Modeling Nordstrom, Disney, AmazonStrategies to Keep Customers Coming Back

Bruce Hardie

Bruce Hardie

Spokane, Washington

Regional Director

Operating Principal

KW International Master Faculty

What can we learn from

Nordstrom, Disney, and

Amazon?

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2016

1. Empowerment a. Use your best judgment when it comes to

serving the customer.

2. Standardsa. Come out from behind the counter with the

customer’s purchase.b. Handle purchases without having the customer

stand in line at the counter.c. Answer the phone on no more than the 2nd ring.

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1. Exceed expectations

2. Focus on making emotional connections

• Emotionally engaged customers tend to be:• At least three times more likely to recommend

• Three times more likely to repurchase

• Less likely to shop around

• Much less price sensitive

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1. Serve the needs of the customer

2. The Empty Chair

3. Don’t be afraid to apologize

Can we make use of any of

these ideas?

Show CX video

TRUTH:

You would have no business

without customers!

MYTH TRUTH

Defined by you

Starts and stops at the end of a

transaction

Meets the customer’s needs

One size fits all

Addresses customer’s specific

issues as they arise

Does not happen organically

Success is based on feelings alone

TRUTH:

Customers are more apt to share

a negative customer experience

than share a positive customer

experience.

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• 25 percent will switch providers

• 357,000 negative shares

• 19 percent lose trust

• 59 percent have NO relationship!

Source: http://www.thunderhead.com

The Cost of a Bad Experience

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- Martin Bouma,

Ann Arbor, Michigan

“Take care of the people who take care of you.”

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- Gary Keller,

Chairman, Cofounder

Keller Williams Realty

“If you want extraordinary results in your life, you cannot be average.”

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Value of a Customer over 20 Years

Year Transaction Price 3% Commission

1 1st Home Purchase $208,500 $6,255

101st Home Sale

2nd Home Purchase

$280,207

$350,258

$8,406

$10,508

202nd Home Sale

3rd Home Purchase

$470,718

$588,397

$14,122

$17,653

Total Value $56,942

Value of A Customer

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Value of Your DatabaseRepeat and Referrals – 21% (NAR Statistic)

Step Transaction Example

A Number in Your Database 1,000

B Average for Repeat Customers (A X 21%) 210

C Average for Referral Customers (A X 21%) 210

D Total Repeat + Referral (B + C) 420

E Value of one client (from previous table) $50,000

What is the value of your database? (D x E) $21,000,000

Value of a Database

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Your CX System

FAMILY REUNION

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5S CX Model – 1. SET

FAMILY REUNION

2016

1. Have Standards“Your clients aren’t loyal to you; they are loyal to the standards you represent.”

– The Millionaire Real Estate Agent

2. Leverage Technology• KW Mobile Search App, your website

3. Leverage People• Your team• Vendors• Allied Resources

5S CX Model – 2. SERVE

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2016

1. Check in frequently.

2. Ask for feedback with surveys,

reviews, and testimonials.

3. Track your “CX score.”

4. Make improvements.

5S CX Model – 3. SURVEY

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5S CX Model – 4. SURPASS

1. Don’t just meet expectations;

delight your customers by

surpassing expectations.

2. Do unexpected things in

unexpected ways.

3. Elevate your service.

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1. Stay top of mind.

2. Gain repeats and referrals.

3. Reward.

5S CX Model – 5. SUSTAIN

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1. Understand the

customer and set

expectations.

2. Deliver on expectations.

3. Check in on the

experience.

4. Surpass expectations!

Systematic Approach

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2016

• For the Agent

• Repeat and referral business

• For Keller Williams Realty

• Family of customer-centric agents delivering top-

notch experiences

• Known throughout the real estate and service

industries as the pinnacle of customer

experience

Benefits of a CX System

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