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

3. who the hell is andy hanselman?

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

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

7. why...
3D?
@andyhanselman

8. @andyhanselman

9. @andyhanselman

10. @andyhanselman

11. the year before henry was born...
@andyhanselman

12. @andyhanselman

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

14. #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

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

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

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

18. 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

19. awareness
assessment
action
@andyhanselman

20. you can find out more at: www.andyhanselman.com
you can download the slides at:
you can follow me at:
you can me at:
@andyhanselman

21. why...
MCR?
@andyhanselman

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

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

24. 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

25. @andyhanselman

26. @andyhanselman

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

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

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

31. @andyhanselman

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

33. 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

34. so, what does it all mean?
@andyhanselman

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

36. @andyhanselman

37. seriously.....
@andyhanselman

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

39. ‘10 iDeas’
to consider.....
@andyhanselman

40. ‘iDea 1’...
@andyhanselman

42. ‘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

43. 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

44. ‘iDea 2’...
@andyhanselman

45. knowing me, knowing you!
@andyhanselman

46. 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

47. customer 1:
customer 2:
@andyhanselman

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

49. ‘iDea 3’...
@andyhanselman

50. choose ‘em or lose ‘em!
@andyhanselman

51. identify the cutomers you want to work with!
@andyhanselman

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

53. think... ‘value for time’
@andyhanselman

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

55. 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

56. develop specific plans for each key customer
@andyhanselman

57. ‘iDea 4’...
@andyhanselman

58. create ‘dialogue, not diatribes’
@andyhanselman

59. ‘trust’ your customers’ opinions!
@andyhanselman

60. @andyhanselman

61. @andyhanselman

62. get permission!
@andyhanselman

63. think...
@andyhanselman

64. think...
Critical
Nice to know
Noise
@andyhanselman

65. personally acknowledge their comments
@andyhanselman

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

67. create conversations!
@andyhanselman

68. 10 questions for you to consider...
@andyhanselman

69. 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

70. 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

71. ‘iDea 5’...
@andyhanselman

72. add value!

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

74. ‘iDea 6’...
@andyhanselman

75. get personal!
@andyhanselman

76. 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

77. “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

78. @andyhanselman

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

80. ‘iDea 7’...
@andyhanselman

81. maximise opportunities!
@andyhanselman

82. @andyhanselman

83. book me to speak at your next event!
@andyhanselman

84. educate your customers!

85. @andyhanselman

86. ‘iDea 8’...
@andyhanselman

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

88. 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

89. ‘iDea 9’...
@andyhanselman

90. give your customers a damn good listening to
@andyhanselman

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

92. are you completely happy?
@andyhanselman

93. ‘iDea 10’...
@andyhanselman

94. leverage!
@andyhanselman

95. who else?
@andyhanselman

96. $9 million!
@andyhanselman

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

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

99. conclusions
@andyhanselman

100. “forget CRM, think MCR”
@andyhanselman

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

102. 3 final questions.....
@andyhanselman

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

104. how do your current relationships measure up?
@andyhanselman

105. what do your customers think?
@andyhanselman

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

107. “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

108. bonus!!!
‘iDea 11’...
@andyhanselman

109. take action, not notes!
@andyhanselman

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

111. today
only
£9.99!
£ £1.20 p&p
@andyhanselman

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

113. people can be divided into three groups
@andyhanselman

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

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

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

117. Download the slides and resources
you can find out more at:
you can follow me at:
you can me at:
Download the slides and resources at