如何成为e时代的成功者经典讲义跟二十五盖洛普执行力教材.pptVIP

* * * * * * * * * * * * * * * * Mix in examples of other industries. Now we come to four customers. All of them are switchers; none of them is loyal. But, as with the three employees, all of them are naturally predisposed to be emotionally attached. That’s what counts. The fourth of our seven people is the actively disengaged customer. You would think that the problem with this customer is that we have not engaged him emotionally. We have, intensely, but in the wrong direction. This customer is actively emotional against us. Maybe we over promised, under delivered, or more simply, we just treated him with disrespect. No wonder why this is on his mind. The second and third customers –our fifth and sixth people- have nothing particular against us, but nothing in particular in favor either. They are somewhat neutral. The difference is that the guy on the right is indifferent, and the guy on the left is attitudinally loyal but emotionally neutral. Come and meet the final and most important personality: the fully engaged customer. This customer is not only loyal, he is emotionally engaged, so that there is actually a bond that unites us. This person has been touched either by an outstanding product or by an outstanding person that has made him emotionally attached. The economic value of this person is easy to calculate: He shops at our store more often (frequency) He buys more of our stuff (volume) He buys products with higher margins And he is our best advocate (positive word-of-mouth) Again, wouldn’t we like all our customers to be just like this person? But unfortunately, these guys are the minority. Our database of more than 250th customers in 7 countries and more than 2500 business units, tells us that the proportion of the fully engaged is just about 30%, the proportion of actively disengaged customers is about 16% and the guys in the middle about 50-55%. All books tell study great experiences Norsdtrom,Ritz Carlton, rich people, but the great thing The only p