1. The Service Orientation
Buyer Service
Agreement
Short Sale
Facilitation
Seller Service
Agreement
Out Of Touch, Out Of Business
One way to keep the innovation cycle going is to bring in an external agency, to show a company how to reconnect with its customers
Click: One such agency explains that it is relatively easy to generate new ideas – the challenge is in their implementation. Their methodology is to focus exclusively on a company’s customers to discover unarticulated needs that might represent new business opportunities. Often, the agency will analyse a company’s own market research but look at it in a different way – using lateral thinking
Click: For example, a pest control company had done some research into its customers’ attitudes to household pests. Some took a “master and dominance”, approach, wanting to kill everything in the vicinity
Click: Others preferred “precision and control” – only looking to remove specific targets
Click: A third group prioritised “care and comfort” – and were most concerned about the effect of toxic chemicals on their homes
Click: So the agency interviewed a major-general in the British army for insights into the “master and dominance” mindset
Click: A clockmaker for “precision and control”
Click: And a Harley Street nurse for “care and comfort”
Click: It used their best practices to provide a fresh perspective
Customer First 1

2. Our Chief Economic Denominator
Revenue
Out Of Touch, Out Of Business
Marketers say this cycle has four formal stages: introduction, growth, maturity and decline
Click: During the course of the lifecycle
Click: New products and services have to be introduced at exactly the right time to generate new revenue, as sales of old products begin to drop
Click: Initially, many companies are highly innovative with very little formal process
Click: But the difficulty is that, as a company grows, its appetite for innovation tends to decline. Process-driven people will inevitably dominate the organisation, with a specific remit to concentrate on core activities and make them more efficient
Click: Innovators can become frustrated in this new environment and leave to start their own enterprises. Their loss is not felt immediately if market conditions are good – but, if a company loses touch with its customers in a recession, decline soon follows.
Production
Volume
Satisfaction
Customer Excitement 2

3. Achieving Customer Excitement
Service
Contract
Customer
Excitement
Realtor
Seller
Exceeding Expectations
In any contractual relationship there are often service level agreements and key performance indicators that essentially set the level of effort expected
Click: At the start of the contract, the effort that you require your supplier to put in meets that expectation
Click: However, over time, you may need your supplier to increase the effort that they put into the relationship, but due to the contractual limits they may not be willing to do this, which can cause problems for your organisation
Click: However, with ANOther, we work to get the job done, rather than working to the contract and so not delivering, but relying on the contractual terms
Click: And so as a result work closely with you to ensure that you are satisfied and that we deliver to meet your needs, ultimately driving greater levels of success for both partners
Effort

4. Hierarchy of Consumer Engagement
Housewarming
Party!!!
A sincere appreciative hug
A letter of personal reference
Networking Training
In any organisation, there are often very different individuals within the sales team
Click: Some people are natural networkers and are forever bringing in new clients. For others, attending a networking event is second only to root canal work.
Click: The solution is often as easy as delivering some simple confidence-building training
Click: Which explains to them that some people are not best suited to go ‘hunting’ for new business, they are better suited to go ‘farming’
Click: Finding opportunities in their existing client base and adding value to existing contracts
90% or better satisfaction rating
A successfully closed transaction
Customer First Associate 4

5. A sincere appreciative hug
House
Warming
Party!!!
A sincere appreciative hug
A letter of
personal
reference
90% or better satisfaction rating
A successfully closed transaction

6. The Customer Excitement Multiplier
Client
Vendor Neutral
Master Vendor arrangements with a single vendor, can often result in problems
Click: With sub-contractors under a master vendor
Click: The master vendor usually receives the bulk of any work, with only small elements farmed out to sub-contractors when required
Click: This results in less effort or lower quality on the part of the sub-contractors as the work is not as valuable to them
Click: With neutral vendor arrangements, there is no bias towards any individual vendor
Click: And so each vendor can provide an equal share of the work
Click: Resulting in high quality services from each vendor and so ensuring overall success in the relationship
Client
Client 6

7. Traditional Real Estate Agent
100
Workload % 80 60 40 20
Current Clients
Prospecting
For
New
Business
Capacity To Develop
Strong desire to develop capacity
Feeling that there isn't enough capacity to do this
Need to bring in people new to the business for much development work
Understandably, no spare capacity 'waiting around' to pick up new projects
But difficulty in doing 'important but not urgent' work when everybody is doing a day job
Question around resourcing of developmental work
Customer First Associate

8. Customer First Real Estate Professional
100
Workload % 80 60 40 20
New Business
Service
Existing
Customer
Base
Capacity To Develop
Strong desire to develop capacity
Feeling that there isn't enough capacity to do this
Need to bring in people new to the business for much development work
Understandably, no spare capacity 'waiting around' to pick up new projects
But difficulty in doing 'important but not urgent' work when everybody is doing a day job
Question around resourcing of developmental work
Customer First Associate