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Section IV 
In theory, there is no difference between theory and 
practice. In practice, there is. - Yogi Berra 
Copyright @ 2014, Ron Ryan & Associates, LLC 1
But Isn’t This Just Common 
Sense? 
“Constant 
Improvement 
Should Be Part 
of Our Culture” 
“ But we can’t 
afford to do this 
now; we’re in 
survival mode.” 
The Reality: 
Discipline Is 
Difficult To Build 
& Maintain 
Copyright @ 2014, Ron Ryan & Associates, LLC 
2 
Yes. How 
To Fix The Leaks?
How To Get Started? 
Outside 
Consultant(s) 
Leadership 
Commitment 
<Either Way> 
Inside Task 
Force 
Start Here 
And 
Work Your 
Way Out 
How 
To Fix The Leaks? 
Copyright @ 2014, Ron Ryan & Associates, LLC 3
Why Bother With A Task Force? 
 No CEO direct 
reports; 
 Middle Managers 
Are Best: 
 Multi-departmental 
point of view; 
 Objectivity; 
 Independence and 
intellectual honesty; 
 Customer-focused 
rather than 
department-focused. 
How 
To Fix The Leaks? 
Copyright @ 2014, Ron Ryan & Associates, LLC 4
Make Sure You Are Looking 
With New Eyes 
If it ain’t is 
broken don’t 
go fix it! 
How 
To Fix The Leaks? 
Copyright @ 2014, Ron Ryan & Associates, LLC 5
6 Sigma Ninja’s Helpful But Not Required - 
A Check List For Change Teams 
 Smart – big picture 
person comfortable with 
ambiguity 
 Understands company 
and how it works 
 Analytical - not afraid of 
numbers 
 Plays well with others - is 
well respected by peers 
 Has strong domain 
expertise in his/her field 
 Willing to work hard 
How 
To Fix The Leaks? 
Copyright @ 2014, Ron Ryan & Associates, LLC 6
How To? Buy Books Not 
Dogma 
Customer Analytics 
• How to Measure and Improve In-Store Buyer Experience (Underhill) 
• How to Measure and Improve Internet Experience and Ecommerce 
(Kaushik) 
• How to Measure and Manage In-Bound Call Center Customer 
Experience (Cleveland) 
Customer Satisfaction Measurement And Management 
• How to Conduct Meaningful Satisfaction Surveys (Hayes) 
• Net Promoter Score (Reichold) 
• Experience And Interaction Economies (Pine, Gallup) 
• How (Nudges) Can Affect Buying Behaviors (Thaler, Sunstein) 
Process Improvement 
• Six Sigma (Pande et al.) 
• Lean (Womack, George, Seddon) 
• Reengineering (Hammer) 
Copyright @ 2014, Ron Ryan & Associates, LLC 
7 
No Single Approach Does It All How 
To Fix The Leaks?
Where Should You Start? 
Online 
Sales 
Process 
1 in 20 
Buy 
Call Center 
1 in 5 buy 
Fulfillment 
8 or 9 out 
of10 Keep 
What You 
Sold Them 
Repeat 
Purchase 
(Or 
Renewal) 
Between 5 
and 9 Out of 
10 Buy 
again 
How 
To Fix The Leaks? 
Copyright @ 2014, Ron Ryan & Associates, LLC 8
The Higher You Start In Your Funnel, The 
Greater The Impact Of The Change… 
Sales 
Center 
Online 
Lead 
Generation 
& Sales 
Fulfillment 
& Service 
…But also the more controversial, 
risky, and difficult to measure. 
How 
To Fix The Leaks? 
Copyright @ 2014, Ron Ryan & Associates, LLC 9
Where Should You Start? 
Online 
Sales 
Process 
1 in 20 buy 
Call Center 
1 in 5 buy 
Fulfillment & 
Service 
8 or 9 out of 
10 Keep 
What You 
Sold Them 
Repeat 
Purchase 
(Or 
Renewal) 
Between 5 
and 9 Out of 
10 
Buy again 
Start with a system or process you control. Fix it first. 
The further back in the value chain you start, the safer 
you will be. How 
To Fix The Leaks? 
Copyright @ 2014, Ron Ryan & Associates, LLC 10
Summary – Fixing The 
Leaks 
 About making incremental 
improvements; 
 Reduces customer attrition; 
 Has High ROI; 
 Creates Incremental 
Revenue; 
 This Revenue falls straight 
to the bottom line; 
 Improves customer 
experience and brand; 
 Improves job satisfaction; 
 Makes your organization 
better. 
Copyright @ 2014, Ron Ryan & Associates, LLC 11

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How You Can Fix TheLeaks

  • 1. Section IV In theory, there is no difference between theory and practice. In practice, there is. - Yogi Berra Copyright @ 2014, Ron Ryan & Associates, LLC 1
  • 2. But Isn’t This Just Common Sense? “Constant Improvement Should Be Part of Our Culture” “ But we can’t afford to do this now; we’re in survival mode.” The Reality: Discipline Is Difficult To Build & Maintain Copyright @ 2014, Ron Ryan & Associates, LLC 2 Yes. How To Fix The Leaks?
  • 3. How To Get Started? Outside Consultant(s) Leadership Commitment <Either Way> Inside Task Force Start Here And Work Your Way Out How To Fix The Leaks? Copyright @ 2014, Ron Ryan & Associates, LLC 3
  • 4. Why Bother With A Task Force?  No CEO direct reports;  Middle Managers Are Best:  Multi-departmental point of view;  Objectivity;  Independence and intellectual honesty;  Customer-focused rather than department-focused. How To Fix The Leaks? Copyright @ 2014, Ron Ryan & Associates, LLC 4
  • 5. Make Sure You Are Looking With New Eyes If it ain’t is broken don’t go fix it! How To Fix The Leaks? Copyright @ 2014, Ron Ryan & Associates, LLC 5
  • 6. 6 Sigma Ninja’s Helpful But Not Required - A Check List For Change Teams  Smart – big picture person comfortable with ambiguity  Understands company and how it works  Analytical - not afraid of numbers  Plays well with others - is well respected by peers  Has strong domain expertise in his/her field  Willing to work hard How To Fix The Leaks? Copyright @ 2014, Ron Ryan & Associates, LLC 6
  • 7. How To? Buy Books Not Dogma Customer Analytics • How to Measure and Improve In-Store Buyer Experience (Underhill) • How to Measure and Improve Internet Experience and Ecommerce (Kaushik) • How to Measure and Manage In-Bound Call Center Customer Experience (Cleveland) Customer Satisfaction Measurement And Management • How to Conduct Meaningful Satisfaction Surveys (Hayes) • Net Promoter Score (Reichold) • Experience And Interaction Economies (Pine, Gallup) • How (Nudges) Can Affect Buying Behaviors (Thaler, Sunstein) Process Improvement • Six Sigma (Pande et al.) • Lean (Womack, George, Seddon) • Reengineering (Hammer) Copyright @ 2014, Ron Ryan & Associates, LLC 7 No Single Approach Does It All How To Fix The Leaks?
  • 8. Where Should You Start? Online Sales Process 1 in 20 Buy Call Center 1 in 5 buy Fulfillment 8 or 9 out of10 Keep What You Sold Them Repeat Purchase (Or Renewal) Between 5 and 9 Out of 10 Buy again How To Fix The Leaks? Copyright @ 2014, Ron Ryan & Associates, LLC 8
  • 9. The Higher You Start In Your Funnel, The Greater The Impact Of The Change… Sales Center Online Lead Generation & Sales Fulfillment & Service …But also the more controversial, risky, and difficult to measure. How To Fix The Leaks? Copyright @ 2014, Ron Ryan & Associates, LLC 9
  • 10. Where Should You Start? Online Sales Process 1 in 20 buy Call Center 1 in 5 buy Fulfillment & Service 8 or 9 out of 10 Keep What You Sold Them Repeat Purchase (Or Renewal) Between 5 and 9 Out of 10 Buy again Start with a system or process you control. Fix it first. The further back in the value chain you start, the safer you will be. How To Fix The Leaks? Copyright @ 2014, Ron Ryan & Associates, LLC 10
  • 11. Summary – Fixing The Leaks  About making incremental improvements;  Reduces customer attrition;  Has High ROI;  Creates Incremental Revenue;  This Revenue falls straight to the bottom line;  Improves customer experience and brand;  Improves job satisfaction;  Makes your organization better. Copyright @ 2014, Ron Ryan & Associates, LLC 11