CUTTING EDGE COMMUNICATION - Infobase · PROGRAM 54: Delivering Sensational Service video 10...

CUTTING EDGE COMMUNICATION54. Delivering Sensational Service

Video Guide and Script

CUTTING EDGE COMMUNICATION © Seven Dimensions www.7d-tv.com

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PROGRAM 54: Delivering Sensational Service video 10 minutes

If you love receiving great service... feel proud giving sensational service.

Synopsis Marcus and Serena want to see Cutting Edge employees demonstrating greater care for their customers. They discuss body language and the need to remember things important for the client interaction, as well as the use of open and closed questions. Serena particularly wants staff to be responsive, prompt and demonstrate organizational skills. Alex coaches Dion through handling tricky customer queries over the phone, while Casey practices her service technique on Tammy – with unfortunate results. Carol considers sensational service is all about definite action and punctuality, and that service providers have passion and exceed her expectations.

Key Learning Points Deliver Sensational Service

Don’t Do

Don’t ignore customer needs and feelings Care for your customers

Don’t assume you know Ask and be responsive

Don’t wait for requests Anticipate and surprise

Don’t be lazy with details Be efficient and take action


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Discussion Questions

1 What did you learn from the team at Cutting Edge?

2 What kinds of questions demonstrate sincere interest in your clients and customers?

3 Discuss the words and phrases that customers might consider vague, e.g. might, maybe, possibly, not really sure, I think…

4 Discuss whether it is important to have tidy work areas.

5 What are our service standards? Does everyone demonstrate them? What should a team do if some team members don't agree about service standards?

6 What are some examples of ways to surprise customers with unanticipated service? How about colleagues?

7 Can we be more efficient with our service? Where and how?

8 Discuss the elements it takes for sensational service to occur? How well do we do in our own business? What do we do well, what do we need to improve?

9 Look at your competitors. What are they doing well? Where are they lagging when it comes to service?

10 Discuss your most difficult customers. How can you best manage them?

11 Discuss the best responses to someone with a problem or complaint.

More to Discuss Discuss this quote. Find other key points to discuss in the PowerPoint Slides.

If you love receiving great service Feel proud giving sensational service

Psychologist Eve Ash


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Activities Activity 1 HOW WELL DO WE RATE?

Discuss recent service you received that was bad / indifferent / good / sensational. Now think

about what kind of impression you create. Complete this rating individually then compare your

ratings.

0 = bad . . . . . 10 = excellent

THE IMPRESSION WE CREATE RATING

1. Our reception/visitors area

2. The way we greet clients

3. How we manage multiple people/demands

4. How we answer calls

5. Our overall team professionalism in providing our services

6. Our online presence

7. Our administration efficiency, filing

8. Our personal presentation to clients, at all levels

9. Our willingness to help and be proactive

10. Our skills with handling difficult people

TOTAL (max 100) OVERALL IMPRESSION


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Activity 2 OVERCOMING OUR BLIND SPOTS

Discuss the elements it takes for sensational service to occur. Challenge yourselves to come up with ‘What are our blind spots when it comes to service?’ Brainstorm and create a list of blind spots – within the team or with our clients e.g. phone calls, reception, letters and emails, displays, website, products/services, punctuality, systems. The impact and first impressions were not good enough. Explain what and why. Then work on a way to overcome these blind spots. Allocate one per small group to work out strategies to improve. Overcoming service blind spots

AREA OF BUSINESS

IMPACT AND FIRST IMPRESSIONS NOT GOOD ENOUGH – What? Why?

STRATEGIES FOR IMPROVEMENT


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Activity 3 SERVICE BODY LANGUAGE AND TONE Contempt for customers is detectable without a single word being said. Many customers leave and never come back. What’s really going on here?

• Discuss the body language and tone of a person who displays a bad service attitude • Discuss where this bad service attitude comes from? • What are your agreed service standards? • How do you best handle a team member who is letting everyone down with a poor service

attitude? Role-play Set up pairs and do a role-play where one person gives feedback to a team member after seeing an exchange they had with a customer that was not the quality of service this organization aspires to. Be specific with the feedback and give the example and explain why it is a problem.

Activity 4 REWRITE POOR SERVICE ‘SCRIPTS’ Discuss how positive thinking is linked to service attitudes to behavior. Cover these points:

• Positive thoughts usually underpin positive actions and enhance wellbeing at work • We all have a range of positive and negative thoughts and ‘messages’. • Some messages are voiced some remain as underlying thoughts. • We all have the power to choose our own mood and attitudes • We can switch on positive respectful messages if we choose • Leaders must provide excellent service to their team and lead by example • When service staff have a positive mindset they switch on to deliver quality service • Staff will solve problems and welcome customers more effectively when they feel positive

Follow the example and change these negative messages into positive service messages. List your own and rewrite them:

NEGATIVE SCRIPTS CREATE POSITIVE SCRIPTS

I can’t be expected to solve every problem Every problem I solve is rewarding

1. Clients are never satisfied

2. I’m sick of hearing complaints

3. I get angry when people are rude

4.

5.

6.


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Activity 5 THE BEST SERVICE STANDARDS Examine your organization’s service standards (Service Level Agreement-SLA). Do you have values and agreed behaviors? Are they specific or general? Are they adequate?

• Are they sufficient to ensure customers are happy? • What about internal service – is that covered? • Do they prescribe turnaround and response times, friendliness, responsiveness, efficiency,

complaint handling, problem-solving and trouble shooting?

Develop a more detailed code for your team, covering internal service as well as external service. Refine it and get agreement from everyone to stick to it.

Activity 6 PERSONAL AND TEAM DEVELOPMENT ACTIVITY ANALYZE THE KEY MESSAGES AT THE END OF THE PROGRAM For each item, write how you might improve your own performance and how the team can improve. Have a sharing session in the team to decide on some specific strategies to improve.

DELIVER SENSATIONAL SERVICE

• Don’t ignore customer needs and feelings

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• Don’t assume you know

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• Don’t wait for requests

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• Don’t be lazy with details

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• INSTEAD: Care for your customers

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• INSTEAD: Ask and be responsive

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• INSTEAD: Anticipate and surprise

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• INSTEAD: Be efficient and take action

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SCRIPT 54: Delivering Sensational Service 9 minutes 32 seconds Opening animation and Cutting Edge Communication logo SUPER:


Eve Ash

Psychologist FULL SCREEN TITLE: DELIVERING SENSATIONAL SERVICE BARNEY: Sensational service is something that a lot of businesses lack, and it’s super simple. FULL SCREEN TITLE: 1. Care for your customers SERENA & MARCUS MARCUS: We need to take and drive this company with our hearts. (Marcus thumps his chest) Every… every moment it beats, it should beat for the customer. Our hearts! SERENA: I think that we need to put that caring into our body language, (VO under vision of Casey and Tammy) into our voices, into our tone. CASEY & TAMMY CASEY: So, I’m going to practice. TAMMY: Ok. CASEY: You have a dog. TAMMY: I do. His name is Happy. He’s a puppy. CASEY: He’s so cute and fluffy. TAMMY: He’s very cute. CASEY: But one day, you’re probably going to have to say bye to Happy. And that’ll be super sad. But if you pre-buy my pet burial service, it’ll make things go a lot more smoothly. What do you think you would like your Happy’s funeral to look like? TAMMY: It’s making me very sad to think about if my dog die. (Tearfully) ‘Cause he make me so happy. CASEY: Oh, oh. Hold on (Reaches for the tissues). TAMMY: And I don’t want to think about him dying. CASEY: Oh… (Tammy now upset) SERENA & MARCUS SERENA: (VO under vision of Tammy upset and Casey helping her) We also need to do it through our body language in a way that is understandable and not threatening. I think this, I think the heart, (places hands on chest) maybe something like, “We care”. MARCUS: Oh. DION & ALEX Alex is coaching Dion using a role-play DION: OK. I am very sorry to hear that and I’ll do the best that I can… (gives thumbs up to Alex) to fix that for you. May I first have your name and your order number, please? ALEX: Yes. DION: (Yelling) Hey! (Alex jumps with shock) Anybody know where 66 … 27 is? ALEX: Wow. DION: (Yelling) Carlos! Ándale! ALEX: (Shaking head, head in hand) Just stop.


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SERENA & MARCUS SERENA: I also want our people to use their memory, to remember names, to remember places, to remember details, to remember addresses, to remember locations and offers, to remember what they’ve told other people.

CAROL: That immediate connection with the client already puts them at ease, and they’re going to trust you a lot more.

ALEX: You may be on the phone, talking to one client, and someone else comes into the office. You can smile at them, give them a little signal, letting them know you will be right with them.

CAROL: Have a smile, have friendly eyes. Be open, be present and want to be there. FULL SCREEN TITLE: 2. Ask and be responsive SERENA & MARCUS SERENA: (VO) OK, Marcus, I’m going to tell you some (100%) specific ways to create sensational service. OK? MARCUS: OK. SERENA: So the first one is to ask specific questions – (VO under Dion and Alex coaching) both of other staff and, also, of clients.

DION & ALEX COACHING SESSION ALEX: It’s not here, and I have a meeting and I’m really, really nervous. DION: I’m very sorry to hear that – (grabs a sheet of paper clumsily) And what did you say? (Rustling paper near phone) Uh, sorry. ALEX: Stop. Stop. Stop. Stop. Stop. What is that? DION: Well, if somebody has a question that I know I can’t answer, I just tell them that they’re losing reception. Alex sinks head in hands.

SERENA & MARCUS SERENA: They can ask direct questions and they can ask indirect questions, all as a means to (VO under Casey and tearful Tammy) finding out what their specific needs are.

CASEY & TAMMY CASEY: How about we think about celebrating his life? TAMMY: (Tearfully) Like a big party? CASEY: A huge one! Do you like big parties? TAMMY: It’s OK, yeah. CASEY: OK. Do you like balloons and flowers and good food? TAMMY: Yeah. Yeah. CSAEY: We’ll make it a huge party. TAMMY: OK.

SERENA & MARCUS SERENA: So we want to get down beneath the surface and find out what’s really going on. And that can happen through very specific questions (VO under Casey and tearful Tammy) about each little item that comes up.

CASEY & TAMMY TAMMY: (Crying) He’s not going to be there to enjoy the balloons! CASEY: Well, what’s his favorite food? TAMMY: (Sniffing) Um, I just give him dog food. CASEY: Oh, so we’ll have lots of dog food at the party. TAMMY: (Disbelieving) For us to eat? CASEY: For remembering Happy. TAMMY: Oh. It’s like when I put food on the shrine for my grandparents after they died. CASEY: Oh. Yeah, OK. TAMMY: That was very sad too. CASEY: Yeah. TAMMY: And we burned the paper money. CASEY: Oh. TAMMY: The more money you burn, the more money they have in the next world.


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CASEY: Would you like some paper money for Happy? TAMMY: Dogs don’t use money. CASEY: Would you like paper dog bones for Happy? TAMMY: This might be good idea. CASEY: Oh, OK. TAMMY: This might be a good idea. CASEY: I’m so glad that I asked. So that I could be helpful. SERENA & MARCUS SERENA: For example, direct questions would be, “How can I help?” “What do you need?” And indirect questions would be, “It looks like you’re having a problem with that.” “ I can see you might be having some difficulty with that.” MARCUS: Mm-hm. SERENA: “I can see this isn’t going as smoothly as perhaps it could”. CAROL: Often, sensational service is as simple as asking a question: “May I help you with that?” “Did you need me to stay later?” “Carol, did you know that I worship you?” Just simple questions like that. FULL SCREEN TITLE: 3. Anticipate and surprise BARNEY: (VO) Another thing is to anticipate issues. (100%) Know the product you’re selling. Know how people react to it, (VO under Barney addressing group) so that you are able to say ‘This is how I can better assist you’.

SAM: Part of the battle is really knowing who you’re working with, who’s your audience, and figuring out what best way (VO under vision of Casey and Tammy) it is to work with anyone you’re talking to. CASEY & TAMMY CASEY: How about we talk about some services that might be available for Happy while he’s alive? TAMMY: This is a much better idea. CASEY: OK. Does Happy ever get a little smelly? TAMMY: Are you trying to tell me my dog stinks? CASEY: Well… CAROL: Once in a while, one of my staff members will actually surprise me in a good way. This makes my day. CASEY & TAMMY CASEY: What’s your favorite flower? TAMMY: I like rose. Roses and I like jasmine. CASEY: We have a rose jasmine shampoo.

CAROL: (VO under vision of Casey and Tammy) They have thought, outside the box, (100%) of something that not even me, Carol Davis, has thought of. And they have provided the means to achieve whatever it is they’re offering. That’s sensational service. FULL SCREEN TITLE: 4. Be efficient and take action SERENA & MARCUS SERENA: (VO) People need to (100%) get rid of their clutter. They need to have efficient workspaces, clear desks, they need to have good organizational skills, so that there’s nothing getting in the way of their remembering the details, and there can be very quick recall when need be. MARCUS: I like that.

CAROL: Sensational service is all about definite action. You’re not thinking about doing something, you’re not maybe going to do something or probably going to accomplish something. You set definitive deadlines of what action steps you’re going to (VO under Serena and Marcus) take. SERENA & MARCUS SERENA: So, if someone says they’re going to give someone a call, call them back at two o’clock, they had better call them back at two o’clock. We need to make sure that these promises are kept.


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CAROL: It’s imperative that my staff provide sensational service – they’re on time (VO under Steve and Mr Garrison sitting down to a meeting) for meetings, they’re on time with delivery dates for our clients. They show up with passion, and they (100%) exceed my expectations. To me, that is sensational service. SERENA & MARCUS SERENA: I want actions, I want emails. I want details about how things are going to be done, and when things are going to be done. We don’t need any vague language. When you get an email, you’re going to reply in that moment, when an action needs to be taken. You can’t procrastinate. We can’t be vague. BARNEY: You communicate to the customer, “This is what happened. I tried to speak to so-and-so about this, but I wasn’t able to. So what I will do is this”. STEVE & CARLOS CARLOS: And they start asking me questions STEVE: Mm–hm. CARLOS: And I don’t know the answer. STEVE: You tell the customer that you’re trying to get the best answer possible, and you may not have that answer right then, but you’re going to get it to them as soon as you can. BARNEY: (VO) Even if it’s (100%) just a phone call back to that customer, saying, ‘There’s still nothing right now, but I want to let you know I am on this’. SERENA & MARCUS SERENA: I have noticed that you tend to use a lot of vague language, and we can’t have that. We need immediate results. MARCUS: Then I’ll just … I’ll have the group just launch an anti-PMH campaign. No PMH at all. No ‘probably’s, no ‘maybe’s, no ‘hopefuls’. SERENA: Perfect. Finale with music and key points Casey giving tissues to tearful Tammy DON’T ignore customer needs and feelings INSTEAD: Care for your customers Serena with Marcus DON’T assume you know INSTEAD: Ask and be responsive Barney holding forth DON’T wait for requests INSTEAD: Anticipate and surprise Carlos speaking with Steve DON’T be lazy with details INSTEAD: Be efficient and take action FULL SCREEN GRAPHIC DELIVER SENSATIONAL SERVICE

ü Care for your customers ü Ask and be responsive ü Anticipate and surprise ü Be efficient and take action CASEY & TAMMY CASEY: (VO) How would you like your dog (100%) to smell like chocolate, raspberries or marshmallows?


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10/21/15&

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Program 54 DELIVERING SENSATIONAL SERVICE

CUTTING EDGE COMMUNICATION

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Eve Ash Psychologist


DELIVER SENSATIONAL SERVICE


CUTTING EDGE PEOPLE

•  Who did you see in this program?

•  Who is likely to provide quality service?


Service from the heart •  Sensational service starts with your attitude

•  Find your natural caring and desire to help others

Delivering Sensational Service


DON’T ignore customer needs and feelings

•  They may be signaling that something isn’t right!

•  Notice and acknowledge what they’re communicating – either in words or gestures

INSTEAD care for your customers

•  Show that you value their business by showing interest

•  Connect with clients and build trust

•  Remember names, places, offers and what you have told people


DON’T assume you know

•  Don’t be lazy or disinterested

•  Don’t assume - be ready to learn new things and do research

INSTEAD ask and be responsive

•  Take time to hear their stories; ask specific and relevant questions

•  Ask direct or indirect questions – get beneath the surface

•  Notice if they have a problem



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10/21/15&

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DON’T wait for requests

•  Waiting is not the way to provide good service

•  It also gives the impression of indifference

INSTEAD anticipate and surprise

•  Know what you are selling and know what people will like

•  Getting to really know your customers and clients allows you to anticipate their needs

•  Think outside the square – be creative



DON’T be lazy with details

•  Don’t work with clutter – have your resources organized and information at your fingertips

•  Don’t be vague about actions needed – take responsibility

INSTEAD be efficient and take action

•  Be quick to respond to inquiries

•  Keep people informed of progress, explain actions and follow up

•  Keep promises – if you say you’ll do something at a certain time, do it!


AVOID VAGUE LANGUAGE


Marcus suggests an Anti PMH Campaign NOT Probably NOT Maybe NOT Hopefully



It’s all about being on the ball, efficient, pleasant, alert for clues and signals, and ready to meet other people’s needs


Happy customers, clients and stakeholders will ensure better results and repeat business




Don’t& Do&

Don’t ignore customer needs and feelings !  Care for your customers

Don’t assume you know !  Ask and be responsive

Don’t wait for requests !  Anticipate and surprise

Don’t be lazy with details !  Be e!cient and take action

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