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
 Customer
satisfaction
 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
 Customer
satisfaction
 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
 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
 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!

 Customer
satisfaction
 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
 Customer
satisfaction
 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
 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
 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
 Added value satisfies customers

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

Delivery: Literature:
•Quicker •More informative
•More Frequent •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
– Connexions
To 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 the
Youth Department at
Exeter 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 800 hours in 5 years

2009 / 2010 4176 in 10 years

Football Homework to be introduced 1800 hours in 10 years

2009 / 2010 plus Football Homework 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 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
PLAYER

Parent School

Football
Club
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 STAFF
Chris Eveleigh, Arran Pugh, Matt Micklewright, Mitch O’Donnell and
Sam Brunt
Eric Harrison produced the players Alex Ferguson produced the trophies
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
British Heart Foundation
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!!