Embed Size (px)
DESCRIPTION
As you grow and add new people and companies, you need a core customer service vision that people can visualize. Learn the difference between customer SERVICE and the customer EXPERIENCE, and find out how you can create a culture of customer experience.
Citation preview
@FreemanCo #DCThinkThurs
Alan Steel, Cheerleader-in-Chief, Jacob K. Javits CenterLaurie Lutz, Vice President, CES Operations, Consumer Electronics AssociationSusan McSorley, Director, Convention & Meeting Services, American Academy of Orthopaedic SurgeonsKaty Wild, Executive Vice President, Customer Experience, Freeman [moderator]
Customer Experience is Everybody’s Business
June 19, 2014
@FreemanCo #DCThinkThurs
@FreemanCo #DCThinkThurs
Treating People With Kindness
“One theory says that if you treat people well, you’re more likely to encourage them to do what you want, making all the effort pay off. Do this, get that.Another one, which I prefer, is that you might consider treating people with kindness merely because you can. Regardless of what they choose to do in response, this is what you choose to do. Because you can.”
--Seth Godin
@FreemanCo #DCThinkThurs
What Is Customer Service vs. Customer Experience?
Customer “satisfaction” is not enough. People want to be “wowed” by the entire experience.
Understanding customer expectations are different for attendees, exhibitors, and sponsors.
Association management models: membership service, attendee service and exhibitor service all create the customer experience.
@FreemanCo #DCThinkThurs
The Business Case for Customer Focus
Companies that focus on service outperform their largest competitors --outperforming them in a 1-year period by 26% gross margin and 85% in sales growth.
Organizations whose customer engagement scores place them in the top 25% of comparable industries tend to outperform in profit, sales, and growth by 2:1.
Companies that strive to engage employees grow their earnings per share (EPS) at 2.6 times the rate of those who do not.
SOURCE: Human Sigma–John H Fleming, Ph.D. and Jim Asplund
@FreemanCo #DCThinkThurs
Creating a Culture of Customer Experience
Why culture/vision/values matter
Growing from grassroots up
Ensuring everyone is engaged
Understanding what the customer wants and needs
Communicating early and often
@FreemanCo #DCThinkThurs
@FreemanCo #DCThinkThurs
@FreemanCo #DCThinkThurs
@FreemanCo #DCThinkThurs
@FreemanCo #DCThinkThurs
@FreemanCo #DCThinkThurs
Engaging Suppliers and Vendors
Understanding every phase or touch point affects the customer experience
Making thoughtful selections—taxi service, hotels, F&B, etc.—that affect the event experience
Offering a first-time exhibitor program to ensure personalized service
Balancing big expectations with big labor rules
@FreemanCo #DCThinkThurs
Huddle US (Uncompromising Service)
Quick 5- to 10-minute team talk on how to motivate outstanding customer service
Content in the form of a “playbook”Delivers face-to-face customer service reinforcementFirst focus is on front-line employees and union labor
@FreemanCo #DCThinkThurs
thinking ALOUD
How are you engaging your suppliers and vendors to create a consistent customer experience?
@FreemanCo #DCThinkThurs
Turning Complaints Into Compliments
Why planning and training matters
Setting and managing expectations
Developing customer trust
Saving the experience even when things go wrong; service recovery
@FreemanCo #DCThinkThurs
@FreemanCo #DCThinkThurs
Consistent Customer Service Training
@FreemanCo #DCThinkThurs
Tracking and Measuring Performance—and Setting New Goals
Why satisfaction/experience surveys matter
Using feedback to make immediate changes
Identifying future areas to improve
Developing a Customer Service Index
@FreemanCo #DCThinkThurs
thinking ALOUD
What are your biggest challenges in tracking customer service—and steps for improvement?
@FreemanCo #DCThinkThurs
Providing Acknowledgements and Recognition
Why internal/external recognition matters
Acknowledge model behaviors
Tell team members what they are doing right
Seek feedback from team to improve programs
Charting a course to the JD Powers Award
@FreemanCo #DCThinkThurs
@FreemanCo #DCThinkThurs
thinking ALOUD
Open Forum
@FreemanCo #DCThinkThurs
Customer Experience: Best Practices
Establish vision and values/standards
Communicate roadmap with internal stakeholders
Engage suppliers and partners
Providing ongoing training
Create a “first-time” program for attendees and exhibitors
@FreemanCo #DCThinkThurs
Customer Experience: Best Practices
Resolve customer discrepancies quickly—and escalate when needed
Track and measure success—and areas for improvement
Recognize individual contributions and accomplishments—and highlight behaviors you want others to emulate
Create “job shadow” days for cross-functional training
Empower team members to make suggestions—and provide issue resolutions
Providing a high-quality customer experience is a journey … not a destination
@FreemanCo #DCThinkThurs
Additional Resources
Jeff Toister, author, “Service Failure: The Real Reasons Employees Struggle with Customer Service and What You Can Do About It”
Seth Godin, blog www.sethgodin.com
Mac Anderson, author, “Customer Love” and “212o of Service--10 Rules for Creating a Service Culture”
Chip Bell and John Patterson, blog http://www.taketheirbreathaway.com/
@FreemanCo #DCThinkThurs
Alan [email protected] Laurie [email protected] [email protected] [email protected]
Customer Experience is Everybody’s Business
June 19, 2014
@FreemanCo #DCThinkThurs
