1 2007 appa national conference 25 june, 2007 presented by: will guild, ph.d. and keith owen, ph.d....
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2007 APPA National Conference25 June, 2007
Presented by:Will Guild, Ph.D. and Keith Owen, Ph.D.
SomersetGuildwww.somersetguild.com
The Road toThe Road toCustomer Loyalty and SupportCustomer Loyalty and Support
© 2007 SomersetGuild2
Who are These Guys?Who are These Guys?
Consultants with over 25 years experience conducting hundreds of research studies for industries such as utilities, oil and gas, technology, and health
Clients have included:• LCRA • Nebraska Public Power• TXU• Reliant Energy• Bluebonnet• American Electric Power
© 2007 SomersetGuild3
Building loyalty creates ‘trust credits’
Trust credits can be ‘redeemed’ when:• You need support in a bond election to make
capital improvement
• You need a rate increase
• You experience reliability issues
• Competition should occur
Why You Must Care aboutWhy You Must Care aboutCustomer Loyalty and SupportCustomer Loyalty and Support
© 2007 SomersetGuild4
Necessary, but not enough to create customer loyalty and support
Satisfaction is volatile; customer loyalty and support is more enduring
You can develop customer loyalty and support by managing the experiences that create it
Satisfaction Is Not EnoughSatisfaction Is Not Enough
© 2007 SomersetGuild5
The Road toThe Road toCustomer Loyalty and SupportCustomer Loyalty and Support
Delivering on Needs and
Expectations
© 2007 SomersetGuild6
Not All Organizations Are EqualNot All Organizations Are Equal
Expectation Scores
Lo
yalt
y S
co
re
1
2
3
4
5
6
78
9
10
11
12
13
14
15
1618
19
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21
17
Excellent
ExcellentPoor MeanPoor
Mea
n
© 2007 SomersetGuild7
CreatingCreatingCustomer Loyalty and SupportCustomer Loyalty and Support
Creating Emotional
Connectedness
1. Delivering on Needs and Expectations
© 2007 SomersetGuild8
Creating Creating Customer Loyalty and SupportCustomer Loyalty and Support
Creating Emotional
Connectedness
1. Delivering on Needs and Expectations
© 2007 SomersetGuild9
CreatingCreatingCustomer Loyalty and SupportCustomer Loyalty and Support
ShowingYou Care
1. Delivering on Needs and Expectations
2. Creating Emotional Connectedness
© 2007 SomersetGuild10
Creating Creating Customer Loyalty and SupportCustomer Loyalty and Support
ProvidingValue
1. Delivering on Needs and Expectations
2. Creating Emotional Connectedness
3. Showing You Care
© 2007 SomersetGuild11
CreatingCreatingCustomer Loyalty and SupportCustomer Loyalty and Support
1. Delivering on Needs and Expectations
2. Maintaining Emotional Connectedness
3. Showing You Care
4. Providing Value
Loyal, Supportive Customers
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The Road toThe Road toCommitted Motivated EmployeesCommitted Motivated Employees
© 2007 SomersetGuild13
Customer Loyalty and Support: Customer Loyalty and Support: A Function of Level ofA Function of Level of Employee Commitment and Employee Commitment and
MotivationMotivation
© 2007 SomersetGuild14
The Distribution of Employee Attitudes The Distribution of Employee Attitudes toward Their Organization toward Their Organization
© 2007 SomersetGuild15
The Road toThe Road toCommitted Motivated EmployeesCommitted Motivated Employees
Providing Meaning
© 2007 SomersetGuild16
The Road toThe Road toCommitted Motivated EmployeesCommitted Motivated Employees
Creating a Sense of
Belonging
1. Providing Meaning
© 2007 SomersetGuild17
The Road toThe Road toCommitted Motivated EmployeesCommitted Motivated Employees
Enabling a Sense of
Accomplishment
1. Providing Meaning
2. Creating a Senseof Belonging
© 2007 SomersetGuild18
The Road toThe Road toCommitted Motivated EmployeesCommitted Motivated Employees
Ensuring Fairness, Health,
and Safety
1. Providing Meaning
2. Creating a Senseof Belonging
3. Enabling a Sense of Accomplishment
© 2007 SomersetGuild19
Research and Change Pays OffResearch and Change Pays Off
Measure Change
Safety +88%
Customer Satisfaction +80%
Productivity +90%
Long Term Goals Reached +63%
© 2007 SomersetGuild20
The Road toThe Road toCommitted Motivated EmployeesCommitted Motivated Employees
1. Providing Meaning
2. Creating a Senseof Belonging
3. Enabling a Sense of Accomplishment
4. Ensuring Fairness, Health, and Safety
Committed Motivated Employees
© 2007 SomersetGuild21
An Integrated ApproachAn Integrated Approach
Loyal, Supportive Customers
Delivering on Needs and Expectations
Maintaining Emotional Connectedness
Showing You Care
Providing Value
Providing Meaning
Creating a Senseof Belonging
Enabling a Sense of Accomplishment
Ensuring Fairness, Health, and Safety
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2007 APPA National Conference25 June, 2007
Presented bySomersetGuild
www.somersetguild.com
The Road toThe Road toCustomer Loyalty and SupportCustomer Loyalty and Support