Transcript Chapter Six
Chapter Six Recognize and Deal with Customer Turnoffs 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? Customer Service, 5e Paul R. Timm 2 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. Objectives 1. Recognize Customer Pet Peeves 2. Customer Turnoffs 3. Reducing customer turnoffs 4. Zone of indifference Customer Service, 5e Paul R. Timm 3 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. 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. Customer Service, 5e Paul R. Timm 4 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. Be Aware. Be Very Aware -Recognize Pet Peeves About Customer Service Being ignored Waiting too long Poor-quality work Sale items not in stock Merchandise prices not marked Dirty restaurants or restrooms Customer Service, 5e Paul R. Timm 5 Phone calls put on hold Employees lacking product knowledge High-pressure sales tactics Employees talking down to you Inflexibility © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. Gaining Insight: What Turns Customers Off? Value Turnoffs • Poor guarantee • Poor quality • Price too high Systems Turnoffs • • • • People Turnoffs • Lack of courtesy, friendliness, attention • Employees who lack knowledge • Employee appearance Customer Service, 5e Paul R. Timm Slow service Business place dirty, messy, cluttered Low selection of products Inconvenient location, layout, parking 6 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. Value Turnoffs Value: quality relative to price paid Value proposition: what the company intends to exchange with its customers Customer Service, 5e Paul R. Timm 7 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. Systems Turnoffs Systems: process, procedure, or policy used to deliver the product/service to the customer Company location Employee training Record keeping Policies regarding guarantees/product returns Customer Service, 5e Paul R. Timm 8 Delivery services Merchandise displays Customer follow-up Billing and accounting © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. People Turnoffs Failing to greet/smile Inaccurate information Employees chatting Rude attitude High-pressure sales Customer Service, 5e Paul R. Timm 9 Dirty work location Inappropriate dress Poor grooming Body piercings/tattoos Makes the customer uncomfortable © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. Know that Reducing Turnoffs is the Best Advertising Television Advertising Newspaper Advertising 15% Magazine Advertising 25% 13% Word of Mouth Advertising 63% Customer Service, 5e Paul R. Timm 10 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. Create Loyal Customers Think about customer turnoffs Motivate workers Motivate customers Customer Service, 5e Paul R. Timm 11 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. The Zone of Indifference Dissatisfied –Satisfied –Motivated Zone of Indifference Customer Service, 5e Paul R. Timm 12 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. Value Service Recovery Showing customers that you truly care is fundamental to building loyalty. Problem Situations Customer Service, 5e Paul R. Timm Opportunity 13 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. 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. Customer Service, 5e Paul R. Timm 14 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. Earn Your Customer’s Loyalty with Two Steps 1. 2. Reduce or eliminate value, systems, and people turnoffs Exceed customer expectations to create a positive awareness Customer Service, 5e Paul R. Timm 15 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved. 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. Customer Service, 5e Paul R. Timm 16 © 2011, 2008, 2005, 2001 Pearson Higher Education, Upper Saddle River, NJ 07458. • All Rights Reserved.