Brilliant Customer Service - How to Impress your Customers! - Chapter 1

Summary

This five-chapter program emphasizes the necessity of 'brilliant customer service' to differentiate businesses in a competitive market. It challenges organizations to rethink their approach, focusing on enhancing the customer experience as a priority. The script introduces models like Theodore Levitt's total product concept and Nordstrom's customer-centric philosophy, highlighting the importance of empowering employees to deliver exceptional service. It also stresses the need for management buy-in and supportive culture to ensure a successful customer service strategy.

Takeaways

• 🚀 Customer service must be 'brilliant' to differentiate from competitors in a market where products are ubiquitous.
• 🔍 The importance of rethinking customer service to focus on relationships, which are the future of transactions.
• 🤔 Questions to evaluate current service quality, such as staff availability, smiles, absentee rates, timekeeping, and grievances.
• 🛠 The need for a system to resolve negativity in the organization if the current service quality is found lacking.
• 📚 Understanding the product and the role of great service in enhancing it is crucial for improving customer service.
• 👨‍💼 The necessity of senior management buy-in for a successful customer service strategy.
• 🌟 Empowering employees to express a new culture of brilliant customer service and treating them as business owners.
• 🛑 The concept of reflective practice, learning from other companies' successful development of products and services.
• 📈 Theodore Levitt's total product concept, emphasizing the importance of understanding the core product and customer expectations.
• 🛍 The Nordstrom way, which focuses on doing whatever it takes to create a satisfied customer and empowers employees to act as business owners.
• ⏰ The inverted pyramid model of Nordstrom, where the executive team supports everyone else, ensuring that every employee is focused on serving the customer.

Q & A

What is the main focus of the five-chapter program called 'Brilliant Customer Service'?

The main focus is to help organizations rethink their approach to customer service, emphasizing that it must be brilliant and constantly improved to differentiate from competitors in a world where customers can buy anything from anyone at any time.

Why is customer service considered more important than the products or services themselves?

Customer service is considered more important because it can be a key differentiator in a market where products and services are widely available, and it can influence customer loyalty and satisfaction more than the product itself.

How can brilliant customer service transform an organization's attitude towards business?

Brilliant customer service can energize staff by making them feel rewarded through engaging with customers in a different way, which can lead to increased sales, better relationships, and a positive atmosphere within the organization.

What are some indicators that an organization may need to improve its customer service?

Indicators include frontline staff not being available for customers, a lack of genuine smiles from staff, high absentee rates, poor timekeeping, frequent grievances, and a high number of complaints from both staff and customers.

What is the 'Total Product Concept' and how does it relate to customer service?

The Total Product Concept, proposed by Theodore Levitt, is about identifying the core product or service offered and understanding the customer's expectations. It emphasizes the need to augment the core product with additional features or services to meet evolving customer expectations.

What is the 'Nordstrom Way' and how does it empower employees in customer service?

The 'Nordstrom Way' is a customer service philosophy that empowers employees to act as business owners, allowing them to use good judgment in all situations without strict rules. This approach encourages employees to go above and beyond for customers, knowing that they are supported even if they make mistakes.

How does Nordstrom's inverted pyramid model support customer service?

Nordstrom's inverted pyramid model places customers at the top and positions management layers to support the frontline staff who interact with customers. This structure ensures that everyone in the organization is focused on serving the customer, from the salespeople to the executive team.

What is the importance of management buy-in for a successful customer service program?

Management buy-in is crucial because it ensures that senior management supports and understands the new customer service approach, which is necessary for empowering staff and creating a culture that prioritizes customer satisfaction.

How can reflective practice help improve customer service?

Reflective practice involves examining what other successful companies do and learning from their best practices. This can help an organization identify areas for improvement and develop strategies to enhance their own customer service.

What is the role of CRM (Customer Relationship Management) in developing a customer service strategy?

CRM plays a key role in understanding customer needs and preferences, allowing organizations to tailor their services and build stronger relationships with customers. It is an integral part of a successful customer service strategy.

Why is it important for managers to see their reports as internal customers?

Viewing reports as internal customers encourages managers to serve their needs and support them in their roles, which in turn helps to create a more effective and supportive work environment that can lead to better customer service outcomes.