Hi. So welcome to the first video in this series. First of all, what we want to do is we want to talk about the modern customer. Now, have you ever noticed, how many are thought about how many pieces of advertising and marketing you might see on a daily basis? I mean, think about it, how many emails you get, how many TV adversities? See how many billboards, the you know, do you see how many text messages do you get?

How many things on Facebook or Twitter or whatever, you know, all these different kind of messages? And how many things to actually see and also pay attention to, and then maybe can allow me to actually, you know, take action on. I would wager is very, very few. I would wager that it's just all we do is we see it as noise. I mean, there's research that shows that 86% of us will skip TV ads. You know, it's actually funny, when you watch some TV programs, when they say now we're coming to an ad break, go and make a cup of tea.

I'm pretty sure that would make an advertiser's pretty angry. You know, you're telling somebody to go up of the room, rather than stick around and watch the ads. But actually, what's interesting is that we're living in this the, you know, this, this modern competitive world, which where the internet is having this huge, huge impact on how we do business. What we want to do here is actually kind of think about, what do we need to do, that's not necessarily going to interrupt our customers, and bombard them and try and force them to do something, but how we can actually better engage with our customers, how we can build a better service, and a better experience for customers that will, they will want to come and do business with us. Because actually, the whole thing around service and experience, it's the major competitive battleground in this early part of the 21st century.

And it's set to continue to be over the next kind of coming few years. So before we move on, there's a couple of things I want to say. I want to say that through the course of these through this course rather through these videos, I also want to focus on retention and loyalty, which I think are two hugely ports in areas, but two areas that don't get the attention that they deserve. Because if you think about it, you know, you've done all that effort trying to acquire customer trying to get your customer on board, you know, and research shows, research shows that it's between five and eight times more expensive to acquire a customer than it is to keep a customer so why would you not focus on keeping them and then try and building that building that loyalty such that they can then help you advocate for your own business?

Think about it this way. Have you ever heard that concern? Would you remember that song from when you were kid? There's a hole in my bucket. What do you think about that song? And you'll have to ask me, I'll have to ask for your forgiveness because that song is going to be in your head now for the rest of the day.

But in that song, Henry has to go and find a you know, find a bucket to to wet the stone to sharpen and to sharpen the axe to cut the straw to fix the bucket but he can't Because he's got a hole in his bucket, so becomes this infinite loop. So I think that sounds really instructive because it actually what it forces us to do is to think about, well, why would we put water in our bucket, ie our business, new customers, if we're gonna let them all flow out the bottom, right. So that's why I want to do is I want you to think about that. And when you think about, it's not just about getting new customers, it's not about just service, serving them well when you first get them, but it's also about how you keep them, and how you build a loyalty and then also how you build their advocacy.

So next, to get in the mood of this, this is what I want when I want to make it real. This is what I want when I want to do an exercise when I ask you to do an exercise where it puts you in the mind of a customer. And the exercise is two parts. The first part is I want what I want you to do is at work, I want you to describe a great service experience that you've had and what made it great and how it made you feel and walls different elements of it. And then on the other side of things I want you to describe a bad service experience and what made it bad and how you felt about it and why she happened to make it bad. There'll be an exercise sheet in the attachments below that below this video, but please feel free to put your best service experiences stories and your worst service experience stories in the comment sections below.

Thanks very much