[MUSIC] [SOUND] Managing client expectations and satisfaction is not an easy thing. I remember when I was a CIO, and every month, I was getting the satisfaction reports from my clients. I would always make sure I would groom, take a good glass of wine, and then start to read the document. Because of course it's very difficult that, to have everyone satisfied. So, how can we do it to really manage grand expectation? And can we really increase satisfaction? We believe we can, but you have to follow a few rules. To give you an example, I would like to share with you a story that happened to one of my friends. He was CIO a very big escrow company and the new CEO was appointed. The new CEO would begin on first of January. But as he was free, he decided from first of November to tour the company for two months. He went to see the CIO, and ask him for a laptop and a smart phone. The CIO of course provided him with a laptop and a smart phone. But he did something more. You said to the CEO, you're gonna be a bit alone touring the company, and I will provide you with good service so that you will make sure that whenever you need something, call this number, and someone will answer to you immediately. Actually the person was answering immediately, was not on a remote location. This person was following the CIO wherever he went. It was fitting in the same hotels. It was in the same premises. And as you can imagine when you are touring the world and now a new CEO, many things happen on French ground. The quality of service given to the CEO was always top notch. Because there was someone there with everything. New laptops, new smart phones. I mean tips, advice. It was always there to help. This was great. A great experience for the CEO and also a very good use of his time. But there is an issue. We cannot provide one IT employee for every people who is working. It, of course, costs too much. So what can we do? We can do many things, but the first thing is to segment. Segmentation is the art of providing good service because different person have different needs. You have the typical executive committee needs or CEO needs. People, who are usually not that IT savvy, and need very high quality of service. For them, you need to provide a team of people ready to come and help them. You will have at the end of the spectrum mirage worker, like R and D people are consultants. They know a lot about IT. They are very used to IT. What they need, usually, is to have someone among them who takes care of capitalizing and helping others. And there is always people who like to do it. So in this case what you need to do is appoint someone as responsible for 20% of his time to everything. It might be enough. And some of the cases needs are very basic. And you could have someone over the phone in a remote place to answer their needs. And some other type of people, you could imagine that assistant, for example, would be the best person to give IT service. So the answer, to give IT service, is not always to have a call center in a remote location low cost. But, it can be of course, that. It could also be people on premises. It could people within the teams. There are many ways to provide good services. But to understand which service you should provide, you should have the segmentation right. Another aspect of client satisfaction is this equation? When I discovered this equation, many things to me appeared very clear. So the equation is client satisfaction is equal to perception, variety of service, minus expectations. To give an example, this equation explains why sometimes you go to a luxury goods shop and you are disappointed. Because the variety of service might be very good, your expectations are very high because you will be buying a product that is very expensive. On the contrary, you can go to a fast food and have very good client satisfaction, even if the service is minimal, because your expectations are not very high. So managing expectation and managing perception is very important. This equation also explains why, for example, when the CIO decides to outsource some of the service to third party players, usually client satisfaction goes down. It is not because a new service is delivered in a less good way. It is because expectations of users are going up. Because if we give the service to professional companies, people expect that it will be better. So managing expectation is very important. How do you manage expectations? Expectation are usually in three types. First type is what I call the basic expectations. I go in to the office in the morning, I open my laptop. Either, it turns on in my IP or it doesn't turn on on my IP. So, the first expectation to manage is that things should work. The second expectation is a bit more in a gray zone. If I turn on my laptop in the morning and it takes ten minutes to have everything on the screen and ready to work, it's a long time. If it takes one or two minutes, it's kind of okay. Five minutes, I'm gonna be a bit disappointed. So CIO should look at how the service is provided. And you know for example what they should look at is, what people like and don't like in terms of timing. That's something you can look for, you can analysis, and then you can solve. The last expectation is a most interesting one. In the current world today, people don't want to be treated as numbers. People want to be treated as individuals. And if you really want to believe someone, you have to provide them stellar service, personalized service. There is a rule in the US which is called a Sunset Rule. You don't need to solve problem in five minutes, but you need to say to the individual, I understand you have a problem. I will solve it, you can go to bed, in a nice way. Why is it the sunset rule? Because if you don't solve a problem, don't say to the people that you will be solving the problem before the night comes. And if this person goes to bed without knowing if the problem will be solved or not, there is no way you can transform the expectation into a good one. So be careful, and make sure that you have processes in place, to do personalization, and to treat issues on time. When necessary of course. Perception, again perception is the way you deliver the service can be managed. There are three components to perception. The first one is a product offering. Of course, if your product offering is very limited, then you might have clients who are disappointed. If client wants Smartphone and you don't then provide them, then they are disappointed. But you can always go around that, into this world by bringing your own device you can strike a deal with your users and tell them you can have what you want but the level of service would be minimum. You will have to maintain it yourself. Still you have to be clear on the product offering. Somewhat an amount of perception, it's the way you design the operation. Depending on the way your personal design, so people will have more or less facilities to give a good or bad service. To give an example, if you go to a workshop to repair a car, is workshop is nicely designed. It can take 15 minutes for a mechanic to go around the car and make sure that everything is fine and repair it. Or it can take up to one hour. If you have smartly designed your operation, your people will be happy and they will give a better service. The last one is about behavior. And we'll go back to this topic when we speak about human resources. But again, behavior is not something that you can impose on people. But you can influence. And people are very rational. People have objectives that you give them, resources, and constraints. If you give the right objective or social constraints, you will have the right behavior. If you have the wrong behavior, always ask yourself. It's not because the person is mean or not intelligent. It is because you probably presume on incentives. So, we've seen in this video, that actually you can manage to an expectation. But to do that, you have to segment, to understand expectation and understand perception. Once you have understood those things, you can set up a system that is very efficient in having good customer satisfaction and even more important a system that makes sure that customer satisfaction will increase, which is very important for the CIO.
