1. The WOW Effect in Customer Service!
Jasmin Bergeron, MBA, Ph.D.
Director of the Executive MBA
Chair of the Research Center, UQAM T:

2. My 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…

3. Agenda Customer Service Defined Importance of Customer Service
Identification of Customers
The “WOW Effect”
“First Impressions” For Not Only Admissions But ALL Interactions

4. Agenda
Customer Service Interface: Communication, Relationships, and  Credibility
Addressing  Difficult Situations
Don’t Underestimate the Power of “Last Impressions”
Best Practices of Strong Independent Schools
Moving Onward and Upward

5. Customer Service Defined

6. Customer Service Goal
To 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.

7. 2. Importance of Customer Service

8. Importance of Customer Service
The Reality of Customer Service
Bad service
A 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 service
For each person that reports poor service, 24 will never report

9. Importance 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

10. 3. Identification of Customers

11. Who you might identify as your customers?
Students
Parents
Co-workers
Community Members and Business Partners
Other internal and external customers

12. Who you might identify as your customers?
As teachers, it may be students and families
As principals, it may be your teachers and support staff
For support activities, it may be school principals, teachers, and students
Etc.

13. 4. The “WOW Effect”

14. Under-promise and over-deliver
A WOW depends on:
Expectations
A customer’s satisfaction is measured by the difference between __________________ and
____________________________ !
his/her expectations
his/her perception of the results
A golden rule:
Lower your customers’ expectations to impress them more easily
e.g.,: Returning calls, delays, promises, your voice mail, and your love life.
Under-promise and over-deliver

15. Make sure your customers know everything you do for them!
Managing Perceptions
What do your customers appreciate about you?
Your customers appreciate
their of what you do
perception
Make sure your customers know everything you do for them!
Think Tank!

16. Perception 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?

17. Some examples to manage perceptions
The real time you spend for a customer
Thinking about customers at night
Consulting colleagues
The kality of your s
The way you communicate the quality of your programs
Gifts 

18. WOW! The WOW! Equation Promise less + Deliver more =
(or promise nothing) +
Deliver more
(and show it) =
WOW!

19. What’s the opposite of love?
Indifference
To love is to be present!
How can you make your customers feel important?

20. In other words, take advantage of all the opportunities!

21. other people don’t have
A great philosophy…
If you want things
other people don’t have
You must do things…
other people don’t do!

22. Actions speak louder than words!
Step 1:
Be an example
Write down three things that your colleagues should always do with their customers
Honestly, are you always like that on a daily basis?
Actions speak louder than words!

23. Some comments
« The teacher talks for an hour to tell me that I should listen more ! »

24. 5. “First Impressions” For Not Only Admissions But ALL Interactions

25. The importance of the first impression
How long does it take a customer to make a first impression?
___________
2 seconds
How long does it take a client to make a solid first impression, meaning a first impression that is difficult to change? __________
4 minutes

26. First impression
What are your best strategies to create a WOW with your customers...
on the phone
during the first minutes in the school
during the first minutes with you

27. Phone – 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 Etiquette
Welcome to (school name)
My name is _______________
How may I (help, serve, assist) you?
Greeting
Answer Promptly
Ideally within 3 rings
Put a smile on your face
Speak clearly
Identify yourself
Use the customer’s name whenever possible
Say “thank you”
Be attentive to the customer’s needs
Putting calls on HOLD
Ask permission
Try not to leave the customer on hold for more than 30 seconds
It feels like a long time and wishes to hang-up
Transferring Calls
Give name and number of person you are transferring to
If the party is not there:
Offer to help
Take a message
Deliver the message
Follow up

28. Phone – 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 of
Transferring calls (always give the call the extension number in case they need it later)
Thank them for calling!
Greeting
Answer Promptly
Ideally within 3 rings
Put a smile on your face
Speak clearly
Identify yourself
Use the customer’s name whenever possible
Say “thank you”
Be attentive to the customer’s needs
Putting calls on HOLD
Ask permission
Try not to leave the customer on hold for more than 30 seconds
It feels like a long time and wishes to hang-up
Transferring Calls
Give name and number of person you are transferring to
If the party is not there:
Offer to help
Take a message
Deliver the message
Follow up

29. The first impression in person
Smile – it’s contagious
Hand shake – the first true contact
Open and upright posture
Parallel position, leaning forward
Pitch of voice – aim for harmony
Eye contact – an attentive look
Resemblance – the chameleon S H O P E R

30. Other ways to make a good first impression
Start by using positive words and displaying your enthusiasm 
Mention the customer’s name
Validate with the customer how much time he has
Introduce yourself
Discover common points of interest
If applicable, explain how the meeting will unfold

31. Customer Service Interface: Communication, Relationships, and  Credibility

32. Interested = 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”

33. A psychologist strategy
Out of curiosity, why are you late?

34. Three easy things you can do…
Don’t criticize, condemn or complain.
Give honest and sincere appreciation.
Smile
How 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.

35. Don’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.

36. Give 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.)

37. Here 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.

38. Birds of a feather flock together! Chameleon = Credibility
Adapt to what?
Speed of speech
Vocabulary
Their interests
There are some exceptions…

39. Raising your credibility
Write down the name of someone you find very credible
Write two things to explain why he/she is (or looks) credible

40. Self-esteem
Write down three strategies you can use to increase your customers’ self-esteem

41. What is important in life is how you perceive yourself!

42. Factors that motivate me
Identify the three items that motivate you the most…
Not having to work too hard O
Have a written job description O
Get a fair assessment of my work O
Feel that my work is useful O
A permanent job O
Agree with school objectives O
Great freedom in my work O
A good pay O
Get along well with my colleagues O
Be respected as an individual O

43. 7. Addressing Difficult Situations

44. Complaint management process
Isolate the customer
Listen and make a diagnostic
Out of curiosity, what happened between Sandra and you?
3. Reformulate the customer’s words
« Always-always? » « Never-never? »
 Repeat the sentence in a question form
4. Empathize
…and half of the problem is solved
 Ex.: The waitress

45. 5. Giving feedback The Sandwich Method + A specific compliment
What do you say to ?
Brad (a parent) who is always late
Jennifer (your colleague) who was rude with you
Mark who has been negative for the last month
The Sandwich Method
+ A specific compliment
- A constructive remark, followed by a question
+ Another reinforcement or encouragement

46. Complaint management process
6. Negotiate a solution What is his or her solution?
7. Give the customer the perception that we are handling the situation
Ex.: The plane that lands in Boston…
8. Thank the customer and follow up
To increase their motivation, their loyalty, etc.

47. Following up
What 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?

48. Nothing 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 BRAIN
PERCEPTIONS 
EMOTIONS
BEHAVIOURS
RESULTS
Some examples…
Oh no! Not him!
An weird child
Tiger Woods
The parachute

49. 8. Don’t Underestimate the Power of “Last Impressions”

50. After meeting you, what do customers remember most?
The last impression!
Customers mostly remember the end of an experience
In other words, finish strong!!

51. The 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 stuff
Introduce your customer to someone (the boss)
Walk them to the door
Finish with the customer’s name

52. 9. Best Practices of Strong Independent Schools

53. Customer service principles from the business world
Creating WOW effects at Walt Disney
The amazing work at Amazon.com
Great way to seek feedback at St-Hubert
Royal Bank staff taking responsibility
Personalized service at Fairmont hotels

54. Other best practices
How often do you look in the mirror? An example of Jean de la Menais School –
The 360 degree survey at Académie Marie-Claire
The mission of ADFO (Association des directions et directions adjointes des écoles franco-ontariennes)
An spectacular improvement in customer service by “La Cité Collégiale” in Ottawa
The “Standards of Customer Service” of Austin Independent School District

55. Catch people doing something right!
- Chinese proverb

56. 10. Moving Onward and Upward

57. One of the most important WOW : Your enthusiasm!
The Mood Meter
COLD
HOT
How are you?
FANTASTIC!!!
Steve Balmer

58. The most important exercise
We are now January Congratulations! Customer service is now fantastic at your school!
What have you done?

59. Bottom 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 more
When we show we care
When we give the right advise (they know that we know what we are talking about)

60. Bottom Line of Customer Service
When we recognize our customers
When we take responsibility
(raise the responsibility by what you expect)
When we make our customers feel special
When we make mistakes we make it better than before we add value
When we keep the promises we make
We say thank you clear and loud

61. Feedback

62. Thank you!! For more information or for other conferences
Jasmin Bergeron
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