THE FOUR LEVELS

OF CUSTOMER

SATISFACTION

Building Long Term Profit through a Customer

Satisfaction Strategy

P R E S E N T E D B Y R E A L - W O R L D B U S I N E S S C O A C H D A N N Y C R E E D

WELCOME

• Large & Small clients

• 14 Personal Start-ups

• 3 Public offerings

• Over 400 turnaround projects

• 1 Thing I’ve Learned…

• Power of Customer Satisfaction

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4 LEVELS OF CUSTOMER

SATISFACTION

• Roll up sleeves

• Be Brutally Honest

• C S Impacts

– Profits

– Immediate future of your company

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“SUCCESS IS A RECIPE”

• The RECIPE is foundational

• It doesn’t change, business to business

• Master the basics before you get fancy!

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ONLY 2 STRATEGIES

• CREATE VALUE

• GENERATE REVENUE

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ONLY 2 PURPOSES

• ACQUIRING CLIENTS

• RETAINING CLIENTS

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TODAY’S GOAL

• Give you an immediately applicable process to

improve:

ACQUISITON AND RETENTION

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TOUGH QUESTION

HOW EASILY ARE

YOU REPLACED?

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FACTS

• OPTIONS are instantaneous!

• Research is instantaneous!

• Access to your replacement is instantaneous!

• It doesn’t take much to lose a customer today

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WHY WILL CUSTOMERS LEAVE?

• Interaction with a rude employee

• Unexpected charge or fee

• Perception of poor quality!

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BAD EXPERIENCES REPEL

• 82% Leave due to BAD Customer Service

• 95% take action as a result of a bad experience:

– 85% WARNED others

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GOOD EXPERIENCES ATTRACT

• 40% went to a competitor with a better reputation

• 55% recommended outstanding service

• 85% would pay up to 25% more to ensure

outstanding service

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BOTTOM LINE….

• EVERY Great Strategic Plan must include a

CUSTOMER SATISFACTION Strategy.

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CUSTOMER SATISFACTION PLAN

AFFECTS…

• Acquisition

• Retention

• Profits

• Lead Generation

• Talent Acquisition & Retention

• Company Branding…….

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LET’S GET TO WORK

BUILDING or RE-BUILDING

A CUSTOMER

SATISFACTION PLAN

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FOUR CUSTOMER SATIS IFACTION

QUESTIONS…

• QUESTION 1:

• WHO IS YOUR CUSTOMER?– Employees?

– Consumers?

– Board?

– Vendors?

– Investors?

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FOUR QUESTIONS: #2

• QUESTION 2:

• How does your customer access information?

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FOUR QUESTIONS: #3

• QUESTION 3:

• What is their “PERCEPTION” of you?

– Do you know?

– Do you WANT to know?

– Do you even care?

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FOUR QUESTIONS: #4

• QUESTION 4:

• What is their “PERCEPTION” of your

competition?

– Services?

– Business practices?

– Perceived benefits?

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FACT

YOU MUST KNOW WHAT PERCEPTIONS YOU

ARE DEALING WITH!

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PERCEPTION VS. REALITY

• Today, there is NO REALITY

• Only the PERCEPTION of Reality

• What DO your “customers” think of you?

• PERCEPTION is EVERYTHING!

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“NEW” F INAL DECIS ION

INFLUENCERS

• Most important customer “shift” in decades!

• Effect:

– SALES

– MARKETING

– CUSTOMER SATISFACTION

– EMPLOYER BRANDING

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THE 4 EMOTIONAL TRIGGERS

• HOPE

• PASSION

• ACCOUNTABILITY

• TRUSTED ADVISOR

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4 EMOTIONAL TRIGGERS

• Find the EMOTION in your message

– ACQUIRE faster

– RETAIN longer

– LOWER price sensitivity

– MORE referrals and testimonials

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LET’S BUILD A PLAN

The FOUR LEVELS of

CUSTOMER

SATISFACTION

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4 LEVELS OF CUSTOMER

SATISFACTION

• Write the headings down

• Capture your ideas

• Continue

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LEVEL 1 : MEETS EXPECTATIONS

• Minimum requirement to stay in business

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MEETS EXAMPLES

– Be on time

– Timely return of phone calls/emails

– Meet deadlines

– Accurate billing

– Reasonable response times

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RULES TO DEVELOP NEXT 3

• Think with NO LIMITS

• Think with NO CONSTRAINTS

• Think with NO RESTRICTIONS

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LEVEL 2 : EXCEEDS EXPECTATIONS

• SURPRISE your customer

• Goes beyond what is expected

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EXCEEDS EXAMPLES

– Pro-Active response

– Immediate Re-Active response

– Excessive accountability

– Regular updates

– BEAT all deadlines

– Consistent review of customer needs

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LEVEL 3 : DELIGHTS CUSTOMER

• Expectations MET…EXCEEDED….TOUCHED

on an emotional level

• Building competitive barriers

– HOPE

– PASSION

– ACCOUNTABLE

– TRUSTED ADVISOR

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DELIGHTS EXAMPLES

• Over-deliver on everything

• Bi-Annual needs analysis

• Asking vs Telling

• Ease of access

• Employee training

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LEVEL 4 : AMAZES YOUR CUSTOMER

• Propels your business

• Positions for domination

• How would you AMAZE your customers?

• Only limit is your imagination!

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AMAZE EXAMPLES

– Hand written thank you notes

– Testimonials

– Accountability promise

– Guarantees

– Response time

– New technology

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WHAT ARE YOU GOING TO DO

NOW?

• Larry Ellison:

– 1. “I try to go to work everyday with the same

mindset of my first day at work!”

– 2. “I tell my self every day that I could be broke

tomorrow. And then I ask myself,…..

WHAT AM I DOING TODAY TO PROTECT

TOMORROW?”

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CHALLENGE

• What are YOU going to do to protect your

tomorrow?

• CUSTOMER SATISFACTION is where it all

starts and stops!

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BE GREAT and MAKE

EVERY DAY COUNT!

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THANK YOU

- B U S I N E S S C O A C H D A N N Y C R E E D

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