Achieving Customer Delight John Paul jpaul@associationworks.com 800-986-8472 Association Works – Dallas, Texas © Association.
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Achieving Customer Delight
John Paulhttp://www.associationworks.com
jpaul@associationworks.com
800-986-8472Association Works – Dallas, Texas
© Association Works, 2001
Customer Delight
Not Customer
Satisfaction, but...
Redefining The Business
• Saturn
• Amazon.com
• Titanic - The Musical
• Palm Pilot
• FedEx
• Your Organization?
It Starts At The Top
• Who is the champion for the Customer Delight initiative?
• Organizations have: Visionaries Leaders Managers
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
Where Are We Now?1-5 (5=No Improvement Needed)
1) This organization is focused externally2) Staff are fully empowered to delight customers3) We are constantly looking for better
ways to delight our customers4) We listen to what our customers are
telling us and act accordingly5) We know who our customers are6) We know what our customers want7) We have an ongoing process to monitor
how delighted our customers are
8) Our staff are trusted to do the right thing9) All of our policies make sense 10) We are actively engaged in building long
term relationships with our customers11) Our plans are current and regularly updated12) Training is important to this organization13) Training is relevant to what we do14) We realize that the smallest things can have the
biggest impact 15) We treat every customer the way they want to be
treated
Where Are We Now?1-5 (5=No Improvement Needed)
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 (14%) - WSJ
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 solvedGallup Survey of Best Customer Service
Representatives
Not to organizations
Donors, volunteers, and Program participantsrelate to people
The ProblemThe problem is never how to get new innovative thoughts into your mind, but how to get the old ones out
Dee Hock, VISA
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
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
Create A Life Changing Experience
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.
Harley Davidson Executive
Story Telling
Do people tell positive stories about your organization?
Mayo ClinicVolvoFirestone TiresRolex
Perception is reality
What Should We Be Doing…
To stand out in the crowd?
To create a life changing experience?
To create stories about us?
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 doesn’t need to be complex
“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
Quick Quiz
• By 2005 ____% 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
Quick Quiz
• By 2005 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 %
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?
Relationship Continuum
First InteractionEntry intoSystem
NextInteractionProactiveor Reactive
CustomerDelight
MomentsOf Truth
Customers
• Who are they?
• What do they want?
• Are we meeting their needs?
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.
» Technical Assistance Research, Inc.
Staff And Volunteers Are Partners
• Different needs exist
• A partnership isn’t always 50 - 50
• Who are your internal partners?
• What do they want?
Internal Focus
When the organization has its
face focused internally it has
its butt toward the customer.
Paraphrased from Funky Business
Partners
• Who are they?
• What do they want from me?
• What do I want from them?
Empowerment Environment
Empowerment is the
“What”
not the
“How”
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
Notes On Empowerment
Empowerment rests on trust
Don't play games
Practice “no surprises”
Hug the messenger
Decision making
Who can solve problems?
Be a coach not an expert
Fix the problem - not the blame
No more "father/mother knows best"
Empowerment must be in everything
The test: How are mistakes treated?
It encourages change & communication
Notes On Empowerment
ActuallyCustomer 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
Making Customer Delight A Core Value
Staff Meetings
Board Meetings
Define and visualize the ideal experience
Make a part of each agenda
What did we do right?
Missed opportunities?
Recognition
Who is the “champion” for Customer Delight?
How are we treating customers now?
Creating Customer Delight
• What’s working?– How can we do more?
• Any barriers?– How can we overcome them?
I Will
Identify crimes committed against Customers, Donors, Program Participants and Each Other
……and do SOMETHING
Two Things I Will Do…
1)
2)
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
Achieving
Customer
Delight
John Paulhttp://www.associationworks.com
jpaul@associationworks.com800-986-8472
Association Works – Dallas, Texas
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