welcomewelcomestephen remedios
Apologies for the &(^(%*#@^*&
Poor service always leaves Poor service always leaves you feeling precisely like that
woman felt
Why spellbinding experiences make all the differenceall the difference
Leela PalaceBengaluru29th June 2011
Consumers are statisticsCustomers are PEOPLE
--Stanley Marcus
Brannock Device
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Nordstrom
Customer Service is NOT a Strategy…
Nordstrom
Customer Service is a WAY OF LIFE
Each and Every One of You is in the Customer Service
Department
animatedflourish
The Acid Test:
If our name was removed from any part of the customer experience, If our name was removed from any part of the customer experience, would customers still know it was Virgin?
A Virgin Trains manager took all the placemats from First class and folded them into fans for the passengers caught in an unpleasantly hot carriage when the air-conditioning failed.
To add a personal touch to our customer experience: the little extras….
When Virgin Money sends people letters about their financial services they
To offer an experience that’s 100% human, about their financial services they
recognise it’s the customer’s money, not theirs. They don’t write in jargon but as one human being to another
that’s 100% human, treating customers with respect.
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2700*10*20*15
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Our Customer Experience principles How Virgin Group companies put it into practice
To offer an experience that’s 100% human,
treating customers with respect.
Speak from the heart, not a script. Talk to people the way they prefer to be talked to – with
warmth and humanity. When Virgin Money sends people letters about their financial services they
recognise it’s the customer’s money, not theirs. They don’t write in jargon but as one human being
to another
To make the experience simple and easy, with
no confusion.
In a world of clutter and technology, there’s nothing consumers appreciate more. Virgin Mobile
launched with the goal of putting the customer first and to be a breath of fresh air in a confusing
field of technology. It revolutionised the industry by scrapping peak rate calls and allowing
customers to pay any way they like with no contract.
To give our customers what they really want. Virgin Megastores were the first major music retailer to introduce listening posts in their stores,
allowing consumers to listen before they buy.
The Virgin Customer Experience Charter
To get the right things right. Every time. Like Virgin trains – who built a power point into every seat – so you can get some work done
without your laptop or mobile running out of juice.
To keep our promises. If we say it, we’ll do
it.
Some companies show a lack of regard for their customers by making promises they can’t or won’t
keep. Virgin companies do what we say – no lies and no backtracking, just action.
To challenge convention. No bollocks or
bureaucracy
Virgin Direct’s index tracker investments broke the investment world’s greatest conventions and
secrets by beating traditional fund management with an investment fund linked to the FTSE.
“Wouldn’t it be great if your shares could beat the shares of all those highly paid investors?” You
can, 90% of the time, if you just invest in all the FTSE top companies.
To add a personal touch to our customer
experience: the little extras….
To never design what we do by assuming the
worst in customers
As a customer, there’s nothing more frustrating than dealing with a faceless bureaucracy or a
member of staff who tows the party line. A little something extra can really go a long way to
improve a their experience and their opinion of Virgin. E.g. A Virgin Trains manager took all the
placemats from First class and folded them into fans for the passengers caught in an unpleasantly
hot carriage when the air-conditioning failed.
Phone broken? No problem. Virgin mobile will send a replacement the next day. That’s before we
receive the original back – we take your word for it.
Nordstrom
The 8 Management Principles of America’s #1 Customer Service Company
1. Provide your customer with choices
2. Create and inviting place for your customer2. Create and inviting place for your customer
3. Hire nice, motivated people
4. Sell the relationship
5. Empower Employees to take ownership
6. Dump the rules
7. Encourage Internal Competition
8. Commit 100% to customer service
I own customer serviceI deeply understand my
customers needsI proactively provide solutions I proactively provide solutions
which add mutual valueI am happy and able
I make it happen
The tale of a birthday cake…
1920
The tale of a birthday cake…
1950
The tale of a birthday cake…
1990
The tale of a birthday cake…
2011
5 Rs 50 Rs 500 Rs 5000 Rs
Raw Materials
Goods Services Experiences
HuHuggee:: Customer
SatisfactionSatisfaction versus
Customer Customer
SuccessSuccess
“ ‘Results’ are measured by the “ ‘Results’ are measured by the successsuccess of all those who have of all those who have successsuccess of all those who have of all those who have
purchased your product or service”purchased your product or service”——Jan Jan GunnarssonGunnarsson & & OlleOlle BlohmBlohm, The Welcoming Leader, The Welcoming Leader
The Value-added Ladder/ STUFF ‘N’ THINGSSTUFF ‘N’ THINGS
GoodsGoodsGoodsGoodsRaw MaterialsRaw Materials
The Value-added Ladder/Stuff & TRANSACTIONSTRANSACTIONS
ServicesServicesServicesServicesGoods
Raw Materials
The Value-added Ladder/ OPPORTUNITYOPPORTUNITY--SEEKINGSEEKING
Customer Success/ Customer Success/ GamechangingGamechanging
SolutionsSolutionsSolutionsSolutionsServicesGoods
Raw Materials
“support function” “support function” / / “cost center“cost center””/ / “overhead”“overhead”/ / “overhead”“overhead”
oror ……
Are you … ““Rock Stars Rock Stars of the Aof the Agge of e of of the Aof the Agge of e of
TalentTalent””
““Experiences Experiences are as distinct are as distinct
from services as from services as from services as from services as
services are from services are from
goods.”goods.” —Joe Pine & Jim Gilmore, The
Experience Economy: Work Is Theatre & Every Business a Stage
“The [Starbucks] Fix” Is on …
“We have identified “We have identified a ‘third place.’a ‘third place.’a ‘third place.’a ‘third place.’ And I really
believe that sets us apart. The third place is that place that’s not work or home. It’s the place our
customers come for refuge.” —Nancy Orsolini, District Manager
The Value-added Ladder/ MEMORABLE CONNECTIONMEMORABLE CONNECTION
Spellbinding Spellbinding ExperiencesExperiencesExperiencesExperiencesGamechanging Solutions
Services
Goods
Raw Materials
Beyond the “Transaction”/ “Satisfaction” Mentality
“Good hotel”/ “Happy guest”/“Exceeded Expectations”
vs.
“Great “Great VacationVacation”/ ”/ “Great “Great VacationVacation”/ ”/
“Great “Great ConferenceConference”/”/
“Operation “Operation PersonalPersonal
RenewalRenewal””
CC OO*CC OO**Chief eXperience Officer
<TG<TGWWvs.vs.
>TG>TGRR[Things Gone [Things Gone WRONGWRONG/Things Gone /Things Gone RIGHTRIGHT]]
whatever it takes!whatever it takes!
THOUGHT Who DominatesWho Dominates
Extraction & Goods: ? ?
Services & Experiences: ??
SUMMARYSpellbinding ExperiencesSpellbinding Experiences
>>>>>>Customer ServiceCustomer Service