Get Down to Business
Gaining the Customer
Satisfaction Edge
TR-13
Get Down to Business
Gaining the Customer Satisfaction Edge
Is 99.9% good enough?
5,516,200 cases of flat soft drinks
2 million lost documents
811,000 faulty rolls of film
12 babies given to wrong parents
1,312 calls per second misplaced
TR-13.1
Get Down to Business
Gaining the Customer Satisfaction Edge
Service Statistics
Only 4% of customers ever complain.
For every complaint there are 26 other customers with
unresolved complaints, six have serious problems.
Up to 95% of customers who complain will do business
with you again if they feel you acted quickly and to their
satisfaction.
TR-13.2
Get Down to Business
Gaining the Customer Satisfaction Edge
Service Statistics
A dissatisfied customer will tell up to 10 people.
Approximately 13% will tell up to 20 people.
Happy customers will tell between 3 and 5 people
about their positive experiences.
Costs 5-6 times more to attract customers than to
keep old ones.
TR-13.3
Get Down to Business
Gaining the Customer Satisfaction Edge
Why Customers/Clients Stop Doing Business
1%
3%
5%
9%
14%
68%
Die
Move away
Other reasons
Competition
Don’t like the product or service
Indifferent attitude of sales people
About 95% of the customers that quit will not tell you
when or why they quit, they just leave.
TR-13.4
Get Down to Business
Gaining the Customer Satisfaction Edge
Barriers to Effective Listening
Listening with “half an ear”
Acting as the judge and jury
Tuning in and tuning out
Turning off ideas you don’t agree with
Jumping to conclusions
Emotional and physical health
TR-13.5
Get Down to Business
Gaining the Customer Satisfaction Edge
Ten Tips for Effective Listening
 Stop talking!
 Put the customer at ease
Pay attention to the nonverbal language
 Listen for what is not said
 Know exactly what the other person is saying
TR-13.6
Get Down to Business
Gaining the Customer Satisfaction Edge
Ten Tips for Effective Listening
 Be aware of “tune out” words
 Concentrate on “hidden” emotional meanings
 Be patient
 Hold your temper!
 Empathize with the customer
TR-13.7
Get Down to Business
Gaining the Customer Satisfaction Edge
Customers evaluate service quality
on five points. . . . . .
Reliability
Assurance
Tangibles
Empathy
Responsiveness
TR-13.8
Get Down to Business
Gaining the Customer Satisfaction Edge
Reliability
Perform and live up to promises
Dependable
Accurate
TR-13.9
Get Down to Business
Gaining the Customer Satisfaction Edge
Assurance
Trust & confidence in you
Possess required skills & knowledge to
perform the job well
Answer questions
Product knowledge
Listening skills
TR-13.10
Get Down to Business
Gaining the Customer Satisfaction Edge
Tangibles
Quality in what can be seen or felt
Physical facility
Equipment
Staff
Letters
TR-13.11
Get Down to Business
Gaining the Customer Satisfaction Edge
Empathy
Caring and individualized
Available when customers need help
TR-13.12
Get Down to Business
Gaining the Customer Satisfaction Edge
Responsiveness
Willingness to assist customers
Prompt service
Resolve problems quickly
TR-13.13
Get Down to Business
Gaining the Customer Satisfaction Edge
Telephone Reminders
Greet the caller pleasantly and promptly
Identify yourself and your department to the caller
Use the caller’s name
Every call is an important one
Stress what you can do, not what you cannot do
TR-13.14
Get Down to Business
Gaining the Customer Satisfaction Edge
More Telephone Reminders...
Take the time to be helpful
Say, “please,” “thank you,” and “you’re welcome”
Keep your promises; return calls promptly
Treat all callers as customers
Treat all customers as friends
TR-13.15
Get Down to Business
Gaining the Customer Satisfaction Edge
More Telephone Reminders...
When leaving messages, always leave your first and last
name and your telephone number
Do not leave a caller on hold for more than 30 seconds
without coming back on the line
Always ask, “Is there anything else I can do for you?”
before you say goodbye
TR-13.16
Get Down to Business
Gaining the Customer Satisfaction Edge
When a Customer is Angry
Don’t argue
Listen carefully
Apologize and use reflective communication skills
Show empathy
TR-13.17
Get Down to Business
Gaining the Customer Satisfaction Edge
When a Customer is Angry
Thank the customer
Make restitution
Do what you promise
Follow up
Give them something
TR-13.18
Get Down to Business
Gaining the Customer Satisfaction Edge
Service Related Phrases
“I respect you for...”
“I appreciate that...”
TR-13.19
Get Down to Business
Gaining the Customer Satisfaction Edge
Rewards for Excellent Customer Service
Increased customer loyalty
Positive word-of-mouth promotion
Happier customers
More productive and happier employees
Smoother working operations
Increased intangible competitive advantage
TR-13.20