Customer Delight

Not Customer
Satisfaction, but...
It Starts At The Top
Who is the champion for the
Customer Delight initiative?

Organizations have:
Visionaries
Leaders
Managers

Adequate Is Not Acceptable
Most of what we do is adequate
People talk about Customer Delight
People talk about bad service
People dont talk about adequate service

Where Are We Now?
1-5 (5=No Improvement Needed)
1) This organization is focused externally
2) Staff are fully empowered to delight customers
3) We are constantly looking for better
ways to delight our customers
4) We listen to what our customers are
telling us and act accordingly
5) We know who our customers are
6) We know what our customers want
7) We have an ongoing process to monitor
how delighted our customers are

8) Our staff are trusted to do the right thing
9) All of our policies make sense
10) We are actively engaged in building long
term relationships with our customers
11) Our plans are current and regularly updated
12) Training is important to this organization
13) Training is relevant to what we do
14) We realize that the smallest things can
have the biggest impact
15) We treat every customer the way they
want to be treated

Where Are We Now?
1-5 (5=No Improvement Needed)
The Truth About Customers
Ten times more expensive to
acquire a new customer than to
keep a current customer
- Bain & Company Research
Customers are lost primarily due
to indifference (66%) versus
dissatisfaction (14%) - WSJ
The Best
Woo the ability to win others over
Empathy the ability to understand the mood
of others
Discipline the ability to work systematically
and consistently
Command the ability to control a situation
through communication
Responsibility the ability to own a problem
until it is solved
Gallup Survey of Best Customer Service Representatives

Not to organizations
Donors, volunteers, and
Program participants
relate to people
The Problem
The problem is never how to get
new innovative thoughts into
your mind, but how to get the
old ones out
Dee Hock, VISA
You do not merely want to be
considered the best of the best.

You want to be considered the
only one who does what you do

Jerry Garcia
Standing Out
When we did it right it was still
pretty ordinary
Barry Gibbons, Burger King

We defined personality as a
market niche - we seek to amuse,
entertain, surprise
Herb Kelleher, Southwest Airlines

Create A Life Changing Experience
What we sell is the ability for a 43 year
old accountant to dress in black
leather, ride through small towns and
have people be afraid of him.

Harley Davidson Executive
Story Telling
Do people tell positive stories about your
organization?

Infosys
Reddys Labs
Wipro
A few more?

Perception is reality
What Should We Be Doing
To stand out in the crowd?

To create a life changing experience?

To create stories about us?

Know Your Participants
The Golden Rule doesnt apply
It is now the Platinum Rule
When was the last time you asked your
participants what were their
expectations?
It need not be complex

Men and women dont think the
same way, dont communicate the
same way, dont buy for the same
reasons.

He simply wants the transaction to
take place. Shes interested in
creating a relationship. Every place
women go, they make connections.
Faith Popcorn
Quick Quiz
By 2005 ____% of all firms will be
female owned
A woman opens a new business
every _______
Women influence ____% of all car
purchases
Women own ____% of all stocks
Quick Quiz
By 2005 of all firms will be
female owned
A woman opens a new business
every
Women influence of all car
purchases
Women own of all stocks
40 %
60 seconds
90 %
53 %
Opportunities For Customer Delight
What happens when you first
interact with a customer?
What occurs to build a relationship?
Do you spend more to get new
customers than on enhancing the
relationship with current customers?
What makes you unique?
Relationship Continuum
First
Interaction
Entry into
System
Next
Interaction
Proactive
or Reactive
Customer
Delight
Moments
Of Truth
Customers
Who are they?

What do they want?

Are we meeting their needs?
Why Should We Be Concerned?
In the average business, for each
customer who complains there are 26
who feel the same way and dont
speak up.

The customers who feel poorly served
will tell between 8 and 16 people about
their negative experience.
Technical Assistance Research, Inc.
Staff And Volunteers Are Partners
Different needs exist
A partnership isnt always 50 - 50
Who are your internal partners?
What do they want?
Internal Focus
When the organization has its
face focused internally it has
its butt toward the customer.

Paraphrased from Funky Business
Partners
Who are they?

What do they want from me?

What do I want from them?


Empowerment Environment
Empowerment is the
What

not the

How
The Past
No one knows what it means
Abdication
Perfectionism
Lack of trust
Espouse Theory Y Practice Theory X
More time spent on structure instead of
behavior
Lack of commitment
Why Empowerment Fails
Notes On Empowerment
Empowerment rests on trust
Don't play games
Practice no surprises
Hug the messenger
Decision making
Who can solve problems?

Be a coach not an expert
Fix the problem - not the blame
No more "father/mother knows best"
Empowerment must be in everything
The test: How are mistakes treated?
It encourages change & communication
Notes On Empowerment
Actually
Customer expectations are typically not
very high

Your job is to surprise them

Customer Delight is doing what they
havent even imagined

What will cause them to say WOW!

You know what you can do - they dont

Making Customer Delight A Core Value
Staff Meetings
Board Meetings
Define and visualize the ideal experience
Make a part of each agenda
What did we do right?
Missed opportunities?
Recognition
Who is the champion for Customer Delight?
How are we treating customers now?

Creating Customer Delight
Whats working?
How can we do more?


Any barriers?
How can we overcome them?
I Will
Identify crimes committed against
Customers, Donors, Program
Participants and Each Other

and do SOMETHING
Two Things I Will Do
1)

2)
The greatest danger for most of
us is not that our aim is too
high and we miss it, but that it
is too low and we reach it
Michelangelo