1. SURFING YOUR WAY TO BETTER CUSTOMER SERVICE
Tricia Johnson, Institutional Advancement
Southeastern Illinois College

2. Objectives
Discuss ways to IMPROVE Customer Service and adapt new models with the rising tide of change (sweat the small stuff for great customer service)
Create POSITIVE impressions and ways to COMMUNICATE effectively with customers
Develop and maintain CUSTOMER SERVICE guidelines and standards to help ride the “waves” of continuing education

3. Questions for Participants ……
1. What does customer service mean to you?
2. How are you defining customer service at your institution/department?
3. Even more important, how do your customers define customer service?
4. Who do you consider customers at your institution/department?
5. What is your institution/department’s current approach to achieving customer satisfaction?
Is it working?
How do you know your customers are fully satisfied?
6. What is most important to your customers?

4. Defining Customer Service
Customer service typically is thought to refer to what we do to meet the needs
and expectations of the customer as defined by the customer.
Other possible definitions—Customer service is a function of how well an
organization meets the needs of its customers.
Customer service is about treating others as you would like to be treated
yourself.
Customer service is any contact between a customer and a company, that
causes a negative or positive perception by a customer.
Better yet, define customer service from the Customer’s point of view:
Customer service is a function of how well your organization is able to
constantly and consistently meet and exceed my needs and expectations.

5. Good Customer Service = Lasting Relationships
Average Customer Service = Steady relationships that could be lost
Poor Customer Service = Lost Business
Here are a few tips:
Create systems to define customer service and not rules. Systems make customer service less of a reaction but an action that is defined by circumstance.
Evaluate what level of customer service is truly to be expected. Train your staff and provide orientation defining the level of service required at your institution.
Create a feedback loop….too many customers are lost due to an impression that their business is not important. A simple thank you card goes a very long way.
Be honest and fair, and when in doubt, “the customer is always right”.
Customer service must also be viewed as company etiquette. If employees are not treated well, it’s going to be tough for them to treat others properly.
Qualify your hires.
Customer Service is not difficult if you take every detail into account. Meeting and surpassing expectations will only come from people who have created environments to do so. Create systems that generate guaranteed predictable results!

6. WOW FACTOR
The next wave in customer service – handling the unexpected creatively
Great Customer Service involves several important things:
The institution CARES
They EMPOWER their staff to handle situations
EXCEED EXPECTATIONS
Pay attention to DETAIL
COURTESY
Treat each Customer like a VIP
Making resources AVAILABLE to all
Meeting the NEEDS of the individual
Providing for SERVICE recovery
Treating fellow employees like Customers
A good job doesn’t cut it anymore…….the prize goes to the TRAIL BLAZERS.

7. First Contact: The Source of Customer Loyalty
“Customer Satisfaction is Worthless: Customer Loyalty is Priceless”…..Jeffery Gitomer states is the paradigm shift
The next step is to shift the focus from loyal customers to loyal employees.
The foundation for a loyal relationship begins with the employee.

8. Identify your team’s STRENGTHS:
Identify your team’s strengths by listing the things your employees and customers say your organization does well.
Identify strengths your organization should develop by listing the things you would like your team members and customers to say you do well.

9. It doesn’t take money to get good customers, it takes commitment….
How do we get this level of commitment from employees?
Get Excited—the first professional to motivate is YOU!
Hire motivated people—”hire smart or manage tough”
Indoctrinate new staff into the customer service culture during orientation.
Measure – Measurements motivate in different ways.
Institute profit sharing – What gets rewarded gets repeated.

10. The Ten Commandments of Great Customer Service!
Know who is boss
Be a good listener
Identify and anticipate needs
Make customers feel important and appreciated
Help customers understand your systems
Appreciate the power of “YES”
Know how to apologize
Give more than expected……….ALWAYS EXCEED EXPECTATIONS
Get regular feedback
Treat employees well –--- Internal Customers…..(provide a regular dose of appreciation)

11. “THERE IS ONLY ONE BOSS— BY SPENDING HIS OF HER MONEY
THE CUSTOMER.
AND HE OR SHE CAN FIRE EVERYBODY IN THE COMPANY FROM THE CHAIRMAN ON DOWN,
BY SPENDING HIS OF HER MONEY
SOMEWHERE ELSE.”
Sam Walton

12. Emphasis is on “Feelings”
Customer Service is about the little gestures that make someone feel good and appreciated.
Customer Service is the difference between feeling good or great or feeling
neutral or disappointed once you walk away.
Customer Service is about making people feel good when they are in your
presence.
Customer Service is about making people feel comfortable.
Customer Service is about helping people feel confident.
Customer Service is about making people feel important and valued.

13. Would You Do Business With YOU???

14. The Customer Satisfaction Model
Achieve Customer Delight
(Exceed Expectations & Build Customer Loyalty)
Satisfy Unstated Customer Needs
(Customer Satisfaction & Develop Customer Confidence)
Meet Basic Customer Requirements
(Customer Satisfaction & Prevent Customer Complaints)

15. The Rising Tide of Expectations in Customer Service
An expectation is a personal vision of the result that will come from an experience.
Expectations can be positive or negative.
Expectations can be stated or unspoken.
Expectations are usually based at least partially on perceptions. A perception is the way we see something based on our experience.
Everyone’s perception of a situation will be at least slightly different.
There are two levels of expectations—
Primary expectations include a customer’s most basic requirements of an interaction. (ie. Answer questions, getting new course developed)
Secondary expectations include expectations based on our previous experience that are enhancements to our primary expectations. (ie. Good service or tasty food, good up-front planning to limit cost overruns)

16. Service Quality Organizational Gaps
GAP 1. What the customer wants vs. what management thinks the customer wants.
GAP 2. What management thinks the customer wants vs. what management thinks is being delivered.
GAP 3. What management thinks is being delivered vs. what is really delivered.
GAP 4. What is really delivered vs. what management tells the customer is being delivered.
GAP 5. What the customer expects to be delivered vs. what the customer thinks is delivered.

17. Becoming More Customer-Focused
• Think marketing, not selling (people do not want to be sold on something)
• Put yourself in the customer’s shoes at all times
• Think about the customer’s buying decision and how you can help them see the benefits of what your institution offers over other alternatives
• Clearly understand the customer’s objectives and anything they will tell you about what is behind these objectives.
• Use “you,” “your” and “we” more than “I” or “our” in conversations or writing—ie. refrain from saying “our project” when it is really “your project”
• Ask the customer, “what is the most important thing to you in our working together?”
• Ask the customer for feedback if they are getting their needs and expectations met before, during and after your product or service is delivered
• Design your internal processes with the customer in mind
• Always ask “what is the impact of our decision on the customer”

18. Proven Strategies and Best Practices to Achieve Excellent Customer Service
Pay attention to the little things that can make or break customer satisfaction.
Use numbers and facts to prove service quality matters.
Find new ways to make it easier for customers to reach you.
Collect feedback before, during, and after a project.
Set up a customer advisory panel or focus group.
Know what infuriates your customers—what are their “hot buttons.”
Consciously create and build a stronger customer service culture.
Redesign internal operating procedures and practices to better support and encourage customer satisfaction.
Identify what constitutes superior customer satisfaction for each of your customers.
Involve customers in creative thinking and brainstorming sessions.
Calculate the lifetime value of each client to appreciate their real worth to you.
Train employees on the human side as well as the business side of customer interactions.

19. “THERE ARE NO TRAFFIC JAMS ALONG THE EXTRA MILE.”
Roger Staubach

20. Importance of Words in Customer Service
Words to Avoid
Cut-Off Options
You have to…
You can’t…
It’s not our policy…
Why don’t you…
It’s required, it’s necessary
Make Judgments
Best
Worst
Create Uncertainty
I’ll try
Shut Down Communication
What’s your problem?
Manipulate
Would you mind…
I want (need) you to …
Words to Use
Offer Options
Will you…
I am (organization is) unable because…(explanation)
What have you considered?
It works well when…
Make No Judgments
It may not work well if…
Create Confidence
I’ll do it, or I’ll do this
Get Information
Can you tell me about the difficulty you’re having
Ask for What You Want

21. Importance of Feedback
Feedback tells us how we are doing—it is one of the primary ways we learn
about ourselves—our strengths that others see in us, and also our
limitations or weaknesses that could lead to improvement opportunities.
2. Feedback is a gift —employees need to be properly trained in the art of
giving and receiving feedback so that the process is constructive and
instructive.
3. “Listening Posts” can be established within a company and in the
marketplace to gather critical information that is used to drive decision making
about matters impacting employees and customers.
4. If properly managed, those providing external feedback to a company can
become “marketing champions”.
5. Feedback is a form of market research. It is also a key tool in measuring
customer satisfaction.
6. Customer feedback is a valuable management tool and the most important
driver for continuous improvement within a company.

22. “CUSTOMERS ARE NOW INFLUENCED BY PEERS,
NOT MARKETERS: THE CHALLENGE IS HOW YOU
CREATE A NETWORK OF ADVOCATES FOR YOUR
BUSINESS……BY LISTENING TO OUR
CUSTOMERS, THAT IS ACTUALLY THE MOST
PERFECT FORM OF MARKETING
YOU COULD HAVE.”
Mark Jarvis, Chief Marketing Officer, Dell

23. Communicating Effectively with Customers
Definition:
What describes GOOD service and BAD service?
Good customer service is taking that extra step to help without being asked! It’s all about attitude and skills.
Attitude Checklist
What attitudes assist in providing good service?
Enjoy helping people
Handle people well
Care for your customers
Give fair and equal treatment to all
Be understanding of people with special needs

24. Skills for Customer Service
Know your organization
Learn the services provided
Communicate well
Be consistent
Be organized
Know your place on the team and be a TEAM PLAYER

25. What do Customers Want?
Brainstorm what it is that a customer wants when they come to your institution, department, office………..
Discuss and share with the group

26. The Communication Equation
What you HEAR…………40% of the message
Tone of voice
Vocal clarity
Verbal expressiveness
What you SEE OR FEEL… % of the message
Facial expression
Dress and grooming
Posture/Body Language
Eye Contact
Touch
Gesture
WORDS…………only 10% of the message!

27. Effective Communication Skills
Eye contact
Body Language
Encouragement to continue
Summarizing what has been said
Smiling face
Check for understanding
Listening to customer
Ask questions

28. Greeting Customers
The purpose is to create and maintain a welcoming environment—how can we achieve this?
Be attentive, acknowledge a person as soon as they appear, even if you are busy
SMILE!
Establish eye contact
Tell them your name
Ask how you can help and provide assistance
Give the customer your full attention
Be polite and courteous…………………

29. Establishing Rapport What does good rapport feel like?
Practice greeting someone………
Make the customer feel comfortable
Make the customer feel important and valued
Use empathy

30. Using Your Voice Do you: Become loud or angry or upset
Speak faster when nervous
Speak slowly when tired or bored
Have a cheerful voice my tone of voice is warm and understanding
Find it easy to talk to people you don’t know
Control your tone in most situations
Sound bossy, weak or unsure
Have a clear and easy-to-hear voice
Speak in a very formal or very trendy manner?
Think about how you might modify your voice in certain situations….

31. Body Language for Positive Results
Brainstorm some examples of good body language:
Smile
Introduce yourself (if appropriate) or wear a name badge
Shake hands if appropriate
Lean forward to listen more carefully
Be aware of cultural differences

32. Telephone Skills Know how to use the phones Speak clearly and slowly
Smile (you can hear it in your voice!)
State your name and organization and ask how you may help
Write down the caller’s name and use it in conversation
Don’t say rude things while someone’s on hold
If they are explaining something, use words to show you are listening
Have a pad and pencil ready to take notes or messages
Don’t eat or drink while on the phone

33. Customer Retention is Profitable
Resolving a complaint within 24 hours results in 96% retention. For each day of delay, about 10% additional loss.
Companies can boost profits 100% by retaining 5% more of their customers.
WHY DO CUSTOMERS COME BACK?
GIVE THEM……..
What was promised
Knowledgeable help
Prompt, willing attention
Good treatment

34. Guaranteeing Return Business
Leave a positive impression, SMILE
Check to see if customers have everything they need
If you have said you will follow up, then do so
Tell them something that may be useful to them later (new class, new certification, etc.)
Invite them to another course that is relevant to one they are taking, ask them to visit website
Say goodbye and thank you
First impressions count and will affect the interaction. People make judgments in the first 30 seconds.
GOLDEN RULE—You only have one chance to make a first impression
How does your department/institution make a first impression?

35. Factors Affecting the Quality of Service
Reliability
Confidence
Responsiveness
Efficiency
Consistency
Institution/Department
Acceptance of and adherence to policies and procedures

36. Role Play
In pairs, one person takes on the role of the customer/student and one is the staff member in department
Use your own scenario from experiences in your department/institution
Swap after 5 minutes

37. Organizations that take Customer Service seriously, and approach it with passion and zeal, are the organizations that will prosper and continue to stand out among their competitors.
“A lot of people have fancy things to say about customer service, including me. But it’s just a day-in, day-out, ongoing, never ending, unremitting, persevering, compassionate type of activity”
Leon Gorman, President of L.L. Bean

38. If you only remember 12 things…
High-Performing Institutions/Organizations Who Consistently Achieve Excellent Customer Service
1. Focus on satisfying internal customers as much as external customers
2. Define customer service based on what it means to your customers
3. Know it is all about enhancing the customer’s “experience”
4. Pay attention just as much to service quality as you do technical quality
5. Know what your customers want and expect and then deliver it
6. Perform as promised and eliminate irritants
7. Recover remarkably when service gaps or breakdowns occur
8. Involve everyone in the improvement process including customers
9. Identify and manage “moments of truth” striving for “moments of magic”
10. Use customer feedback to measure customer service performance
11. Keep the customer front and center in everything you do
12. Put a “service framework” in place to insure desired results

39. For More Reading on Customer Service
Customer Satisfaction is Worthless , Customer Loyalty is Priceless. Jeffrey Gitomer, New York, 1998
Hug Your Customers. Jack Mitchell, New York, 2003
The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value.
Frederick F. Reichheld, Harvard Business School Press: Boston, MA, 1996.
Delivering Knock Your Socks Off Service. Chip R. Bell and Ron Zemke, AMACOM
Books: New York, 1991.
Customers.com. Patricia B. Seyhold, Random House: New York, 1998.
The One to One Future: Building Relationships One Customer at a Time. Don Peppers
and Martha Rogers, PhD., Doubleday: New York, 1993.
Delivering Quality Service: Balancing Customer Perceptions and Expectations. Valarie
A. Zeithaml, A. Parasuraman and Leonard L. Berry, The Free Press: New York,
1990.
Moments of Truth: New Strategies for Today’s Customer – Driven Economy. Jan
Carlson-President of Scandinavian Airlines, Harper & Row Publishers: New York,
1987.
The Pursuit of Wow! Tom Peters, Vintage Books: New York, 1994.
Managing to Keep the Customer: How to Achieve and Maintain Superior Customer
Service Throughout the Organization. Robert L. Desatnick, Jossey Bass: San
Francisco, 1988.
The Customer Driven Company: Moving from Talk to Action. Richard C. Whitely,
Addison-Wesley Publishing Co., 1991.
Managing the Customer Experience. Shaun Smith & Joe Wheeler, Prentice Hall, 2002.
The Ultimate Question. Fred Reichheld, Bain & Company, 2006.