Brilliant Customer Service - How to Impress your Customers! - Chapter 5
Summary
TLDRIn Chapter Five of 'Brilliant Customer Service,' Tony Hunt emphasizes the importance of implementing a CRM system to enhance team collaboration and customer service. He advocates for a shift from 'ducks' to 'eagles,' symbolizing a proactive approach to customer care. The chapter introduces the 7S framework centered on shared values, suggesting an organizational structure that prioritizes customer satisfaction. Hunt discusses the need for change management, empowering customer service representatives as independent business units, and the significance of a supportive company culture. He provides practical tips for adopting a CRM system, including organizational restructuring, championing customer-focused behaviors, and leveraging existing tools like Microsoft Outlook for small businesses.
Takeaways
- π The importance of implementing a CRM system is emphasized to enhance idea sharing and collaboration among teams and customer service representatives.
- π¦ A quote by Ken Blanchard differentiates between 'Ducks' who follow orders and 'Eagles' who take a broader perspective to serve customers better, advocating for the latter approach.
- π The '7S Framework' is introduced as a method for CRM work, focusing on shared values that guide organizational structure, systems, behavior, staff development, skills, and strategy.
- π€ Shared values within an organization should be clearly defined and communicated to everyone involved to ensure a unified approach to customer service.
- π The script suggests considering a change in organizational structure, such as the Nordstrom inverted pyramid, to prioritize customers and support staff.
- π Empowerment of customer service representatives to act as independent business units is discussed, requiring a shift in management style and company culture.
- π The necessity of change management for excellent customer service is highlighted, noting that it's not a natural process but requires deliberate facilitation.
- π Tips for structuring teams, setting goals, celebrating successes, and rewarding soft skills in customer service are provided to encourage a customer-centric culture.
- πΌ The script advises considering organizational structure when choosing a CRM system and involving CRM teams in strategic planning to ensure the system meets their needs.
- π‘ For small businesses, simple adaptations like using Microsoft Outlook for CRM can be effective, emphasizing the importance of starting with the soft elements before implementing technology.
Q & A
What is the main focus of chapter five in the 'Brilliant Customer Service' program?
-The main focus of chapter five is the installation of a Customer Relationship Management (CRM) system to assist in organizing and sharing ideas with teams and customer service representatives.
What does Ken Blanchard's quotation about ducks and eagles signify in the context of customer service?
-The quotation signifies the importance of adopting a proactive and strategic approach to customer service, like eagles, rather than being reactive and rule-bound, like ducks.
What is the 7S framework mentioned in the script, and how does it relate to CRM work?
-The 7S framework is a model for organizational structure that includes shared values, structure, systems, shared values, style, staff, and skills. It relates to CRM work by providing a foundation for how an organization operates and aligns its values and strategies with customer service.
Why is it important for an organization to define and share its shared values before implementing a CRM system?
-Defining and sharing shared values ensures that all participants in the organization understand and represent the same customer-centric philosophy, which is crucial for the successful implementation and use of a CRM system.
How does the script suggest changing the organizational structure to prioritize customer service?
-The script suggests changing the organizational structure by either using the Nordstrom inverted pyramid model, which puts customers at the top, or by creating a non-hierarchical structure with the customer at the center, surrounded by various business units.
What does the script mean by 'empowering' customer service representatives?
-Empowering customer service representatives means giving them the autonomy and authority to make decisions and take actions needed to satisfy customer needs without constant supervision or approval from higher-ups.
What are some of the tips provided in the script for developing a customer-centric philosophy?
-Some tips include structuring small teams led by champions, setting SMART goals for customer service behaviors, celebrating successes, developing a customer service mantra, and finding tangible ways to reward excellent customer service.
How does the script recommend involving CRM teams in strategic planning?
-The script recommends involving CRM teams in strategic planning by making them a part of the planning process and not imposing decisions from above, allowing them to handle customer feedback and devise alternative approaches.
What advice does the script give for choosing a CRM system that suits an organization's needs?
-The script advises considering the organizational structure, finding customer-friendly champions to lead teams, delegating process elements to CRM teams, and using CRM champions to help choose a system that best suits their needs.
Why is it suggested to develop the 'soft' approach to customer service before implementing a CRM system?
-Developing the 'soft' approach first helps to clarify what the CRM needs will be, allowing the teams to drive the software rather than being forced into certain behaviors by the software.
Outlines
π Introduction to CRM Systems and Customer Service Philosophy
In the first paragraph, Tony Hunt introduces Chapter Five, focusing on the importance of implementing a Customer Relationship Management (CRM) system to enhance customer service. He emphasizes the need for shared values within an organization and the adoption of a customer-centric philosophy, quoting Ken Blanchard to distinguish between 'Ducks' and 'Eagles' in customer service. The chapter aims to explore how a CRM system can help align an organization's values, structure, and strategy to prioritize customer satisfaction. The Nordstrom inverted pyramid model is mentioned as an example of a customer-centric organizational structure.
π Empowering Customer Service Representatives for Excellence
The second paragraph delves into the concept of empowering customer service representatives (CSRs) to act as independent business units, allowing them to make decisions without hierarchical constraints. This empowerment is part of a broader change management process that requires buy-in from all levels of the organization. Tony discusses the need for a supportive board, senior management's role in enabling the process, and the importance of training and resources for CSRs. He also provides tips for fostering a customer-focused culture, including setting SMART goals, celebrating successes, and rewarding excellent customer service. The paragraph concludes with advice on choosing a CRM system that aligns with the organization's objectives and the needs of its customer service teams.
π Implementing CRM Systems and Organizational Adaptation
In the third paragraph, Tony Hunt discusses the practical aspects of introducing a CRM system into an organization. He suggests that the 'soft' elements of customer service, such as culture and team empowerment, should be established before implementing the CRM system. This approach ensures that the software supports the organization's customer service goals rather than dictating them. Tony advises involving CRM teams in strategic planning and using their insights to shape the CRM system's implementation. He also touches on the importance of adapting organizational structures to support a customer-centric approach and provides examples of how small businesses can use existing tools like Microsoft Outlook for basic CRM functions. The paragraph concludes with a call to action for organizations to prioritize their CRM needs and choose a system that best fits their customer service champions' requirements.
Mindmap
Keywords
π‘Customer Relationship Management (CRM) system
π‘Shared values
π‘Customer service Eagles
π‘7S framework
π‘Change management
π‘Empowerment
π‘Organogram
π‘Champions
π‘SMART goals
π‘ABCD service
π‘CRM Champions
Highlights
Introduction to the importance of installing a CRM system for customer service excellence.
The concept of 'customer service Eagles' versus 'customer service Ducks' as a metaphor for proactive versus reactive service.
The 7S framework for CRM work, emphasizing shared values as the core of organizational structure.
The necessity of defining and sharing shared values with all participants in the organization's development.
The idea that every business is fundamentally a customer service company, regardless of its primary function.
The Nordstrom inverted pyramid model, which places customers at the top and executives at the bottom.
The concept of a non-hierarchical organogram with the customer at the center of the organization.
The evolutionary nature of organizational change towards customer-centricity.
The change management process required to develop a customer-first philosophy.
The importance of board and senior management buy-in for successful customer service transformation.
Empowerment of customer service representatives as independent business units.
The need for a different kind of management to support independent business units.
Tips for structuring small teams led by change champions in customer service.
The significance of celebrating every success and developing a customer service mantra.
Ways to reward soft skills of brilliant customer service in tangible terms.
The role of CRM systems in managing a company's interactions with current and future customers.
Strategies for choosing the right CRM system that suits the organization's needs.
The advantage of adapting existing tools like Microsoft Outlook for CRM purposes in small businesses.
The importance of involving CRM teams in strategic planning and decision-making processes.
Final thoughts on the necessity of a soft approach to CRM implementation for long-term success.
Transcripts
welcome to chapter five of our program
brilliant customer service my name is
Tony
hunt and in this
chapter what I would like to do is to
look
at the installation of some form of
customer relationship management system
a CRM system which will assist you in
bringing your ideas together and sharing
those ideas with your teams and your
customer service Representatives the
professionals on the shop floor who do
the work for you and while I'm talking
about those I'd like to read this
quotation from Ken
Blanchard which starts our strategy
there are ducks and there are
eagles the Ducks run around the ground
quacking all the time stating rules
following orders doing what they are
told and often pecking at other the
Ducks Eagles so high above to get the
best
perspective and decide what's best for
the
customer and I know which I want you to
be I want you to be customer service
Eagles not customer service ducks a
Kenzie
organization
operates 7s framework for their C r m
work based around a set of shared values
this is what we stand for this is what
vitally important to us and so it
informs the structure of our our
organization the systems that we operate
from our style of behavior the staff
that we develop the people whom we
employ the particular skill sets that we
need to share and the strategy that will
take us forward but it's all centered on
something there shared values those
values need to be defined and then they
need to be shared with everybody is
going to participate in the development
of the
organization so we ask ourselves what's
best for our customer and one of the
things we might consider
doing is being
aware before we Implement a CRM system
we must all be aware of the shared
values we will represent to our
customers and it doesn't happen
naturally it needs to be facilitated at
all levels throughout an
organization let me remind you of a
quotation I used in chapter
1 Southwest Airlines is successful
because the company understands it's a
customer service
company it also happens to be an
airline how can we develop a philosophy
that puts customers first in this way
whatever your business is it is a
Customer Service Company it happens to
be a software organization it happens to
be a shoe
shop but fundamentally if it's going to
survive it's a customer service
company how can we develop a philosophy
that puts our customers first well we
might want to think about the way our
company is organized can we change the
organogram we need Buy in from the top
the nordstom inverted pyramid which I
mentioned earlier on in our program puts
customers right at the very very top of
their pyramid they are supported by
sales and support people of various
kinds but customers are there everybody
sees and the next people of importance
are sales and support people underpinned
by their managers who in turn are
underpinned by buyers merchandise
managers store managers reg regional
managers Etc and then at the very bottom
of the pyramid not at the top looking
down loftily at the bottom the executive
team and the board of directors only
exists to serve their internal customers
who in turn serve their external
customers marvelous shape but there are
others how about this one change the
organogram in a different way put the
customer in the center of
everything so we have an organogram
which is non-h hierarchical we have a
board of directors we have Senior
Management We've Got Talent Management
we got customer service professionals
CRM systems of various kinds and they're
all circled around that really important
Central Factor our customer and that's
how we are seen to behave the hierarchy
becomes irrelevant because we have got
individual business units everything
revolves around our Customer because
we've got our customer service
professionals who are Independent
Business units these people know what to
do know how to do it it and have the
authority to carry out whatever is
needed to satisfy the needs of the
customer without having to go up and ask
a senior person it's a brave company
that allows this to occur it doesn't
happen just like that it is evolutionary
but it needs to
evolve so how to do it brilliant service
is a change management process we can't
assume that it will happen naturally the
board first of all have to
agree because without their input
nothing will happen at all your Senior
Management maybe needs to think
differently about perhaps the status of
seniority team leaders themselves need
to be B into it individual customer
service Representatives need to be
taught how to become individual business
units themselves and over a period of
time this will start to
work if we want our csrs to behave as
Independent Business units how can we
Empower them
how do we do it what do we mean by
Empower it's easy for me to say Empower
your people to be individual business
unist what does that actually involve
what will it look like I'll tell you
what I think it'll look like it look
like you have a different kind of
management because you got to be big and
brave if you're managing Independent
Business units cuz you cannot control
them like you did before they're going
to behave
differently the Board needs to be able
to show that it will support the move to
a full customer service focus in
Practical terms they need to modify
their own
behaviors towards their internal
customers the rest of us so as to
reflect the values that
matter senior managers enable the
process and seven
enablers that you might wish to consider
if you're a senior manager manage your
current customer service performance
measure it staff must know how to
deliver good service train for it we all
need to know the organization's service
goals so publish them staff understand
customer expectations so expect nothing
less than Excellence the company
supports goals with appropriate
resources so be there to support your
people we have a positive company
culture and sometimes we need to squeeze
negativity out of the process alog
together and finally our staff are
empowered to make the changes that need
to be made made by people on the shop
floor not up in the board it's a very
very exciting but somewhat difficult
challenge to take
on here are some tips that might help
you structure your small teams to be led
by a champion somebody who is proud to
be part of this change process and will
lead by example be prepared to remove
people who will act as barriers sad but
true there are some people who
will resolve never to let this pass by
them and they will get in the way they
need to be removed set smart goals for
your new customer service behaviors so
that we can measure them and have your
Champions coach their teams through
monthly coaching sessions measuring
performance against smart
goals five more tips celebrate every
success you have celebrate for example
dealing with a different difficult
customer sharing a war story develop a
customer service Mantra and use it in
all your meetings look for ABCD service
and publish it above and beyond the Call
of Duty service and make sure people are
noticed when they behave in that kind of
way thank your colleagues constantly
people like to be thanked and in this
kind of culture thanking becomes really
important and find ways in which the
soft skills of brilliant customer
service can be rewarded in tangible
terms so it is in the personal interest
of people to express themselves through
brilliant customer
service in order to make this work we
need to find a
CRM a customer relationship management
process that will assist us following
our objectives to meet our goals it's a
system for managing a company's
interactions with current and future
customers so it could be big or it could
be small but it will involve using
technology to organize automate and syn
iiz sales marketing customer service and
Technical
Support so some tips be prepared to
consider your organizational structure
and consider how you might otherwise
organize it devise an organogram that
suggests whatever your new approach is
going to be find customer friendly
Champions and promote them to be team
leaders discover as many elements of the
process that can be owned by your CRM
people and delegate them out as soon as
you Poss possibly
can and involve your CRM teams in
strategic planning make them a part of
the planning process don't impose this
from
above if you can get your CRM teams for
example to handle customer feedback
rather than having it go straight to the
boss they will then be much more able to
devise alternative approaches to handle
things more quickly and more
efficiently and then we need to think
about introducing our CRM system if we
can work towards having us the soft
elements in place before implementing
such a system this will mean that your
people will drive the software need
rather than have the software force them
down certain roots of behavior if the
teams themselves have defined what it is
they need to manage their customers we
can then use them as our internal
customers and satisfy their
needs if you're a small business you
might just adapt Microsoft Outlook to
meet your needs you can use that for CRM
in your contacts file open a new file
and call it my customers create a new
contact for each customer and develop a
narrative of your relationship in the
notes part of it and use reminders to
keep yourself up to speed you don't have
to spend hundreds of thousands of euros
dollars or pounds in order to build a
CRM system use what you've already got
but it will keep you on track and it
will keep your teams on track as well
if you develop the soft approach first
it will become apparent what your CRM
needs are going to be and then you can
prioritize whether sales or marketing
whether technical support or customer
service is going to be more important
and we can focus on our
priorities there are many systems
available and many ways of making
comparison if you know what you need you
will make the appropriate choice so use
your CRM Champions to help you choose
let them decide a system that best suits
their needs and you'll find it will suit
your needs
too thank you very much for listening to
me
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