act ohio suppport customer service

Customer Service IS the Marketing

Jeff Kallay, VP Consulting

23rd Annual ACT Ohio Staff Development Workshop

Managing Expectations

Brand AnalogyIs Customer Service Dead?

An “Obituary” for Customer Service1-2-3’s of Customer Service Basics

The Customer ExperienceSomething Smells Fishy Simple Truth of Service

Brand AnalogyWhat car, restaurant or retail brand would your

campus be and why?

Is Customer Service Dead?What do you think?

An “Obituary” for Customer Service

March 13, 2008

We’re Replacing ServiceWith Do It Yourself

What Have We Removed?

Humanity (and civility)

Is Customer Service Dead?

Or have our expectations exceeded the realm of

common sense?

The emphasis has been put on cheap products and

services both by companies and customers alike.

Just as companies (and colleges) tend to be

bottom-line oriented, so too are today’s consumers.

We are increasingly hoping to save time and money, while squeezing maximum benefit from the most minimal of

purchases.

But a college experienceisn’t transactional.

It’s more!

It’s anchored around human interaction and connections.

1-2-3’s of Customer Service Basics

Be personal - Be humanDon’t let bad experiences carry over

Access customer informationKnow your customer expectations

Utilize your expertiseProvide immediate attention

#1 Wipe the slate clean

Assure the customerListen

Be honestAsk open ended questions

#2 It’s a two-way exchange

Control the situationExplain if you need more timeEnsure customer satisfaction

Always thank your customer (for their time)

#3 Time is valuable

Customer Service Should Be Customer Experience

Welcome to the Experience Economy

Pine & Gilmore

The Experience IS the Marketing

Agrarian

Industrial

Service/Info

Experiences

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Millennials

Kaitlin Caitlin Kate Lynn

“Why Students Apply”

Arts & Science Group Student Poll 2004

Web and In Person

Eduventures 2007 Survey of 7,867 High school junior and seniors.Reported in The Chronicle of Higher Education “Prospective Students Rely on Campus Visits and Web Sites to Learn About Colleges, Report Says”

- 84% use the web most heavily in researching colleges- 71% say the campus visit is the most trusted source of information

“Effectiveness”

Noel-Levitz 2009

Eliminate negative cuesMaking memories

Engage all the sensesTell stories

Customization (we all want what we want)Engage emotions

Rendering a Customer Experience

Accept Demanding and Savvy Consumers“They Want What They Want When They Want It”

Stop and Say “Hello” and “Welcome”

Remember requests to meet with faculty and staff or sit in class are norm not the exception

Play Your Role

Charthouse / Fish! Philosophy

Something Smells Fishy

Pike Place Fish Market

Seattle Pike Place Fish Market - Tossing Fish

PlayMake their day

Be There (or Be Present - give full attention)Choose your attitude

Fish! Philosophy

Johnny the Bagger

Simple Truth of Service

“People won’t remember what you say or do, but

they will always rememberhow you made them feel.”

How do you make people feel?

Want More? Read Our Blogs:

TargetX Blog at www.targetx.com/ithink/

Free on Friday Webcasts

Free On Friday Webcasts Watch Past Webcasts

Download Session PDF#1 Go to www.targetx.com

click iThink Blogclick Slide Presentations

#2 Go to www.slideshare.net/targetx

#3 kallay@targetx.com

Customer Service IS the Marketing

Jeff Kallay, VP Consulting

23rd Annual ACT Ohio Staff Development Workshop