A Successful Blueprint for Improving Customer...
Transcript of A Successful Blueprint for Improving Customer...
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