1 2007 APPA National Conference 25 June, 2007 Presented by: Will Guild, Ph.D. and Keith Owen, Ph.D....

1

2007 APPA National Conference25 June, 2007

Presented by:Will Guild, Ph.D. and Keith Owen, Ph.D.

SomersetGuildwww.somersetguild.com

The Road toThe Road toCustomer Loyalty and SupportCustomer Loyalty and Support

© 2007 SomersetGuild2

Who are These Guys?Who are These Guys?

Consultants with over 25 years experience conducting hundreds of research studies for industries such as utilities, oil and gas, technology, and health

Clients have included:• LCRA • Nebraska Public Power• TXU• Reliant Energy• Bluebonnet• American Electric Power


Building loyalty creates ‘trust credits’

Trust credits can be ‘redeemed’ when:• You need support in a bond election to make

capital improvement

• You need a rate increase

• You experience reliability issues

• Competition should occur

Why You Must Care aboutWhy You Must Care aboutCustomer Loyalty and SupportCustomer Loyalty and Support


Necessary, but not enough to create customer loyalty and support

Satisfaction is volatile; customer loyalty and support is more enduring

You can develop customer loyalty and support by managing the experiences that create it

Satisfaction Is Not EnoughSatisfaction Is Not Enough



Delivering on Needs and

Expectations


Not All Organizations Are EqualNot All Organizations Are Equal

Expectation Scores

Lo

yalt

y S

co

re

1

2

3

4

5

6

78

9

10

11

12

13

14

15

1618

19

20

21

17

Excellent

ExcellentPoor MeanPoor

Mea

n


CreatingCreatingCustomer Loyalty and SupportCustomer Loyalty and Support

Creating Emotional

Connectedness

1. Delivering on Needs and Expectations


Creating Creating Customer Loyalty and SupportCustomer Loyalty and Support

Creating Emotional

Connectedness




ShowingYou Care


2. Creating Emotional Connectedness


Creating Creating Customer Loyalty and SupportCustomer Loyalty and Support

ProvidingValue


2. Creating Emotional Connectedness

3. Showing You Care




2. Maintaining Emotional Connectedness

3. Showing You Care

4. Providing Value

Loyal, Supportive Customers

12

The Road toThe Road toCommitted Motivated EmployeesCommitted Motivated Employees


Customer Loyalty and Support: Customer Loyalty and Support: A Function of Level ofA Function of Level of Employee Commitment and Employee Commitment and

MotivationMotivation


The Distribution of Employee Attitudes The Distribution of Employee Attitudes toward Their Organization toward Their Organization



Providing Meaning



Creating a Sense of

Belonging

1. Providing Meaning



Enabling a Sense of

Accomplishment


2. Creating a Senseof Belonging



Ensuring Fairness, Health,

and Safety



3. Enabling a Sense of Accomplishment


Research and Change Pays OffResearch and Change Pays Off

Measure Change

Safety +88%

Customer Satisfaction +80%

Productivity +90%

Long Term Goals Reached +63%





3. Enabling a Sense of Accomplishment

4. Ensuring Fairness, Health, and Safety

Committed Motivated Employees


An Integrated ApproachAn Integrated Approach

Loyal, Supportive Customers

Delivering on Needs and Expectations

Maintaining Emotional Connectedness

Showing You Care

Providing Value

Providing Meaning

Creating a Senseof Belonging

Enabling a Sense of Accomplishment

Ensuring Fairness, Health, and Safety

22

2007 APPA National Conference25 June, 2007

Presented bySomersetGuild

www.somersetguild.com


1 2007 APPA National Conference 25 June, 2007 Presented by: Will Guild, Ph.D. and Keith Owen, Ph.D....

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