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Customer Experience is Everybody’s Business 
Alan Steel, Cheerleader-in-Chief, Jacob K. Javits Center 
Laurie Lutz, Vice P...
@FreemanCo 
#DCThinkThurs 
Treating People With Kindness 
“One theory says that if you treat 
people well, you’re more lik...
What Is Customer Service vs. Customer Experience? 
@FreemanCo 
#DCThinkThurs 
Customer “satisfaction” is not enough. 
Peop...
@FreemanCo 
#DCThinkThurs 
The Business Case for Customer Focus 
Companies that focus on service outperform 
their largest...
Creating a Culture of Customer Experience 
@FreemanCo 
#DCThinkThurs 
Why culture/vision/values matter 
Growing from grass...
@FreemanCo 
#DCThinkThurs
@FreemanCo 
#DCThinkThurs
@FreemanCo 
#DCThinkThurs
@FreemanCo 
#DCThinkThurs
@FreemanCo 
#DCThinkThurs
@FreemanCo 
#DCThinkThurs 
Engaging Suppliers and Vendors 
Understanding every phase or touch point 
affects the customer ...
Huddle US (Uncompromising 
Service) 
Quick 5- to 10-minute team talk on how to 
motivate outstanding customer service 
Con...
thinking ALOUD 
How are you engaging your 
suppliers and vendors to 
create a consistent customer 
experience? 
@FreemanCo...
@FreemanCo 
#DCThinkThurs 
Turning Complaints Into Compliments 
Why planning and training matters 
Setting and managing ex...
@FreemanCo 
#DCThinkThurs
Consistent Customer Service Training 
@FreemanCo 
#DCThinkThurs
Tracking and Measuring Performance—and Setting New Goals 
@FreemanCo 
#DCThinkThurs 
Why satisfaction/experience surveys m...
thinking ALOUD 
What are your biggest 
challenges in tracking 
customer service—and steps 
for improvement? 
@FreemanCo 
#...
Providing Acknowledgements and Recognition 
@FreemanCo 
#DCThinkThurs 
Why internal/external recognition matters 
Acknowle...
@FreemanCo 
#DCThinkThurs
thinking ALOUD 
Open Forum 
@FreemanCo 
#DCThinkThurs
@FreemanCo 
#DCThinkThurs 
Customer Experience: Best Practices 
Establish vision and values/standards 
Communicate roadmap...
@FreemanCo 
#DCThinkThurs 
Customer Experience: Best Practices 
Resolve customer discrepancies quickly—and 
escalate when ...
@FreemanCo 
#DCThinkThurs 
Additional Resources 
Jeff Toister, author, “Service Failure: The Real Reasons Employees Strugg...
June 19, 2014 
Customer Experience is Everybody’s Business 
@FreemanCo 
#DCThinkThurs 
Alan Steel--asteel@javitscenter.com...
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Customer Experience Is Everybody's Business

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As you grow and add new people and companies, you need a core customer service vision that people can visualize. Learn the difference between customer SERVICE and the customer EXPERIENCE, and find out how you can create a culture of customer experience.

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Customer Experience Is Everybody's Business

  1. 1. Customer Experience is Everybody’s Business Alan Steel, Cheerleader-in-Chief, Jacob K. Javits Center Laurie Lutz, Vice President, CES Operations, Consumer Electronics Association Susan McSorley, Director, Convention & Meeting Services, American Academy of Orthopaedic Surgeons Katy Wild, Executive Vice President, Customer Experience, Freeman [moderator] @FreemanCo #DCThinkThurs June 19, 2014 @FreemanCo #DCThinkThurs
  2. 2. @FreemanCo #DCThinkThurs Treating People With Kindness “One theory says that if you treat people well, you’re more likely to encourage them to do what you want, making all the effort pay off. Do this, get that. Another one, which I prefer, is that you might consider treating people with kindness merely because you can. Regardless of what they choose to do in response, this is what you choose to do. Because you can.” --Seth Godin
  3. 3. What Is Customer Service vs. Customer Experience? @FreemanCo #DCThinkThurs Customer “satisfaction” is not enough. People want to be “wowed” by the entire experience. Understanding customer expectations are different for attendees, exhibitors, and sponsors. Association management models: membership service, attendee service and exhibitor service all create the customer experience.
  4. 4. @FreemanCo #DCThinkThurs The Business Case for Customer Focus Companies that focus on service outperform their largest competitors --outperforming them in a 1-year period by 26% gross margin and 85% in sales growth. Organizations whose customer engagement scores place them in the top 25% of comparable industries tend to outperform in profit, sales, and growth by 2:1. Companies that strive to engage employees grow their earnings per share (EPS) at 2.6 times the rate of those who do not. SOURCE: Human Sigma–John H Fleming, Ph.D. and Jim Asplund
  5. 5. Creating a Culture of Customer Experience @FreemanCo #DCThinkThurs Why culture/vision/values matter Growing from grassroots up Ensuring everyone is engaged Understanding what the customer wants and needs Communicating early and often
  6. 6. @FreemanCo #DCThinkThurs
  7. 7. @FreemanCo #DCThinkThurs
  8. 8. @FreemanCo #DCThinkThurs
  9. 9. @FreemanCo #DCThinkThurs
  10. 10. @FreemanCo #DCThinkThurs
  11. 11. @FreemanCo #DCThinkThurs Engaging Suppliers and Vendors Understanding every phase or touch point affects the customer experience Making thoughtful selections—taxi service, hotels, F&B, etc.—that affect the event experience Offering a first-time exhibitor program to ensure personalized service Balancing big expectations with big labor rules
  12. 12. Huddle US (Uncompromising Service) Quick 5- to 10-minute team talk on how to motivate outstanding customer service Content in the form of a “playbook” Delivers face-to-face customer service reinforcement First focus is on front-line employees and union labor @FreemanCo #DCThinkThurs
  13. 13. thinking ALOUD How are you engaging your suppliers and vendors to create a consistent customer experience? @FreemanCo #DCThinkThurs
  14. 14. @FreemanCo #DCThinkThurs Turning Complaints Into Compliments Why planning and training matters Setting and managing expectations Developing customer trust Saving the experience even when things go wrong; service recovery
  15. 15. @FreemanCo #DCThinkThurs
  16. 16. Consistent Customer Service Training @FreemanCo #DCThinkThurs
  17. 17. Tracking and Measuring Performance—and Setting New Goals @FreemanCo #DCThinkThurs Why satisfaction/experience surveys matter Using feedback to make immediate changes Identifying future areas to improve Developing a Customer Service Index
  18. 18. thinking ALOUD What are your biggest challenges in tracking customer service—and steps for improvement? @FreemanCo #DCThinkThurs
  19. 19. Providing Acknowledgements and Recognition @FreemanCo #DCThinkThurs Why internal/external recognition matters Acknowledge model behaviors Tell team members what they are doing right Seek feedback from team to improve programs Charting a course to the JD Powers Award
  20. 20. @FreemanCo #DCThinkThurs
  21. 21. thinking ALOUD Open Forum @FreemanCo #DCThinkThurs
  22. 22. @FreemanCo #DCThinkThurs Customer Experience: Best Practices Establish vision and values/standards Communicate roadmap with internal stakeholders Engage suppliers and partners Providing ongoing training Create a “first-time” program for attendees and exhibitors
  23. 23. @FreemanCo #DCThinkThurs Customer Experience: Best Practices Resolve customer discrepancies quickly—and escalate when needed Track and measure success—and areas for improvement Recognize individual contributions and accomplishments—and highlight behaviors you want others to emulate Create “job shadow” days for cross-functional training Empower team members to make suggestions— and provide issue resolutions Providing a high-quality customer experience is a journey … not a destination
  24. 24. @FreemanCo #DCThinkThurs Additional Resources Jeff Toister, author, “Service Failure: The Real Reasons Employees Struggle with Customer Service and What You Can Do About It” Seth Godin, blog www.sethgodin.com Mac Anderson, author, “Customer Love” and “212o of Service--10 Rules for Creating a Service Culture” Chip Bell and John Patterson, blog http://www.taketheirbreathaway.com/
  25. 25. June 19, 2014 Customer Experience is Everybody’s Business @FreemanCo #DCThinkThurs Alan Steel--asteel@javitscenter.com Laurie Lutz--llutz@ce.org Susan McSorley--mcsorley@aaos.org Katy Wild--katy.wild@freemanco.com @FreemanCo #DCThinkThurs

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