May 31, 2010

Letters That Dazzle

Most written responses to customer complaints merely quote company policy. They basically say “The reason you are upset with us is you don’t understand our policy (and if you did you really wouldn’t have gone postal on us!). Of course, all such replies just upset the customer off even more!

When a customer is upset with an organization, they don’t want to hear about “Company Policy” since it was the policy that probably created the frenzy in the first place.

Action Plan:
- acknowledge their pain. They need to FEEL that they have been heard.
- apologize for screwing them around.
- state the specific action that will be taken to make things right for them. Something concrete that removes the irritant is expected. Anything short of this will make matters worse. Did I say DON’T QUOTE POLICY?
- do something extra for the customer. Remember, successful Service Recovery demands that you “Fix it and Do the Unexpected”
- speed! Time is of the essence here. You have literally 24 hours to deal with the issue. Any longer will remove any possibility of redeeming yourself.

How about capturing this action plan and create a Letters that Dazzle course for your employees? Train people on the Service Recovery Process and teach them how to reply to a complaint in a way that actually builds loyalty and not destroy it?

It will be well worth the investment. Trust me. I have done it. It works.

Cheers, Roy
Remember to follow me on Twitter

Related Blog Articles
How to Dazzle Customers

Posted 5.31.10 at 08:00 am by Roy Osing | Permalink | Comments (1)

May 30, 2010

The Groupie-Forced Gratuity: a Dumb (Stupid, Ridiculous, Incomprehensible) Rule

This is another Dumb Rule that I can’t resist commenting on.

I was recently in Kaanapali, Maui for the annual holiday with my family and on two occasions took ‘the team’ out to dinner - 4 adults; 2 children in our party. The restaurants were: the Tropica at the Westin Maui and the Cane Taro Restaurant in Wailers Village.

The Tropica added an automatic 20% gratuity to my bill ; the Cane Taro added 18% in the same manner. INSANITY prevails and GOUGING continues! The ultimate “I’m-Going-To-Do-The-Utmost-To-Shoot-Myself-In-The-Foot” rule. It’s not a money issue to me; it’s about the illogic of using Arbitrary Rules and Policies that can seriously damage a business.

Let me see if I get the logic:
> a tough economy,
> ‘hungry’ competitors,
> elusive (or non-existent) customer loyalty,
> narrowing profit margins.

Businesses should be looking for ways to delight their customers, to give them a warm feeling about their establishment so they would tell others and return. But no! These two places respond by holding on to a policy of FORCING customers to pay a TAX disguised under some bizarre notion that it is ‘more trouble’ to serve a party of 6 (than 5? than 4?).

Their logic? To recognize the ‘extra work’ the server has to to deal with 6 (rather than 5?) people. First of all I reject out-of-hand the conclusion that ALL parties of 6 generate more work than, say, a party of 4 (I have seen parties of 4 cause a lot of pain and agony for a server, and parties of 8 be extremely easy to do business with). That said, however, I presume the logic of this policy is to ensure the server gets adequately compensated for the added effort that multiple-person party presents.

I totally get what they are trying to do, but IT’S NOT MY PROBLEM!. If the servers need more money the restaurant should be sorting it out, not imposing the onus to solve the problem on the customer. Sure, a part of 6 creates teamwork challenges between the front and back of the house. So deal with it!

Add a nickel to every item on the menu if you have to but don’t resort to arbitrary (why punish a party of 6 and not 5? Why count a child the same as an adult?) policy that can infuriate people to never return?

Why dis-empower a customer of the ONLY real tool they have to recognize a delightful service experience?

FACT: The service experience with any business is THE most loyalty-building event there is.

FACT:Customers are becoming more empowered every day. They have more choices and are prepared to flex their muscles.

FACT: Customers have the power. Businesses don’t.

FACT: Its the little BIG things that piss people off (thanks, Tom Peters).

FACT: I will NEVER return to either of these GOUGERS. (Do the math: average bill = $300; 6 meals a year for the next 10 years. VALUE of Roy = $18,000. Put at risk for $90 worth of tips. Do you get it?)

FACT: The food was actually good, but was overwhemed by the RIP-OFF and will not be remembered,

FACT: I will tell this story thousands of times in my seminars, speaches and workshops over the next several years.

Whew! I feel better. I truly hope that some restaurants will decide to eliminate this De-Dazzling (Stupid, Dumb, and Ridiculous) Rule. Pass it on…

Cheers, Roy

Remember to follow me on Twitter

Related Blog Articles on Serving Customers
Serving Customers NOT Providing Customer Service
The Four Steps to Dazzle Customers
Kill Dumb Rules

Posted 5.30.10 at 08:00 am by Roy Osing | Permalink | Comments (0)

May 27, 2010

BE DiFFERENT Musings

>> Your business plan is a repository of what you have LEARNED, not merely a statement of direction…

>> A competitive edge is NOT GOOD ENOUGH. You must dominate them in providing unique VALUE…

>> Competitive advantage: how do you measure ‘better’ or ‘best’? Tough task, so BE DiFFERENT…

>> The “ONLY” Statement is the Godzilla of defining competitive advantage…

>> BE DiFFERENT Leadership - creates customer ADDICTS throughout the organization…

>> “Don’t let them out” is more critical than “Don’t let them in”...

>> Check list for a brilliant SALES Organization…

>> Winners recognize the customer empowerment shift taking place; losers continue to believe they are in control…

>> Marketing strategy is all about creating BE DiFFERENT VALUE for people that can’t be matched…

>> Lesson to BE DiFFERENT: Lady Gaga “creates something bigger than the individual”...

Stay tuned for more…

Cheers,
Roy

Remember to follow me on Twitter

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Your Strategy Document has a Dual Role
A Competitive Edge is NOT Good Enough
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Keep Customers From Leaving, NOT Competitors From Entering
Sales Report Card
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Marketing: You’re in the Value Creation Business
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Posted 5.27.10 at 08:00 am by Roy Osing | Permalink | Comments (0)

May 26, 2010

Guest Blog: Who’s Your Gladys?

Too many business emails are written in a predictable and robotic manner. Service-focused email offers your business a way to stand out from the crowd and make a positive and lasting impression on your customers.

Email is a tricky form of communication. What you write and what the customer reads can turn out to be polar opposities. Here’s a quick example - you want to get straight to the point so you write:

“Attached you will find the XYX form. Please sign and return by Friday.”

What impression does this leave on the customer? At best, no impression at all. At worst, it comes across cold and impersonal. How do you warm it up? Try this:

“Thank you for requesting a XYZ form. I’ve attached it to this email. Please sign and return it by Friday. I look forward to serving you!”

Both versions are short and to the point, but the second version adds friendly phrases and a more personal feel.

Email is a tricky form of communication. What you write and what the customer reads can turn out to be polar opposites.

Here are ten quick email tips to help you leave a positive and lasting impression on your customers.

When using email, DO:
> Create a decision tree for common types of incoming customer email. A decision tree is a visual flow chart that shows what type of response to make for the different type of requests that come in. It takes a bit of time and forethought to create a decision tree, but once done, it will help ensure that every email has a positive impact on the customer’s relationship with your company.  It also speeds up your response time and helps ensure that your company is consistent in the way it responds to common customer scenarios.
>Make sure that every email you send furthers the conversation. If the customer emails, “I’d like to meet next week,” it is unproductive to respond with, “Sure, next week is good.” Instead make your response productive by offering your customer a couple of convenient dates and times from which to select.
> Use exclamation points to create a friendlier email.  For example, read the following sentences, and see if you find yourself smiling: “Thanks for your quick response!” or “I appreciate your business!”
> Respond to email as quickly as possible, even when you don’t have an answer. When a customer doesn’t hear back from you, they may think you’re ignoring or forgetting them. You may, in reality, be working hard to get answers for them, but unless you let them know something is happening, they could feel slighted by your silence. What to do? Simply email the customer and tell them, “I received your email and we are working on your request. I expect to have an answer for you by the end of the day.” An immediate response helps customers relax and know they are in good hands.
> Use a closing acknowledgement. Too many emails end with an impersonal signature line that does not include a friendly closing. Before your name add a friendly closing, such as:“Thanks,” “Appreciating you,” or “Best wishes.”

When it comes to email, there are certain things that you just don’t do. Most everyone has learned not to use all caps for emphasis. When you capitalize an entire word or sentence it is interpreted as yelling and can offend your customer.

When using email, DON’T:
> Put anything in a customer email that you wouldn’t be comfortable having the CEO of your company read.
> Send back a curt or impersonal response when a customer writes an emotionally charged email. The customer will read the email over and over again, getting angrier with each pass. Instead pick up the telephone and call with your answer. Take a thoughtful approach and defuse the tension with an empathetic and personal response. If you can’t reach them on the telephone, have someone else on your team review the email before you send it, to make sure you’re being as empathetic and helpful as possible.
>Blame, make excuses, or criticize. Instead, give yourself a time-out to decompress and ask a coworker to help give you some perspective.
> Put anything negative in an email. If you have a complicated or sensitive situation to discuss, make a phone call instead.
> Don’t react emotionally when a customer attempts to shame, blame or insult you or your company. Instead of reacting to a snide remark ask yourself, “What is it that this customer wants or needs?” Then, respond to the want or need. Again, a phone call is be the best way to address difficult situations. The tone of voice references of empathy and calm can make a huge difference to the outcome.

Some emails are easier to respond to than others. When you’re dealing with a tough one, remember what a difference you can make by taking a thoughtful approach. When customers are acting out and showing you their worst behavior, show compassion. Your caring customer service can turn even the most challenging ones into your biggest fans.

Visit Marilyn’s Book Site Who’s Your Gladys? for her blogs and more information on her awesome book.

Cheers, Roy

REMEMBER TO FOLLOW ME ON TWITTER

Related Blog Article
Customer Complaints” A Pain or Opportunity?

Posted 5.26.10 at 08:00 am by Roy Osing | Permalink | Comments (0)