Quality and Business Excellence

Celebration

ASQ Vancouver 25th Anniversary

Customer Service

How can cats and dogs live happily ever after?

Erik F Steketee, The Process Pros

Intro The Process Pros

• Specialized in process improvement

• USP: games and simulations

• Dutch origin

• 2010 Olympic incorporation

• Government

• Social Challenges

• Industries

Itinerary

• Cats & Dogs?

• Experience a dog’s life

• What do cats want?

• What do dogs know about this?

• What are the chances of a happy life ever

after?

Cats

• Inquisitive

• Friendly

• Active

• Loving

• Independent

• Opinionated

• Variation

Dogs

• Territorial

• Defensive

• Alert

• Dominance

• Submission

• Loyal

• Stable

A Story of Hope

• not an inborn animosity, that determines

how cats and dogs feel about each other

• Animosity may also be a case of simple

misunderstanding and life experiences

with members of the other species

Where does understanding and experience come from?

• Performance (objective, directly measurable criteria)

• Perception (subjective, indirectly measurable criteria)

• Outcome (ultimate customer objectives and results)

A dog’s life

• Case Hotel

• Dog #1 starts

• Cat #1 answers

• Etc

• Ranking

What do dogs know?

performance

perception

outcome

Output

Cycle times

CPU / ROI

Defects

Service calls

Return rates

Complaints

Recommendation

Churn

What do cats want?

Response time

Service time

Efforts put in

Costs of use

Ease of use

Reliability

Durability

Color and Styling

Variety

Happiness

Enjoy

Learn

performance

perception

outcome

Misunderstanding

Output

Cycle times

CPU / ROI

Defects

Service calls

Return rates

Complaints

Recommendation

Churn

Response time

Service time

Efforts put in

Costs of use

Ease of use

Reliability

Durability

Color and Styling

Variety

Happiness

Enjoy

Learn

performance

perception

outcome

TOC – cloud, wrong assumptions

VOC

Improve performance

Reduce defects Improve quality

Personalized experience

Conflict

Increase outcome

TOC – cloud, wrong assumptions

VOC

VariabilityStandard

Think!

Conflict

Process=OPEX

People = CI Variability

A dog’s life -2

• Case Robson

• Dog #1 starts

• Cat #1 answers

• Etc

• Ranking

What do customer surveys measure?

• Dog’s info

• Quantitative Performance

• Little Perception

• No outcome

• Recommendation

• NPS

Loyal friends?

• Surveys and NPS; Net Promoter Score

– Considered the best predictor for growth

– Too many wrong questions

– Too many interrelated questions

– Too one-sided on recommendation

– Backward look

Surveys

Overall satisfaction

Likelihood of recommendation

Likelihood of continued sales

Likelihood of selecting us

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

NPS

Likelihood of recommendation

NPS= fraction promoters – fraction detractors

1 2 3 4 5 6 7 8 9 10

How to improve surveys

• Ask the right questions

• Cat’s info

• Qualitative as well

• Experience

• Outcome

• Build a relation

Better predictors for loyal friends

CLI; Customer Loyalty Index

More than recommendation

1. Advocacy; increase customer base

2. Purchasing; increase purchases

3. Retention; increase life cycle

Build and check your relationship -1

• Advocacy (grow customer base)

– Overall satisfaction (performance, perception and outcome)

– Choose us again

– Recommend us

– Purchase again

Build and check your relationship -2

• Purchase (grow sales)

– More products

– Different products

– Larger orders

– Higher priced products

Build and check your relationship -3

• Retention (expand life cycle)

– Buy at competitors

– Stop buying

– Switch to another

A dog’s life -3

• Case Callus

• Dog #1 starts

• Cat #1 answers

• Etc

• Ranking

Cats and Dogs management

• Customer centric culture

• From strategy to process

• From CEO to CCSO

• Process and behavior

• From “company policy” to accountability

• From cost centers to selling centers

• To be in the know of your cats

Can cats and dogs live ever happily ever after?

Can cats and dogs live ever happily ever after?

• Animosity may be a case of simple

misunderstanding and life experiences

• Know your customer by asking the right

questions and building a meaningful relation

• Provide a life experience by excellent

performance, great perception and high

outcomes

And they lived happily ever after………………