5 decisions of beloved and

prosperous companies.

EARN Your Customers’ Rave

CLARITY

By Jeanne BlissCustomerBliss

22% Sparked by Advertising

BELIEVE

78% Sparked by

Something Else

Source: Keller Fay “Talk Track” Report 2009

WOM

CLARITY

1. Believe2. Clarity3. Real4. Be There 5. Say Sorry

CLARITY BELOVED & PROSPEROUS

CLARITY

PROSPERITY

CLARITY

Do your customers feel trusted

by your organization?

Are you deliberate about sharing information?

Do you believe that trust is reciprocated?

BELIEVE

BELIEVE

Do employees sense that you

believe in them?

Do you choose to elevate the dignity of employees by

removing unnecessary rules and policies?

CLARITY OF PURPOSE

Is there clarity that customers

are an asset, not a cost center?

Are decisions and choices guided by investing in these

relationships?

CLARITY OF PURPOSE

Across your company – is everyone

clear about your purpose in

supporting customers’ lives?

Does decision making align to this purpose, to this promise?

REAL

Do you choose to reinforce

empathy in employee training and

development?

Do you compete on humanity and service?

Can you drop the corporate veneer?

REAL

Are you deliberate in selecting

people who reflect your values,

passion & purpose?

BE THERE

Do you operate, guided by legacy

industry practices? Or do you decide

to break from tradition?

Are you there for customers, on their terms?

BE THERE

Do you consistently deliver across

your business, in a unified manner?

Do you choose collaboration for the sake of your customer experience?

SORRY

When failures occur, do you act

decisively, and in your customers’

best interest?

Do you take accountability and action without pressure?

SORRY

Do you screen every day to know

what events disappointed

customers?

Do you wait for customers to tell you what went wrong?

Insert video

CLARITY BELIEVE

CLARITY BELIEVE

WHY We Decide to Believe:

Lifetime Value of your Customer?• Zane’s Cycles ~ $12,500• Automobile Dealer ~ $500,000• Pizza Restaurant ~ $25,000• Tropicana Orange Juice ~ $32,500

CLARITY BELIEVE

CLARITY BELIEVE

CLARITY BELIEVE

Trusted Customers Only Take What They Need.No Nickel & Diming, No Fine Print.

Guerrilla Marketing(The best value package available)

– Lifetime Free Service– Lifetime Parts Warranty– 90 Day Price Protection

CLARITY BELIEVE

Help!Hire nice people and train them about the products.

Trust them.

CLARITY BELIEVE

Impact: 23% Growth every year for 29 years.

45% percent margins.$15 million in sales with a single store.

The only difference between us and our competitionis the service that we offer!

CLARITY SORRY

SORRY

CLARITY SORRY

CLARITY SORRY

Impact:Decide to Say “Sorry” Creates Confidence, Trust, and Loyalty

Stimulates Repeat Business

70% of Customers Contacted Return and Bring Others With Them

Generated net-positive ROI every month

Net Positive Revenue in 2009 exceeding $1.7 million

Positive Story-Telling by Customers and Media

CLARITY BELOVED & PROSPEROUS

● Facilitate the financial security of our members and their families.● Provide a full range of highly competitive financial products and

services.● Be the provider of choice for the military community.

OUR MISSION

CLARITY CLARITY OF PURPOSE

USAA executives aboard USS Ronald Reagan

Relentless Focus on Members

CLARITY CLARITY OF PURPOSE

Relentless Focus on Members

Memorial Day

Veterans Day

Missing in Action Table

CLARITY CLARITY OF PURPOSE

3333

Losing my arm would be a catalyst for the rest of my life. If I can’t jump out of planes and I can’t be with my soldiers in combat, then I need to do something where I can help other service members. Who better to help our members than someone who’s been through the same experience? - Brian Neuman, USAA employee

- Former Army Ranger, Wounded Warrior

““

CLARITY of PURPOSE

BE REAL

CLARITY BE REAL

Unleash Passion in Employees

Connect with members to create:● Understanding● Empathy

Impact:Decide to be “Real”

●97% of our customers stay with us each year.

●MSN Money ranked USAA as #1 in 2009 Customer Hall of Fame.

●USAA among the top two BusinessWeek “Customer Service Champs” for the past 3 years.

● #1 on Forrester’s 2009 Customer Advocacy report.

● #1 in customer loyalty on 2009 Net Promoter® ranking.

CLARITY BE REAL

USAA is the best relationship

(next to my wife / she’s sitting

next to me) I’ve had my entire

life.- Survey response from 40-year member

“ “

CLARITY BE REAL

Key Takeaways:

● Have a mission that matters.● Know your customers.● Unleash your employees.

CLARITY

CLARITY

Jeanne Bliss

CustomerBliss

www.CustomerBliss.com

www.Twitter.com/JeanneBliss