The document discusses how to implement concierge customer service that turns customers into promoters. It recommends a three phase approach: 1) Use surveys to understand customer wants and satisfaction; 2) Customize service and train staff using this feedback; 3) Continually capture feedback and share successes. The key is providing an exceptional experience through ownership, referability, and focusing on customers' priorities to increase conversion, penetration, and retention.

1. S
How to Provide Concierge
Customer Service That Turns
Your Customers Into Raving
Fans
Jeanne Hurlbert, PhD
CEO, Hurlbert Consulting, LLC
©2016 Hurlbert Consulting, LLC, All Rights Reserved
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2. A Tale of Two Airlines
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3. Concerns
for
Wholesale
Distributors
①Profit
② Disintermediation
③ Growth of
nontraditional
competitors
④ Technological
transformation
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4. Copyright Hurlbert Consulting, LLC4

5. How Not To:
60 Minutes of
• Automated menu
• Customer service rep
• “Customer loyalty”
department
• Automated menu
• Customer service rep
• “Solution” I couldn’t access
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6. Focus on Fundamentals
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7. S
Key to Profitability:
Solid Strategy
Conversion,
Penetration, &
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Consulting, LLC

8. Key Premises
1. Provide concierge customer service to most profitable
customers AND high-quality customer service to
everyone
S Keys to conversion, penetration, and retention—for profitability
2. Satisfaction is necessary but not sufficient condition of
loyalty
3. Customer satisfaction must be understood from customers’
points of view
4. WHICH MEANS:
1. Must measure customer wants, priorities
2. Orient customer service around that8 Copyright Hurlbert Consulting, LLC

9. S
Benefits of Concierge
Customer Service
CPR: Conversion, Penetration, Retention
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10. Concierge Customer Service:
Conversion
S Attract Customers Similar to Your Most Profitable,
by Offering Service Competitors Can’t
S Gives sales force invaluable tool!
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11. Concierge Customer Service:
Penetration
S Transform Highly-Profitable Prospects to
Customers
S Turn Money-Losing Customers to Money-Making
Customers
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12. Concierge Customer Service:
Retention
S For most profitable
clients, competitors
can’t draw away
S Change the culture of
your organization
across all levels
S Retain all the
customers you want to
retain
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13. If you do not…
$100-Million Company
Wouldn’t take a gorilla to defeat them
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14. S
Becoming Customer-
Centric
Job Roles & Descriptions
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15. Do You Have a Chief
Customer Officer (CCO)?
S Increasingly common
S <20 in 2003; 22% of Fortune
100, 10% of Fortune 500 in
2015
S 35% of CCOs in enterprise,
(>$1B), 15% midsize, 50%
in small (<$250M)
S What do CCOs do:
S Ensures the company
understands WHO their
customers are
S Builds lasting
relationships with those
customers
S Ensures that they serve
those customers at the
highest level
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16. Power of
Focus
Having dedicated
professional focused
SOLELY on
understanding and
connecting with
customers
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17. S
Key Elements of Concierge
Customer Service
CCS Objectives
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18. Objectives
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19. Concierge
Customer
Service
Objective:
• To deliver an
exceptional customer
experience that gives
customers MORE!
• Defined as
EXTRAordinary, going
“above and beyond”
what is typical.
• Example: 5-star hotel
service
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20. MORE: 4 Elements of CCS
S Mindset
S Be patient
S Be a good listener
S Commit to solving
problems, rather than
providing excuses
S Be lifelong learners
S Advocate for customer
S Ownership
S Take ownership of
customers’ problems
S Provide solutions
S Ensure that
customers are
apprised of each
step through the
process
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21. Ownership Example:
Shipping
Mistake:
Returning a
Jacket
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22. MORE: Final Elements of CCS
S Referability
S Should be automatic
S Norm of Reciprocity
S “Network homophily”
S Reach deep into your
target market at low cost
S Clone your best
customers
S Will they refer you? Or will
they send others away?
S Ultimate measure of loyalty
S Experience
S Make them want to tell
others
S Four Seasons Hotel,
“[s]ystematize the
predictable so that you
can humanize everything
else”
S Competitors will be
unable to match the
experience, so you
super-glue your best
customers to you
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23. Referability
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24. Reality Check/Action
Do you have an endless flow of referrals?
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25. Experience
Example
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26. MORE Action
Assess your
customer service
personnel:
Order taking is NOT
Concierge Customer
Service26 Copyright Hurlbert Consulting, LLC

27. Financial Foundation of CCS
S Your WayPoint profitability ranking of your clients will show you
which clients are sufficiently profitable to fund CCS.
S Accounts with the highest volume are not necessarily the most
profitable.
S Identify profitable accounts and retain them by providing CCS.
S Steps:
S Prepare for the eventual loss of gross profit from accounts that are
losing money.
S Convert customers who resemble closely your top accounts.
S Penetration (Internal Conversion) – turn Money-losing accounts into
Money-making accounts.
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28. S
Putting Concierge
Customer Service in Place
Where to Start?
How do you achieve this?
How do you give customers MORE?
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29. Preparing for CCS
S The 2 Most Important—And Often
Unanswered--Questions:
S What do your customers WANT?
S How satisfied are they with the extent to
which we are providing that to them?
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30. To Provide CCS, Answer:
What do your customers
want?
S Although there are core principles
in every CCS system, there are
variations specific to individual
companies.
S Tailor your CCS to their specific
wants
How satisfied are they with
how you are giving it to
them?
S Constantly gather feedback from
customers to ensure you’re giving
them what they want
30 Copyright Hurlbert Consulting, LLC

31. Phase 1 of Implementation
Opportunity Generator™ and Feedback Generator™
S Opportunity Generator™
S Identify 5 core
problems/priorities
S What keeps your
customers up at night?
S Orient your content,
products or services, and
marketing around
S Discover individualized
customer service touch points
S Feedback Generator™
S Baseline measure of
satisfaction and loyalty
S Pinpoint areas for
improvement
S Calibrate CCS efforts
S Leverage this investment in
Phase 3
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32. Why Opportunity Generator?TM
Finding common ground,
making connection become
much easier if we can see the
world from the customer’s
point of view, “take the role of
other”
Network Homophily—We
Connect to People Who Are
Like Us
Concierge Customer Service
must align with customers’
priorities
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33. Benefit #1: Laser Focus
S Customer Service
S You serve them better
than competitors do
because you know them
better
S Focus your content,
products/services,
marketing
S Revolutionizes your
planning
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34. Benefit #2: Instant Authority
S You know them better
than anyone!
S Positioning, credibility
S Thought leadership
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35. Why Feedback Generator?TM
Five Core Forms of Social Proof
from Feedback GeneratorTM
S Testimonials: Stories that stick
S Invite testimonial if satisfied
S When dissatisfied, send an
internal alert for quick
response
S General satisfaction data
S Global/overall satisfaction
S Creates gold for marketing
S Specific satisfaction data
S Continuous process improvement
S Fix problems quickly
S Referrals
S Invite satisfied to refer
S Reach target market, leverage
trust
S Online reviews
S 25% of Americans “comparison
shop” on the web
S Systematically and ethically
encourage positive reviews
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36. Example: Feedback
GeneratorTM
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37. Feedback GeneratorTM
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38. I wanted to tell the story
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39. When you’re referable AND
you give them a way…
“We had the pleasure of working with Jeanne and her team earlier
this year. It was clear to us very early in the engagement that
Jeanne is not only a brilliant individual and one of the leading
authorities in her craft, but she is also a great person to work
with. The process that Jeanne led us through was well defined
and had a logical flow which resulted in no wasted steps or time!
With her guidance, we were able to net more than a 10%
response rate from our survey. This is 2X or better than our
average for our more typical customer satisfaction and other
customer facing surveys. The insights we received from the
survey are incredible and will prove critical to our planning as we
prepare our 2016 strategic plan. Through this process we learned
a lot about our customers, business, and ourselves and we owe
much of it to Jeanne and her team.”
Tony De Luca
Director of Sales and Marketing
Swagelok Northern California39 Copyright Hurlbert Consulting, LLC

40. Phase I Report to Customers
S Report on positive results
S I.e.. “We are so gratified to
find that 98% of you are
satisfied with our company
and 95% would recommend
us.”
S Identify 2 aspects of customer
service that showed an
opportunity for improvement.
S Identify their customer service
preferences.
S Use #2 and #3 as a rationale for
your new customer service
program.
40 Copyright Hurlbert Consulting, LLC

41. Phase 2 of Implementation
S Phase 2: Customize CCS using these key elements
S Find reps who give customers MORE
S Use assessments like Kolbe or
DISC
S Recruit from outside or promote
S Train on CCS with job descriptions and
systematic procedures
S Give customers perception that there’s
nobody else other than them in the
world
S Train sales team so they are aligned
with customers’ goals.
S Create and utilize systems to allow
CCS representative to track
interactions
S Generate reports so that customers
can see the benefits of their
participation in the system
S Use data from Phase 1 to identify
problems in general customer service
(non-CCS customers) for
improvements
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42. CCS Steps
S Dedicate at least 2 people to
CCS, TRAIN
S No automated menus
S Give Customers MORE!
S Provide these staff with the
authority to solve problems
S Demonstrate benefits to sales
team
42 Copyright Hurlbert Consulting, LLC

43. CCS
Process:
• Identify the problem,
• Ask questions,
• Take notes,
• Summarize the problem
to the customer,
• Outline steps will take to
resolve the problem,
• Give the customer a
timeframe, and
• Assure the customer
that he or she will
personally solve the
problem, and then do so.
43 Copyright Hurlbert Consulting, LLC

44. Preparing Sales Team for CCS
Implementation
S Train sales team on
CCS
S Provide tools to
introduce
S Distribute reports to
customers quarterly—
show gains
S Build loyalty
S Measure success for
internal improvement
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45. Gift with
Dedicated
CCS Phone
Number
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46. Phase 3 of Implementation
S Phase 3: Capitalize on Phase 1
S Use the Opportunity
GeneratorTM and Feedback
GeneratorTM
S Autoresponders at
designated intervals
S Current testimonials and
statistical data
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47. National
Science
Foundation

49. Where I Learned The Most
About This . . .

50. Action Items
S Become customer-centric
S Make sure your customers truly stand at the core of your
business
S Make sales, then acquire customers
S Provide concierge customer service
S Keep your finger on the pulse of customer sentiment to
ensure you continue to provide that service
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51. At Its Core . . .
S Give them MORE
S Is your mindset customer-centric?
S Do you take ownership when there’s a problem?
S Are you referable?
S What is their experience?
S Keys to concierge customer service, keys to
profitability
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52. S
Let’s Talk!
Get Your Complimentary Strategy
Session
www.ConciergeCustomerService.com
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