The Service Orientation Buyer Service Agreement Short Sale Facilitation Seller Service Agreement Out Of Touch, Out Of Business One way to keep the innovation cycle going is to bring in an external agency, to show a company how to reconnect with its customers Click: One such agency explains that it is relatively easy to generate new ideas – the challenge is in their implementation. Their methodology is to focus exclusively on a company’s customers to discover unarticulated needs that might represent new business opportunities. Often, the agency will analyse a company’s own market research but look at it in a different way – using lateral thinking Click: For example, a pest control company had done some research into its customers’ attitudes to household pests. Some took a “master and dominance”, approach, wanting to kill everything in the vicinity Click: Others preferred “precision and control” – only looking to remove specific targets Click: A third group prioritised “care and comfort” – and were most concerned about the effect of toxic chemicals on their homes Click: So the agency interviewed a major-general in the British army for insights into the “master and dominance” mindset Click: A clockmaker for “precision and control” Click: And a Harley Street nurse for “care and comfort” Click: It used their best practices to provide a fresh perspective Customer First 1

Our Chief Economic Denominator Revenue Out Of Touch, Out Of Business Marketers say this cycle has four formal stages: introduction, growth, maturity and decline Click: During the course of the lifecycle Click: New products and services have to be introduced at exactly the right time to generate new revenue, as sales of old products begin to drop Click: Initially, many companies are highly innovative with very little formal process Click: But the difficulty is that, as a company grows, its appetite for innovation tends to decline. Process-driven people will inevitably dominate the organisation, with a specific remit to concentrate on core activities and make them more efficient Click: Innovators can become frustrated in this new environment and leave to start their own enterprises. Their loss is not felt immediately if market conditions are good – but, if a company loses touch with its customers in a recession, decline soon follows. Production Volume Satisfaction Customer Excitement 2

Achieving Customer Excitement Service Contract Customer Excitement Realtor Seller Exceeding Expectations In any contractual relationship there are often service level agreements and key performance indicators that essentially set the level of effort expected Click: At the start of the contract, the effort that you require your supplier to put in meets that expectation Click: However, over time, you may need your supplier to increase the effort that they put into the relationship, but due to the contractual limits they may not be willing to do this, which can cause problems for your organisation Click: However, with ANOther, we work to get the job done, rather than working to the contract and so not delivering, but relying on the contractual terms Click: And so as a result work closely with you to ensure that you are satisfied and that we deliver to meet your needs, ultimately driving greater levels of success for both partners Effort

Hierarchy of Consumer Engagement Housewarming Party!!! A sincere appreciative hug A letter of personal reference Networking Training In any organisation, there are often very different individuals within the sales team Click: Some people are natural networkers and are forever bringing in new clients. For others, attending a networking event is second only to root canal work. Click: The solution is often as easy as delivering some simple confidence-building training Click: Which explains to them that some people are not best suited to go ‘hunting’ for new business, they are better suited to go ‘farming’ Click: Finding opportunities in their existing client base and adding value to existing contracts 90% or better satisfaction rating A successfully closed transaction Customer First Associate 4

A sincere appreciative hug House Warming Party!!! A sincere appreciative hug A letter of personal reference 90% or better satisfaction rating A successfully closed transaction

The Customer Excitement Multiplier Client Vendor Neutral Master Vendor arrangements with a single vendor, can often result in problems Click: With sub-contractors under a master vendor Click: The master vendor usually receives the bulk of any work, with only small elements farmed out to sub-contractors when required Click: This results in less effort or lower quality on the part of the sub-contractors as the work is not as valuable to them Click: With neutral vendor arrangements, there is no bias towards any individual vendor Click: And so each vendor can provide an equal share of the work Click: Resulting in high quality services from each vendor and so ensuring overall success in the relationship Client Client 6

Traditional Real Estate Agent 100 Workload % 80 60 40 20 Current Clients Prospecting For New Business Capacity To Develop Strong desire to develop capacity Feeling that there isn't enough capacity to do this Need to bring in people new to the business for much development work Understandably, no spare capacity 'waiting around' to pick up new projects But difficulty in doing 'important but not urgent' work when everybody is doing a day job Question around resourcing of developmental work Customer First Associate

Customer First Real Estate Professional 100 Workload % 80 60 40 20 New Business Service Existing Customer Base Capacity To Develop Strong desire to develop capacity Feeling that there isn't enough capacity to do this Need to bring in people new to the business for much development work Understandably, no spare capacity 'waiting around' to pick up new projects But difficulty in doing 'important but not urgent' work when everybody is doing a day job Question around resourcing of developmental work Customer First Associate