A Successful Blueprint for

Improving Customer Satisfaction

Bruce Rasmussen

Carpe Diem Consulting

why bother?

satisfaction killers

framework to improve satisfaction

Microsoft

specific approaches

Why bother?

...there is no more strategic issue for a company,

or any organization, than its ultimate purpose.

For those who think business exists to make a

profit, I suggest they think again.

Business makes a profit to exist. Surely it must

exist for some higher, nobler purpose than that.

Source: GNH 2: Ray Anderson Keynote: http://gpiatlantic.org/conference/proceedings/anderson.htm

Return and buy more

Tell other people

Pay a premium

More staff

110

There are 6 parts to any customer satisfaction program…

1. who should be interviewed

2. what should be measured

3. how should the interview be carried out

4. how should satisfaction be measured

5. what do the measurements mean

6. how to use customer satisfaction surveys to greatest effect

www.b2binternational.com/library/whitepapers

Customer Satisfaction Killers

ECM – market restraints

Rank Driver 1-2 Yr 3-4 Yr 5-7 Yr

1Difficulty in understanding business benefits

High High Med

2End user change management challenges

High High Med

3Mismatch between business needs and solutions offered

High Med Med

4 Return on investment Med Med Med

5 Long sales cycle Med Med Low

Source: Frost &Sullivan, 2006

ECM – market

Rank Driver 1-2 Yr 3-4 Yr 5-7 Yr

1Difficulty in understanding business benefits

High High Med

2End user change management challenges

High High Med

3Mismatch between business needs and solutions offered

High Med Med

4 Return on investment Med Med Med

5 Long sales cycle Med Med Low

Source: Frost &Sullivan, 2006

Customer defections

Move away - 3%

Develop other relationships - 5%

Competitive reasons - 9%

Dissatisfied with product

or service - 14%

Indifference shown by

various personnel towards

the customer - 68%

Die - 1%

Rosen, Joel. "Customer

Complaints" in Stanley A. Brown

"Breakthrough Customer Service”

John Wiley & Sons, Canada, 1997

Hate is not the

opposite of love:

Rollo May

Hate is not the

opposite of love:

Apathy isRollo May

Hate is not the

opposite of love:

CUSTOMER RETENTION

PR

OF

IT

Be wary………..

Anderson, E &Mittal, V Strengthening the Satisfaction-Profit Chain Journal of

Service Research, Vol 3, No 2, November 2000 107-120

Sales

Philosophy

“Selling” occurs when 1

human being brings to

the attention of another

human being a problem

they may be

experiencing;

and then goes on to

support them to remove

the problem

with some commercial

benefit accruing

Copyright © Bruce Ian Rasmussen, 2007

Fundamental Tenets

Fresh opportunities

1 and only

Not about product

Compelling event

Decision Maker

Buying Influences

Business + Personal

Measure + Record

Prospect Buy-in

Evidence

http://carpe-diem.typepad.com/ms_partners

Communications

Strategy

RELEVANT

TIMELY

PROACTIVE

Lessons from Microsoft Partners

• Gold Certified partners are the most satisfied. Registered partners are the least satisfied.

• Partners with competencies are more satisfied than those without competencies.

• Partners with more MS certified professionals are more satisfied.

• Partners taking more training/learning are more satisfied.

• Partners with more individuals subscribing MS newsletters are more satisfied.

• Partners attending more webcast events are more satisfied.

ORGANISATION

DIVISION

INDIVIDUAL

CUSTOMER

• Personal mission

• Role• Marketing

• Sales

• Operations

• Hr

• Finance

• Administration

• Non-human

• In this situation…• Sales

• Communication

Situation specific behaviours

Situation Behaviour

When I get asked to do a quote… I say “why”

Before I provide a quote… I visit and preview a draft

When the install is under way… I regularly telephone

When a job is finished… I ask “what else is bothering you?”

SALES

Mission Statement – Customer Satisfaction

My mission is to keep customers informed and to clarify their needs at ALL stages of the sales process, and to actively seek out “fresh” problems they are having so we can solve them before they “bite”.

Situation specific behaviours

TECHNICAL

Mission Statement – Customer Satisfaction

My mission is to ensure customers are informed at ALL stages of the repair process, and to “look beyond” the job at hand to identify other areas we can help.

Situation Behaviour

When I arrive to do a job… I confirm why I’m there

While I’m doing a job… I search for other problems

When I’m finished a job…I ask “what else is bothering you?”

I give feedback to sales

Situation specific behaviours

COLLECTIONS

Mission Statement – Customer Satisfaction

My mission is to ensure customers receive timely and accurate requests for payment, and that delays in payment are investigated fordissatisfaction. I will acknowledge regular payment in full and on time.

Situation Behaviour

When we get a new major customer…

I ensure our processes sync

When a payment is late… I see if there’s a service problem

When we’re regularly paid on time… I ring to say “thanks”

Situation specific behaviours

ISV PURCHASING PORTAL

Mission Statement – Customer Satisfaction

My mission is to ensure customers only purchase products that will solve their specific issues, and that any dissatisfaction they have is addressed.

Situation Behaviour

When a customer enquires about a product…

I guide them through the problems the product solves

When a customer selects a product…I quiz them to ensure the product suits their configuration

After a customer purchases a product…

I automatically follow up and ensure problems are escalated

Profits from customers

20% of

customers

80% of

customers

• Should we sell to fewer customers?

• How do we look after the “big” customers?

• How do we “group” our customers?

• What is our value proposition to each group?

Situation specific behaviours

MAJOR CUSTOMER

Charter Statement – Customer Satisfaction

In 2 years time, we want customer X to perceive us as both a strategic partner, and also their most innovative and reliable IT provider.

Situation Behaviour

End every quarter Account and business review

Monthly Customer education session

After any major service level breach On-site review

MEASUREMENT & ADVICE

PRODUCT STACK

more out of what you’ve already got

https://microsoft.prognostics.com/MSPortal/res

ourcecenter/

Microsoft Integrated Platform:A Foundation for Seamless Computing

Towards an Integrated Platform

Point Solutions

Consulting value add – readiness offer

• 32 days of readiness training ($12k)

– Public schedule

– Customised readiness

– Competency certification

• 1 day sales/marketing/business value consulting

– Sign up during APC

– Sales/marketing training• Needs analysis

– Sales/marketing audit

– Sales/marketing planning