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Craig Cochran Doing things that drive Loyalty • Consumption • Follow-up • Billing • Maintenance • Problem resolution What is the Customer Experience? The sum of all conscious events that take place during a transaction, including: 2 We value experiences now more than ever 3 • What experiences produce loyalty? • What experiences don’t? One more question: Is LOYALTY the same as SATISFACTION? 4 Loyalty experiences: 5 Take the mundane and make it special 6 Principles of great brands 7
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Optimizing the Customer Experience
Doing things that drive Loyalty
Craig Cochran
• Research• Prospecting• Quoting• Scheduling• Product or service
provision
• Consumption• Follow-up• Billing• Maintenance• Problem resolution
2
The sum of all conscious events that take place during a transaction, including:
What is the Customer Experience?
We value experiences now more than ever
Experiences that were once thought to be “exotic and exclusive” are now widely enjoyed. Customers have grown to expect a special experience.
3
Your challenge: create an experience that results in LOYALTY
• What experiences produce loyalty?
• What experiences don’t?
4
One more question: Is LOYALTY the same as SATISFACTION?
Loyalty experiences:
• Personalization• Anticipating needs• Encouraging communication• Understanding the customer’s process• Empathizing with the customer• Fast problem resolution• Consistent branding• Leadership who model the right behaviors
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Smart companies BRAND the customer experience
Take the mundane and make it special
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Principles of great brands
• Unique brand “promise” that has appeal• Singular visual identity• Communicating consistently, inside and outside• Aligning all processes with the brand promise –
and delivering the promise• Measuring success over the long term, with
brand value in forefront
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Mobil: An early branding leader
• Specific fonts• Colors• Graphic elements• Logo• Style that is immediately
recognizable• The brand builds confidence
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The Brand Promise
• Specific and unique value proposition• Promise made to target customers• Owned and modeled by top management• Continually reinforced• Used as the starting point for developing processes
and procedures• Validated by customer feedback
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AbilityOne Brand Promise
“High Quality Solutions for Federal Customers at a Fair Market Price”
Ritz Carlton Brand Promise
“Ladies and gentlemen serving ladies and gentlemen.”
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FedEx’s Brand Promise: an evolution
1. Get packages where they are going by 10:30 am the next day, no ifs, ands, or buts
2. When it Absolutely, Positively has to be there overnight
3. Peace of mind
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Target customers
• Most profitable over the long term
• Focused on quality…at a fair price
• Compelled to be your advocate
• Long term relationship• Brand promised is
directed at them
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Making the promise come to life
• Communicating and explaining it
• Building systems around it• Training and practice on
behaviors that enable it• Empowering people to
take independent actions to support it
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Connection to strategy
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Business Strategy
Brand Strategy
Perfect Alignment
Map the customer experience
1. First impressions2. Interactions with employees3. Clarification of requirements4. Performance of service5. Feedback and thanks 6. Improve process based on
feedback
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Formula for disaster:Win versus do
“We say certain things to get the WIN. We’ll worry about what to DO later.”
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The total connection
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Create brand promise
Align all processes with promise
Customer Loyalty
Higher profits
Identify target customer
Keys to the customer experience
• On time• Personalized• Hiring the right people• Use of positive language• First and last impressions• Constantly hungering for
customer feedback• Leaders who LEAD the
effort
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On-time product – Be FAST!
• Late is nonconforming• Customer expectations are
for ever-more timely service
• Find and remove delays throughout your process
• Communicate openly when there are problems
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WOW!
Company name removed to protect the Guilty
8 Types of Wastes
Overproduction Defects - Rework or Scrap Inventory Waiting of parts / people / machines/ paperwork Transportation of parts, people, paper Extra Processing Motion of people, machines Unused employee ideas
Hint: D-O-W-N-T-I-M-E
DefectsOverproduction WaitingNot Using IdeasTransportationInventoryMotionExtra Processing
Learn to see these wastes in your workplace.
Do you have any PERSONALITY?
• Emphasize the human touch in every transaction
• Remember people’s names and preferences
• Encourage dialogue and feedback
• Try to insert small, positive surprises
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Hire the right people
• Your people ARE your company• If you can’t find the right person,
don’t settle• Not everyone can deliver on
your brand promise• Invest in training and
development• Ask for their suggestions and
improvement ideas
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At your service!
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Fundamentals of suggestion systems:
• Provide a means for personnel to propose improvements;
• Keep supervisors involved;• Evaluate the inputs;• Implement the ideas that
are practical;• Acknowledge all inputs and
keep personnel updated.
Suggestion card - Front
Suggestion card - Back
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Suggestion systems can become a negative…
Don’t even consider implementing one if you’re not willing to make the daily investment in its operation.
Use the language of success
• Your brand has a certain vocabulary
• Rehearse the messages• Believe the message• Destroy words and phrases
that put off the customer• Always validate the ability to
deliver on the message
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First and Last Impressions
• The start and end are what is remembered the most
• Always end on a high note
• Engineer the interaction• Live the experience to
see how customers feel
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Constantly hungering for customer feedback
• Keep it simple• Ask for actionable feedback• Act fast and share the info• Recognize it’s a leading
indicator• Put the results in front of top
management• Capture feedback, make
improvements, build your BRAND
Comment card 1 - Front
Comment card 1 - Back
Comment card 2 - Front
Comment card 2 - Back
Where do LEADERS fit in?
• Intimately know the work required to meet promise
• Listen and understand external feedback
• Listen and understand internal feedback
• Lead improvement actions• They WALK THE TALK
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Character:
The set of inner qualities that guide and motivate the leader.
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Example organization vision
TrainingExcellence.org Vision Statement
Our vision is to be the most respected E-learning resource in the world. We will:• Treat every customer like a V.I.P.• Continually develop new content• Never compromise quality for quantity• Provide knowledge and learning that adds
value to people’s lives
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Leadership = Responsibility
No greater responsibility exists than leading others
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Recognition: The leader’s key to driving customer focus
Because you can’t do it all yourself
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• Non-monetary• Available to anyone• Prompted by actions that
support your brand• Not tied to rigid timeframe• Only as formal as
necessary
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Make sure recognition is…
Recognition card - Front
Recognition card - Back
Humility:
The leader’s recognition that he doesn’t know everything and can make mistakes
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Personal values
• Enduring beliefs• Your guides to action• Issues you won’t
compromise• The customer
experience must be featured
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Don’t miss this Course!
“Attaining Customer Loyalty”September 13-14, 2011Las Vegas, NV
• Fun, interactive, and practical• Offered at NO COST to NISH affiliate organizations• Register: https://www.nishacademy.org
or contact Cora Chaply at: 571-226-4534
www.patonprofessional.com
Smart and Practical Books
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Discussion & Questions
Session Evaluation Information
SESSION TITLE: Experience
SESSION CODE: Q-T300
