1.
The Making of
$-! "
!%()&$% "%#’
#201-,(/ %(/3*’(
&-/+0)-.
Zulkifli Mohd
14th May 2009
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2.
Let’s
Discuss
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3.
What’s your role?
Your role – Why’d
care?
Who are customers?
How to keep ‘em!
How to lose ‘em!
Loyalty Facts
What Does A
Customer Want?
How to be No. 1?
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4.
Who Are You?
Your Roles?
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5.
Who are You?: Your Roles
1. Why are you in this job?
2. What do you hope to get in this job?
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6.
Your
Real Role…
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7.
Make Customer
Feel Good!!!
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8.
Deliver
Great
Customer Experience
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9.
Who is Our
Customers?
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10.
Who are Customers?
The Customer is the business’s biggest asset
The Customer pays our salaries
The Customer will go where s/he receives the best attention
You must be your customer’s best choice !
Not dependent on us - we on him!
Not an interruption to our work - the reason for it!
Not an outsider to the business - part of it!
We’re not doing him a favour by serving him - he’s doing us a
favour by giving us his business
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11.
Your Customer
1. One thing that you like about serving
your customer
2. Share your best moments with the
customer
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12.
How to Lose Them?
SURE-FIRED WAYS TO DRIVE ‘EM AWAY
— Ensure long waits
— Give ‘em the "run-around"
— Answer with, "That's not my job", "I just do what they tell me",
"We can't do that", and "our policy… "
— Bad-mouth your program, the organization or the competition
— Demonstrate your lack of product or service knowledge
— Be an "uncaring" customer service person
— Fail to follow-up
— Use the voice tone that says you don’t care
— Confuse ‘em with inconsistent body language
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13.
How to Keep Them?
Being The Best -- Everyday!
HIGHLY EFFECTIVE CUSTOMER SERVICE PEOPLE:
— Exceed customer expectations
— Find out how customers want to be treated
— Know the customer's needs are a priority
— Listen effectively to ensure they understand the customer
— Don’t take complaints personally
— Look and act like a professional
— Keep learning
— Keep teaching
— Smile genuinely
— Respect the customer
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14.
Loyalty Facts
Employees’ attitudes make a difference to brand loyalty
68% 41% 70%
of customers LEAVE of customers of of customers brand
because of poor customers are perception is
employee attitude LOYAL because of determined by
a good employee experiences with
Source: Parkington and Buxton, attitude PEOPLE
Study of the US Banking Sector,
Journal of Applied Psychology
Source: MCA Brand Ambassador Source: Ken Irons, Market Leader
Benchmark
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15.
Facts about Dissatisfied Customers
• The average company loses approximately
20% of its customers each year. - U.S Bureau of
Consumer Affairs
• It costs five times more money to attract new
customers than to keep existing customers
satisfied. – General Motors Study
• Even if you achieve 95% customer
satisfaction, you still have 50 customers out
of every 1,000 walk away dissatisfied. - Unknown
• For every 1 dissatisfied customer who
complains, there are 26 others who say
nothing. Of those 26, 24 will not come back. –
U.S Bureau of Consumer Affairs
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16.
Facts about Dissatisfied Customers
• Average business doesn’t hear from 96% of
unhappy customers.
• For every 1 complaint received, there are 24
people with unvoiced problems, 6 of which are
serious.
• > 90% who are dissatisfied with the service
they receive will not buy again or come back.
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17.
Facts about Our Customers
Did You Know?
Happy customers who have their problems
resolved will tell 4-6 people about their positive
experience.
A dissatisfied customer will tell 9-15 people about
it. And approximately 13% of your dissatisfied
customers will tell more than 20 people about their
problem.
It costs five to six times as much to get a new
(first time) customer as it does to keep a
current one.
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18.
How Does
A Customer Wants?
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19.
MOT: Moment of Truth
Each customer contact is called a moment of truth.
Every moment of truth is an opportunity to make
either a favourable or unfavourable impression on
your customer – satisfy or dissatisfy your customer
Convey the correct message at each transaction
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20.
What Does the Customer Want?
Moments of Magic Moments of Misery
? ?
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21.
What Does the Customer Want?
The Customer want to be
made feel special
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22.
How Do I Make
the Customers feel
Special?
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23.
Great Customer Experience Clip 1
Shep Hyken
Great Customer Experience Clip 2
Scott McKain
Great Customer Experience Clip 3
Patricia Fripp
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24.
Our
ATTITUDE
Towards the Customer

25.
Loyalty Facts
Employees’ attitudes make a difference to brand loyalty
68% 41% 70%
of customers LEAVE of customers of of customers brand
because of poor customers are perception is
employee attitude LOYAL because of determined by
a good employee experiences with
Source: Parkington and Buxton, attitude PEOPLE
Study of the US Banking Sector,
Journal of Applied Psychology
Source: MCA Brand Ambassador Source: Ken Irons, Market Leader
Benchmark
25

26.
Contrasting Views
Are You Delivering a
Superior Experience?
80%
“YES”
Are You Receiving a
Superior Experience?
8% “YES”
Company Customer
Perspective Perspective
Source: Bain & Company
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27.
GOLDEN RULES
Ask not what the customer will do for you!
Assume not what the customer expects from
you!
Find out the customer’s expectation and
meet it.
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28.
Strategy to Success: DELIVER VALUE!
Don’t just repair products —
solve problems
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29.
Why
Attitude
Is So Important?
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30.
Why Attitude is So Important?
Let each letter of the alphabetic has a value equals
to it sequence of the alphabetical order:
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
S K I L L S
19 11 9 12 12 19 =
K N O W L E D G E
11 14 15 23 12 5 4 7 5 =
H A R D W O R K
8 1 18 4 23 15 18 11 =
A T T I T U D E
1 20 20 9 20 21 4 5 =
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31.
Why Attitude is So Important?
Let each letter of the alphabetic has a value equals
to it sequence of the alphabetical order:
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
S K I L L S
19 11 9 12 12 19 = 82
K N O W L E D G E
11 14 15 23 12 5 4 7 5 = 96
H A R D W O R K
8 1 18 4 23 15 18 11 = 98
A T T I T U D E
1 20 20 9 20 21 4 5 = 100
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32.
Great
Customer
Experience
Make
Customer
Feels Good
No. 1
Service
Team

33.
How Do
We Make
Our Service Team
No.1
???
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