Customer Satisfaction
Setting Your Organization
Apart from the Competition
(These slides are a compilation of presentations to Saks Fifth Avenue,
Trammell Crow, Tegal, and Loyola Marymount University)
www.BradleyLambert.com
6151 W. Century Blvd., Suite 1110, Los Angeles, CA 90045
310-670-1400, fax 310-568-0681
The Customer comes first,
second and third...
….and yet, in many companies, the
customer is viewed as a nuisance
 whose unpredictable behavior
damages carefully made plans,
 whose activities mess up operations,
and
 who insists that products work.
Tip_Customer_Satisfaction.ppt
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
2
Why be Concerned with
Customer Loyalty
 Customer
Loyalty = Profit
 A 5%
increase in customer loyalty can
produce profit increases from 25% - 85%”
Frederick Reichfeld, W. Eal Sasser, “Zero Defections: Quality Comes to
Services,” Harvard Business Review
 Loyal
customers are those who keep
coming back, spending more, and
bringing you new customers.
Tip_Customer_Satisfaction.ppt
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
3
Why are Customers Loyal
 Meet
Tip_Customer_Satisfaction.ppt
Customer Expectations
 Customer
Service Employees
 Customer
Focused Company
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
4
Customers are Loyal if their
Expectations are met

Customers expect:
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Attention to detail
Competitive pricing
Honor your promises
Shared sense of urgency
Prompt response and kept informed
Clearly-defined customer service policy
Reliable, superior products and services
Doing business with you will be effortless
Mistakes to be fixed quickly and to the their satisfaction
Anticipation of needs and going out of your way to meet them
“Treat your customers like your friends and they will always come back.”
Tip_Customer_Satisfaction.ppt
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
5
Customers are Loyal if You
Exceed Expectations
 Meet
Expectations
 The product performs and is reliable
 The services is excellent
 Exceed Expectations
 provide products & services the customer
value
Tip_Customer_Satisfaction.ppt
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
6
Do You Know What Your
Customers Value?
 Plastic
Card Example
 Can be used as credit, debit, ATM &


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
Tip_Customer_Satisfaction.ppt
smart card
Can be swiped anywhere
Used at customer shops, send errorfree, timely statements
Not accepted at customer restaurants
Not misused in case card is lost
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
7
Customers are Loyal if you have
Customer Service Employees
Customer Service Employees are all employees
interacting at the “Customer Contact Points.”

They are:
Skilled in providing
Customer Service
 Align behaviors to
Company Values (honesty,
teamwork, partnering, creativity, etc.)

Tip_Customer_Satisfaction.ppt
Recognized for providing
service
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
8
Do You know your
Customer Contact Points?
The customer will get an impression of the quality
of your service any time the customer comes into
contact with any aspect of your organization. It
may not be the time or place you intended.

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They call the shipping office, not customer service.
They ask the housekeeper not the front desk.
They talk to the secretary not the account manager.
These are the interactions that shape the
customer’s impression of your company!
Tip_Customer_Satisfaction.ppt
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
9
Employees Deliver What
the Customer Needs!
 Harley
Davidson
 A “Superior Customer Engagement” is one
delivered through “Liberating people to do
what’s right for the customer – instinctively.”
 Southwest Airlines
 “Employees will be provided the same
concern, respect, and caring attitude within
the organization that they are expected to
share externally with every Sourthwest
customer.”
Tip_Customer_Satisfaction.ppt
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
10
What Are You Rewarding?

Employees at all levels need to know
 Customer service is a top priority
 They will be rewarded for doing what is right for
the customer!
• Informal Rewards
•
 What questions do you ask?
 What do you notice and mention?
 What do you praise?
Formal Rewards
 Performance assessment
 Bonuses
 Awards
Tip_Customer_Satisfaction.ppt
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
11
Customers are Loyal if you
have a Customer Focus Company
It’s not enough to have employees that know how to
provide excellent service – you also need the systems
and management support to back them up!
Customer Focused Company
 Skilled personnel
 Rewards system that supports service
 Management practices to support service
 Information systems and policies to support service
Tip_Customer_Satisfaction.ppt
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
12
Characteristics of a Customer
Focused Company

Leadership behaviors reflect brand values and
customer needs
 Work in partnership with the customer for
mutual benefit
 Builds customer trust and cooperation through:
 accessibility, responsiveness, knowledgeable people,
promptness, kept promises, kept informed, etc.

High standards for service exist and are known
by all employees
 Continuous Customer & Employee Feedback
 Customer satisfaction skills training are
provided for all employees
Tip_Customer_Satisfaction.ppt
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
13
Bradley Lambert, Inc
Bradley Lambert, helps its
clients:
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Determine how to provide
exceptional customer service
Train employees to provide
customer excellent service
Implement key steps to
becoming a customer focused
company
http://www.bradleylambert.com/
Tip_Customer_Satisfaction.ppt
How the most
powerful companies
get that way!
Copyright 2002 Bradley Lambert Inc.
6151 W. Century Blvd., #1110, Los Angeles, CA 90045
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