Julie McCullough Hale Ticor Title Company, Seattle
02/01/13
The Six Steps to Customers for Life
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“Everything’s Just Fine”
“No, I don’t need a thing”
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Satisfied customers tell 3 people
Dissatisfied customers tell 10 people
Satisfaction = Experience matches customer’s expectation
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7 out of 10 customers will do business with you again if you resolve the complaint
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Resolve on the spot, and 95% will return
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Satisfied Customers =
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More Business
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What is a ‘Service Breakdown’ Six steps to ‘Recovery
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Each time our experience falls short of our expectations ď‚Ą Often due to errors / mistakes or miscommunications ď‚Ą
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Customers have expectations of: Process Outcome Breakdown = Experience does not match
customer’s expectations of the process or the outcome Examples 02/01/13
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Inconvenience Irritation Examples
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Leaves customer dependent Angry Examples
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Recovery handled differently depending on the type of ‘breakdown’ that has occurred
Recovery = Making things right when mistakes happen
The Six Steps to Recovery
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The “Six Steps” to Customers for LIFE
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Level One Breakdown: 1. Apologize
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2. Urgent reinstatement – Fix the problem
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Add for LEVEL TWO Breakdown 3. Empathy
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4. Symbolic Atonement
Compensation
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5. Involve your team
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6. Follow-up *
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* Never underestimate the power of a personal note!
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1. Apologize
2. Fix it
3. Empathy
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4. Compensation
5. Involve Team
6. Follow-up
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“Customer satisfaction is hard work. There is no end point and there are no finish lines.” Dr. Leonard Barry, Texas A & M University
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“It is no longer enough to simply satisfy the customer. To win today, you must surprise and delight your customers with products and services that far exceed their expectations.”
Tom Peters, In Search of Excellence
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