Customer satisfacation iona pathways february 6 2014 v 2 (2)

CUSTOMER SATISFACTION

Amanda Kathleen Venier

TODAY’S WORKSHOP STEPS

Determine Who is in the Room Identify why you care about CSAT Consider what you currently know Discover if you actively listen

Determine information sources Determine your baseline

Consider ways to survey Decide on what to ask

Discuss how to interpret findings Plan for change and communication

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GETTING TO KNOW ONE ANOTHER

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Who is in the room? What do you do? What brought you here today? How are you connected to customers? How do you know how they feel? What do you hope to get out of today

WHAT IS CUSTOMER SATISFACTION?

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HOW WE WANT CUSTOMERS TO FEEL WHEN WE ASK

Feel heard Feel understood (when we take action) May understand more about context

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WHY DO YOU NEED TO TRACK CUSTOMER SAT?

To understand your value prop To attract customers To keep the customers you have To increase sales

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EXERCISE #1 – WHEN YOU WERE DISAPPOINTED

Pick an experience

What happened to disappoint you?

Who did you tell and how?

Did the product or service provider respond if you reached out to them?

Did you continue to buy from that organization?

Remember that you can turn a bad customer experience into a good one!

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CUSTOMERS TODAY

Expect more Have more choices Are more connected

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EXERCISE #2 – WHEN YOU WERE DELIGHTED

Pick an experience

What delighted you?

Who did you tell?

Do you still use services or products?

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WHAT HAVE YOU DONE?

To understand your customers Segment Communicate

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WHO ARE YOUR CUSTOMERS?

Demographics (are these important)

Characteristics and traits

Where else do they shop or buy?

When and how do they purchase?

Why do they choose you?

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WHAT DO THEY LOVE?

Everyone has a story

Why did they choose you?

What amazes and delights

them?

How do you nurture and grow your customer base?

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“We only do well the things we like doing.” ― Colette

WAYS TO GET INFO

Online survey In person Via phone Email

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ASKING FOR FEEDBACK VIA PHONE

Is this a good time?

Wanted to check in quickly on how we are doing?

Why did your choose us? (new customers) How are you feeling about our (specific, new) products/services?

(existing customers)

What are we doing well?

What opportunity do we have to make your more satisfied?

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DON’T REACT, USE SARA Surprise – wait out shock you

might immediately feel

Anger – give yourself permission to feel “How can they do this to me!”

Rationalization –wait out the

stage where you justify and may seem to be objective

Acceptance –now review what

you’ve heard, check it against other situations, and take what is valid

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MATRIX TO TRACK SATISFACTION

Easy way to get feedback

Competition Pricing Product Service categories

Ways to rate

Rankings on scale Preferences between categories or competitors Level of interest

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YOU CAN TAILOR YOUR MESSAGING BASED ON FEEDBACK

I’m someone who has been following

fashion and designing clothing for myself and friends for years.

We’ve built our tailoring business around custom clothing, somewhat like India. You come in and look through our bolts of fabric, choose your style, we measure you and a week later you have a great outfit!

I’d love to offer you 10% off of your first visit. Or, do you know anyone who could really use my services?

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QUANTITY VS. QUALITY – HOW TO TRACK

Depends on Business maturity Changes internal or external to business Number of customers Resources and time to devote

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TIPS FOR SURVEYING

Use communication that works for your

customers Only ask if you are going to take action Keep it short Keep it consistent Qualitative gives you more info Understand the participant

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AN EASY WAY TO TRACK - NET PROMOTER

Promoters, Passives, and Detractors. % Promoters - % Detractors How likely is it that you would recommend [your company] to a friend or colleague? Customers respond on a 0-to-10 point rating scale Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Source - http://www.netpromoter.com/why-net-promoter/know/

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COMMITMENT – WHAT WILL YOU DO NOW?

Decide how to poll customers on customer

satisfaction

Design customer satisfaction questions

Take three actions based on results

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IN CLOSING

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Questions

Feedback

Contact Information

Amanda Venier 206.696.4662 or [email protected] Iona Pathways www.ionapathways.com

Strategy and Organizational Work Workshops and Retreats Executive Coaching and Communications Leadership and Team Development Career Coaching and Transitions

mailto:[email protected]

http://www.ionapathways.com/