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The Baltimore Sun

The Baltimore Sun. The Road to “Legendary” Customer Service. Legendary Customer Service “When a Customer Makes Us the Topic of their Casual Conversation”. BUILDING CUSTOMER LOYALTY. Seeking out Complaints “Tip of the Iceberg”. The Tip of The ICEBERG. 2% 45% 53%.

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The Baltimore Sun

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  1. The Baltimore Sun The Road to “Legendary” Customer Service

  2. Legendary Customer Service“When a Customer Makes Us the Topic of their Casual Conversation”

  3. BUILDING CUSTOMER LOYALTY • Seeking out Complaints • “Tip of the Iceberg”

  4. The Tip of The ICEBERG 2% 45% 53%

  5. BUILDING CUSTOMER LOYALTY • Seeking out Complaints • “Tip of the Iceberg” • Resolve it the First Time - Quickly

  6. HERE’S WHAT WE’VE DONE • Drive Calls to The Sun • Restructure contracts

  7. HERE’S WHAT WE’VE DONE • Key Measurements Some include: • Complaints per thousand • Repeat Complaints per thousand • Prompt Starts • Recovery • Train employees

  8. Legendary Customer Service Model IV III High Low Chance to be the hero Roll out the red carpet Severity to Customer? I II Fix the problem Empathy No Yes Company Fault ?

  9. Real Customer Example #1 • ROAD WORK • A subscriber called….he has not been receiving his newspaper. There is road construction in his neighborhood, which precludes the delivery person from driving down the road and delivering the paper. The construction will continue for another 30 days and the area affected is about one city block.

  10. ROAD WORK EXAMPLE IV III High Chance to be the hero Roll out the red carpet Severity to Customer? I II Fix the problem Empathy Low No Yes Company Fault ?

  11. Real Customer Example #2 • LEXUS DEALER • The Lexus Auto dealership called several days in a row. The papers delivered in the rain had been wet. On Tuesday and Wednesday the following week, the newspapers were thrown hard against the door and scared the night auditor to death!

  12. LEXUS DEALER EXAMPLE IV III High Chance to be the hero Roll out the red carpet Severity to Customer? I II Fix the problem Empathy Low No Yes Company Fault ?

  13. YES, it’s working... 1109 Wildwood Parkway Baltimore, Maryland August 24, 2001 Dear Mr. Speca, “My wife Elnora and I wish to extend to you and the Management of The Baltimore Sun, our sincere thanks, not only for your apology, but also for the beautiful dish garden. The lovely dish garden has served to remove much of the pain and we will share it with our neighbors.” “We thank you and The Baltimore Sun for renewing our appreciation of the paper and we will consider increasing our subscription.” Sincerely, Cyrel C. Galbreath

  14. LEGENDARY SERVICE RESULTS SO FAR... • Call Volume

  15. LEGENDARY SERVICE RESULTS SO FAR... • Speed of Answer from 1 Minute 12 Sec.’s to 6 seconds

  16. LEGENDARY SERVICE RESULTS SO FAR... • Abandoned Calls from 36,654 to 1,657

  17. LEGENDARY SERVICE RESULTS SO FAR... 34,000 fewer complaints 21% improvement

  18. LEGENDARY SERVICE RESULTS SO FAR... • Repeat Complaints 28% improvement (15,000)

  19. LEGENDARY SERVICE RESULTS SO FAR... Recovery Re-delivery Guarantee changed from 90 to 60 minutes

  20. LEGENDARY SERVICE RESULTS SO FAR... • And we did it with less money!

  21. NEXT STEPS IN OUR LEGENDARY SERIVCE PROGRAM • Not Satisfied Yet • Still on the Road, driving results • Looking for opportunities to “be a hero” • New Circulation Information System • Billing in-house • Better Data • Expand Legendary Customer Service

  22. LEGENDARY CUSTOMER SERVICE • The Ultimate Legendary Customer Service Story

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