In an economy that is shifting towards an experience economy, organisations are shifting focus towards improving the customer experience. However, prior to designing the experience we need to know what customers value. When we know what customers value, then we can design experiences that deliver on that value. It is commonly understood that most sales […]
READ MOREAre you using personas..? The one thing you are missing.
Customer personas need to go a little deeper than a generic customer. Not all customers are equal, get specific. Particularly get specific with you persona about how your customer buys. What characteristics or values do they have that brings then to you. The use of personas is fairly commonplace today. Most marketing and sales teams have […]
READ MOREProfit by Design – build your business for the experience economy.
We need to design businesses for profit, not just selling products or services. Profitability is derived from the customer portfolio. Through our customer engagement efforts we can build profitable customer portfolios, and businesses, relevant for the experience economy. I call this, Profit by Design. So many businesses put a huge amount of effort into […]
READ MORECompetition needs to be external, not internal.
For the sales and service leaders to maintain motivation and productivity, there is one key principle: competition needs to be external to the team. Competition and rivalry only belong in the marketplace, not within the sales or service team or teams. Competition of commonplace Sure, it is common practice for managers of sales and […]
READ MOREHow to make your KPIs meaningful.
To make our KPIs more meaningful, the first thing we need to do is change our approach. It is how we use KPIs that causes most of our problems with them. Like other management approaches, we need to use a proven methodology for our KPIs, performance measures and continuous improvement. Where KPIs come from […]
READ MORECustomer-centricity the number one issue for Australian CEOs..?
The Australian Institute of Management identified the key issue for Aussie CEOs in 2015 as “customer relationships”. CEOs have recognised that customer-centricity is a key issue for the future of their organisations. The research identified that CEOs were “kept awake” by “big data analytics, cyber security and the cloud”. Quoting the article, “Dr Malcolm Johnson […]
READ MORECustomer Experience Trumps Customer Service Every Time
Customer service has been a focus for organisations for years. Improving service can be a differentiator between alternatives available to your customers. Customer experience now brings a new angle to the focus of service delivery. With customer experience as a goal of service, we can reach the hearts of our customers. In our work culture […]
READ MOREPersonal Selling and Leading Sales Teams – August 2017
The principles behind personal selling and leading sales teams today has changed dramatically is recent years. Most of the “sales wisdom” used today is derived from the last century. Customer have completely changed. Our practice of personal selling and how we lead sales teams need a serious upgrade. The Griffith University Business School teamed up […]
READ MORELGPro September 2017
Mark Hocknell is often asked to be a speaker at various events and conference. At the LGPro Conference Mark was asked to speak on the topic of making performance measures more meaningful in the customer context. Mark delivered a keynote presentation and participated in the Q&A session. Local Government Professionals group invited me to speak […]
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