More Related Content Similar to DATING Your Customer ILA (20) More from James Feldman (20) DATING Your Customer ILA 2. Start here
• Craft your message.
• Present ideas.
• Generate excitement.
• Deliver Meaningful Memories.
• Create evangelists.
©2012 James Feldman All Rights Reserved
3. Become a
Library where
excellence is expected
Not just celebrated
©2012 James Feldman All Rights Reserved
4. Voice of the
members evolution
1980-90: cheaper, better product
2001-05: better product, nicer service
2006-11: faster, better buyer process
2012: Access to relevant information
©2012 James Feldman All Rights Reserved
5. What am I
providing?
Take a moment
©2012 James Feldman All Rights Reserved
7. Turn prospects into friends.
Members into evangelists.
Create a ‘resource’ relationship.
©2012 James Feldman All Rights Reserved
8. Dazzle
members
with
your
service
D-‐A-‐T-‐I-‐N-‐G
D
is
for
DAZZLE
dazzle
©2012 James Feldman All Rights Reserved
9. dazzle
©2012 James Feldman All Rights Reserved
10. Dazzle
&
Delight
Customer
service
is
NOT
a
department…
member
service
is
an
ATTITUDE!
dazzle
©2012 James Feldman All Rights Reserved
11. Dazzle
&
Determine
• Treat
your
members
the
way
you
want
to
be
treated.
• Honor
the
uniqueness
of
each
member.
• Give
your
member
100%
of
your
aNenOon.
• Listen
more.
• Talk
less.
• Make
it
easier
to
use
your
services.
dazzle
©2012 James Feldman All Rights Reserved
12. Dazzle
&
DifferenOate
• Under
promise
and
over
deliver.
• DeterminaOon
is
what
member
service
is
all
about.
• Recap
the
discussion.
• Always
invite
your
member
to
refer
to
other
prospects.
• Become
their
resource-‐
value
interpreter.
dazzle
©2012 James Feldman All Rights Reserved
13. Dazzle
&
Discover
• Replicate
what
is
working.
• Create
re-‐touching
tools.
• Nothing
or
no
one
is
disposable.
• Nothing
is
too
caring.
• Think
about
developing
the
member
long
term
relaOonship.
dazzle
©2012 James Feldman All Rights Reserved
14. Dazzle
Members
by:
• AnOcipaOng
their
needs.
• Focus
on
their
desire
to
use
your
library
as
if
it
were
in
their
own
home.
• Provide
more
‘take-‐aways.’
dazzle
©2012 James Feldman All Rights Reserved
15. dazzle
©2012 James Feldman All Rights Reserved
18. anticipate
Accept
Do not resist
the idea of change
or
the implementation of change
©2012 James Feldman All Rights Reserved
19. Be
problem
solvers
for
your
members
D-A-T-I-N-G
T IS FOR TREAT
©2012 James Feldman All Rights Reserved
20. treat
Teach
• Give
priority
to
member
needs
• Empower
employees
• Emphasize
improvements
rather
than
maintenance
• Commit
to
quality
©2012 James Feldman All Rights Reserved
21. treat
Training
Excellent
member
service
must
be
developed
with
proper
focus
and
spotless
coordina0on
of
people
and
procedures
©2012 James Feldman All Rights Reserved
22. treat
Tackle
Deal
with
problems
in
real
Ome
©2012 James Feldman All Rights Reserved
23. treat
Teamwork
It
takes
a
T-‐E-‐A-‐M
to
consistently
produce
superior
member
service:
• T
–
Talent
• E
–
Enthusiasm
• A
–
Atude
• M
–
MoOvaOon
©2012 James Feldman All Rights Reserved
24. treat
Tenure
To
ensure
a
long-‐term,
beneficial
relaOonship,
handle
your
members:
• Respec_ully
• Individually
• ANenOvely
©2012 James Feldman All Rights Reserved
25. D-A-T-I-N-G
I is for Innovation
Understand most rules
should be flexible
©2012 James Feldman All Rights Reserved
26. innovate
Innumerable
• Success flows directly from
innovation.
• Success is not gained by
perfecting the known, but by
seizing the unknown.
How are you competing with
the services from the internet?
©2012 James Feldman All Rights Reserved
27. innovate
Important
• Everyone likes to be thought of
as important.
• Make your member feel
important and they’ll make you
feel the same way.
• Did anyone thank your member
for using your library?
• Did anyone ask them if they
were happy with the service?
©2012 James Feldman All Rights Reserved
28. innovate
Ignite
• The member is KING & knows it.
• New ways of doing business are
being created each day.
• New products are not an option.
• New uses for existing products win
new members.
• Members vote with their time and
dollars.
• The playing field has changed--you
must change with it.
©2012 James Feldman All Rights Reserved
29. innovate
Identify
• Management must foster a
climate open to innovation.
• The management team must
set the stage for innovation
and creative thinking.
©2012 James Feldman All Rights Reserved
30. innovate
Insecure
• Every library that plans to compete
in the 21st century needs to develop
new ideas and next-generation
approaches.
• Members are no longer stuck with
one resource or library.
• The Internet has opened the entire
world to members who can surf and
find what they want, for the price
they want, with the service level they
expect. ©2012 James Feldman All Rights Reserved
31. innovate
Inoculate
• We work best these days when
we function as thinkers -
independent problem solvers -
rather than waiting for higher
levels of management to do our
thinking for us.
• Employees and management
need to stay in alignment with
the objectives of your
organization.
©2012 James Feldman All Rights Reserved
32. Success only truly comes when you learn from failure
FAILURE AND INNOVATION
ARE RELATED
©2012 James Feldman All Rights Reserved
33. You must be better than your competitors
YOU MUST BE BETTER OR
LOSE THE COMPETITION
©2012 James Feldman All Rights Reserved
34. D-A-T-I-N-G
N is for Nurture
Treat your employees with the care and respect
you’d like them to give to your members.
©2012 James Feldman All Rights Reserved
35. The Best Employees are:
• Dependable
• Trustworthy
• Relationship oriented
• Solution minded
• Action oriented
• T•E•A•M Player
• Take Direction
• Great Attitude
• A member advocate
©2012 James Feldman All Rights Reserved
36. nurture
Negligence
• Is the greatest reason employees leave a
company!
• Not for better pay…but for more
recognition.
©2012 James Feldman All Rights Reserved
37. nurture
Notify
• Increase each employee’s awareness of
their need to EXCEED co-worker
expectations.
• Build a T-E-A-M.
• Talent-Enthusiasm-Attitude-Motivation
Together-Everyone-Achieves-More
©2012 James Feldman All Rights Reserved
38. nurture
Needs
• Co-workers must interact before they can
act on behalf of a member.
• Employees must work together to form a
cohesive group.
• YES must replace NO.
• CAN DO must replace “that’s not my
job.”
• A people-approach results in longevity.
©2012 James Feldman All Rights Reserved
39. nurture
Needs
• Recognize employees have practical
information and power.
• Treat each employee as an appreciating
asset…appreciate your assets!
©2012 James Feldman All Rights Reserved
40. nurture
Nourish
• Create clear rewards.
• Include recognition.
• Build excitement.
• Repeat & refine.
©2012 James Feldman All Rights Reserved
41. Exceed the expectations of both employees &
members
D-A-T-I-N-G
G IS FOR GUARANTEE
©2012 James Feldman All Rights Reserved
42. guarantee
Grateful
“Never forget the customer owns
the store” – Sam Walton, Wal-Mart
“If you can’t please your current
customers…you don’t deserve the
new ones” – Scott Cook, Intuit
©2012 James Feldman All Rights Reserved
44. guarantee
Garnish
• Your member service with
unexpected, pleasant extras to
let your members know they’re
special to you.
• It’s guaranteed to get their
attention.
©2012 James Feldman All Rights Reserved
45. guarantee
Gifts (free)
• Listening
• Affection
• Laughter
• Compliments
• Advice
• Favors
• Cheerful disposition
• Handwritten notes
©2012 James Feldman All Rights Reserved
46. guarantee
Gush
• Set yourself apart from the competition.
• Eliminate non-productive tasks.
• Concentrate on those people that suggest
your service to others.
©2012 James Feldman All Rights Reserved
47. Top 10 most profitable phrases:
10. “1 apologize for our mistake. Let me make it right.”
9. “Thank you for your business. Please come back
again.”
8. “I’m not sure, but I will find out.”
7.“What else can I do for you?”
6. “What is most convenient for you?”
©2012 James Feldman All Rights Reserved
48. Top 10 most profitable phrases:
5. “How may I serve you?”
4. “How did we do?”
3. “Glad you’re here!”
2. “Thank you”
1. “Yes”
©2012 James Feldman All Rights Reserved
49. Focus on new benefits,
not features.
Find new ways to INNOVATE:
• Redefine your future
• Retarget
• Promote
• Eliminate
• Recreate
©2012 James Feldman All Rights Reserved