Today: 487.5.96 Focus on the Customer What is "Customer-Focused"? n The customer is always right? n The customer is our reason to "be" n Serve the customer and thrive; fail the customer and fail As a broadcaster.... Who are your customers? n Viewers? n Listeners? n Advertisers? n Stockholders? n Community leaders? As a broadcaster... n What do you owe your customers? n What do you provide that no one else provides? n Why are you in this business? As a viewer... n Do you control what you see? n If you call to complain, what happens? n Are all the members of your family well served? Children, older adults? Customer service challenges n Customers are demanding n Customers know what they want, sometimes can't describe it n Service perceived as ÒservitudeÓ in our culture Customer service challenges n Needs of the customer change n Organizations tend to organize for themselves, not customers o i.e., the office at lunch What do customers want? n quicker, better, cheaper n choices, control n bills they can understand n to be delighted How to achieve this? n Know your customers n Put customers ahead of process, staff, everything n Seek data, use data n Listen to the customer n Solicit customer feedback ...then use it n Reward customer service Envisioning the future: You tend to see what you know n Broadcasters, cable see 1-way communciations, mass audiences n Telcos see 2-way connections n Computer companies see servers and data access What do YOU see? Consider: n $ 4B video games n $12B video rentals n $65B home phone bills n $70B catalog sales Other factors... n resistance to a la carte pricing n 39% of America still uncabled n mass audiences still desirable n we still seek shared experiences n we still want to go out n time doesn't expand What are the Òkiller appsÓ? n Movies n Connections to others n Education--so they say n Convenience in all things n Shopping What to look for n Something useful n Something fun n Something that can be measured, i.e., priced for sale Words for the Day Spend time every month on the front line-- answering customer calls, taking orders. ThereÕs no substitute for customer contact.