Raving Fans

About the Author

Ken Blanchard is a renowned management guru and the co-author of the highly successful management guide The One Minute Manager, which has sold millions of copies since its release in 1981. Alongside Dr. Spencer Johnson, Blanchard has authored or co-authored over 23 books, including best-sellers such as Gung Ho! and High Five, two of which were co-authored with Sheldon Bowles. Blanchard is the chairman of Blanchard Training and Development, a highly successful management consulting and training company.

Sheldon Bowles made a name for himself as a customer service genius when he founded and presided over Domo Gasoline Corp. Under his leadership, Domo became a $75 million company known for its unique customer service initiatives. Today, Bowles is the president of Ode to Joy Limited, a diversified holding and management company.

Main Idea

The main idea of Raving Fans by Ken Blanchard and Sheldon Bowles is to transform merely satisfied customers into enthusiastic supporters, or "raving fans," of a business. The book emphasizes that satisfied customers are not enough for true business success; instead, companies need customers who are so excited about their products and services that they promote the business enthusiastically to others. This transformation is achieved through three key secrets: deciding what you want, discovering what your customers want, and delivering the vision plus 1%.

Table of Contents

1. Introduction
2. The First Secret: Decide What You Want
3. The Second Secret: Discover What Your Customers Want
4. The Third Secret: Deliver the Vision Plus 1%
5. Conclusion

Introduction

The book opens with the introduction of the Area Manager, a nameless protagonist who represents every reader. He is tasked with improving customer service in a company where previous managers have consistently failed. Just as he reaches a point of despair, a fairy godmother named Charlie appears. Unlike typical fairy godmothers, Charlie is a golf-playing, weather-predicting mentor who guides the Area Manager through the journey of understanding exceptional customer service.

The First Secret: Decide What You Want

The journey begins with the first secret: deciding what you want. The Area Manager, under Charlie's guidance, visits Leo Varley, the owner of Varley's Department Store. Here, the Area Manager experiences outstanding customer service. From a greeter pinning a carnation on him to a clerk buying a book from another store because it was out of stock, the experience is transformative.

"Decide what you want to do." - Leo Varley

This first lesson emphasizes the importance of having a clear vision. A manager must understand what they want their business to offer and create a vision that satisfies their customers' needs. This vision should detail how employees are empowered to serve customers and what differentiates the business from its competitors. The importance of a clear and precise vision cannot be overstated. It forms the bedrock of all customer service initiatives and ensures that everyone in the organization is aligned with the same goals.

To put this into practice, the Area Manager learns that defining a vision is not merely about high-level aspirations but about concrete, actionable details. For example, if the vision is to create the most welcoming retail environment, it might include:

• Ensuring every customer is greeted warmly within 10 seconds of entering the store.
• Providing a comfortable seating area for customers who are waiting.
• Offering complimentary refreshments to enhance the shopping experience.

This clarity not only guides the actions of the staff but also sets the standard by which the business measures its success.

The Second Secret: Discover What Your Customers Want

Next, the Area Manager learns the importance of understanding customer desires. This lesson takes place at Sally's Market, a grocery store that offers unparalleled amenities, from valet parking to nutritional advice and free shoe shines. Sally explains that her success comes from creating a "vision of perfection" based on customer needs.

"Discover what your customers really want." - Bill, the Plant Manager

The second secret involves actively seeking and understanding customer feedback. This process helps businesses align their services with customer expectations. Key strategies include: