Instead of trying to increase loyalty, business leaders might want to consider avoiding disloyalty, according to Rick DeLisi, co-author of The Effortless Experience: Conquering the New Battleground for Customer Loyalty. In this presentation, DeLisi talks about why a strategy of "delighting the customer" isn't the most effective approach and how distributors can combat disloyalty in their customers. Also in this presentation: Judy Wojanis, president of Wojanis Hydraulic Supply Company, shares her experiences as a woman in the industry and how the industry needs to change to continue to be relevant.

1. a monthly production of
February 2014
All material in this webcast ©2014 by Gale Media Inc./Modern Distribution Management.
Copying or reproducing all or parts of this webcast without permission violates federal law.

2. This episode was released in February 2014
Creating an
Effortless Customer Experience
Rick DeLisi
Director

3. Agenda
Creating an Effortless Customer Experience
• Common Assumptions about Loyalty – andWhy
They’reWrong
• Key Differences Between B2C &B2B Customers
• “Experience Engineering”
• ChangingYour Metrics & the “Control Quotient”
• What toThink About at the End of Every Customer
Service Interaction
Rick DeLisi

4. Agenda
7 Minutes With …
Judy Wojanis
President

5. Agenda
7 Minutes With … Judy Wojanis
• Business Update & Outlook for 2014
• Receiving a 2014 STEP Award
• Overcoming Challenges for Women in the Industry
• Role of Women in Distribution & Manufacturing
• Advice for People Considering a Career in this
Industry
• What Keeps You Awake at Night?
Judy Wojanis
President

6. Creating an
Effortless Customer Experience
Rick DeLisi
Director

7. Assumptions About Loyalty
DAZZLE the Customer!
Rick DeLisi

8. Assumptions About Loyalty
DAZZLE the Customer!
They’ll be more LOYAL!
Rick DeLisi

9. Assumptions About Loyalty
DAZZLE the Customer!
They’ll be more LOYAL!
A Strategy of DELIGHT!
Rick DeLisi

10. Why It’s Wrong
Customers aren’t looking for
DAZZLE
Rick DeLisi

11. Why It’s Wrong
They just want the problem
to GO AWAY
Rick DeLisi

12. Why It’s Wrong
Focus on preventing customer
from becoming disloyal
Rick DeLisi

13. Why It’s Wrong
Create an Effortless Experience
Rick DeLisi

14. B2B vs. B2C: Expectations
1. Likelihood & frequency of contact
is much greater in B2B space
Rick DeLisi

15. B2B vs. B2C: Expectations
1. Likelihood & frequency of contact
is much greater in B2B space
2. Decision to continue doing
business driven by front line
experience
Rick DeLisi

16. B2B vs. B2C: Blurred Lines
Benchmarking against peers no longer
enough – customers are benchmarking you
against all of their experiences
Rick DeLisi

17. B2B vs. B2C: Blurred Lines
Great experiences from “A to Z”
Rick DeLisi

18. B2B vs. B2C: Blurred Lines
Great experiences from “A to Z”
Rick DeLisi

19. B2B vs. B2C: Blurred Lines
Great experiences from “A to Z”
Rick DeLisi

20. Experience Engineering
Link between low customer effort & high
customer loyalty
Rick DeLisi

21. Experience Engineering
Link between low customer effort & high
customer loyalty
How do we make it easier to do things?
Rick DeLisi

22. Experience Engineering
More importantly, how do we make it
FEEL easier?
Rick DeLisi

23. Experience Engineering
Experience Engineering =
Reducing mental effort to resolve issue
Rick DeLisi

24. Experience Engineering
Rick DeLisi

25. Experience Engineering
Rick DeLisi

26. Experience Engineering
Rick DeLisi

27. Where to Begin
• Start small – Identify new goals
Rick DeLisi

28. Where to Begin
• Start small – Identify new goals
• If “satisfaction” is the goal, what
can you DO to improve that?
Rick DeLisi

29. Where to Begin
• Start small – Identify new goals
• If recommendation is the goal,
what can you DO to improve that?
Rick DeLisi

30. Where to Begin
• Start small – Identify new goals
• If the goal is to reduce effort,
there are things to DO!
Rick DeLisi

31. The “Control Quotient”
Customer service today is more difficult
than 10 years ago.
Rick DeLisi

32. The “Control Quotient”
Customer service today is more difficult
than 10 years ago.
• Calls are more complex issues
Rick DeLisi

33. The “Control Quotient”
Customer service today is more difficult
than 10 years ago.
• Calls are more complex issues
• More customer service experiences
Rick DeLisi

34. The “Control Quotient”
Companies that do the best job enable
front-line agents to take more control
over customer issues
Rick DeLisi

35. The KeyTakeaway
At the end of every customer interaction:
Did we do everything we could to make
the most effortless experience
for the customer?
Rick DeLisi

36. The KeyTakeaway
At the end of every customer interaction:
What can we do differently?
Rick DeLisi

37. Available on
Amazon

38. Creating an
Effortless Customer Experience
Rick DeLisi
Director

39. 7 Minutes With …

40. 7 Minutes With …

41. 7 Minutes With …
Judy Wojanis
President

42. Q&A
Judy Wojanis
President
• Business Update & Outlook for 2014
• Receiving a 2014 STEP Award
• Overcoming Challenges for Women in the Industry
• Role of Women in Distribution & Manufacturing
• Advice for People Considering a Career in this
Industry
• What Keeps You Awake at Night?

43. Q&A
Judy Wojanis
President
• Business Update & Outlook for 2014
• Receiving a 2014 STEP Award
• Overcoming Challenges for Women in the Industry
• Role of Women in Distribution & Manufacturing
• Advice for People Considering a Career in this
Industry
• What Keeps You Awake at Night?

44. Q&A
Judy Wojanis
President
• Business Update & Outlook for 2014
• Receiving a 2014 STEP Award
• Overcoming Challenges for Women in the Industry
• Role of Women in Distribution & Manufacturing
• Advice for People Considering a Career in this
Industry
• What Keeps You Awake at Night?

45. Q&A
Judy Wojanis
President
• Business Update & Outlook for 2014
• Receiving a 2014 STEP Award
• Overcoming Challenges for Women in the Industry
• Role of Women in Distribution & Manufacturing
• Advice for People Considering a Career in this
Industry
• What Keeps You Awake at Night?

46. Q&A
Judy Wojanis
President
• Business Update & Outlook for 2014
• Receiving a 2014 STEP Award
• Overcoming Challenges for Women in the Industry
• Role of Women in Distribution & Manufacturing
• Advice for People Considering a Career in this
Industry
• What Keeps You Awake at Night?

47. Q&A
Judy Wojanis
President
• Business Update & Outlook for 2014
• Receiving a 2014 STEP Award
• Overcoming Challenges for Women in the Industry
• Role of Women in Distribution & Manufacturing
• Advice for People Considering a Career in this
Industry
• What Keeps You Awake at Night?

48. Thank You for Joining Us!
Access all past programs at:
www.mdm.com/executivebriefing
Questions? Call us at
888-742-5060 or email
info@mdm.com.
All material in this webcast ©2014 by Gale Media Inc./Modern Distribution Management.
Copying or reproducing all or parts of this webcast without permission violates federal law.
This episode was released Feb. 17, 2014

49. Credits
Host:
• Lindsay Konzak, editor
lindsay@mdm.com
Interviews:
• Jenel Stelton-Holtmeier, associate editor
jenel@mdm.com
Music: David Moldenhauer
All material in this webcast © 2014 by Gale Media Inc./Modern Distribution Management.
Copying or reproducing all or parts of this webcast without permission violates federal law.
This episode was released Feb. 17, 2014

50. Contact Us:
editor@mdm.com
888-742-5060