NRCC Conference, 9/20/2016 How to Create a
Description: NRCC Conference, 9202016 How to Create a Customer for Life Contents The Golden Customer Rule An Analogy Customer Emotions that Drive Buying Loyalty The 5 Rs of Customer Loyalty Relevant Reliable Recognizable ResponsiveRewarding
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slide1. NRCC Conference, 9/20/2016
How to Create a Customer for Life<br>
slide3. Contents The Golden Customer Rule – An Analogy
Customer Emotions that Drive Buying & Loyalty
The 5 “R’s” of Customer Loyalty
Relevant
Reliable
Recognizable
Responsive/Rewarding
Relationship Oriented
Customer Service Management Best Practices
Car Wash Case Studies & Success Stories
Scoldings Car Wash
Randy’s Car Wash
Hoffman’s Car Wash<br>
slide4. The Customer Golden Rule<br>
slide5. The Golden Customer Rule Scenario: Close & Dear Family Member Visiting
After Being Away for a Long Period of Time If you treat your customers like the long lost & dear relative, people will remain
a customer for life as well as their children, and their children’s children, etc.<br>
slide6. Customer Emotions that Drive
Buying & Loyalty<br>
slide7. Two Conditions Need to Exist for People to Buy Good
Feelings Solutions to
Problems Most people buy emotionally
People spend (more) money when and where they feel good about the business relationship Sweet Spot for Loyal,
Lifetime Customers 70+% focus here
exclusively But here is where you win
customer loyalty<br>
slide8. 6 States of Customer Emotions Customers buy only when they are feeling emotionally satisfied about your company and your products and services.<br>
slide9. Good Feelings – The Right Touch If the customer feels good, they will buy and come back Put yourself in the glad emotional state
Never tell customers your problems
Remember that customers buy for their reasons, not ours
Act as if you are the only personal contact that the customer has with the company and behave as if the entire company’s image depends on you
Use both logic and emotion to win and keep customers
Use the problem-solving approach to move customers from mad, sad, or scared to glad<br>
slide10. Develop an Environment Where Customers Want to Buy From You Develop a genuine interest in respect for your customers
2. Set the tone by developing & living by a customer vision and code of operations
3. Put customers at ease and establish and open rapport
4. Use humour where it’s relevant and appropriate (example from College Park Car Wash, Dave DuGoff)
5. Let them know that their satisfaction is important to you VS.<br>
slide11. The 5 “R’s” of Customer Loyalty<br>
slide12. Win a Customer for Life By Employing...
The 5 “R’s of Customer Loyalty<br>
slide13. 5 R’s of Keeping Customers for Life Reliable Responsive Recognizable Rewarding Relationship
Oriented BE:<br>
slide14. 5 R’s of Keeping Customers for Life Reliable Defined: Able to be trusted to do what is expected or has been promised Be Reliable<br>
slide15. 5 R’s of Keeping Customers for Life Be Reliable Reliable : Able to be trusted to do what is expected or has been promised Develop & Publish a Customer Commitment Statement (Goal)
Sudsy’s – MURFREESBORO, TN (http://www.sudsyscarwash.com/aboutus/handbook.html )
OUR MISSION “Speed. Sparkle. Smile.”
Our mission is to love & serve our guests, our community & our team; and, provide
an exceptional car wash experience with speed, quality and stellar customer service.
While most express exterior car washes claim a “fast”, “quality” wash, it is the “smile” that
encompasses a greater experience for us.
In the scheme of things, a car wash is not really all that important; but improving the
quality of life for our guests is. When a car enters our tunnel, it exits cleaner; it is our
goal when a guest enters our site, they exit happier.<br>
slide16. Develop & Publish a Customer Mission Statement Randy’s Car Wash (Ron Bousquet):
I make every customer interaction an opportunity to develop a more lasting and positive relationship
I strive to make every customer happy every time and if the customer isn't happy, I'll re-wash and do anything in my power to make it right.<br>
slide17. 5 R’s of Keeping Customers for Life Responsive Defined: Reacting in a desired or positive way Be Responsive<br>
slide18. 5 R’s of Keeping Customers for Life Set Customer Service Standards
Set customer service level agreements (SLAs)
Make yourself or someone your designate accessible to
Respond and interact with customers
3) Interact with customer by using the golden customer
service responsive rules Be Responsive Responsive: Reacting in a desired or positive way<br>
slide19. 5 R’s of Keeping Customers for Life Hoffman’s Car Wash (Walt Hartl)
Corporate Philosophy:
“ You can’t make a $20 mistake”
Meaning – Make it right, do it now! Be Responsive Responsive: Reacting in a desired or positive way<br>
slide20. Golden Customer Service Responsive Rules As soon as you see a customer, politely acknowledge his presence. Never, never, never, ever ignore a customer
Be equally prompt and polite when answering the telephone
If a customer has a scheduled appointment, make it your business to be on time
Prepare for customers’ questions by having the answers
Whenever possible, prepare in advance for each individual customer
Start each day with a check-up
Ask the right questions
Listen for total meaning
Match your solutions with their problems<br>
slide21. 5 R’s of Keeping Customers for Life Recognizable Defined: Able to be recognized or identified
from previous encounters Be Recognizable<br>
slide22. 5 R’s of Keeping Customers for Life Be Recognizable Recognizable : Able to be recognized or identified from previous encounters In Customer Minds – Being Known for Something
Giving Back & Charity Events Lead the Pack & Are Profitable
It’s Profitable
It’s simple… Wonder Wash supplies you with Pre-Paid Wonder Wash Certificates.
You turn around and sell them. The certificates are redeemable for car wash services.
Your organization keeps 50% of the money you collect. Your organization “cleans up”
with profit at Wonder Wash.
..and Wonder Wash gets new/found sales through an army of sales people, gets great
PR, is known for something, etc. – WIN-WIN-WIN!!!)<br>
slide23. 5 R’s of Keeping Customers for Life Be Recognizable Recognizable : Able to be recognized or identified from previous encounters In Customer Minds – Being Known for Something
Hoffman’s Helping Hands Program:<br>
slide24. 5 R’s of Keeping Customers for Life Relationship Oriented: Leadership behavioral approach in which the leader focuses on the satisfaction, motivation and the general well-being of the customer Be Relationship
Oriented<br>
slide25. 5 R’s of Keeping Customers for Life Be Relationship Oriented Relationship Oriented: Leadership behavioral approach in which the leader
focuses on the satisfaction, motivation and the general well-being
of the customer Get to Know, Satisfy the Customer; Enlist Their
Support To Expand Your Business - $$$$$
1) Be Known as that great, friendly, customer oriented, caring
Owner
2) Get to Know Customers Needs – Every Unmet Need is
a chance to sell more!<br>
slide26. Two Key Questions to Build The Ultimate Relationship & Keep Customers for Life How are we doing? How can we get better? Determine the customer’s perception about your quality of service
Survey in lane: Verbal or paper (for incentive)
Survey Monkey if you have access to their e-mail addresses
Focus Group of loyal, frequent customers
- What do you need to do in order to increase that perception Perceived Service Quality (vs. Price) is the single most important factor in determining long-term profitability.<br>
slide27. The GOLDEN question – to win new customers, expand your business $$$$$ What’s the unmet customer need & want (a.k.a. how can I expand by business, be more profitable, etc.) Start with a viewpoint of what does the market need & demand instead of your existing company’s services
Ask your customers and potential customers the golden question
New products and services can be a new twist on existing services
Brainstorm ideas for creating new customers
Be a trend-spotter by continually benchmarking against the best
Once you decide to proceed, move quickly but via limited pilots**
Be prepared for some ideas that do not pan out ** limited pilot is a trial run of the service to test its viability before investing too much<br>
slide28. 5 R’s of Keeping Customers for Life Be Relationship Oriented Randy’s:<br>
slide29. 5 R’s of Keeping Customers for Life Be Relationship Oriented Randy’s:<br>
slide30. 5 R’s of Keeping Customers for Life Rewarding: Providing satisfaction or gratification Be Rewarding Customers
Employees That Best Service Customers<br>
slide31. 5 R’s of Keeping Customers for Life Be Rewarding Rewarding: Providing satisfaction or gratification Customers:
Customer of the Day
Recognize a Customer
Customer Advisory Program
Formal Loyalty Program<br>
slide32. 5 R’s of Keeping Customers for Life Be Rewarding Rewarding: Providing satisfaction or gratification Employees:
Shining Star Programs<br>
slide33. 5 R’s of Keeping Customers for Life Be Rewarding Rewarding: Providing satisfaction or gratification Hoffman’s Car Wash (Shining Star Program):<br>
slide34. Customer Service Management Best Practices<br>
slide35. Your Company’s Best Customer Advocate is YOU as Chief Customer Officer (CCO) To:
Treat Customers via The Golden Rule
Live, Eat & Breathe via the 5’R of Customer Loyalty
Create The Environment to Evolve and Grow Customer
Advocates, Super-Advocates, etc.<br>
slide36. Customer’s Perception is Everything Perceived service quality (PSQ) is the difference between what customers receive and what they expect at the price they are paying Perceived Service Quality (PSQ) is the most important factor in determining long-term customer loyalty Look at your business through your customer’s eyes, get mystery shoppers to try your business & provide honest feedback
Beware of over-promising and developing unrealistic customer expectations
Use problems as opportunities to demonstrate your commitment to your customer first policy
Develop a unique relationship with your customers and treat each one as special individuals
Keep customers informed
Remember that a large part of good service is being a good & memorable CCO<br>
slide37. View Customer Complaints as Golden Business Improvement Insights Customer complaints point out areas that need improvement
Customer complaints give you a 2nd chance to provide satisfaction to dissatisfied customers
Customer complaints are a golden opportunity to strengthen customer loyalty Seek out and demonstrate that you welcome complaints
Take every complaint seriously (vs. with disdain)
Consider setting up a system to document and classify complaints
Set goals for resolving complaints
Learn and get better from complaints<br>
slide38. What to Do When the Customer Complains Listen with understanding, genuine concern
Paraphrase customer feedback to show you are listening
Analyze what the customer really wants & needs
Propose a solution and get their initial feedback to diffuse the situation
If the customer doesn’t like your solution, ask him what he would consider a fair settlement
Follow-up to ensure satisfaction
Never let the customer feel like they lost<br>
slide39. Develop the Win-Win-Win Customer Ecosystem ‘Triad’ If you take great care of your employees and reward customer service excellence, there is a high probability that your customers will feel well treated & remain loyal to your business<br>
slide40. Setting The Customer Excellence Expectations Explain What Customer Service Excellence Looks like
Demonstrate via Your Own Action, Be a Role Model
Enable & Reward Employees to Follow Your Lead What kind of behaviour and results do I want?<br>
slide41. Customer Golden Rule Interaction Recommendations<br>
slide42. Conclusion Treat your customers like Lifetime Partners – that long lost & cherished relative (the golden rule)
Ask every one of your employees for service improvement ideas
If you don’t have a service strategy & customer policy, develop one that distinguishes your business from the competition!
Carefully select and heavily train your frontline people in the Art of Customer Service Excellence
Set service quality customer excellence goals & rewards
Get out of your office and find out what’s happening with real customers
Never be satisfied!!<br>
slide43. NRCC Conference, 9/20/2016
Thank you!
Steven M. Jeffes
stevenjeffes@yahoo.com
518-339-5857<br>
How to Create a Customer for Life<br>
slide3. Contents The Golden Customer Rule – An Analogy
Customer Emotions that Drive Buying & Loyalty
The 5 “R’s” of Customer Loyalty
Relevant
Reliable
Recognizable
Responsive/Rewarding
Relationship Oriented
Customer Service Management Best Practices
Car Wash Case Studies & Success Stories
Scoldings Car Wash
Randy’s Car Wash
Hoffman’s Car Wash<br>
slide4. The Customer Golden Rule<br>
slide5. The Golden Customer Rule Scenario: Close & Dear Family Member Visiting
After Being Away for a Long Period of Time If you treat your customers like the long lost & dear relative, people will remain
a customer for life as well as their children, and their children’s children, etc.<br>
slide6. Customer Emotions that Drive
Buying & Loyalty<br>
slide7. Two Conditions Need to Exist for People to Buy Good
Feelings Solutions to
Problems Most people buy emotionally
People spend (more) money when and where they feel good about the business relationship Sweet Spot for Loyal,
Lifetime Customers 70+% focus here
exclusively But here is where you win
customer loyalty<br>
slide8. 6 States of Customer Emotions Customers buy only when they are feeling emotionally satisfied about your company and your products and services.<br>
slide9. Good Feelings – The Right Touch If the customer feels good, they will buy and come back Put yourself in the glad emotional state
Never tell customers your problems
Remember that customers buy for their reasons, not ours
Act as if you are the only personal contact that the customer has with the company and behave as if the entire company’s image depends on you
Use both logic and emotion to win and keep customers
Use the problem-solving approach to move customers from mad, sad, or scared to glad<br>
slide10. Develop an Environment Where Customers Want to Buy From You Develop a genuine interest in respect for your customers
2. Set the tone by developing & living by a customer vision and code of operations
3. Put customers at ease and establish and open rapport
4. Use humour where it’s relevant and appropriate (example from College Park Car Wash, Dave DuGoff)
5. Let them know that their satisfaction is important to you VS.<br>
slide11. The 5 “R’s” of Customer Loyalty<br>
slide12. Win a Customer for Life By Employing...
The 5 “R’s of Customer Loyalty<br>
slide13. 5 R’s of Keeping Customers for Life Reliable Responsive Recognizable Rewarding Relationship
Oriented BE:<br>
slide14. 5 R’s of Keeping Customers for Life Reliable Defined: Able to be trusted to do what is expected or has been promised Be Reliable<br>
slide15. 5 R’s of Keeping Customers for Life Be Reliable Reliable : Able to be trusted to do what is expected or has been promised Develop & Publish a Customer Commitment Statement (Goal)
Sudsy’s – MURFREESBORO, TN (http://www.sudsyscarwash.com/aboutus/handbook.html )
OUR MISSION “Speed. Sparkle. Smile.”
Our mission is to love & serve our guests, our community & our team; and, provide
an exceptional car wash experience with speed, quality and stellar customer service.
While most express exterior car washes claim a “fast”, “quality” wash, it is the “smile” that
encompasses a greater experience for us.
In the scheme of things, a car wash is not really all that important; but improving the
quality of life for our guests is. When a car enters our tunnel, it exits cleaner; it is our
goal when a guest enters our site, they exit happier.<br>
slide16. Develop & Publish a Customer Mission Statement Randy’s Car Wash (Ron Bousquet):
I make every customer interaction an opportunity to develop a more lasting and positive relationship
I strive to make every customer happy every time and if the customer isn't happy, I'll re-wash and do anything in my power to make it right.<br>
slide17. 5 R’s of Keeping Customers for Life Responsive Defined: Reacting in a desired or positive way Be Responsive<br>
slide18. 5 R’s of Keeping Customers for Life Set Customer Service Standards
Set customer service level agreements (SLAs)
Make yourself or someone your designate accessible to
Respond and interact with customers
3) Interact with customer by using the golden customer
service responsive rules Be Responsive Responsive: Reacting in a desired or positive way<br>
slide19. 5 R’s of Keeping Customers for Life Hoffman’s Car Wash (Walt Hartl)
Corporate Philosophy:
“ You can’t make a $20 mistake”
Meaning – Make it right, do it now! Be Responsive Responsive: Reacting in a desired or positive way<br>
slide20. Golden Customer Service Responsive Rules As soon as you see a customer, politely acknowledge his presence. Never, never, never, ever ignore a customer
Be equally prompt and polite when answering the telephone
If a customer has a scheduled appointment, make it your business to be on time
Prepare for customers’ questions by having the answers
Whenever possible, prepare in advance for each individual customer
Start each day with a check-up
Ask the right questions
Listen for total meaning
Match your solutions with their problems<br>
slide21. 5 R’s of Keeping Customers for Life Recognizable Defined: Able to be recognized or identified
from previous encounters Be Recognizable<br>
slide22. 5 R’s of Keeping Customers for Life Be Recognizable Recognizable : Able to be recognized or identified from previous encounters In Customer Minds – Being Known for Something
Giving Back & Charity Events Lead the Pack & Are Profitable
It’s Profitable
It’s simple… Wonder Wash supplies you with Pre-Paid Wonder Wash Certificates.
You turn around and sell them. The certificates are redeemable for car wash services.
Your organization keeps 50% of the money you collect. Your organization “cleans up”
with profit at Wonder Wash.
..and Wonder Wash gets new/found sales through an army of sales people, gets great
PR, is known for something, etc. – WIN-WIN-WIN!!!)<br>
slide23. 5 R’s of Keeping Customers for Life Be Recognizable Recognizable : Able to be recognized or identified from previous encounters In Customer Minds – Being Known for Something
Hoffman’s Helping Hands Program:<br>
slide24. 5 R’s of Keeping Customers for Life Relationship Oriented: Leadership behavioral approach in which the leader focuses on the satisfaction, motivation and the general well-being of the customer Be Relationship
Oriented<br>
slide25. 5 R’s of Keeping Customers for Life Be Relationship Oriented Relationship Oriented: Leadership behavioral approach in which the leader
focuses on the satisfaction, motivation and the general well-being
of the customer Get to Know, Satisfy the Customer; Enlist Their
Support To Expand Your Business - $$$$$
1) Be Known as that great, friendly, customer oriented, caring
Owner
2) Get to Know Customers Needs – Every Unmet Need is
a chance to sell more!<br>
slide26. Two Key Questions to Build The Ultimate Relationship & Keep Customers for Life How are we doing? How can we get better? Determine the customer’s perception about your quality of service
Survey in lane: Verbal or paper (for incentive)
Survey Monkey if you have access to their e-mail addresses
Focus Group of loyal, frequent customers
- What do you need to do in order to increase that perception Perceived Service Quality (vs. Price) is the single most important factor in determining long-term profitability.<br>
slide27. The GOLDEN question – to win new customers, expand your business $$$$$ What’s the unmet customer need & want (a.k.a. how can I expand by business, be more profitable, etc.) Start with a viewpoint of what does the market need & demand instead of your existing company’s services
Ask your customers and potential customers the golden question
New products and services can be a new twist on existing services
Brainstorm ideas for creating new customers
Be a trend-spotter by continually benchmarking against the best
Once you decide to proceed, move quickly but via limited pilots**
Be prepared for some ideas that do not pan out ** limited pilot is a trial run of the service to test its viability before investing too much<br>
slide28. 5 R’s of Keeping Customers for Life Be Relationship Oriented Randy’s:<br>
slide29. 5 R’s of Keeping Customers for Life Be Relationship Oriented Randy’s:<br>
slide30. 5 R’s of Keeping Customers for Life Rewarding: Providing satisfaction or gratification Be Rewarding Customers
Employees That Best Service Customers<br>
slide31. 5 R’s of Keeping Customers for Life Be Rewarding Rewarding: Providing satisfaction or gratification Customers:
Customer of the Day
Recognize a Customer
Customer Advisory Program
Formal Loyalty Program<br>
slide32. 5 R’s of Keeping Customers for Life Be Rewarding Rewarding: Providing satisfaction or gratification Employees:
Shining Star Programs<br>
slide33. 5 R’s of Keeping Customers for Life Be Rewarding Rewarding: Providing satisfaction or gratification Hoffman’s Car Wash (Shining Star Program):<br>
slide34. Customer Service Management Best Practices<br>
slide35. Your Company’s Best Customer Advocate is YOU as Chief Customer Officer (CCO) To:
Treat Customers via The Golden Rule
Live, Eat & Breathe via the 5’R of Customer Loyalty
Create The Environment to Evolve and Grow Customer
Advocates, Super-Advocates, etc.<br>
slide36. Customer’s Perception is Everything Perceived service quality (PSQ) is the difference between what customers receive and what they expect at the price they are paying Perceived Service Quality (PSQ) is the most important factor in determining long-term customer loyalty Look at your business through your customer’s eyes, get mystery shoppers to try your business & provide honest feedback
Beware of over-promising and developing unrealistic customer expectations
Use problems as opportunities to demonstrate your commitment to your customer first policy
Develop a unique relationship with your customers and treat each one as special individuals
Keep customers informed
Remember that a large part of good service is being a good & memorable CCO<br>
slide37. View Customer Complaints as Golden Business Improvement Insights Customer complaints point out areas that need improvement
Customer complaints give you a 2nd chance to provide satisfaction to dissatisfied customers
Customer complaints are a golden opportunity to strengthen customer loyalty Seek out and demonstrate that you welcome complaints
Take every complaint seriously (vs. with disdain)
Consider setting up a system to document and classify complaints
Set goals for resolving complaints
Learn and get better from complaints<br>
slide38. What to Do When the Customer Complains Listen with understanding, genuine concern
Paraphrase customer feedback to show you are listening
Analyze what the customer really wants & needs
Propose a solution and get their initial feedback to diffuse the situation
If the customer doesn’t like your solution, ask him what he would consider a fair settlement
Follow-up to ensure satisfaction
Never let the customer feel like they lost<br>
slide39. Develop the Win-Win-Win Customer Ecosystem ‘Triad’ If you take great care of your employees and reward customer service excellence, there is a high probability that your customers will feel well treated & remain loyal to your business<br>
slide40. Setting The Customer Excellence Expectations Explain What Customer Service Excellence Looks like
Demonstrate via Your Own Action, Be a Role Model
Enable & Reward Employees to Follow Your Lead What kind of behaviour and results do I want?<br>
slide41. Customer Golden Rule Interaction Recommendations<br>
slide42. Conclusion Treat your customers like Lifetime Partners – that long lost & cherished relative (the golden rule)
Ask every one of your employees for service improvement ideas
If you don’t have a service strategy & customer policy, develop one that distinguishes your business from the competition!
Carefully select and heavily train your frontline people in the Art of Customer Service Excellence
Set service quality customer excellence goals & rewards
Get out of your office and find out what’s happening with real customers
Never be satisfied!!<br>
slide43. NRCC Conference, 9/20/2016
Thank you!
Steven M. Jeffes
stevenjeffes@yahoo.com
518-339-5857<br>