Raving Fans A Satisfied Customer Doesn’t Count

Service is So Awful Customers Expect to be Abused

• Cold food• Dirty washrooms• Late deliveries• Rejected parts• Lost orders• Lazy staff

Your Customer Service Slogan

• No Worse than the competition– Customers are a revolt waiting to

happen– Only satisfied because of low

expectations• If you want to OWN a customer, you

must have RAVING FANS

First Step

• Decide What You Want– Create a vision of perfection centered

on the customer

Second Step

• Discover What the Customer Wants– Discover the customer’s vision of what they

really want– Alter your vision if need be– Unless you have your own vision, how can you

understand the customers’?– Customer’s vision will likely focus on one or two

things, your own will fill in the gaps– You have to know when to ignore what the

customer wants and tell them to take their vision elsewhere

How Do You Find Out What They Want?

Ask them! Listen closely Listening Traps

What they say may not be what they mean

You may get silence – why? What is worse than silence?

FINE May discover in small nuggets

How Do You Measure?

• Reward your people based on satisfaction of internal and external customers

• If you don’t look after your people they won’t look after your customers.

Third Step

• Deliver the Vision Plus One Percent• Delivery means Consistency– Limit the number of areas where you

want to make a difference– Do a bang up job on one thing rather than

trying to bring off a whole string• Customers become Raving Fans when

they know they can count on you time and time again

How to Achieve Consistency

Systems Systems create consistency not

robots Systems give you a floor not a

ceiling You must have a training

program to integrate the systems into the soul of the company

So is One Percent Worth It?

• If you keep improving by 1%...– It keeps you from trying too much and

failing– It keeps you from being immobilized by a

large goal– It allows you the flexibility needed to

give good customer service – flexibility to alter course

Visions Must Change Only an up-to-the-minute vision

can hope to create Raving Fans Customers’ needs and wants

change all the time Flexibility relates to WHAT was

delivered as part of the customer service product

Consistency has to do with HOW it was delivered

How Many Do You Have?

• Satisfied Customers• Unsatisfied Customers• Raving Fans

• How do you know?