Customer satisfaction

Copyright Expressive Business Strategies 2009-2010

Culture of Accountability

example – Microsoft

Connect, Listen and Respond

examples – Digital vs. IBM, Gimbels vs. Nordstrom

Delighted customers = higher revenue & profits

Customer responsiveness ≠ customer intimacyWhat does it take to develop Customer Intimacy?

All employees are measured against CPE goals

Business functions have CPE Scorecards with goals and metrics

New employees are trained in CPE

All sales, marketing, and services group employees complete CPE training

Employees participate in CPE panels and programs

Employees participate in customer visits and build Conditions of Satisfaction (CoS)

Groups across Microsoft sponsor CPE culture programs

Report Error to Microsoft?Report Error to Microsoft?

Business focus wasTechnology & EngineeringHard workTransactions

“IBM means service, and service issomething most companies forget.”Thomas Watson, Founder, IBM

“[Solutions] come from heaven whenyou have good hardware.”Ken Olsen, Founder, Digital

Business focus wasVarietyAvailabilityMany store locationsRing the Register

“We focus on catering to customer’sneeds, individually.”John W. Nordstrom, Founder, Nordstrom, Inc.

“Select, don’t settle.”Adam Gimbel, Founder, Gimbels

Develop a culture of accountability

• Build CPE metrics, measure results, hold yourself & your employees accountable

Develop customer intimacy

• Connect, listen and respond to your customer as the center of your business

“That which is measured is also managed” – Michael Dell, Founder & CEO, Dell Inc.

“Our object of attention is not simply the transaction, but the customer” – Frank Steele, SVP of Sales, Airborne

Business