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#RelateLive
James FieldDebrett's Limited
@MrJamesField
How etiquette and customer relations impact the success of your business
Soft Skills Development Economics Research Group Survey 2015
2015
Soft skills worth over £88 billion in Gross Value Added to the UK economy each year. Underpinning around 6.5% of the economy as a whole
By 2020
Annual contribution of soft skills to the economy is expected to grow in real terms to £109 billion
By 2025 To just over £127 billion
Customer experience
is all the rage
Fashionable?
Customer experience
Style verses fashion
L U X U R Y
‘A state of great comfort or elegance, especially when involving great expense’
‘An inessential, desirable item which is expensive or difficult to obtain’
L U X U R Y
What’s the link?
Luxury: The art of story telling
Luxury: Kindness
Luxury: How it makes you feel
Competition
How do we get there?
We need:
• To be able to read our customer • Show confidence • Build trust
Reading the customer Never assume
Recognise that customers want different things
1. The ‘experience’ customer 2. The ‘functional’ customer 3. The ‘to be guided’ customer E.g British Airways
Reading the customer
The ‘experience’ customer
• Refer to your company heritage and high profile customers (NOT by name)
• Take time
• Let them talk and you listen
• Be friendly, don’t seek a friendship
Reading the customer
The ‘functional’ customer
• They are time poor
• Get to the point
• Talk numbers, prices and time scales – less about features
• Key – is that an experience remains ‘high-end’ but adapted
Reading the customer
The ‘to be guided’ customer
• Those wanting guidance can be the most indecisive
• Be patient
• The danger : To patronise
Reading the customer
Confidence
Trust
Pacing and timing
Pacing and timing
Pacing and timing
Be INTERESTED not just INTERESTING
Know your customer
Creating an environment that feels like home
Familiarity +
A sense of belonging
=An environment to buy
What is etiquette?
Etiquette
A code of behaviour that delineates expectations according to conventional norms within a society class
or group
Set of rulesExclusivity Outdated
Class orientatedBritishness
Etiquette
Putting others at their ease
Easier said than done?
How many hats do you wear?
How many plates are you spinning?
First Impressions
7seconds
to form a first impression
7seconds
to form a first impression
Eye Contact
Business Social Intimate
Physical Protocol – Handshakes
Handshakes
Handshakes
First Impressions - Silent Signals
What is your one goal when meeting someone?
What is your one goal when meeting someone?
To make them like you
