Leading Customer Loyalty Overview
Summary
TLDRSandy Rogers from Franklin Covey emphasizes the importance of frontline employees in fostering customer loyalty, which is largely driven by their behavior. The company promotes a bottom-up, inside-out approach to customer service, focusing on internalizing empathy, responsibility, and generosity. Frontline workers are encouraged to connect with customers, listen actively to understand their needs, take responsibility for fulfilling those needs, and be generous in sharing insights to improve service. These practices build genuine loyalty.
Takeaways
- 🔑 More than 70% of customer loyalty is influenced by the behavior of frontline employees.
- 🌟 Franklin Covey advocates a bottom-up approach to improving customer experience, emphasizing the role of frontline staff.
- 💡 The inside-out approach focuses on changing behavior from within, starting with the heart, to ensure authenticity in customer interactions.
- 🤝 Empathy is the first principle for frontline workers, involving making warm connections and actively listening to understand customer needs.
- 👂 Responsible frontline employees discover the real job to be done, going beyond just fulfilling customer requests.
- 🔄 These employees also follow up with customers regularly to ensure satisfaction and improve service.
- 🎁 Generosity is the third principle, where team members proactively share insights and ideas to enhance customer service.
- 💡 The script suggests that frontline workers can enhance customer relationships by showing empathy, taking responsibility for customer needs, and treating them generously.
- 🎶 The overall message is that customer loyalty is built on the foundation of empathy, responsibility, and generosity displayed by frontline employees.
Q & A
What is Sandy Rogers' role at Franklin Covey?
-Sandy Rogers is the loyalty practice leader for Franklin Covey.
What percentage of customer loyalty is attributed to the behavior of frontline employees?
-More than 70% of what produces customer loyalty is based on the behavior of frontline employees.
How does Franklin Covey's approach to improving customer experience differ from traditional methods?
-Franklin Covey advocates a bottom-up approach powered by the people on the frontline, rather than top-down prescriptions.
What does the term 'inside-out' mean in the context of Franklin Covey's approach?
-The 'inside-out' approach refers to the idea that behaviors that produce loyalty must come from within an individual, from the heart.
What are the three essential principles that Franklin Covey suggests for creating customer loyalty?
-The three essential principles are empathy, responsibility, and generosity.
How do empathic frontline employees differ in their interactions with customers?
-Empathic frontline employees make a warm human connection and are great listeners, genuinely listening to understand the customer's needs.
What does it mean for frontline employees to be responsible in their approach to customer service?
-Responsible frontline employees discover the real job to be done by going beyond what customers ask for, following up regularly to ensure satisfaction, and seeking to serve customers better.
How does generosity manifest in the actions of frontline employees?
-Generous team members actively seek and share insights to improve service, give feedback, and come up with new ideas to surprise and delight customers.
Why is it important for customer service techniques to come from the heart according to Franklin Covey?
-If techniques like smiling and greeting customers do not come from the heart, they can come across as counterfeit or phony, which can negatively impact customer loyalty.
What is the natural consequence of customers experiencing empathy, responsibility, and generosity from frontline employees?
-Customers are likely to feel more loyal to employees who exhibit these behaviors.
How can frontline workers apply the principles of empathy, responsibility, and generosity in their daily interactions?
-Frontline workers can apply these principles by making warm connections, actively listening, discovering real customer needs, following up on customer satisfaction, and constantly looking for ways to improve and surprise customers.
Outlines
🌟 Building Customer Loyalty Through Frontline Behavior
Sandy Rogers, the loyalty practice leader for Franklin Covey, emphasizes that over 70% of customer loyalty is influenced by frontline employees' behavior. Franklin Covey promotes a bottom-up approach to improving customer experience, suggesting that loyalty is built from the inside out. This approach focuses on internalizing three fundamental principles: empathy, responsibility, and generosity. Empathy involves making a warm human connection and being a great listener to understand customer needs. Responsibility means discovering the real job to be done for the customer and following up to ensure satisfaction. Generosity is about actively seeking ways to improve service and surprising customers with extra efforts. These principles are essential for frontline workers to enhance customer relationships and loyalty.
Mindmap
Keywords
💡Loyalty
💡Frontline Employees
💡Bottom-Up Approach
💡Inside-Out
💡Empathy
💡Responsibility
💡Generosity
💡Customer Service Training
💡Warm Human Connection
💡Active Listening
💡Follow-Up
Highlights
More than 70% of customer loyalty is based on the behavior of frontline employees.
Franklin Covey advocates a bottom-up approach to improving customer experience.
Behaviors that produce loyalty must come from the heart, not just techniques.
Franklin Covey's approach is inside-out, focusing on internalizing principles.
Three essential principles for loyalty are empathy, responsibility, and generosity.
Empathy creates a warm human connection and builds relationships.
Responsible frontline workers discover the real job to be done for customers.
Frontline employees should listen to learn, not just pretend to listen.
Follow-up with customers regularly to ensure satisfaction and improve service.
Generosity in service involves sharing insights and looking for ways to surprise customers.
Frontline workers can enhance customer loyalty by showing empathy, taking responsibility, and treating customers generously.
Customer service training should focus on behaviors that come from the heart.
Techniques like smiling and greeting customers are less effective without genuine empathy.
Internalizing the principles of empathy, responsibility, and generosity leads to more loyal customers.
Asking deeper questions helps frontline workers understand customers' real needs.
Feedback and new ideas from generous team members can improve service quality.
Surprising and delighting customers with little extras can enhance loyalty.
The importance of frontline employees in building customer loyalty cannot be overstated.
Transcripts
[Music]
my name is sandy Rogers and I'm the
loyalty practice leader for Franklin
Covey company do you know that more than
70% of what produces customer loyalty is
based on the behavior of frontline
employees so Franklin Covey takes a
completely different approach to
improving the customer experience and
thus building loyalty rather than
top-down prescriptions we advocate a
bottom-up approach powered by the people
on the frontline but how do you get
people on the frontline to change their
behavior when we say it's about who you
are we mean that the behaviors that
produce loyalty must come from inside
from the heart that's why our Franken
Covey approach is not only bottom-up but
also inside-out now most customer
service training is outside in that is
frontline people are taught techniques
like smiling and greeting customers but
if these techniques don't come from the
heart
they come across as counterfeit or phony
Franklin Covey's inside-out approach to
changing frontline behavior starts with
internalizing three essential principles
empathy responsibility generosity how do
you feel when people are empathic
responsible and generous with you does
it make you feel more loyal to them of
course it does it's a natural
consequence now it's one thing to say
that nepeta is important it's another to
practice empathy
what do empathic frontline people do
differently now first they make a warm
human connection with everyone second
they're great listeners they don't just
pretend to listen they listen to learn
what the customer really needs and to
build the relationship as for the second
principle of loyalty
what do responsible frontline people do
differently
first they discover the real job to be
done it's tempting to just give
customers what they asked for but if you
want their loyalty you'll go a little
deeper and you'll find out what they
really need ask what's going on with you
what are you trying to accomplish
instead of saying oh you're some good
running shoes or ask what are you
running goals the customers answer helps
you to really help them and not just
sell them something responsible
frontline people also follow up
regularly with customers to make sure
they're satisfied and to learn how to
serve them even better finally the third
principle of loyalty is generosity a
generous team member actively seeks
shares insights on how to improve
service sometimes that means giving
feedback or input to the team other
times it means coming up with new ideas
yourself a generous person is always
looking for new little extras that will
surprise and delight customers so there
you have it three fundamental principles
in the essential practices that create
customer loyalty three things frontline
workers can do every day to make the
most of customer relationships to show
empathy for customers to take
responsibility for their needs and to
treat them with generosity
[Music]
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