endorsement is the goal !
DESCRIPTION
Endorsement Is The Goal !. Endorsement vs. Satisfaction. Client Endorsement Easier (and cheaper) to sell our services to existing clients. Lots of references and referrals. New clients are a result of references and referrals. Clients turn into your salespeople. - PowerPoint PPT PresentationTRANSCRIPT
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
1April 20, 2023
EndorsementEndorsement Is The Goal !Is The Goal !
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
2April 20, 2023
Endorsement vs. SatisfactionEndorsement vs. Satisfaction
Client Endorsement
Easier (and cheaper) to sell our services to existing clients. Lots of references and referrals.
New clients are a result of references and referrals.Clients turn into your salespeople.
“Satisfied” clients will go elsewhere (and they won’t tell you).
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
3April 20, 2023
Why Measure Client LoyaltyWhy Measure Client Loyalty
To measure what matters.
Traditional client surveys don’t work.
We need a regular reporting system, viewable by all.
We must to make it simple enough that it can be a part of every project.
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
4April 20, 2023
The Ultimate QuestionThe Ultimate Question
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
5April 20, 2023
The Ultimate QuestionThe Ultimate Question
There’s something terribly ironic about the runaway popularity of Jim Collins’s fine book, Good to Great.
One can imagine CEOs all over the world staying up late plotting how their own companies can make the big leap.
Meanwhile, clients would be ecstatic if all those companies would just move up the scale from lousy to not-too-bad.
Fred Reichheld
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
6April 20, 2023
So What Is The QuestionSo What Is The Question
Just 2 questions (one and a why) in about 2 minutes.
“On a scale of 0 to 10, how likely is it that you would recommend us to a friend or colleague?”
“What’s the main reason you’ve given us that score?”
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
7April 20, 2023
Scoring the Ultimate QuestionScoring the Ultimate Question
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
8April 20, 2023
Net Promoter ScoreNet Promoter Score
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
9April 20, 2023
So What Is A Great ScoreSo What Is A Great Score
Harley-Davidson 81
Costco 79
Amazon.com 73
eBay 71
Apple 66
Intuit (TurboTax division) 58
FedEx 56
Southwest Airlines 51
Dell (pre 2005) 50
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
10April 20, 2023
Not So GreatNot So Great
Hewlett-Packard (PC division) 25
Compaq (pre-HP) 5
Northwest Airlines 4
TWA -2
Met Life -5
AOL -10
Hertz (UK) -20
Cell phone company (unnamed) -28
British public utility (unnamed) -80
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
11April 20, 2023
These Days Clients Are…These Days Clients Are…
Smarter
Leaner
Price Conscious
Lower Morale
Hit On MoreBy Competitors
PoorService
MoreDemanding
LessForgiving
Harder toSatisfy
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
12April 20, 2023
What’s DesiredWhat’s Desired
Know Me
Understand Me
Lead Me
Help Me
Serve Me
NOW !NOW !
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
13April 20, 2023
What Is The Right Attitude ?What Is The Right Attitude ?
Understanding the ClientBeing Prepared to Serve ClientsHelping an Angry Client ImmediatelyAsking Clients for InformationListening to ClientsBeing Responsible for Your Actions when a Client CallsLiving up to Your CommitmentsBeing MemorableSurprising ClientsStriving to Keep Clients for LifeGetting Unsolicited Referrals from Clients…Regularly!
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
14April 20, 2023
Achieving The GoalAchieving The Goal
EndorsementEndorsement is the most difficult of Client is the most difficult of Client Service goals to achieve. But once you have Service goals to achieve. But once you have it, you have something your competition it, you have something your competition Will never have …..Will never have …..
The Next Order !The Next Order !
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
15April 20, 2023
Who’s Perspective MattersWho’s Perspective Matters
In the end, the In the end, the onlyonly perspective perspective that matters that matters Is the Client’sIs the Client’s
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
Six Principles Of LoyaltySix Principles Of Loyalty
16April 20, 2023
Play toPlay toWin / WinWin / Win
BeBePickyPicky Keep itKeep it
SimpleSimple
Reward The
Reward The
Right Results
Right Results
Listen Listen HardHard
TalkTalkStraightStraight
PreachPreachWhat YouWhat YouPracticePractice
LoyaltyLoyalty
Copyright © 2006 Larry Coppenrath, All Rights Reserved
THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
17April 20, 2023
Universal MissionUniversal Mission
Treat every client in such a memorable Treat every client in such a memorable way that when the transaction is way that when the transaction is complete, the client tells someone else complete, the client tells someone else how how GREATGREAT an experience it was ! an experience it was !