Delight Your Customers: 7 Simple Ways to Raise Your Customer Service From Ordinary to Extraordinary STEVE CURTIN, Author (formerly Marriott)

2. HOUSEKEEPING
- The recording of today’s presenta>on will be
available on cxweek.com
- Use the chat window to send in ques>ons, we
will take >me at the end for Q & A
- Join the conversa>on on TwiNer by twee>ng
@Qualtrics using #cxweek

4. Customer service is a
voluntary act that
demonstrates a genuine
desire to satisfy, if not
delight, a customer.

5. Three Critical Questions
1. Why is customer service so
predictably poor?
2. (I know we can improve) Where do we
start?
3. (Most improvement efforts wane over
time) How can I make this stick?

6. Job function
Duties associated
with a job role
Job essence
An employee’s
highest priority

7. {
§ Less price sensitive
§ Higher repurchase rates
§ Responsible for 80-90%
of positive word of
mouth

8. Mandatory
Process-focused
Expected
Transactional
Voluntary
Customer-focused
Unexpected
Relational

9. Job function
§ Job descriptions
§ Policies
§ Procedures
(Mandatory/$)
Job essence
§ Personality
§ Uniqueness
§ Creativity
(Voluntary/FREE!)

10. Job essence
Job function

11. An observation:
While employees consistently execute
mandatory job functions for which
they are paid, they inconsistently
demonstrate voluntary job essence
for which there is little or no additional
cost to the employer.

12. Three Critical Questions
1. Why is customer service so
predictably poor?
2. (I know we can improve) Where do we
start?
3. (Most improvement efforts wane over
time) How can I make this stick?

13. Q.1 Answer:
The reason that you and I, as
customers, consistently receive
predictably poor customer service is
because exceptional customer
service is voluntary. Employees
don’t have to deliver it. And most
don’t.

14. Job Function/
Knowledge
§ FAQs
§ Policies
§ Procedures
(What?)
Job Function/
Skills
§ Efficiency
§ Accuracy
§ Quality
(How?)
Transactional
Relational
Job Essence/Purpose
§ To satisfy, if not delight,
customers
§ To inspire confidence
§ To reduce customer effort
(Why?)

15. Ordinary
Extraordinary
K
S
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S
K
S
K
S
K
S
K
S
K
S
K
S
K
S
K
S
P
K
S
P
K
S
P

16. “It is the service we are
not obliged to give that
people value most.”
- J.C. Penney, retail magnate

17. Three Critical Questions
1. Why is customer service so
predictably poor?
2. (I know we can improve) Where do we
start?
3. (Most improvement efforts wane over
time) How can I make this stick?

18. Q.2 Answer:
Start by asking your employees
(individually) this question: “Would
you describe for me, from your
perspective, what you do - what
your job entails?”

19. § Express genuine interest
§ Offer sincere and specific compliments
§ Share unique knowledge
§ Convey authentic enthusiasm
§ Use appropriate humor
§ Provide pleasant surprises
§ Deliver service heroics
7 Simple Ways to Raise
Customer Service

20. “We do not remember
days; we remember
moments.”
- Cesare Pavese, Italian Poet

21. Three Critical Questions
1. Why is customer service so
predictably poor?
2. (I know we can improve) Where do we
start?
3. (Most improvement efforts wane over
time) How can I make this stick?

22. Q.3 Answer:
In order to normalize exceptional
customer service so that it occurs
reliably, over time, by design (rather
than inconsistently, here and there,
by chance), incorporate job
essence into job function.

23. Choose Extraordinary!
§ Identify 2-3 actions you can take to
incorporate job essence into job
function so that it occurs reliably, over
time, by design.
§ Reflect on the messages & ideas
you’ve received during this webinar.

24. stevecurtin.com/blog
steve@stevecurtin.com
(303) 325-1375
Stay in touch…
@enthused

25. Q & A