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ManagementTips on Customer Delight

Initiated By:

INTERNATIONAL VOLUME 1


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This boos is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, resold,hired out, or otherwise circulated without the publisher's prior written consent in any form of binding orcover other than that in which it is published and without a similar condition including this conditionbeing imposed on the subsequent purchaser and without limiting the rights under copyright reservedabove, no part of this publication may be reproduced, stored in or introduced into a retrieval system,or transmitted in any form or by any means (electronics, mechanical, photocopying, recording orotherwise), without the prior written permission of both the copyright owner and the above-mentionedpublisher of this book. Any person or a company who does any unauthorized act in relation to thispublication may be liable to criminal prosecution and civil claims for damages.

SEWA 30 Management Tips on Customer Delight

Alleem Research & Development CenterTel: +971 6 5689770Email: [email protected]. Box: 1610, Sharjah - UAE

ISBN 978-969-9637-45-2

Chairman’sMessage

What is your perspective on Customer Delight?

It's a question on the minds of C-suite leaders, head honchos, CEOs,and management gurus. This interesting question was also the takeoffpoint of this amazing book, SEWA Top 30 Management Tips onCustomer Delight. Enlightened by my 20 years of experience inGovernment and semi-Government authorities,my prompt answer is 'customer'.

Customer experience is the new competitive battle�eld—butare you battle ready? This book entails the secret recipes of the mosteffective customer experience (CX) leaders, providing prescriptiveguidance on how to infuse customer-centricity in your organization. Through a series of tips from high-pro�le leaders from across theglobe, including the United States of America (USA), South Africa,Australia, the United Kingdom (UK), India, China, Singapore, Ireland,Bahrain, and The United Arab Emirates (UAE), SEWA Top 30Management Tips on Customer Delight is a treasure trove ofknowledge garnered from years of experience and research.

Dr. Rashid AlleemChairman, Sharjah Electricity and Water Authority - UAE

This is a highly collaborative manuscript, so it gives me particular pleasure toacknowledge the extensive responses we've received from the top leaders of globallyrenowned organizations and pioneers of the CX arena. Without their extraordinaryknowledge of customer service skills and their promptness in sharing their 'know-how'and 'tricks-of-the-trade', we could not have met the ambitious deadlines of thisfast-track book. I am delighted to see this 'walking the talk.'

In fact, every time we approached a prominent person, he/she would reply:'Count me in' or 'Sounds interesting, tell me more.' This overwhelming response keptthe needle moving and reinstated our belief in the importance of this major study andour ongoing commitment to our work. Eventually, this led to oversubscription of thenominations. We ended up receiving many more responses than we initially targeted.Hence, with great pleasure, I would like to announce our next upcoming series:SEWA Top 30 Management Tips on Innovation.

Last but not least, a heartfelt thank you to the SEWA CX Unit for initiating andsuccessfully executing the publication of SEWA Top 30 Management Tips onCustomer Delight and providing an impressive amount of collaborative energythroughout the endeavor.

dr.rashidalleem rashid.alleemrashidalleem AlleemUAE

Personally, I realized that I serve myself bestwhen I serve others most.

Dr. Rashid AlleemChairman, Sharjah Electricity and Water Authority


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01

Dr. Mohammad TariqChairman, Paradigm Pioneers - UAE

paradigm-pioneers Paradigm-Pioneers

01

Engage the customer to make him part of the service experience,because no experience can add value and delight the customerunless customized to the core.


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02

Shep HykenCAO (Chief Amazement Officer), Shepard Presentations - USA

ShepHykenSpeaker Shep Hyken @hyken

a) Be intentionally convenient.

b) Do something for the customer simply because it feels like it's the right thing to do.

c) Get to the customer before the customer realizes they need you.


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03

[email protected] hesham-saad

Hesham SaadInnovation Leader, P&G - Gulf & Saudi Markets

Winning with our customers happens when we understand theirneeds and priorities �rst. Everything else will naturally follow.Only when we truly understand what matters to them most can weserve them right. Be their CAR: Convenient, Accessible, and Reliable.


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04

Yajing GuoFounder, ZXZB (Zhong Xing Zheng Bang) Technology Co., Ltd. – China

[email protected]

a) Every service case for a customer should be a story about love, help, and trust that can be shared with children.

b) The most professional services are always judged on details other than products and services.

c) Commitment will be of the highest order.


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05

Jemma GreeneChief Innovation Officer, City of Canning - Australia

jemmagreene company/city-of-canningcityofcanning

Delightful customer service can happen when you learn to empathizewith your customer's needs. If you dedicate time to understandinghow your services are delivering in meeting their functional,social, and emotional needs, you will be able to deliver a level ofcustomer service that surpasses their expectations. Being welcoming and delivering an innovative customer experiencewill keep them coming back time and time again.


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06

Ian RheederOwner, Markitects - South Africa

[email protected]@IanRheeder

The only way to exceed a customer's expectations is to slightlyunder-promise, and then slightly over-deliver. However, companiesmust �rst get the basics right, before even thinking about exceedingexpectations.


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07

CEO, Pignataro & Associates – Republic of Ireland

Carlo Pignataro

carlopignataro theluxurycoach carlopignataro carlopignagram

a) Value, like beauty, is in the eye of the beholder. Successful customer service ensures that a company's perceived value is always aligned to the value it brings to the marketplace.

b) An experience is remembered long after the price is forgotten.

c) The ultimate customer experience is not just pleasant, but also meaningful. In a world dominated by arti�cial intelligence, automations, and robots, it's a skilled and profound human connection that makes consumers want to repeat the experience.


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08

We listen to our customers, understand their needs and priorities,and make sure we exceed customer expectations, deliveringexcellent services the right way at the right time with passion. Customer centricity is a partnership.


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09

Taher ShamsManaging Director, Zulekha Healthcare Group. - UAE & India

zulekhahosptlszulekhahospitals zulekhahospitals

“Sustainable Healing Environment!”Fostering holistic wellbeing through a sustainable healingenvironment is one of our core focus areas, contributing positivelyto advancements in healthcare in the region. I believe cutting-edgetechnology balanced with environment-friendly initiativescomplements our patient-centric service model.Across our facilities, our infrastructure and amenities safeguard thewellbeing of our patrons by providing soothing environments thatpromote a sense of comfort and speed up recoveries


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10

Dr. Vajahat HussainCEO Amity Education MENA & Europe

AmityDUBAIAmityDubai amityuniversitydubai amityuniversitydubai

“Good customer service in this multi-channel world is even morevital than it has been in the past. Customers are one click away fromrating companies, reviews, and feedback forms. For educationalinstitutions and the service industry, I believe that quick responsesand personalization are very important. Recruiting the right teamwith the right attitude, investing in them, empowering them,and giving them the resources they need to succeed, will improveperformance and engagement, not just within the organizationbut with our customers as well.”


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Kathrin GnilkaFounder, 1001 Good Deeds - UAE

11

My advice on how to delight your customers is quite simple:Deliver what you promise! Be reliable and honest – always. If you promise to get back to a customer at a certain date or time,do it. If you need more time, tell him. There is nothing moreannoying for a customer than having to run after people to �ndanswers to their questions. Always remember people are busy, so clear and efficientcommunication can make their lives so much easier.It doesn't cost anything, but your customer will thank you andyou will de�nitely stand out from the crowd.

1001GoodDeeds 1001GoodDeeds1001GoodDeeds


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Lord RedesdaleFounder, Energy Managers Association - UK

12

a) Carefully listen to your customers' requirements and keep them informed about market trends.b) Educate your staff and supply chain to promote best practice.c) Embrace novelty methods to enhance your corporate social responsibility.

rupertredesdalecompany/energy-managers-associationEMA_org


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13

Nishan PillayExecutive Director: Open Programmes, GIBS - South AfricaThe University of Pretoria's Gordon Institute of Business Science

@GIBS_SAGIBSBusinessschool gibsbusinessschool /school/gibssa/

www.gibs.co.za

In a fast-changing new world, human-centered design is key.This means that the customer is at the epicenter of everything thatwe should do. Delivering real value to the client has to be part ofevery decision and discussion within an organization.In a service-modelled knowledge-driven industry that does not havetangible offerings to showcase to clients before they make a decisionto purchase, being a 'Trusted Advisor' is vital. This involves the convergence of Sales, Marketing, CustomerExperience, Design, and Technology.”


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14

Dean – Development, BIMTECH - India

Prof. Kishore Kumar Sinha

www.bimtech.ac.in [email protected]

Companies with a customer-centric approach try to understandtheir customers and their needs by understanding:

a) How to align service attributes with customer needsb) Which customer segments to focus onc) What customer-centric metrics are needed to evaluate personal/department/�rm performance


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15

Debbie Stanford-KristiansenChief Executive Officer, Novo Cinemas - UAE

a) Mentorship: It is vital that everyone �nds themselves a lifetime mentor. Having an experienced advisor to help you maneuver through life's many endeavors is vital in building and sustaining one's career path.b) As part of an organization that is dynamic and customer centric, I take a step back to ensure that the force behind the execution of our vision is respected. A happy team is the key to a successful organization.

Debbie Kristiansendskristiansen


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16

CEO, Energy Market Company – Singapore

seongwah www.emcsg.com

Toh Seong Wah

Listen to your customers, respect them, and treat them in a waythat you would like to be treated yourself.


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17

John IossifidisCEO, Noor Bank - UAE

noorbank.uae noorbanklivenoor_bank

We have invested heavily in empowering, enabling and engagingwith our employees to equip them with the right skillset andknowledge. Moreover, our focus has been on improving our proactivecontrol functions by leveraging technology and analytics for betterdecision making.These factors have undoubtedly helped us stay true to our mandate ofdelivering outstanding customer experiences and have inspired us toconstantly �nd ways to:

a) Make it easy to engage with Noor Bank.b) Make our products and services work every time and everywhere c) Personalise services to meet client expectationsd) Think ahead to anticipate our customers' needs and underpin every interaction with a strong sense of trust


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18

Ian Golding, CCXPGlobal Customer Experience Specialist andCerti�ed Customer Experience Professional - UK

ijgoldingin/iangoldingijgolding

To know what makes customers happy, it is essential to de�ne theircore 'needs and wants.' A customer NEED is something that is veryimportant (rather than just desirable), and is a necessity or a basicrequirement – an airline getting you to your chosen destinationon time, for example. What customers WANT represents thetouchpoints in the customer journey that are likely to'exceed expectation' – the 'sprinkling of fairy dust,' as I often call them.Your ability to give customers what they WANT will enable yourorganization to differentiate itself. For an organization to create a sense of happiness for a customer,it must be able to consistently leave the customer feeling as thoughttheir basic requirements – their NEEDS – are being met.We must be able to get the fundamental basics right before we evenstart thinking about things that may delight the customer.


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19

Jim Iyoob Chief Customer Officer, Etech Global Service - USA

a) The only differentiator companies have is the customer experience; therefore, take the time to understand customer expectations to provide an effortless experience.b) Customers engage with, relate to, and buy things because of the experience they get from your product/services.c) Customer experience is created by the contribution of not only the customers' values, but also by the contribution of the company providing the experience.d) Customer experience is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction comprises three parts: the customer journey, the brand touchpoints, and the customer experiences. e) A good customer experience means that the individual's experience during any contact matches their expectations. f ) To lead in the marketplace you must focus on the customer experience.g) Bad service is the main reason people stop doing business with companies.h) Technology represents the HOW of change – humans represent the WHY of change.i) The new way to work is to embrace technology, but not to become it. The bigger future is to deliver a seamless, effortless experience.j) “A quality interaction is not a score, it's a behavior.” – Jim Iyoob

jimiyoob jim.iyoob jiyoob


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20

SchneiderElectricME schneider-electricSchneiderCorporate

Ahmed KhashanCluster President, Gulf Countries, Schneider Electric - UAE

schneiderEME

Customer FirstAbove and beyond for our customers.We surprise and delight customers, as we would be nowhere withoutthem. So, not only do we put ourselves in their shoes, but we alsoanticipate their needs and go the extra mile. We champion our salespeople because they are the face of our company. Whatever our role,we can have an impact on the customer's experience.

What does this look like?

a) Prioritizes external customers over internal matters alwaysb) Strives to understand the needs and experiences of our customersc) Drives (or supports) improvements in the digital customer experience


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21

Paul Michael GledhillCo-Founder & Executive Director, XpertLearning - UAE

xpertlearningXpertlearning xpertlearning xpert-learning

XpertLearningOnline

Focus on solving customers' real challenges, listen to their feedback,and help them succeed.


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22

Dennis J. Pitocco

bizmasterglobaldennis.pitoccodennisjpitocco

Founder & Editor-in-Chief, Bizcatalyst 360 - USAo

a) Exceed their expectations.b) Anticipate their needs.c) Listen with empathy.d) Focus on loyalty by eliminating dissatisfaction.


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23

Nick Moore

www.upagency.org wearetheupagency WeAreTheUpAgency

Partner, UP Agency - UAE

Delighting customers can be very easy; it's generally all about gettingthe basics right. Be ethical, open, and honest in business, as peoplelike to do business with organizations that do and act good.Customers can be very forgiving of simple mistakes that are recti�edin full and quickly to their satisfaction. Be speedy in replying, as withmodern technology such as social media, chatbots, and messengers,people are now used to getting quick responses, even if it's only amessage to say when you will reply with more information.Lastly, a customer will simply go somewhere else if doing businesswith you is too hard and requires them to do all the work,so make it easy for them.


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24

Simon Ayley Commercial Director, WRc - UK

wrc-plc@WRcplc www.wrcplc.co.uk [email protected]

Knowledge Transfer. Pure and simple. My personal passion,and that of WRc, is to continually share with customers – global bestpractice, new technology, different thinking, and insights from othercustomers and sectors. All of this is underpinned by WRc's 92 years of delivering scienti�cand engineering excellence across the water sector.

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25

Kostas PoulopoulosManaging Director – Gulf, Levant, Pakistan & AfghanistanGrundfos

At Grundfos, customer centricity is in our DNA. Coupling thiswith open and trust-driven communication empowers us to deliverinnovative water solutions that address our customers' needs andimprove quality of life.These fundamental values allow us to maintain successfulpartnerships by seeing problems through the customers' eyes, andeven predict their needs.

www.grundfos.com [email protected]


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26

Dick BourkeCo-Founder, Scorebuddy – Ireland

dick-bourke www.scorebuddyqa.com

There are two key strands to how we delight customers atScorebuddy.

a) We demonstrate care through genuinely listening and our responsiveness. b) We show commitment by being �exible in addressing customer needs and agile in our continuous product development.


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27

Ninel MikayelyanPublisher, Owner & Founding Editor-In-Chief, Business Dubai - UAE

Ninel Mikayelyan Ninel Mikayelyan Ninel Mikayelyan

You can guess client motivations from their behavior and how theyorganize their environment. We all know that a client with an array of certi�cates on the wallprobably wants recognition, and you will try hard to make this sortof client look good.


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28

Ricardo Langwieder-GörnerGlobal Customer Experience Leader,CEO and Co-Founder of HQ Global - Bahrain

www.hq-global.com [email protected] langwieder

We operate in a constantly evolving and digitally fueled experienceeconomy, where our customers are digitally empowered,omni-connected, socially in�uential, and have ephemeralpatience spans. Traditional 'one-size-�ts-all' customer service andCRM solutions are being commoditized and replaced by customerexperience programs that pivot in a state of constant analysis,redesign, and innovation to remain relevant for today's customer.As a basic rule, they need to provide:(1) a personalized solution that is (2) customized to exactly what theclient needs and wants at (3) exactly the right time and(4) via his preferred channel. This type of experience, designed tomeet the needs and interests of today's client, is no longer just aboutsaving time, efficiency, low costs, or great customer service; it is aboutvalue creation and delivering relevant and memorable experiencesin a hectic, hyper-competitive world.


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29

Ascanio MartelliChairman, Saimeco Group - UAE

[email protected]

Starting from the principle that each of us is a client,We must identify ourselves in this part: only in this way will we beable to �nd the solutions to his expectations.


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30

Najla Al MidfaCEOSharjah Entrepreneurship Center (Sheraa)

sheraasharjah sheraasharjahcompany/sheraa/ SheraaSharjah

At the Sharjah Entrepreneurship Center (Sheraa), our customers –our entrepreneurs – are at the heart of everything we do and everydecision we make. We know that starting a company can bechallenging and lonely, and we are here to support and empowerentrepreneurs, and to share their journey. We aim to understand our entrepreneurs' needs and consistentlymeet or exceed their expectations. Because each startup is different,each founder receives tailored advice, with a dedicated teamproviding guidance throughout the process. Our goal is to beseen as one of the world's leading entrepreneurship supporters,which is why we also constantly seek feedback to understandwhat went well and where we can improve, using tools like NPS tobenchmark ourselves against the best in the class. If you visitour offices, you will even see the faces of our founders on our walls.They are not just our customers, but our champions, and we knowwe would not be where we are today without them.

To receive the free E-book , kindly touch base with us here:

[email protected]

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SEWA 30 Management Tips on Innovation

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