Dial-in: 1-888-824-5783, Pass Code: 75154299#; Tech Support: 1-888-259-8414, Webinar ID: 114299683...

Dial-in: 1-888-824-5783, Pass Code: 75154299#; Tech Support: 1-888-259-8414, Webinar ID: 114299683

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

ModeratorDr. Gary Petty, President & CEO, NPTC

PanelistsTom Moore, Vice President of Education, NPTCTom Bray, Editor – Transportation Management,

J. J. Keller & Associates, Inc.Erle Bergstrom, CTP, Transportation Manager,

Orscheln Farm & Home LLC

Attention Attendees:+ Thank you for attending!+ The presentation will start in a few

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+ The slides and recording will be posted in 1-2 days at http://www.jjkeller.com/nptcinfo


Dr. Gary PettyPresident & CEO

National Private Truck Council


Disclaimers and Housekeeping • The content in this webcast is intended for information

purposes only and should not be construed as providing legal advice.

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Gary Petty National Private Truck Council


Tom Moore, CTPVice President of Education

National Private Truck Council


Why Do CompaniesOperate Private Fleets?

Customer Service

Efficiency/Cost

Miscellaneous

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Tom MooreNational Private Truck Council


Measuring Customer Service

Early

Late

Customer Comments

Damaged

Miles and Stops

0% 10% 20% 30% 40% 50% 60% 70% 80%



Identifying the Customer

Tom MooreNational Private Truck CouncilExternal

End Users

Retailers

Wholesalers


Identifying the Customer


Internal

Upper Management

Drivers

Fleet Managers

Corporate Resources

Sales

Operations


Differentiating Customers• Focus on the right customers• Bring more value• Interact more effectively• Customize treatment



Defining CustomerService Attributes

• What really matters? 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.



Customer Service Migration




Sample Survey Questions• Samples survey questions:

In your dealings with ABC Private Fleet, how would you rate your overall level of satisfaction?

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


“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.



Customer Attribute Importance Performance

Fill Rates

Reliable/On Time Delivery

Pricing

Ease of Ordering

Variety of Products

Order Lead Times

How Does It Look In theReal World



On-Board Technology Increases

2006 2007 2008 2009 20100

102030405060708090

Yes No



Building Blocks of Customer Service

Scorecard

ing

Hiring

Training

Customer Service

Policie

s and P

rocedures

Managem

ent Supp

ort

Com

munication



Tom BrayEditor, Transportation Management

J. J. Keller & Associates, Inc.


The Customer is Always Right!• You may be very successful doing business by

carefully meeting the reasonable expectations of your customers, which include getting: 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

Tom BrayJ. J. Keller &

Associates, Inc.


Think of Everyone as Your Customer!

• Build a relationship • Get to know the customer • Know your company /division


Associates, Inc.


Progressive Customer Service • The Happy Customer

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!) Respond to complaints immediately Show concern for the customer's unhappiness Try to help fix the problem Take measures to prevent a recurrence


Associates, Inc.


Progressive Customer Service• The Angry Customer (handle with care!)

Remain calm and courteous Show empathy 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!


Associates, Inc.


7 Mistakes of Customer Service1. 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


Associates, Inc.


7 Tips for Customer Service Success

1. Benchmarking

2. Continuous scorecarding

3. Mystery caller program

4. Test your drivers in the field

5. Sensible automation

6. Build a profile of customer touchpoints

7. Assume that nobody cares about your problems


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: 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


Associates, Inc.


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: 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.


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


Associates, Inc.


CSR/Driver Checklist:Phone Etiquette

• Don’t use the phone while driving• Answer the telephone promptly, identify yourself and

get the caller's name and number early during the call• 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


Associates, Inc.


Erle Bergstrom, CTPTransportation Manager

Orscheln Home & Farm LLC


Orscheln Farm & Home LLCFleet 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

• 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.

Erle BergstromOrscheln Farm &

Home LLC


Orscheln’s Culture of Customer Service

• Customer service is embedded in Orscheln culture Hiring Training and Communication Performance and Performance Reviews

• 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.


Home LLC


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


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.


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

delays• 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


Home LLC


Orscheln’s Cargo Management Procedures

• Getting the “right stuff” there at the “right time” requires proper cargo securement

• Make sure cargo is staged and placed in trailer in amanner 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


Home LLC


Orscheln’s Communication• Consistent delivery day• Email dispatch log preceding day• Online shipment tracking refreshed every 30 minutes• 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


Home LLC


Orscheln’s Assessment• Survey 10-12% of store managers each week• Survey assesses

Delivery time—early arrival is just as bad as being late Equipment appearance Image Office personnel

• Survey results used in personnel performance evaluations• Key Point: you must be committed to acting on survey findings

—good or bad


Home LLC


Question & Answer

Please submit questions to “Q&A”

using the Q&A tool




Associates, Inc.


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


http://www.jjkeller.com/nptcinfo

Dial-in: 1-888-824-5783, Pass Code: 75154299#; Tech Support: 1-888-259-8414, Webinar ID: 114299683...

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