Post on 31-Dec-2015
Raving Fans A Satisfied Customer Doesn’t Count
Service is So Awful Customers Expect to be Abused
• Cold food• Dirty washrooms• Late deliveries• Rejected parts• Lost orders• Lazy staff
Your Customer Service Slogan
• No Worse than the competition– Customers are a revolt waiting to
happen– Only satisfied because of low
expectations• If you want to OWN a customer, you
must have RAVING FANS
First Step
• Decide What You Want– Create a vision of perfection centered
on the customer
Second Step
• Discover What the Customer Wants– Discover the customer’s vision of what they
really want– Alter your vision if need be– Unless you have your own vision, how can you
understand the customers’?– Customer’s vision will likely focus on one or two
things, your own will fill in the gaps– You have to know when to ignore what the
customer wants and tell them to take their vision elsewhere
How Do You Find Out What They Want?
Ask them! Listen closely Listening Traps
What they say may not be what they mean
You may get silence – why? What is worse than silence?
FINE May discover in small nuggets
How Do You Measure?
• Reward your people based on satisfaction of internal and external customers
• If you don’t look after your people they won’t look after your customers.
Third Step
• Deliver the Vision Plus One Percent• Delivery means Consistency– Limit the number of areas where you
want to make a difference– Do a bang up job on one thing rather than
trying to bring off a whole string• Customers become Raving Fans when
they know they can count on you time and time again
How to Achieve Consistency
Systems Systems create consistency not
robots Systems give you a floor not a
ceiling You must have a training
program to integrate the systems into the soul of the company
So is One Percent Worth It?
• If you keep improving by 1%...– It keeps you from trying too much and
failing– It keeps you from being immobilized by a
large goal– It allows you the flexibility needed to
give good customer service – flexibility to alter course
Visions Must Change Only an up-to-the-minute vision
can hope to create Raving Fans Customers’ needs and wants
change all the time Flexibility relates to WHAT was
delivered as part of the customer service product
Consistency has to do with HOW it was delivered
How Many Do You Have?
• Satisfied Customers• Unsatisfied Customers• Raving Fans
• How do you know?