chapter six recognize and deal with customer turnoffs

Chapter Six

Recognize and Deal with Customer

Turnoffs

Customer Service, 5ePaul R. Timm 2

© 2011, 2008, 2005, 2001 Pearson Higher Education,

Upper Saddle River, NJ 07458. • All Rights Reserved.

Chapter Quote

People remember about a third of what they read, half of what people tell you, but 100 percent of what they feel.

The question: How do they feel about doing business with you?




Objectives

1. Pet Peeves

2. Customer Turnoffs

3. Reducing customer turnoffs

4. Appreciate




The Way It Is




Be Aware. Be Very Aware-Recognize Pet Peeves About Customer

Service Take a moment to make a list of specific things about customer service that turn you off.




Be Aware. Be Very Aware-Recognize Pet Peeves About Customer

Service Phone calls put on hold

Employees lacking product knowledge

High-pressure sales tactics

Employees talking down to you

Inflexibility

Being ignored Waiting too long Poor-quality work Sale items not in stock

Merchandise prices not marked

Dirty restaurants or restrooms




Gaining Insight: What Turns Customers Off?




Value Turnoffs

Value: quality relative to price paid

Value proposition: what the company intends to exchange with its customers




Systems Turnoffs

Company location Employee training

Record keeping Policies regarding guarantees/product returns

Delivery services

Merchandise displays

Customer follow-up

Billing and accounting

Systems: process, procedure, or policy used to deliver the product/service to the customer




The Day I Fell in Love with McDonald’sMichael Gerber describes a successful system




People Turnoffs

Failing to greet/smile

Inaccurate information

Employees chatting

Rude attitude High-pressure sales

Dirty work location

Inappropriate dress

Poor grooming Body piercings/tattoos

Makes the customer uncomfortable




Know that Reducing Turnoffs is the Best Advertising Television Advertising

25% Newspaper Advertising

15% Magazine Advertising

13% Word of Mouth Advertising

63%




Create Loyal Customers

Think about customer turnoffs

Motivate workers

Motivate customers




The Zone of Indifference

Dissatisfied –Satisfied –Motivated

Zone of Indifference




Value Service Recovery

Showing customers that you truly care is fundamental to building loyalty.




Loyalty Comes from Customers’ Awareness that Service Is Your Business Service must be seen as the very essence of your business, not a side function.




Earn Your Customer’s Loyalty with Two Steps

1. Reduce or eliminate value, systems, and people turnoffs

2. Exceed customer expectations to create a positive awareness




Final Thought

Look for turnoffs and determine who in the organization can best deal with each.

Employees at all levels should be aware of possible turnoffs.

Analysis of potential turnoffs must be an ongoing process.

chapter six recognize and deal with customer turnoffs

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