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Creating Customer Loyalty
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Creating Customer Loyalty



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  • 1. Creating Customer Loyalty
  • 2. Program Purpose
    • Review for the customer service agents of a basic but powerful idea
    • Essentially to be strong tomorrow we must build on what we are strong on today
    • Provide reinforcement of certain key people skills and behavior to improve quality and build customer loyalty
    • The end product will be the assessment of each employees’ existing skill level and to offer follow-up training from a target market approach for individual learning needs and cost effectiveness
  • 3. Implementation and Administration
    • Training and Management in partnership with employees on all levels
    • Developed a one day seminar as a requirement of the Certified Credit Associate Program
    • Responsibility for the presentation was shared between the training department as facilitators and jointly with customer service agents and supervisors as co-facilitators
  • 4. Training Methods
    • Presentation
    • Self Evaluation of critical behavior of customer service strengths and weaknesses
    • Problem Solving
    • Role Play
    • Recording and critiquing of tone of service and telephone etiquette
    • Quizzes
    • Focus Game
    • Videos (Strawberry Tapes - Zig Ziegler, Exceptional Customer Service - Lisa Ford)
  • 5. Follow-Up and Evaluation
    • The individual and group profile will be graphed in five critical categories:
      • Feel Positively Toward Customers
      • Encourage Customer Feedback
      • Respond to Customer Problems
      • Develop Repeat Relationships
      • Seek to Exceed Customer Expectations
    • The results will be used as individual analysis for skill set development and for designing high performance customer service teams within the operation centers
    • Ultimate achievement of internal and external customer loyalty
  • 6. Participant Feedback
    • “ I expected a lecture and ended up enjoying an interactive and upbeat workshop” - Sara Demarais
    • “ Everything is on track!” - Timothy Reznick
    • “ Great job again!” - Joe Arredondo
    • “ I love listening to the trainers, you could tell they really care about helping us to become even better customer service reps. They explain everything you need to know so well - let’s have one every month to attend. I loved it! Thanks” - Yvonne Guerra
    • “ It was perfect.” - Rosie Gonzales
    • “ This program really hits home. The facilitators had my full attention.” -Quincy Boykin
    • “ I personally could have sat through about three more days. I love these workshops, I feel ready and able to do my job better the next day. Please keep them up.” - Rachel Clapp
  • 7. Statistics and Data
    • Program began April 1999
    • Offered bi-monthly
    • Varied departments represented at each session
    • Year to date: 118 attendees
    • Customer First attendance a prerequisite for admittance
  • 8. Maximize Your Star In The Millennium Develop Repeat Relationships Feel Positively Toward Customers Respond to Customer Problems Seek to Exceed Customer’s Expectations Encourage Customer Feedback
  • 9. Goals For The Future
    • Identify the weak areas center wide
    • Develop workshops tailored to individuals assessed needs
    • Results in areas of productivity and customers’ comfort
    • Long term results will creating ongoing customer satisfaction and loyalty
    • High level of employee morale
  • 10. The Present Situation of Customer Service Today…
    • bad, getting worse.
    • companies distancing themselves from the customers.
    • companies training in terms of their “policy.”
    • employees care about self, not customers or company.
    • employees don’t see training as “for themselves,” rather as a pain in the butt and a “necessary evil” of he job.
    • service people are not prepared to serve in a memorable way.
    From “Customer Satisfaction is Worthless Customer Loyalty is Priceless” by Jeffrey Gitomer
  • 11. These days Customers are…
    • Smarter
    • Leaner
    • Price conscious
    • Lower morale (downsized)
    • Hit on more by competitors
  • 12. AND – because of poor service expectations, these customers are also…
    • More demanding
    • Less forgiving
    • Harder to satisfy
    • Less loyal
    From “Customer Satisfaction is Worthless Customer Loyalty is Priceless” by Jeffrey Gitomer
  • 13. The CHALLENGE for the 21 st Century is not just serving Customers…
  • 14.
    • It’s understanding customers.
    • It’s being prepared to serve customers.
    • It’s helping and angry customer immediately .
    • It’s asking customers for information.
    • It’s listening to customers.
    • It’s being responsible for your actions when a customer calls.
    • It’s living up to your commitments.
    • It’s being memorable.
    • It’s surprising customers.
    • It’s striving to keep customers for life.
    • It’s getting unsolicited referrals from customers…regularly.
    • From “Customer Satisfaction is Worthless Customer Loyalty is Priceless” by Jeffrey Gitomer
  • 15. The “LADDER” of Customer Service top rung middle rung lowest rung one rung under bell rung wrong rung dumb rung all rung out UNDER GROUND LEVEL L O W E S T A C C E P T A B L E L E V E L law suit pissed did wrong unhappy apathetic satisfied very satisfied Customer is… LOYAL Tells everyone about you Tells a few people May tell someone, if asked Tells no one Tells at least 10 people Tells at least 25 people Tells everyone who will listen Tells the whole city Refers everyone proactively Refers a few people If asked, may refer Likely refers no one Refers for sure no one Refers absolutely no one Surely you jest (reverse referral) anyone BUT you Always returns to buy Sometimes returns to buy If convenient, may buy Maybe yes, probably not After a few years maybe Only by force Never – or when it snows in hell Not even if it helps the space program From “Customer Satisfaction is Worthless Customer Loyalty is Priceless” by Jeffrey Gitomer
  • 16. Why Customers “FIRE” You
    • Showing no genuine or personal interest.
    • Poor response.
    • Unavailability (people or product).
    • Hard to do business or order.
    • Unfriendly person on the front line.
    • Poor or rude collection practices.
    • Over-promising.
    • Inadequate capability to handle the customer’s problem.
    • Too eager to do more business.
    • Poor professional package or image
    • Dumb excuses about why you can’t.
    • Nickel and dime-ing.
    • Poor product quality.
    • Poor service delivery
    • Poor training.
    From “Customer Satisfaction is Worthless Customer Loyalty is Priceless” by Jeffrey Gitomer
  • 17. Are you using the factor? WOW! WOW! WOW! WOW! WOW! WOW! WOW! WOW! WOW! WOW! Separates the EXTRAordinary from the ordinary! Separates the strong from the weak! Separates the sincere from the insincere! Separates the pro’s from the con’s! Separates the yes’s from the no’s ! Is the full measure of your personal power, and the way you use it! Is doing what others can’t (or won’t)! Is what you do for others in an exceptional way! Is the ticket to success. Your ticket! One of the most powerful aspects of service: being different. WOW! Is great service. WOW! WOW! From “Customer Satisfaction is Worthless Customer Loyalty is Priceless” by Jeffrey Gitomer
  • 18. Advantages of Great Service
    • It’s FREE!
    • It builds goodwill!
    • It builds customer loyalty!
    • It creates memorable experiences that will be retold time after time!
    • It makes your customers salespeople for your business!
    • It leads to referred business!
    • It makes it harder (impossible) for competitors to steal away customers – even at a lower price!
    • It creates a clear distinction between two companies engaged in the same business!
    From “Customer Satisfaction is Worthless Customer Loyalty is Priceless” by Jeffrey Gitomer
  • 19. LOYAL is the most difficult of the Customer Service goals to achieve. But once you have it, you have something your competition will never have – The next order. From “Customer Satisfaction is Worthless Customer Loyalty is Priceless” by Jeffrey Gitomer
  • 20. The End