Endorsement Is The Goal !

Copyright © 2006 Larry Coppenrath, All Rights Reserved

THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION

1April 20, 2023

EndorsementEndorsement Is The Goal !Is The Goal !



2April 20, 2023

Endorsement vs. SatisfactionEndorsement vs. Satisfaction

Client Endorsement

Easier (and cheaper) to sell our services to existing clients. Lots of references and referrals.

New clients are a result of references and referrals.Clients turn into your salespeople.

“Satisfied” clients will go elsewhere (and they won’t tell you).



3April 20, 2023

Why Measure Client LoyaltyWhy Measure Client Loyalty

To measure what matters.

Traditional client surveys don’t work.

We need a regular reporting system, viewable by all.

We must to make it simple enough that it can be a part of every project.



4April 20, 2023

The Ultimate QuestionThe Ultimate Question



5April 20, 2023

The Ultimate QuestionThe Ultimate Question

There’s something terribly ironic about the runaway popularity of Jim Collins’s fine book, Good to Great.

One can imagine CEOs all over the world staying up late plotting how their own companies can make the big leap.

Meanwhile, clients would be ecstatic if all those companies would just move up the scale from lousy to not-too-bad.

Fred Reichheld



6April 20, 2023

So What Is The QuestionSo What Is The Question

Just 2 questions (one and a why) in about 2 minutes.

“On a scale of 0 to 10, how likely is it that you would recommend us to a friend or colleague?”

“What’s the main reason you’ve given us that score?”



7April 20, 2023

Scoring the Ultimate QuestionScoring the Ultimate Question



8April 20, 2023

Net Promoter ScoreNet Promoter Score



9April 20, 2023

So What Is A Great ScoreSo What Is A Great Score

Harley-Davidson 81

Costco 79

Amazon.com 73

eBay 71

Apple 66

Intuit (TurboTax division) 58

FedEx 56

Southwest Airlines 51

Dell (pre 2005) 50



10April 20, 2023

Not So GreatNot So Great

Hewlett-Packard (PC division) 25

Compaq (pre-HP) 5

Northwest Airlines 4

TWA -2

Met Life -5

AOL -10

Hertz (UK) -20

Cell phone company (unnamed) -28

British public utility (unnamed) -80



11April 20, 2023

These Days Clients Are…These Days Clients Are…

Smarter

Leaner

Price Conscious

Lower Morale

Hit On MoreBy Competitors

PoorService

MoreDemanding

LessForgiving

Harder toSatisfy



12April 20, 2023

What’s DesiredWhat’s Desired

Know Me

Understand Me

Lead Me

Help Me

Serve Me

NOW !NOW !



13April 20, 2023

What Is The Right Attitude ?What Is The Right Attitude ?

Understanding the ClientBeing Prepared to Serve ClientsHelping an Angry Client ImmediatelyAsking Clients for InformationListening to ClientsBeing Responsible for Your Actions when a Client CallsLiving up to Your CommitmentsBeing MemorableSurprising ClientsStriving to Keep Clients for LifeGetting Unsolicited Referrals from Clients…Regularly!



14April 20, 2023

Achieving The GoalAchieving The Goal

EndorsementEndorsement is the most difficult of Client is the most difficult of Client Service goals to achieve. But once you have Service goals to achieve. But once you have it, you have something your competition it, you have something your competition Will never have …..Will never have …..

The Next Order !The Next Order !



15April 20, 2023

Who’s Perspective MattersWho’s Perspective Matters

In the end, the In the end, the onlyonly perspective perspective that matters that matters Is the Client’sIs the Client’s



Six Principles Of LoyaltySix Principles Of Loyalty

16April 20, 2023

Play toPlay toWin / WinWin / Win

BeBePickyPicky Keep itKeep it

SimpleSimple

Reward The

Reward The

Right Results

Right Results

Listen Listen HardHard

TalkTalkStraightStraight

PreachPreachWhat YouWhat YouPracticePractice

LoyaltyLoyalty



17April 20, 2023

Universal MissionUniversal Mission

Treat every client in such a memorable Treat every client in such a memorable way that when the transaction is way that when the transaction is complete, the client tells someone else complete, the client tells someone else how how GREATGREAT an experience it was ! an experience it was !

Endorsement Is The Goal !

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