2. Pro Emptore Business Support Services Ltd.

3. ….to get you to take a fresh look at your customers ….to come away with a customer strategy that will power high growth ….to explore the link between engaged employees and happy customers

4.  Business Strategies  Marketing Strategies  Customer Strategies – do you have one? The source of high growth, customers are often only incidental players in other strategies…..

5. According to Bain & Co research: 86% of CEOS believe their business delivers a superior customer experience, while only 8% of their customers agree.

6. BRING THEM INTO THE HEART OF YOUR BUSINESS

7. A good customer strategy involves EVERY part of the business. Customer MarketingOperations Sales Finance Customer Experience Customer Insight

8.  Customer Profiling  Customer-led product development  Intelligent Pricing  Sales Optimisation – channel effectiveness  Customer-focussed marketing strategies  Customer experience management  Customer-employee relationships

9.  Categorise your customers: identify those that perform well for you, and those that don’t.  Segment your customers  Understand your customer needs and behaviours  Find the “Best Customer” profile for your business

10.  Listen to your customers’ needs and desires  Involve them at an early stage of new product development (NPD)  Create a customer focus group specifically for NPD  Keep it real Enlist their help to differentiate your business

11.  Have a clear pricing structure that is understood by employees and customers  KNOW your costs and be sure to cover them  Stay abreast of competition, technology and other external factors that may affect pricing  Review your pricing regularly

12. In today’s world of advanced CRM systems, real-time sales information is readily available – there’s no excuse for not knowing how effective your sales are!  Make sure your sales data is organised and relevant  Take the time to review opportunities and results on a regular basis witheveryone involved  Ensure that you have the right skills applied to the right channels – REVIEW REGULARLY  Don’t neglect the support team

13. Many marketing strategies are product led. The growth of social media and digital reach has created a shift in thinking.  Make sure that you are fully aware of what social media can or can’t do for you.  Challenge your own & your company attitudes to marketing.  How are you measuring effectiveness?  Focus on customer recommendation – engage your customers

14. How do you know what experience your customer has had of your company?..and how does it compare to other companies? Do you rely on complaints/compliments records?

15. What do YOU do currently do understand your customers?  Feedback surveys?  Analysis of buying patterns?  Focus Groups?  Suggestion Boxes?  Simply ask the customer?  Net Promoter Score?

16. According to Bain & Co research 80% of customers who take their business to another company think of themselves as satisfied before switching suppliers A sobering thought

17. Your biggest asset in terms of influence on customer loyalty ? Not your products, not your price, but the service your customer receives. Your team, your staff, your people make the difference.

18. Empirical studies show that there is a strong positive relationship between employee satisfaction and customer satisfaction

19. Your customer strategy should include internal customers Do your employees feel that they have a stake in the business? Consider empowerment mechanisms Are your employees equipped with the right knowledge and skills? Ensure that your team is adequately trained Are they motivated? Is there a reward system?

20. Once you have involved your team in developing your customer strategy.. Set it down in writing… COMMUNICATE IT – put it on show, make sure that everyone is aware of it. …and finally, review it regularly!!

21. Contact info@proemptore.co.uk “A customer is the most important visitor on our premises. He is not dependant on us, we are dependant on him. He is not an interruption in our work, he is the purpose of it. He is not an outsider in our business, he is part of it. We are not doing him a favour by serving him, he is doing us a favour by giving us an opportunity to do so.” Mahatma Gandhi