The WOW Effect in Customer Service!

1. The WOW Effect in Customer Service! Jasmin Bergeron, MBA, Ph.D. Director of the Executive MBA Chair of the Research Center, UQAM T: 514 978-0795 info@jasminbergeron.com www.jasminbergeron.com

2. My vision of our workshop • Please participate! You will learn as much from yourselves as you will learn from me! • We all have customers  • Do you know a technique with kids and parentsthat works all the time? • My name is Jasmin (i.e., not Mr. Bergeron). • Takeclear notes on what you think is interesting. • I don’t come with a filter • I have two goals with you today…

3. Agenda • Customer Service Defined • Importance of Customer Service • Identification of Customers • The “WOW Effect” • “First Impressions” For Not Only Admissions But ALL Interactions

4. Agenda • Customer Service Interface: Communication, Relationships, and  Credibility • Addressing  Difficult Situations • Don’t Underestimate the Power of “Last Impressions” • Best Practices of Strong Independent Schools • Moving Onward and Upward

5. Customer Service Defined

6. Customer Service Goal • To deliver superior customer service - right the first time, on time, every time. • Exemplary customer service is the key to customer satisfaction. • Quality customer service must be an integral part of our daily operations.

7. 2. Importance of Customer Service

8. Importance of Customer Service • The Reality of Customer Service • Bad service • A person who receives bad service tells an average of 10 people (only 4 for good service) • 13% will tell an average of 20!! • Only 4% will ever complain about bad service • For each person that reports poor service, 24 will never report

9. Importance of Customer Service • Clients talk with their feet. • When they’re unhappy, they leave! • It cost five times more to attract a new customer than keeping an existing one

10. 3. Identification of Customers

11. Who you might identify as your customers? • Students • Parents • Co-workers • Community Members and Business Partners • Other internal and external customers

12. Who you might identify as your customers? • As teachers, it may be students and families • As principals, it may be your teachers and support staff • For support activities, it may be school principals, teachers, and students • Etc.

13. 4. The “WOW Effect”

14. Expectations A WOW depends on: A customer’s satisfaction is measured by the difference between __________________ and ____________________________ ! his/her expectations his/her perception of the results Agoldenrule: Lower your customers’ expectations to impress them more easily e.g.,: Returning calls, delays, promises, your voice mail, and your love life. Under-promise and over-deliver

15. Managing Perceptions What do your customers appreciate about you? Your customers appreciate theirof what you do perception Make sure your customers know everything you do for them! Think Tank!

16. Perception is Reality • How do we change that perception? • What can each staff member do so that students and parents feel that their school offers a safe, challenging and friendly environment?

17. Some examples to manage perceptions • The real time you spend for a customer • Thinking about customers at night • Consulting colleagues • The kality of your emails • The way you communicate the quality of your programs • Gifts 

18. The WOW! Equation Promise less (or promise nothing) + Deliver more (and show it) = WOW!

19. What’s the opposite of love? Indifference To love is to be present! How can you make your customers feel important?

20. In other words, take advantage of all the opportunities!

21. A great philosophy… If you want things other people don’t have You must do things… other people don’t do!

22. Step 1: Be an example Write down three things that your colleagues should always do with their customers Honestly, are you always like that on a daily basis? Actions speak louder than words!

23. Some comments • « The teacher talks for an hour to tell me that I should listen more ! »

24. 5. “First Impressions” For Not Only Admissions But ALL Interactions

25. The importance of the first impression How long does it take a customer to make a first impression? ___________ 2 seconds How long does it take a client to make a solid first impression, meaning a first impression that is difficult to change? __________ 4 minutes

26. First impression What are your best strategies to create a WOW with your customers... on the phone during the first minutes in the school during the first minutes with you

27. Phone – Customer Service • Did you know that a caller to your employment can tell and perceive your mood and even if there is a smile on your face by the tone of your voice. • Phone Etiquette • Welcome to (school name) • My name is _______________ • How may I (help, serve, assist) you?

28. Phone – Customer Service 4. Listen • (jot the callers name down – and use the callers name in the discussion many times if possible) • When wanting a different person (it is ok to ask – May I inquire as to whom is calling (and or the issue)? • If placed on hold, get back to the customer each minute to give the perception that he is taken care of • Transferring calls (always give the call the extension number in case they need it later) • Thank them for calling!

29. The first impression in person S H O P P E R • Smile – it’s contagious • Hand shake – the first true contact • Open and upright posture • Parallel position, leaning forward • Pitch of voice – aim for harmony • Eye contact – an attentive look • Resemblance – the chameleon

30. Other ways to make a good first impression • Start by using positive words and displaying your enthusiasm  • Mention the customer’s name • Validate with the customer how much time he has • Introduce yourself • Discover common points of interest • If applicable, explain how the meeting will unfold

31. Customer Service Interface: Communication, Relationships, and  Credibility

32. Interested = Interesting ! You will WOW more people in two months by showing sincere interest in other people than you would in two years by trying to make yourself look interesting. Adapted from : Carnegie, Dale, “ How to make friends” The more we listen to and take an interest in the other person, the more the other person ________ likes us!

33. A psychologiststrategy Out of curiosity, why are you late?

34. Three easy things you can do… • Don’t criticize, condemn or complain. • Give honest and sincere appreciation. • Smile

35. Don’t criticize, condemn or complain • Criticism puts a person on the defensive. • Criticism arouses resentment. • As much as we thirst for approval, we dread condemnation.

36. Give honest and sincere appreciation • John Dewey said that the deepest urge in human nature is “the desire to be important.” • It is the desire to be important that lures many students into joining gangs and engaging in criminal activities.

37. Here is a riddle… • It costs nothing, but creates much • It enriches those who receive it, without impoverishing those who give. • It happens in a flash and the memory of it sometimes lasts forever. • None are so rich that they can get along without it, and none so poor but are richer for its benefits.

38. Birds of a feather flock together! Chameleon = Credibility Adapt to what? • Speed of speech • Vocabulary • Their interests • There are some exceptions…

39. Raising your credibility Write down the name of someone you find very credible Write two things to explain why he/she is (or looks) credible

40. Self-esteem Write down three strategies you can use to increase your customers’ self-esteem

41. What is important in life is how you perceive yourself!

42. Factors that motivate me • Identify the three items that motivate you the most… • Not having to work too hard O • Have a written job description O • Get a fair assessment of my work O • Feel that my work is useful O • A permanent job O • Agree with school objectives O • Great freedom in my work O • A good pay O • Get along well with my colleagues O • Be respected as an individual O

43. 7. Addressing  Difficult Situations

44. Complaint management process • Isolate the customer • Listen and make a diagnostic Out of curiosity, what happened between Sandra and you? 3. Reformulate the customer’s words « Always-always? » « Never-never? »  Repeat the sentence in a question form 4. Empathize …and half of the problem is solved  Ex.: The waitress

45. 5. Giving feedback • What do you say to ? • Brad (a parent) who is always late • Jennifer (your colleague) who was rude with you • Mark who has been negative for the last month The Sandwich Method + A specific compliment - A constructive remark, followed by a question + Another reinforcement or encouragement

46. Complaint management process 6. Negotiate a solutionWhat is his or her solution? 7. Give the customer the perception that we are handling the situation Ex.: The plane that lands in Boston… 8. Thank the customer and follow up To increase their motivation, their loyalty, etc.

47. Following up What you say: (-------------------------------) What he listens to: ( What he understands: ( What he remembers: ( What can we do to make the person: (a) understand better and (b) remember more?

48. It all starts with you! Think positive! Your beliefs will guide your actions. Nothingis more important thanwhatyouthink! THE HUMANBRAIN PERCEPTIONS  EMOTIONS  BEHAVIOURS  RESULTS • Some examples… • Oh no! Not him! • An weird child • Tiger Woods • The parachute

49. 8. Don’t Underestimate the Power of “Last Impressions”

50. After meeting you, what do customers remember most? The last impression! Customersmostlyremember the end of an experience In otherwords, finish strong!!