This document discusses how cats and dogs can live happily together through understanding each other better. It suggests that animosity between cats and dogs may stem from misunderstanding rather than inborn traits. The document outlines how to understand customers better by asking the right questions about their experiences, perceptions, and outcomes, rather than just focusing on performance metrics. It also advocates building meaningful relationships with customers and providing excellent overall experiences to foster understanding between "cats and dogs" and help them live together happily.

1. Quality and Business Excellence
Celebration
ASQ Vancouver 25th Anniversary
Customer Service
How can cats and dogs live happily ever after?
Erik F Steketee, The Process Pros

2. Intro The Process Pros
• Specialized in process improvement
• USP: games and simulations
• Dutch origin
• 2010 Olympic incorporation
• Government
• Social Challenges
• Industries

3. Itinerary
• Cats & Dogs?
• Experience a dog’s life
• What do cats want?
• What do dogs know about this?
• What are the chances of a happy life ever
after?

4. Cats
• Inquisitive
• Friendly
• Active
• Loving
• Independent
• Opinionated
• Variation

5. Dogs
• Territorial
• Defensive
• Alert
• Dominance
• Submission
• Loyal
• Stable

6. A Story of Hope
• not an inborn animosity, that determines
how cats and dogs feel about each other
• Animosity may also be a case of simple
misunderstanding and life experiences
with members of the other species

7. Where does understanding and experience come from?
• Performance (objective, directly
measurable criteria)
• Perception (subjective, indirectly
measurable criteria)
• Outcome (ultimate customer objectives
and results)

8. A dog’s life
• Case Hotel
• Dog #1 starts
• Cat #1 answers
• Etc
• Ranking

9. What do dogs know?
performance
perception
outcome
Output
Cycle times
CPU / ROI
Defects
Service calls
Return rates
Complaints
Recommendation
Churn

10. What do cats want?
Response time
Service time
Efforts put in
Costs of use
Ease of use
Reliability
Durability
Color and Styling
Variety
Happiness
Enjoy
Learn
performance
perception
outcome

11. Misunderstanding
Output
Cycle times
CPU / ROI
Defects
Service calls
Return rates
Complaints
Recommendation
Churn
Response time
Service time
Efforts put in
Costs of use
Ease of use
Reliability
Durability
Color and Styling
Variety
Happiness
Enjoy
Learn
performance
perception
outcome

12. TOC – cloud, wrong assumptions
VOC
Improve
performance
Reduce defects
Improve quality
Personalized
experience
Conflict
Increase
outcome

13. TOC – cloud, wrong assumptions
VOC
VariabilityStandard
Think!
Conflict
Process=OPEX
People = CI Variability

14. A dog’s life -2
• Case Robson
• Dog #1 starts
• Cat #1 answers
• Etc
• Ranking

15. What do customer surveys measure?
• Dog’s info
• Quantitative Performance
• Little Perception
• No outcome
• Recommendation
• NPS

16. Loyal friends?
• Surveys and NPS; Net Promoter Score
– Considered the best predictor for growth
– Too many wrong questions
– Too many interrelated questions
– Too one-sided on recommendation
– Backward look

17. Surveys
Overall satisfaction
Likelihood of recommendation
Likelihood of continued sales
Likelihood of selecting us
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10

18. NPS
Likelihood of recommendation
NPS= fraction promoters – fraction detractors
1 2 3 4 5 6 7 8 9 10

19. How to improve surveys
• Ask the right questions
• Cat’s info
• Qualitative as well
• Experience
• Outcome
• Build a relation

20. Better predictors for loyal friends
CLI; Customer Loyalty Index
More than recommendation
1. Advocacy; increase customer base
2. Purchasing; increase purchases
3. Retention; increase life cycle

21. Build and check your relationship -1
• Advocacy (grow customer base)
– Overall satisfaction (performance, perception and
outcome)
– Choose us again
– Recommend us
– Purchase again

22. Build and check your relationship -2
• Purchase (grow sales)
– More products
– Different products
– Larger orders
– Higher priced products

23. Build and check your relationship -3
• Retention (expand life cycle)
– Buy at competitors
– Stop buying
– Switch to another

24. A dog’s life -3
• Case Callus
• Dog #1 starts
• Cat #1 answers
• Etc
• Ranking

25. Cats and Dogs management
• Customer centric culture
• From strategy to process
• From CEO to CCSO
• Process and behavior
• From “company policy” to accountability
• From cost centers to selling centers
• To be in the know of your cats

26. Can cats and dogs live ever happily ever after?

27. Can cats and dogs live ever happily ever after?
• Animosity may be a case of simple
misunderstanding and life experiences
• Know your customer by asking the right
questions and building a meaningful relation
• Provide a life experience by excellent
performance, great perception and high
outcomes

28. And they lived happily ever after………………