Become A Company Customers Love and Can't Live Without Jeanne Bliss 072810

VIPdesk Webinar Series

Become a Company Customers
Love and Can’t Live Without
Presented by:
Jeanne Bliss, Founder, Customer Bliss

View the Webinar

Confidential — Proprietary VIPdesk Information 1

About The Presenter

Jeanne Bliss
Founder

Customer experience expert with 25 years of
experience as the Customer Leadership
Experience Executive with major US
Corporations including Microsoft, Lands End,
Coldwell Banker Corporation, Mazda Motor of
America, and Allstate.

Founded CustomerBliss in order to create
clarity and an actionable path for driving the
customer loyalty satisfaction commitment into
business operations.

For more information, visit
www.customerbliss.com.


About VIPdesk

VIPdesk’s full suite of Brand Experience Management solutions
include Virtual Concierge and Contact Center Services,
Social Media Management, Experiential Programs, IVR
Services and Voice of the Customer Surveying & Analytics.
Global industry leaders trust VIPdesk to enhance their brands
through our customer care and loyalty programs.


Agenda

• Five decisions and practices that make beloved companies
immune to the competition and allow them to thrive.

• Actions guaranteed to develop true customer advocacy

• How company culture is the driving force behind extreme
customer loyalty

• How your decisions and actions create culture


EARN Your Customers’ Rave
THE Five decisions
of beloved and prosperous companies.

CLARITY
Confidential — Proprietary VIPdesk Information www.customerbliss.com5
© All Rights Reserved. 2010 Jeanne Bliss. CustomerBLISS

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www.customerbliss.com

22% 78%
WOM
Sparked by Sparked by
Advertising Something Else
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Source: Keller Fay www.customerbliss.com
“Talk Track” Report 2009

1. Believe
2. Clarity
3. Real
4. Be There
5. Say Sorry
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PROSPERITY

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IMPACT

 Lower Recruiting Costs
 Engaged Workforce
 Margins that Exceed the Competition
 Customers Grow the Business. Not Marketing Budgets
 Business Prosperity in Good Times and Bad

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Show me the person you honor, for I know better by that the
kind of person you are. For you show me what your idea
of humanity is.
--Thomas Carlyle

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Zane’s Cycles decided not to
require collateral for test drives.

SUSPEND CYNICISM :
Lose about three bikes per year.

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CustomInk.com Decided
on uncensored customer reviews on
their home page.

Believing customers’ words:
Quadrupled growth since 2004

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Chick-fil-A
Decided to hire for life.

Long-term belief pays
dividends:
42 Years Consecutive Sales Growth.
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Our Pledge of “Believe”
We Believe:
 In the good judgment of the people we hire.
 That trust is reciprocated by customers.
 In the truth of our customers’ words.
 Trusted, prepared employees grow the business.
 In more trust than rules.
 In more training than policies.

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What’s Our Story:
How Do We Believe?
(How would customers describe our trust in
them? Would employees say we honor them?)

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Of Purpose

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IKEA Decided
To design the price tag first.

Laser focus on job #1 delivers:
253 stores in 24 countries welcomed 565 million customers.

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Griffin Hospital decided on music
in the parking lot and a piano in
the lobby.

Clarity of emotions pays:
Grow Three Times Faster than Other Connecticut Hospitals

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Newegg.com
Decided against pop-up ads after checkout.

Experience control = customer prosperity:
Daily average 600,000 visitors.

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What’s Our Story:
How Clear Are We?
 On the memories we want to deliver?
 About who belong in our company?
 The experience we are working toward?

Are we executing tasks or achieving a higher purpose?

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Decide to be
REAL

I think that somehow, we learn who we really are and then live with that decision.

CLARITY -- Eleanor Roosevelt


WestJet
Decided to make customers human again.

Impact of Losing the lingo:
Leapt over the market to become number 2 airline in Canada.

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After lengthy deliberation at
the highest executive levels,
and extensive consultation
with our legal department,
we have arrived at
an official corporate response
to Northwest Airlines’ claim
to be number one
in Customer Satisfaction.
“Liar, liar. Pants on fire.”

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USAA Decided
that new hires should eat like soldiers.

customer empathy impact :
USAA retained 98 percent of their customers in 2008.

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AMY’S ICE
CREAMS decided
on a white paper
bag for their job
application

PERSONALITY POWER:
Word-of-mouth alone sells 1 million servings per year.
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What’s Our Story:
How “real” are we?
 Do we touch a chord with customers?
 Encourage personality and creativity?
 Discuss “customers by name, or contracts?
 Make decisions by envisioning customers’ lives?

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Decide to to be there.
Decide BE THERE

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RELIABILITY
Earn the right for customers to return.

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ZARA decided to invest
in product speed. Not
advertising.

knowing customer hot buttons:
85% of inventory sells at full-price
Customers go into the stores 17 times a year!.

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Zipcar
Decided to go to school with
college students.

Impact of delivering memories:
Since 1999, grown to a “Zipster” fan base of over 300,000 members.
The presence of Zipcar allowed me to say, "Hasta la vista baby" to the auto industry

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Zane’s Cycles
Decided to give away
parts that cost $1 or less.

THE DRAW OF UNCONDITIONAL HELP:
23% Growth every year for 29 years.
45% percent margins.

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What’s Our Story:
Are we there for customers?
 Do we begin with the customer or the product?
 Decisions based on our priorities or customers’?
 Meetings focus: sales goals or customers’ lives?

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APOLOGIZING WELL:

“Peace process” between
companies and customers
 Swift response
 Across the Silos
 With humility and remorse
 Solve the problem

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Netflix Decided that Honesty
is the Best Recovery.

Impact of quick response:
93% of Customers Recommend Netflix.

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Southwest Airlines
Decided to Proactively Apologize to Customers.

Impact:
70% of Customers Contacted Return and Bring Others With Them
Net Positive Revenue in 2009 exceeding $1.7 million

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Can your
frontline RESCUE
customers?

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L.L. Bean decided to help the front
line “right the wrong.”

customers worship heroics:
Annual sales of 1.5 billion.

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What’s Our Story:
When We Apologize…
 Are we genuine?
 Do we restore confidence? Honor those impacted?
 Do we apologize swiftly and with humility?”
 Is this our finest hour?

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ARE CUSTOMERS TELLING
YOUR STORY?

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DECIDE…
1. Believe
2. Clarity of Purpose
3. Be Real
4. Be There
5. Say Sorry
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The decision is YOURS.

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Customer Culture Audit

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Connect With Us Online
Website: http://www.vipdesk.com

Blog: http://blog.vipdesk.com

Twitter: http://twitter.com/vipdesk

Facebook: http://facebook.com/vipdesk

LinkedIn: http://linkedin.com/companies/vipdesk

YouTube: http://youtube.com/user/vipdesk

Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss

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Thank You For Attending!

(703) 837-3501
www.vipdesk.com
http://Twitter.com/VIPdesk

Jeanne Bliss
Founder

(425) 444-7654
jeanne@customerbliss.com


Become A Company Customers Love and Can't Live Without Jeanne Bliss 072810

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