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Marketing Strategies

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by

Jaclyn Charais

on 10 September 2014

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Transcript of Marketing Strategies

Carolyn B. Nankervis
#3
CONNECT WITH
CUSTOMERS
#2
DO THE BASICS
REALLY WELL
#1
MAKE IT EASY ON
CUSTOMERS
October 2003

"I walked in right at closing time. (The CSR) was not overly friendly but did not seem annoyed that I walked in right after closing time."

Gunderson Cleaners
Low Customer Expectations
How Do Your Customers Feel?
TO DO TOMORROW
"Service has to be one level above crap..."
""People will forget what you said, people will forget what you did, but people will never forget how you made them feel.""

Maya Angelou
MarketWise Consulting Group, Inc.

Appleton, WI
marketwi.com
#4
MEASURE PROGRESS
AND STICK TO IT
#5
ASK FOR MORE
BUSINESS
Five Customer Service Trends for 2014
One and Done
Three Opportunities:
-Drop off
-Pick up
-Cleaning Evaluation

What Could Be Easier?
Get The Stains OUT?
If it were easy, the customer would've DONE IT THEMSELVES
Customer Effort
How much effort did you personally have to put forth?

Customers have to contact a company an average of FOUR times to get a resolution.

W.P. Carey School of Business - AZ State University
Customer Dissatisfaction Scores
Service at the Counter
-Easy Interaction

-Know Your Services and Products

-Have Authority to do What's Needed

-$100 at the Counter
Training
- Do you only train on the nuts and bolts of how to check in and out clothing?

- Training includes:
Empathy
Problem resolution
Fabric and cleaning knowledge
Nice Companies Finish First

-Peter Shankman
-Must Haves
-More is Better
-Delight?
2007-2013 Score Comparisons

"More is Better"
-Know me and my name

-Pleasant interaction

-Cost is fair and can be explained
Delight?
-Highest returns are where your customer ACTUALLY values it. Focus on where customers expect it to be easy but right now find it difficult.
Do it Yourself?
If the average cost of acquiring a new customer is $1.00, what is the average cost of KEEPING a customer?
Customer Costs
-Marketing alone cannot create loyal customers; only customer service can do that.
-Loyal customers are more likely to re-purchase
-The cost of acquiring new customers will continue to rise
-Customer retention will keep business cost
lower
than acquiring new ones
Keeping Customers is a Business Decision
Three Customer Elements
-20 cents
-43 cents
-65 cents
-80 cents
What should CRS's Do?
-Make it easy

-Do The Basics/More Is Better

-Connect with the Customer
Case Study
Better scores over 5 years
Scores to Peer
How did West Bank Cleaners
in Austin, TX, make their mystery
shopping program 'work' from
2009-2013?
- Experimented with scoring their shop forms for the first year

- Began shopping their competition

"We know our competition is cheaper. When we pass around the competitors' scores our staff knows that if we deliver service, then we have a considerably better level of both product and service."

THREE STRIKES AND YOU ARE OUT!
1st time shop < 80% written up - you are not performing at the service level we require

2nd time shop < 80% (within a year) written up - hours are cut

3rd time shop < 80% (within a year) take action - removed from their positions
TO DO TOMORROW
- Used "The Carrot"
BONUSES FOR 90% OR ABOVE SCORES
100% - $50.00 check
90 - 99% - gift card to a local store
<89% - no 'treats'

<80% - there have been 10 -15 writes ups over the past four years - recently far fewer.
Do CSR's Use Their Customer's Names?
Fast Forward to 2013


"Must Haves" for Dry Cleaning Customers
A Story to Explain
- One Blanket


- Four trips!
Are CSR's Speechless at the Counter?
Customer Retention is
FREE
- Customer Service is KEY

- Overhead is there regardless of the type
of service you are providing

- Make service the best and measure!

"We have created a culture where mystery shopping matters."
- Trained New Hires with
Experienced Managers
Shop forms were shown to new hires on day one - no secrets.
"New hires know they will be scored on their service. In 2013 about 30% of the staff is remaining from 2009."
Confusion: Customer Loyalty
and Customer Satisfaction
- Satisfaction is self reported

- Loyalty can be measured through purchases
Loyalty Drawbacks....
Think McDonalds
Do you want fries with that burger?
Selling at the Counter
Fries compose 75% of McDonald's sales around the world.
Huge Improvements in Five Months
Fries are more profitable than burgers.
TO DO TOMORROW
Remember....
Your customers are your job security!
- Correct
- On-time
- Clean

-Highest returns are where your customer ACTUALLY values it. Focus on where customers expect it to be easy but right now find it difficult.
Delight?
Get the Stains OUT?
7 out of 10
6 out of 10
3 out of 10

Your feed back is appreciated!
OR for more information.....

http://tinyurl.com/TellUsWhatYouThought



What are Your "French Fries?"
DELIVERY?

- Impulse buy
-Works with other offers
-Repeatable


-
What other items are like "French Fries"?
Fries compose 75%
of McDonald's sales
WORLDWIDE!
Fries are more profitable than burgers.
Fries compose 75%
of McDonald's
sales WORLDWIDE!
Fries are more profitable than burgers.
UGG Boots - Northern California
Traditional marketing
- 4 to 5 pairs a week
Selling at the Counter by CSR's
- 4-5 pairs a DAY PLUS additional items
including backpacks and purses
December 2012 - 10 pairs
December 2013 - 104 pairs
TO DO TOMORROW
TO DO TOMORROW
- Used "The Stick"
"Over the past four years two people have been removed from front line service, both went into open positions in production."
- Review your problem resolution practices at the counter for a rapid response - make it one and done!
- Assess your staff to determine if they have the skills and desire to interact with your customers.
- Use video or in-person review to check out what's
happening at the counter.

- Budget for customer retention.
- Measure and reward customer service at the counter.
Include the attributes of :
- More is better
- Delight

AND.....

- Selling at the counter is the quickest way to increase business - NOW.


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