Download - Delivering Consistent National Brand Service At Multiple Locations - ICSA Presentation Sept 2010
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Delivering Consistent National Services at Multiple Locations
David Carrithers
September 2010
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Why A Spirit Of Serving Customers Matters?
"UNITED BREAKS GUITARS"
9,100,000 views http://www.nbcchicago.com/news/local-beat/United-Breaks-Guitars-a-Smash-Hit-on-YouTube.html
http://www.youtube.com/watch?v=5YGc4zOqozo
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My Views Of Customer Service
Supporting Over 60,000 Buildings
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Another Name For This Conversation…
Silence is not golden.
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The Struggle Between…
The Needs of the Local Teams and National Brand
The Business and the People
The Rules and the Relationships
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Does Your Brand Say?
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But Your Teams Are Delivering?
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Customer RetentionWhy Businesses Lose Customers
Source: American Society For Quality
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Service Profit ChainLinking Employees and Customers
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Share What A Bad Experience Can Mean? Have you ever had poor customer service? People not living up to their commitments? Not recognized or listened to? What they said didn't match what they do?
The Friendliest Store In Town
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What Is The Customer Buying?
We Need To Ask The Field Teams?
Case Example
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Facilities Services & Customers?
? ?
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Gaining Alignment
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Answer the question:
What Is The Customer Buying?
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When You Hear Strategic Relationships What Comes To Mind? Employees? Peers / Site Team? Subcontractors? Clients? End Users (our Clients’ Customers)? Internal Customers? External Customers? Industry Associations & Contacts?
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Are They Buying?
Materials Handling? Concrete?
Project Management?
Cheap Construction?
A Buddy?
Estimating? NO
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Relationship Words…
To exceed our customers expectations by providing high quality, responsive construction and facility operations services with empowered professional employees.
Build relationships that withstand the test of time by keeping our promises and honoring our commitments.
Customer Satisfaction is the Measure of Our Success!
Our Clients Are Buying Our Mission
The Client Wants A Relationship That Performs…
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What Our Clients Are Buying?
Professional Customer Service with repeatable, predictable and positive outcomes
Different kind of construction relationship Not Status Quo Responsive, safe solutions and innovation Construction experts that can be trusted to do what is right &
watch out for the client’s interest first Responsive and timely communications Transparency in decisions, work, results A flexible resource pool and experience base
We Must Live Our Mission And Values!
YES
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Customer Focus Of Our BrandCentennial Objective: Driven to provide solutions that allow our customers to look like heroes and remove the conflict & stress out of construction projects.
To be the trusted advisor of our clients.
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National Brand Service Levels Clear Brand Guidelines Everyone Understands The Mission The Right Customers Survey Plus (+) One on Ones, Stop Bys, etc. Refresh, Renew, Review
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Start Thinking About Customer Satisfaction?
Searching For The Perfect…
Customer
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Better Marketing Attracts Right Customers
?
?
?
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We have Strategic Relationships on multiple fronts (employee, clients, subcontractors, partners) and encounter them every day. For the purpose of this presentation we are focusing on Strategic Relationships with our current customers. Our premise: Those contracts with excellent customer strategic relationships achieve higher gross margins.
Relationships At Heart Of Value Statement
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Relationships Define Us
Our Competitive Advantage
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Tools To Help CS Culture Take Root
Zero Punch
List Club
4.0 Club
100% Club
Customer Service
Stand Downs
One On One Sessions
Customer Satisfaction Surveys
Stories
We ShareNew Employee
Orientation
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Continually Evolving Customer Focus
Program Alignment System for Success
Welcoming New Clients
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How Do You Listen?
A Crash Class In CS For Me
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When Things Go Wrong
http://www.hulu.com/watch/5528/kitchen-nightmares-theres-a-fly-in-myeverything
Be Honest With Yourself – Look Around You, Respond!
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Simple Things Matter
• How To They Want To Communicate?
• What Kind of Reporting Do They Need?
• Review a Sample Scope
• Review a Sample Project Proposal
• Review Billing With Them, Get A Sample Of What They Like/Want
• Review the Customer Satisfaction Process
• Find Out Who Else in Their Organization Needs to Be Aware Of the JOC Program
• Find Out if There are Training Needs
• Review a Safety Plan
• Ask Them To Describe a Successful Relationship
Show Them You Care
Ask Them Questions & Listen
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How We RespondPositive, Passionate and Engaged!
Centennial Must Stand Out As A Different Kind-Of Construction Company
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Customer Satisfaction Is Owned By All
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Customer Service For Service Teams A Culture Of Service Decision Making Close To Customers Not Just Responding – Thinking For Them Training Efforts To Improve Skills Rewards Programs To Drive Behavior Everyone On The Team Responsible For CS Empowered To Make A Difference You Are Not Alone – Reach Out For Help Check In With Customers – Different Than Day to
Day Teams
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0
0.5
1
1.5
2
2.5
3
3.5
4
CSS Average
2006 2007 2008
Highest 10
Lowest 10
We looked at the 10 highest and 10 lowest Gross Margin % contracts in 2006, 2007 and 2008 YTD (volume above $2M) and compared them with their Customer Satisfaction Survey Scores.
Strategic Customer Relationships Drive Success
Relationship Value GAP
So What Do You Think The Difference Represents Between The Top & The Bottom?
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Found In Customer Satisfaction Data Hard skills drive higher overall customer
satisfaction scores until @ 3.7 To get 3.7+ rating, need to concentrate on
the softer skills: Attitude and cooperation Communication Honoring commitments Value for money Office staff management
[From a correlation analysis of 748 surveys covering 4 years]
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Key ThoughtThe Soft Stuff
Is
The Hard Stuff
It Starts With Communications!
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Listening To Your Customers’ Suggestions See the big picture. Ask yourself, "Is this a onetime event, or
indicative of a trend?” Think strategically about your customers'
businesses, find ways to help them cut costs and increase profits.
Go beyond supporting the physical building, or selling your services, make yourself valuable to your customers as an advisor.
Be a student.
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The Things that Customers WantSource: "Customer Retention in a Week", Jane Smith
Customers will come back if:
Your keep your promises
You are willing to help
You inspire confidence
Your treat customers as individuals
You make it easy for customers to do business with you
All the physical aspects of your product or service give a favorable impression
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Oh The Nail..
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Remember…
Silence is not golden.