Post on 24-Jan-2015
description
Living The Brand through Customer Service
Promising our Consumers an Experience!
Presented by:
André Pichly, M.S., CPRPRecreation SuperintendentCity of West Sacramento
Branding 101 in Ten Minutes
Why is having a Brand important?
With brand loyalty we have:• Funding• Programs• Positive Growth• Organizational Health• Community Involvement
The goal is for parks and recreation to be valued as an essential community service.
Branding 101 in Ten Minutes
What a Brand is not:
• A product• A logo/mark• What the company says it is• It is not just a slogan
Branding 101 in Ten Minutes
“The most powerful and enduring brands are built from the heart.
If people believe they share values with a company, they will stay loyal to a brand.”
-- Howard SchultzChairman and CEO
Starbuck’s Coffee Company
Branding 101 in Ten Minutes
Branding is about emotional connections.• Favorite Restaurant• Favorite Room in Your House• Favorite Personality (actor, musician, politician, athlete, comedian, etc.)
• Favorite Retail Store
Branding 101 in Ten Minutes
The Branding Process
• Brand Assessment: where we are today• Brand Promise: what we say we will deliver• Brand Blueprint: how we will “get it done”• Brand Culturalization: promise is integrated
into everything• Brand Advantage: end result
Brand Promise
Parks and recreation makes lives & communities better now & in the future by providing:
• access to the serenity & inspiration of nature; • outdoor space to play & exercise; • facilities for self-directed & organized recreation; • positive alternatives for youth which help lower
crime and mischief; and• activities that facilitate social connections,
human development, the arts and lifelong learning.
What is Customer Service?
“Customer service means all features, acts, and information that augment the customer’s ability to realize the potential value of a core product or service.”
Total Customer Service: The Ultimate Weapon, by Davidow & Uttal
Intentional Customer Service
“Companies that provide outstanding customer service don’t do it by dumb luck. They manage to do it. They put into action the six (6) elements of customer service: strategy, leadership, personnel policies, design, infrastructure, and measurement.”
Total Customer Service: The Ultimate Weapon, by Davidow & Uttal
Customer Service Strategy
1. Do a self-analysis of your agency. Be brutally honest.
2. What would you like to see different?3. Identify obstacles that stand in the way.4. Develop a simple plan: “What do we
want to do, who’ll be involved, when do we start?”
Customer Service Leadership
1. You need at least one (1) champion.2. Commit to be a role model.3. Commit to ongoing trainings.4. Commit to being patient.5. Treat staff the way you want them to
treat your customers.6. Involve front-line staff in creating that
customer service strategy.
Customer Service Personnel Policies
1. Acknowledge the importance of front-line staff.
2. Empower front-line staff to make decisions usually reserved for higher-ranking staff.
3. Think of ways you can serve your front-line staff
Customer Service Design
1. More than “courtesy”.2. What’s your Customer Service model?3. Training, training, training.
Customer Service Infrastructure
1. What tools are in place that can help the customer in the absence of staff?
2. What can be done to let the customer help themselves?
3. Cost vs. benefit
Customer Service Measurement
1. What do customers want?2. How satisfied are customers with your
services?3. Once you have that information, how
are you going to respond?4. How are you going to communicate the
changes?
2-minute small group discussion
What thoughts, emotions, and ideas come into your head when you study this
picture?
1. Make Eye Contact and Smile 2. Greet and Welcome Each and Every Guest
3. Seek Out Guest Contact
4. Provide Immediate Service Recovery
5. Display Appropriate Body Language at All Times
6. Preserve the Fun and Exciting Guest Experience
7. Thank Each and Every Guest
Our Guest Service
Guidelines
Great customer service is how we help our
guests realize our brand promise of . . . .
Excellent Customer Service Practices
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Helps your customers realize the value of your programs and services
Understanding your customer values, wants & needs AND responding to them
=
Doing these things helps deliveron the brand promise of . . . . . .
Thank Youfor your participation!
Presented by:
André Pichly, M.S., CPRPRecreation SuperintendentCity of West Sacramentoandrep@cityofwestsacramento.orgI’m on LinkedIn, too!
For more information about the Parks Make Life Better branding campaign go to www.cprs.org. Check out Parks Make Life Better on Facebook, too!