Roy's Blog: June 2012

June 28, 2012

How to AMAZE your customers - hire “human being lovers”

Rule #1 of the four step practice to AMAZE customers is to hire people with the innate desire and ability to serve and please others.

Why is it that we run into service people who obviously hate their job and would rather be working with technology than real people?

Why is it that frontline positions are filled with people who have a lot of seniority in an organizations but basically don’t like working with other people?

Who don’t like humans?

Ever been in a restaurant and have been afraid that the server would either throw something at you or subject your underdone steak to the population residing on the floor of the kitchen?

First of all, there is no more important position in any organization that one that deals directly with the public.

These people should be called, as Tom Peters once called them, Supreme Commanders. They literally control all aspects of an organization that involves its brand: honesty, integrity, caring attitude, responsiveness and overall service quality.

In any call Center operations, reps handle thousands of “moments of truth” every single day! Do you think they could influence customer perception toward the Company and subsequent decisions to buy a product or service?. No question.

Second, why would the leadership of the organization put anyone into such an important job if they didn’t have the requisite skills and attitude to serve other people? Beats me but they do.
I believe this dysfunctional behavior is due to the fact that they look at these positions as entry level junior jobs rather than a career destination, responsible for influencing customer loyalty and long terms profitability.

There are 3 actions you can do to make sure you get people obsessed with serving people in frontline positions:

1. Ensure the recruitment guide asks the right questions to expose this virtue. I find that there are many of what I would call hygiene questions asked, but rarely do I find that the ‘love’ questions are absent to any sigfnificant degree.

2. Come right out and ask the candidate “Do you love people?” and then ask them to describe 3 situations that proved it. You can tell quickly if the person is suitable to turn loose on your most valuable assets (customers) or not.

3. Have a senior person (an executive leader is the best choice) in the organization to participate in the panel interview process.
This achieves three purposes:
- it shows people in the organization that hiring frontliners is a critically important matter
- the candidate understands how serious the organization is about getting “people lovers” in these positions
- it enhances the richness of the interview itself in terms of the questions senior people bring to the table.

Can you train people to like people?

My experience is a resounding NO! You either have a natural inclination to like humans or you don’t; no amount of training will change that.

Training might influence how you behave and as long as the customer interaction is scripted you might get away with it.
The reality is, however that customers can’t always be scripted and sooner or later the trained frontliner will have to rely on their innate abilities to handle the customer in an elegant and memorable way.

So where do you find them?

You should always have a frontline recruitment program underway to ensure that you are gathering the best peopple lovers you can to fuel the funnel created by employee turnover.

Tag ‘em early by going to schools at all levels and spotting the chosen ones.


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  • Posted 6.28.12 at 07:08 am by Roy Osing
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June 25, 2012

What REALLY blew me away was….


A Dazzling service experience is never created when people get what they EXPECT.

Give ‘em what they expect; they will be satisfied and will give you a ‘C’ on your Service Report Card.

A household move from Vancouver to Toronto on-time, on-budget with nothing damaged.
A friendly server at your favorite restaurant.
Food that is ‘good’.
A clean hotel room.
A flight that leaves at the promised time and lands WITH your baggage.
A financial plan that delivers the intended benefits.
Fixing a service blunder made by your local retailer.

No big deal. After all, you expect these things. And when they are delivered you are not WOW’d.

If you want to dazzle someone, you have to do something they DON’T EXPECT.



A random act of caring.

It’s not about exceeding expectations.

It’s about NOT meeting expectations whatsoever.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 6.25.12 at 11:22 am by Roy Osing
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June 21, 2012

Zappos’ 10 values

Want to stand-out from the crowd and be amazingly successful?

Build your organization around these little BIG notions…



Check out my BE DiFFERENT or be dead Book Series

  • Posted 6.21.12 at 09:26 am by Roy Osing
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June 18, 2012

Ten ACTS to take your organization to the next level

Check out these 10 “acts” that will start moving your organization to the next growth level.

1 - Renew your strategy. Never assume that what got you here will get you where you need to go.

2 - Focus. Focus. Focus. Concentrate on the 3 things that will deliver 80% of your results. Stop chasing possibilities.

3 - Modify your business processes to enhance the service experience for your fans. And, by the way, reduce operating costs as a result of being more easy to do business with.

4 - Cut the Crap. Get rid of the grunge and irrelevant stuff that chews up bandwidth and prevents you from getting on with your new course.

5 - Be anal about execution. Perfection doesn’t exist. Get your plan “just about right” and execute flawlessly. No one will touch you (they are trying to create the perfect plan!).


6 - Set cost objectives. Define the cost envelope that you can afford. Build your organization within this envelope. Cost should be an INPUT to your organization structure not an output.

7 - Plan on the run. Learn from execution. Adjust your strategy accordingly.

8 - Customerize your marketing efforts. Focus on your fans for growth. Personalize solutions for them. Start thinking “me” markets not mass markets.

9 - Dazzle your customers. The secret to loyalty is giving your customers what they DON’T EXPECT. Surprise them by creating a mind-blowing experience for them. They will love you for for it and will tell everyone about you.

10 - Sell intimate relationships, Don’t flog products and services. Trust that deep relationships will spawn a healthy long term revenue stream.

A tough journey. But well worth the time, effort and PAIN.


Check out my BE DiFFERENT or be dead Book Series



  • Posted 6.18.12 at 10:37 am by Roy Osing
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