Customer Service- Wowing or Wounding?. tcg group...growing your business by growing your people Who is tcg group? Offer customized training and consulting

Customer Service-Customer Service-Wowing or Wounding?Wowing or Wounding?

tcg group...growing your business by growing your people

Who isWho is tcg group?tcg group? Offer customized training and Offer customized training and

consulting servicesconsulting services Focused on…Focused on…

Customer Service Strategy & TrainingCustomer Service Strategy & Training Leadership & Organizational Leadership & Organizational

DevelopmentDevelopment Performance Management StrategyPerformance Management Strategy Recruitment and SelectionRecruitment and Selection Business Needs AnalysisBusiness Needs Analysis


Today’s GoalToday’s Goal This hour has only sixty minutesThis hour has only sixty minutes I’ll talk about customer service I’ll talk about customer service

strategy in somewhat general terms strategy in somewhat general terms and at a high leveland at a high level

If my comments pique your interest If my comments pique your interest we can talk in more detail after the we can talk in more detail after the session or I can set a time to visit session or I can set a time to visit with youwith you


Why would you want to Why would you want to maximize your service to maximize your service to customers?customers?


You want to retain existing customersYou want to retain existing customers You want to gain new customersYou want to gain new customers Customers have choice and they Customers have choice and they

don’t have to choose youdon’t have to choose you The competitive landscape is The competitive landscape is

continually changingcontinually changing You want competitive advantage!You want competitive advantage! You want to establish & maintain a You want to establish & maintain a

positive reputationpositive reputation


The Customer Service RealityThe Customer Service Reality

Customers can be pulled in many Customers can be pulled in many directions. directions.

Your customers can be drawn from Your customers can be drawn from you to a competitoryou to a competitor

You can draw customers from your You can draw customers from your competitors to youcompetitors to you


The Core QuestionThe Core Question

“ “Why would someone do Why would someone do business with you business with you rather than someone rather than someone else?”else?”


Competitive Advantage-Competitive Advantage-Why do business with you?Why do business with you?

PeoplePeople

ProcessesProcesses

PricePrice

ProductProduct

CompetitiveAdvantage



PeoplePeople

ProcessesProcesses

PricePrice

ProductProduct




Product Product

QualityQuality VarietyVariety UniquenessUniqueness Value-adds that will entice customers Value-adds that will entice customers

You have to have a reputable product You have to have a reputable product just to be a player!just to be a player!


PeoplePeople

ProcessesProcesses

PricePrice

ProductProduct




PricePrice

Price is relativePrice is relative Price may or may not be a Price may or may not be a

differentiatordifferentiator Price may or may not be a deciding Price may or may not be a deciding

factor for customers factor for customers

You have to be competitive in your You have to be competitive in your niche market, but it is not likely to niche market, but it is not likely to differentiate you significantly!differentiate you significantly!


PeoplePeople

ProcessesProcesses

PricePrice

ProductProduct




ProcessesProcesses

Standard Operating Procedures that Standard Operating Procedures that apply to every customer relationshipapply to every customer relationship

ResponsivenessResponsiveness Delivery timesDelivery times Turnaround timeTurnaround time Ability to avoid dissatisfaction and Ability to avoid dissatisfaction and

mitigate concerns that customers mitigate concerns that customers may havemay have


Managing Complaints…Managing Complaints…

If a company hears a concern, responds If a company hears a concern, responds immediately, apologizes and commits to fix immediately, apologizes and commits to fix the problem, the possibility of the customer the problem, the possibility of the customer remaining a customer rises to 95%remaining a customer rises to 95%

A satisfied customer tells an average of 5 A satisfied customer tells an average of 5 others about their positive experienceothers about their positive experience

A dissatisfied customer tells an average of 10 A dissatisfied customer tells an average of 10 other people about a negative experienceother people about a negative experience


PeoplePeople

ProcessesProcesses

PricePrice

ProductProduct




Owners and employees are the Owners and employees are the greatest competitive advantagegreatest competitive advantage

If I was starting work with you today, If I was starting work with you today, how would you describe your business how would you describe your business to me and how would you describe to me and how would you describe your expectations of me?your expectations of me?

The interaction with customers makes The interaction with customers makes all the difference when it comes to all the difference when it comes to creating customer satisfaction and creating customer satisfaction and competitive advantage!competitive advantage!


Your EmployeesYour Employees

Your front-line employees are the Your front-line employees are the secret to optimal customer servicesecret to optimal customer service

Employees are either Ambassadors Employees are either Ambassadors or Assassinsor Assassins

They propel you to new heights or They propel you to new heights or they drag you downthey drag you down


Ambassadors and AssassinsAmbassadors and Assassins

Ambassadors help build your image, Ambassadors help build your image, your reputation and your bottom-line!your reputation and your bottom-line!

Assassins destroy the relationships you Assassins destroy the relationships you have built with customers and the trust have built with customers and the trust and reputation you have built. and reputation you have built.

Assassins drive customers away or at Assassins drive customers away or at the very least, don’t give customers a the very least, don’t give customers a reason to come back!reason to come back!


Assassins…Assassins…

If you have Assassins working with If you have Assassins working with you, immediately do one of two you, immediately do one of two things:things:

Train them to be AmbassadorsTrain them to be Ambassadors Get them out of your organizationGet them out of your organization


AmbassadorsAmbassadors

ConnectorsConnectors MavensMavens SalespeopleSalespeople


ConnectorsConnectors

Know a lot of peopleKnow a lot of people Self-confidentSelf-confident SociableSociable OutgoingOutgoing EnergeticEnergetic Spread the messageSpread the message Create a memorable service Create a memorable service

experience for customers experience for customers


MavensMavens

Accumulate knowledgeAccumulate knowledge Like to help othersLike to help others Give others the benefit of their Give others the benefit of their

knowledgeknowledge Create a memorable service Create a memorable service

experienceexperience


SalespeopleSalespeople

Persuade others when they are Persuade others when they are unconvincedunconvinced

Can respond to objections effectivelyCan respond to objections effectively Create memorable customer service Create memorable customer service

experiencesexperiences Relate to customers on a personal Relate to customers on a personal

level as well as a business levellevel as well as a business level


Four Pillars of ServiceFour Pillars of Service

AccuracyAccuracy AvailabilityAvailability PartnershipPartnership AdviceAdvice


Responding to Customer Responding to Customer ExpectationsExpectations

Accuracy –Accuracy –

Getting it right and Getting it right and avoiding errorsavoiding errors





Availability –Availability –

Service and Service and Product OptionsProduct Options






Service and Product Service and Product OptionsOptions

Partnership-Partnership-

Customers feel Customers feel understood and understood and cared forcared for






Service and Product Service and Product OptionsOptions

Advice-Advice-

Customer is Customer is learning from the learning from the relationshiprelationship


Customers feel Customers feel understood and cared understood and cared forfor



Accuracy-Accuracy-

Getting it right & Getting it right & avoiding errorsavoiding errors

Availability-Availability-

Service & Product Service & Product OptionsOptions

Advice-Advice-

Customer is Customer is learning from the learning from the relationshiprelationship


Customers feel Customers feel understood and understood and cared forcared for


Develop the RelationshipDevelop the Relationship

RecoveryRecovery Retention/repeat businessRetention/repeat business ReferralReferral ReputationReputation


Three levels of valueThree levels of value

ExpectedExpected DesiredDesired UnanticipatedUnanticipated


The Broken Window EffectThe Broken Window Effect


Through the Eyes of your Through the Eyes of your Customer:Customer:

Listen to your existing customersListen to your existing customers

SurveysSurveys Focus GroupsFocus Groups Follow-up callsFollow-up calls Customer Satisfaction researchCustomer Satisfaction research


Business IntelligenceBusiness Intelligence

Measure your serviceMeasure your service Track complaintsTrack complaints Manage complaintsManage complaints Review for trendsReview for trends Solve for problemsSolve for problems Build improvements into your processesBuild improvements into your processes Look for moments of truthLook for moments of truth


Moments of TruthMoments of Truth

See the symptoms and solve the See the symptoms and solve the problems quicklyproblems quickly


Share of walletShare of wallet

Listen to those people who are not Listen to those people who are not yet your customers yet your customers


TLC FactorTLC Factor

Think like a customerThink like a customer


The Invisible ScorecardThe Invisible Scorecard

Customers keep scoreCustomers keep score Customers hear the positive and they Customers hear the positive and they

hear the negativehear the negative Customers pay attention to Customers pay attention to

reputationreputation Customers have a long memoryCustomers have a long memory


The Bottom LineThe Bottom Line

Customer service/satisfaction is the Customer service/satisfaction is the key to competitive advantagekey to competitive advantage

Employee ability is the key to Employee ability is the key to customer satisfactioncustomer satisfaction

Employee ability in directly linked to:Employee ability in directly linked to: Performance standardsPerformance standards Performance expectations & Performance expectations &

measurementmeasurement Employee development and trainingEmployee development and training


Do your customers feel victimized?Do your customers feel victimized?


Are customers annoyed and upset Are customers annoyed and upset with you?with you?


Do your customers feel neutral Do your customers feel neutral about you?about you?


Are you actually satisfying Are you actually satisfying customers?customers?


Are you dazzling customers?Are you dazzling customers?


““Customers may forget Customers may forget what you actually said what you actually said but they will never but they will never forget how you made forget how you made them feel.”them feel.”

Documents

Customer Service- Wowing or Wounding?. tcg group...growing your business by growing your people Who is tcg group? Offer customized training and consulting