The 5 pillars of creating customer loyalty are: 1) providing additional value through seminars, appreciation events, loyalty programs and exceeding service expectations, 2) effective communication through personal touches, quick response times and transparency, 3) proactive service by anticipating customer needs, 4) integrating company values through staff training and strategic planning, and 5) managing feedback by collecting, analyzing and acting on customer feedback from CRM systems to understand customer goals. The Net Promoter Score is a metric used to measure customer experience and loyalty.

1. 5 Pillars of creating
Customer
LOYALTY

2. Windows Mac Tablet
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GROUND RULES

3. PRESENTERS
Micheal Burch
FCPA, FCA, CFP
Managing Partner
Welch LLP
mburch@welchllp.com
Bruce Raganold
Director of Business Development
Welch LLP
braganold@welchllp.com
Chris Atack
Director of Season-Seat Membership & Group Ticket Sales
Ottawa Senators Hockey Club
atackc@ottawasenators.com

4. WHAT WILL BE COVERED
1. Additional value
2. Communication
3. Proactive service
4. Integration of values
5. Managing feedback

5. 1. ADDITIONAL VALUE
ABOVE AND BEYOND
VALUE-ADDS
• Seminars
• Appreciation events
• Content distribution
• Loyalty programs
• Expected service vs.
delivered service

6. 2. COMMUNICATION
• Personal touch
• Response time
• Open-door policy
• Transparency

7. 3. PROACTIVE SERVICE
REACHING OUT
ANTICIPATING NEEDS

8. 4. INTEGRATION OF VALUES
Staff training
Company culture
Strategic planning
Reinforcement

9. 5. MANAGING FEEDBACK
Collecting feedback and acting on it
Using CRM systems
Understanding client goals
Establishing transition timelines

10. NET PROMOTER SCORE
Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score
PROMOTERS (score 9-10): loyal enthusiasts who will keep buying and refer others, fueling growth.
PASSIVES (score 7-8) : satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
DETRACTORS (score 0-6) : unhappy customers who can damage your brand and impede growth through negative word-of-
mouth.

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12. QUESTIONS
Micheal Burch
FCPA, FCA, CFP
Managing Partner
Welch LLP
mburch@welchllp.com
Bruce Raganold
Director of Business Development
Welch LLP
braganold@welchllp.com
Chris Atack
Director of Season-Seat Membership & Group Ticket Sales
Ottawa Senators Hockey Club
atackc@ottawasenators.com