This document discusses the importance of good customer service. It provides examples of companies like Disney, Trader Joe's, Samsung, Google, and Zappos that excel at customer service. The key aspects that make for good customer service according to the document are having executives committed to service, viewing it as an ongoing challenge, creating a culture where people want to work, and going above and beyond for customers. It emphasizes that customer service impacts a company's reputation greatly and provides tips for schools to focus on friendliness, understanding customers, being informed, and having management that cultivates good service.

1. Why Customer Service Counts
Evelyn McCormack LHRIC
Professional Development Day

2. Recognize Anyone?

3. Do what you do so well that they will want to see
it again and bring their friends. -- Walt Disney

4. WWWD?
What Would Walt Do?

5. Motto: always exceed guests’
expectations. Employees in front of the
customer, so look after them, teach
them, support them. Every face to face
interaction is a “touchpoint,” a moment
of truth. If a customer interacts with 50
cast members per day, that’s 50
touchpoints.
Employees leave personalized notes for guests,
doormen/women provide local homeless people
with transportation to the nearest shelter, etc.
Details count. Also won accolades for its loyalty
rewards program, including #1 on US News and
World Report.

6. Doesn't carry the biggest selection, but stocks
stores with products requested by local
community. Stays ahead of curve by taking steps
like using allergy labels before they were required
& stocking shelves with local goods.
Once criticized for having the worst customer
service, Samsung made an investment in
improving its reputation in 2013, wooing
customers back by launching worldwide
customer service campaign, offering free app
with online support, how-to videos,
troubleshooting guides.

7. Decided to take on its own improvement
project: spiffing up customer service. Now
invests 350,000 hours/year training,
coaching and providing personal feedback to
employees.
Google's customer-service department pleases
us most because we rarely, if ever, need it.
Google rarely breaks.
Continuous functionality is a good thing &
doesn't hurt the bottom line. Last year, Google
posted $50.1 billion in revenue and $10.73 billion
in net income.

8. • In 2011, Zappos sent flowers to a woman who
ordered six different pairs of shoes because her
feet were damaged by medical treatments.
• In March, customer service rep went to rival
shoe store to get a pair of shoes for woman
staying at the Mandalay Bay hotel in Vegas
when Zappos ran out of stock.
• Overnighted free pair of shoes to a best man
who had arrived at wedding shoeless.
• Paid all the tolls on the Mass Turnpike one day
last November.
Customer Service
Culture

9. What Do These Companies Have in
Common?
Good service starts at the top. Have chief executives who
make it their mission. Not afraid to spend money, hire
experts, structure corporate culture around providing sterling
service.
Service is continual challenge. Companies w/outstanding
customer service more eager to talk about continuing efforts
than accept praise.
Where people want to work. Companies that excel at
customer service are known for providing good pay and
benefits, trust employees to make decisions, stand behind
those decisions. Employees are engaged.

11. What the Research Says…
• Dissatisfied customers tell as many as 16
other people about a bad experience; only
0-5 about a good experience.
• Only 4% of unhappy customers bother to
complain. For every complaint we hear, 24
are communicated to others & not to us.
• It takes 12 positive incidents to make up for
every negative one.
• 68% leave because of what they perceive
as indifference from the organization. They
feel unappreciated, unimportant and taken
for granted.

12. What Impacts a School District’s
Reputation the Most?
• Media (negative or positive coverage): less than 30%
• Newsletters and print publicity: 4%
• Other: 10%
• School Employees: more than 56%
--National School PR Association

13. Who Are LHRIC Customers?
External
• Those who support or have an interest in our
schools.
• Those who use our services or provide services to
us.
Internal
• Those with whom we work.
• People in our buildings.

14. The Basic Needs of Our/All Customers
• Friendliness
• Understanding and Empathy
• Fairness
• Control
• Information

15. You: Tips for Good Customer Service
• Know Your Stuff and Be Proud of It
• Know Your Students/Staff/Customers As Real
People, Not Demographics
• Go An Extra Step, Whether They Ask Or Not
• First impressions mean EVERYTHING.
• You may be the only contact someone has with
LHRIC/BOCES.
• People have other choices for educating their
children.Public schools need community support.

16. ● Let them hear your smile. (Tone and greeting)
● Listen attentively.
(Acceptance responses, paraphrase, ask clarifying questions)
● Be prompt -- in person, answering the phone, conference
calls, etc.
● If you don’t know the answer, it’s not the end of the world.
But get the answer and own the issue. Don’t just play the
“transfer game.”
● Use all tools to answer their questions. (Colleagues are your
“subject matter experts,” use the web)

17. Just Be Nice!

18. Be Honest: Are We Friendly?
• Do visitors to our buildings feel welcome when
they enter?
• Are staff and students polite and courteous?
• Are people smiling and do they seem as if they
are enjoying their work?
• What do we communicate through our body
language, tone of voice?
• Do we have “phone manners” and “email
manners”?

19. Are We Understanding & Empathetic?
• Do you understand who your “customers” really
are?
• Do customers get your full attention or do you feel
as if they’re interrupting you?
• Do you listen more than you talk?
• Do you treat every customer & colleague with
respect?
• Are our policies and practices flexible enough to
adjust to customer needs or is it one-size-fits-all?

20. Are We Informed?
• Is information shared regularly or do people have to
guess what’s going on?
• Do we share bad news as well as good?
• Is important information communicated in a timely
manner?
• Do we clearly communicate policies & procedures?
• Do the right people have the information they need to
do their jobs?
• Are multiple communication vehicles used to ensure
everyone has access to information?

21. What is Our Awareness Quotient?
• As a frontline communicator, your awareness of
the LHRIC is critical. How much do you know
about the LHRIC and BOCES?
• Do you have the LHRIC and BOCES Services
Guides nearby?
• How often do you consult the LHRIC or BOCES
websites?

22. Management: Cultivating Good Customer Service
•Make sure everyone understands the mission
•Structure your organization so departments are
working together and information is shared
•Have clear principles that all staff know, and
live them
•Create an internal culture of engagement

23. Customer-Friendly Words
• This is what I can do
• Here’s how I can help
• I’ll find out
• I’m sorry
• I’ll be with you shortly
• I’ll call you back
• I’ll try my best
• Can I put you on hold?

24. What Are Some Customer-Unfriendly
Words?

25. When
they’re
MAD
They are just upset about the problem

26. Ask for
You won’t have the answer for everything, so ask
someone to help you when you need it. Ask your
managers. My number: 922-3412

27. SWBOCES/LHRIC Customer Service
Team
Eight team members who:
• Studying ways LHRIC/BOCES can improve
customer service
• Recognize staff members who represent the best
in customer service
• Monitor customer service and listen to employees
• Plan professional development activities

28. Is there anything else I can help you with?