Service Leadership

Service Leadership

Disclaimer:• We are naming names and calling people

out.• This is for educational purposes only• The views expressed by the host are not

necessarily those of Area48, ASU SkySong, Gordon McConnell, ASU OKED, ASU, ABOR, Governor of Arizona, Chris Zane, Rush Limbaugh, Barack Obama, or anyone else.

What’s the lifetime value of one customer?

for Zane’s Cycles

$12,500

Competitive Advantage

• Patents• Team• First-Mover• Margins• Volume• Distribution

What we don’t talk about it getting and keeping a customer

How far are you prepared to go?

Meet Chris Zane

ZANE ’S OUTDOOR

How do I compete with Big Box stores?

• Have a great atmosphere• Have a crazy service plan• Do whatever it takes to get the customer to

buy their next product from you.

How do I compete with Big Box stores?

• Have a great atmosphere• Have a crazy service plan• Do whatever it takes to get the customer to buy

their next product from you.

Go BEYOND what your customer believes is reasonable

What companies have a great atmosphere?

What companies have a lousy atmosphere?

Who has a great service plan?

Who has terrible customer service?

Customer Loyalty• Amazon.com (+11)• Costco (+6)• USAA (+27)• Southwest Airlines (+14)

Worst loyalty rankings(Guess!)

• TV Service Providers • Credit Card Issuers • Health Insurance

Sources:• jdpower.com• USAtoday.com• temkinratings.com

How did Chris compete with Big Box stores?

• Great atmosphere• Crazy service plan• Creating Lifelong Customers

Go BEYOND what your customer believes is reasonable

atmosphere

service

creating lifelong customers

Advice from Chris…

what business are you in?

change the rules on your competition

tell customers the whole story

ask the customer questions

planting seeds…

• Never let a customer leave unsatisfied – Fix complaints

• Hire nice people, teach them bikes

• Create continuity between employees and customers

• Drive the competition NUTS!

Still more advice…

Before you leave tonight…• Write down your 5 closest competitors and how

each falters in their service model.• Write down 5 ways your SERVICE MODEL can

supplement BUSINESS MODEL.• Consider how the numbers work financially…

BURY THE COMPETITION WITH CUSTOMER SERVICE

Wiley LarsenVenture Manager, ASU Entrepreneurship & Innovation Groupwiley.larsen@asu.edu