Trains, planes toilet cleaners how to become and customer centric company
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Hamish Taylor
“How to become a customer centric company”
or
Trains, Planes
………and Toilet Cleaners
How to become a customer centric company
@HamishWTaylor
✗
How to become a customer centric company
@HamishWTaylor
✗
How to become a customer centric company
@HamishWTaylor
✔
How to become a customer centric company
@HamishWTaylor
Price Waterhouse
Hamish Taylor
How to become a customer centric company
4
Customer challenges
@HamishWTaylor
“If you want a breakthrough…..
look outside your current environment”
How to become a customer centric company
@HamishWTaylor
“If you want a breakthrough…..
look outside your current environment”
How to become a customer centric company
6
@HamishWTaylor
How to become a customer centric company
7
@HamishWTaylor
How to become a customer centric company
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@HamishWTaylor
Relevance to you?
SUPERIOR
CUSTOMER
INSIGHT
My Customer lessons = f
SUPERIOR
CUSTOMER
PROMISE
SUPERIOR
PRODUCT
&
SERVICE
SUPERIOR
CUSTOMER
ENGAGEMENT
How to become a customer centric company
9
(External and internal)
@HamishWTaylor
1. We need to change the way we “understand” customers!
External
Internal
SUPERIOR
CUSTOMER
INSIGHT
Customers
Partners
Shareholders
Team
Boss
Other Departments
SUPERIOR
CUSTOMER
PROMISE
SUPERIOR
PRODUCT
&
SERVICE
SUPERIOR
CUSTOMER
ENGAGEMENT
How to become a customer centric company
10
@HamishWTaylor
1. We need to change the way we “understand” customers!
What new insights?
SUPERIOR
CUSTOMER
INSIGHT
How do we get them?
SUPERIOR
CUSTOMER
PROMISE
SUPERIOR
PRODUCT
&
SERVICE
SUPERIOR
CUSTOMER
ENGAGEMENT
How to become a customer centric company
10
@HamishWTaylor
What Insights?
“Small insights matter!”
SUPERIOR
CUSTOMER
INSIGHT
SOFT INSIGHTS
SUPERIOR
CUSTOMER
PROMISE
SUPERIOR
PRODUCT
&
SERVICE
SUPERIOR
CUSTOMER
ENGAGEMENT
THEIR WORLD!
•Language
•Barriers
•Their story
•Feelings
How to become a customer centric company
11
@HamishWTaylor
What?
ABC1 Social Groups
Finance Product needs
Soft Insight = Mood
How to become a customer centric company
13
@HamishWTaylor
What?
•
•
•
•
•
Office functions
Engineering Depot
Trains (Maintenance, cleaning, catering etc)
Operations (check-in, security, lounges, control etc)
Train crews (Drivers, Managers)
£206m loss
Overall service is good
The Customer’s Customer?
The Person?
Leisure Revenue
Brand management
Government
Railwayman
CEO
How to become a customer centric company
15
@HamishWTaylor
What?
The Customer’s
Customer
The (Business)
Goals
SUPERIOR
CUSTOMER
INSIGHT
SUPERIOR
CUSTOMER
PROMISE
SUPERIOR
SUPERIOR
PRODUCT
&
SERVICE
CUSTOMER
ENGAGEMENT
The Specific Task
The People
How to become a customer centric company
15
@HamishWTaylor
What? – do you understand expectations?
B
C
Customer
Expectation
✗
A
✔
A
C
B
How to become a customer centric company
16
Service Delivery
@HamishWTaylor
Get it right …. or don’t do it at all!
eg Personalisation
Haamsh
Amech
How to become a customer centric company
17
Hameesh
@HamishWTaylor
How to become a customer centric company
17
@HamishWTaylor
How you collect insights?
Pre-conceptions are the
enemy of customer insight!
How to become a customer centric company
17
@HamishWTaylor
Blank Sheet of Paper?
How you collect insights?
Old Customer Understanding:- “We are a railway company”
New Customer Understanding:- “Who is the Competition?”
How to become a customer centric company
18
@HamishWTaylor
Director
Seniority
How?
Manager
“Front Line”
Manager
“Front Line”
Low
Low
High
Customer “closeness”
Director
Seniority
Seniority
Director
“Customer Gap”
High
Decision “influence”
Manager
“Front Line”
Low
High
Decision “influence”
Customer “closeness”
How to become a customer centric company
21
Shower/redeye
@HamishWTaylor
How?
“Real Time Insight”
How to become a customer centric company
22
@HamishWTaylor
Change the way we understand customers
•
•
•
•
•
•
“Soft” insights
Customer’s customer What?
The person
Ability to share
How?
Blank sheet
Real time insight
SUPERIOR
CUSTOMER
INSIGHT
SUPERIOR
CUSTOMER
PROMISE
SUPERIOR
SUPERIOR
PRODUCT
&
SERVICE
CUSTOMER
ENGAGEMENT
How to become a customer centric company
22
@HamishWTaylor
SUPERIOR
CUSTOMER
INSIGHT
Change what you sell!
Best Leadership Tool
SUPERIOR
CUSTOMER
PROMISE
SUPERIOR
SUPERIOR
PRODUCT
&
SERVICE
CUSTOMER
ENGAGEMENT
How to become a customer centric company
22
@HamishWTaylor
