The
Gold Standard
of
Customer
Relations
Presented by (insert instructor’s name)
(insert organization)
Developed by Grace Wittman, Steve Hines, Sarah Schumaker, and Susan Traver
The Fundamentals
Delivering service that makes a positive, lasting
impression takes more than simple courtesy–much
more.
It starts with understanding what the relationship is
from your customers’ point of view:
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
•
•
•
•
What you do
How you do it
How well it must be done
Proving you can do it again!
Basic Customer Service
•
•
•
•
Greeting customers
Clean establishment
Knowing the products or service
Providing a basic level of service which results in the
customer purchasing the product/service
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
But basics are not enough
to keep your business competitive
today!
Exceptional Service
The Golden Rule:
Treat your customer as you would
like to be treated.
But it doesn’t end there!
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
What we see
may not be
what others
see
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Customer Relations Advantage
• What are the benefits of the product or
service that you sell or provide?
• What is your competitive advantage?
• How can a paradigm shift to customer
relations benefit your company?
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Why Customer Relations
• Based on ideal expectations
• Language structures our environment
– What does the word service mean to you?
– Where is the customer service department?
– Who has the power to handle customer issues?
– How do you treat customer service in your
business?
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Imagine a new scenario…
Keys of Customer Relations
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Anchored in generosity
Grounded in trust
Bolstered by a vision
Coalition based on honesty
Balance between customer
and business
Grace—relationships appear
effortless
Generosity
• Generosity is an attitude—a focus on the
relationship with the customer
• Customers who experience generosity feel
valued—not used
• Generosity is providing more than expected
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Think About It…..
The Basics
Generosity
Think of a business
that provides basically
good service, but is
sometimes unfriendly.
Why did they
earn that title?
How do you feel
when you shop there?
Think of a business
that does a superior job
of generosity.
What does it look
and feel like?
What are some of the
special things that
business does to make
you feel welcome?
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Generosity:
Being “in the Moment”
• Think of a customer—a gem of the ocean. Think
how easy it is to “be there” for that customer.
• Think about the customer—a crab—that no one
wants to serve. How can you “be there” for that
customer?
• After one month, examine how the “negative”
relationship did or did not change.
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Trust
• Makes customers feel valued
• Service guarantee
• Trust customers, employees, colleagues,
and supervisors
• Trust employees to make decisions
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
“I couldn’t possibly mix decaf and regular
without my manager’s approval.”
Trust is a Two-Way Street
Why do customers lose trust?
• They don’t know how to register a complaint.
• They don’t believe it will do any good.
• Trust can be lost when customers feel they are
not treated fairly when something goes wrong.
• They fear the service provider might retaliate.
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
The Value of Regaining Customer Trust
• Customer loyalty drops by 20%
if the customer has a problem.
• 1 out of 5 customers will leave or
purchase another brand next time.
Good News:
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
• Complaining customers who are
satisfied have loyalties approaching
those who had no problem.
• In some companies, the customers
become MORE loyal.
Trust
Declare a 60-day trust period.
Identify areas where “we don’t trust you” messages
are sent to customers.
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Faith is not belief
without proof, but trust
without reservations.
Elton Trueblood
Vision
• Vision: a dream of what the business means
• A commitment to take the customer/business
relationship to a higher level
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Everyone is rowing in the
same direction!
Defining Your Vision
•
•
•
•
Why do customers remember us?
How do customers feel after dealing with us?
What do customers tell their friends about us?
How do we help each other meet customer needs?
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Company Customer Relations
Vision “Musts”
• A vision of “world-class” customer relations must
focus on employees first and then customers—
happy employees make happy customers!
• Happiness is contagious.
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Take care of the employees and they
will take care of the customers.
J. Willard Marriott
Truth
•
•
•
•
•
•
Candor
Openness
Dependability
Courage
Compassion
Cultivates long-term relationships
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Balance
• Balance requires respect
• Balance requires participation
• Balance requires breathing room
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
If you want to lift yourself up,
lift up someone else.
Booker T. Washington
The Foundation of Balance:
Mutual Respect
• Respect
a sense of equality between customers
and the business.
• Examine your business and see where policies get in
the way of quality.
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Partners are not ruled by policies,
instead, policies are crafted
around customer needs.
Chip R. Bell
Grace
• A business is “graceful” when customers feel:
 Ease and comfort
 An “at home” feeling
• Graceful relationships keep untidy internal
issues away from the eyes of the customer.
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Learn customers’ expectations
and then try to exceed them.
Customer Relations
• Providing more than what is expected.
• Providing what the customer wants—faster, better,
and the way the customer wants it.
• Getting the customer to say
“I wouldn’t go anywhere else.”
• Fostering partnerships that
build loyalty.
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
The Payoff to Your Business
• Cost to business to attract a new customer
(8-10 times higher than keeping a current customer)
• Keep customers longer (50% longer)
• Lower sales and marketing costs
(20-40% lower)
• Higher return on sales (7-12% higher)
• Better net profits (7-17% better)
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Our Challenge
Commit yourself to performing one ten-minute act of
exceptional customer service per day and ask your
fellow employees to do the same.
In a 100-person company taking into account normal
vacations, holidays etc., that would mean 24,000 new
courteous acts per year.
Such is the stuff of revolutions.
Tom Peters
The
Gold Standard
of
Customer
Relations
University of Idaho Extension
Final Thoughts
Have fun–
it’s not rocket science!
The
Gold Standard
of
Customer
Relations
University of Idaho Extension