DATING Your Customer ILA

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This presentation was done for Illinois Library Association's Reaching Forward conference May 2012. Customer Service is about bring the customer back. It's like DATING. You want the second, third, etc. DATE.
(It is abbreviated for slideshare.)

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DATING Your Customer ILA

  1. 1. D-­‐‑A-­‐‑T-­‐‑I-­‐‑N-­‐‑G  Your  Customer James D. Feldman D-A-T-I-N-G Coach ©2012 James Feldman All Rights Reserved
  2. 2. Start  here •  Craft your message.•  Present ideas.•  Generate excitement.•  Deliver Meaningful Memories.•  Create evangelists. ©2012 James Feldman All Rights Reserved
  3. 3. Become  a   Library  where  excellence  is  expected Not just celebrated ©2012 James Feldman All Rights Reserved
  4. 4. Voice  of  the    members  evolution 1980-90: cheaper, better product 2001-05: better product, nicer service 2006-11: faster, better buyer process 2012: Access to relevant information ©2012 James Feldman All Rights Reserved
  5. 5. What  am  I  providing? Take a moment ©2012 James Feldman All Rights Reserved
  6. 6. Create  a  personalized   experience ©2012 James Feldman All Rights Reserved
  7. 7. Turn  prospects  into  friends.   Members  into  evangelists. Create a ‘resource’ relationship. ©2012 James Feldman All Rights Reserved
  8. 8. Dazzle  members  with  your  service  D-­‐A-­‐T-­‐I-­‐N-­‐G  D  is  for  DAZZLE   dazzle ©2012 James Feldman All Rights Reserved
  9. 9. dazzle ©2012 James Feldman All Rights Reserved
  10. 10. Dazzle  &  Delight   Customer  service  is     NOT  a  department…     member  service  is  an  ATTITUDE!  dazzle ©2012 James Feldman All Rights Reserved
  11. 11. Dazzle  &  Determine   •  Treat  your  members  the  way  you   want  to  be  treated.   •  Honor  the  uniqueness  of  each   member.   •  Give  your  member  100%  of  your   aNenOon.   •  Listen  more.   •  Talk  less.   •  Make  it  easier  to  use  your   services.  dazzle ©2012 James Feldman All Rights Reserved
  12. 12. Dazzle  &  DifferenOate   •  Under  promise  and  over  deliver.   •  DeterminaOon  is  what  member   service  is  all  about.   •  Recap  the  discussion.   •  Always  invite  your  member  to  refer to  other  prospects.     •  Become  their  resource-­‐                           value  interpreter.  dazzle ©2012 James Feldman All Rights Reserved
  13. 13. Dazzle  &  Discover   •  Replicate  what  is  working.   •  Create  re-­‐touching  tools.   •  Nothing  or  no  one  is  disposable.   •  Nothing  is  too  caring.   •  Think  about  developing  the   member  long  term  relaOonship.  dazzle ©2012 James Feldman All Rights Reserved
  14. 14. Dazzle  Members  by:   •  AnOcipaOng  their  needs.   •  Focus  on  their  desire  to  use   your  library  as  if  it  were  in  their   own  home.   •  Provide  more  ‘take-­‐aways.’  dazzle ©2012 James Feldman All Rights Reserved
  15. 15. dazzle ©2012 James Feldman All Rights Reserved
  16. 16. anticipateAnticipate the needs of your memberD-A-T-I-N-G"A IS FOR ANTICIPATE ©2012 James Feldman All Rights Reserved
  17. 17. anticipateAcknowledgeEmbrace change &manage it…the best way you can ©2012 James Feldman All Rights Reserved
  18. 18. anticipate Accept Do not resist the idea of change orthe implementation of change ©2012 James Feldman All Rights Reserved
  19. 19. Be  problem  solvers  for  your  members  D-A-T-I-N-GT IS FOR TREAT ©2012 James Feldman All Rights Reserved
  20. 20. treat Teach•  Give  priority  to  member  needs  •  Empower  employees  •  Emphasize  improvements  rather  than   maintenance  •  Commit  to  quality     ©2012 James Feldman All Rights Reserved
  21. 21. treat Training Excellent  member  service  must  be  developed  with  proper  focus  and  spotless   coordina0on  of  people  and  procedures   ©2012 James Feldman All Rights Reserved
  22. 22. treat TackleDeal  with  problems  in  real  Ome   ©2012 James Feldman All Rights Reserved
  23. 23. treat TeamworkIt  takes  a  T-­‐E-­‐A-­‐M  to  consistently  produce  superior  member  service:  •  T  –  Talent  •  E  –  Enthusiasm  •  A  –  Atude  •  M  –  MoOvaOon   ©2012 James Feldman All Rights Reserved
  24. 24. treat TenureTo  ensure  a  long-­‐term,  beneficial  relaOonship,  handle  your  members:   •  Respec_ully   •  Individually   •  ANenOvely     ©2012 James Feldman All Rights Reserved
  25. 25. D-A-T-I-N-GI is for InnovationUnderstand most rulesshould be flexible ©2012 James Feldman All Rights Reserved
  26. 26. innovate Innumerable•  Success flows directly from innovation.•  Success is not gained by perfecting the known, but by seizing the unknown. How are you competing withthe services from the internet? ©2012 James Feldman All Rights Reserved
  27. 27. innovate Important•  Everyone likes to be thought of as important.•  Make your member feel important and they’ll make you feel the same way.•  Did anyone thank your member for using your library?•  Did anyone ask them if they were happy with the service? ©2012 James Feldman All Rights Reserved
  28. 28. innovate Ignite•  The member is KING & knows it.•  New ways of doing business are being created each day.•  New products are not an option.•  New uses for existing products win new members.•  Members vote with their time and dollars.•  The playing field has changed--you must change with it. ©2012 James Feldman All Rights Reserved
  29. 29. innovate Identify•  Management must foster a climate open to innovation.•  The management team must set the stage for innovation and creative thinking. ©2012 James Feldman All Rights Reserved
  30. 30. innovate Insecure•  Every library that plans to compete in the 21st century needs to develop new ideas and next-generation approaches.•  Members are no longer stuck with one resource or library.•  The Internet has opened the entire world to members who can surf and find what they want, for the price they want, with the service level they expect. ©2012 James Feldman All Rights Reserved
  31. 31. innovate Inoculate•  We work best these days when we function as thinkers - independent problem solvers - rather than waiting for higher levels of management to do our thinking for us.•  Employees and management need to stay in alignment with the objectives of your organization. ©2012 James Feldman All Rights Reserved
  32. 32. Success only truly comes when you learn from failureFAILURE AND INNOVATIONARE RELATED ©2012 James Feldman All Rights Reserved
  33. 33. You must be better than your competitorsYOU MUST BE BETTER ORLOSE THE COMPETITION ©2012 James Feldman All Rights Reserved
  34. 34. D-A-T-I-N-GN is for NurtureTreat your employees with the care and respectyou’d like them to give to your members. ©2012 James Feldman All Rights Reserved
  35. 35. The Best Employees are:•  Dependable•  Trustworthy•  Relationship oriented•  Solution minded•  Action oriented•  T•E•A•M Player•  Take Direction•  Great Attitude•  A member advocate ©2012 James Feldman All Rights Reserved
  36. 36. nurture Negligence•  Is the greatest reason employees leave a company!•  Not for better pay…but for more recognition. ©2012 James Feldman All Rights Reserved
  37. 37. nurtureNotify•  Increase each employee’s awareness of their need to EXCEED co-worker expectations.•  Build a T-E-A-M.•  Talent-Enthusiasm-Attitude-Motivation Together-Everyone-Achieves-More ©2012 James Feldman All Rights Reserved
  38. 38. nurtureNeeds•  Co-workers must interact before they can act on behalf of a member.•  Employees must work together to form a cohesive group.•  YES must replace NO.•  CAN DO must replace “that’s not my job.”•  A people-approach results in longevity. ©2012 James Feldman All Rights Reserved
  39. 39. nurtureNeeds•  Recognize employees have practical information and power.•  Treat each employee as an appreciating asset…appreciate your assets! ©2012 James Feldman All Rights Reserved
  40. 40. nurtureNourish•  Create clear rewards.•  Include recognition.•  Build excitement.•  Repeat & refine. ©2012 James Feldman All Rights Reserved
  41. 41. Exceed the expectations of both employees &membersD-A-T-I-N-GG IS FOR GUARANTEE ©2012 James Feldman All Rights Reserved
  42. 42. guaranteeGrateful“Never forget the customer ownsthe store” – Sam Walton, Wal-Mart“If you can’t please your currentcustomers…you don’t deserve thenew ones” – Scott Cook, Intuit ©2012 James Feldman All Rights Reserved
  43. 43. guaranteeGiveFind continuous ways to give toothers around you, especiallyyour:•  Members•  Employees•  Suppliers ©2012 James Feldman All Rights Reserved
  44. 44. guaranteeGarnish•  Your member service with unexpected, pleasant extras to let your members know they’re special to you.•  It’s guaranteed to get their attention. ©2012 James Feldman All Rights Reserved
  45. 45. guaranteeGifts (free)•  Listening•  Affection•  Laughter•  Compliments•  Advice•  Favors•  Cheerful disposition•  Handwritten notes ©2012 James Feldman All Rights Reserved
  46. 46. guarantee Gush•  Set yourself apart from the competition.•  Eliminate non-productive tasks.•  Concentrate on those people that suggest your service to others. ©2012 James Feldman All Rights Reserved
  47. 47. Top  10  most  profitable  phrases: 10. “1 apologize for our mistake. Let me make it right.”9. “Thank you for your business. Please come backagain.”8. “I’m not sure, but I will find out.”7.“What else can I do for you?”6. “What is most convenient for you?” ©2012 James Feldman All Rights Reserved
  48. 48. Top  10  most  profitable  phrases: 5. “How may I serve you?”4. “How did we do?”3. “Glad you’re here!”2. “Thank you”1. “Yes” ©2012 James Feldman All Rights Reserved
  49. 49. Focus  on  new  benefits,   not  features. Find new ways to INNOVATE:•  Redefine your future•  Retarget•  Promote•  Eliminate•  Recreate ©2012 James Feldman All Rights Reserved
  50. 50. Talk  To  Me LinkedIn:www.linkedin.com/in/jamesfeldmanTwitter: @ShiftHappensNowHashtag: #shifthappenswww.shifthappens.com ©2012 James Feldman All Rights Reserved

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