Presentation on theme: "The WOW Effect in Customer Service!"— Presentation transcript:
1The WOW Effect in Customer Service! Jasmin Bergeron, MBA, Ph.D.Director of the Executive MBAChair of the Research Center, UQAMT:
2My vision of our workshop Please participate! You will learn as much from yourselves as you will learn from me!We all have customers Do you know a technique with kids and parents that works all the time?My name is Jasmin (i.e., not Mr. Bergeron).Take clear notes on what you think is interesting.I don’t come with a filter I have two goals with you today…
3Agenda Customer Service Defined Importance of Customer Service Identification of CustomersThe “WOW Effect”“First Impressions” For Not Only Admissions But ALL Interactions
4AgendaCustomer Service Interface: Communication, Relationships, and CredibilityAddressing Difficult SituationsDon’t Underestimate the Power of “Last Impressions”Best Practices of Strong Independent SchoolsMoving Onward and Upward
6Customer Service GoalTo deliver superior customer service - right the first time, on time, every time.Exemplary customer service is the key to customer satisfaction.Quality customer service must be an integral part of our daily operations.Taken right out of the CMSD Strategic Plan.
8Importance of Customer Service The Reality of Customer ServiceBad serviceA person who receives bad service tells an average of 10 people (only 4 for good service)13% will tell an average of 20!!Only 4% will ever complain about bad serviceFor each person that reports poor service, 24 will never report
9Importance of Customer Service Clients talk with their feet.When they’re unhappy, they leave!It cost five times more to attract a new customer than keeping an existing one
11Who you might identify as your customers? StudentsParentsCo-workersCommunity Members and Business PartnersOther internal and external customers
12Who you might identify as your customers? As teachers, it may be students and familiesAs principals, it may be your teachers and support staffFor support activities, it may be school principals, teachers, and studentsEtc.
14Under-promise and over-deliver A WOW depends on:ExpectationsA customer’s satisfaction is measured by the difference between __________________ and____________________________ !his/her expectationshis/her perception of the resultsA golden rule:Lower your customers’ expectations to impress them more easilye.g.,: Returning calls, delays, promises, your voice mail, and your love life.Under-promise and over-deliver
15Make sure your customers know everything you do for them! Managing PerceptionsWhat do your customers appreciate about you?Your customers appreciatetheir of what you doperceptionMake sure your customers know everything you do for them!Think Tank!
16Perception is Reality How do we change that perception? What can each staff member do so that students and parents feel that their school offers a safe, challenging and friendly environment?
17Some examples to manage perceptions The real time you spend for a customerThinking about customers at nightConsulting colleaguesThe kality of your sThe way you communicate the quality of your programsGifts
18WOW! The WOW! Equation Promise less + Deliver more = (or promise nothing)+Deliver more(and show it)=WOW!
19What’s the opposite of love? IndifferenceTo love is to be present!How can you make your customers feel important?
20In other words, take advantage of all the opportunities!
21other people don’t have A great philosophy…If you want thingsother people don’t haveYou must do things…other people don’t do!
22Actions speak louder than words! Step 1:Be an exampleWrite down three things that your colleagues should always do with their customersHonestly, are you always like that on a daily basis?Actions speak louder than words!
23Some comments« The teacher talks for an hour to tell me that I should listen more ! »
245. “First Impressions” For Not Only Admissions But ALL Interactions
25The importance of the first impression How long does it take a customer to make a first impression?___________2 secondsHow long does it take a client to make a solid first impression, meaning a first impression that is difficult to change? __________4 minutes
26First impressionWhat are your best strategies to create a WOW with your customers...on the phoneduring the first minutes in the schoolduring the first minutes with you
27Phone – Customer Service Did you know that a caller to your employment can tell and perceive your mood and even if there is a smile on your face by the tone of your voice.Phone EtiquetteWelcome to (school name)My name is _______________How may I (help, serve, assist) you?GreetingAnswer PromptlyIdeally within 3 ringsPut a smile on your faceSpeak clearlyIdentify yourselfUse the customer’s name whenever possibleSay “thank you”Be attentive to the customer’s needsPutting calls on HOLDAsk permissionTry not to leave the customer on hold for more than 30 secondsIt feels like a long time and wishes to hang-upTransferring CallsGive name and number of person you are transferring toIf the party is not there:Offer to helpTake a messageDeliver the messageFollow up
28Phone – Customer Service 4. Listen(jot the callers name down – and use the callers name in the discussion many times if possible)When wanting a different person (it is ok to ask – May I inquire as to whom is calling (and or the issue)?If placed on hold, get back to the customer each minute to give the perception that he is taken care ofTransferring calls (always give the call the extension number in case they need it later)Thank them for calling!GreetingAnswer PromptlyIdeally within 3 ringsPut a smile on your faceSpeak clearlyIdentify yourselfUse the customer’s name whenever possibleSay “thank you”Be attentive to the customer’s needsPutting calls on HOLDAsk permissionTry not to leave the customer on hold for more than 30 secondsIt feels like a long time and wishes to hang-upTransferring CallsGive name and number of person you are transferring toIf the party is not there:Offer to helpTake a messageDeliver the messageFollow up
29The first impression in person Smile – it’s contagiousHand shake – the first true contactOpen and upright postureParallel position, leaning forwardPitch of voice – aim for harmonyEye contact – an attentive lookResemblance – the chameleonSHOPER
30Other ways to make a good first impression Start by using positive words and displaying your enthusiasm Mention the customer’s nameValidate with the customer how much time he hasIntroduce yourselfDiscover common points of interestIf applicable, explain how the meeting will unfold
31Customer Service Interface: Communication, Relationships, and Credibility
32Interested = Interesting ! The more we listen to and take an interest in the other person, the more the other person ________likes us!You will WOW more people in two months by showing sincere interest in other people than you would in two years by trying to make yourself look interesting.Adapted from : Carnegie, Dale, “ How to make friends”
33A psychologist strategy Out of curiosity, why are you late?
34Three easy things you can do… Don’t criticize, condemn or complain.Give honest and sincere appreciation.SmileHow does complaining impact the public perception of our schools? Employees are the ambassadors of the school district. If they go out into the public and talk about all that is wrong- they do themselves harm- like the CEO of General Motors going out into the public and saying that GM makes poor quality, unsafe cars. Complaining about the contract, the kids, the lack of supplies, etc…….Have you ever sat in the teacher’s lounge and complained- how about at a church social. When we do this, we only hurt ourselves.
35Don’t criticize, condemn or complain Criticism puts a person on the defensive.Criticism arouses resentment.As much as we thirst for approval, we dread condemnation.
36Give honest and sincere appreciation John Dewey said that the deepest urge in human nature is “the desire to be important.”It is the desire to be important that lures many students into joining gangs and engaging in criminal activities.Ask Audience:How do we make students and parents feel valued, and important? What do we say or do? How do we go that extra mile?If students don’t get valued at home and they don’t get valued at school, they will find value somewhere (gangs, criminal behavior, disruptive behavior, etc.)
37Here is a riddle… It costs nothing, but creates much It enriches those who receive it, without impoverishing those who give.It happens in a flash and the memory of it sometimes lasts forever.None are so rich that they can get along without it, and none so poor but are richer for its benefits.
38Birds of a feather flock together! Chameleon = Credibility Adapt to what?Speed of speechVocabularyTheir interestsThere are some exceptions…
39Raising your credibility Write down the name of someone you find very credibleWrite two things to explain why he/she is (or looks) credible
40Self-esteemWrite down three strategies you can use to increase your customers’ self-esteem
41What is important in life is how you perceive yourself!
42Factors that motivate me Identify the three items that motivate you the most…Not having to work too hard OHave a written job description OGet a fair assessment of my work OFeel that my work is useful OA permanent job OAgree with school objectives OGreat freedom in my work OA good pay OGet along well with my colleagues OBe respected as an individual O
44Complaint management process Isolate the customerListen and make a diagnosticOut of curiosity, what happened between Sandra and you?3. Reformulate the customer’s words« Always-always? » « Never-never? » Repeat the sentence in a question form4. Empathize…and half of the problem is solved Ex.: The waitress
455. Giving feedback The Sandwich Method + A specific compliment What do you say to ?Brad (a parent) who is always lateJennifer (your colleague) who was rude with youMark who has been negative for the last monthThe Sandwich Method+ A specific compliment- A constructive remark, followed by a question+ Another reinforcement or encouragement
46Complaint management process 6. Negotiate a solution What is his or her solution?7. Give the customer the perception that we are handling the situationEx.: The plane that lands in Boston…8. Thank the customer and follow upTo increase their motivation, their loyalty, etc.
47Following upWhat you say: ( )What he listens to: (What he understands: (What he remembers: (What can we do to make the person: (a) understand better and (b) remember more?
48Nothing is more important than what you think! It all starts with you!Think positive! Your beliefs will guide your actions.Nothing is more important than what you think! THE HUMAN BRAINPERCEPTIONSEMOTIONSBEHAVIOURSRESULTSSome examples…Oh no! Not him!An weird childTiger WoodsThe parachute
498. Don’t Underestimate the Power of “Last Impressions”
50After meeting you, what do customers remember most? The last impression!Customers mostly remember the end of an experienceIn other words, finish strong!!
51The Last Impression What can you say or do to finish with a WOW? Ask about the customer’s satisfaction (and what they liked…)Congratulate your customer on his/her actions! Reassure the customer (about your availability)Talk about friendly and pleasant stuffIntroduce your customer to someone (the boss)Walk them to the doorFinish with the customer’s name
53Customer service principles from the business world Creating WOW effects at Walt DisneyThe amazing work at Amazon.comGreat way to seek feedback at St-HubertRoyal Bank staff taking responsibilityPersonalized service at Fairmont hotels
54Other best practicesHow often do you look in the mirror? An example of Jean de la Menais School –The 360 degree survey at Académie Marie-ClaireThe mission of ADFO (Association des directions et directions adjointes des écoles franco-ontariennes)An spectacular improvement in customer service by “La Cité Collégiale” in OttawaThe “Standards of Customer Service” of Austin Independent School District
55Catch people doing something right! - Chinese proverb
57One of the most important WOW : Your enthusiasm! The Mood MeterCOLDHOTHow are you?FANTASTIC!!!Steve Balmer
58The most important exercise We are now January Congratulations! Customer service is now fantastic at your school!What have you done?
59Bottom Line of Customer Service When we reach out to our customers (empathy)When make our customers feel at home.When we make our customers feel they are getting their money’s worth – and moreWhen we show we careWhen we give the right advise (they know that we know what we are talking about)
60Bottom Line of Customer Service When we recognize our customersWhen we take responsibility(raise the responsibility by what you expect)When we make our customers feel specialWhen we make mistakes we make it better than before we add valueWhen we keep the promises we makeWe say thank you clear and loud