Customer Focus - Freese and Nichols, Inc

The LAMP Plan or Gold Sheet: – Focuses our plans on client needs. – Helps identify our strengths and weaknesses with the client. – Requires client tea...

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Customer Focus No Hedging on Customer Needs Pam Fry Marketing Manager

Freese and Nichols, Inc. • Multi-service engineering, architecture and environmental science firm • 117-year history means experience, strength and stability • 12 offices, all in Texas • More than 450 experienced professionals, technical experts and support personnel

Freese and Nichols, Inc.

Channel Restoration Provides Bridge over Troubled Water University Channel Erosion Restoration MARKETS: Municipal SERVICES: Storm Water, Construction Services, Environmental Science, Permitting, Structural

CI with Our Clients Net Bookings

$90 $80

Hedgehog Concept

Millions

$70

Client-Centered Marketing

$60 $50 $40 $30

Integrated Sales System New Internet Site

Client Sat Surveys

New Sales Structure

Client Seminars

$20 $10 $0 97

98

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01

02

03

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06

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Hedgehog Concept Be the very best at client service, resulting in long-term mutually beneficial relationships

Encourage Clients to Complain • Studies show that converted complainers are more loyal than any other type of client • Ask our clients how we are performing • Ask what we can do to improve our service

Client Satisfaction Surveys

5 4 3 2 1

Exceeds Expectations Very Satisfied Satisfied/Average Somewhat Dissatisfied Dissatisfied

Top Box 5 Measurements • Schedule • Budget • Understanding Client’s Need • Responsiveness • Communications

• Adaptability • Technical Proficiency • Innovation – Creative Approaches – Alternatives Discussed – Cost Savings recommendations

Online Real-time Results

Cumulative Client Survey Results for 2010

Client Satisfaction Survey Results Year

Number

Surveys Sent

Surveys Returned

Unique Clients

TB5 Rating

Return Rate in %

Top Box 5 %

Average Score

2010

Year 8

278

92

78

43

33.09%

46.74%

4.7

2009

Year 7

304

123

92

63

40.46%

51.22%

4.7

2008

Year 6

345

134

113

73

38.84%

54.48%

4.6

2007

Year 5

241

91

77

42

37.76%

46.15%

4.6

2006

Year 4

209

95

80

35

45.45%

36.84%

4.7

2005

Year 3

276

110

74

37

39.86%

33.64%

4.7

2004

Year 2

221

83

57

30

37.56%

36.14%

4.6

2003

Year 1

356

105

90

31

29.49%

29.52%

4.5

Overall Client Satisfaction Overall Client Satisfaction Overall Client Rating

5.0

 Good

4.5 4.0 3.5 3.0 2006 Municipal

2007 WD/RA

2008 Emerging

2009

2010

FNI Overall

How Clients Choose The single most important talent in selling professional services is the ability to understand the purchasing process (not the sales process) from the clients’ perspective.

Integrated Sales System

Miller-Heiman Sales Tools • Large Account Management Plan (LAMP)

• Strategic Selling

LAMP Plan (Gold)

SSO - Single Sales Objective Plan (Blue)

• Conceptual Selling Sales Call Plan (Green)

Sales Tools • The LAMP Plan or Gold Sheet: – Focuses our plans on client needs – Helps identify our strengths and weaknesses with the client – Requires client teams to work together – Step-by-step method of developing a sales and marketing action plan for this client – Helps identify other services which may benefit the client

LAMP Plan/Gold Sheet

• Client retention: • •

42% of Key Accounts for more than 30 years 71% of Key Accounts for more than 10 years

• Measure depth of relationship, building toward trusted advisor • Manage relationships with clients

LAMP Plan/Gold Sheet

• Define how you would like clients to view Freese and Nichols • Set goals to reach that position • Define Sales and Support programs such as FN University classes, key client visits

LAMP Plan/Gold Sheet

• Action plan – electronic reminders • Build a client-centered culture • Share with project team so all are in sync regarding client relationship development

Sales Tools • Strategic Selling focuses on projects called SSOs (Single Sales Objectives) – SSO Plans (Blue Sheets) help define a process to position us for winning the project – Helps develop a strategy to build relationships and prepare to win the project long before an RFP is issued

SSO/Blue Sheet

• Help manage client relationships • Define clients roles, area of influence, needs and wants • Provide an opportunity to better understand client purchasing decisions

Sales Tools • Conceptual Selling focuses on Sales Calls – The Sales Call Plan (Green Sheet) provides an outline for planning a sales visit – Provides a format to help build credibility – Teaches a questioning technique that is conversational and provides much more relevant information

Sales Call Plan/Green Sheet

• Helps manage client communications • Listening to clients needs, wants • Building credibility • Providing opportunities for clients to express concerns, satisfaction or dissatisfaction

Integrated Online System

Projected Bookings

 Good

07

08

09

J

F

M

A

M

YTD Bookings Remaining 2010 SSOs YTD Bookings Target

J

J

A

S

O

N

WBNA (2010 & Prior) Past Due SSOs

D 2011

Continuing Our CI Journey • Improvements to Customer Listening – Client Think Tank Panels – Proposal Debriefings

• Client Satisfaction Survey Revisions – Comparative Questions – Added Data Point

Thank You Questions