Building Customer Loyalty –

Your Competitive Advantage

Presented by:Alexandra S. Jackiw, CAPS, CPM®

It’s not what we sell…

It’s who we serve.

We take care of people for a living.

Customer – (kus’ tuh mer) n.

One who buys goods from another A buyer; a patron

A person one has to deal with

The Customer Has Changed!

But so have we.....•More demanding•Want things quicker•Less tolerant of mistakes

Customers vs. Stakeholders

EXTERNAL ________ ________ ________ ________ ________

INTERNAL ________ ________ ________ ________ ________

MOMENTS OF TRUTH

CRITICAL POINTS OF CONTACT

Collective Memory

The Solemn Promise

Never again!!!

Why Customers Stay:

25% - Technical reasons or product features75% - Emotional, non-tangible reasons having to do with the way they FEEL

Customers Talk(And now they e-mail and

blog!!!)

Rule of 5-0-11-17Quick recoveries are great opportunities

Rule of 4%

… and that gives them power!

Why Customers Leave:

1% - Die

3% - Move out of the area 5% - Friends suggest doing

business elsewhere 9% - Better buy elsewhere 14% - Product dissatisfaction 68% - PERCEIVED you didn’t care

Place that screams “We don’t trust you”?

Perception IS Reality

What is the difference between ACTUAL and PERCEIVED service?

Are we hiring the right people?

Service from the Heart

Hire for ATTITUDE

TRAIN for the technical “stuff”

How’s Your ATTITUDE???

Program your brain to be positive

BEHAVIOR follows FEELINGS vs. FEELINGS follow BEHAVIOR

Positive options for burn-out?

“Stinking Thinking”

Stinking Thinking

Assess your feelings about YOURSELF.

Assess your feelings about your COMPANY or PROPERTY

Assess your feelings about your CUSTOMERS

How is your CCC Quotient?

Special Customer Names???

The Keys to Service Excellence

Turn problems into SOLUTIONS.

•Have the courage to do what it takes to make a situation right.

•Do you allow your employees to break the rules (judiciously) for customers?

•Never tell a customer something can’t be done because it’s “against company policy.”

•“We make it a practice not to…… because …..”

The Keys to Service Excellence

Manage customer PERCEPTIONS.

•Some people don’t fail to serve, they fail to manage perception.

•Don’t over-commit.•MMFI• It’s sensory and emotional, rather

than logical.•Don’t over-commit.

The Keys to Service Excellence

Become a customer DAZZLER.

•Maniacal dedication to customer service.

•Making serving others your #1 priority.

•Nordstrom•Staying late on a Sunday night to

assist a prospect

The Keys to Service Excellence

Set high STANDARDS and stick to them.

•There are NO shortcuts to consistency.

•Ordinary people doing ordinary things extraordinary well.

•Once the customer gets great service they’re going to want it every time.

The Keys to Service Excellence

Use TIME as a tool.•Lightening speed is critical.•Don’t schedule for your

convenience, schedule for the customer’s convenience.

•Reduce the wait!

The Keys to Service Excellence

Become a COMMUNICATION specialist.

•Choose words wisely.•Ask questions. Listen.•Empathize but don’t say “I

understand how you feel.”• It’s against company policy……• I understand how you feel……•Don’t treat people like

mushrooms.

The Keys to Service Excellence

Reinforce TEAMWORK.•A team is a group of people who

go out of their way to make each other look good.

•Share the load – relieve the stress.

Brighten Someone’s Day

What’s that EXTRA thing you do?