Matt FlemingPresident, MidwayUSA

Customer Engagement:Building a Customer-Focused Culture

Customer

Engagement

Processes

Building a

Customer-Focused

Culture

• 7 Different Categories in the Baldrige Criteria

– Customer Focus is #3

• 30 Different Leadership and Management Principles in Baldrige

– Customer Engagement is #17

Baldrige in Perspective

• Category 3 Overview– This category examines how your

organization engages its Customers for long-term success

– A solid Customer Engagement approach includes:

• Listening to and learning from Customers• Building relationships with Customers• Using Customer information to make

improvements (innovation)

Customer Focus

• Satisfaction– Meeting Basic Requirements– Lack of Dissatisfaction

• Engagement– Customer Loyalty– Customer Retention– Customer Advocacy

Going from Satisfaction to Engagement

• Building a Strong Customer-Focused Culture starts at the top– This is actually part of the Strategic Planning

Process• Mission Statement• Customers and Customer Segments• Company Goals• Customer Key Requirements• Strategies• Results Review

Set the Direction

Set the Direction

• Once the direction is set, Processes have to be designed to align with the direction– Customers come first– Hire and Develop the right Employees that fit

your culture– Build an Environment that allows for Empathy

• Industry Involvement• Cross Training• Customer Focus Time

– Communication (Deploy, Deploy, Deploy)

Build the Culture

• Listen and Learn– Customer Satisfaction Survey– Larry Line– Customer Complaint Management Process– Customer Focus Time– Social Media (Facebook, YouTube, Industry

Websites, Blogs)

Design and Execute Processes

• Determine Satisfaction and Engagement– Customer Satisfaction– Customer Dissatisfaction (Complaints)– Customer Loyalty– Customer Retention– Customer Advocacy

Design and Execute Processes

• Product Offering and Customer Support– Products– Services/Customer Support– Customer Policies– Customer/Market Data/Information

Design and Execute Processes

• Build Relationships– Founder and CEO as Brand Representative– Meet & Greets at Trade Shows and

Conventions– GunTec Content (“How-To Videos”)– Key Community Support– Social Media– Innovation

Design and Execute Processes

• Are you the same as others?

• Are you special?

• MidwayUSA’s Customer Value Proposition– Just About Everything

– Promotions

– Fast Shipping

– Knowledge/Information

– Larry Potterfield as Brand Representative

– Key Community Support

Customer Value Proposition

Customer Engagement

Questions?