about personality. It is so important, that journey especially when there are so many options. Why go to a store when you can
buy online. Unless that shop attendant is really helpful, cheerful and it makes for a great shopping experience.
Purposefully planning your customers interactions ensures that you deliver a consistent service. This involves insight, empathy and adaptation. This is a never ending process.
7. Strategic
Service
Design
Digital
Strategy
How you
deliver that
promise
every time
Customer Centric Service Marketing
Audit Research Position Promote Measure
What is your
current service
delivery?
What do your
customers
think?
What can we
improve and
what are the
priorities?
How do you
want to
leverage the
improvements
?
What is our
customer
satisfaction
benchmarks
and WOM?
The 7 Steps to Customer Centric Service Marketing
1. Understand what your customers want and what you deliver
2.Check the reality of your service
3.Your brand is your touchpoints
4.Services are selling a relationship
5.Customer centric people are your greatest asset
6.Learning is in the doing
7.Keep Listening
Sunday, 11 August 13
5. Customer centric people are your greatest asset
If your staff are givers rather than takers, are concern at making sure the customer is happy, has customer centricity at their heart, hold on to them tight! Promote and reward those that are
customer centric. Build it into your values and the how of your business. As a service business it is your greatest asset. Create forums to build better customer centric practices.
8. Strategic
Service
Design
Digital
Strategy
How you
deliver that
promise
every time
Customer Centric Service Marketing
Audit Research Position Promote Measure
What is your
current service
delivery?
What do your
customers
think?
What can we
improve and
what are the
priorities?
How do you
want to
leverage the
improvements
?
What is our
customer
satisfaction
benchmarks
and WOM?
The 7 Steps to Customer Centric Service Marketing
1. Understand what your customers want and what you deliver
2.Check the reality of your service
3.Your brand is your touchpoints
4.Services are selling a relationship
5.Customer centric people are your greatest asset
6.Learning is in the doing
7.Keep Listening
Sunday, 11 August 13
6. Learning is in the doing
Take little bets. Take chances, fail quickly but measure everything. Benchmark your customer satisfaction. You can use Net Promoter Score but frankly just asking three questions each year
would work: What are we doing well? How could we improve? Would you recommend us?
9. Strategic
Service
Design
Digital
Strategy
How you
deliver that
promise
every time
Customer Centric Service Marketing
Audit Research Position Promote Measure
What is your
current service
delivery?
What do your
customers
think?
What can we
improve and
what are the
priorities?
How do you
want to
leverage the
improvements
?
What is our
customer
satisfaction
benchmarks
and WOM?
The 7 Steps to Customer Centric Service Marketing
1. Understand what your customers want and what you deliver
2.Check the reality of your service
3.Your brand is your touchpoints
4.Services are selling a relationship
5.Customer centric people are your greatest asset
6.Learning is in the doing
7.Keep Listening
Sunday, 11 August 13
7. Keep listening. To know that you are ontrack you need to keep listening to your customers. Look for there cues. Tune your whole team to listen carefully. This insight can create the
greatest opportunity for a competitive advantage. This is an ongoing dialogue between you and your customers. A real relationship.
Hinweis der Redaktion
If you are selling a service you are selling the invisible. How do you sell that? You are selling a promise of something. As the customer, we are often nervous because before we visit a new doctor, architect or use a new accountant. You are unsure if what they are going to deliver what they appear to promise. We often doesn’t know the cost before we talk with you. There is a lot of unknowns and for us, the potential customers. Even if you sell a product that has features and benefits you usually have a service component and customer experience opportunity. There are no guarantees. However we try and reduce these risks by understanding how much we can trust the service provider and what they deliver. Service is around building relationships. It is a why of thinking like a customer to ensure you can build a great connection and meet your customers needs.
1. Understand what your customer want and what you deliver Most businesses that are trying to market their service feel like we should start with the promotion of their service. You might be in this boat. We need to get our name out their with ads, direct mail. We need to be on Facebook. This is a distraction. The first issue that I come across when working with a service business is the actual service itself. Why has it been created? What problem does it look to solve better than any other service. Better than the customer just doing it themselves or doing nothing? Who is it ideally targeted at? What are you good at? What are you really selling?
2. Check the reality of your service What makes a service business thrive? We believe it is delivering on your promise every time. We call the tuning of this service Strategic Service Design. It is about thinking differently. It is about the possible service you could deliver. What service would your customers love! How do we answer customer needs? To differentiate yourself you need to use imagination to create that service that your customers would love.
3. Your brand is your touchpoints Most businesses that are trying to market their service feel like we should start with the promotion of their service. You might be in this boat. We need to get our name out their with ads, direct mail. We need to be on Facebook. This is a distraction. The first issue that I come across when working with a service business is the actual service itself. Why has it been created? What problem does it look to solve better than any other service. Better than the customer just doing it themselves or doing nothing? Who is it ideally targeted at? What are you good at? What are you really selling? What makes a service business thrive? We believe it is delivering on your promise every time. We call the tuning of this service Strategic Service Design. It is about thinking differently. It is about the possible service you could deliver. What service would your customers love! How do we answer customer needs? To differentiate yourself you need to use imagination to create that service that your customers would love.
4. Services are selling a relationship. Every touchpoint makes an impact on your business. From the receptionist to your invoice, these are all opportunities to create a better relationship and serve your customer. We are all craving Trust Understand us, build a relationship based on our needs. Recognise how to make your customer service better Faster more personal more consistent This could be based on IT, touchpoints, insights, Were do your customers hang out. What touch points are meaningful for them. Digital touchpoints have become more important but it all depends on your ideal customer’s frame of reference. One thing for sure is we all like to get the opinions of our peers so testimonials and open forums like Facebook, LinkedIn and WOMO have become important in building your brand and relationship with staff and customers. Some of your best investments maybe with training your staff on how to be more customer centric in their dealings with customers.
Services are selling a relationship People are buying a feeling of dealing with you. Feelings are about personality. It is so important, that journey especially when there are so many options. Why go to a store when you can buy online. Unless that shop attendant is really helpful, cheerful and it makes for a great shopping experience. Purposefully planning your customers interactions ensures that you deliver a consistent service. This involves insight, empathy and adaptation. This is a never ending process.
Customer centric people are your greatest asset If your staff are givers rather than takers, are concern at making sure the customer is happy, has customer centricity at their heart, hold on to them tight! Promote and reward those that are customer centric. Build it into your values and the how of your business. As a service business it is your greatest asset. Create forums to build better customer centric practices.
6. Learning is in the doing Take little bets. Take chances, fail quickly but measure everything. Benchmark your customer satisfaction. You can use Net Promoter Score but frankly just asking three questions each year would work: What are we doing well? How could we improve? Would you recommend us?
7. Keep listening. To know that you are ontrack you need to keep listening to your customers. Look for there cues. Tune your whole team to listen carefully. This insight can create the greatest opportunity for a competitive advantage. This is an ongoing dialogue between you and your customers. A real relationship.