1. Extraordinary Customer Relations for Business Success
Brian Simmons, SHRM-CP, PHR
Senior Human Resources Advisor
March 6, 2018
© 2018 CMI Consulting, LLC. All Rights Reserved

2. These materials are considered confidential and proprietary.
Session Objectives
Identify your REAL Customers
Understand what’s at the root of Customer Perceptions
Learn the four (4) expectations of all Customers
Identify specific behaviors that create Positive Memorable Customer Experiences
These materials are considered confidential and proprietary.

3. Who Are Your Customers?
Customer - A party, client or entity that receives or consumes products (goods or services) and has the ability to choose between different products and suppliers. (
“Someone who depends on the timeliness, quality, and accuracy of someone else’s work.”
Ask Yourself: Who depends on the timeliness, quality, and accuracy of my work?
External – Customers who come to your organization for services or products
Internal – Customers of others within the business or organization
These materials are considered confidential and proprietary.

4. What Do Customers Perceive?
Moments of Truth – Any instances of contact or interactions between a customer and a business (through a product, sales force, ecommerce or digital user interface) that gives the customer an opportunity to form (or change) an impression about the business. (
These materials are considered confidential and proprietary.

5. These materials are considered confidential and proprietary.
There are three (3) ways your Customers build their impressions and perceptions of your service.
What we
Tone/Pitch of
that we say % + % + %
These materials are considered confidential and proprietary.

6. What Do Customers Expect?
In fact, there are Four (4) Expectations of All Customers:
Friendly, caring service – More than courtesy
Customers want to feel as though their needs are important – that they are important.
These materials are considered confidential and proprietary.

7. What Do Customers Expect?
In fact, there are Four (4) Expectations of All Customers:
Flexibility – Make it work for the customer
Customers don’t want to hear “no.”
These materials are considered confidential and proprietary.

8. What Do Customers Expect?
In fact, there are Four (4) Expectations of All Customers:
Problem Resolution– Help them find a solution
Customers want to know that you will help them find a solution, even if you can’t handle it yourself.
These materials are considered confidential and proprietary.

9. What Do Customers Expect?
In fact, there are Four (4) Expectations of All Customers:
Recovery – Correct mistakes quickly and satisfactorily
Customers want some kind of action that recognizes a mistake has been made and every effort is being made to correct it.
These materials are considered confidential and proprietary.

10. Adapting to Your Customers With Care
When you surpass a customer’s expectations, you create positive memorable customer experiences.
Listen with care
Respond with care
Close with care
These materials are considered confidential and proprietary.

11. Creating Positive Memorable Customer Experiences
Listening
Passive – Conveys that you are paying attention
Paraphrasing – Conveys that you understand what the customer is saying
Agreement – Conveys agreement with the customer point of view
These materials are considered confidential and proprietary.

12. Creating Positive Memorable Customer Experiences
Caring Responses – The Four “A”s
Acknowledge – Become aware visually or by response
Appreciate – Statement(s) of appreciation during the interaction
Affirm – Sincere compliments about the customer’s choices
Assure – Take on the responsibility of the customer’s issues or requests
These materials are considered confidential and proprietary.

13. Creating Positive Memorable Customer Experiences
Positive Close
Use any of the four “A”s
Human – Business Model
These materials are considered confidential and proprietary.

14. Last Words of Extraordinary Service Wisdom
You must identify the REAL needs and expectations of the REAL Customer in Moments of Truth.
When your organization surpasses customers’ expectations, positive memorable experiences are created. Measure often. (surveys, targeted studies, observational studies, shopper programs and "voice of customer" research)
These materials are considered confidential and proprietary.

15. Last Words of Extraordinary Service Wisdom
Create Positive Memorable Customer Experiences by listening, responding and closing with care.
Visualize situations before they happen in order to prepare and practice your reaction.
Remember, there are two (2) sides to every Customer interaction – Human and Business.
These materials are considered confidential and proprietary.

16. These materials are considered confidential and proprietary.

17. Extraordinary Customer Relations for Business Success
© 2018 CMI Consulting, LLC. All Rights Reserved