Delight Your Customers: 7 Simple Ways to Raise Your Customer Service from Ordinary to Extraordinary
Format: PDF / Kindle (mobi) / ePub
Great customer service is rare. In fact, one survey found that while 80 percent of companies described themselves as delivering "superior" service, consumers estimated the number at a mere 8 percent. The problem, according to service expert Steve Curtin, is actually quite simple. When asked what their work entails, most employees list the duties and tasks associated with their position. Very few refer to the true essence of their job, which should be their highest priority--to create delighted customers who will be less price sensitive, have higher repurchase rates, and enthusiastically recommend the company or brand to others. Without this customer focus, all that exists is a transaction--and transactional service does not make a lasting positive impression or inspire loyalty. In "Delight Your Customers," Curtin reveals three elements common to all exceptional service experiences. He also makes a compelling case that attention needs to shift from monitoring service activities to modeling, recognizing, and reinforcing the behaviors that actually create happy customers, such as expressing genuine interest, offering sincere compliments, sharing unique knowledge, conveying authentic enthusiasm, providing pleasant surprises, and delivering service heroics when needed. Illustrated with real-world stories and examples, this refreshing guide helps readers everywhere take their customer service from ordinary to extraordinary.
responses or sound defensive. If you do, they stop giving you meaningful feedback and just say what they think you want to hear—if they say anything at all. I recalled my conversation with Scott a few months later and, out of curiosity, phoned the hotel bar to see if pale ale had been added to the beer menu. To Scott’s credit, he had listened to his customer and added a tap for Captain Lawrence Pale Ale. According to the bartender I spoke with, “It’s a good seller.” Offer Personal Farewells
greeting (e.g., “Good morning,” “Good afternoon”) when you are within approximately five feet of a customer. • Asking questions is an effective way to express genuine interest in customers and build the rapport necessary to establish loyalty. • Cosseting customers, which means to pamper or treat them with excessive indulgence, is a higher form of expressing genuine interest in them. • Anticipating and fulfilling their needs without being asked to do so leads to appreciative customers. •
apply, regardless of how you refer to your customers, even if your “customer” is an employee, owner, vendor, or other stakeholder. In fact, I’d go so far as to say that these lessons also apply to the “customers” you serve in your personal life, whether that means a spouse, children, friends, neighbors—even complete strangers. Each chapter concludes with a bulleted summary of key insights to assist you in raising customer service from ordinary to extraordinary, followed by a brief application
important. Even though Rizwan did not recall Shawn’s name, the fact that he simply recognized him was enough to trigger Shawn’s enthusiastic reaction, create a lasting positive impression, and solidify his status as a promoter of the Edmonton Marriott at River Cree Resort. Remember Preferences My wife and I recently hosted Reid, a friend’s son, who moved to Colorado from Texas to play in a summer collegiate baseball league. Knowing he was going to be staying with us for several weeks, I
TABLE 1–2 Ordinary Service vs. Extraordinary Service ORDINARY SERVICE EXTRAORDINARY SERVICE Job functions: The duties or tasks associated with a job role Job essence: An employee’s highest priority at work (i.e., to create delighted customers!) Mandatory: Job functions are required Voluntary: The decision to express genuine interest in a customer, convey authentic enthusiasm, or go the extra mile is a choice Obligation: Employees are obligated to execute job functions Opportunity: Employees