Customer Service is the New Marketing. Barry J. Moltz

Transcription

1 Customer Service is the New Marketing Barry J. Moltz

2 2

3 Do you see something about customer service in every company s mission statement? 3

4 Got Customer Service? Company Goals Department Policies Feedback Systems 4

5 The Great Customer Service We Get How Can I Help You? There is Nothing I Can Do No Problem You Need to Talk to a Manager 5

6 The Great Customer Service We Get We wait all day at home for the cable person who doesn t come We wait in long lines at the post office get passports or ship packages We stay with accountants when she ever never calls back 6

7 The Ombudsmen Have Problems 7

8 The Ugly Step Child Press #1 for Sales...Press #13 for Customer Service Bonuses For Sales Reps Minimum Wages for Customer Service Reps 8

9 The New Marketing ? Learn or Lose! Deliver or Die! 9

10 1. The Great Recession

11 There is a Party Going On Inside Every Apple Store 11

12 2. Technology Has Changed It Forever 12

13 3. Faux Personalization 13

14 4. Advertising Can No Longer Control the Conversation 14

15 The Brands are Listening 15

16 Small Business, Big Edge speaking of which, are there any plans post practice? We're in. Should we and head to Jake's for pizza? or Tony & Alba's maybe? Could you save us a table for 12 at Stephen's Creek so we don't have to wait? You got it what time? Do you want to pre order? I'll throw in fountain drinks.. 16

17 Beyond Customer Service Our Dedicated Family Provides This Community an Unforgettable Place; to Connect with your Family and Friends, to Have Fun and to Feel at Home. 17

18 A Restaurant with 3,000 Raving Fans 18

19 In A World With No Boundaries The only true sustainable competitive advantage The only long term way to ensure profitability for your business 19

20 Defining Customer Service is Hard Almost never the same from customer to customer or time to time. A constantly changing, perpetually moving target. 20

21 #1. Let s Bust It Up! What Do You Believe? B-A-M! 21

22 What is the biggest customer service myth? 22

23 The Customer is Always Right The Belief: Need to keep all customers happy because we can t afford to lose a single one 23

24 Under Promise and Over Deliver The Belief: Set customer expectations low, then exceed them and customers will be delighted 24

25 Unhappy Customers = Business The Belief: Be reactionary since there will always be problems. Fix what is broken and customers will stay! 25

26 Comment Cards and Surveys Accurately Tell Us How We are Doing The Belief: When asked, people tell us what they think then we analyze and come up with a plan! 26

27 Customers only care about Low Price The Belief: Forget about great customer service, customers only care about price 27

28 Customer Service is Just Plain Honest Common Sense The Belief: All logical and well intended rational people can offer good customer service. 28

29 Finally, All Customers Are the Same The Belief: There is the perfect customer 29

30 2. Move the Blockers Our product, service or computer system stinks Paying front-line people minimum wage Our customers are unreasonable Our budget has been cut We don t hear bad things 30

31 3. Define what Customer Service Whatever a customer says it is in a particular instant on a particular day 31

32 Forget Can I Help You How can I make your day better? 32

33 BAM!-good Customer Service is the attitudes and actions we take to help a customer feel more satisfied, each time they interact with the company 33

34 Remember! Your employees treat your customers the same way that you treat your employees 34

35 What Customer Service is Not Satisfying every customer no matter what Compromising your integrity to meet demand Threats to tell others through the internet 35

36 4. Quantify Its Value 36

37 The Only One Why 37

38 How Do You Value Your Customers? 38

39 Value A Customer Based On: 1. Revenue Minus Cost 2. Revenue Timing 3. Referrals and Buzz 4. Retention 5. The Customer s Brand 39

40 The 20 Points For Customer Value Revenue: (+1 to +4 Points) Timing (+2 points) Referrals (+4 points) Additional products they buy (+3 points) Feedback they give you (+1 point) Stickiness (+2 points) Brand power (+4 points) Unhappy customer (-2 points) 40

41 5. Create a BAM!-good Manifesto 1.We deliver on what we promised Standard Training Process and Feedback Loop 41

42 More BAM!-good Manifesto 2. If you are dissatisfied, we will listen 3. When things go wrong, you can reach us easily 4. We will resolve the issues in a reasonable time and compensate you when possible 5. We will admit that we made a mistake 6. We will empower our employees to solve your issue when they occur 42

43 More BAM!-good Manifesto 7. We will make it easy to stop doing business with us 8. We will not charge nuisance fees or surcharges 9. We will treat you with respect and dignity at all times 10. We will tell you when we change our agreement 43

44 The Manifesto Does Not Include Uneconomical or Teaser Commitments 44

45 Developing Your Manifesto 1. What would I want as my own customer? 2. What do I like or hate that other businesses offer me as their customer? 3. What do my customers expect? 45

46 6. Getting Feedback When? Directly after the job, visit or product delivered Survey later as a follow up 46

47 What Do You Ask? 1. Why did you choose to do business with us? 2. Is there anyone here who did a particularly great job or a poor one? 3. Do you plan to use our service in the future? 4. Can you tell us any friends or associates who may be interested in using our service? 47

48 Can You Handle the Truth? 48

49 Feedback in a Social Media World Outlets to address concerns immediately It s instant feedback without boundaries Customers seem to be more open to say hey, this isn t working faster without the extra step of calling our service people. On the other hand, they re also faster to express their excitement about a great experience. 49

50 Connected to a Human Face Putting a human face on the company and brand. Peachtree is for the cool people 50

51 Twitter Transformation 51

52 The Big Hug Hiring Customer Service from Hospitality Fields Top of the list is knowledge, courtesy and attentiveness Solving their problem is not high on the list 52

53 6 Actions For Every Company 1. BAM! 2. Tackle the Blockers 3. Define Customer Service 4. Economic Value of customers 5. Your Own Manifesto to Set Expectations 6. Test Measurement Tools 53

54 For Your Customers Whatever a customer says it is.in a particular instant.on a particular day 54

55 For Your Company the attitudes and actions to help a customer feel more satisfied, each time they interact with the company 55

56 Ultimate Customer Service Question How can I make your day better? 56

57 Deliver or Die! Any Questions?

58 FB BarryMoltz