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Customer Service Seminar

Presentation given at the GLAStar conference in 11/08

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Customer Service Seminar

  1. 1. Building Customer Loyalty – Your Competitive Advantage Presented by: Alexandra S. Jackiw, CAPS, CPM ®
  2. 2. It’s not what we sell… It’s who we serve. We take care of people for a living.
  3. 3. Customer – (kus ’ tuh mer) n. <ul><li>One who buys goods from another </li></ul><ul><li>A buyer; a patron </li></ul><ul><li>A person one has to deal with </li></ul>
  4. 5. The Customer Has Changed! <ul><li>But so have we..... </li></ul><ul><ul><ul><li>More demanding </li></ul></ul></ul><ul><ul><ul><li>Want things quicker </li></ul></ul></ul><ul><ul><ul><li>Less tolerant of mistakes </li></ul></ul></ul>
  5. 6. Customers vs. Stakeholders <ul><li>EXTERNAL </li></ul><ul><ul><li>________ </li></ul></ul><ul><ul><li>________ </li></ul></ul><ul><ul><li>________ </li></ul></ul><ul><ul><li>________ </li></ul></ul><ul><ul><li>________ </li></ul></ul><ul><li>INTERNAL </li></ul><ul><ul><li>________ </li></ul></ul><ul><ul><li>________ </li></ul></ul><ul><ul><li>________ </li></ul></ul><ul><ul><li>________ </li></ul></ul><ul><ul><li>________ </li></ul></ul>
  6. 7. MOMENTS OF TRUTH CRITICAL POINTS OF CONTACT Collective Memory
  7. 8. The Solemn Promise Never again!!!
  8. 9. Why Customers Stay: <ul><li>25% - Technical reasons or product features </li></ul><ul><li>75% - Emotional, non-tangible reasons having to do with the way they FEEL </li></ul>
  9. 10. Customers Talk (And now they e-mail and blog!!!) <ul><li>Rule of 5- 0 - 11 - 17 </li></ul><ul><li>Quick recoveries are great opportunities </li></ul><ul><li>Rule of 4% </li></ul>… and that gives them power!
  10. 11. Why Customers Leave: <ul><li>1% - Die </li></ul><ul><li>3% - Move out of the area </li></ul><ul><li>5% - Friends suggest doing </li></ul><ul><li>business elsewhere </li></ul><ul><li>9% - Better buy elsewhere </li></ul><ul><li>14% - Product dissatisfaction </li></ul><ul><li>68% - PERCEIVED you didn ’ t care </li></ul>Place that screams “We don’t trust you”?
  11. 12. Perception IS Reality <ul><li>What is the difference between ACTUAL and PERCEIVED service? </li></ul>
  12. 13. Are we hiring the right people?
  13. 15. Service from the Heart <ul><li>Hire for ATTITUDE </li></ul><ul><li>TRAIN for the technical “stuff” </li></ul>
  14. 16. How ’ s Your ATTITUDE??? <ul><li>Program your brain to be positive </li></ul><ul><li>BEHAVIOR follows FEELINGS vs. FEELINGS follow BEHAVIOR </li></ul><ul><li>Positive options for burn-out? </li></ul><ul><li>“ Stinking Thinking ” </li></ul>
  15. 17. Stinking Thinking <ul><li>Assess your feelings about YOURSELF . </li></ul><ul><li>Assess your feelings about your COMPANY or PROPERTY </li></ul><ul><li>Assess your feelings about your CUSTOMERS </li></ul>
  16. 18. How is your CCC Quotient? Creeping Customer Contempt
  17. 19. Special Customer Names???
  18. 20. The Keys to Service Excellence <ul><li>Turn problems into SOLUTIONS. </li></ul><ul><ul><ul><li>Have the courage to do what it takes to make a situation right. </li></ul></ul></ul><ul><ul><ul><li>Do you allow your employees to break the rules (judiciously) for customers? </li></ul></ul></ul><ul><ul><ul><li>Never tell a customer something can’t be done because it’s “against company policy.” </li></ul></ul></ul><ul><ul><ul><li>“ We make it a practice not to…… because …..” </li></ul></ul></ul>
  19. 21. The Keys to Service Excellence <ul><li>Manage customer PERCEPTIONS. </li></ul><ul><ul><ul><li>Some people don’t fail to serve, they fail to manage perception. </li></ul></ul></ul><ul><ul><ul><li>Don’t over-commit. </li></ul></ul></ul><ul><ul><ul><li>MMFI </li></ul></ul></ul><ul><ul><ul><li>It’s sensory and emotional, rather than logical. </li></ul></ul></ul><ul><ul><ul><li>Don’t over-commit. </li></ul></ul></ul>
  20. 22. The Keys to Service Excellence <ul><li>Become a customer DAZZLER. </li></ul><ul><ul><ul><li>Maniacal dedication to customer service. </li></ul></ul></ul><ul><ul><ul><li>Making serving others your #1 priority. </li></ul></ul></ul><ul><ul><ul><li>Nordstrom </li></ul></ul></ul><ul><ul><ul><li>Staying late on a Sunday night to assist a prospect </li></ul></ul></ul>
  21. 23. The Keys to Service Excellence <ul><li>Set high STANDARDS and stick to them. </li></ul><ul><ul><ul><li>There are NO shortcuts to consistency. </li></ul></ul></ul><ul><ul><ul><li>Ordinary people doing ordinary things extraordinary well. </li></ul></ul></ul><ul><ul><ul><li>Once the customer gets great service they’re going to want it every time. </li></ul></ul></ul>
  22. 24. The Keys to Service Excellence <ul><li>Use TIME as a tool. </li></ul><ul><ul><ul><li>Lightening speed is critical. </li></ul></ul></ul><ul><ul><ul><li>Don’t schedule for your convenience, schedule for the customer’s convenience. </li></ul></ul></ul><ul><ul><ul><li>Reduce the wait! </li></ul></ul></ul>
  23. 25. The Keys to Service Excellence <ul><li>Become a COMMUNICATION specialist. </li></ul><ul><ul><ul><li>Choose words wisely. </li></ul></ul></ul><ul><ul><ul><li>Ask questions. Listen. </li></ul></ul></ul><ul><ul><ul><li>Empathize but don’t say “I understand how you feel.” </li></ul></ul></ul><ul><ul><ul><li>It’s against company policy…… </li></ul></ul></ul><ul><ul><ul><li>I understand how you feel…… </li></ul></ul></ul><ul><ul><ul><li>Don’t treat people like mushrooms. </li></ul></ul></ul>
  24. 26. The Keys to Service Excellence <ul><li>Reinforce TEAMWORK. </li></ul><ul><ul><ul><li>A team is a group of people who go out of their way to make each other look good. </li></ul></ul></ul><ul><ul><ul><li>Share the load – relieve the stress. </li></ul></ul></ul>
  25. 27. Brighten Someone ’ s Day What’s that EXTRA thing you do?

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