2012 m. sausio 30 d., pirmadienis
2012 m. sausio 18 d., trečiadienis
By Tom Searcy 2012 01 13
Kaip ir nieko labai naujo, bet svarbiausia nepamirsti ir naudoti tai darbe!
If you think customer loyalty is driven by personal relationships or because of your hard work, then not only are you wrong--but you're putting your revenue at risk.
The reasons for customer loyalty have changed dramatically in the past decade, according to research published in the book, "The Challenger Sale" by Matthew Dixon and Brent Adamson. Relationships and hard work now come in second and third on the list of what customers value most--and what will drive them to change providers.
Instead, customers today are looking for sales people to be experts--not in the products or services that they offer, but rather in the customer's own business. Sales people who can demonstrate that expertise in the sales process are winning big deals away from formerly entrenched competitors.
Here's how customers consider your value, from lowest to highest:
- If you know your product, you are a human catalog
- If you know your services, you are a technician
- If you can match your products and services to the customer's needs, you are asales person
- If you know a customer's problems and business, you are a consultant
- If you know a customer's industry, market challenges and competitors, you are an expert
Customers are moving their business from sales people to experts. If you want to be the big winner in your market, you have to increase your expertise and demonstrate that expertise in meaningful ways to your customer.
Here's a course of action.
1. Learn your customer's industry, business challenges and competitors.You don't have to become an encyclopedia of information to be of increasing value. Instead start with just a few steps:
- Read and subscribe to your customer's industry's top two or three blogs.
- Put keyword notifiers in your Internet search tool for the top three or four key terms for your customer's industry issues.
- Read the trade association newsletters and website materials of your customer's industry.
2. Ask your customers about changes in their industry. Focus on these four categories: technology, regulation, mergers/acquisitions and innovations. These categories are forward-looking and often are the market drivers with which customers need the greatest help.
3. Suggest how you might help your customers. Explain how your products and solutions address their upcoming challenges. When you are demonstrating expertise, the language you use is important. Focus on their issues more than your offerings. Use the language of:
- Time: How you can help them to be faster and more responsive to the market and to compliance deadlines.
- Money: Saving and making money is always a motivation for a buyer considering the value of expertise. In addition, there is the measurement of money in relationship to the market. How will working with you change their position in the marketplace in the area of value, price, cost or share?
- Risk: The impending negative impact of something that you point out can be a powerful motivator for action. Loss of market share, penalties for non-compliance and the risk of being technologically overrun by competitors are all threats that can help customers see you as a valuable expert.
Achieving a level of expertise value has a big impact on customer loyalty. Increasing your relevant expertise can help you trump your competitors' hard work and personal relationships.
There is no better source of data about the guest than the guest himself may provide to us. It is true that, unfortunately, we do not always have enough data about the guest prior to his arrival; hence we must get it while we interact with him in our daily attendance.
However, it is also true that fortunately the guest is constantly transmitting information, although much of it goes unnoticed as we are not adequately prepared to grasp.
Use an old technique - observation. This is an action performed by human beings to identify, collect and assimilate information. In order to make good use of observation we need to answer some questions like:
1 - Who is the observer? All those who are involved in the attention to the guest, become observers capable of examining carefully the guest or interact with him through their own senses.
2 - Why should we observe? First of all we should be convinced of the importance of observing the guest, for it gives us the possibility to obtain information types which start emotional and differential meanings in the guest, the prelude to his fidealization.
3 - What should we observe? The observation of the guest is directed to aspects such as his body language, behavior, habits, actions and reactions, likes,dislikes, preferences, belongings, that is, everything related to his emotional and behavioral patterns.
4 - When should we observe? The observation is continuous, provided that the guest is detected by an observer across all the Hotel sites the guest usually visits, places that become par excellence observation posts. One of the key advantages of observation is, quoting Van Dalen and Meyer (1981): "Observation provides one of the fundamental elements, the facts," which are merely validations for what is observed, say an example:
Every morning we notice that the guest gets up early, always at the same time, go to the gym and comes back eating an apple. Which facts do we get from this observation?
1-The habit behavior, i.e. his wake-up time and activity to be performed.
2-The food preferences: fruits and specifically, apple in this case.
How will those facts influence our daily attendance?
- Offer a wake-up call service at the usual time in anticipation of his order to guarantee that he can perform his daily routine.
- Let apples in the room’s fruits basket or make sure that there are apples among the fruits offered at the Spa.
- Offer power drinks or leave some of them in the room’s mini bar.
- Surprise him arranging a relaxing bath in the hot tub after having finished his physical activity.
- Use the tool my habit-your habit (see article The Experiential Hospitality and habit of the guest) as a link booster to obtain new data.
“How did you know…?” Or “How did you realize…?” They are two of the questions from guests I enjoy most about, especially if accompanied by a big smile of satisfaction.
Osvaldo Torres Cruz
Guest Experience Advisor