Profit-Driven Customer ServiceTuesday, February 13, 2018—For the past decade, I've spent all my time thinking, writing and speaking about company profits, and the underlying dynamics that affect them. At WayPoint, we've developed the world's most advanced costing and profit analysis system, and we've overseen close to $100B of client activity. I've observed and analyzed both initiatives resulting in failures and those delivering profit rates beyond what most executives think is even possible. So first let's talk about the strategic actions that delivers stellar profit rates and cash flow. Well, high-profit companies are successful for only one reason – they attract and retain the most profitable high-volume accounts, and have few (or none) of the high-volume money-losers. Driving the ratio between money-makers and money-losers is the principle objective of their core profit strategy, and the most important factor for cash-flow and growth. Nothing else comes even close. So you may be thinking, "Sure – we go after all the big accounts, too. What's the big deal?" The subtle, but important, difference is that they don't go after or retain the large-volume, but money-losing accounts. They actively avoid the accounts that siphon off profits they've made from other customers. This means their people are totally focused on the best accounts, where their competitors are spread thin trying to appeal to everyone. So, what – specifically – do they do to implement a strategy for attracting and retaining the high-volume, high-profit accounts? In simple terms, they identify the high-volume accounts in their market, and split them into money-making and money-losing categories. Then they focus on the former and avoid the latter. Our clients have a tremendous edge in the identification process, because WayPoint classifies customers, and its detailed cost and profit reports show why each customer's relationship is beneficial or detrimental, and what to do about it. (I've left a link for our website below, where you can find a lot more detail on how this is done.) The target high-value customers care about just three things: product availability, price, and customer experience. Availability and price are pretty much uniform throughout the market, but a company can really differentiate itself by providing second-level Concierge Customer Service. This is something beyond usual customer service and includes special treatment and services that sales can use to win top accounts, and builds loyalty so it's much harder for competitors to take them away. Providing second-level Concierge Customer Service means providing extras for top accounts: personnel dedicated to helping them solve problems or help them pursue opportunities; first call on inventory; near-instant bid support; engineering assistance; on-site inventory; and many more ideas and innovations. One crucial element of Concierge Customer Service – and the reason it's second-tier – is that it's exclusively for high-volume, high-profit accounts. This keeps costs and efforts focused on the accounts that deserve it and fund it, gives low-profit accounts a reason to improve so they can get it, and prevents it from attracting accounts that are bad for your bottom line. Concierge Customer Service also recognizes an important evolution in sales. Customers have a lot less interaction with sales reps than they used to, so support for the "customer experience" has to be delivered by a different team. This is why Concierge Customer Service groups are commonly staffed by former mid-level sales reps. This has a big – and positive – effect on both costs and results. I've gathered what I've learned across the past decade into my book, "Profit-Driven Customer Service: Tuning and Exploiting a Necessary Function So It Multiplies Profit". You can get the book on Amazon. The book covers: how strategic Concierge Customer Service supports profits and cash-flow; the economics of Concierge Customer Service, so you can see why it pays rather than costs; and how to set up Concierge Customer Service in your company. It has chapters on policies and practices your people will want to know about, making it a handbook that everyone in a customer service role should have. In the meantime, I hope this video has you thinking about how to begin to influence your customer mix by implementing your own strategic Concierge Customer Service capability. It's a proven path to record profits and cash-flow, and to a stellar reputation in your market. WayPoint website: http://www.waypointanalytics.net/waypoint.asp?pg=2024 Profit-Driven Customer Service book: https://www.amazon.com/dp/1983837253 First two chapters FREE: https://media.waypointanalytics.com/media/CustomerService-excerpt.pdf |
You've Lost Your Biggest Account – Now What?Everyone eventually faces the loss of a significant account. Sometimes big enough that "normal" operations are no longer feasible. Customer Service – How Companies Get It So WrongMathematically, half of all companies have below-average customer service. There's a fifty-fifty chance yours is one of them. Here's why most companies don't The Customer Benefits Budget: Engineering Customer RelationshipsBalancing the internals of a customer relationship is the gateway to aggressive pricing and great customer service. Accounts That Eat Your LunchAlmost every company is quite profitable, or would be if it wasn't for a handful profit-killing accounts. Why Counter Sales are Killing Your Profits & What to Do About ItCounter Sales are perpetually amongst the biggest money-losers in distribution. It's a bigger issue than companies without advanced analytics realize, and repr The Customer Service TrapCompanies hurt themselves when they go for "great customer service". Here's why. How to Make (a Lot) More Money: Profit-Driven Business StrategyA numbers-driven strategy to focus strategically on profit production takes companies to the top. Adopt their strategy and win. Mix & Balance: How to Get Big Profit GainsRapid and permanent profit gains come from focusing on mix and balance. Driving these elements produces great cash-flow & record profits. Fast Track to Permanent Profit Gains: Trading CustomersThe most powerful profit-producing strategy for sales is trading customers. This video reveals why this is. Money-Making vs Money-Losing Sales: Finding Hidden ProfitsIf you want to put your company on track to high profits, extraordinary cash flow, fast growth, and market leadership, this is what you need to know. Where to Focus Your Efforts for Fast Profit GainsEvery sale has three dimensions that determine its profitability: volume (or size of the sale); margin (amount of operating cash generated above the cost of the High-Leverage Accounts: The Gateway to High Profit RatesPart of a series on profit-value segmentation, the High-Leverage Accounts are vital the fast profit gains. Fast Track to Profits: Eliminating DuplicationA relentless focus on avoiding and eliminating duplication guarantees higher profit rates. How to Have a Profit Rate Above 20% - Four StepsSome distribution companies deliver profit rates of 20%, 25% and more. Here's how they do it. |