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CXSir Speedy Customer Experience Starter Guide

2 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.One of our primary leadership objectives is to prepare each franchisee to compete at the highest possible level. Following on that commitment, we introduced the idea of customer experience (CX) at our 2022 Convention in Tampa, FL. We shared how CX is becoming a competitive advantage for not only keeping and adding customers but building loyal and appreciative ones. While CX can be complex, it doesn’t need to be; there are some very easy implementation aspects. This guide is designed to help you look at your business through the eyes of your customers. It will help you understand areas that can be improved to reduce “friction” and make it easier and more convenient for people to do business with you.Taking the time to work through this self-assessment will enable you to identify areas you can improve at a very easy level that will impact overall customer experience. It covers five key areas of your business, including Marketing, Sales, Support, Production and Operations. By spending time assessing the direct and indirect touchpoints in each area, you should be able to identify what could be done to smooth the customer experience.Our team has worked hard developing this tool and they are trained to help you work through this self-assessment and make changes to remove friction. Please plan to incorporate this into your 2023 business plan with specific action items to address the highest priorities. As always, call on your business management consultant for help.David C. RiceVice President, Franchise SupportIntroduction

3 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Customer experience (CX) is today’s competitive battleground. Businesses that are focused on creating a great customer experience will find that it can be a lasting way to win and keep customers and differentiate themselves from the competition. According to a Forbes report, The Biggest CX Trends in 2022, brands are laser-focused on CX right now because they know people will pay more for a great experience. A thoughtful and engaging customer experience strategy is at the heart of a sound CX effort. Customer experience is much more than simply providing great customer service. It is defined as the sum of all interactions a customer has with an organization over the life of the relationship. This means every single encounter—from the first time someone becomes aware of your center to all the direct and indirect touchpoints that may occur over days, weeks, months and years. CX spans from your marketing and sales efforts to all client interactions with you, your support and production teams and their related activities, all the way to other operational functions such as billing, delivery, installation and more. Even post-engagement, a client may be impacted by your customer experience. For example, say a customer provides an online review of your business, if and how you respond to that review, regardless if the experience was good or bad, is part of the customer experience.So does this mean great customer service is no longer important? Absolutely not. In fact, great customer service is as important to business success as it’s always been. It is simply the understanding that customer service is part of a broader customer experience strategy. This is why customer experience is becoming paramount for businesses of every size. In fact, it drives more than two-thirds of customer loyalty, outperforming other considerations such as brand and price, according to Gartner. “The goal of CX is to guide organizations to create powerful CX outcomes that improve customer satisfaction, strengthen attitudinal loyalty, reduce churn, lower cost to serve, lift referral volume and improve lifetime value,” Gartner says. In other words, a superior customer experience just makes good business sense.Improving your customer’s experience is your competitive advantage. Here are five benefits of improving CX:1 Increase customer retention Boost customer lifetime value Build brand loyalty4 Improve brand reputability5 Provide a competitive advantageCustomer Experience Overview

4 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.OverviewThe first step in improving customer experience is understanding the path that customers take when encountering your business—referred to as the customer journey. Along the journey, customers will have a need, followed by some actions or interactions which may contain points of friction. The goal of a CX strategy is to remove any friction at each and every touchpoint. • Direct touchpoints are interactions such as a prospect visiting your website or customer calling your center. • Indirect touchpoints are interactions such as activities that occur during your estimating or production processes. Customer experience is such a hot topic today that many industry analysts such as Gartner offer fundamentals that can be applied to your business immediately.1. Understand your customers better than your competition. Anchor your CX in a solid and sustainable understanding of your customer. Collect, analyze, and activate data and insights to drive CX efforts. This includes customer data, customer voice, customer insight and competitive insight.2. Craft powerful and differentiated customer experiences. Creating optimal customer experiences relies on identifying and delivering the moments that matter most. These moments are the subset of customer touchpoints that disproportionately create or destroy value with your customers. 3. Build a customer-centric culture. For a business to become or remain successful in today’s competitive environment, it must move from being product-focused—building a product or service and seeking out customers—to customer-centric, where customer needs and goals are assessed and a solution is then provided.Your People Are KeyIn addition, one of the most important components of a successful CX strategy is people (that is, you and your team). People like to do business with people they know, like and trust. So it’s important that your team is on board with assessing and improving your customer experience.Customer Experience

5 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.CUSTOMER NEED:Sign(s), print services or assistance with their marketingCUSTOMER ACTION:Select a marketing services provider, sign company or local printerTOUCHPOINTS:Online and offline marketing as well as reputation and referral resourcesCUSTOMER NEED:Quote on a job or proposal on a project or campaignCUSTOMER ACTION:Accepts or rejects quote or proposal for consultation, products and/or servicesTOUCHPOINTS:Interact with support, sales and management across multiple mediaCUSTOMER NEED:General or specic inquiry from a prospect or current clientCUSTOMER ACTION:Interactions on a range of subjects with each being uniqueTOUCHPOINTS:Interact with support, sales and management across multiple mediaCUSTOMER NEED:Project moves into production either in-house or as buyout, delivery of products/services and/or installation of sign(s)CUSTOMER ACTION:Engage and approve proofs and accept deliveriesTOUCHPOINTS:Take delivery of printed materials, installers onsite for sign projectCUSTOMER NEED:Invoice for consultation, products and/or servicesCUSTOMER ACTION:Reconcile and process invoices for paymentTOUCHPOINTS:Interact with support, sales and management across multiple mediaCUSTOMER NEED:Maintain relationship for consultation, products and/or servicesCUSTOMER ACTION:Based on the level of loyalty, customer may be a high-value referral and/or referenceTOUCHPOINTS:Online and offline reputation and referral resources

6 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.What Does CX Excellence Look Like? Consultants at KPMG have identified a set of six universal qualities, known as the “six pillars of customer experience excellence.” All are intertwined and, in combination, “provide a powerful mechanism to help organizations understand how well their customer experience is delivered across channels, industries and company types.” Companies that master this experience outperform their competitors by double digits.Source: KPMG

7 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.The second step in improving customer experience is to assess your business for touchpoints and areas of friction in the following areas: Marketing, Sales, Support, Production and Operations. Refer to the Assessment Questions section on the following pages.Measurement and ImprovementThe final step, after completing the assessment, is to work with your team and your BMC on steps for improvement, which might include the following areas:FSI Programs and ResourcesPart of improving your CX is ensuring you’re employing best practices across every area of your business. Here are some key FSI resources you can find on the BMSS to help you. MARKETING RESOURCES:• Paid Search Marketing Program• Local Listings with RenderSEO• Website Administration for Local Customization• Automated Marketing Program• Basically Business Newsletter• Direct Mail Postcards and Mailers• Social Media ResourcesSALES TOOLS:• Online Ordering Portals Demo Sites• PlanProphet CRM• Sales Call Support• Sales Letters and Email Templates• Sales Proposal Templates• Telemarketing Scripts• The Competitive Edge • The 6-Hour Sales PlanPRODUCTION RESOURCES:• Sign Growth Program Guide• Sign Installation Guide• Production Workflow GuidesOPERATIONS:• Center Décor Guidelines• Center Interior and Exterior Graphics• Employer of Choice Program• PlanProphet CRM• Operating Ratio GuidelinesBusiness Assessment

8 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Business Assessment SurveyBelow are common touchpoints and possible areas of friction across the customer journey. Consider each and give yourself a rating with 10 being most favorable and 1 being least favorable. You don’t need to complete this assessment in its entirety all at once. Consider doing it one section at a time to help you both identify and then implement improvements. Marketing Objective: To make it easy for you to be found and for prospects and customers to know what you do.Touchpoint: Google SearchCommon areas of customer friction: Prospect searches for help with printing, signs, marketing and your business doesn’t show up. They don’t see an ad or any other map or organic listing on the search engine results page. How would you rate your online web presence in terms of paid search advertising and Google Business Profile updating?1 2 3 4 5 6 7 8 9 10Touchpoint: Signage/Exterior GraphicsCommon areas of customer friction: Prospect drives by your location and thinks you are an old printshop or they don’t even see you due to poor or no exterior signage. They’ve never seen a wrapped vehicle driving around town. How would you rate the visibility and cleanliness of your center?1 2 3 4 5 6 7 8 9 10How would you rate the exterior signage of your business?1 2 3 4 5 6 7 8 9 10MARKETING

9 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Business Assessment SurveyTouchpoint: WebsiteCommon areas of customer friction: Prospect needs to hire a quality printer. While the website appears professional, without any local customization it lacks the local details to build a connection with the prospect. Your About page isn’t customized, you don’t show pictures of you and your staff and you don’t have any local testimonials. Your Google reviews are old and there aren’t many of them.How would you rate the local customizations completed on your local website?1 2 3 4 5 6 7 8 9 10Marketing Objective: To target your marketing efforts to those most likely to respond, influence a decision or make a purchase.Touchpoint: Direct Mail and Email CommunicationsCommon areas of customer friction: Local businesses and decision makers aren’t on your mailing list. When was the last time you bought a prospective mailing list or cleaned up your AMP data? How would you rate your level of confidence that your direct marketing is reaching all the businesses in your market area?1 2 3 4 5 6 7 8 9 10Marketing Objective: Make your business look like a company someone would want to do business with.Touchpoint: Center Appearance/Interior GraphicsCommon areas of customer friction: Prospect decides to stop by to see if you do something they need or to check on an existing job. Your lobby and business looks dirty and cluttered and they are uncomfortable about leaving their project with you.Is your entry and lobby area clean, professional and welcoming with signage that demonstrates all the things you can do for clients? How would you rate your center’s appearance and the effectiveness of your entry/lobby at successfully communicating your full range of capabilities?1 2 3 4 5 6 7 8 9 10MARKETING continued

10 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Business Assessment SurveyOther Self-Assessment Areas: Define other marketing touchpoints where you suspect you have some friction.Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10NOTES/OTHER THOUGHTS: MARKETING continued

11 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Business Assessment SurveySALES Sales Objective: Help customers achieve their business objectives by providing expert advice and professional consultation.Touchpoint: Consultation Either on the Phone or In PersonCommon areas of customer friction: Customer/prospect is seeking expert advice and support in creating and executing their project.How would you rate your center’s ability to provide expert advice and consultation?1 2 3 4 5 6 7 8 9 10Sales Objective: Develop strong long-term relationships with customers based on trust and by knowing their business and understanding their needs.Touchpoint: All Direct and Indirect CommunicationsCommon areas of customer friction: Customer confidence that employees understand their needs, wants and desires and believe they will be met.How would you rate your center’s ability to build and maintain long-term relationships with customers?1 2 3 4 5 6 7 8 9 10Sales Objective: Set proper expectations with customer to ensure the center can meet or exceed them.Touchpoint: Phone or In-Person ConsultationCommon areas of customer friction: Customer demands conflict with ability of center to complete job as expected by customer.How would you rate your center’s ability to set proper expectations with customers?1 2 3 4 5 6 7 8 9 10Sales Objective: Provide a professional presence in the local business community.Touchpoint: Networking (Both In-Person and Socially)Common areas of customer friction: Presence is either non-existent or inconsistent.How would you rate your center’s presence in the local business community?1 2 3 4 5 6 7 8 9 10

12 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Business Assessment SurveySALES continuedOther Self-Assessment Areas: Define other sales process touchpoints where you suspect you have some friction.Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10NOTES/OTHER THOUGHTS:

13 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Business Assessment SurveySUPPORT (Customer Service, Operations, Communication, Delivery, Follow-Up)Support Objective: Make it easy and satisfying for a customer to do business with you with confidence.Touchpoint: Order PlacementCommon areas of customer friction: Not getting all the details of the process such as proofing, no clear due date, concern over getting exactly what they need, not understanding the delivery method or details, not having a clear understanding of price, etc.How would you rate your order-taking process?1 2 3 4 5 6 7 8 9 10Touchpoint: Incoming Phone CallsCommon areas of customer friction: Too many rings, going into an automated answering system (phone tree), no greeting upon answer, being put on hold, poor message or music on hold, too long to transfer, being disconnected, difficulty hearing due to background noise, unprofessional language.How would you rate a customer’s incoming call experience?1 2 3 4 5 6 7 8 9 10Touchpoint: EstimatingCommon areas of customer friction: Time it takes to receive an estimate, an estimate that is easy to understand and builds confidence that you’re doing what they want, a clear indication that you can meet their due date, a follow-up process that helps them to keep it top of mind, accuracy of details, delivery preferences.How would you rate your estimating experience for your customer?1 2 3 4 5 6 7 8 9 10

14 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Business Assessment SurveySUPPORT continuedTouchpoint: ProofingCommon areas of customer friction: Understand the proofing process, understanding the difference and cost between corrections and changes, recognizing the importance of approval, managing the communications between you and the customer, confidence in the process, stress of signing off on a proof, setting clear expectations regarding not meeting due date if proof isn’t approved in time.How would you rate your proofing experience for your customers?1 2 3 4 5 6 7 8 9 10Touchpoint: Job Follow-UpCommon areas of customer friction: Receiving the job and not every detail was correct, delivery damage, product did not get delivered, needing a signature for who received an order, customer feeling unappreciated, having additional needs and not knowing where to get them.How would you rate your job follow-up experience?1 2 3 4 5 6 7 8 9 10Touchpoint: Customer Invoice/Billing ProcessCommon areas of customer friction: Invoice not matching the job, or missing PO number of invoice, or sent to wrong person/department. How would you rate your billing process experience?1 2 3 4 5 6 7 8 9 10Other Self-Assessment Areas: Define other customer service touchpoints where you suspect you have some friction.Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10

15 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Business Assessment SurveyTouchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10NOTES/OTHER THOUGHTS: SUPPORT continued

16 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Business Assessment SurveyPRODUCTIONProduction Objective: Ensure every job is completed correctly the first time, on budget, on time, as expected by the customer.Touchpoint: Job InformationCommon areas of customer friction: Do they understand the specifications and requirements for my job? Has the right artwork been retrieved for a reorder? When can I expect a proof? Will any substitutions be required to produce my job? Will they meet my deadline? How would you rate your job information gathering experience for your customers?1 2 3 4 5 6 7 8 9 10Touchpoint: Sign InstallationCommon areas of customer friction: Was a thorough site inspection and survey done? Have all mounting/installation surfaces been checked for possible issues? Do you have the skills and proper tools to perform a successful installation? Do you provide a written document that clearly spells out what work will be performed, how long it will take and what it will cost?How would you rate your customers’ sign installation experience?1 2 3 4 5 6 7 8 9 10Touchpoint: Packaging/Shipping/DeliveryCommon areas of customer friction: Do you have confidence in the delivery location? Is the job packaged in a manner that satisfies the end user and clearly labeled with branding and job information? Does the labeling assist with final mile delivery by inclusion of a delivery slip/invoice? Is the delivery person polite and helpful? Is the delivery vehicle clean and professional? Did the delivery vehicle get in the way? Does the delivery person look neat and professional (e.g., branded apparel)? Was a final quality control inspection performed prior to packing the job?How would you rate your packaging/shipping/delivery experience?1 2 3 4 5 6 7 8 9 10

17 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.Business Assessment SurveyPRODUCTION continuedOther Self-Assessment Areas: Define other production or job follow-up touchpoints where you suspect you have some friction.Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10Touchpoint: Rate the process or friction point.1 2 3 4 5 6 7 8 9 10NOTES/OTHER THOUGHTS:

18 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.NOTESNow that you’ve taken some time to assess your business by identifying common customer touchpoints, it will be imperative for you to prepare an action plan for addressing and fixing the areas of friction you’ve identified. Share your assessment with your business management consultant so he/she can provide any assistance you may need to help you improve your customer experience. Ensuring your customers become loyal advocates who stay with you for the long term is everyone’s job, yet it starts with you and the processes you put in place to make it easier for your employees to embrace CX. We’re here to help.NOTES/OTHER THOUGHTS:

19 2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.NOTES/OTHER THOUGHTS: Notes

2023 SIR SPEEDY, INC. ALL RIGHTS RESERVED.