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Customer Success | Profit from the Power of Your Customers

Course Slides

CustomerSuccessWorkbook.pdf

Course Outline

• 1 – Meet Customer CEO
  • The Purpose of Business is to create and keep a customer
  • Customers don’t always (or perhaps) tell you what they really need
    • Deep understanding of the customer is the most powerful and untapped secret weapon in business
  • The Customer is the Boss
  • 2 Sources of Competitive Advantage
    • Ability to learn more about your customer faster
    • Ability to act on that information faster than your competitor
  • Without Customers, nothing else matters
  • Customer Centric Companies
    • Strategy: Solve Customer Problems
    • Culture: Fill needs and Engage
    • Processes: Gain insights and manage experiences
  • Interview Questions:
    • What customer insight do you have that makes your business successful?
      • Google: Customers want information right now
      • Apple: Beauty and ease of use for everyday products
• 2 – The Power of Me
  • Replace Me with We. Be part of their solution team.
• 3 – The Power of Value
  • Critical spending is important… there is only so much money to spend.
  • The profit from the power of value is Growth
  • Customers will lead you to the Value Zone if you listen to them.
  • The heart of the power of value is Customer Satisfaction
  • Value is much more about the experience you deliver than the price you charge
  • How can we make things better?
• 4 – The Power of Performance
  • Different “Need” states
    • Original “I think I need something that…”
    • Explorative / Investigative
    • Determine the value
    • Make a decision
  • Some are fully aware of their need while others this has not fully developed.
  • Products only find a market when they help non-customers get the job done that they’ve already been trying to do.
  • It is better to have a market in search of a product than to have a product in search of a market.
  • How to profit from customer questions:
    • Shift to a “Jobs to be done” mindset
      • People have jobs to do. Be there to help them!
    • Become a designer of better business.
      • Think like the Business Designers already discussed (Hyundai)
    • Customers will always prefer a great experience over the features of a product.
  • Case Study – Apple:
    • Apple sales personnel are taught not to sell, but to help.
• 5 – The Power of the Heart
  • How do you make me feel?
  • Views are driven by their emotions
  • You must learn to deeply connect with your customers
• 6 – The Power of Simple
  • Simple is your best way forward
  • Make simple part of your mission, vision and values
  • Simply get the job done for your customers
• 7 – The Power of Yes
  • The Customer Experience triangle:
    • Functional:Does it do the job your Customer needs to get done?
    • Emotional:Does your product or service make your customers feel good?
    • Accessible:Does your product or service make it easy for your customers to get their job done?
    • Don’t sell but solve a problem
  • Know the different customer types and how to handle them
    • Green
    • Red
    • Blue
  • Match yourself to your customer’s emotional state
  • 7 ways to be a better listener
    • remove distractions, take notes, ask questions, restate concerns, re-ask their names if required
  • Embrace the Power of Yes
• 8 – The Power of Platform
  • a.k.a Social Media, real-time experiences
  • Engage your customers on the Platform and they will look at you a completely different way.
  • Dell’s social media command center…amazing.
• 9 – The Power of Rebellion
  • 3 Simple rules for a business
    • Don’t confuse the customer
    • Act consistently as a company
    • Don’t make arbitrary restrictions on customers.
• 10 – The Power of Purpose
  • Do we share the same values as our customers?
  • People need to know the truth, whether good or bad.
  • Mission and Values statements need to be stated simply so people understand.
• 11 – Becoming a Customer CEO
  • The key to building and growing a business is Customer Insight Research
  • “What people say, what people do, and what people say they do, are entirely different things.”
  • What are customers saying to you:
    • Listen to, learn from, pay attention … TO ME.
  • The 360 Circle:
    • Learn from the client
    • Do what you can
    • Repeat with the solution.
  • “A man without a smiling face must not open a shop.”
  • Fanatical customers are your best salespeople.
  • My customer’s stories must be embedded deeply within my organization.
  • Stop Look and Listen
  • Think, Plan and Do
  • “Without action, the world would still be just an idea.”

Completed June 21, 2020