a successful blueprint for improving customer satisfaction bruce rasmussen carpe diem consulting
TRANSCRIPT
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A Successful Blueprint forImproving Customer Satisfaction
Bruce RasmussenCarpe Diem Consulting
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why bother? satisfaction killers framework to
improve satisfaction
Microsoft specific
approaches
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Why bother?
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...there is no more strategic issue for a company, or any organization, than its ultimate purpose.
For those who think business exists to make a profit, I suggest they think again.
Business makes a profit to exist. Surely it must Surely it must exist for some higher, nobler purpose than that.exist for some higher, nobler purpose than that.
Source: GNH 2: Ray Anderson Keynote: http://gpiatlantic.org/conference/proceedings/anderson.htm
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Return and buy more
Tell other people
Pay a premium
More staff
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There are 6 parts to any customer satisfaction program…
1. who should be interviewed
2. what should be measured
3. how should the interview be carried out
4. how should satisfaction be measured
5. what do the measurements mean
6. how to use customer satisfaction surveys to greatest effect
www.b2binternational.com/library/whitepapers
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Customer Satisfaction Killers
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ECM – market restraints
Source: Frost &Sullivan, 2006
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Rank Driver 1-2 Yr 3-4 Yr 5-7 Yr
1 Difficulty in understanding business benefits High High Med
2 End user change management challenges High High Med
3 Mismatch between business needs and solutions offered High Med Med
4 Return on investment Med Med Med
5 Long sales cycle Med Med Low
Source: Frost &Sullivan, 2006
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Customer defections
Move away - 3%
Develop other relationships - 5%
Competitive reasons - 9%
Dissatisfied with product or service - 14%
Indifference shown by various personnel towards the customer - 68%
Die - 1%
Rosen, Joel. "Customer Complaints" in Stanley A. Brown
"Breakthrough Customer Service”
John Wiley & Sons, Canada, 1997
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Hate is not the opposite of love:
Rollo May
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Hate is not the opposite of love:
Apathy isRollo May
Hate is not the opposite of love:
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CUSTOMER RETENTION
PR
OF
IT
Be wary………..
Anderson, E &Mittal, V Strengthening the Satisfaction-Profit Chain Journal of Service Research, Vol 3, No 2, November 2000 107-120
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Sales Philosophy
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“Selling” occurs when 1 human being brings to the attention of another human being a problem they may be experiencing;
and then goes on to support them to remove the problem
with some commercial benefit accruing
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Copyright © Bruce Ian Rasmussen, 2007
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http://carpe-diem.typepad.com/ms_partners
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Communications Strategy
RELEVANT
TIMELY
PROACTIVE
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Lessons from Microsoft Partners
•Gold Certified partners are the most satisfied. Registered partners are the least satisfied.
•Partners with competencies are more satisfied than those without competencies.
•Partners with more MS certified professionals are more satisfied.
•Partners taking more training/learning are more satisfied.
•Partners with more individuals subscribing MS newsletters are more satisfied.
•Partners attending more webcast events are more satisfied.
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ORGANISATION
DIVISION
INDIVIDUAL
CUSTOMER
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• Personal mission• Role
• Marketing• Sales• Operations• Hr• Finance• Administration• Non-human
• In this situation…• Sales• Communication
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Situation specific behaviours
SALESSALESMission Statement – Customer Satisfaction
My mission is to keep customers informed and to clarify their needs at ALL stages of the sales process, and to actively seek out “fresh” problems they are having so we can solve them before they “bite”.
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Situation specific behaviours
TECHNICALTECHNICAL
Mission Statement – Customer Satisfaction
My mission is to ensure customers are informed at ALL stages of the repair process, and to “look beyond” the job at hand to identify other areas we can help.
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Situation specific behaviours
COLLECTIONSCOLLECTIONS
Mission Statement – Customer Satisfaction
My mission is to ensure customers receive timely and accurate requests for payment, and that delays in payment are investigated for dissatisfaction. I will acknowledge regular payment in full and on time.
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Situation specific behaviours
ISV PURCHASING PORTALISV PURCHASING PORTAL
Mission Statement – Customer Satisfaction
My mission is to ensure customers only purchase products that will solve their specific issues, and that any dissatisfaction they have is addressed.
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Profits from customers
20% of customers
80% of customers
• Should we sell to fewer customers?
• How do we look after the “big” customers?
• How do we “group” our customers?
• What is our value proposition to each group?
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Situation specific behaviours
MAJOR CUSTOMERMAJOR CUSTOMER
Charter Statement – Customer Satisfaction
In 2 years time, we want customer X to perceive us as both a strategic partner, and also their most innovative and reliable IT provider.
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MEASUREMENT & ADVICE
PRODUCT STACK
more out of what you’ve already got
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https://microsoft.prognostics.com/MSPortal/resourcecenter/
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Microsoft Integrated Platform:A Foundation for Seamless Computing
Towards an Integrated Platform
Point Solutions
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Consulting value add – readiness offer
•32 days of readiness training ($12k)– Public schedule– Customised readiness– Competency certification
•1 day sales/marketing/business value consulting– Sign up during APC– Sales/marketing training
• Needs analysis
– Sales/marketing audit– Sales/marketing planning
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