Program-June2011
Riding the Wave of Customer Experience: Equipping Employees to Dazzle the Customer and Make Service a Win-Win-Win for the Company, Employee and Customer
Presented by John Goodman, vice Chairman, TARP Worldwide
Tuesday, June 21, 2011 – 5:30 to 8:00 p.m.
Dinner is catered.
ISPI Members/Students: $25 Non-Members: $35 Students $15
Pay Online or Cash/Check at the Door
An excellent Customer Experience (CE) is the most effective way to add new customers without spending a fortune on marketing; you simply get your existing customers to sell you to new customers. Companies like Chick-Fil-A and USAA as well as successful investment advisors get over 70% of new customers from referrals. The foundation of success in this strategy is great service and effective measurement. In working with over 40 of the Fortune 100, Mr. Goodman has identified the six concepts that will equip you to help you reduce employee frustration while enhancing service.
These include:
- The true causes of most dissatisfaction – not front line employees but marketing, operations policies and procedures and product design.
- How to quantify the revenue, word of mouth and risk impacts in a way the CFO and CMO will accept – impacts that are ten-twenty times the cost of CA
- Creating an actionable integrated Voice of the Customer that places all marketing and customer touches in a single framework that allows rational resource allocation and gets things fixed
- Making the front line successful word of mouth generators with flexibility and clear explanations that leave the customer feeling treated fairly and often delighted – rather than throwing money at every problem
- Use technology to delight rather than aggravate – deliver psychic pizza
- Delight and exceed expectations only when it is cost effective!
This presentation will challenge conventional wisdom in a dozen areas. It is guaranteed to make 2/3 of managers uncomfortable by asking a series of simple questions for which they lack answers. Questions like:
- How important is WOM in my market place?
- Do I equip my employees with rational policies that don't cause frustration for them and the customers? Can employees explain WHY the policy is the way it is?
- Do I know what percentage of my new customers/clients come from WOM?
- How good or bad is the pool of WOM about my organization?
- What word of mouth is generated by the top three transactions my front line has with customers? Are they enthused and effective, or are they saying, "Management won't let me help you!"?
- Which customer touches are most cost effective in producing word of mouth
- What problems am I not hearing about? (General answer is 50-95% of them!)
