CUSTOMER EXPERIENCE
that rocks!
Wednesday, 22 January 14
Intro This Masterclass will help you to improve your customer experience, run a more efficient and more profitable business
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MY STORY • • • • •
MA in International Management - Edinburgh + Sweden
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Converse Models - Derry Fashion Week - Entrepreneur of the Year 2010
Freshwater Communications - Specsavers, PepsiCo, Walkers Regus Msc Communication, Advertising and PR Converse Communications - Film Festival, Foyleside Shopping Centre, WHSSB, DCCC, NORIBIC - Outstanding Young Communicator
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MY STORY • • • •
City & Guilds in Photography @ Morley College 2006 Jerry Maguire Moment in December 2009 Set up website for Donal Doherty Photography in February 2010 In 2013 shot 46 weddings - 7 Destination, Mexico, Paris, Sorrento, Marbella, Cyprus, Gretna Green!
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Wednesday, 22 January 14
CUSTOMER EXPERIENCE that rocks
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WIN! www.donaldohertyengage.com
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Wednesday, 22 January 14
Customer experience is the sum of all experiences a customer has with a supplier of goods and/or services over the duration of their relationship with that supplier.
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Identify stakeholders and those you have a relationship with
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Prospects Suppliers
Clients
Media
Vendors Strategic Alliances
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Identify how to make each interaction better for the stakeholder, increase efficiency and ultimately more profitable
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Map Touch Points Highlight the interactions you have with each stakeholder
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Prospects • Incoming call • Incoming message - Email, Facebook etc • Website • Events - Bridal Fairs • Face to Face • Print Purchase Online Wednesday, 22 January 14
Ask for feedback
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How to gain feedback
Call
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How to gain feedback
Survey
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The best feedback is negative feedback Identify problems + blockages and fix them
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Workflow Chart the process for each interaction
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Prospects • Incoming call • Incoming message - Email, Facebook etc
• Events - Bridal Fairs • Face to Face • Print Purchase Online Wednesday, 22 January 14
Before Incoming call
• Answer phone • Talk to enquiry • Find scrap paper to write down information • Follow-up - book an appointment in dairy or send an email
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Problems Incoming call - How I dealt with before
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Interaction not standardised Forget to ask some information Often lost information Forgot to ask for follow-up action Follow-up didn’t happen Unqualified couples coming to meetings
After - Breaking Process Incoming call - Improve experience, efficiency + profit
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Standard welcome when answering phone
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After the call this information is entered into Light Blue, workflow is added and relevant action taken
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Standardises the experience for people calling the studio
Create Script for Enquiries with prompts for key information required, qualifies the lead and records follow-up action - show personality + enthusiasm
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Result Incoming call - Improved process
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Made the call and follow-up better for the prospect Saved time Better qualification of leads Converted more calls into sales Additional information such as lead source informed future marketing
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Before Incoming message - Email, Facebook etc
• Individual reply written for each message • Put into folders depending on the relevant action
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Problems Incoming message - Email, Facebook etc
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Interaction not standardised Quality of response varied Very time consuming
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After - Breaking Process Incoming message - Email, Facebook etc
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Crafted killer responses for most regular requests and every stage of client interaction
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Set-up signatures for each response Used Light Blue to track activity Standarised the email experience
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Result Incoming message - Improved process
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Made the email process better for the prospect Saved lots, and lots and lots of time Converted more emails into sales Gained additional information Streamlined process of referring leads and replying to referrals
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Breaking Process Website
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Before Problems After - Breaking Process Result
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Breaking Process Events - Bridal Fairs
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Before Problems After - Breaking Process Result
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Breaking Process Face to Face
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Before Problems After - Breaking Process Result
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Breaking Process Print Purchase Online
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Before Problems After - Breaking Process Result
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Clients • • • • • •
Booking Before Pre-wedding shoot Pre-wedding shoot After Pre-wedding shoot Before wedding Settling balance
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Wedding Post wedding Viewing Album design + approval Receiving album
Breaking Process Booking
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Before Problems After - Breaking Process Result
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Breaking Process Before Pre-Wedding Shoot
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Before Problems After - Breaking Process Result
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Breaking Process Pre-wedding shoot
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Before Problems After - Breaking Process Result
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Breaking Process After Pre-wedding shoot
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Before Problems After - Breaking Process Result
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Breaking Process Before wedding
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Before Problems After - Breaking Process Result
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Breaking Process Before wedding
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Before Problems After - Breaking Process Result
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Breaking Process Settling balance
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Before Problems After - Breaking Process Result
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Breaking Process Wedding
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Before Problems After - Breaking Process Result
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Breaking Process Wedding
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Before Problems After - Breaking Process Result
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Breaking Process Post Wedding
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Before Problems After - Breaking Process Result
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Outsource
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Wednesday, 22 January 14
WIN! $50 FREE EDITS FROM PHOTOGRAPHERS EDIT
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25% Off: BeEfficient
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Breaking Process Post Wedding
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Before Problems After - Breaking Process Result
Breaking Process Viewing
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Before Problems After - Breaking Process Result
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Breaking Process Viewing
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Before Problems After - Breaking Process Result
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Breaking Process Album design + approval
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Before Problems After - Breaking Process Result
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Breaking Process
Receiving album Wednesday, 22 January 14
Media • Issuing news + press releases • Sending photofits • Submitting weddings • Incoming requests
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Breaking Process Issuing news + press releases
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Before Problems After - Breaking Process Result
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Breaking Process Sending photofits
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Before Problems After - Breaking Process Result
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Breaking Process Submitting weddings
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Before Problems After - Breaking Process Result
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Breaking Process Incoming requests
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Before Problems After - Breaking Process Result
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Strategic Alliances • Passing referrals • Helping each other out
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Breaking Process Passing referrals
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Before Problems After - Breaking Process Result
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Breaking Process Helping each other out
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Before Problems After - Breaking Process Result
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Vendors • Referrals • Incoming requests • Sharing images
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Breaking Process Referrals
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Before Problems After - Breaking Process Result
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Breaking Process Incoming requests
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Before Problems After - Breaking Process Result
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Breaking Process Sharing images
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Before Problems After - Breaking Process Result
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Suppliers • Ordering • Delivery
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Breaking Process Ordering
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Before Problems After - Breaking Process Result
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Breaking Process Delivery
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Before Problems After - Breaking Process Result
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QUESTIONS?
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Contact www.donaldoherty.com www.donaldohertyblog.com www.facebook.com/donaldohertyphotography twitter.com/donaldoherty www.donaldohertyengage.com
Wednesday, 22 January 14
CUSTOMER EXPERIENCE that rocks
Wednesday, 22 January 14
WIN! www.donaldohertyengage.com
Wednesday, 22 January 14
BOOM FOR YOUR BUCK
marketing Sunday 19th January 2014 14.30 to 16.00 Hilton Meetings 13 to 17
Wednesday, 22 January 14