This document discusses creating a customer service revolution by transforming employee and customer experiences. It advocates shifting to a customer-centric culture that improves sales, morale, and brand loyalty, making price irrelevant. The key is consistently providing excellent customer experiences, as customers will have no idea what competitors charge based on the experience your company provides.

1. 11/18/11
Changing the World
By Creating a
Customer Service Revolution
r r
Cus ce tome
A radical overthrow of
Cus ce tome
This shift produces a
ervi n: i
conventional business
ervlives, at n:
culture that permeates
S
mentality designed to transform
into people’s S
lutio lutio
personal
R vo Revo
what employees and customers
experience. e
home and in the community,
Making Price
omer
Cust ce
which in turn provides
i
the business with higher
sales, moraleServ
and brand
n: Irrelevant
loyalty-- making price tio
irrelevant. e
R volu
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2. 11/18/11
Based on the Experience STATE
OF
SERVICE
your customers consistently receive
They have no idea
what your competition charges
Secret
S ervice
S ummit
2 011
Service
Ap2tude
True
or
False
IS
A
PERSON’S
ABILITY
TO
RECOGNIZE
OPPORTUNITIES
TO
MOST
PEOPLE
START
EXCEED
A
CUSTOMER’S
EXPECTATIONS,
THEIR
CAREERS
WITH
REGARDLESS
OF
THE
CIRCUMSTANCES
HIGH
SERVICE
APTITUDE?
Secret
S ervice
S ummit
2 011
Secret
S ervice
S ummit
2 011
Service
Ap2tude
Priming
the
Mind
1. Previous
life
experiences
2. Previous
work
experiences
SERVICE
APTITUDE
Secret
S ervice
S ummit
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Secret
S ervice
S ummit
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3. 11/18/11
Service
Ap2tude
Test
" “It
doesn’t
apply
to
our
business”
" “We
can’t
do
that”
" “We
already
do
that”
" “We
would
get
taken
advantage
of”
Secret
S ervice
S ummit
2 011
Secret
S ervice
S ummit
2 011
Most
powerful
adver2sing?
Secret
S ervice
S ummit
2 011
Secret
S ervice
S ummit
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Word
of
Mouth
Word
of
Mouse
Secret
S ervice
S ummit
2 011
Secret
S ervice
S ummit
2 011
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4. 11/18/11
Power
to
the
People
SOCIAL
MEDIA
MADNESS
Secret
S ervice
S ummit
2 011
Secret
S ervice
S ummit
2 011
What
are
your
customers?
" Brand Evangelists " 60%
Price
increase
" Staff
hundreds
of
extra
csr’s
to
handle
irate
" Brand Terrorists
customers
" Deal
with
20,000
negative
blog
posters
" 150,000
posts
on
their
Facebook
page
" Brand Assassin " Slow
to
respond
" Excuses
Secret
S ervice
S ummit
2 011
Secret
S ervice
S ummit
2 011
LESSON?
1. Think
before
you
roll
out
" $300.00
stock
-­‐
$169.00
a
share
2. Address
it
right
away
" 1M
loss
of
subscribers
3. Don’t
make
excuses
4. Make
it
right
Secret
S ervice
S ummit
2 011
Secret
S ervice
S ummit
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5. 11/18/11
An
interac2ve
revolu2on
" Internet
reduced
human
interaction
X Commandments
" Explosion
of
social
media,
there
has
been
a
dramatic
increase
in
“human
interaction”
" Will
not
replace
the
necessary
“people
skill”
training
companies
have
to
incorporate.
TO PROVIDING A
" The
cold
Internet
suddenly
turned
into
an
interactive
WORLD-CLASS
revolution
as
people
seek
out
what
everyone
is
up
to.
CUSTOMER
EXPERIENCE
Secret
S ervice
S ummit
2 011
I
Service
Vision
II
III World-Class IV
Non-negotiable Culture Secret Service
Standards Systems
V
Training to Provide a
World-Class Customer
Experience
VIII
VII IV Above &
Zero Risk Implement & Execute Beyond
Culture
IX
Measuring Your
Customer Experience
X
World-Class
Leadership
I
Service
Vision
II
III
II
World-Class IV
World-Class
Culture
Internal Culture
Non-negotiable Secret Service
Standards Systems
V
Training to Provide a
World-Class Customer
Experience
VI
VIII
Above &
Attract, hire and retain only
the people who have the
VII
Zero Risk Implement & Execute Beyond
Culture
IX
Service DNA
Measuring Your
Customer Experience
X
World-Class
Leadership
5

6. 11/18/11
How has your life been affected by
What are some of the most
impactful memories/experiences
of your career?
Who has impacted you the most
and how? How would score your
Profit Center Culture?
Culture Reflects…
Day in the life of an
Iowa80 employee
Leadership
6

7. 11/18/11
Who are the most
committed people?
The better the
CULTURE • Volunteers/Charity • Make no money
• Campaign • Part of a cause
The less PAY • Student athletes • Something bigger
becomes an issue • Direct impact
• Proud
• Team
• “Special fraternity”
• Fight for
Be known for 4 things
If you want to create a
memorable company…
1. Great Place to work
2. Superior Experience Training
3. World Class Customer Experience Employ memorable people
4. Opportunity
Employee Experience Model Turnover occurring?
1. Sourcing • 90 Days
2. Interviewing – Slower process
3. Hiring • 2+ years
4. Orientation – More carrots
5. Skill Training
6. Six month review
7. One year review
8. Never/Always
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8. 11/18/11
SEATCAPO
• SECRET SERVICE
• EDUCATION
• ATTENDANCE
• TEAM
• COMMUNITY
• ATTITUDE
Hiring non negotiables
• PASSION
• OPPORTUNITY
People do not quit companies
They quit managers
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9. 11/18/11
People need to
EARN THE RIGHT We want to be
to be a part of our
culture & legacy a jerk free organization
It is better to have a team of Employee Experience
superb employees suffer from
temporary overload than to insert Drives Customer Experience
ill-suited people into the team
Internal Benchmarking
We do not hire people with more • Benchmark your best performers
winning qualities than our characteristics
• Compare new candidates to those
competition
We just bring out their
winning qualities
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10. 11/18/11
Orientation is Critical Orientation is Critical
Psychologist have shown that during It not about policy, breaks and
periods of orientation, people are where the bathrooms are, rather an
particular susceptible of to adopting emotionally compelling orientation
new roles, goals & values. into the company’s values
Orientation is Critical When I hire someone,
A separate event that marks a dividing line that is the time
between the past and the future. That conveys
the message that your work life, your when I go to work
assumptions, even your values are going to be
different from this point forward for them
What is happening on the inside
Experience it Forward of an organization will always be
felt by the customers
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11. 11/18/11
Want a Stronger Culture? Single most important determinant of an
individual’s performance and
commitment to stay with an organization
Offer an Incentive to Quit
is the relationship the
individual has with he or her
immediate manager.
CUSTOMER
INTELLIGENCE
F Family
What Secret Service are you
O Occupation doing that makes your team
R Recreation members go home feeling like
D Dreams they are lucky to work for you?
Exercise
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12. 11/18/11
What are you doing
to make your team members The Best Marketing you can have is
feel that choosing to work
for you Happy Employees
was one of the best decisions
they have ever made?
Pre-Shift Huddles Employees Evangelist
• 25% of staff • Proper hiring of people that were not
1. Happenings
– Call offs
looking for jobs, rather liked the company
– Focuses beforehand
– Specials
• and demonstrated genuine hospitality
2. Service Vision
– Pillars
– Never/Always
– Service Defects
3. Above & Beyond story
Employees Evangelist
• Company Orientating –
• Don’t put people in your company, rather
your company in your people
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13. 11/18/11
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14. 11/18/11
Do happier people work
harder?
• Employee motivator study
• 64,000 Employees
– Making progress in meaningful work #1
• 669 Managers
– Supporting progress LAST
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15. 11/18/11
What Motivates Employees? Better performance & personal satisfaction
• Autonomy
• Mastery
• Purpose
· Sourcing·
SERVICE DEFECTS Standards Day Making
Employee Experience Model • Establish JR Brand • Instructor
• Attract wrong fit
1. Sourcing employee • Strong relationship Appreciation Night
• Reactive hiring w/schools • Open House
2. Interviewing versus proactive • Constant presence • Career Counseling
in schools
3. Hiring
• Incentives for
4. Orientation existing team &
guests to refer
5. Skill Training • Guests Are
6. Six month review candidates
• Recruitment pkg
7. One year review – Letter
8. Never/Always – Articles
– JR 1-Sheet
Orientation
Interview Process SERVICE DEFECTS Standards Day Making
SERVICE DEFECTS Standards Day Making • Orientation late • New hire celebration
• Policies late and brief • New Hire Banner
• Clear expectations • SS profiling on • Not enrolled • Orientation immediate
Ø Lack of information
• Non negotiable Observation day • No understanding of • Picture & bio in
Ø Lack of expectations
explained why we do things paychecks
Ø Not right fit for the • Recommendation • No understanding of • History, legacy & Long term goals
position • Reputation & legacy to other salons JR Heritage policies Hit something on
Ø Not right fit for the • Thorough interviews • No respect for culture • Legacy Test Secret your personnel
company • Observation days • No respect for service class profile sheet
Ø Looking for best • Pit falls discussed reputation • JR Scavenger Hunt
offer • Meet role models • Not recognizing • History portfolio
negative actions • Frequently asked ?’s
Ø Perfect job • Other salons they
• Late • Enrolled & educated
perception should interviewed
• Not interested • Excited about their
Ø Not comfortable on • Send congratulations future w/jr
observation day card
• JR Memorabilia
• Fill out Personal
profile sheet
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16. 11/18/11
First 90 days
SERVICE DEFECTS Standards Day Making
• Overwhelmed
• Alone
•
•
Banner in employee
lounge
Caught card
• Caught You Employee’s
Doing
• Feeling of
ignorance
•
•
•
Boot camp
Baby steps
Tests
Something
Right Cards
Bill of Rights
• Screwed up
• Goal setting
• Poor direction • Mentoring
• No nurturing
• Brain overload
•
•
m/w 15-30-60-90 days
Salon meeting
BURDEN OF THE BRAND
• Celebrate Minor
• Anxiety
victories
• Nothing like • Best job ever
envisioned • Clear direction
• People are not • Opportunities for
friendly growth
• Role models & support
systems
NEVERS/ALWAYS
Grudge Buy
Two most important words in a
Service Recovery mindset?
Compassion & Empathy
16

17. 11/18/11
World Class Leadership
1. Would you work for you?
2. Could you prosper working for a person
like you? Find something you
3. Would you allow your son or daughter to
work for someone just like you?
love so much,
you can’t wait for the sun to rise
Leaders are fascinated by the future, As a leader you are never satisfied
you are a leader if, and only if, with the present, because in your
you are restless for change, head you can see a better future, and
impatient for progress, and the friction between what is and
deeply dissatisfied what could be burns you, stirs you,
with the status quo. propels you forward.
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18. 11/18/11
World Class Leadership
1. Passion
2. Determination
Make a dent in the universe 3. Sell your dream
4. Dream Maker
5. Give the Gift
Purpose
PERSONAL
To live an extraordinary life
SERVICE
VISION
so countless others will as well
Professional
Personal
Personal Family Health Professional
Business Team
Development
Relationships Self Esteem Diet
Spiritual Role Model Exercise Learning
Vision Sell Vision
Give More Fun Mind Network
Plan Opportunity
Goals
Charity Encouragement
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19. 11/18/11
Did I utilize the potential I had inside me to…
• Spouse
• Children
• Leadership Team PERSONAL
• Employees
• Customers
• Friends SERVICE
VISION
• Family
• Community
Did I utilize the potential I had inside me Did I utilize the potential I had inside me
to make my children feel that were the to help my customers gain an unfair
most special human beings ever born? competitive advantage? Did I deliver
That they could accomplish anything more than what they were expecting? Did
because they believe in their own ability they feel like I was one of the best
and have phenomenal self esteem because investment that they have ever made?
of the way I made them feel everyday?
Did I utilize the potential I had inside me
to help my company achieve its potential.
Did I make my vision and purpose of why
our company exist and find away to
articulate that message to my team and
get them to understand the critically
important roles they play in that vision?
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20. 11/18/11
Risk More • than others think is safe
than others think is wise
Care More
than others think is practical @JohnDiJulius
Dream More
blog.thedijuliusgroup.com
than others think is possible
Expect More
thedijuliusgroup.com
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