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“Defining the Customer gExperience”p
D B dDave BrandonBPAA 2012 B li S itBPAA 2012 Bowling Summit
The Meritage ResortNapa Valley, CaliforniaJ 22 25 2012January 22‐25, 2012
Full Disclosure Statement
“I have no expertise in your industry. I have
never written a book…and I don’t intend to do
! d d d f hso! However, I do understand some of the
challenges you face in your industry, and Ichallenges you face in your industry, and I
hope some of the things I have learned will
add some value as you “change to grow!”
D B d‐ Dave Brandon
Defining the Customer Experience…
• An unconventional choice – “figure it out!”
• What experiences can I bring to this topic?
• Creating a “Culture of Change”Creating a Culture of Change
• Managing Complex Change – A process!
• The Product Life Cycle
“ h ”• “The Stress Curve”
• You have to have a plan!You have to have a plan!
• Questions ????
An Unconventional
ChoiceChoice . . .
What Experiences Do I Bring to this Topic?
What Experiences pDo I Bring to this Topic?
What Experiences pDo I Bring to this Topic?
What Experiences pDo I Bring to this Topic?
Creating a Change Cultureg g
It all starts with strong hiring standardsg g
Assemble a team ready to challenge the status quo and change!status quo … and change!
Benchmark against the very best!
Be nimble… react to change with speed!
“You will either get better … or you will get worse” … Grow!!!
The Tip of the Iceberg
Resume Review
Phone/Video Interview
Face-to-Face Initial Interview
Reference ChecksReference Checks
Follow-Up Interview(s)
B k d Ch kBackground Checks
Spousal/Partner Meeting
Job Offer
The Tip of the Iceberg
Managing Complex Changeg g p g
Case for Change Vision Skills Incentives Resources Action Plan ChangeCase for Change Vision Skills Incentives Resources Action Plan Change
Vision Skills Incentives Resources Action Plan Status Quo
Case for Change Skills Incentives Resources Action Plan Confusion
Case for Change Vision Incentives Resources Action Plan Anxiety
Case for Change Vision Skills Resources Action Plan Gradual Change
Case for Change Vision Skills Incentives Action Plan Frustration
Case for Change Vision Skills Incentives Resources False Starts
Human Resources as a Strategic AdvantageThe Product Life CycleAdvantageThe Product Life Cycle
Birth Growth Maturity Death
Human Resources as a Strategic AdvantageAdvantage
“If you don’t know what t d kto do…ask your customer!”customer!
Sam Walton
A case study…..A case study…..
W A li h d G t ThiWe Accomplished Great Things…
Turnover reduction
Talent acquisition
Growth of market share – sales – profits
O /Sh h ld l tiOwner/Shareholder value creation
Wealth transfer to employees & familiesp y
But Things Started Getting TougherBut Things Started Getting Tougher…
Growth slowed!
Domestic sales went negative!
It felt like the decline stage of the product life cycle had arrived!!
What should we do?
I called itI called it,“Change to Grow”Change to Grow
We InvestedWe Invested…
(When others didn’t!)(When others didn t!)
In Our Team…
P l Pi liPeople Pipeline
Rising Talent
Salary Increases (pay for performance)performance)
Re‐set Annual Bonus T tTargets
In Our Franchisees…
I d O ti E l ti R tIncreased Operations Evaluation Report frequency and standards
Franchisee re‐certification training program
Franchisee profitability initiativesFranchisee profitability initiatives
“Learn new tricks”
Become “multiple ball jugglers”s”!
In Product R&D…
In Product R&D…
In Technology…gy
In Technology…gy
In Technology…gy
In Technology…gy
In Marketing…g
More weeks on TVMore weeks on TV
Sharper research / analytics
Deeper involvement inDeeper involvement in the “new media”
Sh t “ l ” t thShout “value” to the consumer!!
We Worked to Be Nimble & Quick!
Consumers change fast!Consumers change fast!
“Go to market” quickly
Be flexible – Don’t fear change!change!
Not all BIG ideas require BIG !!money!!
Did it Work?
Growing salesGrowing sales
Positive trafficPositive traffic
Growing domestic business again!Growing domestic business again!
The culture is strong and so are the results!The culture is strong…and so are the results!
Organizational Behavior/Performance“The Stress Curve”The Stress Curve
100 100
orm
ance
irabi
lity
Perf
o
Des
0 0
Anxiety - Stress - TensionLo Mid Hi
0 0
• 80 % of all bowlers < 44
• From 12,000 centers to approx. 5,200
• 70 million people bowl every year + 40 % since 1998year … + 40 % since 1998
• Intense competition –l k f i llack of price leverage
Your Challenges and Opportunities:
• Identify where YOU are on the Product Life Cycle
• Renew/Refresh/Extend your Brand and Business
• Listen to your Customers (current and prospective)
• Create a Culture of Change – Change to Grow!
• Be Bold – Invest in your Future
d h k h !• Create a PLAN and Benchmark Against the Very Best!
Questions????