Post on 31-Dec-2015
Measuring Customer ServiceMeasuring Customer Service
Frank BesednjakFrank Besednjak
The Training SourceThe Training Source““Great Ideas for Great People”Great Ideas for Great People”
Why measure?Why measure? How to measure?How to measure? When to measure?When to measure? What questions do I ask?What questions do I ask? What do I do with it?What do I do with it?
Measuring Customer ServiceMeasuring Customer Service
The Training Source, Inc.www.frankpresents.comwww.customercareplus.com
Before you do anything else . . .Before you do anything else . . .
Make it a routine that someone contacts Make it a routine that someone contacts previously upset customers to make sure things previously upset customers to make sure things are still okayare still okay
Check your status with your local BBBCheck your status with your local BBB One or two unresolved complaints can destroy future One or two unresolved complaints can destroy future
business prospectsbusiness prospects Contact the BBB for assistance if need beContact the BBB for assistance if need be
Search online for your company name, see if Search online for your company name, see if there are any negative commentsthere are any negative comments There are many websites where people vent and There are many websites where people vent and
report their experiencesreport their experiencesThe Training Source, Inc.www.frankpresents.comwww.customercareplus.com
What are your top objectives as What are your top objectives as an employee or owner of the an employee or owner of the
company?company?
1.1.Generate a profitGenerate a profit
2.2.Providing high quality products and Providing high quality products and servicesservices
3.3.Protect the interests of the companyProtect the interests of the company
4.4.Gain customer loyaltyGain customer loyalty
The Training Source, Inc.www.frankpresents.comwww.customercareplus.com
What do you consider a loyal What do you consider a loyal customer?customer?
They will only call you, no matter whatThey will only call you, no matter what They consider you more than a business They consider you more than a business
associate, you have a relationshipassociate, you have a relationship They want you to do well and succeedThey want you to do well and succeed They will always recommend youThey will always recommend you In fact some of them may be considered In fact some of them may be considered
fansfans
1.Find out what customers want2.Develop a way to give it to them3.Continuously monitor delivery to make
sure our customers are receiving what they want
4.Make adjustments to improve operational execution, so we will give customers what they want
Creating Loyal Customers – Creating Loyal Customers – Four Fundamental StepsFour Fundamental Steps
The Training Source, Inc.www.frankpresents.comwww.customercareplus.com
Keep Them HappyKeep Them Happy
Customer retention is importantCustomer retention is important It costs 7-10 times more to acquire a new It costs 7-10 times more to acquire a new
customer than to keep an existing onecustomer than to keep an existing one Delivering excellence and measuring your Delivering excellence and measuring your
quality is no longer optionalquality is no longer optional The best businesses do it and customers The best businesses do it and customers
expect itexpect it Execution is paramountExecution is paramount
Customers demand near-perfect executionCustomers demand near-perfect execution
Customer Satisfaction Formula Customer Satisfaction Formula
Level of Customer Satisfaction = What a Level of Customer Satisfaction = What a customer perceives they really get, minus customer perceives they really get, minus what a customer expected to get what a customer expected to get
The Training Source, Inc.www.training4contractors.comwww.hvactraining.com
It isn’t always about moneyIt isn’t always about money
In fact it may be something In fact it may be something very simple that makes all very simple that makes all
the differencethe difference
Frankly SpeakingFrankly Speaking
It’s The Experience!It’s The Experience!
The Training Source, Inc.www.frankpresents.comwww.customercareplus.com
The Customer ExperienceThe Customer ExperienceYou’re the one who makes it You’re the one who makes it
happenhappen
Frank's 10 Steps to the Excellent Frank's 10 Steps to the Excellent Service ExperienceService Experience
1.1. Answering the phone (the Opening)Answering the phone (the Opening) Scripted greeting and responsesScripted greeting and responses Quotes presented exactly the sameQuotes presented exactly the same Answer at second ringAnswer at second ring Smile while speakingSmile while speaking Always announce your nameAlways announce your name Use their name (Yes, Mr. Johnson)Use their name (Yes, Mr. Johnson)
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Frank's 10 Steps to the Excellent Frank's 10 Steps to the Excellent Service ExperienceService Experience
2. Asking for Information2. Asking for Information Have we performed service for you before?Have we performed service for you before? Look up informationLook up information Confirm informationConfirm information
Address, name and correct spelling of name, phone Address, name and correct spelling of name, phone number, directions if needednumber, directions if needed
Any special notes, requests etc, from fileAny special notes, requests etc, from file Last time we were thereLast time we were there Who was there etc. if needed.Who was there etc. if needed.
Always try to schedule same technician who was Always try to schedule same technician who was there last time (builds relationships)there last time (builds relationships)
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Frank's 10 Steps to the Excellent Frank's 10 Steps to the Excellent Service ExperienceService Experience
3. Making the appointment3. Making the appointment When is it suitable for the customer?When is it suitable for the customer? Time commitmentTime commitment
We will arrive sometime between 12 and 2pm, keep in We will arrive sometime between 12 and 2pm, keep in mind that it may take up to two additional hours beyond mind that it may take up to two additional hours beyond 2pm to complete the repair. So please keep your schedule 2pm to complete the repair. So please keep your schedule open until 4pm should the need arise. Is this satisfactory open until 4pm should the need arise. Is this satisfactory for you?for you?
Thank you, the technician who will be visiting you today is Thank you, the technician who will be visiting you today is “name of tech” and he will call you shortly before arriving.“name of tech” and he will call you shortly before arriving.
May I ask how you will be paying for this today so May I ask how you will be paying for this today so that I may let our technician know the form of that I may let our technician know the form of payment to expect?payment to expect?
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Frank's 10 Steps to the Excellent Frank's 10 Steps to the Excellent Service ExperienceService Experience
4. The Arrival4. The Arrival Call before going – If you may think you might be Call before going – If you may think you might be
arriving within the last half hour of the time arriving within the last half hour of the time commitment, call them as soon as you know, just to commitment, call them as soon as you know, just to let them know you will be there.let them know you will be there.
Driving upDriving up If possible, park in the street, not the driveway. You don’t If possible, park in the street, not the driveway. You don’t
want to have to move your vehicle cause someone needs want to have to move your vehicle cause someone needs to leave. to leave.
Do not sit in the truck doing paperwork when you arrive. Do not sit in the truck doing paperwork when you arrive. Immediately get out and grab your tools and head for their Immediately get out and grab your tools and head for their door. It is an urgent matter for them, make sure you look door. It is an urgent matter for them, make sure you look like it is urgent to you also.like it is urgent to you also.
Put out your cigarette, spit out gum, etc. in your truck, not Put out your cigarette, spit out gum, etc. in your truck, not in the driveway, sidewalk or lawnin the driveway, sidewalk or lawn
Frank BesednjakFrank Besednjak
The Training Source, IncThe Training Source, Inc..
Frank's 10 Steps to the Excellent Frank's 10 Steps to the Excellent Service ExperienceService Experience
5. The Greeting5. The Greeting Knock on the door, if they do not respond then ring the bell. Knock on the door, if they do not respond then ring the bell. Remove sunglasses before you get to the door – (you don’t want to Remove sunglasses before you get to the door – (you don’t want to
look like the terminator)look like the terminator) Greet them with a smile and a practiced scriptGreet them with a smile and a practiced script
While handing over business card say “Hello Mrs. Smith my name is While handing over business card say “Hello Mrs. Smith my name is Frank and I’m with AAA Service Company, I understand you called about Frank and I’m with AAA Service Company, I understand you called about your furnace”your furnace”
May I come in? Compliment them on their home while putting on shoe May I come in? Compliment them on their home while putting on shoe covers. covers.
Confirm with them that they spoke to “jenny” on the phone and then Confirm with them that they spoke to “jenny” on the phone and then explain service fees, warranty etc. explain service fees, warranty etc.
Mention any specials that they may qualify for Senior discount, etc., Mention any specials that they may qualify for Senior discount, etc., Service Contracts etcService Contracts etc
Confirm method of paymentConfirm method of payment Ask the customer to explain or demonstrate the problem in detail. Let Ask the customer to explain or demonstrate the problem in detail. Let
them talk, don’t interrupt, let them finish.them talk, don’t interrupt, let them finish.
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Frank's 10 Steps to the Excellent Frank's 10 Steps to the Excellent Service ExperienceService Experience
6. The estimate of repair costs6. The estimate of repair costs Refer to them by name “Mrs. Smith, I have Refer to them by name “Mrs. Smith, I have
determined the cause of your problem, it is the determined the cause of your problem, it is the ==== . Your investment to get your furnace in ==== . Your investment to get your furnace in operating condition will be $$$$.” If you use a flat operating condition will be $$$$.” If you use a flat rate system, show them the price in your book or rate system, show them the price in your book or guide. The customer will probably ask why the part guide. The customer will probably ask why the part failed, if there are other options or one of many failed, if there are other options or one of many other questions, They don’t know so that’s why they other questions, They don’t know so that’s why they ask.ask.
If there is anything that you could recommend that If there is anything that you could recommend that would improve the product, their indoor environment would improve the product, their indoor environment or something that would save them money in the or something that would save them money in the long run, let them know what it is now.long run, let them know what it is now.
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Frank's 10 Steps to the Excellent Frank's 10 Steps to the Excellent Service ExperienceService Experience
7. The Work7. The Work If you will be making a lot of noise or brazing If you will be making a lot of noise or brazing
or do anything that might alarm someone, let or do anything that might alarm someone, let them know in advancethem know in advance
Frank BesednjakFrank Besednjak
The Training Source, IncThe Training Source, Inc..
Frank's 10 Steps to the Excellent Frank's 10 Steps to the Excellent Service ExperienceService Experience
8. Finishing up8. Finishing up Explain anything that may be different. Offer Explain anything that may be different. Offer
any specials, service agreements etc. again.any specials, service agreements etc. again. Make sure everything is picked up and cleanMake sure everything is picked up and clean Thank themThank them Answer questionsAnswer questions Collect your paymentCollect your payment
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Frank's 10 Steps to the Excellent Frank's 10 Steps to the Excellent Service ExperienceService Experience
9. Follow Up9. Follow Up Measure your quality of serviceMeasure your quality of service Send a thank you cardSend a thank you card Ask for referralsAsk for referrals Ask for future businessAsk for future business
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Frank's 10 Steps to the Excellent Frank's 10 Steps to the Excellent Service ExperienceService Experience
10. Tune up10. Tune up Based on your customer feedback, make Based on your customer feedback, make
changes/improvements to your methods of changes/improvements to your methods of operationoperation
Train, retrain, practice and measureTrain, retrain, practice and measure
Frank BesednjakFrank Besednjak
The Training Source, IncThe Training Source, Inc..
Top 6 Reasons Why Top 6 Reasons Why Companies Lose Customers Companies Lose Customers (Based on a Study by The American Society for Quality Control)(Based on a Study by The American Society for Quality Control)
# 6 - They Die (1%)# 6 - They Die (1%)
# 5 - They Moved (3%)# 5 - They Moved (3%)
# 4 - Influenced By Friends (5%)# 4 - Influenced By Friends (5%)
# 3 - Lured By Competition (9%)# 3 - Lured By Competition (9%)
# 2 - Dissatisfied With Product or # 2 - Dissatisfied With Product or Service (14%)Service (14%)
Number One Reason Why Number One Reason Why Companies Lose CustomersCompanies Lose Customers
68%68% Say they were turned Say they were turned
away by the attitude away by the attitude displayed on the part displayed on the part
of a company of a company employeeemployee
Do You Have Satisfied Customers Do You Have Satisfied Customers or Loyal Customers?or Loyal Customers?
Satisfied CustomersSatisfied Customers Focus on price Focus on price Shop around for bargains Shop around for bargains
Run to a competitor if you Run to a competitor if you mess up mess up
Don’t provide critical word-of-Don’t provide critical word-of-mouth advertisingmouth advertising
Buy less and test your Buy less and test your
competitor’s products and competitor’s products and services services
Are easily lured away by Are easily lured away by competition competition
Loyal CustomersLoyal Customers Focus on value Focus on value Reward you with loyal Reward you with loyal
patronage patronage Are forgiving of an occasional Are forgiving of an occasional
slip-up slip-up Shout your praises and Shout your praises and
recommend you to their friendsrecommend you to their friends Buy more and sample across Buy more and sample across
product and service lines product and service lines
Are resistant to competitionAre resistant to competition
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
It’s the experience!!!!!!It’s the experience!!!!!!
Customers remember the overall Customers remember the overall experienceexperience
Measuring lets you know how the Measuring lets you know how the experience went without you being thereexperience went without you being there
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Knowing what is going on play by Knowing what is going on play by play is paramount to being able to play is paramount to being able to
accurately coach and lead your accurately coach and lead your team to success!team to success!
How do I Measure?How do I Measure?
Hand over a surveyHand over a survey Mail a surveyMail a survey Phone callPhone call Personal visitPersonal visit Email a surveyEmail a survey Direct response with incentiveDirect response with incentive
PhonePhone InternetInternet EmailEmail
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Hand over the surveyHand over the survey
ProsPros Most do receive itMost do receive it Goes to the contact personGoes to the contact person TimelyTimely
ConsCons Employee could be selective as to who gets Employee could be selective as to who gets
itit Adds another task to employeeAdds another task to employee Could be intimidating for the customerCould be intimidating for the customer May not get honest inputMay not get honest input
Mail a SurveyMail a Survey ProsPros
If addressed properly will get to the If addressed properly will get to the correct personcorrect person
Lets the customer decide when to Lets the customer decide when to respondrespond
Timely, if sent immediatelyTimely, if sent immediately ConsCons
May get lost in internal mail at customer’sMay get lost in internal mail at customer’s May look like junk mail and get filtered outMay look like junk mail and get filtered out May not be timely May not be timely
Phone CallPhone Call ProsPros
TimelyTimely No employee selection involvedNo employee selection involved Personal connectionPersonal connection Can be outsourced to a professionalCan be outsourced to a professional
ConsCons Phone call could be considered intrusivePhone call could be considered intrusive Time involved to call could be costlyTime involved to call could be costly Biased questions and commentsBiased questions and comments May not be timelyMay not be timely
Personal VisitPersonal Visit ProsPros
Builds personal connectionBuilds personal connection Makes the customer feel specialMakes the customer feel special Creates additional opportunitiesCreates additional opportunities
ConsCons ExpensiveExpensive Scheduling difficultiesScheduling difficulties Biased questions and commentsBiased questions and comments May not be timelyMay not be timely
Send an EmailSend an Email
ProsPros Inexpensive Inexpensive TimelyTimely Creates an opportunity for additional Creates an opportunity for additional
communicationscommunications ConsCons
May be easily ignored (Junk Mail)May be easily ignored (Junk Mail) May annoy some peopleMay annoy some people Has to be done on a timely basis and Has to be done on a timely basis and
consistentlyconsistently
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
ProsPros TimelyTimely Normally outsourced and done professionallyNormally outsourced and done professionally Can be tabulated immediatelyCan be tabulated immediately Various options available Various options available Does get to decision maker if printed on the Does get to decision maker if printed on the
invoiceinvoice Can be done via phone or internetCan be done via phone or internet Does not require direct employee involvementDoes not require direct employee involvement
ConsCons Requires an incentive (extended warranty, 10% Requires an incentive (extended warranty, 10%
off, gift certificate, etc)off, gift certificate, etc) Involves printed information on current invoicing Involves printed information on current invoicing
or otheror other Normally requires out-sourcingNormally requires out-sourcing
Customer direct responseCustomer direct response
$2.00 off Your next visit
Please tell us how we’re doing 1) Within 48 hours – CALL or VISIT: (866) 653-xyxy, or www.survey.com 2) Enter Store Number 0000 3) Take brief survey 4) Write Redemption Code:____________ ____________________________________ Restaurant 3/22/07 12:03pm Ticket No. 2398 ------------------------------------------------- *Dine In* ---------------------------------------------------- Spc XXXX $2.60 Spc Side $0.79 Spc Drink Soda $1.29 ----------------------------------------------------- Subtotal: $4.68
When To Measure?When To Measure?
As soon as possible after the experienceAs soon as possible after the experience No more than one weekNo more than one week
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Offer an incentive with a Offer an incentive with a time limittime limit
Extended warranty ***Extended warranty *** Gift certificate *****Gift certificate ***** % off next service **% off next service ** Dinner certificate *****Dinner certificate *****
What questions do you ask?What questions do you ask?
Ask questions that can result in Ask questions that can result in a change if neededa change if needed
Ask questions that lead you Ask questions that lead you specifically to a potential specifically to a potential correctable task or processcorrectable task or process
Don’t ask questions that you Don’t ask questions that you have no control over or can do have no control over or can do nothing aboutnothing about
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
What do you ask?What do you ask?
customer customer questions.docquestions.doc
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
What do you do with this data?What do you do with this data?
NothingNothing Post the results let people know how Post the results let people know how
they are doingthey are doing Commend greatness and/or resolve Commend greatness and/or resolve
problemsproblems Modify systems or methods to meet the Modify systems or methods to meet the
customer needscustomer needs Measure improvementMeasure improvement Compare results & statistics with each Compare results & statistics with each
otherother Monitor performance and determine Monitor performance and determine
training needstraining needs
““I run an 80% satisfactory rating I run an 80% satisfactory rating on my surveys, I think I’m doing on my surveys, I think I’m doing
pretty good”pretty good”
Really? So you can afford to lose Really? So you can afford to lose 20% of your customer base every 20% of your customer base every year? And, that is okay?year? And, that is okay?
20% failure rate isn’t very good for 20% failure rate isn’t very good for anythinganything
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
Something higher than Something higher than you currently haveyou currently have
What % Satisfactory rate What % Satisfactory rate is acceptable?is acceptable?
When do I stop measuring?When do I stop measuring?
When you are perfect in your execution When you are perfect in your execution every single timeevery single time
So We are Measuring, now what?So We are Measuring, now what?
Determine what you are doing great and Determine what you are doing great and replicate itreplicate it
Determine what they don’t like and stop Determine what they don’t like and stop doing itdoing it
Find out anything that you should be doing Find out anything that you should be doing or not doingor not doing
Create great customer experiencesCreate great customer experiences
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
What is the best Customer What is the best Customer Experience?Experience?
Through measurement you will find out Through measurement you will find out what it is.what it is.
Figure out a way to replicate the Figure out a way to replicate the experience with every customer.experience with every customer.
Teach the method, practice itTeach the method, practice it Demand itDemand it So, how is that done?So, how is that done?
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
COACHINGCOACHINGAnd And
PRACTICE!!!PRACTICE!!!
Do you coach by looking at the Do you coach by looking at the final score?final score?
Or, do you coach play by play?Or, do you coach play by play?
Tell your people what Tell your people what you want them to do, you want them to do, how they should do it, how they should do it,
and measure it!and measure it!
Frankly SpeakingFrankly Speaking Measuring Customer ServiceMeasuring Customer Service
Find out what the customer wants and Find out what the customer wants and how they want it done . . . Then do ithow they want it done . . . Then do it
•That which gets measured, improvesThat which gets measured, improves
•That which gets measured continuously, That which gets measured continuously, improves exponentiallyimproves exponentially
Frank BesednjakFrank Besednjak
The Training Source, Inc.The Training Source, Inc.
““There is only one boss. The customer, There is only one boss. The customer, and he can fire everybody in the and he can fire everybody in the
company from the chairman on down, company from the chairman on down, simply by spending his money simply by spending his money
someplace elsesomeplace else.. . . Sam Walton. . Sam Walton
www.frankpresents.comwww.frankpresents.com Free Downloads and Workshop Free Downloads and Workshop
ScheduleSchedule
Phone: 888-538-5383Phone: 888-538-5383 Email: Email:
frankzoom@bellsouth.netfrankzoom@bellsouth.net
The Training Source, Inc.The Training Source, Inc.
GREAT IDEAS FOR GREAT PEOPLE!GREAT IDEAS FOR GREAT PEOPLE!
Frank Besednjak – 30 Years of Successful
Service Business Management Experience