The 4 Forces of Customer Service<br />Presented by iContact Support<br />October 2011<br />
Purpose<br />Learn 4 key forces that shape your organization’s customer service experience.<br />Learn how you can activel...
Agenda<br />Meet Sarah Stealey<br />The 4 forces of customer service<br />How to handle difficult customers<br />Examples ...
Sarah Stealey, Sr. VP of Customer Support <br /><ul><li> MBA, Global Business,    Pepperdine University.
 15 years of sales, operations    and client management experience
Currently responsible for:
Technical Support
Learning and Development
Deliverability
Customer Billing
Customer Care</li></li></ul><li>Sarah Stealey, Sr. VP of Customer Support <br /><ul><li> Recipient of the 2011    Triangle...
 2011 Triangle LLS   Woman of the Year
 If she could take two things with her   on a desert island, they would be:
 Iona, her bossy Corgi
 A signed, limited editionStephen King novel.</li></li></ul><li>Why Customer Service Matters<br />More competitors offerin...
Force 1:<br />Perceptions of your Organization<br />Your perception<br />The customer’s perception<br />
Your Perception<br />What is your business?<br />Who is your customer?<br />What does your customer value?<br />How do I e...
The Customer’s Perception<br />Own and shape the perception; don’t let others decide for you!<br />
Force 2:<br />Perceptions of the Organization<br />Customer Expectations<br />
Main Customer Expectations<br />Courtesy & Professionalism<br />Understanding of the Problem<br />Recognition of Impact<br...
Rules of Service<br />Treat Others<br /> 	As You Have Been Treated.<br />
Maslow’s Hierarchy of Needs<br />Image file licensed under the Creative Commons Attribution-Share Alike 3.0 Unported licen...
Maslow’s Hierarchy of Customer Service<br />Source: “Peak: How Great Companies Get their Mojo from Maslow,” by Chip Conley...
Force 3:<br />Perceptions of the Organization<br />Customer Expectations<br />Company Values<br />
iContact’s Values<br />Wow the customer<br />Operate with urgency<br />Work without mediocrity <br />Make a positive wake<...
Force 4:<br />Perceptions of the Organization<br />Customer Expectations<br />Company Values<br />Experience Management<br />
Experience Management<br />“A year from now, your<br />customer may not <br />remember what you said<br />or what you did,...
Poll Question<br />Do you or your employees<br />actively recognize your customers?<br />No, I never thought of doing this...
Managing the Difficult Customer<br />“It’s not that the customer<br /> is always right, <br />but that the customer<br /> ...
D.E.F.U.S.E.<br />Don’t lose your cool.<br />Encourage customers to vent their emotions.<br />Find out the facts.<br />Und...
Example - Zappos<br />They’re just a shoe/clothing warehouse, right?<br />Slogan: Powered by Service<br />Turn customers i...
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The 4 Forces of Customer Service

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Learn 4 key forces that shape your organization's customer service experience. Learn how you can actively improve your organizations customer service experience.

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  • Really good stuff, and simple to understend. Thanks a million.
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  • Some great information here, thanks, @sstealey and @icontact
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  • The key takeaway here is that the first three bullet points are usually part of your business plan; the fourth bullet point requires that you answer the first three and usually requires more thought outside of your business plan.
  • Adhering to the Golden Rule isn’t good enough…you need to strive for the Platinum Rule. You definitely don’t want to follow the Bronze Rule.
  • Abraham Maslow was a psychologist who in the 1950’s suggested everyone has a personal Hierarchy of Needs, as shown here.
  • Chip Conley, in his book PEAK, adapts Maslow’s hierarchy for Customer Service purposes.
  • During the live webinar, we found over 70% of people either have strong mechanisms in place or leave it up to their individual employees if they want to thank customers. We highly recommend enabling your employees to give tangible gifts, cards, social media mentions, or exclusive offers to customers.
  • To see this video, go here: http://www.youtube.com/watch?v=py1iRsBcYMc
  • To see this video, go here: http://www.youtube.com/watch?v=pqHWAE8GDEk
  • To see this video, go here: http://www.youtube.com/watch?v=-r8Th9DBGbQ
  • To see this video, go here: http://www.youtube.com/watch?v=UrLE3Wr6oLs
  • We send surveys out to our customers after each interaction, and continually monitor our service levels. One way we check how well we handle customers is through our new Customer Satisfaction web page, which is publicly visible.We also like to launch contests and programs to engage our customers and let them know they are appreciated.
  • If you have any feedback for us regarding this presentation, please email support@icontact.com, to the attention of the Learning and Development team.
  • The 4 Forces of Customer Service

    1. 1. The 4 Forces of Customer Service<br />Presented by iContact Support<br />October 2011<br />
    2. 2. Purpose<br />Learn 4 key forces that shape your organization’s customer service experience.<br />Learn how you can actively improve your organization’s customer service experience.<br />
    3. 3. Agenda<br />Meet Sarah Stealey<br />The 4 forces of customer service<br />How to handle difficult customers<br />Examples of great customer service<br />Q & A<br />
    4. 4. Sarah Stealey, Sr. VP of Customer Support <br /><ul><li> MBA, Global Business, Pepperdine University.
    5. 5. 15 years of sales, operations and client management experience
    6. 6. Currently responsible for:
    7. 7. Technical Support
    8. 8. Learning and Development
    9. 9. Deliverability
    10. 10. Customer Billing
    11. 11. Customer Care</li></li></ul><li>Sarah Stealey, Sr. VP of Customer Support <br /><ul><li> Recipient of the 2011 Triangle Business Journal “40 under 40” award
    12. 12. 2011 Triangle LLS Woman of the Year
    13. 13. If she could take two things with her on a desert island, they would be:
    14. 14. Iona, her bossy Corgi
    15. 15. A signed, limited editionStephen King novel.</li></li></ul><li>Why Customer Service Matters<br />More competitors offering similar products and services<br />Customer loyalty tested at each interaction with the company<br />A bad experience can erase a customer’s memory of all the good experiences<br />
    16. 16. Force 1:<br />Perceptions of your Organization<br />Your perception<br />The customer’s perception<br />
    17. 17. Your Perception<br />What is your business?<br />Who is your customer?<br />What does your customer value?<br />How do I engage employees to provide what customers value? <br />Adapted from the work of Dr. Peter F. Drucker,<br />Father of Management Theory <br />
    18. 18. The Customer’s Perception<br />Own and shape the perception; don’t let others decide for you!<br />
    19. 19. Force 2:<br />Perceptions of the Organization<br />Customer Expectations<br />
    20. 20. Main Customer Expectations<br />Courtesy & Professionalism<br />Understanding of the Problem<br />Recognition of Impact<br />Technical/Industry Knowledge<br />Coordination of Resources<br />Overall Quality<br />
    21. 21. Rules of Service<br />Treat Others<br /> As You Have Been Treated.<br />
    22. 22. Maslow’s Hierarchy of Needs<br />Image file licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license. Author – User: Factoryjoe<br />http://creativecommons.org/licenses/by-sa/3.0/deed.en<br />
    23. 23. Maslow’s Hierarchy of Customer Service<br />Source: “Peak: How Great Companies Get their Mojo from Maslow,” by Chip Conley<br />
    24. 24. Force 3:<br />Perceptions of the Organization<br />Customer Expectations<br />Company Values<br />
    25. 25. iContact’s Values<br />Wow the customer<br />Operate with urgency<br />Work without mediocrity <br />Make a positive wake<br />Engage as an owner<br />
    26. 26. Force 4:<br />Perceptions of the Organization<br />Customer Expectations<br />Company Values<br />Experience Management<br />
    27. 27. Experience Management<br />“A year from now, your<br />customer may not <br />remember what you said<br />or what you did, but they<br />will remember how you<br />made them feel.”<br />- Excerpt from The Successful Manager<br />
    28. 28. Poll Question<br />Do you or your employees<br />actively recognize your customers?<br />No, I never thought of doing this<br />Sometimes, but it’s up to individual employees if they want to thank customers<br />Yes, we have strong mechanisms in place for employees to actively recognize customers<br />#icontactsupport<br />
    29. 29. Managing the Difficult Customer<br />“It’s not that the customer<br /> is always right, <br />but that the customer<br /> has to be treated with<br /> respect and dignity.”<br />Leslie Byrne, Former Director of the U.S. Office of Consumer Affairs<br />
    30. 30. D.E.F.U.S.E.<br />Don’t lose your cool.<br />Encourage customers to vent their emotions.<br />Find out the facts.<br />Understand your customer’s feelings.<br />Suggest a way to fix the problem.<br />End on a positive note.<br />
    31. 31. Example - Zappos<br />They’re just a shoe/clothing warehouse, right?<br />Slogan: Powered by Service<br />Turn customers into advocates for a businessthey don’t own.<br />
    32. 32. Example – KLM Airlines<br />Improve the weakest part of your customer’s experience<br />Monitor social networks to learn more about your customers<br />
    33. 33. Example – Ramon DeLeon, Dominos<br />Monitor social media so bad experiences are set right<br />If you don’t reach out to customers, they may reach out to others and hurt your reputation.<br />“The only way to put out a social media fireis with social media water.”<br />
    34. 34. Example – Pike Place Fish Market<br />Asked employees for input on providing an amazing customer service experience<br />Created an experience easily shared with others via photos and video<br />
    35. 35. How is iContact Doing?<br />icontact.com/support/customer-satisfaction<br />facebook.com/icontact<br />
    36. 36. Suggestions and Tools<br />Social Media<br />Monitor the social networks and shape the conversation<br />Hootsuite or Tweetdeck<br />iContact – post email messages to Facebook and Twitter<br />iContact – add “Like” and “Tweet” buttons to messages<br />
    37. 37. Suggestions and Tools<br />Customer and Employee Feedback<br />iContact – surveys (private vs. public)<br />Search internet for “customer satisfaction survey questions”<br />
    38. 38. Suggestions and Tools<br />Personalization<br />Pay attention to your customers’ interests<br />iContact – create custom data fields and use segments<br />
    39. 39. Suggested Reading<br />Peak by Chip Conley<br />Delivering Happiness: A Path to Profits, Passion and Purposeby Tony Hsieh<br />Raving Fans: A Revolutionary Approach to Customer Serviceby Ken Blanchard<br />The Happiness Hypothesis by Jonathan Haidt<br />
    40. 40. Thank You for Attending!<br />
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