How To Create More Wow! And Keep Your Customers Happy. JoAnna Brandi. Presented by JoAnna Brandi

Transcription

1 How To Create More Wow! And Keep Your Customers Happy Presented by JoAnna Brandi

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3 From OW to WOW! Scale Misery MEDIOCRITY Magic There s no traffic jam on the extra mile!

4 The Customer Experience The sum total of the feelings evoked as a result of any interaction at any touch point in the organization. It s based on the customer s perception of the value delivered, tangible and intangible.

5 Nobel Prize Economics 2002

6 Would You Like a Peek?

7 Cha-ching Customer engagement and emotional attachment are strongly related to actual customer behavior Customers who are highly engaged and passionate engage a specific set of brain regions

8 F A C T Happy, loyal customers are critical to profitability It costs 6-30 times more to get new customers than to keep the ones you have (and keep them happy)

9 F A C T Happy, loyal customers refer others, sing your praises, give valuable feedback Referral business is like free new customers there s virtually no marketing and advertising expenses

10 F A C T Happy, loyal customers usually buy more, are easier to serve An increase of only 5% in retention can increase your bottom line 25%-100%

11 F A C T Most companies don t deliberately define or design the kind of customer experience that will keep them coming back...even though the Customer Experience is considered by senior execs to be the next competitive battleground in business

12 Loyalty is an emotional attachment Loyalty is a state of mind and heart. It s the result of the customer s subjective perception of whether or not you have delivered enough value for the price (time, energy, money and aggravation) they ve had to pay over time. It s based on their felt experiences of doing business with you.

13 Two Sets of Needs Business Rational Logical Practical Tangible Personal Emotional Illogical Intangible Sometimes Irrational

14 It s the quality of the emotional experiences that customers have with you that will determine whether or not they will continue to do business with you over time.

15 Experience is a Result of How They Feel About the Total Value Package Reliability Accessibility Tangibles Credibility Security Competence Courtesy Communication Understanding Responsiveness Delight And in some Businesses Collaboration *Adapted from Dr. Len Berry et.al. Delivering Quality Service

16 Step One Commit to Do the Basics Brilliantly

17 Step Two Clearly Understand What Your Customers Needs and Expectations Are Business and Personal

18 Step Three Get Past the Satisfaction Trap Fully Understand the Power in the Customer Appreciation Cycle

19 Appreciating Cycle Customer Satisfaction Employee Loyalty More to Invest ADD VALUE Customer Retention Customer Loyalty Sales/Profitability Increase

20 The Emotional Bridge...because they cared about me. 68% of the customers you lose you lose because they think, feel or perceive that you don t care about them

21 Loyalty is a result of So if I Understand You Correctly... All that you do to build and support and create the feeling of being cared about that creates a positive impression

22 Not Brain Surgery, Not Rocket Science

23 It IS Brain Science Knowing how the human system operates is an important prerequisite for creating and crafting experiences that people will come back for and talk about

24 Every Interaction Causes a Physiological Change every change in the mental emotional state, conscious or unconscious, is accompanied by an appropriate change in the physiological state. Elmer Green, Mayo Clinic Physician and Pioneer in biofeedback

25 Positive Relaxed Confident Competent Happy Comfortable Pleased Special and even Pleasantly Surprised Negative Frustrated Disappointed Let down Confused Neglected Angry Unimportant or Ignored

26 Negative Emotional States Cause stress Release cortisols Affect immune response Fight or Flight Increased heart rate Narrows: What s wrong?

27 Positive Emotional States Release endorphins Optimize health Build psychological resilience Have an undoing effect of negative Broadens: What s Possible?

28 Step Four Design a deliberate customer experience that leaves them feeling happy, cared about, confident and secure

29 The Customer Experience The sum total of the feelings evoked as a result of any interaction at any touch point in the organization. Every feeling evoked causes some physiological effect in the body.

30 The Customer Experience What does it feel like, look like, taste like, smell like and sound like?

31 Experience is Emotional The Ritz-Carlton experience enlivens the senses, instills well-being and fulfills even the unexpected wishes and needs of our guests

32 Your Business Sits on a Tripod The Working Relationship Tripod sm External Relationships Internal Relationships Inner Relationship

33 Step Five Become a Master at Relationships Trust Respect Appreciation Communication Kindness

34 Dare to CARE! Remember if your not getting better, you cease being good!

35 Go to And You Will Receive: Our FREE Customer Care Tip ; FREE Articles From Our Library; and Get a FREE Copy of our Special Report: "7 Secrets of Customer-Focused Leadership"

36 Thank you for Attending. Remember...Dare to Care!! sm JoAnna Brandi & Company is in business to help you create a Positive, Customer-Caring company that Thrives, where your Employees are motivated, Customers are loyal and Competitors are nervous!!