Creating a Culture of Customer Service Ken Tucker, BSc, MBA Dan Murray, CR Business Mentors, Inc. Ken Tucker, BSc, MBA Dan Murray, CR Business Mentors, Inc CDRG - AGM “ALWAYS THINKING Outside of the Box” Las Vegas, Nevada

Creating a Culture of Service  Taking Your Business to the Next Level  Core Values of successful companies  Taking Your Business to the Next Level  Core Values of successful companies 2010 CDRG - AGM “New Thinking. New Rules”

CDRG - AGM “Steps Toward Tomorrow”

“Steps Toward Tomorrow!” Values  What is important in your company  What is measured?  What is celebrated?  What is important in your company  What is measured?  What is celebrated?

“Steps Toward Tomorrow!” Customer Service  Customer Service is NOT a department…..It’s an attitude!  You know the secret  Customers remember people over your product  When we follow the rules of the game of service, everyone comes out a winner  Customer Service is NOT a department…..It’s an attitude!  You know the secret  Customers remember people over your product  When we follow the rules of the game of service, everyone comes out a winner

“Steps Toward Tomorrow!” Customer Service: Everyone Dials WII-FM  Making things easier for your customers often makes things easier for you  Serving others well serves you well  Companies don’t succeed PEOPLE DO!  Rule #1: A successful company can only be built one satisfied customer at a time.  Rule #2: Rule #1 can only be done with happy, motivated employees.  Making things easier for your customers often makes things easier for you  Serving others well serves you well  Companies don’t succeed PEOPLE DO!  Rule #1: A successful company can only be built one satisfied customer at a time.  Rule #2: Rule #1 can only be done with happy, motivated employees.

“Steps Toward Tomorrow!” Customer Service: First Steps?  Treat your people like your customers.  Law of human nature: “Employees will never treat customers any better than they are being treated.”  There are TWO things people want more than sex and money…. Recognition and Praise.” Mary Kay Ash  She said “… pretend everyone has a large sign around their neck saying “Make ME feel important.  Treat your people like your customers.  Law of human nature: “Employees will never treat customers any better than they are being treated.”  There are TWO things people want more than sex and money…. Recognition and Praise.” Mary Kay Ash  She said “… pretend everyone has a large sign around their neck saying “Make ME feel important.

“Steps Toward Tomorrow!” Framing “Customer Service” Issue’s  Our customer  Emotional dynamics  Invasion of their home  Out of control  “We’ve done this a 1,000 times”

“Steps Toward Tomorrow!” Customer Service tidbits:  Attitude: Isn’t everything…. But it’s pretty darn close.  Procrastination: Is attitude’s natural assassin.  When Hiring: If your company mission is to climb a tree, which would you rather do: Hire a squirrel, or……. Train a horse?  Attitude: Isn’t everything…. But it’s pretty darn close.  Procrastination: Is attitude’s natural assassin.  When Hiring: If your company mission is to climb a tree, which would you rather do: Hire a squirrel, or……. Train a horse?

“Steps Toward Tomorrow!” Foundation for Success  Moments of Truth  Your frontline staff represents your company  Empower your staff  Moments of Truth  Your frontline staff represents your company  Empower your staff

“Steps Toward Tomorrow!” No More Happy Customers  A definition  “A cheerleader customer is someone that goes out of their way to say something good about your company”

“Steps Toward Tomorrow!” Transformational Service Concept #1 Create a cheerleader customer and everything takes care of itself

“Steps Toward Tomorrow!” What Are We Selling?  Attention to detail  Care and concern  Ability to focus on their business  Comfort  Attention to detail  Care and concern  Ability to focus on their business  Comfort

“Steps Toward Tomorrow!” Our Main Product  Cheerleader Customers  When Customer service becomes a system then it ceases to be a problem.  Cheerleader Customers  When Customer service becomes a system then it ceases to be a problem. Customer Cheerleaders

“Steps Toward Tomorrow!” Transformational Service Concept #2 A cheerleader is created when you dramatically exceed your customers baseline expectations

“Steps Toward Tomorrow!” Transformational Service Concept #3 A moment of truth is anytime that a customer comes into contact with your company and forms an opinion - either consciously or unconsciously / positive or negative

“Steps Toward Tomorrow!” Transformational Service Concept #4 Moments of truth are cumulative. You have a bank account of moments of truth. You will have unexpected withdrawals. It takes twelve positive moments of truth to counter each negative moment of truth

“Steps Toward Tomorrow!” Emotional Bank Account

“Steps Toward Tomorrow!” Value of a Cheerleader  Fewer call backs  Less employee turnover  Happy employee’s  $1,000,000  Referrals  Agent and adjuster  Makes job more fun  Jobs finished faster with less complaints  Referrals  Agent and adjuster  Makes job more fun  Jobs finished faster with less complaints

“Steps Toward Tomorrow!” Transformational Service Concept #5 80/20 Rule – Over eighty percent of how a person judges the quality of the service that they receive is based on the person doing the work. Twenty percent is based on the work that is completed.

“Steps Toward Tomorrow!” Transformational Service Concept #6 You will be recognized for your service delivery when you start to perfect the delivery of the benefits of your service rather than on delivering a restored home!

“Steps Toward Tomorrow!” A Quick Story  What are you selling?  What is your customer buying?

“Steps Toward Tomorrow!” Action Plan  Training  Language  Celebration and reinforcement  Company culture  Training  Language  Celebration and reinforcement  Company culture

“Steps Toward Tomorrow!” Key Criteria 3 A’s  Appearance  Attitude  Actions 3 A’s  Appearance  Attitude  Actions

“Steps Toward Tomorrow!” Training Tools  Healing the Loss  Books  Moments of Truth  Raving Fans  Positively Outrageous Service  Become a student of Service  Healing the Loss  Books  Moments of Truth  Raving Fans  Positively Outrageous Service  Become a student of Service

“Steps Toward Tomorrow!” New Employees  Formal orientation  Training tools  Healing the Loss  ELC Training  Parameters for decisions  Discuss company standards  Formal orientation  Training tools  Healing the Loss  ELC Training  Parameters for decisions  Discuss company standards

“Steps Toward Tomorrow!” Involve Your Subs  Subs for Subs  Appearance of subs  Inserts with payment  Written standards  Training tools  Awards and celebration  Subs for Subs  Appearance of subs  Inserts with payment  Written standards  Training tools  Awards and celebration

“Steps Toward Tomorrow!” Customer Service Language  Credit to Steve Toburen “Strategies for Success”  Cheerleader customers  Moments of Truth  Customer Eyeglasses  Baseline expectations  Credit to Steve Toburen “Strategies for Success”  Cheerleader customers  Moments of Truth  Customer Eyeglasses  Baseline expectations

“Steps Toward Tomorrow!” Company Culture “Just the way we do things around here.” Steve Toburen  Culture is determined by what you say and do - everyone is watching  Consistency in all aspects of operations  “create a cheerleader and everything takes care of itself” - Steve Toburen  Words alone do not create a culture “Just the way we do things around here.” Steve Toburen  Culture is determined by what you say and do - everyone is watching  Consistency in all aspects of operations  “create a cheerleader and everything takes care of itself” - Steve Toburen  Words alone do not create a culture

“Steps Toward Tomorrow!” Tips for Creating Culture  Customer comment cards  Read and meetings  Post prominently  Celebrate and company meetings  Challenge staff  Hand written notes  Special gifts for affiliates  Customer comment cards  Read and meetings  Post prominently  Celebrate and company meetings  Challenge staff  Hand written notes  Special gifts for affiliates

“Steps Toward Tomorrow!” More  Have employees tell stories  Welcome home gifts  Personal notes and letters from the president  Customer service awards  Customer phone calls  Respond to customer recommendations  Challenge your staff  Have employees tell stories  Welcome home gifts  Personal notes and letters from the president  Customer service awards  Customer phone calls  Respond to customer recommendations  Challenge your staff

“Steps Toward Tomorrow!” Above and Beyond  Nominated by employees  Box or online  Nominations publicly read  Set people up for success  Provide award - $ and recognition  Make it prestigious - press release  Annual draw  Nominated by employees  Box or online  Nominations publicly read  Set people up for success  Provide award - $ and recognition  Make it prestigious - press release  Annual draw

“Steps Toward Tomorrow!” ….. But remember:  You Can’t Send a Duck to Eagle School

“Steps Toward Tomorrow!”  You can’t teach someone to want to serve;  You can’t teach people to smile;  You can’t teach personality……  But we can hire people who have those qualities  And teach them our product or services  and then our culture.”  You can’t teach someone to want to serve;  You can’t teach people to smile;  You can’t teach personality……  But we can hire people who have those qualities  And teach them our product or services  and then our culture.”

“Steps Toward Tomorrow!” Summary  Commitment  Provide a foundation  Celebrate  Consistency  Measure  Passion  Involve your ENTIRE team  But remember……………  Commitment  Provide a foundation  Celebrate  Consistency  Measure  Passion  Involve your ENTIRE team  But remember……………

“Steps Toward Tomorrow!” What Does All This MEAN?  Your Business Multiplies You  The leader broadcasts his/her strengths and weaknesses on his/her business, and the employees emulate them - effectively multiplying those traits. Work on you. It's important…..Right!  Your Business Multiplies You  The leader broadcasts his/her strengths and weaknesses on his/her business, and the employees emulate them - effectively multiplying those traits. Work on you. It's important…..Right!

“Steps Toward Tomorrow!” Now  Go out and make a cheerleader!

“Steps Toward Tomorrow!” Special Thanks  Steve Toburen  Strategies for Success  Healing the Loss   Mac Anderson  You Can’t Send a Duck to Eagle School   Steve Toburen  Strategies for Success  Healing the Loss   Mac Anderson  You Can’t Send a Duck to Eagle School 

Creating a Culture of CHEERLEADER Customer Service Business Mentors, Inc. Business Mentors, Inc Contractor Conference “Quality Focused - Performance Driven”

We have set up a coupon in ELC for 20% off. The coupon code is cdrg20. (Valid until October 31, 2010) We also are offering CDRG members a free 48 hour pass to view the content - just ELC and put in the subject line “Requesting CDRG member 48 Hour pass”. To sign up – go to Contractor Conference “Quality Focused - Performance Driven”