Creating a Customer Focused Culture

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Creating a Customer Focused Culture

• Who are you serving?
• Opportunity Knocks
• March 11, 2009

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Session Goals

• Explore the role your companys culture plays in
  facilitating dynamite customer experiences
• Learn how to identify your best customers
• How to establish a training program for your
  business so your employees give outstanding
  customer service. 
•  

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Activity

• Consider yourself as a customer
• How or what have you changed in how you shop or
  hire services
• Discuss at table groups

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What is Culture?

• Most simply the way we do things here
• Like the air we breathe, invisible but real
• Rooted in embedded beliefs
• Impacts the bottom-line and the feel of the
  place

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Why Examine Culture?

• Benchmark for what it is like here now
• Captures key historical threads
• Focuses effort and energy
• Guides training and development
• Impacts customers and employees draw to you
• Workforce trends

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Key Culture Elements (Denison Model)
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Example of a Small Business Culture Plan

• Know Thyself
• 5 Critical Values
• Mission
• Start with Employees
• Document and Communicate
• Align Management
• Align Employees
• Build Systems
• People
• Marketing (Branding)
• Sales
• Operations

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Why does (your company) exist?

• What makes you
• successful?
• How do you know?

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Successful Organizations

• Are customer focused
• Satisfy external customers by satisfying internal
  customers
• Rely on strong processes to ensure satisfaction
• Seek feedback as a foundation for continuous
  improvement

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PDCA Cycle of Continuous Improvement
Act
Check
Do
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Plan a change or a test, aimed at improvement.
Act Adopt the change, adjust or abandon it or
run it through the cycle again.
Check the results. What did we learn? What went
wrong?
Do - Carry out the change or test, preferably on
a small scale.
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A system of assumptions used to predict whats
going to happen.
Theory

• A thousand examples will not prove a theory.
• A single example is enough to disprove a theory.

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Applying PDCA
Experience alone teaches nothing. We must start
with a theory based on experience. Without a
theory we cannot learn.
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Multiple PDCACycles
Knowledge for Improvement
Hunches and Theories
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Who are Your Customers?
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A Customer is anyone who receives

• Information
• Product
• Service

that adds value
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A Supplier provides

• Information
• Product
• Service

in a way that increases its value to the customer
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• If you arent adding value by providing
  information, product or service directly to the
  external customer then you are doing so for
  someone
• who is.

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Customer/Supplier Chain
Ask for Feedback
Ask for Feedback
Supplier
Supplier
Supplier
Customer
Customer
Customer
Give Feedback
Give Feedback
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Effective Feedback

• Think about the last time you received feedback
  about your work that you found to be really
  meaningful.
• What aspects of that feedback made it so
  effective?

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Seeking Internal Customer Feedback

• Why should you care?

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An Example of What to Ask

• What should I start doing?
• What should I stop doing?
• What should I do differently?

Look for trends.
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Receiving Feedback

• Breathe, listen carefully
• Stay focused on the
• process
• Ask clarifying questions
• Acknowledge valid points
• Dont be defensive!

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Kano Model
High
Delighter
More is better
Customer Satisfaction
Must be
Low
8
0
Presence of a Characteristic
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Customer Feedback

• Allows us to see ourselves through the eyes of
  others.
• Tells us if we are satisfying our customers.
• Forms a basis for improvement.
• Allows us to test our theories.