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@FreemanCo #DCThinkThurs Alan Steel, Cheerleader-in-Chief, Jacob K. Javits Center Laurie Lutz, Vice President, CES Operations, Consumer Electronics Association.

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Presentation on theme: "@FreemanCo #DCThinkThurs Alan Steel, Cheerleader-in-Chief, Jacob K. Javits Center Laurie Lutz, Vice President, CES Operations, Consumer Electronics Association."— Presentation transcript:

1 @FreemanCo #DCThinkThurs Alan Steel, Cheerleader-in-Chief, Jacob K. Javits Center Laurie Lutz, Vice President, CES Operations, Consumer Electronics Association Susan McSorley, Director, Convention & Meeting Services, American Academy of Orthopaedic Surgeons Katy Wild, Executive Vice President, Customer Experience, Freeman [moderator] Customer Experience is Everybody’s Business 19 June #DCThinkThurs

2 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

3 @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

4 @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

5 @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

6 @FreemanCo #DCThinkThurs

7 © 2011 Freeman. All rights Reserved. Proprietary & Confidential.

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11 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

12 @FreemanCo #DCThinkThurs Huddle US (Uncompromising Service) Quick 5-10 minute team talk on how to motivate outstanding customer service Content in the form of a “playbook” Delivers face-to-face customer service reinforcement First focus is on front-line employees and union labor

13 @FreemanCo #DCThinkThurs thinking ALOUD How are you engaging your suppliers and vendors to create a consistent customer experience?

14 @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

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16 Consistent Customer Service Training

17 @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

18 @FreemanCo #DCThinkThurs thinking ALOUD What are your biggest challenges in tracking customer service—and steps for improvement?

19 @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

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21 thinking ALOUD Open Forum

22 @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

23 @FreemanCo #DCThinkThurs Customer Experience: Best Practices Resolve customer discrepancies quickly—and escalate when needed Track and measuring 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

24 @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 Mac Anderson, author, “Customer Love” and “212 o of Service – 10 Rules for Creating a Service Culture” Chip Bell and John Patterson blog

25 @FreemanCo #DCThinkThurs Alan Steel Laurie Lutz Susan McSorley Katy Wild Customer Experience is Everybody’s Business 19 June #DCThinkThurs


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