Keeping customers engaged and increasing profitability

1. KEY LESSONS FROM MARKET LEADERS IN
ENGAGING CUSTOMERS
ARVIND DATTA

3. DID YOU KNOW?
• ON AN AVERAGE US COMPANIES LOSE :
– HALF THEIR CUSTOMERS IN 5 YEARS
– HALF THEIR EMPLOYEES IN 4 YEARS
• COMPANIES THAT CONCENTRATE ON FINDING AND KEEPING GOOD CUSTOMERS,
PRODUCTIVE EMPLOYEES CONTINUE TO DELIVER SUPERIOR RETURNS
• ACROSS WIDE RANGE OF INDUSTRIES A 5% IMPROVEMENT IN CUSTOMER
RETENTION RATES YIELD A 25% TO 100% INCREASE IN PROFITS.
EVERY ORGANIZATION HAS BUSINESS STRATEGY - BUT VERY FEW ORGANIZATIONS
HAVE A
“CUSTOMER ENGAGEMENT AND CUSTOMER SERVICE STRATEGY”
Source : The Amazement Revolution by Shep Hyken

4. ORGANISATION CULTURE
ALL ORGANISATIONS HAVE A CULTURE WHICH FALLS INTO ONE OF THE THREE
CATEGORIES :
# 1 : IT IS AT A LEVEL OF AMAZEMENT & PEOPLE ARE STRIVING TO STAY AT
THAT LEVEL
# 2 : IT IS MOVING TOWARDS A LEVEL OF AMAZEMENT AND PEOPLE ARE
EAGER TO REACH THAT LEVEL
# 3 : IT IS STAGNANT, PEOPLE ARE INDIFFERENT WHETHER LEVEL OF
AMAZEMENT IS EVER REACHED
Source : The Amazement Revolution by Shep Hyken

5. FOUR SEASONS HOTELS & RESORTS
• STARTED IN 1961 IN CANADA, OWNS 98
LUXURY PROPERTIES
• REVENUE $4 BILLION, 44,000 EMPLOYEES
• LAUNCHED FIRST LUXURY HOTEL IN 1970,
PRIOR TO THIS COMPANY WAS KNOWN
FOR ITS MOTEL CHAIN
• CONSIDERED AS MOST ELITE HOTEL
CHAIN DELIVERING A SERVICE THAT IS
UNSURPASSED
• HAS BEEN PART OF TOP 100 BEST
COMPANIES TO WORK FOR SINCE 1998
4 DECADES OF RESEARCH ON WEALTHY
BUSINESS TRAVELLERS
WHAT DOES THE BUSINESS TRAVELLER VALUE
MOST ?
• EXPENSIVE WALL PAPER?
• SILVER TRAYS?
• TIME?
• PLEASANT BACKGROUND MUSIC?
• CREATES A MEMBERSHIP EXPERIENCE IN
FIRST 60 SECONDS WITH THE GUESTS
DURING CHECK IN
CHECK IN PROCESS IS COMPLETED IN 4
MINUTES INCLUDING QUEING TIME
Source : The Amazement Revolution by Shep Hyken

6. RECREATIONAL EQUIPMENT INC.
MEMBERSHIP BENEFITS
• DISCOUNTS ON PURCHASES
• YEARLY DIVIDEND
• DISCOUNTS ON RETURNED AND USED
EQUIPMENTS
• ACCESS TO INDOOR CLIMBING FACILITIES
• DISCOUNTS ON EQUIPMENT RENTALS
• FREE OUTDOOR EDUCATION PROGRAMS FOR
MEMBERS
THAT’S A LOT FOR $20 LIFETIME MEMBERSHIP
FEE
• REI WAS FOUNDED IN 1938 IN KENT WA.
• OUTDOOR GEAR & SPORTING GOOD
RETAILER – SELLS THROUGH CATALOGS,
INTERNET & RETAIL OUTLETS
• HAS 11 MILLION MEMBERS, 11,000
EMPLOYEES
• REVENUES OF $2 BN
• OPERATES 100+ STORES IN 27 STATES
• 2 TRACK SERVICE STRATEGY-SELLS TO
MEMBERSHIP AND PAY & USE
• HAS BEEN PART OF TOP 100 BEST
COMPANIES TO WORK FOR SINCE 1998
• MEMBERSHIP AND PAY & USE
• LIFETIME MEMBERSHIP FEES $20
Source : The Amazement Revolution by Shep Hyken

7. FAMOUS DAVE’S OF AMERICA INC.
• RESTAURANT SPECIALIZING IN
BARBEQUED RIBS
• STARTED BY DAVE ANDERSON
• 177 RESTAURANTS IN 37 STATES
• CHAIN HAS WON 200+ AWARDS IN
QUALITY AND SERVICE
• CUSTOMERS COME BACK AGAIN AND
AGAIN FOR SUCCULENT RIBS AND
UNIQUE RUSTIC ATMOSPHERE AND
ABOVE ALL GREAT SERVICE
• FIRST TIME CUSTOMERS ARE TAKEN FOR A
ROUND OF THE RESTAURANT PREMISES
• TABLE HAS A SPECIAL MARKER “FIRST
TIMER”
• CUSTOMERS GET A SPECIAL ELEATED
LEVEL OF SERVICE
IT’S THE FIRST TIME EXPERIENCE, SERVICE
AND QUALITY OF FOOD THAT DEMOSTRATES
WHY CUSTOMERS KEEP COMING BACK
Source : The Amazement Revolution by Shep Hyken

8. NORTHERN LIGHTS CREDIT UNION
• NLCU IS A FINANCIAL SERVICES
COOPERATIVE FOUNDED IN THUNDER
BAY, ONTARIO
• 8 BRANCHES ACROSS ONTARIO
• CORE VALUES : INNOVATION, FISCAL
RESPONSIBILITY & MEMBER DRIVEN
QUALITY SERVICES
• ENGAGES COMMUNITY THROUGH A
UNIQUE PROGRAM
“PAY-FOR-A’s
• RECOGNITION FOR STUDENTS
• HELPS BUILDS COMMUNITY FEELING
• PROGRAM FOR HIGH SCHOOL SENIORS –
FOR EVERY “A” THEY GET $10
• ALSO ELIGIBLE FOR AN ANNUAL RAFFLE
DRAW FOR A GRAND PRIZE – LAPTOP
• GREAT WORD OF MOUTH PUBLICITY
THROUGH THEIR MEMBERS
• MAKES EXCELLENT DINNER TIME
CONVERSATIONS AMONG FAMILY
MEMBERS
THIS INITIATIVE HELPS BUILD DEEPER
INROADS IN THE COMMUNITY & BUILDS
COMPETITIVE BARRIERS FOR BANKS &
FINANCIAL INSTITUTIONS
Source : The Amazement Revolution by Shep Hyken

9. BAPTIST HEALTH SOUTH FLORIDA
• FOUNDED IN 1990 IN CORAL GABLES FL
• EMPLOYS 13,000 PEOPLE (75% FEMALES)
• TREATS MORE THAN A MILLION PATIENTS
A YEAR
• RECOGNISED FOR DELIVERING GREAT
SERVICE TO ITS PATIENTS
• MIAMI FACILITY WAS AWARDED THE
CONSUMER CHOICE AWARD FOR 14
YEARS IN A ROW
• COMPANY HAS A NO LAY OFF POLICY
• OFFERS SCHOLARSHIPS FOR
MERITORIOUS CHILDREN OF EMPLOYEES
• HAS TIED UP WITH A CRECHE NEAR THE
HOSPITAL WHERE EMPLOYEES CAN LEAVE
TODDLERS
• EMPLOYEE COUNCIL THAT MEETS
REGULARLY WITH THE CEO TO UPDATE
HIM ON EMPLOYEE FEEDBACK
COMMITMENT TO EMPLOYEES : COMPETITIVE
COMPENSATION, LONG TERM JOB SECURITY
AND POSITIVE ATMOSPHERE IN THE WORK
PLACE
Source : The Amazement Revolution by Shep Hyken

10. TRUGREEN INC.
• PROVIDES LAWN CARE & LANDSCPING
• FOUNDED IN 1974, PRIVATELY HELD
FORTUNE 1000 COMPANY
• 1.7 MILLION CUSTOMERS, EMPLOYS 30,000
PEOPLE
• BUSINESS IS SEASONAL : HOW DO YOU KEEP
CUSTOMERS THINKING ABOUT YOU IN
BETWEEN PURCHASES OR WHEN TIMES ARE
SLOW
• TRUGREEN THOUGHT OF REINFORCING THE
BRAND DURING WINTERS
• HOW CAN YOU GET CUSTOMERS TO
REMEMBER YOU WHEN THEY’RE NOT USING
YOUR PRODUCT OR SERVICE
• TRUGREEN CONCLUDED WINTER PRESENTED
A GREAT OPPORTUNITY TO WIN CUSTOMERS
& REINFORCE BRAND AWARENESS
• THEY DID NOT OPEN A SNOW PLOWING
BUSINESS, INSTEAD
• GAVE CUSTOMERS FREE BAGS OF ICE MELT,
COMPLIMENTS OF TRUGREEN DELIVERED IN
PERSON
• GIFT WAS UNEXPECTED, APPRECIATED AND
MEMORABLE
WHEN IT WAS TIME TO RENEW THE LAWN
CONTRACT-TRUGREEN WAS THE #1 CHOICE OF
CUSTOMERS
Source : The Amazement Revolution by Shep Hyken

11. MISSOURI BAPTIST MEDICAL CENTER
• 489 BED HOSPITAL SPECIALIZES IN CARDIAC
SERVICES, OBSTETRICS, ORTHOPEDICS AND
CANCER TREATMENT.
• OPENED IN 1886 BY DR. WILLIAM MAYFIELD,
CURRENTLY EMPLOYS 3000 PEOPLE
• ON THOMSON REUTERS LIST OF TOP 100
HOSPITALS IN THE USA.
• PROVIDES EXCELLENT AFTER-EXPERIENCE TO
PATIENTS.
• RANKED AMONG THE TOP HOSPITALS IN THE
US IN THEIR FIELD OF MEDICINE
• AFTER THE PATIENT IS DISCHARGED THE
HOSPITAL SENDS A THANK YOU NOTE SIGNED
BY SURGEON AND TWO NURSES
• THIS SIMPLE UNEXPECTED GESTURE MAKES
A VERY POWERFUL IMPRESSION. SHOWS
THEIR LEVEL OF COMMITMENT TOWARDS
THEIR PATIENTS.
• IN TODAY’S FAST PACED WORLD, A
PERSONALISED THANK YOU NOTE IS OFTEN
UNEXPECTED, SOMETIMES MEMORABLE
AND ALWAYS APPRECIATED
HOW WOULD YOUR CUSTOMERS FEEL IF YOU
SENT THEM A PERSONAL NOTE THANKING THEM
FOR THEIR BUSINESS?
WOULD DOING SO HELP YOU STAND OUT FROM
THE COMPETITION?
Source : The Amazement Revolution by Shep Hyken

12. MAKE A GUESS
• FOUNDED IN 1850 IN BUFALO, NEW YORK
• STARTED AS AN EXPRESS MAIL BUSINESS
• FOUNDED BY THE MERGER OF WELLS & CO., LIVINGSTONE FARGO & CO. AND WELLS,
BUTTERFIELD & CO.
• 22ND MOST VALUABLE BRAND
• TOP 20 MOST ADMIRED COMPANY
• REVENUES OF $33 BILLION AND NET INCOME OF $ 5.4 BILLION
• 53,000 EMPLOYEES, 110 MILLION CUSTOMERS
• RANKED 90TH IN FORTUNE 500 LIST
• RANKED HIGHEST IN CUSTOMER SERVICE BY J.D. POWER
• WARREN BUFFETT’S BERKSHIRE HOLD 14.8% STAKE VALUED AT $11 BILLION
Source : The Amazement Revolution by Shep Hyken

13. KEY TAKEAWAY FROM AMEX
• THINK OF CUSTOMERS AS MEMBERS OF
SPECIAL GROUP
• CREATE A SEAMLESS EXPERIENCE TO
DELIVER SERVICE THAT WILL TAKE
CUSTOMER EXPERIENCE TO ANOTHER
LEVEL
• INVEST IN CREATING MEMBERSHIP
EXPERIENCE
• ASK YOUR TEAM-WHAT SHOULD CHANGE
• MAKE CUSTOMER FEEDBACK A KEY
COMPONENT OF COMPENSATION AND
REWARDS STRUCTURE
• RESPECT & EMBRACE UNIQUENESS OF
EACH OF YOUR EMPLOYEES
• THROW AWAY THE SCRIPT : GIVE PEOPLE
AUTONOMY TO IDENTIFY AND SOLVE
CUSTOMER PROBLEMS
• MOVE AWAY FROM A TRANSACTION AND
TRANSITION TO A MAGIC MOMENT OF
CUSTOMER EXPERIENCE
• DEVELOP VALUE ADDED PRIVELEGES,
REWARDS, AMENITIES TO OFFER YOUR
CUSTOMERS
• TIE-UP COMPENSATION TO THE ULTIMATE
Q :
“ON A SCALE OF ONE TO TEN WHAT IS THE
LIKELIHOOD THAT YOU WOULD RECOMMEND
US TO A FRIEND OR ASSOCIATE”
Source : The Amazement Revolution by Shep Hyken

14. AMAZEMENT REVOLUTION
• TREAT SERVICE NOT AS A COST BUT AN INVESTMENT IN BUILDING
CUSTOMER RELATIONSHIPS
• CONNECT EMOTIONALLY WITH YOUR CUSTOMER
• ADD VALUE TO EVERY INTERACTION
• DON’T CONCENTRATE ON THE TRANSACTION
• GIVE CUSTOMERS A BETTER EXPERIENCE
• CREATE AN EXPERIENCE THAT TURNS SATISFIED CUSTOMERS INTO
CUSTOMER EVANGELISTS
Source : The Amazement Revolution by Shep Hyken

15. 7 STRATEGIES FOR AN AMAZEMENT REVOLUTION
• STRATEGY #1 : PROVIDE MEMBERSHIP
• STRATEGY #2 : HAVE SERIOUS FUN
• STRATEGY # 3 : CULTIVATE PARTNERSHIPS
• STRATEGY # 4 : HIRE RIGHT
• STRATEGY # 5 : CREATE A MEMORABLE AFTER EXPERIENCE
• STRATEGY # 6 : BUILD COMMUNITY
• STRATEGY # 7 : WALK THE WALK
Source : The Amazement Revolution by Shep Hyken

16. TREAT YOUR CUSTOMERS THE WAY THEY
SHOULD AND WANT TO BE TREATED AND
THEY WILL COME BACK AGAIN AND AGAIN
Source : The Amazement Revolution by Shep Hyken