1. Chapter 6. recognize and deal with customer turnoffs
The customer keeps score
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2. 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
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3. 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
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4. 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
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5. 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
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6. 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
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7. 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
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8. 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
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9. 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
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10. 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

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