This document discusses the importance of customer loyalty and retention for businesses. It provides tools to measure loyalty, reasons why customers leave companies, and strategies representatives can use to improve loyalty and retention. The presentation emphasizes demonstrating care for customers, understanding their needs, building rapport, showing product expertise, taking ownership of issues, providing efficient service, and achieving first call resolution to create loyal, satisfied customers.

1. Troy Cordell
Customer Service
And Loyalty
Presentation

3. Loyal customers are an important part of our business. Loyal
customers stay with us through thick and thin. Customers who are
merely satisfied may not have any complaints about us but, are
easily enticed by other carriers to leave us and take their business
elsewhere. Let’s take a look at some tools that help us measure
this important piece of our business.
Brand Recognition
The extent to which the
general public (or an
organization's target market)
is able to identify a brand by
its attributes. Brand
recognition is most successful
when people can state a brand
without being explicitly
exposed to the company's
name, but rather through
visual signifiers like logos,
slogans and colors.

4. Why Companies Lose CustomersWhy Companies Lose Customers
The American Society for Quality Control reports the following findings for why companiesThe American Society for Quality Control reports the following findings for why companies
rise and fall in their customers’ favor:rise and fall in their customers’ favor:
1% 9%
5%
3%
14%
68%
Customer dies
Lured by competition
Influenced by others
Customer moves
Dissatisfied
w/product/service
Turned off by attitude or
indifference of company
employee

5. What will get us there?What will get us there?
(RETENTION)(RETENTION)
 Drive down the call-in rateDrive down the call-in rate
 Migrate more customers to self-serviceMigrate more customers to self-service
optionsoptions
 More efficient handling of callsMore efficient handling of calls
• Improve first call resolutionImprove first call resolution
• Cut down on transfersCut down on transfers
• Limit holds and hold timesLimit holds and hold times
• Empathy/Sympathy/Ethics/Core ValuesEmpathy/Sympathy/Ethics/Core Values
• Product knowledgeProduct knowledge
• Training and DevelopmentTraining and Development
• Quality assurance/Management oversightQuality assurance/Management oversight
• Positive attitudes, lifestyles, and workingPositive attitudes, lifestyles, and working
environmentsenvironments

6. Your Role!Your Role!
 Own & resolve issuesOwn & resolve issues
 Embrace the Call Sequencing ModelEmbrace the Call Sequencing Model
 Be open to continued feedback & coachingBe open to continued feedback & coaching
 Time adherencesTime adherences
 Meeting KPI’s and Metrix of Quality/PhoneMeeting KPI’s and Metrix of Quality/Phone
 Up Selling of Products and FeaturesUp Selling of Products and Features
 Strive to provide outstanding CustomerStrive to provide outstanding Customer
Service and Technical Support at highService and Technical Support at high
levelslevels

7. Creating Customer LoyaltyCreating Customer Loyalty
1. Positively Differentiates Our Service from1. Positively Differentiates Our Service from
the Competition:the Competition:
*Required Outcome: Customer must feel*Required Outcome: Customer must feel
delighted with the way they were treated.delighted with the way they were treated.
 Assurance of helpAssurance of help
 Demonstrates friendly, polite, kind and helpfulDemonstrates friendly, polite, kind and helpful
mannermanner
 Demonstrates immediate empathy as appropriateDemonstrates immediate empathy as appropriate
 Treats the customer as the most important call ofTreats the customer as the most important call of
the daythe day

8. Creating Customer LoyaltyCreating Customer Loyalty
2. Understands the Customer Needs:2. Understands the Customer Needs:
*Required Outcome: Customer must believe that we*Required Outcome: Customer must believe that we
fully understand and own their issue.fully understand and own their issue.
• ListensListens
• Respond / AcknowledgeRespond / Acknowledge
• Ask fact finding questionsAsk fact finding questions
• Tell Customer what you are going to doTell Customer what you are going to do

9. Creating Customer LoyaltyCreating Customer Loyalty
3. Builds Relationship with Customer:3. Builds Relationship with Customer:
*Required Outcome: Customer believes we*Required Outcome: Customer believes we
value them and their business. Utilizes propervalue them and their business. Utilizes proper
hold procedures.hold procedures.
• Builds rapport with customer in lieu of “deadBuilds rapport with customer in lieu of “dead
air”air”
• Builds rapport with customer in lieu ofBuilds rapport with customer in lieu of
inappropriate placing on holdinappropriate placing on hold
• Utilizes all available “SAVE” optionsUtilizes all available “SAVE” options
• Expresses regret as appropriateExpresses regret as appropriate

10. Creating Customer LoyaltyCreating Customer Loyalty
4. Knowledge About Products and Service:4. Knowledge About Products and Service:
*Required Outcome: Educate the customer.*Required Outcome: Educate the customer.
Provide options and recommendations.Provide options and recommendations.
Customer feels theCustomer feels the representative is an expert.representative is an expert.
• Provides complete and correct informationProvides complete and correct information
• Anticipates customer needs and sharesAnticipates customer needs and shares
benefits with valuebenefits with value

11. Creating Customer LoyaltyCreating Customer Loyalty
5. Demonstrates Ownership of Customer’s Issues:5. Demonstrates Ownership of Customer’s Issues:
*Required Outcome: Customer feels their time is*Required Outcome: Customer feels their time is
valued; be efficient.valued; be efficient.
• Takes Ownership without placing blameTakes Ownership without placing blame
• Use “I can” / “I will” statementsUse “I can” / “I will” statements
• Customer’s advocateCustomer’s advocate

12. Creating Customer LoyaltyCreating Customer Loyalty
6. Provide Efficient Communications:6. Provide Efficient Communications:
*Required Outcome: Customer feels their time is*Required Outcome: Customer feels their time is
valued; be efficient.valued; be efficient.
• Utilizes local sequence (Call Sequencing Model)Utilizes local sequence (Call Sequencing Model)
• Controls callControls call
• Utilization of Resources – Training material,Utilization of Resources – Training material,
Internet, Help FilesInternet, Help Files
• Multi-taskingMulti-tasking
• E-mailsE-mails
• Matches customer paceMatches customer pace

13. Creating Customer LoyaltyCreating Customer Loyalty
7. Provide First Call Resolution:7. Provide First Call Resolution:
*Required Outcome: Customer will not have to call*Required Outcome: Customer will not have to call
back to resolve this issue or any subback to resolve this issue or any sub sequent issue.sequent issue.
• Representative did everything in their power toRepresentative did everything in their power to
resolve the customer’s issue (s)resolve the customer’s issue (s)
• Avoiding the opportunity for a repeat call.Avoiding the opportunity for a repeat call.
• Accurately complete transactionsAccurately complete transactions
• Complete follow-up, if neededComplete follow-up, if needed
• Properly notation on accountsProperly notation on accounts

14. Creating Customer LoyaltyCreating Customer Loyalty
8. Follows Transfer Procedures:8. Follows Transfer Procedures:
*Required Outcome: No Transfer or*Required Outcome: No Transfer or
Representative does everything within theirRepresentative does everything within their
power to assist customerpower to assist customer
• When transfer is required – appropriatelyWhen transfer is required – appropriately
utilizes transfer procedures, setsutilizes transfer procedures, sets
expectations, educates customer and gainsexpectations, educates customer and gains
permission.permission.
• Appropriate transfer – WarmAppropriate transfer – Warm

16. THANK YOU
BY: TROY CORDELL
05/2015