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Customer
Service
by Michelle Wolf
Your Distinct Advantage
•  Farmers’	
  marketers	
  and	
  people	
  in	
  direct	
  marke2ng	
  
have	
  one	
  major	
  ...
Customer Service
•  Challenging	
  to	
  be	
  masterful	
  at	
  customer	
  service	
  
•  People	
  oGen	
  think	
  th...
Moments of Truth
•  There	
  are	
  several	
  different	
  2mes	
  in	
  the	
  sales	
  cycle	
  when	
  
people	
  conne...
Moments of Truth
•  Customer	
  service	
  comes	
  down	
  to	
  how	
  an	
  interac2on	
  
makes	
  a	
  person	
  feel...
Good or Exceptional?
•  One	
  common	
  approach	
  to	
  customer	
  service	
  is	
  to	
  
strive	
  for	
  excellence...
Good or Exceptional?
•  Making	
  it	
  easy	
  for	
  customers	
  to	
  have	
  their	
  
customer	
  service	
  needs	
...
Unsatisfied Customers
•  Why	
  do	
  some	
  exis2ng	
  customers	
  choose	
  not	
  
to	
  do	
  business	
  with	
  yo...
Unsatisfied Customers
•  25	
  out	
  of	
  every	
  100	
  customer	
  are	
  not	
  fully	
  sa2sfied	
  	
  
•  70%	
  o...
Unsatisfied Customers
•  154	
  lost	
  prospects	
  based	
  on	
  the	
  service	
  the	
  
typical	
  business	
  provi...
Customer Service Summary
Q:	
  The	
  take-­‐away	
  here?	
  
1.  Minimize	
  the	
  number	
  of	
  unsa2sfied	
  custome...
Customer Service Basics
•  Solve	
  problems	
  for	
  people	
  now,	
  even	
  if	
  you	
  think	
  you	
  
can	
  offer...
Customer Service Basics
•  Many	
  organic	
  food	
  consumers	
  and	
  farmers’	
  
market	
  shoppers	
  are	
  savvy,...
Customer Service Basics
•  Each	
  interac2on	
  you	
  have	
  with	
  someone	
  builds	
  an	
  
emo2onal	
  bank	
  ac...
Remember
•  Do	
  the	
  basics	
  right,	
  and	
  consistently	
  
•  Cul2vate	
  the	
  attude	
  that	
  it	
  is	
  a...
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Slideshow for Customer Service Workshop

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Customer Service slideshow

  1. 1. Customer Service by Michelle Wolf
  2. 2. Your Distinct Advantage •  Farmers’  marketers  and  people  in  direct  marke2ng   have  one  major  advantage  in  their  business  model  –   the  opportunity  to  connect  directly  with  your   customer  (rela2onships)   •  Authen2city,  trust,  and  mutual  regard  –  these  are   the  founda2onal  elements  of  direct  marke2ng  and   they  are  also  key  elements  of  excep2onal  customer   service   •  Businesses  hoping  to  succeed  with  direct  marke2ng   must  manage  their  customer  service  thoughCully  –  it   can  make  or  break  your  marke2ng  efforts  
  3. 3. Customer Service •  Challenging  to  be  masterful  at  customer  service   •  People  oGen  think  they  know  about  customer   service,  that  it’s  a  ‘given’,  but  in  actuality,  people   aren’t  always  intui2vely  good  at  it  –  must  learn   •  We  think  too  simplis2cally  -­‐  good  customer  service   isn’t  just  about  being  nice  or  friendly   •  It’s  about  an  on-­‐going  series  of  commitments  you   make  (and  remake  and  remake…)  to  your  customers   •  It’s  about  responding  to  the  interac2ons  people  have   with  you  by  offering  reliability  of  experience  and   consistency   •  This  is  where  your  “A  Game”  can  really  shine  
  4. 4. Moments of Truth •  There  are  several  different  2mes  in  the  sales  cycle  when   people  connect  with  you  and/or  your  business.  Each  one   is  a  “moment  of  truth”  for  your  customer  service:    When  they  see  you  in  person  for  the  first  2me  (30+  seconds)    When  they  call  or  email  for  informa2on    When  they  read  your  newsleYer  or  see  your  post  on  FB    When  they  speak  with  you    When  they  buy  from  you    When  they  store,  use  and  eventually  discard  your  product    When  they  see  you  at  curling  on  Wednesday  evening…   •  All  of  these  points  of  contact  are  “moments  of   truth”.  Ask  yourself,  how  are  people  leaving  those   interac2ons  with  me?  What  are  the  basics  that  I   could  be  doing  beYer?  
  5. 5. Moments of Truth •  Customer  service  comes  down  to  how  an  interac2on   makes  a  person  feel   •  It’s  not  about  the  facts,  it’s  about  percep2on   •  Every  2me  a  person  comes  in  contact  with  you  or   your  business,  you’ve  had  a  “moment  of  truth”   •  The  key  is  to  fully  meet  their  needs,  in  the  easiest   way  possible,  in  the  same  way,  every  2me   •  Consistency  in  handling  your  “moments  of  truth”   make  you  masterful  in  customer  service  and  creates   very  loyal  customers  
  6. 6. Good or Exceptional? •  One  common  approach  to  customer  service  is  to   strive  for  excellence,  ‘deligh2ng’  and  ‘exceeding   customer  expecta2ons’  –  but  it’s  a  myth   •  In  truth,  loyalty  has  a  lot  more  to  do  with  how   well  companies  deliver  on  their  basic,  even  plain-­‐ vanilla  promises,  than  on  how  dazzling  the   service  experience  might  be   •  Exceeding  customer  expecta2ons  during  service   interac2ons  (ex.  tea/coffee,  free  product,  or  free   service  such  as  expedited  shipping)  makes   customers  only  marginally  more  loyal  
  7. 7. Good or Exceptional? •  Making  it  easy  for  customers  to  have  their   customer  service  needs  met  fully  &  consistently,   and  fixed  quickly  if  there  is  a  problem,  is  the  most   cost-­‐effec2ve  and  loyalty-­‐building  customer   service  commitment  you  can  make   •  Having  a  ‘hit  or  miss’  customer  service  track   record,  with  occasional  spurts  of  ‘excellence’,  is   much  less  cost-­‐effec2ve  and  sustainable  than   focusing  simply  on  doing  a  ‘good  job’  consistently   and  reliably,  every  2me,  for  everybody   •  The  ‘red  carpet’  impresses  less  than  the  sturdy   linoleum  does  
  8. 8. Unsatisfied Customers •  Why  do  some  exis2ng  customers  choose  not   to  do  business  with  you  any  longer?    1%  deceased    3%  move    5%  buy  from  friend  or  rela2ve  who  opens  a  similar   business  (familial  loyalty)    9%  come  to  prefer  another  brand/farmer/product    14%  had  an  unresolved  service  problem   •  All  those  above  make  up  32%    68%  leave  because  they  felt  no  one  was  interested  in   giving  them  service   •  2/3  customers  feel  ignored/taken  for  granted  
  9. 9. Unsatisfied Customers •  25  out  of  every  100  customer  are  not  fully  sa2sfied     •  70%  of  customers  who  have  had  a  problem  don’t   complain   •  About  80%  of  people  who  do  not  complain  simply  take   their  business  elsewhere  without  giving  the  company   a  chance  to  make  things  right   •  But  they  will  tell  at  least  10  other  people  about  their   experience   •  The  math:  average  companies  lose  154  prospects  each   2me  they  serve  100  people  because  their  unsa2sfied   customers  generate  a  lot  of  ‘bad  press’  
  10. 10. Unsatisfied Customers •  154  lost  prospects  based  on  the  service  the   typical  business  provides  to  100  people   •  In  a  week,  it’s  easy  to  have  a  connec2on  to   100+  customers   •  In  a  season,  it’s  easy  to  have  1000’s  of   customer  interac2ons   •  Nega2ve  word  of  mouth  has  a  stronger   influence  on  the  decision  to  purchase  than   posi2ve  word-­‐of-­‐mouth  tes2monials      
  11. 11. Customer Service Summary Q:  The  take-­‐away  here?   1.  Minimize  the  number  of  unsa2sfied  customer   service  experiences  that  your  customers  have   –  every  person  who  is  ‘sa2sfied’  instead  of   ‘unsa2sfied’  represents  11  saved  poten2al   customers   2.  Focus  on  consistent,  reliable,  ‘good’   customer  service.  Do  the  basics  right,   consistently.  The  ‘excep2onal’  bonuses  don’t   leverage  resources  well  or  efficiently  
  12. 12. Customer Service Basics •  Solve  problems  for  people  now,  even  if  you  think  you   can  offer  something  beYer  later   •  We  want  to  be  served  by  someone  who  can  handle  the   issue,  rather  than  being  passed  on  to  someone  else   •  Use  good  eye  contact,  a  firm  handshake,  and  smile  at   people  –  generate  a  feeling  of  paying  aYen2on,  really   focusing  on  people,  they  maYer  in  some  way   •  Kind  trumps  cool,  and  shy  is  uninspiring   •  Ask  people  for  their  opinions  and  input  –  they  like  to   know  that  their  thoughts  maYer   •  Address  people  by  their  names;  spell  them  and   pronounce  them  correctly  
  13. 13. Customer Service Basics •  Many  organic  food  consumers  and  farmers’   market  shoppers  are  savvy,  educated  and   knowledgeable  about  your  products.  Many  are   quite  informed  and  have  very  real  product   exper2se.  You  need  to  know  what  you  are  talking   about  and  don’t  talk  down  to  people.   •  You  can’t  promise  the  moon.  You  don’t  even  have   to  promise  that  much.  But  whatever  you  do   promise,  you  need  to  bend  over  backwards  to   provide.     •  Work  on  the  principle  of  “the  absence  of   doubt”  (ex.  giving  change,  phone  message,  etc)  
  14. 14. Customer Service Basics •  Each  interac2on  you  have  with  someone  builds  an   emo2onal  bank  account  between  you   •  Reliable,  posi2ve  interac2ons  and  consistent  “moments   of  truth”  build  that  bank  account   •  If  you  slip  up  at  one  point,  you  make  a  withdrawl  but   the  healthy  bank  account  balance  is  s2ll  in  the  posi2ve   •  With  new  customers,  there  is  nothing  in  the  bank   account  so  a  nega2ve  experience  immediately  puts  you   in  the  red,  overdraG   •  This  is  why  it’s  so  cri2cal  to  build  your  business  by   keeping  a  core  group  of  dedicated  customers  happy  –   there  is  no  wiggle  room  for  error  if  you  are  always  trying   to  find  new  customers  (and  it  costs  more  too)  
  15. 15. Remember •  Do  the  basics  right,  and  consistently   •  Cul2vate  the  attude  that  it  is  a  privilege  to  be  of   service  to  others  (they  give  you  the  opportunity   to  do/grow  what  you  love  to  do!)   •  Promote  a  ‘whatever  it  takes!’  attude  in  yourself   and  your  staff/family  –  minimize  problems  but   when  they  happen,  fix  them  promptly  and  with   gra2tude   •  Business  owners  represent  their  businesses  24/7   –  you  are  your  business.  In  smaller  and  rural   communi2es  especially,  you  can’t  ‘hide’  and  your   consistency  of  character  maYers  

Slideshow for Customer Service Workshop

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