Archive
What business are you REALLY in?
When clients ask me to help them with customer service issues, they are often surprised (and a little annoyed) when I ask them a question about what business are they really in. Now I’m not trying to be difficult, I’m just trying to help them identify—at an emotional level—the specific need they are satisfying with their product or service.
Because once you identify what business you are really in, you will automatically know the core promise your brand is making to your customers.
You’d think this little question would be easy to answer, but I can tell you from experience—it’s not. Here’s how the conversation typically goes:
Me: ”What business are you really in?
Client: ”What business am I really in?! I’m in (fill in the blank.)”
Me: ”No, that’s what you do. I’m asking about the emotionally compelling need you satisfy. What emotional comfort do you provide for your clients?”
There are usually some awkward moments of silence. Finally, I’ll typically step in with some examples, such as:
- Aren’t insurance companies really in the “peace of mind” business?
- Isn’t Disney really in the “happiness” business?
- And what about fast food chains? Sure, they serve food, but aren’t they really in the “consistency” business? Think about it. No matter where you are on the planet, you know that your McDonald’s Big Mac, Burger King Whopper, Starbucks Caramel Macchiato, or KFC Extra Crispy Chicken are going to taste exactly the same as they do in your town. Isn’t that the real need that fast food establishments satisfy?
Now it’s your turn
So—what business are you really in? Take a minute to consider the emotional need you satisfy for your customers. Look beyond the actual product or service you are providing—look at the big picture. Think about the emotional need your product or service satisfies. That’s where your brand promise lives.
When organizations get off track, it’s usually because they lose sight of the bigger picture. Don’t let the day-to-day tactical requirements obscure the real business you are in. Think bigger—and talk to your teammates about it, too. Together I’ll bet you’ll find some insight—and you’ll have a better handle on the core promise you are making to your customers every day.
About the author:
Ann Phillips is a senior consulting partner with The Ken Blanchard Companies. You can read Ann’s posts as a part of our customer service series that appears twice montly.
3 simple ways to create a stronger team and build customer loyalty
With all of the changes going on in the airline industry over the last few years, it has definitely been more the exception rather than the rule when getting great service while traveling. However, I had a pleasant surprise a few months ago while traveling back home on United Airlines.
Once everyone had boarded the plane and we were all getting settled in our seats, expecting to hear the flight attendant start making their welcoming and safety comments, the captain himself got on the intercom and started talking to us. He didn’t stand behind the little wall that tends to hide the flight attendant from the passengers, but instead stood halfway down the aisle of first class and addressed the entire plane.
He welcomed us all on the flight and thanked us for our business and choosing to fly United. He acknowledged that we have a choice in airlines, and he hoped that this flight would be a great experience for all of us. He then went on to introduce the rest of his “team” as he called them, his co-pilot and flight attendants, saying that they all work together to make the flight enjoyable and safe. He encouraged us to ask the flight attendant if we needed anything during the flight and thanked us one more time before he handed it off to the attendant to finish all of the safety messages. As I sat there, I couldn’t help but smile to myself and think how a simple gesture like personally welcoming the passengers set the tone for a pleasant flight and put the customers in a good mood.
So what can your organization learn from this? Here are three simple ways to create a stronger team and build customer loyalty:
- Always look for opportunities to practice what you preach to your employees about making their customers feel welcome by talking to customers, saying a simple hello, asking how their day is, or if there is anything else to help them with.
- Remind your employees to look for the 1% better concept—the little things you can do while interacting with customers that may not be a huge thing, but may be huge in the eyes of that customer.
- Constantly look for opportunities to praise your team members when you see them delivering great service to their customers. They will feel valued and acknowledged for their efforts and want to continue to serve their customers in a positive way.
I actually was a little sad getting off the plane at the end of the flight knowing I may not see that pilot again on another flight, but happy that he had restored my faith in the airlines and knowing there are leaders out there that really do want to make a difference.
About the author:
Kathy Cuff is a senior consulting partner and one of the principal authors—together with Vicki Halsey—of The Ken Blanchard Companies’ Legendary Service training program.
The Number One Key to Great Customer Service
I travel a lot, and in my travels, whether for business or pleasure, I try my best to stay in the same hotel chain. Why? Because I know what I’m going to get.
Similarly, when I’m traveling overseas, I actually look for a very recognizable quick service restaurant chain. Why? Because I know what I’m going to get (and depending on where I’ve traveled, sometimes I just want food I recognize, HA!)
I’ve come to realize that this restaurant isn’t primarily in the food service business at all…they’re actually in the CONSISTENCY business. They just happen to sell fast food.
Consistency in delivery will keep customers coming back
How’s your company doing when it comes to delivering consistent service? It’s so important to get it right because it is the foundation upon which the service event rests. Think about your own experience. Why do you patronize the stores you do? Isn’t one of the reasons because you know your expectations will be met? You may say, “I just like shopping there, eating there, staying there,” but behind those words is consistency in delivery.
Process and People
A consistent delivery experience has two components—a clear process, and people to implement it. You need both to be successful. Here’s a simple five-step model that will help you to begin identifying where you’re at when it comes to having a process and the people in place to deliver a consistent customer experience every time. Put it together and you’ll see it spells out “I CARE,” which is a great reminder also!
- Ideal Service—what’s your picture of the ideal experience you want your customers to have?
- Culture of Service—is your environment focused on the customer?
- Attentiveness—do you know your customers and their preferences?
- Responsiveness—do you and your people demonstrate a genuine willingness to serve? What specific behaviors do you want to see?
- Empowerment—are you taking the time—and providing the training—to empower your people to implement the service vision?
Organizations are only as good as their people. This is especially true in any environment where you are directly dealing with customers. Remember the I CARE model to improve your process and provide a model for your people. It’s one of the best ways to get started with creating the consistent experience that keeps customers coming back time and time again. Get started today!
About the author:
Ann Phillips is a senior consulting partner with The Ken Blanchard Companies. You can read Ann’s posts as a part of our customer service series that appears twice montly.
5 questions to create a customer service mindset in your people
If you want to drive great external customer service start by providing great internal customer service.
Last week, I was invited to Orlando to deliver a speech at one of the Disney resorts. I had been working and traveling all week and showed up at 11:00 p.m. I was greeted at the car by Loren, a uniformed man with a welcoming smile and a genuine interest in how long and how far I had traveled to arrive at their establishment.
Loren passed me to a gentleman with an electronic tablet, Tom, who walked me to reception (probably so I wouldn’t get lost) and introduced me to a desk clerk named Jenna. She gave me my room key, directions for the quarter-mile walk to my room, and a schedule of nearby events that would be taking place during my stay.
Upon completion of her tasks, Jenna called over a bellman, Travis, and asked if he could show me to my room since it was so late. Not only did Travis walk me there, he found out what I was doing at the resort, chatted about my speech and, upon learning that I had forgotten to make some copies, offered to get them made for me and leave them at the front desk. He absolutely radiated care and concern.
What did all of these interactions have in common? Service providers who:
- were genuine;
- desired to help me;
- had the ability to act on what they knew to be true;
- knew what their job was and how well they were doing; and
- were confident in their ability to make a difference.
We need to ask ourselves five questions to effectively serve our internal customers (our people) so they can deliver on the promise we share with our external customers:
- Am I genuine with my people?
- Do I clarify my expectations about how to serve customers?
- Do I build competence by sharing information and teaching skills for success?
- Do I value the unique contributions made by each person?
- When people are competent in a task, do I build confidence by asking them for their ideas before sharing mine?
Customer service is an inside-out issue. Wowing external customers begins by wowing internal customers. What can you do to build competence, confidence, and energy in your people? Model the behavior you want to see to create a positive work environment that drives praise from customers like me, who so appreciated the kindness and care I was shown.
About the author:
Vicki Halsey is a senior consulting partner with The Ken Blanchard Companies. You can read Vicki’s posts as a part of our customer service series which appears on the first and third Thursday of each month.
Behaviors speak louder than words—3 service reminders for leaders
I remember advice someone gave me when my kids were little, “Pay attention to your behaviors—because your kids are always watching you.”
That has turned out to be very good advice over the years, and I find the same is true for leaders in organizations. Managers can only get away with so much before their team members are going to start believing their leader’s actions more than their words. When it comes to serving customers, I have found the best managers are the ones that not only praise and acknowledge their employees when they serve their customers well, but are also role models of the behaviors they would like others to emulate.
A case in point
A perfect example of this happened recently when I went with my college age son to open an account at a bank. His primary bank did not have any branches where he is going to college, so this was going to make it easier for him to access his money (all $250.00 of it.) Once we sat down and he explained his situation to the young woman helping him, she proceeded to explain the various options available to him as a college student with limited funds. After agreeing on the type of account that would best fit his needs, she then asked if he was interested in opening a credit card.
At first he said “no,” explaining that he didn’t want to be tempted to spend money he didn’t have. But after we discussed it for a few minutes and I shared that I thought it was a great way for him to start establishing credit, he agreed and the young woman started processing the credit card as well.
Now, I could stop at this point with the story (it had already been a very nice experience) but what happened next was what really impressed me. You see, at that moment, another woman walked into the cubicle, introduced herself to my son (not me) and said, “I am the Branch Manager here and I just wanted to thank you for opening an account with us today.”
She then went on to tell him that she overheard our conversation about whether or not he should open up a credit card, and she complimented my son for his consideration of NOT getting a credit card—she was impressed with his thoughtful decision instead of just rushing into opening a credit account.
She also went on to praise the young woman that was assisting my son and told him that he was in the best of hands with her taking care of everything. I was impressed to see that the Branch Manager—while acknowledging me as she spoke, was really there to welcome my son (a new customer).
3 takeaways for leaders
So what can we learn from what the Branch Manager did that day? Here are three takeaways that I found valuable for leaders:
- Be a good role model of the behaviors you expect from others in the workplace and demonstrate them through your actions.
- Be a cheerleader for your team members—acknowledge their efforts not only to them, but to the customer.
- Always remember to thank the customer for their business and don’t let their age discount them as a customer. Customers have choices and when they choose to do business with you, you want them to know you appreciate it.
I know my son felt special and taken care of by all of people at the bank starting with the Branch Manager. Remember, people are always watching when you least expect it, so make sure your behaviors are following your good intentions.
About the author:
Kathy Cuff is a senior consulting partner with The Ken Blanchard Companies. You can read Kathy’s posts as a part of our customer service series which appears on the first and third Thursday of each month.
Do you have a customer service mindset? 3 ways to find out
Here’s a little game for you. Finish the following phases:
- “Do unto others as you would have _____ ___ _____ ____.” (Yes, the Golden Rule)
- “Beauty is in the eyes of ____ _________.”
- “If it were me, this is what __ ______ ___.”
I trust you were able to complete these very common sayings. While well meaning and mostly true, these are not just sayings, they are mindsets. They are beliefs that determine behavior and how we act toward other people. This is all fine except when it comes to service.
Find your focus
In my last blog, I said that service was all about you: your willingness to serve, your decision to serve, your instinct to serve. But what you do—your actual behavior and how you approach a situation—has to be about the customer, if you are genuinely interested in wanting your customer to feel served.
In their original form, these sayings all sound as if they are actually focused on the customer. However, with careful analysis, you will see how they are not:
- “Do unto others as you would have them do unto you.” (There’s an assumption here that everyone wants to be treated the way you want to be treated. Not necessarily so!)
- “Beauty is in the eyes of the beholder.” (Guess what? The beholder is you. The customer might see the situation in a completely different way!)
- “If it were me, this is what I would do.” (Oh, wouldn’t the world be a better place if we were all just like you!)
A better approach
If you were to finish those sayings with the customer in mind, they might sound something like this:
- “Do unto others as they want to be done unto.” (Ah yes, The Platinum Rule!)
- “Beauty is in the eyes of the beholden.” (Much better!)
- “If it were me, this is what….” (On second thought—rid your vocabulary of this one altogether!)
At least the first two can be “spun” to focus on the customer. But the last one—“If it were me, this is what I would do”—is one of the most dangerous phrases in the English language. It’s all about you in the worst possible way.
It is advocacy disguised as choice. It completely blocks you from understanding or giving any consideration to how other people think, feel, make decisions, or in any way might act differently than you would in a given situation. Unless you’re giving casual advice to a friend, stay away from this one.
A one word reminder
So what’s the cure for, “If it were me, this is what I would do” syndrome? In a word, LISTENING.
Listen to understand. Listen to be influenced. Listen to learn. And when you’ve felt that you’ve heard enough—listen just a little bit more—it really is the best way to put yourself in the customer mindset!
About the author:
Ann Phillips is a senior consulting partner with The Ken Blanchard Companies. You can read Ann’s posts as a part of our customer service series which appears on the first and third Thursday of each month.
Do you have a service friendly culture? 5 questions to ask yourself
Service in the airline industry is kind of a wash in my opinion, but I want to tell you about an exception—Southwest Airlines. Here’s a recent travel experience that I think speaks volumes about the service focused culture that Southwest has created.
The line at curbside check-in was very long and the baggage handler didn’t have a moment to spare, yet he made his way inside the terminal and found me.
He said, “These fell out of your purse when you checked your bag and I was sure you’d want them back. I’m so glad I found you.” He handed me two $20 reward certificates from Nordstrom that indeed had been in the outside pocket of my purse.
And then he was off—I didn’t even get his name.
Is it something in the water?
What do companies do to instill this type of caring in their employees? What kind of service culture nourishes this type of behavior?
This experience with Southwest Airlines reminded me of when I worked at Walt Disney World.
At Disney, we were unconditionally empowered to do the right thing by the guests at our theme parks and hotels. We realized that people came to visit us because we had “magic”—and bad things don’t happen in the midst of magic.
We couldn’t make a mistake when caring for a guest, and that was constantly reaffirmed. Our mission was to create a great guest experience—period. This philosophy was bolstered by the fact that we were treated with respect, supported, and trained, and that we fully understood the mission. The same is true at Southwest Airlines.
Are your people set up to succeed?
If you are the leader of a team, department, or organization that delivers service to customers, here are some questions for you to consider in this new year:
- Is your service philosophy clear to all of your employees? Can they repeat it?
- Are your people empowered and trained to deliver on that philosophy?
- Have you asked your employees for their input on serving customers? (The front line always knows what customers expect.)
- Is support in place for them to execute? (The Southwest employee left his position to run into the airport and find me—he knew he wouldn’t get in trouble for going the extra mile for a customer.)
- Are your people recognized for creating the stories that people will write and talk about?
The beginning of a new year is a great time to revisit the merits of your organization’s customer service philosophy.
About the author:
Barbara Notre is Director of Corporate Communications and Initiatives for The Ken Blanchard Companies. You can read Barbara’s posts as a part of our customer service series which appears on the first and third Thursday of each month.
Give the Gift of PEACE: A 5-step reminder for the holiday season!
Are you working to create lasting memories this holiday season? Stop and think for a minute, how are YOU feeling right now? Stressed? Anxious? Happy? Sad? How are other people around you feeling? What does the average customer feel like now?
Typically this time of year people are feeling more emotional than usual. This is an opportunity for us to bring a little peace to people that we care about and help them relax and enjoy the holiday season versus being overwhelmed by it. It is important to know that the emotion zone in the brain is the same as the memory zone. You can leverage emotions to create lasting memories.
So, how do you bring a little peace?
P stands for Prioritize and focus. Help people (including yourself) prioritize and focus on the tasks and goals that are truly important. When people are overwhelmed they are usually taking on unnecessary tasks, producing worry that keeps their brain on spin. Creating laser-like focus reduces stress.
E stands for Energize to act. Help those around you with the one or two steps that they need to take in order to get started on their task or goal. Getting started is half the battle and task completion will increase as people just take that first step.
A stands for Acknowledge emotion. What happens when we don’t acknowledge emotions? They can get bigger and bigger and less manageable. Sometimes just the mere acknowledgement of someone else’s emotion, or even your own, can provide relief and support. Remember the last time someone did this for you and you said, “Phew, so glad to get that off my chest!”
C stands for Cherish Successes. Try to notice where others are doing things right and call it out. Listen to people and really make them feel special for who they are and what they have achieved. Cherishing success can be a wonderful gift that you can give to those around you this holiday season.
E stands for Enjoy the holidays. Don’t forget to stop and enjoy the moments and the people that matter. Be grateful for all that you are blessed with by doing random acts of kindness. Sometimes it’s the little things we can do for people that really make a difference.
So give the gift of peace! Happy Holidays!
About the author:
Vicki Halsey is a senior consulting partner with The Ken Blanchard Companies. You can read Vicki’s posts as a part of our customer service series which appears on the first and third Thursday of each month.
Customer Service–3 ways to make someone’s holiday a little brighter!
As we enter into the holiday season, I always remind myself to try and be on my best behavior and keep my patience while out doing my holiday shopping. So when I read the story about the New York City police officer who used his own money to buy a homeless man a pair of shoes and socks, it reminded me that in the busiest of times, we ALL need to take a moment and look around us and see where WE can provide a random act of kindness.
Customer service is just that—SERVING others to make their day a little brighter, a little better. Create a memory, a story, a moment that someone might tell someone else about.
Now, I am not suggesting that we all go out and try to do something for someone else just to get on YouTube—that certainly was never the intent of that officer—but rather treat others with the respect and love that this season is all about regardless if anyone else ever knows about it or not. We all have those opportunities EVERY day.
Let me share with you three ideas of how YOU might make someone’s holiday a little brighter:
- Take a moment as you are interacting with your customers, be it an internal or external customer, and ask them how they are holding up during the holidays. Ask if they are taking some time for themselves and staying healthy, or enjoying time with friends or family. Make sure you listen to their answers. It should be all about THEM.
- Explain things thoroughly to your customers and answer any questions they may have about the transaction, information, etc. I recently opened up a charge card at a department store while checking out, and the clerk, even though there was a long line of customers waiting, took the time to explain the entire process to me and what I could expect to receive in the mail, and never ONCE glanced over at the line or hurried through her explanation. I felt like I was the most important customer in the world to her—and at that moment, I guess I was!
- Make sure that at the end of each conversation, transaction, phone call, face to face meeting—whatever it may be—you take that moment to thank your customer for their business and wish them a very happy and healthy holiday season. Let them know you appreciate their business and MAYBE even ask that dreaded question—“Is there anything else I may help you with?” Especially during the next few weeks, it is easy to forget the one thing you came in for, or the question you really needed answered. You may be the life saver that helped them remember it!
For me, I am going to take the lead of that police officer and look for ways EACH day to look for opportunities to put a smile on someone’s face and let them know I care. I encourage you to do the same.
About the author:
Kathy Cuff is one of the principal authors—together with Vicki Halsey—of The Ken Blanchard Companies’ Legendary Service training program. Their customer service focused posts appear on the first and third Thursday of each month.
Customer Service—it can’t be about THEM until it’s about YOU
There’s a common misconception that customer service is all about the customer. Surprise—it’s not necessarily so. Service is definitely for the customer—internal or external—but it’s about you, the service provider.
“What?” you may be asking. “No, it’s about my client.” True … kinda. But it can’t be about them until it’s about you.
The service experience begins and ends with you. That experience is primarily within your control. You get to decide the kind of experience you want it to be. It’s your vision, values, and behavior that drive the service experience.
A case in point
Many years ago, on February 14, I was flying from Chicago back home to San Francisco. I remember the day not only because it was Valentine’s Day, but because I had a reason to be excited that it was Valentine’s Day. (HA!—a rare occasion at that time in my life.)
I arrived at Chicago O’Hare Airport in what I thought was plenty of time to catch my flight, only to discover that I had misread my flight time as my boarding time. Now, instead of being early, I was running late. Once through security, with my briefcase and coat in one hand and my purse in the other, I started running to my gate. As I was running, a felt someone take my briefcase.
I stopped, looked up, and a guy with his hand on my briefcase said, “Where are you goin’?”
I said, “To Gate 75.”
He said, “Let’s go.”
He then took my briefcase and coat and ran all the way to Gate 75 with me. Once we arrived, he handed me my briefcase and coat, wished me well, and left.
Thinking beyond the job description
I don’t know who he was or what he did at the airport. From the jumpsuit, my guess is that he worked in engineering, facilities, or something of that nature. My guess is also that no place in his job description did it say, “When you see a woman running frantically through the airport with a coat and briefcase in one hand and a purse in the other, stop whatever you’re doing, take her coat and briefcase, and run to Gate 75 with her.” I would wager big bucks those words did not exist in his job description anywhere—but he did it anyway.
Service experiences are visceral. What will that experience feel like, look like, and sound like, with you? As a trainer, facilitator, speaker, and consultant, I want to leave participants feeling inclined, compelled, perhaps even inspired to act—to learn more, share information, try something new, DO SOMETHING DIFFERENT!
So, decide:
• What’s your goal for the service experience?
• How do you want to leave people feeling?
• What do you want people saying about you?
Since decisions can become behaviors and behaviors can become instinct—decide carefully.
About the author:
Ann Phillips is a senior consulting partner with The Ken Blanchard Companies. You can read Ann’s posts as a part of our customer service series which appears on the first and third Thursday of each month.
