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Customer service manifesto

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Loyal customers are worth up to ten times as much as their first purchase.
86% of consumers will pay up to 25% more for a better customer experience.
It costs six times more to acquire a new customer than retain an existing one

All organisations should continually strive to deliver amazing customer experiences. At retail360, we have a vision to give people the customer experience they are searching for - because we understand customer service can change people's lives.

And any business with customers is in the people business, it all comes back to people.

Published in: Sales
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Customer service manifesto

  1. 1. a MANIFESTO for CUSTOMER SERVICE
  2. 2. We are passionate and enthusiastic. We are narrators and storytellers. We are listeners, then talkers. We are flexible and consistent. We are dynamic and personal. We are friendly and approachable. We engage and we are affected by it. We smile … you can’t help but smile with us. We believe in personal moments that are life changing. We make a difference.
  3. 3. WE CONTINUALLY STRIVE TO DELIVER AMAZING CUSTOMER EXPERIENCES. We have a vision to give people the customer experience they are searching for. Moments to believe forever.
  4. 4. WE ARE PEOPLE. WE BELIEVE CUSTOMER SERVICE CAN CHANGE PEOPLE’S LIVES. WE BELIEVE IN THE TRANSFORMATIVE POWER OF STORIES THAT BRING PRODUCTS TO LIFE AND INSPIRE OTHERS TO DO THE SAME.
  5. 5. WE ARE CUSTOMER SERVICE CHAMPIONS.
  6. 6. WE SMILE. ACKNOWLEDGE. LISTEN. ENGAGE.
  7. 7. WE BELIEVE: CUSTOMER SERVICE CAN CHANGE PEOPLE’S LIVES. AND ANY BUSINESS WITH CUSTOMERS IS IN THE PEOPLE BUSINESS.
  8. 8. WHAT IS CUSTOMER SERVICE?
  9. 9. It is the provision of service to customer – before, during and after a purchase. Source: Wikipedia This sounds like a process that has a beginning, middle and end. But it couldn’t be more different – it doesn’t need to have an end. If you provide great service, the customer will come back over and over and over again.
  10. 10. And it all comes back to people Fundamentally it’s all about the people. It’s not really about customers and companies. It’s not even customers and employees. It’s just people and people. Human relationships. People arrive with needs and people provide services to fulfill those needs.
  11. 11. People, people, people!
  12. 12. Our customer service can change lives. Our customer service is so consistent it doesn’t matter who delivers it. Our customer service leaves peopale wanting for more, addicted to the experience. Our customer service is so amazing that people are drawn to it – like a moth to a flame. Our customer service is so good you are emotionally attached it and continue to come back. Our customer service is so great people can’t help but rave about it to everyone they see. And our customers are begging us for it.
  13. 13. 70% of buying experiences are based on how the customer feels they are being treated.” Source: McKinsey
  14. 14. By far, the MOST requested improvement from customers was ? “Computer says no.” “Better HUMAN Service” Source: The cost of poor customer service by Genesys Global Survey, 2009
  15. 15. IT’S TIME WE DELIVERED. STAND UP. BE RESPONSIBLE. Because without delivering great customer service – where is the purpose in our interactions? CUSTOMER SERVICE CHAMPIONS PODIUM
  16. 16. DON’T accept BAD customer service DON’T have low expectations because no one else is doing any better. DON’T be lazy, close-minded, pig- headed and resistant to change. DON’T be a bad listeners or bad learners. Because while we deliver BAD customer service we miss the opportunity to listen to and retain our customers. Unhappy customers aren’t interested in becoming raving fans or promoters of our business. DON’T And they vote with their wallets!
  17. 17. 86% “STUFF THIS!” of Australian consumers have not completed a transaction or made an intended purchase because of a poor customer service experience. DRAIN DOWN SALES THE Reference: Australian Data in the American Express Global Customer Service Barometer, 2011
  18. 18. 55% of Australians would try a new brand or company for a better service experience. AND WORRYINGLY, A TYPICAL BUSINESS HEARS FROM ONLY 4% OF ITS DISSATISFIED CUSTOMERS. Source: Bain & Company Reference: Australian Data in the American Express Global Customer Service Barometer, 2011
  19. 19. And you think they don’t tell everyone about how BAD that customer experience was on the way out? 96% “THEY WERE $#!%!” of Australian consumers are more likely to tell others about their poor customer service experiences. Source: Australian Data in the American Express Global Customer Service Barometer, 2011
  20. 20. And then it can spread like wild fire! “THEY WERE $#!%!” “THEY WERE $#!%!” “THEY WERE $#!%!” “THEY WERE $#!%!” “THEY WERE $#!%!” “THEY WERE $#!%!” “THEY WERE $#!%!” “THEY WERE $#!%!” “THEY WERE $#!%!” “THEY WERE $#!%!” “THEY WERE $#!%!” “THEY WERE $#!%!”
  21. 21. Nearly 6 billion Google searches a day. Source: Google Official History, Comscore, Jan 2014 1.3 billion active users of Facebook. Source: facebook.com Jun 2014 500 million Tweets sent per day. Source: twitter.com Jun 2014 Over 1 million people view Tweets about customer service every week. Roughly 80% of these Tweets are negative or critical in nature. Source: Touch Agency #$*!%!”
  22. 22. That’s a lot of opportunity for customers to either complain or rave about you. Wouldn’t you rather they say how wonderful you are? 49% of Australian customers tell others about their good customer service experiences Source: Australian Data in the American Express Global Customer Service Barometer, 2011 At least
  23. 23. When customers share their story and they’re not happy with you - they’re not just sharing their pain. Listening to customers is powerful. Responding to what customers say is dynamite. It’s really a human relationship, isn’t it. THANKYOU SO MUCH FOR LETTING US KNOW! Dear Customer, They’re actually teaching you how to make your product, service, and business better. Design your business from the front line up to capture this wonderful information and say ... SO ….
  24. 24. ARE YOU GETTING IT?
  25. 25. THERE IS A CUSTOMER SERVICE REVOLUTION GAINING MOMENTUM....... Smart businesses realise that the customer service bar is set so low it won’t take much improvement to differentiate your company from the pack. GREAT QUALITY CUSTOMER SERVICE IS THE WAY TO DO IT.
  26. 26. Providing great customer service can help you: • Become extraordinary • Provide you with a competitive advantage Being on par in terms of price only gets you into the game. How many features do your products and services have that are truly different from your competition? Customer experience may be the only point of difference! ...and it may be the ONLY competitive advantage you have.
  27. 27. So here’s your opportunity …
  28. 28. CHANGE YOUR ATTITUDE – decide that your customers are your number-one priority.
  29. 29. INSPIRE PEOPLE WITH A POSITIVE INTERACTION…. MEMORABLE ENOUGH TO TELL OTHERS.
  30. 30. use your skills to create raving fans. HAVE A MIND OF YOUR OWN
  31. 31. A MOMENT THAT WILL INSPIRE, CHANGE AND CREATE OPPORTUNITIES THAT COULD ALTER SOMEONE’S LIFE FOREVER. BELIEVE IN LIFE CHANGING MOMENTS.
  32. 32. GIVE PEOPLE AN EXPERIENCE THEY DIDN’T KNOW THEY WANTED TO HAPPEN… AND WATCH THEM SHARE IT WITH OTHERS.
  33. 33. SHOW RESPECT, DIGNITY, FAIRNESS, COURTESY, TRUST, COMMITMENT, CARE, EMPATHY, TRUTH, HONESTY, COURAGE, ENGAGE, PASSION, KNOWLEDGE, LISTEN, KINDNESS, FUN, ENJOYMENT, COMMUNICATION, FLEXIBILITY, EXCITEMENT AND DRAW PEOPLE IN.
  34. 34. ENERGISE EVERYONE AROUND YOU. BE INSPIRING, IMAGINATIVE, AND MAGICAL.
  35. 35. MAKE THESE TOOLS PART OF YOUR ARSENAL AND USE THEM WELL AS YOU STRIVE TO REACH PEOPLE ON AN EXTRAORDINARY LEVEL. Whether it’s your Front line, Managers or Executives
  36. 36. BE HUMAN.
  37. 37. ALWAYS DO MORE THAN IS REQUIRED OF YOU……
  38. 38. KNOW THAT YOUR CONTRIBUTION MATTERS. DON’T BE ORDINARY, BE EXTRAORDINARY!
  39. 39. BECOME AN AUTHENTIC PERSON AND A CUSTOMER EXPERIENCE LEADER.
  40. 40. TREAT CUSTOMERS LIKE YOUR BEST FRIENDS. TREAT EVERYONE AS YOU WOULD LIKE TO TREATED.
  41. 41. “The single most important thing is to make people happy. If you are making people happy, as a side effect, they will be happy to open up their wallets and pay you.” Quote: Derek Sivers, CD Baby
  42. 42. Deliver a great customer experience. Not sometimes. Not most times. But all the time. No exceptions contemplated or allowed.
  43. 43. Service is not a cost but an opportunity.
  44. 44. EXPERIENCE IS THE NEW DIFFERENTIATOR TO EARN YOUR CUSTOMERS’ BUSINESS OVER AND OVER AGAIN. EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE OVER AND OVER OVER AND OVER OVER AND OVER OVER AND OVER OVER AND OVER OVER AND OVER OVER OVER OVER OVER OVER OVER OVER OVER OVER OVER OVER OVER AND OVER OVER AND OVER OVER AND OVER OVER AND OVER OVER AND OVER OVER AND OVER
  45. 45. “Successful organisations have one common central focus: customers. It doesn’t matter if it’s a business, a professional practice, a hospital, or a government agency, success comes to those, and only those, who are obsessed with looking after customers.” Source: Harvey Mackay, Founder, Mackay Envelope Corporate, Author of ‘How to Swim with The Sharks without being eaten alive’.
  46. 46. Drive delivery up. Regardless of what you promise, it’s consistency that’s important. Customers allow themselves to be seduced into becoming raving fans only when they know they can count on you time and time again. Exceeding expectations is important but it’s even more important to consistently meet expectations. Meet first. Exceed second. To create loyal fans, don’t drive promises down.
  47. 47. The opportunity is right in front of you. 81% of companies that measure customer service are outperforming their competition. Source: Peppers & Rogers Group Only 26% of companies have a customer service strategy in place. Source: Econsultancy, Multichannel Customer experience report 81%
  48. 48. The weight of evidence is compelling. 86% of consumers... A customer is four times more likely to defect to a competitor if the problem is service-related than price or product-related Source: Bain & Company. It costs six to seven times more to acquire a new customer than retain an existing one Source: Bain & Company. 25 % more for a better customer experience!2 will pay up to... Source: Customer Experience Impact Report, based on survey commissioned by RightNow and conducted by Harris Interactive, 2011.
  49. 49. ARE YOU GETTING IT?
  50. 50. On average, loyal customers are worth up to 10 TIMES AS MUCH AS THEIR FIRST PURCHASE. A 5% reduction in the customer defection rate can increase profits by 5 – 95%. Source: Bain & Company. “I’LL BE BACK!” LOYAL CUSTOMER Source: White House Office of Consumer Affairs. THIS COULD BE YOU!
  51. 51. DON’T DELAY. Become consistently great. DON’T STOP. Build an amazing customer service vision. And don’t stop till everyone knows it...feel the difference. INVOLVE EVERYONE: consumers, manufacturers, growers, suppliers, patients, business owners, guests, executives, managers and customers....
  52. 52. We are all CUSTOMER SERVICE VISIONARIES. Together we can create amazing experiences and change people’s lives.
  53. 53. SOURCES Australian Data in the American Express Global Customer Service Barometer, 2011 http://about.americanexpress.com/news/docs/2011x/AXP_2011_csbar_market.pdf John A. Goodman, co-author of the 1970’s breakthrough study of consumer complaint behaviour and customer service for the White House Office of Consumer Affairs - http://www.customercaremc.com/ Touch Agency - http://downloads.helpscout.net/75CustServiceStats.pdf Customer Experience Impact Report – based on survey commissioned by Right Now and conducted by Harris Interactive http://www.slideshare.net/RightNow/2011-customer-experience-impact-report Defaqto Research – reference http://downloads.helpscout.net/75CustServiceStats.pdf http://www.defaqto.com/adviser/ Econsultancy Multichannel Customer experience report https://econsultancy.com/reports/multichannel-customer-experience-report McKinsey - http://www.mckinsey.com/insights/organization/the_moment_of_truth_in_customer_service Shaw & Ivens – ‘Building Great Customer Experiences’, Colin Shaw, & John Ivens, Published 2002, Palgrave Macmillan Marketing Metrics: ‘Marketing Metrics: 50+ metrics every executive should master’, Paul Farris, 2006, Wharton School Publishing http://marketingradius.files.wordpress.com/2012/11/marketingmetrics.pdf ‘Marketing Metrics: The definitive guide to measuring marketing performance, Paul Farris, Neil Bendle, Phillip Pfeifer, David Reibstein, 2010 2nd Edition, Wharton School Publishing http://www.amazon.com/Marketing-Metrics-Definitive-Measuring-Performance/dp/0137058292 Bain & Company - http://www.netpromotersystem.com/ Satmetrix - http://www.satmetrix.com/net-promoter/nps-score-model/ White House Office of Consumer Affairs: http://www.whitehouse.gov/ Source: Harvey Mackay, Founder, Mackay Envelope Corporate, Author of ‘How to Swim with The Sharks without being eaten alive’. Peppers & Rogers Group http://www.peppersandrogersgroup.com/Home.aspx Genesys Global Survey, 2009 ‘The Cost of Poor Customer Service’ http://www.marketingdeservicios.com/wp-content/uploads/Genesys_Global_Survey09_screen.pdf www.retail360.com.au Customers vote with their wallets. Contact retail360 for advice on how to maximise your sales by improving your customer’s experience.

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