ACT Ohio Suppport Customer Service
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Customer Service IS the Marketing Jeff Kallay, VP Consulting 23rd Annual ACT Ohio Staff Development Workshop
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Transcript of ACT Ohio Suppport Customer Service
Customer Service IS the Marketing
Jeff Kallay, VP Consulting
23rd Annual ACT Ohio Staff Development Workshop
Managing Expectations
Brand AnalogyIs Customer Service Dead?
An “Obituary” for Customer Service1-2-3’s of Customer Service Basics
The Customer ExperienceSomething Smells Fishy Simple Truth of Service
Brand AnalogyWhat car, restaurant or retail brand would your
campus be and why?
Is Customer Service Dead?What do you think?
An “Obituary” for Customer Service
March 13, 2008
We’re Replacing ServiceWith Do It Yourself
What Have We Removed?
Humanity (and civility)
Is Customer Service Dead?
Or have our expectations exceeded the realm of
common sense?
The emphasis has been put on cheap products and
services both by companies and customers alike.
Just as companies (and colleges) tend to be
bottom-line oriented, so too are today’s consumers.
We are increasingly hoping to save time and money, while squeezing maximum benefit from the most minimal of
purchases.
But a college experienceisn’t transactional.
It’s more!
It’s anchored around human interaction and connections.
1-2-3’s of Customer Service Basics
Be personal - Be humanDon’t let bad experiences carry over
Access customer informationKnow your customer expectations
Utilize your expertiseProvide immediate attention
#1 Wipe the slate clean
Assure the customerListen
Be honestAsk open ended questions
#2 It’s a two-way exchange
Control the situationExplain if you need more timeEnsure customer satisfaction
Always thank your customer (for their time)
#3 Time is valuable
Customer Service Should Be Customer Experience
Welcome to the Experience Economy
Pine & Gilmore
The Experience IS the Marketing
Agrarian
Industrial
Service/Info
Experiences
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Millennials
Kaitlin Caitlin Kate Lynn
“Why Students Apply”
Arts & Science Group Student Poll 2004
Web and In Person
Eduventures 2007 Survey of 7,867 High school junior and seniors.Reported in The Chronicle of Higher Education “Prospective Students Rely on Campus Visits and Web Sites to Learn About Colleges, Report Says”
- 84% use the web most heavily in researching colleges- 71% say the campus visit is the most trusted source of information
“Effectiveness”
Noel-Levitz 2009
Eliminate negative cuesMaking memories
Engage all the sensesTell stories
Customization (we all want what we want)Engage emotions
Rendering a Customer Experience
Accept Demanding and Savvy Consumers“They Want What They Want When They Want It”
Stop and Say “Hello” and “Welcome”
Remember requests to meet with faculty and staff or sit in class are norm not the exception
Play Your Role
Charthouse / Fish! Philosophy
Something Smells Fishy
Pike Place Fish Market
Seattle Pike Place Fish Market - Tossing Fish
PlayMake their day
Be There (or Be Present - give full attention)Choose your attitude
Fish! Philosophy
Johnny the Bagger
Simple Truth of Service
“People won’t remember what you say or do, but
they will always rememberhow you made them feel.”
How do you make people feel?
Want More? Read Our Blogs:
TargetX Blog at www.targetx.com/ithink/
Free on Friday Webcasts
Free On Friday Webcasts Watch Past Webcasts
Download Session PDF#1 Go to www.targetx.com
click iThink Blogclick Slide Presentations
#2 Go to www.slideshare.net/targetx
Customer Service IS the Marketing
Jeff Kallay, VP Consulting
23rd Annual ACT Ohio Staff Development Workshop
