| Why do companies world wide invest fortunes in | | | | check in the kitchen. She was back 30 seconds |
| product development, marketing, sales and | | | | later with my favorite flavor. |
| afterwards attempt to save as much money as | | | | While finishing up, I got a visit from the manager. |
| possible on their customer care? Servicing your | | | | "Good Morning Sir - how is everything this |
| customers in a respectful and customer oriented | | | | morning? - Would you be kind enough to let us |
| way is what causes repeated business. | | | | know if there is anything we can do better or if |
| Here are some recent examples of customer | | | | there is something we can do to make your stay |
| service as I have experienced it. As you might | | | | more enjoyable?" |
| know I serve clients in both North America and | | | | I have heard this "song" many times before, but |
| Europe, so the examples are from both of the | | | | most of the time it sounds like the person couldn't |
| two continents. | | | | care less - but this manager was different. I had |
| Example 1: | | | | the feeling that he was serious and that he was |
| I recently called up my insurance company. They | | | | taking me serious. He continued after I had |
| had just mailed me a letter informing me that the | | | | confirmed to him that I was very satisfied. |
| content of my house (All of my stuff I guess) is | | | | He stood outside the restaurant three days later |
| insured at a specific amount and they were | | | | when I was leaving. I confirmed with him that he |
| wondering if the amount was suitable. | | | | was indeed the hotel manager - he looked |
| That is a good question and I decided to call them | | | | concerned about what was coming now. His face |
| up to get some advice on what an appropriate | | | | lit up in one big smile when I started to sing his |
| amount would be. | | | | staffs praises. He told me that he had focused on |
| The lady on the phone presented herself with a | | | | delivering excellent customer service in an area |
| standard greeting and proceeded to ask for my | | | | where there are hotels everywhere (Disneyland |
| insurance contract number. | | | | Resort). They wanted to be different and they |
| I inquired about the letter and the explained that | | | | wanted it to be clear to the customer that they |
| they have been mailing their customer to ensure | | | | where - They had reached the goal! |
| that they were adequately insured. | | | | Let's take a closer look: |
| If you have a fire in your house, even a small | | | | You sometimes hear people make statements |
| one, the water and follow-on damage from the | | | | like "They should be a bit friendlier - after all we |
| extinction work can be substantial, she explained. | | | | are paying their salary". I do agree to that, but I |
| "OK, how much do you think would be adequate?" | | | | once saw a sign in a hotel saying "Not everyone |
| I asked. | | | | get's the service they deserve and some people |
| How should I know? I have never seen your | | | | should be happy about that". That really nails it. A |
| house and have no clue about your living standard! | | | | lot of the time people treat hotel staff like dirt |
| You have to know what the value of your | | | | and that is unacceptable. |
| possessions is" she said in a very snappy tone. | | | | I am a Marriott Platinum Customer and as a |
| I was gob-smacked and quickly ended the call. | | | | professional business traveler, I basically just want |
| Let's take a closer look: | | | | a nice clean room with an internet connection that |
| The letter from the insurance company caused | | | | works. I like it if there is some kind of office desk |
| me to think about my situation. I did buy a new | | | | where I can work and a TV where the channels |
| computer and that flat screen TV and some | | | | are actually working. Marriott delivers the value I |
| other appliances over the past year - it might be | | | | expect and the excellent customer service I want |
| a good idea to look into this. | | | | when travelling, so meanwhile I almost exclusively |
| The lady on the phone could have easily done one | | | | stay with them. |
| of two things: 1) Presented me with an amount | | | | Accelerate your business |
| along with a statement such as "80% of our | | | | There is a good old saying which goes something |
| customers will be perfect ok with an insured | | | | like "You better take care of your customers or |
| amount of X. We do however recommend that | | | | someone else will". Many businesses have not |
| you make a quick inventory of your home and | | | | realized that truth or the fact that they are in |
| estimate the replacement value of each item - | | | | relationship management no matter if they want |
| remember to exclude the following from your list: | | | | to be or not. These businesses invest large |
| Car...." Which lead us to option 2) She could have | | | | amounts of money in installing and maintaining |
| adviced me by saying "I would recommend that | | | | Customer Relationship Management (CRM) |
| you do a quick inventory of your home and | | | | solutions which, they believe, will help them serve |
| estimate...." and agree with me that she would call | | | | their customers. They invest money in training |
| back at a preset time. | | | | their staff on using the telephone system and the |
| I was ready to spend money with the company, | | | | CRM solutions. But all too often, they are using |
| but the service or actually the lack of same got | | | | their CRM system to increase sales instead of |
| me wondering if I am insured with the right | | | | producing an excellent customer service |
| company, so now they are losing a customer. | | | | experience. They are not being customer centric |
| I recently had the opportunity to walk through | | | | as they claim but are in face focused on |
| the call center of the very same insurance | | | | themselves and their own bottom line. |
| company and I noticed a sign saying "Firing us is | | | | Accelerate your business by ensuring that all of |
| not an option - Slaves have to be sold". I wonder | | | | your members of staff understand that all of |
| if there is a connection to the quality of their | | | | them are responsible for the customer |
| customer service. | | | | experience. Train your staff on what good |
| Example 2: Marriott Hotels | | | | customer service is and how to produce it. Make |
| I love to stay in Marriott hotels when travelling. | | | | it clear to your staff, how you want them to deal |
| They are good business hotels and the service is | | | | with your customers. |
| excellent. | | | | Ask yourself this: |
| Marriott Suites in Anaheim, California | | | | Â- How do we generate value for our |
| I recently attended a convention in the Anaheim | | | | customers? |
| Convention center. When checking in, I noticed | | | | Â- How can we increase the customer value? |
| that these guys were different. There was a | | | | Â- How can we build (stronger) relationships |
| heartfelt friendliness during checking in and next | | | | with our customers |
| morning in the restaurant it continued. | | | | Â- Where do we usually fail (What are the |
| All of the restaurant staff was nothing but smiles | | | | customers complaining about)? |
| and showed genuine care for the customers. It | | | | Â- What parts of our processes, systems, |
| was not like in other hotels, these guys had that | | | | solutions or products are flawed? |
| special heartfelt approach to customer care that | | | | Take a holistic view before diving into details. |
| so many businesses are missing. I was fishing a | | | | Think about how your customers want to be |
| bit for a yoghurt with the flavor I wanted but | | | | served. Consider arranging for a mystery shopper |
| could not find it. The lady filling up the bacon and | | | | to test your customer service, and do it on a |
| eggs right next to me noticed and offered to | | | | regular basis. |