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The CEO and the Customer Service Center….. BFF’s?
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Transcript of The CEO and the Customer Service Center….. BFF’s?
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04/19/2023 SPRINGFIELD ADVISORS 1
The CEO and the Customer Service Center….. BFF’s?
PRESENTED BY SETH MCLAUGHLIN
INTERNATIONAL CUSTOMER SERVICE ASSOCIATION
MAY 17, 2013
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04/19/2023 SPRINGFIELD ADVISORS 2
Survey
How many Customer Service Centers leaders report directly into the CEO?
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04/19/2023 SPRINGFIELD ADVISORS 3
Objective of Today’s Discussion
1. Change the CEO’s perception of the Customer Service Center
2. Get the CEO excited about your “voice”
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04/19/2023 SPRINGFIELD ADVISORS 4
What the Typical CEO Cares About
1. Profits
2. Profits
3. And more Profits!
How do you get more profit?
4. Increase revenues
5. Lower costs
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04/19/2023 SPRINGFIELD ADVISORS 5
What the CEO Thinks About the Customer Service Center
• Costs
• A lot of people
• A lot of office space
• A lot of parking spaces
• Technology upgrades cost a lot (capital $’s)
• The place I send those customer complaints
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04/19/2023 SPRINGFIELD ADVISORS 6
What the CEO is Saying About Customers
“Customer is King/Queen”
“Customers Come First”
“If We Take Care of our Customers…. Everything else Will Take Care of Itself”
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04/19/2023 SPRINGFIELD ADVISORS 7
How is the CEO Spending His/Her Time?
• Meetings, meetings, meetings
• Travel
• Industry events
When was the last time your CEO met face-to-face with a customer?
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04/19/2023 SPRINGFIELD ADVISORS 8
Why the CEO is Scared of the Customer
• Customer may complain
• CEO doesn’t really know how our product or service works
• CEO will look stupid
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04/19/2023 SPRINGFIELD ADVISORS 9
Why Does the CEO Need to Pay More Attention to the Customer?• The customer’s voice has gotten so much louder due to Social Media
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04/19/2023 SPRINGFIELD ADVISORS 10
Why the CEO Should Care Deeply About the Customer Service Center
•You talk with the customers constantly
• You can provide unfiltered feedback on customer satisfaction
•You are the experts on the customers
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04/19/2023 SPRINGFIELD ADVISORS 11
Your New Positioning
“Customer Service is the new Marketing”
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04/19/2023 SPRINGFIELD ADVISORS 12
Repositioning the Customer Service Center
WHAT THE CEO THINKS TODAY
•Call center
•Handle customer complaints
•Customer contacts us using 1-800# during regular business hours
•One database to log phone calls
•Fewer phone calls, fewer complaints
YOUR NEW POSITIONING
•Experts on the customer
•Unfiltered feedback on what is working and what is not working
•Customers are contacting us 24/7 and using many vehicles
•Comprehensive database to capture full picture of customer contacts
•More customer contacts = richer information
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04/19/2023 SPRINGFIELD ADVISORS 13
Repositioning the Customer Service Center
WHAT THE CEO THINKS TODAY
Cost
YOUR NEW POSITIONING
Customer Experts
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04/19/2023 SPRINGFIELD ADVISORS 14
Ideas to gain attention of CEO
•Send him/her your weekly customer service reports (e.g. “customer intelligence reports”)• Move from productivity metrics to consumer satisfaction metrics
•Invite him/her to your next recognition/awards meeting
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04/19/2023 SPRINGFIELD ADVISORS 15
Friend or Foe?
•Head of Marketing
•Head of Operations
•Chief Financial Officer
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04/19/2023 SPRINGFIELD ADVISORS 16
Next Steps Starting Tomorrow
1) Develop your new brand positioning◦ Not just handling customer complaints◦ Experts on the customers◦ Monitor customer satisfaction - - good and bad◦ Create your new reports◦ Put your thoughts on paper
2) Schedule time with your new friends and present your new brand◦ CMO◦ COO◦ CFO
3) Invite the CEO to your next recognition/awards event
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04/19/2023 SPRINGFIELD ADVISORS 17
Q&A
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04/19/2023 SPRINGFIELD ADVISORS 18
Independent consulting firm with expertise in Marketing, Brand Positioning, Business Strategy and Franchising.
Seth McLaughlin, President
Contact information:
Springfieldadvisors.com