04/19/2023 SPRINGFIELD ADVISORS 1

The CEO and the Customer Service Center….. BFF’s?

PRESENTED BY SETH MCLAUGHLIN

INTERNATIONAL CUSTOMER SERVICE ASSOCIATION

MAY 17, 2013

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Survey

How many Customer Service Centers leaders report directly into the CEO?

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Objective of Today’s Discussion

1. Change the CEO’s perception of the Customer Service Center

2. Get the CEO excited about your “voice”

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What the Typical CEO Cares About

1. Profits

2. Profits

3. And more Profits!

How do you get more profit?

4. Increase revenues

5. Lower costs

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What the CEO Thinks About the Customer Service Center

• Costs

• A lot of people

• A lot of office space

• A lot of parking spaces

• Technology upgrades cost a lot (capital $’s)

• The place I send those customer complaints

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What the CEO is Saying About Customers

“Customer is King/Queen”

“Customers Come First”

“If We Take Care of our Customers…. Everything else Will Take Care of Itself”

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How is the CEO Spending His/Her Time?

• Meetings, meetings, meetings

• Travel

• Industry events

When was the last time your CEO met face-to-face with a customer?

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Why the CEO is Scared of the Customer

• Customer may complain

• CEO doesn’t really know how our product or service works

• CEO will look stupid

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Why Does the CEO Need to Pay More Attention to the Customer?• The customer’s voice has gotten so much louder due to Social Media

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Why the CEO Should Care Deeply About the Customer Service Center

•You talk with the customers constantly

• You can provide unfiltered feedback on customer satisfaction

•You are the experts on the customers

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Your New Positioning

“Customer Service is the new Marketing”

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Repositioning the Customer Service Center

WHAT THE CEO THINKS TODAY

•Call center

•Handle customer complaints

•Customer contacts us using 1-800# during regular business hours

•One database to log phone calls

•Fewer phone calls, fewer complaints

YOUR NEW POSITIONING

•Experts on the customer

•Unfiltered feedback on what is working and what is not working

•Customers are contacting us 24/7 and using many vehicles

•Comprehensive database to capture full picture of customer contacts

•More customer contacts = richer information

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Repositioning the Customer Service Center

WHAT THE CEO THINKS TODAY

Cost

YOUR NEW POSITIONING

Customer Experts

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Ideas to gain attention of CEO

•Send him/her your weekly customer service reports (e.g. “customer intelligence reports”)• Move from productivity metrics to consumer satisfaction metrics

•Invite him/her to your next recognition/awards meeting

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Friend or Foe?

•Head of Marketing

•Head of Operations

•Chief Financial Officer

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Next Steps Starting Tomorrow

1) Develop your new brand positioning◦ Not just handling customer complaints◦ Experts on the customers◦ Monitor customer satisfaction - - good and bad◦ Create your new reports◦ Put your thoughts on paper

2) Schedule time with your new friends and present your new brand◦ CMO◦ COO◦ CFO

3) Invite the CEO to your next recognition/awards event

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Q&A

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Independent consulting firm with expertise in Marketing, Brand Positioning, Business Strategy and Franchising.

Seth McLaughlin, President

Contact information:

Springfieldadvisors.com

Sethbmclaughlin@gmail.com