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Quality and Business Excellence
Celebration
ASQ Vancouver 25th Anniversary
Customer Service
How can cats and dogs live happily ever after?
Erik F Steketee, The Process Pros
Intro The Process Pros
• Specialized in process improvement
• USP: games and simulations
• Dutch origin
• 2010 Olympic incorporation
• Government
• Social Challenges
• Industries
Itinerary
• Cats & Dogs?
• Experience a dog’s life
• What do cats want?
• What do dogs know about this?
• What are the chances of a happy life ever
after?
Cats
• Inquisitive
• Friendly
• Active
• Loving
• Independent
• Opinionated
• Variation
Dogs
• Territorial
• Defensive
• Alert
• Dominance
• Submission
• Loyal
• Stable
A Story of Hope
• not an inborn animosity, that determines
how cats and dogs feel about each other
• Animosity may also be a case of simple
misunderstanding and life experiences
with members of the other species
Where does understanding and experience come from?
• Performance (objective, directly measurable criteria)
• Perception (subjective, indirectly measurable criteria)
• Outcome (ultimate customer objectives and results)
A dog’s life
• Case Hotel
• Dog #1 starts
• Cat #1 answers
• Etc
• Ranking
What do dogs know?
performance
perception
outcome
Output
Cycle times
CPU / ROI
Defects
Service calls
Return rates
Complaints
Recommendation
Churn
What do cats want?
Response time
Service time
Efforts put in
Costs of use
Ease of use
Reliability
Durability
Color and Styling
Variety
Happiness
Enjoy
Learn
performance
perception
outcome
Misunderstanding
Output
Cycle times
CPU / ROI
Defects
Service calls
Return rates
Complaints
Recommendation
Churn
Response time
Service time
Efforts put in
Costs of use
Ease of use
Reliability
Durability
Color and Styling
Variety
Happiness
Enjoy
Learn
performance
perception
outcome
TOC – cloud, wrong assumptions
VOC
Improve performance
Reduce defects Improve quality
Personalized experience
Conflict
Increase outcome
TOC – cloud, wrong assumptions
VOC
VariabilityStandard
Think!
Conflict
Process=OPEX
People = CI Variability
A dog’s life -2
• Case Robson
• Dog #1 starts
• Cat #1 answers
• Etc
• Ranking
What do customer surveys measure?
• Dog’s info
• Quantitative Performance
• Little Perception
• No outcome
• Recommendation
• NPS
Loyal friends?
• Surveys and NPS; Net Promoter Score
– Considered the best predictor for growth
– Too many wrong questions
– Too many interrelated questions
– Too one-sided on recommendation
– Backward look
Surveys
Overall satisfaction
Likelihood of recommendation
Likelihood of continued sales
Likelihood of selecting us
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
NPS
Likelihood of recommendation
NPS= fraction promoters – fraction detractors
1 2 3 4 5 6 7 8 9 10
How to improve surveys
• Ask the right questions
• Cat’s info
• Qualitative as well
• Experience
• Outcome
• Build a relation
Better predictors for loyal friends
CLI; Customer Loyalty Index
More than recommendation
1. Advocacy; increase customer base
2. Purchasing; increase purchases
3. Retention; increase life cycle
Build and check your relationship -1
• Advocacy (grow customer base)
– Overall satisfaction (performance, perception and outcome)
– Choose us again
– Recommend us
– Purchase again
Build and check your relationship -2
• Purchase (grow sales)
– More products
– Different products
– Larger orders
– Higher priced products
Build and check your relationship -3
• Retention (expand life cycle)
– Buy at competitors
– Stop buying
– Switch to another
A dog’s life -3
• Case Callus
• Dog #1 starts
• Cat #1 answers
• Etc
• Ranking
Cats and Dogs management
• Customer centric culture
• From strategy to process
• From CEO to CCSO
• Process and behavior
• From “company policy” to accountability
• From cost centers to selling centers
• To be in the know of your cats
Can cats and dogs live ever happily ever after?
Can cats and dogs live ever happily ever after?
• Animosity may be a case of simple
misunderstanding and life experiences
• Know your customer by asking the right
questions and building a meaningful relation
• Provide a life experience by excellent
performance, great perception and high
outcomes
And they lived happily ever after………………
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