Presentation DCC

Customer Satisfaction

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

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...

“There is only one valid definition of business purpose- to create a

customer”

Peter Drucker

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

• Timetables, like league tables, don’t always deliver satisfied customers

• Customers can sometimes appear to be an obstacle to efficient services

• Customer loyalty is the critical objective for businesses

Customer satisfaction can be defined as......

“Selling goods that don’t come back to customers that do”

anon

Sometimes customers returning is not a good

thing!!!

Customer satisfaction

Benefits and Solutions

People

QualityCommunication

Innovation

Market PlaceDoes it

work?

Value

Customer is King

Customer satisfaction

Communication

Innovation

Benefits and Solutions

People

QualityCommunication

Innovation

Market PlaceDoes it

work?

Value

Customer is King

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 beINFORMED ENGAGED EMPOWERED

Customer satisfaction

Communication

Innovation

Benefits and Solutions

People

Customer is King

QualityCommunication

Innovation

Market PlaceDoes it

work?

Value

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 customer’s perspective!

Customer satisfaction

Communication

Innovation

Benefits and Solutions

People

Customer is King

QualityCommunication

Innovation

Market PlaceDoes it

work?

Value

Customers want Benefits and Solutions

•Customer satisfaction is about problem solving and enabling achievement

•What does your product or service really deliver?

Starbucks doesn’t 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!

Customer satisfaction

Communication

Innovation

Benefits and Solutions

People

Customer is King

QualityCommunication

Innovation

Market PlaceDoes it

work?

Value

Customers need it to “work”

A product has 5 characteristics or potentials:

1: Design2: Performance3: Reliability4: Maintainability5: Delivery

Each can satisfy or frustrate a customer

Check that your product/service does the job!

Customer satisfaction

Communication

Innovation

Benefits and Solutions

People

Customer is King

QualityCommunication

Innovation

Market PlaceDoes it

work?

Value

Market placeCustomers form a market that needs to be understood

Fact finding ResearchProduct demand ForecastingAnticipate change Development of

productStimulate demand EvaluateHow much? BudgetingWhat Price? Pricing PolicySelling goods Sales managementPersuasive communication Advertising

Identify priorities and concentrate on perceived weaknesses

Customer satisfaction

Communication

Innovation

Benefits and Solutions

People

Customer is King

QualityCommunication

Innovation

Market PlaceDoes it

work?

Value

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

Customer satisfaction

Communication

Innovation

Benefits and Solutions

People

Customer is King

QualityCommunication

Innovation

Market PlaceDoes it

work?

Value

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

Customer satisfaction

Communication

Innovation

Benefits and Solutions

People

Customer is King

QualityCommunication

Innovation

Market PlaceDoes it

work?

Value

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

Customer satisfaction

Communication

Innovation

Benefits and Solutions

People

Customer is King

QualityCommunication

Innovation

Market PlaceDoes it

work?

Value

Added value satisfies customers

Product:•Bigger•Simpler•More compact•More reliable•More convenient•More durable•Easier to maintain

Delivery:•Quicker•More Frequent

Service:•Friendlier•More imaginative

Literature:•More informative•Better written•More visual

Somewhere between private industry and public service lies a unique hybrid.....

A football club

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– ConnexionsTo name a few.....

All of this through the medium and magic of football

We use this football club to:– Change lives– Shape personality and character– Build team players – Promote health and fitness (DCC survey’s most

important criteria)– To create winners– To help teenagers (DCC survey’s greatest need for

improvement)All to satisfy our customers!!

•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....

Exeter City Youth Development

Simon Hayward Head of Youth

Why does theYouth Department atExeter City Football

Club exist?

TO CREATE PROFESSIONAL

FOOTBALL PLAYERS

Expectations must meet reality because,

approx. 95% of players in a Centre of Excellence

do not achieve a professional contract.

The football

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

Youth Department Budget

=

Football League grant funding

+

club contribution from Exeter City FC

2008 / 2009

size of ECFC Youth Dept. budget

91st out of 92 Football League clubs

Community partners / Team sponsors

The Youth Department runs 8 teams from Under 9’s – Under 18’s

We currently have one community partner

Charles Stanley

This leaves 7 teams where we are looking for support

The Player – our ‘customer’

OUR ETHOSTo 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

PLAYER

Football Club

Parent School

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

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

SAFETY NET & AFTER CARE

Advanced Development Centre

Under 9’s – Under 13’s

Retention Programme

Under 14’s – Under 16’s

Exeter College Football Academy

Under 17’s – Under 19’s

The success of the Clubs ethos in the past

Danny Clay

Elliott Frear

COACHING STAFFChris Eveleigh, Arran Pugh, Matt Micklewright, Mitch O’Donnell and

Sam Brunt

These players have helped us achieve…

What can these players help us achieve?

At Exeter City FC we satisfy many different types of customers.

We occupy a vibrant and central position at the heart of our community

Lets Kick Racism out of football

Exeter City FC Ability Counts

Launch of Devon Poppy Fund

The Grecian Centre

We started with a bus journey... Not a good one

When you really satisfy your customers you can take the open top bus journey..

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

One last thing.....

Make sure your parrot is a healthy one!!