Creating a Return Customer Culture Doug Callander

TAFE has a great start! Biggest Oldest Known by everyone Most locations High standard Respected qualifications Gifted teachers Transforming Customer Service 2

It starts with a common goal / vision / mission “The purpose of a business is to get and keep a customer.” PETER DRUCKER Transforming Customer Service 3 paying

FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF MANY YEARS. Transforming Customer Service 4

TAFE should lead the industry Look outside! Benchmark against other industries The new customer mix is likely to be more discerning Transforming Customer Service 5

Everyone makes a difference “Every touch point with a customer improves or tarnishes the organisation’s image.”. JAN CARLZON, EX-CEO SAP GROUP Transforming Customer Service 6

Whose Job is it? “If you’re not serving the customer, your job is to be serving someone who is.”. JAN CARLZON, EX-CEO SAP GROUP Transforming Customer Service 7

Customer Expectations “If you want get a customer, give them what they need, want and expect.’ ‘If you want them to return give them more than they expect”. DOUG CALLANDER Transforming Customer Service 8

An organisation needs to be nimble to be responsive. ANON Transforming Customer Service 9 Responsiveness

Transforming Customer Service 10 How would you rate your current service mindset? Empowerment? Why do we so often see in organisations customer complaints (challenges) impossible to fix because of the rules are resolved quickly and easily by a manager who breaks the rules

“Don’t rely on Customer Service Heroes.” FRANCIS BRYAN & ANNE MORRIS CO AUTHERS UNCOMMON SERVICE HARVARD BUSINESS REVIEW Transforming Customer Service 11 Heroes are rare

“Design jobs for the staff you are likely to attract and keep, not the staff you wish you had.” HARVARD BUSINESS REVIEW Transforming Customer Service 12 Job Design is the key in large organisations

Service Approach: HEART Prescription for Positive Customer Service Transforming Customer Service 13 Helpfulness / Happiness / Humour H Empathy E Assurance A Reliability R Tangibles T

Systems are not the entire answer People / Passion Process / Systems Transforming Customer Service 14

Employee pass on feelings Transforming Customer Service 15 “Whether you are big or small, you cannot give good customer service if your employees don’t feel good about coming to work” MARTIN OLIVER, MD KWIK-FIT FINANCIAL SERVICES

Transforming Customer Service 16 How would you rate your current service mindset? Key TAFE attitudes to create return customers ? Own the customer Be pro-active Be a go-giver

Transforming Customer Service 17 How would you rate your current service mindset? Teams need to be Motivated Share the Goals Encourage input Challenging but doable roles (job design) Noticing people “doing things right” A fun rewarding environment helps everyone get and stay motivated

Transforming Customer Service 18 How would you rate your current service mindset? Teams need to be Measured Quantitative * Performance against KPI numbers Qualitative (mystery shopping) * The team members tell you want you want to hear Managers tell you what they think the team does Mystery shopping tells you what really happens

Transforming Customer Service 19 How would you rate your current service mindset? Teams need Feedback “ The Breakfast of Champions” Personal performance against goals / KPIS Communications meetings to keep the team up to date Visibility of the teams progress against the KPIs Regular staff assessments A fun rewarding environment helps everyone get and stay motivated

Transforming Customer Service 20 How would you rate your current service mindset? The teams need to be Rewarded Praise Awards Acknowledgement Watch for counter incentives A fun rewarding environment helps everyone get and stay motivated

Transforming Customer Service 21 Questions?

Challenges for the Group Transforming Customer Service 22

Creating a “no excuse” environment Transforming Customer Service 23 Responsibility Based Leadership Internal versus External Locus of Control I E Justification Excuses Blame Out of control ‘’’’Stress Taking personal responsibility Empowered In control

Thank you Transforming Customer Service 24