Training Implementation Services, Inc. 522B Salmon Brook Street Granby, CT (877) The real genius is in getting it used

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1 CUSTOMER SERVICE IS EVERYONE S JOB Training Implementation Services, Inc. 522B Salmon Brook Street Granby, CT (877) The real genius is in getting it used

2 Customer Service is Everyone s Job 1. What are the characteristics of good customer service? 2. What is required to deliver consistent good customer services? 3. What is the one element that is the foundation of good customer service?

3 Customer Service is Everyone s Job Two professors, Anthony J. Zahorak and Roland T. Rust, from Vanderbilt University in Nashville, Tennessee conducted a study on customer satisfaction. What they found was that approximately 25% to 40% of satisfied customers do not come back to the places of business where they have been satisfied. Wait a minute! Why would a satisfied customer not come back?

4 The Five Levels of Service 1. Unacceptable This is just bad service. Call it poor, terrible, less than stellar bottom line is it is unacceptable for any reason. 2. Basic This is the minimum acceptable standards and it s nothing special. You can get this service anywhere. This service is rudimentary at best and barely acceptable. 3. Good Here our customers identify our service as satisfactory. Remember as we mentioned earlier, 40% of customers don t return if the service was just good. Good isn t good enough. 4. World Class This is a big jump from good. It is beyond satisfactory. Customers think of our company as great. We create value. Customers compare us with others in our industry. 5. Trademark Others are compared to us. We are the industry benchmark for great service.

5 The Five Levels of Service Directions: Answer the following questions to better understand the five levels of customer service. Personally, on what level would you rate your current level of service to your internal and external customers? Why did you place yourself at this level? Give examples of actions that placed you at this level. If you rated yourself at levels 1-3, what action steps can you take to immediately improve your level of service? If you re world-class, what are you doing to sustain it? Improve on it?

6 Who Are Your Internal Customers? Directions: Identify internal customers in your organization. 1. First, consider your own job and list two of your own internal customers. Who depends on you? How often? Who is the external customer that s affected? Consider your own job. List two of your own internal customers What do you do for these customers? How do they depend on you? How could the external customer be affected by this internal relationship?

7 Moments of Truth Chain of Events Directions: From your customer s perspective, what would be one of the first times they come into contact with your company? For example, in a retail business, the initial point of contact may be when the customer is greeted, or they walk through the store, or as they approach the cash register with their intended purchase. Front Stage Event Describe one typical initial point of contact that a customer would have with your business. List up to three Moments of Truth that might happen as part of this initial contact. Initial Point of Contact (Front Stage Contact) Moment of Truth Moment of Truth Moment of Truth

8 Moments of Truth Chain of Events Back Stage Moments of Truth are the behind the scenes steps that combine to create our point of contact with the customer. In our retail example, one Front Stage Moment of Truth occurs as our customer places their purchases on the counter at the register. A Back Stage Moment of Truth occurs when the counter is designed to provide easy and uncluttered access for our customer. Identify the Back Stage Moments of Truth for your outlined Front Stage Contact. Backstage Event Backstage Moments of Truth

9 Moments of Magic The Moments of Magic concept is about taking every contact that comes our way, making it an opportunity to show how good we are, and turning it around to something positive for the customer. Going the extra mile in service creates magic for our customers and makes them want to come back again and recommend us to others. Directions: 1. Review your Moments of Truth Chain of Events activity. 2. Select two points of contact and outline ideas to turn these Moments of Truth into Moments of Magic. Remember, these moments do not have to be huge WOWs! 3. How will you implement these ideas? Moment of Truth contact point Idea to turn this contact point into a Moment of Magic How can this idea be implemented? Moment of Truth contact point Idea to turn this contact point into a Moment of Magic How can this idea be implemented?

10 Not a Department, but Everyone s Job [Link to the Not a Department, but Everyone s Job video] Serving the Customer is Everyone s Job! According to Harvard Business School Professor Theodore Levitt, The purpose of every business is to get and keep customers. What this really means is that in any business, every employee depends on external customers to make a living. Think about it. The bottom line is that even if we never actually have any contact with these outside customers, those customers are still our bread and butter. This makes it everyone s job to serve the customer, because it s ultimately to everyone s benefit. That s why we say that Customer Service is not a department, it s a philosophy. The mindset of working together as a team is very important to the concept of internal service. Remember, Moments of Truth happen ANY time ANY customer (external or internal) has ANY contact with us. This means that even if we never see an outside customer, we can still have a multitude of Moments of Truth every day. That s why managing each Moment of Truth is so important. It s about doing our best to consistently and predictably be a little better than just OK for every customer, all the time. It s also about continually trying to think of ways to improve something at our company. Make no mistake a smoothly-running, efficient company with motivated employees will go a long way to creating a positive experience for their external customers. And that s a good thing.

11 Top Customer Service Strategies Directions: In this module we have discussed three top customer service strategies. Manage the First Impression Demonstrate Knowledge and Expertise Build Rapport Which of these strategies are you already doing? Give examples. If you aren t already using one or more of these strategies, which of these strategies do you feel you should add? How will you accomplish this?

12 Customer Service is Everyone s Job 1. What are the characteristics of good customer service? 2. What is required to deliver consistent good customer services? 3. What is the one element that is the foundation of good customer service?

13 Multiple Question Assessment 1. Satisfied customers always come back to the place of business where they were satisfied. a) True b) False 2. Having customers isn t good enough you must turn them into customers. a) Satisfied, loyal b) Giddy, great c) Lots of, talking 3. The five levels of service Shep describes are: a) Unacceptable, basic, good, world-class, trademark b) Bad, below average, average, great, amazing c) Terrible, standard, acceptable, above average, awesome d) Awful, eh, ok, better, best 4. service is both realistic and doable and puts you in the zone of amazement. a) Average b) World-class c) Customer 7. Every job and responsibility in every department has an impact on customer service. a) True b) False 8. People within your own organization are called your customers. a) External b) Internal c) Indirect

14 9. The function of every business is to. a) Make money b) Generate jobs c) Get and keep customers 10. A Moment of Truth is. a) Any time a customer comes into contact with any aspect of your business. b) When you catch someone doing something wrong. c) An unhappy customer. 11. A Front Stage Moment of Truth is in front of the customer. a) True b) False 12. Back Stage Moments of Truth are: a) Behind the scenes activities that impact the external customer. b) Corporate-wide decisions. c) Dress codes and conduct policies. 13. Moments of Truth can begin with any of the following actions: phone call, , fax, letter, in-person. a) True b) False 14. Moments of Magic are. a) Above average experiences that keep customers coming back. b) Spectacular experiences that wow the customer. c) Great customer service that turns bad experiences into good experiences for your customer. d) All of the above 15. The opportunity for a Moment of Magic occurs at every point of contact with your customer. a.) True b.) False