Measuring Customer Service Frank Besednjak The Training Source “Great Ideas for Great People”

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


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


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 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)


The Training Source, Inc.The Training Source, Inc.


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)




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?




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


The Training Source, IncThe Training Source, Inc..


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.




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.




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




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




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




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



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



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



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



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



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



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



What do you ask?What do you ask?

customer customer questions.docquestions.doc



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



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



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?



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



““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:

[email protected]@bellsouth.net


GREAT IDEAS FOR GREAT PEOPLE!GREAT IDEAS FOR GREAT PEOPLE!

Frank Besednjak – 30 Years of Successful

Service Business Management Experience

Measuring Customer Service Frank Besednjak The Training Source “Great Ideas for Great People”

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