1. CUSTOMER SERVICE Determined by Customer loyalty Measuring Intangibles BRAND AWARENESS Determined by Reputation

2. Customer loyalty is created through... . RELATIONSHIP You must know your customer ( relationship ) VALUES You must understand what they value ( values ) EXPERIENCE You must honestly care (create customer experience )

4. Customer Experience Unexpected value is where trust is built, which loyalty and reputation One-dimensional (The more the better) Add value with these Unexpected Value This is where you enhance customer experience Core products and services: price will drive the decision Right price, good quality, reliable, good basic experience Knowledgeable staff, available, accuracy, information and advice, increased functionality Access, expertise, pro-activity, status, uniqueness, innovation, customisation, elite service

5. Reputation is created through... Building a brand is about creating a relationship based on a set of values the consumer /customer relates to. It is the sum of all the experiences the intended customers have with a company, product or service. RELATIONSHIP VALUES EXPERIENCES

6. Customer Loyalty and Reputation are created through If the quality of my relationship with my customer, together with my ability to live out and identify with his values together with the customer experience I provide Leads to TRUST And TRUST leads to loyalty and reputation Customer Loyalty Customer Service

7. and if . . . Trust affects bottom line The proof of the value of trust in business is compelling “ Organizations with high trust outperform organizations with low trust by nearly three times.” (Watson Wyatt 2002)

8. Do I need to measure trust? What is trust and how do I measure trust? The dictionary defines trust as reliance on the i ntention and ability of another Thus: I believe they are able to do what they say I believe they i ntend to do what they say If they fail in an area I believe there is a good and acceptable reason

9. Customer based measure What if I measure trust by my customer’s grading on Whether I am able to do what I say Whether I have the intent to do what I say (at all levels of the business) Whether they believe/ know our mistakes only occur when there is something valid and genuine behind the cause of the mistake (this belief will depend on how we react to our errors) Trust can help me out perform my competitors by three times according to some studies.... Should I be measuring trust?

10. Trust; non negotiable? Stephen Covey has this to say on Trust: Trust in the old economy was the natural outcome of a select few, great organizations. Today, it is the price of entry into the new, global economy. In today's world, you are not only competing with others in your state, but also on your continent, and the five other civilized continents on the planet. You are negotiating in cultures in which trust is non-negotiable.

11. Trust and leadership Stephen Covey continues: “ We contend that trust is about competence and accountability. Trust can be learned, it can be measured, and it can be grown within your organization. Its competitive advantage cannot be replicated. Our definition of TRUST is simple: It is both character (who you are) and competence (your strengths and the results you produce). Trust is the enabling power of leadership influence. It is not soft, slow, risky , or easy. It is a measurable, definable component of all leadership success ”

14. trust Overall, more companies taking an active role affecting and managing their reputation are seeing positive results , while those that are not continue to see their reputation decline. We buy and recommend products and services based on a company’s reputation – as experienced in customer service, and perceived through the display of high ethical standards. ( values)

16. Word of mouth Trust will bring me word of mouth business. word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. Word of mouth can prompt a consumer to consider a brand or product in a way that incremental advertising spending simply cannot Understanding how and why messages work allows marketers to craft a coordinated, consistent response that reaches the right people with the right content in the right setting.

17. translate brand attributes into requirements for how everyone in the business must interact with customers augment data crunching with some old-fashioned techniques like talking to customers and observing their experience Treat customer experience as a competence, not a function. Delivering great customer experiences isn’t something that a small group of people can do on their own — everyone in the company needs to be fully engaged in the effort.

18. What drives Word of Mouth a consumer is significantly more likely to buy a product as a result of a recommendation made by a family member than by a stranger. the word-of-mouth receiver must trust the sender and believe that he or she really knows the product or service in question. which dimensions of word-of-mouth equity is most important to your product or service the who, the what, or the where. In skincare, for example, it’s the what; in retail banks, the who. Word-of-mouth equity analysis can detail the precise nature of a category’s influentials and pinpoint the highest-impact messages, contexts, and networks. Equipped with these insights, companies can then work on generating positive word of mouth, using experiential, consequential, and intentional.

20. if your company is trying to be all things to all customers Great service doesn’t come from a software upgrade or new machinery. It comes from a company-wide commitment to be a unified, no-excuse-service provider to your current customers while consistently upgrading all departments to meet the market demands of the future Obsess about customer needs, not product features. Rather than racing to bring new product features to market, companies need to refocus on the needs of their customers — who might even want fewer features. What should we obsess about?

22. Reputation is paramount Harris Interactive findings stated after a survey of America’s 60 most visible companies that : 71% of consumers will buy, recommend and invest in companies that concentrate on building their corporate reputation.

23. Stephen Covey has this to say on Trust: Trust in the old economy was the natural outcome of a select few, great organizations. Today, it is the price of entry into the new, global economy. In today's world, you are not only competing with others in your state, but also on your continent, and the five other civilized continents on the planet. You are negotiating in cultures in which trust is non-negotiable.

24. Stephen Covey continues: “ We contend that trust is about competence and accountability. Trust can be learned, it can be measured, and it can be grown within your organization. Its competitive advantage cannot be replicated. Our definition of TRUST is simple: It is both character (who you are) and competence (your strengths and the results you produce). Trust is the enabling power of leadership influence. It is not soft, slow, risky , or easy. It is a measurable, definable component of all leadership success ”