Customer Service:The Small Business

Advantage

Jeremy B. KestlerBusiness Outreach Manager

jeremy@cobbmicro.org(770) 423-6562

Cobb MicroenterpriseClass 16

Tuesday, April 20, 2004

Customer Service Overview

• Why is it Important?• What is Superior Service?• Service Models and Examples• Service Disasters• Current Trends

Why is Service Important?

• Helps keep customers• Differentiate versus competition• Helps you improve your business• Develops positive word of mouth• Prevents negative word of mouth• Saves money on marketing• Builds employee morale

Exercise: Customer Svc Role Play

• Please refer to your “Customer Service Role Play” sheet.

1. How did the customer handle the situation? What should he/she have done differently?

2. How did the manager handle the situation? What should he/she have done differently?

Which is least expensive?

• Keeping a Customer• Winning a Customer Back• Getting a New Customer

Answer• Keeping a Customer$• Getting a New Customer$$• Winning a Customer Back $$$

Which do you want?

Satisfied Customers?OR

Loyal Customers?

What is Superior Service?

• Being Nice?• Relationship Management• Meeting Deadlines• Efficient Operations• Reacting Quickly• Anticipating Problems• Apologizing

Exercise: Great Service Examples

• Please share an experience where someone demonstrated superior customer service.

• How did it make you feel about the them? About the business?

Problem-Solving Examples

• USAA (Washington, DC – DMV)• Holiday Inn, Champaign, IL• Soho Clothiers – Letter• New China - Joey• Charles Schwab v. The 800 Kiss

Off• AAA and Discount Tire

Stores with Great Service

• Mori Luggage & Gifts, Town Center– Knowledgeable– Courteous– Helpful

• Discount Tire, Busbee Parkway– Efficient– Attentive– Energetic– Clear Communicators

Arthur Blank Owner, Atl Falcons

“It hasn’t been difficult to figure out. You listen to your customers and respond to them.”

RESULT: Largest single-season increase in 83-year history of the NFL

Sam Walton, Wal-Mart Founder

“If you’re looking for answers, go to the store. The customers have all the answers and they also happen to have all the money.”

Exercise: Customer Svc Role Play

• Please refer to your “Customer Service Role Play” sheet.

1. How did the customer handle the situation? What should he/she have done differently?

2. How did the manager handle the situation? What should he/she have done differently?

Marketing and Service

Service

Marketing

Good

Bad

GoodBad

Key Service Elements

Really CaringActions or Behaviors

Happy Customers

Attitude Process

Key Service Elements

People

Process

Problem Solving

Process

• Greeting – Wal*Mart, Moe’s• Phone Routines – Airlines• Interpersonal Habits – “It’s My

Pleasure”• Technology – Amazon.com• Message Relaying – Small Business• Room Service – Hospitality• Rental Car Return - Hertz

Service Techniques

• Listen• Tell them what’s going on• Empathize• Apologize• Take responsibility• Waive charges

Problem-Solving Examples• Enough Staff – Nordstrom,

Continental• Keep Employees Happy - Southwest• Minimize Turnover – Chick-fil-a• Create Clear Channels for “Voice”

1-800-CHARLES• “Help Me Help You”

Exercise: Service “Disasters”

• Think of an example of a customer service issue you have had. Was it a problem with:

1. People?2. Process?3. Problem Solving?

Don’t

• Put processes before People• Explain Meaningless Internal Details

(Blame Policy)• Blame the Customer• Blame Technology• Lose Temper• Break Professionalism• Make Excuses• Sneak Away

Phrases to Avoid• You should have…• Why didn’t you…• You’ll have to…• Non-helpful statements

– “Ms. Harris is not available. (Silence)

• I’ll try…• I can’t…• Your problem/complaint• As soon as possible

Top 9 Reasons for Bad Customer Service

9. Low-level thinkers, not service oriented8. No Process7. Bad Process6. Good Process, Staff Not Properly Trained5. Good Process, Not Enforced (No Management)4. Smart People, No Process3. Smart People, Bad Process2. Smart People, Good Process, No Problem Solving

(Beaten by the System, Limited, Rigid)1. Smart People, Good Process, Special

Circumstance

Current Trends• CRM-Customer Relationship

Management• Relational Database Software

“I see you like CDs by Miles Davis, perhaps you’d like John Coltrane? Click here.”

• Using websites to answer questions and help customers contact the company

• Email – The Ultimate Feedback Loop• Companies must be more responsive

Jeremy’s Business Advice

1. Be Professional2. Be Focused3. Think BIG4. One step at a time5. Enjoy it6. Be open-minded7. Continuously improve8. Be responsive to customers

Good luck!Good luck!

See you at graduationSee you at graduation