execute as promised ama-indy chapter january 2015 --lawrence mcglown

@LawrenceMcGlown / [email protected]

Execute Your Customer Promise Consistently

@LawrenceMcGlown / [email protected] 2

Corporate

Consulting SaaS

Healthcare / Quick-serve Restaurants Sports Entertainment / Art / Staffing / Liquor / Beer

Packaged Goods / Oil & Gas / Medical Devices


80% of businesses believe they deliver a superior customer experience…

8% of customers agree.

4 @LawrenceMcGlown / [email protected] 4

Execute as Promised

Meeting customer expectations

at every interaction.


CUSTOMER

EMPLOYEES


85% of executives around the world say:

“trust in business has deteriorated.” – McKinsey Quarterly


Who knows best how to …?

Create expectations.

Shape the customer experience.

Listen to how customers feel.

Create Expectations

8

9

Purpose

To engage employees.

Positioning

To engage customers.


“Where your talents and the needs of the world cross, there lies your purpose.”

- Aristotle


Without us, people would have to ___________.

PURPOSE

Step 1:


Be true to your core.

Relevance Uniqueness

PURPOSE

Step 2:


Be CLEAR

PURPOSE

Step 3:


Help people and businesses throughout the world realize their full potential.


Organize the world’s information and make it universally accessible and useful.


{Inside}Out Positioning:

Using employees beliefs to shape how customers perceive a

business offering.


Steps 1-3: INTANGIBLES

1 Purpose

employees’

shared picture of success

2 Why

employees’

motivation to serve the purpose

3 How

how employees

make the purpose real


Steps 4-6: TANGIBLES

4 Category

Define what

customers should expect from the

category

5 Attribute

Define how

customers should describe your unique value

6 Benefit

Define the net

value customers will enjoy


Can Grandma understand what you’re saying?

Shape the Customer Experience

21


A simple CX.


If you can’t explain it to a 6 yr. old, you don’t understand it yourself.

- Albert Einstein


Get in. Get out.

Don’t Linger.

- Raymond Carver


Simple, straightforward strategies get executed

as planned.

- Me


You need to move your own people before you can touch a removed audience.

- Alan Wipperfurth


Establish a “No negotiation” policy.

- Mark “The Sales” Hunter


ABC Company Case Study

A Fortune 50 oil and gas company enters the general aviation market.


Safety Quality Access

Safety

Knowledge

Reliable

Cost Control

Flexible Solutions

Genuine Services

Employees’ Perceived Customer

Needs

Customer Wants

Inside-Out Alignment


Phillips

Shell

World Fuel

AvFuel

Eastern Av.

Signature

Million Air

Landmark

Neutral Favorable Unfavorable

Brand Index Differences by Competitor

Co. E

Co. F

Co. G

Co. H

Co. D

Co. C

Co. B

Co. A


fuel that is worthy

safely

Aircraft should be powered with , so that people and possessions are delivered to their destinations — .

Purpose


Benefit Attribute Category

ABC Tangibles

The world’s safest aviation fuel provider.


(Stage 1)

Intelligent. Consistent. Safe.

Be sure.

(Stage 2)

Time

Proven Equity

Positioning

Listen

37


80% 8% vs.

What’s your gap?


85%

How do you measure trust?

“lack trust”


Listen #1 Trust Rebuilder

Objectively? Year-round?


Key Topics to Monitor

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Thought Leadership

1.  How to Define Business Purpose

2.  {Inside}Out Positioning

3.  Achieve Growth through Brand & Culture

4.  To Execute as Promised, Engage Employees

5.  What are your customers saying?


Transparent Business Feedback

44

[email protected]

execute as promised ama-indy chapter january 2015 --lawrence mcglown

Marketing

purpose employees

customer employees

clear purpose step

employees motivation

employees beliefs

customer promise

net value customers

superior customer experience