PUT THE SPOTLIGHT ON CITIZENS FOR LONG TERM

SUCCESS

Erin AllenBusiness Development Director

Midland GIS Solutions

Iowa League of Cities –Annual Conference

September 23 – 25, 2015Cedar Rapids, Iowa

Strategies for an Active and Engaged Community

HOUSEKEEPING All references to citizen will be replaced with

customer. All examples will be presented as

anonymous, unless I slip up, at which time the audience will agree to forget what I said.

I am from Missouri, please cut me some slack.

These slides will be made available online. There will be time for questions and

discussion at the end.

Engagement Workshop

OUTLINE

1-Operating as a Business2-Internal Marketing and Employee Satisfaction3-Importance of Customer Satisfaction4-Practices in First Class Customer Service5-Dealing with Difficult Situations6-Economic and Long Term Benefits7-Steps Toward Improvement in your Community

Engagement Workshop

CITY = BUSINESS

Consumption of those services requires customers.

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• Infrastructure and Utilities

• Planning and Zoning• Economic Development • Public Safety and Fire• Emergency Management• Library• Parks and Recreation• Garbage/Recycling• Community Events• Airport and

Transportation• Housing Assistance• Code Enforcement• Cemeteries

13% of all movers in American between 2012-2013 moved less than 50 miles away. –US Census Bureau

CITIZEN = CUSTOMERCustomer is not a dirty word in local governmentCustomers are owners/stakeholders

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ContingentCitizenRate PayerTax PayerLand OwnerDeveloperBusiness OwnerResidential HouseholdNeighboring Community

THE PURPOSE OF A BUSINESS IS TO CREATE AND KEEP A CUSTOMER

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IMPORTANCE OF CUSTOMER SATISFACTION

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Builds Trust

Encourages Participation Brings families back to town

Fosters a willingness to support

NEVER HAS THE CUSTOMER BEEN MORE POWERFUL!

Internal Marketing and Employee Satisfaction

If you cannot satisfy employees, you can’t satisfy customers

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Golden Rule

Hierarchy of Needs

Theory of Motivatio

n

Resources and

Support

“Golden Rule” or Ethic of Reciprocity

TREAT OTHERS THE WAY YOU WOULD LIKE TO BE TREATED!

Engagement Workshop

Abraham Maslow’s Hierarchy of Needs

Self-Actualizatio

n

Self-Esteem

Love (Social)

Safety and Security

Physiological

Lower Order Needs

NEEDS MOVE UP BUT NEVER DOWN

Equity Theory of Motivation

Ratio of a person’s Outcomes to Inputs…..

…and how they compare to others

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John Stacy Adams - 1963

Inequity Problems

Inequity exists in a person’s mind when their perception of the ratios are out of balance.

The perception is more powerful than the truth.

Fairness among employees can be judged in terms of:

• Treatment• Pay• Benefits• Duties• Credit Received• Training• Future Opportunities

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Managing Inequity

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If city leadership doesn’t manage the employee’s equity, the employee will.

BALANCEBALANCE

Less Efficient – Lack of Care - Quit – Complain – Steal – Spread Untruths – Air Grievances – Make Demands

Resources and Support

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Train and MentorCommunicate ConstantlyRecognize People OftenInternal ShadowingProper ToolsCareer CounselingAlign MoralsTrustBoundaries

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Happy Employees = Happy Customers

Engaged employees outperform unengaged employees by 54% in retention, 89% in customer satisfaction, & fourfold in revenue growth. - Creating the Best Workplace on Earth, HBR

PRACTICES IN FIRST CLASS CUSTOMER SATISFACTION

Emphasis on Organizational Points of Contact Office Phone Field Media and OnlineGolden Rule Value ComplaintsPartnerships with Local Providers

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Friendly Office StaffFirst Impressions are paramount!

Employees only ask for the customer’s name 21% of the time. – Content Point Client Research

Phone Communication

How many times? does the phone ring before being

answered? does the customer get placed on hold? is the customer transferred? does the customer have to leave a

message? does the customer actually get called back

timely? does the customers message get lost? has feedback been solicited from the

customer?

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In the Field

In The Field

In The Field

Satisfaction in the Field

There are always eyes on you Train staff on handling off the clock

inquiries be approachable but set boundaries

Discuss off the clock behaviors

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Media and Online

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Designate someone to handle media and online

Designate someone to speak on city’s behalf

“Golden Rule” or Ethic of Reciprocity

TREAT OTHERS THE WAY YOU WOULD LIKE TO BE TREATED!

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VALUE COMPLAINTS

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Using clear and concise methods, handling complaints is one of the most cost-effective, quick turn-around improvements that can be made to an organization’s customer satisfactionBut…..it must be easy to do.

ASK THE CUSTIOMER AND BE PREPARED TO LISTEN

Typically only 4% of dissatisfied customers actually communicate - “Understanding Customers” by Ruby Newell-Legner

Partnerships

Collaborate with other local providersMunicipal UtilitesSchool DistrictsCountyHospitals

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Dealing with Difficult Situations

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• Remain Calm• Set Boundaries• Listen• Kill them with Kindness• Work as a team and have a

back up• Move difficult situations to a

meeting room or private office• Look for the common ground

Online Negativity

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Social Media and Online Platforms

Online Negativity

Types of Dissatisfied Customers and Negativity

Terrorist Hostage Constant Complainers Social Complainers Entitled ComplainersEngagement Workshop

Online Negativity

How to Handle it Respond Immediately Invite the individual offline Buy yourself some time Set Boundaries FOLLOW THROUGH! Embellish it on the

appropriate platform

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Economic and Long Term Benefits of Highly Satisfied Customers

Snowball effect – getting things moving More Consistent Revenue and Growth assists in

grant developmentWhen the community has trust in the city, it is

easier to educate and sell them on bond issues.Care for community and neighborsBetter Councils

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70% of Americans are willing to spend more money to receive better customer service - American Express Survey, 2011

Steps Toward Improvement in Your City

1)Get your House in order Set Expectations Explain Limitations Adjust your Leadership

Style Commander, Catalyst,

Chairman, Coach Find creative work-

arounds

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Steps Toward Improvement in Your City

2)Create a user friendly system of information seeking3)Create a manageable system for feedback/complaints4)Designate a Champion and empower your team5) Communicate the improvements or goals6) Listen

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Questions? Comments?

Erin AllenBusiness Development Director

Midland GIS Solutionserin.allen@midlandgis.com

(660)562-0050

SourcesJones, Thomas and W Earl Sasser, Jr. “Why Satisfied Customers Defect” HBR, Nov-Dec 1995.

Bernasek, Anna. The Economics of Integrity. Harper Collins: 2007.

Strebel, Paul. Trajectory Management. John Wiley & Sons, Inc.: 2004.

Berry, Leonard. Discovering the Soul of Service. The Free Press: 1999.

“5 Ways Brands Respond to Negative Social Media Comments.” Retrieved, September 14, 2015 from http://www.seeksocialmedia.com/respond-negative-social-media-comments/

“We are Citizens, Not Customers.: Retrieved August 31, 2015 from http://www.publicworks.org/we-are-citizens-not-customers/

A Portion of the presentation is based on personal experiences, education, and previous research projects not necessary to be cited in this forum. Please ask if you would like more information.

Special mention should be made to Dr James Walker and Dr. Terry Coalter, the two most passionate, intelligent educators I have ever met. The positive difference they have made in my career is immeasurable.