Delivering the Full Service Program in a Growth Market

1. Delivering the Full Service Program in a Growth Market

2. Delivering the Client Experience • Today will be a success if • We understand the Service Program as “The Client Experience” • Understand how highly satisfied clients positively impact our business • Understand and believe how we can create positive experiences for all of our clients

3. Delivering The Client Experience • Times, they are a changin’ • We must change with them. • We have moved into an emotion driven economy • Consumers make their choices based not on intellectual foundations, but how they feel. • We must aim to create positive experiences for our clients.

4. Delivering the Client Experience The Emotion Economy Dan Hill identifies 5 driving reason emotions are the foundation of today’s economic model (Emotionomics) • Consumers feel before they think, and "feelings happen fast." • Emotions are more immediate and act as a gatekeeper, such as to ads. • Believability "is based on a gut feeling." • Emotional connections help "jump over the fear of being sold to, which is rampant in today's skeptical marketplace." • Emotional connections lay the ground work for loyalty

5. Delivering the Client Experience A Client has 1 of 3 experiences in every transaction. • Positive • Neutral • Negative

6. Delivering the Client Experience A Client’s Perception is Reality • Experiences that create lasting impressions • Experiences that involve the client • Experiences that are personalized

7. Delivering the Client Experience The Service Program • 2004 CDI launched the service program, migrating from customer owned product models. • This was the first step in delivering the client experience.

8. Delivering the Client Experience • Service Campaign has been successful! • Wide Adoption & Compliance • Increase in Retention Rates • Steady Closing Rates • Increased Add On Sales • Larger Average Order

9. Delivering the Client Experience • The Service Program is more than • Pro-active service calls • Leasing product • 1 step billing • Reactive Customer Service • Decor Install Services

10. Delivering the Client Experience The Service Program • 6 Phases of the Experience • Initial Contact • Design Consultation • Installation • In Season Follow Up • Display Disassembly • Post Season Follow Up

11. Delivering The Client Experience • Let’s Review • Personal Contact at initial OR REINSTALL • Clean professional appearance • Accurate Professional Install • Post Install Follow Up • Complimentary Service Calls • 1-2 Pro-Active Courtesy Calls • Post Season Satisfaction Follow Up • Client Loyalty Incentive (ELF Dollars) • Spring Clean-Up

12. Delivering the Client Experience Personal Contact • Initial and Reinstall • Personal Contact & Presentation • Review previous order • Suggest Upgrades & Add-ons • Changes • Design Consult for all new prospects • Interactive Design- Include the customer

13. Delivering The Client Experience • Man phone during busy periods • 7-9 AM • 11-1 • 5-7 PM • Respond to initial inquiry within 1 business day • Relay complete information to Sales Staff • Friendly and knowledgeable staff

14. Deliver The Client Experience • Professional Appearance • All staff in branded uniforms • Sales in branded professional collared shirt and slacks • Install in “branded” work clothes • Trucks & Trailers • Good repair • Clean • Branded

15. Delivering The Client Experience • Professional Install • Correct the FIRST TIME1 • Well trained staff • Free of defects or cluttered appearance • Safe • Tailored & Timered • Noticeably different than the competition

16. Delivering The Client Experience • Post Install/In Season Follow up • Contact by phone or in person • Ensure install meets expectations • Matches initial design • Functioning • Clean • Opportunity for upsell • Cultivates relationship

17. Delivering The Client Experience • Complimentary Service Calls • A key attribute of the service program • Any trouble calls included* • Set response time expectation • Document Call- Let customer know resolution • Follow up call to ensure satisfaction

18. Delivering The Client Experience • Proactive Service Calls • 1-2 Proactive Service Calls per customer • Every job has room for improvement • Notify customer of service performed • Leave behind “Elf” door hanger • Perform calls daily- route based on area • Tailor calls based on customer lifestyle

19. Deliver The Client Experience • Post Season Follow-Up • At or immediately after take-down • Ensure satisfaction • Approach Renewal • Encourage upsells & add-ons • Further cultivates customer relationship • Delayed Takedowns*

20. Delivering the Client Experience • Spring Clean Up • Utilize staff in transition to core business • Invest ½ hour per customer • Ensure property is free of debris and left behind tools/supplies • HUGE differentiation • Notify Customer of presence • Call tag leave behind

21. Delivering The Client Experience • Display Disassembly • Don’t underestimate the importance of takedown • This is WHERE we earn our keep! • Take care of customer’s property and materials • Uniformed crews • Ensure accurate reinstall via good take down • Organized • Mapped • Provide disassembly in a timely manner by professional crew

22. Delivering the Client Experience • The Service Program • Aims to create “Highly Satisfied Clients” • Requires a mindset paradigm shift • Begins before we know our client’s name, first impressions • Involves our entire organization • Focuses on meeting our client’s needs and desires • Requires us to set expectations and exceed them

23. Delivering the Client Experience • The Mindset Paradigm Shift • Fundamental concept that our clients are THE ONLY REASON we are in business • No matter our business offering, ultimately we server our clients • Do we view our clients as an asset or a liability? • What is the internal attitude about clients? • Are client issues viewed as opportunities or problems?

24. Delivering the Client Experience The Mindset Paradigm Shift • Serving Clients vs Customer Service • A drastic reversal of terms with very different results • Our business plays a role in our client’s lives • Every employee has a unique purpose in serving our clients • Our actions positively or negatively impact our clients

25. Delivering the Client Experience Mindset shift, it begins at home • Loyal Employees create loyal clients • Client satisfaction reflects employee satisfaction • If you can’t sell it to your family, you can’t sell it to strangers

26. Delivering the Client Experience The First Impression • Perception begins before we ever know our potential client’s name • Our marketing message, does it resound • Our image, putting our best foot forward • Our reputation, it precedes us good or bad • Reality must match our marketing message

27. Delivering the Client Experience It takes an entire company to please a client • Every employee is an ambassador of our organization • Train every employee to handle client interactions • Train every employee to field client issues • Formulate how each employee impacts our clients, their purpose in our organization.

28. Delivering the Client Experience • Field personnel- • Sales- • Admin staff- • Management- • Ownership- • Other-

29. Delivering the Client Experience Meeting Needs and Desires • Our business is more about desires than needs • Fully understand the client’s desires and why • Understand if there are specific needs • Our services are a means to an end

30. Delivering the Client Experience Set Expectations and Exceed them • Set expectations to satisfy our most demanding clients • Clearly Define what we provide • Go above and beyond • Treat every client as if they are our only client

31. Delivering the Client Experience Delivering a positive experience creates “Highly Satisfied, Frequent User, Promoter” Clients. But why is that important or valuable?

32. Delivering the Client Experience Satisfied vs. Highly Satisfied • The gap between satisfied and highly satisfied is drastic • Highly Satisfied Clients • Are more than twice as likely to repeat business • Are THREE times more likely to recommend business • Spend nearly 10% more per transaction • Have an 88% longer life cycle

33. Delivering the Client Experience Settling for Satisfied?

34. Average Satisfied Client $1,479 avginvoice 4.4 year life span 0 referred clients =$6,507lifetime value Highly Satisfied Client $1,612 avginvoice 8.8 year life span 3 referred clients =$14,187lifetime value X3!!!! Delivering the Client Experience

35. Delivering the Client Experience The Bottom Line is the Top Line • Highly Satisfied, Frequent, Promoter Clients • Generate greater revenue • Loyal • Deliver new clients • Profitable

36. Delivering the Client Experience The Experience is our greatest difference • Creates loyalty though tight personal bond • Difficult to mimic or surpass • Takes effort • Only the best make this a priority • Great clients want this

37. Delivering the Client Experience Every Client has “The Experience” • Change our mindset • Deliver the Service Program- all of it • Resounding Marketing with congruent delivery • Incorporate our entire organization • Focus on our clients • Exceed expectations • Give Clients the treatment we would want

38. Best Practices • Deliver ALL deliverables of the Service Program • Emphasis on follow up touches • Consult • In season Follow up • Courtesy Calls • Post Season Follow Up • Spring Clean Up • Plan you course of action NOW • Ask for referrals