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THE BEST CUSTOMER SERVICE SWEAT THE SMALL STUFF Greg Johnson Pete Hangen.

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Presentation on theme: "THE BEST CUSTOMER SERVICE SWEAT THE SMALL STUFF Greg Johnson Pete Hangen."— Presentation transcript:

1 THE BEST CUSTOMER SERVICE SWEAT THE SMALL STUFF Greg Johnson Pete Hangen

2 WOW Creative Pros have 2 things in common; Creative Pros have 2 things in common; –They care –They’re empowered A good job doesn’t cut it anymore. The prize goes to the trail blazers.

3 It doesn’t take money to get good customers, it takes commitment How do we get this level of commitment from employees? How do we get this level of commitment from employees? 1. Get Excited – The first professional to motivate is YOU! 2. Hire motivated people – “hire smart or manage tough” Indoctrinate new staff into the customer service culture during orientation. Indoctrinate new staff into the customer service culture during orientation. 3. Measure – Measurements motivate in different ways. C ompetitive; compete with self; non-competitive; 4. Institute profit sharing - What gets rewarded gets repeated.

4 Customer Service Zone By Robert Bacal Most compelling reason for good customer service: Most compelling reason for good customer service: –When delivered, you experience less stress, less hassle and grief from the customer. –You can also save huge amounts of time.

5 The Ten Commandments of Great Customer Service! l. Know who is boss ll. Be a good listener lll. Identify and anticipate needs lV. Make customers feel important and appreciated V. Help customers understand your system Vl. Appreciate the power of YES Vll. Know how to apologize Vlll. Give more than expected (lagniappe) lX. Get regular feedback X. Treat employees well

6 First Contact: The Source of Customer Loyalty “Customer Satisfaction is Worthless; Customer Loyalty is Priceless” “Customer Satisfaction is Worthless; Customer Loyalty is Priceless” So says Jeffery Gitomer – paradigm shift So says Jeffery Gitomer – paradigm shift May be the first step, but the next step is to shift the focus from loyal customers to loyal employees. May be the first step, but the next step is to shift the focus from loyal customers to loyal employees. The foundation for a loyal relationship begins with the employee. The foundation for a loyal relationship begins with the employee.

7 5% of all communication is received as it was intended (Helsinki School of Business Research Study) 5% of all communication is received as it was intended (Helsinki School of Business Research Study) 5 out of every 100 words are actually received by the customer as the employee intended. 5 out of every 100 words are actually received by the customer as the employee intended. The source for many dissatisfied customers begins with this first contact. The source for many dissatisfied customers begins with this first contact.

8 Why are these folks so angry! On hold too long On hold too long Previous problems with customer service Previous problems with customer service Perceived injustice Perceived injustice Legitimate service complaint Legitimate service complaint F. Scott Fitzgerald: “It’s not a slam at you when people are rude, it’s a slam at the people they’ve met before”. F. Scott Fitzgerald: “It’s not a slam at you when people are rude, it’s a slam at the people they’ve met before”. What makes you angry as a customer? What makes you angry as a customer?

9 How to cool them down Let them vent Let them vent Speak slowly in a low, resonant tone Speak slowly in a low, resonant tone “That is frustrating, isn’t it?” “I’d probably be upset if that happened to me”. “That is frustrating, isn’t it?” “I’d probably be upset if that happened to me”. Calming language – “OK, let’s start at the beginning’. Calming language – “OK, let’s start at the beginning’.

10 George Columbo – “Killer Customer Care” Handle complaints with DEHEAT Deal with the customer, not the problem Deal with the customer, not the problem Exorcise your ego – You don’t have to be right. Calm the customer, resolve situation Exorcise your ego – You don’t have to be right. Calm the customer, resolve situation Hear the customer out – Let ‘em vent! Hear the customer out – Let ‘em vent! Empathize – “I understand how you feel”. Empathize – “I understand how you feel”. Apologize – “I’m sorry this happened”. Apologize – “I’m sorry this happened”. Troubleshoot – How can we solve this? Troubleshoot – How can we solve this?

11 What About Meeeeeeeeee! Don’t get caught up in an argument Don’t get caught up in an argument Take a few deep breathes Take a few deep breathes Isometrics or just walk around Isometrics or just walk around Stare out into space….. Stare out into space….. If you can keep it together throughout the rant, you’ll see a turn around from before to after. If you can keep it together throughout the rant, you’ll see a turn around from before to after.

12 Abusive Customers Direct and assertive – not combative Direct and assertive – not combative “I care very much about your problem, but when you speak to me this way, I find it difficult to focus on a solution.” “I care very much about your problem, but when you speak to me this way, I find it difficult to focus on a solution.” “I understand this is difficult for you. Let’s see what we can do to fix the problem.” “I understand this is difficult for you. Let’s see what we can do to fix the problem.”

13 Everybody Makes Mistakes Take Responsibility Take Responsibility Don’t place blame or speak bad about your organization or another employee Don’t place blame or speak bad about your organization or another employee Sincere apology Sincere apology Thank customer for pointing out the problem. Thank customer for pointing out the problem.

14 No No’s “It’s against our policy” “It’s against our policy” “It’s against the rules” “It’s against the rules” Try this: “Oh, I’m so sorry. If I could do that for you, I would. Let me tell you what I can do”. Try this: “Oh, I’m so sorry. If I could do that for you, I would. Let me tell you what I can do”.

15 Telephone Greetings that Customers Love Simplicity Simplicity 1 st impression is critical 1 st impression is critical Pleasantry, Brevity, Sincerity Pleasantry, Brevity, Sincerity Positive body language to attain the right emotional state Positive body language to attain the right emotional state Edge of chair, shoulders back, deep breathe, smile, 2 rings, answer Edge of chair, shoulders back, deep breathe, smile, 2 rings, answer No scripts – insincere, and irritating No scripts – insincere, and irritating “Westminster Community Services and Recreation Department, this is Greg, how can I help you?” or, “Good Morning, this is Greg!” “Westminster Community Services and Recreation Department, this is Greg, how can I help you?” or, “Good Morning, this is Greg!”

16 Listening for $$$$$$$$$$$’s Customer complaints create profit Customer complaints create profit Complaints are like medicine – nobody likes them but they make us better. More like preventative medicine because they provide advanced warning about problems. Complaints are like medicine – nobody likes them but they make us better. More like preventative medicine because they provide advanced warning about problems. Frank Layton quote –…” I don’t know and I don’t care!” Frank Layton quote –…” I don’t know and I don’t care!” People complain to front liners about 45% of the time for service related issues. They complain to management about 5%, and 50% just go away! People complain to front liners about 45% of the time for service related issues. They complain to management about 5%, and 50% just go away! Complaining to people who act like they don’t care ensures customer defection. Complaining to people who act like they don’t care ensures customer defection.

17 Customer Retention is Profitable Resolving a complaint within 24 hours results in 96% retention. For each day of delay, about 10% additional loss. (Sertec, Atlanta complaint monitoring company) Resolving a complaint within 24 hours results in 96% retention. For each day of delay, about 10% additional loss. (Sertec, Atlanta complaint monitoring company) Companies can boost profits 100% by retaining 5% more of their customers Companies can boost profits 100% by retaining 5% more of their customers (Reichheld and Sasser)

18 Circle of Service Why keep customers satisfied? Treat them right, they’ll come back because they like you; Treat them right, they’ll come back because they like you; If they like you, they’ll spend more money; If they like you, they’ll spend more money; If they spend more money you want to treat them better; If they spend more money you want to treat them better; If you treat them better, they keep coming back. If you treat them better, they keep coming back.

19 Why do customers come back? Give them: What was promised What was promised Knowledgeable help Knowledgeable help Prompt, willing attention Prompt, willing attention Good treatment Good treatment

20 Don’t give them one of these reasons to leave Ignore them or treat them indifferently Ignore them or treat them indifferently Know too little about your classes, programs or organization Know too little about your classes, programs or organization Make excuses not to help Make excuses not to help Treat them like numbers Treat them like numbers Are cold, rude, unfriendly, impatient or generally unpleasant Are cold, rude, unfriendly, impatient or generally unpleasant Talk down or make them feel ignorant or slow Talk down or make them feel ignorant or slow Make promises that aren’t fulfilled Make promises that aren’t fulfilled

21 Demonstrate Empathy Walk a mile… Walk a mile… Do unto others Do unto others Shhhhhhhhhhhh! Shhhhhhhhhhhh! Ask Questions Ask Questions Involve them in the solution Involve them in the solution Personalize, if possible Personalize, if possible Thank them by name Thank them by name

22 WEB – Friend or Foe? Traditional customer contact – in person and phone Traditional customer contact – in person and phone Web Based – website, e-mail, chat, blogs Web Based – website, e-mail, chat, blogs Must be able to communicate using customer’s channel of choice Must be able to communicate using customer’s channel of choice From costly phone calls to web-based communications for basic information From costly phone calls to web-based communications for basic information Empower customers to find answers conveniently Empower customers to find answers conveniently All staff need access to customer info All staff need access to customer info

23 The Human Touch Through increased automation to reduce costs, being a customer has become devoid of any emotional value Through increased automation to reduce costs, being a customer has become devoid of any emotional value Look for excuses to chat with customers; customers crave human attention. Look for excuses to chat with customers; customers crave human attention. Forrester Research found 71% of on-line buyers requested customer service by e- mail compared to 11% through web page FAQ’s. Forrester Research found 71% of on-line buyers requested customer service by e- mail compared to 11% through web page FAQ’s. Product-centric to customer-centric – Software needs to be capable of easy store/retrieve of customer history Product-centric to customer-centric – Software needs to be capable of easy store/retrieve of customer history

24 “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” “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

25 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. 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.


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