Posted by Deborah Chaddock Brown on September 2, 2010 under Customer Moments, making a difference | 
Do you delight your customers? I found an article written by Alain Thys that was published in 2007 that says it best:
It’s funny that when discussing Customer Delight, most people start talking about customer service. While this nicely fits our managerial illusion of control, it also completely misses the point. Customer service is what companies do to their customers. Customer delight is what the customer feels when he has been dealt with in the right way. One may be related to the other, yet more delight doesn’t always come from more service (in fact, as Ryanair and Aldi have proven, the inverse might even be the case). Customer delight is not about giving more customer service, it’s about giving the service that matters.
Building relationships with our customers is the same as delighting them but over a sustained period of time. We confuse offering customer service with really engaging with our customers.
In fact, “customer service” is actually more closely associated with the stress and frustration of trying to resolve an issue with a company and receiving anything BUT service. Being a customer-focused company isn’t a quick fix. It doesn’t involve offering a special discount or creating a loyalty program that requires the customer to keep track of a “frequent purchase” card.
Being customer-focused involves really getting into the thick of things with your customer. Think about the relationships you have in your life. Personal, professional, casual, life-long. Did they involve a single experience?
We have to start changing our mindset when it comes to the customer and think more along the lines of DELIGHTING them. And you know you know what that looks like. It is a win for both the associate and the customer because at the end of the day – both walk away feeling great!
So what are you doing today to DELIGHT your customers?
Posted by Deborah Chaddock Brown on August 27, 2010 under Customer Moments |
I am working on writing a series of articles for a customer on the importance of developing and documenting business systems. You know what they are, right?
- How you do your business
- Who your customers are
- How you find them
- The 1,2,3s of producing your product/service
- Your billing and receivables process
- Employee relations and hiring/firing practices
It is all pretty cut and dry. The step-by-step instructions for how you do what you do so that someone could walk in off the street – read the manual – and continue your business operations without missing a beat.
But what about the customer service process?
A few months ago a prospect called. They’d found me on the Internet and wondered if I would come and conduct training for their call center employees. Apparently there had been some customer complaints and they wanted me to come and teach the staff the right words to say.
I asked about their customer service focus – what was their customer service strategy?
The response? We don’t have one. I just want the employees to stop saying dumb things so the customers don’t complain.
hmmmm. I didn’t pursue the opportunity.
As a business owner, if we hope to have happy customers that return and refer us to their friends, we have to establish our system for customers at the same time we are developing the step-by-step instructions for assembling our products and services.
Customer service as an after thought to combat complaints isn’t a customer-focused culture – it is just sloppy business.
Sounds harsh? Gee, I don’t know. Who signs our paycheck? The customers.
So How Do You Start Developing a Customer Service System:
- Identify your target customer
- Understand what they value, expect and desire – not what YOU think, but what they think
- How does that information impact the actual customer experience:
- The look of your location
- The customer greeting
- The way the phone is answered
- The website and its functionality
- Your marketing message
- Your packaging
- Your return policy
- Your refund policy
- Your order process
- The payment options and process
- Handling customers that want what you don’t have
- Handling upset customers
Each of those components and more are part of the customer service portion of your business. Determine the how’s and why’s of every aspect of your business that involves the customer. And trust me – every aspect involves the customer. Even those departments that never talk to or see a customer, have an impact on the customer.
Do you have a customer service system in place and in writing? If not – I’d love to help. I don’t usually sell myself in this blog, but this is one time when I’d like to be available to a business owner interested in putting their customers FIRST in the process. Call me 330-414-8792.
Posted by Deborah Chaddock Brown on August 10, 2010 under Customer Moments, Employee Moments, First Impressions |
Customer Relationships are just like good friends
They sound similar but do they mean the same thing? I asked the question of the Build Customer Relationships group on LinkedIn this week and overwhelmingly the answer was NO. Everyone agrees that customer service is the foundation – what gets customers in the door the first time and turns them from prospects to customers but it is only when we work to build customer relationships that we enjoy a long term – REPEAT – business with our customers.
Susan Garvey had this to say:
Actually knowing and ensuring each customer receives the type of service they want, not what we THINK they want. This can take any number of forms beyond the obvious such as prompt, informed attention by capable associates, the right products available when needed, etc. The best overall customer service usually comes down to some very basic requirements that most customers want ~ genuine, not scripted or “forced / manufactured” service, help available when it’s desired and not being offered or having products pushed that are of no real need to the customer. Making sure the customer feels and IS valued and always treated as such.
If you were to create a Customer Relationship Experience rather than a Customer Service Experience – how would they look different? Or would they? Do your employees understand the concept of building relationships with each person that comes in the door or calls on the phone? Share your tips for success here.
Posted by Deborah Chaddock Brown on July 20, 2010 under Books |
How do you build a relationship with someone? You often have to put their needs ahead of yours. That is true in a relationship with your significant other, a best friend, your parents, and your kids.
It is also true with our customers.
If we put them first in all we do – the customer service experience improves. Word circulates that your business is the customer-friendly business. You’ll stand out from your competition, who put profits first, and referrals and repeat business will be the order of the day.
So how do you start?
I’l created a little booklet that offers 105 ways to put customers first. The book is divided into ten categories:
Greeting
Customer-Focused
Involve Associates
Involve Customers
Make it Easy
Make it Right
Offer Value
Phone Conversations
Say Thanks
Be Visible
Each section offers quick and easy-to-implement suggestions for ways to put customers first in your business. A great gift for a new business owner or store manager, Put Customers First is just $9.95. A great value when you consider the financial benefit of repeat business.
Consider this quote:
“Companies spend 6 to 10 times more to acquire new customers than they do to retain existing customers. But a 5% increase in customer retention can have a bottom-line profit increase of 75%, depending on the industry.”
-Don Neal, Director of Business Development for Hallmark Business Expressions
Put Customers First in your business and you’ll enjoy a long term relationship so that your customers remember you, refer you to their friends and family and return the next time they need your products and services. Buy your copy of 105 Ways to Put Customers First today.
Posted by Deborah Chaddock Brown on June 27, 2010 under Customer Moments |
I get confused sometimes, more often than not, some would say, about the right word to use. Like when you are driving 65 miles per hour are you on a turnpike, a thruway or a highway? Or a neighborhood road with the cops fast approaching. (bad joke – sorry about that)
The same is true for tactics and strategy. Which do we focus on, and does it matter?
A strategy – according to Dictionary.com is a plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result: a strategy for getting ahead in the world.
A tactic, again from the dictionary is a plan, procedure, or expedient for promoting a desired end or result.
hmmm sounds like the same thing.
Which is customer service for your business? Is it part of the plan or procedure for your company’s success or it is merely the name of a department for when customers get angry?
Companies that truly focus on customer service, or building customer relationships, create a culture from the top down that puts the customer first in every aspect of the business. It is perhaps MORE than a strategy or a tactic.
We might even say that True customer service is the foundation from which all else is created, developed, promoted and sold.
I just developed my Summer 2010 Strategic Statement which includes four objectives and under each are between 5-7 tactics or specific tasks to help me achieve the objectives which lead to the strategic statement.
I just realized that the word CUSTOMER isn’t anywhere on the page.
Take a look at your short term goals. Have you made the same oversight? Perhaps we’d better go back and revisit the strategy. I know I am.
Posted by Deborah Chaddock Brown on April 19, 2010 under Connecting Moments, Customer Moments |
Why do we make customer relationship building so complex?
Is it because it sounds so mushy? It is difficult to measure? For those of us who are analytical it is just too difficult to comprehend?
Balony.
If we just think about how we’d like to be treated as a new customer, as a returning customer and even as a customer with a question/complaint/concern – then I think we’ll be able to understand what our customers want.
To be:
Recognized
Valued
Listened to
Cared for
Responded to
Respected
Thanked
I ran across a simple little customer service test this weekend. For most of us the right answers will be obvious, except that when we read the multiple choice answers that are too silly to be true we may find those are the answers that reflect our true feelings.
Some times irate customers can be a pain in the neck. But bottom line…they are the customer.
Take this Simple Customer Relationship Quiz and then read through the answers for a better understanding.
Posted by Deborah Chaddock Brown on December 18, 2009 under Customer Moments, Missed Moments, Resolving Conflict |
I’m struggling to regain my composure. I have just been made to feel more stupid than dirt and it isn’t a feeling I enjoy.
You may have read that I joined a gym recently - happy one week anniversary to me – and I’m using this TechnoGym thingie that keeps my workouts on a computer chip. I insert the handy-dandy thumb drive into each piece of equipment and it tells me the seat height, number of reps and weight I should lift. At the end of the session, I put my thumb drive into a main computer and it tells me how many pounds I lifted (15,680, thank you very much) and gives me more charts and graphs than I care to look at.
But what happens when you have to use one of the old fashion, non-computer pieces of equipment because the fancy stuff isn’t available? Well, that’s what happened to me yesterday and today. It isn’t a prob – I just used the regular equipment, but it messed up the computer thumb drive.
So today I decided to ask for help to fix the problem. The staff member shall remain nameless (but it sounds like TROY) lolly gagged his way across the gym in my direction, the tortoise could have beat him and still had time for a movie, and doesn’t make eye contact but mumbles something.
I hate mumblers.
I am already frustrated but I know it is human error, my human error - I just want a work around. Show me how to get credit for the sweat I just left all over the bike.
He put my thumb drive in the machine.
“You didn’t do the exercise.”
“Yes. I did. I already said that. I just did it on a different machine.”
“Well, it says here you didn’t do it.”
“Y..e..s..I know that. That is the problem. How do I get credit for it?”
“You can’t because you didn’t do the exercise.”
I am about to learn a new exercise called strangulation, but I take a deep breath. I decide to take a different tack. Because here’s the deal – if I don’t figure out how to get credit it won’t allow me to access my other workouts.
“How can I get out of this computer mode?”
“You can’t until you do the exercise.”
URG.
So, what did I do? I got on the Techno bike and RE-DID my exercise so the computer would feel better.
He came over and said. So did you figure it out?
AHHHHHHHH.
I felt like he thought I was stupid. I felt like the computer thought I was stupid and now my legs are like rubber because I did the exercise twice just to make the computer feel better. How stupid is that?
And guess what? I AM PAYING FOR THIS!
I am not a happy customer right now. I am not happy that I paid EXTRA for this computer support and I definitely don’t feel like I experienced good customer service. I limped out of there bordering between anger and tears over a stupid exercise.
How often do we follow the rules and policies to a tee and make our customers suffer the consequences? When we talk down to our customers, use company jargon, don’t listen carefully to the issue we run the risk of making our customers feel stupid. What customers wants to pay their HARD EARNED MONEY to feel stupid?
Not me.
Posted by Deborah Chaddock Brown on October 30, 2009 under Customer Moments |
I was just reading John DiJulius’ recent newsletter in which he shares the latest statistics on customer service. In the past (survey from 1997-2007)38% of companies ranked a “3″ on a 1-5 scale in terms of customer service. One representing the worst possible experience and “5″ as World Class.
That’s a “C” on my report card. I don’t know about you, but there wasn’t a whole lot of celebrating going on at my house if I brought home a “C” on my report card.
- Average
- Neither Here nor There
- Not that great, not that stinky
- What was expected and nothing more
- NOT memorable
Think about your customers – is that what you want their view of your company to be? Just okay? Average?
So what has the recent economic climate done to those results: John spells it out:
“…the shockingly bad news is that more organizations have gotten worse. Levels 1 and 2 have spiked 15% combined, while Level 3 has dropped from 38% to 21%. Level 3 used to be where most companies lived, but today is shrinking.
Companies are making a conscious decision to remove “customer service” from their to-do list. Just like “employees should be happy they have a job” customers should evidently “get over themselves” and forget about being VALUED and CONSIDERED and NURTURED in the selling experience.
O.M.G.
Just like a coin, there are two sides and John spotlights the fact that some companies – albeit very few – do get the value of building customer relationships:
The good news: Level 4, Above Average, customer service companies actually grew 2%, and the 3% of companies that were World Class are still World Class. That did not drop off like some feared. So that tells us there has been an increase (2%) in companies that have seen the value of improving their customer service level in order to compete in today’s economy. The 21% (original Level 4 & 5) have not compromised on their commitment to superior customer service.
My take on the whole thing? THIS IS OUR CHANCE!
We all have way too much competition, but this is our chance to really shine in the customer’s eyes. If we put more, not less, focus on the customer, we have the opportunity to be the leader in our industry:
- Understanding and exceeding customer’s expectation
- Actively listening
- Making recommendations based on uncovered needs
- Building a relationship – establishing trust
- Following up
The economy is going to get better. It is! And when it does and when consumers have more confidence in spending – where do you think they will return? To the company who saw no value in the customer when the chips were down or the company that did everything in their power to build customer relationships, establish trust and work hard to exceed their expectations every time?
Posted by Deborah Chaddock Brown on October 27, 2009 under Customer Moments, Expectations |
I had an aha moment a few months back. In all this talk about customer service and building relationships and earning customer’s loyalty I suddenly asked myself:
“Who decides what great customer service looks like?”
In every company I’ve been with, a team of executives and operational leaders will sit around a room and decide how many rings the phone should go before answering and how many seconds a customer coming into a store must be greeted within and what greeting the employee should use. But has anyone ever actually asked the customer what is important to them?
Do they care if we answer the phone by the third ring if, when we answer, it is with a curt “Hello, Burger Town, what do you want?” or worse yet “Hello and thank you for calling Burger Town, home of the double stacked burger made just the way you want it where for a limited time only you can get two burgers for the price of one, how can I help you?”
The more I thought about it, the more I wondered how often businesses ask the customer what is important to them. We may be establishing policies and measuring success for our employees against something the customer could care less about.
In this article, How Do You Define Customer Service, I expand my thoughts on customer service and determining what we should be striving to do based on what the customers finds valuable.
But in the meantime – HOW DO YOU DEFINE CUSTOMER SERVICE? As a customer does great customer service vary depending on the type of shopping/business transaction or are there a few basic must-haves. As a business executive – what do you expect every customer to receive and how did you determine those criteria?
Please share – I’d love to hear.
Posted by Deborah Chaddock Brown on October 12, 2009 under Perceptions, Word of Mouth |
My mom recently had knee replacement surgery and when she left the hospital, she selected a live-in skilled nursing facility for her rehab therapy.
One of the added bonuses has been the friends she’s made of the other patients during her two week stay. What do they talk about? Their surgery and their recovery.
They compare notes.
They observe and brag about their accomplishments.
They notice when one receives special treatment and they don’t.
“I feel like the red-headed step sister,” said one of my Mom’s new friends. “The physical therapists sit with you and encourage you and no one ever does that for me.”
“Yeah,” adds her other friend. “The doctor seems nicer to you than he is to us. What’s up with that?” Okay – maybe these 70-something patients didn’t say “whadddsup” but you get the point. My Mom was receiving special treatment the others didn’t benefit from. Her customer service exceeded that of the other patients.
During her discharge meeting with the doctor she asked if it was her imagination or if it was fact.
“No – it’s true,” he confirmed. “The surgeon that operated on you is a favorite of ours and we know he likes us to treat his patients with extra care.”
Wow. Imagine if your customers/clients/patients sensed or observed such inequity. Luckily for us – my Mom was on the good end of the stick – but what if it was the other way around.
Should there be a separate policy of customer care for t hose we like more than others? Certainly it is EASIER to take care of someone who is friendly and meets you half way in the building relationship process. And when a customer is irritable or difficult it can be more challenging to be positive and friendly.
But should we offer different levels of customer service based on who we like and who we don’t?
Customers talk. Word of mouth advertising is the number one way to brand your business. If your customers talked would they all have the same story of great service?
The best way to discover the answer is to ask. Call your past customers and ask about the service. See what kind of answers you get. What are customers saying about your service?
Check out this Customer Service Survey article for more information.
