Part of that is making a deliberate decision to move away from a generic customer service model, and to pursue an approach designed to provide customers with experiences that make them feel loyal.
Getting it right with customers means delivering them experiences that are:
- memorable - people enjoy and remember the interactions
- distinctive - when it's done well, only you will dare to work this way
- consistent - the experience you deliver is the one you promised and the one you know you can afford
In this presentation, Mark will present your people with a completely different definition of "customer" - one that will help them to understand that the next era of customer service demands participation and commitment from everyone inside the organisation. He'll talk about how you empower people to behave in this way, and he'll introduce them to the concept of "plussing" - an idea that Walk Disney used to inspire his animators to excel.
Who's this for?
This programme on the power of unforgettable customer experiences is aimed at brand managers, marketing managers, communications managers, call centre managers and teams, operational decision makers, project and team leaders.
What does it cover?
In this keynote, Mark works through:
- The four ages of service
- Delivery - the price of autonomy
- The “L” word
- “Customer” – redefined
- Everyone counts
- Little by little by little is big
- The power of permission
- 9 thoughts to lift the intensity
BRANDED CULTURE: Singing in your rain
In the war for talent, the very worst thing you can do is offer your people a job. What they need is a cause. This is the business case for building a unified, purposeful culture that transcends function. Filled with real life proof, this is a rational eye opener for anyone who believes people stuff just costs.
What's this about?
The great irony of our time is that organisations demand more and more of their people's time to help meet their corporate objectives and to remain competitive, and yet they give too little back in return. They want people to make strong emotional commitments to their place of work, and yet what those people get back too often does not equal what they have been asked to put in.
Why should we care? Because no-one can afford not to. Today, customer experiences live or die at the touchpoints, and it is your people who make those touchpoints magical.
That's why it's vital to understand that your people don't need a job. What they need is a cause. People with purpose are empowered, enabled and committed, and this is the business case for building a unified, purposeful culture that transcends function.
Three things make that possible - information, inspiration and motivation. Your people need to know what they have to deliver and why, they need to believe in it absolutely, and they need to have the means at their disposal to achieve it. Fail on any of these levels, and you place your brand, your competitiveness and even your profitability at risk. Get it right, and there are few limits to what is possible.
A unified workforce is vital because:
- it's committed - everybody believes in what the organisation is doing
- it's visionary - people can see where they are going and why
- it's values driven - emotions inspire passion, but they also positively regulate behaviours and focus energies it's singular - everyone knows what they've signed up for. That's why they're there.
Who's this for?
This 40 minute programme on getting the headspace right internally is aimed at senior decision makers, human resources managers, marketing managers, operational decision makers, project and team leaders.
What does it cover?
The programme works through:
- The sure signs of a disillusioned culture
- Why passion = purpose
- Why ownership has nothing to do with shareholding
- Making it personal - the we/me equation
- Achieving "the kick inside"
BRANDED SALES: Making money in the middle
When so many people are selling so much stuff, how does anyone in sales build a stand-out reputation? By deciding that they are only as good as their name and only as trusted as the brand they operate under. And secondly, by making a conscious decision to deliver a brand boosting level of value
What's this about?
We are now entering the fourth era of sales – a time when traditional “peddle and close” sales techniques are increasingly ineffective. Today, when most products are so similar as to be largely equal, features and benefits selling is a thing of the past. Consumers now are buying not just on what they get, but on how they feel about what they get. They are increasingly looking for rewards beyond function, and a sense of value that lasts beyond the thrill of the purchase.
The growth of online sales has also fundamentally changed the role of sales. It can no longer be about transactions – because most people can buy most things cheaply, quickly and with greater choice online than they can in person. Anyone who now stands between the customer and the products and services they want must be able to add margin-justifying value to the purchase – or their days are numbered.
With products and services now more and more equal, and availability less of an issue than it has ever been, the nature of sales going forward must change dramatically. Increasingly, customers will require sales people to take a much more holistic view of what they represent and to provide a convincing articulation of the overall value they add.
Who's this for?
This 40 minute programme on making more money by rebranding the sales experience has been prepared specifically for professional sales teams.
What does it cover?
The programme works through:
- Flatlining – making a living in a world that is killing cost
- What are you adding? No, really …
- Pricing beyond price
- You're good, but no-one's that good ...
- Exceptional. No exceptions
- Why were you worth it (in their eyes)?
- Boomeranging
WORKSHOPS:
Mark's workshops attack your problems with zest, fun, passion and answers that you can take away and apply. Choose from one of the following if it suits you - or bring him an issue!
BRAND PROMISE: Make them a promise they can't refuse - and deliver on it!
Powerful brands make powerful promises to their people and their customers. But a promise is much more than just a form of words: it's a spirit that must be distinctive, achievable, competitive and carried through everything you say and do as an organisation if you are to ring true. To achieve that, you need to fully understand what you have signed up to. This programme focuses on aligning what you promise with what you say.
BRAND COMMUNICATIONS: Wallop the weasel - how to find your truth
It's amazing the number of organisations that feel they are speaking volumes when in fact they are saying very little - at least, very little that is interesting, original or different. It takes discipline and insight to achieve communications that truly resonate; that represent you faithfully and position you distinctively. This programme is about resisting the urge to justify in favour of an approach that is on target and on the money!
BRAND STORY: What's the story? The legend of your brand
Stories are the backbones of powerful brands. They provide communicators, decision makers and staff with a roadmap for where the brand has been, and where it is heading. Every strong brand is backed by a powerful brand story that weaves together all the brand elements into a single and compelling tale packed with truth, insights and compelling ideas. This programme will help you focus your many ideas and opportunities into a rich and powerful narrative.
BRAND ONLINE: Curioser and curioser – creating allure online
Companies spend thousands on their websites, and yet the content for far too many of them is trite. In this workshop Mark explores how to brand your way onto the internet and into the hearts of your customers. From the branding strategy behind the site to the spirit behind the words and even the updates that keep it fresh, this workshop will help make sure your website is always on brand, online.