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Hamish Taylor “How to become a customer centric company” or Trains, Planes ………and Toilet Cleaners How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor ✗ How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor ✗ How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor ✔ How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor Price Waterhouse Hamish Taylor How to become a customer centric company Customer challenges hamish@hamishtaylor.com @HamishWTaylor “If you want a breakthrough… look outside your current environment” How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor “If you want a breakthrough… look outside your current environment” How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor Relevance to you? SUPERIOR CUSTOMER INSIGHT My Customer lessons = f SUPERIOR CUSTOMER PROMISE SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT How to become a customer centric company (External and internal) hamish@hamishtaylor.com @HamishWTaylor SUPERIOR CUSTOMER INSIGHT Change what you sell! Best Leadership Tool SUPERIOR CUSTOMER PROMISE SUPERIOR SUPERIOR PRODUCT & SERVICE CUSTOMER ENGAGEMENT How to become a customer centric company 22 hamish@hamishtaylor.com @HamishWTaylor “The customer does not care about your product or service!” Customer Benefit SUPERIOR CUSTOMER INSIGHT … as your platform SUPERIOR CUSTOMER PROMISE SUPERIOR SUPERIOR PRODUCT & SERVICE Speed and Ease CUSTOMER ENGAGEMENT Economy Convenience How to become a customer centric company 23 ask a brand manager Confidence hamish@hamishtaylor.com @HamishWTaylor How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor BA Club World Challenge? 1990/91 Recession plus How to become a customer centric company 24 hamish@hamishtaylor.com @HamishWTaylor •Customer at centre (focus!) •Listening Club World Employees •Ideas •Benefit: Arrive Ready for Business •Reason Why: More sleep Less Hassle Refreshment How to become a customer centric company 30 Customer •Innovation hamish@hamishtaylor.com @HamishWTaylor What are you selling?? Business Class Airline or Arrive Ready for Business Railway ticket or Paris! Best Bank or Your Ambition Best audit or Best confidence How to become a customer centric company 31 hamish@hamishtaylor.com @HamishWTaylor What is your Customer Promise? How I feel Innovation and Competitive Advantage Ease of Use, Customer Journey, Service Product Quality/Price Customer Centricity How to become a customer centric company 33 hamish@hamishtaylor.com @HamishWTaylor What “Business” are you in?? SUPERIOR Take away Healthy Low cost Family appeal CUSTOMER INSIGHT Mums target Location Opening hours SUPERIOR CUSTOMER PROMISE SUPERIOR SUPERIOR PRODUCT & SERVICE CUSTOMER ENGAGEMENT “Guilt free night off for mums” How to become a customer centric company 34 hamish@hamishtaylor.com @HamishWTaylor The benefit to my customer will be… ? The reasons why they will believe in this benefit is when (NOT “what are we good at” !!) they see… How to become a customer centric company 35 hamish@hamishtaylor.com @HamishWTaylor SUPERIOR CUSTOMER INSIGHT Change where we look for answers SUPERIOR “Look outside our current environment” CUSTOMER PROMISE SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT Yachts/Disney = Product and Service Process Communication Leadership etc How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor Education Psychology TEACHING Magic Sports Coach Army Fire Service ARTS SERVICES School Teacher Dance Music Coast Guard Bullying Physio Referee ATC RELATIONSHIPS Marriage Guidance Dating SPORT Sports Team How to become a customer centric company 37 Cabin Crew INDUSTRY Pilot hamish@hamishtaylor.com @HamishWTaylor SUPERIOR CUSTOMER INSIGHT SUPERIOR CUSTOMER PROMISE SUPERIOR SUPERIOR PRODUCT & SERVICE CUSTOMER ENGAGEMENT Change the way we engage with (internal) Customers! How to become a customer centric company 37 hamish@hamishtaylor.com @HamishWTaylor Internal Customer promises! The Benefit As a result of HR expertise, our customers will be… Inspired to deliver extraordinary business and personal results Reasons to believe Our customers will believe in this benefit is because they experience……… The A Right People in the Right Place at the Right Time Fully Engaged and Challenged workforce The Ability to respond Activity quickly and with the right tools Focused on the big wins How to become a customer centric company 38 hamish@hamishtaylor.com @HamishWTaylor Change the way we engage Solution + Ownership + Make it easy How to become a customer centric company 43 hamish@hamishtaylor.com @HamishWTaylor TOOLSET Change the way we understand customers • • • • • • “Soft” insights What? Customer’s customer The person Ability to share Blank sheet How? Real time insight SUPERIOR CUSTOMER INSIGHT • Customer Benefit SUPERIOR CUSTOMER PROMISE SUPERIOR Change where we look for answers Change what you sell! SUPERIOR PRODUCT & SERVICE • “Look outside our current environment” • • Product and Service • • Leadership/Process • • CUSTOMER CUSTOMER ENGAGEMENT • • • Innovation Impact Staff Impact Internal Customer Promises Change the way we engage Ambition with (team) Customers! Communication Internal Customer Promises “Make it Easy” How to become a customer centric company 45 Donald hamish@hamishtaylor.com @HamishWTaylor [...]... The Customer s Customer? The Person? Leisure Revenue Brand management Government Railwayman CEO How to become a customer centric company 15 hamish@hamishtaylor.com @HamishWTaylor What? The Customer s Customer The (Business) Goals SUPERIOR CUSTOMER INSIGHT SUPERIOR CUSTOMER PROMISE SUPERIOR SUPERIOR PRODUCT & SERVICE CUSTOMER ENGAGEMENT The Specific Task The People How to become a customer centric company. .. Pre-conceptions are the enemy of customer insight! How to become a customer centric company 17 hamish@hamishtaylor.com @HamishWTaylor Blank Sheet of Paper? How you collect insights? Old Customer Understanding:- “We are a railway company New Customer Understanding:- “Who is the Competition?” How to become a customer centric company 18 hamish@hamishtaylor.com @HamishWTaylor Director Seniority How? Manager “Front... understand customers • • • • • • “Soft” insights Customer s customer What? The person Ability to share How? Blank sheet Real time insight SUPERIOR CUSTOMER INSIGHT SUPERIOR CUSTOMER PROMISE SUPERIOR SUPERIOR PRODUCT & SERVICE CUSTOMER ENGAGEMENT How to become a customer centric company 22 hamish@hamishtaylor.com @HamishWTaylor SUPERIOR CUSTOMER INSIGHT Change what you sell! Best Leadership Tool SUPERIOR CUSTOMER. .. to change the way we “understand” customers! External Internal SUPERIOR CUSTOMER INSIGHT Customers Partners Shareholders Team Boss Other Departments SUPERIOR CUSTOMER PROMISE SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT How to become a customer centric company 10 hamish@hamishtaylor.com @HamishWTaylor 1 We need to change the way we “understand” customers! What new insights? SUPERIOR CUSTOMER. .. understand expectations? B C Customer Expectation ✗ A ✔ A C B How to become a customer centric company 16 Service Delivery hamish@hamishtaylor.com @HamishWTaylor Get it right … or don’t do it at all! eg Personalisation Haamsh Amech How to become a customer centric company 17 Hameesh hamish@hamishtaylor.com @HamishWTaylor How to become a customer centric company 17 hamish@hamishtaylor.com @HamishWTaylor How. .. Line” Manager “Front Line” Low Low High Customer “closeness” Director Seniority Seniority Director Customer Gap” High Decision “influence” Manager “Front Line” Low High Decision “influence” Customer “closeness” How to become a customer centric company 21 Shower/redeye hamish@hamishtaylor.com @HamishWTaylor How? “Real Time Insight” How to become a customer centric company 22 hamish@hamishtaylor.com @HamishWTaylor... CUSTOMER PROMISE SUPERIOR SUPERIOR PRODUCT & SERVICE CUSTOMER ENGAGEMENT How to become a customer centric company 22 hamish@hamishtaylor.com @HamishWTaylor “The customer does not care about your product or service!” Customer Benefit SUPERIOR CUSTOMER INSIGHT … as your platform SUPERIOR CUSTOMER PROMISE SUPERIOR SUPERIOR PRODUCT & SERVICE Speed and Ease CUSTOMER ENGAGEMENT Economy Convenience How to become. .. RELATIONSHIPS Marriage Guidance Dating SPORT Sports Team How to become a customer centric company 37 Cabin Crew INDUSTRY Pilot hamish@hamishtaylor.com @HamishWTaylor SUPERIOR CUSTOMER INSIGHT SUPERIOR CUSTOMER PROMISE SUPERIOR SUPERIOR PRODUCT & SERVICE CUSTOMER ENGAGEMENT Change the way we engage with (internal) Customers! How to become a customer centric company 37 hamish@hamishtaylor.com @HamishWTaylor... ENGAGEMENT Economy Convenience How to become a customer centric company 23 ask a brand manager Confidence hamish@hamishtaylor.com @HamishWTaylor How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor BA Club World Challenge? 1990/91 Recession plus How to become a customer centric company 24 hamish@hamishtaylor.com @HamishWTaylor Customer at centre (focus!) •Listening Club World... Customer Journey, Service Product Quality/Price Customer Centricity How to become a customer centric company 33 hamish@hamishtaylor.com @HamishWTaylor What “Business” are you in?? SUPERIOR Take away Healthy Low cost Family appeal CUSTOMER INSIGHT Mums target Location Opening hours SUPERIOR CUSTOMER PROMISE SUPERIOR SUPERIOR PRODUCT & SERVICE CUSTOMER ENGAGEMENT “Guilt free night off for mums” How to ...✗ How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor ✗ How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor ✔ How to become a customer centric. .. How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor How to become a customer centric company hamish@hamishtaylor.com @HamishWTaylor Relevance to you? SUPERIOR CUSTOMER. .. CUSTOMER INSIGHT My Customer lessons = f SUPERIOR CUSTOMER PROMISE SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT How to become a customer centric company (External and internal) hamish@hamishtaylor.com