"Extreme Customer Service" - Business InSight 2009

988 views

Published on

Slides from "Extreme Customer Service" session by Bob Fish, CEO of BIGGBY COFFEE, at Detroit Regional Chamber's Business InSight conference October 27, 2009 at Henry Ford Museum.

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
988
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
40
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

"Extreme Customer Service" - Business InSight 2009

  1. 2. Extreme Customer Service
  2. 3. Robert “Bob” Fish Co-founder & CEO, Biggby Coffee
  3. 4. Just B Yourself
  4. 5. Personal History <ul><ul><li>Born Augsburg Germany </li></ul></ul><ul><ul><li>Lived in Europe 12 yrs </li></ul></ul><ul><ul><ul><li>Germany </li></ul></ul></ul><ul><ul><ul><li>France </li></ul></ul></ul><ul><ul><ul><li>England </li></ul></ul></ul><ul><ul><li>Father worked for Ford </li></ul></ul><ul><ul><li>Mother was German </li></ul></ul><ul><ul><li>Michigan was home base </li></ul></ul><ul><ul><li>Went to MSU </li></ul></ul><ul><ul><ul><li>Hospitality Business </li></ul></ul></ul><ul><ul><li>Paid for school </li></ul></ul><ul><ul><ul><li>By working at a Restaurant </li></ul></ul></ul><ul><ul><ul><li>Later owned it ! </li></ul></ul></ul>
  5. 6. History <ul><li>First location </li></ul><ul><ul><li>East Lansing March 1995 </li></ul></ul><ul><ul><ul><li>35 coffee shops </li></ul></ul></ul><ul><ul><ul><ul><li>In the greater Lansing Area </li></ul></ul></ul></ul>
  6. 7. History <ul><li>Second location </li></ul><ul><ul><li>Downtown Lansing </li></ul></ul><ul><ul><ul><li>October 1997 </li></ul></ul></ul>
  7. 8. History <ul><li>1998 – People begin to ask? </li></ul><ul><ul><li>I visit Mary Ellen Sheets  </li></ul></ul><ul><ul><li>Takes a year to put Franchise Docs together </li></ul></ul><ul><ul><li>Franchise fee $20,000 </li></ul></ul><ul><ul><li>Total cost to build out approaching $250,000 </li></ul></ul>
  8. 9. History <ul><li>First Franchise Sold in 1999 </li></ul><ul><ul><ul><li>East Lansing (Grand River and Hagadorn) </li></ul></ul></ul><ul><ul><ul><ul><li>Former Employee </li></ul></ul></ul></ul><ul><ul><ul><li>Okemos (Jolly and Okemos) </li></ul></ul></ul><ul><ul><ul><ul><li>Former Customer </li></ul></ul></ul></ul>
  9. 10. History <ul><ul><li>2000 – 7 units </li></ul></ul><ul><ul><li>2002 – 14 units </li></ul></ul><ul><ul><li>2004 – 26 units </li></ul></ul><ul><ul><li>2006 – 53 units </li></ul></ul><ul><ul><li>2008 – 99 units </li></ul></ul><ul><ul><li>2009 – 111 units </li></ul></ul>
  10. 11. Today <ul><li>Locations in </li></ul><ul><ul><li>Michigan </li></ul></ul><ul><ul><li>Ohio </li></ul></ul><ul><ul><li>Wisconsin </li></ul></ul><ul><ul><li>South Carolina </li></ul></ul><ul><ul><li>Alabama </li></ul></ul>
  11. 12. Today <ul><li>We have a new name </li></ul><ul><li>Franchise fee is $ 30,000 </li></ul><ul><li>Cost to open $300,000 (+/- 10%) </li></ul><ul><li>We have added </li></ul><ul><ul><li>Drive thru </li></ul></ul><ul><ul><li>Fireplaces </li></ul></ul><ul><ul><li>TV’s </li></ul></ul><ul><ul><li>Soft seating </li></ul></ul>
  12. 13. Today <ul><li>1,600 Jobs </li></ul><ul><li>78 new ‘small business owners’ </li></ul><ul><li>$ 40,000,000+ in combined sales </li></ul><ul><li>Sales Growth of 40% + </li></ul><ul><li>We were ranked 255 out of the ‘Top 500’ franchises by Entrepreneur Magazine </li></ul><ul><ul><li>Up from 289 </li></ul></ul>
  13. 14. Today <ul><li>Support of select Industries for 2009 </li></ul><ul><ul><li>Construction $ 4,000,000 </li></ul></ul><ul><ul><li>Dairy $ 1,500,000 </li></ul></ul><ul><ul><li>Small Equipment $ 2,000,000 </li></ul></ul><ul><ul><li>Distribution / Transportation $ 9,000,000 </li></ul></ul><ul><ul><li>Manufacturing (Roasting) $ 3,400,000 </li></ul></ul><ul><ul><li>Advertising and Marketing $ 2,000,000 </li></ul></ul><ul><ul><li>Sell coffee in 250 grocery stores </li></ul></ul>
  14. 15. Success…depends on <ul><li>Knowing… </li></ul><ul><ul><li>Who are you? </li></ul></ul><ul><ul><li>Where are you going? </li></ul></ul><ul><li>Ability to… </li></ul><ul><ul><li>Communicate (internally and externally) </li></ul></ul><ul><ul><li>Focus (knowing what is important) </li></ul></ul>
  15. 16. The first step… <ul><li>Operating Philosophy (1997) </li></ul>
  16. 17. The first step… <ul><li>P erception by customers that we respect their time and move them as quickly as possible </li></ul><ul><li>E very customer leaves the store in a better mood than when the customer arrived </li></ul><ul><li>R ecognize each customer as an individual </li></ul><ul><li>C onsistently produce a high quality beverage </li></ul>
  17. 18. Favorites… <ul><li>http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Daman </li></ul><ul><li>http://beta.twiddeo.com/457 Lk Lansing Jane </li></ul><ul><li>http://www.biggbybob.com/2008/07/something-dorky.html Allendale </li></ul><ul><li>http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce </li></ul><ul><li>http://www.biggbybob.com/2008/10/you-dont-have-to-be-crazy-to-work-here.html ballons </li></ul><ul><li>http://www.biggbybob.com/2008/09/biggby-coffee-just-ridiculous.html Frog </li></ul>
  18. 19. PERC <ul><li>Gave us the ability to… </li></ul><ul><ul><li>Focus </li></ul></ul><ul><ul><li>Communicate internally </li></ul></ul><ul><li>Helped us understand… </li></ul><ul><ul><li>Who we are? </li></ul></ul>
  19. 20. The second step… <ul><li>Business Philosophy (1999) </li></ul><ul><ul><li>Core values </li></ul></ul>
  20. 21. 7 core values <ul><li>1. Simplicity through systems </li></ul><ul><ul><ul><li>Having a system makes it teachable </li></ul></ul></ul><ul><ul><ul><li>Systems are the common thread that hold all of us together </li></ul></ul></ul><ul><ul><ul><li>Reliance on systems is what has allowed BIGGBY COFFEE to grow aggressively </li></ul></ul></ul>
  21. 22. 7 core values <ul><li>2. Top line driven </li></ul><ul><ul><ul><li>Revenue solves all problems </li></ul></ul></ul><ul><ul><ul><li>To focus on the top line, is to focus on the customer </li></ul></ul></ul><ul><ul><ul><li>There is no bottom line, without a top line </li></ul></ul></ul>
  22. 23. 7 core values <ul><li>3. Energy, Excitement, and Enthusiasm </li></ul><ul><ul><ul><li>Energy – drive, stamina, and intensity, with pluck </li></ul></ul></ul><ul><ul><ul><li>Excitement – animated, dramatic, and passionate, hullabaloo </li></ul></ul></ul><ul><ul><ul><li>Enthusiasm – zealous conviction in what you are doing ….it’s contagious. </li></ul></ul></ul>
  23. 24. 7 core values <ul><li>4. Always have Faith, Confidence, and Courage </li></ul><ul><ul><ul><li>Faith – truth, assurance, and belief </li></ul></ul></ul><ul><ul><ul><li>Confidence – self reliant certainty with spirit </li></ul></ul></ul><ul><ul><ul><li>Courage – adventurous and brave fortitude </li></ul></ul></ul>
  24. 25. 7 core values <ul><li>5. Maintain long term sustainability through profitability </li></ul><ul><ul><ul><li>Profitability ensures sustainability </li></ul></ul></ul><ul><ul><ul><li>Sustainability implies long term </li></ul></ul></ul><ul><ul><ul><li>Every penny counts </li></ul></ul></ul>
  25. 26. 7 core values <ul><li>6. Engaging the community …Giving is getting </li></ul><ul><ul><ul><li>“ It is in giving that we receive” </li></ul></ul></ul><ul><ul><ul><li>Engaging your community, is an investment in where you live, work, and play </li></ul></ul></ul><ul><ul><ul><li>ROI – R eturn O n I nvolvement… it’s ten-fold </li></ul></ul></ul>
  26. 27. 7 core values <ul><li>7. Dedication & Dependability </li></ul><ul><ul><ul><li>Dedication -- single minded adherent commitment </li></ul></ul></ul><ul><ul><ul><li>Dependability – steadfast tenacious responsibility </li></ul></ul></ul>
  27. 28. 7 core values <ul><li>S Simplicity through systems </li></ul><ul><li>T Top line driven …Revenue solves all problems </li></ul><ul><li>E Energy, Excitement, and Enthusiasm </li></ul><ul><li>A Always have Faith, Confidence, and Courage </li></ul><ul><li>M Maintain long term sustainability through profitability </li></ul><ul><li>E Engaging the community …Giving is getting </li></ul><ul><li>D Dedication & Dependability </li></ul>
  28. 29. Favorites… <ul><li>http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Daman </li></ul><ul><li>http://beta.twiddeo.com/457 Lk Lansing Jane </li></ul><ul><li>http://www.biggbybob.com/2008/07/something-dorky.html Allendale </li></ul><ul><li>http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce </li></ul>
  29. 30. STEAMED <ul><li>Helped us understand… </li></ul><ul><ul><li>Who we are </li></ul></ul><ul><li>Gave us the ability to… </li></ul><ul><ul><li>Focus </li></ul></ul><ul><ul><li>Communicate internally and externally </li></ul></ul>
  30. 31. 2008 - 2013 <ul><li>VISION: </li></ul><ul><ul><li>BIGGBY COFFEE will be the largest franchise chain of specialty coffee shops in the USA </li></ul></ul><ul><li>MISSION: </li></ul><ul><ul><li>Create one new BIGGBY COFFEE fanatic per day, per store who will actively promote us to others. </li></ul></ul>
  31. 32. Mission and Vision Statements <ul><li>Helped us understand… </li></ul><ul><ul><li>Who we are </li></ul></ul><ul><ul><li>Where we are going </li></ul></ul><ul><li>Gave us the ability to… </li></ul><ul><ul><li>Focus </li></ul></ul><ul><ul><li>Communicate externally and internally </li></ul></ul>
  32. 33. Fourth Step <ul><li>Culture (2007) </li></ul>
  33. 34. Culture <ul><li>One of the most difficult concepts to understand and articulate in any organization </li></ul><ul><li>Has to be consistent inside and outside the organization </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Operators </li></ul></ul><ul><ul><li>Corporate Office </li></ul></ul><ul><ul><li>Vendors </li></ul></ul>
  34. 35. Culture <ul><li>Have Fun </li></ul><ul><li>B-Happy </li></ul><ul><li>Make Friends </li></ul><ul><li>Love People </li></ul><ul><li>Make Great Coffee </li></ul>
  35. 36. Culture <ul><li>One of the most difficult concepts to understand and articulate in any organization </li></ul><ul><li>Has to be consistent inside and outside the organization </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Operators </li></ul></ul><ul><ul><li>Corporate Office </li></ul></ul><ul><ul><li>Vendors </li></ul></ul>
  36. 37. Culture <ul><li>Helped us understand… </li></ul><ul><ul><li>Who we are </li></ul></ul><ul><li>Gave us the ability to… </li></ul><ul><ul><li>Communicate internally and externally </li></ul></ul><ul><ul><li>Focus </li></ul></ul>
  37. 38. PERC, STEAMED, MISSION, VISION, and CULTURE…Merge  <ul><li>Can stand alone or be used simultaneously </li></ul><ul><li>Permeate all aspects of BIGGBY COFFEE </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><ul><li>Outdoor </li></ul></ul></ul><ul><ul><ul><li>Print </li></ul></ul></ul><ul><ul><ul><li>Web </li></ul></ul></ul><ul><ul><ul><li>PR </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul>
  38. 39. PERC, STEAMED, MISSION, VISION, and CULTURE…Merge  <ul><li>Operations </li></ul><ul><ul><li>Manuals </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Coaching </li></ul></ul><ul><ul><li>Inspecting </li></ul></ul>
  39. 40. PERC, STEAMED, MISSION, VISION, and CULTURE…Merge  <ul><li>Store Design </li></ul><ul><ul><li>Color </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Furniture </li></ul></ul><ul><ul><li>Layout </li></ul></ul>
  40. 41. PERC, STEAMED, MISSION, VISION, and CULTURE…Merge  <ul><li>Menu </li></ul><ul><ul><li>Color </li></ul></ul><ul><ul><li>Names </li></ul></ul><ul><ul><li>Beverages </li></ul></ul><ul><ul><li>Mix </li></ul></ul>
  41. 42. <ul><li>Appears to be just another method of message delivery…except these three things  </li></ul><ul><ul><li>1. Gives personality (like a person) </li></ul></ul><ul><ul><li>2. Allows for interaction (dialogue) </li></ul></ul><ul><ul><li>3. Consolidates communication channels </li></ul></ul><ul><ul><ul><li>Customer, Staff, Operator, Corporate </li></ul></ul></ul>Social Media
  42. 43. <ul><li>Social Media has two vulnerabilities… </li></ul><ul><ul><li>It must feel earnest, real, and truthful… </li></ul></ul><ul><ul><li>It is always on… </li></ul></ul>Truth
  43. 44. <ul><li>I gave up my corporate office to spend more time in the stores… </li></ul><ul><li>I tell the story of my travels on my blog </li></ul><ul><ul><li>www.biggbybob.com </li></ul></ul>BIGGBY BOB
  44. 45. <ul><li>I also share my adventures on... </li></ul>BIGGBY BOB BIGGBY BOB
  45. 46. <ul><li>Other places you can find BIGGBY… </li></ul><ul><ul><ul><ul><ul><li>www. biggby .com </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>www. bhappylounge .com </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>BIGGBY Guuru </li></ul></ul></ul></ul></ul>BIGGBY BOB
  46. 47. <ul><li>http://beta.twiddeo.com/424 B yourself </li></ul><ul><li>http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Daman </li></ul><ul><li>http://beta.twiddeo.com/457 Lk Lansing Jane </li></ul><ul><li>http://www.biggbybob.com/2008/07/something-dorky.html Allendale </li></ul><ul><li>http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce </li></ul><ul><li>http://www.biggbybob.com/2008/10/you-dont-have-to-be-crazy-to-work-here.html ballons </li></ul><ul><li>http://www.biggbybob.com/2008/09/biggby-coffee-just-ridiculous.html Frog </li></ul><ul><li>http://www.biggbybob.com/2008/10/hoppy-kidz.html hoppy kidz </li></ul><ul><li>http://www.biggbybob.com/2008/04/kazoo-story-or-2.html Kazoo Dylan </li></ul><ul><li>http://www.biggbybob.com/2008/03/biggby-coffee-essay.html </li></ul><ul><li>http://www.biggbybob.com/2008/03/dont-forget-to-fly-plane.html </li></ul>Favorites…
  47. 48. <ul><li>Questions? </li></ul>Thank You
  48. 49. <ul><li>Coming up next at 9 a.m. </li></ul>Our three CEOs from Inside the CEO Mind come together to answer your questions in our next session.

×