HaveYouHeard presents on "Why the Customer Experience must be used to stimulate Word-of-Mouth"

Why the Customer Experience must be used to stimulate Word-of-Mouth

An example of how customer service kills the brand What SAA as a brand promises

Satisfied Unsatisfied Impressed Exceeded Numb Angry Time line: 6 Hours Brand Promise = Ubuntu Brand Experience = Horrific Smile, but problems… “ No ticket” but you can have some crumbs… 56 minutes on hold - no solution Our fault - will call you back I will try to find a senior person. We will call you back. I will try to find a senior person. We will call you back. I will try to find a senior person. We will call you back. I can’t help you, but here is a cell no I will make a plan Get on same flight I will try to find a senior person. We will call you back. What SAA delivered as an experience

Southwest’s Chief Apology Officer
Their job is to find out the situations in which something went wrong — a mechanical delay, bad weather, a medical emergency or a berserk passenger — then apologize to all passengers on that flight, within 24 hours of their bad experience, if possible.
But an apology for a bad flight can actually make a passenger happier than an uneventful flight, American Airlines executive Mark Mitchell said, citing internal surveys.
"When we handle a delay situation well, they score us about 14 to 16 points higher than they do for just a regular old on-time flight."
Southwest Airlines had the lowest consumer complaint rate of the 19 airlines ranked in 2009.

80% of CEO’s believe their brand provides a superior customer experience. 8% of their Customers agree

Why spend millions building expectations for customers only to disappoint them?

For every 1 unhappy customer that tells you, there are 6 others who don’t. These 7 unhappy customer will each tell 9 others (63). Only 25% will act on what they hear - 16 customers may never buy again Multiply average sale value over a year x 16 lost customers = annual loss of income per unhappy customer The hidden impact of Customer Complaints…

68% of WoM Conversations are mostly positive 8% of WoM Conversations are mostly negative

The 3 things people talk mostly about Great Customer Service or Experience Explaining how a Product or Service Works Remarkable and Entertaining Stuff

2007 Country Rankings: Overall Service Maturity 89% 88% 79% 75% 74% 64% 62% 59% 59% 55% 53% 51% 45% 44% 38% 33% 28% 24% 22% 20% 14% 06% Singapore Canada US Denmark Sweden Norway Finland Australia UK Japan Ireland Belgium Netherlands Malaysia Germany Portugal France Italy Spain Brazil Poland South Africa

SERVICE MATURITY 22) Poland 21) South Africa 20) Brazil 19) Netherlands 18) Italy 17) Portugal 16) France 15) Malaysia 14) Ireland 13) Finland 12) Belgium 11) Australia 10) Spain 9) Sweden 8) Japan 7) USA 6) UK 5) Norway 4) Denmark 3) Germany 2) Singapore 1) Canada 22) South Africa 21) Portugal 20) France 19) Brazil 18) Germany 17) Italy 16) Poland 15) Spain 14) Malaysia 13) Ireland 12) USA 11) UK 10) Belgium 9) Canada 8) Australia 7) Singapore 6) Denmark 5) Norway 4) Japan 3) Netherlands 2) Sweden 1) Finland 22) South Africa 21) Poland 20) Spain 19) Netherlands 18) Brazil 17) Italy 16) Japan 15) France 14) Belgium 13) Finland 12) Germany 11) Malaysia 10) Norway 9) Australia 8) UK 7) Ireland 6) Portugal 5) Sweden 4) Denmark 3) USA 2) Singapore 1) Canada CUSTOMER SERVICE MATURITY CITIZEN VOICE Weighting 10% Weighting 50% Weighting 40%

Citizens’ perceptions of their countries’ customer service performance.

This offers an unparalleled opportunity to stand out, to exceed expectation and to generate more sales.

Maslow’s Hierarchy of Customer Service Meet Expectations (Survival) Meet Desires (Success) Meet Unrecognized Needs (Transformation) Creates Evangelism Creates Commitment Creates Satisfaction From Peak: How Great Companies Get Their Mojo From Maslow, By Chip Conley

Zappos Gross Sales

“ A Customer Service Company That Happens To Sell Shoes” Photo by orangeacid http://flickr.com/photos/orangeacid/459207903/

Charmin Toilet Paper 5,600 people visited the Charmin Restroom in its first 24 hours.

So what can we do

G ravy
S oup K ustard T ea G reet S mile K nowledge T hanks The Customer Service Mantra

At a large community hospital in the States, clinical quality was good, but patients and their families didn’t feel like they were being treated with care, dignity or respect by the majority of the 4000 staff.
To identify the problem, they did not focus on operations, infrastructure or pay but rather on positive behaviour. They seeked out those individuals who were making a positive impact, while others didn’t.
After the study, 5 key behaviours were identified:
Smile
Make Eye Contact
Identify Yourself
Let people know what you are doing and why
End every interaction by asking, “Is there anything else you need?”
Within a year the regional medical center
became best in class among its peers.
An example of how small things can make a big difference

The age old excuse
How can you motivate people when they get paid nothing?
Dignity and Self Worth The key to unleashing great customer service Management/ Boss/ Leadership

Everything starts or ends with the Service you provide for your Customers
This is the cheapest and most effective way to stimulate either positive or negative Word-of-Mouth

HaveYouHeard presents on "Why the Customer Experience must be used to stimulate Word-of-Mouth"

by Jason on Oct 06, 2010

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HaveYouHeard presents on "Why the Customer Experience must be used to stimulate Word-of-Mouth" — Presentation Transcript

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