The WOW Effect in Customer Service! Jasmin Bergeron, MBA, Ph.D. Director of the Executive MBA Chair of the Research Center, UQAM T: 514 978-0795 info@jasminbergeron.com www.jasminbergeron.com

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…

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

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

Customer Service Defined

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.

2. Importance of Customer Service

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

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

3. Identification of Customers

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

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.

4. The “WOW Effect”

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

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!

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?

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

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

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

In other words, take advantage of all the opportunities!

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!

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!

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

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

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

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

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

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

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

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

Customer Service Interface: Communication, Relationships, and  Credibility

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”

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

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.

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.

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.)

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.

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

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

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

What is important in life is how you perceive yourself!

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

7. Addressing Difficult Situations

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

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

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.

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?

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

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

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

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

9. Best Practices of Strong Independent Schools

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

Other best practices How often do you look in the mirror? An example of Jean de la Menais School – www.surveymonkey.com 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 http://www.austinisd.org/customer-service

Catch people doing something right! - Chinese proverb

10. Moving Onward and Upward

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

The most important exercise We are now January 28 2014. Congratulations! Customer service is now fantastic at your school! What have you done?

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)

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

Feedback

Thank you!! For more information or for other conferences Jasmin Bergeron 514-978-0795 info@jasminbergeron.com www.jasminbergeron.com Follow us on: