customer service seminar
DESCRIPTION
Presentation given at the GLAStar conference in 11/08TRANSCRIPT
Building Customer Loyalty –
Your Competitive Advantage
Presented by:Alexandra S. Jackiw, CAPS, CPM®
It’s not what we sell…
It’s who we serve.
We take care of people for a living.
Customer – (kus’ tuh mer) n.
One who buys goods from another A buyer; a patron
A person one has to deal with
The Customer Has Changed!
But so have we.....•More demanding•Want things quicker•Less tolerant of mistakes
Customers vs. Stakeholders
EXTERNAL ________ ________ ________ ________ ________
INTERNAL ________ ________ ________ ________ ________
MOMENTS OF TRUTH
CRITICAL POINTS OF CONTACT
Collective Memory
The Solemn Promise
Never again!!!
Why Customers Stay:
25% - Technical reasons or product features75% - Emotional, non-tangible reasons having to do with the way they FEEL
Customers Talk(And now they e-mail and
blog!!!)
Rule of 5-0-11-17Quick recoveries are great opportunities
Rule of 4%
… and that gives them power!
Why Customers Leave:
1% - Die
3% - Move out of the area 5% - Friends suggest doing
business elsewhere 9% - Better buy elsewhere 14% - Product dissatisfaction 68% - PERCEIVED you didn’t care
Place that screams “We don’t trust you”?
Perception IS Reality
What is the difference between ACTUAL and PERCEIVED service?
Are we hiring the right people?
Service from the Heart
Hire for ATTITUDE
TRAIN for the technical “stuff”
How’s Your ATTITUDE???
Program your brain to be positive
BEHAVIOR follows FEELINGS vs. FEELINGS follow BEHAVIOR
Positive options for burn-out?
“Stinking Thinking”
Stinking Thinking
Assess your feelings about YOURSELF.
Assess your feelings about your COMPANY or PROPERTY
Assess your feelings about your CUSTOMERS
How is your CCC Quotient?
Special Customer Names???
The Keys to Service Excellence
Turn problems into SOLUTIONS.
•Have the courage to do what it takes to make a situation right.
•Do you allow your employees to break the rules (judiciously) for customers?
•Never tell a customer something can’t be done because it’s “against company policy.”
•“We make it a practice not to…… because …..”
The Keys to Service Excellence
Manage customer PERCEPTIONS.
•Some people don’t fail to serve, they fail to manage perception.
•Don’t over-commit.•MMFI• It’s sensory and emotional, rather
than logical.•Don’t over-commit.
The Keys to Service Excellence
Become a customer DAZZLER.
•Maniacal dedication to customer service.
•Making serving others your #1 priority.
•Nordstrom•Staying late on a Sunday night to
assist a prospect
The Keys to Service Excellence
Set high STANDARDS and stick to them.
•There are NO shortcuts to consistency.
•Ordinary people doing ordinary things extraordinary well.
•Once the customer gets great service they’re going to want it every time.
The Keys to Service Excellence
Use TIME as a tool.•Lightening speed is critical.•Don’t schedule for your
convenience, schedule for the customer’s convenience.
•Reduce the wait!
The Keys to Service Excellence
Become a COMMUNICATION specialist.
•Choose words wisely.•Ask questions. Listen.•Empathize but don’t say “I
understand how you feel.”• It’s against company policy……• I understand how you feel……•Don’t treat people like
mushrooms.
The Keys to Service Excellence
Reinforce TEAMWORK.•A team is a group of people who
go out of their way to make each other look good.
•Share the load – relieve the stress.
Brighten Someone’s Day
What’s that EXTRA thing you do?