2Customer TurnoffsAs a customer, client, patient, etc…what are some of your turnoffs?According to statistics very common customer turnoffs may be;Being ignored, receiving rude or indifferent serviceHaving to wait too longPoor-quality work (especially on repair jobs) or shoddy productsSale items that are not in stockMerchandise prices not marked, forcing a price check at cashierDirty restaurants or restroomsPhone calls put on hold forcing you to select from a long menu of choicesEmployees lacking product knowledge (who may also try to bluff customers)High-pressure sales tactics
3Getting to know your customer It is in the best interest of an organization to Get to KNOW their customers. The easiest way to understand a customer is to recognize a customer’s satisfaction and/or dissatisfaction.At the end of the day…what do your customers like or dislike?What are several methods that may be used to pinpoint customer satisfaction and/or dissatisfaction?Customer SurveysCustomer Feedback QuestionnairesCustomer Focus GroupsCustomer InterviewsCustomer Advisory groups
4Categorizing Customer Turnoffs Through extensive research customer turnoffs can be categorized into three distinct categoriesVALUE TurnoffsSYSTEM TurnoffsPEOPLE Turnoffs
5Value TurnoffsIn short, value turnoffs can be described as not getting the value of what you have paid for.Example: You receive a 30 minute massage from the massage therapist in your chiropractors office, it is terrible. You feel like you have just been run over by a lawnmower, not to mention that the office has just raised the fees for a massage by 50%.Value can be defined as: quality relative to priceExamples of value turnoffs:Poor guarantee or failure to back up productsQuality not good as expectedPrice too high for value received
6Where do value decisions originate from? Value decisions usually come from management or the head of an organization. In a medical or dental facility value decisions may be regulated by a medical or dental boardThe head of an organization will define what is called the;value proposition—what the company intends to exchange with its customers.
7System TurnoffsSystem turnoffs arise from the way a company DELIVERS ITS PRODUCTS OR SERVICES.A system is—any process, procedure, or policy used to ‘DELIVER’ the product or service to the customer. Systems are the processes that we use to get value to the customer.Systems include things such as:Company location, layout, parking facilities, phone linesEmployee training and staffingRecord keeping (including computer systems for handling customer transactions)Policies regarding guarantees and product returnsDelivery or pickup servicesMerchandise displaysCustomer follow-up proceduresBilling and accounting processes
8Where do system decisions originate from? The responsibility for minimizing system turnoffs lies with managers, and owners,. System changes often require spending organizational resources which are usually authorized by managers or the head of an organization. A companies decision to add personnel, provide additional training, change locations or implement new delivery methods, will require management approval.This does not mean that non-management employees should not be involved in suggesting system changes. Customers may also indirectly be involved in system changes through customer feedback question, surveys etc…about company systems.Examples of system turnoffs:Slow serviceLong linesUntrained employeesPoor signageWhen transactions are unnecessarily complicated or inefficient (example: complicated form forms)
9System Turnoffs in a healthcare facility Can you think of a system turnoff in a healthcare facility?employees who lack the knowledge to answer customer questionsTelephone menus that are unnecessarily complicatedpoor locationcluttered workplaceLack of adequate seatingDirty facilitiesclumsy or repetitious paperwork requirementslack of parkingLong periods of waitingWhat do you think is the number one system turnoff according to customer research?Slow service and/or having to wait
10People TurnoffsEmployees that fail to communicate properly with words or nonverbally without words will almost always lead to people turnoffs.Employees at all levels may create people turnoffs unconsciously. This usually happens because people fail to understand how they are perceived by others…how can this be remedied…Chapter 2: Use behaviours that engage customers and be aware of how and what you are communicating to a customer.THE RESPONSIBILITY FOR REDUCING PEOPLE TURNOFFS LIES WITH THE EMPLOYEE
11Examples of People Turnoffs Employees who fail to greet or even smile at a customerPeople who give inaccurate information or convey a lack of knowledgeEmployees chatting amongst themselves or allowing telephone interruptions while ignoring a customerBehaviours that project a rude or uncaring attitudeWork locations that appear dirty or sloppyEmployees who are dressed inappropriately or have poor groomingAny communicated message that causes the customer to feel uncomfortable
12Creating Loyal Customers A satisfied customer may not necessarily be a loyal, motivated or repeat customer.A bad service experience may push the customer over the edge and lean them towards becoming a DISSATISFIED CUSTOMER.
13How to Create Loyal Customers Reduce or eliminate value, systems and people turnoffsExceed customer expectations to create, positive awarenessLoyalty comes from customers awareness that SERVICE IS YOUR BUSINESSIt is only when organizations realize that SERVICE is the foundation of any business that they will begin to serve customers effectively.Companies have to acknowledge that without their customers they would not exist.Service only becomes meaningful when it becomes and internal dynamic within an organization. Customers’ quickly see the depth of a company’s commitment to service.
14The payoff to recovering a potentially lost customer…increasing customer loyalty Studies have shown that: a customer who encounters a problem with a company and that problem is addressed promptly and effectively— this customer will be more likely to remain loyal that a customer who never had a problem.Even in cases where the customers problem was not resolved 100 percent in their favour, the loyalty still increases.Just the fact that the problem was acknowledged and addressed seems to be the key variable in strengthening the customer relationship