know thy customer: customer engagement through the hard times by nancie freitas at engage 2016
TRANSCRIPT
Real Stories
Problem
Know thy
customer.
Revenue
Reputation
Profitability
Morale
Desire
Clemency
Collaboration
Trust
More business
Better relationships = bigger business
TODAY ~
Empathy…What’s it like to be you?
Value…How can I help you?
The Office of the CxO
20Business Strategy
10Functional Strategy
30Budgeting
45Cross-functional Leadership
40People
= 160%
The Office of the CxO
Business Results
15% Business Strategy
20% Functional Strategy
30% Budgeting
45% Cross-functional Leadership
40% People
= 140%
Senior Leaders
15% Business Strategy
30% Functional Planning
30% Budgeting
30% Cross-functional Leadership
40% People
15% Execution
= 145%
*THEY achieve business results
What’s in their Way
• Rank
• Pain promotes reactive,
tactical thinking – Check lists and criteria
• Little management
training – OTJ
• Time – as in none
Practical Tips (tactical)
• Listen – don't interrupt, except to clarify
• Tune in to non-verbal
communication
• Use people's name
• Smile
• Take a personal interest
Source: www.mindtools.com
Practical Tips (strategic)
• Be a truth teller
• Expand the checklist and prioritize
the criteria
• Become a teacher
• Make your time count
Do More
1. Do their job
2. Go beyond the hire
3. High-Highs
4. Work a strategy
Write the Job Description
• Success in 1 year?
6 months?
• Expected deliverables?
• Steps involved?
• Range of ‘ownership’
Hire a copywriter
OutputsVision
TasksRole
Go Beyond the Hire
• Onboarding checklist
• 30day Check-in
Business Strategy
Org Structure
Functional Strategy
Pains & Gains
Key Relationships
Best Lunch Spot
Model the
Champions
• High-Highs
Perform
ance
Potential
Bob Jessica
Greg
Stacy
KeithAmandaKarenCarl
Bruce
Get In Front
• Success in 6-12 months
• What’s the real problem?
• How’s it being done today?
• Team dynamics
• “what about”
• Provide candidate’s strengths & concerns
• Be part of the download – help calibrate
Bonus
Beware the
5-light
syndrome
When Things Go Bad
Doug’s story
• Founder reputation
Elyssa’s story
• Client changes the rules
Michelle’s story
• A non-conforming jurist