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Casting Customer Service: Session III
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Casting Customer Service: Session III


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  • 1. Improving Patron Experience: E i III. Training Philippe Ravanas Professor Columbia College Chicago 1
  • 2. 2 Customer Service Management Cycle Customer Service Customer Service Where it is now Where you want it to be Stage 1 Stage 5 Understand the service Provide proactive p seekers Problem solving Stage 2 Design experience Stage 4 S & Set Standards Check up regularly Stage 3 Build & train a winning team Ultimate goal: Understand how to move patrons along the value continuum, from single ticket buyers, to subscribers and to donors
  • 3. 3 A clear customer care policy defines: 1. Culture of service – and where it stops 2. 2 Roles R l & responsibilities ibili i 3. Expectations & delivery 4. 4 Client identification Cli t id tifi ti & response 5. Training to scenarios & procedures
  • 4. 4 1. Culture: The Disney way 1. The f 1 Th front-line i the b li is h bottom li line: employees iin f l front of f the customer are the ones they see – look after them, teach them well, support them. Every face to face interaction is a moment of truth. 2. Hold staff accountable: Make them aware of what is expected prior to hiring and during orientation. People work better if they know the rules. 3. Create customer’s ‘wow’ moments: share them with other employees & celebrate the employee who provided i h l l b h l h id d it. 4. “What time is the three o’clock parade?”: may be a cliché but to customers it is just a q j question they’d y like answered.
  • 5. 5 The Disney way 5. Separate on-stage and b k 5 S d back-stage presence: to maintain the setting. Snow White can smoke but not when she is ‘on-stage.’ 6. Safety is not negotiable: – end of story. 7. Turn No into Wow : Ex: if a child waits in line for a ride only to fi d he i not tall enough, h gets that allows hi and l find h is ll h he h ll him d his family to go immediately to the front of the line when he is tall enough. A potentially bad moment turned into a wow one. 8. 2 ears, 2 eyes, 1 mouth: use them in that ratio: listen & observe customers: they are trying to tell you something. Then you can give them the help they need. g y g p y
  • 6. 6 2. Responsibilities: Classification of employees 1. Contactors Directly involved - regular customer contacts Well T i d/ ll Trained/motivated to serve customers on day to day i d d d basis - recruitment based on responsiveness Ex: front desk employees p y 2. Modifiers Not directly involved but frequent customer contact High levels of customer relationship skills p Ex: Receptionists
  • 7. 7 Classification of employees 3. Influencers Sparse/No Customer contact Implementation of organizational marketing strategy Evaluated according to customer - oriented performance standards Ex: you! 4. Isolators Performance of support functions Critical for better performance Understand Their U d t d Th i contribution to better performance t ib ti t b tt f Ex: support functions: IT, HR, accounting…
  • 8. 3. Expectations R Reliability – Ability to perform the promised service dependably & accurately A Assurance - Knowledge, courtesy, ability to convey trust, competence and confidence d fd T Tangibles – Appearance of personnel, facility, marketing materials, etc. t i l t E Empathy - Degree of caring and individual attention the customer receives R Responsiveness - Willingness to help promptly – without distraction Leonard Berry, Professor, Texas A & M
  • 9. Delivery Reliability Do what you say you will do and let the customer know about it Assurance Product knowledge & Company knowledge Active listening skills Communications skills – verbal & written (in-person (in-person, phone, and email service) Problem-solving skills - empowerment
  • 10. Delivery Tangibles T ibl Take pride in your environment, yourself, your workspace and any forward-facing delivery mechanisms (online and y g y ( marketing materials too!) Empathy Recognize the emotional state of the customer; validate R i h i l f h lid their feelings Treat each person as an individual p Responsiveness Respond quickly The most frustrating part of waiting is not knowing how long the wait will be.
  • 11. 11 4. Identification Difficult clients are… like death and taxes: unavoidable not always right, nor always wrong l i h l a pain for you and often for other clients: tainting their experience expensive, as they slow operations not always worth serving: define cost to serve helping you get better opportunities: can be turned into evangelists not all the same: typology
  • 12. 12 The extreme user Does not conform to typical use. C f D f i l Can frustrate other clients. Ex: Kevin Smith Bounced off Southwest Do you have other examples? How to respond: make sure you conform to the law and have clear policies & procedures in place in place. Ex: Family li E F il lines at airports = win-win t ip t i i "I'm way fat, but I'm not there just yet,"
  • 13. 13 The Negotiator Wants l of unbudgeted extras. A W lots f b d d Assumes you are desperate and will use almost any technique to get more delivered. Don’t usually want a long-term y g relationship and may be blatantly rude. How to respond: Stay cool and stick to the rules.
  • 14. 14 The Worrier Worries b W i about everything. Of a f d hi Often fundamentally ll nice person, but will call all the time to inquire about an order. How to respond: Reassure the client, and inform p , him/her regularly of all updates. He/she will typically learn to trust you and become an evangelist.
  • 15. 15 The Royal Visitor Assume he/she should be treated as royalty. Seriously difficult individual who is frequently friendly but status aware. Assumes he/she holds enormous status-aware influence both over the organization and possibly over your career. How to respond: Focus on professional delivery, d i the temptation to d li despite h i over-deliver or knuckle under. “Flattery will get you everywhere” Mae West
  • 16. 16 The Listening-impaired Just doesn't listen, or read brochures, yet complains indignantly when caught uninformed. p g y g How to respond: repeat, repeat, repeat… p p , p , p
  • 17. 17 The Decision-averse Can’t make a decision, but will blame you if he/she doesn’t like what you suggested. How to respond: offer alternative but let him/her choose. h
  • 18. 18 The nitpicker Will hold you to the d il of the contract, even h ld h details f h after you have uncovered a better solution. Quick to litigate. g How to respond: Limit exposure Switch discussion from breach of contract to customer satisfaction Systematically compensate the plaintiff
  • 19. 19 Training Common themes in critical service encounters Recovery: Adaptability: Employee Response Employee Response to Service Delivery to Customer Needs System Failure and Requests Coping: Spontaneity: Employee Response Unprompted and to Problem Customers Unsolicited Employee Actions and Attitudes
  • 20. 20 Recovery DO DON’T • Make it easy to complain • Ignore customer • Listen without • Blame customer interrupting immediately • Leave customer to • Acknowledge problem A k l d bl fend for him/herself f d f hi /h lf • Explain causes • Act as if nothing is • Take responsibility wrong • Apologize • Lay out options • Compensate/upgrade "If your customer goes home mad, it is not only too late, but they will tell many people THEIR STORY. But if you can catch them and correct the error, they will tell YOUR STORY!"Jake Poore, Customer service Disneyworld
  • 21. 21 Adaptability DO DON’T • Anticipate • P Promise, then f il to i h fail • Acknowledge need follow through • Attempt to accommodate • Ignore • Explain rules/policies • Show unwillingness to try • Take T k responsibility ibili • Embarrass the customer • Avoid responsibility
  • 22. 22 Spontaneity DO DON’T • Take time • Exhibit impatience • Be attentive • Ignore • Anticipate needs • Yell/laugh/swear • Listen • Discriminate • Provide information (even if not asked) ( k d) • Treat impersonally • Treat customers fairly • Show Sh empathy th • Acknowledge by name “One of the deep secrets of life is that all that is really worth doing is what we do for others.” Lewis Carol
  • 23. 23 Coping DO DON’T • Listen • T k customer’s Take ’ dissatisfaction • Avoid argument pe so a y personally • Try to accommodate • Let customer’s • Explain dissatisfaction affect • Keep records others Learn from others: Madrid Airport
  • 24. 5 Forbidden Phrases & replacement I don’t know . . . “Good Question, let me look into that for you.“ We can’t . . . “That’s a tough one, let’s see what we can do” (find an alternative) You’ll have Yo ’ll h e to . . . ”Here’s how we can help you with that.” Hang on a second, I’ll be right back. . . g , g “I’ll need to ask an associate to be sure, are you able to wait while I check into it?” No . . . Find a positive alternative. “We are all out of stock, but we can give you rain check or a similar product at the same price.”
  • 25. 25 Any questions? Let’s have a break!
  • 26. 26 Your turn! Do you have a culture of service? Why / why not? Do employees have clear roles & responsibilities re. customer service? How do you train your employees to better serve your audience? Are they rewarded / sanctioned for providing good / bad service? How do you train your volunteers to better serve your audience? Are they rewarded / sanctioned for providing good / bad service?
  • 27. Expectations Give a specific proof & improvement for each: R Reliability – Ability to perform the promised service dependably & accurately A Assurance - Knowledge, courtesy, ability to convey trust, competence and confidence d fd T Tangibles – Appearance of personnel, facility, marketing materials, etc. t i l t E Empathy - Degree of caring and individual attention the customer receives R Responsiveness - Willingness to help promptly – without distraction
  • 28. 28 Scenarios Describe the experience of a satisfied patron g What went right? Describe the experience of a dissatisfied patron What went wrong?
  • 29. Training for Customer Service Identify 3 most common problematic scenarios Identify procedures to solve each List people involved Response / feedback
  • 30. 30 13 Tips to enhance customer experience 1. Don’t turn your back on your audience: your mission i not just to put on a great show, i i is j h but as importantly to share it with the public. Develop a culture of customer service and make sure that every employee sees customer service as part of your organization’s culture, and not as an after thought or worse, a necessary evil. worse evil
  • 31. 31 13 Tips to enhance customer experience 2. Don’t take your patrons for granted: over the past d d customer service h h decade, i has vastly improved in every industry. Consumers have grown accustomed to good service, and are more demanding then they used to be. Don t Don’t test your patrons loyalty and strive to yo r patrons’ loyalty, retain their clientele.
  • 32. 32 13 Tips to enhance customer experience 3. Think total experience: every i t interaction between your audience and ti b t di d your organization - whether by telephone, on the Internet, in the parking lot, at the box p g office, during an event or during the lodging of a complaint - enhance or negate your consumers consumers’ satisfaction.
  • 33. 33 13 Tips to enhance customer experience 4. Script the experience: create a logical, seamless and agreeable path through which customer will go before, during and after attending your play or exhibition. gy p y Make your guests happy the moment they get in. Make sure that every aspect of their experience sets their mood and prepares them to enjoy the spectacle that is about to unfold before them.
  • 34. 34 13 Tips to enhance customer experience 5. Recruit and train the right people: Good customer service is a matter of attitude and aptitude. Hire people who are personable yet not easily rattled. Teach them how to interact with the public and to answer any query.
  • 35. 35 13 Tips to enhance customer experience 6. Allow people to break the rules: p p There are exceptions to everything. All your front office employees should y p y understand the exceptions and have the autonomy to ignore procedures if it is necessary to accommodate a patron. patron Flexibility always lowers the number of p complaints.
  • 36. 36 13 Tips to enhance customer experience 7. Over inform: Be very clear about what you deliver to your customers, what they should know about the show & what you expect them to do. w w y p Tell them everything they need to know to come enjoy the experience, then tell them again, again as they will forget. forget
  • 37. 37 13 Tips to enhance customer experience 8. Use a personal touch: your guests have to think of their experience with you as more th an anonymous retail exchange. than t il h Identify them by their name when they come to see you Surprise them by communicating with them when they don't expect you to, just to find out how they re they're doing. For instance, you could greet every new subscriber with a welcome card placed on their seat for their first visit visit.
  • 38. 38 13 Tips to enhance customer experience 9. Don’t operate blind: p Listen to your customers and to your front office staff. It’s the best way to understand what need to be done to improve the audience experience. Develop a mechanism to capture the voice of customers, collect their complaints & track ll h i l i k their satisfaction level. If you don’t measure it, you can’t change it. y y g
  • 39. 39 13 Tips to enhance customer experience 10. Follow up and through: p g Don’t let customers feedback fall into a black hole. Address their concerns fix what they say concerns, is not working and let them know you fixed it – before it’s too late
  • 40. 40 13 Tips to enhance customer experience 11. Be a customer yourself: y go regularly through the process of buying and attending your own shows. It’s the best way to understand how customers experience your product.
  • 41. 41 13 Tips to enhance customer experience 12. ‘Collar’ the experiences y don’t control p you surround it by experiences you control ex: facility, box office…
  • 42. 42 13 Tips to enhance customer experience 13. Don’t reinvent the wheel! “The future is already here - it is just unevenly distributed.” William Gibson - writer
  • 43. 43 Words of wisdom “The easiest kind of relationship for me is with ten thousand people. The hardest is with one.” Joan B J Baez 43 “I've learned that people will forget what you said, people will forget what you did but people will did, never forget how you made them feel.” Maya Angelou, Nobel prize of literature
  • 44. 44 Any questions? Thanks!