A Successful Blueprint for Improving Customer Satisfaction Bruce Rasmussen Carpe Diem Consulting

why bother? satisfaction killers framework to improve satisfaction Microsoft specific approaches

Why bother?

...there is no more strategic issue for a company, or any organization, than its ultimate purpose. For those who think business exists to make a profit, I suggest they think again. Surely it must exist for some higher, nobler purpose than that. Business makes a profit to exist. Surely it must exist for some higher, nobler purpose than that. Source: GNH 2: Ray Anderson Keynote:

Return and buy more Tell other people Pay a premium More staff

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There are 6 parts to any customer satisfaction program… 1.who should be interviewed 2.what should be measured 3.how should the interview be carried out 4.how should satisfaction be measured 5.what do the measurements mean 6.how to use customer satisfaction surveys to greatest effect

Customer Satisfaction Killers

ECM – market restraints Source: Frost &Sullivan, 2006

ECM – market restraints RankDriver1-2 Yr3-4 Yr5-7 Yr 1 Difficulty in understanding business benefits High Med 2 End user change management challenges High Med 3 Mismatch between business needs and solutions offered HighMed 4Return on investmentMed 5Long sales cycleMed Low Source: Frost &Sullivan, 2006

Customer defections Move away - 3% Develop other relationships - 5% Competitive reasons - 9% Dissatisfied with product or service - 14% Indifference shown by various personnel towards the customer - 68% Die - 1% Rosen, Joel. "Customer Complaints" in Stanley A. Brown "Breakthrough Customer Service” John Wiley & Sons, Canada, 1997

Hate is not the opposite of love: Rollo May

Hate is not the opposite of love: Apathy is Rollo May Hate is not the opposite of love:

CUSTOMER RETENTION PROFIT Be wary……….. Anderson, E &Mittal, V Strengthening the Satisfaction-Profit Chain Journal of Service Research, Vol 3, No 2, November

Sales Philosophy

“Selling” occurs when 1 human being brings to the attention of another human being a problem they may be experiencing; and then goes on to support them to remove the problem with some commercial benefit accruing

Copyright © Bruce Ian Rasmussen, 2007

Communications Strategy RELEVANT TIMELY PROACTIVE

Lessons from Microsoft Partners Gold Certified partners are the most satisfied. Registered partners are the least satisfied. Partners with competencies are more satisfied than those without competencies. Partners with more MS certified professionals are more satisfied. Partners taking more training/learning are more satisfied. Partners with more individuals subscribing MS newsletters are more satisfied. Partners attending more webcast events are more satisfied.

ORGANISATION DIVISION INDIVIDUAL CUSTOMER

Personal mission Role Marketing Sales Operations Hr Finance Administration Non-human In this situation… Sales Communication

Situation specific behaviours SALES Mission Statement – Customer Satisfaction My mission is to keep customers informed and to clarify their needs at ALL stages of the sales process, and to actively seek out “fresh” problems they are having so we can solve them before they “bite”.

Situation specific behaviours TECHNICAL Mission Statement – Customer Satisfaction My mission is to ensure customers are informed at ALL stages of the repair process, and to “look beyond” the job at hand to identify other areas we can help.

Situation specific behaviours COLLECTIONS Mission Statement – Customer Satisfaction My mission is to ensure customers receive timely and accurate requests for payment, and that delays in payment are investigated for dissatisfaction. I will acknowledge regular payment in full and on time.

Situation specific behaviours ISV PURCHASING PORTAL Mission Statement – Customer Satisfaction My mission is to ensure customers only purchase products that will solve their specific issues, and that any dissatisfaction they have is addressed.

Profits from customers 20% of customers 80% of customers Should we sell to fewer customers? How do we look after the “big” customers? How do we “group” our customers? What is our value proposition to each group?

Situation specific behaviours MAJOR CUSTOMER Charter Statement – Customer Satisfaction In 2 years time, we want customer X to perceive us as both a strategic partner, and also their most innovative and reliable IT provider.

MEASUREMENT & ADVICE PRODUCT STACK more out of what you’ve already got

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Microsoft Integrated Platform: A Foundation for Seamless Computing Towards an Integrated Platform Point Solutions

Consulting value add – readiness offer 32 days of readiness training ($12k) –Public schedule –Customised readiness –Competency certification 1 day sales/marketing/business value consulting –Sign up during APC –Sales/marketing training Needs analysis –Sales/marketing audit –Sales/marketing planning