Lean in the Office
June 11 - 12 - 13, 2008
with Jerry McCormick
President, J. D. McCormick & Associates
Registration & Details here!
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Paranet is Happening!
There is so much going on at Paranet these days, it is getting hard to keep up!
1. Our Syati Center is starting a new Leadership Development Network (see the Syati LDN page for a description and registration).
2. The Syati Center is also announcing the beginning of an exciting new network, the Sales Development Network (see the Syati SDN page).
3. We're kicking off the brand new Paranet Lean University as a new division focused on helping our companies be successful in transforming, changing, improving... in short, effectively incorporating Lean principles into their business models. See the Lean U sidebar on our Lean Implementers page.
4. We have begun the most ambitious season in our history with seminars, workshops, panel discussions, Lean showcases, and ParaTours. Please make it a point to come back to our Events Calendar on a regular basis to see what's next in knowledge sharing.
If you missed our Customer Loyalty SIG last month, here's a sample of what you missed:
Jerry Fons of Executive Power, LLC., along with Judson Luke and Dean LePoidevin of The LePoidevin/Rickinger Group, presented an inspiring session on how Customer Satisfaction is not enough anymore. Customer Loyalty is the watchword for successful businesses.
The presenters outlined why Customer Loyalty makes sense for businesses, they discussed statistics that support the value of implementing a Customer Loyalty Strategy in your business, and they outlined a 5-step process for implementing it. Here is some of what was said:
- Research has found that Companies that measure and focus on Customer Loyalty:
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Spend significantly less on marketing/advertising because they have significant Word-of-Mouth Marketing from their Loyal Customers
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Are likely to have 25-100% more profit from Existing Customers over the customer's lifetime.
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Spend significantly less time attracting new customers and more time developing existing customer relationships
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Have significantly lower employee turnover rates and the costs associated
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Experience faster, more profitable growth
- Just as Lean is not simply the responsibility of manufacturing, and Quality is not simply the responsibility of QA, Customer Loyalty is not just the responsibility of the Sales and Marketing department, or the Customer Service Department. It is the responsibility of Every Employee in the Company, AND it is Systemic to your organization.
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Creating a Customer Loyalty Culture in your organization requires commitment - and it requires the focus reserved for Key Strategic Initiatives.
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Customer Loyalty is the result of first creating Employee Loyalty. Your employees are the ones touching your customers every day at multiple Points of Connection -- how are they doing with that?
A 5-Step Process
- There is a 5-Step Process for creating a Customer Loyalty Culture
1. It Begins with the Brand
- Align your brand to your organization's vision, mission and values
- It is not just the logo, it is the emotional message you want your customers to see, hear and feel
2. Secondly, you must evaluate ALL Points of Connection with your Customers
- Send a consistent message to your customers
- What Emotions do you want them to feel?
- What Behaviors do you want your people to exhibit? What do you want them to stop doing?
3. Third, your Connection Processes must be evaluated
- What resources and processes are needed to allow the appropriate behaviors at all Points of Connection?
- What processes and measures are in place now that restrict appropriate behaviors
4. Fourth is Leadership
- Hiring the Right People -- Do they fit the needs? (Hire Slow, Fire Fast)
- Setting Clear Expectations and Holding Everyone Accountable
- Giving Consistent and Regular Feedback
5. And Finally, Your Internal Customers (Your Employees)
- Teach Behaviors, not Scripts
- Allow for Involvement and Recognition
- Align Measurement and Reward systems with Customer Loyalty and not simply Profit
Finally, the presenters discussed how to regularly Measure the Customer Loyalty Score so that you have a Critical Dashboard Measure to monitor your success. The Loyalty Leaders who do so, have seen significant gains in Growth, Revenues and Profits.
Now here's the good news! SYATI can help you create a Customer Loyalty Culture by assisting you with each of the 5 Steps of the model:
- Brand Strategy Planning -- Syati in partnership with LePoidevin/Rickinger will facilitate your Branding Models and Strategic Initiatives associated with your Brand.
- Points of Connection Management Awareness Workshop -- Syati Coaches will facilitate a 2-day workshop for your executive management team determine all Points of Connection, what you want them to be, and how to leverage them to create Customer Loyalty.
- Lean Loyalty Process Implementation -- Syati Coaches will help you assess your existing Customer Loyalty processes and implement lean applications to streamline them for the greatest Customer Experiences.
- Leadership Focus in a Loyalty Organization -- Syati Coaches will help you implement practices regarding talent acquisition, talent development, consistent expectations and accountability practices throughout your Leadership ranks.
- Customer Loyalty for Internal Customers -- Syati Coaches can help you train and develop your internal customers to make sure they provide the ultimate External Customer Experience every day.
If you would like more information on the Syati Customer Loyalty program, pleasee let us know by emailing Jane Kimball at jkimball@paranetgroup.com.
