The document discusses the importance of customer delight over customer satisfaction. It argues that organizations should focus on empowering employees to delight customers through building long-term relationships, listening to customer feedback, and going above and beyond adequate service. It also notes that acquiring new customers is much more expensive than retaining existing ones, so customer retention should be a top priority.

1. Customer Delight Not Customer Satisfaction, but...

2. It Starts At The Top Who is the champion for the Customer Delight initiative? Organizations have: Visionaries Leaders Managers

3. Adequate Is Not Acceptable Most of what we do is adequate People talk about Customer Delight People talk about bad service People don’t talk about adequate service

4. Where Are We Now? 1) This organization is focused externally 2) Staff are fully empowered to delight customers 3) We are constantly looking for better ways to delight our customers 4) We listen to what our customers are telling us and act accordingly 5) We know who our customers are 6) We know what our customers want 7) We have an ongoing process to monitor how delighted our customers are

5. 8) Our staff are trusted to do the right thing 9) All of our policies make sense 10) We are actively engaged in building long term relationships with our customers 11) Training is relevant to what we do 12) We realize that the smallest things can have the biggest impact 13) We treat every customer the way they want to be treated Cont’d

6. The Truth About Customers Ten times more expensive to acquire a new customer than to keep a current customer - Bain & Company Research Customers are lost primarily due to indifference (66%) versus dissatisfaction (34%) - WSJ

7. The Best Woo – the ability to win others over Empathy – the ability to understand the mood of others Discipline – the ability to work systematically and consistently Command – the ability to control a situation through communication Responsibility – the ability to own a problem until it is solved

8. The Problem The problem is never how to get new innovative thoughts into your mind, but how to get the old ones out Dee Hock, VISA

9. You do not merely want to be considered the best of the best…. You want to be considered the only one who does what you do Jerry Garcia

10. Standing Out When we did it right it was still pretty ordinary Barry Gibbons, Burger King We defined personality as a market niche - we seek to amuse, entertain, surprise Herb Kelleher, Southwest Airlines

11. Story Telling Do people tell positive stories about your organization? Infosys Reddy’s Labs Wipro A few more? Perception is reality

12. Know Your Participants The Golden Rule doesn’t apply It is now the Platinum Rule When was the last time you asked your participants what were their expectations? It need not be complex

13. “ Men and women don’t think the same way, don’t communicate the same way, don’t buy for the same reasons.” “He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go, they make connections.” Faith Popcorn

14. Opportunities For Customer Delight What happens when you first interact with a customer? What occurs to build a relationship? Do you spend more to get new customers than on enhancing the relationship with current customers? What makes you unique?

15. Relationship Continuum First Interaction Entry into System Next Interaction Proactive or Reactive Customer Delight Moments Of Truth

16. Customers Who are they? What do they want? Are we meeting their needs?

17. Why Should We Be Concerned? In the average business, for each customer who complains there are 26 who feel the same way and don’t speak up. The customers who feel poorly served will tell between 8 and 16 people about their negative experience.

18. Empowerment Environment Empowerment is the “ What” not the “ How”

19. The Past No one knows what it means Abdication Perfectionism Lack of trust Espouse Theory Y – Practice Theory X More time spent on structure instead of behavior Lack of commitment Why Empowerment Fails

20. Notes On Empowerment Empowerment rests on trust Don't play games Practice “no surprises” Hug the messenger Decision making Who can solve problems?

21. Be a coach not an expert Fix the problem - not the blame Empowerment must be in everything The test: How are mistakes treated? It encourages change & communication Notes On Empowerment

22. Actually Customer expectations are typically not very high Your job is to surprise them Customer Delight is doing what they haven’t even imagined What will cause them to say WOW! You know what you can do - they don’t

23. Creating Customer Delight What’s working? How can we do more? Any barriers? How can we overcome them?

24. I Will Identify crimes committed against Customers, Donors, Program Participants and Each Other …… and do SOMETHING

25. Quick Quiz By 2009 of all firms will be female owned A woman opens a new business every Women influence of all car purchases Women own of all stocks 40 % 60 seconds 90 % 53 %

26. The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it Michelangelo