ࡱ> qsbcdefghijklmnop@ 6/jbjbܡܡ !&Ul   RRRR8$RXL2HHH'''uXwXwXwXwXwXwX,Z \ZXE '#'''XHH'8H HuX  'uXto#rYNH %X B=RR%U1XDXX/V]]1X Introduction to DATING Your Customer If you realize customer service isnt your top priority, youre losing customers. And if you dont address customers as a top priority ASAP, your customers will soon find someone who will treat them as a VIP. The purpose of this book is to help you realize customers are the reason you have a business. Without customers, no matter what you do, there isnt any business. Approach customer service the same way you approach a date. Nurture it with good habits and constant care. Each date builds on the previous one. Each sale does the same in building customer retention. Remember, your customer is always right sometimes confused, misinformed, rude, stubborn, and changeable ( but never wrong. Ever date anyone like that? The following simple suggestions can help you to enhance your relationships. D azzle customers with your service. The key to good customer service is to treat all your customers well, but not necessarily the same. Respond to each of your customers needs as an individual. While one customer might need a ton of help and attention, another might prefer an opportunity to browse with privacy. Learn to understand body language and to read between the lines. Its up to you to perceive your customers service preferences and give each one of your customers what he or she wants. A nticipate the needs of your customers by emphasizing service over sales. Good service sells. But pushy service people who are always trying to sell more can be a major turn-off to all your customers. Whenever you are trying to sell something, only one question is on the customers mind: Why are you trying to sell me something? Your customers could come to two possible conclusions. First, they might believe you are trying to sell something simply to get more revenues for yourself. Or, your customers might believe you are trying to sell something because you are interested in them, care about their needs, and are sincerely trying to help. Anticipating the needs or your customers can create long-term relationships that can help you sell them on ideas (rather than just products) by sharing your proven case histories with them. You can also help make their research for a resource an enjoyable experience. T reat your customers well by being a problem solver. If you cant help your customers, help them find someone who can. Customers appreciate your help ( especially when you arent directly profiting from a sale. Consider this service an investment. Your customers will appreciate the advice and theyll remember you the next time they need your goods or services. I nnovate by understanding most rules should be flexible. Make sure you never say No, that's against the rules to a customer whos making a reasonable request. Your main rule one that should never be compromised is to keep your customers happy and satisfied. N urture your employees by giving them the care and respect you want them to give your customers. If you treat your employees well, they will, in turn, be great ambassadors of service. If you treat them poorly, theyll treat your customers the same way. A dissatisfied employee cannot satisfy a customer. Remember, your employees are the center of gravity in your business because they are the ones who come in contact with your customers, your products, and your service. If your employees are happy with your company, they can make others happy as well. Make your employees know they are important. G uarantee both your employees and your customers stay with you by making sure you have a great customer service plan and that your employees understand and follow it. Try posting your customer service policy in a central location for all to see repeatedly. Once your employees understand the importance of great customer service, youll have great customers returning over and over again. About James Feldman Jim is an internationally recognized authority on customer service. His presentations are fun, educational, and leave the audience wanting more. Jims companies often receive awards for exceeding customer expectations. D is for DAZZLE Dazzle Your Customer with These 24 Principles That Accelerate the Achievement of Exceptional Customer Service Customer Service is not a department . . . Customer Service is an attitude. James Feldman, James Feldman Associates Great Customer Service helps you create an invisible advantage. Learn what it takes to become the leader in your chosen field, to have satisfied customers tell others why they should do business with you, and to be successful in everything you do. If we are not customer driven . . . our cars wont be either. Henry Ford, Ford Motor Company Impress your customers. What must you do this instant to begin developing customer retention? How can you take assertive command of your financial future? How do you help your customers want to do business with you? If you demand the experience of living life to the fullest, delivering a quality product, and offering exceptional Customer Service, it begins with a commitment to prevent serious Customer Service issues before they develop. If you dazzle your customer in the first place, then you will never have to deal with customer complaints you cannot handle quickly. Believing you can prevent every complaint would be foolish, but you can certainly commit with passion and focus on solutions that have one goal to bring the customer back. Our customers are not there to field test our products. ( Stanley Gault, chairman, Rubbermaid If you establish service systems that work in the first place, then you identify a customers specific complaint in time to prevent it from becoming a major issue. You deal with the complaint in time to prevent your customer from becoming upset, hostile, or disruptive. Remember your first date? Remember how you thought about what to do, what to wear, how to act? Remember getting enough courage to ask for the date? Did you anticipate rejection? If so, did you have a plan for your counter response? Did you have a goal? Certainly. To get a date! And what is the goal of great Customer Service? To get and to keep your customer! When you misinterpret your customers needs, it can sabotage your ability to give the best service to your customer. No matter how sincere you are, your attempts to create great Customer Service may be unsuccessful if you dont interpret your customers reaction correctly. You can never anticipate customer reaction accurately. Simply being authentic is not enough; to succeed you must consider how you will be interpreted. Trying to understand the opposite sex enables us to make choices and decisions conducive to getting what we want, but also in a way that works. In John Grays book, Mars and Venus on a Date: A Guide for Navigating the 5 Stages of Dating to Create a Loving and Lasting Relationship), he says dating has five stages: Attraction Uncertainty Exclusivity Intimacy Engagement Knowing what to expect in each of the five stages of dating makes it incredibly easier. John Gray And so it begins. You see someone and you want to get to know that person better. No matter how experienced you are, dating is uncomfortable and awkward for most of us. But, to find your soul mate, to find a significant other, this process is necessary. When our relationships make sense to us, we dont make as many mistakes and are thus released from making the same mistakes again and again (Mars and Venus on a Date, Page 7). What is the ultimate objective of the first date? To create a positive dating experience that leads to a second date. And so on . . . until you have found out enough to make a decision that may impact the rest of your life. Customer Service is the same. What prevents customer complaints from escalating? Planning and communication. You can never prevent anyone from complaining, but you can prevent the escalation of complaints. Great Customer Service is like losing weight. Everyone is talking about it. Few are doing it. And those who actually give Customer Service, are not doing it well. ( Rusty Citron, As Seen On TV Businesses are losing customers every day because they aren't talking the Customer Service talk . . . they aren't treating customers the way they say they will. And their competitors love it. When you were in high school, did you want to go out with the head cheerleader or the captain of the football team? Ever wonder how someone who wasnt as attractive, or well mannered, or even as good a dancer as you ended up going to the prom with your special someone? Do you ever wonder how a company sells a similar product for more money than you do, or has a product that isnt as innovative as yours, and yet gets more business? Focus Energy Commitment Great companies deliver on what they promise. They exceed customer expectations. They have learned from their mistakes or from the mistakes of others. Look around you. Can you find many companies that offer great service? Are they market leaders? Do others emulate them? What can you learn from Nordstrom, Lexus, and Federal Express that you can apply to your own business? What can you learn from those companies that forgot the customer is the reason they are in business? Look at the burial grounds filled with companies that had great products and lousy service. Target Your Customers Think of great customer satisfaction as hitting the bulls-eye of the target. Each ring moving out from the bulls-eye means you are less and less targeted in your efforts. The further from the bulls-eye, the greater the likelihood your customer will find some other resource to service his or her needs. Remember how you missed the target the first time you shot at it? Did you learn how to correct your mistake? Did you benefit from the information and try again? Did you acknowledge you were aiming too far in one direction and, the next time, aim more in the other direction? Trial and error. Eventually, you hit the target. But, unless you are target shooting with bows and arrows or guns, heres how you can learn to hit the target: Find companies with great Customer Service and copy them. Use their ideas. Replicate their success, and your company can avoid much wasted time and effort. Repeat what works! You owe it to your customer. Great products with terrible service will not keep you in business. Great service with mediocre products will not work either. You need both to survive today. You must know yourself and the abilities of those in your company to fulfill the needs of your customers. Quality is the only patent protection weve got. James Robinson III, CEO, American Express Corporation, 1992 Pilots file a flight plan. They plot each step along the route to get from point A to point B. Pilots dont get into the plane without a flight, radio, or fuel check, and so forth. Build your plan in the same way. Your course is determined by the decisions you make and how you deal with problems. You wouldnt fly a plane without a compass. And you shouldnt do business without having a plan to enable you to weather Customer Service issues that are simply a part of doing business. Following are two dozen ideas to help you dazzle your customers before they express any concerns about your products or service. Just like the first date, plan ahead. The results will be worth it. Scott Cook is founder of Intuit and creator of the successful personal-finance software program, Quicken. Cook said, Really, we have hundreds of thousands of salespeople. They are our customers. If you cant please your current customers, you dont deserve the new ones. Diffuse 1) You have only one chance to make a first impression. Dating requires punctuality, eye contact, conversation, and concern. You open doors, pull out chairs, take charge, and make the best impression you can. Your grooming is perfect, your clothes are pressed, and your breath is fresh. Customers, like dates, go where they feel welcome and appreciated. When you are on a first date, you have great eye contact. You dont let your date feel invisible. You dont spend time looking at other people or answering your cell phone. All your attention is focused on the delivery of a message: I am the best choice you could make. I am the one you want. People always put up with little disappointments if you act like you know they are there. A customer may be disappointed with a delay and the lack of delivery. A customer gets angry at the bad treatment he or she continues to receive. The goal of great Customer Service should be to intervene at the earliest stage. Dough 2) You owe it to your customer the one who has chosen to give his or her hard-earned money to your business. Customers demand, and customers deserve, the best you have to offer. You will never get the second date if the first one is not thought out well. Dazzle your date. Dazzle your customer. Average simply doesnt make the cut. Know your outcome. A REMINDER: No matter what your business, your customers come first. Here is a real-world example Karls Party Rental Service www.karls.com/news20000601.html From their newsletter . . . Spring is upon us and you know what that means. It's event-planning time! Whether you are planning a graduation, wedding, festival, or any type of event, Karls Party Rental is THE place to call for all your party rental needs. We are always adding new items to our inventory and this spring we have been busy recruiting, hiring, and training many new employees to be able to meet all our customer's delivery and set-up needs. Each new employee attends an orientation session to become acclimated to all of Karls policies and regulations. Then, practical training sessions are conducted at the warehouse before the employee is out on the job site. Our philosophy is that training is an ongoing process and much is also learned while on the job. Our crew leaders are always willing to share their knowledge with the new person. So, while you may see many new faces this summer, you will receive the same excellent service you have come to expect from Karls. Dollars 3) You owe it to your company the one that not only pays you money, but also entrusts you with its livelihood and future. Your company deserves the best you have to offer. A date is a relationship. Both of you have certain expectations. Exceeding them gets you another date. Know your purpose. Dinero 4) You owe it to yourself the one who enjoys the pride, satisfaction, and reputation that comes from giving your all. Your date deserves the best you have to offer. Whats the worst that can happen on the first date? You find out you have nothing in common. You find out the other person is simply not what youre looking for. So what? Youve learned valuable information and benefited from the experience. And, if it was a good experience, you will share it with others. Know what you are giving. Mark Basich, a worker at the Quasar plant, came up with the following definition of quality. Are you proud enough to buy what you build? I just found a wonderful Web site. It offers products at fair prices and great service. Check it out. People love to mentor others. How often have you told someone about a movie you thought he or she would like, even though you didnt care for it? How often have you found a restaurant and told others? Before you throw out the next junk mail brochure, ask yourself if you know someone who could benefit from it. Never forget the customer owns the store. Sam Walton, Wal-Mart Remember, people trust their friends. Friends always try to become a resource of timely, valuable information. The mentoring process is omnipotent. Other peoples experience is fundamental in any business or social environment. We all try to learn from others successes and mistakes. Differ 5) Understand your customer's needs and expectations . . . instead of trying to talk your way through the sale or excuse. What you really want is consistent results. If you dazzle your customer in the first place, your chance of having a bad Customer Service experience is reduced. People like to forgive. Admit the mistake and offer a solution. In providing the solution, you create rapport that will dazzle your customer. I went into a restaurant during the day, a restaurant I had good experiences in on several occasions in the evening. What a difference with a different crew during the day. I discovered no soap in the men's room, asked the waitress for soap, she checked with another waitress who in irritation said that it was not the day in which the soap was replaced by some outside vendor. The waitress relayed the message to me. I then asked for soap from the kitchen and was told that was not possible. I asked if I could have a bit of the dishwashing soap and I was told no. I asked at that point in a calm voice if they washed dishes? At that point, the senior waitress became involved and told me to use the women's room, that there may be soap there. There was, but I have not returned to that restaurant since. Tom Burns Dream 6) Treat your customers the way you want to be treated. Dreams are developed because we all want to be treated well. Its the better service, not the better product. Its the best relationship, not the lowest price. The good-looking guy may turn many heads, but more women marry for sensitivity, caring, and warmth than great pecs or abs, or a handsome face. Sure, we all look at great bodies, and, as customers, fancy products that offer flash, packaging, and advertising. Once youve been sold on their visual appeal, however, is their delivery what was promised? Customers like to be told they have good taste. Customers like attention. Dazzle them! What should follow is you would never let a customers problem escalate beyond disappointment. James Feldman, James Feldman Associates Differentiate 7) Look directly in the eyes of your customer. Thinking about someone or something else is difficult if you are looking and listening face-to-face. This shows you are interested. It shows you care. Dates and customers are similar. People like to hear their names pronounced correctly. Use Mr., Ms., or Maam if you feel using the first name is inappropriate. The sooner you gain permission to call a customer by his or her first name, though, the sooner you make the interaction more friendly and personal. You have now connected person-to-person instead of station-to-station. Depose 8) Honor the uniqueness of each customer. Take the time to understand your customers needs, issues, and concerns. After your first date, did you kiss? Was there anticipation? Was there fear? What happened if you didnt kiss on the first date? As a man, you were thought a gentleman. As a woman, you may have felt relief. In both cases, anticipation for the first kiss still exists . . . and that alone may get you a second date. Heather, a friend of mine, ordered a watch online. This was her first e-commerce experience. She was unsure about the process of using an online shopping cart and she wasnt comfortable about giving her credit card information on the Internet. However, the site provided a price list, nice photos, and a description of the exact replica watch she wanted as a graduation present. Heather ordered the watch using her credit card and the invoice came up with a $10 charge for 2nd day UPS service. There was no way to delete it. So, Heather let the unwanted charge go. The order was placed on May 11, for a gift she needed on May 27. Because the watch was supposed to arrive in two days, she wasnt concerned. Heather left town on a business trip, fully confident that the watch would arrive in enough time for the graduation. When she returned on May 18 (seven days after the order), the watch had not arrived. Heather tried to call the company, but she couldnt reach anyone. She left a message on the companys voice mail. When Heather had received no response on the following day, she called again. Again, no real person was available, so she left another voice mail. Heather sent her first e-mail at 11 A.M., a second e-mail at 3 P.M., and then she left another voice mail message. Following are e-mail communications between Heather and the company: On May 19, Heather wrote: On the 11th of May I placed an order. Your invoice 41706 Cartier Panter Stainless steel white face. The system required me to pay $10 extra for UPS 2nd day. As of today, the order has not arrived. Please advise by calling me at 312 527-xxxx or e-mail at xxxxx@aol.com. This was to be a gift at the end of this week. Please make sure that I have the watch prior to close of business on Thursday. Thank you. The company responded on May 22: The day you ordered, someone sent me the love virus and it took almost three days to get my system back up and running. So we never even got your order. I will do my very best to get this to you ASAP. Thanks, ??????? The company wrote again on May 23: If you have a copy of the order, I can ship it ASAP. Thanks, ????? Heather responded the same day: Do you need another order? If you lost the order, how do you know what to ship? I ordered this in plenty of time to get here. I am sorry you had a problem but, as you can understand, this is a gift and I need to be reassured it will arrive in time. If you need more information, call me. Please confirm the watch will be here. Later that afternoon, Heather wrote: Today we received a charge for the watch. The order was processed on May 12. This is contrary to your statement that you lost the order due to a virus. How could you lose my order and still charge my credit card? In addition, you charged $139 and did not send the order. This is a serious problem, which I expect to be resolved in my favor right away. I suggest you call me and let me know what you have done to get me the order and what you will do to remove the overcharge. The company promised to find the watch and ship it in time. The company never called. The company never shipped the watch. The company then sent e-mails that detailed how others were happy with their service. The director of marketing got involved and promised to resolve the order within 24 hours. Five days later, still no watch or tracking number to show the watch had shipped. More e-mails, more promises. After an elapsed time of over 25 days from the original order date, still no watch. More e-mails and more promises. No results. Finally, a watch was received, a poorly packaged watch. No further follow up or letter was ever received from the company. . Dilate 9) Develop a relationship with each customer before you address the customers request or attempt to make the sale or offer a resolution. On the first date, you talk about general things. You discuss the weather, movies, television shows, homework, or traffic. You dont discuss politics, sex, or religion. This simply is inappropriate. The same with your initial contact with a customer. Look for, listen for, and comment on things you have in common. Make the conversation as personable as possible. Pamper . . . go the extra mile to make it right. Ed Slusarczyk, owner of Ag Radio Network, which broadcasts on about 150 stations internationally, says the first and most important factor in establishing relationships anywhere in the world with a person from any background is establishing common ground. Over the decades of personal and official travel, he has found that 99 percent of the time, this means engaging people in conversation about their families, especially their children, if they have any. Direct 10) Give your customer 100 percent of your attention. Do the paperwork, cell phone calls, computer input, e-mails, or other issues on your own time, not on your customers time. What message are you sending when you accept that cell phone call instead of focusing on your customers needs? Empathize . . . imagine yourself in your customers shoes. What can you do to meet his or her needs? What can you offer to help solve the problem? How can you be the solution to, rather than the cause of, your customers problem? Southwest Airlines always capitalizes the word Customer whenever it is used in ads, brochures, annual reports, or other materials. While this practice may seem picayune, what better way exists to flag employees and the public that the Customer really matters? Discover 11) Listen more and talk less. Listening is a lost art. Listen with your entire body. Listen so your customer feels anything you say will have a serious impact on him or her. Listen with your eyes. Show your customer you care. Listening means you are focused on understanding your customers concern. Your customer only needs to know what youre going to do to ease his or her problem. Customer complaints are the schoolbooks from which we learn some valuable lessons. James Feldman, James Feldman Associates Deliver 12) Under-promise and over-deliver. Make what you provide extraordinary. This is a simple premise. If your customer expectations are exceeded, then customers will only complain if a real problem occurs. If your first date was well thought out and planned, a second date will happen. Customer Service is about doing, not about explaining or rationalizing what you are not doing. We do not measure quality. Quality is in the eyes of the customer. Steve Jobs, Apple Computer Determination 13) Determination is what Customer Service is all about. Commit! What business are you really in? Ask, and you will hear people say ecommerce, banking, insurance, automobile sales, healthcare, real estate, restaurant, entertainment, and so forth. Its the same when you ask someone out for a date. You say, Would you like to go to a movie? or, Do you want to have a drink? What you really mean is different. What you really mean is I think getting to know you could lead to something special for both of us. If all your customers went to the competition, what business would you be in? If no one would date you, how could you find a significant other? In both cases, you want to dazzle. You want to impress. You want to meet any demands before the demands are made. Digress 14) Recap the discussion. Discuss what you have learned from that special person, not what you told him or her. Your goal is for the person to feel better about his or her decision to go out with you in the first place . . . or to do business with you. Always thank your customers. Tell your customers how much you appreciate their choosing your business. Let them know you are committed to making their time with you well spent. Reaffirm your customers beliefs that you were a good choice in the first place. Do! 15) Always invite your customer to return. Always set the tone for the next meeting. Always close your interactions during the conversation with how much you appreciate your customer. Give your customer genuine appreciation. A date is a test. You wanted to go out, because you were interested in the other person. This interest may have been social, physical, intellectual, spiritual, or any combination thereof. This person may have been introduced to you by a friend, or you may have gone out for any number of reasons only you know. In any case, failure wasnt part of your plan. Customers do business with a company because they think that firm is the best solution to their needs. Customers vote with their dollars. At no time do customers think you will fail or not deliver on what you promise. By the time customers give you an order, they have gone through considerable evaluation and decided you are the best choice. Any date starts with a raised level of expectations. No one goes out just to kill time. A reason always exists. Most of us go out with someone because he or she has some quality we like. Perhaps the person has a delightful sense of humor. Or, maybe he or she is especially smart. Maybe its a physical attraction. Or, the person could have a magnetic personality. Something attracted you to accept the date. Discovering the compelling reason for the acceptance can make the entire experience more productive. Detail 16) Look sharp. Listen sharp. Be sharp. Nothing adds more power to your life than concentrating all your energies. Look sharp doesnt refer to how you dress. Dressing well is something anyone can do and its expected. Look sharp means focusing all your energy on a goal: a repeat performance, a second date, more business. Listen sharp is something we still dont do. We talk. Listening tells you how to act and how to react to anything. Listen sharp in everything you say and do, and respond in a concise, precise manner. Listening sharp is an ever-present state of mind. Sharp means attentive. Being sharp is what Anthony Robbins calls the peak state. At your peak state means at the top of your game . . . ready for anything life throws at you. Words represent 7 percent of what actually influences human behavior. Voice qualities offer another 33 percent. How you use your voice can affect someone more than what you say. Using your body language represents a majority of what influences someone when you communicate. All emotions are concentrated on being sharp. Dredge 17) Have energy. Show energy. Deliver energy. Knowing how to concentrate and focus energy on important things is important, instead of frittering your energy away on trivia. Formulate a strategy. Check your strategy. Change it. Constantly measure the results. Learn from your mistakes. Assess what the plan is doing for you. Continue to deliver your message by learning what works and what doesnt. Domesticate 18) Focus your full attention on what you have a burning desire to achieve. See the end results. What do you love to do? What are you best at doing? What really drives you in life? In business? For your next date? People always do the best they can with the resources they have in their toolbox. Learn how to do it better. Focus all your energy on achieving the goals you set for yourself and your company. Frail Japanese karate experts put their hands through bricks. Amazing feats are recorded daily from those who do extraordinary things because they focused on the goal. You are only trying to dazzle someone. How difficult can that be? Demand 19) Drive to make your achievement possible. Be single-minded. Customers are like dates. They want to be reassured that their decision is correct. They want to know you care. They want you to be honest, caring, and committed to making each contact better than the last one. Ask how your customers were motivated. Ask for feedback. You may be surprised, but you should be prepared for new information. Do not overreact. Take the information and evaluate what you have learned. Listen for specific triggers that your customers feel positively motivated them. Also ask for any negative feelings, so you can avoid them in the future. Become the best in the world at what you do. Commit to making a quantum leap in your willingness to dazzle your customers. Digest 20) Gather in your resources, rally all your faculties, marshal all your energies, and focus all your abilities on mastering your field of endeavor exceeding your customers expectations. Learning is a relationship between the unknown and the known. Fortunately, your customers and your dates offer you guidance whether or not you want it! Most of the time, your customers tell or show you what is wrong. If you are attentive, you also learn what is right. In either case, you can formulate a strategy that helps you organize your information and resources. This enables you to produce a specific result consistently . . . dazzling them. David Burpee used a simple philosophy to turn his familys seed business into a household name. I always try to remember, he said, that people really arent interested in my seeds. Theyre interested in their gardens, their tomatoes, and their lawns. Duplicate 21) Repeat what works for you. By listening and watching, you can tell what gets a positive response. Find a common ground. Make that common ground your goal and replicate those areas that get the most positive response. You want to be able to duplicate anything you have done that accomplished the goal you set for yourself. Remember the first time you got that special date? Remember your first really big order? What did you do to get it? How did you act? What did you say? Look around you. Do you know someone who gets the kind of results you want? Do you see someone who has developed a skill you admire? Do you see great Customer Service around you? When you do, create an environment of uninterrupted focus. Develop habits so you can attain and maintain your peak state, so you continue to dazzle your customers. Drill 22) Create a toolbox. You will soon learn what works and what doesnt. Just as traditional items, like flowers and candy, seem to work well for any date, you can reinforce your relationship with a customer prior to starting business with him or her. Identify what your customer wants and deliver it. Keep accurate records of what worked. Get names and dates that can have a meaningful impact in the future. Take notes. This all shows you care. Write down the information and read it back to your customer. Confirm. Reconfirm. Make sure you set up a calming atmosphere that can be replicated. Experiment, but dont take unnecessary risks. Delight 23) Reinforce your customers decision to be with you. Make your customer feel his or her time was well spent and the decision to be with you was a wise one. Never let a customer regret a decision. Thank your customer. If your customer is not satisfied, he or she will find someone else. Ask your customer directly: How was our Customer Service? Set the groundwork for the next experience. Dont let any customers leave without making sure they know you want to continue working with them. The goal is always to have your customers return. Consider Japans 100-year-old Shiseido, now the worlds fourth largest cosmetic company. Japanese consumers are particularly demanding when it comes to refreshed products, sometimes expecting updated offerings as frequently as every month. As Shiseidos President Akira Gemma says, We see our customers as our own competitors. We need to move ahead not because other brands are doing so, but because our customers needs are changing. Harvard Business Review, March/April 1998 Draft 24) Think relationship. A date or a business relationship is the same. Each expects something in return. A date expects a pleasant experience. Good company. A reasonable attempt to make the date pleasant. If the expectations are exceeded, another date may occur. The same with your customer. Customers reward you with more business and referrals. At the beginning, your goal is short-term. The rapport you establish should lead to a long-term relationship. Every transaction or date is a comparison of another. There is a ranking . . . for better or worse. If its better, the relationship may continue. If not, little incentive exists to continue. Surprises are welcome. Flattery is expected. Nothing in life has any meaning except the meaning the person gives to it. Business and social relationships are similar. The quality of both is influenced by the communication skills and reception of the other person. Your ultimate goal is to create relationship building. When your customers find you invaluable and indispensable, they will overlook occasional errors, much the same as a friend who accepts your occasional blunder. Customers are all you have. Every decision, every action, every thought you make must be based on this awareness. The challenge is to get people to willingly do more than they would, to rise above the norm, to perform at their highest levels of potential. General Norman Schwarzkopf, Commander of Allied Forces, Gulf War The sun's rays dont burn until they are brought to a focus. The same is true with great Customer Service. Dont talk about it . . . do it. Dont think about it . . . do it. Dont read about it . . . do it. Like the ad says, Just do it! Once customers have been blinded by your presence, they will want to face the light and enjoy your radiance. Dazzle them . . . and they will return. Three Levels of Anger While customers may sometimes be disappointed in the quality of a product they purchase, they get angry when they are treated badly or unfairly. The level of anger escalates as follows: Level one is disappointment. It didnt arrive. It doesnt work. I call the company or write to them. Nothing happens. Level two is frustration. The company doesnt respond. It makes promises it doesnt keep. Level three is anger. Thinking: I am so angry at how that company is treating me, Im going to take my business elsewhere. Feeling: This is ridiculous. I am getting even angrier. I feel like making them as miserable as I am. Doing: They can't treat me this way. I am going to write a letter. I am going to tell everyone I can. Never let a problem escalate beyond disappointment. You cannot run a business from the backroom. You must get into the market and meet your customer. The center of gravity for your business is where your customer is located. The perspective from the customers point-of-view is different than yours. Do whatever it takes to keep a customer. Sometimes it costs money. Sometimes it isnt worth it. What can you do to keep your customer happy? Commit to becoming a front-line manager. Try being your own customer. Talk to your customers. E-mail your customers. Take a personal interest in every one of your customers. Treat Customers as if you were the Customer! Work at developing a relationship before you address the customer's request, attempt to make the sale, or offer the resolution. Honor the uniqueness of each of your customers. Take the time to understand your customers needs, issues, and concerns. Ask satisfied customers, How did we do? Ask dissatisfied customers, How may I resolve this to your satisfaction? The single most important word: Yes! The two most important words to a customer: Thank You! Make Customer Service a part of all written or verbal job descriptions, no matter what the function or level. Everyone in the company is in the Customer Service business. Motivate them, train them, care about them, and make winners out of them . . . we know that if we treat our employees correctly, they'll treat the customers right. And if customers are treated right, they'll come back. J. W. Marriott, Jr., Chairman, Marriott Hotels and Resorts Focus on the people who focus on the customers. This means everyone in your organization. And, if you are the manager . . . Commit to at least two hours each month working alongside everyone who comes in contact with your customers. You will be amazed at what you learn. Adopt a policy of returning calls and e-mail within the same business day. Respond to all e-mail with, at least, a timetable of a response. (Thank you for your e-mail. It will take me until XX P.M. to research your request and offer you a resolution. If you have time, though, perhaps you can assist me in providing a suggestion. From your standpoint, how may I resolve this matter to your satisfaction and keep you as a customer?) Go on a Debilitating Policy Hunt. Ask everyone to identify policies and procedures that get in the way of providing good service. Then, do your best to update, modify, or eliminate as many as you can (for example, reread Heather's memo regarding freight charges). Recognize and reward employees who provide exceptional Customer Service. Share their stories with others. This can motivate the entire team. A dissatisfied employee cannot satisfy a customer. Motivated employees go above and beyond for your customers . . . and the organization. Action Summary Customers can be a mystery . . . unfold it. Customers are sometimes a struggle . . . face it. Customer relationships can be beautiful . . . praise it. Customer Service is sometimes a puzzle . . . solve it. Customers always present an opportunity . . . take it. Customers are like a song . . . sing it. Customers demand great service . . . achieve it. Customers reward you with repeat business . . . fulfill it. . Remember, DATING Is Fun! 24 Dazzling Ideas 1) You have only one chance to make a first impression. 2) You owe it to your customer. 3) You owe it to your company. 4) You owe it to yourself. 5) Understand your customers needs and expectations. 6) Treat your customers the way you want to be treated. 7) Look directly in the eyes of your customer. 8) Honor the uniqueness of each customer. 9) Develop a relationship with each customer. 10) Give your customer 100 percent of your attention. 11) Listen more and talk less to your customer. 12) Under-promise and over-deliver to your customer. 13) Determination is what customer service is all about. 14) Recap the discussion. 15) Always invite your customer to return. 16) Look sharp. Listen sharp. Be sharp. 17) Have energy. Show energy. Deliver energy. 18) Focus your full attention on what you have a burning desire to achieve. 19) Drive to make your achievement possible. 20) Gather in your resources. 21) Repeat what is working for you. 22) Create a toolbox. 23) Reinforce your customers decision to be with you. 24) Think relationship. A is for ANTICIPATE 25 Ways to Anticipate the Needs of Your Customers by Emphasizing Service Over Sales Anticipate We must obey the great law of change. It is the most powerful law of nature. ( Edmund Burke In todays world, the only constant is change. With rare exception, participating in life is difficult without being touched by change. Change permeates our personal lives, our business world, our government, and beyond. Every time you have a date or attend a social event with your significant other, emotions and expectations come into play. While you cannot be a mind reader, if you initially dazzle your partner, minor differences should be forgotten quickly. Remember that dating is just like keeping a customer happy. You need to dazzle your partner or your customer in the first place, and then anticipate his or her needs and wants. Think for a moment of products and services that were not in common use a decade ago. Think about how they have affected our lives. Cellular phones, personal pagers, modems, fax machines, CD-ROMs, personal computers, the Internet, e-mail, voice mail, and satellite dishes all have revolutionized the way we transmit and receive information. Microwave ovens have altered the speed with which we can prepare food, and the food service industry has responded with new packaging and portions. No sector of our lives has gone unchanged ( theres no escaping change! Accept 1) Dont resist the idea of change ( or the implementation of change. We all desperately hold on to the way weve always done things . . . even if we dont know why were doing it that way! We do things the same old way because this gives us a feeling of control over our lives and some measure of comfort or security. But, just like the proverbial ostrich burying its head in the sand, ignoring or resisting change wont stop it. Change starts when someone sees the next step. Things aint what they ought to be. Things aint what they gonna be. But thank God things aint like they was. ( Adage Acknowledge 2) Embrace change and manage it the best way you can. This means having an open mind, learning new skills and behaviors, and having the willingness to change. As a microcosm of the world, corporate America is as vulnerable to change as any individual. We witness this in the form of restructuring, reengineering, total quality management initiatives, downsizing, resizing, acquisitions, and mergers. And many of these efforts fail to change. So, too, do many attempts to make personal changes. How many of us have failed to quit smoking or drinking, exercise regularly, follow healthier diets, lower our blood pressure, spend more quality time with our families, or end a bad marriage or job? Change Requires: Courage Heart Adaptability Nurturing Grace Energy Agree 3) View change as a process. In part, failures to change stem from viewing change as an end result, rather than a process. Change can be seen as all or nothing, now or never. By approaching change in this way, we invariably fail. Instead, we need to view change as a process. Customers change their minds. Products do not always meet expectations. When my mother gave me two ties as a gift, I immediately knew I couldnt please her. I went into my room and put on one of the ties. When I came out to show her how great it looked, she said, Whats the matter? You dont like the other one? In the broad scope of change, mothers are really no different than dates or customers. We spend our lives trying to please them. Sometimes it works and, other times, it doesnt. Mothers, like a great date, though, are forgiving. And, like the weather, they often change without notice. We need to understand that change is a process and we are all part of that process. To try to understand change fully, you must accept the fact that change itself alters its course. Our job is to accept change, view it as a process, and try to move with it, instead of against it. So I told my mother the tie I had chosen to wear went better with the shirt and slacks I was wearing because they were her favorites. And I suggested she view the tie in combination with my outfit, instead of only which tie I had chosen to wear. Its not a failure. What were doing is just delaying another success. ( Commander Frank Culbertson, Jr., of space shuttle Discovery, after the fourth launch delay came seconds before liftoff. Consider an example provided by a well-known celebrity. Oprah Winfrey has waged a battle with her weight for many years: At her highest weight, Oprah weighed 237 pounds; at her lowest weight, she weighed 142 pounds. But even though Oprah reached her goal of x pounds, she couldnt sustain the change and, ultimately, she regained the weight. She failed. Then Oprah met a man whose approach to changing her problem was totally different. Bob Greene helped Oprah to understand and focus on the reasons why she ate the way she did, not just how and what she ate. Once Oprah truly understood the role of food in her life ( a comfort, a way to avoid feelings, a reaction to stress, something she could control, and so forth ( she began to change her behavior. In addition to eating more carefully, she incorporated regular exercise and other means of rebalancing and renewal. Oprah didnt do everything all at once. The change was a process, one step at a time. As Oprah gained awareness and confidence, she attempted the next step. Finally, she succeeded in making the complete change she had wanted for so many years. Now she has found a weight that is both comfortable for her and easier to maintain for the long term. Acclimate 4) View the process of change as a moving target. While you will never get control of the process, you can understand how to cope with the results. When a tidal wave hits land, three basic responses occur: The first group of people say: I have seen it all before. They do nothing and they are drowned. The second group of people say: Im getting out of here! They hide and their businesses are destroyed. And the third group of people say: This is a tidal wave. Id better learn to surf. This book will teach you to surf in the face of the challenges ahead. After all, if your are not riding the wave of change, you may find yourself beneath it. It was not long ago that people thought semiconductors were part-time orchestra leaders and microchips were very, very small snack foods. ( Geraldine Ferraro Act Out Line up ten people in a straight line and ask them to pretend they are a production line or a sports team. Give them 12 balls of different colors. Explain that everyone must touch each ball before being tossed in a bin. The object is to do this exercise in the least amount of time possible. The game proceeds as follows: The first person to touch the ball hands it to the next person, who hands it to the next person, and so on. The last person to touch the ball hands it back to the first person, who then places it in a container in the middle of the line. When all 12 balls are in the bin, the clock stops and the time is recorded. Next, ask the team to come up with its own method of moving the balls, with the goal to cut its time by 50 percent. Then, give the team two tries. Typically, the team will repeat exactly the same process and shave a bit off its time in the second and third attempts. After the third attempt, mix up the order, in which the team members are standing and, without any discussion, ask the team to try again. Its quite likely this fourth attempt will be chaos and the team wont be able to reach its best times. The only thing changed is the order in which the people are standing; yet the perception is one of total disruption, which markedly affects performance outcome. The exercise reflects what happens in the real world. Just when you think things are going well, management, or the government, or your family changes the rules, and you dont know how to cope! This same phenomenon occurs in the marketplace: A change in one department may have absolutely no real impact on the rest of the organization, but it may be perceived as affecting operations. This is a key distinction. Often, nothing has changed significantly ( only your perception of reality has changed. And the most important perception is that of your customer. If your customer believes something changed, for better or worse, this is all that matters. Arguing or trying to change the perception is pointless. Your role is to make the best of the perception. After all, perception is reality. In the exercise, one brave soul may suggest the group change the physical structure from a line to a circle, tight enough so everyone can touch the ball simultaneously, instead of one at a time. This individual may explain that because the ball never leaves the hands of the first person, she or he is automatically the last to touch it and can immediately drop it in the container. This improves the performance time dramatically, which is the stated goal, while still adhering to the original rules. Arie de Geus, formerly of Royal Dutch Shell, and now a visiting fellow at the London Business School, says, in the future, The only sustainable competitive advantage will become the ability to learn faster than ones competition. Accommodate 5) Your customers always think they are right. Do not try to change the mind of your customers. While it may seem obvious that every group would immediately see the wisdom in the suggestion and adopt the change, this is not the case. Members of the team will come up with all sorts of reasons why it wont work, why they cant do it, and so forth. Dont let yourself find the reasons you cannot accommodate your customers request. This happens all the time in the market place. The long-range performance goal or the short-term strategy hasnt changed; the only thing thats changed is the means of reaching it. Rather than panicking or resisting change, you need to assess what is perception and what is reality, and then adapt accordingly. Ever had an argument with your significant other? Ever been really upset? Have you come into the room ready for battle, stated your case, and heard: Youre right, honey. Im so sorry! Please forgive me. Now what? Because you thought you were right and the other person agreed, the argument is over. You may think differently, but there is no point in doing anything but trying to accommodate that persons need to be right. Sometimes, as demonstrated in the game, this means mastering new skills, behaviors, and working relationships. It isnt easy. Nobody said it was easy . . . but it can be fun! The rewards are fantastic. Its alright to be Goliath, but always act like David. ( Phil Knight, founder, president, and CEO of Nike Adjust 6) Managing during periods of change often requires changing yourself. Your old managerial skills and behaviors may no longer prove effective in a changed work environment ( the cut off part of the ham before you put it in the oven syndrome. The Ham Theory of Inertia Peoples easy acceptance of inertia reminds me of the story about the ham. At a family holiday dinner, the hostess cut off a third of the ham before she placed it in the oven to bake. Her new husband observed this and asked, Why did you remove part of the ham before baking it? His wife replied, Because thats the way my family has always prepared ham. Not satisfied with her answer, he approached his young wifes mother and asked: Whats the secret behind cutting off the end of the ham before you bake it? His mother-in-law shook her head and replied, I dont know. Thats how my mother did it. Why dont you ask her? Still curious, the husband turned to his wifes grandmother and repeated the question. She responded, Thats they way my mother did it. Back then, the hams were too big to fit in our oven. If you want to be successful in getting others to take risks and to learn new skills and behaviors, you must be willing to change the way you work and deal with others. You must learn skills to manage performance and change. You must have the courage to find new ground and establish your authority. In the beginners mind, many possibilities exist. In the experts mind, there are only a few. Remember that first date? Both of you were a little unsure of each other. You wanted a public place, something to entertain you or keep you focused on the event, rather than on each other. Then you had a second date and soon there was an open dialogue of what each of you wanted. The event became less important than being together. The mishaps were less disruptive. The communication, hopefully, was better. You helped each other to understand your needs and wants. You worked together to have fun and enjoy each other. If not, you parted company. Once attained, you can then help to lead others and help them be responsible for their own changes, just as Bob Greene was a catalyst for Oprah Winfrey. Remember, though, people only decide to change when they decide to change themselves. As the change takes place, there are two concerns. The actual change and the perceived change. Remember the previous tie story? Once I explained to my mother that the first tie I tried on went with my outfit, she saw the outfit as a combination, rather than as separate pieces of clothing. My explanation worked for my mother. A change took place in her. A shift in her thinking was developed. I helped her to see my way. I did not argue. I only augmented the obvious to me, which then became obvious to her. Once my mother embraced my concept, her thinking shifted. Only then does Shift Happen! Only then can you see that adjustments, no matter how minor, can make the system work for your mutual benefit. Attract 7) Mistakes should be viewed as learning opportunities. Creating an environment in which people feel its okay to change is important. If employees are not allowed any creativity or imagination, or if they are denied training, they have less incentive to change. Your job can be made that much more difficult. Customers feel it is their right. One change impacting companies in all sectors is the level of satisfaction expected by todays consumers. Customers are more aware, more sophisticated, more assertive, and more discerning than theyve ever been. Companies who do not see the marketplace from their customers point-of-view run the risk of losing those customers to their competitors who do. When this happens, companies are not only losing revenues, but theyre incurring costs to attract new customers. That price is high: It costs 91 percent more to attract a new customer than to retain an existing one! Put another way, repeat business creates higher profit margins. Imagine you are John Akers, CEO of IBM in 1990. In the previous decade, your company had average profits of between $8 billion and $9 billion per year. In 1990, IBM made between $10 billion and $11 billion. No company has made that kind of money before or since (not yet anyway). You run the most profitable company in the world, have the best-known brand name in the world, the brightest young people in the world at the best universities are asked where they would most like to work, and your company is number one. God comes to you, John Akers, much as he did to Moses. Come up the mountain, John. I want to show you the Promised Land. The era of the mainframe is over. The personal computer is here. If you dont do something dramatic to restructure IBM in 1991, your profits will be zero, then after that, minus $9 billion, and then the year after that, another minus $9 billion, and the year after that, minus $5 billion. In the next four years, your company is going to lose more than $23 billion ( more money than any company in human history. Now John, it is your job to go down the mountain and persuade 420,000 employees who have had the best decade and the best single year in human history that they have to rip it up and do something different. While a few will fall off a cliff as IBM did, every business is going to have an IBM experience. They will have to change. ( Lester C. Thurow, economist and author of Building Wealth: The New Rules for Individuals, Companies, and Nations. Appropriate 8) Your goal is to create long-lasting relationships with customers. The wise company focuses on bringing the customer back. When faced with business decisions, the question becomes not What do I think is good for the company? but rather, How will this be perceived by our customers? The main task is to bring customers back again and again, and having them refer new customers. This only happens if your company is customer-driven. Did you go on the first date without wondering if you would have a second date? Were you genuinely interested in the prospect of getting to know the other person? Once you have made an investment, you expect it to pay off. The same is true with customers. Customers gave you money and now they want to attain the benefits they expect. As someone once said, Life is too short not to do it right. Absolve 9) Customer-driven means youre committed to narrowing your knowledge gaps about your customers. Companies that are customer-driven realize if they dont run their businesses to suit their customers, their customers will suit themselves ( elsewhere. Customers have too many choices today. They dont need you. They can find an alternative solution. If you want to keep your customers, remember Peoples Express, Braniff, Atari, Iridium Satellite Phone, and FedX Fax Service forgot that people get mad and just wont take it anymore. Federal Express called it ZAPMAIL, emblematic of the great speed it promised. When FedEx introduced electronic mail in 1984, it enabled customers to send documents in a few hours instead of overnight. Many of FedExs employees felt the idea would not catch on and management ignored their comments. Customers would drop off documents at a FedEx office and have them sent across the continent to another FedEx office for local delivery. FedEx was so high on the prospects for ZAPMAIL; it planned a $1.2 billion U.S. outlay over ten years for equipment. But just two years and $340 million later, FedEx zapped ZAPMAIL. At the time, FedEx officials said the public just wasnt ready for electronic delivery. This seems bizarre now, because just one year later, everyone, everywhere was zapping their own mail with a hot new technology ( the fax machine. ( The Toronto Globe and Mail Report On Business magazine, September 1995 Attention 10) The most important skill you can develop in the pursuit of customer satisfaction is listening. The importance of listening is why God gave us two ears and only one mouth. Customers who complain are customers who are (or they wouldnt bother complaining!) still interested in doing business with you. Awareness 11) The customer-driven company views complaints as opportunities. Complaints are an opportunity for calculable market research. Complaints are an opportunity to discover problems and remedy them before they become damaging. Ascertain 12) Complaints are an opportunity to interface with the customer and improve your relationship. In short, how your company handles complaints may make the difference between a satisfied and an unsatisfied customer, with far-reaching consequences. The difference between cats and dogs is dogs come when theyre called. Cats take a message and get back to you . . . sometimes. Which best describes your company? Attrition 13) Settle the complaint quickly. Remember the one bad apple that ruined all the good apples in the barrel? Well, customers are just like apples. If 5 dissatisfied customers complain to 30 people about a negative experience with your company, this means 150 existing or prospective customers have been put at risk. And it would then take 150 satisfied customers telling one person how wonderful their experience was to neutralize that impact! As any media watcher knows, bad news is far more sensational and intriguing than good news. This reality underscores why your company has a problem if your customer has a problem ( and why settling problems quickly and positively is so critical. Predicting the rain isnt what counts. Building the ark does. ( Unknown Authorize 14) Give authorization to your staff to settle complaints. Another effective way to achieve customer satisfaction is to bring the customer into the center of the organization. This is the premise of Richard Whiteley and Diane Hessan, authors of the book Customer-Centered Growth: Five Proven Strategies for Building Competitive Advantage. They contend that customer-centered companies have satisfied employees who focus attentively and exclusively on the long-term relationship with the customer. The bottom line is secondary. Their recommendations: Focus like a laser beam on a specific group for whom you create top-of-the-line products or services. Make sure each employee and manager can hear and respond to the voice of the customer. Have every employee engaged in the process of collaboration on behalf of the customer. Create hands-on contact leaders who inspire and mobilize employees to provide quality service to their customers. How you handle the complaint should be singularly yours. Empower your staff to deal directly with the customer. The following quote can be easily applied to any Customer Service question. You are responsible for the world you live in. It is not the governments responsibility. It is not your schools or your social clubs or your churchs or your neighbors, or your fellow citizens. It is yours, utterly and singularly yours. ( August Wilson, playwright The Value of Loyal Customers The average company today loses half its customers in five years. You cant grow when customers are defecting out the back door faster than the sales force can pull new ones in the front door. A five-percentage point increase in customer retention in a typical company increases profits by more than 25 percent and increases growth by more than 100 percent! Most companies are feeling the dark side of these loyalty economics today. That is, their profits and growth are being devastated by declining customer retention. How Do You Become Customer-Driven? Being customer-driven is easier when the center of gravity of your business is kept as close as possible to the point where the action is ( the place where the business meets its customers. Heres how to become customer-driven: Be your own customer on a regular basis Ask your customers what they want Listen to those on the front lines Experience your company from the customers perspective See your customers as individual people with needs, wants, and feelings Experience the marketplace firsthand Amazing Examples Lexus Amazes Customers In the 100-year-old automobile industry, customers have rarely been in the drivers seat when it came to purchasing a car at their local dealership. Traditionally, customers found themselves at the mercy of smooth-talking, highly polished salespeople, armed with arsenals of special deals, closeouts, and demos. This was the case until Lexus revolutionized the sales process and gained legions of enthusiastic fans in the process. The game of business is very much like the game of tennis. Those who fail to master the basics of serving well, usually lose. ( Unknown What was the secret weapon of Lexus? It simply started over. Without any preconceived notions, Lexus developed a new way of dealing with car buyers that were so distinctive and superior, it flabbergasted customers. That new way of dealing with car buyers was treating the customer with respect. Sales personnel were trained to treat their customers as their customers wanted to be treated ( as intelligent consumers looking for a car that best met their needs. Even their titles reflect this philosophy ( customers are referred to as guests and salespeople are referred to as consultants. Guests arent sold; theyre educated about the benefits derived from owning a Lexus. The companys approach is exemplified by its motto: The relentless pursuit of perfection. In less than five years, Lexus has positioned itself at the top of the luxury car market and has stayed there because of the support and loyalty of its customers. The company has become known for its near-perfect products and landmark customer interaction process, described by many as the ultimate customer-satisfaction experience. Efficient and reliable communication links connecting employees at all levels characterize the corporate culture. To talk to Lexus owners is to hear them speak of their cars as a valued and beloved family member. While other companies, such as Saturn, have been able to encourage customer enthusiasm, Lexus has maintained high levels of customer amazement through its quality product and continual process of refinement in the pursuit of perfection. The Value of Knowing Your Customers Lexus paid attention to its customers. The company realized less than 15 percent of contemporary households were a traditional, nuclear family. It understood people are value-oriented and that todays key values are quality, education, entertainment, and time. Lexus also recognized that women, as wage earners in dual-income families, are in many cases the decision-makers even for purchase decisions such as cars, historically dominated by males. This realization was incorporated in the guest interaction process. Consultants were trained to present the Lexus story to those who affect decisions; they targeted each member of the family as opposed to the traditional male buyer. To complete the customer amazement circles, the interaction process involved not only the sales force, but also those behind the front lines. Apple Introduces Friendly Computers As customers become more sophisticated, they no longer merely buy a product. Customers buy the benefits they get from using the product. Apple computers are a case-in-point. People who own Apple computers exhibit a loyalty that is extraordinary, especially in an industry known for planned obsolescence. Even with Apples current difficulties, its customers hang on; hoping their beloved computers will once again emerge at the forefront of technology. Apple recently introduced the iMac, which was not a replacement for its existing products, but a new entry to new customers. Apple was clever in identifying its new customer as one who wanted easy access to the Internet. No skills were needed and it was simple to send e-mail, surf, and order online. Successful? The iMac reversed the bloodletting and put Apple back on the A list for stocks and companies to watch. Greater profits. New customers. Higher profit margins. Apple did what many companies have tried and failed. Apple reinvented itself. God himself could not sink this ship. ( An officer onboard the Titanic User-Oriented Design These customers have the relationship they do now because, early on, Apple offered them a hassle-free, reliable way to enter the technological age. With Apple, they didnt have to worry about whether the lighting was right or to remember what keyboard configuration or interface went with what software. Apples user-friendly design took the intimidation out of computing and made it fast, easy, and fun. Until the departure of John Scully, a passionate connectedness existed between Apple and it customers ( so much so that customers were probably the greatest sales force the company had. Management focused on its employees, promoted talent, and encouraged the individual mind to create within the collective spirit. Input was sought from customers, distributors, engineers, software writers ( virtually anyone who could help improve the way the products were manufactured and serviced. This contributed greatly to the high-level of customer satisfaction experienced in an industry where technological failures and customer frustration were all too common. New Leaders In customer-centered companies, such as Lexus and Apple, the old models of leadership are gone, including sitting back, giving directions, and having everyone else do the work. The customer-oriented leader comes in regular contact with his or her center of gravity: where the customer buys or uses the product or service being sold. The net result is these companies get employees and end users excited about their products or services, and confident in the companies capabilities to perform beyond expectations. Now they produce new products geared to new customers. They abandoned their old customers by creating products for the Internet and non-Internet-savvy customers. Plug into the phone line, plug into the wall, and youre ready to surf. What did these companies do to the older customers? They made their equipment totally obsolete. They changed their connections, changed their operating system, and took away any accessible technical support. Unfortunately, Apple lost sight of its business customer. The company is now practically nonexistent in the business sector, and it may soon also lose the education market. Its a sad reversal for a company that was on the cutting edge. On the other hand, Apple found new customers and turned the company around. Its stock had reached a bottom in the range of $15 and, at press time, surpassed almost ten times that amount. Its profits soared. This is a great example of realizing that changing your customer focus can result in finding new customers who embrace your products or services. Apple does not care about the old customers . . . in fact, it abandoned them. Apple found enough new customers to revive the companys sagging bottom line. In contrast, Lexus continually tries to improve its relationship with existing customers. The result? Lexus has successfully introduced additional models into the marketplace and enjoys the highest resale value on used models. Nordstrom Department Store Who can profile customer-centered companies without acknowledging Nordstrom, a retailer that has become a national model for outstanding Customer Service? This family-run business includes its customers as extended family and communicates with them one-to-one. Designer Donna Karan says, The Nordstrom Way is what the 1990s are all about! In his book, The Nordstrom Way, Robert Spector proposes three keys to Nordstroms success: Key #1: The first key revolves around the merchandise. Buyers work closely with manufacturers to obtain the best selection, value, and quality of goods. Salespeople are expected to have a complete understanding of the merchandise and its features. Key #2: The second factor is the workforce. Nordstrom would rather hire nice people and teach them to sell than to hire experienced salespeople and teach them to be nice! Through extraordinary rates of expansion, Nordstrom has created a fast career track for energetic, highly entrepreneurial people who are rewarded for their performance through sales commissions. Store managers have the freedom to hire a huge sales staff and they are responsible for training, coaching, nurturing, and evaluating their sales team. Buying is decentralized: Managers are encouraged to buy as much inventory as their shelves will hold, and to solicit input on fashion direction, styles, colors, quantities, and sizes ( because they know best what the customer wants. Decisions get made closest to the point of sale, the businesss center of gravity. Key #3: The third key to Nordstroms success is its total emphasis on the customer. Nordstrom believes in creating a memorable experience for its customers. To do this, Nordstroms features more seating, larger fitting rooms, and wider aisles than its competitors. A tuxedo-clad pianist plays live music. In the shoe department, the chairs have arms and taller legs so customers can concentrate on buying shoes, rather than on how to get out of the chair gracefully. Its this level of detail that earns customer accolades. Create Legends Employees are instructed always to make decisions in favor of the customer over the company: The stores primary rule is to use your good judgment in all situations. Salespeople are never criticized for doing too much for the customer ( only for doing too little. Nowhere is this more evident than in Heroics ( true tales of incredible Customer Service that is part and parcel of the Nordstrom corporate culture and mythology. Nordstrom: Tales of Incredible Customer Service A customer, who was on her way to catch a flight at Sea Tac airport in Seattle, inadvertently left her airline ticket on a counter in Nordstroms womens apparel department. Discovering the ticket, her sales associate immediately phoned the airline and asked the service representative if he could track down the customer at the airport and write another ticket. The answer was No. (That airline should take lessons from Nordstrom!) Not having enough time to get her car out of the garage, the Nordstrom salesperson jumped into a cab, rode out to the airport, located the customer, and delivered the ticket herself in time for the woman to make her flight! A woman purchased a pair of jeans at Nordstrom and was advised by the sales associate to wear them, wash them multiple times, and then bring them back to be shortened, free of charge. Following this advice, the customer returned and the alteration person pinned the hem. The customer returned to pick up the jeans a week later, but she didnt have time to try them on. At home, when she took the jeans out of the bag, she discovered they had never been altered! The customer went back to the store and explained what had happened to the senior salesperson in the department. With abject embarrassment, the salesperson apologized and promised the jeans would be fixed by that same afternoon. When the customer said she could not return then, the salesperson offered to drive the jeans to her home when she finished her shift. She said she would stay to make sure the jeans fit correctly. And she was as good as her word. Love can be difficult, love can be costly, and love can be perplexing. You can be disappointed in love many times before your find the real thing, but when you do find it, it changes your life and there is never any question that it has all been worth it. And, when you think about it, dont you find the same to be true of a great company delivering great Customer Service? Ambitious 15) Make sure your customers are satisfied. Ask them! Keeping your customer satisfied is the refrain sung by the leader of a cross section of companies and industries including transportation, technology, communication, manufacturing, retail, and service. Savvy leaders have learned that keeping customers means knowing customers, and knowing customers means hearing and responding to them. You must be supportive to sustain the relationship. We know exactly where we want to go because our customers will show us the way. ( Jerre Stead, CEO, AT&T Global Information Solutions As an example of a change program, lets consider improving Customer Service. Your company can sail through the storms of change like a Lexus or a Nordstrom if you have the commitment from senior management to creating a winning customer-service strategy. Without buy-in from the top of the organization, employees are unlikely to champion the program. Just how do you go about creating such a program? Like any change, step-by-step. Here are 10 suggestions recommended by the Organizational Development Corporation in its Re-Designing Customer Service newsletter for creating a winning Customer Service strategy in your company. Establish Creditability. One of the best ways to communicate a new mandate effectively is to create a team whose members represent as many functional areas as possible and to have company clout in the eyes of employees. Without this authority, roadblocks may develop because other departments, managers, and frontline staff do not view the team as having the authority to make them change. Employees must understand this change is supported throughout the organization, has full commitment from the top, and involves them. The team must effectively communicate to employees and generate enthusiasm. When the window of opportunity appears, do not pull down the shade. ( Tom Peters, American business writer and speaker Only when the program is fully championed does it have any hope of succeeding. To receive adequate attention, substantial priority and time must be devoted to the program. Prioritize Customer Service Issues. One of the first tasks of the team is to identify ( objectively and quantitatively ( the issues that have the greatest impact on Customer Service. One effective method is to survey customers, either through anonymous questionnaires or focus groups. Also useful is to survey customers who have defected to determine why they went elsewhere. Another source of information is feedback centers (customer complaint areas, information desks, receptionists, sales staff, and so forth). Once the information has been collected, rank the responses numerically and according to revenue loss. This can help the team focus on solutions that can save or generate the most dollars for the program. Review Customer Feedback at Three Levels Before you collect customer data, you should have a plan to use it. A top executive group should use the results to allocate resources and decide on direction. Middle management groups should use the data to help support line functions. Groups of line people should look at the findings and report back up the hierarchy on what they need to improve performance. Establish Realistic Goals. After identifying the key Customer Service issues, its time to agree which problems to solve first and to set target completion dates. Issues can be ranked again ( this time according to the level of activity required to solve them. Attaching time lines to each issue is also necessary to track results. The A list might require multiple levels of approval, involve major technical support, take six months or more, and so forth. The B list might require input from other departments, but it might not require significant paperwork or investment. The C list might require minimal activity, such as changing staff coverage or reinforcing a policy that has fallen through the cracks. This is often a good place to start because you can demonstrate immediate results and get staff to buy into the program. Endorse the Program. Once the team is clear about its goals and time line, its time to kickoff the program at the corporate or department level. This is the time to introduce the team, share the vision, and communicate the intentions of the program and level of involvement. We do not come to work in the morning and think about how we can do against GM or Toyota. We think the way to win is to focus on the customer. ( Alex Trotman, head of Worldwide Operations, Ford Motor Company Raise Staff Awareness. Meet with staff on a smaller scale and educate them as to what quality service means to your company. Your staff can do many exercises to become more customer-oriented ( from identifying all internal and external customers to creating its top ten tips to improve Customer Service. Implement Continuous Quality Improvement Circles. Input from frontline staff is critical to the successes of a winning Customer Service strategy. To encourage participation, create employee-centered continuous improvement (quality groups that address the customer, employee performance levels, and work processes). Develop Product and Service Quality Standards. Staff and management together should establish standards of excellence, followed by key performance indicators for employees. In this way, employees know what is expected of them on a daily, weekly, and monthly basis, as well as what is considered excelling. Many supervisors find negotiation with staff results in higher productivity and levels of commitment to service. Benchmark. Keeping score of performance levels and achievements by tracking key results on a company-wide level is important. You can establish several months of results so performance comparisons can be made, either by time or by group. One positive benefit of benchmarking is many individuals begin to improve their performance levels when they know they are being tracked. Publicizing results on a regular basis to keep the momentum going is important. Make Benchmarking Fun When you hear about a great idea another business is using, send out an exploration party. Make it fun. For example, use the company van and rush everyone to the scene of good Customer Service. Encourage people to take notes and actually apply the lessons when they get back to office or store. Invite employees to report good business experiences to their supervisors so your company can benefit. Its informal benchmarking, and its a way to get everyone involved in continuous improvement. Recognize and Reward. Initiating an employee incentive program can recognize, reinforce, and reward top performers, as well as remind staff of the importance of their jobs and the companys goals. In the long run, our customers are going to determine whether we have a job or not. Their attitude toward us is going to be the factor determining our success. Every employee must resolve that their most important duty is our customers. ( Joseph Wilson, Xerox CEO, 1961-67 One reward is the bonus incentive, which attaches dollar amounts to goals achieved. Employees like the bonus incentive because they are rewarded for their hard work and can earn extra money. Another type of plan is the creative incentive, which can take the form of well-timed surprises or individually tailored perks, including free trips, days off, and so forth. A third recognition program is the Employee of the Month award, which creates competition and public acknowledgement of individual achievements. If you take care of your employees, they will take good care of your customers. Promote Your Companys Quality Customer Service. Once your company can consistently reach the service and quality goals that have been established, and you can be certain you have a proven track record, its time to blow your horn a little. Publicity can be created through paid advertising, a direct mail program to customers, in-house visuals (T-shirts, banners, posters, billboards, mugs, and so forth), and sales collateral. A catchy slogan (perhaps derived through an employee contest) can be part of a publicity campaign. At this point, you may think youve finished what you set out to do, but few companies ever reach the ultimate stage of customer satisfaction. Why? Because many variables are constantly changing. This makes creating and maintaining a customer-driven organization an ongoing process. You celebrate the victory, but you analyze the defeat. ( Bill Walton, former pro basketball star Remember the watch company from the previous chapter? Once we learned the management didnt understand its role in providing Customer Service, seeing how the company fell short of reasonable expectations for communication, fulfillment, and understanding of the situation was easy. The company assumed a refund would make everything okay, but what was needed was a solution. After all, the customer had a need and the refund did not satisfy that need. I solemnly promise and declare that for every customer who comes within ten feet of me, I will smile, look them in the eye, and greet them, so help me Sam. ( Employee pledge, Wal-Mart Stores, Inc. If you stay focused on your customer and keep improving how you service him or her, however, you will realize significant results. This kind of focus can never stop, just as in dating, courtship, and marriage. You must always dazzle your date, anticipate his or her needs and wants. And you must always treat your customer or your date as he or she expects to be treated. Action Summary Change is an inexorable fact of life. How you react to change is up to you. Positive or negative, Shift Happens! and Customer Service demands you respond to those changes. Here are 12 actionable ways to help you navigate the seas of Customer Service demands: Walk the talk. If you want others to bring about Customer Service change, be willing to take the lead. Continually increase the number of people taking responsibility for their own changes. 3. Embrace improvisations as the best path for better performance and change. 4. Encourage lateral thinking, creativity, and imagination. 5. Use team performance to drive change. 6. Concentrate organizational designs on the work people do, rather than on the decision-making authority they have. 7. Sell ideas by sharing results. Make everyone a part of the solution. 8. Put people in the position to learn by doing. Provide the information and support they need in time to perform. 9. Treat mistakes as learning moments. Aim for success, not perfection. 10. Confront your fears and allow yourself to be human. 11. Asking dumb questions is easier than correcting dumb mistakes. 12. Do unto your customer as you would like to have done for you. Remember, DATING Is Fun! 15 Ideas to Anticipate 1) Dont resist the idea of change ( or the implementation of change. 2) Embrace change and manage it the best way you can. 3) View change as a process. 4) View the process of change as a moving target. 5) Your customers always think they are right. 6) Managing during periods of change often requires changing yourself. 7) Mistakes should be viewed as learning opportunities. 8) Your goal is to create long-lasting relationships with customers. 9) Customer-driven means youre committed to narrowing your knowledge gaps about your customers. The most important skill you can develop in the pursuit of customer satisfaction is listening. 11) The customer-driven company views complaints as opportunities. Complaints are an opportunity to interface with the customer and improve your relationship. Settle the complaint quickly. Give authorization to your staff to settle complaints. 15) Make sure your customers are satisfied. Ask them! T is for TREAT 21 Thoughtful Ways to Keep Your Customers Returning To Do Business With Your Company Treat 1) To ensure a long-term, beneficial relationship, handle your clients respectfully, individually, and attentively. Treat your customers as an appreciating asset. ( Tom Peters, consultant A profitable business starts and ends with the customer. By placing the customer at the center of all your thinking, you create an environment that fosters long-term success. You hear about certain companies that treat their customers with superior service and others that ignore them. A key component of success lies in your companys capability to generate repeat and referral business. A sure way to do this is by forming lasting relationships with your customers. Training 2) Excellent customer service must be cultivated through ongoing proper guidance and flawless coordination of people and procedures. Thinking that great customer service is something that just happens is foolish. Great customer service requires constant training. Customers often teach suppliers how they want to be treated. Certainly the Internet has given a voice to customers, which enables them to voice their opinions good or bad to millions of readers. Training is a three-part process: 1. The first part of training is the external customer, the person who is making the purchase. The external customer makes the purchase because that customer believes the product or service can provide a solution to a problem. Think about this for a moment. What was the last purchase you made that wasnt used to solve a problem? You purchased food because you were hungry. You went to a movie to be entertained. You bought a new tie so you could look good at a job interview or special event. Cable television solved your problem of what to do or what to watch, when you found the time. Purchases are made for a reason and, if that reason can be satisfied with a particular product or service, then you made a good purchase. If you find your needs arent being satisfied, then the problem isnt solved and a new one is created: returning or canceling the purchase. 2. The second part of training is the internal customer. This is the team that makes up every part of the company from production to fulfillment, from billing to returns everyone in the company must embrace the concept of exceeding customer expectations. Like dating someone from a large family, or even a small one for that matter, you need the approval of everyone to make sure your concentrated efforts arent diluted by others. Leaders are people who do the right things. Managers are people who do things right. There is a profound difference. When you think about the right things, your mind immediately goes toward thinking about the future, thinking about dreams, missions, visions, strategic intent, purpose. But when you think about doing things right, you think about control mechanisms. You think about how-to. Leaders ask the what and why questions, not the how questions. Leaders think about empowerment, not control. And the best definition of empowerment is that you dont steal responsibility from your people. ( Warren Bennis, leadership guru and professor, University of Southern California 3. The third part of training is creating an integration of procedures that works well for both internal and external customers. Employee empowerment is the key. If the first person who hears a complaint is empowered to handle the complaint, the issue gets resolved quickly. If the first person has to talk to another person, the size of the problem, in the opinion of the customer, has just doubled. Each person in the organization must realize his or her contribution is as important and anyone elses. Teams arent built around one person. Just like a date, each one builds on the previous one. You start to have a history. You understand the needs and wants of your date and you try to make sure his or her goals are reached before yours. To be successful on a date (or in business), you need a mission and the dedication to make that mission a reality. No matter what your mission, you must have the single-minded focus to reach that goal. Otherwise, you are simply wasting time. A jet aircraft has a lot of different parts, like the wings, a cockpit, and a fuselage. The components all look different, use different materials, and require different levels of precision in their workmanship. Each performs a different function but, as a whole, they have a single purpose: to fly. ( Teichi Sakalya, author of What Is Japan? Timeliness 3) Set up your service to deliver answers and solutions when the customer needs it. . .NOW! In the world of the fast-paced Internet, customer service has become the main reason people do business with one firm or another. Recently, I made a purchase on the Internet from Balduccis, a gourmet food supplier. The package arrived in great condition, shrink-wrapped, with instructions to place the food in the freezer. Following the instructions, I immediately placed the items in the freezer. Several weeks passed before I found time to prepare some of the items. After I opened the meat products, I found instructions that included reference to the marinade recipe, the gravy recipe, and easy side dishes. I searched everywhere and found nothing. After I tried to reach customer service by phone, I sent them an email memo. The phone lines were still busy and, after waiting ten minutes, I decided to send an e-mail, per the instructions on the site. In my e-mail, I indicated the date was Friday, December 15, 2:30 P.M. CST and my plan was to prepare the meal on Saturday, December 16. I asked for copies of the recipes, which were not included in my package. On Monday, December 18 at 9:10 P.M., I received the following reply. Thank you for contacting Balducci's.com. A member of our consumer support team will respond to your message within one business day. Internet Customer Service balduccis.com http://www.balduccis.com ** This is an automatic message. A reply to this message will not be seen by your consumer specialist. Not only was this message useless, it was untimely as well. While I understand the customer service department may be going home for the weekend on Friday afternoon, I didnt understand an auto response message coming 72 hours later to tell me it would be another day before a response would be provided. Balduccis is a very expensive, high-quality food purveyor, which, obviously, doesnt understand the need for timely customer service. How can any company that provides gourmet food products not have customer service on the weekend? Isnt it reasonable to expect that most gourmet meals would be served on the weekend? Certainly, an auto response could be set to activate with messages that include 800 numbers or other assistance if the customer service department is closed. Timeliness, tact, and training are all needed. If you are going to provide service to your customers, you must make sure the service provided is timely. Yesterdays newspaper is full of news that was important the day it was printed, but its almost worthless, except to a person who just came off an undersea adventure or a climb to the Himalayas, where newspapers are scarce. Teamwork 4) Realize that it takes everyone involved to consistently produce superior customer service. Composer-performer Lionel Richie wrote and organized the production of the popular song We Are The World. Richie invited the luminaries of the music world to collaborate on the record to raise money for the starving in Africa. On the day of the recording, Richie posted a sign next to the studio entrance that said, Check your ego at the door. His message was clear. The success of the record depended on everyone working together. 5) In the simplest of terms, working together means great customer service. Instead of pointing fingers, everyone in the organization has one goal: to exceed customer expectations. Later in this chapter, you see three examples of how various teams functioned in trying to reach that simple goal. Whether the customer is right or wrong isnt the point; its a matter of whether you want to keep the customer coming back. Larry Wilson, CEO of Rohm and Haas, likes to speak about the value of teamwork. He comments: Crew is the ultimate team sport. A member of a crew has a definite individual job to do. But the crew wins or loses as a team. A winning boat has every rower pulling together . . . and it doesnt carry anybody who is just along for the ride. 6) Look for examples of teams that function well together. For six seasons, the Chicago Bulls were unstoppable. With Michael Jordan, they won six championships, but it wasnt six in a row. To the contrary, Michael left to try his skills at baseball. When he was gone, the team didnt win the championship . . . not once. Once he returned, though, Michael, once again, became the catalyst to make the Chicago Bulls unbullievable. Find your team captain and create a winning team by understanding customers arent satisfied by one person or one department. Customer service isnt a department; customer service is an attitude. A group becomes a team when all members are sure enough of themselves and their contributions to praise the skills of others. When I ran training seminars for new employees at American Airlines, I kept returning to this truth. Id explain to the agents in my group that every day, thousands of employees worked incredibly hard to ensure a passengers loyalty to American Airlines. But if a reservation was wrong, or the ticket was written incorrectly, or the flight got out late, or the crew was unfriendly, or the bag was missing, it didnt matter to the passenger that everything else was perfect. One mistake by one employee could mean that the work of thousands from the corporate office to the maintenance hanger to the cockpit crew had gone for naught. ( John Capossi, president, JMC Industries, 1994 Rick Majerus, head coach of the University of Utah basketball team, said of his teams success in the Final Four in 1998, We break every huddle with the cry of TEAM. We play it, we yell it, we believe it. Each person on the team contributes like a spoke of a wheel. When one spoke is broken, the others have to work harder, if possible, to make the wheel stay on track. Sooner or later, the wheel cant function any longer and all motion stops. The same is true for any organization. I remember purchasing a Canon copier. The salesman told me the model I bought was the best, the fastest, and the most economical copier in the marketplace. He left it for our office to try for a few weeks. It performed as promised. We copied on two sides, we collated, we stapled, and we applauded the way it made our copy needs seem like a simple childs game. Place in the original, push a few buttons, and, like magic, the work was done. I eagerly purchased this wiz-bag copier for our office. Within two days, the copier jammed and we called for service. It took four phone calls and two days before the technician arrived. He opened the copier and spilled toner all over the floor. Because our office was in a loft building with hardwood floors, this was easy to clean up. What we didnt realize at the time was the toner was leaking through the cracks in the floor to the office below. Papers were ruined, clothes were soiled, and that office had a terrible mess to clean. During the tirade that followed from the office below, the technician informed us that additional parts had to be ordered. He also told us that because of his schedule, he couldnt return for several more days to make the repair. I called the salesman. No return call. I called the sales manager. No return call. Our brand-new copier was a brand new nightmare. Not only did we have no copier, we had a very unhappy neighbor. The disruption to the office was magnified when we received an invoice for $3,500 for clean up and replacement of materials in the office below. A visit from our landlord informed us that, under the terms of our lease, we were responsible and he demanded a check immediately. When I explained the situation, he showed me the lease, highlighted in yellow where our responsibilities were outlined. Again I called the salesman. No return call. I called the service supervisor and asked for expedited service. He assured me the person doing the repair would try to get there sooner. The service supervisor did offer an alternative solution, however: another service person was in the building and he could call to see if anything could be done to resolve the problem. As soon as the service technician arrived, he looked at the copier and said, Oh no, not another one of these pieces of cr_p. When I asked what he meant, he said this was the worst performing unit in the line. When it worked, it was great. When it malfunctioned, it was impossible to repair quickly. In fact, he said, it had the highest downtime of all their units. It took three months, my attorney, and hours of testimony to get the copier removed, my money refunded, and the out-of-pocket expenses reimbursed. Clearly, if the service technician and the salesman had been on the same team with the same goals, we could have had a very different experience. 7) Customers expect honesty from everyone on the team. If one person doesnt live up to expectations, the entire team suffers. Before you make a move, consider how it could affect others. Leaders must adopt a think for the team approach to any issue. TEAM = Together Everyone Achieves More, or as I like to say it TalentEnthusiasmAttitudeMotivation Either way, these elements make a winning TEAM. TEACH No matter how they define the work the ability to exceed customer expectations all points in one direction . . . give the customers what they want. Teaching your associates is paramount if you want your customers to feel and understand that their satisfaction is very important to you and your company. Give priority attention to customers and their needs. Use customer feedback to refine product designs, marketing strategies, and manufacturing processes. Encourage managers to empower their subordinates. Total Quality Managers learn to trust subordinates and provide them with opportunities to handle new responsibilities. The managers at the Baldridge-winning Milliken Company allow any employee who detects a quality or safety problem to halt the production process. Emphasize improvement rather than maintenance. Small, day-to-day quality improvements yield better results than a leave well enough alone attitude. Make an enduring commitment to quality. Everyone in the organization must commit to quality. Progress should be measured against quality goals and the measurement tools themselves should be reexamined frequently. The Race Without a Finish Line: Americas Quest for Total Quality ( Warren H. Schmidt, Professor Emeritus of Business, University of Southern California, and Jerome P. Finnigan 8) Remember the way to win an argument with a customer is to begin by being right. Once you have that foundation, you can explain your viewpoint and, perhaps, only by chance, convince your customer that he was misguided, misunderstood, or totally mistaken. Otherwise, dont bother. 9) Solving a customer service issue requires many people skills. Remember how easily problems used to be solved? The Lone Ranger and his faithful Indian companion, Tonto, came riding into town. Within minutes, the Lone Ranger understood the problem, identified the bad guys, and set out to catch them. He quickly outwits the bad guys, draws his gun, but never seriously injures anyone, and has them behind bars. And then that wonderful scene at the end. The now-saved victims stand in front of their ranch or in the town square marveling at how wonderful life is now that theyve been saved, you hear the hoof beats, and then, The William Tell Overture. One person then turned to another and asked, Who was that masked man? The other person replied, Why, that was the Lone Ranger! If only life were that easy. 10) It isnt that customers dont see the solution. Its that they cant see the problem. Customers today are armed with information about your company, your products and services, the costs, and the competition. They know they can vote with their dollars and they exercise their right to do just that. By the time customers comes to you with a problem, they have already told others, formulated their defense (or offense) tactic, and planned for their rebuttal. 11) Customers feel the person or company that sold them the product or service must be responsible for its performance. And, sometimes, its impossible to remember difficulties are only made to be overcome. Great customer service means we Listen well Answer cautiously Make good use of other peoples brains Make sure you know more than you are expected to know Decide promptly Treat failures as stepping stones to further effort Master all details Never put your hand out further than you can draw it back TRUST Quality customer service isnt about money. Its about caring. It is creating a trust between you and your customer. Its about wanting to be the best, all over the globe. Its an obvious and well-known fact that mountain climbers dont like to buy discounted climbing ropes. And theres the joke about the parachute offer for sale cheap, slightly irregular, but used only once. When something is as important as life and death and all business decisions should be quality is irreplaceable. (( Hap Klopp, president, The North Face, the worlds largest producer of outdoor adventure equipment 12) Quality customer service begins with quality products and quality thinking. We must trust our suppliers, our employees, and our customers. If we believe our customers are trying to take advantage of us, then it become difficult to trust their comments or reasons in asking for some adjustment. Trust is a two-way street. On all coins minted in the U.S., the inscription In God We Trust appears. For all others, trust must be earned. Trust is a continuous, never-ending commitment to improvement. Problems are simple. Unfortunately, people are simple. We can never predict customers demands or rationale. We can only make their choice in doing business with us an enjoyable experience. The best preparation for tomorrows customer demands is to do todays work superbly well. As General of the U.S. Army, George C. Marshall, the Organizer of Victory said, Dont fight the problem. Decide it. Tackle 13) Its important to deal immediately with problems and negative issues while they are fresh and still somewhat small. By staying in contact with your customers on a regular basis, you can avoid surprises. You will be given the opportunity to show you are the consummate professional with extensive product knowledge. And, even more important, you can let each of your customers know he or she is the most important customer you have. Tackling the problem is something we all hate to do but if we avoid it or let it fester, a small problem becomes a much bigger one. I hated every minute of training, but I said, Dont quit. Suffer now and live the rest of your life as champion. ( Muhammad Ali 14) Meet the problem head on, and make sure you and your customer agree on the solution. Sometimes the conversation can reveal more than the demands. Customers are people who simply want to be treated as if theyre important to your business . . . and they are. Thankful 15) Show your customers that you appreciate their business by asking for their feedback and then simply listening to them. Many companies forgot the reason they were in business was their customers. Experience is something you dont get until just after you need it. If this is the case with exceptional customer service, however, your business will fail. Find a way to make customers start thinking about your product or services. Ask them for their opinion. If youre always thankful for your customers, even when they complain, you learn more about how to satisfy them. Many great failures in business could have been avoided if customer input had been part of the on-going implementation plan. The boat is unsinkable. I cannot imagine any condition which would cause this ship to flounder. I cannot conceive of any vital disaster happening to this vessel. Modern shipbuilding has gone beyond that. ( Captain E. J. Smith, vice president of the White Star Line, speaking about its newest ship, the Titanic. 16) Think about every problem, every challenge we face. The solution to each one starts with education. For the sake of the future of our businesses, we must transform our customer service response to reach higher levels. The days of status quo are over. Giants have been toppled by bad service. Companies that controlled markets have been dissolved by the drip method of one customer after another leaving. I remember being in a McDonalds restaurant during a busy lunch hour. A youngster waited in line with a dollar in his hand. As he approached the sales counter, the clerk didnt see him and waited on the much taller adult behind him. This was repeated for several customers as the child waited patiently. The manager of the store was restocking the paper products when he saw what was happening. He rushed over to the counter and knelt down beside the child and apologized. He asked what the child wanted, took the order, and gave him the large fries. As the child handed him the money, the manager said, No, sir. Im very sorry you had to wait. This is on us! The child turned around with a radiant smile and proclaimed to the entire store: He called me Sir and said Im sorry . . . .WOW! The entire restaurant burst into applause. We all learned something about customer service that day and how to exceed any customers expectations. Every adult needs a child to teach him or her: its the way adults learn. I wrote a letter to McDonalds headquarters about this remarkable event. Less than a week later, I received a call from the store manager thanking me. Confused, I asked how he knew what I had done? The store manager told me the president of McDonalds personally called to thank him . . . and he called him SIR. So how does this translate into real-world customer service? I hope everyone who reads this book can take away a special feeling about the commitment you share in the success of your companys customer service. TRY-ANGLES Customer service! The name implies the customer is going to receive service. The question is the type and level of service expected versus the level provided. Here are three examples of customer service that occurred in Chicago within the same day: Example 1: The day started with a trip to find a computer cable for my new Apple G3 PowerBook. I normally would have ordered online, but my sales rep from an Internet computer supplier was of no help. I called two stores in the area and neither could help me. The reason? Im a MAC user in a PC world. I went looking for some help. Actually, I went to pick-up my stereo, which had been repaired, or so I thought. My first stop was Circuit City. I waited while three repair reps dealt with personal issues, talked with their friends or flirted with each other. Several of us were kept waiting until the manager of the department, IAN, arrived. Suddenly everyone was ready and willing to assist those of us waiting for service. IAN took care of me. He looked up the claim and asked why I had cancelled the repair. I said Circuit City called to say the repair was completed and, because I had paid $30 in advance, there was no charge. After considerable research, IAN found the product claim and retrieved the unit. Prior to leaving, he offered to refund the $30 deposit because the repair was no charge. WOW! Free repairs, I thought. When the unit was placed on the counter, I asked that we plug it in to make sure it lit up (the reason for the repair was no power went to the unit). Nothing happened. No lights. And on the back of the unit was a notice that said the repair had been cancelled. By whom? Certainly not by me. And certainly not by anyone in my home. I was told I had to fill out a new repair ticket, give back the $30 deposit, and wait for another call with the estimated costs for repair. A total waste of my time. And, because the closest Circuit City is about 20 minutes from my home, making these needless trips was inconvenient at best. The personnel were pleasant, but somewhat unconcerned. Comments such as, its out of our hands, you know the guys in repair cant read, and this happens all the time certainly didnt give me a feeling of professionalism or concern. I received neither customer service nor repair service. I felt I was just another interruption in their day. I left hoping that, somehow, they would lose the stereo and send me a replacement check. Example 2: On the way home, I saw a sign for a computer store: Micro CenterThe Computer Department Store. I stopped out of curiosity and genuine hope. On entering the store, I was greeted by someone who was restocking shelves. He stopped his process and asked how he could help me. The way he asked indicated I was in the right place. Is there something specific you need today? How clever, I thought. Not the generic May I help you? which is always answered No, just looking. This was a question that really required an answer, which opened a world of possibilities for both of us. Yes! I said. I need some assistance with my new Apple PowerBook G3. Certainly! That response wasnt what I was programmed to expect. Not only was I surprised, but what followed was totally unexpected. The clerk put down his inventory and walked me to the APPLE DEPARTMENT. Can you imagine? An APPLE DEPARTMENT! Not once in the last decade had I found anyone who even knew Apple was still selling computers! My only resource had been online. Local stores, no matter how large, all treated Apple as the last dying breed of a bygone era, a time when Atari, Osborne, and Commodore were the innovative companies, and software developers like Ashton-Tate were larger than Microsoft. Not since the demise of vinyl records, 8-tracks, and $2 movies had a company like Apple lost so much consumer recognition and market share. Yet, with the reintroduction of the exiled founder Steve Jobs, Apple once again commanded a small army of loyal enthusiasts who chose remain mavericks in a PC world. New products, Lifesaver-like colors, and processing speeds that make most PCs look like tinker toys, Apple is trying, once again, to reinvent itself and capture a niche market. Once the darling of the stock market, Apple shares dropped to $15 only to reach $135, split, and continue to grow until the entire PC market felt the downward thrust of lost consumer interest and spending, taking it back to the $14 so familiar to many of its stock holders. As we walked by towers of PC accessories, monitors, ink jet printers, CD burners, and stacks of read/write CDs, I couldnt help but notice we were headed to a brightly lit room filled with Apple products. This was like entering another world. My guide quickly found someone to introduce me to and said his farewell with, If there is anything you need or want that Eric cannot find for you, please ask for me and Ill assist you with your request. With that, he extended his hand, shook mine, and departed like the proverbial genie who had just granted one of my three wishes. Before I could say Shazam! Eric shook my hand, introduced himself, and asked, How may I assist you today? I quickly recovered from my shock and provided my own assault of questions. One by one, Eric answered them. Each reply addressed solutions, recommendations, and personal comments as to what to do, how to do it, and what to avoid. This was like the first time I was kissed by a women without asking to be kissed! It was wonderful. It was pleasant. And I wanted more! I asked, he responded. I was suddenly an adult in Disneyland. I had an E ticket to all the rides. CD burners, flat screen monitors, auxiliary batteries, nifty software, and more and I had a gentle and knowledgeable guide. This felt like the time my father took me outside with my new bike and said, When youre ready, well remove the training wheels. Its time for you to ride your bike like an adult. And so it happened. I went in for a cable expecting to pay $25  $50 and found a substitute manufacturer made what I needed for $8.95. With my savings, I spent over $800 in new tools and accessories for my laptop. But, more important, I found a resource, a solution to all my problems. I was in customer service Heaven. Nothing compared. John, my genie, was the savior of my computer problem. As I left the department and went to the cashier, my genie reappeared again. Let me help you with all that, he said. He brought over a cart, loaded it, and asked, Did you find everything you needed? Is there any thing you require before I take you to check out? Again, I felt compelled to say Yes, I need some CDs for my new CD burner. I proudly showed him my newest purchase. A 12X CD burner using a USB port, which would enable me to move it from one computer to the next. Pausing a moment, he said, Lets get you the special price were offering in tomorrows paper. Unbelievable! Tomorrows deal today! Had I been dreaming? Could this be real? In moments, I found myself in front of the area where he had been working. Stacks, or towers, of CDs, in packs of 25 and 50. My guide told me I should consider the slower CDs if I had time to allow the burner to process at the slower speed. This, he said, would produce a higher quality reproduction with fewer errors. I reached for the Read/Write CDs and was stopped cold. Why? he asked, are you buying these? I had no idea what he meant. He told me one type of CD allowed a one-time recording. Once recorded, the CD couldnt be reused. The other, much more expensive, allowed rerecording of material over and over. Because I told him the purpose of the burner was to create a CD-ROM brochure, he suggested I didnt want to give a more expensive CD, but one that, once delivered, could only contain my materials. Why allow someone to record over your material? Again, great advice . . . great service. Once that decision was made, he took me to the checkout counter. A long line at three registers made it look like Id be there a long time. Without a word, he took me to a closed register. Wait here, he said, and he called a young woman over to open the register. We dont want you to have to wait any longer than it takes for her to check you out today. Thank you for your business. I immediately asked for his card.  Sorry, he told me,  I just started here and I don t have one yet. Can you believe this? Here it was  nirvana. A new hire who was well trained, customer friendly, knowledgeable, and more. I couldnt contain myself. I gave him my card and told him I would appreciate it if hed let me buy him lunch or something. I told him hed been fabulous. And, as if a puff of smoke had whisked him away, he said, just doing my job, but thanks anyway. I left the store with renewed vigor in the hope that everyone could learn from my experience. I planned, in my head, how to use the CD burner, to write this story, and to add it to this book. I was thrilled. Example 3: My last stop took this feeling of euphoria away in the same flash that created it. I went to the U.S. Post Office on Dearborn Street in Chicago. I have a mailbox there and needed to purchase some stamps. In addition, I wanted to exchange 20 postcards for 20 stamps. A simple task, or so I thought. After waiting in line for 15 minutes, I presented myself to a clerk who recognized me. She and I exchanged salutations and I placed my unopened deck of 20 postcards in front of her. I explained that my former assistant had made a mistake and purchased postcards instead of stamps for postcards. I wanted to exchange them for the same quantity of stamps. SORRY! No can do. I dont understand, was my response. This is the post office and these are stamped postcards issued by the post office. What do you mean you cant exchange them? I was told 1) I needed a receipt, and 2) the receipt had to be from the Dearborn Street post office because the exchange policy was only for items sold at the same location, and 3) these were old postcards. The customer service pendulum swung quickly from one side to the other. Only moments before, Id had a magical customer experience. Now I was in government apathy hell. Not only was I shocked, I also couldnt understand. This wasnt some department store. And it wasnt some local business. This was the U.S. Government Post Office, the federal agency that issues and sells postage stamps. Mine was a simple request: take back unused postcards and give me the cash amount in stamps. Without asking, my nemesis beckoned for her supervisor, who told me returns werent permitted. She also said the photo on the 20 postcards was no longer the current photo, so it would difficult to sell those postcards to someone else. Further, in absence of a receipt from that particular post office, no exchange could be allowed. Once again, I pleaded my case. 1) I didnt need postcards with stamps. I needed stamps for postcards. 2) What difference did it make where I purchased the postcards? The U.S. Post Office sold them and I assumed the U.S. Post Office was one big happy family, and 3) I wasnt asking for a refund, but an even exchange. With one sweeping gesture the supervisor said, I dont have time to debate this with you. You arent going to get a refund. After torpedoing me, she left to finish her submarine sandwich. Three examples, three experiences. Three reasons how or why business is not done. As I look back on how I was treated, the amount of tact, and the tone of each experience, I can only suggest that we all learn from the talent that trained the team members. Perhaps if Micro Center starts tackling postage stamps, they can teach our government how to stamp out the terrible temperament in our thankless postal system. Perhaps a new tradition could be tweaked that teaches our government employees and that tabulates treatment of its customers. Tailor 17) Every customer is a real person. Treat them as such. What are his/her needs and how well are you addressing those needs? Customers want respect and honesty in all aspects of their dealings with your business. Treat your customers as real, feeling, individual, human beings and you'll discover hundreds of ways to form lasting customer relationships.17) Do not forgetEvery customer is a real person. What are his/her needs and how well are you addressing those needs? Customers want respect and honesty in all aspects of their dealings with your business. Treat your customers, as real, feeling, individual, human beings and you'll discover hundreds of ways to form lasting customer relationships. Tweak 18) Every customer has his or her own reason for complaining. You must let the customer tell their story. Do not interrupt. Do not respond until the customer has told their version of the situation. At that point my favorite response is, What would you like for me to do to solve this problem? Each customer has his or her own solution and there is no point in trying to second-guess it. What is so interesting is that many customers have no idea how to answer the question. Talent 19) Talent is the shortest route to providing great customer service. Define the problem Gather Information Create Alternatives Evaluate the Alternatives Take Action Talented people do not waste time. They utilize these five steps to reach a quick, agreeable resolution to the customers problem. No matter what is the resolution, it takes talent to reach it quickly. 20) Innovation is the ultimate problem solver. Do not worry about what is the proper procedure if your company allows for creative problem solving. Improve the quality of the customer service relationship by injecting creativity in everything you do. Associate with creative people. Try to work for a company that maintains an environment, which promotes creativity. Thinking of yourself as a creative person. Cultivate a sense of wonder by comparing what other companies do when faced with customer service issues. 21) Try to offer unique implantations that result in a better way to do something. Action Summary 1. Set yourself apart from the competition. Give your customers something they can't get elsewhere. Make your niche something of real value. Repeat customers are your most profitable business asset. 2. Don't waste time on activities that can be automated. On the other hand, concentrate on the reason you are in business, which is your customer. Firsthand experience isnt something you get second-hand. Make knowing your customers a priority. 3. Eliminate the time you spend on nonproductive tasks. For instance, unsubscribe to newsletters you never read instead of deleting them each time. Handle paperwork one time, and then file it instead of stacking it in a pile. All these little things add up to lots of wasted time that could be spent on your customer. 4. Concentrate your efforts on marketing to the people who need your service. Start by auditing your marketing and sales data to find out how and why a sale is made. Eliminate or change your marketing strategies and services that don't serve the needs of your customers. 5. Respond to e-mail quickly. Response time should be under 24 hours. By responding quickly, you send the message that your customers are important and youre genuinely interested in meeting their needs. Our corporate policy is to reply the same day. In fact, we reply within four hours. Too often companies dont respond to customer inquires in less than several days, if at all. 6. Follow up on all sales orders. Your job is to make sure your customers are thoroughly satisfied with their purchases. At that point, you can offer additional services related to their purchases. 7. Give refunds promptly and unconditionally. No matter what your policy, make sure your customers know what to expect. If you are going to refund all but the shipping and handling, make sure they understand that policy. 8. Ask your customers to fill out a survey, so you can better understand their needs. Offer a valuable freebie or a discounted service for participating. This strategy establishes a dialogue between you and your customer and helps determine the direction of your business. 9. Publish a newsletter, write articles, give advice. Give your subscribers valuable tips and information they can't get anywhere else. Offer subscriber-only discounts and freebies. 10. Make doing business with your company easy. Your customers time is a valuable commodity. Customers appreciate finding what they want quickly and effortlessly. Remember, DATING Is Fun! 6 Ways to Treat Your Customers To The Ultimate in Customer Service! To ensure a long-term, beneficial relationship, handle your clients respectfully, individually, and attentively. Excellent customer service must be cultivated through ongoing proper guidance and coordination of people and procedures. Set up your service to deliver answers and solutions when the customer needs it. . .NOW! Realize that it takes everyone involved to consistently produce superior customer service. Its important to deal immediately with problems and negative issues while they are fresh and still somewhat small. 6) Show your customers that you appreciate their business by asking for their feedback and then simply listening to them. I is for INNOVATION. 22 Ways To Innovate Your Customer Service Solutions Wealth in the new regime flows directly from innovation, not optimization; that is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown. ( Kevin Kelly, New Rules for the New Economy: 10 Radical Strategies for a Connected World Impress 1) If we arent aggressively trying to innovate, we are managing our companies toward extinction. For most companies, innovation is an acquired taste, something to be learned and something they had to cultivate. The difference between a skill and an attitude is this: skills are taught and attitudes are caught. Apathy is the main reason businesses dont work and complacency means your days are numbered. If your company scores low on creativity and innovation, you might not be around for the long term. And, of course, the same is true of personal relationships. While you were excited at the beginning of a new relationship, as time passed, familiarity began to create complacency and complacency is often the reason couples break up and marriages end in divorce. Innumerable 2) Competitive advantage can be described as being Number One. No one remembers Number two. Who won the silver or bronze metal? Who came in second in the World Series, Super Bowl, etc? Another example, take the Internet and search engines. Search engines are used to find products or services that have a Web site on the Internet. Every company wants to be Number One on search engines like Yahoo! or Excite. This means the search engine places your company at the top of the search list. Yet being Number One doesnt assure success. In fact, it may mean you are spending so much time trying to be Number One, you forget your core basics are running your business and satisfying your customers. Ideology 3) Being Number One with your customers means they will tell others. Being Number One is a great goal if it has some business merit. Theyll brag about how they found you. Theyll tell others about how well you treat them. And, if you still doubt the power of the Internet, youll soon find out how quickly your customers will tell the world. Will your company receive positive or negative feedback? Consider what your customers could say if they feel you have done something wrong or if you dont deliver exceptional customer service. Theyll tell everyone who will listen. Theyll log on to chat sites, tell everyone on their e-mail list, and stop doing business with you, while advising others to do the same. Your goal is to forget about search engines and to find customers and to give them the best possible customer service. The more satisfied your customers are, the more business youll have in the future. Of the 100 largest United States companies at the beginning of the twentieth century, only 16 are identifiable today. Considering more recent history, of the companies in the Fortune 500 in 1970, one-third had ceased to exist by the early 1980s. And during the 1980s, a total of 230 companies ( 46 percent ( disappeared from the Fortune 500. Obviously, neither size nor reputation guarantees continued success or survival. -Strategy & Business Journal, 3rd Quarter, 1999 Idle 4) Innovate your customer service. Think of your significant other and imagine an anniversary in which one of you forgot the present, the card, the flowers, or, for that matter, any acknowledgement of the relationship. Think how you would feel if you were the one who was forgotten. Do you think that feeling is any different if you are a customer? Did anyone thank you for your business? Did anyone ask you if you were happy with the product or service? Innovative? Yes, based on the fact that so few companies do it at all. Important 5)Make your customer feel important and your customer will do the same for you. Everyone likes to be thought of as important. Even more important, show your customers how your product or service can benefit them. Show your customer how they will look better, feel better, do their job better, or enjoy life better. Show them how you can save them time. Make the experience one in which customers realizes their lives would be better with your product. The worlds greatest customer-oriented strategy: Dont tell me how good you make it, tell me how good it makes me when I use it. ( Leo Burnett, advertising guru Ignite 6) Every Company that plans to compete in the twenty-first century needs to develop new ideas and next-generation approaches. Customers are no longer stuck with one resource or supplier. The Internet has opened the entire world to customers who can surf and find what they want, for the price they want, with the service level they expect. So leaders and managers must create a new accountability: The customer is king and now knows it. New products are not an option. New ways of doing business are being created each day. The customer votes with his or her dollars. The playing field has changed. .. You must change with it. The company that is successful today must meet competition head-on and be better than its competitor or lose the battle. In three years, every product my company makes will be obsolete. The only question is whether well make them obsolete or somebody else will.( Bill Gates, Business at the Speed of Thought: Succeeding in the Digital Economy Innovate 7) Management must foster a climate open to innovation. The management team must set the stage for innovation and creative thinking. Creativity is the ability of the human mind to come up with ideas and solutions to pressing problems. It is the process of producing something that a) has value, and b) did not exist before. Innovating has become the most urgent concern of corporations everywhere. ---- Kenneth Larson, Author Fortune Magazine Remember, failure and innovation are related. A safety zone needs to be created for failure, experimentation, and more failure. Success only comes when you learn from failure. Insecure 8) You must know your business better than your competitor.  AUTOTEXTLIST On a typical day which of the following takes up most of your time? Dealing with difficult people Coming up with productive ideas Accomplishing little in meetings Using skills to achieve corporate objectives As you learn to solve problems, ask yourself What issues or questions can you create to rattle the cages of the people you work with (including yourself)? Can you honestly say that, without serious attention to some of these issues, your organization can continue to grow, combat competition, and maintain profitability? If your idea were a football team, what would be your strongest and weakest positions? Who would be able to solve your most stubborn work problem: a master psychologist, a venture capitalist, or an enforcer for the mob? Identify 9) Each day we are removed from the decision maker and put in front of a gatekeeper. Todays management just isnt what it used to be. And, tomorrow, the person you will talk to will not be the decision maker. You must motivate the person you are speaking to now. Then you can get to the next person ( who will manage even less and care even less about you, but who will care more about what you can do for his or her career. The key to all of these processes is to identify the decision maker and chart a path to reach that person. Until you get to the decision maker most of your efforts will be spent dealing with someone who cannot be your customer. We work best these days when we function as thinkers ( independent problem solvers ( rather than waiting for higher levels of management to do our thinking for us. So you need to stay in alignment with the objectives of organizations. You must put forth more effort to get the sale. Whether you lose the sale because of indifference or because you were too aggressive, it doesnt matter. In both cases, you lost the sale. You need to build trust with your customer. You need to be your customers best solution to the current business problem. You arent giving away the store. You arent negotiating a lower price without getting something in return, so make sure you are selling what you believe is the best solution. And, if you arent, move away and focus on someone else. For you to sell, you need to be highly trustworthy. People buy from people they trust and like. Inoculate 10) No matter what you are selling, you are the only commodity your customer will know. Pretend you need the money or your kids wont eat. Pretend if you dont get the sale, you will be out on the street. Pretend you have the cure for cancer and you must get your patient to accept a nontraditional approach you are certain will work. You are personally accountable to your customer. You are the catalyst who is bringing both together. You need to invest more time in data exchange and do more to keep the channels of communication open. Then your customer will buy from you. Research shows that creativity can be taught and companies are listening. -Business Week Impress 11) Help Create Value Organizations exist to create value for stakeholders. Who is the stakeholder in the organization? Is that person the decision-maker? Find that person. You are trying to offer value that will beat the competition. You do this by providing answers or solutions to problems that slowed the process to building the organization or increasing profitability in either their personal or corporate return on investment (ROI). Value creation must be part of your culture. You must weave it into your daily work habits and communication. This needs to influence your work consciousness at every level . . . and you need to foster this need on your clients. Ask questions instead of selling. Understand your customers needs first, and then find a solution. Listen, do not talk. This could be the greatest innovation you have in your organization ( the ability to listen. Clarify which activities ( not costs ( drive value in the minds of your customers. No one will complain about your prices if you can show your customers you are a worthwhile investment with a large return on their interest. Interrogate 12) Value is created by how well the people on the front line do their jobs. To understand this, you must find out how you can have a positive influence on the value drivers. Be conscious of how your product or service might cut costs, increase productivity, or generate more cash. What can you do to boost productivity? Build sales? Delight your clients customers? Think like the owner. Think like you own the business. Think about the person you are talking to and ask yourself why he or she is listening. The truth is, value gets determined deep inside organizations by people just like you. These people have a life. They may have a family. Value creation occurs at all levels. Decisions do not! At the same time, people ask Whats in it for me? Why should I care? Your job is to make your customers (employee in this case) job more secure. You have to show your customer you wont let him down. Your success depends on his or her success. You are a partner, not a vendor. The creation of value, and your contribution to it, is the very thing that delivers the paycheck. Raising your clients prosperity is the surest way to raise your own. When a man pursues a woman, he is interacting in a manner that says he is interested in finding out if he is the one for her. . . . I could fulfill your needs. I could do things to make you really happy . . . ( John Gray, Mars and Venus on a Date: A Guide for Navigating the 5 Stages of Dating to Create a Loving and Lasting Relationship Intensify 13) The pursuit of a partnership in DATING is no different, really, than the same pursuit for customers or the need to find a supplier of goods or services to fulfill a specific need. The nature of both is offering a promise and delivering on that promise. The recipient is then asked to respond in some manner that either encourages the continuation of the relationship ( more dates or more business ( or the discontinuation of it. Nearly every adult has been in a relationship at least once in his or her life and customer relationships take place every day. All business transactions and all dates are based on someone delivering a promise to fulfill a specific desire or need. So, when we compare innovation in either situation, you can readily see that lack of follow-through or poor attitudes can impact the relationship more than the event or product itself. I am neither for nor against apathy, said one of the famous comedians who used to perform in the Catskills. Today, that same attitude can be found in both large companies and small ones. Companies that spend millions of dollars promoting their services only to make the customer wait on hold or have to redial numerous times to lodge complaints. This is the same with dating. Spending money does not assure you of success. And times have changed. With role reversal in play today, where a woman now feels comfortable asking a man out on a date, has a womans sensitivity become more the standard in dating? Has a womans ability to have a softer side convinced a man that dating is not a hedonistic ritual followed by courtship, marriage, family, and often divorce? Does any information show us, when the roles are reversed; a woman makes better decisions when trying to pursue the opposite sex? I think not. Throughout history we all make mistakes. Whether the man is initiating the date, or the woman has accepted that role, mistakes are mistakes. Ingenious 14) The best we can hope for is to learn from our mistakes. Explore your attitude toward mistakes by contemplating what you learned or how you reacted. Ask yourself: What did I learn about making mistakes? What role does fear play in making mistakes at my company? What role does fear play in making mistakes in my personal life? What would I do differently if I had no fear or felt no repercussion would occur from my making a mistake? Incredible Consider the fate of China and recognize each of us must learn from our mistakes and adversity. We must use the information to innovate and stimulate our quest for improvement at all levels. At the outset of the fifteenth century China with its curiosity, its instinct for exploration, and its drive to build had created all the technologies necessary to launch the Industrial Revolution; something that would not actually occur for another 400 years. It had the blast furnace and piston bellows for making steel (the amount of pig iron that China produced annually in the late eleventh century would not be matched anywhere in the world for 700 years); gunpowder and the cannon for military conquest; the compass and the rudder for exploration; paper and moveable type for printing; the iron plough, the horse collar, rotary threshing machines, and mechanical seeders to generate agriculture surpluses; the ability to drill for natural gas; and, in mathematics, the decimal system, negative numbers, and the concept of zero, which put the Chinese far ahead of the Europeans. Large Chinese armadas carrying as many as 28,000 men ( were exploring Africas east coast about the same time that Portugal and Spain were sending much smaller expeditions down the west coast of Africa. Seven major Chinese expeditions explored the Indian Ocean with ships four times as large as those of Columbus. But the geographic conquests and the Industrial Revolution that were possible did not happen. The Chinese rejected and ultimately forgot the technologies that could have given them world dominance. New technologies were perceived as threats rather than opportunities. Innovation was forbidden. Imperial edicts prohibited the building of new ocean-going ships and sailing away from the Chinese coastline. By the end of the fifteenth century, the demand for order had overridden intrinsic human curiosity, the desire to explore, and the drive to build. ( Lester Thurow, M.I.T. economist, Atlantic Monthly, June 1999 Ignite 15) Innovation is a creative solution that is used by people other than the person who created it. The world we live in today first existed in the ideas within the minds of men ( bridges, skyscrapers, automobiles, religions, philosophies, governments, symphonies, paintings, poems ( everything. But these ideas didnt remain mental images. They were put into action. Risks were taken to turn thoughts into reality. Most solutions may be better understood if we think in terms of inventing/innovating instead of creating. A certain risk is involved for both parties, just like asking someone out on a date. Each person must take some reasonable risk-taking. Each person is trying to explore, to think, to act like partners, while really being pioneers. The quickest way to stop a person from being a risk-taker is to punish that persons efforts or to remind him or her of a failure. If everyone determines that stepping out, pushing the envelope, or trying something new is too risky, no one can survive. Creativity is normally regarded as something that breaks conventions and not as something that operates within the framework of existing conventions. We must foster a climate that is open to innovation. And with these innovative attempts comes failure. Remember, failure and innovation are related. A safety zone needs to be created for failure. Success only comes when you learn from failure. Indisputable 16) You must create affirmations that help guide you down the path on the way to enlightenment. Dating is like a form on innovation. Each time you go out, you learn what you like or dislike. From one relationship to the next, you are taken on a journey of learning, comparison, and, yes, frustration. Often you are surprised to find the person who is physically less-than-perfect is a warmer, more sensitive, and more caring person than someone youve been fanaticizing about for years. Often you learn the best dancer isnt a swimsuit model or a bodybuilding hunk but, instead, wears glasses or a bow tie. . If you are too critical or try to turn each date into your preconceived description, youll never experience all the world has to offer. The quest for knowledge opens the door to freedom. It helps all of us understand each other and provides what is best for each of us, personally or in business. The problem is never how to get new innovative thoughts into your mind, but how to get old ones out of it. ( Dee Hock, creator of Visa Your company must support innovation and creativity. To offer exceptional customer service, you cannot be bound by the we always did it this way syndrome. You must constantly redesign your companys rules to be flexible and show you, as a company, value worthy ideas, no matter what the source. You must give people, whether you are dating them or working with them, positive reinforcement. You must show people that bringing their imagination on the journey is welcome. Information wealth flows directly from innovation, not optimization. Wealth, of any kind, is not gained by perfecting the known, but by seizing the unknown. We must all become serial producers of ideas, concepts, and innovations. We must try them out to see if they work, if not we will lose out to our competitors. Illustrate 17) The more offbeat, the more diverse, eccentric, and unusual the more you learn. As we started dating, no matter how young, we included people with diverse perspectives, because experience thrives on multiple points-of-view. Relationships often didnt work, but you learned from them. You learned what you liked and disliked. And, without that experience, how could you learn what was right for you? Or what worked? You needed mavericks. You needed to know renegades. John Francis (Jack) Welch, Jr., renowned Chairman and CEO at General Electric, regarded by many as one of the greatest business leaders of the era, distilled his years of experience and wisdom into six basic tenets. They were the underpinnings of the changes he brought about at G.E. These became know as Jack Welchs Six Rules. They are Face reality as it is, not as it was, or as you wish it were. Be candid with everyone. Dont manage, lead. Change before you have to. If you dont have a competitive advantage, dont compete. Control your own destiny, or someone else will. ( Neil H. Snyder and Angel P. Clontz, The Will to Lead: Managing with Courage & Conviction in the Age of Uncertainty Years ago, anyone with a tattoo was considered a rebel. Now tattoos are thought of as fashion statements. Body piercing ( once relegated to gang members, hoodlums, and less desirable personalities ( has given way to what some consider sexy and alluring. Placement of tattoos has become more of a representation of tactile gratification. While many of us question the need or use of tattoos, it is fair to say that they are increasing rather than decreasing in acceptance. Insentient 18) we need to demand more from ourselves than from our Customers. We all need to stretch ourselves. We all need to innovate in everything we do. We need to examine dramatic and new approaches. To treat every complaint as a learning opportunity. Instead of reacting to a situation, use it to build an arsenal of information that makes you better at what you do for your customer. In this volatile business of ours, we can ill afford to rest on our laurels, even to pause in retrospect. Times and conditions change so rapidly that we must keep our aim constantly on the future. ( Walt Disney (1901(1966) Influence 19) Learn constructively. I often hear people complain about their organizations constraints, limitations, and regimens. Instead of complaining, though, I would ask you to think about using those constraints, limitations, and regimens to accept, analyze, and refine whenever possible. Be innovative. On my eighteenth birthday, I sent my mother a dozen roses. The card read, Congratulations! Heard you had a boy! My mother was so thrilled, she told everyone ( my father, sisters, neighbors. Anyone who would listen. The next day, I got a call from the mother of a girl I wanted to date. She told me her daughter had broken up with her boyfriend and I should come over for dinner. She had heard about the roses from my mother and she hoped her daughter would find the same kind of thoughtfulness. That meeting lead to dating her daughter for quite some time. In fact, we dated until she moved to another part of the country and I became geographically undesirable. I realized that even your mothers influence was important to your social life. I continued to send flowers to my mother every birthday. And since that time she got me a summer job, dates with the homecoming queen, an internship, and introduction to a US Ambassador. Every time my birthday approached she started to tell everyoneher hairdresser, her delivery person, the person who washed the car, and more. Often they would ask to meet this Innovative young man. Institute 20) Remove standard operating procedures and inspire clever solutions to any problem. In such a chaotic and complex environment, where changes and crises occur so rapidly, how can any organization hope to create a specific set of rules governing employee behavior? Most innovative organizations are replacing rules with roles, creating a strong sense of purpose and a clear understanding of goals and mission, and leaving employees to their own devices, absent rigidity. ( Richard W. Oliver, The Shape of Things to Come: Seven Imperatives for Winning in the New World of Business Im frequently reminded that my dates, and the dates of others, didnt always work out. I always tried to remain a gentleman, though, even during and after a break up. This often led my ex to introduce me to someone else. There is no reason to burn bridges. Today, this would mean being nice to everyone you meet. You never know when a merger will take place and you could find yourself working for your Ex. Remember your first date? Remember your start-up operation? Use novel approaches, dramatic results, and reach for the highest goal possible. Imitate 21) Innovation is how we make money from creativity. Look for a fresh perspective that, almost by itself, makes the solution obvious. You are the expert of your business. Problems do have solutions, but the solutions are not always in plain site. Remember creativity is the skill to originate the new and make it valuable. Innovation is the process of creating something new that has significant value. Before innovation we must have creativity. For more information on how to be more innovative refer to my 3Thinking: Using Try Angles For Innovative Problem Solving.  HYPERLINK "http://www.shifthappens.com" www.shifthappens.com Peter Parker tells a story about a cab driver that contains a valuable lesson for anyone in business. Parker once flew into Dallas for a business meeting with a client. When he stepped out of the terminal, a spotless cab pulled up immediately. The driver leapt out of the cab, rushed to open the passenger door for Parker, and made sure he was comfortably seated before closing the door. As the cabby got into the drivers seat, he told Parker that the neatly folded copy of the Wall Street Journal in the back seat was for him; then he showed Parker several cassette tapes, and asked what kind of music he would like to listen to. Finally, Parker could no longer resist. He asked the cabby, Obviously, you take great pride in your work. You must have a story to tell. Indeed he did. The cabby told Parker that, for years, he toiled in corporate America. Eventually, he got tired of thinking that his best would not be good enough. So he decided to find a niche in life where he could be proud of being the best he could be every single day. He made a list of everything he enjoyed: He loved driving cars, being of service to people, and feeling like he had done a full days worth of work at the end of the day. Guess what? He decided to become a cab driver ( the very best car driver he could be. He bases his work on one thing: To be good in the cab-driving business, he simply has to meet the expectations of his passengers. But to be the best, he would have to exceed customers expectations. So that is what he does with everyone who gets in his cab. ( Jack Canfield and Jacqueline Miller, adapted from Heart at Work: Stories and Strategies for Building Self-Esteem and Reawakening the Soul at Work No matter how they define the word, quality theorists hold one dictum paramount: Give the customer what he or she wants. And the theorists recommend the following specific steps for achieving and maintaining customer satisfaction: 1.Give priority attention to customers and their needs. Use customer feedback to refine product designs, marketing strategies, and manufacturing processes 2. Encourage managers to empower subordinates. A quality manager learns to trust subordinates and provides them with opportunities to handle responsibilities. The manager at the Baldridge-winning Milliken Company tells any employee who detects a quality or safety problem to halt the production process. 3.Emphasize improvement rather than maintenance. Small, daily quality improvements yield better results than a leave well enough alone attitude. 4. Make an enduring commitment to quality. Everyone in the organization must commit to quality. Progress should be measured against quality goals and the measurement tools themselves should be reexamined frequently. Warren H. Schmidt, professor emeritus of business, University of Southern California, and Jerome P. Finnigan, The Race Without a Finish Line: Americas Quest for Total Quality ( Action Summary 1) Stay in contact with your customer regularly. 2) Show your customer you are the consummate professional with extensive product knowledge. 3) Find a way to make your customer start thinking about your services. 4) Sell your customer on ideas (rather than just products) by sharing proven case histories with them. 5) Make your customers research an enjoyable experience. 6) Make your customer know he or she is the most important customer you have 7) Innovate. Do not replicate. 8) Become transformational not transactional in every thing you do. 22 Concepts for Innovative Customer Service If we arent aggressively trying to innovate we are managing our companies toward extinction. Competitive advantage can be described as being Number One. Being Number One with your customers means they will tell others. Innovate your customer service. Make your customer feel important and your customer will do the same for you. Every Company that plans to compete in the twenty-first century needs to develop new ideas and next-generation approaches. Management must foster a climate open to innovation. You must know your business better than your competitor. Each day we are removed from the decision maker and put in front of a gatekeeper. No matter what you are selling, you are the only commodity your customer will know. Help create value. Value is created by how well the people on the front lines do their jobs. The pursuit of a partnership in DATING is no different, really than the same pursuit for customers. The best we can hope for is to learn from our mistakes. Innovation is a creative solution that is used by people other than the person who created it. You must create affirmations that help guide you down the path on the way to enlightenment. The more off-beat, the more diverse, eccentric, and unusual the more you learn. We need to demand more from ourselves than from our customers. Learn constructively. Remove standard operating procedures and inspire clever solutions to any problem. Innovation is how e make money from creativity. N is for Nurture Nurture Your Internal Customers With 20 Ways to Create Great External Customer Service The other chapters in this book focus on external customers, without whom you couldnt survive. Many of the principles of customer service discussed here also apply to internal service issues. This chapter focuses on internal customers ( your employees ( without whom you cant survive as an organization. Great customer service must be a total commitment from your company. Every employee is also a customer. Every customer is someone who wants something in return for his or her action or payment to you. Once you have reached this point in the book, you should understand that all relationships ( business, family, social, and political ( share a similar component: people. You can never predict the reaction of people. You can plan, hope, and communicate, but you can never forecast accurately. You might notice only a few references appear to the dating comparison in this chapter. While I personally feel a great dating relationship is similar to working with and training your staff, too many negative implications currently exist, which could cause someone to take the comparison incorrectly. Enough said. If you are going to DATE your employee in the context of this book, please be aware that the current climate is not conducive to any language or actions that could be taken as sexual harassment. Negligence I was onboard a Carnival cruise to the Caribbean. Within an hour after departure, we ran into a rainstorm. There was nothing to do but go back to my cabin. I turned on the TV, only to find it didnt work. The radio didnt work either. I called the cabin steward and was directed to the engineer, who told me that because of the storm, he could not come to my cabin for an hour or two. After I put down the phone, I decided to read a book. The purser called then. He apologized for the delay, apologized for the nonavailability of the engineer, and offered to move me to another cabin. I explained I was fine, but that I appreciated the call. Ten minutes later, the cabin steward was at my door asking if the TV had been fixed. When I explained the situation, the steward offered to move me to another cabin, if only to be able to watch TV. Almost as quickly as the rain started, it stopped. I went to dinner. On my return, I found a handwritten note from the television technician. He explained that the fuse in my cabin had been replaced and everything was now working. He left his beeper number in case I needed him again. While reading his note, a letter from the purser was slipped under my door. It read: Mr. Feldman, I have been unable to reach you this evening by phone. My service technician informs me that he has repaired your television and radio. If, for any reason, they are not working, please call me at my direct extension. I was amazed. Noteworthy My problem had been a small one ( certainly not one that required phone calls and handwritten notes. And, while I fully appreciated all the attention to my problem, on a larger scale, the crews response spoke volumes for the training Carnival Cruise Line provides to its thousands of employees. I wrote a note to Robert Dickenson, president of Carnival Cruise Line. As I was sealing the envelope, I heard a knock at the door. The cabin steward held a bottle of champagne, a fruit and cheese platter, and a note from the captain of the ship. The captain apologized for the inconvenience and hoped my cruise would be more than I expected for its duration. It was. I told dozens of people about my experience. Carnival became my most-often used and recommended cruise line. And, of course, I booked another cruise. Necessary None of this could have happened without the training, coworker involvement, and overall organizational goal of customer satisfaction. No one blamed the other person. Everyone acted like a team member. Everyone understood the role of others. This truly was a fantastic example of how to empower employees with internal customer service training that resulted in superior external customer service. Notice 1) Internal customers are your coworkers. A company that understands how to expand the knowledge, commitment, and satisfaction of internal customers will create happy external customers. Employees are often each others customers at different times. For example, mangers have to report payroll numbers properly ( and on time ( for the payroll department to do its job. In turn, the payroll department issues accurate checks, on time, for managers as well as other employees. You are the customer of people who work for you because youre dependent on them to do your job. And they are also your customers because they depend on you for information, training, and support. Nevertheless 2) Coworkers must interact before they can act on the behalf of a customer. If the interaction is not positive, its much harder for the external customer to find a positive customer service experience. A happy employee can make the customer happy. On the other hand, though . . . Dissatisfied employees: Cost the company money Give poor customer service Recruit others to the dark side Bad-mouth your company to your customers Having happy, satisfied employees translates to great customer service for the following reasons. Happy employees: Like their jobs and project that attitude to customers Want the company to succeed and realize that taking care of customers is the best way to insure they are role models for others Find that when they are treated with respect, they want to treat customers the same way Nourish 3) a good internal customer service program can be achieved by education. If you are encouraging your employees, you are developing their skills and self-esteem. This, in turn, increases the value of your employees to your organization, thereby increasing their value to your customers. Neighborly 4) Employees must work together to form a cohesive unit that can service the customers of a business. Workplace conditions, education, and empowerment all contribute to satisfied internal customers. A simple thank you between employees or supervisors can go a long way, but internal politics can kill external service. Necessity 5) Yes must replace No. Can do must replace its not my job. Your company may be able to find good service without an internal focus, but you will never get your employees to go the extra mile unless they want to do so. Once your employees have made the decision to go that extra mile, they will continue to extend themselves to doing the best job possible. Needs In an attitude survey by Watson Wyatt Worldwide, well over 80 percent of the 9,144 polled respondents said they know their employers goals and their duties. But 38 percent said they needed information or regular feedback. And only 55 percent had the power to make decisions to satisfy customers. Based on these responses, where do you think you should focus your efforts on keeping your customers happy? What Do Employees Want from Their Jobs? An old sales rules states: When customers tell you what they want, give it to them. Translate this rule to your organization: If we know what an internal customer wants, we will provide it. In either case, is it any different than a successful date? Within reason, satisfy the human need or want, and you have a friend for life. Recognize them and they will be grateful. Nice 6) A people-approach to business results in profits. Many studies have shown that money is not the biggest motivator for employees. But most bosses still find this hard to understand. Look at the box to see what employees want in their jobs ( and what supervisors think employees want. Note the big discrepancy between employees top three wants and supervisors ratings of their importance. What Employees Want In Their Jobs: Ranking by Employees & Supervisors Employees Supervisors Interesting Work 1 5 Appreciation 2 8 Feeling in on things 3 10 Job Security 4 2 Good Pay 5 1 Promotions 6 3 Good working conditions 7 4 Personal Growth 8 7 Help w/ personal problems 9 9 Tactful discipline 10 6 -George Mason University Survey 1 is highest importance, 10 is lowest importance. Never-ending 7) The objectives of great internal customer services are to do the following: Retain existing employees and encourage them to come back to work each day. (Happier employees also save you money and perpetuate a positive culture by recruiting new applicants with similar attitudes and expectations.) Increase each employees awareness of his or her need to exceed coworker expectations. Increase the commitment of each person to be responsible for coworker satisfaction, as well as to revise policies and procedures whenever necessary to increase overall satisfaction. Empower each employee with information and decision-making authority. Make the workplace a positive place. Howard Schultz, the head of Starbucks, feels part of his secret to success is to cultivate customer contentment by exalting his employees. He says, Our people come first, then the customers, and then the shareholder. Nugget 8) This may sound like the wrong order, but you cant exceed the expectations of your customers unless you first exceed them for your employees. We often forget our employees are also our customers. We are selling them on the premise that we are a good company with a valuable product, offered at a fair price. We treat our customers fairly ( now we need to apply that same principle to our employees. The best employees can be described as: Trustworthy Relationship-oriented Solution-minded Advocates for customers Action-oriented On the other side, less productive employees are Never satisfied with the job, company, or pay Always want to change the rules to suit themselves or they are political Get by with the minimum and never volunteer Offer acceptable feedback instead of real comments Have one foot out the door and are always looking for a better deal Reactive Again, a simple truth explains it all: Do unto others as you would have them do unto you. Increasingly the producing human being is a knowledge worker. Workers, as they did before the Industrial Revolution own the means of production. The means is between their ears. They can take it with them whenever they leave-and increasingly workers know that, and therefore have mobility. They are, in fact, not employees but paid volunteers. This implies a totally new social organization. ( Peter Drucker, management guru Nurse 9) Treat each employee as an appreciating asset. New World Library is an example of a company with real vales, and strong internal and external customer service programs. The owner, Marc Allen, believes in sharing, as described in one of his books. He splits profits with employees 50/50! When I last checked, the company had about ten employees and $15 million in sales. Its sales per employee are among the highest in the country ( higher than Microsoft. And its profit margins mean employees share hundreds of thousands of dollars every year. You can bet that employees work with each other to serve customers better. And its workforce is extremely stable, which makes maintaining good relationships with customers, suppliers, authors, and other constituencies easier. Network 10) Recognize employees have practical power. Employees dont have to go the extra mile. They dont have to interact with others in a supportive fashion. Employees understand what minimum performance is expected and they determine, on their own, how much more to give. Newsworthy 11) If you truly want to get the most from your employees, you must enlist them. Enlist your employees every day by educating, marketing, and publicizing that your company is worthy of their efforts. When your company does something above the norm, let everyone know. Natural 12) The steps necessary to create a strong internal service culture are the same general steps necessary to create any organizational change. A sustained effort from the top must recruit employees to make the necessary efforts to implement a new culture. The following steps can help you to increase your internal customer satisfaction: Stay in contact with your customers regularly. Show your customers you are the consummate professional with extensive product knowledge. Find a way to make your customers start thinking about your services. Sell your customers on ideas (rather than just products) by sharing proven case histories with them. Make your customers research for a resource an enjoyable experience. Make each one of your customers know he or she is the most important customer you have! Navigate 13) Communicate a clear vision and specific goals. Every change program must have a clear vision and specific goals that are repeatedly communicated to employees. Focusing on external customer service is an excellent key to change. Employees understand its importance. When an organization is in crisis, it can usually be saved by more customer business. Even in nonprofit organizations, employees can easily see that if customers arent happy, their jobs wont be secure. Internal customer service is also a message employees will resonate to because its for them. Most companies try to motivate change to be more efficient. This not only has little personal appeal for employees, it also often threatens them. By pairing internal and external service, you have a strong message into which employees will buy. Do ordinary things with extraordinary love. ( Mother Theresa Near 14) Involve all employees. By obtaining the input of employees early, you not only get ideas, you also reduce resistance to change. When employees are involved in creating the program, they are more committed to carrying out the program. Narrate 15) Repeat your message. The more employees understand their importance within the organization and their personal contributions to make the workplace more productive, the better your chance of increasing the cooperative interaction of each coworker. Resisting something you dont understand is natural. Repetition of an internal service message helps reduce the resistance, which leads to a more cohesive effort to achieve established goals. Negotiate 16) Ask coworkers to resolve their problems themselves. If you are trying to build a bridge among coworkers, allow them to fix any problems that arise immediately. The interaction can create a better understanding of procedures and policies, which can foster a team effort. The best relationships of coworkers are personalized. Empower employees. Treat them like adults. Tell them they are the caretakers of the company. Moses racing his harassed people across the desert, came to the Red Sea and, snapping his fingers, called, Manny! Up, breathless came Manny, the publicity man. Yes sir? The boats! What? The boats, said Moses. Where are the boats to get us across the Red Sea? Oh, my God! Moses, with all the news items and human interest stories, I forgot! You what? I forgot. You forgot the boats? cried Moses. The Egyptians will be here any minute! What do you expect me to do talk to God, ask him to part the waters, let all of us Jews across, and drown the pursuing Egyptians? Is that what you think? Boss, said Manny, You do that and Ill get you two pages in the Old Testament! ( Leo Rosten, The Joys of Yiddish Net 17) Create clear rewards. What are you doing to focus on the appreciation of your employees work? People like to be recognized. They especially like to be recognized in front of their peers. Make recognition part of every program run by your company, no matter how small the actual prize. New 18) Build excitement. Make new programs fun. Create a game with points where everyone can win. Make the timing build to a crest that can sustain culture change. Normalize The final result of great internal customer service is the ability of your company to attract, keep, and satisfy long-term employees. Customers appreciate stability in the people they deal with, so this furthers organizational success. This, in turn, makes rewarding and keeping employees easier. To get started, create a program with clear rewards. Newfound In his book Outrageous! Unforgettable Service . . . Guilt-Free Selling, T. Scott Gross says all labor is emotional labor. He reports that a survey of managers estimated that motivated employees would be 30 percent more productive than those who were not motivated. This may be an underestimate. Greg Steltenpohl, a founder of the fresh juice company, Odwalla, said the earlier owners tested procedures themselves to see how long they would take. By doing this, they thought they would know how many people should be hired to do the work. The owners were typically 70 percent more productive than the employees. Why? Because most employees are not emotional about their workplace ( they are not emotionally connected to their jobs. A well-done incentive program can bring some of the employee emotional connection back to the workplace. Nominate 19) A good incentive program sets up a series of rewards that employees can achieve for specific performances. Traditionally, incentive programs have been most common for salespeople because their performance is easily measured. More recently, incentive programs are being increased for other employees as their contributions are being recognized. One of the strongest incentives is personal recognition. An incentive program formalizes personal recognition with clear rules, which enable people to achieve and be rewarded objectively. Numerate 20) Create a program to reward internal customer service within your organization. Heres how: Review All the Available Information What did your company do in the past to education employees and encourage them to work together? What do you know about the success or failure of the program? If you ran the same program today, would the results be different? Do you have any suggestions or complaints that would make a similar program run more smoothly? Would management support this effort? Define the Role of the Employees Who are the participants? What are the limitations, if any, of the participants abilities to solve problems? What is the dollar amount granted to the employees to solve a problem? Set Measurable Objectives or Goals Realistic ( how realistic is the objective? Measurable ( is the measurement easy to understand? Did the coworkers understand and agree to these objectives? Creative Strategy What are you trying to accomplish overall? How does this integrate with the overall company objectives? How do you get there from here? Review the Objectives and Strategies with Management Make sure you have a top management champion for the program. Be certain the support staff is involved. Make sure all department heads understand this program. Be certain you can deliver good products and services. (If the product is poorly made, tastes bad, or is overpriced, employees cannot be proud of what they do.) Determine Tactics Communications and promotion ( How will this program be launched? How will it be communicated throughout its life? Administration ( Who is in charge? What resources do you have to allocate? Training and research ( Could anything short-circuit this program? How do you train your participants? Have you involved all departments? Did you research what the competition is doing? Turnaround time ( What is a reasonable time period to accomplish this goal? Accurate information delivered in a timely manner to participants ( Progress reports. Trust ( Keeping promises. Exceeding expectations ( Delivering more than you promise. Follow-Through A properly executed plan sets the tone for continued internal customer service, just like the fighter pilot who has the enemy in sight gets toned before he fires his rocket. In your programs, you should get smile, followed by tones of joy. Remember, the program is not successful until the winners say so. If they feel they are winners, the sponsoring company will be a winner as well. Track the Program Assign responsibility. Provide reports to each level ( participant, managers, and management. Fine-tune throughout your program. Listen to your participants. Accept any new ideas and try to use them. Respond appropriately and in a timely manner. Take what you hear seriously and act fast. Create a new program built on the success of the recently completed one. Put Nurturing into Action Gather input from all employees as to how they see current internal customer service. (In organizational climate studies, you might measure cooperation, support, morale, job satisfaction, and so forth.) Ask employees what they want from their jobs. Calculate your turnover and absenteeism rates, and what they cost you. Include costs of dropping the ball for customers. Make sure top execs regularly spend time on the frontline. Find ways to turn your organizational pyramid upside down to emphasize customers and to support your staff. Develop a clear message about internal customer service and disseminate it throughout your organization. Develop recognition programs where employees can acknowledge each other for internal service. Develop a larger incentive program where all employees can earn bigger rewards for internal service. Action Summary A dissatisfied employee will not provide exceptional customer service on a long-term basis. Internal customer satisfaction is directly related to external customer satisfaction, profits, and growth. Internal customer dissatisfaction leads to external customer dissatisfaction and loss of profits. Internal customer satisfaction is the key element in creating and keeping long-term customers. Your opportunity for business success has never been more plentiful. Harness the power of your team to dominate your marketplace. The results will be most gratifying! Remember, DATING Is Fun! 20 Meaningful Ways to Nurture Your Internal Customers 1) Internal customers are your coworkers. 2) Coworkers must interact before they can act on the behalf of a customer. 3) A good internal customer service program can be achieved by education. 4) Employees must work together to form a cohesive unit that can service the customers of a business. 5) Yes must replace No. Can do must replace its not my job. 6) A people-approach to business results in profits. 7) The objectives of great internal customer services are to do the following: 8) Retain existing employees and encourage them to come back to work each day. (Happier employees also save you money and perpetuate a positive culture by recruiting new applicants with similar attitudes and expectations.) 9) Increase each employees awareness of his or her need to exceed coworker expectations. 10) Increase the commitment of each person to be responsible for coworker satisfaction, as well as to revise policies and procedures whenever necessary to increase overall satisfaction. Empower each employee with information and decision-making authority. Make the workplace a positive place. You cant exceed the expectations of your customers unless you first exceed them for your employees. Treat each employee as an appreciating asset. Recognize employees have practical power. If you truly want to get the most from your employees, you must enlist them. 12) The steps necessary to create a strong internal service culture are the same general steps necessary to create any organizational change. 13) Communicate a clear vision and specific goals. 14) Involve all employees. 15) Repeat your message. 16) Ask coworkers to resolve their problems themselves. 17) Create clear rewards. 18) Build excitement. 19) A good incentive program sets up a series of rewards that employees can achieve for specific performances. 20) Create a program to reward internal customer service within your organization. G is for Guarantee 15 Ways to Guarantee Both Your Employees and Your Customers are Satisfied Guarantee 1) Guarantee that both your Internal & External Customers are satisfied by showing them gratitude. You must go out of your way to Guarantee that you Internal customers, your employees are satisfied. If not, then how can they satisfy your external customers? Gratitude means rewarding them through incentives, promotions, and treating them just like you would like to be treated. If you do so, youll keep them coming back for more. Concentration is the secret of strength . . . in all management of human affairs. Ralph Waldo Emerson Gainful 2) To gain more customers and build your business, first concentrate on the customers you already have. To alleviate stress, you need to stay focused on what you have that works what you experience and what you enjoy because the world is prepared to give you the message that you aren't doing enough. Customers are quick to tell you about your shortcomings and compare you to other organizations in which they received exceptional attention. To gain more business, first concentrate on the customers you have already. Make them want to tell others about you and your services. Offer them a reason to continue to do business with you, gain their trust so they want to tell others. Deal with a customer complaint fairly. If you arent going to agree with your customer, try to reason with him. Take the time to explain why you cant comply with his request. Remember it costs 91 percent more to get a new customer than to retain an older one (Wall Street Journal Survey). You gain strength, courage, and confidence by every experience in which you really stop to look fear in the face. You are able to say to yourself, I lived through this horror. I can take the next thing that comes along. You must do the thing you think you cannot do. Eleanor Roosevelt Gesture 3) Your gestures will either convey thankfulness or indifference to your customers. The more you focus on gratitude, the more you can diminish stress and open the doors to bring greater things in to your life. When you focus on and think about good things, you become a better person. If you spend a good portion of your day remembering the delicious lunch you had, the kind words someone said to you, or the beautiful compliment you gave someone, you are focusing on gratitude, which can lead to a much less-stressful existence. Its the same with having a customer. No matter what your customer says, try to be grateful she is still your customer. Sometimes a customer stretches the limits of your tolerance. At other times, a customer can stretch your sense of fair play. And, in some instances, this all seems just plain ridiculous. To express your gratefulness to your client for her business, make a gesture of good faith that keeps your customer wanting more. Do something that says Thank You . . . We appreciate your business. How about when you order a pound of meat at the deli and youre given a few extra ounces at no charge? What about getting the free refills of your soft drink? And how about free freight or a liberal returns policy? Do these seem like wasted gestures to you? Make your customers enthusiastic about doing business with you. We act as though comfort and luxury were the chief requirements of life, when all that we need to make us happy is something to be enthusiastic about. Charles Kingsley Garnish 4) Garnish your customer service with unexpected, pleasant extras to let your customers know theyre special to you. Living with gratitude is probably one of the simplest and most effective ways to manage stress. Make it a point to pause on a daily basis and be thankful for what you have. As a lifestyle coach, I ask my clients to go through this exercise I asked them to tell me what they did well in the last seven days to help them accomplish goals or what happened to make them grateful. I ask them to write this information down, to take notes and read them aloud to themselves. Taking the time to think about the positive things that have happened to you makes getting through the tougher times easier. As a businessperson, I try to add something to the plate . . . to garnish it with something unexpected. A personal thank you note, a free gift, something customers didnt expect. A restaurant that places a flower on all its tables or offers a free appetizer to your meal makes you think, Wow! That was great and such an unexpected treat. I think Ill eat here more often. And, when you find yourself getting upset, remember the customer who complains is really giving you an opportunity to fix something or offer a gesture of good will to keep him from leaving to find your competition. Acting in anger is like putting to sea in a storm. Benjamin Franklin Gentle 5) Be gentle with yourself when starting new rituals; take baby steps. Now, you may read this and think, That makes a lot of sense, but until you practice being thankful, it wont work. You may need to get into a daily ritual. Every day when you get up, hesitate for a moment and be thankful for what occurred the day before. It can put you in the right mindset. Rituals on a daily basis can decrease stress. I suggest this because, if you apply it at home, you can take it to work. Its unlikely youll use it at work, and then try to bring it home. So be gentle with yourself. Start with something you CAN control . . . your life. Then try to make it happen with your customers, your associates, and so forth. This ritual is a process, which takes time and energy. And baby steps make it possible. "When angry, count to ten before taking action; when very angry, count to one hundred. Thomas Jefferson The things you often dont discuss, things that bother or worry you, can grow and fester. The more you submerge those things you don't want to admit, the deeper and bigger those problems become. For example, in the beginning of a business or dating relationship, you may act a certain way because you want the other person to like you. You want to continue to see that person, so you submerge the fact that what youre doing isnt really in synch with who you are. Or, you suppress a habit the person has that bothers you. You dont want to bring those feelings to the surface to express them to yourself or anyone else and the more you push down those feelings, the more stress they create in your life. Whether its a date or a business relationship, at some point, these feelings have to surface. When I first started my business, I didn't want to offend any customer, even if we discussed issues on which we werent in total agreement. Over the years, I dropped that facade. If I say something someone else doesn't agree with, I know that's fine. I'm not here to have everyone love me, and that's a tough place for most of us to reach. I do try to reason with my customers, but the bottom line comes down to my own personal belief system. Sometimes I have to remove myself from a discussion and turn it over to someone else to handle. I empower the other person to make the decision, knowing I simply cant do it. Another example is the person who hasnt learned how to say No. He agrees with things all the time because hes asked; he continues to pick up the neighbors kids every time hes asked, and he says Yes to every family function. But this person is submerging true feelings. If you continue to say Yes, even if youre exhausted, its eventually going to tear you down. This creates a lot of stress. Apply that same policy to your business. Is keeping this particular customer important, when you know every time he calls its going to be another issue? Sometimes you simply have to let go. We must select the illusion which appeals to our temperament and embrace it with passion, if we want to be happy. Cyril Connolly Gaze 6) Look around for ways you can serve the greater good of others. To continue on the path of gratitude, you need to look outside yourself. Its easy to stay focused on yourself, but that can actually cause more stress in your life. Start to look at serving others. This can be as simple as allowing a car to pull ahead of you in traffic or acknowledging someone who gave you a break. Serving is all about giving. It may be giving a smile or your time. A simplicity movement is happening in this country, and part of it is going back to how people used to act in the early 1900s. For example, if a neighbors car broke down, half the neighborhood would try to help him fix it. I still marvel that in the South, cars pull over to let a funeral pass. Observers still take off their hats and sunglasses in respect. Have we lost the simple courtesies that make us human beings? Look around you and observe. You see it happen and you dont process it. A man opens a car door or stands up for a woman when she enters the room. A handwritten thank you note or a note of condolence. You can see it if you want to . . . gaze around you and take notes . . . its out there for you to find, observe, and emulate. The first law of success in this day, when so many things are clamoring for attention, is concentration to bend all energies to one point, and go directly to that point, looking neither to the right nor to the left. William Mathews Give 7) Find continuous ways to give to others around you, including your clients. I read a story about a dog who recently had puppies, and about four of those pups had serious health problems. The veterinarian found three other vets in the area and they all took a puppy home, so they could give it the care it needed. They did it as a way to serve humanity, and they did it without charging a fee. Their mutual reaction was simply a way to give more of themselves. What have you done to make your clients or customers want to do business with you? How can you convey that you really care without finding yourself a soft touch to every simple complaint or customer knee-jerk reaction? When love and skill work together, expect a masterpiece. John Ruskin Gratis 8) Expect nothing in return when you give. Giving of yourself automatically decreases the stress in your life because you're outside your own head and making a difference in the world around you. Its the service mentality. Youre getting so much back by feeling connected to the human spirit. If we could all do that and feel more connected, even in little ways, I believe stress would be decreased in our lives. Give time. Give a hug. Give a warm handshake. Thank your customer for giving you his business. Ask your customer what you could do to make his experience more pleasant. Ask about what you can do to introduce yourself to others through your customer. Ask for a referral. If you give, you get back. Give as often as you can. Give to others without thinking they will give back and you might be surprised. There are risks and costs to a program of action, but they are far less than the long-range risks and costs of comfortable inaction. John F. Kennedy Goodwill 9) Create good will whenever you can. This service is free but, to customers, its invaluable. We recently received some returned merchandise. The return address said C&J, P.O. BOX XXXX, LA. Nothing was inside but a totally broken item. No warranty. No bill of sale. Nothing else. We knew the customer would be calling in a few weeks to complain that we didnt respond, but we couldnt . . . or could we? I suggested we drop a postcard in the mail to the address and say . . . We are in receipt of your returned merchandise. Please contact us at our toll free number. I also suggested we send the post card out three times, four days apart. Then, we could document to the customer that we had done everything possible to reach him. Once he called us, we could get his name, find the date of purchase, and decide how to handle the problem. All business proceeds on beliefs and judgments of probabilities; not on certainties. Charles W. Eliot Until we had the proper information, though, we could either sit and wait for that inevitable irate phone call, e-mail, or letter, or become proactive and try to find out the information. The greater the obstacle, the more glory in overcoming it. Moliere Generate 10) Generate a list of ways in which you can make it easy for your customer to do business with you. You must be consciously aware in life to start thinking about having gratitude for what you have. As a people, we cant continue only to be concerned about our own lives, our own responsibilities, and ourselves. A world out there needs our help. Customers want to do business with people who want to serve them, and they want to avoid those who are selfish, self-centered, and self-serving. Yet how many companies make it so difficult to do business with them that you wish you had other choices? Cable television? Car rental companies? Certain airlines? Some companies seem to go out of their way to make it difficult to conduct business, while others make doing business a pleasure. Find companies you like doing business with and ask yourself, What makes me want to do business with this firm instead of another one? Generate a list of ideas and concepts you can apply to your own business. The Golden Rule applies to customers: Treat them exactly as you want to be treated when you are someone elses customer. Genius is eternal patience. Leonardo DaVinci Guest 11) Treat your customers the same way you would treat welcomed guests in your home. As a child, whenever my family would move to a new house, three or four neighbors would arrive with food, introduce themselves, and offer to help just as soon as the moving van pulled away. But I cant tell you how many times Ive heard of people moving into a neighborhood and living there for six months or more without ever meeting any of their neighbors. I think weve lost something when we forget how important it is to go over to a new neighbor and say Hello. This goes back to living consciously; to being aware, to deciding when you wake up each day that youre going to look for ways to serve others. And, just in case you forget, your customers will remind you. Remember, customers who have a choice will exercise that choice. They will use it to remind you they can do business elsewhere. Treat your customer as you would treat a guest in your home. He comes over to be served and hosted. He doesnt want to be charged for the use of the phone, the toilet, or even for a refill of his drink. If your business customer were treated as you treat a welcome guest in your home, would you be doing something different? If your answer is Yes, then change the policies and procedures to mirror your home rules. Dont go around saying the world owes you a living; the world owes you nothing; it was here first. Mark Twain Get-Rid-of-It 12) Clear your work areas of clutter and you will ultimately clear your mind as well. When we unclutter our lives, we unclutter our minds. As an experiment, pick a specific room in your home. If you get rid of everything in that room except the bare essentials, your mind might be able to be more relaxed. For example, I've walked into hotel suites where theres a table with only one plant on it, a nightstand with only a lamp and a clock radio, and a bathroom with an empty countertop, except for a shampoo bottle or two. I felt so relaxed. The room was totally uncluttered, the energy was flowing freely, and I didn't feel smothered. Proponents of the art of Feng Shui the Chinese art of placement believe when you go into an environment thats truly clear and clean, you have a greater ability to be creative, focused, and attentive. The shoemaker makes a good shoe because he makes nothing else. Ralph Waldo Emerson Gush 13) Let your enthusiasm for your customers satisfaction pour out in every detail of the service you provide to them. The more you look for ways to unclutter your life, the freer and more productive you feel. Although uncluttering goes beyond the physical sense of that word, the easiest way to begin is to unclutter physically. Then look at uncluttering your life from a human perspective. What people in your life have you moved past? What people have you had as friends for years and years, even though they havent supported your growth? The more you look for ways to unclutter every aspect of your life, the less stressed youll be. Now apply all this to your customers. Graciously welcome them. Be grateful they exist. And make them feel like a much-wanted guest, instead of an unwanted intruder. Give attention to detail and provide meaningful information. Take personal responsibility to assure your customers the services offered are, in fact, supplied. Make your customers grateful they chose to do business with you and ask them to tell their friends if theyre satisfied. My idea of an agreeable person is a person who agrees with me. Benjamin Disraeli Apparently most customers have also heard this expression. Gifts 14) Offer gifts which dont cost you a cent that you can give back. The Gift of Listening . . . but you must REALLY listen. No interrupting, no daydreaming, no planning your response. Just listening. The Gift of Affection . . . be GENEROUS with appropriate hugs, kisses, pats on the back, and handholds. Let these small actions demonstrate the love you have for family, friends, and contributors. The Gift of Laughter . . . clip cartoons, and share articles and funny stories. Your gift will say, I love to laugh with you. Do this often. The Gift of a Compliment . . . A simple and sincere, You look great in red, You did a super job, or That was a wonderful meal can make someones day. The Gift of a Favor . . . Every day, go out of your way to do something kind. Do it without regard for payback. Do it because you want to, not because feel you should. The Gift of a Cheerful Disposition . . . The easiest way to feel good is to extend a kind word to someone; really, it's not that hard to say, hello or thank you. The Gift of a Handwritten Note . . . This can be a simple Thanks for the help note or a full sonnet. A brief, handwritten note may be remembered for a lifetime and may even change a life. Tell your contributor you care. The Gift of Solitude . . . At times, we want nothing more than to be left alone. Be sensitive to those times and give the gift of solitude to others. They may not give it to you, but you can always give it to them. Give Back 15) Give back to others. Everyone of us is obligated to someone. First, our fellow work associates. They really protect us. We are on the same TEAM. We need each other. Be the kind of associate that others want to work with. Be kind, be generous, and be grateful. Second, be generous to your suppliers. They are the back bone of your company. Without suppliers we have nothing to sell. No company functions without suppliers. We can not act alone. Remember that suppliers can be the major resource for new business. They interact with others that may be potential customers for what you offer. Third, remember that customers talk to other customers. They tell everyone about bad experiences and often convince others to do business with your firm, or as the case may be, to avoid your company. Customers are the reason we are all in business. I do not believe that customers are always right, but there is no reason to tell them so unless you no longer want them as customers. Action Summary Simple ideas can sometimes be the catalyst that raises your company above the competition. Simple thank you gestures go a long way. This is nothing new or foreign. Your mother always told you to be grateful and to express your gratitude. Spread the word. No matter how you do it, tell others so they tell others, and so on. The simplest way is to write a note and show your customers how grateful you are they did business with you. Express your understanding that you know they have a choice and they continue to exercise that choice when they do business with you. Make your business your advisors. Ask for their advice. Encourage them to interact with you. In a sense, this is a sign you care about your advisors opinions and they will normally be flattered. Just like a date, ask your partner what he or she liked and didnt like. Finding out what was most appreciated was the simple fact you asked is amazing. Reward new customer business by upping the ante. Sales people who bring in new business should get a higher commission than returning business. After the customers have been with the company and made multiple purchases, encourage your sales force to go after new business by requesting a referral from your existing customers. Be grateful to the customer by offering some form of incentive or VIP treatment. Together, repeat customers and incentivized employees can keep your existing base while increasing your number of customers. Go to the center of gravity . . . where the business meets the customers. Ask both your employees and customers to participate. Lexus dealers offer a free breakfast once a month. For the price of pancakes or eggs, participating dealers get invaluable results. Invite both your employees and customers to sit in on focus groups or other interactive events. Use them to test new products, or to react to policy or pricing changes. Recognize them with some form of tangible, viewable certificate, pin, mug, plaque, or something they can use to brag to others. Reread the chapter on innovation. Any new idea that shows your customers and employees you are grateful will come back to your business in terms of longevity. Review the previously listed gifts, which dont cost you a cent. Success often hinges on simplicity, creativity, and warmth. Be grateful to both your customers and employees . . . without either, you have no business. 15 Guidelines to Customer Service Excellence 1) Be grateful for all your blessings and spend time with those who are special to you. 2) To gain more customers and build your business, first concentrate on the customers you already have. 3) Your gestures will either convey thankfulness or indifference to your customers. 4) Garnish your customer service with unexpected, pleasant extras to let your customers know theyre special to you. 5) Be gentle with yourself when starting new rituals; take baby steps. 6) Look around for ways you can serve the greater good of others. 7) Find continuous ways to give to others around you, including your clients. 8) Expect nothing in return when you give. 9) Create good will whenever you can. This service is free for you but, to customers, its invaluable. 10) Generate a list of ways in which you can make it easy for your customer to do business with you. 11) Treat your customers the same way you would treat welcomed guests in your home. 12) Clear your work areas of clutter and you will ultimately clear your mind as well. 13) Let your enthusiasm for your customers satisfaction pour out in every detail of the service you provide to them. 14) Offer gifts which dont cost you a cent that you can give back. How do I learn more about DATING Your Customer? Please visit our website at  HYPERLINK "http://www.shifthappens.com" www.shifthappens.com or contact us via phone or email. The DATING Your Customer Series is also available as blended learning CD-ROM presentation or as a Keynote speech presentation. We also have other topics, such as 3DThinking, Appreciating Your Assets, Leadership Skills for the 21st Century, and Thriving on Change. If you would like to learn more about Shift Happens Presentations please visit our website or call: 888-SHFTHPNS or 312-527-1111.    click here to visit our website  A Division of James Feldman Associates, Inc. 505 N. Lake Shore Drive, Suite 6601 Chicago, IL 60611 312/527-1111 312/527-1116 fx  HYPERLINK "mailto:jfeldman@shifthappens.com" jfeldman@shifthappens.com DATING Your Customer 2003 James Feldman Associates, Inc. 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