Customer Satisfaction

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Presentation DCC

• Customer Satisfaction

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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

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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...

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

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• 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

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• 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

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

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Sometimes customers returning is not a good
thing!!!
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Communication
Value
Quality
Customer is King
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
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Communication
Value
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
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• 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

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Value
Communication
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
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• 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!

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Value
Communication
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
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• 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!
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Communication
Value
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
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• 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!
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Communication
Value
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
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• 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
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Communication
Value
Communication
Quality
Customer is King
Innovation
Customer satisfaction
Innovation
People
Market Place
Does it work?
Benefits and Solutions
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• 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

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Communication
Value
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
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• 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

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Communication
Value
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
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• 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

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Value
Communication
Communication
Quality
Customer is King
Innovation
Innovation
Customer satisfaction
People
Market Place
Does it work?
Benefits and Solutions
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• 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

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

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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

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• 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!!

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• 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....

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Exeter City Youth Development
Simon Hayward Head of Youth
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Why does the Youth Department at Exeter City
Football Club exist?
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TO CREATE PROFESSIONAL FOOTBALL PLAYERS
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Expectations must meet reality because, approx.
95 of players in a Centre of Excellence do not
achieve a professional contract.
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The football
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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
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Youth Department Budget Football League grant
funding club contribution from Exeter City FC
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2008 / 2009 size of ECFC Youth Dept.
budget 91st out of 92 Football League clubs
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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
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The Player our customer
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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
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• 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

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• 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

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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
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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
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Eric Harrison produced the players
Alex Ferguson produced the trophies
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These players have helped us achieve
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What can these players help us achieve?
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• At Exeter City FC we satisfy many different types
  of customers.
• We occupy a vibrant and central position at the
  heart of our community

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

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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

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