World Class Customer Service How good is York? Ian Sadler Regional Director

Transcription

1 World Class Customer Service How good is York? Ian Sadler Regional Director

2 About Me

3 Hold Up the Mirror What percentage of Managers / Business Owners think they provide good or great service? 80% What percentage of Customers did receive good or great service? 8%

4 The Disconnect 81% of customers would be willing to pay more in order to receive superior customer service Only 29% of the UK s small businesses owners believe that customer service is a key differentiator

5 Engaged Employees Lead To

6

7 Workshop Exercise 1 How do you develop a service focused team?

8 Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients Richard Branson

9 Customer Enquiry Mapping Today s Customer Journey includes many touchpoints each one is an opportunity

10 How do you receive feedback? Strong Focus Group Phone Survey Weak

11 Net Promoter Score (NPS) What Do We Do Well? How Can We Improve?

12 Workshop Exercise 2 How do you measure, test and improve your Customer Journey?

13 Results

14 York Project We carried out 10 Mystery Shops Mystery Shopping visit types include: Why we are the best Our Regional Director strategy enables us to recruit and develop highly trained regional mystery shopper teams. To ensure we deliver the highest quality feedback in the industry

15 Overall Results PHONE 1 PHONE 2 PHONE 3 PHONE 4 WEB 1 WEB 2 WEB 3 WALK-IN 1 WALK-IN 2 WALK-IN 3 AVERAGE SCORE 55% 55% 64% 64% 62% 64% 68% 69% 86% 91% 91%

16 The Good The experience left me with a very positive impression of both the city of York and of the hotel. ****** was polite, friendly and enthusiastic about the hotel facilities and about York. I felt she was a good ambassador for the hotel **** enthusiastically sold the benefits of ***** hotel to me, and by the end of my conversation I felt quite excited about the prospect of staying there for a weekend break

17 The Good **** replied to my , beginning by thanking me for my enquiry. She described the special group booking prices and included a link to book these online. The was finished by attaching a link for the best places to visit in York on the Visit York website, explaining that they had sections within it for eating out, shopping, and events, making it helpful for planning a trip **** response to my query was very friendly and full of useful information. His positive reply would definitely encourage me to contact he business again. I would definitely say **** provided excellent service as he gave me information that I hadn t even thought about and was clear and definite about how we would proceed with the booking

18 The Good We were immediately welcomed to ***** by a female team member with a warm and friendly smile. She showed us to a vacant table and asked if we had been to this restaurant before The food was gorgeous and the cakes very well presented. Based on the experience I would visit again and I would recommend the venue to others

19 The Good - York Pass I was impressed that ***** took the time and trouble to check the price of the York Pass for me online and that I would be able to purchase passes for my husband and myself directly from the hotel **** said that the York Pass would definitely be worthwhile buying if we wanted to visit a lot of the museums and other attractions, as it would save money on the entrance passes. *** informed me that I could buy York passes online on the Visit York website. She said that the website was also useful for looking at maps of the city and for getting information about places to visit in York

20 Real Opportunity for improving Customer Service and Selling Skills Customer Service Presentation Sales Skills PHONE 1 PHONE 2 PHONE 3 PHONE 4 WEB 1 WEB 2 WEB 3 WALK-IN 1 WALK-IN 2 WALK-IN 3 AVERAGE SCORE 89% 95% 89% 81% 73% 80% 73% 80% 71% 80% 83% 97% 94% 90% 94% 14% 29% 14% 29% 43% 43% 30% 50% 33% 33% 32%

21 The Opportunities York Pass I asked where the Tourist Information Office was. The team member needed to ask the chef, who asked me if I knew where Betty s was. I said I knew York a little and thought I knew where Betty s was. His reply was to go to Betty s and go straight on from there I told **** that a friend had recommended the York Pass to me, and I asked how I could get passes for my husband and myself. She said that in her opinion the cost of the pass wasn t worth it and that it was cheaper just to buy separate tickets for the castle and the museum from the venues themselves I asked the team member if he knew anything about the York Pass and asked for directions to the Tourist Office. Clear directions were provided, but he said he didn t know much about it, but knew it offered certain discounts. I asked if **** was part of the scheme and he replied it wasn t

22 The Opportunities I was not asked if everything was okay during the meal. I was also not asked if I would like a dessert of another drink. The plates were cleared eight minutes after I had finished eating I asked for the bill and it was delivered quickly but it was not clear that I had to go to the counter to pay. As no team member came to take payment for almost ten minutes I had to go to the counter to pay

23 The Opportunities I felt that a more straightforward online enquiry form would probably benefit the website. I did not find it at all clear and, therefore, chose to send an enquiry My was not answered within 72 hrs, so I rang the venue. I needed to call a second time, as no one answered my first call. I explained that I had ed an enquiry through and it had not been answered. **** explained that she only manned the phones on a Saturday and would not be able to help, but did say the person who normally deals with s had been off sick that week. My name and number was taken

24 The Opportunities **** thanked me for my enquiry, then invited me to phone back when I was ready to make a reservation, or if I had further questions in the meantime, She did not take my name or contact details and was, therefore, unable to call me by my name **** was polite and pleasant with a good phone manner. However, I did not feel that either she or the team member who answered the phone initially were particularly good ambassadors for the hotel. **** did not give me any information about specific things there were to see and do in York. I was not left feeling enthusiastic about the prospect of a weekend break in the city of staying in the hotel My contact details were not taken, so there was no real possibility of any follow up

25 The Great British Disease Businesses do not follow up

26 Warning - Follow up scores can harm enquiry conversion rates... Did you receive any follow up within 5 days? 14%

27 Why is it critical to follow up? Around 5% of significant purchases are made on the first enquiry 80% of significant purchases are made after 5 contacts 50% of businesses don t follow up at all! Just 8% follow up 5 times This is a real opportunity to differentiate ourselves from the competition

28 Suggestions What did we do well? How can we improve? Walk your own customer journey regularly Measure how your customers and staff feel? Ask for customers name and contact details Follow Up, Follow Up, Follow Up

29 Take Away Message DIFFERENTIATE YOURSELF THROUGH CUSTOMER EXPERIENCE

30 Action Endorsed by Make It York would you like to receive a complimentary mystery shop on your business? Feedback is valuable to us please complete the feedback form All Visit York Members receive a 20% discount on our services: Training Customer & Staff Surveys Mystery Shopping Programmes Feedback Direct Measure your Customer Journey Focus Groups

31 World Class Customer Service How good is York? Ian Sadler Regional Director