NFDA Live Webinar February 12, 2015 │ 1-2:30 p.m. CT Getting to the Heart of Customer Satisfaction Ron Rosenberg Quality Talk, Inc. © 2015 NFDA 1

Webinar Agenda 1.Webinar Overview 2.Introduction of Today’s Experts 3.Today’s Presentation 4.Q & A Session After the Webinar CE Attendance Form Online Evaluation The fact that NFDA presents this educational seminar does not denote that the association endorses, recommends or supports the opinions expressed by seminar presenters or participants.

Webinar Overview Clear your computer desktop for optimum viewing 3 Click on red box/white arrow to hide or open your control panel To listen via computer speakers click on Mic & Speakers. If computer sound is inadequate, click on Telephone and dial-in number will appear. Enter questions here at any time; click Send

4 Ron Rosenberg Quality Talk, Inc. Getting to the Heart of Customer Satisfaction

What Business Are You In? An Important Question 5

Everything Seems So … Impersonal  ACD / Phone Trees  “Talking Head” Customer Service  Merge-Field Letters  Texting to Someone Next to You!  One-Size-Fits-All Responses 6

Customer Service Communications Dear Dreft, It was great to receive a sample of your product in the hospital when I had my first baby a few weeks ago. Unfortunately, the coupon with it expired I know the coupon is not good. Is the sample still safe to use? The hospital was (name of hospital and location). Thank you, Sallie 7

Thank you for sharing your disappointment with our product. Our goal is to produce high quality products that consistently delight our consumers and I’m sorry this wasn’t your experience. Please be assured I’m sharing your comments with the rest of our team. Thanks again for writing. P&G Team Customer Service Communications 8

Dear Dreft/Proctor and Gamble, Thank you very much for your automated, prewritten reply that had absolutely nothing to do with my question. It certainly makes me feel like your company cares about its consumers when you take the time to send me an irrelevant answer to my question when I have taken the time to visit your website, find out how to contact you, write a letter and then read a reply. You can be sure I will share this experience with the 2,500 women who visit my blog each week. Sincerely, Sallie Customer Service Communications 9

3 Components of Customer Service 1.Mental 2.Physical 3.Spiritual 10

Customer Service Statistics  The #1 reason businesses lose customers is… 11

Customer Service Statistics  The #1 reason businesses lose customers is perceived indifference 12

Customer Service Statistics  The #1 reason businesses lose customers is perceived indifference  On average, it costs 5 times more to get a new customer than to keep an existing one 13

Lifetime Customer Value Average Plane Ticket:= $500 Trips per Monthx 2= $1,000 Months per Yearx 10= $10,000 Number of Yearsx 20= $200,000 Lifetime Customer Value = $200,000 14

Average Amount of a Transaction xTimes Number of Transactions Per Year =Subtotal: Annual Customer Revenue xNumber of Years as a Customer = Lifetime Customer Value Lifetime Customer Value 15

Why Is Lifetime Value Important? Lifetime Customer Value= $200,000 # People You Tellx 10= $2,000,000 # Times It Happensx 25= $50,000,000 16

1.Treat Me Very Well 2.Find More People Like Me Why Is Lifetime Value Important? 17

Customer Service Strategy  The key to providing outstanding service every day is to establish an emotional attachment to Customer Satisfaction  This approach is not manipulative as long as it’s done with integrity 18

Your Customer Experiences Good Experience  Respected  Taken Seriously  Wanted to Help  Feel Good Bad Experience  Frustrated  Angry  Boiling Over  Homicidal 19

Two Important Rules 1.People move towards pleasure and away from pain. 2.When people are in a heightened emotional state, their bodies make a physiological impression of how they’re feeling and link it – unconsciously – with whatever made them feel that way. 20

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Effective Communication Skills 1.Good vs. Bad Communications 2.First Impressions 3.Interest and Empathy 23

Why Is Rapport So Important? 1.People do business with people they like 2.People do business with people who are like them 24

Three Ways to Build Rapport 1.Common Experience 2.Matching, Pacing, Leading 3.Representational Systems 25

Common Experience 26

Common Experience

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Common Experience  Hobbies  Activities  Children  Music  Food  Home Town  Schools  Employers  Common Friends  Travel Destinations 30

Matching, Pacing, Leading  Voice Tone  Tempo  Inflection  Breathing  Movement  Rhythm  Posture  Acknowledgement 31

Representational Systems 1.We interpret the world through our senses 2.People have different ways of processing information 32

Representational Systems  Visual  Auditory  Kinesthetic 33

Visual Representation  I see what you mean  That’s becoming clearer  Can you draw me a map? 34

Auditory Representation  That rings a bell  Tell me how to get there  I hear what you’re saying 35

Kinesthetic Representation  That feels right  Let me try it myself  I have to walk this off … 36

Representational Systems  Understand the Preference  Frame the Information  Communicate in the Right Language 37

 Make sure “I help in all departments” means that you really do  Consider the ability to demonstrate passion as a hiring criteria  Be excited about your job – or do something else  Undercommit & Overdeliver  Follow up  “That’s not our policy” Delivering Outstanding Service 38

Bonus Strategy Take Action! 39

Chinese Proverb A hungry man can sit on his front porch for a long time waiting for a roast duck to fly into his mouth.

What Do You Want to Accomplish in the Next Days? 41

Questions 42

43 Ron Rosenberg Quality Talk, Inc.

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