Delivering your brand promise through people

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Motivating staff to rally to the brand

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Delivering your brand promise through people

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1. Delivering your brand promise through people Lyn Etherington Director Cape Consulting

2. Motivating staff to rally to the brand & deliver service excellence

3. The brand challenge Aim: To create an excellent and differentiated service experience Reality: An ‘OK’ experience The challenge is NOT about moving ‘bad’ to ‘good’… it’s about moving ‘good’ to ‘great’… for every customer, every time

4. The brand challenge Understanding how your customers need to feel Delivering it for every customer, every time

5. How should customers feel? - some recent research

6. What drives customer loyalty?

7. What drives customer loyalty? ‘Loyalty Leaders’ grow 2.2 times faster than average companies in their sector The two best indicators of loyalty are customers’ willingness to ‘Recommend’ your business to a friend or relative ‘Continue’ to do business with you

8. What behaviours create loyalty in service brands? Resolving queries to customers’ satisfaction Actively listening Sounding positive and keen to help Giving the impression of enjoying dealing with customers Displaying high levels of efficiency and product knowledge

9. Delivering the promise - for every customer, every time

10. What impacts the customer service experience?

11. Clarity is key! Be absolutely clear about the experiences that customers should feel Translate this into specific staff behaviours Give staff a framework – to bring the brand alive

12. A sample service model

13. Enabling the promise

14. What enables the promise?

15. Enabling it to happen! Don’t tolerate inconsistent delivery Motivate to deliver - with passion! Recruit, train, appraise and reward for service Talk about the customers’ experience – every day Measure how customers feel - and tell your staff

16. Results! +14% customer satisfaction +10% productivity measures +10% employee satisfaction +40% customers saying “Easier to do business with”

17. Motivating staff to rally to the brand …and win customer loyalty Understand how your customers need to feel Give your staff clarity of how to deliver Focus the business on enabling them to deliver Change what you measure Act on customer feedback

18. Motivating staff to rally to the brand & deliver service excellence

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