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Creating a Culture of ServicCreating a Culture of Servic

Phillip Rosebrook, JR, CR

Business Mentors

ELC Training

Phillip Rosebrook, JR, CR

Business Mentors

ELC Training


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?


Definitions of SuccessDefinitions of Success

A survey It is a “Zen” thing An invitation to compete

A survey It is a “Zen” thing An invitation to compete


DefinitionsDefinitions

Good customer service Great service Sustainable competitive advantage The Golden Rule

Good customer service Great service Sustainable competitive advantage The Golden Rule


Special ThanksSpecial Thanks

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

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


Framing the IssueFraming the Issue

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

1000 times”

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

1000 times”

QuickTime™ and a decompressor

are needed to see this picture.


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


Understanding A Service Business

Understanding A Service Business

Buying goods Buying goods




ServicesServices






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



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.


Emotional Bank AccountEmotional Bank Account

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Beginning Progress Progress End

RealityBaseline

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Beginning Progress Progress End

RealityBaseline




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



CurrencyCurrency

Moments of truth Opportunities for

deposits Withdrawals

Moments of truth Opportunities for

deposits Withdrawals






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



Value of a CheerleaderValue of a Cheerleader

Fewer call backs Less employee

turnover $1,000,000

Fewer call backs Less employee

turnover $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


Inferior Competition?Inferior Competition?

Why does it seem the proficiency doesn’t matter?

Why is the competition in business Our clients are different - you don’t

understand How can it be?

Why does it seem the proficiency doesn’t matter?

Why is the competition in business Our clients are different - you don’t

understand How can it be?




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.



A Quick StoryA Quick Story

What are you selling? What is your customer

buying?

What are you selling? What is your customer

buying?






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


Rules of the GameRules of the Game

Consistency and repetition

Why McDonalds So smooth it is not

noticed

Consistency and repetition

Why McDonalds So smooth it is not

noticed


Action PlanAction Plan

Training Language Celebration and reinforcement Company culture

Training Language Celebration and reinforcement Company culture


Responsibility and Accountability

Responsibility and Accountability

Reinforce commitment from the top Put someone in charge Leader publicly communicates but doesn’t

manage

Reinforce commitment from the top Put someone in charge Leader publicly communicates but doesn’t

manage


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 Inserts with payment Written standards Training tools Awards and

celebration

Subs for Subs Inserts with payment Written standards Training tools Awards and

celebration




Language - The Key to CultureLanguage - The Key to Culture

Lose the language - lose the culture

Words mean things

Change your company’s vocabulary

Lose the language - lose the culture

Words mean things

Change your company’s vocabulary




Customer Service LanguageCustomer Service Language

Credit to Steve Toburen - strategies for suc ess

Cheerleader customers Moments of Truth Customer Eyeglasses Baseline expectations

Credit to Steve Toburen - strategies for suc ess

Cheerleader customers Moments of Truth Customer Eyeglasses Baseline expectations


More LanguageMore Language

Internal company and procedures External company and procedures Service System Hand-off

Internal company and procedures External company and procedures Service System Hand-off


Celebration and ReinforcementCelebration and Reinforcement

Focus on desired behaviors Don’t over-train Make a part of corporate vision and

philosophy Publicly recognize and reward

Focus on desired behaviors Don’t over-train Make a part of corporate vision and

philosophy Publicly recognize and reward


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” - 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” - Toburen Words alone do not create a culture


Legendary ServiceLegendary Service

Examples Start with understanding Celebrate Establish parameters Challenge your staff Reward performance

Examples Start with understanding Celebrate Establish parameters Challenge your staff Reward performance


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


Summary Summary

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

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




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

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




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

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


NowNow

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


ActivityActivity

Your best customer service idea Best service story outside your company Best service story inside your company Effective tools to create culture Communication to staff

Your best customer service idea Best service story outside your company Best service story inside your company Effective tools to create culture Communication to staff

Www.businessmentors.net Creating a Culture of Servic Phillip Rosebrook, JR, CR Business Mentors ELC...

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