Housing Forum Presentation November 14 2012

...Attracting
...Keeping
...Growing your
customers
a Text

Customer Service
Cec Hanec & Associates Inc.

Key Learnings:

Customer service
excellence
Customer satisfaction facts service excellence
- Customer
Three facets of outstanding satisfaction facts
- Customer
customer care
- Three facets of outstanding
customer care

“There is only one valid definition of
business purpose:

To create and keep a customer.”
-Peter Drucker

Customer Service Excellence

…Understanding today’s customer desires
…Anticipating future customer desires
and marketplace offerings


The 6 ‘RIGHTS’
…of Customer Service Excellence
 The right people
 In the right place
 At the right time
 At the right price
 With the right level of communication
 A profit
- Chartered Institute of Marketing (UK)

Customer Value Proposition:
 Benefits which a  Vendor’s marketing
Vendor promises that a & sales efforts offer
Customer will receive customer value
in return for customer  Vendor’s Delivery &
payment Customer Service
processes fulfill that
value proposition


“The challenge of business is to
provide more with less resources
for customers who demand more
for less money.”
- Bill Bonnstetter


Today's Multichannel,Social
Customers Expect:
 Higher levels of trust from companies & sellers
 More benefits (for the same price)
 Better & deeper understanding of their needs
 Quicker turnaround on questions & deliverables

“Referrals are powered by customer reviews
or “word of mouse”
- buyers go online, read reviews and make decisions”
- The Summary News, CHBA – Mar.2012

“If you care
at all you’ll
get results.
If you care
enough
you’ll get
incredible
results.”

“Mistakes are a fact of life and
lead to only two things: growth or
failure. The only way to attain
growth from mistakes is to
acknowledge them.”


The worst customer service
I have ever received:
 Where?
 What happened?
 How did you feel?
 Did you tell anyone? How many people
have you told?
 Have you specifically told people NOT to
do business with this company


Customer Satisfaction Facts


Why Customers Leave:
1% Die
3% Move away
5% Influenced by friends
10% Lured away by competitors
14% Dissatisfied with product or service
67% Leave because of an attitude of indifference


Additional Facts

 Only 4% of customers take the time to complain.
 96% will just go away…the ‘quiet’ customer.
 A dissatisfied customer will tell at least 8 other people.

 If you are efficient and effective in resolving
complaints in favour of the customer…7out of
10 customers will do business with you again.


Client Retention
 Costs about five times as much to attract a new customer
as it costs to keep an old one
 Raising customer retention rates by 5% could increase
the value of an average customer by 25-100%
 The probability of selling service to a new customer is 1
in 16…selling service to a current customer is 1 in 2
 Loyal customers who refer others generate business at
very low or no cost
 Easier to get present customers to buy 10 % more than to
increase your customer base by 10%

What does it mean to have a
delightful, amazing, emotionally engaging
customer experience?

Areas for Providing
Outstanding Customer Care


Areas for Providing
 Products/ services
 Physical facilities
 Jobsite management
 Payment procedures
 Technical support
 Service follow up
 Appearance of staff
 Speed & accuracy of delivery


Areas for Providing
 Products/ services
 Physical facilities
 Jobsite management
 Payment procedures
 Technical support
 Service follow up
 Speed & accuracy of delivery

Tangibles


Areas for Providing
 Products/ services  Courtesy/Politeness
 Physical facilities  Accessibility
 Jobsite management  Responsiveness
 Payment procedures  Information/Advice
 Technical support  Pleasant atmosphere
 Service follow up  Good communications
 Competent staff
 Willingness to help
 Speed & accuracy of delivery  Trustworthiness
 Security/confidentiality
Tangibles  Clarity of Customer’s needs
Intangibles

“Build a foundation of trust
by “under promising
and over delivering.”


Three Facets of


#1 Your Internal Customer

Result:
Satisfied employees want to give
exceptional Hanec & Associates Inc.
Cec
service

Your Employee(s)
 Focus on the customer in everything that they
do
– Focus on retaining current customers forever…
not just getting new customers
– “Being the best ” in providing outstanding
Customer Commitment
 Customer mission
 Service culture – Standards of excellence


Personal Accountability
 To whom are you accountable ?
 Do you do what you say you are going to do?
 What are the consequences when you don't
keep your promises?
 How can you create more accountability for
yourself…for your team?
 How would your business be different if there
was real accountability?


Standards of Excellence
 Must be SMART:
– Specific
– Measurable
– Attainable
– Relevant
– Trainable and timely


#2 Your External

Result:
Satisfied
employees are
trained to give
exceptional
service.

People who understand people
are in great demand.

Get out of your shoes and
into the other person’s shoes


“The customers/people you work with
may not always be right, but we must
allow them to be wrong with dignity.”

The Platinum Rule
“Do unto others the way
they want to be treated.”
-Tony Alexandra

“Perception is all there is.”


“Tell me what you can do for me
…not what you can’t do for me!”

Practice Active Listening
 Not Getting Your Answer Ready
 Put Your Own Agenda Aside
 Stop What You’re Doing &
 Listen To The Other Person


“Communicate in a way that builds
bonds of …mutual trust, confidence,
respect and understanding.”

#3 Customer Friendly Systems

Result:

Quick, efficient
systems and
processes delivering
exceptional service
with high quality at
an affordable price

The visible
10% of service

The invisible
90% of service

“Systematic approaches are 80% of customer
service.” Customers For Life
- Carl Sewell

The Invisible 90% Of Service:
 Shared business  Ongoing training
strategy  Systems compatibility
 Managing total  Knowledge mg’t
process  Defined competencies
 Clear values, mission,
 Internal communication
vision, goals
 Internal customer care
 Teamwork -John Butler, - Successful
Entrepreneurial Management

Measuring Customer Satisfaction:
•Surveys
•Formal & informal
feedback
•Customer account
histories
•Focus groups
•Complaints
•Personal
•Internet or email
3rd party

Top 3 Drivers for Investing in
Customer Experience Management
1. Improve customer retention (42 %)
2. Improve customer satisfaction (33 %)
3. Increase cross-selling and up-selling (32 %)

“70% of customer experience management best in class adopters
use customer feedback to make strategic decisions.”
- Aberdeen Group, Customer Experience Management: Engaging
Loyal Customers to Evangelize Your Brand


“Every action
affects
customer
satisfaction.”
- Randy Widrick


Forging Bonds & Loyalty
 …Leverage integrated CRM systems & data …
Use touch points to deliver a "unified,
personalized & relevant customer experience”
 …bring all your resources – sales,marketing &
customer service
 …Start to segment customers - most value
 …Treat each customer in a way that reflects
everything you know about that customer


Cycle of Service (Moments of truth)
Signage Your people
Key
Contact
Website Areas Phone/Text/Email
contact

Quick Response
Job Site Management codes (QR)

…Takes 6 positive moments to make up for
1 negative experience


“Happiness is not the
absence of problems rather
the ability to deal with them”

Six steps for solving
customer problems
 Clearly define your customer problem
 Develop departmental standards in line with
customer mission
 Provide training where necessary
 Implement plan to avoid recurring problem
 Enhance, where possible, tangible and intangible
areas for outstanding customer care
 Share best practices


Dynamic customer satisfaction is
the result of a plan.
It doesn’t just happen.
The area we fall so short in is
the planning, not the doing.”
- Bill Bonnstetter


Nurturing Facts
 There actually exists a place called
‘TOP OF MIND’
 You must maintain consistent and
appropriate contact to permanently
occupy your critical customers’
‘TOP OF MIND’ position


Key Influencers To ‘Retain’
and ‘Build’ Connections
 What actions could you take in the next
month to nurture your business
connections?

“ Success in the future will go to those
who master the ability to nurture
critical constituents.” - Jim Cecil


C.ustomers

A.re

R.eally

E.verything

Presenter, Facilitator,
Personal Business Coach

O: (204) 254 – 8852

cechanec@shaw.ca

www.cechanec.com

Creative Solutions for the ‘people side’ of business


Housing Forum Presentation November 14 2012

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