Presentation on theme: "Fabled Customer Service"— Presentation transcript:
1 Fabled Customer Service How to ExecuteFabled Customer ServiceGary Elekes
2 Today’s PurposeTo discuss and learn customer service principles you can employ daily.To use these principles and ideas to achieve your vision!Learn to enhance your brand!
3 To reach the company vision! ObjectiveTo reach the company vision!To be our customer’s best choice for the HVACR products and service, our vendors partner’s best choice for distribution and our employees best choice for their career!
4 Mission Execute Vision! Provide exceptional service (listening/support/counsel) and product value to “Amaze” our customers;Create or skillfully implement industry best practices – easy to do business with:Offer constant training and reward employee achievement;Encourage creativity, communication and excellence so that we continually build on strengths and correct weaknesses;Work together to achieve all Business Plans!
5 Your Core Values Integrity Honesty Enthusiasm Diversity Responsibility AccountabilityCompetencyHard WorkRespectOptimismConsistencyChangeWhat do these each mean?
6 Plan Key Objectives/Goals: Sales Growth 10 % per year average Enhance vendor partnership opportunitiesEnlarge services to customer baseDevelop employees – differentiate brandGrow your company brand in the marketReview sales/expenses – become leadersContinue planning – emergency plans
7 How does a company build it’s brand by building on TRUST? Brand = TrustHow does a company build it’s brand by building on TRUST?
8 The Standard Organization The Best Organizations PresidentVPManagersSupervisor and Line EmployeesServing the CustomerThe Best OrganizationsCustomersEmpowered Supervisors /Line-Field EmployeesManagersVPServant Based Leadership - PresidentFew leaders, and few organizations practice this, though many actually preach this.
9 The 4 Rules of RetailEveryone is in sales – no matter their role – every contact point affects your brand and how people perceive the company.Unique contact – When a customer contacts any person in an organization – it is unique to that person at that moment even though it may be the 20th time you did that task or transaction, remember the unique opportunity to impress with great service and improve the brand.If you can’t out-service the competition, you cannot outsell them. Anyone can lower price, put up a nice store and store merchandise, and warehouse a good product. Quality of Service separates one store from another.Any unhappy customer moment is nothing more than an opportunity in disguise to make your organization stand out and make a friend of a customer.
10 The “Eleven Commandments” A customer is the most important person in any business!A customer is NOT dependant upon us- we are dependant upon them.A customer is not an interruption of our work but is the PURPOSE of it.A customer does us a favor when he/she calls we are not doing them a favor by serving them well.A customer is a part of our business not an outsider.A customer is not a statistic – they have feelings and emotions like us.A customer is not someone to argue with or match wits.A customer is a person who brings us their wants and it is our job to fill those wants.A customer is deserving of the most courteous and attentive treatment we can give.A customer makes it possible to pay payroll – no matter what our title.Customers make up the life blood of any business.
11 Principles for Fabled Customer Service: Have a Vision, Core Values and Plan!Have employees with the proper attitudeKnow your customers expectationsFront Line Empowerment – develop leaders at front lineUnderstanding PersonalitiesBecome “Value-Added”Become “Great Listeners” – be in the presentSet standards based on excellence, quality, and have the courage to changeMake work like play – have fun while you work – it’s contagious.Figure out how to “Make Your Customers Day”
12 Principle 1 Transfer Your Vision to Execution You – Leadership Skills?Creating & Managing Change?Behavior Patterns?Executing Operating Practices?Creating a “Brand” = TrustCreating a “Non-You” CultureCulture is:A Set of Beliefs (individual/collective)Combined with a Set of Behaviors
13 To Reach Your Vision! Create an Operating Plan Each Year Focus – Prioritize!Deliver Operational ExcellenceNeedDo’sMustDo’sNicetoDo’s
14 Customer Service Staff are Special Principle 2Customer Service Staff are SpecialThe enjoy helping other peopleThe have good human relational skillsThe make the system serve the customerThey give the same attentiveness to any size customerThey like to make things easier for the customersThe do NOT hesitate to vary from procedures to give special services to customersThe know the technical side of their role and the company to navigateThe give the same service at 4PM Friday as they do 8AM MondayThe use the customers language to make it easy to understandThey are always polite, and courteous, friendly and in the present.They are organized and ready to workThey have good telephone skillsThey spend time with customers even when there is a lineThey go out of their way to inform and explain things to customersThey are positive in their approach/attitudeThey have self-controlThey represent and understand the concept of brand – on and off jobThey do what they say they will doThey work well with others – team orientedThey understand when to ask for help and if they do not know they find out
15 Know Your Customer’s Expectations Principle 3Know Your Customer’s ExpectationsConduct yearly surveys to determine the customers perceptions of you, the company, how you are operating and your brand.Know your customer’s names – a person’s favorite wordKnow what they buy from you, their history, and who they are in relation to your company.Know what they expect in the way of service levelsTrain your employees to understand the customers service needs
16 What Do Customer’s Actually Expect? Principle 3What Do Customer’s Actually Expect?They want to KNOW they are valued! That they make a difference to YOU!They want the “RIGHT” thing, the best answer for their particular situation. And your best advice about the situation.They want to be treated as if there requests are reasonable – that they are not putting you out to fulfill their requests.They want to know they are being treated fairly and equitably. Like your bigger customers.They want to be treated as individuals.They want friendliness and courtesy.They want things explained to them so they understand – even if it’s bad news – they want news so they are KEPT informed!They want “Recognition” – to feel important – and acknowledgement needs to come quickly.They want complaints “LISTENED” to and adjustments made when necessary.They want to be thanked for their business!
17 Front Line Empowerment Principle 4Front Line EmpowermentFront line employees – face to face with customers make far more impact on the brand than supervisors or managersUnderstand your customers needsCreate core values that support employee decision-making at front-line to satisfy the customerTrain and support employees to executeOrganize the system to support empowermentLearn to touch customers heart before you touch their wallet
18 Front Line Empowerment Impact Areas We Control Principle 4Front Line EmpowermentImpact Areas We ControlAppearanceFacial ExpressionsEye ContactBody MovementsPersonal SpaceTouchJob KnowledgeBusiness ProcessesCulture of OrganizationWe can manage and change these
19 Front Line Empowerment Impact Areas We Control – Social Bonding Principle 4Front Line EmpowermentImpact Areas We Control – Social Bonding1st Impressions of you/your brandAcknowledge – visual and verbal greeting - even if in line – say you will be there when you are finished – Make contactSmile at them – smiles create positive impressionsAt time of service – greet and give your name.Ask questions
20 Understanding Personalities – Social Styles Principle 5Understanding Personalities – Social StylesControl/Task ResponsiveAnalyticalDriverTellAssertiveAskAssertiveAmiableExpressiveEmote Responsive
21 What Makes an Angry Customer – ANGRY? Principle 5What Makes an Angry Customer – ANGRY?Their expectations are not met. They notice any deficit.They don’t get what they expected or were promised.They don’t get attended to quickly – they have to wait.They are not acknowledged when they are waiting while other customers are being served first.They feel they are “Interrupting” you when you are doing some chore – no acknowledgement. This comes from your attitude.When they are treated in an off-handed way.When regular customers are not treated according to their “Status”.When a Customer Service Rep says I don’t know and makes no effort to find out.Letters and/or telephone calls are not returned promptly.When they are not kept informed about progress for their requests. Bad news is acceptable – no news shows complacency.When someone says “That’s Company Policy” as an answer to a question.When their concerns are treated as trivial – they feel discounted.When they are handled too quickly – being shuffled through, makes them feel unimportant.When a customer service rep shows impatience with a customer explanation.Lack of eye contact and poor body language. Looking bored, down, interrupts, rolls eyes, makes sarcastic responses and others (these are most common).When they are put on hold on telephone without intermittent reassurances their request is being handled.When delivery times are NOT met.When billings or invoices are wrong.When something is substituted without communication and permission.
22 Know thyself and thy Customer Principle 5Know thyself and thy CustomerDealing with Angry CustomersAngry Customers are not angry at you they are angry at the problemDo not get angry yourself – know your personality profileLet them blow off their steamRemain calm and take deep breathsKeep your own issues and problems to yourselfDo NOT take customers anger personallyAsk questions to find out why they are angryDo NOT judge peopleKeep an open mindLook at all the options – invent options
23 Principle 5 Solving Problems AInvent OptionsExpand the Pie of SolutionsTypical Positional NegotiationBThis requires culture of empowermentServant leadership, and customer focus
24 Solving Problems – Discover Interests Principle 5Solving Problems – Discover InterestsTypical Positional NegotiationAInvent OptionsExpand the Pie of SolutionsInterests:SharedOpposedDifferingB
25 Becoming “Value-Added” Principle 6Becoming “Value-Added”What is Adding Value?Determine Customer Needs, Wants and Desires – every business has a value map – discover itLearn to Ask QuestionsLearn Your Customers Business ModelsBecome a Solutions based company – examples- e-commerce for ordering processes- Dealer profit training- Sales Personnel that are not just product sales peopleThe Value – Added ChainGeneric ProductExpected ProductAugmented ProductPotential Product
26 Becoming a Great Listener Principle 7Becoming a Great ListenerHow to become a “GREAT” Listener – Be in presentListening well takes energy and is workListening requires you to be in the “PRESENT MOMENT”.Effective listening is:Understanding the interests behind the positionRemembering (Take notes)RespondingListening Anatomy – we listen at 25% efficiency7% Words/38% Tone/55% Body LanguageGreat Listening Technique:a. Maintain eye contactb. Nod/lean forward to demonstrate interestc. Take notesd. Pause before you speak (no interrupting)e. Summarize – show that you understand
27 What Defines Great Listeners from Poor Listeners Principle 7What Defines Great Listeners from Poor ListenersUntrained ListenersWell Trained ListenersTune out too soonWait to hear what the customer really says!Are distracted by bad grammar or speaking skills – attention is to form.Pay attention to content not form. Focus on message.Getting ready to talk or state when should be focused on content.Listen – get nuances and content – to understand interests/position.Tend to listen for facts to refute, or pounce on errors.Mature in listening – listen for main idea(s).Try to take in everything – and reply to everything.Concentrate on main issues – avoid sidetrack remarks. Knows how to sort.Fake attention - poorlyAware of “Fake” tendency and control tone/body language and eye contact.Divide attention and create distractionsDo one thing at a time – understand listening is full time attention.Give-up too soon – listening becomes hard they tune outThey listen carefully and can sortDistracted by emotional words. Do not control their own emotions.They feel their anger – but control it. Emotions do not govern their behavior.Are unaware of talking-listening speed mismatch.Keep energy on listening technique.Rare they practicePractice skill of listening
28 Set Standards of Excellence – Courage to Change Principle 8Set Standards of Excellence – Courage to ChangeCreate a Concise DirectionCore Values DefinedDefine Business Operating PhilosophiesEstablish Role Descriptionsa. Metricsb. Employee Letter - Each Year of Performance ExpectationsTraining to Compliment Performance PlanResources & Tools to Execute RoleTrimester Review ProcedureAligned Compensation360 Degree Feedback
29 Make Work More Like Play Principle 9Make Work More Like PlayWhen work is more like play – everyone wins – fun creates interestYour customers will notice the change – and they’ll like it because it’s fun for them too.When work is like play – the creativity of ideas improves – everyone winsNew customers will be impressed with a culture that is refreshingGet your leaders involved – they can have fun, get them to participate
30 Find a Way to Make A Customers Day Principle 10Find a Way to Make A Customers DayExceptional service is cumulative – it adds upAsk about their kids, familyTake time to learn something new about them todaySolve a problem you weren’t expected to solveEach time you make someone’s day, you build more loyalty and a deeper relationshipA great attitude, along with exceeding expectations, will make you completely different in the marketplace
31 Fabled Customer Service? Fabled Customer Service is:What people say about you when you are not there and it is GOOD!The people saying it, have no stake in what they are saying..they gain nothing by saying it.They communicate to others thereby creating your brand for you.
32 Fabled Customer Service? Action Steps:What are You Going to Do?___________________
33 Ideas for Distribution Service Enhancement Communicate the plan to your employees and what is expected.Communicate your values and hold yourself and the employees accountable.Give all employees a proper leadership and work environment to prosper and grow.Put the tools and training in employees hands and then empower them to execute.Create an awards and recognition program and make it a BIG Deal.When out - never eat lunch or dinner alone – be with a customer you can make feel good.Create special individual dinners with key customers and wives.Sales People need to learn how to HELP their customers SUCCEED! Add Value.Stratify your customer base – create award levels for aspirations – reinforce importance.Begin a E-Newsletter to your customers and employees – focused on service skillsPublish your core values and customer service expectations to your customers and ask them to hold you accountable.Publicly thank your customers whenever possible.Send “Personal Thank You Cards” religiously for all manner of things.Always notify customers of delays, substitutions, and any change to business processes as a matter of course – just like your employees. Communicate, and then over-communicate.Create an e-commerce ordering process that is automated.Pay your customers $100 each time the phone rings past 3 times. Publish this!Owner/senior manager call each top twenty customer every month!Hold employee lunch and learns – teach employees about life.Hold quarterly customer round tables – to discuss issues.Return calls same hour if possible – never past same day.When you leave a message – assume it did NOT get communicated – follow-up until you KNOW it is resolved properly.Never leave a customer wondering what’s next – leave an action plan with steps and instructions. Especially a new customer.Use discovery agreements – to document action steps and any obligations.Use a yearly survey that is anonymous – to create feedback on your operations. Ask customers about their expectations.Hold regular customer service training sessions – discuss the issues. Discuss the methods to improve skills.