Customer Relationship Engineering

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Worried about growing too fast? Think that your growth will inhibit the quality of your relationships? Check out this deck then - it'll give you a fresh perspective so you can grow while remaining authentic. See more at http://lifeinsixth.com

Text of Customer Relationship Engineering

  • 1. Customer RelationshipEngineeringhow to grow fast & remain authentic

2. What makes a happycustomer? 3. Good customer service? 4. no. 5. GREAT customer service. 6. the problem is ... 7. Most people inside companiesbelieve customer service liesisolated in the customer servicedepartment. 8. GREAT customer service comesfrom everywhere.It comes in a hand-written note on an invoice, a proactivephone call to make sure things are all okay, and in an extrasecond during a meeting to talk about weekend plans.Great customer service means providing things that areabove and beyond what the customer pays for. 9. in other words... 10. a happy customer ishappy when theyre takencare of in ways they dontexpect. 11. but heres the challenge. 12. to grow, we need toautomate a lot of this. 13. and if set up incorrectly,automation can come across coldand uncaring. 14. and if set up incorrectly,automation can come across coldand uncaring.so lets break it down and add somestructure so we know what areas needspecial attention. 15. These are the phases of a customerlifecycle:1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth 16. so lets start at thebeginning. 17. Awareness: how you can make it funYour company has a brand. 18. Awareness: how you can make it funYour company has a brand.That brand is perceived in a certain way by the public. 19. Awareness: how you can make it funYour company has a brand.That brand is perceived in a certain way by the public.Your website, advertisements, and word of mouth controlthis perception. 20. Awareness: how you can make it funYour company has a brand.That brand is perceived in a certain way by the public.Your website, advertisements, and word of mouth controlthis perception.Since a prospect becomes aware of your brandthrough one of these 3 mediums, controlling them isyour way of controlling the Awareness stage. 21. Awareness: how you can make it funWebsite Have one compelling call to actionAdvertisements Use images & selective language to reflect yourbenefits - this is more important than featuresWord of Mouth Give people a reason to talk about you. 22. next up: Research 23. Research: Provide value up-frontSomeone coming to you is looking for a solution.That solution solves a problem.That problem is impacting their life negatively in some way- it creates a pain. 24. Research: Provide value up-frontYour business provides one thing: a path away from thatpain.This is the benefit of your services.The features of your business lead to the benefit, butguess what? 25. the customer doesntcare. 26. every other search resulttheyre browsing showsthe same features. 27. Contractors build houses with high-quality materials.Oil & Gas companies have 24/7 response times.Doctors offer insurance coverage.etc. etc. etc. 28. the customer cares about(say it with me) 29. the BENEFITS! 30. one more time.(indulge me) 31. the customer cares about 32. the BENEFITS! 33. the BENEFITS! 34. the BENEFITS! 35. the BENEFITS! 36. the BENEFITS! 37. the BENEFITS! 38. the BENEFITS! 39. the BENEFITS! 40. the BENEFITS! 41. the BENEFITS! 42. they care about nothingelse. 43. they want to know howYOUR business improvestheir life. 44. thats all they want to hear. 45. thats all they want to see. 46. thats all they want to read. 47. thats all they want to know. 48. until 49. they decide to trust you. 50. Most people talk about featuresbefore benefits.They begin their website talking about themselves.What they do.The kinds of stuff they offer.How great they are. 51. Most people talk about featuresbefore benefits.They begin their website talking about themselves.What they do.The kinds of stuff they offer.How great they are.Nowhere do they talk about how all of that improvesthe customers life. 52. so as a customer, youreleft thinking... 53. I dont trust them 54. They dont get me 55. Theyre not what I need 56. is this logical? 57. Well, no. 58. but it doesnt matter. 59. theyre emotionallydistanced from yourbrandwithin seconds of coming to your site. 60. so what can you do? 61. control the Research phase. 62. control the Research phase.1. Connect with the customer by communicating benefits2. Provide them with every piece of information neededto learn about your industry and the process they needto go through in order to solve their problem. (keepthem off of other sites)3. Introduce social proof and testimonials4. Talk about features of your product or service 63. control the Research phase.1. Get through winter without the worry of losing powerand sleeping in a cold home2. Download our free report on 7 Things You Need ToKnow When Buying A Generator3. Here are some messages from the families whocontinue to trust us today4. We offer the following generator brands andmodels 64. once theyve done theirresearch...Theyre going to compare you with othercompanies. 65. the cool thing is that if youaddressed the Research phasecorrectly, theyll already be pre-soldto your company. 66. But to ensure that you stay top ofmind for them, here are 3 ways togain an edge over your competitors:1. Financial Incentivesa. 20% off installation2. Time Incentivesa. Next-day installationb. 24 hour repair3. Guaranteesa. Money-back guaranteeb. 180-day warrantee 67. next stepSelection & Purchase 68. This is the buying process. It needsto be easy and what the customerwould expect. Make it simple to purchase at any step along the way Go above and beyond in this step. This is the part of theprocess where the customer feels most vulnerable.Surprise them. Have a buyers-remorse-proof followup sequence. 69. whats a buyers-remorse-prooffollowup sequence? 70. Ill show you. 71. The buyers-remorse-proof followupsequenceStep 1: Thank them. Like really.Hey Joe! Just wanted to follow up your purchase today and thank you for your trust inus.We at XYZ Generators are committed to each and every one of our clients in the sameway were committed to each other. Year in and year out, we always strive to do whatsbest.If you ever have any questions, my personal cell number is (111) 222-3456. I answer itday and night, and if you ever cant get through to the office, just give me a shout andIll be happy to help.Once again, thank you for deciding to partner with us, and well be in touch shortly withmore details on your new generator delivery.Thanks and have a great day!-Bob 72. The buyers-remorse-proof followupsequenceStep 1: Thank them. Like really.Hey Joe! Just wanted to follow up your purchase today and thank you for your trust inus.We at XYZ Generators are committed to each and every one of our clients in thesame way were committed to each other. Year in and year out, we always strive to dowhats best.If you ever have any questions, my personal cell number is (111) 222-3456. I answer itday and night, and if you ever cant get through to the office, just give me a shout andIll be happy to help.Once again, thank you for deciding to partner with us, and well be in touch shortly withmore details on your new generator delivery.Thanks and have a great day!-BobAcknowledge the positionof power theyre inHammer home why they should trust youBe humanGo above and beyondGive them permissionto do what they wouldreally want to do in theirimagined worst casescenarioRemind them ofwhat theypurchased- getthem excited! 73. The buyers-remorse-proof followupsequenceStep 2: OverdeliverHey Joe! Ive got some good news!We upgraded the delivery of your generator so its going to be delivered a week earlierthan expected.We can of course keep the original installation date that we scheduled, but if youd liketo get everything installed ASAP, we can come in on the 12th to set everything up. Letme know if youd like to move forward with that.One more thing- thought you would get a laugh from this. A big report was justreleased on the severity of the upcoming winter and were backordered for 2 months.Looks like you and Mary got in at the right time!Hope alls well. Let me know about the delivery date if youd like to move it up in thecalendar- have a good one!-Bob 74. The buyers-remorse-proof followupsequenceStep 2: OverdeliverHey Joe! Ive got some good news!We upgraded the delivery of your generator so its going to be delivered a weekearlier than expected.We can of course keep the original installation date that we scheduled, but if youdlike to get everything installed ASAP, we can come in on the 12th to set everythingup. Let me know if youd like to move forward with that.One more thing- thought you would get a laugh from this. A big report was justreleased on the severity of the upcoming winter and were backordered for 2 months.Looks like you and Mary got in at the right time!Hope alls well. Let me know about the delivery date if youd like to move it up in thecalendar- have a good one!-BobMake it purposefulon your endAvoid anyinconveniencingGive them a nextstepReinforce theirdecision, make themfeel relieved 75. The buyers-remorse-proof followupsequenceStep 3: Familiarity with product/serviceHey Joe!Looks like the times almost here for your generator installation! Just wanted to giveyou a heads up on how the process works.Your installation will be done by Gary- hes one of our best technicians and has beenat this for over 12 years. He knows his stuff (also a huge Yankees fan, like myself)!Hell be swinging by your place at 1pm as planned and will install your new generator.The whole process typically takes around 3 hours. Afterward hell show you the ins andouts, how to turn it on/off, and where its hooked into your circuit breaker.Feel free to ask Gary any questions while hes there, and as always you can give me acall if anything arises.Hope alls well - have a great night!-Bob 76. The buyers-remorse-proof followupsequence