Developing Loyal Customer Internal and External Pablo J. Perez Executive and Corporate Team Coach

A(SK + G) = PBC  IP

Attitude isn’t everything but it’s pretty darn close

Customer Service is not a Department Is an Attitude Customer Service is not a Department Is an Attitude

“The function of business is to attract and maintain customers.” – Peter Drucker

Products and Services Customer Service JOY

 3% move away.  5% develop friendships or business alliances with other companies.  9% go out of business.  14% leave because of quality issues.  The other 68% didn't like the way they were treated.  3% move away.  5% develop friendships or business alliances with other companies.  9% go out of business.  14% leave because of quality issues.  The other 68% didn't like the way they were treated. Federal Government Research Why customers stop doing business with a company?

People don’t quit organization they quit BOSSES!

HAVE YOU EVER WASHED A RENTAL CAR?

Human Business Model Business Level Human Level

Ear You Eyes Undivided Attention Heart Listening

2 Measurements Customer Satisfaction Customer Loyalty Customer Satisfaction Customer Loyalty C “I expected…I got it” “I got more than I expected”

Perceived Value Defined by your customers

Every Service Point is Critical Points of Connection - Creating an Emotional Tie Points of Connection - Creating an Emotional Tie On-Time Delivery Personal Technical Service High Quality Free Shipping 24-Hour Response Time Error Free

Points of Connection  Emotional Connection VS. VS. VS.

 Parking  Checking in  Locating your room  Examining your room  Wireless access  Examining the bathroom  Comfort of the bed  Parking  Checking in  Locating your room  Examining your room  Wireless access  Examining the bathroom  Comfort of the bed

Managing POC  Identify the POC  Understand what value your customer desire from each POC  If there is a disconnect  Develop your employees and improve processes to fill the GAP.  Identify the POC  Understand what value your customer desire from each POC  If there is a disconnect  Develop your employees and improve processes to fill the GAP.

Points of Connection  A Planned Delivery System  Management Directed  Employee Supported  Customer Focused  A Planned Delivery System  Management Directed  Employee Supported  Customer Focused

POC Delivery System: Planned or Unplanned

Points of Connection  Audit Purpose  Voice of Customer  Customer Complaint Log  Audit Purpose  Voice of Customer  Customer Complaint Log

Why Do You Want Loyal Customers? ???????? ????????

New Business Model  Revenue and Market Share Increase  Employee Retention Increase  Profits Increase  Costs Shrink  Revenue and Market Share Increase  Employee Retention Increase  Profits Increase  Costs Shrink

Example: Manufacturing Firm

What is a Loyal Customer Worth?

Example: Retail Industry

How Likely is it That You Would Recommend Us to a Friend?  Customer Loyalty Score  Loyal Customers  Neutralizers7 - 8  Diminishers0 - 6  Customer Loyalty Score  Loyal Customers  Neutralizers7 - 8  Diminishers0 - 6

Customer Loyalty Score Customer Loyalty Score is calculated by:

Employee Loyalty Score Employee Loyalty Score is calculated by:

POC Evaluation  Purpose  List each step that a customer takes in transacting business with your organization.  Develop method of measuring and tracking the actual experience at each POC.  Purpose  List each step that a customer takes in transacting business with your organization.  Develop method of measuring and tracking the actual experience at each POC.

The story of Johnny the Bagger

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