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The Colors of Customer Service


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The purpose of The Colors of Customer Service is to shed new light on customer service relationships through the principles of Relationship Awareness Theory. When you you connect with someone through their Motivational Value System, you have Relationally Aware Customer Service – a way of empowering the server to satisfy the “unique, idiosyncratic, emotional, irrational, end of the day and totally human terms” (Tom Peters) by which people will define an excellent customer service relationship.

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The Colors of Customer Service

  1. 1. The ColorsofCustomer Service<br />Karla Edwards<br />Ray Linder<br />
  2. 2. “Have you ever . . .?”<br />Have you ever been at a restaurant where you loved the server but your friend didn’t?<br />Have you ever felt like you were getting excellent service that you didn’t want?<br />Have you ever wished the sales clerk wouldn’t greet you so enthusiastically?<br />Have you ever stayed loyal to a product or service that was overpriced or inconvenient? <br />
  3. 3. Why Does It Matter?<br />“You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied.”<br />Jerry Fritz<br />Customer Service Trainer<br />CEO, Power to Wow<br />
  4. 4. Why Does It Matter?<br />71% of business leaders believe that customer<br />experience is the next corporate battleground.<br />(Shaw & Ivens)<br />
  5. 5. Why Does It Matter?<br />91% of unhappy customers just leave and say nothing<br />1 word of mouth = 600 ads!<br />Costs -35%<br />Revenue +35%<br />
  6. 6. Why Customers Leave<br />3% business moved<br />5% preferred competitor’s product <br />9% price increases<br />14% dissatisfied with product/service<br />31% total<br />69% left because of poor service<br />White House Office of Consumer Affairs<br />
  7. 7. Why Does It Matter?<br />55-58% customers will always or often pay more for the experience:<br />Apple<br />Starbucks<br />Disney<br />
  8. 8. Why Does It Matter?<br />“Customers perceive service in their own unique, idiosyncratic, emotional, irrational, end of the day and totally human terms. Perception is everything.” <br />Tom Peters<br />
  9. 9. Why Does It Matter?<br />“The more you know what makes you tick; the more you know about what makes others tick . . . the more empowered you become to control outcome of your relationships". <br />Elias Porter<br />
  10. 10. What is “excellent” Customer Service?<br />
  11. 11. BLUEALTRUISTIC–NURTURING<br />Concern for the Protection, Growth and Welfare of Others<br />Excellent Customer Service<br /><ul><li>Be friendly
  12. 12. Listen respectfully to my needs
  13. 13. Understand me and my needs
  14. 14. Value me even if I’m a new customer
  15. 15. Empathy – my needs matter as if they were yours</li></li></ul><li>REDASSERTIVE–DIRECTING<br />Concern for Task Accomplishment, Concern for Organization<br />of People, Time, Money and Any Other Resources<br />to Achieve Desired Results<br />Excellent Customer Service<br /><ul><li>Fast and effective – “get in, get out and get on with my day”
  16. 16. Be prompt
  17. 17. Straightforward, bottom-line communication
  18. 18. Delivers without excuse
  19. 19. Take ownership and be accountable</li></li></ul><li>GREENANALYTIC–AUTONOMIZING<br />Concern for Assurance That Things Have Been Properly Thought Out <br />Concern for Meaningful Order Being Established and Maintained <br />Individualism, Self-Reliance & Self-Dependence<br />EXCELLENT CUSTOMER SERVICE<br /><ul><li>Answer their many questions
  20. 20. Be well-informed
  21. 21. Do NOT give incorrect information – it’s better to say, “I don’t know.”
  22. 22. Being right is more important than being nice
  23. 23. Give them space - let them initiate and control the interaction</li></li></ul><li>HUBFLEXIBLE–COHERING<br />Concern for Flexibility<br />Concern for the Welfare of the Group<br />Concern for the Members of the Group and for Belonging in the Group<br />EXCELLENT CUSTOMER SERVICE<br /><ul><li>Thoughtfulness + follow-through + empathy
  24. 24. Have a balanced, effortless approach
  25. 25. Make the relationship feel like a partnership
  26. 26. Identify and ensure a payoff for both parties
  27. 27. Resourceful, especially when meeting unanticipated challenges</li></li></ul><li>RED-BLUEASSERTIVE–NURTURING<br />Concern for the Protection, Growth and <br />Welfare of Others Through Task Accomplishment and Leadership<br />EXCELLENT CUSTOMER SERVICE<br /><ul><li>Make them feel unique, special, valuable
  28. 28. Take ownership with an enthusiastic “Can Do!” attitude
  29. 29. Friendly – and happy!
  30. 30. Give them options for them to choose from
  31. 31. Clear and prompt support that respects their time</li></li></ul><li>RED-GREENJUDICIOUS–COMPETING<br />Concern for Intelligent Assertiveness, Justice, Leadership, Order, and Fairness in Competition<br />EXCELLENTCUSTOMERSERVICE<br /><ul><li>Let them pursue a relationship with you rather than you with them
  32. 32. They want to be in control of the process
  33. 33. Be available ONLY when needed
  34. 34. They want to learn something so they know what to do in the future
  35. 35. Be problem-focused rather than person-focused – smart more important than kind</li></li></ul><li>BLUE-GREENCAUTIOUS–SUPPORTING<br />Concern for Affirming and Developing Self-Sufficiency in Self and Others, <br />Concern for Thoughtful Helpfulness with Regard for Justice<br />EXCELLENT CUSTOMERSERVICE<br /><ul><li>Listening thoughtfully
  36. 36. Allow for many questions
  37. 37. Don’t pressure or move the process to quickly
  38. 38. Allow them time to consider the data AND the relationship
  39. 39. A system that functions in a caring and equitable way</li></li></ul><li>Who Gives Excellent Customer Service?<br />The Person who Knows Their abcs:Assess-Borrow-connect<br />
  40. 40. Service Recovery<br />Making Wrongs Right<br />
  41. 41. Cost of Service Recovery<br />Lost <br />& <br />Found<br />$20,000 to replace items at a regional hospital<br />6 to 10 times more cost to attract new customers than to retain existing ones <br />Correcting failed services<br />
  42. 42. 1st Stage of Conflict is Key<br />You MUST stay in Stage 1<br />Be self-aware of your triggers<br />Be self-aware of your Stage 1 <br />Get back into Assess-Borrow-Connect mode!<br />
  43. 43. Exercise<br />How Do You Recover Service for Each Color?<br />
  44. 44. Service Recovery by Color<br />Blue: “Make it right without me getting upset.”<br />Red: FIX IT! NOW!<br />Green: Knowing that there is a structure supporting the solution<br />Hub: We’re back in balance – the relationship is win/win<br />
  45. 45. Service Recovery by Color<br />Red-Blue: “Make it rightwithout me getting upset.”<br />Red-Green: “Tell me how to prevent it from happening again.”<br />Blue-Green:Clear, rational (i.e. with asolution) and authentic apology<br />
  46. 46. Why Does It Matter?<br />“Customers perceive service in their own unique, idiosyncratic, emotional, irrational, end of the day and totally human terms. Perception is everything.” <br />Tom Peters<br />