Chapter 6. recognize and deal with customer turnoffs The customer keeps score Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

Learning objective 1: sharpen your insight into pet peeves Be very aware of pet peeves—your own and others’. Sharpen your insight Learning objective 1: sharpen your insight into pet peeves Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

Learning objective 2: Categorize turnoffs Value turnoffs Poor quality relative to cost Systems turnoffs Cumbersome, inconvenient, ill-informed People turnoffs Communication problems Learning objective 2: Categorize turnoffs Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

Value Product or service not as good as customer expected Faulty repairs, shoddy quality Top leaders define the “value proposition” Lower quality may be okay if cheap Value Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

Any process, procedure, policy used to deliver product or service to the customer Location, facilities, staffing, displays, paperwork, etc. Consistency Slow service Managers responsible for systems Systems Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

People Poor communication = turnoff No greeting, no smile Rude behavior, high-pressure selling Any message (verbal or nonverbal) that causes customer to feel uncomfortable All employees are responsible for people turnoffs People Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

Typical company loses 10-30% of customers every year due to turnoffs Generate positive word-of-mouth by reducing turnoffs and exceeding expectations Learning objective 3: Understand that reducing turnoffs = best advertising Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

Even satisfied customers may be in a “zone of indifference” Absence of dissatisfaction alone does not = loyalty Value service recovery. Fix their problem and they are MORE likely to be loyal customers Learning objective 4: Appreciate value of moving people toward customer loyalty Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

1. Continuously sharpen insights into areas where you may be falling short 2. Reduce or eliminate value, systems, people turnoffs 3. Exceed customer expectations to create positive awareness Earn customer loyalty Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

Use ongoing processes to sharpen your insights into what might be turning customers off. Fix mistakes or service shortcomings. Reposition customers from satisfied “zone of indifference” to LOYALTY Final thought Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall

Copyright ©2014 Pearson Education, Inc. publishing as Prentice Hall