Vaughan Beals (Harley Davidson) Jim Cantelupo (McDonald's

1
What Customers Need

• Bruce Kasanoff
• Author
• Making it Personal

2
How I spent the last three months

• Arthur Blank (Home Depot)
• Vaughan Beals (Harley Davidson)
• Jim Cantelupo (McDonalds)
• Jay Fishman (St. Paul Travelers)
• Robert Johnson (Black Entertainment Television)
• Shelly Lazarus (Ogilvy Mather)
• Lord Peter Levene (Lloyds of London)
• Rick Menell (Anglovaal Mining)
• Nandan Nilekani (Infosys)
• John Pepper (PG)
• David Pottruck (Charles Schwab Co.)
• John Rogers (Ariel Capital Management)
• Paul Tagliabue (NFL Commissioner)
• William Wrigley, Jr. (The Wrigley Company)

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Not another customer
4
Company benefits
Customer benefits
Unsustainable
5
Customer benefits
Company benefits
Sustainable
6
Across the country, over the past five years, has
customer service

• Improved significantly
• Improved modestly
• Remained the same
• Declined modestly
• Declined significantly

Cross-Tab Label
0 / 500
7

• Your customers sent me.

8

• CEO
• Sr mgmt
• Managers
• Staff
• Front lines

Today, pick one action and do it
How great firms profit by making life less
difficult for customers
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(No Transcript)
10
Listen
Examine
Stop
Solve
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Listen

• Remember information for me, not just about me.
• Know more about me than your competitors do.
• Show me why I can trust you.
• Communicate in a sincere and understandable way.
• Take personal accountability for my needs.
• No secrets, please.
• Listen actively to what I tell you.
• Respond quickly and meaningfully to my feedback.
• Tell your colleagues what they need to know about
  me.
• Remember what makes me different than others.

12
Does your business have a formal and accurate
method for measuring the consistency with which
you meet customer requirements?

• Yes
• Were close
• Were just starting
• No

N 20
Cross-Tab Label
0 / 500
13
Examine

• Do you look at things through my eyes?
• Do you anticipate my needs?
• Can you make it easier for employees to help me?
• Are you giving me negative clues?
• Why should I want you to be successful?
• Do you use too much jargon?
• How consistently do you meet my requirements?
• Are you flexible enough to win more of my
  business?
• Do you measure success in a way that also
  benefits me?
• How effective are you at inventing solutions for
  me?

14
What are the odds that a satisfied customer
will remain loyal?

• 10 to 1
• 5 to 1
• Even odds
• We really dont know

N 35
Cross-Tab Label
0 / 500
15
Stop

• Stop measuring satisfaction.
• Stop forgetting what I tell you.
• Stop making problems for me.
• Stop any initiative that has no direct benefits
  for customers.
• Stop wasting resources on the wrong customers.
• Stop defending inaction and inattention.
• Stop allowing your interests to clash with mine.
• Stop holding employees back let them solve my
  problems.
• Stop relying on overly complicated approaches.
• Stop avoiding me.

16
Are the people in your division more likely to
say your firm solves problems for customers or
sells products/services to them?

• Solves problems
• Sells products/services
• Neither
• Both

N 31
Cross-Tab Label
0 / 500
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Solve

• Recognize patterns that can save me time, money
  or effort.
• Eliminate from my experience everything
  irrelevant to me.
• Dont ask the same question twice.
• Give me more expert and relevant advice.
• Design service into the products themselves.
• Error-proof your services so I cant make
  mistakes.
• Reduce the steps I must take.
• Minimize repetition for me.
• Assume functions I used to perform.
• Trigger actions automatically according to my
  conditions.

18
Do you want a one-page summary of what I learned
from top CEOs?

• Please give me your business card or email
  bruce_at_nowpossible.com
• You can also call me at [phone]