Recognize and Deal with Customer Turnoffs Chapter Six Recognize and Deal with Customer Turnoffs

Chapter Quote People remember about a third of what they read, half of what people tell you, but 100 percent of what they feel. The question: How do they feel about doing business with you?

Objectives Pet Peeves Customer Turnoffs Reducing customer turnoffs Appreciate

The Way It Is

Be Aware. Be Very Aware -Recognize Pet Peeves About Customer Service Take a moment to make a list of specific things about customer service that turn you off.

Be Aware. Be Very Aware -Recognize Pet Peeves About Customer Service Being ignored Waiting too long Poor-quality work Sale items not in stock Merchandise prices not marked Dirty restaurants or restrooms Phone calls put on hold Employees lacking product knowledge High-pressure sales tactics Employees talking down to you Inflexibility

Gaining Insight: What Turns Customers Off? Value Turnoffs Poor guarantee Poor quality Price too high Systems Turnoffs Slow service Business place dirty, messy, cluttered Low selection of products Inconvenient location, layout, parking People Turnoffs Lack of courtesy, friendliness, attention Employees who lack knowledge Employee appearance

Value Turnoffs Value: quality relative to price paid Value proposition: what the company intends to exchange with its customers

Systems Turnoffs Company location Employee training Record keeping Systems: process, procedure, or policy used to deliver the product/service to the customer Company location Employee training Record keeping Policies regarding guarantees/product returns Delivery services Merchandise displays Customer follow-up Billing and accounting

The Day I Fell in Love with McDonald’s Michael Gerber describes a successful system

People Turnoffs Failing to greet/smile Inaccurate information Employees chatting Rude attitude High-pressure sales Dirty work location Inappropriate dress Poor grooming Body piercings/tattoos Makes the customer uncomfortable

Know that Reducing Turnoffs is the Best Advertising Television Advertising 25% Newspaper Advertising 15% Magazine Advertising 13% Word of Mouth Advertising 63%

Create Loyal Customers Think about customer turnoffs Motivate workers Motivate customers

The Zone of Indifference Dissatisfied –Satisfied –Motivated Zone of Indifference

Value Service Recovery Showing customers that you truly care is fundamental to building loyalty. Problem Situations Opportunity

Loyalty Comes from Customers’ Awareness that Service Is Your Business Service must be seen as the very essence of your business, not a side function.

Earn Your Customer’s Loyalty with Two Steps Reduce or eliminate value, systems, and people turnoffs Exceed customer expectations to create a positive awareness

Final Thought Look for turnoffs and determine who in the organization can best deal with each. Employees at all levels should be aware of possible turnoffs. Analysis of potential turnoffs must be an ongoing process.