Chapter Six
Recognize and Deal with Customer
Turnoffs
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Chapter Quote
People remember about a third of what they read, half of what people tell you, but 100 percent of what they feel.
The question: How do they feel about doing business with you?
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Objectives
1. Pet Peeves
2. Customer Turnoffs
3. Reducing customer turnoffs
4. Appreciate
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The Way It Is
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Be Aware. Be Very Aware-Recognize Pet Peeves About Customer
Service Take a moment to make a list of specific things about customer service that turn you off.
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Be Aware. Be Very Aware-Recognize Pet Peeves About Customer
Service Phone calls put on hold
Employees lacking product knowledge
High-pressure sales tactics
Employees talking down to you
Inflexibility
Being ignored Waiting too long Poor-quality work Sale items not in stock
Merchandise prices not marked
Dirty restaurants or restrooms
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Gaining Insight: What Turns Customers Off?
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Value Turnoffs
Value: quality relative to price paid
Value proposition: what the company intends to exchange with its customers
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Systems Turnoffs
Company location Employee training
Record keeping Policies regarding guarantees/product returns
Delivery services
Merchandise displays
Customer follow-up
Billing and accounting
Systems: process, procedure, or policy used to deliver the product/service to the customer
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The Day I Fell in Love with McDonald’sMichael Gerber describes a successful system
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People Turnoffs
Failing to greet/smile
Inaccurate information
Employees chatting
Rude attitude High-pressure sales
Dirty work location
Inappropriate dress
Poor grooming Body piercings/tattoos
Makes the customer uncomfortable
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Know that Reducing Turnoffs is the Best Advertising Television Advertising
25% Newspaper Advertising
15% Magazine Advertising
13% Word of Mouth Advertising
63%
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Create Loyal Customers
Think about customer turnoffs
Motivate workers
Motivate customers
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The Zone of Indifference
Dissatisfied –Satisfied –Motivated
Zone of Indifference
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Value Service Recovery
Showing customers that you truly care is fundamental to building loyalty.
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Loyalty Comes from Customers’ Awareness that Service Is Your Business Service must be seen as the very essence of your business, not a side function.
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Earn Your Customer’s Loyalty with Two Steps
1. Reduce or eliminate value, systems, and people turnoffs
2. Exceed customer expectations to create a positive awareness
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Final Thought
Look for turnoffs and determine who in the organization can best deal with each.
Employees at all levels should be aware of possible turnoffs.
Analysis of potential turnoffs must be an ongoing process.