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Customer Service 101
Transcript of Customer Service 101
peeves? Who is the customer? Causes of Bad Service Expectations Five Customer Needs To feel welcome Bad Service Share time Common Shortfalls Reaching a live person Restaurant Example Airport Example Good Service Share time Nordstrom's Secrets Find nice people Tips for Good Service Know your customer Three Genres of Service Face-to-face Face-to-Face Words 7% Face-to-Face Greet Rental Car Example Telephone Words 14% Public Servant Example Four-Part Greeting Smiling buffer Voicemail Friendly tone Email Words 100% Email Accurate AND appropriate Email Forward with reminder Customer Service Research - I Even in a negative economy, customer experience is a high priority for consumers, with 60% often or always paying more for a better experience (Harris Interactive) Customer Service Research - II Retailers and hotels provide the best average customer experience in North America overall as an industry (Forrester Customer Experience Index) Customer Service Research - III The best North American car manufacturers in terms of their dealers’ service departments in descending order were: Lexus, Jaguar, BMW, Cadillac, Acura (JD Power) Social Media Customer Service ...general thoughts... Determine your purpose: marketing, customer service, etc. Social Media Customer Service ...general thoughts... Business use requires business language First Impressions First Impressions First Impressions First Impressions First Impressions First Impressions First Impressions First Impressions First Impressions First Impressions First Impressions Signage/directions Face-to-Face Skits Live Telephone Calls Email Responses Is customer service getting worse?
Are customers becoming more entitled?
Neither? Difficult Customers Difficult Customers Listen Multi-Cultural Customer Service Welcome Multi-Cultural Stories Share Time Multi-Cultural Customer Service Things to Know Multi-Cultural Tips Smile – it’s universal Multi-Cultural Customer Service Final Thoughts Facts About Retaining Customers “Leading on the Edge of Chaos” – Murphy and Murphy, 2002 Acquiring new customers can cost five times more than satisfying and retaining current customers Revenue by Reputation Service > Reputation > Revenue Business Schools Service > Reputation > ??? Adjectives and Badjectives Positive and negative reputation descriptors Reputation Matters Selling Your Organization What Is your goal? Selling Your Organization Comedy Comedy Tradition/Memories Sex Appeal Logic Mini Marketing Plan Identify primary consumer target(s) Promise Statement Opening sentence/paragraph Customer Service Revival Standardize
Recognize 1. Goals Identify fundamental needs of the customer 3. 4. 5. 6. 7. 2. 8. 9. 10. 11. 12. Identify fundamental needs of the customer Determine causes of bad service Improve habits for three primary modes of service Brainstorm strategies for difficult customers Recognize importance of reputation Strategize ways to promote/sell an organization Establish promise statements for accountability 2. Do you offer good customer service consistently? People love their school, but don’t care about their district (“All politics are local.”) Who is the customer service representative? External To be understood To retain dignity To obtain assistance To recognize value Inconsistent information Return messages Rushed tone Frontliner not an advocate Technology underutilization/overutilization Training Rules Hiring Fair compensation Train to be successful Long-term planning Be on time Over-deliver First impression Offer choices Clear mission (and stick to it) Know your role Be accessapproachable Telephone E-mail Tone 38% Gestures 55% Smile Acknowledge (with other customer) Stand Use name Souvenir Remove barriers Escort Tone 86% Name Organization/department Offer to serve Shorten message Eliminate the unnecessary Avoid play-by-play Real-time v. generic Mention all recipients Use customer name when possible Begin with thank you End with invitation Friendly tone You're not texting Proofread Contact information Save Newspaper test 81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competition (Peppers & Rogers Group) A dissatisfied consumer will tell between 9 and 15 people about their experience. About 13% of dissatisfied customers tell more than 20 people (White House Office of Consumer Affairs) 86% of consumers quit doing business with a company because of a bad customer experience (Harris Interactive) For every customer complaint, there are 26 other customers who have remained silent (Lee Resource) Health insurance plans and TV service providers deliver the worst average customer experience in North America overall as an industry (Forrester Customer Experience Index) It takes 12 positive service experiences to make up for one negative experience (“Understanding Customers” by Ruby Newell-Legner) Happy customers who get their issue resolved tell about 4 to 6 people about their experience (White House Office of Consumer Affairs) Attracting a new customer costs 5 times as much as keeping an existing one (Lee Resource) Great for sharing news – but also gathering feedback Implement variety: stories, announcements, etc. Identify your tone: playful vs. serious vs. clever vs. etc. Have a plan for responding to questions Beware of overdependency Avoid being defensive Don’t overpromote (sometimes simply communicate) Nothing you might regret Know YOUR role regarding speaking for the school/district If in doubt…don’t send it out ALWAYS PROFESSIONAL Curb appeal Organized look Comfortable feel Mission statement visible Smile before words Affirm Be honest Open mind Don’t win Stay in the now Dwell in the realm of logic Be prepared for multi-cultural encounters Know your audience – avoid offensive behaviors Use tone and gestures when you don’t have words Effort matters A 2% increase in customer retention has the same effect on profits as cutting costs by 10% The average company loses 10% of its customers each year The customer profitability rate tends to increase over the life of a retained customer What do you want them to believe? What can you deliver? Tradition/Memories (“Aw, shucks!”) Sex Appeal Logic Determine your desired outcome Create new slogan Select a celebrity spokesperson (think reputation!) Measurable promises Invitation to hold accountable Determine causes of bad service Improve habits for three primary modes of service Brainstorm strategies for difficult customers Recognize importance of reputation Strategize ways to promote/sell an organization Establish promise statements for accountability Outline a customer service revival