customer satisfaction
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Copyright Expressive Business Strategies 2009-2010
Copyright Expressive Business Strategies 2009-2010
Culture of Accountability
example – Microsoft
Connect, Listen and Respond
examples – Digital vs. IBM, Gimbels vs. Nordstrom
Delighted customers = higher revenue & profits
Customer responsiveness ≠ customer intimacyWhat does it take to develop Customer Intimacy?
Copyright Expressive Business Strategies 2009-2010
Copyright Expressive Business Strategies 2009-2010
All employees are measured against CPE goals
Business functions have CPE Scorecards with goals and metrics
New employees are trained in CPE
All sales, marketing, and services group employees complete CPE training
Employees participate in CPE panels and programs
Employees participate in customer visits and build Conditions of Satisfaction (CoS)
Groups across Microsoft sponsor CPE culture programs
Copyright Expressive Business Strategies 2009-2010
Report Error to Microsoft?Report Error to Microsoft?
Copyright Expressive Business Strategies 2009-2010
Copyright Expressive Business Strategies 2009-2010
Copyright Expressive Business Strategies 2009-2010
Business focus wasTechnology & EngineeringHard workTransactions
“IBM means service, and service issomething most companies forget.”Thomas Watson, Founder, IBM
“[Solutions] come from heaven whenyou have good hardware.”Ken Olsen, Founder, Digital
Copyright Expressive Business Strategies 2009-2010
Business focus wasVarietyAvailabilityMany store locationsRing the Register
“We focus on catering to customer’sneeds, individually.”John W. Nordstrom, Founder, Nordstrom, Inc.
“Select, don’t settle.”Adam Gimbel, Founder, Gimbels
Copyright Expressive Business Strategies 2009-2010
Develop a culture of accountability
• Build CPE metrics, measure results, hold yourself & your employees accountable
Develop customer intimacy
• Connect, listen and respond to your customer as the center of your business
“That which is measured is also managed” – Michael Dell, Founder & CEO, Dell Inc.
“Our object of attention is not simply the transaction, but the customer” – Frank Steele, SVP of Sales, Airborne
Copyright Expressive Business Strategies 2009-2010