Rick Barrera - TouchPoint Branding!

Description
A BRAND is a promise of a GUARANTEED EXPERIENCE. Yet many companies still define the service EXPERIENCE as the human-to-human interactions that occur between the company’s front line associates and its customers. Customers, on the other hand, define a great experience as getting what they want, when and where they want it, with as little effort and hassle as possible. In some cases, that means with no human involvement at all!

To ensure the delivery of guaranteed experiences, leading edge companies are redefining the service experience at the intersection of three critical TouchPoints: The Offer TouchPoint, The Systems TouchPoint, and The Human TouchPoint. When UNIQUE CUSTOMER EXPERIENCES are built around these three TouchPoints, customers report better, more consistent service and companies report higher profits and more loyal customers.

Key Concepts
Customer service is no longer the responsibility of the front line or of the customer service department. Because customers have broadened and redefined their expectations for every product and service, every function and department must redefine their role in effective service delivery. Only when all departments work seamlessly together to create unique customer experiences that are consistantly deleivered can a company build a strong brand.

Inconsistency DESTROYS brand value
Since the greatest variability occurs in human- to-human contact, you must design systems and offers that minimize the value customers place on human TouchPoints to meet their needs
Large companies must build easily accessable human scale experiences for their customers rather than forcing the customer to navigate the
organizational labyrinth
Experiences must be designed to allow for scaleable, profitable growth
Recruiting and training of successful service professionals requires significantly more effort and investment than is typical in most companies
Customer service delivery is a profession and must be treated as such
Empowerment is not enough! Leaders must demand and measure front line accountability for branded service excellence
Front line teams must have input and control of the service process
Recovery strategies must be designed and in place BEFORE the front line requires them

Audiences
This topic is appropriate for anyone at any level who is interested in delivering UNIQUE CUSTOMER EXPERIENCES to their customers. Executives will find it a unique approach to brand building that involves EVERY department in a holistic approach to serving customers. Middle managers will find it a roadmap to customer service success. Front line service personnel will learn what they must do to ensure that they deliver consistently positive experiences with customers.

Participants Learn

How leading edge companies like British Airways, USAA Insurance, Dell Computer, Lexus, Amazon.com and Disney consistently deliver branded experiences that create loyal lifetime customers

How "great customer service" is being redefined

How to use non-conventional methodologies to fully comprehend the visceral nature of customers’ experiences

How the role of each department or function must change to deliver unique branded experiences

How to change your thinking about service delivery from the logical to the emotional

How to see your company through your customers’ eyes

Why the internal departments are the key to success

Why service failure is so prevalent

How to spread the service message internally and how to keep it alive and meaningful
The role of culture in service delivery and how to create a service driven culture
How to create customer rituals and "signature moments"
How to create unique offers
How to build customer friendly delivery systems How to invent a unique front line personality

Formats Keynotes/General
Keynote 45-90 minutes
Workshops 3-6 hours
"The TouchPoint Branding Experience " 3-5 days