forget CRM, think MCR! Maximise your Customer Relationships! online webinar 7th may 2015

who the hell is andy hanselman?

i help businesses and their people think in 3D! @andyhanselman

Dramatically and Demonstrably Different! that means being... Dramatically and Demonstrably Different! @andyhanselman

why... 3D? @andyhanselman

@andyhanselman

@andyhanselman

@andyhanselman

the year before henry was born... @andyhanselman

@andyhanselman

Dramatically and Demonstrably Different 7 characteristics of Dramatically and Demonstrably Different businesses @andyhanselman

#7 ‘Characteristics’! #1: Get That Vision Thing! #2: Think in 3D! #3: Create ‘Delighted’ And Devoted Customers! #4: Forget CRM, Think MCR! #5: Create An UBER Culture! #6: KeeP In Control! #7: InnovatiON! @andyhanselman

“forget CRM, think MCR” 3D Characteristic #4: Maximise Customer Relationships! @andyhanselman

“proactively developing relationships that give the best to, and get the best from, the customers you want” @andyhanselman

“proactively developing relationships that give the best to, and get the best from, the customers you want” @andyhanselman

the key ingredients of Maximised Customer Relationships about this session.... the key ingredients of Maximised Customer Relationships how 3D Businesses make them work for them some ideas to help them work for you! @andyhanselman

awareness assessment action @andyhanselman

you can find out more at: www.andyhanselman.com you can download the slides at: www.andyhanselman.com/forgetcrm you can follow me at: www.twitter.com/andyhanselman you can email me at: andy@andyhanselman.com @andyhanselman

why... MCR? @andyhanselman

customer expectations are rising! #1: customer expectations are rising! @andyhanselman

75%! of uk customers think that customer service levels ‘are at an all time low’ source: henley business school @andyhanselman 23

they want what they want, when they want it, how they want it! #2: they want what they want, when they want it, how they want it! @andyhanselman

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they don’t believe the hype! #3: they don’t believe the hype! @andyhanselman

tell the truth in advertisements 76% of consumers don’t believe that companies tell the truth in advertisements @andyhanselman

they are becoming ‘experts’! #4: they are becoming ‘experts’! @andyhanselman

@andyhanselman

there’s greater promiscuity! #5: there’s greater promiscuity! @andyhanselman

73% of customers end a relationship with a company because of bad service source: satmetrix source: genesys telecommunications laboratories report – the cost of poor customer service @andyhanselman

so, what does it all mean? @andyhanselman

you’ve got to work harder at building and maintaining..... @andyhanselman

@andyhanselman

seriously..... @andyhanselman

“forget CRM, think MCR” 3D Characteristic #4: Maximise Customer Relationships! @andyhanselman

‘10 iDeas’ to consider..... @andyhanselman

‘iDea 1’... @andyhanselman

‘TAKING’ RELATIONSHIP ‘MAXIMISED’ RELATIONSHIP ‘LOSING’ RELATIONSHIP Their objectives Your Object I ves NOT ACHIEVED ACHIEVED ACHIEVED ‘TAKING’ RELATIONSHIP ‘MAXIMISED’ RELATIONSHIP ACHIEVED ‘LOSING’ RELATIONSHIP ‘GIVING’ RELATIONSHIP NOT @andyhanselman

7 questions for you to consider: 1. Do you have a clear picture of what you want from your customer relationships? 2. Whereabouts on this grid are your key customer relationships? 3. How do you actually know? (Hint: ask your customers!) 4. What can you do to find out? (Hint: see above!) 5. Which way are those relationships heading? 6. What are you doing / need to do to get them where you want them? 7. What do other members of your team / business think? (Hint: ask them!) @andyhanselman

‘iDea 2’... @andyhanselman

knowing me, knowing you! @andyhanselman

customer 1: male; born 1948: grew up in england; second marriage: 2 children: successful; wealthy: enjoys skiing in the alps in winter; likes dogs customer 2: male; born 1948: grew up in england; second marriage: 4 children: successful; wealthy: enjoys skiing in the alps in winter; likes dogs @andyhanselman

customer 1: customer 2: @andyhanselman

their perception of your performance their perception of your capabilities their expectations of you their aspirations future plans, and problems them ‘personally’ @andyhanselman

‘iDea 3’... @andyhanselman

choose ‘em or lose ‘em! @andyhanselman

identify the cutomers you want to work with! @andyhanselman

cannot accurately determine their “50% of businesses cannot accurately determine their profitable customers and products” @andyhanselman source: KPMG

think... ‘value for time’ @andyhanselman

get rid of the customers you don’t want! @andyhanselman

3 things for you to consider: who are your ‘best’ customers? does everyone in your business understand this? are your customer relationship management efforts focused accordingly? @andyhanselman

develop specific plans for each key customer @andyhanselman

‘iDea 4’... @andyhanselman

create ‘dialogue, not diatribes’ @andyhanselman

‘trust’ your customers’ opinions! @andyhanselman

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get permission! @andyhanselman

think... @andyhanselman

think... Critical Nice to know Noise @andyhanselman

personally acknowledge their comments @andyhanselman

“F*** you! Suck d*** in hell!” “@grahamcummings7Maybe later, got tweets to send right now” @andyhanselman

create conversations! @andyhanselman

10 questions for you to consider... @andyhanselman

what would you do if we weren’t here? why do you buy from us? when do you buy from us? what would you do if we weren’t here? what one thing could we do better? name one individual who has particularly impressed you @andyhanselman

if carlsberg ran our business, what would it look like? name one thing that we do or don’t do that irritates or annoys you? who can we learn from? what would you say to someone else who asked you about us? what is the one thing we should never stop doing? @andyhanselman

‘iDea 5’... @andyhanselman

add value!

‘signpost’ – be relevant! I saw this and thought of you! give ideas solve problems @andyhanselman

‘iDea 6’... @andyhanselman

get personal! @andyhanselman

77% of travellers value service when selecting a hotel. 75% of consumers use a smartphone, tablet or computer when booking elements of their travel 77% of travellers value service when selecting a hotel. 70% of U.S. travellers prefer hotels that can customize their experience to reflect their personal desires and anticipate their needs. source: research by hilton hotels @andyhanselman

“Conrad guests represent a new generation of global travelers for whom life, business and pleasure seamlessly interact. Conrad Concierge allows for this interaction by putting the control in the hands of our guests. Whether it’s scheduling a wake-up call while you’re at a business dinner or booking a relaxing spa treatment, this new app offering allows for a seamless and intuitive experience” John Vanderslice, global head of luxury and lifestyle brands at Hilton Worldwide. @andyhanselman

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don’t write off the old fashioned ways! @andyhanselman

‘iDea 7’... @andyhanselman

maximise opportunities! @andyhanselman

@andyhanselman

book me to speak at your next event! @andyhanselman

educate your customers!

@andyhanselman

‘iDea 8’... @andyhanselman

‘share of customer, not just ‘share of market’ think... ‘share of customer, not just ‘share of market’ @andyhanselman

POR QUE? KEY KEEP OUT! KEEP IN TOUCH HIGH SPEND POR QUE? KEY LOW SHARE HIGH SHARE KEEP OUT! KEEP IN TOUCH LOW SPEND @andyhanselman 14 88

‘iDea 9’... @andyhanselman

give your customers a damn good listening to @andyhanselman

a great question to ask...... @andyhanselman

are you completely happy? @andyhanselman

‘iDea 10’... @andyhanselman

leverage! @andyhanselman

who else? @andyhanselman

$9 million! @andyhanselman

easy to buy from! remember you! make recommendations! keep you informed! @andyhanselman

they do it consistently! *allegedly! $34 Billion!!! @andyhanselman

conclusions @andyhanselman

“forget CRM, think MCR” @andyhanselman

“proactively developing relationships that give the best to, and get the best from, the customers you want” @andyhanselman

3 final questions..... @andyhanselman

what does a Maximised Customer Relationship look like for you? @andyhanselman

how do your current relationships measure up? @andyhanselman

what do your customers think? @andyhanselman

“selling to people who actually want to hear from you is more effective than interrupting strangers who don't” Seth Godin @andyhanselman

“the more you engage with customers the clearer things become and the easier it is to determine what you should be doing” john russell, president, harley-davidson europe @andyhanselman

bonus!!! ‘iDea 11’... @andyhanselman

take action, not notes! @andyhanselman

so.... what are you going to do? @andyhanselman

today only £9.99! £11.99 + £1.20 p&p @andyhanselman

Andy’s 3D Thoughts...... 3 iDeas in 3 minutes in your inbox every Monday morning to help you think in 3D! @andyhanselman

people can be divided into three groups @andyhanselman

those who make things happen those who watch things happen those who ask ‘what happened’? @andyhanselman

“don’t just stand there….. do something!” dick dastardly @andyhanselman

Maximise your Customer Relationships! forget CRM, think MCR! Maximise your Customer Relationships! it’s time for questions! @andyhanselman

Download the slides and resources you can find out more at: www.andyhanselman.com you can follow me at: www.twitter.com/andyhanselman you can email me at: andy@competeorgetbeat.com Download the slides and resources at www.andyhanselman.com/forgetcrm