- What is Realtalk?
- With which customers would I apply Realtalk?
- What is the Realtalk business process?
- What are the Realtalk processing services?
- Where does the Realtalk software and data reside?
- Not another customer survey?
- Who do we interview?
- How often do we conduct the scorecard?
- Will the output based interview methodology enable customers to set expectations that we cannot meet?
- Who conducts the scorecard interview?
- Who can be accredited as a Realtalk Practitioner?
- Why does the relationship manager sit in on the scorecard interview?
- Won’t the customer be intimidated by the relationship manager’s attendance thus restricting the openness of the response?
- What is the relationship manager’s role in the interview?
- Can the customer respondent request that their relationship manager does not attend the interview?
Responsibilities and resources
- What level of resource is required to run the Realtalk program?
- Will Realtalk create work for the relationship managers?
THE REALTALK SOLUTION
Realtalk will help you retain and grow your customer relationship by empowering your account team to improve your customer’s perception of value.
Realtalk comprises a business process, a winning methodology and related templates. It is underpinned by an on-line computer application for ease of management.
Realtalk has been designed to apply to your most important and valuable customer relationships – that small number of customers that provide the bulk of your revenue. The program assumes you have allocated the responsibility for the customer relationship to an individual we call the relationship manager (or account manager). Realtalk is a tool that will help that individual and his or her team to retain and grow the customer relationship.
A key component of Realtalk is an easy to use five stage process. It is provided as a simple guide for use by your business management and relationship management people. It will assist them to manage continuous improvement in the perceptions of their key customers.
Realtalk processing is provided as an on-line service. Each scorecard is entered into the Custell system. All output including reports, facilitator guides and executive presentations can be accessed online by your team members.
The Realtalk application software, business process and customer data reside on-line. Custell provide a secure environment to ensure security of your data. This is the most economic and efficient way to establish and maintain a tailored and unique service for individual clients.
Realtalk is an ‘Enterprise to Enterprise’ relationship improvement program comprising a business process that enables relationship managers to continuously improve customer perceptions. The program requires the completion of a simple customer scorecard via a short interview. Realtalk does not carry all the negatives associated with a traditional customer satisfaction survey.
Target respondents for the scorecard interview include decision makers and influencers from the customer organisation with whom you have a relationship. There is no point in interviewing somebody who does not have a relationship with you or do not know your services well. Normally a minimum of two and up to 10 individuals per customer are interviewed. A typical average is three respondents per customer.
Each cycle of the Realtalk program is completed in six months elapsed time. Research has shown that to properly monitor customer perception and drive continuous improvement 6 months provides the best balance – 12 months is too long between scorecards and perceptions can develop too long before you take corrective action – less than 6 months puts too much pressure on the account team to manage improvement.
Yes they will and that is deliberate. We need to know the expectations that the customers have in the back of their mind. Once out in the open we can address them. The Realtalk process helps the relationship manager to reset unrealistic expectations ensuring a more satisfied customer.
The interview is conducted by an accredited Realtalk Practitioner who must be independent from the day to day relations with the client. This is to ensure independence and integrity for the process. Your relationship manager for the customer also normally attends to listen only in silence.
Anybody who meets the documented pre-requisites and are a member of a Realtalk licensed organisation can register for training to achieve accreditation as an accredited Realtalk Practitioner. This can include individuals from a licensed client or a Custell Business Partner.
Your relationship manager is responsible for managing a positive relationship with your customer. They need to hear first hand the comments and recommendations the customer communicates including the body language. Most customers relate very well to having the opportunity to respond to an interviewer once each six months with the account manager sitting in silence unable to react to anything they say. It enables them to put a stake in the ground.
Most customers recognise that the relationship manager is key to managing the relationship. The customer would prefer that the relationship manager hears what they have to say first hand rather than via a stranger who may not fully understand their comments and communicate them with the wrong slant. In the professional enterprise to enterprise world very few customers are intimidated or influenced by the attendance of the relationship manager.
The role is “silent listening”. The relationship manager must not talk or show any body language throughout the interview to demonstrate that we are here to listen and not question or debate the response or promote a position. The relationship manager will have a right of response at a later point in the process. The relationship manager should take notes which can be compared to those taken by the interviewer following the meeting.
Yes, the “heads-up” email to the respondent sent by your nominated business owner in preparation for the interview advises that the relationship manager will attend. The customer is asked to advise the writer by return if the customer would prefer that the relationship manager does not attend.
RESPONSIBILITY & RESOURCES
The Realtalk program requires resources to interview customers, prepare customer specific action plans and then complete the agreed actions. It also dictates a minimum of three meetings with the customer through each cycle of the process. The objective is a delighted customer who is willing to invest more in your products and services.
Realtalk will not create any work for the relationship manager that is not part of their normal responsibilities. In fact Realtalk makes it easier for the relationship manager to focus on the activities that will retain and grow the customer relationship.