how etiquette and customer relations impact the success of your business (relate live london)
TRANSCRIPT
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#RelateLive
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James FieldDebrett's Limited
@MrJamesField
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How etiquette and customer relations impact the success of your business
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Soft Skills Development Economics Research Group Survey 2015
2015
Soft skills worth over £88 billion in Gross Value Added to the UK economy each year. Underpinning around 6.5% of the economy as a whole
By 2020
Annual contribution of soft skills to the economy is expected to grow in real terms to £109 billion
By 2025 To just over £127 billion
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Customer experience
is all the rage
Fashionable?
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Customer experience
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Style verses fashion
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L U X U R Y
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‘A state of great comfort or elegance, especially when involving great expense’
‘An inessential, desirable item which is expensive or difficult to obtain’
L U X U R Y
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What’s the link?
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Luxury: The art of story telling
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Luxury: Kindness
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Luxury: How it makes you feel
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Competition
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How do we get there?
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We need:
• To be able to read our customer • Show confidence • Build trust
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Reading the customer Never assume
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Recognise that customers want different things
1. The ‘experience’ customer 2. The ‘functional’ customer 3. The ‘to be guided’ customer E.g British Airways
Reading the customer
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The ‘experience’ customer
• Refer to your company heritage and high profile customers (NOT by name)
• Take time
• Let them talk and you listen
• Be friendly, don’t seek a friendship
Reading the customer
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The ‘functional’ customer
• They are time poor
• Get to the point
• Talk numbers, prices and time scales – less about features
• Key – is that an experience remains ‘high-end’ but adapted
Reading the customer
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The ‘to be guided’ customer
• Those wanting guidance can be the most indecisive
• Be patient
• The danger : To patronise
Reading the customer
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Confidence
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Trust
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Pacing and timing
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Pacing and timing
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Pacing and timing
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Be INTERESTED not just INTERESTING
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Know your customer
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Creating an environment that feels like home
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Familiarity +
A sense of belonging
=An environment to buy
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What is etiquette?
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Etiquette
A code of behaviour that delineates expectations according to conventional norms within a society class
or group
Set of rulesExclusivity Outdated
Class orientatedBritishness
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Etiquette
Putting others at their ease
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Easier said than done?
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How many hats do you wear?
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How many plates are you spinning?
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First Impressions
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7seconds
to form a first impression
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7seconds
to form a first impression
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Eye Contact
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Business Social Intimate
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Physical Protocol – Handshakes
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Handshakes
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Handshakes
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First Impressions - Silent Signals
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What is your one goal when meeting someone?
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What is your one goal when meeting someone?
To make them like you
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