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This presentation was done for Illinois Library Association's Reaching Forward conference May 2012. Customer Service is about bring the customer back. It's like DATING. You want the second, third, etc. DATE. (It is abbreviated for slideshare.)
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©2012 James Feldman All Rights Reserved
D-‐‑A-‐‑T-‐‑I-‐‑N-‐‑G Your Customer
James D. Feldman D-A-T-I-N-G Coach
©2012 James Feldman All Rights Reserved
Start here • Craft your message. • Present ideas. • Generate excitement. • Deliver Meaningful Memories. • Create evangelists.
©2012 James Feldman All Rights Reserved
Become a Library where
excellence is expected Not just celebrated
©2012 James Feldman All Rights Reserved
Voice of the members evolution
1980-90: cheaper, better product 2001-05: better product, nicer service 2006-11: faster, better buyer process 2012: Access to relevant information
©2012 James Feldman All Rights Reserved
What am I providing?
Take a moment
©2012 James Feldman All Rights Reserved
Create a personalized experience
©2012 James Feldman All Rights Reserved
Turn prospects into friends. Members into evangelists.
Create a ‘resource’ relationship.
dazzle ©2012 James Feldman All Rights Reserved
Dazzle members with your service
D-‐A-‐T-‐I-‐N-‐G D is for DAZZLE
dazzle ©2012 James Feldman All Rights Reserved
dazzle ©2012 James Feldman All Rights Reserved
Dazzle & Delight
Customer service is NOT a department… member service is an ATTITUDE!
dazzle ©2012 James Feldman All Rights Reserved
Dazzle & Determine
• Treat your members the way you want to be treated.
• Honor the uniqueness of each member.
• Give your member 100% of your aNenOon.
• Listen more. • Talk less. • Make it easier to use your services.
dazzle ©2012 James Feldman All Rights Reserved
Dazzle & DifferenOate
• Under promise and over deliver. • DeterminaOon is what member service is all about.
• Recap the discussion. • Always invite your member to refer to other prospects.
• Become their resource-‐ value interpreter.
dazzle ©2012 James Feldman All Rights Reserved
Dazzle & Discover
• Replicate what is working. • Create re-‐touching tools. • Nothing or no one is disposable. • Nothing is too caring. • Think about developing the member long term relaOonship.
dazzle ©2012 James Feldman All Rights Reserved
Dazzle Members by:
• AnOcipaOng their needs. • Focus on their desire to use your library as if it were in their own home.
• Provide more ‘take-‐aways.’
dazzle ©2012 James Feldman All Rights Reserved
©2012 James Feldman All Rights Reserved
anticipate
D-A-T-I-N-G�A IS FOR ANTICIPATE
Anticipate the needs of your member
©2012 James Feldman All Rights Reserved
anticipate
Acknowledge
Embrace change & manage it…the best
way you can
©2012 James Feldman All Rights Reserved
anticipate
Accept
Do not resist the idea of change
or the implementation of change
©2012 James Feldman All Rights Reserved
D-A-T-I-N-G T IS FOR TREAT
Be problem solvers for your members
©2012 James Feldman All Rights Reserved
treat
Teach
• Give priority to member needs • Empower employees • Emphasize improvements rather than maintenance
• Commit to quality
©2012 James Feldman All Rights Reserved
treat
Training
Excellent member service must be developed with proper focus and spotless coordina0on of people and procedures
©2012 James Feldman All Rights Reserved
treat
Tackle
Deal with problems in real Ome
©2012 James Feldman All Rights Reserved
treat
Teamwork
It takes a T-‐E-‐A-‐M to consistently produce superior member service: • T – Talent • E – Enthusiasm • A – A\tude • M – MoOvaOon
©2012 James Feldman All Rights Reserved
treat
Tenure
To ensure a long-‐term, beneficial relaOonship, handle your members:
• Respec_ully • Individually • ANenOvely
©2012 James Feldman All Rights Reserved
D-A-T-I-N-G I is for Innovation
Understand most rules should be flexible
©2012 James Feldman All Rights Reserved
innovate
Innumerable
• Success flows directly from innovation.
• Success is not gained by perfecting the known, but by seizing the unknown.
How are you competing with the services from the internet?
©2012 James Feldman All Rights Reserved
innovate
Important
• Everyone likes to be thought of as important.
• Make your member feel important and they’ll make you feel the same way.
• Did anyone thank your member for using your library?
• Did anyone ask them if they were happy with the service?
©2012 James Feldman All Rights Reserved
innovate
Ignite
• The member is KING & knows it. • New ways of doing business are
being created each day. • New products are not an option. • New uses for existing products win
new members. • Members vote with their time and
dollars. • The playing field has changed--you
must change with it.
©2012 James Feldman All Rights Reserved
innovate
Identify
• Management must foster a climate open to innovation.
• The management team must set the stage for innovation and creative thinking.
©2012 James Feldman All Rights Reserved
innovate
Insecure • Every library that plans to compete
in the 21st century needs to develop new ideas and next-generation approaches.
• Members are no longer stuck with one resource or library.
• The Internet has opened the entire world to members who can surf and find what they want, for the price they want, with the service level they expect.
©2012 James Feldman All Rights Reserved
innovate
Inoculate
• We work best these days when we function as thinkers -independent problem solvers - rather than waiting for higher levels of management to do our thinking for us.
• Employees and management need to stay in alignment with the objectives of your organization.
©2012 James Feldman All Rights Reserved
FAILURE AND INNOVATION ARE RELATED
Success only truly comes when you learn from failure
©2012 James Feldman All Rights Reserved
YOU MUST BE BETTER OR LOSE THE COMPETITION
You must be better than your competitors
©2012 James Feldman All Rights Reserved ©2012 James Feldman
D-A-T-I-N-G N is for Nurture Treat your employees with the care and respect you’d like them to give to your members.
©2012 James Feldman All Rights Reserved ©2012 James Feldman
The Best Employees are:
• Dependable • Trustworthy • Relationship oriented • Solution minded • Action oriented • T•E•A•M Player • Take Direction • Great Attitude • A member advocate
©2012 James Feldman All Rights Reserved
nurture
Negligence
• Is the greatest reason employees leave a company!
• Not for better pay…but for more recognition.
©2012 James Feldman All Rights Reserved
nurture
Notify
• Increase each employee’s awareness of their need to EXCEED co-worker expectations.
• Build a T-E-A-M. • Talent-Enthusiasm-Attitude-Motivation Together-Everyone-Achieves-More
©2012 James Feldman All Rights Reserved
nurture
Needs
• Co-workers must interact before they can act on behalf of a member.
• Employees must work together to form a cohesive group.
• YES must replace NO. • CAN DO must replace “that’s not my
job.” • A people-approach results in longevity.
©2012 James Feldman All Rights Reserved
nurture
Needs
• Recognize employees have practical information and power.
• Treat each employee as an appreciating asset…appreciate your assets!
©2012 James Feldman All Rights Reserved
nurture
Nourish
• Create clear rewards. • Include recognition. • Build excitement. • Repeat & refine.
©2012 James Feldman All Rights Reserved
D-A-T-I-N-G G IS FOR GUARANTEE
Exceed the expectations of both employees & members
©2012 James Feldman All Rights Reserved
guarantee
Grateful
“Never forget the customer owns the store” – Sam Walton, Wal-Mart
“If you can’t please your current customers…you don’t deserve the new ones” – Scott Cook, Intuit
©2012 James Feldman All Rights Reserved
guarantee
Give
Find continuous ways to give to others around you, especially your: • Members • Employees • Suppliers
©2012 James Feldman All Rights Reserved
guarantee
Garnish
• Your member service with unexpected, pleasant extras to let your members know they’re special to you.
• It’s guaranteed to get their attention.
©2012 James Feldman All Rights Reserved
guarantee
Gifts (free)
• Listening • Affection • Laughter • Compliments • Advice • Favors • Cheerful disposition • Handwritten notes
©2012 James Feldman All Rights Reserved
guarantee
Gush
• Set yourself apart from the competition. • Eliminate non-productive tasks. • Concentrate on those people that suggest
your service to others.
©2012 James Feldman All Rights Reserved
Top 10 most profitable phrases: 10. “1 apologize for our mistake. Let me make it right.” 9. “Thank you for your business. Please come back again.” 8. “I’m not sure, but I will find out.” 7.“What else can I do for you?” 6. “What is most convenient for you?”
©2012 James Feldman All Rights Reserved
Top 10 most profitable phrases: 5. “How may I serve you?” 4. “How did we do?” 3. “Glad you’re here!” 2. “Thank you” 1. “Yes”
©2012 James Feldman All Rights Reserved
Focus on new benefits, not features.
Find new ways to INNOVATE: • Redefine your future • Retarget • Promote • Eliminate • Recreate
©2012 James Feldman All Rights Reserved
Talk To Me LinkedIn:
www.linkedin.com/in/jamesfeldman
Twitter: @ShiftHappensNow
Hashtag: #shifthappens
www.shifthappens.com
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