Transcript Available technology

Fleet Excellence – Customer Service
This webcast will cover ...
• NPTC Benchmark Data Findings and
Member Customer Service Best
Practices,
• Industry Best Practices,
• The Orscheln Experience, and
• Question & Answer
Moderator
Dr. Gary Petty, President & CEO, NPTC
Panelists
Tom Moore, Vice President of Education, NPTC
Tom Bray, Editor – Transportation Management,
J. J. Keller & Associates, Inc.
Erle Bergstrom, CTP, Transportation Manager,
Orscheln Farm & Home LLC
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Dr. Gary Petty
President & CEO
National Private Truck Council
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Disclaimers and Housekeeping
• The content in this webcast is intended for information
purposes only and should not be construed as providing
legal advice.
• We welcome your specific questions but reserve the right
to modify the questions to make them applicable to a general
audience.
• Housekeeping issues:
Gary Petty
National Private
Truck Council
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Tom Moore, CTP
Vice President of Education
National Private Truck Council
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Why Do Companies
Operate Private Fleets?
Tom Moore
National Private
Truck Council
Customer Service
Efficiency/Cost
Miscellaneous
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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Measuring Customer Service
Tom Moore
National Private
Truck Council
Miles and Stops
Damaged
Customer
Comments
Late
Early
0%
20%
40%
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60%
80%
Identifying the Customer
Tom Moore
National Private
Truck Council
External
End Users
Wholesalers
Retailers
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Identifying the Customer
Tom Moore
National Private
Truck Council
Internal
Drivers
Upper
Management
Sales
Fleet
Managers
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Corporate
Resources
Operations
Differentiating Customers
•
•
•
•
Focus on the right customers
Bring more value
Interact more effectively
Customize treatment
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Tom Moore
National Private
Truck Council
Defining Customer
Service Attributes
• What really matters?
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Abilities
 The right product at the right location at the right time in the right condition and at the right price
 On-time
 Damage-free
 Emergency response
 Control
 Appearance
 Experience
Other “Abilities”
 Reliability
 Dependability
 Affability
 Accessibility
• Opportunity for the private fleet to provide unique service that
cannot be outsourced.
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Tom Moore
National Private
Truck Council
Customer Service Migration
Tom Moore
National Private
Truck Council
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Sample Survey Questions
• Samples survey questions:
 In your dealings with ABC Private Fleet, how would you rate
Tom Moore
National Private
your overall level of satisfaction?
Truck Council
 The process for getting your concerns resolved was:
 Relative to on-time delivery, how satisfied are you with the service?
 Relative to cargo damage and claims, how would your rate our performance?
 Relative to quality of service, how would you rate our performance?
 How would you rate your experience with our staff?
 How would you rate the price?
 How easy are we to do business with?
 The customer service representative was courteous, handled my call quickly
and professionally.
• Provide balanced range of satisfaction levels to choose
from; allow participant to add detail for low scores
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“If you measure it, it will
improve.”
• What could you measure?
• How fast could you get the results?
 Hiring standards
 Training protocols
 Communication
• What would that cost?
 What would it cost if you didn’t improve it.
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Tom Moore
National Private
Truck Council
How Does It Look In the
Real World
Customer Attribute
Importance
Fill Rates
Reliable/On Time Delivery
Pricing
Ease of Ordering
Variety of Products
Order Lead Times
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Performance
Tom Moore
National Private
Truck Council
On-Board Technology Increases
90
80
70
60
50
40
30
20
10
0
Tom Moore
National Private
Truck Council
2006
2007
2008
Yes
2009
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2010
Building Blocks of Customer
Service
Tom Moore
National Private
Truck Council
Customer Service
Communication
Training
Scorecarding
Hiring
Policies and
Procedures
Management Support
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Tom Bray
Editor, Transportation Management
J. J. Keller & Associates, Inc.
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The Customer is Always Right!
• You may be very successful doing business by
carefully meeting the reasonable expectations of your
customers, which include getting:
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Tom Bray
J. J. Keller &
Associates, Inc.
the right product
to the right place
in the right condition
at the right time
at the right cost.
• But now you have to determine if you are doing all of that in the
right way!
• Educate Drivers and CSRs on the “Front of the House”
Business
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Think of Everyone as Your
Customer!
• Build a relationship
• Get to know the customer
• Know your company /division
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Tom Bray
J. J. Keller &
Associates, Inc.
Progressive Customer Service
• The Happy Customer
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One point of contact
Be courteous at all times
Thank the customer for continued business
Provide consistent and reliable service
• The Unhappy Customer (keep smiling!)
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Respond to complaints immediately
Show concern for the customer's unhappiness
Try to help fix the problem
Take measures to prevent a recurrence
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Tom Bray
J. J. Keller &
Associates, Inc.
Progressive Customer Service
• The Angry Customer (handle with care!)
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Tom Bray
Remain calm and courteous
J. J. Keller &
Show empathy
Associates, Inc.
Apologize even if the problem is not your fault
Accept responsibility for helping to fix the problem
Offer solutions
Take part in implementing a solution
Follow up on the success of the solution
Educate the customer after the situation is resolved, if necessary
Deliver bad news early and honestly
• Remember: Attitude is a Choice!
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7 Mistakes of Customer Service
1. Assuming only the Customer Service
Representative is responsible for customer service
2. Never saying you are sorry because that’s an
admission of fault
3. Over automating the customer service experience
4. Not obtaining sufficient information to book a load
5. Not listening to the customer
6. Taking on too much of the customer’s work
7. Getting confrontational with the customer
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Tom Bray
J. J. Keller &
Associates, Inc.
7 Tips for Customer Service
Success
1.
2.
3.
4.
5.
6.
7.
Benchmarking
Continuous scorecarding
Mystery caller program
Test your drivers in the field
Sensible automation
Build a profile of customer touchpoints
Assume that nobody cares about your problems
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Tom Bray
J. J. Keller &
Associates, Inc.
Customer Service Chain
• The means through which customer service is delivered
from the moment the customer comes in contact with your
company to the time the job has been successfully completed.
• Example of the customer service chain:
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Tom Bray
J. J. Keller &
Associates, Inc.
Customer calls to inquire about lead times and talks to receptionist
Customer calls back to book load with CSR
CSR conveys information to Trip Planner
Trip planner communicates expected delivery time to CSR
Trip planner works on scheduling with Dispatcher
Dispatcher communicates load information to Driver
Driver picks up, transports, delivers and unloads load in manner agreed to by
CSR
 Customer confirms load as delivered meets requirements
 Customer is invoiced
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Driver Care
• Drivers aren’t mushrooms in the closet. Recognize
and respond to their needs in the field because they
are on the customer service frontlines.
• Sources of driver stress include:
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avoiding accidents and traffic delays
ensuring safety of vehicle
avoiding fatigue
keeping equipment maintained on the road
meeting pick-up and delivery schedules
completing paperwork properly and on time
passing inspections
sustaining economic security for self and family
meeting physical demands of the job
getting home to spend time with family.
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Tom Bray
J. J. Keller &
Associates, Inc.
Providing Good Service to the Driver
• Address drivers by name
• Get to know drivers, so when they visit the terminal
they feel like a valuable part of the company
• Don't stick drivers away in cold, impersonal driver rooms
as though they were second class citizens
• Be accessible and available to them
• Answer their questions in a timely manner
• Give them accurate, helpful information
• Be fair, consistent, and avoid preferential treatment
• Keep them informed about changes in the company
• Make them feel like the integral part of the team that they
are, involved and appreciated.
• Give them reasons, not just orders
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Tom Bray
J. J. Keller &
Associates, Inc.
CSR/Driver Checklist:
Phone Etiquette
• Don’t use the phone while driving
Tom Bray
• Answer the telephone promptly, identify yourself and
J. J. Keller &
get the caller's name and number early during the call
Associates, Inc.
• Speak up so the caller can hear you and minimize noise
• Listen attentively, ask questions, take notes and don't interrupt
• Don't eat or drink while using the telephone
• Represent your company courteously and respectfully
• Limit touch points--transfer with care, use only if necessary
• Limit placing callers on hold--be considerate, use only if
necessary
• Take messages with care-- proper spelling, pronunciation,
verify phone number and time when caller can be reached
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Erle Bergstrom, CTP
Transportation Manager
Orscheln Home & Farm LLC
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Orscheln Farm & Home LLC
Fleet Operations
• Fleet consists of :
 54 Power Units of varied types (36 Leased OO’s,
18 company-owned, 100% EOBR) and 200 53’ Trailers
 54 CDL Drivers
Erle Bergstrom
Orscheln Farm &
Home LLC
• Orscheln has 154 retail outlets located in 9 states (MO, IA, NE,
KS, OK, AR, KY IL, IN) serviced from one Retail Support Center.
• Private Fleet transports 97% of RSC freight outbound to
Orscheln Retail Stores, and 32% of inbound freight to RSC.
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Orscheln’s Culture of
Customer Service
• Customer service is embedded in Orscheln culture
 Hiring
 Training and Communication
 Performance and Performance Reviews
Erle Bergstrom
Orscheln Farm &
Home LLC
• Everyone is your customer and everyone is responsible for
customer service
• One executive oversees warehouse and logistics—no pointing
fingers when cargo is damaged, short, not on time, etc.
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Orscheln’s Hiring Process
• Look for prior customer service experience
• Describe processes and ask what responsibilities they
are willing to perform
• Inquire with previous employers
• Key Point: every prospective
hire will tell you they “put the
customer first” and
“customer service is a top
priority” it is your
responsibility to validate
those statements
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Erle Bergstrom
Orscheln Farm &
Home LLC
Orscheln’s Training
• Conduct standardized customer service training using
video and classroom training
• Trucks are a rolling billboard—our customers are on
the roadways with us and evaluating our drivers all
of the time
• Procedural training covers all possible scenarios
 Materials handling (unloading truck
with pallet jack, loading trailer, etc.)
 Cargo securement
 Store and dispatch communications
 Warehouse training
• Key Point: put driver in up and down stream personnel’s
shoes to help them understand their impact on others.
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Erle Bergstrom
Orscheln Farm &
Home LLC
Driver Checklist:
Ways to Provide Good
Customer Service
• Pick up and deliver to the right location
• Be on time, call ahead if a delay is inevitable and apologize for
Erle Bergstrom
delays
Orscheln Farm &
Home LLC
• Be pleasant and courteous at all times, avoid confrontation and
build a rapport with customers
• Handle every load with care
• Adhere to trucking industry regulations, follow company and client policies, and
drive safely
• Offer your suggestions for improving customer service and be receptive to
changes made to improve customer service
• Be mindful of your personal appearance, be professional and project a good
image of your company
• Keep the vehicle clean and in good repair
• Be knowledgeable about your company
• Follow procedures for freight problems
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Orscheln’s Cargo Management
Procedures
• Getting the “right stuff” there at the “right time”
Erle Bergstrom
requires proper cargo securement
Orscheln Farm &
• Make sure cargo is staged and placed in trailer in a
Home LLC
manner that is conducive to unloading
• Pay special attention to cargo securement to ensure cargo will
not shift and become damaged in transit
• Establish a trailer seal procedure that ensures two people are
always signing off on removing and securing trailer seals
• If store stocking is required, make sure driver understands the
customer’s needs
• Key Point: never cut corners on cargo security it impacts
time to unload
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Orscheln’s Communication
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Consistent delivery day
Erle Bergstrom
Email dispatch log preceding day
Orscheln Farm &
Online shipment tracking refreshed every 30 minutes
Home LLC
Driver emails ETA before departure
OBCs in 100% of power units – in process of developing
capability to track equipment using GPS/OBC to project ETA en
route and automatically email tracking notices to stores
• Call store if delay is possible
• Key Point: your customer has labor scheduling concerns that
you need to be sensitive to and communication is key to
maintaining their satisfaction
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Orscheln’s Assessment
• Survey 10-12% of store managers each week
• Survey assesses
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Delivery time—early arrival is just as bad as being late
Equipment appearance
Image
Office personnel
Erle Bergstrom
Orscheln Farm &
Home LLC
• Survey results used in personnel performance evaluations
• Key Point: you must be committed to acting on survey
findings—good or bad
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Question & Answer
Gary Petty
National Private
Truck Council
Tom Moore
National Private
Truck Council
Tom Bray
J. J. Keller &
Associates, Inc.
Please submit questions to “Q&A”
using the Q&A tool
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Tech Support: 1-888-259-8414, Webinar ID: 114299683
Erle Bergstrom
Orscheln Farm &
Home LLC
Closing Remarks
• Checkout the archive of past topics at:
http://www.jjkeller.com/nptcinfo
 PowerPoint slides up in 1-2 days
 Recording up in 1 week
• Topics for 2010:
 October 20 – Fleet Excellence – Driver Recruiting & Retention
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Tech Support: 1-888-259-8414, Webinar ID: 114299683
Gary Petty
National Private
Truck Council