A few good quotes…• “We are not in the coffee business serving people… we are in the people business serving coffee.” Howard Schultz, CEO – Starbucks• “We took our eye off the ball and it damn near put us out of business. We forgot that the customer pays ALL the bills. We are here to serve them, help them, support them. Not keeping that at the front of our minds almost cost us everything.” Lou Gerstner, CEO - IBM• “The very future of our company hinges on our ability to understand and serve our customers better than any other firm. It is all about customer service, the products are actually secondary.” Jeff Immelt, CEO – GE• “The only critic whose opinion counts, is the customer” – Mark Twain
Nine Elements of Organizational HealthFrom: Beyond Performance by Keller and Price
Key attributes of winning cultures• High aspirations and a desire to win 1 - 10• Extreme customer focus• A “think like owners” attitude• Bias to action• Individuals who team• Passion and energyBain & Company
Fundamental Customer Expectations• Reliability: The ability to provide what was promised, on time, dependably and accurately. (Honesty)• Assurance: The knowledge and courtesy of employees, and their ability to convey trust and confidence. (Competence)• Empathy: The degree of caring and individual attention provided to customers. (Concern)• Responsiveness: The willingness to help customers and provide prompt service. (Attitude)• Tangibles: The physical facilities, equipment, and appearance of the personnel. (Professionalism)
The Five Levels of Customer Service I don’t really care Why try harder Good enough is good enough That’s nice Holy #@%& – you guys are awesome!!!!!
2. Shared Customer Service Credo They establish a clear vision of what superior service is, communicate that vision to employees at all levels, and ensure that service quality is personally and positively important to everyone in the organization.
3. MOT: Process = Repeatable success• They create systems, processes and protocols to ensure that service delivery is flawless… without stifling the creativity and initiative of their employees.
4. Clear Standards + AccountabilityThey establish concrete standards ofservice quality and regularly measurethemselves against those standards,guarding against the “acceptableerror” mindset by establishing as theirgoal 100% customer satisfactionperformance.
5. Customer Focused Employees They hire the best people, train them carefully and extensively so they have the knowledge and skills to achieve the service standards, then empower them to work on behalf of the customers to build very high levels of TRUST
6. Reward and Celebrate Success…They recognize and reward serviceaccomplishments, sometimesindividually, sometimes as a groupeffort, in particular celebrating thesuccess of employees who go “onestep beyond” for their customers.Deal decisively with mediocrity
The Rule of 3 • Wow – breakthrough teams commit to a clear and specific standard of world-class performance. • No Surprises – all team members are accountable for openness and honest debate, and each knows what to expect from the others. • Cheer – team members support, recognize, appreciate and cheer each other and the group to victoryFrom: The Orange Revolution by Gostick and Elton
Understanding the Customer-driven Organization • Create a customer-focused Vision • Flood the organization with VOC • Become an expert on delivering superior customer service • Turn your employees into customer service champions • Destroy any barriers to superior service performance • Measure, measure, measure • Walk the talk
WOM = Your BEST form of advertising! 78.9% 23.4%
You MUST have a Referral PROCESS Identify Refer Ideal IdealCustomer Customer From John Jantsch: The Referral Engine
THANK YOU VERY Much!!!! If you have any questions at all please do not hesitate to send a note or call. My email address is: firstname.lastname@example.org My twitter address is: @awesomelysimpleAlso, you might find value in the ideas I share in my blog. You can sign up for it at: www.blog.johnspence.com Lastly, these slides and a BIGGER workbook have already been uploaded to: www.slideshare.net/johnspence