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CREATING AN EXCEPTIONAL CUSTOMER SERVICE EXPERIENCE. Susan Sarfati, CAE President & CEO, The Center for Association Leadership and Executive Vice President, ASAE [email protected] www.asaecenter.org. 5 th World Chambers Congress Istanbul, Turkey July 6, 2007. Who we are …

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CREATING AN EXCEPTIONAL CUSTOMER SERVICE EXPERIENCE

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Creating an exceptional customer service experience

CREATING AN EXCEPTIONAL CUSTOMER SERVICE EXPERIENCE

ASAE & The Center for Association Leadership


5 th world chambers congress istanbul turkey july 6 2007

Susan Sarfati, CAE

President & CEO, The Center for Association Leadership and Executive Vice President, ASAE

[email protected]

www.asaecenter.org

5th World Chambers CongressIstanbul, TurkeyJuly 6, 2007

ASAE & The Center for Association Leadership


Creating an exceptional customer service experience

Who we are …

The American Society of Association Executives (ASAE) & The Center for Association Leadership

ASAE & The Center for Association Leadership


The american society of association executives

An individual membership organization of more than 22,000 association executives and industry partners representing nearly 11,000 organizations in 50 countries

The American Society of Association Executives

ASAE & The Center for Association Leadership


The center for association leadership

The premier provider of learning, knowledge, and future-oriented research for the association profession.

The Center for Association Leadership

ASAE & The Center for Association Leadership


Creating an exceptional customer service experience

What separates the merely good association from the truly great?

ASAE & The Center for Association Leadership


Creating an exceptional customer service experience

Commitment to Purpose

1. A Customer Service Culture

2. Alignment of Products and Services With Mission

Commitment to Analysis and Feedback

Commitment to Action

Remarkable

3. Data-Driven Strategies

4. Dialogue and Engagement

5. CEO as a Broker of Ideas

6. Organizational Adaptability

7. Alliance Building

ASAE & The Center for Association Leadership


Commitment to purpose

Commitment to Purpose

  • Mission subdivided into needs

  • Products, services, activities developed to address those needs

  • Driven by mission not money

  • “We’re here to serve you”

  • Individual encounters with members

  • Organizational structure and process

  • An association of members, for members, by members

1. A Customer Service Culture

2. Alignment of Products and Services With Mission

ASAE & The Center for Association Leadership


Commitment to analysis and feedback

Commitment to Analysis and Feedback

  • Capacity and culture to gather, share, analyze information

  • Data, Data, Data

3. Data-Driven Strategies

4. Dialogue and Engagement

5. CEO as a Broker of Ideas

  • Continuous conversation on direction and priorities

  • Staff and Volunteers

  • Facilitates visionary thinking throughout the organization

  • “The Great Go-Between”

ASAE & The Center for Association Leadership


Commitment to action

Commitment to Action

  • Secure and confident enough to seek partners and projects that complement their mission and purpose

  • Partnering for the right purpose

  • Learn from and respond to change

  • Know what not to change

  • The will to act

6. Organizational Adaptability

7. Alliance Building

ASAE & The Center for Association Leadership


Creating an exceptional customer service experience

Importance of and ways to develop a customer service culture, the way a brand exceeds customer needs…

  • Define your Customers

  • “We’re here to serve you”

  • Individual encounters with members – creating the experience

  • Surprise and delight factor

ASAE & The Center for Association Leadership


Creating an exceptional customer service experience

  • Organizational structure and processes – built around exceeding members’ expectations

  • An association of members, for members, by members

  • Employee empowerment and creating ambassadors

ASAE & The Center for Association Leadership


Examples of outstanding companies

Don’t be threatened by people smarter than you

Examples of Outstanding Companies

  • Compromise anything but your core values

  • Seek to renew yourself even when you are hitting home runs

  • Everything matters

ASAE & The Center for Association Leadership


Creating an exceptional customer service experience

Nothing is too much trouble for customers

Splendid structure

Continues to grow, adapt, reassess and reinvent itself.

ASAE & The Center for Association Leadership


Creating an exceptional customer service experience

Define what extraordinary really means.

Ask if you’re not sure

Allow your people to be extraordinary

Share information

Share the commitment

Don’t expect magic overnight

Expect snafus and react accordingly

ASAE & The Center for Association Leadership


Exceptional communication

Six touch points that membership-based organizations use to communicate with members:

Email

Voice mail

Snail Mail (post)

Exceptional Communication

  • Phone

  • Fax

  • Face-to face

  • Who is using new technologies to communicate with members and customers?

ASAE & The Center for Association Leadership


Understand cultural and generational needs

Different Cultures – different needs

Generational Needs

Understand Cultural and Generational Needs

ASAE & The Center for Association Leadership


Creating an exceptional customer service experience

ASAE & The Center for Association Leadership


Organizational competencies for great customer service

Marketing & Branding

Human Relations Skills – Hiring and training

Technology to collect and use data

Strategic Partnering and Alliances

Organizational Competencies for Great Customer Service

ASAE & The Center for Association Leadership


Establish specific outcomes and metrics

Evaluations (events, products, services)

Satisfaction Surveys

Loyalty to Organization – would members recommend you to their colleagues?

Membership Growth & Retention

Do something with data collected

Establish Specific Outcomes and Metrics

REMEMBER! The Board of Directors does not have all the answers!

ASAE & The Center for Association Leadership


Customer service tactics to exceed expectations

Active listening

Going the extra mile

Empathy

Simplicity

Rapid Response

Getting to “yes”

Rank and Measure Products (amazon.com)

Customer Service Tactics to Exceed Expectations

Remember! Don’t survey your members too much!

ASAE & The Center for Association Leadership


Action items

3 steps you will take immediately upon returning to your office:

1)____________________________

2)____________________________

3)____________________________

ACTION ITEMS

ASAE & The Center for Association Leadership


Thank you

Please make plans to join us for the 2007Annual Meeting & Exposition

August 11-14, 2007

Chicago, Illinois, USA

THANK YOU!

ASAE & The Center for Association Leadership


Asae the center major programs

Annual Meeting & Exposition, Aug. 11-14, 2007

McCormick Convention Center, Chicago, IL

Great Ideas Conference, Dec. 7-9, 2007

Disney’s Yacht & Beach Club, Orlando, FL

Association Technology Conference,

Jan. 31-Feb. 1, 2008

Washington DC Convention Center, Washington DC

International Study Mission to India, Feb. 23-Mar 4, 2008

10-Day trip to Mumbai, Delhi

ASAE & The Center Major Programs

ASAE & The Center for Association Leadership


Asae the center major programs continued

International Conference, March 6-7, 2008

Marriott Learning Complex, Ronald Reagan Bldg. &

ITC, Washington, DC

Springtime™, April 3, 2008, Washington DC

Convention Center

Future Leaders Conference, June 5-8, 2008,

Charlotte, NC

Annual Meeting & Exposition, August 16-19, 2008,

San Diego, CA

ASAE & The Center Major Programs (continued)

ASAE & The Center for Association Leadership


Asae the center online courses

08/27/07 – 10/07/07 Membership Boot Camp

09/10/07 – 10/21/07 Basic Marketing Essentials for the Association Professional

11/05/07 – 12/16/07 Principles of Financial Management

01/14/08 – 02/24/08 Principles of Association Management

01/21/08 – 03/02/08 CEO Dialogue:  Leading Associations in the 21st Century

02/04/08 – 03/16/08 Principles of Component Relations

03/10/08 – 04/27/08 Professional Development Management Series

03/24/08 – 05/11/08 Membership Boot Camp

04/07/08 – 05/18/08 Basic Marketing Essentials for the Association Professional

05/05/08 – 06/15/08 Principles of Financial Management

05/19/08 – 06/29/08 Principles of Association Management

06/16/08 – 07/27/08 CEO Dialogue:  Leading Associations in the 21st Century

06/23/08 – 08/03/08 Principles of Component Relations

07/14/08 – 08/24/08 Professional Development Management Series

ASAE & The Center Online Courses

ASAE & The Center for Association Leadership


Creating an exceptional customer service experience

THANK YOU!

ASAE & The Center for Association Leadership


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