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Encourage empower enable model

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Amelia Young, CFA
Amelia Young, CFA

Successful service businesses understand that it's not enough to just offer a great services. Often, the benefits that might be obvious to you aren't apparent to your prospective customers. Creating loyal followers rests on your ability to Encourage, Empower and Enable people to derive the maximum benefit from your offer. This presentation shows you how.

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How to be your customers first choice in a tough market Amelia Young and Stuart Baltman November 4, 2011
Services are Intangible Consumed at the same time they are delivered It varies based on who is delivering and experiencing it Quality is difficult to define much less measure The experience is your product. You cant afford to get it wrong. 2
Not just whats urgent, but whats necessary Urgent Necessary 3
A model for winning customers Encourage Engage and excite your customers Encourage with a vision What should they expect to experience? What does DONE look like? Why should they care? How will they feel? Empower Enable Provide your customers with the tools Ensure your customers have the required to deliver on the vision knowledge & skills to use the tools Empower Give your customers access to the people, processes, equipment, Enable you have provided Educate, teach and train your infrastructure, and other resources that customers (if necessary) they need Leverage their capabilities and Make it easy for your customers to build the capabilities they need choose you Show them how 4
The good news is that these are the only three things you need to do to. . the challenge lies in the fact that you must do all three Encourage Empower Enable 5
Remember how you learned to skate? Its fun Encourage Watch mom/dad Hot Chocolate anyone? Lets go get some Empower skates Rink at City Hall Teaching process Instill confidence Enable (overcome fears) Teach (e.g. A. Stand, B. Walk, C. Glide..) 6
Lets talk about coffee 7
From coffee to for-here, grande, half- decaf, non-fat, extra foam, hazelnut, latte Teach the Starbucks Language Enable Guidance from well-trained Baristas Ordering guides, calling orders Where to pay, where to stand Product variety and customization Empower capabilities. Layout, D辿cor, Location, Neighbourhood, etc. Value Outgoing, friendly and knowledgeable staff. Beans, Cups, insulators, toppings, napkins, etc. Your beverage, your way. Encourage Your 3rd place.refuge from home & office Premium service, product and..premium price. Price 8
From coffee to for-here, grande, half- decaf, non-fat, extra foam, hazelnut, latte Teach the Starbucks Language Enable Guidance from well-trained Baristas Ordering guides, calling orders Where to pay, where to stand Product variety and customization Empower capabilities. Layout, D辿cor, Location, Neighbourhood, etc. Value Outgoing, friendly and knowledgeable staff. Beans, Cups, insulators, toppings, napkins, etc. Your beverage, your way. Encourage Your 3rd place.refuge from home & office Premium service, product and..premium price. Price 9
What are the benefits of this approach? 1. Ensures you dont miss components of your customers experience that are critical in their process to choose you 2. Removes barriers, making it easy for your customers to do business with you 3. Creates barriers that make it challenging for your customers to switch 4. Supports premium pricing, which drives margin growth 5. Builds a strong and deep relationship with customers which drives loyalty and increased share-of-wallet 10
The broken furnace.. This part looks expensiveI think Ill charge them enough to buy an i-Pad 11
From Ill fix the furnace when it breaks to a multi-year service contract Enable Low monthly fee vs. high unexpected repair bills Leverage print materials, web and call centre staff to educate customers Create multi-year service contract Encourage Empower product/service. Call centre, billing capabilities, technicians, equipment, etc. Create need an unexpected breakdown could cost you $100s or even $1,000s Professional and highly skilled technicians in uniform at your home 24/7/365 12
From Ill fix the furnace when it breaks to a multi-year service contract Invoice Enable Low monthly fee vs. high unexpected repair bills $20 Leverage print materials, web and call x36 mo. centre staff to educate customers = $720 Create multi-year service contract Encourage Empower product/service. Value Call centre, billing capabilities, technicians, equipment, etc. Create need an unexpected breakdown could cost you $100s or even $1,000s Invoice Professional and highly skilled technicians in uniform at your home 24/7/365 $350 Price 13
Breakout Discussion: Which of the 3Es does your business do best? Gaps? Enable Empower Value Encourage Price 14
Who do you need to Encourage, Empower and Enable? 15
Example: Product differentiated by service Consumer Retailer Signaled to the consumer that They were able to demonstrate Enable this is a special product by a process that would ensure merchandising it in the bakery freshness would be consistent Empower Small portion sizes make it easy Unique packaging made it for people to have a small, guilt- possible for the product to free indulgence belong in the bakery section Pizza Pizza deal Demonstrated strong consumer Encourage School pizza lunches demand from the promotional opportunities 16
Example: Multi-stakeholder service Economic Buyer Direct Indirect Influencers Influencers Enable Head of Portfolio Clients Empower Operations Managers Regulators Owner/CEO Compliance Admin staff Encourag e 17
Breakout Discussion: Stakeholder Identification Decision-makers up the Influences outside Functions hierarchy Lines of business Users down the hierarchy the organization Economic Buyer Direct Influencers Indirect Influencers 18
Unconventional tactics for identifying what will encourage, empower and enable your customers LinkedIn profiles and discussion threads What Investor materials they say Surveys of stakeholders other than the economic buyer Mystery shopping and talking to call centre reps What Who theyre hiring and for what they do Marketing campaigns Comprehensive win/loss analysis LinkedIn discussions What Talking to your customers customers others say Investor presentations of their customers and about them competitors 19
Taking Action Commit to doing whats necessary: I will do the following in the next 30 days to enhance the value of the experience my organization delivers to its customers: 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ _______________________ ____________________ Signed Date 20
Focus on whats necessary to identify what a great experience looks like for your customers Who? Economic Direct Indirect Buyer Influencers Influencers Encourage Insight ??? Insight ??? Insight ??? What? Empower Insight ??? Insight ??? Insight ??? Enable Insight ??? Insight ??? Insight ??? 21
Thank You

More Related Content

Encourage empower enable model

  • 1. How to be your customers first choice in a tough market Amelia Young and Stuart Baltman November 4, 2011
  • 2. Services are Intangible Consumed at the same time they are delivered It varies based on who is delivering and experiencing it Quality is difficult to define much less measure The experience is your product. You cant afford to get it wrong. 2
  • 3. Not just whats urgent, but whats necessary Urgent Necessary 3
  • 4. A model for winning customers Encourage Engage and excite your customers Encourage with a vision What should they expect to experience? What does DONE look like? Why should they care? How will they feel? Empower Enable Provide your customers with the tools Ensure your customers have the required to deliver on the vision knowledge & skills to use the tools Empower Give your customers access to the people, processes, equipment, Enable you have provided Educate, teach and train your infrastructure, and other resources that customers (if necessary) they need Leverage their capabilities and Make it easy for your customers to build the capabilities they need choose you Show them how 4
  • 5. The good news is that these are the only three things you need to do to. . the challenge lies in the fact that you must do all three Encourage Empower Enable 5
  • 6. Remember how you learned to skate? Its fun Encourage Watch mom/dad Hot Chocolate anyone? Lets go get some Empower skates Rink at City Hall Teaching process Instill confidence Enable (overcome fears) Teach (e.g. A. Stand, B. Walk, C. Glide..) 6
  • 7. Lets talk about coffee 7
  • 8. From coffee to for-here, grande, half- decaf, non-fat, extra foam, hazelnut, latte Teach the Starbucks Language Enable Guidance from well-trained Baristas Ordering guides, calling orders Where to pay, where to stand Product variety and customization Empower capabilities. Layout, D辿cor, Location, Neighbourhood, etc. Value Outgoing, friendly and knowledgeable staff. Beans, Cups, insulators, toppings, napkins, etc. Your beverage, your way. Encourage Your 3rd place.refuge from home & office Premium service, product and..premium price. Price 8
  • 9. From coffee to for-here, grande, half- decaf, non-fat, extra foam, hazelnut, latte Teach the Starbucks Language Enable Guidance from well-trained Baristas Ordering guides, calling orders Where to pay, where to stand Product variety and customization Empower capabilities. Layout, D辿cor, Location, Neighbourhood, etc. Value Outgoing, friendly and knowledgeable staff. Beans, Cups, insulators, toppings, napkins, etc. Your beverage, your way. Encourage Your 3rd place.refuge from home & office Premium service, product and..premium price. Price 9
  • 10. What are the benefits of this approach? 1. Ensures you dont miss components of your customers experience that are critical in their process to choose you 2. Removes barriers, making it easy for your customers to do business with you 3. Creates barriers that make it challenging for your customers to switch 4. Supports premium pricing, which drives margin growth 5. Builds a strong and deep relationship with customers which drives loyalty and increased share-of-wallet 10
  • 11. The broken furnace.. This part looks expensiveI think Ill charge them enough to buy an i-Pad 11
  • 12. From Ill fix the furnace when it breaks to a multi-year service contract Enable Low monthly fee vs. high unexpected repair bills Leverage print materials, web and call centre staff to educate customers Create multi-year service contract Encourage Empower product/service. Call centre, billing capabilities, technicians, equipment, etc. Create need an unexpected breakdown could cost you $100s or even $1,000s Professional and highly skilled technicians in uniform at your home 24/7/365 12
  • 13. From Ill fix the furnace when it breaks to a multi-year service contract Invoice Enable Low monthly fee vs. high unexpected repair bills $20 Leverage print materials, web and call x36 mo. centre staff to educate customers = $720 Create multi-year service contract Encourage Empower product/service. Value Call centre, billing capabilities, technicians, equipment, etc. Create need an unexpected breakdown could cost you $100s or even $1,000s Invoice Professional and highly skilled technicians in uniform at your home 24/7/365 $350 Price 13
  • 14. Breakout Discussion: Which of the 3Es does your business do best? Gaps? Enable Empower Value Encourage Price 14
  • 15. Who do you need to Encourage, Empower and Enable? 15
  • 16. Example: Product differentiated by service Consumer Retailer Signaled to the consumer that They were able to demonstrate Enable this is a special product by a process that would ensure merchandising it in the bakery freshness would be consistent Empower Small portion sizes make it easy Unique packaging made it for people to have a small, guilt- possible for the product to free indulgence belong in the bakery section Pizza Pizza deal Demonstrated strong consumer Encourage School pizza lunches demand from the promotional opportunities 16
  • 17. Example: Multi-stakeholder service Economic Buyer Direct Indirect Influencers Influencers Enable Head of Portfolio Clients Empower Operations Managers Regulators Owner/CEO Compliance Admin staff Encourag e 17
  • 18. Breakout Discussion: Stakeholder Identification Decision-makers up the Influences outside Functions hierarchy Lines of business Users down the hierarchy the organization Economic Buyer Direct Influencers Indirect Influencers 18
  • 19. Unconventional tactics for identifying what will encourage, empower and enable your customers LinkedIn profiles and discussion threads What Investor materials they say Surveys of stakeholders other than the economic buyer Mystery shopping and talking to call centre reps What Who theyre hiring and for what they do Marketing campaigns Comprehensive win/loss analysis LinkedIn discussions What Talking to your customers customers others say Investor presentations of their customers and about them competitors 19
  • 20. Taking Action Commit to doing whats necessary: I will do the following in the next 30 days to enhance the value of the experience my organization delivers to its customers: 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ _______________________ ____________________ Signed Date 20
  • 21. Focus on whats necessary to identify what a great experience looks like for your customers Who? Economic Direct Indirect Buyer Influencers Influencers Encourage Insight ??? Insight ??? Insight ??? What? Empower Insight ??? Insight ??? Insight ??? Enable Insight ??? Insight ??? Insight ??? 21