Slides for Focus Research webinar - May 18, 2010. See http://www.focus.com/webcasts/customer-service/customer-driven-enterprise/ for details and to register
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
5 Steps for Building the Customer-Driven Enterprise
1. 5 Steps toward a Customer-Driven Enterprise Chris Selland Independent Contributing Analyst, FocusMay 18, 2010
2. Average company loses 13% of customers annually Profitability driven by retention Costs 6-7X more to get a new customer than keep an existing one Companies must deliver personalized, customized service across multiple channels Create Custom Offerings
3. Customers demand same level of service regardless of channel Web Mobile Call Center In-person etc… Need for ‘richness’ increasing everywhere Increase MultiChannel Touch Points
4. Customers are loyal because you deliver Promptness & Responsiveness Personal attention & empathy Employee competence Dependability / reliability Recover & problem solving Reputation & credibility Source: “Six Universal Drivers to Assure Customer Satisfaction” – Return on Behavior Magazine Make Processes Easy
5. Gather Behavioral Data Build an actionable 360 degree view Tailor Applications, Processes and Campaigns Personalize per customer and/or segment Create Customized Promotions & Outcomes 1 to 1 Marketing & Delivery Establish Real-Time Monitoring “…faster growth can be achieved with focused improvements in shared and managed client information and disciplined process management.” Michael Treacy – Double Digit Growth
7. Customers expect a highly-personalized, multi-channel experience Customers ‘get’ technology – and will gladly serve themselves The economics are a win-win “… CRM, or Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. “ DestinationCRM Conclusions