CUSTOMER CUSTOMER CUSTOMER ASTONISHMENTCUSTOMER ASTONISHMENTASTONISHMENTASTONISHMENT

Strike with Aweand Wonder

Chapter 1Chapter 1

ROCK the WORLDROCK the WORLDROCK the WORLDROCK the WORLD• Pure Genius • Pure Genius • Outrageous Creativity• Exceptional Diligence• Daring to be Different • Daring to be Different • Amazing Consistency• A Little Extra Work • And/or some Genuine Thoughtfulness• And/or some Genuine Thoughtfulness

Chapter 2

BEWARE Bloopers Blunders or WorseBEWARE Bloopers, Blunders, or Worse

DLTWIDD b Littl Thi W I tl DDumb Little Things We Innocently Do

GHOSTGHOSTGaping Holes Or Serious Traps

Clued-In or Clueless?~Initial Self-Examination~Initial Self Examination What messages do we UNINTENTIONALLY send

customers that are inconsistent with how IMPORTANTcustomers that are inconsistent with how IMPORTANTthese customers are?

What obstacles may be in the way that need to be eliminated or smoothed out to pave the way for Customer Loyalty?

Do we put customers on a PEDESTAL or not? How? How not?How not?

Do we really want to succeed by making customer relationships a priority or are we pretending that enough business will walk through the door that we can afford to “blow off” a customer herethrough the door that we can afford to blow off a customer here and there?

What little annoyance have we ignored for too long that just needs y g g jto be fixed now? Do we recognize the little things that are really big things to many customers?

Do we have the skill and the presence of mind to deal with all the Do we have the skill and the presence of mind to deal with all the other stuff going on in our business so that we’re not distracted from putting them on the PEDESTAL?

Do we pay attention to the work environment to head off those situations that say, “Our employees are just clerks, not business people”?

Where have we left the door open for our competition or for unflattering and damaging scrutiny of some kind?

Where is our REPUTATION at stake? Where are we weak and not BOLD enough?

GREAT CUSTOMER RELATIONSHIPS Make the World Go Round!

Customers give us the OPPORTUNITY to apply our TALENTS to SERVE them.

Then, they let us transfer MONEY from their accounts to ours so that we have financial leverage to ACHIEVE our GOALSGOALS.

This SIMPLE everyday economic interdependence is what Business This SIMPLE, everyday economic interdependence is what Business Success, Professional Accountability, and Personal Prosperity are all

about.about.

Chapter 3Chapter 3

TOP OF THE MINDTOP OF THE MINDTOP OF THE MINDTOP OF THE MIND DISTINGUISHDISTINGUISH yourselfyourself DISTINGUISHDISTINGUISH yourselfyourself Provide products that are Provide products that are DISTINCTIVEDISTINCTIVE BeBe DIFFERENTDIFFERENT from all the othersfrom all the others Be Be DIFFERENTDIFFERENT from all the othersfrom all the others

B i ithB i ith LOCALLOCAL k t l d ithk t l d ithBegins with your Begins with your LOCALLOCAL marketplace and with your marketplace and with your ALREADYALREADY--LOYALLOYAL customers who will help you customers who will help you

create thecreate the WORD OF MOUTHWORD OF MOUTH that will make youthat will make youcreate the create the WORD OF MOUTHWORD OF MOUTH that will make you that will make you GROW, grow some more, and then find yourself GROW, grow some more, and then find yourself

ready to ready to CONQUER THE WORLDCONQUER THE WORLD. . yy

Power UP/Creativity ONPower UP/Creativity ONPower UP/Creativity ONPower UP/Creativity ON•• Be DifferentBe Different •• Be Far OutBe Far Out•• Be Different Be Different •• Reinvent Reinvent •• Think GlobalThink Global

•• Be Far Out Be Far Out •• Stop FearStop Fear•• SimplifySimplifyThink Global Think Global

•• Join ForcesJoin Forces•• Retire a Cash CowRetire a Cash Cow

p yp y•• Make a New FaceMake a New Face•• Get OutGet Out

•• Govern BOLDLYGovern BOLDLY•• Set the Standard Set the Standard

•• Climb Climb •• End ComfortEnd Comfort

ShiShi•• Be a Household WordBe a Household Word•• Create Surprising Create Surprising

AlliancesAlliances

•• ShineShine•• Dare to DreamDare to Dream•• Seize the MomentSeize the MomentAlliancesAlliances

•• Change Now Change Now •• Seize the Moment Seize the Moment •• Start a RevolutionStart a Revolution

Chapter 4

S O S G OASTONISHING YOU• Be Interested• Be Sold • Be Brave • Be More Powerful • Be the Brand• Be Your Best Self…Be the Example Be Your Best Self…Be the Example • Be Astonishing!

Be INTERESTEDBe INTERESTED• Study them in advance • Learn about themLearn about them• Take good notes when listening

to themto them• Connect stated WANTS with

d l i NEEDSunderlying NEEDS• A LEADER is a READER!

Be SOLDBe SOLD• Sold on your own products• Study your productsStudy your products• Use your own products

E th d b t d t• Enthused about your products• Sell the BENEFITS of your

products

Be BRAVEBe BRAVE• BELIEVE in YOURSELF• Prepare Prepare • Pay attention

Li t t • Listen to your manager• Perceive challenges and

objections as OPPORTUNITIES to ENLIGHTEN yourself

Be More POWERFULBe More POWERFUL

Once you become interested in Once you become interested in your customers, sold on your services, and have become services, and have become more brave, you will have the ability to MAKE THINGS ability to MAKE THINGS HAPPEN!

Be the BRANDBe the BRAND• Build on what is DISTINCT,

DIFFERENT, and UNIQUE about you.

• Make a list of your talents, perspectives, values, passions, skills, insights, and commitments…RIGHT NOW!

Be Your BEST SELFBe Your BEST SELF• Be the BEST VERSION of who you

are• Your unique qualities and

capabilities will guide you to DO the i ht thi t right thing to assure success

• Most important thing about being a GREAT L d i EXAMPLE GREAT Leader is EXAMPLE, EXAMPLE, EXAMPLE!

Be ASTONISHINGBe ASTONISHING• “To SUCCEED, figure out what you’re really

good at and do a lot of it ”good at and do a lot of it.• Stand for what you do well.• Refine it, then Expand on it.• Be PASSIONATE about it!• Be PASSIONATE about it!• Create your own “Value Proposition” to support

it.• Connect it to what your customers truly need• Connect it to what your customers truly need.• Enjoy serving and astonishing them.• Give of Yourself. • Make your everyday delivery of “You” • Make your everyday delivery of “You”

EXTRAORDINARY!• Expect WONDERFUL Success.• Realize that the GREATEST Benefit your • Realize that the GREATEST Benefit your

customers will derive from doing business with you is your COMMITMENT to them.

Chapter 5Chapter 5

THE STRATEGYTHE STRATEGYTHE STRATEGYTHE STRATEGY RESPONSIVERESPONSIVE RESPONSIVERESPONSIVE

…Serve Well…Serve Well ANTICIPATORYANTICIPATORY

AThi k AHEAD

IThi k BEYOND C OC O

…Build Loyalty…Build Loyalty EXPANSIVEEXPANSIVE

Think AHEADFor the Customer

Q2

Think BEYOND the competition

Q4

…Grow the …Grow the BusinessBusiness R E

INTUITIVEINTUITIVE…Lead the Way…Lead the Way

Think ABOUTthe Customer

Q1

Think BIG about the Customer

Q3

BeBe RRESPONSIVEESPONSIVEBe Be RRESPONSIVEESPONSIVE~Think ABOUT the Customer~~Think ABOUT the Customer~

Do what you do very well to Do what you do very well to establish your overall credibility. establish your overall credibility.

Do it with exceptional consistency so Do it with exceptional consistency so p yp ythat the customer feels secure in that the customer feels secure in relying on your products and relying on your products and y g y py g y pservices. services.

Be Be AANTICIPATORYNTICIPATORYee C OC O~Think AHEAD for the Customer~~Think AHEAD for the Customer~

Observe your customerObserve your customer Pay Special ATTENTIONPay Special ATTENTION Pay Special ATTENTIONPay Special ATTENTION ANTICIPATE needs ANTICIPATE needs

ACT itho t aiting to be askedACT itho t aiting to be asked ACT without waiting to be askedACT without waiting to be asked Giving the customer OPTIONSGiving the customer OPTIONS Being THOUGHTFUL Being THOUGHTFUL “Smooth the Way” “Smooth the Way”

Be Be EEXPANSIVEXPANSIVE~Think BIG about the Business~~Think BIG about the Business~

Move beyond your business comfort Move beyond your business comfort zoneszoneszoneszones

Become an ExpediterBecome an ExpediterH H l f l Attit dH H l f l Attit d Have a Helpful AttitudeHave a Helpful Attitude

General ResourcefulnessGeneral Resourcefulness Network in order to locate important Network in order to locate important

resources resources “Think Outside the Box”“Think Outside the Box”

Be Be IINTUITIVENTUITIVE~Think BEYOND the Competition~~Think BEYOND the Competition~

Interpret your Core Purpose, Interpret your Core Purpose, BROADLYBROADLYBROADLYBROADLY

Scan for patterns that others missScan for patterns that others missK t i f dK t i f d Keep your customers informedKeep your customers informed

Turn on the LEARNINGTurn on the LEARNING Experiment, Try New Things, Experiment, Try New Things,

“RE“RE--IMAGINE”IMAGINE”RERE IMAGINEIMAGINE

Part Two

10 SECRETS10 SECRETS

Secret # 1:Secret # 1:Secret # 1:Secret # 1:Be Customer ChampionsBe Customer Champions

Know what your teamKnow what your team STANDS FORSTANDS FORKnow what your team Know what your team STANDS FORSTANDS FORand communicate it through words and and communicate it through words and

ti Ch iti Ch i CORECOREactions. Champion your actions. Champion your CORE CORE PURPOSEPURPOSE in direct response to what in direct response to what

your customers want and need the your customers want and need the most.most.

•• CUSTOMER:CUSTOMER: The individual or organizationThe individual or organizationCUSTOMER:CUSTOMER: The individual or organization The individual or organization next in line to receive value added as a result next in line to receive value added as a result of the performance of my/our work; theof the performance of my/our work; theof the performance of my/our work; the of the performance of my/our work; the individual or organization that purchases the individual or organization that purchases the product of my/our labors or who funds ourproduct of my/our labors or who funds ourproduct of my/our labors or who funds our product of my/our labors or who funds our enterprise.enterprise.

•• CUSTOMER CHAMPION:CUSTOMER CHAMPION: Is one whoIs one who•• CUSTOMER CHAMPION:CUSTOMER CHAMPION: Is one who Is one who looks out for his or her customers…someone looks out for his or her customers…someone who works to a higher standard to please theirwho works to a higher standard to please theirwho works to a higher standard to please their who works to a higher standard to please their customers and who becomes a champion in customers and who becomes a champion in their eyestheir eyestheir eyes.their eyes.

Core PurposeCore PurposeB i b id i thi ti S h t thB i b id i thi ti S h t th•• Begin by considering this question: Somewhere at the Begin by considering this question: Somewhere at the center of what’s going on inside your business, there center of what’s going on inside your business, there is a reason for it all is a reason for it all –– a a DRIVING FORCEDRIVING FORCE that keeps that keeps V G O CV G O C ppyou going from day to day and year to year…you going from day to day and year to year…WHAT WHAT IS IT?IS IT?

•• Why is the fundamental work you do important to Why is the fundamental work you do important to your customers and to you?your customers and to you?

•• When and where and how are your customersWhen and where and how are your customers•• When and where and how are your customers When and where and how are your customers counting on you?counting on you?

•• The more you understand theThe more you understand the CORE PURPOSECORE PURPOSE, feel, feelThe more you understand the The more you understand the CORE PURPOSECORE PURPOSE, feel , feel it, and live up to it, the more successful you become.it, and live up to it, the more successful you become.

•• For what will your team be so known? What are the For what will your team be so known? What are the KEY WORDSKEY WORDS you may own one day?you may own one day?

Building CommitmentBuilding Commitment•• Do you intend to be ordinary or Do you intend to be ordinary or

EXTRAORDINARYEXTRAORDINARY??•• TIP #1: FOLKLORETIP #1: FOLKLORE

What is your team’s folklore? Are there any What is your team’s folklore? Are there any legendary customer rescue missions to recount? legendary customer rescue missions to recount? Have a quarterly getHave a quarterly get--together to celebrate your recent together to celebrate your recent triumphs and current successestriumphs and current successestriumphs and current successes.triumphs and current successes.

•• TIP #2: CUSTOMER PANELTIP #2: CUSTOMER PANELCreate a Customer Panel with rotating membership.Create a Customer Panel with rotating membership.Create a Customer Panel with rotating membership. Create a Customer Panel with rotating membership. Invite these customers to attend a semiannual meeting Invite these customers to attend a semiannual meeting with your team to tell them what they like about you, with your team to tell them what they like about you,

i d d ti d d t h h h l dh h h l dyour services and productsyour services and products--how you have helped how you have helped them.them.

•• TIP #3: DECISION MAKINGTIP #3: DECISION MAKINGSignal to the world that your Signal to the world that your CORE PURPOSECORE PURPOSE, along , along

ithith MISSION STATEMENTMISSION STATEMENT i it i fi it i fwith your with your MISSION STATEMENTMISSION STATEMENT, are prime criteria for , are prime criteria for key decisions. When it comes time to rearrange the office key decisions. When it comes time to rearrange the office layout, ask, “Will this arrangement make it easier to layout, ask, “Will this arrangement make it easier to fulfill ourfulfill our CORE PURPOSECORE PURPOSE? When you design the next? When you design the nextfulfill our fulfill our CORE PURPOSECORE PURPOSE? When you design the next ? When you design the next promotional piece to advertise your products, ask, “Does promotional piece to advertise your products, ask, “Does this promo represent to our customers what we stand this promo represent to our customers what we stand for?” When you prepare to hire a new team member askfor?” When you prepare to hire a new team member askfor? When you prepare to hire a new team member, ask, for? When you prepare to hire a new team member, ask, “Does this person understand our “Does this person understand our CORE PURPOSECORE PURPOSE? ? Will she/he contribute to it?”Will she/he contribute to it?”TIP #4 RECOGNITION AND REWARDSTIP #4 RECOGNITION AND REWARDS•• TIP #4: RECOGNITION AND REWARDSTIP #4: RECOGNITION AND REWARDSThe timeless principle is simply: people do what gets The timeless principle is simply: people do what gets rewarded. Yes money is part of the equation, but the real rewarded. Yes money is part of the equation, but the real

f h i h ll ff h i h ll fcore of the concept is that we are all creatures of core of the concept is that we are all creatures of POSITIVE REINFORCEMENTPOSITIVE REINFORCEMENT. Take time as . Take time as teammates to recognize each other and take into account teammates to recognize each other and take into account th th li h t th tth th li h t th t CORECOREthose worthy accomplishments that move your those worthy accomplishments that move your CORE CORE PURPOSEPURPOSE toward its fulfillment.toward its fulfillment.

1.1. Does the statement of Does the statement of CORE PURPOSECORE PURPOSE look at look at your work from the customer’s perspective?your work from the customer’s perspective?your work from the customer s perspective?your work from the customer s perspective?

2.2. Is it something that adds both importance and Is it something that adds both importance and excitement to the work you do even though someexcitement to the work you do even though someexcitement to the work you do even though some excitement to the work you do even though some tasks may be routine?tasks may be routine?

33 Does the statement make you feel included?Does the statement make you feel included?3.3. Does the statement make you feel included?Does the statement make you feel included?4.4. Is it short, concise, and easy to remember?Is it short, concise, and easy to remember?55 Can youCan you BUY INBUY IN to make it part of yourto make it part of your5.5. Can you Can you BUY INBUY IN to make it part of your to make it part of your

commitment to the work you do?commitment to the work you do?66 Does it “stoke your fire” and “ring your chimes”?Does it “stoke your fire” and “ring your chimes”?6.6. Does it stoke your fire and ring your chimes ?Does it stoke your fire and ring your chimes ?7.7. Could it cause you to wake in the morning an Could it cause you to wake in the morning an

spring to your feet?spring to your feet?spring to your feet?spring to your feet?

Secret # 2:Secret # 2:Get ConnectedGet Connected

Know the interdependencies represented Know the interdependencies represented bb CHAIN OF CUSTOMERSCHAIN OF CUSTOMERSby your own by your own CHAIN OF CUSTOMERSCHAIN OF CUSTOMERS. . Make communication Make communication LINKAGELINKAGE a top a top

priority that demonstrates the importance priority that demonstrates the importance of all of your customers, internal and of all of your customers, internal and yy

external.external.

Chain Of CustomersChain Of Customers It’s not only about connecting with your external It’s not only about connecting with your external

customers; it is very much about thecustomers; it is very much about thecustomers; it is very much about the customers; it is very much about the EFFECTIVENESSEFFECTIVENESS of your work team and your of your work team and your relationships with other internal customersrelationships with other internal customersrelationships with other internal customers.relationships with other internal customers.

REMEMBERREMEMBER…If you are not serving the end …If you are not serving the end customer you’re serving someone who iscustomer you’re serving someone who iscustomer, you re serving someone who is.customer, you re serving someone who is.

Develop a more Develop a more CUSTOMERCUSTOMER--FOCUSEDFOCUSEDmindset by renaming what you do at workmindset by renaming what you do at workmindset by renaming what you do at work. mindset by renaming what you do at work. Consider how you affect those who depend on Consider how you affect those who depend on you for serviceyou for serviceyou for service.you for service.

Customer ConversationsCustomer Conversations The most meaningful feedback you will ever The most meaningful feedback you will ever

get from your customers is by way ofget from your customers is by way ofget from your customers is by way of get from your customers is by way of “ANECDOTAL DATA GATHERING”“ANECDOTAL DATA GATHERING”. It . It means that you must create opportunities for means that you must create opportunities for the customer to just chat with you to candidly the customer to just chat with you to candidly share personal insights and those “little share personal insights and those “little

i ” h ll dd hi ” h ll dd hexperiences” that really add up to the experiences” that really add up to the reputation you have with your customer.reputation you have with your customer.BB WORLDWORLD CLASS INTERVIEWERCLASS INTERVIEWER Become a Become a WORLDWORLD--CLASS INTERVIEWERCLASS INTERVIEWERand take notes as you engage your customer in and take notes as you engage your customer in these key conversationsthese key conversationsthese key conversations.these key conversations.

Tips To Guide Your Tips To Guide Your ConversationsConversations

TIP #1:TIP #1: Support Your TeamSupport Your Team((29 Questions That Will Energize Your29 Questions That Will Energize Your((29 Questions That Will Energize Your 29 Questions That Will Energize Your TeamTeam -- pgs. 62pgs. 62--63)63)

TIP #2:TIP #2: Keep It SimpleKeep It SimpleTIP #3:TIP #3: Be ProactiveBe ProactiveTIP #3:TIP #3: Be ProactiveBe ProactiveTIP #4:TIP #4: Seize Opportunities For Seize Opportunities For

C t Ed tiC t Ed tiCustomer EducationCustomer Education

Secret # 3:Secret # 3:Get It TogetherGet It Together

QuicklyQuickly RESOLVERESOLVE internal conflicts so theyinternal conflicts so theyQuickly Quickly RESOLVERESOLVE internal conflicts so they internal conflicts so they do not become apparent and weaken the do not become apparent and weaken the

customer’s confidence in your teamcustomer’s confidence in your teamcustomer s confidence in your team. customer s confidence in your team. ACHIEVEACHIEVE crystal clear agreements crystal clear agreements TEAM TEAM

PRIORITIESPRIORITIES dd INDIVIDUALINDIVIDUALPRIORITIESPRIORITIES and and INDIVIDUAL INDIVIDUAL RESPONSIBILITIESRESPONSIBILITIES..

►►You may be individually competent, but it is the You may be individually competent, but it is the combined resourcefulness and the continuity of combined resourcefulness and the continuity of service you represent service you represent AS A TEAMAS A TEAM that makes that makes you truly powerful for the customer.you truly powerful for the customer.

►►SYSTEMICSYSTEMIC and and CULTURALCULTURAL factors do factors do legitimately get in the way, however, it is up to legitimately get in the way, however, it is up to g y g y, , pg y g y, , pyour leaders to create and maintain an your leaders to create and maintain an environment where environment where CUSTOMER CUSTOMER ASTONISHMENTASTONISHMENT can be a natural occurrence. can be a natural occurrence.

Principles of Team ConductPrinciples of Team Conduct1.1. Deal with issues, not personalities. Remember to fix Deal with issues, not personalities. Remember to fix

the problem, not the blame.the problem, not the blame.2.2. Reserve Judgment. Before taking on the issues, let’s Reserve Judgment. Before taking on the issues, let’s

be sure we understand the issues.be sure we understand the issues.3.3. Listen with the ears of a Listen with the ears of a DETECTIVEDETECTIVE and heart of a and heart of a

FRIENDFRIEND. Listen for the facts and the impacts. Ask . Listen for the facts and the impacts. Ask the customer to help you understand why they feel sothe customer to help you understand why they feel sothe customer to help you understand why they feel so the customer to help you understand why they feel so strongly.strongly.

4.4. Instead of Instead of EGOEGO, how about , how about WEWE--GOGO??5.5. TTB:TTB: Touch the Bases! Take a chapter from baseball. Touch the Bases! Take a chapter from baseball.

You can run around the ball diamond to home plate, You can run around the ball diamond to home plate, b t it d ’t t lb t it d ’t t l “TOUCH THE“TOUCH THEbut it doesn’t count unless you but it doesn’t count unless you “TOUCH THE “TOUCH THE BASES.”BASES.”

Secret # 4:Secret # 4:Secret # 4:Secret # 4:Know Your CustomersKnow Your Customers

Listen to them Observe them Make aListen to them Observe them Make aListen to them. Observe them. Make a Listen to them. Observe them. Make a commitment to commitment to NO SURPRISESNO SURPRISES, except , except

th i bi thd Wh t i ith i bi thd Wh t i ion their birthdays. What you promise is on their birthdays. What you promise is what they get and what they get and MOREMORE..

Behavioral PreferencesBehavioral Preferences How well do you know your customers?How well do you know your customers? At a macro level customers do manifest certainAt a macro level customers do manifest certain At a macro level, customers do manifest certain At a macro level, customers do manifest certain

behavioral preferences that give us initial clues as to behavioral preferences that give us initial clues as to how we can better adapt and respond to them in a how we can better adapt and respond to them in a more personalized manner.more personalized manner.

Please study the simple grid below:Please study the simple grid below:

DeliberateDeliberate SpontaneousSpontaneousRationalRational

InstinctiveInstinctive

FACTSFACTS FUTUREFUTURE

FORMFORM FEELINGSFEELINGSInstinctiveInstinctive FORMFORM FEELINGSFEELINGS

The The FACTSFACTS oriented customer doesn’t function well until you oriented customer doesn’t function well until you provide them a level of detailed information They thinkprovide them a level of detailed information They thinkprovide them a level of detailed information. They think provide them a level of detailed information. They think things through in an outwardly rational and deliberate way.things through in an outwardly rational and deliberate way.

The The FORMFORM oriented customer is concerned with organization oriented customer is concerned with organization and predictability They trust their instincts and are veryand predictability They trust their instincts and are veryand predictability. They trust their instincts and are very and predictability. They trust their instincts and are very deliberate about orderliness and an underlying adherence to deliberate about orderliness and an underlying adherence to tradition.tradition.ThTh FEELINGSFEELINGS i d h d fi d h d f The The FEELINGSFEELINGS oriented customer has a greater need for a oriented customer has a greater need for a “hands“hands--on, here and now” experience that is tied to that on, here and now” experience that is tied to that “human touch” we all recognize. This is where the element of “human touch” we all recognize. This is where the element of i i d i ii i d i iinstinct and spontaneity come in.instinct and spontaneity come in.

The The FUTUREFUTURE oriented customer think their way through life oriented customer think their way through life with an air of creativity and are preoccupied with the future, with an air of creativity and are preoccupied with the future, y p p ,y p p ,which means their dreams and aspirations are especially which means their dreams and aspirations are especially important. They take an outwardly rational approach and are important. They take an outwardly rational approach and are more spontaneous and quicker to speculate.more spontaneous and quicker to speculate.p q pp q p

As you consider this model, you will begin As you consider this model, you will begin to recognize your ownto recognize your own BEHAVIORALBEHAVIORALto recognize your own to recognize your own BEHAVIORAL BEHAVIORAL PREFERENCESPREFERENCES as an individual and as a as an individual and as a

Th i i h i bTh i i h i bcustomer. The insight you gain about customer. The insight you gain about yourself and others will help you to be a yourself and others will help you to be a better better “READER OF PEOPLE”“READER OF PEOPLE” as you as you commit to adapting and personalizing your commit to adapting and personalizing your p g p g yp g p g yproducts and services to meet the unique products and services to meet the unique needs of your various customers. needs of your various customers. eeds o you va ous custo e s.eeds o you va ous custo e s.

YOU MUST BE VERSITILE TO YOU MUST BE VERSITILE TO SUCCEED IN BUSINESSSUCCEED IN BUSINESSSUCCEED IN BUSINESS.SUCCEED IN BUSINESS.

Five CluesFive Clues1.1. BUILD A BETTER CUSTOMER BUILD A BETTER CUSTOMER

RELATIONSHIPRELATIONSHIP as you discover and protect the as you discover and protect the values of each customervalues of each customervalues of each customer.values of each customer.

2.2. Be patient with each customer’s questions (Be patient with each customer’s questions (What, What, How, Who, or WhyHow, Who, or Why) and provide relevant answers.) and provide relevant answers.

3.3. Provide what each customer Provide what each customer NEEDSNEEDS in the process in the process of working with you and making decisions about of working with you and making decisions about doing business with you.doing business with you.doing business with you.doing business with you.

4.4. Target your marketing and customer support at the Target your marketing and customer support at the buying preoccupations (buying preoccupations (Price, Reliability, Price, Reliability, Enjoyment or PerformanceEnjoyment or Performance) of each customer) of each customerEnjoyment, or PerformanceEnjoyment, or Performance) of each customer.) of each customer.

5.5. Deliver information (Deliver information (CUSTOMER EDUCATIONCUSTOMER EDUCATION) ) in the mode that best fits the distinct learning styles in the mode that best fits the distinct learning styles g yg yof your customers.of your customers.

Family Of CustomersFamily Of Customersh h i l d f i l fil f h dh h i l d f i l fil f h d1.1. What are the social and professional profiles of these end What are the social and professional profiles of these end

customers?customers?2.2. What are the demographics? (age, education, income)What are the demographics? (age, education, income)3.3. What is the greatest geographic concentration of your What is the greatest geographic concentration of your

customers?customers?4.4. What is the economic value of one of these customers, on What is the economic value of one of these customers, on

average?average?5.5. What do your customers most need from you and your What do your customers most need from you and your

associates?associates?6.6. Why do they choose to do business with you?Why do they choose to do business with you?7.7. In what other ways (direct or indirect) do your customers In what other ways (direct or indirect) do your customers

affect your business? Where do they have influence with affect your business? Where do they have influence with y yy yothers who are important to your success?others who are important to your success?

8.8. What distinctive likes and dislikes do your customers What distinctive likes and dislikes do your customers typically have?typically have?

9.9. What mechanisms are in place to assure effective customer What mechanisms are in place to assure effective customer communication?communication?

Priority CustomersPriority Customersyy Have a consistent and ongoing need for your products Have a consistent and ongoing need for your products

and services that translates into a very profitable and services that translates into a very profitable y py pbusiness relationship over time.business relationship over time.

Relate to and be inclined to help you achieve your Relate to and be inclined to help you achieve your CORE PUROSECORE PUROSE..

See a distinct advantage in doing business with youSee a distinct advantage in doing business with you--something they believe your competitors do notsomething they believe your competitors do notsomething they believe your competitors do not something they believe your competitors do not provide or represent.provide or represent.

Support you in getting business with others, if in no Support you in getting business with others, if in no Suppo t you gett g bus ess w t ot e s, oSuppo t you gett g bus ess w t ot e s, oother way than by other way than by WORD OF MOUTHWORD OF MOUTH..

Collaborate with you, this is, team up with you to Collaborate with you, this is, team up with you to accomplish special projects that may be of a business accomplish special projects that may be of a business nature or community service related.nature or community service related.

Up Close & ProfessionalUp Close & ProfessionalppBUSINESS FOCUS:BUSINESS FOCUS: Customer’s full nameCustomer’s full name Customer s full name Customer s full name Customer’s title and professional responsibilities Customer’s title and professional responsibilities Principal products used Principal products used p pp p Economic significance to you and your businessEconomic significance to you and your business What this customer needs most from usWhat this customer needs most from us

h hi h d b i i hh hi h d b i i h Why this customer chooses to do business with usWhy this customer chooses to do business with us Opportunities for Opportunities for CONVERSATIONSCONVERSATIONS and and

FEEDBACKFEEDBACK that we must create and encouragethat we must create and encourageFEEDBACKFEEDBACK that we must create and encourage that we must create and encourage Key next steps to cement our Key next steps to cement our VALUE ADDEDVALUE ADDED into into

this customer’s mindthis customer’s mind How we will measure progress toward How we will measure progress toward

CONTINUALLY IMPROVINGCONTINUALLY IMPROVING the relationshipthe relationship

PERSONAL PROFILE:PERSONAL PROFILE: Significant commitments and interests outside of work that Significant commitments and interests outside of work that

may represent opportunities for collaboration and friendshipmay represent opportunities for collaboration and friendshipmay represent opportunities for collaboration and friendshipmay represent opportunities for collaboration and friendship Professional experience, formal education, and other Professional experience, formal education, and other

accomplishments to acknowledge and to draw uponaccomplishments to acknowledge and to draw upon Personal “points of pride” that are keys to “what is truly Personal “points of pride” that are keys to “what is truly

important” to this customer of which we can simply be important” to this customer of which we can simply be aware and acknowledge as appropriate (family, home,aware and acknowledge as appropriate (family, home,aware and acknowledge as appropriate (family, home, aware and acknowledge as appropriate (family, home, distinctive automobile)distinctive automobile)

Important philosophies of business and life (favorite books Important philosophies of business and life (favorite books are a key)are a key)are a key)are a key)

Long range career and personal goals that we can supportLong range career and personal goals that we can support Chief worries, pressures, or special sensitivities that we can Chief worries, pressures, or special sensitivities that we can , p , p, p , p

help minimizehelp minimize Favorite restaurants, sports, cultural events, music, books, Favorite restaurants, sports, cultural events, music, books,

etcetcetc.etc.

Secret # 5:Secret # 5:Secret # 5:Secret # 5:Know The BearKnow The Bear

There is a bear out there, behindThere is a bear out there, behindThere is a bear out there, behind There is a bear out there, behind you. Faster is not fast enough. you. Faster is not fast enough. Reliable is not reliable enoughReliable is not reliable enoughReliable is not reliable enough. Reliable is not reliable enough. WorldWorld--ClassClass means you set a means you set a

t d d f th ld t f llt d d f th ld t f llstandard for the world to follow. standard for the world to follow. The bear cannot keep up.The bear cannot keep up.

Continuous VigilanceContinuous Vigilance::Beware Of Morphing BearsBeware Of Morphing Bears

Vigilance comes in two forms:Vigilance comes in two forms: WATCHINGWATCHING Vigilance comes in two forms: Vigilance comes in two forms: WATCHINGWATCHINGfor problems and for problems and PREVENTINGPREVENTING problems. problems.

Bears take on various forms: Incompetence, Bears take on various forms: Incompetence, p ,p ,negligence, poor quality, substandard negligence, poor quality, substandard service, failure to have contingency plans service, failure to have contingency plans and letting your competitive edge grow dulland letting your competitive edge grow dulland letting your competitive edge grow dull.and letting your competitive edge grow dull.

Great customer care teams always have a Great customer care teams always have a Plan B and regularly sharpen theirPlan B and regularly sharpen theirPlan B and regularly sharpen their Plan B and regularly sharpen their competitive edge through continuous competitive edge through continuous education and technology updating.education and technology updating.

Know the Bears.Know the Bears. Know the Bears.Know the Bears. Know your Vulnerabilities.Know your Vulnerabilities.

K C i iK C i i Know your Competition.Know your Competition. Know what’s changing in your Know what’s changing in your g g yg g y

industry and marketplace.industry and marketplace. Know what it takes to outrun theKnow what it takes to outrun the Know what it takes to outrun the Know what it takes to outrun the

bears.bears. Be Vigilant ofBe Vigilant of BVPDBVPD guidelines:guidelines: Be Vigilant of Be Vigilant of BVPDBVPD guidelines: guidelines:

Beauty, Value, Precision, and Beauty, Value, Precision, and DependabilityDependabilityDependability.Dependability.

BB--VV--PP--DD Beauty.Beauty. Is your product beautiful or Is your product beautiful or

attractive.attractive.ii Value.Value. Does your product or service represent Does your product or service represent

a a “GOOD DEAL”“GOOD DEAL”? Is it an unquestionably ? Is it an unquestionably good investment of the customer’s time andgood investment of the customer’s time andgood investment of the customer s time and good investment of the customer s time and money? Is the customer better off because of money? Is the customer better off because of your product or service?your product or service?P i iP i i W llW ll d i d d i i t tid i d d i i t ti Precision.Precision. WellWell––designed administrative designed administrative procedures. Easyprocedures. Easy--toto--understand forms with understand forms with readable print and plenty of space for the readable print and plenty of space for the p p y pp p y prequired information.required information.

Dependability.Dependability. Will your customer always Will your customer always proclaim that o deli ered hat oproclaim that o deli ered hat oproclaim that you delivered what you proclaim that you delivered what you promised?promised?

Customer Champion’s CreedCustomer Champion’s Creed1.1. Make PROIR PLANNING a top priority.Make PROIR PLANNING a top priority. Be Be

eager to learn what is “coming down theeager to learn what is “coming down theeager to learn what is coming down the eager to learn what is coming down the road” for the customer. Provide multiple road” for the customer. Provide multiple options for problem solving and minimize options for problem solving and minimize p p gp p gsurprises for everyone.surprises for everyone.

2.2. Smooth the way for the customer.Smooth the way for the customer.2.2. Smooth the way for the customer.Smooth the way for the customer.Consistently practice the AConsistently practice the A--RR--T of systems T of systems management. Guarantee the availability of management. Guarantee the availability of g yg yAdequate resources that are fully Responsive Adequate resources that are fully Responsive to customer needs and Technologically up to to customer needs and Technologically up to date.date.

33. . Be sure everybody wins.Be sure everybody wins. Be sure your Be sure your f d t l l t ti f tf d t l l t ti f tfundamental goals are to satisfy customer fundamental goals are to satisfy customer needs, to exceed expectations, and to needs, to exceed expectations, and to

it bl t th i t t f ll kit bl t th i t t f ll kequitably support the interests of all key equitably support the interests of all key individuals who are your partners in individuals who are your partners in

K b d i f d dK b d i f d dsuccess. Keep everybody informed and success. Keep everybody informed and secure in the knowledge that the bears are secure in the knowledge that the bears are f i th i f t h bit t h thf i th i f t h bit t h thfar away in their forest habitat where they far away in their forest habitat where they belong.belong.

Secret # 6:Secret # 6:Take OwnershipTake Ownership

Champion the idea that Champion the idea that “I AM THE ONE.”“I AM THE ONE.”F h b f t thiF h b f t thiFor each member of your team, this For each member of your team, this

means “I am the one who first spoke with means “I am the one who first spoke with the customer. And, at the end of the day, I the customer. And, at the end of the day, I am the one who will follow through to be am the one who will follow through to be gg

sure sure WEWE met their needs.met their needs.

The GREATEST Secret Of The GREATEST Secret Of The AgesThe Ages

At the heart of dealing effecti el ith theAt the heart of dealing effecti el ith theAt the heart of dealing effectively with the At the heart of dealing effectively with the world of work and with customers is the world of work and with customers is the rediscovery that:rediscovery that:rediscovery that:rediscovery that:You You CREATE YOUR WORLDCREATE YOUR WORLD by how you by how you THINKTHINK andand SPEAKSPEAK about itabout itTHINKTHINK and and SPEAKSPEAK about itabout it..

You can transform the outcome of situations You can transform the outcome of situations you face in business and in life by recognizingyou face in business and in life by recognizingyou face in business and in life by recognizing you face in business and in life by recognizing two fundamental thinking channels or systems two fundamental thinking channels or systems and then by choosing the one that works best.and then by choosing the one that works best.y gy g

Two Systems: Two Systems: Owner…VictimOwner…Victim

The person accessing theThe person accessing the OWNEROWNER systemsystemThe person accessing the The person accessing the OWNEROWNER system system takes responsibility for situations and takes responsibility for situations and outcomesoutcomesoutcomes.outcomes.

In the OWNER system commitment is a In the OWNER system commitment is a DECISIONDECISIONDECISIONDECISION..

The person accessing the The person accessing the VICTIMVICTIM system system i l fi h “ ff h di l fi h “ ff h dsimply figures that “stuff happens and you simply figures that “stuff happens and you

must struggle through it somehow.”must struggle through it somehow.” In the VICTIM system commitment is just a In the VICTIM system commitment is just a

FEELINGFEELING..

Secret # 7:Secret # 7:Secret # 7:Secret # 7:Stake Your ReputationStake Your Reputationpp

Create your ownCreate your own HALLMARKS OFHALLMARKS OFCreate your own Create your own HALLMARKS OF HALLMARKS OF PROFESSIONAL EXCELLENCEPROFESSIONAL EXCELLENCE. .

Seize those crucial moments of truth in a Seize those crucial moments of truth in a way that shows your true commitment to way that shows your true commitment to

each customer.each customer.

Personal ExcellencePersonal Excellence To stake your reputation, you must To stake your reputation, you must IDENTIFY THE IDENTIFY THE

EXTENTEXTENT of your commitments.of your commitments. MOMENTS OF TRUTHMOMENTS OF TRUTH are those crucial situations are those crucial situations

where your commitments will be especially important.where your commitments will be especially important. PRIDE FACTORSPRIDE FACTORS are the commitments you make as toare the commitments you make as to PRIDE FACTORSPRIDE FACTORS are the commitments you make as to are the commitments you make as to

how you will handle these situations. how you will handle these situations. INDIVIDUAL PRIDE FACTORSINDIVIDUAL PRIDE FACTORS usually originate in usually originate in

one of two ways: one of two ways: (a)(a) as a result of some as a result of some “childhood “childhood teachings,”teachings,” (b)(b) in response to in response to “specific customer “specific customer situations”situations” encountered in the course of doing business.encountered in the course of doing business.situationssituations encountered in the course of doing business.encountered in the course of doing business.

NOTE:NOTE: The word The word “ALWAYS”“ALWAYS” occurs often as a subtle occurs often as a subtle indication of an especially serious commitment to some indication of an especially serious commitment to some k i i l b h ik i i l b h ikey principle or behavior.key principle or behavior.

Pride FactorsPride Factorshh SS h f ll i i ih f ll i i iThe The BESTBEST meet the following criteria:meet the following criteria:

1.1. In response to specific customer situations,In response to specific customer situations,22 Often the result of customer feedback about likesOften the result of customer feedback about likes2.2. Often the result of customer feedback about likes Often the result of customer feedback about likes

and dislikes; prior disappointments and future and dislikes; prior disappointments and future expectations,expectations,

h i lh i l i h h ll f li h h ll f l3.3. BehavioralBehavioral in that you can see, hear, smell, feel in that you can see, hear, smell, feel what has been done to make the customer what has been done to make the customer experience more positive,experience more positive,p p ,p p ,

4.4. MeasurableMeasurable so you can track your progress at being so you can track your progress at being more aggressive about your commitments and more aggressive about your commitments and improving your performance over timeimproving your performance over timeimproving your performance over time,improving your performance over time,

5.5. A set of stakes you drive in the ground to mark your A set of stakes you drive in the ground to mark your claim to claim to SERVICE EXCELLENCESERVICE EXCELLENCE. And, these . And, these

it t b tit t b t “ALWAYS ”“ALWAYS ” hi hhi hcommitments are about commitments are about “ALWAYS,”“ALWAYS,” which means which means they are met consistently and never left to chance.they are met consistently and never left to chance.

Team Pride FactorsTeam Pride Factors Imagine the Imagine the IMPACTIMPACT of all the members of your of all the members of your

team each working on specific commitments to team each working on specific commitments to g pg ptheir particular customers.their particular customers.

As you find you have certain As you find you have certain PRIDE FACTORSPRIDE FACTORSin common these can become yourin common these can become your TEAMTEAMin common, these can become your in common, these can become your TEAM TEAM PRIDE FACTORSPRIDE FACTORS and will represent a friendly and will represent a friendly way to cultivate your way to cultivate your CULTURE OF SERVICE CULTURE OF SERVICE EXCELLENCEEXCELLENCE and to orient new employees to and to orient new employees to “who you are as a team and how you do business “who you are as a team and how you do business with those you serve.”with those you serve.”with those you serve. with those you serve.

Your Your PRIDE FACTORSPRIDE FACTORS are about being the are about being the BEST VERSIONSBEST VERSIONS of who you are as you take of who you are as you take

id i h d did i h d d POSITIVELYPOSITIVELYpride in what you do and as you pride in what you do and as you POSITIVELY POSITIVELY ASTONISHASTONISH those you those you SERVESERVE..

Secret # 8:Secret # 8:Secret # 8:Secret # 8:Add Value at Each Step of Add Value at Each Step of

the Waythe Way

Be sure that whatever it is that you doBe sure that whatever it is that you doBe sure that whatever it is that you do, Be sure that whatever it is that you do, you do it with the customer in mind.you do it with the customer in mind.

CustomerCustomer--Need DrivenNeed Driven1.1. To Be Process Driven:To Be Process Driven: This means that you have a This means that you have a

certain process you follow in doing business with certain process you follow in doing business with your customers This process is important becauseyour customers This process is important becauseyour customers. This process is important because your customers. This process is important because it is the basis for fundamental control and it is the basis for fundamental control and consistency.consistency.

22 T B C D iT B C D i Thi ld hThi ld h2.2. To Be Customer Driven:To Be Customer Driven: This would mean that you This would mean that you are ready to follow any and all orders the customer are ready to follow any and all orders the customer might give you. This appears to be maximum might give you. This appears to be maximum g g y ppg g y ppresponsivenessresponsiveness--doesn’t it?doesn’t it?

3.3. To Be CustomerTo Be Customer--Need Driven:Need Driven: This is to focus on This is to focus on the customer’s particular problem want need orthe customer’s particular problem want need orthe customer s particular problem, want, need, or the customer s particular problem, want, need, or expectation and to deliverexpectation and to deliver--to take responsibility for to take responsibility for the outcomes that would be most useful and the outcomes that would be most useful and ASTONISHINGASTONISHING to the customerto the customerASTONISHINGASTONISHING to the customer.to the customer.

Secret # 9:Secret # 9:Secret # 9:Secret # 9:Smooth The WaySmooth The Wayyy

ALWAYSALWAYS treat the customers as an treat the customers as an honored guest. honored guest. NEVERNEVER place your place your

convenience above that of the customerconvenience above that of the customerconvenience above that of the customer. convenience above that of the customer. Your professionalism will Your professionalism will SHINESHINE as you as you

dddo.do.

To be To be ANTICIPATORYANTICIPATORY in addressing in addressing ggcustomer needs means you “look out” for the customer needs means you “look out” for the customer to remove any obstacles and customer to remove any obstacles and yyinconveniences. It is an extension of customer inconveniences. It is an extension of customer courtesy and of adding value. Remember the courtesy and of adding value. Remember the “GOLDEN RULE”“GOLDEN RULE” of customer of customer care…care…TREAT OTHERS AS YOU WOULD TREAT OTHERS AS YOU WOULD LIKE TO BE TREATED.LIKE TO BE TREATED.CWOCWO -- Chief WOW Officer:Chief WOW Officer: Be sure you do Be sure you do CWOCWO C e WOW O ce :C e WOW O ce : e su e you doe su e you doeverything you do with the customer in mind. everything you do with the customer in mind. Consider what you do from the customer’s Consider what you do from the customer’s Co s de w you do o e cus o e sCo s de w you do o e cus o e spoint of view.point of view.

SS--EE--AA--S The OpportunityS The OpportunitySUMMARIZESUMMARIZE –– Don’t prescribe a solution until you can Don’t prescribe a solution until you can describe the underlying need. Listen to the customer. Make describe the underlying need. Listen to the customer. Make notes as needed. Be able to tell your client two or three things notes as needed. Be able to tell your client two or three things

’ j t l d b t th i it ti d t fi ti’ j t l d b t th i it ti d t fi tiyou’ve just learned about their situation and get confirmation you’ve just learned about their situation and get confirmation that you are on the right track.that you are on the right track.EMPATHIZEEMPATHIZE –– Reflect on how the customer must feel about Reflect on how the customer must feel about th i t f thi it ti hi h b i lth i t f thi it ti hi h b i lthe impact of this situation on his or her business or personal the impact of this situation on his or her business or personal success. How would you feel if you were in the customers success. How would you feel if you were in the customers shoes? How would you hope somebody would treat you in shoes? How would you hope somebody would treat you in such a situation? Thoughtfully acknowledge these customersuch a situation? Thoughtfully acknowledge these customersuch a situation? Thoughtfully acknowledge these customer such a situation? Thoughtfully acknowledge these customer impacts as you proceed to help.impacts as you proceed to help.ANALYZEANALYZE –– Separate symptoms from causes. Depersonalize Separate symptoms from causes. Depersonalize the situation so that emotions are put in perspective. Ask forthe situation so that emotions are put in perspective. Ask forthe situation so that emotions are put in perspective. Ask for the situation so that emotions are put in perspective. Ask for time to do your homework. Involve the customer in your time to do your homework. Involve the customer in your planning wherever it makes sense. planning wherever it makes sense. SYNCHRONIZESYNCHRONIZE –– Coordinate everything for the customer Coordinate everything for the customer y gy guntil a solution is reached. Assure the timeliness of all until a solution is reached. Assure the timeliness of all responses to the customer. Keep everyone informed.responses to the customer. Keep everyone informed.

Secret # 10:Secret # 10:Create Optionsp

NEVER say “NO” to the customer. NO yis often uncreative. YES is great, but

may be over-commitment. The d icustomer needs options. CREATE

THEM. Even partial solutions are b tt th dbl k B ldbetter than roadblocks. Be a world-

class problem solver.

To ACT!To ACT!A – Acknowledge the customer and

his/her needshis/her needs.• As you acknowledge the customer, you buy

yourself time to think. yC – Circumstances: Discuss them.• As you examine the circumstances, you discover

underlying needs and also recognize theunderlying needs and also recognize the parameters within which your problem solving will occur.

T – Tell the customer what you can do.• As you tell them what you can do, you show your

flexibility AND even a partial solution is betterflexibility AND even a partial solution is better than a roadblock.

Special ThanksSpecial ThanksSpecial Thanks…Special Thanks…to Roxanne (Roxy) Barajas who developed to Roxanne (Roxy) Barajas who developed

this special slide show on the this special slide show on the 10 Secrets 10 Secrets to World Class Customer Care to World Class Customer Care by author by author Darby Checketts.Darby Checketts.

Roxy and Linda Mallory Price, principal of Roxy and Linda Mallory Price, principal of y y , p py y , p pLindenwoodLindenwood Insurance Services, Los Insurance Services, Los Angeles, submitted this as part of the Angeles, submitted this as part of the g pg pSilver Agency Forum, Service Excellence Silver Agency Forum, Service Excellence Award. Award.