a MANIFESTO for CUSTOMER SERVICE

We are passionate and enthusiastic.

We are narrators and storytellers.

We are listeners, then talkers.

We are flexible and consistent.

We are dynamic and personal.

We are friendly and approachable.

We engage and we are affected by it.

We smile … you can’t help but smile with us.

We believe in personal moments that are life changing.

We make a difference.

WE CONTINUALLY STRIVE TO DELIVER AMAZING CUSTOMER EXPERIENCES.We have a vision to give people the customer experience they are searching for. Moments to believe forever.

WE ARE PEOPLE.WE BELIEVE CUSTOMER SERVICE

CAN CHANGE PEOPLE’S LIVES.

WE BELIEVE IN THE TRANSFORMATIVE POWER OF

STORIES THAT BRING PRODUCTS TO LIFE AND INSPIRE OTHERS TO

DO THE SAME.

WE ARE CUSTOMER

SERVICE CHAMPIONS.

WE SMILE. ACKNOWLEDGE.

LISTEN. ENGAGE.

WE BELIEVE: CUSTOMER SERVICE CAN CHANGE PEOPLE’S LIVES.

AND ANY BUSINESS WITH CUSTOMERS

IS IN THE PEOPLE BUSINESS.

WHAT IS CUSTOMER

SERVICE?

It is the provision of service to customer – before, during and after a purchase. Source: Wikipedia

This sounds like a process that has a beginning, middle and end.

But it couldn’t be more different – it doesn’t need to have an end.

If you provide great service, the customer will come back over and over and over again.

And it all comes back to people

Fundamentally it’s all about the people. It’s not really about customers and companies. It’s not even customers and employees. It’s just people and people. Human relationships. People arrive with needs and people provide services to fulfill those needs.

People,

people,

people!

Our customer service can change lives.Our customer service is so consistent it doesn’t matter who delivers it.

Our customer service leaves peopale wanting for more, addicted to the experience.

Our customer service is so amazing that people are drawn to it – like a moth to a flame.

Our customer service is so good you are emotionally attached it and continue to come back.

Our customer service is so great people can’t help but rave about it to everyone they see.

And our customers are begging us for it.

70%of buying experiences are based on how the customer feels they are being treated.” Source: McKinsey

By far, the MOST requested improvement from customers was

?“Computer says no.”

“Better HUMAN Service”

Source: The cost of poor customer service by Genesys Global Survey, 2009

IT’S TIME WE DELIVERED.

STAND UP.BE RESPONSIBLE.

Because without delivering great

customer service – where is the purpose in

our interactions?

CUSTOMER SERVICECHAMPIONS PODIUM

DON’T accept BAD customer service

DON’T have low expectations because no one else is doing any better.

DON’T be lazy, close-minded, pig-headed and resistant to change.

DON’T be a bad listeners or bad learners.

Because while we deliver BAD customer service we miss the opportunity to listen to and retain our customers. Unhappy customers aren’t interested in becoming raving fans or promoters of our business.

DON’T

And they vote with their wallets!

86%

“STUFF THIS!”

of Australian consumers have not completed a transaction or made an intended purchase because of a poor customer service experience.

DRAIN

DOWN

SALES

THE

Reference: Australian Data in the American Express Global Customer Service Barometer, 2011

55%

of Australians would try a new brand or company for a better service experience.

AND WORRYINGLY, A TYPICAL BUSINESS HEARS FROM ONLY

4% OF ITS DISSATISFIED CUSTOMERS. Source: Bain & Company

Reference: Australian Data in the American Express Global Customer Service Barometer, 2011

And you think they don’t tell everyone about how BAD that customer experience was on the way out?

96%

“THEY WERE $#!%!”

of Australian consumers are more likely to tell others about their poor customer service experiences.

Source: Australian Data in the American Express Global Customer Service Barometer, 2011

And then it can spread

like wild fire!

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

“TH

EY W

ERE

$#!%

!”

Nearly 6 billion Google searches a day. Source: Google Official History, Comscore, Jan 2014

1.3 billion active users of Facebook. Source: facebook.com Jun 2014

500 million Tweets sent per day.Source: twitter.com Jun 2014

Over 1 million people view Tweets about customer service every week.

Roughly 80% of these Tweets are negative or critical in nature.

Source: Touch Agency

#$*!%!”

That’s a lot of opportunity for customers to either complain or rave about you.

Wouldn’t you rather they say how wonderful you are?

49%of Australian customers tell others about their good customer service experiences

Source: Australian Data in the American Express Global Customer Service

Barometer, 2011

At least

When customers share their story and they’re not

happy with you - they’re not just sharing their pain.

Listening to customers is powerful. Responding to what customers say is dynamite. It’s really a human relationship, isn’t it.

THANKYOU

SO MUCH

FOR

LETTING

US KNOW!

Dear Customer,

They’re actually teaching you how to make your product, service, and business better. Design your business from the front line up

to capture this wonderful information and say ...

SO ….

ARE YOU GETTING

IT?

THERE IS A CUSTOMER SERVICE REVOLUTION GAINING MOMENTUM.......

Smart businesses realise that the customer service bar is

set so low it won’t take much improvement to differentiate your company from the pack.

GREAT QUALITY CUSTOMER SERVICE IS THE WAY TO DO IT.

Providing great customer service can help you:

• Become extraordinary

• Provide you with a competitive advantage

Being on par in terms of price only gets you into the game. How many features do your products and services have that

are truly different from your competition?

Customer experience may be the only point of difference!

...and it may be the ONLY competitive advantage you have.

So here’s your opportunity …

CHANGE YOUR ATTITUDE

– decide that your

customers are your

number-one priority.

INSPIRE PEOPLE WITH A POSITIVE INTERACTION….

MEMORABLE ENOUGH TO

TELL OTHERS.

use your skills to create raving fans.

HAVE A MIND OF

YOUR OWN

A MOMENT THAT WILL INSPIRE, CHANGE AND CREATE OPPORTUNITIES THAT COULD ALTER SOMEONE’S LIFE FOREVER.

BELIEVE IN LIFE CHANGING MOMENTS.

GIVE PEOPLE AN

EXPERIENCE THEY

DIDN’T KNOW THEY

WANTED TO HAPPEN…

AND WATCH THEM

SHARE IT WITH OTHERS.

SHOW RESPECT, DIGNITY, FAIRNESS, COURTESY, TRUST, COMMITMENT, CARE, EMPATHY, TRUTH, HONESTY, COURAGE, ENGAGE, PASSION, KNOWLEDGE, LISTEN, KINDNESS, FUN, ENJOYMENT, COMMUNICATION, FLEXIBILITY, EXCITEMENT AND DRAW PEOPLE IN.

ENERGISE EVERYONE AROUND YOU.

BE INSPIRING, IMAGINATIVE, AND MAGICAL.

MAKE THESE TOOLS PART OF YOUR ARSENAL AND USE THEM WELL AS YOU STRIVE TO REACH PEOPLE ON AN EXTRAORDINARY LEVEL.

Whether it’s your Front line, Managers or Executives

BE HUMAN.

ALWAYS DO MORE THAN IS REQUIRED OF YOU……

KNOW THAT YOUR CONTRIBUTION MATTERS.

DON’T BE ORDINARY, BE EXTRAORDINARY!

BECOME AN AUTHENTIC PERSON AND A CUSTOMER EXPERIENCE LEADER.

TREAT CUSTOMERS LIKE YOUR BEST FRIENDS.

TREAT EVERYONE AS YOU WOULD LIKE TO TREATED.

“The single most important thing is to

make people happy. If you are making people happy, as a side effect, they will be happy to open up their wallets

and pay you.”

Quote: Derek Sivers, CD Baby

Deliver a great customer experience.

Not sometimes. Not most times. But all the time.

No exceptions contemplated or allowed.

Service is not a cost but an opportunity.

EXPERIENCE IS THE NEW DIFFERENTIATOR TO EARN YOUR CUSTOMERS’ BUSINESS OVER AND OVER AGAIN.

EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE

EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE

EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE

EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE

OVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVER

OVER AND OVER

OVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVER

OVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVER

OVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVEROVER AND OVER

“Successful organisations have one common central focus: customers. It doesn’t matter if it’s a business, a professional practice, a hospital, or a government agency, success comes to those, and only those, who are obsessed with looking after customers.” Source: Harvey Mackay, Founder, Mackay Envelope Corporate, Author of ‘How to Swim with The Sharks without being eaten alive’.

Driv

e delivery up.

Regardless of what you promise, it’s consistency that’s important.Customers allow themselves to be seduced into becoming raving fans only when they know they can count on you time and time again. Exceeding expectations is important but it’s even more important to consistently meet expectations.

Meet first. Exceed second.

To create loyal fans, don’t drive promises down.

The opportunity is right in front of you.

81% of companies that measure customer service are outperforming their competition.

Source: Peppers & Rogers Group

Only 26% of companies have a customer service strategy in place.

Source: Econsultancy, Multichannel Customer experience report

81%

The weight of evidence is compelling.

86% of consumers...

A customer is four times more likely to defect to a competitor if the problem is service-related than price or product-relatedSource: Bain & Company.

It costs six to seven times more to acquire a new customer than retain an existing oneSource: Bain & Company.

25%

more

for a better customer experience!2

will pay up to...

Source: Customer Experience Impact Report, based on survey commissioned by RightNow and conducted by Harris Interactive, 2011.

ARE YOU GETTING

IT?

On average, loyal customers are worth up to

10 TIMES AS MUCH AS THEIR FIRST PURCHASE.

A 5% reduction in the customer defection rate can

increase profits by 5 – 95%.Source: Bain & Company.

“I’LL BE BACK!”

LOYAL CUSTOMER

Source: White House Office of Consumer Affairs.

THIS COULD BE YOU!

DON’T DELAY. Become consistently great. DON’T STOP. Build an amazing customer service vision.

And don’t stop till everyone knows it...feel the difference.

INVOLVE EVERYONE: consumers, manufacturers,

growers, suppliers, patients, business owners, guests,

executives, managers and customers....

We are all

CUSTOMER SERVICE VISIONARIES.

Together we can create amazing

experiences and change people’s lives.

SOURCESAustralian Data in the American Express Global Customer Service Barometer, 2011http://about.americanexpress.com/news/docs/2011x/AXP_2011_csbar_market.pdf

John A. Goodman, co-author of the 1970’s breakthrough study of consumer complaint behaviour and customer service for the White House Office of Consumer Affairs - http://www.customercaremc.com/

Touch Agency - http://downloads.helpscout.net/75CustServiceStats.pdf

Customer Experience Impact Report – based on survey commissioned by Right Now and conducted by Harris Interactive http://www.slideshare.net/RightNow/2011-customer-experience-impact-report

Defaqto Research – reference http://downloads.helpscout.net/75CustServiceStats.pdfhttp://www.defaqto.com/adviser/

Econsultancy Multichannel Customer experience report https://econsultancy.com/reports/multichannel-customer-experience-report

McKinsey - http://www.mckinsey.com/insights/organization/the_moment_of_truth_in_customer_service

Shaw & Ivens – ‘Building Great Customer Experiences’, Colin Shaw, & John Ivens, Published 2002, Palgrave Macmillan

Marketing Metrics: ‘Marketing Metrics: 50+ metrics every executive should master’, Paul Farris, 2006, Wharton School Publishinghttp://marketingradius.files.wordpress.com/2012/11/marketingmetrics.pdf‘Marketing Metrics: The definitive guide to measuring marketing performance, Paul Farris, Neil Bendle, Phillip Pfeifer, David Reibstein, 2010 2nd Edition, Wharton School Publishinghttp://www.amazon.com/Marketing-Metrics-Definitive-Measuring-Performance/dp/0137058292

Bain & Company - http://www.netpromotersystem.com/

Satmetrix - http://www.satmetrix.com/net-promoter/nps-score-model/

White House Office of Consumer Affairs: http://www.whitehouse.gov/

Source: Harvey Mackay, Founder, Mackay Envelope Corporate, Author of ‘How to Swim with The Sharks without being eaten alive’.

Peppers & Rogers Group http://www.peppersandrogersgroup.com/Home.aspx

Genesys Global Survey, 2009 ‘The Cost of Poor Customer Service’ http://www.marketingdeservicios.com/wp-content/uploads/Genesys_Global_Survey09_screen.pdf

www.retail360.com.auCustomers vote with their wallets. Contact retail360 for advice on how to maximise your sales by improving your customer’s experience.