CREATING A WOW FACTOR

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WELCOME TO
CREATING A WOW FACTOR THROUGH CUSTOMER
SERVICE Presented by Bruce Hodes CMI 711 South
Boulevard, Suite 10 Oak Park, IL 60302 Phone
[phone], [phone] Email
bhodes_at_cmiteamwork.com Website
www.cmiteamwork.com
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OVERVIEW

• This session presents my perspective about what
  makes customers loyal and creates a wow.

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CREATING WOW IS A MOVING TARGET

• What is effective in one year, not in the next?
• It is about establishing a cult of loyal
  customers.

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LEARNING OBJECTIVES

• Participants will learn the following
• Exercises and data that help create awareness and
  enthusiasm regarding customer focus and service.
• Models and methods for groups to design,
  implement and monitor their own strategies for
  improving customer service.

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BENEFITS

• Benefits you can get from this talk
• Create a service differentiation
• Improve focus of your service strategy
• Have a shot at getting there, attaining your
  vision and growing your organization

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ACTIONS

• Actions we want you to take
• Determine your service strategy
• Take real steps to improve your customer service
• Use the tools offered to improve your customer
  service

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GROUND RULES

• This is highly participative an aerobics class
• Be safe -- be aware of yourself others
• Ask a lot of questions
• Be prepared to apply this material
• Use it or lose it!

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Discipline of Market Leaders

• Operational excellence
• Product innovation
• Customer intimacy

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TENT POLE

• Did the teams collaborate?
• What was the customer service
• strategy?
• Where was high performance?

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AUDIT FOR TEAMS

• CUSTOMER SERVICE
• Customer kept informed on task progress
• Customer service strategy in place and
• operating
• Relationship with customer being
• developed
• Customer is overwhelmed with service

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KANO MODEL OF CUSTOMER PERCEPTIONS (Taken from
the book Fourth Generation Management written by
Brian L Joiner)

• Must have
• Characteristics or features we take for granted,
  like clean linens and hot water in a hotel room.

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• More is better
• In this category, we are disappointed if a
  need is poorly met but have increasing
  satisfaction (and perhaps even delight) the
  better that need is met.

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• Delighter
• These are the features or characteristics that
  surprise customersin a good way.

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VALUE OF THE KANO MODEL

• 1. It helps employees set priorities in their own
  work
• 2. It help people avoid the trap of thinking that
  no complaints equals customer satisfaction

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Ways Bruce Has Seen Companies Create Wow

• Conducting business over the web
• Credit Cards
• Billing
• Customer Service information
• E-mail marketing
• E-mail customer newsletters
• Great website

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• Having very defined customer niches
• Finding specific segments of the marketplace in
  which you can dominate and leverage from a
  leadership position.
• Knowing who is not a fit.

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• Customer gets a special relationship with, and
  access to the owner/leaders in the organization
• Makes it safer
• Access
• Emphasize local owned
• You have a friend/family
• Leader directly involved in selling and keeping
  major accounts.

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• Service driven culture
• You always get a voice (no auto-attendant)
• Quick turnaround regarding customer problems
  always in the loop
• You never get a voice mail
• Better internal training for better quality
  products
• Profit-sharing/Retention bonus-internally helps
  keep everyone focused on keeping the customer
• Voice mail messages are detailed oriented How
  are yours

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Truly being the knowledge-driven specialist.

• Knowledge as a differentiation vs. price.
• Education as a differentiation

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Icon that truly stands for something

• Parades
• Client days
• Good marketing
• Under used
• Has to be embraced by the culture

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A real service guarantee with teeth in that we
live by.

• Makes it safer to buy
• Hampton Inn
• CMI

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• Clear Billing and invoice
• Striving to have the clearest and cleanest
  invoice in industry
• No surprise charges
• How do you handle price increases

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• Being different We are not your typical
  company, and we are proud of it.
• A different kind of culture
• SW Airlines
• Central States
• Ritz Carlton
• Saturn

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• Immaculate facilities and image.

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THE SURVEY QUESTIONS ARE?

• How likely is it that you would recommend CMI to
  a friend or colleague?.
• How likely is it that you will use us again and
  why?
• (Taken from The One Number You Need to Grow -
  Harvard Business Review December 2005)
• Are we your favorite vendor? Why?

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• Lets identify where you are?

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• I did some mystery shopping.

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• Lets take the audit

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Level 1

• Bean Counting

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Level 2

• Posters, Pins and Plaques

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Level 3

• Tiger by the tail

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Level 4

• Bulls eye!

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• What do we do now?

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Five Steps to Building Customer Focus

• STEP ONE
• Distinguish out the customer
• Its a special relationship
• Customer is not always right, but
• is always the customer

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Five Steps to Building Customer Focus

• STEP TWO
• Distinguish between task behavior
• and service
• Service covers the product
• Service is a differentiation

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Five Steps to Building Customer Focus

• STEP THREE
• Define the service strategy
• How do I make them Loyal?

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Five Steps to Building Customer Focus

• STEP FOUR
• Implement service strategy
• If its not implemented, you have done nothing
• Thinking about it gives you zip

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Five Steps to Building Customer Focus

• STEP FIVE
• Build feedback loop
• Voice of the customer needs to be shared
  internalized

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BUILD A STRATEGY

• What can you take from this talk?

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The Critical Question

• IS YOUR
• COMPANY
• BUILT TO
• LAST AND THRIVE VS DIE OR JUST SURVIVE?

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DIFFERENTIATION

• What is the Holy Grail in business?
• Being the only game in town?
• OR
• How can you be a big fish in a small pond?

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DIFFERENTIATION

• You cant be all things to all people.
• Why should people buy repeatedly from you? - That
  is the Question?

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AND A FINAL REVIEW

• Experiment!
• Customer Service strategies need to be planned
• Be flexible
• Try new ideas that will make your organization
  indispensable to the people it serves

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THEREFORE

• Pick your niche
• Pick your customers
• Create your culture
• Implement, Implement, Implement

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RECOMMENDED BOOKS

• Customer Service for Dummies
• By Karen Leland and Keith Bailey
• Raving Fans
• By Ken Blanchard
• The Discipline of Market Leaders
• By Michael Treacy and Fred Wiersema
• CEO Tools The Nuts-n-Bolts of Business for
  Every Managers Success
• By Kraig Kramers

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AND AS YOU LEAVE, REMEMBER
THERE IS VERY LITTLE DIFFERENCE BETWEEN ONE WHO
DOES NOT KNOW, AND ONE WHO DOES NOT USE WHAT ONE
KNOWS
USE THIS STUFF OR YOU WILL LOSE IT!
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IF YOU NEED MORE INFORMATION

• Bibliography
• Email Newsletters
• Questions
• Just leave your business card with Bruce!

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THANK YOU!

• If you have any questions,
• please see Bruce!
• Or you can contact us by
• Phone [phone] or [phone]
• Email bhodes_at_cmiteamwork.com
• Website www.cmiteamwork.com