Slides for my „Delivering Customer Experience Excellence“ Keynote at Trebjesa Brewery Nikšić (a Molson Coors Company) Sales Conference (March 15, 2014). www.vanja.me

1. Delivering
Customer Experience
Excellence
www.vanja.me

2. “A customer can have any colour
as long as it's black.”- Henry Ford, Ford Motor Company, founder

3. A customer can have a shoe any way he wants!

4. There is a story of an individual who had a death in the family. Upon cleaning
out their loved one's home they discovered many unopened boxes of Zappos
shoes. Not knowing what to do, the person called Zappos…

5. Without a receipt or knowing how long the shoes had been sitting in the
closet, the customer service representative arranged to have the shoes picked
up at no charge and a refund was made. Seems kind enough, but the
individual who was dealing with a death in the family also received flowers
and a note of condolence from Zappos the following day.

6. “Customer service is a series of activities designed to enhance the
level of customer satisfaction – that is, the feeling that a product
or service has met the customer expectation.”

7. “Customer experience is how customers perceive their
interactions with a company along each step of a customer
journey, from discovery, to purchase and use, to getting service.”

8. Customer Service vs Customer Experience

9. If a customer has to call customer service, then
something has gone wrong with their experience

10. ”Our version of a perfect customer experience is one in
which our customer doesn’t want to talk to us. Every time a
customer contacts us, we see it as a defect. I’ve been saying
for many, many years, people should talk to their friends, not
their merchants.” - Jeff Bezos, Amazon.com, founder

11. ”Zappos takes a completely different approach. You call them
and ask them for a pizza, and they’ll get out the Yellow Pages
for you.” - Jeff Bezos, Amazon.com, founder

12. ”People call customer service when they have a problem. So equating
customer service with customer experience is like saying that a safety net is
a trapeze act. Yes, the net is important to the act. But if the performer
needs to use the net then something has gone wrong with the show.”
Harley Manning and Kerry Bodine, Forrester Research

13. ”Customer experience is not just about rational experiences
(e.g. how quickly a phone is answered, what hours you’re
open, delivery time scales, etc.) - more than 50% of customer
experience is subconscious, or how a customer feels.”

14. Neuromarketing –
Where Brain Science and Marketing Meet

15. 80% of CEOs think that their companies offer a
superior customer experience (source: Bain & Company)

16. …but only 8% of their customers agree!
(source: Bain & Company)

17. What are you going to do?
OR

18. “A business is defined by the want a customer satisfies when she
buys a product or service. To satisfy the customer is the mission
and purpose of every business.” - Peter Drucker, management thinker

19. “Deliver ‘WOW!’ through service.”

20. After four weeks of training, Zappos call center reps are offered $3,000
to quit immediately. By offering people money to quit, Zappos ensures
that the people they hire are really excited about working there.

21. Donald Porter, British Airways, V.P.
“Customers don’t expect you to be perfect. They
DO expect you to fix things when they go wrong.”

22. Video apology by Ramon De Leon for Domino's Pizza

23. “What can I do for you?”

24. Know your customer! :)

25. “We’re in the people business serving coffee,
not the coffee business serving people.”
Howard Schultz, Starbucks, Chairman and CEO

27. Joshie the Giraffe at the Ritz-Carlton

28. Honda - The Cog - “When things just work”

29. Victoria’s Secret original idea was to have a store where men felt
comfortable shopping for lingerie. It all began when Roy Raymonds
went shopping for his wife, and felt out of place in a lingerie store.

30. Excellence

31. Keep them hooked!

32. “There are 4 people in BMW who are ‘smell designers’
and 60 people whose job is to ‘compose’ the right sound
when the door closes.” - Kjell Nordstrom, “Funky Business”, coauthor

33. “In the world of abundance, simplicity might
be the most creative thing to do!”
Alf Rehn, internationally recognized business thinker

34. Seven-year-old Luka lost his LEGO Ninjago minifigure

35. Luka’s letter

37. The best pizza place in New York City

38. “Mostly, it's the fu*king ribs.”

39. “What we sell is the ability for a 43-year-old accountant to
dress in black leather, ride through small towns and have
people be afraid of him.” - John Russell, Harley-Davidson, VP

40. WTF???

41. Now, that’s more like it! :)

42. Sam Walton, Walmart, founder
“The goal as a company is to have customer
service that is not just the best but legendary.”

43. “The day you are satisfied with how you played
is the day you should retire.”

44. “What ever you do, do it well. Do it so well that when people see
you do it they will want to come back and see you do it again and
they will want to bring others and show them how well you do
what you do.” - Walt Disney, The Walt Disney Company, co-founder

45. “We are what we repeatedly do. Excellence then,
is not a single act, but a habit.”– Aristotle, Greek philosopher

46. Vladimir Vulić
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