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Customer Satisfaction

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Exeter City FC Chief Executive Norrie Stewart talks to the importance of customer satisfaction. – PowerPoint PPT presentation

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Title: Customer Satisfaction


1
Presentation DCC
  • Customer Satisfaction

2
Presentation purpose
  • -Describe the fundamentals of customer
    satisfaction as practiced in the private and
    commercial sectors....products
  • -Encourage you to consider the transferability to
    local authority.... services
  • -Describe customer satisfaction as delivered by a
    football club

3
Customer satisfaction
  • The private sector has recognised the importance
    of customer satisfaction for many years
  • Our customers have always had somewhere else to
    go.
  • A management guru explains it all...

4
  • There is only one valid definition of business
    purpose- to create a customer
  • Peter Drucker

5
  • However where one council had a monopoly with no
    competition.....
  • A local authority, told that its bus drivers were
    speeding past queues of people with a smile and a
    wave of the hand replied that its impossible for
    drivers to keep their timetables if they have to
    stop for passengers
  • Anon

6
  • Timetables, like league tables, dont always
    deliver satisfied customers
  • Customers can sometimes appear to be an obstacle
    to efficient services
  • Customer loyalty is the critical objective for
    businesses

7
  • Customer satisfaction can be defined as......
  • Selling goods that dont come back to customers
    that do
  • anon

8
Sometimes customers returning is not a good
thing!!!
9
Communication
Value
Quality
Customer is King
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
10
Communication
Value
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
11
  • Customer is King
  • We are all in the business of satisfying
    customers
  • Companies must involve all colleagues totally
  • Customer satisfaction has to be the main
    criterion of any business or authority
  • The customer is the most important asset of any
    enterprise
  • Like colleagues they must be
  • INFORMED ENGAGED EMPOWERED

12
Value
Communication
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
13
  • People
  • Customers are people
  • Companies are people
  • Therefore relationships can be developed around
  • Experience
  • Knowledge
  • Availability
  • Delivery of after sales service
  • Other users opinions
  • Test your product or service, from a customers
    perspective!

14
Value
Communication
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
15
  • Customers want Benefits and Solutions
  • Customer satisfaction is about problem solving
    and enabling achievement
  • What does your product or service really deliver?

Starbucks doesnt sell expensive coffee.
Starbucks solves the problem of where to find a
comfortable, relaxing, sociable environment,
where you can enjoy 40 minutes of friendly
conversation with friends....priceless!
16
Communication
Value
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
17
  • Customers need it to work

A product has 5 characteristics or
potentials 1 Design 2 Performance 3
Reliability 4 Maintainability 5
Delivery Each can satisfy or frustrate a
customer Check that your product/service does
the job!
18
Communication
Value
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
19
  • Market place

Customers form a market that needs to be
understood Fact finding Research Product
demand Forecasting Anticipate
change Development of product Stimulate
demand Evaluate How much? Budgeting What
Price? Pricing Policy Selling goods Sales
management Persuasive communication Advertising
Identify priorities and concentrate on perceived
weaknesses
20
Communication
Value
Communication
Quality
Customer is King
Innovation
Customer satisfaction
Innovation
People
Market Place
Does it work?
Benefits and Solutions
21
  • Customers want Innovation
  • Making some products at lower prices
  • Making new and better products
  • Creating and satisfying a new customer need
  • Finding new uses for old products

22
Communication
Value
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
23
  • Customers need Communication
  • The actual performance of a product is its most
    powerful communication
  • Word of mouth from users is key
  • The advert or launch is a promise, the product
    delivers it
  • Promise must have consistency with actual delivery

24
Communication
Value
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
25
  • Customers want Quality
  • Tough times mean durable, reliable and energy
    efficient products are sought out by consumers
  • Branding suggests, but does not guarantee quality
  • Poor quality....
  • Costs time
  • Costs money
  • Lost orders
  • Lost customers

26
Value
Communication
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
27
  • Added value satisfies customers
  • Product
  • Bigger
  • Simpler
  • More compact
  • More reliable
  • More convenient
  • More durable
  • Easier to maintain
  • Service
  • Friendlier
  • More imaginative
  • Literature
  • More informative
  • Better written
  • More visual
  • Delivery
  • Quicker
  • More Frequent

28
  • Somewhere between private industry and public
    service lies a unique hybrid.....
  • A football club

29
Exeter City FC-
  • No ordinary football club
  • Saved by its fans in 2003
  • The only club in the football league to be owned
    by its supporters
  • Has a unique role in the community
  • A desire to build on those links working with
  • Primary Care Trust
  • DCC
  • ECC
  • Environment agency
  • Exeter Leukaemia Fund
  • Connexions
  • To name a few.....
  • All of this through the medium and magic of
    football

30
  • We use this football club to
  • Change lives
  • Shape personality and character
  • Build team players
  • Promote health and fitness (DCC surveys most
    important criteria)
  • To create winners
  • To help teenagers (DCC surveys greatest need for
    improvement)
  • All to satisfy our customers!!

31
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36
  • This is what is our satisfied customers look like
  • This is why we were able to take 30,000 satisfied
    customers to Wembley Stadium
  • That is the asset that exists in this city,
    county and sub-region
  • Stadium redevelopment will ensure an even bigger
    role in the community
  • We have many different customers including our
    centre of excellence students....

37
Exeter City Youth Development
Simon Hayward Head of Youth
38
Why does the Youth Department at Exeter City
Football Club exist?
39
TO CREATE PROFESSIONAL FOOTBALL PLAYERS
40
Expectations must meet reality because, approx.
95 of players in a Centre of Excellence do not
achieve a professional contract.
41
The football
42
Contact Time
1998 / 1999 to 2003 / 2004 2009 /
2010 Football Homework to be introduced 2009 /
2010 plus Football Homework
800 hours in 5 years 4176 in 10 years 1800
hours in 10 years 5976 hours in 10 years
43
Youth Department Budget Football League grant
funding club contribution from Exeter City FC
44
2008 / 2009 size of ECFC Youth Dept.
budget 91st out of 92 Football League clubs
45
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46
Community partners / Team sponsors The Youth
Department runs 8 teams from Under 9s Under
18s We currently have one community
partner Charles Stanley This leaves 7 teams
where we are looking for support
47
The Player our customer
48
OUR ETHOS To look after the best interests of
every young player in our care To strive to
have as many of our young players as possible
become professional football players
49
  • Consistent messages to players and parents
  • enjoy the journey
  • work hard at school
  • education over football
  • give yourself the best chance, not just in
    football but in life

50
  • Demanding high standards from players
  • Attitude Behaviour
  • Respect
  • School grades
  • Dress Code presentation
  • Healthy positive lifestyle
  • Time keeping
  • Hard work
  • Represent the Football Club at all times

51
SAFETY NET AFTER CARE
Advanced Development Centre Under 9s Under
13s Retention Programme Under 14s Under
16s Exeter College Football Academy Under 17s
Under 19s
52
The success of the Clubs ethos in the past
Danny Clay
Elliott Frear
COACHING STAFF Chris Eveleigh, Arran Pugh, Matt
Micklewright, Mitch ODonnell and Sam Brunt
53
Eric Harrison produced the players
Alex Ferguson produced the trophies
54
These players have helped us achieve
55
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56
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57
What can these players help us achieve?
58
  • At Exeter City FC we satisfy many different types
    of customers.
  • We occupy a vibrant and central position at the
    heart of our community

59
Lets Kick Racism out of football
60
British Heart Foundation
61
Exeter City FC Ability Counts
62
Launch of Devon Poppy Fund
63
The Grecian Centre
64
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65
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66
  • We started with a bus journey... Not a good one
  • When you really satisfy your customers you can
    take the open top bus journey..

67
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68
Customer Satisfaction
  • Understand your market
  • Know your customer
  • Involve Engage Empower
  • It is the quality and fit for purpose of the
    product/service, that you provide that satisfies
    customers, and solves their problems

69
One last thing..... Make sure your parrot is a
healthy one!!
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