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Catherine Derkosh, Marketing Communications Manager Don Mack, Sr. Marketing Specialist Bring Back That Loving Feeling Customer Satisfaction & Retention

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Your Presenters – Who are We? <ul><li>Don Mack </li></ul><ul><li>Sr. Marketing Specialist, Siemens Energy & Automation, Inc. </li></ul><ul><li>Spring House, PA </li></ul><ul><li>[email_address] </li></ul><ul><li>Catherine Derkosh </li></ul><ul><li>Marketing Communications Manager, Siemens Energy & Automation, Inc. </li></ul><ul><li>Spring House, PA </li></ul><ul><li>[email_address] </li></ul><ul><li>Together we have 34 years in the process automation industry and have worked for companies like Leeds + Northrup, Honeywell, Moore Products, and Siemens. </li></ul>

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What we do for fun? <ul><li>This is where the similarities end! </li></ul><ul><li>Pitt vs. Penn State </li></ul><ul><li>Golf vs. Softball </li></ul><ul><li>Engineer vs. Non-engineer </li></ul>

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Bring Back That Loving Feeling <ul><li>According to a study in the US News and World Report, the top four reasons &quot;Why Customers Leave You&quot; are… </li></ul><ul><li>1. Perceived indifference by a representative of your firm (68%) </li></ul><ul><li>2. Product dissatisfaction (14%) </li></ul><ul><li>3. Competitive reasons (ex. price) (9%) </li></ul><ul><li>4. Develop other relationships (or act on recommendations from friends) (5%) </li></ul><ul><li>Other studies have shown the cost of acquiring a new customer is an average of 5-7 times the cost of retaining an existing customer </li></ul>

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Agenda <ul><li>What is customer satisfaction </li></ul><ul><li>Why customer satisfaction is important </li></ul><ul><li>Ways to keep your customers happy </li></ul><ul><ul><ul><li>Bring back that loving feeling </li></ul></ul></ul><ul><li>Summary of key takeaways </li></ul><ul><li>Q&A including best practice sharing </li></ul><ul><ul><ul><li>There will be prizes! </li></ul></ul></ul>

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What is Customer Satisfaction - From Wikipedia <ul><li>Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. </li></ul><ul><li>In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. </li></ul>

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Why Customer Satisfaction Is Important <ul><ul><li>It is an impact on your bottom line </li></ul></ul><ul><ul><ul><li>It leads to repeat business, customer loyalty, and increased profitability </li></ul></ul></ul><ul><ul><ul><li>No business can exist without customers </li></ul></ul></ul><ul><ul><li>Customers are becoming increasingly more demanding, less tolerant and very critical when they are not having their exceptions met </li></ul></ul><ul><ul><li>Customer have lots of choices on where and with who to deal with </li></ul></ul><ul><ul><ul><ul><li>The power has shifted to the customer. If they feel you can not satisfy their expectations they will simply go to someone who will. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Failure to seek and address customer complaints can hurt your bottom line </li></ul></ul></ul></ul>

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Ways to Impact Customer Satisfaction <ul><li>Encourage face-to face dealings </li></ul><ul><ul><ul><li>Tradeshows </li></ul></ul></ul><ul><ul><ul><li>User group meetings </li></ul></ul></ul><ul><li>Keep your customers informed </li></ul><ul><ul><ul><li>Newsletters & magazines </li></ul></ul></ul><ul><ul><ul><li>Events & training </li></ul></ul></ul><ul><li>Understand your customers </li></ul><ul><ul><ul><li>User Advisory Boards/User Community: Ability to influence product development/direction </li></ul></ul></ul><ul><ul><ul><li>Surveys & feedback </li></ul></ul></ul><ul><li>Make it easy to do business with you </li></ul><ul><ul><ul><li>We have all fought our way through the productivity wars of the past years </li></ul></ul></ul><ul><ul><ul><li>Moving form coordination to collaboration – you can be your customer’s customer </li></ul></ul></ul><ul><ul><ul><li>Service & support, a critical area to focus on </li></ul></ul></ul>

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“Think Customer” Program <ul><li>Siemens has a program called “Think Customer” designed to instill the “Customer is First” philosophy throughout the company </li></ul>

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Encourage Face-to Face Dealings <ul><li>Tradeshows and special events – make the most of them and make it worth your customer’s time </li></ul><ul><li>Sometimes thinking outside the box starts inside one – exiderdome </li></ul><ul><li>Make it a double </li></ul><ul><ul><ul><li>Add a hospitality event or sales visit to your next show </li></ul></ul></ul><ul><ul><ul><li>ISA and Oktoberfest </li></ul></ul></ul><ul><li>Make it worth your customer’s time </li></ul><ul><ul><ul><li>Technical seminars </li></ul></ul></ul><ul><ul><ul><li>Information on new standards </li></ul></ul></ul><ul><ul><li>Frequency is key </li></ul></ul>

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Encourage Face-to Face Dealings <ul><li>User Group Meetings </li></ul><ul><ul><ul><li>Networking </li></ul></ul></ul><ul><ul><ul><li>Best practice sharing </li></ul></ul></ul><ul><ul><ul><li>Technical innovations </li></ul></ul></ul><ul><ul><ul><li>Training </li></ul></ul></ul><ul><ul><li>Local or National user group meetings work </li></ul></ul><ul><li>2008 Siemens Automation Summit </li></ul><ul><ul><ul><li>165 companies from 36 industries from 41 states and 9 countries were represented </li></ul></ul></ul><ul><ul><ul><li>114 breakout sessions, general sessions, the exiderdome solutions showcase, networking opportunities, roadmap sessions and feedback forums </li></ul></ul></ul>

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Keep Your Customers Informed <ul><li>Electronic newsletters </li></ul><ul><ul><ul><li>New products and services </li></ul></ul></ul><ul><ul><ul><li>Tips & tricks </li></ul></ul></ul><ul><ul><ul><li>Seminars </li></ul></ul></ul><ul><ul><li>Keep them short and interactive </li></ul></ul><ul><ul><li>Segment and frequency – customize if at all possible </li></ul></ul><ul><ul><li>Ask for feedback </li></ul></ul><ul><ul><li>Analyze results </li></ul></ul>

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Keep Your Customers Informed <ul><ul><li>Customer magazines – longer articles and high impact graphics </li></ul></ul><ul><ul><ul><li>Case histories </li></ul></ul></ul><ul><ul><ul><li>Applications stories </li></ul></ul></ul><ul><ul><ul><li>White papers </li></ul></ul></ul><ul><ul><ul><li>New product updates </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><li>Take advantage of PR opportunities with the trade publications </li></ul></ul>

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Understand Your Customers <ul><li>Empowering your customers </li></ul><ul><li>If you don’t listen to your customers needs and desires you simply don’t know what it is that they need. </li></ul><ul><li>Indicate that you are seriousness about improving quality of products and services </li></ul>

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Understand Your Customers <ul><li>Customer Advisory Councils </li></ul><ul><ul><ul><li>User Advisory Boards/User Community: Ability to influence product development/direction </li></ul></ul></ul><ul><li>Customer Product Focus Groups </li></ul><ul><ul><ul><li>Organized by geography and industry, drive feedback on specific products and services </li></ul></ul></ul><ul><li>On-line customer communities – tips from Communispace whitepaper </li></ul><ul><ul><ul><li>Invite the right people, keep it small and private </li></ul></ul></ul><ul><ul><ul><li>View members as advisors </li></ul></ul></ul><ul><ul><ul><li>Find the social glue, make it member-centric </li></ul></ul></ul><ul><ul><ul><li>Work at building the community </li></ul></ul></ul><ul><ul><ul><li>Be genuine, encourage candor </li></ul></ul></ul><ul><ul><ul><li>Just plain ask </li></ul></ul></ul><ul><ul><ul><li>Pay even more attention to what members initiate </li></ul></ul></ul><ul><ul><ul><li>Don’t squelch the negative </li></ul></ul></ul><ul><ul><ul><li>Don’t ask too much, too often </li></ul></ul></ul><ul><ul><ul><li>Use the right mix of technologies and methodologies, and keep experiment </li></ul></ul></ul>

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Make It Easy for Your Customers to Do Business with You <ul><ul><li>Account management </li></ul></ul><ul><ul><ul><ul><li>Collaboration </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Accessibility </li></ul></ul></ul></ul><ul><ul><li>800 number </li></ul></ul><ul><ul><ul><li>One number for everything </li></ul></ul></ul><ul><ul><li>Web based collaboration tools </li></ul></ul><ul><ul><ul><ul><li>SiteScape </li></ul></ul></ul></ul><ul><ul><ul><ul><li>SharePoint </li></ul></ul></ul></ul>

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<ul><ul><li>Create an invitation targeted to customers for local and regional events in which your company is participating </li></ul></ul><ul><ul><ul><li>Trade shows </li></ul></ul></ul><ul><ul><ul><li>Seminars </li></ul></ul></ul><ul><ul><ul><li>Hospitality events </li></ul></ul></ul><ul><ul><li>Invitations can be hard copy and/or electronic </li></ul></ul><ul><ul><ul><li>Better to hand deliver hard copies </li></ul></ul></ul><ul><ul><li>Include benefits to customer </li></ul></ul><ul><ul><ul><li>PDH’s are particularly useful </li></ul></ul></ul>Personal Invitations to Industry Events

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<ul><ul><li>Make it extensive, make it easy </li></ul></ul><ul><ul><li>Website can include… </li></ul></ul><ul><ul><ul><li>Manuals </li></ul></ul></ul><ul><ul><ul><li>Service news </li></ul></ul></ul><ul><ul><ul><li>FAQ’s </li></ul></ul></ul><ul><ul><ul><li>Online access to experts </li></ul></ul></ul><ul><ul><ul><li>Phone number… not hidden at the bottom </li></ul></ul></ul><ul><ul><ul><li>RSS feeds/Newsletters </li></ul></ul></ul><ul><ul><ul><li>What else? </li></ul></ul></ul><ul><ul><li>Phone support </li></ul></ul><ul><ul><ul><li>Always able to reach a person </li></ul></ul></ul><ul><ul><ul><li>Defined response time </li></ul></ul></ul><ul><ul><ul><li>Call log so that different support personnel can pick up where the previous tech left off </li></ul></ul></ul>Customer Service and Support

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Customer Satisfaction Call Follow-up Surveys <ul><li>“ How did we do?” surveys on a regular basis following support calls (but not “too regular”) </li></ul><ul><ul><ul><li>Phone or electronic </li></ul></ul></ul><ul><li>Calculate results and report them to the customer support team </li></ul><ul><ul><ul><li>Publicly display results </li></ul></ul></ul><ul><ul><ul><li>Incentivize team for positive results </li></ul></ul></ul><ul><li>Promote positive customer feedback to the team </li></ul>

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Collect Customer Satisfaction Information <ul><li>Formal survey </li></ul><ul><ul><ul><li>Existing customers </li></ul></ul></ul><ul><ul><ul><li>Former customers </li></ul></ul></ul><ul><li>Anecdotal information from sales personnel </li></ul><ul><li>Anecdotal information from customers </li></ul>

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<ul><ul><li>In addition to standard training course options… </li></ul></ul><ul><ul><li>Offer local marketing seminars covering non-commercial topics (ex. Asset Management, Wireless, Fieldbus Communications, etc.) </li></ul></ul><ul><ul><li>Or save the travel and conduct the seminar as a webinar </li></ul></ul><ul><ul><li>Promote seminars/webinars that are typically targeted at new opportunities to your existing customer base </li></ul></ul><ul><ul><ul><li>Good chance to keep customers current </li></ul></ul></ul><ul><ul><ul><li>In many cases these events might qualify for Professional Development Hours </li></ul></ul></ul>Training Seminars

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What else can Sales do to maintain customers? <ul><li>Use the previously mentioned tools </li></ul><ul><li>Return phone calls </li></ul><ul><li>Engage in regular face-to-face meetings with customers </li></ul><ul><ul><ul><li>Confirm path forward including next communication </li></ul></ul></ul><ul><li>Follow meetings with a brief e-mail summarizing the actions </li></ul><ul><ul><ul><li>Ensures that everyone is on the same page </li></ul></ul></ul><ul><ul><ul><li>Demonstrates that you were listening </li></ul></ul></ul><ul><ul><ul><li>Confirms follow-up path </li></ul></ul></ul><ul><li>Keep your promises </li></ul><ul><li>Help them do their job better </li></ul>

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References <ul><li>Jeffrey Gitomer’s Sales Caffeine Newsletter </li></ul><ul><ul><ul><li>Subscribe for free at: www.salescaffeine.com </li></ul></ul></ul><ul><li>Book: “Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force” by Ben McConnell and Jackie Huba </li></ul>

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Top 10 Ways to “Bring Back That Loving Feeling” <ul><li>10.”Think Customer” mentality must permeate your organization </li></ul><ul><li>9. Create regular opportunities for you to listen to your customers </li></ul><ul><li>8. Keep your customers informed through regular communications </li></ul><ul><li>7. Develop a user/customer community </li></ul><ul><li>6. Teach your customers about things other than your products… help them do their job better </li></ul><ul><li>5. Build a strong post sale customer support organization… make sure your customers can easily get help </li></ul><ul><li>4. Find out what your customers think about you and track the results </li></ul><ul><li>3. Make it easy for your customers to do business with you </li></ul><ul><li>2. Keep your promises to your customers </li></ul><ul><li>1. “Think Customer” mentality must permeate your organization (Have I said that before?) </li></ul>