1. 1 1 The Baltimore Sun The Road to Legendary Customer Service

2. 2 2 2 Legendary Customer Service When a Customer Makes Us the Topic of their Casual Conversation

3. 3 3 3 BUILDING CUSTOMER LOYALTY Seeking out Complaints Tip of the Iceberg

4. 4 4 4 The Tip of The ICEBERG 2% 45% 53%

5. 5 5 5 BUILDING CUSTOMER LOYALTY Seeking out Complaints Tip of the Iceberg Resolve it the First Time - Quickly

6. 6 6 6 HERES WHAT WEVE DONE Drive Calls to The Sun Restructure contracts

7. 7 7 7 HERES WHAT WEVE DONE Key Measurements Some include: -Complaints per thousand -Repeat Complaints per thousand -Prompt Starts -Recovery Train employees

8. 8 8 8 Legendary Customer Service Model High Low IVIII III Chance to be the hero Empathy Roll out the red carpet Fix the problem No Yes Company Fault ? Severity to Customer?

9. 9 9 9 Real Customer Example #1 ROAD WORK -A subscriber called….he has not been receiving his newspaper. There is road construction in his neighborhood, which precludes the delivery person from driving down the road and delivering the paper. The construction will continue for another 30 days and the area affected is about one city block.

10. 10 ROAD WORK EXAMPLE High Low IVIII III Chance to be the hero Empathy Roll out the red carpet Fix the problem NoYes Company Fault ? Severity to Customer?

11. 11 Real Customer Example #2 LEXUS DEALER -The Lexus Auto dealership called several days in a row. The papers delivered in the rain had been wet. On Tuesday and Wednesday the following week, the newspapers were thrown hard against the door and scared the night auditor to death!

12. 12 LEXUS DEALER EXAMPLE High Low IVIII III Chance to be the hero Empathy Roll out the red carpet Fix the problem NoYes Company Fault ? Severity to Customer?

13. 13 YES, its working... 1109 Wildwood Parkway Baltimore, Maryland August 24, 2001 Dear Mr. Speca, My wife Elnora and I wish to extend to you and the Management of The Baltimore Sun, our sincere thanks, not only for your apology, but also for the beautiful dish garden. The lovely dish garden has served to remove much of the pain and we will share it with our neighbors. We thank you and The Baltimore Sun for renewing our appreciation of the paper and we will consider increasing our subscription. Sincerely, Cyrel C. Galbreath

14. 14 LEGENDARY SERVICE RESULTS SO FAR... Call Volume

15. 15 LEGENDARY SERVICE RESULTS SO FAR... Speed of Answer from 1 Minute 12 Sec.s to 6 seconds

16. 16 LEGENDARY SERVICE RESULTS SO FAR... Abandoned Calls from 36,654 to 1,657

17. 17 LEGENDARY SERVICE RESULTS SO FAR... 34,000 fewer complaints 21% improvement

18. 18 LEGENDARY SERVICE RESULTS SO FAR... Repeat Complaints 28% improvement (15,000)

19. 19 LEGENDARY SERVICE RESULTS SO FAR... Recovery Re-delivery Guarantee changed from 90 to 60 minutes

20. 20 LEGENDARY SERVICE RESULTS SO FAR... And we did it with less money!

21. 21 NEXT STEPS IN OUR LEGENDARY SERIVCE PROGRAM Not Satisfied Yet -Still on the Road, driving results -Looking for opportunities to be a hero New Circulation Information System -Billing in-house -Better Data Expand Legendary Customer Service

22. 22 LEGENDARY CUSTOMER SERVICE The Ultimate Legendary Customer Service Story