3 steps to ensure customer engagement

44 %
56 %
Information about 3 steps to ensure customer engagement
Marketing

Published on March 11, 2014

Author: stevewibowo

Source: slideshare.net

Description

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.

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

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

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

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

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

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

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

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

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

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

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

Add a comment

Related presentations

Related pages

3 Steps for Retailers to Maintain Customer Engagement with ...

3 Steps for Retailers to Maintain Customer Engagement ... retailers should employ three tactics that will enable them to maintain customer engagement ... 3 ...
Read more

3 Steps to Creating an Effective Customer Loyalty Program ...

3 Steps to Creating an Effective Customer Loyalty Program. Customer Engagement You’re on the receiving end of loyalty programming, but how do you ensure ...
Read more

The 3 Step Approach To Successful Customer Engagement

The 3 Step Approach To Successful Customer Engagement. By: ... 3 Step Approach To Emotional Design. ... The 3 Step Approach To Successful Customer Engagement.
Read more

3 Steps to Understand and Engage Your Customers

3 Steps to Understand and ... It is impossible to understand and engage your customers ... Make them the bookends of your customer engagements. The best ...
Read more

Your custom engagement ring in 3 easy steps!

Custom Engagement Rings Visit ... Your custom engagement ring in 3 easy steps! Concept. ... (We recommend making an appointment to ensure a diamond ...
Read more

3 Steps to Epic Customer Engagement - YouTube

3 Steps to Epic Customer Engagement ... 3 Strategies to Build Customer Engagement ... 3 Steps To Better Social Media Engagement ...
Read more

3 Steps for Successful Customer Engagement & Experience ...

3 Steps for Successful Customer Engagement & Experience Vidhya Srinivasan. The Hard Truths About Being a Young Entrepreneur Tiffany Pham.
Read more

3 Easy Steps to Engaging Your Customers : Social Media ...

3 Easy Steps to Engaging Your ... Engagement marketing is a three-step ... thank-you notes, customer rep phone calls to ensure everything is OK ...
Read more

3 steps to modernise your insurance document systems ...

3 steps to modernise your insurance document systems Customer Engagement 3 steps to modernise your ... can also ensure that insurance ...
Read more