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Creating a culture of customer and employee engagement
Joe Zavaglia, M.Ed.Zavaglia Consulting, LLC
Why is customer engagement
so important?
Brainstorm with students
List main reasons
When you think of good customer service what
companies immediately come to mind?
List
Conversely when you think of poor customer
service what companies come to mind?
List
©Zavaglia Consulting, LLC
Top 10 customer service
companies for 2018 Chick-fil-A *Chick-fil-A
Mayo clinic *Trader Joe’s
Apple *Aldi (supermarket)
Nordstrom *Amazon
Trader Joe’s *Lexus
Sun Basket *Costco
Amazon *H-E-B grocery
Aldi *Toyota
Lexus *Publix (supermarket)
Wegmans *Wegmans (food market)
©Zavaglia Consulting, LLC
Worse customer service providers
and most hated*AT&T *Facebook
Comcast *Eli-Lilly
Bank of America *Vice
Wal-Mart *Juul – e-cigarettes
American Airlines *Washington Redskins
Comcast *Frontier Communications
Citibank *CBS
Sprint *Sprint
Wells Fargo *Wells Fargo
Time Warner Cable *GE
©Zavaglia Consulting, LLC
2018 results
©Zavaglia Consulting, LLC
Industry Customer Service Rankings
©Zavaglia Consulting, LLC
What does good customer service
mean to us?
©Zavaglia Consulting, LLC
Why should someone bank at
your bank?What did you learn about customer-obsessed companies?
Share results with the group
What can your bank learn from your analysis?
Identify any unique answers
Rate your bank on scale of 1-5 with 5 being the highest rating
5=wow 4=good 3=so so 2=bad 1=OMG
©Zavaglia Consulting, LLC
Simon Sinek
Simon Sinek video
@Ted.com
©Zavaglia Consulting, LLC
Sinek Video Analysis
The Golden circle:
Define our “Why” as bankers
What is our “How”?
What about our “Whats”?
Discuss how this relates to us as bankers
Take-aways from this video
©Zavaglia Consulting, LLC
A quick look at the banking industry
Name one bank that is viewed nationally as a top
service provided amongst all industries in the U.S.
The “rectangle” concept
Policies, procedures, laws, regulations = 95% of our
focus
Customer service is roughly 5% of our focus
Why do we not focus more on the 5%?
Most customers go to their bank 6 times a year!
©Zavaglia Consulting, LLC
A quick look at the banking
industryWhat have we been trained to do for years as a banker?
What were we rewarded for?Fast, efficient, and accurate work completion
Organize the inflow and make sure the all the work is completed daily
Following all the right policies, procedures, audits, etc
Are we more proactive or reactive?
Results of my research with bankers! What percentage of the time are we reactive? How about proactive?
©Zavaglia Consulting, LLC
Profit reasons for providing
good customer service
A 5% increase in customer loyalty delivers a
profit increase of 25-85%!!!
Companies with high levels of customer
engagement outperform the stock market
At least 25% to as high as 75% of new
customers are obtained via referrals
©Zavaglia Consulting, LLC
We’re fooling ourselves!!!
80% of companies think they have good service,
but only 8% of their customers agree (according
to a survey prepared by Avaya)
Only 4% of customers, when dissatisfied with
service levels bother to tell us why they have
chosen to leave us, the other 96% just silently
disappear!
©Zavaglia Consulting, LLC
The importance of engaging
your employees
Engaged employees build relationships with
customers, customers in turn become loyal to the
company due to these relationships!
An important statistic wouldn’t you agree?
BUT…more than 70% of employees in the typical
company are not “engaged” or are “actively
disengaged”
©Zavaglia Consulting, LLC
How do we improve the loyalty
of our customers?
Carefully select customers you will serve – give
me an example of what this means to you
Understand and meet individual customer needs
and interests – what does this mean and how
is it accomplished?
Engage customers in the delivery of their
products and services – do we do this in
banking today? If so, how???
©Zavaglia Consulting, LLC
Best practices of leading
customer service companiesMake wowing customers a priority for every frontline employee, not just a central team at headquarters
Instead of infrequent satisfaction studies, they ask their customers for feedback…all the time! Regularly survey customers!
They take their commitment seriously
Disseminate the scores and responses throughout the organization
Follow-up with unhappy customers
Make a point of acting on the feedback they receive
What do we do as bankers???
©Zavaglia Consulting, LLC
Sometimes you just want
to say thank you - videoWatch video
What was it saying to you?
How did it make you feel?
Is this just Hollywood, or can it really be done?
Can we do this in a small community bank?
What do you think it took to make this a reality?
Relate it to the Golden Circle
©Zavaglia Consulting, LLC
Employee engagement
You want passionate employees – people who love working for your company
Love your products and services, and
Love wowing customers
You accomplish this by:
Creating a real commitment to enriching your customer’s lives
Giving employees the tools and freedom to delight customers
Help employees see and hear the effects of their actions
What did your homework assignment reveal to you?
©Zavaglia Consulting, LLC
5 keys to customer
retentionDetermine what’s important to your customers via contact with them
Meet or exceed their expectations
Communicate regularly with themVia survey or phone calls
Find ways to say thank you on a regular basis
Advise of new offerings, up grades or product/service enhancements that create a better experience for them
Empower your employees – train them well
Value customer complaints
©Zavaglia Consulting, LLC
Some of the best customer
service companiesReturn to results from slide #3
Why did you pick the companies you did?
What are they known for?
Disney – my experience there – not listed – L.A.S.T.
Ritz Carlton – not listed
Importance of under promising and over delivering –
do you have any examples of this at your bank?
©Zavaglia Consulting, LLC
Hawaiian Airlines example
Customer always comes first
Benchmarking – every department and employee –factors in everyone’s pay
Give employees real time feedback on their computer screens
Grateful for complaints
Empower every employee to improvise and provide unmatched customer service in a sincere and personal way
©Zavaglia Consulting, LLC
Service protocols
Let’s talk about service protocols and what they should be - list them
When walking into a branch
Going to a teller
Opening a new account
Solving a problem
Incoming call
Back office supporting a line operation
Executives
Etc
©Zavaglia Consulting, LLC
Customer touch points
How do customer touch points affect your
customers?
Examples of:
Good ones
Bad ones
In person, over the phone, face to face, visual,
branch clutter, staff attire
How do you rate your bank?
©Zavaglia Consulting, LLC
Why customer service fails
You’re doing all the talking (2 ears vs. 1 mouth)
You’re not doing anything with the feedback
you’re receiving
Branch staff doesn’t have the power to help –
least supported and trained employees
Have no idea of the cost of losing customers =
lower retention rate and profits
See customer service as a cost, not a benefit
©Zavaglia Consulting, LLC
Why customer service fails
Not keeping your brand promises – advertising is
different from reality
Your products need help
Don’t notice the problems
Don’t place customer service as a priority
Don’t listen to your customer service reps or your
customers
©Zavaglia Consulting, LLC
Rating your bank – 2nd time
Earlier I asked you to rate your bank on a scale
of 1-5, now after reviewing the previous slides
how would you rate yourself?
What do you do well?
Where do you need to improve?
Who owns customer service at your bank?
How is it built into everyone’s score cards,
incentives, etc. or is it?
©Zavaglia Consulting, LLC
What do customers want?65% - knowledgeable employees
64% - address my needs on first contact
62% - treats me like a valued customer
54% - demonstrates desire to meet my needs
49% - can quickly access information
49% - is good value for the money
45% - has courteous employees
43% - is a company/brand I can trust
38% - treats me fairly
31% - provides relevant/personalized service
©Zavaglia Consulting, LLC
Let’s go shopping!!!
List of attributes we’re looking for
Shop 1 or 2 banks
Any “wow” experiences?
Any OMG – horrible experiences?
Overall impressions
©Zavaglia Consulting, LLC
What to shop for?
Bank – inquire about opening a new account
Stand to greet you
Shake your hand
Offer you a seat
Offer you a business card
Thoroughly identify your needs
Quality of point of sale materials
©Zavaglia Consulting, LLC
What to shop for
Visual touch points
Cleanliness of ATM
Cleanliness inside the branch
Clutter in the branch and the seller’s desk
Professionalism of the banker
Knowledgeable
Well dressed
Profile you to identify your needs or just product popped?
Asked you why you wanted to switch from your current bank?
Asked how you currently bank i.e. ATM, on-line, in-branch, etc
Did they stand to thank you at the end and shake your hand
Did they obtain your contact information for a potential call back?
(see last two pages of handout for more detailed descriptions)
©Zavaglia Consulting, LLC
De-brief shops
Have students share their stories
Overall rating from the students
1-5 – what was our overall rating?
Examples of “wow”
Examples of OMG – horrible
Other issues – touch points, etc.
©Zavaglia Consulting, LLC
What are our service
protocols?Based on our shops let’s define what we think
our best customer service protocols should be
List on flip chart and discuss
What is non-negotiable?
©Zavaglia Consulting, LLC
Time to return to your
bank!Based on what we learned today – what would
you do differently at your bank if you were in
charge of customer service?
Each student make up a list
Share list with the larger group
©Zavaglia Consulting, LLC
Debrief
What was your biggest take away from today?
Share with the group
How would you rate your bank now – 3rd time!
Why should I bank with your bank – 2nd time!
What do have to offer me that no one else does?
Comments/questions
©Zavaglia Consulting, LLC
Shop analysis – page 1
Stand to greet you
Shake your hand
Offer you a seat
Offer you their business card
Thoroughly identified your needs via profiling
Quality of point of sale materials
Visual touch points in the branch
Cleanliness of ATM
Cleanliness inside the branch
Clutter in the branch and the seller’s desk
©Zavaglia Consulting, LLC
Shop analysis – page 2
Professionalism of the sales-person
Knowledgeable
Well dressed
Fingers, hair, face, etc, clean professional
Clothing pressed, shoes clean and shined
Did they ask why you wanted to switch banks
Did they ask you how you currently use your bank, i.e. ATM, on-line, in branch, etc
Did they obtain your contact info
Did they stand at the end, shake your hand, make eye contact and thank you for coming in
©Zavaglia Consulting, LLC