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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
A C I L A N N U A L M E E T I N G | S E P T E M B E R 2 8 , 2 0 1 6 | PA G E 2 2
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
A C I L A N N U A L M E E T I N G | S E P T E M B E R 2 8 , 2 0 1 6 | PA G E 2 4
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?”
A C I L A N N U A L M E E T I N G | S E P T E M B E R 2 8 , 2 0 1 6 | PA G E 3 6
CHALLENGE
• What are YOU going to do to protect your
tomorrow?
• CUSTOMER SATISFACTION is where it all
starts and stops!
A C I L A N N U A L M E E T I N G | S E P T E M B E R 2 8 , 2 0 1 6 | PA G E 3 7
BE GREAT and MAKE
EVERY DAY COUNT!
A C I L A N N U A L M E E T I N G | S E P T E M B E R 2 8 , 2 0 1 6 | PA G E 3 8
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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