the customer comes first, second and third
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
www.BradleyLambert.com6151 W. Century Blvd., Suite 1110, Los Angeles, CA 90045
310-670-1400, fax 310-568-0681
Customer SatisfactionCustomer Satisfaction
Setting Your OrganizationSetting Your OrganizationApart from the CompetitionApart from the Competition
(These slides are a compilation of presentations to Saks Fifth Avenue, Trammell Crow, Tegal, and Loyola Marymount University)
Tip_Customer_Satisfaction.ppt 2Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
The Customer comes first, The Customer comes first, second and third...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.
Tip_Customer_Satisfaction.ppt 3Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Why be Concerned with Why be Concerned with Customer LoyaltyCustomer Loyalty
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
Customer Loyalty = Profit
Loyal customers are those who keep coming back, spending more, and bringing you new customers.
Tip_Customer_Satisfaction.ppt 4Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Why are Customers LoyalWhy are Customers Loyal
Meet Customer Expectations
Customer Service Employees
Customer Focused Company
Tip_Customer_Satisfaction.ppt 5Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Customers are Loyal if their Customers are Loyal if their Expectations are metExpectations are met
“Treat your customers like your friends and they will always come back.”
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
Tip_Customer_Satisfaction.ppt 6Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Customers are Loyal if You Customers are Loyal if You Exceed ExpectationsExceed Expectations
Meet Expectations The product performs and is reliable The services is excellent
Exceed Expectations provide products & services the customer
valuevalue
Tip_Customer_Satisfaction.ppt 7Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Do You Know What Your Do You Know What Your Customers Value?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
Cus
tom
er V
alue
Sca
le
Tip_Customer_Satisfaction.ppt 8Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Customers are Loyal if you have Customers are Loyal if you have Customer Service EmployeesCustomer Service Employees
Customer Service Employees are all employees interacting at the “Customer Contact Points.”
They are: Skilled in providing
Customer Service Align behaviors to
Company Values (honesty, teamwork, partnering, creativity, etc.)
Recognized for providing service
Tip_Customer_Satisfaction.ppt 9Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Do You know yourDo You know yourCustomer Contact Points?Customer 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.
These are the interactions that shape the These are the interactions that shape the customer’s impression of your company!customer’s impression of your company!
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.
Tip_Customer_Satisfaction.ppt 10Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Employees Deliver WhatEmployees Deliver Whatthe Customer Needs!the 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.”
Tip_Customer_Satisfaction.ppt 11Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
What Are You Rewarding?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 RewardsPerformance assessmentBonusesAwards
Tip_Customer_Satisfaction.ppt 12Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Customers are Loyal if youCustomers are Loyal if youhave a Customer Focus Companyhave a Customer Focus Company
Customer Focused Company Skilled personnel Rewards system that supports service Management practices to support service Information systems and policies to support service
It’s not enough to have employees that know how to It’s not enough to have employees that know how to provide excellent provide excellent service – you also need the systems service – you also need the systems
and management support to back them up!and management support to back them up!
Tip_Customer_Satisfaction.ppt 13Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Characteristics of a Customer Characteristics of a Customer Focused CompanyFocused 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
Tip_Customer_Satisfaction.ppt 14Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
Bradley Lambert, IncBradley Lambert, IncBradley Lambert, helps its Bradley Lambert, helps its clientsclients:
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/