Customer Satisfaction

Setting Your Organization

Apart from the Competition
(These slides are a compilation of presentations to Saks Fifth Avenue,
Trammell Crow, Tegal, and Loyola Marymount University)

www.BradleyLambert.com
6151 W. Century Blvd., Suite 1110, Los Angeles, CA 90045
310-670-1400, fax 310-568-0681
 The Customer comes first,
second and third...

….and yet, in many companies, the

customer is viewed as a nuisance
 whose unpredictable behavior
damages carefully made plans,
 whose activities mess up operations,
and
 who insists that products work.

Copyright 2002 Bradley Lambert Inc.

Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 2
 Why be Concerned with
Customer Loyalty
 Customer Loyalty = Profit

A 5% increase in customer loyalty can

produce profit increases from 25% - 85%”
Frederick Reichfeld, W. Eal Sasser, “Zero Defections: Quality Comes to
Services,” Harvard Business Review

 Loyal customers are those who keep

coming back, spending more, and
bringing you new customers.

Copyright 2002 Bradley Lambert Inc.

Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 3
 Why are Customers Loyal

 Meet Customer Expectations

 Customer Service Employees

 Customer Focused Company

Copyright 2002 Bradley Lambert Inc.
Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 4
 Customers are Loyal if their
Expectations are met
 Customers expect:
 Attention to detail
 Competitive pricing
 Honor your promises
 Shared sense of urgency
 Prompt response and kept informed
 Clearly-defined customer service policy
 Reliable, superior products and services
 Doing business with you will be effortless
 Mistakes to be fixed quickly and to the their satisfaction
 Anticipation of needs and going out of your way to meet them

“Treat your customers like your friends and they will always come back.”
Copyright 2002 Bradley Lambert Inc.
Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 5
 Customers are Loyal if You
Exceed Expectations

 Meet Expectations
 The product performs and is reliable
 The services is excellent
 Exceed Expectations
 provide products & services the customer
value

Copyright 2002 Bradley Lambert Inc.

Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 6
 Do You Know What Your
Customers Value?

 Plastic Card Example

 Can be used as credit, debit, ATM &
Customer Value Scale

smart card
 Can be swiped anywhere
 Used at customer shops, send error-
free, timely statements
 Not accepted at customer restaurants
 Not misused in case card is lost

Copyright 2002 Bradley Lambert Inc.

Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 7
 Customers are Loyal if you have
Customer Service Employees

Customer Service Employees are all employees

interacting at the “Customer Contact Points.”
 Skilled in providing
They are: Customer Service
 Align behaviors to
Company Values (honesty,
teamwork, partnering, creativity, etc.)
 Recognized for providing
service

Copyright 2002 Bradley Lambert Inc.

Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 8
 Do You know your
Customer Contact Points?
The customer will get an impression of the quality
of your service any time the customer comes into
contact with any aspect of your organization. It
may not be the time or place you intended.
 They call the shipping office, not customer service.
 They ask the housekeeper not the front desk.
 They talk to the secretary not the account manager.

These are the interactions that shape the

customer’s impression of your company!

Copyright 2002 Bradley Lambert Inc.

Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 9
 Employees Deliver What
the Customer Needs!

 Harley Davidson
 A “Superior Customer Engagement” is one
delivered through “Liberating people to do
what’s right for the customer – instinctively.”
 Southwest Airlines
 “Employees will be provided the same
concern, respect, and caring attitude within
the organization that they are expected to
share externally with every Sourthwest
customer.”
Copyright 2002 Bradley Lambert Inc.
Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 10
 What Are You Rewarding?

 Employees at all levels need to know

 Customer service is a top priority
 They will be rewarded for doing what is right for
the customer!
• Informal Rewards
 What questions do you ask?
 What do you notice and mention?
 What do you praise?
• Formal Rewards
 Performance assessment
 Bonuses
 Awards

Copyright 2002 Bradley Lambert Inc.

Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 11
 Customers are Loyal if you
have a Customer Focus Company
It’s not enough to have employees that know how to
provide excellent service – you also need the systems
and management support to back them up!

Customer Focused Company

 Skilled personnel
 Rewards system that supports service
 Management practices to support service
 Information systems and policies to support service

Copyright 2002 Bradley Lambert Inc.

Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 12
 Characteristics of a Customer
Focused Company
 Leadership behaviors reflect brand values and customer
needs
 Work in partnership with the customer for mutual benefit
 Builds customer trust and cooperation through:
 accessibility, responsiveness, knowledgeable people, promptness, kept
promises, kept informed, etc.
 High standards for service exist and are known by all
employees
 Continuous Customer & Employee Feedback
 Customer satisfaction skills training are provided for all
employees

Copyright 2002 Bradley Lambert Inc.

Tip_Customer_Satisfaction.ppt 6151 W. Century Blvd., #1110, Los Angeles, CA 90045 13
 Bradley Lambert, Inc
Bradley Lambert, helps its
clients:
clients

 Determine how to provide

exceptional customer service
 Train employees to provide
customer excellent service
 Implement key steps to
becoming a customer focused
company
How the most
http://www.bradleylambert.com/ powerful companies
get that way!

Copyright 2002 Bradley Lambert Inc.

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