The number one factor in increasing the level of highly satisfied and engaged CUSTOMERS in your business is…
The level of highly satisfied and engaged EMPLOYEES in your business.
Key Drivers of Customer Satisfaction and Loyalty T olerate N othing L ess From: Practice What You Preach by Maister Global study: 16 countries 529 companies 15,589 respondents Financial Performance Quality P&S & Customer Relationship Employee Satisfaction Empowerment High Standards Long-term Orientation Enthusiasm, Commitment, Respect Training & Development Fair Compensation CR=104.12% Increase CR= .404 CR=.334 CR=.277 CR=.275 CR=.249 CR=.280 Coaching CR=.285 CR=.371 CR=.365 CR=.191 CR=.247
Best Practices: Culture Make hiring “right” a core competency Manage the corporate culture as a key asset Establish a clearly communicated vision for success Focus on employee satisfaction and engagement as a strategic objective Set high standards and hold people accountable to those standards Refuse to tolerate mediocrity Be a fanatic for training, coaching and mentoring across the organization Empower your people to go out and “wow” the customer
“ We are not in the coffee business serving people… we are in the people business serving coffee.” Howard Schultz, CEO – Starbucks
“ We took our eye off the ball and it damn near put us out of business. We forgot that the customer pays ALL the bills. We are here to serve them, help them, support them. Not keeping that at the front of our minds almost cost us everything.” Lou Gerstner, CEO - IBM
“ The very future of our company hinges on our ability to understand and serve our customers better than any other firm. It is all about customer service, the products are actually secondary.” Jeff Immelt, CEO – GE
“ The only critic whose opinion counts, is the customer” – Mark Twain
Cost of acquisition of a targeted customer is high
Cost to satisfy is higher
Cost to replace is 5x higher
Good News: Value of a delighted customer… priceless!
Customer Satisfaction Drives Customer Retention… and Customer Retention Drives Profitability A 5% increase in loyalty among your best customers… Can produce a profit increase of 25% – 85% I hate you I don’t care about you I love you 100% 90 80 70 60 50 40 30 20 Extremely Dissatisfied Somewhat Dissatisfied Slightly Dissatisfied Satisfied Very Satisfied Zone of Defection Zone of Indifference Zone of Affection Loyalty Customer Satisfaction Terrorist Evangelist
Reliability: The ability to provide what was promised, on time, dependably and accurately. ( Honesty )
Assurance: The knowledge and courtesy of employees, and their ability to convey trust and confidence. ( Competence )
Empathy: The degree of caring and individual attention provided to customers. ( Concern )
Responsiveness : The willingness to help customers and provide prompt service. ( Attitude )
Tangibles: The physical facilities, equipment, and appearance of the personnel. ( Professionalism )
How do the Best Companies Deliver Superior Customer Service?
From a study of more than 3,000 companies — narrowed down to the top 101 companies that profit from customer care — here are the Top Six Factors that were the fundament tactics used to build and manage extraordinary levels of customer satisfaction and loyalty.
They listen to, understand, and respond (often in unique and creative ways) to the evolving needs and constantly shifting expectations of their customers. Own the VOC 1. Extreme Customer Focus
They establish a clear vision of what superior service is, communicate that vision to employees at all levels, and ensure that service quality is personally and positively important to everyone in the organization. . 2. Shared Customer Service Credo
They establish concrete standards of service quality and regularly measure themselves against those standards, guarding against the “acceptable error” mindset by establishing as their goal 100% customer satisfaction performance. 4. Clear Standards + Accountability
Measure & Post Create A Dashboard of Key Indicators MPS Margin Per Sale Talent Customer Service Customer Retention
They hire the best people, train them carefully and extensively so they have the knowledge and skills to achieve the service standards, then empower them to work on behalf of the customers, whether inside or outside the organization. 5. Customer Focused Employees
They recognize and reward service accomplishments, sometimes individually, sometimes as a group effort, in particular celebrating the success of employees who go “one step beyond” for their customers. Deal decisively with mediocrity 6. Reward and Celebrate Success
Zappos Sales in 1998 = 0 Sales in 2008 = 1.2 Billion
Looking back, a big reason we hit our goal early was that we decided to invest our time, money and resources into three key areas: customer service (which would build our brand and drive word-of-mouth), culture (which would lead to the formation of our core values), and employee training and development (which would eventually lead to the creation of our Pipeline Team).
Even today, our core belief is that our Brand , our Culture and our Pipeline are the only competitive advantages we will have in the long run. Everything else can and will be copied.
T HANK Y OU If you have any questions at all please do not hesitate to send a note or call. My email address is: email@example.com Also, you might find value in the ideas I share in my blog. You can sign up for it at: www.johnspence.com/blog Lastly, these slides have already been uploaded to: http://www.slideshare.net/johnspence