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Slides from the keynote address by John Spence.
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Controlling The Market
How Successful Companies Take Market Share from the Competition
I will not waste one minute of your time…
• I have a ton to cover and I will go pretty fast.• I am happy to answer any of your questions, offer advice
and recommend books at any time after this session.• [email protected]
These slides will be posted at:
www.SlideShare.net/johnspence
A few of my clients:
For the past 21 years…
What does this mean to me?
How can I use this idea?
What can I do right away?
I am NOT a guru…
The 6 Keys to Controlling the Market
1. People2. VOC3. MOT4. WOM5. Kaizen6. Execution
The Four – I’s
• Ignorance• Inflexibility• Indifference• Inconsistency
How to avoid the Four I’s
• Aggressive external market focus.
• Ridiculously high level of customer focus.
• Keep the “Main Things” the main things.
• Bullish on knowledge sharing and learning.
• Teamwork is mandatory – not optional
• Passion and commitment at all levels.
• Foster a healthy paranoia.
• Revel in change.
The Pattern of Business Success
(T + C + ECF) x DE = Success
Talent
Talent + Culture
Cecil Van Tuyl
“It is all about people, people, people. You can kid yourself about a lot of things in your business, but at the end of the day it will always come down to people.”
The level of highly satisfied and engaged EMPLOYEES in your business.
The number one factor in increasing the level of highly satisfied and engaged CUSTOMERS in your business is…
Job + Organizational Engagement = Employee Engagement
Not Engaged Engaged
En
gag
ed
Not
En
gag
ed
Job Engagement
Org
an
izat
ion
al E
nga
gem
en
t
50%
9%
Benchwarmers
7%
Free Agents
34%
Stars
Disengaged
Actively Disengaged Employees…
22%
Key Drivers of Customer Satisfaction and Loyalty
Financial Performance
Quality P&S&
Customer Relationship
EmployeeSatisfaction
Empowerment High Standards
Long-termOrientation
Enthusiasm, Commitment,
Respect
Training &Development
Fair Compensatio
n
CR= 104.12% increase in profits
CR= .404
CR=.334
CR=.277
CR=.275CR=.249
CR=.280 Coaching
CR=.285
CR=.371
CR=.365
CR=.191
CR=.247
TolerateNothing
Less
From: Practice What You Preach by Maister
Global study:16 countries529 companies15,589 respondents
Chart: 4Workshop: 5
Customer satisfaction drives customer loyalty… and customer loyalty drives profitability
100%
90
80
70
60
50
40
30
20
Extremely Dissatisfie
d
SomewhatDissatisfie
d
SlightlyDissatisfie
dSatisfied
Very Satisfied
Zone of Defection
Zone of Indifferenc
e
Zone of Affection
Loyalt
y
Customer Satisfaction
Terrorist
Evangelist
A 5% increase in loyalty among your best customers…
Can produce a profit increase of 25% – 85%
I hate you
I don’t care about you
I love you
Actively disengaged employees can reduce revenues by up to 22%, while highly satisfied and engaged
employees can drive profits up by as much as a 189%
Culture = Cash
What do engaged employees look like?
1. They give more discretionary effort.2. They consistently exceed expectations.3. They take more responsibility and initiative.4. They receive better customer service ratings.5. They offer more ideas for improvement.6. They promote and model teamwork.7. They volunteer more for extra assignments.8. They anticipate and adapt better to change.9. They persist at difficult work over time.10. They speak well of the organization.
1 - 10
The key elements of a winning culture: Employees
FunFamilyFriendsFair
FreedomPridePraiseMeaning
Accomplishment
1 -10
What Employees Want
Focus me
Know me
Care about me
Hear me
Help me feel proud
Equip me
Help me see my value
Help me grow
Help me see my importance
The Six Universal Drivers of Engagement
1. Caring, competent, and engaging leaders.
2. Effective managers who keep employees informed, aligned and engaged.
3. Effective teamwork at ALL levels.
4. Job enrichment and professional growth.
5. Valuing employee contributions.
6. Concern for employee well being.
1 - 10
Extreme Customer Focus
Things have changed…
2008 2011
Now you MUST deliver…
• The highest possible quality…• At the lowest possible price…• Immediately --- or sooner…• All while giving consistently superior
customer service for an outstanding “Total Buying and Owning Experience.”
Web of Value: VOC + MOT + WOM
6. Extreme Customer Focus
VOC
Moments Of Truth
Measure & Post Create A Dashboard of Key Indicators
MPS Margin Per Sale
Talent
Customer Service
Customer Retention
WOM = Your BEST form of advertising!
78.9%23.4%
43% - 74% of purchasing decision = WOM/T
You MUST have a WOM Referral System
Identify Ideal
Customer
ReferIdeal
Customer
From John Jantsch: The Referral Engine
Kaizen
For those who are prepared…Chaos brings opportunity.
The Evergreen Project
10 year study of 160 top companies
40 distinct industries
200 management practices
Winners, climbers, tumblers, losers
Winners had an average Total Return to Shareholders of 945%...
The Losers only averaged a TRS of 62%
From: What (really) Works by Joyce, Nohria, Roberson
The Four Primary Practices:
1. A sharply focused, clearly communicated and well-understood strategy for growth.
2. Flawless operational execution that consistently delivers the value proposition.
3. A performance-oriented culture that does not tolerate mediocrity.
4. A fast, flexible, flat organization that reduces bureaucracy and simplifies work.
The Secondary Management Practices:
• Talent = find and keep the best people.
• Key leaders show commitment and enthusiasm for the business.
• Embrace strategic innovation.
• Master the power of partnerships.
From: What (really) Works by Joyce, Nohria, Roberson
10 – 15%
Where are we going andhow will we behave on the way?
FocusDifferentiation“No”
Guiding Collation
Vision + ValuesStrategy
ObjectivesInitiativesPrograms
Procedures / ProtocolsRepeatable ProcessClear / consistent / relentless
Training +time / money /
supplies / people
Measure / TrackCommunicate
Transparency Accountability
Celebrate SuccessEliminate Mediocrity
The 6 Keys to Controlling the Market
1. People
2. VOC
3. MOT
4. WOM
5. Kaizen
6. Execution
THANK YOU
If you have any questions at all please do not hesitate to send a note or call. My email address is: [email protected]
My twitter address is: @awesomelysimple
Also, you might find value in the ideas I share in my blog. You can sign up for it at:www.blog.johnspence.com
Lastly, these slides have already been uploaded to:www.slideshare.net/johnspence