Breaking the Barriers of 'Good' Customer Service - Unleashing an Untapped Resource
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Transcript of Breaking the Barriers of 'Good' Customer Service - Unleashing an Untapped Resource
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Unleashing an Untapped Resource
Nick Samain, Group Show Manager, SME Canada
Beyond the Barriers of ‘Good’ Customer Service
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• Discover practical methods to connect your customer service with your sales and marketing programs to grow your event with new exhibitors and attendees
• Find out how your peers in the industry are using customer service to serve prospects before they become a customer
• Learn tools on how customer service can help you break into new markets, lead your competitive strategy and grow market share
Learning Outcomes
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• Customer Service ...is what an organization does when delivering its products and services to customers, and how it does it.
• Customer Experience ...is about how customers feel as a result of the service they receive.
• Customer Engagement ...is the outcome an organization wants as a result of the service they deliver and the experience the customer has.
*with permission and courtesy of Tim Hadfield, Everything Engagement Blog, http://everythingengagement.blogspot.co.uk
Service, Experience and Engagement*
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Group Discussion: As a consumer, think of a company you have dealt with that provided you with ‘good’ customer service. Go around your table and discuss.
• How or what makes them unique and standout? • What similarities do they share? (delivery,
follow up, feeling you get, efficiency of service, quality of care, go the extra mile…?)
Good customer service
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• Methodology vs. application• Quality of messaging• Communication mediums• Who is responsible for customer service in your
organization? • Measurement of inbound & outbound• Crossover of sales and service
Some ‘how’ but mostly ‘where’
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Group Activity: Using the flipchart at your table, make a list of everyday customer service tasks/activities that a typical show organizer may perform in the lead up to a tradeshow or conference.
• Examples: collecting insurance forms, show guide listings, operational or marketing deliverables…
• Tape this list to the wall
Customer service: task list
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• Customer service – a necessary expenditure• Where the sales process ends and service begins? • You have a problem? Call customer service• Customer service defines a quality experience• Oh what a feeling! Examples of memorable
communications and its lasting impression (positive and negative)
Communicating with your customers
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• Service first and sales will follow? Defining the lines of battle
• Customer service benchmarks – focus on loyalty• Extend your reach into the marketplace without
adding resources • Seasonal nature of inbound customer service?• Offense or defense – the right mix • Calling customers before they are a customer?
Gaining competitive advantage
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Empower your customer service team• Audit your ratio of inbound vs. outbound – do you
have the right mix? • Consider your seasonality and any excess capacity• Count and evaluate the number of times you
interact with your customer per cycle • Be objective in measurement of the quality of
messaging – can it improve?
Practical Tips on Engagement
1
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Messaging your value • Identify all value add engagement programs that
support your event throughout the cycle – communicate!
• Old is new? Use the telephone! • Direct mail opportunities – make it personal • Balanced messaging and avoiding direct sales• Make every message an opportunity for further
engagement by your customer – on their time
Practical Tips on Engagement
2
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Value-add engagement programs • Definition? • Group Activity: On your flip chart, list some of your
own value-add engagement programs that you have used (past or present) at your event to engage your attendees or exhibitors.
• Examples: loyalty programs, new product programs, special event features, online engagement…
• Tape this to the wall next to the first list
Practical Tips – Add value
3
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Group Activity: Using a new flipchart…
1. Consider all of the customer service initiatives from the first list
2. Evaluate your second list of value-add engagement programs
3. Now try and bundle one of the customer service initiatives(list 1) with a value add engagement program (list 2).
4. You can pair more than one value-add engagement per customer service task
Practical Tips – Make the link
4
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Group presentationHow can your group suggest a practical example of how to improve the effectiveness of a customer service message by adding value-add messaging?
Practical Tips – Sharing
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• Eliminate any ‘one-way’ conversations and add engagement opportunity to every type of communication. Make the most of any communication deliberately!
• Create the ‘myth’ and remove fear: your customer service can do anything (and will) to win absolute satisfaction of your clients. (Ferrari speed example)
• Ever increasing expectations – recognize this now and turn it into a competitive edge
Unleash your untapped resource!
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• Focus on the ‘how’ of customer service is crucial to achieving client satisfaction – however don’t ignore the ‘where’ and to ‘who’ it is being applied
• Consider ‘offence’ vs. ‘defense’ when it comes in inbound and outbound touches with your clients. What is a healthy mix for your org?
• You have great value-add programs already, use your customer service to help these reach new clients and drive business
Beyond the barriers of good
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THANK YOU!
Unleashing an Untapped Resource
Nick Samain, Group Show Manager, SME Canada
Beyond the Barriers of ‘Good’ Customer Service