become a company customers love and can't live without jeanne bliss 072810

Confidential — Proprietary VIPdesk Information 11

Become a Company Customers Love and Can’t Live Without

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Presented by:Jeanne Bliss, Founder, Customer Bliss

VIPdesk Webinar Series

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About The Presenter

Jeanne BlissFounder

Customer experience expert with 25 years of experience as the Customer Leadership Experience Executive with major US Corporations including Microsoft, Lands End, Coldwell Banker Corporation, Mazda Motor of America, and Allstate.

Founded CustomerBliss in order to create clarity and an actionable path for driving the customer loyalty satisfaction commitment into business operations.

For more information, visit www.customerbliss.com.

http://www.customerbliss.com/�


About VIPdesk

VIPdesk’s full suite of Brand Experience Management solutionsinclude Virtual Concierge and Contact Center Services,Social Media Management, Experiential Programs, IVRServices and Voice of the Customer Surveying & Analytics.Global industry leaders trust VIPdesk to enhance their brandsthrough our customer care and loyalty programs.


Agenda

• Five decisions and practices that make beloved companies immune to the competition and allow them to thrive.

• Actions guaranteed to develop true customer advocacy

• How company culture is the driving force behind extreme customer loyalty

• How your decisions and actions create culture


THE Five decisions of beloved and prosperous companies.

EARN Your Customers’ Rave

CLARITY

www.customerbliss.com© All Rights Reserved. 2010 Jeanne Bliss. CustomerBLISS

CLARITY


CLARITY


22%

Sparked by Advertising

78%

Sparked by Something Else

WOM

Source: Keller Fay “Talk Track” Report 2009

CLARITY


1. Believe2. Clarity3. Real4. Be There 5. Say Sorry

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PROSPERITY

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Lower Recruiting Costs Engaged WorkforceMargins that Exceed the Competition Customers Grow the Business. Not Marketing Budgets Business Prosperity in Good Times and Bad

IMPACT

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Show me the person you honor, for I know better by that the kind of person you are. For you show me what your idea of humanity is.

--Thomas Carlyle

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SUSPEND CYNICISM :Lose about three bikes per year.

Zane’s Cycles decided not to require collateral for test drives.

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Believing customers’ words:Quadrupled growth since 2004

CustomInk.com Decided on uncensored customer reviews on their home page.

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Chick-fil-A Decided to hire for life.

Long-term belief pays dividends:

42 Years Consecutive Sales Growth.

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Our Pledge of “Believe”We Believe:

In the good judgment of the people we hire.

That trust is reciprocated by customers.

In the truth of our customers’ words.

Trusted, prepared employees grow the business.

In more trust than rules.

In more training than policies.

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What’s Our Story:How Do We Believe?

(How would customers describe our trust in them? Would employees say we honor them?)

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CLARITYOf Purpose

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Laser focus on job #1 delivers:253 stores in 24 countries welcomed 565 million customers.

IKEA DecidedTo design the price tag first.

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Griffin Hospital decided on music in the parking lot and a piano in

the lobby.

Clarity of emotions pays:Grow Three Times Faster than Other Connecticut Hospitals

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Newegg.comDecided against pop-up ads after checkout.

Experience control = customer prosperity:Daily average 600,000 visitors.

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On the memories we want to deliver? About who belong in our company? The experience we are working toward?

Are we executing tasks or achieving a higher purpose?

What’s Our Story:How Clear Are We?

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Decide to be

REAL

I think that somehow, we learn who we really are and then live with that decision.-- Eleanor Roosevelt

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WestJetDecided to make customers human again.

Impact of Losing the lingo:Leapt over the market to become number 2 airline in Canada.

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After lengthy deliberation at the highest executive levels, and extensive consultation with our legal department,

we have arrived at an official corporate response to Northwest Airlines’ claim

to be number one in Customer Satisfaction.

“Liar, liar. Pants on fire.”

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USAA Decided that new hires should eat like soldiers.

customer empathy impact :USAA retained 98 percent of their customers in 2008.

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PERSONALITY POWER:Word-of-mouth alone sells 1 million servings per year.

AMY’S ICE CREAMS decided

on a white paper bag for their job

application

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What’s Our Story:How “real” are we? Do we touch a chord with customers?

Encourage personality and creativity?

Discuss “customers by name, or contracts?

Make decisions by envisioning customers’ lives?

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Decide to BE THEREDecide to be there.

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RELIABILITYEarn the right for customers to return.

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ZARA decided to invest in product speed. Not advertising.

knowing customer hot buttons:85% of inventory sells at full-priceCustomers go into the stores 17 times a year!.

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ZipcarDecided to go to school with college students.

Impact of delivering memories:Since 1999, grown to a “Zipster” fan base of over 300,000 members. The presence of Zipcar allowed me to say, "Hasta la vista baby" to the auto industry

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Zane’s CyclesDecided to give away parts that cost $1 or less.

THE DRAW OF UNCONDITIONAL HELP:23% Growth every year for 29 years.

45% percent margins.

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What’s Our Story:Are we there for customers? Do we begin with the customer or the product?

Decisions based on our priorities or customers’?

Meetings focus: sales goals or customers’ lives?

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“Peace process” between companies and customers

APOLOGIZING WELL:

Swift response Across the Silos With humility and remorse Solve the problem

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Impact of quick response:93% of Customers Recommend Netflix.

Netflix Decided that Honesty is the Best Recovery.

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Southwest Airlines Decided to Proactively Apologize to Customers.

Impact:70% of Customers Contacted Return and Bring Others With Them

Net Positive Revenue in 2009 exceeding $1.7 million

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Can your frontline RESCUE customers?

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customers worship heroics:Annual sales of 1.5 billion.

L.L. Bean decided to help the front line “right the wrong.”

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What’s Our Story:When We Apologize… Are we genuine?

Do we restore confidence? Honor those impacted?

Do we apologize swiftly and with humility?”

Is this our finest hour?

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ARE CUSTOMERS TELLING

YOUR STORY?

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DECIDE…1. Believe2. Clarity of Purpose3. Be Real4. Be There5. Say Sorry

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The decision is YOURS.

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www.customerbliss.com

Customer Culture Audit

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Thank You For Attending!

(703) 837-3501www.vipdesk.com

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Jeanne BlissFounder

(425) [email protected]

www.customerbliss.com

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