Surviving in a Competitive Business

New Mexico College Bookstore Association

Dr. Luis Ortiz

EDC Executive Director/Professor LVSMEDC/NMHU

More than Surviving…

 Competing today and in the future differentiation/innovation  Doing things different  Doing things better

Outline of our presentation

 Our everyday business reality  Cause “more than a mission statement”  Employees Management Relations  Customer service  Your best competitive advantage  The model bookstore  Why not your store!

 New Reality Recommendations Results  “Owning our own behavior”

Our everyday business reality

 Retail market  Selling  Merchandising  Inventory  Safety/Security  Finance  Employee Relations  Customer Service

Running a Small Business

 Complexities  Average hours per week is 65  84% are passionate about their job

Do you have a “Cause”?

 Mission Statement no a Purpose  Now what?

• “we survive, but are elders tell us we were meant for much more – a higher purpose” D.J. Odawa  Ingenuity – is it in you!

 Great things are seldom done alone

University Core Requirements - Students

 Math  English  Spanish  History  Arts  Education  Social Work  Science  Engineering  Business

General Overview

   Accounting    Certified Public Accountants Certified Management Accountants Auditors Finance    Certified Financial Planner Certified Real Estate Agent Appraisers Economics   Economists (trends business cycle) Macro/Micro Data Analyst

General Overview

   Marketing     Marketing Research Sales Advertising Customer Service Specialist International Business    International Manager International Executive Consultant Management   Entrepreneurs Professional Managers

… could you please be more practical

  Example one   HS  • 25 years 25 @ 17,000 = 425,000 UG 

25

years • 25 @ 47,000 =

$1,175,000 DIFFERENCE OF $750,000

Examples two   HS  18yrs. to 65yrs. = 47 years • 47 @ 17,000 = 799,000 UG  22yrs. to 65yrs. =

43

years • 43 @ 47,000 =

$2,021,000 DIFFERENCE OF $1,222,000

 Thus of the 45 books they buy they are investing about 3,000 in four year with a ROI of $2,018,000



Education is the only thing that you can never lose. Dr. Sanchez



Stage of life



(infant, young, adult, and old age) Native Americans



A satisfying and fulfilling career



Life satisfaction

Management Theories

 Self-fulfilling Prophecy  Need Theory  Goal Setting  Expectancy Theory  Social Comparison Theory  Equity Theory What the heck does that mean to me???

Because of this!

Three basic classifications of Employees 1) Extra-Role Behavior Employees (OCB) 2) Contractual Agreement Employees 3) Sub-Optimal Employees

Performance Model

Employee Affect or Disposition 1) Entitled Individuals (+) 2) Equity Sensitive (=) 3) Benevolent (-) Organizational Activities

Job FAIRNESS Job Satisfaction Trust

Organizational Citizenship Behavior 1) Extra role (+) behavior employee 2) Contractual (min) agreement employees 3) Sub-optimal employees (-) Improved Organizational Effectiveness

Theoretical Model of Employee Work Behavior

Entitled Equity sensitive Benevolent Organizational Justice Distribution of rewards Procedure of the organization Interaction with co-workers & managers OCB Trust/commitment Job Performance Job Satisfaction Pay Co-worker/managers Job itself Policy/advancement Source:Bateman & Organ, 1983; Konovsky & Pugh, 1994; Moorman, 1991; Organ, 1988

Customer Service at NM College Bookstores

 Importance of Customer Service  Study and Articles of Customer Service  CS a Practical Approach      Steps of CS Improvement Phone Face to Face Facility Layout Discussion

Importance of Customer Service

Customer n. [kust-a-mur] The Person who makes all of our jobs possible.

A customer must perceive that they are the most important person on our premises. The customer is not dependent on us in any way and we are not doing them a favor by serving them. They our doing us a favor by using our services (products) and giving us a chance to serve them.

Return on the Customer

 Maximum Return on your scarcest company resource  If not you look short  Business triad (E/M/C)  Increasing their lifetime value… • Don Peppers and Martha Rogers, Ph.D.

Importance of Customer Service

The Tough Reality of Customer Service   Study I   Bad service • A person will tell 9 of 10 they meet about it • 13% tell an avg. of 20 Good service • A person will tell an average of 4 people about it Study II   Bad service (customer tells 32 avg. others) Good service (customer tells 9 avg. others)  What does a customer look for: • Value = Fair Price + Quality + CS (competitive pricing environments-university lottery scholarship making Quality and CS more important here at New Mexico College Bookstores)

Importance of Customer Service

 Why a customer stop doing business  1% pass away  3% move away  5% develop other relationships  9% leave for competitive reasons  14% are dissatisfied w/ product  68% due to attitude and indifference of ONE single employee • customers stop using a business due to an indifferent employee who treated them poorly

Why focus on the customer?

 Five time more likely to leave due to poor service than product quality  For every 1 that reports poor service, 26 are unreported.

 Only 4% will ever complain about bad service. - 96% never complain about rude or discourteous service but….

 …will quietly go away and take their business else where    91% will never again buy from that business Tell their “horror story” at least 9 times 13% of them tell it at least 20 times  It cost five times more to attract a new customer than keeping an existing one

Importance of Customer Service

 It is no big loss - What do you lose (1 person for a lifetime of sales and their referrals)

If you lose ...

1 customer a day Spending $5 weekly

94,900

Spending $10 weekly

189,800

Spending $50 weekly

949,000

Spending $100 weekly

1,898,000

5 customer a day

474,500

10 customer a day

949,000 949,000 1,898,000 4,745,000 9,490,000 9,490,000 18,980,000 What is losing one “Worth”: Autos Industry - 200K Grocery Business - 234K Newspaper .50 * 365 = 182.50 * 40 years = $7,300 30 papers @.50=15. * 40 years $600 Yearly subscription $75 * 40 = $3,000

Study and Articles of Customer Service

 Management’s Commitment  Constant  Rewarded  Walk the talk  Accountability  Valued  Reinforce behavior with immediate recognition

Study and Articles of Customer Service

 Employee’s Commitment  Consistent and fair w/ each other  Accountability  Positive Attitude  Owning our own behavior  Professional vs. personal  Serving the customer

Practical Approach

 Seven Steps to Successful Customer Service 1.Total Management Commitment 2. Get to Know Your Customers 3. Develop Standards and Service Quality Performance 4. Hire, Train and Compensate Staff 5. Reward Service Accomplishments 6. Stay Close to Your Customers 7. Work Towards Continuous Improvement

Practical Approach

6 Steps to Great Customer Service 1. Drop Everything to Answer Email, Phone or Whatever… 2. Do a Little Extra 3. Keep Your Promises 4. Address Problems Immediately 5. Follow Up On Problems, Questions, Etc. 6. Personalize Communications

Practical Approach

 Customer Satisfaction in 7 Steps 1. Encourage Face to Face Dealings 2. Respond to Messages Promptly & Keep Your Clients Informed 3. Be Friendly and Approachable 4. Have a Clearly-Defined Customer Service Policy 5. Attention to Detail 6. Anticipate Your Client’s Needs & Go Out of Your Way to Help them Out 7. Honor Your Promises

Practical Approach

 Six Steps to Excellent Customer Service 1. Impress Prospects and Clients with Professional Proposals & Documents 2. Keep in Touch During the Project 3. Guarantee Your Work 4. Learn to Manage Complaints 5. After the Project is Completed, Give the Customer A Gift 6. Stay In Touch

Sound Nice

 But please get more practical!

 Asset vs. Liability

Phone – Customer Service

 Did you know that a caller to your employment can tell and perceive your mood and even if there is a smile on your face by the tone of your voice.

Phone – Customer Service

 Phone Etiquette   Company’s name Employee’s name  How may I (help, serve, assist) you    Listen • • jot the callers name down – and use the callers name in the discussion many times if possible When wanting a different person (it is ok to ask – May I inquire as to whom is calling (and or the issue)? • If placed on hold (example: Sorry for the wait that department is working on a deadline – May I please take a message explain) Transferring Calls (always give the call the extension number in case they need it later) Thank them for calling!

Customer Service Factors

Telephone Service 13% Tone of Voice Content 87%

Face - Customer Service

 Face to Face  Respect  Kindness  Consideration  Empathy  Friendly and effective service  Honesty and feelings of pride  Use examples to assist customers

Customer Service Factors

38% 7%

Face to Face

55% Body Language Tone of Voice Content

What you they say!

          Help me first Can I speak with your manager You people never get it right Not what I ordered It was on sale My statement is messed up You never have what I want I need that by the end of the day You can bend the rules What are you a 3 rd grader

What to say!

    Secret weapon words  “I am sorry”  “for you” “I am sorry that happened I understand can I fix it for you (Mrs. or Mr. Garcia)”    Empathy Permission Personal Service Lack of customer trust must be viewed as a challenge to serve them Good customer service build trust

What to never say!

  “NO” or I can’t Don’t blame me  It is not my fault   I have not had my break That customer didn’t know   I just work here I can’t wait to get out of here  I hate my schedule/computer

What to never touch!

 Religion  Sex  Politics  Smile  Pleasant • • Offer no opinion Thanks for you interest  Professional • I consider that personal

When “yes” is not an option!

 Never say “no”  I will try  Lets explore some options  I want to be fair to everyone  Consistency does matter  Show empathy  Note* Let them talk and vent

What are customers/employees?

  Are Customers      Next in lines NIL No Problem – are they A nuisance A bother An interruption or are employees    Rude Disrespectful Aloof    Indifferent Fake Not sincere

Customers always win!

  “Make no mistake about it in the long run I will win” • The Customer I don’t make a scene  Bad attitude  I can forgive just not forget  We have choices - local & online  Note* it is never the person it is the organization

What do they want?

Understanding & Caring Attitude  Tactful  Respectful  Empathetic  Caring  Courteous  Enthusiasm  Friendliness  Nurturing  Helpfulness  Upbeat  Pleasant

What do they want?

Problem Solving Ability  Knowledgeable  Professional  Good judgment  Responsive  Resourceful  Persistent  Thorough  Accurate  Committed  Quick Thinking

Facility - Customer Service

 Facility Layout - Customer service area   Comfortable Visional designation between work and customer area  Everything that you can use   Build trust with customers w/ service Reinforce the need of treating customers right  Tickets Scheme – have a plan   Give employee all five tickets at start of the month Employees give their peers a ticket when they see them performing great Customer Service or “going beyond the norm” with Teamwork

Customer Service - Ask yourself

 Is it really a pleasure to serve them?

 Do you treat them as individuals?

 Do I remember them by name?

 Do I care to see a smile on their face?

 Do I like to customer satisfaction in their eyes?

Since you know what the Customer Feels

        Smile and make eye contact Acknowledge the customer Neatness of workplace People come first Problem solve for the customer Be genuine and sincere Say your welcome (not no problem) Thanks customer for choosing to do business with your organization

Leadership

 Fitting the right people in the right places  Empathy  Vision – Why not!

The model bookstore Why not your store!

 Big box  Online mega-store  Exploiting your space on their dime

What is our Niche?

 NM Students  Nationwide 15 million in Higher Ed  Highest Trained – Experts  Poisoned Pen – in AZ  Instant Review

Model is your Store

 It is on hand or short time to get  Staff has a cause CS  Attractively Arranged  Targeted age groups sections  Inviting – what to spend some time  Coffee shop  Post Office

The three R’s

 Wholesale business  Digital – e-books to Podcast  Competitive knowledge  Ask engage the customer  Technology Web development  Real Partners (Students and Profs)  Events

The three R’s

 Computers to order and compare  www.bestbookbuys.com

 Engage the Department and Manager  Customized value added products  Reasons to come in  Events (250 at AZ bookstore)  Students learn differently  Tap that market

The three R’s

 Coffee shop  Hangout  Wireless  Alumni - Graduation  Sale to each on their time  Gift Cards  Drawing/Tutoring/School pride  Entertaining Environment

Enjoy your conference

 Thank you!

 www.drluisortiz.com

 “Owning our own business behavior”