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DATING Your Customer - Customer Service for OFSA


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Jim Feldman of Shift Happens gave this presentation to the Ontario Funeral Services Association OFSA in September 2011. DATING Your Customer or DATING Your Family was a talk targeted at the funeral industry to highlight customer service and innovation.

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DATING Your Customer - Customer Service for OFSA

  1. 1. D-A-T-I-N-G Your Customer James D. Feldman D-A-T-I-N-G Coach
  2. 2. Are your families satisfied? <ul><li>Think! </li></ul>
  3. 3. What matters most? Why do I care? <ul><li>Make it short and sweet. </li></ul>
  4. 4. Start here <ul><li>Craft your message </li></ul><ul><li>Present ideas </li></ul><ul><li>Generate excitement </li></ul><ul><li>Deliver Meaningful Memories </li></ul><ul><li>Create evangelists </li></ul>
  5. 5. Become an environment where excellence is expected Not just celebrated
  6. 6. Voice of the families evolution 1980-90: cheaper, better product 2001-05: better product, nicer service 2006-11: faster, better buyer process
  7. 7. What am I selling? Take a moment
  8. 8. Create an experience
  9. 9. <ul><li>Establish a common ground </li></ul>
  10. 10. <ul><li>Listen more than you talk </li></ul>
  11. 11. <ul><li>Treat families as friends </li></ul>
  12. 12. Turn prospects into friends. Families into evangelists. <ul><li>Create a relationship. </li></ul>
  13. 13. <ul><li>Dazzle customers with your service </li></ul><ul><li>D -A-T-I-N-G D is for DAZZLE </li></ul>
  14. 15. Dazzle & Delight <ul><li>Family service is NOT a department… Family service is an ATTITUDE! </li></ul>
  15. 16. Dazzle & Determine <ul><li>Treat your families the way you want to be treated </li></ul><ul><li>Honor the uniqueness of each family </li></ul><ul><li>Give your family 100% of your attention </li></ul><ul><li>Listen more </li></ul><ul><li>Talk less </li></ul>
  16. 17. Dazzle & Differentiate <ul><li>Under promise and over deliver </li></ul><ul><li>Determination is what family service is all about </li></ul><ul><li>Recap the discussion </li></ul><ul><li>Always invite your family to refer to other families </li></ul><ul><li>Become their resource </li></ul>
  17. 18. Dazzle & Discover <ul><li>Replicate what is working </li></ul><ul><li>Create re-touching tools </li></ul><ul><li>Nothing or no one is disposable </li></ul><ul><li>Nothing is too caring </li></ul><ul><li>Think about developing the family long term relationship </li></ul>
  18. 19. Dazzle Families by: <ul><li>Anticipating their needs </li></ul><ul><li>Focus on their desire to do business with you </li></ul>
  19. 21. D- a -t-i-n-g A is for Anticipate <ul><li>Anticipate the needs of your family </li></ul>
  20. 22. Acknowledge Embrace change & manage it…the best way you can
  21. 23. Accept Do not resist the idea of change or the implementation of change
  22. 24. Attitudes Attitudes are caught… not taught!
  23. 25. K N O W L E D G E 96% 11 14 15 23 12 5 4 7 5
  24. 26. H A R D W O R K 98% 8 1 18 4 23 15 18 11
  25. 27. A T T I T U D E 100% 1 20 20 9 20 21 4 5
  26. 28. Have the right attitude
  27. 29. B U L L S H I T 103% 2 21 12 12 19 8 9 20
  28. 30. Y O U R W I S D O M 162% 25 15 21 18 23 9 19 4 15 13
  29. 31. D-A- T -I-N-G t is for treat <ul><li>Be problem solvers for your families </li></ul>
  30. 32. Teach <ul><li>Give priority to family needs </li></ul><ul><li>Empower employees </li></ul><ul><li>Emphasize improvements rather than maintenance </li></ul><ul><li>Commit to quality </li></ul>
  31. 33. Training <ul><li>Excellent family service must be developed with proper focus and spotless coordination of people and procedures </li></ul>
  32. 34. Timeliness <ul><li>Deliver answers & solutions when the family needs them </li></ul><ul><li>NOW! </li></ul>
  33. 35. Tackle <ul><li>Deal with problems in real time </li></ul>
  34. 36. Teamwork <ul><li>It takes a T-E-A-M to consistently produce superior family service: </li></ul><ul><li>T – Talent </li></ul><ul><li>E – Enthusiasm </li></ul><ul><li>A – Attitude </li></ul><ul><li>M – Motivation </li></ul>
  35. 37. Tenure <ul><li>To ensure a long-term, beneficial relationship, handle your families: </li></ul><ul><ul><li>Respectfully </li></ul></ul><ul><ul><li>Individually </li></ul></ul><ul><ul><li>Attentively </li></ul></ul>
  36. 38. D-A-T- I -N-G I is for Innovation Understand most rules should be flexible
  37. 39. Innumerable <ul><li>Wealth flows directly from innovation </li></ul><ul><li>Wealth is not gained by perfecting the known, but by seizing the unknown </li></ul><ul><li>How many pens can we use? </li></ul>
  38. 40. Important <ul><li>Everyone likes to be thought of as important. </li></ul><ul><li>Make your family feel important and they’ll make you feel the same way. </li></ul><ul><li>Did anyone thank your family for their business? </li></ul><ul><li>Did anyone ask them if they were happy with their service? </li></ul>
  39. 41. Ignite <ul><li>The family is KING & knows it </li></ul><ul><li>New ways of doing business are being created each day </li></ul><ul><li>New products are not an option </li></ul><ul><li>New uses for existing products win new business </li></ul><ul><li>Families vote with their dollars </li></ul><ul><li>The playing field has changed--you must change with it </li></ul>
  40. 42. Identify <ul><li>Management must foster a climate open to innovation </li></ul><ul><li>The management team must set the stage for innovation and creative thinking </li></ul>
  41. 43. Insecure <ul><li>Every company that plans to compete in the 21st century needs to develop new ideas and next-generation approaches. </li></ul><ul><li>Families are no longer stuck with one resource or supplier. </li></ul><ul><li>The Internet has opened the entire world to families who can surf and find what they want, for the price they want, with the service level they expect. </li></ul>
  42. 44. Inoculate <ul><li>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. </li></ul><ul><li>Employees and management need to stay in alignment with the objectives of your organization. </li></ul>
  43. 45. Failure and innovation are related <ul><li>Success only truly comes when you learn from failure </li></ul>
  44. 46. You must be better or lose the competition <ul><li>You must be better than your competitors </li></ul>
  45. 47. D-A-T-I- N -G N is for Nurture Treat your employees with the care and respect you’d like them to give to your families
  46. 48. <ul><li>The Best Employees are: </li></ul><ul><li>Dependable </li></ul><ul><li>Trustworthy </li></ul><ul><li>Relationship oriented </li></ul><ul><li>Solution minded </li></ul><ul><li>Action oriented </li></ul><ul><li>T•E•A•M Player </li></ul><ul><li>Take Direction </li></ul><ul><li>Great Attitude </li></ul><ul><li>A Family advocate </li></ul>
  47. 49. Negligence <ul><li>Is the greatest reason employees leave a company! </li></ul><ul><li>Not for better pay…but for more recognition. </li></ul>
  48. 50. Notify <ul><li>Increase each employee’s awareness of their need to EXCEED co-worker expectations </li></ul><ul><li>Build a T-E-A-M </li></ul><ul><li>Talent-Enthusiasm-Attitude-Motivation </li></ul><ul><li>Together-Everyone-Achieves-More </li></ul>
  49. 51. Needs <ul><li>Co-workers must interact before they can act on behalf of a family </li></ul><ul><li>Employees must work together to form a cohesive group </li></ul><ul><li>YES must replace NO </li></ul><ul><li>CAN DO must replace “that’s not my job” </li></ul><ul><li>A people-approach results in profit </li></ul>
  50. 52. Needs <ul><li>Recognize employees have practical information and power. </li></ul><ul><li>Treat each employee as an appreciating asset…appreciate your assets! </li></ul>
  51. 53. Nourish <ul><li>Create clear rewards </li></ul><ul><li>Include recognition </li></ul><ul><li>Build excitement </li></ul><ul><li>Repeat & refine </li></ul>
  52. 54. D-A-T-I-N- G G is for guarantee <ul><li>Exceed the expectations of both employees & families </li></ul>
  53. 55. Grateful <ul><li>“ Never forget the customer owns the store” – Sam Walton, Wal-Mart </li></ul><ul><li>“ If you can’t please your current customers…you don’t deserve the new ones” – Scott Cook, Intuit </li></ul>
  54. 56. Give <ul><li>Find continuous ways to give to others around you, especially your: </li></ul><ul><li>Families </li></ul><ul><li>Employees </li></ul><ul><li>Suppliers </li></ul>
  55. 57. Garnish <ul><li>Your family service with unexpected, pleasant extras to let your families know they’re special to you </li></ul><ul><li>It’s guaranteed to get their attention </li></ul>
  56. 58. Gifts (free) <ul><li>Listening </li></ul><ul><li>Affection </li></ul><ul><li>Laughter </li></ul><ul><li>Compliments </li></ul><ul><li>Advice </li></ul><ul><li>Favors </li></ul><ul><li>Cheerful disposition </li></ul><ul><li>Handwritten notes </li></ul>
  57. 59. Gush <ul><li>Set yourself apart from the competition </li></ul><ul><li>Eliminate non-productive tasks </li></ul><ul><li>Concentrate on those people that suggest your service to others </li></ul>
  58. 60. Top 10 most profitable phrases: <ul><li>10. “1 apologize for our mistake. Let me make it right.” </li></ul><ul><li>9. “Thank you for your business. Please come back again.” </li></ul><ul><li>8. “I’m not sure, but I will find out.” </li></ul><ul><li>7.“What else can I do for you?” </li></ul><ul><li>6. “What is most convenient for you?” </li></ul>
  59. 61. Top 10 most profitable phrases: <ul><li>5. “How may I serve you?” </li></ul><ul><li>4. “How did we do?” </li></ul><ul><li>3. “Glad you’re here!” </li></ul><ul><li>2. “Thank you” </li></ul><ul><li>1. “Yes” </li></ul>
  60. 62. Focus on the family, not the competition. <ul><li>Families are ALWAYS looking for better alternatives. </li></ul><ul><li>Become the FIRST choice and not the last. </li></ul>
  61. 63. Focus on new benefits, not features. <ul><li>Families are not looking for a miracle— they just want their loved ones to be respected ! </li></ul>
  62. 64. Focus on new benefits, not features. <ul><li>Find new ways to INNOVATE : </li></ul><ul><li>Substitute topics </li></ul><ul><li>Redefine your category </li></ul><ul><li>Retarget </li></ul><ul><li>Promote </li></ul><ul><li>Eliminate </li></ul><ul><li>Recreate </li></ul>
  63. 65. Update your products before your competition <ul><li>Setting the pace means leading the competition. </li></ul><ul><li>Once a client asks for a feature--it has already been provided by someone else. </li></ul>
  64. 66. D-A-T-I-N-G Your Family is like any other investment <ul><li>One size does not fit all </li></ul><ul><li>Solutions need to be personalized </li></ul><ul><li>Form Alliances </li></ul><ul><li>Be flexible </li></ul><ul><li>Be responsive </li></ul><ul><li>Focus on your ROI </li></ul><ul><li>Return on your Ideas </li></ul>
  65. 67. Don’t follow paths, create trails. <ul><li>Define the end result, then create your path to reach it. </li></ul><ul><li>Dare to be different. </li></ul><ul><li>Learn from other industries. </li></ul><ul><li>The most important part of your marketing plan is your message. </li></ul><ul><li>What is yours? </li></ul>
  66. 68. Don’t follow paths, create trails
  67. 69. D-A-T-I-N-G Your Customer James D. Feldman D-A-T-I-N-G Coach
  68. 70. Talk To Me <ul><li>LinkedIn: </li></ul><ul><li>Twitter: @ShiftHappensNow </li></ul><ul><li>Hashtag: #shifthappens </li></ul><ul><li> </li></ul>
  69. 71. “ Of the 100 largest United States companies at the beginning of the 20th century, only 16 are identifiable today. Considering more recent history, of the companies in the Fortune 500 in 1970, one-third had ceased to exist by the early 1980s. And during the 1980s, a total of 230 companies 46 percent disappeared from the Fortune 500. Obviously, neither size nor reputation guarantees continued success or survival.&quot; - Strategy & Business Journal