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PUT THE SPOTLIGHT ON CITIZENS FOR LONG TERM
SUCCESS
Erin AllenBusiness Development Director
Midland GIS Solutions
Iowa League of Cities –Annual Conference
September 23 – 25, 2015Cedar Rapids, Iowa
Strategies for an Active and Engaged Community
HOUSEKEEPING All references to citizen will be replaced with
customer. All examples will be presented as
anonymous, unless I slip up, at which time the audience will agree to forget what I said.
I am from Missouri, please cut me some slack.
These slides will be made available online. There will be time for questions and
discussion at the end.
Engagement Workshop
OUTLINE
1-Operating as a Business2-Internal Marketing and Employee Satisfaction3-Importance of Customer Satisfaction4-Practices in First Class Customer Service5-Dealing with Difficult Situations6-Economic and Long Term Benefits7-Steps Toward Improvement in your Community
Engagement Workshop
CITY = BUSINESS
Consumption of those services requires customers.
Engagement Workshop
• Infrastructure and Utilities
• Planning and Zoning• Economic Development • Public Safety and Fire• Emergency Management• Library• Parks and Recreation• Garbage/Recycling• Community Events• Airport and
Transportation• Housing Assistance• Code Enforcement• Cemeteries
13% of all movers in American between 2012-2013 moved less than 50 miles away. –US Census Bureau
CITIZEN = CUSTOMERCustomer is not a dirty word in local governmentCustomers are owners/stakeholders
Engagement Workshop
ContingentCitizenRate PayerTax PayerLand OwnerDeveloperBusiness OwnerResidential HouseholdNeighboring Community
THE PURPOSE OF A BUSINESS IS TO CREATE AND KEEP A CUSTOMER
Engagement Workshop
IMPORTANCE OF CUSTOMER SATISFACTION
Engagement Workshop
Builds Trust
Encourages Participation Brings families back to town
Fosters a willingness to support
NEVER HAS THE CUSTOMER BEEN MORE POWERFUL!
Internal Marketing and Employee Satisfaction
If you cannot satisfy employees, you can’t satisfy customers
Engagement Workshop
Golden Rule
Hierarchy of Needs
Theory of Motivatio
n
Resources and
Support
“Golden Rule” or Ethic of Reciprocity
TREAT OTHERS THE WAY YOU WOULD LIKE TO BE TREATED!
Engagement Workshop
Abraham Maslow’s Hierarchy of Needs
Self-Actualizatio
n
Self-Esteem
Love (Social)
Safety and Security
Physiological
Lower Order Needs
NEEDS MOVE UP BUT NEVER DOWN
Equity Theory of Motivation
Ratio of a person’s Outcomes to Inputs…..
…and how they compare to others
Engagement Workshop
John Stacy Adams - 1963
Inequity Problems
Inequity exists in a person’s mind when their perception of the ratios are out of balance.
The perception is more powerful than the truth.
Fairness among employees can be judged in terms of:
• Treatment• Pay• Benefits• Duties• Credit Received• Training• Future Opportunities
Engagement Workshop
Managing Inequity
Engagement Workshop
If city leadership doesn’t manage the employee’s equity, the employee will.
BALANCEBALANCE
Less Efficient – Lack of Care - Quit – Complain – Steal – Spread Untruths – Air Grievances – Make Demands
Resources and Support
Engagement Workshop
Train and MentorCommunicate ConstantlyRecognize People OftenInternal ShadowingProper ToolsCareer CounselingAlign MoralsTrustBoundaries
Engagement Workshop
Happy Employees = Happy Customers
Engaged employees outperform unengaged employees by 54% in retention, 89% in customer satisfaction, & fourfold in revenue growth. - Creating the Best Workplace on Earth, HBR
PRACTICES IN FIRST CLASS CUSTOMER SATISFACTION
Emphasis on Organizational Points of Contact Office Phone Field Media and OnlineGolden Rule Value ComplaintsPartnerships with Local Providers
Engagement Workshop
Engagement Workshop
Friendly Office StaffFirst Impressions are paramount!
Employees only ask for the customer’s name 21% of the time. – Content Point Client Research
Phone Communication
How many times? does the phone ring before being
answered? does the customer get placed on hold? is the customer transferred? does the customer have to leave a
message? does the customer actually get called back
timely? does the customers message get lost? has feedback been solicited from the
customer?
Engagement Workshop
In the Field
In The Field
In The Field
Satisfaction in the Field
There are always eyes on you Train staff on handling off the clock
inquiries be approachable but set boundaries
Discuss off the clock behaviors
Engagement Workshop
Media and Online
Engagement Workshop
Designate someone to handle media and online
Designate someone to speak on city’s behalf
“Golden Rule” or Ethic of Reciprocity
TREAT OTHERS THE WAY YOU WOULD LIKE TO BE TREATED!
Engagement Workshop
VALUE COMPLAINTS
Engagement Workshop
Using clear and concise methods, handling complaints is one of the most cost-effective, quick turn-around improvements that can be made to an organization’s customer satisfactionBut…..it must be easy to do.
ASK THE CUSTIOMER AND BE PREPARED TO LISTEN
Typically only 4% of dissatisfied customers actually communicate - “Understanding Customers” by Ruby Newell-Legner
Partnerships
Collaborate with other local providersMunicipal UtilitesSchool DistrictsCountyHospitals
Engagement Workshop
Dealing with Difficult Situations
Engagement Workshop
• Remain Calm• Set Boundaries• Listen• Kill them with Kindness• Work as a team and have a
back up• Move difficult situations to a
meeting room or private office• Look for the common ground
Online Negativity
Engagement Workshop
Social Media and Online Platforms
Online Negativity
Types of Dissatisfied Customers and Negativity
Terrorist Hostage Constant Complainers Social Complainers Entitled ComplainersEngagement Workshop
Online Negativity
How to Handle it Respond Immediately Invite the individual offline Buy yourself some time Set Boundaries FOLLOW THROUGH! Embellish it on the
appropriate platform
Engagement Workshop
Economic and Long Term Benefits of Highly Satisfied Customers
Snowball effect – getting things moving More Consistent Revenue and Growth assists in
grant developmentWhen the community has trust in the city, it is
easier to educate and sell them on bond issues.Care for community and neighborsBetter Councils
Engagement Workshop
70% of Americans are willing to spend more money to receive better customer service - American Express Survey, 2011
Steps Toward Improvement in Your City
1)Get your House in order Set Expectations Explain Limitations Adjust your Leadership
Style Commander, Catalyst,
Chairman, Coach Find creative work-
arounds
Engagement Workshop
Steps Toward Improvement in Your City
2)Create a user friendly system of information seeking3)Create a manageable system for feedback/complaints4)Designate a Champion and empower your team5) Communicate the improvements or goals6) Listen
Engagement Workshop
Questions? Comments?
Erin AllenBusiness Development Director
Midland GIS [email protected]
(660)562-0050
SourcesJones, Thomas and W Earl Sasser, Jr. “Why Satisfied Customers Defect” HBR, Nov-Dec 1995.
Bernasek, Anna. The Economics of Integrity. Harper Collins: 2007.
Strebel, Paul. Trajectory Management. John Wiley & Sons, Inc.: 2004.
Berry, Leonard. Discovering the Soul of Service. The Free Press: 1999.
“5 Ways Brands Respond to Negative Social Media Comments.” Retrieved, September 14, 2015 from http://www.seeksocialmedia.com/respond-negative-social-media-comments/
“We are Citizens, Not Customers.: Retrieved August 31, 2015 from http://www.publicworks.org/we-are-citizens-not-customers/
A Portion of the presentation is based on personal experiences, education, and previous research projects not necessary to be cited in this forum. Please ask if you would like more information.
Special mention should be made to Dr James Walker and Dr. Terry Coalter, the two most passionate, intelligent educators I have ever met. The positive difference they have made in my career is immeasurable.