I started to tell you about the ideas participants find most helpful in my Schulich School of Executive Education course Advanced Account Management and High-Yield Selling.
Now let’s take a look at:
Gap Analysis
How to reduce stress, improve client relationships and protect your margins.
Gaps occur between what needs to be done and what is being done - that's not new news! You can reduce stress, improve productivity and manage profit by focusing on the most important gaps – if you can accurately assess what the gaps are.
You can create practical profiles of recurring audiences, tailor every client interaction to individual needs and do the right thing - and it's easy! Here are the questions you need to answer to identify gaps.
1. Present Performance
What promises has this customer received from me in the past 12 months?
What have I delivered?
What measurable results would the customer agree have been achieved?
2. Present Expectations
What has this customer asked for?
What conditions of satisfaction did the customer negotiate and accept? (e.g.
delivery dates, costs, service, support, ongoing contact…)
What things do they expect but not specifically discussed? Why?
3. Present Perceptions
What conditions of satisfaction would the customer say have been met?
What conditions of satisfaction would the customer say have not been met?
4. Customer Concerns
What strategic business concerns do you know the customer holds?
What strategic business concerns do you guess he/she holds?
5. Future Outcomes
What vision of the future has this customer described?
How is it different from his/her Present Expectations?
6. Satisfaction
What complaints &/or recognition has the customer expressed? (Use actual customer language.)
To what categories do they belong? (Process, Service, Cost, ROI)
7. Value
Note the actions you’ve actually taken on the customer’s behalf, compared to the results actually achieved, and the customer’s perception of their value.
8. Doing the Right Thing
Describe the customer’s perception of where improvement is needed in the type of service you provide.
9. Doing Things Right
Describe the customer’s perception of where improvement is needed in the way you provide the service.
To what extent would the customer say there was sufficient sharing on “how to get things done” between him/her and you? Why?
10. Process
What data do need, but do not have, to accurately reflect your customer’s concerns and expectations?
11. Change
What actions can you take to overcome gaps, but have not taken?
What has stopped you from taking these actions?
Now you can decide what Gaps you have with your customer. Good news! There are only six major Gaps: Satisfaction, Value, Do Things Right, Do the Right Thing, Process and Change.
Be careful, though. It's easy - and misleading - to dump everything in the "Satisfaction Gap" pot. You'll need a thoughtful discussion with your colleagues, staff and managers on where to focus your efforts.
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