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CUSTOMEREXPERIENCE
One Day Activation of
An Enterprise Account
Service Design Objectives
Make the acquisition process for a strategic customer as
seamless and customer friendly as possible.
By “Strategic Customer” we mean Enterprise segment
companies with 300 employees or larger.
Target: Have the contract signed and all account’s users
and services activated during ONE DAY.
Main Stages
• Explore
• Validate
• Qualify Tick-Tock Starting Point
• Negotiate
• Close
• Secure Long Term Retention
The service design presented here will start from the point when
the lead is “qualified”, meaning there are solid chances for the
deal to be closed.
Qualified Lead Stage
• Research on customer
If the Account Manager that’s to be dealing with the customer hasn’t
done this yet, it’s time to:
• Google and find out as much as possible about the Customer’s own
market: movements, competitors, press interviews and materials,
awards, events, etc.
Facebook them:
• If the customer has a pet, know the pet’s name;
• If he/she is passionate about cars or mountain trips, know that too;
• Know his/her birthday and astrological sign, and so on.
All this, in order to be able to engage in a personal and informal
conversation.
Document everything into CRM.
1
Negotiating Stage
• Empowerment to Account Manager
The Account Manager dealing with the customer must have
maximum empowerment concerning negotiation.
At no point the Account Manager must need to call a superior to
get approval!
If that happens, the customer will think they’re not talking to the
right person… and they would be right.
2
Negotiating Stage
• Account Management Backup
The Account Manager dealing with the customer must have a
Vodafone peer colleague that knows about the deal, and knows
as much as her/him – so that the peer can take over the deal in
case of illness or other small “disaster”.
2
Negotiating Stage
• PD Backup
The Account Manager must make sure they have with them present
in the meeting with the customer a person (or a direct contact) from
Product Development that knows any Vodafone offer or product by
heart.
2
Negotiating Stage
• Account Operational Support
The Account Manager must make sure he/she has a direct
contact person in Customer Operation that knows about the deal
and is ready to get into action the very moment after the contract
is signed, in order to activate services instantly.
2
Closing Stage
• Contract Shape & Style:
The people in the Legal Department tend to over ensure
contracts – this leads to over-complicated and large contracts
written in small letters, which often use a threatening language.
The contract must stick to the essentials, be as short as it can be,
and written in a “normal” manner, just like normal people speak.
3
Closing Stage
• ACTIVATE SERVICES! PRESTO!
Once the deal is signed, the Operational Support must quickly
get into action and activate services within hours if not minutes.
3
Securing Long Term Retention Stage
• Once the customer’s services are active, all the info and data must
be handed over to Major Accounts and Sales Farming Team.
• Upon activation, all users will be sent a personalized SMS from
Vodafone, stating the name of their company, all the details about
their offer, the name of the contact persons within their company
and the contact persons/numbers/e-mails within Vodafone.
4
Securing Long Term Retention Stage
• The Account Manager job is not done by now, it will never be
done, not even after (if) the customer signs off – they must be
customer aware at all time, in case of upsell opportunities, or
gaining back the account in case they’ve signed of.
• Keep track of customer’s ecosystem and have a chat or a coffee
with them every couple of months, just to make sure they’re still
happy – and if not: fix it and keep them happy.
4
Thank you
Emil Comsea
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