1. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 1March 19, 2016 Endorsement Is The Goal ! Is The Goal !

2. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 2March 19, 2016 Endorsement vs. Satisfaction Client Endorsement Easier (and cheaper) to sell our services to existing clients. Lots of references and referrals. New clients are a result of references and referrals. Clients turn into your salespeople. “Satisfied” clients will go elsewhere (and they won’t tell you).

3. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 3March 19, 2016 Why Measure Client Loyalty To measure what matters. Traditional client surveys don’t work. We need a regular reporting system, viewable by all. We must to make it simple enough that it can be a part of every project.

4. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 4March 19, 2016 The Ultimate Question

5. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 5March 19, 2016 The Ultimate Question There’s something terribly ironic about the runaway popularity of Jim Collins’s fine book, Good to Great. One can imagine CEOs all over the world staying up late plotting how their own companies can make the big leap. Meanwhile, clients would be ecstatic if all those companies would just move up the scale from lousy to not-too-bad. Fred Reichheld

6. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 6March 19, 2016 So What Is The Question Just 2 questions (one and a why) in about 2 minutes. “On a scale of 0 to 10, how likely is it that you would recommend us to a friend or colleague?” “What’s the main reason you’ve given us that score?”

7. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 7March 19, 2016 Scoring the Ultimate Question

8. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 8March 19, 2016 Net Promoter Score

9. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 9March 19, 2016 So What Is A Great Score Harley-Davidson81 Costco79 Amazon.com73 eBay71 Apple66 Intuit (TurboTax division)58 FedEx56 Southwest Airlines51 Dell (pre 2005)50

10. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 10March 19, 2016 Not So Great Hewlett-Packard (PC division)25 Compaq (pre-HP)5 Northwest Airlines4 TWA-2 Met Life-5 AOL-10 Hertz (UK)-20 Cell phone company (unnamed)-28 British public utility (unnamed)-80

11. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 11March 19, 2016 These Days Clients Are… Smarter Leaner Price Conscious Lower Morale Hit On More By Competitors Poor Service More Demanding Less Forgiving Harder to Satisfy

12. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 12March 19, 2016 What’s Desired Know Me Understand Me Lead Me Help Me Serve Me NOW !

13. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 13March 19, 2016 What Is The Right Attitude ? Understanding the Client Being Prepared to Serve Clients Helping an Angry Client Immediately Asking Clients for Information Listening to Clients Being Responsible for Your Actions when a Client Calls Living up to Your Commitments Being Memorable Surprising Clients Striving to Keep Clients for Life Getting Unsolicited Referrals from Clients…Regularly!

14. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 14March 19, 2016 Achieving The Goal Endorsement is the most difficult of Client Service goals to achieve. But once you have it, you have something your competition Will never have ….. The Next Order !

15. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 15March 19, 2016 Who’s Perspective Matters In the end, the only perspective that matters Is the Client’s

16. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION Six Principles Of Loyalty 16March 19, 2016 Play to Win / Win BePicky Keep it Simple Reward The Right Results ListenHard TalkStraight Preach What You Practice Loyalty

17. Copyright © 2006 Larry Coppenrath, All Rights Reserved THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION 17March 19, 2016 Universal Mission Treat every client in such a memorable way that when the transaction is complete, the client tells someone else how GREAT an experience it was !