Excellent Customer Service will not guarantee profitability and future loyalty, especially behavioral loyalty including repurchase, cross/up-sell. To make budget effective and efficient, customer service need to shift to customer engagement. Customer engagement is creating behavioral loyalist, by identifying right segment (able to serve and satisfy, and will engaged), learning why customer engaged and provide better reason to engage.

1. 3 Steps to Ensure
Customer Engagement
3 Steps to Ensure Customer Engagement
Customer Engagement
Stephanus Taufan Wibowo
stevewibowo@gmail.com
Tuesday, 11 March 2014

2. ONTARGET
Service-Profit Chain
3 Steps to Ensure Customer Engagement
Putting the Service-Profit Chain to Work
by James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr., and Leonard A. Schlesinger
http://hbr.org/2008/07/putting-the-service-profit-chain-to-work/ar/1

3. ONTARGET
Broken Service-Profit Chain
3 Steps to Ensure Customer Engagement

4. ONTARGET
Broken Service-Profit Chain
Satisfied Customer not necessarily Profitable
Building WOW
experience
which not
end-up in
3 Steps to Ensure Customer Engagement
end-up in
profit would
be a bad
investment

5. ONTARGET
Broken Service-Profit Chain
Customer Satisfaction no longer ensure repurchase
Future
repurchase is
only one
condition
among various
Satisfaction
HOSTAGES LOYALISTS
3 Steps to Ensure Customer Engagement
among various
ladder of
Engagement
Why Satisfied Customers Defect
by Thomas O. Jones and W. Earl Sasser, Jr.
DEFECTORS MERCENARIES
Repurchase

6. ONTARGET
HOW TO ENGAGE CUSTOMER?
3 Steps to Ensure Customer Engagement

7. ONTARGET
1. Identify the Right Segment
AwareAwareNew
Customer
Engaged Segments are:
• Referring to others
• Repurchase, inc Cross/ Up sell
• Have good evaluation
• Tell what need to be improved
• Like FB page
… and other measurement of good leads
and prospects
3 Steps to Ensure Customer Engagement
PurchasePurchase
ReRe--PurchasePurchase
Refer to othersRefer to others
ConsiderConsider
Satisfied + Not Engaged (Hostages)
Not satisfied + Not Engage (Defectors)
Satisfied + Engage (Loyalist)
Not satisfied + Engage (Mercenaries)
Retention & DevelopmentRetention & Development

8. ONTARGET
2. Learn from Them
AwareAware
InterestInterest
ConsiderConsider
IntentIntent
• My friends told me
• It’s a new cool things on the FB
• The design is awesome
• They tell the alternative product
• They sell solution not only product
• We can try for free
• We can pay later
WHY “Engaged Segment” engage*Sales Funnel
3 Steps to Ensure Customer Engagement
(Re(Re--) Purchase) Purchase
EvaluateEvaluate
• We can pay later
• Indeed no product better than this
• Its habitual buying
• They phone back for our feedback
• They remember my name
• They give add service for ex
customer
• They are nice people
*) also learn why they still engaged while they are not satisfied
Retention & DevRetention & Dev

9. ONTARGET
3. Give Better Reason to Engage
Satisfaction
HOSTAGES LOYALISTS
Engagement
program
CS program
3 Steps to Ensure Customer Engagement
DEFECTORS MERCENARIES
Engagement

10. ONTARGET
Give Better Reason to Engage
Example
Engagement programCS programWHY They Engaged
• It’s a new cool things
on FB
• Like/ Dislike button on
our FB page
• Upload your picture on our
FB page
• Share to friends
• They sell solution not
only product
• Direction & Maps of our
store
• Parts availability
warranty
• Delivery service
• Smartphone Application to
chat with service officer,
check parts available,
request f/u and delivery
3 Steps to Ensure Customer Engagement
• Its habitual buying • CS line • Volume & variety discount
• Customer Story
• Indeed no product
better than this
• Service warranty
• Full money back
guarantee
• Special offering for next
product (cross/up-sell)
• Customer get customer
• They are nice people • Free dinner
• Feedback call
• Birthday greetings
• Customer community
• Free dinner for Couple
• Comment on our page to
activate warranty
• Tell us what you wish on
birthday

11. ONTARGET
FACT ABOUT ME
• 2 years experience as a Consultant of Purple Analytics Indonesia (till now 2014)
• 5 years experience as a Credit Operation Head for a car portfolio of PT.Adira Multifinance, Tbk
• 7 th experience as Head of Product Development of PT. Astra International, Tbk - AstraWorld
• 5 years teaching experience of Trisakti School of Management
Stephanus Taufan Wibowo
Linkedin: http://id.linkedin.com/in/stephanuswibowo
Blog:
stevewibowo.blogspot.com
adayatworks.wordpress.com
For further discussion please contact:
3 Steps to Ensure Customer Engagement
• 5 years teaching experience of Trisakti School of Management
• Bachelor and Masters in Marketing Management and Human Resources Management from Satya Wacana
Christian University and Post Graduate degree from University of Gadjah Mada (International Program)
SKILL SET
• Management System & Performance Management
• Productivity Improvement & Organizational Development
• Business Process & Change Management
• Marketing Strategy Formulation & Marketing Analytic
• Customer Relationship Management
• Credit Risk & Operation