Trains, planes toilet cleaners how to become and customer centric company

hamish@hamishtaylor.com How to become a customer centric company@HamishWTaylor 9 External and internal Relevance to you?SUPERIOR CUSTOMER INSIGHT My Customer lessons = f... hamish@hami

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hamish@hamishtaylor.com How to become a customer centric company

@HamishWTaylor

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✗

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@HamishWTaylor

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Price Waterhouse

Hamish Taylor

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@HamishWTaylor

“If you want a breakthrough…

look outside your current environment”

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“If you want a breakthrough…

look outside your current environment”

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@HamishWTaylor

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@HamishWTaylor

9 (External and internal)

Relevance to you?SUPERIOR

CUSTOMER INSIGHT

My Customer lessons = f

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SUPERIOR

1 We need to change the way we “understand” customers!

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@HamishWTaylor

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SUPERIOR

1 We need to change the way we “understand” customers!

How do we get them?

What new insights?

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@HamishWTaylor

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Soft Insight = Mood

ABC1 Social Groups

Finance Product needs

What?

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• Office functions

• Engineering Depot

• Trains (Maintenance, cleaning, catering etc)

• Operations (check-in, security, lounges, control etc)

• Train crews (Drivers, Managers)

£206m loss

Brand management Government Railwayman CEO Leisure Revenue

Overall service is good

The Customer’s Customer? The Person?

What?

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15

What?

SUPERIOR

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What? – do you understand expectations?

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@HamishWTaylor

Pre-conceptions are the

enemy of customer insight!

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How you collect insights ?

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Old Customer Understanding:- “We are a railway company”

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“Real Time Insight” How?

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@HamishWTaylor

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SUPERIOR

Change the way we understand customers

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SUPERIOR

CUSTOMER PROMISE

Change what you sell!

Best Leadership Tool

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@HamishWTaylor

23 ask a brand manager

Customer Benefit

“The customer does not care about your product or service!”

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•Customer at centre (focus!)

•Ideas

•Benefit: Arrive Ready for Business

•Reason Why: More sleep

Less Hassle Refreshment

•Listening

•Innovation

Club World

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@HamishWTaylor

What are you selling??

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Ease of Use, Customer Journey, Service

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@HamishWTaylor

“Guilt free night off for mums”

What “Business” are you in??

SUPERIOR

Opening hours

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The reasons why they will believe in this benefit is when they see…

The benefit to my customer will be…

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@HamishWTaylor

Change where we look

etc

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Teacher

Sports Team

ATC

Magic

Physio Referee

Sports Coach

Dating Bullying

Marriage

Guidance

Cabin Crew

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@HamishWTaylor

Change the way we engage with (internal) Customers!

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Inspired to deliver extraordinary business and personal results

The Benefit

Reasons to believe

A Fully Engaged and Challenged workforce

The Right People in the Right Place at the Right Time

The Ability to respond quickly and with the right tools

Activity Focused on the big wins

Our customers will believe in this benefit is because they experience………

As a result of HR expertise, our customers will be…

Internal Customer promises!

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SUPERIOR

Change the way we understand customers

Change where we look

with (team) Customers!

• Customer Benefit

• Innovation Impact

• Staff Impact

• Internal Customer Promises

• Product and Service

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