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首页 贝恩咨询有效沟通-clientskills

贝恩咨询有效沟通-clientskills.ppt

贝恩咨询有效沟通-clientskills

光平
2019-04-25 0人阅读 举报 0 0 暂无简介

简介:本文档为《贝恩咨询有效沟通-clientskillsppt》,可适用于战略管理领域

ClientSkillsCopyrightcopyBainCompany,IncAuthor:JeffMeltinContributors:SusanLonergan,PeterFisherbcClientSkillsMarchCopyrightcopyBainCompany,IncCUIMBClientSkillsCopyrightcopyBainCompany,IncAgendaObjectivesClientprocessOnsiteattheclientsRelationshipbuildingKeytakeawaysCUTWClientSkillsCopyrightcopyBainCompany,IncAgendaObjectivesClientprocessOnsiteattheclientsRelationshipbuildingKeytakeawaysCUTWClientSkillsCopyrightcopyBainCompany,IncObjectiveTheideathatconsultingdependssolelyonanalyticalexpertiseandonabilitytopresentconvincingreportsislosingground,partlybecausetherearenowmorepeoplewithinorganizationswiththerequiredanalytictechniquesthanintheboomyearsoflsquostrategyconsultingrsquoIncreasingly,thebestmanagementconsultantsdefinetheirobjectiveasnotjustrecommendingsolutionsbutalsohelpinginstitutionalizemoreeffectivemanagementprocessesrdquoArthurNTurnerProfessor,HBSCUTWClientSkillsCopyrightcopyBainCompany,IncBainVisionPartnershipCommonobjectiveRightissuesaddressedSignificantvalueimplemented(conceivablevsachievable)LeadershiptosustainBainclientSystemsintegratedClientcapabilityenhancementValueandcostcalculatedTheBainvisionofthemostproductiveclientrelationshipandsinglemindeddedicationtoachievingitwithourclient:CUTWClientSkillsCopyrightcopyBainCompany,IncAgendaObjectivesClientprocessOnsiteattheclientsRelationshipbuildingKeytakeawaysCUTWClientSkillsCopyrightcopyBainCompany,IncClientProcessObjectivesThebasicobjectiveoftheclientprocessistostructure,schedule,andstaffaseriesofinteractionssothat:BaincontinuallybuildscredibilityTheclientmovestowardactionoractsPersonalrelationshipscanbebuiltCUTWClientSkillsCopyrightcopyBainCompany,IncATypicalStrategyCaseMajorseniorclientpresentationsPrewiresDatagatheringAnalysisupdatescheckinsThetypicalclientprocessonaBainstrategycasewillcyclethroughfourtypesofmeetingsinteractionsCUTWClientSkillsCopyrightcopyBainCompany,IncDataGatheringInteractionsNewBainiesoftenhandledatagatheringinteractionsindependentlyObtaintherequireddataintherequiredtimediscoverthebestdatamotivatetheclienttoprovidethedataquicklyGeneratecredibilityforBainBuildapositive,productiveworkingrelationshipwiththeclientKnowthedatathattheclienthasalreadyprovidedtoBainorispubliclyavailablePositionBain,theproject,andtherequestappropriatelyAsktherightquestionsandfollowupBepreparedtodemonstrateempathyObjectivesBasicsuccessrequirementsCUTWClientSkillsCopyrightcopyBainCompany,IncDataGatheringPrepList(of)KnowtheexistingdataSearchcaseteamfilesforusefuldataPhonemailcaseteaminquiringaboutusefuldatapreviouslyacquiredfromclientChecknonclientpublicsourcesWhoisBainCompanyWhatistheprojectanditsobjectivesWhoattheclientissponsoringtheprojectWhyshouldtheclientcooperateHowdoesthisprojectandanalysisfitinwithotherBainworkfortheclientHowwillthedatabeusedWhowillseethedataandtheresultinganalysisWheredoesthisfitinwiththeclientrsquosotherprioritiesWhyisthissoimportanturgentHowisthisdifferentfromworktheclientmayhavealreadydonePositioneffectivelyCUTWClientSkillsCopyrightcopyBainCompany,IncDataGatheringPrepList(of)HavethequestionsandfollowupPreparetodemonstrateempathyWhatarethepotentialsourcesofthedataHowaccurateisthedataHowfarbackisthisdatakeptIsthereanyotherdata(othersystems)whichmighthelpHowdifficultwoulditbetocreatespecializedreportsWhencanIreceivethedataContactotherBainieswhohaveworkedwiththisparticularclientpersonunderstandsensitivitiesshemayhavetotherequestTakeaminutetoldquoputyourselfinhershoesrdquomentallyAskquestionsabouthercareerhistoryhowlonginthejobhowlongintheorganizationwhatotherjobswhatotherpartsofthecompanywhatothercompaniesCUTWClientSkillsCopyrightcopyBainCompany,IncEmpathy:TimeAttentionImbalanceSource:Client#sTimeDiaryThetimeattentionimbalancebetweenclientsandldquoBainiesrdquoillustratestheneedforempathyDaytodayoperationsCustomerneedsdemandsYearlybudgets,quarterlyresultsPersonnelissuesOwncareermanagementPersonalissuesCUTWClientSkillsCopyrightcopyBainCompany,IncLaterStageMeetings(of)MajorseniorclientpresentationsPrewiresDatagatheringAnalysisupdatescheckinsAfterdatagathering,laterstagemeetingswillgenerallybeledbymoreexperiencedBainpersonnelCUTWClientSkillsCopyrightcopyBainCompany,IncLaterStageMeetings(of)TheroleLogisticsClarifyyourrolebeforethemeetingknowhowmuchyoushouldtalkknowtheissuesyoushouldtalkaboutPreparesilentcommunicationtogainldquoentryrdquointomeetingdiscussionifnecessaryHaveallofthepossiblyneededbackuporganizedandathandBringmorethanenoughcopiesofthepresentation(includingacetates)avoidusingtheclientrsquoscopierBringallsuppliesthatmightbeusefulinthemeetingblankacetatespaperacetatepenspenscalculatorArriveearly!Knowthemeetinglocation,directions,andallcontactnumbersoftheparticipantsThenewldquoBainierdquotypicallyhastwoassignmentsresponsibilitiesinafterstagemeetings:fulfillingaparticularroleandensuringthatalllogisticalneedsaremetCUTWClientSkillsCopyrightcopyBainCompany,IncAgendaObjectivesClientprocessOnsiteattheclientsRelationshipbuildingKeytakeawaysCUTWClientSkillsCopyrightcopyBainCompany,IncOnSiteattheClientThedifficultyofexecutingbasicdorsquosanddonrsquotscanbemuchgreater,becauseYouareldquoonstagerdquoofthetime,andasaresulthellipYoumustldquobeBainrdquoeveryminute,andhellipYoumustdemonstrateexemplarymanagerialleadershipbehaviorThebasicdorsquosanddon#tsofworkingfulltimeattheclientsitearenodifferentfromanyothersituationHoweverCUbClientSkillsCopyrightcopyBainCompany,IncOnsiteattheClient:DorsquosDeveloppersonalrelationshipswithclientindividualstakethemoutgettoknowthempersonallyBuildonetrulyintegratedclientBainteamBalanceallofthedemandsfactorsnecessarytocreatejointoutputBainstandardanalysiscoachingpersuasionandconflictmanagementSetanexampleworkharddemonstrateleadershipFindcreativewaystogettheprivacyandlittlepersonalfreedomsthatyoumightneedDo:Whilethebasicdorsquosanddonrsquotsarenodifferent,itisusefultokeeptheinmindCUbClientSkillsCopyrightcopyBainCompany,IncOnsiteattheClient:DonrsquotsDonrsquot:ForgetthatyouarestillldquoservingrdquotheclientLowerstandardsofdiscretion,security,orconfidentialitylifestyleissuesphonecallspersonalopinionsExpectclientindividualstofitintoBainculture,norms,expectationsRelentonyourtimemanagementandworkplanningpracticesNeglecttheneedtopulltogetherBainiesforBainonlysocialtimeWhilethebasicdorsquosanddonrsquotsarenodifferent,itisusefultokeepinmindCUbClientSkillsCopyrightcopyBainCompany,IncAgendaObjectivesClientprocessOnsiteattheclientsRelationshipbuildingKeytakeawaysCUTWClientSkillsCopyrightcopyBainCompany,IncRelationshipBuilding:ManagerVPSurveySource:MangerVPSurveyWhatwasthebestadviceyoureceivedatBainonclientrelationshipsldquoStayclosetoyourclientsDonrsquotmonopolizetheirtime,butbetheresoyoucanlearnabouttheirworldrdquoldquoReadDaleCarnegiersquosbook,HowtoWinFriendsandInfluencePeoplerdquoldquoPutyourselfintheclientrsquosshoesrdquoldquoTobesuccessfulrequiresengagingaclientindividualonthreelevelsYoumustbe()emotional,()logical,()crediblerdquoldquoChallengeyourselftounderstandwhatclientsreallywantandfearaboutBainrdquoldquoPicksomeonewithgoodclientskillsandlearntomodelhisorherbehaviorrdquoCUTWClientSkillsCopyrightcopyBainCompany,IncMostEffectiveConsultantsSource:ManagerVPSurveyldquoBuiltclientownershipintheworkrdquoldquoPutherselfintheclientrsquosshoesandunderstoodhisheroperatingenvironmentandhowBainfitinrdquoldquoPaidcloseattentiontowhattheclientreallywantedandneededrdquoldquoDevelopedandimplementedacustomizedstrategyforeachclientindividualbasedontheclientrsquosstyle,strengthsandweaknesses,fearsandaspirations,andthecontextoftheworkrdquoldquoPreparedthoroughandclearobjectivesforeveryclientinteractionrdquoldquoListenedwelltoclientconcernsrdquoldquoListenedrdquoThemosteffectiveconsultantatclientrelationshipsthatIrsquoveworkedwithatBainalwayshellipCUTWClientSkillsCopyrightcopyBainCompany,IncLeastEffectiveConsultantsSource:ManagerVPSurveyldquoIgnoredtheimportanceofprocessissuesrdquoldquoMishandledclientsbyfailingtoprewire,goingovertheirheads,oroverpromisingwhatwecoulddordquoldquoOvervaluedthestrengthandpowerofhisanalysiswithclientsThoughttheworkwascompletewhentheanalysiswascompleteandthatbeinggoodatanalysismeantbeinggoodwithclientsrdquoldquoFeltthatclientswerenecessaryevilsthatotherwiseinhibitdecisiveactionandquickimplementationbymoretalentedBainiesrdquoldquoThoughtweweremoreimportantthananythingelseontheclientrsquosmindrdquoTheleasteffectiveconsultantatclientrelationshipsthatIrsquoveworkedwithatBainalwayshellipCUTWClientSkillsCopyrightcopyBainCompany,IncDo#sandDon#tsrdquo(of)ThefollowingaregeneralguidelinesAlwayscheckwithyourofficerandmanagertolearncasespecificguidelinesforclientinteractionDo:Bewellpreparedforclientinteractions(purpose,process,politics,andpersonalities)Beprofessionalatalltimesmdashdress,speech,bodylanguage,behavior,etcDiscussvstell,thencheckunderstandingBeperceptive,putyourselfintheclientrsquosshoesandthoroughlyunderstandhisheroutlookCultivateasenseofmutualrespectTakeinterestintheclientasanindividualandmakehimherfeelimportantReadilyacknowledgerespectforclientrsquosexperienceandexpertiseRespecteveryclientrsquosrighttoconfidentialityBefriendlyandcourteoustoallmembersoftheclientorganizationShowappreciationforanyclientassistanceBesensitivetoundercurrentsinmeetingsandbealertforldquocuesrdquofromotherBainpeopleCUTWClientSkillsCopyrightcopyBainCompany,IncDo#sandDon#tsrdquo(of)Do:Whenyouhavesomethingtosaybethoughtful,clear,andfocusedWhenyouhavenothingtoadd,besilent,listen,andobservecarefullySpeaktotheclientinlanguagehesheunderstandsandfeelscomfortablewithAvoidldquoBaineserdquoorinappropriatelanguageUseldquowerdquotoemphasizecommitmentandteamspirittoclientsReferissuesyouarenotanauthorityontoseniorBainpersonnelManagecasualconversationandanticipatesteerclearofsensitiveissuesmdashkeepdiscussionfocusedonworkbeingdoneLookforopportunitiestohelpclientandotherBainpeople(ldquonotes,notes,noteshelliprdquo)DevelopanareaofexpertiseandbecomeindispensableLetyourworkproveyourcompetenceBeyourselfmdashdevelopyourownstyleSeekoutbesensitivetofeedbackonclientskillsUsecommonsenseandyourowngoodjudgmentCUTWClientSkillsCopyrightcopyBainCompany,IncldquoDorsquosandDonrsquotsrdquo(of)DiscusspersonallifetopicswhichmightincreasedistancebetweenyouandtheclientCriticizetheclientorganizationorclientindividualsBeafraidtobesilentortosayldquoIdonrsquotknowrdquoLieDiscussBainclient(includingconfirmingclientsmentionedinpublishedarticles)CitetheCEOasourclientDonrsquot:CUTWClientSkillsCopyrightcopyBainCompany,IncHandlingSensitiveQuestionsAnswersaresituationalBainhistorywithclientclientrsquospersonalitypositionspecificcircumstanceswhenquestionisaskedwhoelseiswithyouyourexperienceThereisnoonerightresponsefindanswersyoufeelcomfortablewithClientrsquosreasonsforaskingthesekindsofquestionswilldifferdonrsquotautomaticallybecomedefensiveAvoidtalkingyourwayintoadifficultsituationDonrsquotlieThinkinadvancewhatyouranswertoeachtentativequestionwillbeSomeobservationsaboorhandlingsensitivequestionsCUTWClientSkillsCopyrightcopyBainCompany,IncSensitiveQuestionsandPossibleAnswers(of)WheredidyougotobusinessschoolldquoIwenttoXcollege,whereImajoredinYIwashiredbyBainoutofcollegeasanassociateconsultantonthecaseteamInitially,IrsquollbehelpinggatherthedatawersquollneedforouranalysisrdquoldquoIdonrsquothaveabusinessdegree,butIworkedintheXindustryrdquoHowlonghaveyoubeenwithBainldquoIrsquominmyfirstyearrdquoWhoareyouworkingforbesidesmycompanyldquoEachBainconsultantworksontwoclientcaseteamsatatimeHowever,Bainmaintainstheconfidentialityofitsclients,soIcanrsquottellyouwhoelseIrsquomworkingforIcantellyouthatmyotherclientisinaverydifferentindustryandpresentsnoconflictofinterestrdquoHowoldareyoufactualanswerCUTWClientSkillsCopyrightcopyBainCompany,IncSensitiveQuestionsandPossibleAnswers(of)Note:Ifyouhaveanyexperience,saysoHowisBainCompanydifferentfromotherconsultingfirmsldquoBainisdifferentinthatourfinalproductisnotawrittenreportWeworkasateamwithourclientsateachstageoftheanalysisandrightthroughimplementationrdquoWhatrsquosyourexperienceinmyindustryldquoAtBain,weworkwithclientsinavarietyofindustries,andtheexperiencewebringisinanalyzingbusinessissues,whichwecanworkwithyoutoapplyrdquoldquoYoubringtheindustryexperiencetotheteamThereisnowaywecanmatchyouryearsWebringthestrategicperspectiveandtheanalyticalfirepowerAsateam,wecanhelpimproveyourcompanyrsquosperformancerdquoCUTWClientSkillsCopyrightcopyBainCompany,IncSensitiveQuestionsandPossibleAnswers(of)WhatdoconsultantsdoexactlyldquoThegoalofBainworkistoimprovefinancialperformanceWemayworkatthedivisionorthecorporateleveltoimprovecompetitivepositioning,forecastmarketgrowth,targetmarketsegments,reducecostsorplanfinancialstrategyBainisdifferentfromotherconsultingfirmsinthathellipConsultantsmanagedatadrivenanalysisfocusedonbeatingyourcompetitorsTheresultispermanentimprovementtoyourcompanyrsquosfinancialpositionrdquoWheredidyougotoschoolfactualanswerWhatrsquosyourbackgroundfactualanswer,butconsiderhowthreateningthismaybetoyouraudienceTrytopositionfactsinawaythatwillbemostsensitivetowhyyouwereaskedthequestionCUTWClientSkillsCopyrightcopyBainCompany,IncSensitiveQuestionsandPossibleAnswers(of)WhatcanyoudoforusthatwecanrsquotdoforourselvesldquoOnsomebusinessissues,whichcompanyislikelytodealwithonlyoccasionally,webringconceptualexpertisewehavegainedfromanalyzingmanysimilarsituationsAnexamplewouldbeacquisitionworkManytimes,theissueisoneofresourcesmdashyourjobistogettheproductoutthedoorandthatcanbeallconsumingonadaytodaybasisWehavethetimeandthemanagementcommitmenttoconcentrateonplanningmdashoftenthegoodideasarealreadywithintheorganizationandourroleistofocusattentiononthemrdquoldquoYourunthebusinessYouneedyourwholedaytodealwith:operatingissuesYoudonrsquothavethetimetoanalyzeindepthkeyissuesthatmaycomeupButyouneedtheanswerstothosequestionstomakedecisionsInaway,youcanconsiderusaSWATteamheretohelpyougetoverthehumprdquoCUTWClientSkillsCopyrightcopyBainCompany,IncAgendaObjectivesClientprocessOnsiteattheclientsRelationshipbuildingKeytakeawaysCUTWClientSkillsCopyrightcopyBainCompany,IncKeyTakeawaysZerodefectanalysisandorganizedbackuparecriticaltobuildingcredibilityBepreparedtoanswersensitivequestionsAvoidBainjargonListenandrespondtoclientrsquosconcernsSticktoyourareaofexpertiseClientrsquosbehaviorisnotstupidorirrationalitisdrivenbydifferentincentivesHavingtherightanswerisonlythefirststeptheclientprocessiscriticaltoconsensusbuildingandimplementationItisimportanttounderstandclientperspectivestoeffectchangeandaddvalueMaintaintheappropriatepersonalbusinessrelationshipTakecopiousnotesandrespondtoquestionsfromorganizedbackupWhenindoubt,askyourmanagerhowtohandleclientsituationsCUTW

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