Download - DATING Your Customer ILA
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D-‐‑A-‐‑T-‐‑I-‐‑N-‐‑G Your Customer
James D. Feldman D-A-T-I-N-G Coach
©2012 James Feldman All Rights Reserved
Start here • Craft your message. • Present ideas. • Generate excitement. • Deliver Meaningful Memories. • Create evangelists.
©2012 James Feldman All Rights Reserved
Become a Library where
excellence is expected Not just celebrated
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Voice of the members evolution
1980-90: cheaper, better product 2001-05: better product, nicer service 2006-11: faster, better buyer process 2012: Access to relevant information
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What am I providing?
Take a moment
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Create a personalized experience
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Turn prospects into friends. Members into evangelists.
Create a ‘resource’ relationship.
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Dazzle members with your service
D-‐A-‐T-‐I-‐N-‐G D is for DAZZLE
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dazzle ©2012 James Feldman All Rights Reserved
Dazzle & Delight
Customer service is NOT a department… member service is an ATTITUDE!
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Dazzle & Determine
• Treat your members the way you want to be treated.
• Honor the uniqueness of each member.
• Give your member 100% of your aNenOon.
• Listen more. • Talk less. • Make it easier to use your services.
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Dazzle & DifferenOate
• Under promise and over deliver. • DeterminaOon is what member service is all about.
• Recap the discussion. • Always invite your member to refer to other prospects.
• Become their resource-‐ value interpreter.
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Dazzle & Discover
• Replicate what is working. • Create re-‐touching tools. • Nothing or no one is disposable. • Nothing is too caring. • Think about developing the member long term relaOonship.
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Dazzle Members by:
• AnOcipaOng their needs. • Focus on their desire to use your library as if it were in their own home.
• Provide more ‘take-‐aways.’
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anticipate
D-A-T-I-N-G�A IS FOR ANTICIPATE
Anticipate the needs of your member
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anticipate
Acknowledge
Embrace change & manage it…the best
way you can
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anticipate
Accept
Do not resist the idea of change
or the implementation of change
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D-A-T-I-N-G T IS FOR TREAT
Be problem solvers for your members
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treat
Teach
• Give priority to member needs • Empower employees • Emphasize improvements rather than maintenance
• Commit to quality
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treat
Training
Excellent member service must be developed with proper focus and spotless coordina0on of people and procedures
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treat
Tackle
Deal with problems in real Ome
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treat
Teamwork
It takes a T-‐E-‐A-‐M to consistently produce superior member service: • T – Talent • E – Enthusiasm • A – A\tude • M – MoOvaOon
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treat
Tenure
To ensure a long-‐term, beneficial relaOonship, handle your members:
• Respec_ully • Individually • ANenOvely
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D-A-T-I-N-G I is for Innovation
Understand most rules should be flexible
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innovate
Innumerable
• Success flows directly from innovation.
• Success is not gained by perfecting the known, but by seizing the unknown.
How are you competing with the services from the internet?
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innovate
Important
• Everyone likes to be thought of as important.
• Make your member feel important and they’ll make you feel the same way.
• Did anyone thank your member for using your library?
• Did anyone ask them if they were happy with the service?
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innovate
Ignite
• The member is KING & knows it. • New ways of doing business are
being created each day. • New products are not an option. • New uses for existing products win
new members. • Members vote with their time and
dollars. • The playing field has changed--you
must change with it.
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innovate
Identify
• Management must foster a climate open to innovation.
• The management team must set the stage for innovation and creative thinking.
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innovate
Insecure • Every library that plans to compete
in the 21st century needs to develop new ideas and next-generation approaches.
• Members are no longer stuck with one resource or library.
• The Internet has opened the entire world to members who can surf and find what they want, for the price they want, with the service level they expect.
©2012 James Feldman All Rights Reserved
innovate
Inoculate
• We work best these days when we function as thinkers -independent problem solvers - rather than waiting for higher levels of management to do our thinking for us.
• Employees and management need to stay in alignment with the objectives of your organization.
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FAILURE AND INNOVATION ARE RELATED
Success only truly comes when you learn from failure
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YOU MUST BE BETTER OR LOSE THE COMPETITION
You must be better than your competitors
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D-A-T-I-N-G N is for Nurture Treat your employees with the care and respect you’d like them to give to your members.
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The Best Employees are:
• Dependable • Trustworthy • Relationship oriented • Solution minded • Action oriented • T•E•A•M Player • Take Direction • Great Attitude • A member advocate
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nurture
Negligence
• Is the greatest reason employees leave a company!
• Not for better pay…but for more recognition.
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nurture
Notify
• Increase each employee’s awareness of their need to EXCEED co-worker expectations.
• Build a T-E-A-M. • Talent-Enthusiasm-Attitude-Motivation Together-Everyone-Achieves-More
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nurture
Needs
• Co-workers must interact before they can act on behalf of a member.
• Employees must work together to form a cohesive group.
• YES must replace NO. • CAN DO must replace “that’s not my
job.” • A people-approach results in longevity.
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nurture
Needs
• Recognize employees have practical information and power.
• Treat each employee as an appreciating asset…appreciate your assets!
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nurture
Nourish
• Create clear rewards. • Include recognition. • Build excitement. • Repeat & refine.
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D-A-T-I-N-G G IS FOR GUARANTEE
Exceed the expectations of both employees & members
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guarantee
Grateful
“Never forget the customer owns the store” – Sam Walton, Wal-Mart
“If you can’t please your current customers…you don’t deserve the new ones” – Scott Cook, Intuit
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guarantee
Give
Find continuous ways to give to others around you, especially your: • Members • Employees • Suppliers
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guarantee
Garnish
• Your member service with unexpected, pleasant extras to let your members know they’re special to you.
• It’s guaranteed to get their attention.
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guarantee
Gifts (free)
• Listening • Affection • Laughter • Compliments • Advice • Favors • Cheerful disposition • Handwritten notes
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guarantee
Gush
• Set yourself apart from the competition. • Eliminate non-productive tasks. • Concentrate on those people that suggest
your service to others.
©2012 James Feldman All Rights Reserved
Top 10 most profitable phrases: 10. “1 apologize for our mistake. Let me make it right.” 9. “Thank you for your business. Please come back again.” 8. “I’m not sure, but I will find out.” 7.“What else can I do for you?” 6. “What is most convenient for you?”
©2012 James Feldman All Rights Reserved
Top 10 most profitable phrases: 5. “How may I serve you?” 4. “How did we do?” 3. “Glad you’re here!” 2. “Thank you” 1. “Yes”
©2012 James Feldman All Rights Reserved
Focus on new benefits, not features.
Find new ways to INNOVATE: • Redefine your future • Retarget • Promote • Eliminate • Recreate
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