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Management & TrainingManagement & Training

ConsultantsConsultants

The One Minute The One Minute CustomerCustomer

A quick service Customer PerspectiveA quick service Customer Perspective Sean SnymanSean Snyman

SEAN SNYMAN

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The The Customer Customer is KING?is KING?

Know Your CustomerKnow Your Customer

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The The customer is customer is

always always right! right!

Know Your CustomerKnow Your Customer

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• A Customers expectations A Customers expectations when dealing with you can be when dealing with you can be summed up in five categories:summed up in five categories:

• A fair Price.A fair Price.• A quality product.A quality product.• Efficient and courteous Efficient and courteous

service.service.• Appreciation for his business.Appreciation for his business.

• Respect.Respect.

The Customer

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• Research shows us Customers do not Research shows us Customers do not return to businesses for the following return to businesses for the following reason:reason:

• 1% Die1% Die• 3% Move away3% Move away• 5% Make other contacts5% Make other contacts• 9% Say prices are too high9% Say prices are too high• 14% Say merchandise or service was 14% Say merchandise or service was

inferiorinferior

• 68%68% Say they moved to another Say they moved to another service provider due to the… service provider due to the…

attitude of the personnel!!attitude of the personnel!!

The Customer

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• A customer who A customer who experiences a problem experiences a problem with your service will, with your service will, on average tell on average tell 99 or or 1010 people about it!people about it!

• 13% of people will 13% of people will relate the incident to relate the incident to more than more than 2020 people! people!

The Customer

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• People who have People who have their complaints their complaints handled in a handled in a professional manner professional manner tell on average tell on average 5 5 people about their people about their experience!experience!

The Customer

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• ONE ANSWER?ONE ANSWER?• When dealing with a When dealing with a

customer we should try to customer we should try to treat them like one of our treat them like one of our close family members! close family members!

• Because that’s exactly Because that’s exactly who they are.who they are.

The Customer

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• There is estimated to be over There is estimated to be over 22 Million species of life on our Million species of life on our planet of which we are only one.planet of which we are only one.

• We, Homo Sapiens have only We, Homo Sapiens have only existed on this planet for 100, 000 existed on this planet for 100, 000 years.years.

• How far back do you think How far back do you think you would have to go to find you would have to go to find your customer on your family your customer on your family tree!!tree!!

The Customer

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• When dealing with a family When dealing with a family member you rarely say things member you rarely say things like:like:

• We can’t do that!We can’t do that!• It’s not our policy, sorry!!It’s not our policy, sorry!!• I am not responsible for this situation.I am not responsible for this situation.• There’s nothing I can do.There’s nothing I can do.• Hold on, sorry but that’s not my Hold on, sorry but that’s not my

department!!department!!

• What idiot told you that!What idiot told you that!

The Customer

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• Put yourself in Put yourself in their shoes: their shoes: would would youyou like like to deal with to deal with you?you?

The Customer

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The Customer• Who is this person you are Who is this person you are

trying to deal with…trying to deal with…Do you Do you know?know?

• How do they make decisions?How do they make decisions?• What does What does ‘good service’‘good service’

mean to them?mean to them?• Male, female, both or neither?Male, female, both or neither?

• Facts or perceptions?Facts or perceptions?

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The Customer• What are their values?What are their values?

• What are their attitudes?What are their attitudes?

• How will this effect your ability to How will this effect your ability to satisfy them?satisfy them?

• Is it possible to Is it possible to recogniserecognise their their prime personality type?prime personality type?

• What type of communication What type of communication approach will be successful ?approach will be successful ?

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Human Behavioural Theory

• VALUES

ATTITUDES

PERSONALITY

ABILITY

MOTIVATION

PERCEPTION

LEARNING

INDIVIDUAL BEHAVIOUR

Key Variables Affecting Individual BehaviourKey Variables Affecting Individual Behaviour

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Values Values represent basic represent basic convictions that specific convictions that specific modes of conduct or end modes of conduct or end of state behaviours are of state behaviours are preferable to others. preferable to others.

They are based on moral They are based on moral foundations of what is right foundations of what is right and wrong.and wrong.

The Customer

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Importance of ValuesImportance of Values Values are Important as they lay Values are Important as they lay

the foundation for the the foundation for the understanding of: understanding of: attitudes,attitudes, perceptions, personality andperceptions, personality and motivation.motivation. People enter into People enter into situations with preconceived situations with preconceived notions of what “ought” and what notions of what “ought” and what “ought not” to be. “ought not” to be.

Values cloud objectivity and Values cloud objectivity and rationality.rationality.

The Customer

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Characteristics of ValuesCharacteristics of Values A persons values are relatively stable and A persons values are relatively stable and

enduring. The values you hold today are likely enduring. The values you hold today are likely to be very similar to those you held last year to be very similar to those you held last year and those you will hold to in the future.and those you will hold to in the future.

This has a great deal to do with the way in This has a great deal to do with the way in which we are originally schooled.which we are originally schooled.

You cant be little bit honest or aYou cant be little bit honest or a little bit responsible!....little bit responsible!....

Just like you cant be a little Just like you cant be a little bit pregnant!!bit pregnant!!

The Customer

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• The learning processThe learning process

ENVIRONMENT

CODING

MODIFICATION

BEHAVIOURCONSEQUENCES

The Customer

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• Consequences:Consequences: Favourable or Favourable or unfavourable unfavourable

outcomes outcomes..

• Modification:Modification: The changes in behaviour The changes in behaviour that safeguards that safeguards against a against a similar similar experience experience recurring.recurring.

• Coding:Coding: The changes in The changes in behaviour behaviour to secure to secure similar similar experience experience

• It’s up to you to manage the It’s up to you to manage the communication process & the learning communication process & the learning outcomes! outcomes!

• So don’t ask the dumb question!!!So don’t ask the dumb question!!!

The Customer

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• Dominant values in today’s population

• 1940s-1950s 40 to 70 Hard work, conservative, Protestant work ethic Loyalty to their Organisation &

family LEVEL 2&4

• 1960s-1970s 30 to 40 Quality of life Existentialism Nonconformist Seeks

autonomy, loyalty to self, family LEVEL 6&7

• 1980s-1990s 20 to 30 Success, achievement, Pragmatism ambition hard work,

Loyalty to friends, family & career.

LEVEL 5

The Customer

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• 40 to 70 years old40 to 70 years old• Level 2:Level 2: Tribalistic Tribalistic

These individuals are characterised by These individuals are characterised by high independence. They are strongly high independence. They are strongly influenced by tradition and the power influenced by tradition and the power exerted by authority figures.exerted by authority figures.

• Level 4:Level 4: Conforming Conforming These individuals have a low tolerance for These individuals have a low tolerance for ambiguity, have difficulty in accepting ambiguity, have difficulty in accepting values that differ from their own, and values that differ from their own, and desire that others accept their valuesdesire that others accept their values

ValuesValues

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• 30 to 40 years old30 to 40 years old• Level 6:Level 6: Sociocentric Sociocentric

These individuals consider it more These individuals consider it more important to be liked and get along with important to be liked and get along with others than to get ahead. They are others than to get ahead. They are repulsed by materialism, manipulation, repulsed by materialism, manipulation, and conformity.and conformity.

• Level 7:Level 7: Existential. Existential. These individuals have a high tolerance These individuals have a high tolerance for ambiguity and people with different for ambiguity and people with different values. They are outspoken against values. They are outspoken against inflexible systems, restrictive policies, inflexible systems, restrictive policies, status symbols, and arbitrary use of status symbols, and arbitrary use of authority.authority.

ValuesValues

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• 20 to 30 years old20 to 30 years old• Level 5:Level 5: Machiavellian Machiavellian

These individuals strive to These individuals strive to achieve their goals by achieve their goals by manipulating things and manipulating things and people. They are materialistic people. They are materialistic and actively seek higher status and actively seek higher status and recognition.and recognition.

ValuesValues

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• ONLY LET PEOPLE ONLY LET PEOPLE BETWEEN THE BETWEEN THE

AGES OF AGES OF 3030 TO TO 4040 IN YOUR SHOP!!IN YOUR SHOP!!

RecommendationsRecommendations

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• Attitude is a two way street!• Favourable or unfavourable evaluation

statements regarding people, situations, objects or events are all manifestations of attitude.

• Managers should focused attention on their staffs attitude in 3 important areas:

• job satisfaction

• job involvement

• Organisational commitment

The Service Provider

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Job SatisfactionJob Satisfaction Refers to an individuals general Refers to an individuals general

attitude towards their job. One of attitude towards their job. One of the relevant findings pertaining to the relevant findings pertaining to attitude is the fact that individuals attitude is the fact that individuals seek seek consistency.consistency.

This means there is a direct This means there is a direct relationship between positive relationship between positive attitude and attitude and consistent consistent methodologies in the work place.methodologies in the work place.

The managers

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Job InvolvementJob Involvement Are they Involved or just doing a job?Are they Involved or just doing a job?

The attitude towards job involvement is The attitude towards job involvement is related to the identification of the related to the identification of the organisational goals and objectives and organisational goals and objectives and the individuals role to achieve these the individuals role to achieve these objectives. objectives.

This entails a comprehensive induction This entails a comprehensive induction programme and continuous one on one programme and continuous one on one communication with management…communication with management…

TALK TO YOUR PEOPLE EVERY DAY!!!TALK TO YOUR PEOPLE EVERY DAY!!!

The managers

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Organisational CommitmentOrganisational Commitment The attitude towards organisational The attitude towards organisational

commitment is determined by commitment is determined by security,security, tenure and a sense of belonging.tenure and a sense of belonging. Deterministic involvement in future Deterministic involvement in future direction and career planning is essential direction and career planning is essential to foster positive attitudes and to foster positive attitudes and behaviours.behaviours.

Quarterly Performance appraisals Quarterly Performance appraisals and Behavioural mentoring are and Behavioural mentoring are essential in this regard. essential in this regard.

The Retailer

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E=MCE=MC EnthusiasmEnthusiasm = =

Clearly DefinedClearly Defined

MissionMission XX CashCash X X

CongratulationsCongratulations

The managers

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• VALUES

ATTITUDES

PERSONALITY

ABILITY

MOTIVATION

PERCEPTION

LEARNING

INDIVIDUAL BEHAVIOUR

Key Variables Affecting Individual BehaviourKey Variables Affecting Individual Behaviour

Human Behavioural Theory

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Sixteen Primary TraitsSixteen Primary Traits ReservedReserved OutgoingOutgoing Less IntelligentLess Intelligent More IntelligentMore Intelligent Affected by FeelingsAffected by Feelings Emotionally Emotionally

StableStable SubmissiveSubmissive DominantDominant SeriousSerious Happy go LuckyHappy go Lucky ExpedientExpedient ConscientiousConscientious TimidTimid VenturesomeVenturesome Tough MindedTough Minded SensitiveSensitive TrustingTrusting SuspiciousSuspicious PracticalPractical ImaginativeImaginative ForthrightForthright ShrewdShrewd Self-assuredSelf-assured ApprehensiveApprehensive ConservativeConservative ExperimentalExperimental Group-dependentGroup-dependent Self-sufficientSelf-sufficient UncontrolledUncontrolled ControlledControlled RelaxedRelaxed TenseTense

Personality

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Sixteen Primary TraitsSixteen Primary TraitsReservedReserved OutgoingOutgoingLess IntelligentLess Intelligent More IntelligentMore IntelligentAffected by FeelingsAffected by Feelings Emotionally StableEmotionally StableSubmissiveSubmissive DominantDominantSeriousSerious Happy go LuckyHappy go LuckyExpedientExpedient ConscientiousConscientiousTimidTimid VenturesomeVenturesomeTough MindedTough Minded SensitiveSensitiveTrustingTrusting SuspiciousSuspiciousPracticalPractical ImaginativeImaginativeForthrightForthright ShrewdShrewdSelf-assuredSelf-assured ApprehensiveApprehensiveConservativeConservative ExperimentalExperimentalGroup-dependentGroup-dependent Self-sufficientSelf-sufficientUncontrolledUncontrolled ControlledControlledRelaxedRelaxed TenseTense

Personality

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• Personality• There are four personality

traits recognised as having a direct relevance to predictive behaviour.

• Locus of control• Authoritarianism• Machiavellianism• Risk propensity

The Customer

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• Locus of control:• Internal Locus of Control• This personality trait believes they

control their own destiny. They they are RESPONSIBLE for their actions

and are ACCOUNTABLE for the resultant outcomes. They think they know what they want!!

• They think they’re leaders!!

The Customer

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• Locus of control:• Internal Locus of Control• Generally not too friendly, confident and

very business like. Time is money!!• They always appear to be in a rush!• They buy the same thing every time!• If you recommend something new

they will bite your head off!!• They leave you feeling a little inadequate

and……• Oh! Excuse me!, Sorry for living!!!

The Customer

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• External Locus of control:.• External personalities are less

satisfied with everything due to the fact that its not their fault!

• They believe the responsibility for everything rests with others!

• They see their lives as being controlled by outsiders. They are not in control of their own destiny.

The Customer

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• External Locus of control:.• Faffers, indecisive,

• HYPOCHONDRIACTS.

• They get lost a lot! & they are either early, late or never.

• They are chatty but quick to moan!!

• They always have a THEY in their life!!!

The Customer

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• Authoritarianism:• The people that exhibit this

personality trait are generally very judgmental of others, believe in rigid management and power status and can be seen as exploitative of others. They like telling others what to do!!

The Customer

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• Authoritarianism:• They are simply far more intelligent than you!!

• These are the people with a smell under their nose!

• They think you need their expert advise on how to make your Pizzas and clean your floors!

• They generally treat you as if you have just crawled out of a hole in the ground!!

• Ask them lots of questions!!!• Give them lots of options!!!• They like to be treated differently!!

The Customer

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• Machiavellianism:• (Mach). The great manipulator.

Pragmatic, unemotional and ruthless in their approach to gaining power and wealth. They will use any tactic that gets results.

• Very good negotiators, sales people and brokers………

The Customer

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• Machiavellianism:• These are the guy’s who insist on

negotiating the price of a Coke & want extra toppings for free !

• They also ask you how much the franchise cost and do you want to sell it!

• Trendy, lots of BLING and loud………..

very loud!!!

The Customer

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• Risk propensity: The willingness to take risks.

• High risk: They make rapid decisions and need less information to do it. They rely on gut feel and experience to judge the outcome of any situation.

The Customer

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• High risk: • These are the people who buy something different every

time you serve them!.......... WHATS NEW!!• They will come into the restaurant to buy a Pizza and

leave having bought YOUR CAR!

• They are the compulsive buyers and have no idea what

they want, they always ask you for what you don’t have!

• Tell them they are the 1st person in the country to try your new Pizza

• They’ll buy it every time!!!

The Customer

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• Low risk: They don’t make rapid decisions, in fact they will try their hardest not to make decisions.

• They will enlist your opinion on the various merits of single or double dish pizza.

The Customer

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• Low risk:• BEWARE!!! You just may become their

personal food consultant on just about everything they buy from your shop!

• When they buy something you recommend that they don’t like they will complain like hell and feel very hurt and disappointed in you!!

• HOW COULD YOU DO THAT TO THEM, THEY TRUSTED YOU TO KNOW WHAT THEY WANTED!!!

The Customer

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Shaping or Modelling?Shaping or Modelling? The key to the learning process The key to the learning process

is based on two theories.is based on two theories. One is One is Shaping Shaping the other is the other is

modellingmodelling. When learning takes . When learning takes place in gradual steps it is place in gradual steps it is ShapedShaped..

However much of what we learn However much of what we learn in life is derived from observing in life is derived from observing others and others and modelling modelling our our behaviour after them!behaviour after them!

The Customer

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Shortcuts to judging othersShortcuts to judging others Individuals cannot assimilate all they Individuals cannot assimilate all they

observe, so they engage in observe, so they engage in selectivity.selectivity. They take in bits and pieces.They take in bits and pieces.

These ‘Bits & Pieces’ are not chosen These ‘Bits & Pieces’ are not chosen randomly; rather, they are selectively randomly; rather, they are selectively chosen depending on the interests, chosen depending on the interests, background, experience and attitudes of background, experience and attitudes of the customer.the customer.

This can lead to an inaccurate This can lead to an inaccurate conclusions. So you must conclusions. So you must check!!check!!

The Customer

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Assumed SimilarityAssumed Similarity It is easy to judge others if we It is easy to judge others if we

assume they are similar to us. assume they are similar to us. The The “like me”“like me” effect, results in effect, results in an individual’s perception of an individual’s perception of others being influenced more by others being influenced more by what the observer is like than by what the observer is like than by what the person being observed what the person being observed is likeis like

You can be wrong 50% of the You can be wrong 50% of the time. time. So you must check!!!So you must check!!!

The Customer

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StereotypingStereotyping If we measure individuals by If we measure individuals by

our perceptions of the group our perceptions of the group they belong to we are using a they belong to we are using a shortcut called shortcut called Stereotyping.Stereotyping. This helps in making This helps in making judgements but many judgements but many stereotypes have nostereotypes have no foundationfoundation StereotypingStereotyping distorts judgement.distorts judgement. So So you must check!!!you must check!!!

The Customer

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Implications for ManagersImplications for Managers Values:Values:

Why should a manager seek to know an Why should a manager seek to know an individuals values?individuals values?

Because an individuals values will give Because an individuals values will give clear insights into their clear insights into their attitudes.attitudes.

One model we have just reviewed predicts One model we have just reviewed predicts the relationship between age and attitude.the relationship between age and attitude.

A Customers satisfaction is likely to be A Customers satisfaction is likely to be higher if their values are catered for in any higher if their values are catered for in any dealings with you or your staff!dealings with you or your staff!

If they feel they belong they If they feel they belong they will feel COMFORTABLE!!will feel COMFORTABLE!!

The Customer

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Implications for ManagersImplications for Managers Attitude Attitude ::

Managers should be interested in their Managers should be interested in their employees attitudes because employees attitudes because attitudes attitudes influences their behaviour and this influences their behaviour and this has a direct effect on customer has a direct effect on customer satisfaction.satisfaction. Research proves satisfied Research proves satisfied employees’ for instance, are liked by employees’ for instance, are liked by more customers, have lower rates of more customers, have lower rates of turnover and absenteeism.turnover and absenteeism.

Managers must strive to generate Managers must strive to generate positive job attitudes in their staff if positive job attitudes in their staff if they want satisfied customers!!they want satisfied customers!!

The Customer

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Implications for managersImplications for managers Personality:Personality:

The major value in recognising customer The major value in recognising customer personality differences probably lies in personality differences probably lies in interaction! You are more likely to have higher-interaction! You are more likely to have higher-satisfied customers if your staff modify their satisfied customers if your staff modify their behaviour to suit the customers style. behaviour to suit the customers style. matching matching personality types with communication personality types with communication styles!!styles!!

In addition you are likely to find those customers In addition you are likely to find those customers with with external locusexternal locus of control less satisfied with of control less satisfied with your service delivery due to their need for your service delivery due to their need for attention and recognition. attention and recognition. GO FIGURE!GO FIGURE!

The Customer

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Implications for managersImplications for managers Learning:Learning: Are you going to actively Are you going to actively

manage learning or not! If you want manage learning or not! If you want behaviour behaviour A A and reward for behaviour and reward for behaviour BB don’t be surprised if employees engage don’t be surprised if employees engage in learning behaviour in learning behaviour B!!!B!!!

Employees will look to Employees will look to you as a model…. be you as a model…. be one! They will model one! They will model themselves on you!themselves on you!

The Customer

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Implications for managersImplications for managers Customer satisfaction starts Customer satisfaction starts

with you!!with you!!Customers are difficult Customers are difficult

but ask them the but ask them the questions and they will questions and they will generally give you the generally give you the answers!!!answers!!!

The Customer

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Sean Snyman

Advanced Workshops in:Advanced Workshops in:• Effective Management SkillsEffective Management Skills• Change ManagementChange Management• Advanced Selling SkillsAdvanced Selling Skills• Negotiation SkillsNegotiation Skills• Team Building – Psychometric and Adventure Team Building – Psychometric and Adventure

basedbased• Sales and Account Management (CRM)Sales and Account Management (CRM)• Presentation SkillsPresentation Skills• Telesales, Telephone and Call Center SkillsTelesales, Telephone and Call Center Skills• Customer CareCustomer Care• Call Call 07119228110711922811. E-mail . E-mail sean@seansnyman.co.zasean@seansnyman.co.za• www.seansnyman.co.zawww.seansnyman.co.za