Customer First

EMPOWERMENT 1. Is it right for the Customer? 2. Is it right for CREDCO ? 3. Is it ethical? 4. Is it something for which you are willing to be accountable? 5. Is it consistent with CREDCO ’s basic beliefs? If the answer is “YES” to all 5 questions ~ Don’t Ask ~ Just Do It!

Remember Me? I’m the person who goes into the restaurant, sits down and waits while the waitress and waiters do everything but take my order. I’m the person who goes into a department store and stands quietly while the sales clerks finish their little chit chat. Yes, you might say I’m the good guy! But do you know who else I am? The person who never comes back, and it amuses me to see you spending thousands of dollars every year to get me back into your store, when I was there in the first place, and all you had to do was GIVE ME A LITTLE SERVICE AND SHOW ME A LITTLE COURTESY.

Part of the Family First American Title Mortgage Information Services First American Consumer First American Real Estate Database Information Services The First American Corporation First American CREDCO

Where Do We Fit In? We provide the lender your credit report to help make an approval decision on your loan We provide a credit report tailored for the consumer Are You.. Wanting to manage your Credit File? Buying a Car? Buying a Home? Your Lender

Why Does It Matter To The Client?

Nationwide Presence Operations Centers Sales Offices

Internal Departments Operations IT Account Set Up Billing Client Relations Finance Product Develop. Human Resources Marketing Legal Sales Poway Portland Uniondale First American CREDCO Operations Operations

Our Core Products • Residential Mortgage Credit Report • Merge Plus ® • Instant Merge ®

Instant Merge ® Credit Report Our top selling product Features Fast and easy-to-read Utilizes our patented merge logic Selects the most accurate information on multiple bureau reports Contains public record and inquiry data reported for up to 180 days Virtually all duplicate tradelines eliminated Can contain 1, 2 or 3 credit bureau data

Merge Plus® Report All the features of the Instant Merge Report plus Up to 3 items can be verified, updated, amended or delete A cost-effective, intermediate alternative Lender decides which items to update Including employment, tradelines, collections or public records

Residential Mortgage Credit Report-RMCR Most comprehensive credit product Use to verify more than 3 items on a credit report Meets or exceeds the lending requirements of HUD, VA, Fannie Mae and Freddie Mac Versatile delivery options Variety of report formats

Our Ancillary Products • Incremental Access • FraudGuard • Credit Scores – Risk and Bankruptcy • eReport Organizer • Rapid ReCheck

Our Specialty Products • Applicant Profiler • Portfolio Credit Review • Tax Return Verification • CreditMaster ® • Confidential Credit ™

“ eBusiness is about rebuilding the organization from the ground up. Most companies today are not built to exploit the Internet. Their business processes, their approvals, their hierarchies, the number of people they employ… all of that is wrong for running an eBusiness.” Ray Lane, Kleiner Perkins

Our eBusiness Products • DECISION Suite • eReportOrganizer • Axis (Applicant Express Information System) • www.ecredco.com • FAST Web

Our Target Customers • Direct-to-Consumer • Automotive Lending Industry • Mortgage Industry Mortgage Bankers Mortgage Brokers Commercial Banks Auto Dealers You and Me

Our Competitors • Regional Competitors • National Competitors Equifax Experian Trans Union Fidelity National Informative CBC Chase Credit Factual Data The Credit Network The Credit Bureaus not only provide us data but are also our competition

Our Market Share CREDCO 34% Equifax 10% CBC 10% All Others 46%

First American Financial Corporation NYSE: FAF The Leading Provider of Real Estate-Related Financial and Information Service

First American CREDCO CREDCO “Firsts” FIRST Merged Credit Report FIRST 30 Second Merged Report FIRST Mortgage Risk Score FIRST Statistically Valid Zip Code Selection Logic

YOU are the air traffic controllers of the company. Landing every customer contact safely. Our basic business strengths is YOUR commitment and contribution.

Which airline gets talked about? Which airline breeds repeat employee/customer loyalty? Which airline is FUN?

SOUTHWEST AIRLINES Makes you happy to stand in line. Makes doing business with them FUN ! Makes you want to come back another day – to work of fly. Hint: Other airlines are building zero loyalty (other than frequent flyer miles).

Each employee has many opportunities daily to impact our customers - What will be their perceived experience???

"Experiences are as distinct from services as services are from goods." Joseph Pine & James Gilmore, The Experience Economy: Work is Theatre & Every Business a Stage

1940: Cake from flour, sugar (raw materials economy): $1.00 1955: Cake from Cake Mix (goods economy): $2.00 1970: Bakery-made cake (service economy): $10.00 1990: Party @ Chuck E. Cheese (experience economy): $100.00

Why Customers Leave From an in-depth study conducted by the Small Business Administration 1% Die 3% Move Away 5% Switch to friends in the business 9% The competition is better 14% Product dissatisfaction 68% They perceive an attitude of indifference!!!

"While everything may be better, it is also increasingly the same." Paul Goldberger on retail, “The Sameness of Things,” The New York Times

“ The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar things, with similar prices and similar quality.” Kjell Nordstrom and Jonas Ridderstrale, Funky Business

What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him." Experience: “Rebel Lifestyle!” Harley exec, quoted in Results-Based Leadership

EXACTLY HOW DO I PASSIONATELY CONVEY A DRAMATIC DIFFERENCE TO THE CLIENT?

"Customers will try 'low cost providers' ... because the Majors have not given them any clear reason not to." Leading Insurance Industry Analyst

The Impact of Dissatisfied Customers For every one complaint, there are 26 silent dissatisfied customers The averaged “wronged” Customer tells 8 to 16 people and 10% tell more than 20 people 91% of unhappy Customers will never re- purchase It costs 5 times as much to attract a new Customer as it costs to keep an old one.

Complaints as Opportunities 95% of Customers believe no ones listens when they speak up. Complainers are more likely to re- purchase than silent customers. A Customer who complains is an asset of any business.

“ A Customer is the most important person ever in this office ~ in person or by mail. A Customer is not dependent on us, we are dependent on him. A Customer is not an interruption to our work, he is the purpose of it. We are not doing him a favor by serving him, he is doing us a favor by giving us the opportunity to do so.” ~from the L.L. Bean Credo

“ Exceed your customers’ expectations. If you do, they’ll come back over and over. Give them what they want and a little more. Let them know you appreciate them. Make good on all your mistakes, and don’t make excuses ~ apologize. Stand behind everything you do. ‘Satisfaction guaranteed’ will make all the difference.” ~ Sam Walton

Knowledge (what to, why to) Skills (how to) Desire (want to) Habits Effective Habits Internalized Principles and Patterns of Behavior

YOU Are the Voice for Your Company FACT: 7 out of 10 customers that stop doing business with a company do so because of the way they were treated on the first contact . Your Customers Are BLIND! They cannot see you. They cannot see your SMILE They do not care what kind of day you’ve had. They do not care about your personal problems. It’s nothing personal , just business. It’s what pays your rent . You are in the people business . It’s what will build your future .

Communication Effectiveness The First 30 Seconds Vocabulary 7% Voice & Tone 38% 55% Body Language

What Your Voice Says About You In face to face encounters, more than 50% of our communication is done through body language: eye contact, hand gestures, body movement, and facial expressions. On the telephone, all of that is lost. So you have to work twice as hard to communicate. 1. Put A SMILE In Your Voice. 2. Reduce Your Rate Of Speech. 3. Speak Directly Into The Telephone. 4. Enunciate Your Words 5. Sound Natural 6. Listen To Your Own Voice REMEMBER: If the Customer does not understand you, they will not do business with your company.

Hot (the Experience) Seat Game

Value of a Lifetime Customer Small Company Large Company Cost of Credit Report # of Reports per Month One Month’s Revenue Months each Year One Year of Revenue # of Years with CREDCO Total Value of a Lifetime Customer $ 60 80 $ 4800 12 $ 57,600 7 $ 103,200 $ 50 200 $ 10,000 12 $ 120,000 7 $ 860,000

Value of a Lifetime Customer When you see a Customer walking out of the door with a frown, hear discontentment in his/her voice, or you know things just didn’t go as well as they should have: Remember a Customer is an appreciating asset of the company. Calculate how much you will lose if they leave. Consider their sphere of influence. Compute how much you have invested in marketing them. Ask yourself how much it will cost to replace them. Evaluate the shrinking Customer base. Think about the ease of doing business with a Customer you know. Help them grow and remember their increased success is proportionate to ours. Show the Customer how much you care about and appreciate them Reap the benefits of valuing them as a lifetime Customer.

The “LADDER” of Customer Service top rung middle rung lowest rung one rung under bell rung wrong rung dumb rung all rung out UNDER GROUND LEVEL L O W E S T A C C E P T A B L E L E V E L law suit pissed did wrong unhappy apathetic satisfied very satisfied Customer is… LOYAL Tells everyone about you Tells a few people May tell someone, if asked Tells no one Tells at least 10 people Tells at least 25 people Tells everyone who will listen Tells the whole city Refers everyone proactively Refers a few people If asked, may refer Likely refers no one Refers for sure no one Refers absolutely no one Surely you jest (reverse referral) anyone BUT you Always returns to buy Sometimes returns to buy If convenient, may buy Maybe yes, probably not After a few years maybe Only by force Never – or when it snows in hell Not even if it helps the space program From “Customer Satisfaction is Worthless Customer Loyalty is Priceless” by Jeffrey Gitomer

Human Resource Communication Pyramid How can I help? “ Buying in” Where do I fit ? How are we doing ? (Work units - results) (Objectives for the team.) What’s my job ? (Job responsibilities) How am I doing ? (Performance feedback) Does anyone care ? (Individual needs & concerns) What’s the risk? (Stop, Look, Listen) Doing an important job ~ Part of a winning team. The Manager’s Communication Responsibility

Satisfaction, Communication, & Performance Satisfaction Communication Performance High High Highest Low High High High Low Low Low Low Lowest

Profit Impact of Market Strategies Three Basic Strategies Customer Perception of Service * Average product, with an average number of defects 15% ROI (Return on Investment) (1) Low Cost (2) Stuck in the Middle * 25% ROI (Return on Investment) (3) High Value Added

Customer Perception of Service Return on Sales 1% 12% Top 1/2 Bottom 1/2

Build your own Company The Sky's the Limit Have Fun!!! Be Creative No Rules!!! Money is no barrier

Choose a Presenter Determine Structure of Client Support Team Determine Steps to Achieve Goals Determine Company Goals Create Your Company Logo Name Your Company

If 99.9% Is Good Enough, Then... 12 Newborns will be given to the wrong parents daily. 114,500 mismatched pairs of shoes will be shipped / year. 18,322 pieces of mail will be mishandled / hour. 2,000,000 documents will be lost by the IRS this year. 2.5 million books will be shipped with the wrong covers. 2 planes landing at Chicago’s O’Hare airport will be unsafe every day. 315 entries ion Webster’s Dictionary will be misspelled. 20,000 incorrect drug prescriptions will be written this year. 880,000 credit cards in circulation will turn out to have incorrect cardholder information on their magnetic strips. 103,260 income tax returns will be processed incorrectly during the year. 3056 copies of tomorrow’s Wall Street Journal will be missing one of the three sections.

The Guest “ Everything you already knew about Great Customer Service.” Staring a hapless hero who takes viewers on a tour of his imagination to prove that everything we need to learn about great customer service, we already know!

Beyond Customer Satisfaction Service is ... Simple things ~ easy to do, easy to forget; so remember the simple stuff. Remarkable comebacks; so never give up. Soft, soft soft, and low-tech, low-tech, low-tech; in other words, attitude, empathy, perception, listening, caring Delight, not satisfaction. Fulfilling expectations. A larger part of quality than quality. People; so train, train, train. Self-esteem more than training. Measurement; what gets measured, gets done.

Beyond Customer Satisfaction Service is ... Very, very high tech. Competing in time. Total sweeping, once every 2,000 years re-organization. Making adversaries into partners. Total Product Transformation. Responsiveness, value added, and the customization of everything. Expensive; but if you don’t bet the company today, in five years there may be no company to bet. Pays off.

Personal Pledges Do-able Maintain-able Measure-able

Do I bring all of my energy, enthusiasm, and passion to my job each day.

The Philosophy FISH! Bring the JOY of LIVING to the Place you are Making a Living! “ When FISH! Made the rounds in our office, it practically started a feeding frenzy. Everyone wanted to see it - and see it - and see it! The film is so much fun to watch, and the message is so important to hear, that I carry it with me wherever I go!” Ken Blanchard , Co-author of The One Minute Manager and Gung Ho! Work may be serious and we might be serious about work ~ But, we don’t have to take ourselves too seriously at work!

Think FISH Play ~ Make Their Day ~ Be There ~ Choose Your Attitude ~ It’s about having fun, enjoying yourself, being spontaneous and creative. It’s about doing something special for your customers and co-workers. It’s about being totally focused on the moment and on the person or task at hand. It’s about accepting full responsibility for all of out choices, even out attitude at work.

Customer First

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