www.businessmentors.net creating a culture of servic phillip rosebrook, jr, cr business mentors elc...
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Creating a Culture of ServicCreating a Culture of Servic
Phillip Rosebrook, JR, CR
Business Mentors
ELC Training
Phillip Rosebrook, JR, CR
Business Mentors
ELC Training
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ValuesValues
What is important in your company What is measured? What is celebrated?
What is important in your company What is measured? What is celebrated?
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Definitions of SuccessDefinitions of Success
A survey It is a “Zen” thing An invitation to compete
A survey It is a “Zen” thing An invitation to compete
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DefinitionsDefinitions
Good customer service Great service Sustainable competitive advantage The Golden Rule
Good customer service Great service Sustainable competitive advantage The Golden Rule
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Special ThanksSpecial Thanks
Steve Toburen Strategies for Success Healing the Loss www.jondon.com
Steve Toburen Strategies for Success Healing the Loss www.jondon.com
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Framing the IssueFraming the Issue
Our customer Emotional dynamics Invasion of their home Out of control “We’ve done this
1000 times”
Our customer Emotional dynamics Invasion of their home Out of control “We’ve done this
1000 times”
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Foundation for SuccessFoundation for Success
Moments of Truth Your frontline staff represents your
company Empower your staff
Moments of Truth Your frontline staff represents your
company Empower your staff
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Understanding A Service Business
Understanding A Service Business
Buying goods Buying goods
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ServicesServices
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No More Happy CustomersNo More Happy Customers
A definition “A cheerleader
customer is someone that goes out of their way to say something good about your company”
A definition “A cheerleader
customer is someone that goes out of their way to say something good about your company”
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Transformational Service Concept #1
Transformational Service Concept #1
Create a cheerleader customer and everything takes care of itself
Create a cheerleader customer and everything takes care of itself
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What Are We Selling?What Are We Selling?
Attention to detail Care and concern Ability to focus on their business Comfort
Attention to detail Care and concern Ability to focus on their business Comfort
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Our Main ProductOur Main Product
Cheerleader Customers When Customer service becomes a system
then it ceases to be a problem.
Cheerleader Customers When Customer service becomes a system
then it ceases to be a problem.
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Emotional Bank AccountEmotional Bank Account
0102030405060708090100
Beginning Progress Progress End
RealityBaseline
0102030405060708090100
Beginning Progress Progress End
RealityBaseline
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Transformational Service Concept #2
Transformational Service Concept #2
A cheerleader is created when you dramatically exceed your customers baseline expectations
A cheerleader is created when you dramatically exceed your customers baseline expectations
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CurrencyCurrency
Moments of truth Opportunities for
deposits Withdrawals
Moments of truth Opportunities for
deposits Withdrawals
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Transformational Service Concept #3
Transformational Service Concept #3
A moment of truth is anytime that a customer comes into contact with your company and forms an opinion - either consciously or negatively or positive or negative
A moment of truth is anytime that a customer comes into contact with your company and forms an opinion - either consciously or negatively or positive or negative
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Transformational Service Concept #4
Transformational Service Concept #4
Moments of truth are cumulative. You have a bank account of moments of truth. You will have unexpected withdrawals. It takes twelve positive moments of truth to counter each negative moment of truth
Moments of truth are cumulative. You have a bank account of moments of truth. You will have unexpected withdrawals. It takes twelve positive moments of truth to counter each negative moment of truth
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Value of a CheerleaderValue of a Cheerleader
Fewer call backs Less employee
turnover $1,000,000
Fewer call backs Less employee
turnover $1,000,000
Referrals Agent and adjuster Makes job more fun Jobs finished faster
with less complaints
Referrals Agent and adjuster Makes job more fun Jobs finished faster
with less complaints
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Inferior Competition?Inferior Competition?
Why does it seem the proficiency doesn’t matter?
Why is the competition in business Our clients are different - you don’t
understand How can it be?
Why does it seem the proficiency doesn’t matter?
Why is the competition in business Our clients are different - you don’t
understand How can it be?
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Transformational Service Concept #5
Transformational Service Concept #5
80/20 Rule – Over eighty percent of how a person judges the quality of the service that they receive is based on the person doing the work. Twenty percent is based on the work that is completed.
80/20 Rule – Over eighty percent of how a person judges the quality of the service that they receive is based on the person doing the work. Twenty percent is based on the work that is completed.
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A Quick StoryA Quick Story
What are you selling? What is your customer
buying?
What are you selling? What is your customer
buying?
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Transformational Service Concept #6
Transformational Service Concept #6
You will be recognized for your service delivery when you start to perfect the delivery of the benefits of the service rather than on delivering a restored home!
You will be recognized for your service delivery when you start to perfect the delivery of the benefits of the service rather than on delivering a restored home!
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Rules of the GameRules of the Game
Consistency and repetition
Why McDonalds So smooth it is not
noticed
Consistency and repetition
Why McDonalds So smooth it is not
noticed
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Action PlanAction Plan
Training Language Celebration and reinforcement Company culture
Training Language Celebration and reinforcement Company culture
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Responsibility and Accountability
Responsibility and Accountability
Reinforce commitment from the top Put someone in charge Leader publicly communicates but doesn’t
manage
Reinforce commitment from the top Put someone in charge Leader publicly communicates but doesn’t
manage
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Key CriteriaKey Criteria
3 A’s Appearance Attitude Actions
3 A’s Appearance Attitude Actions
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Training Tools Training Tools
Healing the Loss Books
Moments of Truth Raving Fans Positively Outrageous Service
Become a student of Service
Healing the Loss Books
Moments of Truth Raving Fans Positively Outrageous Service
Become a student of Service
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New EmployeesNew Employees
Formal orientation Training tools
Healing the Loss ELC Training
Parameters for decisions Discuss company standards
Formal orientation Training tools
Healing the Loss ELC Training
Parameters for decisions Discuss company standards
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Involve Your SubsInvolve Your Subs
Subs for Subs Inserts with payment Written standards Training tools Awards and
celebration
Subs for Subs Inserts with payment Written standards Training tools Awards and
celebration
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Language - The Key to CultureLanguage - The Key to Culture
Lose the language - lose the culture
Words mean things
Change your company’s vocabulary
Lose the language - lose the culture
Words mean things
Change your company’s vocabulary
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Customer Service LanguageCustomer Service Language
Credit to Steve Toburen - strategies for suc ess
Cheerleader customers Moments of Truth Customer Eyeglasses Baseline expectations
Credit to Steve Toburen - strategies for suc ess
Cheerleader customers Moments of Truth Customer Eyeglasses Baseline expectations
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More LanguageMore Language
Internal company and procedures External company and procedures Service System Hand-off
Internal company and procedures External company and procedures Service System Hand-off
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Celebration and ReinforcementCelebration and Reinforcement
Focus on desired behaviors Don’t over-train Make a part of corporate vision and
philosophy Publicly recognize and reward
Focus on desired behaviors Don’t over-train Make a part of corporate vision and
philosophy Publicly recognize and reward
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Company CultureCompany Culture
“Just the way we do things around here.”Steve Toburen
Culture is determined by what you say and do - everyone is watching
Consistency in all aspects of operations “create a cheerleader and everything takes
care of itself” - Toburen Words alone do not create a culture
“Just the way we do things around here.”Steve Toburen
Culture is determined by what you say and do - everyone is watching
Consistency in all aspects of operations “create a cheerleader and everything takes
care of itself” - Toburen Words alone do not create a culture
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Legendary ServiceLegendary Service
Examples Start with understanding Celebrate Establish parameters Challenge your staff Reward performance
Examples Start with understanding Celebrate Establish parameters Challenge your staff Reward performance
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Tips for Creating CultureTips for Creating Culture
Customer comment cards Read and meetings Post prominently
Celebrate and company meetings Challenge staff Hand written notes Special gifts for affiliates
Customer comment cards Read and meetings Post prominently
Celebrate and company meetings Challenge staff Hand written notes Special gifts for affiliates
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MoreMore
Have employees tell stories Welcome home gifts Personal notes and letters from the president Customer service awards Customer phone calls Respond to customer recommendations Challenge your staff
Have employees tell stories Welcome home gifts Personal notes and letters from the president Customer service awards Customer phone calls Respond to customer recommendations Challenge your staff
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Above and Beyond Above and Beyond
Nominated by employees Box or online
Nominations publicly read Set people up for success Provide award - $ and recognition Make it prestigious - press release Annual draw
Nominated by employees Box or online
Nominations publicly read Set people up for success Provide award - $ and recognition Make it prestigious - press release Annual draw
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Summary Summary
Commitment Provide a foundation Celebrate Consistency Measure Passion Involve your ENTIRE team
Commitment Provide a foundation Celebrate Consistency Measure Passion Involve your ENTIRE team
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Transformational Service Concept #1
Transformational Service Concept #1
Create a cheerleader customer and everything takes care of itself
Create a cheerleader customer and everything takes care of itself
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Transformational Service Concept #2
Transformational Service Concept #2
A cheerleader is created when you dramatically exceed your customers baseline expectations
A cheerleader is created when you dramatically exceed your customers baseline expectations
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Transformational Service Concept #3
Transformational Service Concept #3
A moment of truth is anytime that a customer comes into contact with yoru company and forms an opinion - either consciously or negatively or positive or negative
A moment of truth is anytime that a customer comes into contact with yoru company and forms an opinion - either consciously or negatively or positive or negative
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Transformational Service Concept #4
Transformational Service Concept #4
Moments of truth are cumulative. You have a bank account of moments of truth. You will have unexpected withdrawals. It takes twelve positive moments of truth to counter each negative moment of truth
Moments of truth are cumulative. You have a bank account of moments of truth. You will have unexpected withdrawals. It takes twelve positive moments of truth to counter each negative moment of truth
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Transformational Service Concept #5
Transformational Service Concept #5
80/20 Rule – Over eighty percent of how a person judges the quality of the service that they receive is based on the person doing the work. Twenty percent is based on the work that is completed.
80/20 Rule – Over eighty percent of how a person judges the quality of the service that they receive is based on the person doing the work. Twenty percent is based on the work that is completed.
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Transformational Service Concept #6
Transformational Service Concept #6
You will be recognized for your service delivery when your start to perfect the delivery of the benefits of the service rather than on delivering a restored home!
You will be recognized for your service delivery when your start to perfect the delivery of the benefits of the service rather than on delivering a restored home!
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NowNow
Go out and make a cheerleader! Go out and make a cheerleader!
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ActivityActivity
Your best customer service idea Best service story outside your company Best service story inside your company Effective tools to create culture Communication to staff
Your best customer service idea Best service story outside your company Best service story inside your company Effective tools to create culture Communication to staff