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CanMor Systematic Innovations -- Where intellectual capital is created

Intellectual Capital Page 1

German translation to follow, seminar available
 Emil Zahner, Innovation Coach
Emil Zahner
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Seminars in German / deutsch and English
Customer Attraction Program
Concept Creating value for customers / clients
Fulfilling client's needs An offer he can't refuse
Loyal customers They rather pay more than loosing superb service
Marketing is dead Client / customer farming is in. Grow your customers
Intellectual capital Lost by stupid downsizing ? Regain, preserve, grow
Company value Money is a result of brain work, with a time delay
Vision, perception Chance and risk detection, guts, intuition

Dieses Thema wird auch in Deutsch behandelt.


Driving past the customer's need.
If you don't give the customer what he needs you will earn less than
is possible. Your advertising will be ignored. Your promises will not convince.
Your customer won't care for you and what you offer,
because his experience tells him you didn't care for him so far.
All you wanted was the customer's money. Like a robber.

There is no long term future for this behavior in a truly competitive
and global market. Customer care is needed. Else you are loosing 3 : 1 !
Your advertising may bring in one new customer per day, and your
customer treatment is loosing three. Service is an investment into
customer attraction.
If you care about your customer and become number one source,
your customer will recognize his interest in your wellbeing. After all
if you are the main resource, the customer would loose if you loose.
Never underestimate a customer's intelligence.

Customer retention costs you a fraction of gaining and keeping a new
customer. Traditional marketing and advertizing adresses the
competitor's customer. Mouth to mouth recommendation is a slow
process, mouth to mouth warning of potential victims is three times
more efficient.

Traditional marketing often disregards customer satisfaction.
Marketing isn't free of customer disrespect either. An overexposure of
potential benefits are listed in product descriptions. The weary customer
may only need 20% - which makes him feel like paying 500% for what he
needs.
The same marketing people fail to include proper product specification and
a listing of features in a honest way. The customer is left at the merci of a
sales person. The point of sale needs additional training, has unneccessary
work and experiences more returns because of mismatch of customer's
expectations with the real product. What is more the customer may actually
have an application marketing and designers never thought about. Lack
of spec's kills the sale.

The service factor
Excellent service performed by friendly people - who have reason to
believe in their employer - produces the strongest force of customer
attraction. If you can't get service, you need to look for lowest price.

Trust speeds up good ways and attracts customers.
Too many organizations are busy with themselves. Customers are an
uncomfortable distraction. Unless management is showing how
to care about customers (people), employees tend to give up fighting
between customers and managers. They work to rule, to the dot,
following manager's instructions, even if this behavior blows customers
into the ditch. Any report about a customer will first of all guard own
activity, and possible other employees. The customer is treated as liar
and idiot. The manager is frustrated with the hopelessly poor quality of
today's employees, and in a last effort before breakdown, he produces
yet another set of rules.

Company value
tends to be confused with shareholder value. Holders of public shares
are the least dependable resource of a company. They move in the global
market more often and much faster than any company can move and
react. The real value of a company is its ability to feed those most
concerned with its wellbeing and its investment into sustaining (employees,
community, etc).
Down valuing a company happens in minutes, faster than down sizing
personnell. Reducing cost by downsizing service and capital intelligence
will momentarily inflate company value in the stock market. If overdone
the inflated company will loose its strength of supporting its people and
customers, consequently loose the support of the stock market.

New subject:
Recognizing chances
is difficult enough in itself. Uncovering new, hidden chances
needs special know-how. This know-how is not usually taught in
universities and business schools. Tests are passed best if they reflect
the specific prof's thinking. Where this special know-how is touched, it
tends to be so theoretical that Doers (rainmakers) will discard it and
revert to "guts" and intuition. Unfortunately this approach costs lot of
"write up to experience".

"Guts" and intuition
are valuable resources. If guts is taken as a source for risk assessment,
that is ok. Only, gut feelings and inspirational thoughts should be checked
for hidden errors before they are converted into action.
While gut feeling is an all time present resource, inspiration tends to hide
when it is most needed. There is a high probability that both sources
(guts and inspiration) can be made into highly valid approaches to
uncover the real and optimized solution, even without the extra power
(and cost) of a team.
(See seminars / coaching).

Rainmakers, Doers
(sometimes university drop-outs of highest caliper) will perform
better and safer if they learn the principles of some systematics
in their guts and intuition approach.
One example is delegation, what to delegate, what to keep monitoring,
what no to delegate, and to know why.
The other is uncovering hidden chances and risks. A highly valuable ability,
and creating fear in competitors who don't have this ability. They tend not
to know how this is done, and often don't even recognize their lack.

For more information, get in touch with Emil Zahner. Don't delay, the
market is moving - with or without you. Workshops in English or German

The concept
is a variable one. An introduction is needed to understand
the process. Then there should be a regular event, at least once per
month. The approach can be workshop style and tailored to the needs and
objectives. A large organization may use it as a client generator and
making it a regular 2 - hours event for its clients. This tailor made value
creation for customers can be done in numerous ways and need not be
expensive. It will definitely produce more than image claim advertising.
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This page last updated January 2005

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