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The Customer comes first, second and third...

Customer Satisfaction Setting Your Organization Apart from the Competition (These slides are a compilation of presentations to Saks Fifth Avenue, Trammell Crow, Tegal, and Loyola Marymount University). The Customer comes first, second and third.

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The Customer comes first, second and third...

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  1. Customer SatisfactionSetting Your OrganizationApart from the Competition(These slides are a compilation of presentations to Saks Fifth Avenue, Trammell Crow, Tegal, and Loyola Marymount University)

  2. The Customer comes first, second and third... ….and yet, in many companies, the customer is viewed as a nuisance • whose unpredictable behavior damages carefully made plans, • whose activities mess up operations, and • who insists that products work.

  3. Why be Concerned with Customer Loyalty • Customer Loyalty = Profit • A 5% increase in customer loyalty can produce profit increases from 25% - 85%” Frederick Reichfeld, W. Eal Sasser, “Zero Defections: Quality Comes to Services,” Harvard Business Review • Loyal customers are those who keep coming back, spending more, and bringing you new customers.

  4. Why are Customers Loyal • Meet Customer Expectations • Customer Service Employees • Customer Focused Company

  5. Customers are Loyal if their Expectations are met • Customers expect: • Attention to detail • Competitive pricing • Honor your promises • Shared sense of urgency • Prompt response and kept informed • Clearly-defined customer service policy • Reliable, superior products and services • Doing business with you will be effortless • Mistakes to be fixed quickly and to the their satisfaction • Anticipation of needs and going out of your way to meet them “Treat your customers like your friends and they will always come back.”

  6. Customers are Loyal if You Exceed Expectations • Meet Expectations • The product performs and is reliable • The services is excellent • Exceed Expectations • provide products & services the customer value

  7. Do You Know What Your Customers Value? • Plastic Card Example • Can be used as credit, debit, ATM & smart card • Can be swiped anywhere • Used at customer shops, send error-free, timely statements • Not accepted at customer restaurants • Not misused in case card is lost Customer Value Scale

  8. Customer Service Employees are all employees interacting at the “Customer Contact Points.” They are: Customers are Loyal if you have Customer Service Employees • Skilled in providing Customer Service • Align behaviors to Company Values (honesty, teamwork, partnering, creativity, etc.) • Recognized for providing service

  9. Do You know yourCustomer Contact Points? The customer will get an impression of the quality of your service any time the customer comes into contact with any aspect of your organization. It may not be the time or place you intended. • They call the shipping office, not customer service. • They ask the housekeeper not the front desk. • They talk to the secretary not the account manager. These are the interactions that shape the customer’s impression of your company!

  10. Employees Deliver Whatthe Customer Needs! • Harley Davidson • A “Superior Customer Engagement” is one delivered through “Liberating people to do what’s right for the customer – instinctively.” • Southwest Airlines • “Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Sourthwest customer.”

  11. What Are You Rewarding? • Employees at all levels need to know • Customer service is a top priority • They will be rewarded for doing what is right for the customer! • Informal Rewards • What questions do you ask? • What do you notice and mention? • What do you praise? • Formal Rewards • Performance assessment • Bonuses • Awards

  12. Customer Focused Company Skilled personnel Rewards system that supports service Management practices to support service Information systems and policies to support service Customers are Loyal if youhave a Customer Focus Company It’s not enough to have employees that know how to provide excellent service – you also need the systems and management support to back them up!

  13. Characteristics of a Customer Focused Company • Leadership behaviors reflect brand values and customer needs • Work in partnership with the customer for mutual benefit • Builds customer trust and cooperation through: • accessibility, responsiveness, knowledgeable people, promptness, kept promises, kept informed, etc. • High standards for service exist and are known by all employees • Continuous Customer & Employee Feedback • Customer satisfaction skills training are provided for all employees

  14. Bradley Lambert, Inc Bradley Lambert, helps its clients: • Determine how to provide exceptional customer service • Train employees to provide customer excellent service • Implement key steps to becoming a customer focused company How the most powerful companies get that way! http://www.bradleylambert.com/

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