221475904 Extraordinary Customer Service

8/12/2019 221475904 Extraordinary Customer Service

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EXTRAORDINARY CUSTOMER

SERVICE Beyond the Extra Mile in Loyalty MarketingJ.M. ENAGE


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Copyright 2012 J.M. Enage

All rights reserved

No part of this book may be reprod!ed in any form or by any ele!troni! or me!hani!al means in!lding

information storage and retrieval systems" #ithot permission in #riting from the athor. $he only e%!eption is by

a revie#er" #ho may &ote short e%!erpts in a pblished revie#.

$he information presented herein represents the vie#s of the athor as of the date of pbli!ation. $his book is

presented for informational prposes only. 'e to the rate at #hi!h !onditions !hange" the athor reserves the right

to alter and pdate his opinions at any time. (hile every attempt has been made to verify the information in this

book" the athor does not assme any responsibility for errors" ina!!ra!ies" or omissions.

J.M. Enage 21)*+1,0 Colonial 'rive -i!hmond" .C. /C ,$ )0,.12.02 3enage4gmail.!om


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Contents

A!kno#ledgement . . . . . . . . . . . . . . . . . . . . . . . . . v Abot the Athor.......................... vii

5ore#ord ................................i% 6ntrod!tion.............................. %iii

apter 1. 7reparing 5or the Jorney of Change ........................1

$he Competitive Market....................... 1 8oyalty Marketing............................ 2 E%traordinary Cstomer

9ervi!e ................, Cy!le of $ransformation . . . . . . . . . . . . . . . . . . . . . . :

apter 2. $he 5irst Mile;7ersonal $ransformation . . . . . . . . . . . . . . . . .

9#it!h to


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Chapter ,. $he $hird Mile;Cstomer $ransformation.................. 2

$he (>( 5a!tor;and ?M-................... 2+ (>( Case 9tdy E%er!ises ....................1

Chapter :. $o 6nfinity and eyond the E%tra Mile;8ifetime Cstomer 8oyalty . . . :

Cy!le of $ransformation....................... : 8ifetime Cstomer 8oyalty..................... ) $ransformational

A!hievement . . . . . . . . . . . . . . . . . )

ons Chapter.@o# to -everse rand -esistan!e" and $ransform to rand 6nsisten!e and rand

Advo!a!y . . . . . . . . . . . . . . . . . .

eing A#are of Cstomer 5eedba!k and (ord of Moth............................... $ransform rand-esistan!e

to rand 6nsisten!e.... ,0 $ransform rand 6nsisten!e to rand Advo!a!y .... ,2

ons Chapter. (hat 6s or Cstomer 9ervi!e 6B................. ,,

Bestionnaire;@o# to $est Cstomer 9ervi!e 9kills................................ ,, @o# $o -evitaliDe Cstomer9ervi!e #ith Cltral 9ensitivity $raining........................... ,)


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$o all my :0"000 !stomers in the present and the past yo have taght me patien!e" hmility"

!reativity dedi!ation" hmor and perseveran!e. o have blessed me #ith lots of #isdom. o have

given me more than 10"000 hors of pra!ti!e to pay my des and get things right. FAnd it !ontines

on.G o have molded my passion to go beyond the e%tra mile. o are also my tre mentors. $o all

the e%traordinary !stomer servi!e agents in the #orld that have to!hed me in one #ay" shape or

form Fin!lding Hmiko from $okyoG" yo are the reason for this book and the inspiration in!stomer servi!e e%!ellen!e.

(ith profondest gratitde 6 a!kno#ledge -aymond Aaron for inspiring me to #rite and set

gidelines for personal gro#th and development. (ithot his !oa!hing and spport" this book #old

not have been possible.

6 am gratefl to my editor $homas @a!k for giving me a Ithird eye and in assembling and

preserving my voi!e in all the stories" e%pressions and sentiments. @is professionalism sho#s

throgh. $hank yo to my design team -andolene and 6ryna 9pi!a for their patien!e and dedi!ation

in getting !on!epts beatiflly implemented.

My sin!ere thanks to my grandfather and n!le Ambassadors Jose Ma. 'elgado and Antonio C.

'elgado for serving as role models in fine diploma!y and hman relations. $hey may not be heretoday" bt they are forever an inspiration to my #ork and pra!ti!e. 7astors 'avid 7oirier" Jimmy

Mar&eD and 5rank erto and ishop Chito $agle K yor talks and #alks inspire me al#ays.


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$o my !olleages and asso!iates in real estate and 3oint ventre pro3e!ts K >din Lavier" $hane

8anD" ord 8emon" >DDie Jro!k" 'ean raDiosi and -i!hard 8edding K thank yo or e%pertise

and professional asso!iation #ith me are trly valable.

$o my past and !rrent !olleages at A6M6A like Andrea" -honda" 'enise" (ayne" Marivi!" et!.

for tea!hing and sharing te!hni&es in great !stomer servi!e. $o my !rrent and past speriors at

A6M6A K -oger 5o%" Chris Cormier" Alden @ad#en" Marlene Crit!h" Cheryl Ma!'onald" Hellay@amelin" 9hamim 9a!hedina" ryan Johnson" 9san raham" 9san -andha#a" iba 73evali!a"

Jenny 7an" 9tephanie 8oang%ay" 9teven @ankins" #en 8ivingston" Jerry M!donell and other

nmentioned valable staff" yor spport is invalable.

ig thanks to my spport and pbli!ity team Monina Estella" -i!a /illalon"(illie O Marimil

/illareal" " Mike O ina E!hevarria" Marin!hi Estella" 8oie O Maryllis Enage" 7i&illo O MariDa

Enage" O Chi&i 5ran!is!o" ary Avelino" $om O 6ngrid 5irme" Chito O /ivian CrD" Joe O

7ea!h /arona" Edgar O Mari!h Jayme" -affy O Christy Abasolo" 6to O Moni!a -amireD" s O

ing Nar!iso" $ony O 9san Nar!iso" 8eo O Maribel Mer!ado" erry O 8ani AblaDa and other

family friends.

$hank yo most of all to the t#o model #riters in my life K my father 7hilip Fde!easedG #hosho#ed me the bsiness #riting dis!ipline and my mother Milagros #ho demonstrated to me !reative

#riting te!hni&es" other forms of artisti! e%pression and !reative living. $heir love" spport and

en!oragement are #ith me al#ays.

8astly" to my most !herished !hildren iantin" $oni!hi" Miel and Celine" this is my #ork of love

for yo. 6 #old not be here #ithot yo.

Ad Ma3orem 'ei loriam


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J.M.


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The only certain means of success is to render more and better service than is

expected of you, no matter what your task may be.

>g Mandino, The !reatest "alesman #n The $orld


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Foreword

5or bsiness o#ners" entrepreners" and professionals" !stomer servi!e is a topi! of signifi!ant!on!ern. And it shold beQ after all" !stomers are the very reason that bsinesses e%ist. sinesses

serve !stomers" and !stomers pay for prod!ts or servi!es. 6f all goes #ell" everyone is happy.

$he !stomer*bsiness relationship is familiar to everyone. (e may not all be bsiness o#ners"

bt #e are all !stomers. (hen #e go the gro!ery store or the gas station" fly to another !ity" rent a

!ar" dine in a restarant" or stay in a hotel" #e be!ome a part of the !stomer servi!e e!onomy. 6n

every transa!tion" every one of s is either a !stomer on the re!eiving end or a !stomer delivery

agent" !ompany" or organiDation that srvives on servi!ing !stomers.

o and 6 kno# ho# it feels to re!eive everyday !stomer servi!e. And #e kno# ho# it feels

#hen" on those rare o!!asions" #e re!eive e%traordinary !stomer servi!e. $he differen!e is hge.

>ne is a transa!tionQ the other is atransformation.>rdinary !stomer servi!e is !ommon to most !ompanies and organiDations. A transa!tion is

made" and no one is nhappy. $he minimm has been a!!omplished. t to meet yor goals in this

highly !ompetitive global e!onomy" there is a real need to differentiate yor brand or !ompany verss

all the rest. o need to make every transa!tion a transformation.

Extraordinary %ustomer "ervicesets itself apart by taking a holisti! approa!h in the 3orney

of !hange. 6t goes beyond transa!tions and ordinary !stomer satisfa!tion to a more meaningfl and

delightfl relational*based transformation of the individal" the instittion" and the !stomer.


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(hen J.M. asked me to #rite the fore#ord for his ne# book" 6 happily a!!epted. 6 first met J.M.

ba!k in 200, at a real estate !onvention. 9in!e then" J.M. has spported me by being a reader of my

bestselling book %hicken "oup for the %anadian "ouland the &ew 'ork Timesbestseller

%hicken "oup for the (arent)s "oul,!oathored #ith Ja!k Canfield. @e has also parti!ipated

in my 9trategi! A!tion !oa!hing sessions and real estate !orses.

And J.M. is #ell &alified to #rite this book. @aving been in the sales and marketing indstry

!overing varios positions of management as #ell as frontline sales and !stomer servi!e" his many

years of e%perien!e in!ldes internal and e%ternal !stomer spport" retail sales" te!hni!al spport"

online sales" and !all !entres.

6n Extraordinary %ustomer "ervice" the message !omes alive #ith tre stories abot

e%treme !stomer servi!e in a!tion. oll e%perien!e J.M.s stories as he has himself done so" both

dire!tly and indire!tly throgh his !olleages and asso!iates. $his book reveals the strategi! vale of

taking a transformational approa!h to !stomer servi!e" and of going the e%tra mile for !lients.

J.M. sho#s yo the se!rets of implementing !stomer servi!e delivery that is ig" ?ne%pe!ted"

Memorable" and -elevant F?M-G" and helps yo to attain e%traordinary !stomer servi!e and gain

!stomer loyalty for life.Most impressive to me are the !ase stdies and e%*


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*oreword

er!ises that bring abot the method and te!hni&es for a!hieving e%traordinary !stomer servi!e. And

J.M.s approa!h is not a magi! #and implementation bt a !on!rete step*by*step formla to look at

every en!onter as a learning" bilding" and refining opportnity in !stomer servi!e. Every !stomer

intera!tion is a

Mistakes #ill be made along the #ay. $his is normal in the learning pro!ess to#ards the goal of

e%!ellent servi!e. t the key ingredient or gate#ay is having a gro#th mindset. $his #ill set yo on

tra!k to deliver a positive e%perien!e that the !stomer #ill not soon forget. Extraordinary

%ustomer "ervicegoes beyond the e%tra mile in loyalty marketing" and !an help yo to rea!h and

e%!eed yor goals.

6 #ish yo great s!!ess on this 3orney of !hange

-aymond Aaron &ew 'ork Timesbest selling athor of %hicken "oup for the (arent)s

"oul Creator of the www.+-+-+program.com for #riting a book to enhan!e yor rand


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The path to personal transformation is wrought with simple daily creative repetitions

that ultimately reveal facets of the gem within... ust as the sculptor daily chisels

away and uncovers the hidden masterpiece underneath the block of wood.


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IntroduCtIon

9ometimes the most ordinary events !an have an e%traordinary impa!t in ones life. 6n my early teens

6 attended an international event of oy 9!ots. 6t #as a on!e*in*a*lifetime event to represent my

!ontry in the 1th (orld Jamboree of 9!ots" held in 9hiDoka 7refe!tre" Japan" in the foothills of

glorios Mont 53i. 'espite rain and floods" the event" designed to promote #orld nderstanding"

#as highlighted by s!oting and fn a!tivities in!lding meeting" !ompeting #ith" and sharing

!ltral" sports" and otdoor fn a!tivities #ith other yoth from all over the #orld.

t there #as one other event that stands ot dring that visit to Japan. After the Jamboree" or

!ontingent #ent sightseeing and shopping. 6t #as in the ele!troni!s shopping distri!t of Akihabara

#here 6 pr!hased a *in*1 portable $/*radio*!assette player the siDe of a shoebo%. $he pretty sales

lady from #hom 6 pr!hased it #as named Hmiko. Althogh she did not speak English" shepatiently


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My heart stopped lood rshed p and do#n my head and 6 #as spee!hless and #hite. @o#

!old 6 have forgotten $hat #hole sleepless night 6 #as an%ios to figre ot ho# to re!over it in

this land #here !ommni!ation #as a problem" #here streets #ere hard to figre ot" and #here

people #ere strangers. $he ne%t evening #e #ere to fly for home and 6 did not kno# #hat to do.

My s!ot leaders #ere made a#are and #ere ready to help me sear!h. $he ne%t morning" as my

s!ot leaders #ere making in&iries for me" 6 felt nervos" lost" and gt*#ren!hed.At mid*morning the hotel manager !alled to say 6 had a visitor. /isitor (hat visitor 9in!e #hen

#old a torist in a foreign !ontry get a visitor 6 had no time for this" bt nevertheless 6 dtiflly

#ent do#n to the front desk.

$he visitor #as the pretty sales lady Hmiko #ho had sold me the portable $/;and she #as

holding my #allet po!h" #ith everything still in it oy" #hat relief and 3oy 6 feltQ it #as like 6 #on

the lottery. 6 thanked her profsely and repeatedly.

$hat #as my first e%perien!e #ith e%traordinary !stomer servi!e.

5or Hmiko" it #as probably an ordinary event. 5or me" it #as going to be a disaster ntil Hmiko

sho#ed p and demonstrated to me my first lesson on !stomer servi!e;going the e%tra mile.

(hat an e%traordinary e%perien!e(hat an e%traordinary agent


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#ntroduction

(hat an e%traordinary department store

(hat an e%traordinary !ontry

6 !ame into this !ontry not kno#ing ho# to speak the langage bt !ame ot of it nderstanding

#hat it means to be e%traordinary in giving servi!e to others.


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There will be bumps along the ourney and air pockets in your flight/ stay your

course, enoy the ride and move on with dogged perseverance.


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ChApter

prepArIn! For the Journe" oF ChAn!e

8ife is a series of 3orneys. And the most memorable ones are those that e%pand yor horiDons.

9ometimes the me!hani!s of a 3orney may seem repetitive. ying yor ti!kets" booking yor

a!!ommodations" getting on the plane" boarding the tor bs" and shooting pi!tres may all seem

repetitios" bt the ne#ness of ea!h pla!e makes it fn and e%!iting and different. Every time #e visit

a ne# pla!e #e !reatively repeat all these rotines. $he rotines may be boring at first" bt #hen yo

visaliDe yor destination" it be!omes #ell #orth it. Every pla!e is an adventre" a ne# dis!overy"

and a ne# e%perien!e.

6ts the same in !stomer servi!e. (e !reatively repeat ea!h en!onter" ea!h approa!h and ea!h

e%perien!e. 6t may appear rotine" bt the pro!ess is rene#ed and different ea!h time.

the Co#petItI$e #Ar%et

6n todays marketpla!e #e see there is strong !ompetition in all areas;!onsmer prod!ts" retail" and

servi!es. Companies take great effort to promote their brands. 'ollars are being spent to promote

brand a#areness. Massive promotions are being ndertaken to in!rease trial for prod!ts or servi!es.

And in!reasing resor!es in mltibillions of dollars are being fnneled into advertising in all media

;$/" print" radio" so!ial media" and internet. $his is all in an effort to


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gain and retain !stomers.Consider these t#o &otesR


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(reparing for the 0ourney of %hange

$hey stand in line #hen Apple offers a ne# prod!t in its retail stores. Cstomer loyalty is ho# the

-olling 9tones or Jay*L !an sell ot a !on!ert tor in t#o hors. 6ts ho# an airline !an establish a

reliable base of travelers #ho dont shop arond for a better deal every time they fly. $hey make their

reservations #ith their familiar and reliable provider.6ts !ommon sense that yo market to yor loyal !stomers differently than yo market to ne#

prospe!ts. 8oyal !stomers kno# yor prod!t or servi!eQ #hat they are looking for is a deeper

involvement and the highest level of servi!e. (hen a reglar !stomer of a restarant arrives for his

!stomary seven o!lo!k reservation" he e%pe!ts to have his table #aiting and the staff ready to serve

him. And #hy not @es earned spe!ial servi!e" and he deserves it.

$his is not to say that everyone shold not re!eive e%traordinary !stomer servi!e. $he best #ay

to !onvert a ne# !stomer to a loyal !stomer is to provide e%!eptional servi!e. -emember Hmiko

(hen 6 #alked into her store she had no idea #ho 6 #as. 6 #as a ne# !stomer. 5or all she kne#" 6

#old probably never see her again. 6t didnt matter. 9he #ent the e%tra mile" and the reslt #as that

she made a friend for life.$oday" loyalty marketing is a ma3or fa!tor in most !ompanies efforts. Among todays travel and

shopping !onsmers" a!!mlating air miles and in!reasing loyalty points have be!ome a ma3or

pastime" and even a fll*time fo!s. Marketers kno# that having a great loyalty marketing program

#ill lead to !stomer retention. $hey kno# that the !stomer #ill stay #ith the !ompany that gives

ba!k" the !ompany that re#ards #ith goods and servi!es" the !ompany that provides travel and

va!ation" the !ompany that is a friend" and the !ompany that goes the e%tra mile.


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e'trAordInAr" Custo#er ser$ICe

1There are no traffic ams along the extra mile.2 3oger "taubach, &*L

4uarterback and coach.

A ma3or !omponent in the s!!ess of any loyalty marketing program is e%traordinary !stomerservi!e. (ithot it" the !ompany loyalty marketing program is po#erless. (ith it" the marketing

effort be!omes a ma3or fa!tor in #inning and retaining !stomers.

$o begin or dis!ssion" lets revie# the range of !stomer servi!e.

ordinary !stomer servi!e is defined as one that satisfies the !stomers needs. 6t is a transa!tion

flfilled. 6t is a prod!t or servi!e delivered.

o go to the spermarket" take yor gro!eries to the !he!kot" pay" and leave. $hats ordinary.

o arrive at yor hotel" sign the register" give them yor !redit !ard" and the !lerk hands yo a

room key. $hats ordinary.

o board the plane" !ram yor !arryon bag into the overhead bin" b!kle p" and take the tiny

bag of salted peants that is offered by the flight attendant. $hats ordinary.e%traordinary !stomer servi!e is #hen the !stomer de!lares


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(reparing for the 0ourney of %hange

se!ring a !stomer for the short*term verss se!ring a !stomer for life. 6t is the differen!e

bet#een a strggling" hit*or*miss" barely profitable bsiness and one that thrives" is profitable" and

gro#s !onsistently.

o go to the spermarket" take yor gro!eries to the !he!kot" and the !lerk rns to find yo arepla!ement for the !ontainer of yogrt that she noti!es is leaking. $hats e%traordinary.

o arrive at yor hotel" sign the register" and the !lerk offers to arrange for a dinner reservation

and ti!kets to a sho#. $hats e%traordinary.

o board the plane" !ram yor !arryon bag into the overhead bin" and the flight attendant brings

yo a pillo# and a blanket so yo !an take a nap. $hats e%traordinary !stomer servi!e.

6t does not matter #hat area of servi!e;a retail store" !all !entre or te!hni!al spport;most

marketers kno# that having great !stomer servi!e makes the differen!e bet#een having a !stomer

for the short term or having them as !stomers for life.

t all this may re&ire a !hange. $here is a !hange !y!le that involves personal" instittional" and

finally !stomer !hange.

C"C&e oF trAnsFor#AtIon

efore the 3orney of !hange or the first mile begins" it is important to note that it all starts #ith a

paradigm shift. $his shift starts at the personal level and moves on to the instittional level" and

ltimately !as!ades to the !stomer level. 6n !ertain !ases the instittional level transformation !an

be the start and the personal level !an be the se!ond phase. $he important thing is that the !hange in

the !stomer #ill only happen #hen both the instittional and personal !hanges happen and

ltimately #ork together in the positive !hange pro!ess of the !stomer" #ith !stomer being an

important fo!s.


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$he !y!li!al !hange is ongoing. $hrogh dire!t !stomer feedba!k" market analyti!s" and

!onsmer srveys the !stomer servi!e organiDation and agent gains ne# insights into delivering

better servi!e. $he agent informally ses this information to adapt and !ater to !stomer needs better.

6f it is effe!tive #idely" it is then passed on to the instittion F!orporation or organiDationsG to be

formaliDed and instittionaliDed. $his in trn is re*implemented to the !stomer formally" and on and

on the !y!le goes ntil #e seeRS A dynami! !stomer"S eing responded to by an e%traordinary dynami! agent"S eing spported by an e%traordinary dynami! instittion.


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ChApter (

the FIrst #I&e)personA& trAnsFor#AtIon

1Man cannot discover new oceans unless he has the courage to lose sight of the

shore.2 5ndre !ide

A friend of mine on!e said to me that in order for !hange to happen" #hat has to happen first is that

there mst be a realiDation that !hange is needed. $his happens only #hen yo a!!ept yor #eakness

or sitation and then resolve to trans!end it. $here has to be a shift in thinking from a stats &o

mentality to a mentality of !hange for the better. 5or some people this realiDation is borne ot of

dissatisfa!tion for the stats &oQ for others it is a reslt of a tragedy or disappointmentQ and for

others still it is a reslt of simply 3st #anting to be a better person be!ase of peer or instittionalpressre" their religion" faith" or mantra in life.

6n every !ase the ob3e!tive is to evolve into a better person seeking a higher state. 6 have fond

that the best !hange happens from the inside" from an inner !onvi!tion that 6 !an be better than 6 am

no#" and that 6 o#e it to myself" my family" friends" and faith. $he impets for !hange may start from

the otside" bt it is only #hen it is internaliDed that it be!omes long lasting !hange.

9hift yor paradigm. $ransition from a fi%ed mind*set to a gro#th mindset. $rn yor #eakness

into strength.


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(hen 6 #as in primary grade s!hool" 6 #as flat*footed F6 still amG. 9elf*!ons!ios as 6 #as then"

this additional !hallenge #eighed do#n on me" both literally and figratively. 6 #ore high*!t"

!orre!tive" heavy orthopedi! shoes that made me even more self*!ons!ios be!ase 6 looked like the

odd one in !lass. 9ome of the kids #old lagh and stare at my

phase in my life.

8ater" 6 realiDed 6 #as not alone. 6 had a !lassmate #ho #as relatively #orse off than meR he hadpolio. @e #old #ear these leg metal bra!es that e%tended from ankle all the #ay to the pper legs.

@is bra!es #old !lankety*!lank every time he #alked and ran. t 6 sa# that he a!!epted it"

managed to have fn" and did not mind being noti!ed and stared at.

$his broght me to the realiDation that yo !an be happy and


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swItCh to *#An For others+ #ode

$he most primitive of hman approa!hes is to be self*serving. 6t is to be a man for himself rather

than a man for others. 6t says" gather food for yorself. Make yor o#n !ave !omfortable and let the

other gy #orry abot his.

6s pri!e and profit alone enogh to keep a !stomers bsiness 6n the !onte%t of bsiness" sholdone primarily fo!s on self*serving servi!e" or shold one !onsider selfless servi!e. (hi!h !omes

first (hat !omes to mind #hen one speaks of !stomer servi!e and being a man For #omanG for

others My Jesit ed!ation has taght me that the prpose of life is to serve. 6s it to serve others for

profit" or is it to serve others be!ase of !ompassion 6n this day and age" #here profit and po#er are

the defalt motives in life" !ompassion or kindness are often farthest from the motives of people. t

if #e are all !itiDens of


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The *irst Mile6(ersonal Transformation

on#ards to a different and hopeflly better path. 6f #e take the path least travelled" good things !old

!ome.

6f #e serve the !stomer first and not #orry abot self or !ompany profits" #ont the happy

!stomer !ome ba!k to yo for more bsiness" and ths !reate !stomer loyalty that se!res !ompanyprofit for the long term

17nly a life lived in the service to others is worth living.2 5lbert Einstein

@ere is a story of an insran!e salesman #ho took the least travelled path and #on a !stomer for

life throgh his attitde of e%traordinary !stomer servi!e. 'avid #as an insran!e broker #hose

!lient asked him to pgrade his ato insran!e !overage. $he !lient #as afraid that his teenage son

#asnt ade&ately !overed" and he #as prepared to pay for more !overage.

'avid kne# his !lient #as of average in!ome and #ith a gro#ing family. After analysis of his

!lients needs" 'avid determined there #as no need for in!reased !overage;in fa!t" the !lient even&alified for a good driver dis!ont 6nasm!h as 'avid #as also spporting a family of his o#n and

#old #el!ome the e%tra in!ome" his !ons!ien!e told him the !lient did not need additional !overage.

'avid told him so" and sggested that he save the money for his kids !ollege tition. $he !lient #as

a#ed and thanked 'avid profsely #ith !ompliments as #ell as repeat bsiness and referrals. 'avid

transformed an ordinary transa!tion into an e%traordinary e%perien!e that broght abot

e%traordinary !stomer loyalty.


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e&I#InAte the se$en #AJor roAd,&oC%s

1Travel light. The baggage you carry wears you and the customer down. Lighten up.2

$aking the least travelled path means avoiding or over!oming the 9even Ma3or -oadblo!ksR

1G having a !lody mind. $his means that its important to have a !lear mind" settled emotions"and good physi!al state before fa!ing or talking to a !stomer. o !an 3st imagine #hat #old

happen if yo 3st had a fight #ith yor spose and yo #ere pset or #ere #orrying abot the

!hildrens s!hool pi!kp. >r maybe yo #ere 3st not feeling #ell" and #ere simply e%perien!ing

stoma!h pains.

At all times" #hatever yo say or do #ill in one #ay or another affe!t yor !stomer approa!h.

9ettle do#n first. Either yo settle the isses first or take a deep breath" !ommit to resolving the

isses on the ne%t opportnity" sht off the distra!tion" smile" and fo!s on serving the !stomer.

2G iases and pre*!on!eived ideas. 6t is important to kno# and remind one that every !stomer is

different. Every person" regardless of ra!e" belief" langage" or !ltre deserves a minimm of

respe!t" an open mind" t#o ears" and one #illing heart. Not only that" bt many overt biases areagainst the la#.

An asso!iate of mine;6ll !all him 5red;#orks in a high*end art gallery. >ne day a gy #ho

#as #earing old 3eans" a plaid shirt" and sneakers !ame into the gallery. @e looked like he !oldnt

afford a poster" m!h less a T:0"000 original oil painting. 5red left him alone.


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After a fe# mintes the !stomer #andered over to ask if the gallery had any #orks by a !ertain

artist. $hey didnt" bt they !old probably get one. $he !stomer then handed 5red his bsiness !ard

and asked him to let him kno# if any #orks by this artist !ame on the market. @e left and 5red st!k

the bsiness !ard in his desk dra#er.A fe# days later 5red happened to look at the !ard. $he gy #as the head of a ma3or @olly#ood

stdio. 5red fond the !stomers photo online and sre enogh" it #as the same gy;only at the

A!ademy A#ards !eremony he #as #earing a t%edo" not an old plaid shirt.

Needless to say" 5red ki!ked himself for not engaging this !stomer the #ay he #old have if he

had not let his biases get in the #ay.

8eave yor biases behind. $hey !an take their toll on yo and yor !lients.

G not listening. -elated to U2 aboveQ #hen #e make assmptions #e !an say or do things that

!ontradi!t" hrt" and inslt a !stomer. $he tri!k is to listen first" nderstand" probe and ask more

&estions. 8isten not only #ith yor ears bt also yor eyes" mind" and heart.

At the gro!ery store the other day 6 #as in line behind a #oman. 9he had a big !art of gro!eries;it #as obvios she #as going to spend at least t#o hndred dollars. 9he handed the !ashier t#o

skimpy bndles of s!allions" and asked very ni!ely that sin!e the bndles #ere ndersiDed" #old it

be possible to !ont them as one -emember" shes ready to by a hge !art of gro !eries and shes

asking abot s!allions that !ost t#o dollars. (hat does the !ashier do 9he !alls for the manager.

$hen #e #ait. $he #oman #aits. $he manager finally appears. @e takes the bndles of s!allions. @e

says that hes going to the ba!k room to see if there are any bigger bn!hes. 6n the meantime" he tells

the !ashier to !harge the !stomer fll pri!e for ea!h bndle. $he nhappy !stomer dtiflly

!omplies. Can yo imagine (hat idio!y $he !ashier had no athority to make a !ommonsense

!stomer servi!e de!ision" and the boneheaded manager !old not bring himself to go the e%tra mile

to make a !stomer happy. @e had to


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,G /erbosity" or diarrhea of the moth. Commni!ation is an art" bt over !ommni!ating !an also

be seless and ineffe!tive. >ffer only the information re&ired at the time" be!ase it takes time for

some to digest #hat yo have first given them. $hen yo !an move on to the ne%t &estion. (ith an

irate !stomer" it is so tempting to snap ba!k #ith snide remarks or a sharp tonge. efore yo even

say it" hold it ite yor tonge $his #ill save yo" the !stomer" and even their loyalty. $hey may

or may not deserve it bt yo #ill salvage the sitation by not going the same path. $ake the higherroad and assre the !stomer yo are listening" nderstanding and #illing to help ot.

:G negative mirroring. (e get #hat #e refle!t. 8ike attra!ts like. 6f yo e%de happiness" !ortesy

and love" e%pe!t to get the same. 6t may not happen all the time" bt based on my good and bad

e%perien!es if yor otlook is generally positive" the ma3ority of the time the !stomer and the

!stomer e%perien!e be!omes positive. 8ike#ise if yo e%de negativism in the form of sar!asm"

bias" ill feelings" or anger" gess #hat E%pe!t to attra!t negative" irate" and npleasant !stomers. 6n


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most !ases" yo either !ase it or yo sb!ons!iosly tell the for!es of the niverse to send yo all

the bad !alls.

)G not bon!ing from a mistake. Mistakes happen. $his is a fa!t. $he &estion is" do #e a!!ept and

remedy them" or do #e hide and !over p $o take the latter a!tion invariably #orsens the sitation.$o be hmble and a!!ept falt !an !alm if not endear a !stomer. Cstomers like honesty" hmility

and transparen!y. eing able to bon!e ba!k by !orre!ting a mistake saves the sitation" the !ompany

and the !stomer.

>n!e 6 fle# from oston to Cin!innati dring a bliDDard. Not only #as the #eather bad" bt on

that same day the airlines !ompter system !rashed and there #as a system#ide baggage disaster. At

the airport in Cin!innati" the baggage !laim area &i!kly be!ame a #arehose of lggage. 9it!ases

#ere lined p every#here. 6 had no idea #here my lggage #as;for all 6 kne# it !old have been in

Chi!ago or Atlanta.

@o# did the airline handle this !risis (ith honesty and sin!erity. $hey told s e%a!tly #hat

happened. $hey assred s that every bag #old be lo!ated and delivered. $hey took or informationand rged s to go home. 9o 6 did. 8ater that afternoon" the hotel front desk !alled. My lggage had

been delivered.

'id 6 s#ear never to fly on that airline again No. 6 believed them #hen they said they #old fi%

the problem. $hey didfi% the problem. 6 remained a loyal !stomer.

G 8a!k of prin!iples. -elated to U) above. Not only do !stomers like honesty" they vale 3sti!e"

!harity" kindness" empathy" helpflness" !orteosness" !heerflness" friendliness" reveren!e" and

loyalty. (hen yo e%de these !hara!teristi!s !onsistently" gess #hat Cstomer loyalty #ill not be

far behind.


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A friend of mine re!ently boght a ne# hose. A!tally" the hose itself #as not ne#Q it had been

bilt in the 120s. 6t had not been remodeled very m!h" and it had retained its original !harm and

detail. My friend had the hose inspe!ted" and he #as not sre abot the ele!tri!al panel. 6t looked

>H and it passed inspe!tion" bt he #anted to be sre the #iring #as in good !ondition. 9o he !alled

a lo!al ele!tri!ian #ho servi!ed many of the hoses in the neighborhood. $he ele!tri!ian !ame to the

hose" e%amined the #iring" and told my friend that nless he #anted to add more lines" everything#as fine. $he #iring #as p to !ode and nothing needed to be done. $he !harge for the visit

Nothing.

My friend #as impressed by the ele!tri!ians honesty and e%traordinary !stomer servi!e. (hen

the time !ame for a signifi!ant pgrade" #hom did my friend !all o kno# the ans#er to that

Nothing is more important in any bsiness relationship than honesty and integrity. 9ometimes it may

not appear to pay off bt in the long rn it definitely #ill

deto'IF" For suCCess

@o# does one remove bad !stomer servi!e habits And then ho# does one develop great !stomerservi!e habits

6t all starts #ith an attitde of !hange and improvement. (e !an se all those negative

e%perien!es" mistakes" and setba!ks to learn and improve. @aving a


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shift in mindset paves the #ay to gro#th. As #orld*reno#ned 9tanford ?niversity psy!hologist Carol

'#e!k esposes"the simple idea of having a


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tive advi!e and motivation to frther a gro#th mind*set. $he !oa!h identifies and reinfor!es good

behavior" and sggests alternatives for ineffe!tive behavior.

A !aveat to this is that !oa!hing #ill not #ork if the !oa!hing is 3dging" evalating performan!e"

and pla!ing emphasis on H76 Fkey performan!e indi!atorsG. $his !an be de*motivational" and !an

!reate a negative fi%ed mindset. $he !oa!hed individal be!omes an ob3e!t of !riti!ism rather than an

agent of !hange and development.. taking sto!k. $o frther a mindset that fo!ses on gro#th" taking sto!k of oneself is essential.

(hat are my strengths" #eaknesses" and opportnities to improve on (hat !an 6 do to satisfy the

needs of the !lient (hat !an 6 do to make the !stomer feel more valed (as the rapport #ith the

!stomer good and positive 'id 6 !are for the !stomer (hat areas !old 6 improve on 'id 6

probe his needs enogh (hat else !old 6 have offered him 'id 6 offer something he did not need

(as 6 sin!ere in helping the person

de&I$er the Four #A!IC ps oF e'trAordInAr" Custo#er ser$ICe

1Every great business is built on friendship.2 0.%. (enney

E%traordinary !stomer servi!e is based on the personal intera!tion bet#een yo and yor !stomer.

6ts #hat makes the differen!e bet#een an ordinary transa!tion and a tre transformation. $o do #ell

#e need the 5or Magi! 7s to promote !stomer loyalty.


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1. e personable. $hese are !hara!teristi!s" virtes or vales that give yo the hman !onne!tionverss an atomated servi!e system or ma!hine. 7ositive personal traits attra!t the !stomer toyo and yor !ompany. (hat are they $hey in!lde politeness" patien!e" persisten!e" honesty"

hard #ork" friendliness" !heerflness" empathy" kindness" and fairness.7t simply" this meansapplying the olden -leR $reat others the #ay yod like to be treated; and #hen possible"even better.

2. provide the prod!t or servi!e. 6t all boils do#n to #hat is the !stomers need or problem. 'idyo respond #ith the right prod!t at the right time 'id #e provide a great soltion to his or herneeds 6f all yo !old offer #as 3st a good soltion" did #e deliver to them or servi!e them in agreat #ay reat prod!t or servi!e delivery is pre!eded by probing and &estioning andresear!hing.

. promote the brand. 6t is essential to promote not 3st the prod!t or servi!e bt also the !ompanyand the brand. 6n the long rn" the brand has to stand ot in the !stomers mind and in theira#areness. @ave yo positioned the brand or !ompany so that the ne%t time the !stomer de!ideson a pr!hase" the brand is first to be !onsidered -emember" it !osts m!h less to sell to a repeat

!stomer than it does to attra!t a ne# !stomer.,. the pls fa!tor. @ave yo gone the e%tra mile for yor !stomer @o# did yo


36/64

(hat vale*added servi!e did yo provide (hat kind of rapport did yo establish 'id yo bild a

long*term relationship" or #as it 3st a one*time transa!tion


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ChApter -

the seCond #I&e) InstItutIonA& trAnsFor#AtIon

$he best type of !hange starts from #ithin. t there are times #hen instittional or !orporate

!hanges !an be an impets for personal !hange. $ogether both personal and instittional !hange !an

enhan!e the gro#th mindset of a s!!essfl !stomer servi!e !ompany. (hen the attitde of

e%traordinary !stomer servi!e is embra!ed by all employees" the instittion sets itself p for overall

s!!ess.

Core $A&ues

$he


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N as in Nimbleness

Lappos" the online store highly regarded for its otstanding !stomer servi!e" doesnt train

employees for !stomer servi!e. $hey hire to fit the internal !ltre. And their !ltre is based on the

ten !ore vales belo#R

1. 'eliver (>( throgh servi!e.

2. Embra!e and drive !hange.. Create fn and a little #eirdness.,. e adventros" !reative and open*minded.:. 7rse gro#th and learning.). ild open and honest relationships #ith !ommni!ation.. ild a positive team and family spirit.+. 'o more #ith less.. e passionate and determined.10. e hmble.

$he &estions to ask no# isR 'o positive !ore vales en!orage the !reation and provision of great

prod!ts and servi!es 6s the instittions strategy aligned #ith the !stomers needs 'o yor !orevales reslt in !stomer satisfa!tion and servi!e 'o the !ore vales transform the employee" the

organiDation" and the !stomer in a positive lasting #ay

CreAte !reAt produCts And ser$ICes

No amont of e%!ellent !stomer servi!e !an repla!e a good prod!t or servi!e. $here has to be a

good prod!t or servi!e that serves a real need.

A !lassi! e%ample is the marketing deba!le of Ne# Coke. 6n 1+:" Co!a*Cola" fa!ed #ith sagging

sales to


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The "econd Mile6#nstitutional Transformation

ar!hrival 7epsi" introd!ed a ne#" s#eeter formlation of its flagship beverage. A!ross ea!h !an #as

a banner that read


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pro#ote e'ternA& &o"A&t"

$he mantra goesR n the other hand" there are !ompanies that fo!s primarily on prod!tion or H76 Fkey

performan!e indi!atorsG as a basis to evalate agents. $hey later find ot the hard #ay that this is not

a great strategy for retaining !stomers. 6f they are #illing to evolve" they move to an agent*

spportive and !stomer*!entri! model and evalate everything based on !stomer satisfa!tion. y

doing this" they in!rease !stomer loyalty both amongst agents and among !stomers.


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The "econd Mile6#nstitutional Transformation

pro$Ide !ood too&s

9pporting the agent andPor the !stomer #ith proper tools goes a long #ay in a!hieving !stomer

satisfa!tion and loyalty. 6n fa!t" reports sggest that p to si%ty per!ent of !stomers s#it!h brands orloyalty de to te!hnologi!al problems from the former brand. Hey fa!tors on tools;the phones" 7Cs"

#ebsite interfa!e" and other !ommni!ations and data systems;are sability" integrity" and stability.

@o# effi!ient are the tools being sed to serve the !stomer 6f the system takes longer than normal

to pro!ess a transa!tion" are #e letting the !stomer do#n and en!oraging him to look for better

servi!e else#here 6s the information in the database a!!rate Are there system glit!hes that deliver

ina!!rate information and as s!h do not inspire !onfiden!e and trst from the !stomer Are tools

stable enogh to deliver servi!e on a !onsistent basis >r is instability a poor refle!tion on the

!ompany

swItCh to trAnsFor#AtIonA& st"&e oF ser$ICe

$he most !ommon #ay of approa!hing !stomers istransactional;that is" order taking and order

filling. $his is done 0V of the time" and regardless of the prod!t &ality the typi!al reslt is short*

term !stomer satisfa!tion.

(hat is not !ommonly sed is atransformational approa!h. 6t re&ires probing" resear!hing"

and determining the real needs of the !stomer" both obvios and not so obvios. $his is done less

than 10V of the time;and the reslt is long*term !stomer loyalty.


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$his reminds me of 8eo" an insran!e broker 6 kno# #ho got a !all from Andre#" #ho #as an

elderly !lient. Andre# #as a ble*!ollar" hard#orking individal #ho had e!onomiDed all his life to

save p for retirement. @e #anted to rene# his life insran!e !overage and in!rease the fa!e vale.

$he transa!tional approa!h that 8eo !old have taken #as to sell to the !stomer #hat he literally

#anted;more !overage. 6nstead" 8eo took an approa!h that #as honest" !aring" and transforma*

tional. @e said"


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ChApter

the thIrd #I&e)Custo#er trAnsFor#AtIon

$he traditional !y!le of brand marketing involves three phasesR a#areness" trial" and repeat pr!hase.

Everything starts #ith a#areness. (ithot it there #old be neither trial nor repeat pr!hase. (ith

it" trial of the prod!t or servi!e !an follo#. 6f the prod!t or servi!e trns ot to be good" repeat

pr!hase is the ne%t step. 6n todays !ompetitive and highly generi! #orld" the repeat pr!hase !an be

stopped or hi3a!ked by other brands if their !stomer servi!e proves to be better. No#adays this !an

happen #ith the !li!k of a mose. $he key is to move the brand throgh these three stagesR

1. rand a#areness. $he !onsmer kno#s abot the prod!t or servi!e" and has the opportnity toby it. 6t may be a ne# prod!t" s!h as a te!hnologi!al giDmo or a ne# drg" or a ne# entrantinto an established market" s!h as a soft drink or brand of 3eans.

2. rand insisten!e. >n!e the !onsmer has tried the prod!t or servi!e" they are satisfied" and theydevelop brand loyalty. (hen they go to the spermarket" for e%ample" they #ill al#ays !hoosethat parti!lar brand of soft drink be!ase its familiar and they identify #ith its lifestylemessage.

. rand advo!a!y. $he loyal !onsmer goes beyond merely !hoosing the brand for themselvesQthey re!ommend it to others. $his is parti!larly tre #ith servi!e providers. (hen yo !all yorfriend to ask if they !an


44/64

re!ommend a good ele!tri!ian" yor friend says"


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The Third Mile6%ustomer Transformation

6 !all this the (>( Effe!t.

(hat is the formla for a (>( !stomer servi!e delivery 6t has to be ig" ?ne%pe!ted"

Memorable" and -elevant F?M-G.

8ets go ba!k to or e%ample of 8eo" the insran!e agent" and analyDe ho# ?M- #asimplemented in his !lients e%traordinary !stomer servi!e e%perien!e.

ig. 5irstly" #hen 8eos !lient Andre# !alled" Andre# #as ready to make a pr!hase. 6t #as a big

deal for 8eo to notre!ommend a ne# transa!tion or e%pense for the !stomer. $here #as no ot of

po!ket re&irement from Andre#" the !lient. 6n this !onsmerist so!iety #here the emphasis is on

profits and sales" forgoing a deal #as a great deal 6t #as at the same time big hearted of 8eo. y

re!ommending #hat he did" he denied himself a !ommission.

ne%pe!ted. 9e!ondly" it #as ne%pe!ted. Andre# #as asking for an in!rease in insran!e

!overage. $ypi!ally an ordinary agent #old have responded #ith a proposal. 6t !old have been

either minimal or it !old have been hge. 8eo #as basi!ally being asked to #rite himself a !he!k.

t ne%pe!tedly from Andre#s point of vie#" 8eo took his !stomers best interest at heart andre!ommended #hat #as right.

Memorable. 'o yo think Andre# #ill forget this in!ident No. 'o yo think he #ill dismiss this

3oyfl moment easily >f !orse not. 'o yo think he #ill hesitate to share this story to his friends

and relatives No. 'o yo think he #ill re!ommend this brand of servi!e to others es" he

absoltely #ill re!ommend 8eo to others.

relevant. (hat !an be more relevant than notre!ommending a prod!t a !stomer does not need

$oo many times #e see !lients or !stomers #anting to by something over the !onter or over the

shelf or online" or agents offering only the high margin or high !ommission prod!ts. 'o #e really

probe to find ot #hat they need or do #e offer the first thing that !omes to mind 9ometimes" the

best soltions are a reslt of asking the right &estions" resear!hing the relevant fa!ts" or doing the


46/64

-emember Hmiko" the ele!troni!s store !lerk #ho retrned my #allet oing ba!k to my very

first e%traordinary !stomer servi!e e%perien!e" lets see ho# ?M- #as implemented.

ig. Hmiko kne# 6 #as a foreigner in Japan #ho did not kno# the langage" and she rightflly

!on!lded 6 #old be literally lost #ithot my #allet. 6t #as big deal for her to resear!h and

determine the hotel #here 6 #as staying.

?ne%pe!ted. Moreover" it #as even hge that she !ame the ne%t morning to personally deliver mypersonal effe!ts 9he !old have 3st phoned the hotel and left a message for me. t she #as also

a#are 6 #as leaving the !ontry soon and sspe!ted that a yong teenager did not kno# his #ay

arond do#nto#n Japan.

Memorable. $he retrn of my #allet #as a signifi!ant event in my life that 6 still re!ont to my

family" friends" and bsiness asso!iates. 6t is no# even pblished and memorialiDed in a book that

#ill be available to be read by millions.

-elevant. Hmiko kne# that to servi!e a !stomer #as not prely transa!tional and short term.

(hether she #as a#are of it or not" she #as not only selling an


47/64


ele!troni! prod!t and representing her department store" bt also representing her !ontry and its

people. 9he literally #ent above and beyond the !onfines of her store to deliver and !omplete a

servi!e. 6s it any #onder #hy 6 am partial to Japanese !ars >r #hy 6 love sshi and tempra >r

#hy 6 admire Japanese management style and believe inkai8en 6t all started #ith a simple bte%traordinary transa!tion that has transformed my life in many sbtle #ays.

wow CAse stud" e'erCIses

8ets go throgh a fe# e%er!ises #here #e stret!h or E%traordinary Cstomer 9ervi!e ms!les to

(>( or !stomer sing the ?M- gidelinesR

Case U1. ore a ti!keting agent #ith


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very sorry for this delay and the in!onvenien!e it

has !ased them.

Case analysisR 6f yo sele!ted

bold initiative of apologiDing on his behalf bt yo also took the brden of fa!ing p to his !lient for

him. $his #as srely ig" ne%pe!ted" Memorable and very relevant to Mr. lakes ( indeed

Case U2. ore a travel advisor and re!eive an inbond !all from a traveler" Mrs. oland" #ho is

sobbing and seems to be emotionally over#helmed. (hen she regains her !omposre she reveals that

her mom has passed a#ay. 9he needs to !an!el her trip to Erope #ith her family" and #ants the ne%t

flight ot from /an!over to Calgary to attend the fneral.o do one of the follo#ingR aG Can!el her trip to Erope" book her on the ne%t flight

ot to Calgary" and get her taken !ared of right a#ay. bG 9ympathiDe #ith her" !an!el her trip to

Erope" and

book her on the ne%t flight ot to Calgary.


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!G 'o

as #ell as offering !ondolen!es to the family. o assred her yo #ere going to take !are of things

for her so she need not #orry. And this yo did. >n top of this yo sent her a te%t message on the day

of the fneral servi!e sayingR


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9eroic hearts can convert disadvantages, weaknesses and disabilities into great

opportunities.


51/64

ChApter /

to InFInIt" And ,e"ond the e'trA #I&e) &IFetI#e Custo#er &o"A&t"

DD 8ightyear" the memorable !hara!ter in the film Toy "tory" de!lares that to 3orney from a

lifeless toy to an

repeating every day" in a !reative and hopefl #ay. $he 3orney #ill have ps and do#ns bt as long

as the mindset is progressive" the destination is #ithin rea!h.

6f yove #at!hed the movie !roundhog :ay" yo kno# that in or hmdrm daily life" things

!an be boring and repetitive. @o#ever" if #e sprinkle in an at titde of !reativity" a mindset of gro#th"

pls a dash of faith" the everyday !an be an e%!iting adventre. $he attitde of !reative repetition

transforms the !ommon into the n!ommon" the ordinary into the e%traordinary" and the natral intothe spernatral.

C"C&e oF trAnsFor#AtIon

$o 3orney into the realm of an e%traordinary !stomer servi!e e%perien!e" one mst go beyond the

e%tra mile. $his a !onstant paradigm shift" an internal transformation that ltimately !hanges ones

#orld from point A to point " !hanges ones a!tions and srrondings from point to point C" and

ones !stomer satisfa!tion from point C to lifetime loyalty. $he !y!le !ontines from point C ba!k to

A again and on#ards. $he !y!les repeat day to day in ones !onstant gro#th mindset in order to

be!ome better and better in self transformation" instittional transformation" and !stomertransformation.


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A

9E85 ?C

C?9$>ME-0

6N9$6$?$6>N

?

?&IFetI#e Custo#er &o"A&t"

(hen the e%traordinary !stomer servi!e ethi! be!omes a #idely and !onsistently pra!ti!ed mode"

!stomers !ome ba!k for more. rand loyalty is a!hieved. rand advo!a!y is perpetated. And

finan!ial se!rity is in pla!e" both for the agentPs as #ell as the !ompany. $his is #here most

!ompanies" organiDations and bsinesses aspire to be. 6t is a !ontinos program of development for

srvival" sstainability and profitability.

trAnsFor#AtIonA& AChIe$e#ent

6n addition to brand loyalty and finan!ial se!rity" there is another benefit. 6n the drive to !onsistently

provide an e%traordinary !stomer servi!e e%perien!e" the effe!t on the individal !an be profond

and mean


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To #nfinity and Beyond the Extra Mile6Lifetime %ustomer Loyalty

ingfl. 6n most !ases" the e%traordinary !stomer servi!e agent e%perien!es flfillment and 3oy

be!ase of the immeasrable e%perien!e of be!oming a person for others;a hman trly being and

be!oming. $his !an be a greatly satisfying" 3oyfl" and e%traordinary state 6n the end" beyond that

e%tra mile is a life of profond" 3oy" flfillment" and s!!ess for the !stomer servi!e agent" theinstittion" and the !stomer.


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Be positive, cheerful kind and loving/ you will get what you reflect.


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,onus ChApter

how to re$erse ,rAnd resIstAnCe1 And trAnsFor# to ,rAnd InsIstenCe And

,rAnd Ad$oCAC"

9itations arise #hen !stomers !omplain" are agitated" and 3st #ant to give p on yor brand or

servi!e. (hat do yo do @o# do yo handle this deli!ate sitation 'o yo 3st #alk a#ay or take

it as an opportnity to re!over and redeem yorself and yor brand

$he thing to remember is that the most loyal !stomers !an often be !reated in !risis sitations.

,eIn! AwAre oF Custo#er Feed,AC% And word oF #outh

$he first line of defense against bad !stomer feedba!k is to have good radar. e a#are of #hat yor!stomers are saying" both to yo and to ea!h other. -emember Ne# Coke 6n dis!ssing the

deba!le" indstry analysts believe that Co!a*Cola #as not tned into !stomer attitdes abot

!hanging the !lassi! re!ipe. (hile fo!s grop taste testing of the ne# formla #as positive;

leading the !ompany to believe that the marketpla!e #old embra!e Ne# Coke;many !onsmers

had deep*seated loyalty to the !lassi! formla" and #ere horrified that the !ompany #as really going

to make a !hange.

$o stay tned into yor !stomers" here are several steps that yo shold do.


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S Establish a feedba!k system.S @ave an atomated !stomer srvey mailbo%.S Che!k and administer yor blog sites !omments.S -evie# $#itter mentions.

S Monitor yor oogle" 5a!ebook" 7interest and other so!ial media notifi!ations.S /ie# oogle 7la!es revie#s.S @ave yor !stomer servi!e agents log and report !omplaints.S 7erform a reglar sear!h of yor brand" !ompany" bsiness" servi!es" and prod!ts viaoogle" o$be" ahoo" log9pot" et!. (at!h ot for negative feedba!k and !omplaints. 6f time is afa!tor" !reate alerts delivered to yor -99 reader or email reglarly sing oogle Alerts and 9o!ialMention.

trAnsFor# ,rAnd resIstAnCe to ,rAnd InsIstenCe

>n!e yo establish yor !hannels of feedba!k both online and offline" yo #ill kno# #ho" #hat" and

#here yor bsiness is being talked abot. $here may be re!rring topi!s" isses or !omplaints. $akeheed of these" as they may represent a bigger isse to fo!s on and may re&ire priority.

9o #hat do #e do #ith this information

respond s#iftly. y responding &i!kly" yo are able to prevent the


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Bonus %hapter

respond positively. y responding positively" yo are demonstrating that yor !ompany or brand

trly !ares and sin!erely #ants to serve. 7la!e the !stomers emotions first. A!kno#ledge and

handle the !ase of their stress. Calm them and diffse their emotions. 9ho# them yo are on their

side. 6t is !r!ial yo a!kno#ledge their !on!erns before tending to the resoltion.respond !reatively. $o do this" probe and determine the !stomers tre needs and other nderlying

re&irements. 'ig deep and #ide. 5ind the nderlying !ase of the problem and fi% it. $his is the

time to think ot of the bo%. 6f its a falty prod!t or servi!e" offer a !onta!t nmberPaddress and

resoltion. 'ont offer e%!ses" 3st soltions. $his !an sho# that the !ompany takes efforts to step

p to the plate to make amendments. 6f the brand has failed to deliver" this is a redemption

opportnity to not only resolve the isse bt also to over*deliver. 9ometimes asking" f !orse" this re&ires

boldness and going beyond the e%tra mile. At this time" e%traordinary !stomer servi!e is more

needed than ever.


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trAnsFor# ,rAnd InsIstenCe to ,rAnd Ad$oCAC"

Jst as #e trn arond !omplaints and negative feedba!k" #e #ant to re#ard !ompliments and

positive feedba!k from those #ho take the time to speak" blog" or t#eet positively of or brand. (e

mst be doing good things too. 9o #e en!orage or e%isting !stomers to talk favorably more abot

or brand to others. As


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Bonus %hapter

#hat #as no# !alled Coke Classi!" the !ompany hot*line re!eived over 0"000 !alls. y the end of

the year" Coke Classi! #as sbstantially otselling both Ne# Coke and its ar!hrival" 7epsi. 9i%

months after the rollot" Cokes sales had in!reased at more than t#i!e the rate of 7epsis.

Co!a*Cola had managed to trn a pbli! relations disaster into a vi!tory" and !reated millions ofne# brand advo!ates.


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,onus ChApter

whAt Is "our Custo#er ser$ICe I23

2uestIonnAIre)how to test Custo#er ser$ICe s%I&&s ," &Auren $or%1 ehow ContrI,utor

(hether for the sake of revie#ing a bsiness" a!ting as a !onsltant" or assessing the pro!esses in

yor o#n pla!e of #ork" !stomer servi!e is one of the most important aspe!ts of a !ompanys

operation. $esting the &ality of !stomer servi!e a representative is providing re&ires assessing the

most key aspe!ts of problem*solving and hman relations.

InstruCtIons

1. $est the !stomer servi!e representatives initial greeting and !ommni!ation skills. ?ponfirst !onta!t #ith the representative" assess #hether he or she greets yo eagerly and politely.'etermine if they ask ho# they !an help yo. 6f this !onta!t is in person" they shold smile. @is orher tone of voi!e shold be at least moderately bright and !heerfl" and their speaking shold be easyto nderstand.

2. Assess the representatives ability to nderstand a sitation. 7resent him or her #ith a!ompli!ated problem that involves a some#hat lengthy and !onvolted e%planation Fabot seven oreight senten!esG. >bserve ho# many times they need to ask yo


61/64

Bonus %hapter

to repeat or !larify and #hether they rea!t negatively to being presented #ith a diffi!lt task. 6f

they have to ask for !larifi!ation" observe #hether they ask good &estions. ?ltimately" 3dge ho#

#ell they nderstand the isse.

1. >bserve #hether the representative !an be patient in a diffi!lt sitation. et frstrated #ithboth the representative and the !ompany they #ork for. 'ont go so far as to shot" inslt or ses#ear #ords Fthis is more than they shold reasonably be e%pe!ted to handleG. 6nstead" e%pressyor frstration !almly" bt firmly. $he best representative #ill apologiDe even if the problem isnot their falt.

2. Evalate the representatives ability to solve problems and delegate. 6f they !ant fi% the problem"they shold be able to help yo get in to!h #ith someone #ho !an. (at!h for any problems thatmay not be the falt of the representative and !old indi!ate that the !ompany itself is trainingtheir representatives inade&ately.

. Evalate the representatives ability to take initiative. (at!h for &estions that probe beyond the!stomers needs. 'etermine if they ask both transa!tional as #ell as transformational &estions.

>bserve if they make the right offers of prod!tsP servi!es to the right !stomer at the right time.'etermine if they !an and #ill take the e%tra mile for the !stomer.


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how to re$ItA&I4e Custo#er ser$ICe wIth Cu&turA& sensItI$It" trAInIn!

1#t)s a small world after all2 $alt :isney

(ith the advent of the internet age" or #orld has trly be!ome smaller. 5riends from before #hom

yo thoght yo #old never see again" yo !an re*dis!over #ith email" so!ial media" or the !li!k of

a bro#ser. sinesses yo thoght yo #old never rea!h !an be !onta!ted #ith the !li!k of a btton.

All things good are possible instantly. 8ike#ise all things bad are possible instantly;like losing a

!stomer de to insensitivity to !ltre.

(orld*!lass !ompanies and organiDations that #ant to !ontine a !ltre of gro#th have to have

an implementation of Cltral 9ensitivity $raining in some form or another. 6f yo have !overed the


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Bonus %hapter

ra!ism and e&ality K $here is no pla!e for ra!ial slrs" pre3di!ial !omments and demeaning

#ords in the #ork pla!e or ot of it. Not only is the #orld or marketpla!e" it is or hman mankind.

>r hmanity is or home #here all are !reated e&al.

8angage and patien!e K (hile learning another langage helps bridge relationships and fostersrapport" it is not ne!essarily re&ired. (hat is more important is the langage of patien!e and !are.

oing ba!k to the e%ample of Hmiko" she earned me as a !stomer for life despite the fa!t she did

not speak English. 9he patiently


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efore embarking on a bsiness e%pansion" #hether #orld*#ide or 3st in!reasing regional

distribtion" make sre Cltral 9ensitivity $raining is part and par!el of yor overall bsiness plan.

6n the long rn" this ne!essary !omponent of e%traordinary !stomer servi!e #ill save yo money"

enhan!e yor !ompanys reptation" make for a better #orkpla!e environment" and in!rease !stomer

loyalty.

Documents

221475904 Extraordinary Customer Service