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Delivering Customer Experience Excellence

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Slides for my „Delivering Customer Experience Excellence“ Keynote at Trebjesa Brewery Nikšić (a Molson Coors Company) Sales Conference (March 15, 2014). www.vanja.me

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Delivering Customer Experience Excellence

  1. 1. Delivering Customer Experience Excellence www.vanja.me
  2. 2. “A customer can have any colour as long as it's black.”- Henry Ford, Ford Motor Company, founder
  3. 3. A customer can have a shoe any way he wants!
  4. 4. There is a story of an individual who had a death in the family. Upon cleaning out their loved one's home they discovered many unopened boxes of Zappos shoes. Not knowing what to do, the person called Zappos…
  5. 5. Without a receipt or knowing how long the shoes had been sitting in the closet, the customer service representative arranged to have the shoes picked up at no charge and a refund was made. Seems kind enough, but the individual who was dealing with a death in the family also received flowers and a note of condolence from Zappos the following day.
  6. 6. “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation.”
  7. 7. “Customer experience is how customers perceive their interactions with a company along each step of a customer journey, from discovery, to purchase and use, to getting service.”
  8. 8. Customer Service vs Customer Experience
  9. 9. If a customer has to call customer service, then something has gone wrong with their experience
  10. 10. ”Our version of a perfect customer experience is one in which our customer doesn’t want to talk to us. Every time a customer contacts us, we see it as a defect. I’ve been saying for many, many years, people should talk to their friends, not their merchants.” - Jeff Bezos, Amazon.com, founder
  11. 11. ”Zappos takes a completely different approach. You call them and ask them for a pizza, and they’ll get out the Yellow Pages for you.” - Jeff Bezos, Amazon.com, founder
  12. 12. ”People call customer service when they have a problem. So equating customer service with customer experience is like saying that a safety net is a trapeze act. Yes, the net is important to the act. But if the performer needs to use the net then something has gone wrong with the show.” Harley Manning and Kerry Bodine, Forrester Research
  13. 13. ”Customer experience is not just about rational experiences (e.g. how quickly a phone is answered, what hours you’re open, delivery time scales, etc.) - more than 50% of customer experience is subconscious, or how a customer feels.”
  14. 14. Neuromarketing – Where Brain Science and Marketing Meet
  15. 15. 80% of CEOs think that their companies offer a superior customer experience (source: Bain & Company)
  16. 16. …but only 8% of their customers agree! (source: Bain & Company)
  17. 17. What are you going to do? OR
  18. 18. “A business is defined by the want a customer satisfies when she buys a product or service. To satisfy the customer is the mission and purpose of every business.” - Peter Drucker, management thinker
  19. 19. “Deliver ‘WOW!’ through service.”
  20. 20. After four weeks of training, Zappos call center reps are offered $3,000 to quit immediately. By offering people money to quit, Zappos ensures that the people they hire are really excited about working there.
  21. 21. Donald Porter, British Airways, V.P. “Customers don’t expect you to be perfect. They DO expect you to fix things when they go wrong.”
  22. 22. Video apology by Ramon De Leon for Domino's Pizza
  23. 23. “What can I do for you?”
  24. 24. Know your customer! :)
  25. 25. “We’re in the people business serving coffee, not the coffee business serving people.” Howard Schultz, Starbucks, Chairman and CEO
  26. 26. Joshie the Giraffe at the Ritz-Carlton
  27. 27. Honda - The Cog - “When things just work”
  28. 28. Victoria’s Secret original idea was to have a store where men felt comfortable shopping for lingerie. It all began when Roy Raymonds went shopping for his wife, and felt out of place in a lingerie store.
  29. 29. Excellence
  30. 30. Keep them hooked!
  31. 31. “There are 4 people in BMW who are ‘smell designers’ and 60 people whose job is to ‘compose’ the right sound when the door closes.” - Kjell Nordstrom, “Funky Business”, coauthor
  32. 32. “In the world of abundance, simplicity might be the most creative thing to do!” Alf Rehn, internationally recognized business thinker
  33. 33. Seven-year-old Luka lost his LEGO Ninjago minifigure
  34. 34. Luka’s letter
  35. 35. The best pizza place in New York City
  36. 36. “Mostly, it's the fu*king ribs.”
  37. 37. “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” - John Russell, Harley-Davidson, VP
  38. 38. WTF???
  39. 39. Now, that’s more like it! :)
  40. 40. Sam Walton, Walmart, founder “The goal as a company is to have customer service that is not just the best but legendary.”
  41. 41. “The day you are satisfied with how you played is the day you should retire.”
  42. 42. “What ever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.” - Walt Disney, The Walt Disney Company, co-founder
  43. 43. “We are what we repeatedly do. Excellence then, is not a single act, but a habit.”– Aristotle, Greek philosopher
  44. 44. Vladimir Vulić To connect, and for speaking enquiries, please visit www.vanja.me