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FEDA One Great Idea

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  1. FEDA One Great Idea • March 18, 2010

  2. Simply the Best in Customer Service • fb - Mitch Harper • mitch@hwpo.com • 979.823.5150

  3. Description & Importance • 4 Key Facts • Strategy & Metrics • What it Can look like

  4. Description • Physical place where we contact our clients. – All companies have “contact” • Place where one or more of the 3 negotiable mediums contact our clients: Money, Resources or Info. • Relative term not able to be broadcast across a spectrum of industries or service levels.

  5. Why Customer Service is Important

  6. Good Isn’t Good Enough Percent Very Willing to Repurchase Overall Customer Satisfaction From Mastering Customer Value Management,Ray Kordupleski

  7. Customer Service’s - Effect On Price More A.Y.F.N. Price Acceptable Margin Range W.L.O.S. Less More Less Customer Service Mitch Harper

  8. Some Facts we need to Know • Satisfied Clients tell an avg of 5 • Dissatisfied clients tell an avg of 10 people • 12% of those tell up to 20 people • 96% - Dissatisfied clients won’t tell the company • 95% - Dissatisfied clients become loyal if complaints handled correctly • For each complaint received avg company has 26 prob – 6 are serious! * * Dr. John T. Self 13 Customer Service Facts – Michael A. Aun

  9. Crunching the Numbers • Assume Avg Company has 3000 clients • Assume 1/2 of 1% are dissatisfied at any time • 15 total people are pissed! • 12% will tell 20 & 88% will tell 10 • How many total people know????? • 12% = 1.8 * 20 = 36 88% = 13.2 * 10 = 132 • 168people know!

  10. Rolling it Up • Of the original 15 pissed people • 14.4 won’t ever tell you they are angry • However 14.25 if they ever do tell you and you fix it - will become loyal • So What does this mean?

  11. Moral?We have to get our clients to complain!

  12. No one wants to hear they’ve done a lousy job, but criticism from customers is more valuable than praise. You want your customers to tell you when you’ve screwed up so that you can take care of the problem to ensure it doesn’t happen again - to them or anyone else. Carl Sewell

  13. Why’s Customer Service so important? • Lifetime spend of a typical car buyer • $ 517,000.00 • What is our typical client’s lifetime spend? • $ ???????

  14. Customer Service Reality # 1 Customer Service Activities are Performance & Perception Driven Which is most important? Traditionally, which area do we manage most? 94

  15. Customer Service Reality # 2 Customer Service Activities should be Preventive (Future Looking) & Corrective (Rear window) Which area is most expensive Where do distributors spend most of or time? 95

  16. Customer Service Fact # 1 • Customer Service is personal to the individual • Sewell Automotive • Walmart • Not necessarily Translatable

  17. Customer Service Fact # 2 • When dealing with the Client • Customer Service is always a choice • Wing Restaurant

  18. Customer Service Fact # 3 • Great Customer Service today is ....... • Just Good tomorrow • and is • Just Average in the future

  19. Avg wait time to Disconnect • Asia -Pacific Rim - 72 seconds • Europe /Africa - 67 secs • North America - 37 secs • These get lower every year!! Source: Dimension Data

  20. Customer Service Fact # 4 • Clients want individuals they ..... • Trust (do what they say) • Efficient (can do it quickly) • Knowledgeable (can fix the issue) • All 3 must be delivered for excellent customer service!

  21. Building a Sustainable Model • Three Primary Strategy Options • Close Follow • Lead • Disregard

  22. Close Follow • Advantages • Cost Structure • Proven • Low learning Cost • Disadvantages • Always 2nd • George Strait Model • Client risk - slow response

  23. Lead • Advantages • Client Driven • Disciples in the market • On the “pulse” of the market • Disadvantages • Must be imaginative • Cost / efficiency • Company must be able to “react” to change

  24. Disregard • Advantages • Zip in the cost area • No training required • Concentrate on other areas of business • Disadvantages • Competition • Client retention • Value perception

  25. Alignment & Change • None of the 3 choices matter • unless • (1) They fit our overall business strategy • & • (2) We can implement change in our businesses.

  26. What do we measure?

  27. Two Extremes 1 Metric 4,836 Metrics

  28. Measurements • Key Questions • What do I want to achieve (goal)? - increase, decrease, motivate, etc • What is my commitment level? - cost, talent, time, short or long term • What is the return? - sales, margin, loyalty, low acquisition cost

  29. Good News & Bad News • You know what to Measure • “On-Time” Delivery • “Order” fill Rate • “Complete” Orders • Credit Memo • % of Client Complaints • You know what to Measure • Client Satisfaction • Pricing Errors • Average Hold Time • First Call Resolutions • Order Cycle Time