THE GENERIC CUSTOMER SERVICE PLAN Michael W. Piczak March 2004

BASES OF COMPETITION PRICE PRICE QUALITY QUALITY FLEXIBILITY FLEXIBILITY RESPONSE RESPONSE VARIETY VARIETY SERVICE SERVICE

WHY ON SERVICE? FEW GET IT RIGHT FEW GET IT RIGHT PEOPLE NOTICE PEOPLE NOTICE YOURE THERE ANYWAY YOURE THERE ANYWAY DOESNT COST YOU MUCH TO CARE DOESNT COST YOU MUCH TO CARE COMMANDS A PREMIUM COMMANDS A PREMIUM PEOPLE WILLING TO PAY FOR GOOD SERVICE PEOPLE WILLING TO PAY FOR GOOD SERVICE KEEPS YOU AWAY FROM CUT THROAT PRICE COMPETITION KEEPS YOU AWAY FROM CUT THROAT PRICE COMPETITION

WHO DOES WHAT? Most franchise systems will have a 3- 4 binder on customer service Most franchise systems will have a 3- 4 binder on customer service We talk up a storm and yet will have an anemic 5 row, 5 item plan of attack in a table (2 of the items are say hello and close with thank you) We talk up a storm and yet will have an anemic 5 row, 5 item plan of attack in a table (2 of the items are say hello and close with thank you) Best practice leaders deconstruct the entire customer service experience Best practice leaders deconstruct the entire customer service experience Answer must lie in between 1 table and 4 of binder Answer must lie in between 1 table and 4 of binder

GENERIC CUSTOMER SERVICE IDEAS 1 Think like a customer Think like a customer Greeting Greeting Calling them by name Calling them by name Giving them space Giving them space Thank you Thank you Suggestive selling Suggestive selling Not overselling Not overselling

GENERIC CUSTOMER SERVICE IDEAS 2 Walking them to the door Walking them to the door Following up after the sale Following up after the sale Calling when you are trapped in a doctors office, traffic, waiting for an appointment, etc. Calling when you are trapped in a doctors office, traffic, waiting for an appointment, etc. Dropping by unexpectedly when you are in the neighbourhood Dropping by unexpectedly when you are in the neighbourhood

GENERIC CUSTOMER SERVICE IDEAS 3 Taking the time to personally talk to your customers Taking the time to personally talk to your customers Database entry (CRM) Database entry (CRM) Have a complaint resolution procedure Have a complaint resolution procedure Dealing with a complaint (what can we do to fix this?) Dealing with a complaint (what can we do to fix this?) Start with Im sorry, this should not happen if you make a mistake Start with Im sorry, this should not happen if you make a mistake Shopping yourself (Rainforest Café experience) Shopping yourself (Rainforest Café experience) Empowering employees to solve problems Empowering employees to solve problems

GENERIC CUSTOMER SERVICE IDEAS 4 Give them something for free (ATSM, Easter Eggs on DVDs, car wash) Give them something for free (ATSM, Easter Eggs on DVDs, car wash) Give them something when you fix a problem that is of value but does not cost you much ($10 off next purchase in your store) Give them something when you fix a problem that is of value but does not cost you much ($10 off next purchase in your store) Solve their child care problem while they shop with you Solve their child care problem while they shop with you

GENERIC CUSTOMER SERVICE IDEAS 5 Reward your best customer care employees in a high profile way Reward your best customer care employees in a high profile way Get rid of employees who dont get it Get rid of employees who dont get it Position of Manager, Customer Intimacy (Levi Strauss) Position of Manager, Customer Intimacy (Levi Strauss) Flexible/generous returns policies Flexible/generous returns policies Having employee standards (Disney specifications for facial hair, finger nails, jewelry, etc. Having employee standards (Disney specifications for facial hair, finger nails, jewelry, etc. Evaluating employees on customer service Evaluating employees on customer service Customer friendly hours of operation Customer friendly hours of operation

GENERIC CUSTOMER SERVICE IDEAS 6 Customer loyalty programs Customer loyalty programs Customer appreciation days Customer appreciation days Special, private promotions for particularly faithful customers Special, private promotions for particularly faithful customers Go the extra mile (24/7, emergencies) Go the extra mile (24/7, emergencies) Pitching in yourself when things get busy (Herb Kelleher at Southwest Airlines) Pitching in yourself when things get busy (Herb Kelleher at Southwest Airlines) Anal retentive attention to cleanliness and other details Anal retentive attention to cleanliness and other details

THE GENERIC CUSTOMER SERVICE PLAN Michael W. Piczak March 2004 The end