1. how to create
‘devoted’
customers
a CUSTOMER SERVICE experience…
For a CISP Customer Relations Staff.

2. UK consultant says “forget ‘delighted’
customers, start thinking ‘devoted’ customers”

3. ‘devoted’ customers?

4. not ‘satisfied’ customers

5. not even ‘delighted’ customers

6. why?

7. 86% of defectors express satisfaction with the previous supplier
frederick reicheld – ‘the loyalty effect’

8. so

9. forget
‘satisfaction’
think
‘devotion’

10. some customers have

11. high expectations

12. some customers have

13. low expectations

14. all customers either have

15. a ‘great’
experience

16. or

17. a ‘poor’
experience

18. look at it
like this

19. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience

20. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘delighted’

21. ‘delighted’ customers

22. are surprised by the level of service you provide

23. are surprised by the level of service you provide
( positively surprised please!)

24. so

25. ‘delighting’
customers
is ‘a good start’

26. but

27. with time

28. expectations will rise

29. (which is a
good thing)

30. the challenge is to consistently deliver

31. a ‘great’
experience

32. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘devoted’

33. why?

34. ‘devoted’ customers

35. stickwith
you

36. spend more

37. shout
about
you to
others

38. the goal therefore is to create

39. ‘devoted’ customers

40. how?

41. “ the more you engage with
customers the clearer things become
and the easier it is to determine what
you should be doing”
John Russell, President, Harley-Davidson Europe

42. so

43. give your
customers ‘a
damn good
listening to’

44. 44% of consumers
say the majority of
their customer
experiences are
bland

45. so

46. stand in your own queues

47. identify
your
barriers
to giving
a great

48. “in every single
industry
there is now
overcapacity
of production and
lack of capacity
in terms of people”
sir martin sorrell, chief executive WPP

49. so

50. think 3D

51. dramatically and
demonstrably
different
be

52. it’s an ongoing process

53. be an
‘enemy of
the status quo’

54. aimfor

55. this

56. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience

57. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience

58. so

59. raise the bar

60. “stand out” and
deliver consistently

61. it’s not easy

62. occasionally customers will have

63. a ‘poor’
experience

64. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘disappointed’

65. so

66. spot ‘disappointment’

67. ask

68. were you
completely happy
with our service?

69. act
and

70. getback

71. this
to

72. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘devoted’

73. this
not

74. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘disaffected’

75. “executives say that the way
their organisations interact
with customers will be the
greatest challenge in their
operations between
now and 2010”
Economist Intelligence Unit – Business 2010

76. so

77. go for ‘delighted’

78. aim for ‘devoted’

79. spot ‘disappointed’

80. avoid ‘disaffected’

81. creating
‘devoted’
customers

82. means
taking
action,
not notes

83. so

84. don’t just stand
there….. do
something!
dick dastardly