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Creating a Culture of Customer ServiceCreating a Culture of Customer Service

Ken Tucker, BSc, MBA Dan Murray, CR Business Mentors, Inc.

Ken Tucker, BSc, MBA Dan Murray, CR Business Mentors, Inc.

2010 CDRG - AGM “ALWAYS THINKING Outside of the Box”

Las Vegas, Nevada


Creating a Culture of ServiceCreating a Culture of Service

Taking Your Business to the Next Level

Core Values of successful companies

Taking Your Business to the Next Level

Core Values of successful companies

2010 CDRG - AGM “New Thinking. New Rules”


2010 CDRG - AGM “Steps Toward Tomorrow”


“Steps Toward Tomorrow!”

ValuesValues

What is important in your company What is measured? What is celebrated?

What is important in your company What is measured? What is celebrated?



Customer ServiceCustomer Service

Customer Service is NOT a department…..It’s an attitude!

You know the secret Customers remember people over your

product When we follow the rules of the game of

service, everyone comes out a winner

Customer Service is NOT a department…..It’s an attitude!

You know the secret Customers remember people over your

product When we follow the rules of the game of

service, everyone comes out a winner



Customer Service:Everyone Dials WII-FM

Customer Service:Everyone Dials WII-FM

Making things easier for your customers often makes things easier for you

Serving others well serves you well Companies don’t succeed............... PEOPLE DO! Rule #1: A successful company can only be built

one satisfied customer at a time. Rule #2: Rule #1 can only be done with happy,

motivated employees.

Making things easier for your customers often makes things easier for you

Serving others well serves you well Companies don’t succeed............... PEOPLE DO! Rule #1: A successful company can only be built

one satisfied customer at a time. Rule #2: Rule #1 can only be done with happy,

motivated employees.



Customer Service:First Steps?

Customer Service:First Steps?

Treat your people like your customers. Law of human nature: “Employees will never treat

customers any better than they are being treated.” There are TWO things people want more than sex

and money…. Recognition and Praise.” Mary Kay Ash

She said “… pretend everyone has a large sign around their neck saying “Make ME feel important.

Treat your people like your customers. Law of human nature: “Employees will never treat

customers any better than they are being treated.” There are TWO things people want more than sex

and money…. Recognition and Praise.” Mary Kay Ash

She said “… pretend everyone has a large sign around their neck saying “Make ME feel important.



Framing “Customer Service” Issue’sFraming “Customer Service” Issue’s

Our customer Emotional dynamics Invasion of their home Out of control “We’ve done this a

1,000 times”

Our customer Emotional dynamics Invasion of their home Out of control “We’ve done this a

1,000 times”



Customer Service tidbits:Customer Service tidbits:

Attitude: Isn’t everything…. But it’s pretty darn close.

Procrastination: Is attitude’s natural assassin.

When Hiring: If your company mission is to climb a tree, which would you rather do: Hire a squirrel, or……. Train a horse?

Attitude: Isn’t everything…. But it’s pretty darn close.

Procrastination: Is attitude’s natural assassin.

When Hiring: If your company mission is to climb a tree, which would you rather do: Hire a squirrel, or……. Train a horse?



Foundation for SuccessFoundation for Success

Moments of Truth Your frontline staff represents your

company Empower your staff

Moments of Truth Your frontline staff represents your

company Empower your staff



No More Happy CustomersNo More Happy Customers

A definition “A cheerleader

customer is someone that goes out of their way to say something good about your company”

A definition “A cheerleader

customer is someone that goes out of their way to say something good about your company”



Transformational Service Concept #1


Create a cheerleader customer and everything takes care of itself

Create a cheerleader customer and everything takes care of itself



What Are We Selling?What Are We Selling?

Attention to detail Care and concern Ability to focus on their business Comfort

Attention to detail Care and concern Ability to focus on their business Comfort



Our Main ProductOur Main Product

Cheerleader Customers When Customer service becomes a system

then it ceases to be a problem.

Cheerleader Customers When Customer service becomes a system

then it ceases to be a problem.

Customer Cheerleaders

Customer Cheerleaders





A cheerleader is created when you dramatically exceed your customers baseline expectations

A cheerleader is created when you dramatically exceed your customers baseline expectations





A moment of truth is anytime that a customer comes into contact with your company and forms an opinion - either consciously or unconsciously / positive or negative

A moment of truth is anytime that a customer comes into contact with your company and forms an opinion - either consciously or unconsciously / positive or negative





Moments of truth are cumulative. You have a bank account of moments of truth. You will have unexpected withdrawals. It takes twelve positive moments of truth to counter each negative moment of truth

Moments of truth are cumulative. You have a bank account of moments of truth. You will have unexpected withdrawals. It takes twelve positive moments of truth to counter each negative moment of truth



Emotional Bank AccountEmotional Bank Account

0102030405060708090

100

Beginning Progress Progress End

RealityBaseline

0102030405060708090

100

Beginning Progress Progress End

RealityBaseline



Value of a CheerleaderValue of a Cheerleader

Fewer call backs Less employee

turnover Happy employee’s $1,000,000

Fewer call backs Less employee

turnover Happy employee’s $1,000,000

Referrals Agent and adjuster Makes job more fun Jobs finished faster

with less complaints

Referrals Agent and adjuster Makes job more fun Jobs finished faster

with less complaints





80/20 Rule – Over eighty percent of how a person judges the quality of the service that they receive is based on the person doing the work. Twenty percent is based on the work that is completed.

80/20 Rule – Over eighty percent of how a person judges the quality of the service that they receive is based on the person doing the work. Twenty percent is based on the work that is completed.





You will be recognized for your service delivery when you start to perfect the delivery of the benefits of your service rather than on delivering a restored home!

You will be recognized for your service delivery when you start to perfect the delivery of the benefits of your service rather than on delivering a restored home!



A Quick StoryA Quick Story

What are you selling? What is your customer

buying?

What are you selling? What is your customer

buying?



Action PlanAction Plan

Training Language Celebration and reinforcement Company culture

Training Language Celebration and reinforcement Company culture



Key CriteriaKey Criteria

3 A’s Appearance Attitude Actions

3 A’s Appearance Attitude Actions



Training Tools Training Tools

Healing the Loss Books

Moments of Truth Raving Fans Positively Outrageous Service

Become a student of Service

Healing the Loss Books

Moments of Truth Raving Fans Positively Outrageous Service

Become a student of Service



New EmployeesNew Employees

Formal orientation Training tools

Healing the Loss ELC Training

Parameters for decisions Discuss company standards

Formal orientation Training tools

Healing the Loss ELC Training

Parameters for decisions Discuss company standards



Involve Your SubsInvolve Your Subs

Subs for Subs Appearance of subs Inserts with payment Written standards Training tools Awards and

celebration

Subs for Subs Appearance of subs Inserts with payment Written standards Training tools Awards and

celebration



Customer Service LanguageCustomer Service Language

Credit to Steve Toburen

“Strategies for Success” Cheerleader customers Moments of Truth Customer Eyeglasses Baseline expectations

Credit to Steve Toburen

“Strategies for Success” Cheerleader customers Moments of Truth Customer Eyeglasses Baseline expectations



Company CultureCompany Culture

“Just the way we do things around here.” Steve Toburen

Culture is determined by what you say and do - everyone is watching

Consistency in all aspects of operations “create a cheerleader and everything takes

care of itself” - Steve Toburen

Words alone do not create a culture

“Just the way we do things around here.” Steve Toburen

Culture is determined by what you say and do - everyone is watching

Consistency in all aspects of operations “create a cheerleader and everything takes

care of itself” - Steve Toburen

Words alone do not create a culture



Tips for Creating CultureTips for Creating Culture

Customer comment cards Read and meetings Post prominently

Celebrate and company meetings Challenge staff Hand written notes Special gifts for affiliates

Customer comment cards Read and meetings Post prominently

Celebrate and company meetings Challenge staff Hand written notes Special gifts for affiliates



MoreMore

Have employees tell stories Welcome home gifts Personal notes and letters from the president Customer service awards Customer phone calls Respond to customer recommendations Challenge your staff

Have employees tell stories Welcome home gifts Personal notes and letters from the president Customer service awards Customer phone calls Respond to customer recommendations Challenge your staff



Above and Beyond Above and Beyond

Nominated by employees Box or online

Nominations publicly read Set people up for success Provide award - $ and recognition Make it prestigious - press release Annual draw

Nominated by employees Box or online

Nominations publicly read Set people up for success Provide award - $ and recognition Make it prestigious - press release Annual draw



….. But remember: ….. But remember:

You Can’t Send a Duck to Eagle School You Can’t Send a Duck to Eagle School



You can’t teach someone to want to serve; You can’t teach people to smile; You can’t teach personality…… But we can hire people who have those

qualities And teach them our product or services and then our culture.”

You can’t teach someone to want to serve; You can’t teach people to smile; You can’t teach personality…… But we can hire people who have those

qualities And teach them our product or services and then our culture.”



Summary Summary Commitment Provide a foundation Celebrate Consistency Measure Passion Involve your ENTIRE team But remember……………

Commitment Provide a foundation Celebrate Consistency Measure Passion Involve your ENTIRE team But remember……………



What Does All This MEAN?What Does All This MEAN?

Your Business Multiplies You The leader broadcasts his/her strengths and

weaknesses on his/her business, and the employees emulate them - effectively multiplying those traits. Work on you. It's important…..Right!

Your Business Multiplies You The leader broadcasts his/her strengths and

weaknesses on his/her business, and the employees emulate them - effectively multiplying those traits. Work on you. It's important…..Right!



NowNow

Go out and make a cheerleader! Go out and make a cheerleader!



Special ThanksSpecial Thanks

Steve Toburen Strategies for Success Healing the Loss www.jondon.com

Mac Anderson You Can’t Send a Duck to Eagle School www.walkthetalk.com

Steve Toburen Strategies for Success Healing the Loss www.jondon.com

Mac Anderson You Can’t Send a Duck to Eagle School www.walkthetalk.com

http://www.jondon.com/

http://www.walkthetalk.com/

http://www.jondon.com/

http://www.walkthetalk.com/


Creating a Culture of CHEERLEADER Customer Service

Creating a Culture of CHEERLEADER Customer Service

Business Mentors, [email protected]@businessmentors.net

Business Mentors, [email protected]@businessmentors.net

2010 Contractor Conference “Quality Focused - Performance Driven”


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(Valid until October 31, 2010)We also are offering CDRG members a free 48 hour

pass to view the content - justemail ELC and put in the subject line “Requesting

CDRG member 48 Hour pass”.

To sign up – go to www.elctraining.com

We have set up a coupon in ELC for 20% off. The coupon code is cdrg20.

(Valid until October 31, 2010)We also are offering CDRG members a free 48 hour

pass to view the content - justemail ELC and put in the subject line “Requesting

CDRG member 48 Hour pass”.

To sign up – go to www.elctraining.com

2010 Contractor Conference “Quality Focused - Performance Driven”

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