TAKING THE CUSTOMER EXPERIENCE FROM ORDINARY TO EXTRAORDINARY

Transcription

1 TAKING THE CUSTOMER EXPERIENCE FROM ORDINARY TO EXTRAORDINARY Adam Chow, Recreation Supervisor Suzy Chow, Recreation Coordinator San Ramon Parks & Community Services

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3 CAMP CENTRAL 4,000 3,000 2,000 1,000 Total Camp Registrations 3,315 2,930 2,691 2,278 2,311 3, % Increase in Camp Registrations 96% Satisfaction Rating

4 TO DO LIST Define the customer experience and components Explain why the customer experience is important Learn from your customer experiences Identify three enhancements for you!

5 TIME TO SHARE When have you felt like a valued customer? Why did you feel valued? Did you go back?

6 CUSTOMER EXPERIENCE The sum of all interactions a customer has with a company

7 CUSTOMER EXPERIENCE VS. CUSTOMER SERVICE What s the difference?

8 CUSTOMER EXPERIENCE COMPONENTS 1. Environment 2. Service 3. Convenience 4. Quality Product

9 ENVIRONMENT Welcoming & Family Friendly Greeting Customers Clean Facilities & Parks Layout and Signage 5 Senses

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14 SERVICE Friendly Positive Attitude Knowledgeable Excellent Communication Skills Remember Customers Focused & Goal Oriented

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16 SERVICE What are the 3 most important things that you should teach your Frontline Staff Instructors

17 CONVENIENCE Location Easy to Register Customer Oriented Communication with Customers Processes and Procedures

18 CONVENIENCE Do you have barriers to registration? How could you make it more convenient for customers to register?

19 QUALITY PRODUCT Meets Expectations Consistent Personalized

20 CUSTOMER RETENTION Customer Experience Customer Loyalty Customer Satisfaction

21 CUSTOMER SATISFACTION Meet or exceed the customer s expectations

22 CUSTOMER LOYALTY Loyal customers Engage in additional experiences Tell their friends Advocate It costs 4-10 times more to find and attract a new customer than to keep an old one

23 LOYALTY REWARDS Get something back for purchasing Tracking Discounts for frequent customers Additional benefits

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25 CUSTOMER EXPERIENCE STANDARDS AND BENCHMARKS What are your strengths and weaknesses? What CAN you do? What CAN T you do?

26 CAMP CENTRAL EXAMPLES Environment Layout & Signage Service Staff Competencies Convenience Procedures

27 DON T JUST SIT THERE, DO SOMETHING! Visualize an ideal customer experience in a program you influence Identify 3 actions that you can take to enhance your program s customer experience Write them down!

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29 Customer Experience Standards and Benchmarks How does your organization rate against the following customer experience benchmarks? Check the appropriate box for each statement. YES NO Environment & Setting Are all customers greeted upon entry into your facilities? Are all public spaces clean, uncluttered and sanitary? Does staff check for and resolve safety hazards and unsanitary conditions? Are customers provided a comfortable place while waiting for service? Are all your facilities welcoming and inviting to people of different ages, cultures and abilities? Are all facility décor family-friendly and free of religious, political and objectionable material? Does the physical layout of your facilities, interior design and signage keep customers on track? YES NO Employees & Service Do customers always feel welcomed by staff at every touch point in your Department? Does staff introduce themselves by name when speaking with customers? Is all communication by staff prompt, courteous, and professional? Does staff use words, body language, actions and tone of voice that demonstrates cooperation? Does staff listen actively for customer needs, issues and concerns without interrupting? Is communication with customers clear without using any jargon, acronyms or abbreviations with which a customer would be unfamiliar? Does all staff will have a general knowledge of the programs, services, facilities and policies provided by the Department? Can staff articulate these to a customer when necessary and be able to provide resources to any customer for further information. Does staff will always conduct themselves in a manner that represents the City and Department well? Are staff internal discussions and personal conversations limited to areas away from customers? Does staff ask for, accept and act upon constructive feedback from co-workers. Does staff work together to continually improve the Department s level of customer service? When presented with a customer complaint, does staff express empathy for their negative experience? Taking the Customer Experience from Ordinary to Extraordinary Presented by Adam Chow & Suzy Chow

30 YES NO Processes & Procedures If there are any service delays, are they communicated to the customer as soon as possible? Does staff satisfy any reasonable customer s need whenever possible within your Department s policies, capabilities and procedures? Can staff communicate the scope and limitations of your Department services in a clear and courteous manner? Is private customer information only available to staff who have a specific need to know? Are the policies, tasks and procedures used to deliver service customer oriented? Does staff involve customers and other relevant staff members, whenever possible, in the process of identifying options and implementing solutions? Does staff keep customers and other staff members informed about any progress or changes that may occur (e.g. projects, programs, classes, procedures, etc.)? Does staff share resolved customer issues or complaints with colleagues to improve the organization? Look over your answers and notice the responses that provide the opportunity for growth and change that your organization. Now, what are 3 actions that you can take in your organization or program to improve your customer s experience? Taking the Customer Experience from Ordinary to Extraordinary Presented by Adam Chow & Suzy Chow