get ready to………….

who the hell is andy hanselman?

I help forward
thinking organisations
improve their
competitiveness
and profitability
how i work
how i work
how i work
how i work
 about this
presentation….
 you’ll hear :

• Why ‘traditional’ marketing

methods are failing
• Why ‘customer satisfaction’ is
pointless
• What it means to you
• What you should do to compete,
not get beat
 for stuff like this (and more)
visit . . . . .

www.andyhanselman.com
what does
success
look like?
 satisfied
customers
sufficient ‘delighted’
customers
 sufficient ‘devoted’
customers

committed maximised
motivated financial
effective returns
people
S
W
O
T
Sheffield
Wednesday
On
Their way down
Strengths
Weaknesses
Opportunities
Threats
 what
exactly is
marketing?
classic definition of marketing

“Marketing is a social and

managerial process by which
individuals and groups obtain
what they need and want
through creating and exchanging
products and value with others”
our definition of marketing

“finding, attracting and

keeping the customers
that you want while
maximising your profits”
 what we’re up
against (and
why ‘traditional’
marketing methods
are failing)
 “in every single industry
there is now overcapacity of
production and lack of
capacity in terms of people”
sir martin sorrell, chief executive WPP
•The number of tv channels has increased
from 4 to over 350 in the last 10 years

•Over 10,000 radio stations to choose from

•Ovr 63 million txt msgs sent per day

•10 billion spam mails are sent worldwide

daily, a 25 fold increase from 2000
‘it’s not the age of
the internet, it’s
the age of
customer control’
Anne Busquet – CEO American Express
 ‘We’re in the age
of the ‘Never –
satisfied’ customer’
Regis McKenna, Author and Management Guru
‘In an average day, you can
expect to have contact
with around 1500
trademarked products.
If you go to the supermarket,
rack that up to 35,000’
Kevin Roberts, CEO Worldwide, Saatchi & Saatchi
customer promiscuity is increasing
Gammerellis sacked as vestment suppliers
to the Vatican after 213 years!
 trust in
institutions
is declining
 between 1983 and 2000……..

“% who claimed to have a great

deal of confidence in the army fell
from 88% to 72%”
“confidence in the legal system
fell from 58% to 22%”

“confidence in the civil service

fell from 46% to 17%”
source: the lonely customer, royal mail
 word of
mouth is
on the
increase
“In 1997, 78% of people said they
would recommend a company they
like to others
…In 2000, this had risen to 90%”
“In 1999, 60% of people would buy a
product based on recommendation
…In 2000, this had risen to 76%”
Source: the lonely customer, royal mail
the result?
 we all have to
work harder at
building and
maintaining trust
 if only
adverts told
the truth
our definition of marketing

“finding, attracting and

keeping the customers
that you want while
maximising your profits”
our definition of marketing

“finding, attracting and

keeping the customers
that you want while
maximising your profits”
idea one

identify the
customers
you want to
work with
 HIGH
ENTREPRENEURIAL

B A

LOW SELL HIGH SELL

ON OPPS ON OPPS

D C
LOW
ENTREPRENEURIAL
 idea two

get rid of
the
customers
you don’t
want
 “ One in t wo
busin esses
can no t ac curat el y
det ermin e t hei r
profi tab le cust ome rs
and p rod uct s”
Source: KPMG,
our definition of marketing

“finding, attracting and

keeping the customers
that you want while
maximising your profits”
our definition of marketing

“finding, attracting and

keeping the customers
that you want while
maximising your profits”
 idea three

revolutionise!
competitive advantage:

“a ‘bundle’ of distinct and

unmatchable skills methods and
practices that differentiate the
business from its competitors”
 competitive advantage:
Only any use if customers…..

Want it
Know about it
Are prepared to pay
(more) for it
why should
I buy from
you?
“Better, faster, cheaper is not enough. Others will
always get there first or quickly catch you up. You
need to be profoundly different, with a radically
different customer-centred offer”
Gary Hamel, Leading The Revolution
 R
E
AS GOOD AS V
O
L
WORSE BETTER U
THAN THAN T
I
O
AS BAD AS N
A
R
Y
competitiveness
•fir st di rect has 1.2 million customers.

•It sends around 3.5 million text messages to

customers every month.

•More than 1 in 3 of fir st dir ect 's customers

join because of personal recommendation.

•fir st di rect takes over 13,000 calls a day

outside working hours.

According to MORI and NOP research, fi rst

dir ect has been the most recommended
bank in the UK for the past 13 years.

•According to MORI and NOP research, fi rst

dir ect has had the most satisfied customers
of any UK bank for the past 13 years

•fir st di rect has been in profit every year

since 1995.
what’s dramatically and
demonstrably different
about your business?
 idea four

give your customers a

damn good listening to
 idea five

stand in your
own queues
 ask yourself:
how easy are
we to deal with?
introducing...........

the sales
prevention
officer!
 some examples…
• being charged to park in the customer car park!
• ringing at 4.45pm and getting an answerphone
• receiving a letter that says ‘dear sir/madam’ from
a personal business advisor!
• being told ‘everything is on hold because we’ve
got our quality assessment coming up’
• being passed to 4 different people when
enquiring about customer care training!
• being asked ‘can you call back next week - there’s
no one here today’
• ‘Scriptease’
 idea six

Eliminate
your
sales
prevention
officers
 7 things you
can’t say to
customers (even if
you want to!)
“I can see your
point, but I still
think it’s
irrelevant”
“How about "never"?
Is “never" good for
you?”
“I'll try being nicer if
you'll try being less
stupid”
 “You want this done by a
deadline? I love
deadlines. I especially
like the whooshing sound
they make as they go
flying by”
 “Tell me what you
need, and I'll tell you
how to get along
without it”
 “I don't have an
attitude problem. You
have a perception
problem”
“I can only please one
person per day. Today
is not your day.
Tomorrow is not
looking good either”
what sort of
role model
are you?
 ring
up
your
own
business
 idea seven

‘delight’
your
customers
customer delight
surprising customers with the
level of service you provide
now
that’s
customer
delight!
 customer delight

• Produces a ‘wow’ reaction

• Appears spontaneous or unexpected
• It’s the personal touch
• Makes customers feel valued
• Is memorable
• Creates a talking point
• Is ‘Dramatically Different’
how could you
‘delight’ your
customers?
some ideas for ‘customer delight’

• Milk and two sugars…

• I saw this and thought of you…
• Welcome
• Read this….
• Cards
• Thank you
• How are things?
• Subscribe me!
• Thanks for prompt payment
 idea eight

from
‘delighted’
to ‘devoted’
 HIGH
EXPECTATIONS

POOR GREAT
EXPERIENCE EXPERIENCE

LOW
EXPECTATIONS
 HIGH
EXPECTATIONS

POOR GREAT
EXPERIENCE EXPERIENCE

‘DELIGHTED’
•Surprise customers with the level of service
you provide (positively please!)
•Build on this to create ‘devotees’

LOW
EXPECTATIONS
 HIGH
EXPECTATIONS

‘DEVOTED’
•Customers come back for more, and tell others
•Raising the bar means competitors can’t cope
•Consistency is the key

POOR GREAT
EXPERIENCE EXPERIENCE

‘DELIGHTED’
•Surprise customers with the level of service
you provide (positively please!)
•Build on this to create ‘devotees’

LOW
EXPECTATIONS
 HIGH
EXPECTATIONS

‘DISAPPOINTED’ ‘DEVOTED’
•High expectations means even little things •Customers come back for more, and tell others
can ‘disappoint’ •Raising the bar means competitors can’t cope
•How do you spot ‘disappointed’ customers? •Consistency is the key
•The way you deal with the problem can help
create ‘devotion’ or ‘disaffection’
POOR GREAT
EXPERIENCE EXPERIENCE

‘DELIGHTED’
•Surprise customers with the level of service
you provide (positively please!)
•Build on this to create ‘devotees’

LOW
EXPECTATIONS
 HIGH
EXPECTATIONS

‘DISAPPOINTED’ ‘DEVOTED’
•High expectations means even little things •Customers come back for more, and tell others
can ‘disappoint’ •Raising the bar means competitors can’t cope
•How do you spot ‘disappointed’ customers? •Consistency is the key
•The way you deal with the problem can help
create ‘devotion’ or ‘disaffection’
POOR GREAT
EXPERIENCE EXPERIENCE

‘DISAFFECTED’ ‘DELIGHTED’
•Customers don’t expect much, and don’t get it! •Surprise customers with the level of service
•Extremely difficult to win customers back you provide (positively please!)
•Don’t allow this to happen •Build on this to create ‘devotees’

LOW
EXPECTATIONS
 were you
completely happy
with our service?
idea nine

take
action,
not notes
sameness
sucksgary hamel
 - take risks”
“be unfashionable

paul arden
ex saatchi and saatchi
 if you can’t
demonstrate
you’re
revolutionary,
you’re invisible
“stand out”
and deliver
 scare yourself,
otherwise you’re
not doing
anything new
Mary Murphy Hoye, Head Of R & D, Intel
don’t just stand
there….. do
something!
dick dastardly
people can be
divided into
three groups
those who make things happen

those who watch things happen

those who ask ‘what happened’?

MISSING
YOU
ALREADY
want more? visit: www.andyhanselman.com