Beyond Customer Service for LabManagers Presented By: Ron Pickett
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Objectives Review the trends in marketing and customer service Analyze the implications for laboratories What does a laboratory have in common with a Customer Focused Organization? Spot Quiz - ___ % of dissatisfied customers will not return.
Define Customer Service What the Customer wants; When the Customer wants it; Provided in the way the Customer expects. All of you are designated Customer Service EXPERTS!Spot Quiz: Satisfied customers tell an average of_____ friends.
Customer Service Hall ofShame/Fame (2012 ZagatSurvey)1. Amazon 1. Bank Of America2. Google 2. AOL3. Apple 3. Comcast4. UPS 4. Time Warner Cable5. Hilton Worldwide 5. Dish Network5. Sony 6. Sprint7. FEDEX 6. Wells Fargo8. Marriott International 8. J. P. Morgan9. American Express 9. Citigroup10. Southwest Airlines 10. Capitol One
3 Keys to Success Good service starts at the top. Companies with great service have chief executives who make it their mission. Theyre not afraid to spend money, hire experts and structure the corporation around the goal of sterling service. Service is seen as a continual challenge. Companies with outstanding customer service are more eager to talk about their continuing efforts than to accept praise for a job well done. These are companies where people want to work. Companies that excel at customer service are often also known for providing relatively good pay and benefits. They trust their employees to make decisions, then routinely stand behind those decisions. Hint: Do these make sense in other settings?
Trends in Customer Service Old concept: Who are our customers? What do we owe them? What they don’t know . . . . Spot Quiz: Each dissatisfied customer tells _____ friends about their experience.
Ronald, Amazon.com has new recommendations for you based on 30 items you purchased or told us you own. Building the The Appreciative Dont Learning Strategy- Team Sabotage Your Organization Focused Building : Success! Make Organization: Positive Office How Questions to Politics Work Balanced Bring Out Scorecard the Best of Your Companies Team Thrive in the New Business Environment The AppreciativeInquiry Summit: A Strategy Maps: The Oral B 8850 DLX Practitioners Converting Power of Professional Care Guide for Intangible Assets into Alignment Oral Leading Tangible Outcomes : How Great Large-Group Companies Stay Change Centered and Accomplish Extraordinary Things
Trends in Customer Service Emerging view Minority Report British Airways Amazon Netflicks Social Media Other examplesSpot Quiz: For every customer who complains, ___ disgruntled customer’s don’t.
Question?What trends do you see from these examples?How do they apply to your lab?Spot Quiz: It costs ___ times more to acquire a new customer than to keep one we already have.
Trends Event or situation related Anticipate needs Highly personalized Impact of the Internet External Customers Internal Customers- Everybody has a customer!-
Laboratory Environment Patients, Grantors and Contractors Stakeholders – Patients, Students,University, Government etc. Kaiser-Permanente Emerging Capability On-line education“One third of the cost of health care goes for laboratory tests.” Dean, UC Berkley School of Engineering
How can we exceedexpectations? UPS IBM How do we use customer service concepts? What’s standing in the way?
Generalization Focus Consistency Rewards Follow Up
20 Important Customer Experience Statistics for 20121. 40% of organizations cite ‘complexity’ as the greatest barrier to improving multichannel customerexperience, overtaking ‘organizational structure’ since 2010.2. Only 37% of brands received good or excellent customer experience index scores this year. 64% ofbrands got a rating of “OK,” “poor,” or “very poor” from their customers.3. RyanAir received less than 1 complain per 1,000 passengers in January 2012. It answered 99% ofcomplaints within 7 business days.4. Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year becauseof defections and abandoned purchases.5. Just 47% of US contact centers reward their agents based on customer satisfaction ratings.6. 50% of smartphone users would prefer to use a mobile customer service application to try to resolvetheir customer service issue before calling into the contact center.7. Customers who engage with companies over social media spend 20% to 40% more money with thosecompanies than other customers.
20 Important Customer Experience Statistics for 20128. 89% of consumers began doing business with a competitor following a poor customer experience.9. 84% of US adults who have conducted an online transaction through a mobile device in the last year reportexperiencing a problem.10. Customer power has grown, as 73% of firms trust recommendations from friends and family, while only19% trust direct mail (from Forrester report “Consumer “Ad-itudes” Stay Strong”).11. The verticals with the lowest percentage of calls that are complaints are entertainment / leisure (1.7%) andmanufacturing (2%).12. Over 60% of customer service managers select customer satisfaction as the key metric for determining thesuccess of their support organization. Secondary priorities include first call resolution, average handle time,and wait time.13. $289 – Average annual value of each customer relationship lost to a competitor or abandoned.14. 63% percent of online adults are less likely to buy from the same company via other purchase channels ifthey experienced a problem with a transaction on their mobile phones.
20 Important CustomerExperience Statistics for 201215. 86% of consumers will pay more for a better customer experience.16. Only 26% of companies have a well-developed strategy in place for improving customer experience.17. 50% of consumers give a brand only one week to respond to a question before they stop doingbusiness with them.18. 18% of US smartphone users would consider switching providers immediately after an initial poorcustomer service experience.19. 24% of consumers who had unsatisfactory service interactions shared their experiences throughsocial networks in 2010, a 50% increase over 2009.20. US consumers prefer to resolve their customers service issues using the telephone (90%), face toface (75%), company website or email (67%), online chat (47%), text message (22%), social networkingsite (22%).
Discussion Spot Quiz: Customers leave because: 1% DIED;< 3% moved away; 5% influenced by friends 9% were lured away by the competition, ___ were dissatisfied with the product, ___ were turned away by the attitude of an employee.
Bringing it Home What can you do now? What preparation can you do for tomorrow? Who do you need to involve?
Answers to Spot Quiz 91% of dissatisfied customers will never return. Satisfied customers tell an average of 5 - 7 friends. Each dissatisfied customer tells 15 – 17 friends about their experience. For every customer who complains, 26 disgruntled customer’s don’t. It costs 5 times more to acquire a new customer than to keep one we already have. 14% were dissatisfied with the product, 68% were turned away by the attitude of an employee.
Summary Apply the concepts from the best. Think of the Cycle of Service– Moments of Truth What can you learn from Customer Service to apply in other areas? (Quality, employee involvement, etc)
ReferencesAlbrecht, K. The Only Thing That Matters: Bringing the Power of the Customer into the Center of your BusinessAlbrecht, K. Service America: Doing Business in the New EconomyCollier, M. The Ultimate Online Customer Service GuideGoodman, J. Strategic Customer Service John A. GoodmanHarvard Business Review on Increasing Customer LoyaltyPickett, R. Beyond Customer Service. CLMR Nov/Dec 2006Sanders, B. Fabled Service: Ordinary Acts, Extraordinary Outcomes [Paperback]
Customers - Stakeholders What are the ethical issues in tests that have serious implications to your bottom line? Can you Not recommend a test that is called for by the results of other tests? What are the implications of OTC testing, mail-in testing, “super-blood panels”? To whom are you ultimately responsible, legally responsible?
Organizational Change History How do you begin the process of expanding the way in which Labs are viewed? Who will be your advocate? Who will be your detractors? Who will you be threatening?
Beyond Customer Service for Lab ManagersThe webinar video will be available atwww.labmanager.com/customerserviceIf you have a follow up question for Ron Pickett he can bereached at email@example.com
Beyond Customer Service The Lab Manager March 27, 2013 Ron Pickett