presentation dcc customer satisfaction. presentation purpose -describe the fundamentals of customer...
TRANSCRIPT
Presentation DCC
Customer Satisfaction
Presentation purpose
-Describe the fundamentals of customer satisfaction as practiced in the private and commercial sectors....products
-Encourage you to consider the transferability to local authority.... services
-Describe customer satisfaction as delivered by a football club
Customer satisfaction
• The private sector has recognised the importance of customer satisfaction for many years
• Our customers have always had somewhere else to go.
A management guru explains it all...
“There is only one valid definition of business purpose- to create a
customer”
Peter Drucker
However where one council had a monopoly with no competition.....
A local authority, told that its bus drivers were speeding past queues of people with a smile and a wave of the hand replied that its impossible for drivers to keep their timetables if they have to stop for passengers
Anon
• Timetables, like league tables, don’t always deliver satisfied customers
• Customers can sometimes appear to be an obstacle to efficient services
• Customer loyalty is the critical objective for businesses
Customer satisfaction can be defined as......
“Selling goods that don’t come back to customers that do”
anon
Sometimes customers returning is not a good
thing!!!
Customer satisfaction
Benefits and Solutions
People
QualityCommunication
Innovation
Market PlaceDoes it
work?
Value
Customer is King
Customer satisfaction
Communication
Innovation
Benefits and Solutions
People
QualityCommunication
Innovation
Market PlaceDoes it
work?
Value
Customer is King
Customer is King• We are all in the business of satisfying
customers• Companies must involve all colleagues totally• Customer satisfaction has to be the main
criterion of any business or authority• The customer is the most important asset of
any enterprise• Like colleagues they must beINFORMED ENGAGED EMPOWERED
Customer satisfaction
Communication
Innovation
Benefits and Solutions
People
Customer is King
QualityCommunication
Innovation
Market PlaceDoes it
work?
Value
People•Customers are people•Companies are people•Therefore relationships can be developed around:
•Experience•Knowledge•Availability•Delivery of after sales service•Other users’ opinions
Test your product or service, from a customer’s perspective!
Customer satisfaction
Communication
Innovation
Benefits and Solutions
People
Customer is King
QualityCommunication
Innovation
Market PlaceDoes it
work?
Value
Customers want Benefits and Solutions
•Customer satisfaction is about problem solving and enabling achievement
•What does your product or service really deliver?
Starbucks doesn’t sell expensive coffee. Starbucks solves the problem of where to find a comfortable, relaxing, sociable environment, where you can enjoy 40 minutes of friendly conversation with friends....priceless!
Customer satisfaction
Communication
Innovation
Benefits and Solutions
People
Customer is King
QualityCommunication
Innovation
Market PlaceDoes it
work?
Value
Customers need it to “work”
A product has 5 characteristics or potentials:
1: Design2: Performance3: Reliability4: Maintainability5: Delivery
Each can satisfy or frustrate a customer
Check that your product/service does the job!
Customer satisfaction
Communication
Innovation
Benefits and Solutions
People
Customer is King
QualityCommunication
Innovation
Market PlaceDoes it
work?
Value
Market placeCustomers form a market that needs to be understood
Fact finding ResearchProduct demand ForecastingAnticipate change Development of
productStimulate demand EvaluateHow much? BudgetingWhat Price? Pricing PolicySelling goods Sales managementPersuasive communication Advertising
Identify priorities and concentrate on perceived weaknesses
Customer satisfaction
Communication
Innovation
Benefits and Solutions
People
Customer is King
QualityCommunication
Innovation
Market PlaceDoes it
work?
Value
Customers want Innovation
• Making some products at lower prices
• Making new and better products
• Creating and satisfying a new customer need
• Finding new uses for old products
Customer satisfaction
Communication
Innovation
Benefits and Solutions
People
Customer is King
QualityCommunication
Innovation
Market PlaceDoes it
work?
Value
Customers need Communication
• The actual performance of a product is its most powerful communication
• Word of mouth from users is key
• The advert or launch is a promise, the product delivers it
• Promise must have consistency with actual delivery
Customer satisfaction
Communication
Innovation
Benefits and Solutions
People
Customer is King
QualityCommunication
Innovation
Market PlaceDoes it
work?
Value
Customers want Quality
• Tough times mean durable, reliable and energy efficient products are sought out by consumers
• Branding suggests, but does not guarantee quality
• Poor quality....– Costs time– Costs money– Lost orders– Lost customers
Customer satisfaction
Communication
Innovation
Benefits and Solutions
People
Customer is King
QualityCommunication
Innovation
Market PlaceDoes it
work?
Value
Added value satisfies customers
Product:•Bigger•Simpler•More compact•More reliable•More convenient•More durable•Easier to maintain
Delivery:•Quicker•More Frequent
Service:•Friendlier•More imaginative
Literature:•More informative•Better written•More visual
Somewhere between private industry and public service lies a unique hybrid.....
A football club
Exeter City FC-“No ordinary football club”
• Saved by its fans in 2003• The only club in the football league to be owned by its supporters• Has a unique role in the community• A desire to build on those links working with:
– Primary Care Trust– DCC– ECC– Environment agency– Exeter Leukaemia Fund– ConnexionsTo name a few.....
All of this through the medium and magic of football
We use this football club to:– Change lives– Shape personality and character– Build team players – Promote health and fitness (DCC survey’s most
important criteria)– To create winners– To help teenagers (DCC survey’s greatest need for
improvement)All to satisfy our customers!!
•This is what is our satisfied customers look like
•This is why we were able to take 30,000 satisfied customers to Wembley Stadium
•That is the asset that exists in this city, county and sub-region
•Stadium redevelopment will ensure an even bigger role in the community
We have many different customers including our centre of excellence students....
Exeter City Youth Development
Simon Hayward Head of Youth
Why does theYouth Department atExeter City Football
Club exist?
TO CREATE PROFESSIONAL
FOOTBALL PLAYERS
Expectations must meet reality because,
approx. 95% of players in a Centre of Excellence
do not achieve a professional contract.
The football
Contact Time
1998 / 1999 to 2003 / 2004
2009 / 2010
Football Homework to be introduced
2009 / 2010 plus Football Homework
800 hours in 5 years
4176 in 10 years
1800 hours in 10 years
5976 hours in 10 years
Youth Department Budget
=
Football League grant funding
+
club contribution from Exeter City FC
2008 / 2009
size of ECFC Youth Dept. budget
91st out of 92 Football League clubs
Community partners / Team sponsors
The Youth Department runs 8 teams from Under 9’s – Under 18’s
We currently have one community partner
Charles Stanley
This leaves 7 teams where we are looking for support
The Player – our ‘customer’
OUR ETHOSTo look after the best interests of
every young player in our care&
To strive to have as many of our young players as possible become
professional football players
PLAYER
Football Club
Parent School
Consistent messages to players and parents
• enjoy the journey
• work hard at school
• education over football
• give yourself the best chance, not just in football
but in life
Demanding high standards from players
• Attitude & Behaviour
• Respect
• School grades
• Dress Code & presentation
• Healthy positive lifestyle
• Time keeping
• Hard work
• Represent the Football Club at all times
SAFETY NET & AFTER CARE
Advanced Development Centre
Under 9’s – Under 13’s
Retention Programme
Under 14’s – Under 16’s
Exeter College Football Academy
Under 17’s – Under 19’s
The success of the Clubs ethos in the past
Danny Clay
Elliott Frear
COACHING STAFFChris Eveleigh, Arran Pugh, Matt Micklewright, Mitch O’Donnell and
Sam Brunt
These players have helped us achieve…
What can these players help us achieve?
At Exeter City FC we satisfy many different types of customers.
We occupy a vibrant and central position at the heart of our community
Lets Kick Racism out of football
Exeter City FC Ability Counts
Launch of Devon Poppy Fund
The Grecian Centre
We started with a bus journey... Not a good one
When you really satisfy your customers you can take the open top bus journey..
Customer Satisfaction
• Understand your market• Know your customer
Involve Engage Empower
It is the quality and “fit for purpose” of the product/service, that you provide that satisfies
customers, and solves their problems
One last thing.....
Make sure your parrot is a healthy one!!