Creating a culture of customer service€¦ · Love wowing customers You accomplish this by: Creating a real commitment to enriching your customer’s lives Giving employees the tools

Creating a culture of customer and employee engagement

Joe Zavaglia, M.Ed.Zavaglia Consulting, LLC

Why is customer engagement

so important?

Brainstorm with students

List main reasons

When you think of good customer service what

companies immediately come to mind?

List

Conversely when you think of poor customer

service what companies come to mind?

List

©Zavaglia Consulting, LLC

Top 10 customer service

companies for 2018 Chick-fil-A *Chick-fil-A

Mayo clinic *Trader Joe’s

Apple *Aldi (supermarket)

Nordstrom *Amazon

Trader Joe’s *Lexus

Sun Basket *Costco

Amazon *H-E-B grocery

Aldi *Toyota

Lexus *Publix (supermarket)

Wegmans *Wegmans (food market)


Worse customer service providers

and most hated*AT&T *Facebook

Comcast *Eli-Lilly

Bank of America *Vice

Wal-Mart *Juul – e-cigarettes

American Airlines *Washington Redskins

Comcast *Frontier Communications

Citibank *CBS

Sprint *Sprint

Wells Fargo *Wells Fargo

Time Warner Cable *GE


2018 results


Industry Customer Service Rankings


What does good customer service

mean to us?


Why should someone bank at

your bank?What did you learn about customer-obsessed companies?

Share results with the group

What can your bank learn from your analysis?

Identify any unique answers

Rate your bank on scale of 1-5 with 5 being the highest rating

5=wow 4=good 3=so so 2=bad 1=OMG


Simon Sinek

Simon Sinek video

@Ted.com


https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en

Sinek Video Analysis

The Golden circle:

Define our “Why” as bankers

What is our “How”?

What about our “Whats”?

Discuss how this relates to us as bankers

Take-aways from this video


A quick look at the banking industry

Name one bank that is viewed nationally as a top

service provided amongst all industries in the U.S.

The “rectangle” concept

Policies, procedures, laws, regulations = 95% of our

focus

Customer service is roughly 5% of our focus

Why do we not focus more on the 5%?

Most customers go to their bank 6 times a year!


A quick look at the banking

industryWhat have we been trained to do for years as a banker?

What were we rewarded for?Fast, efficient, and accurate work completion

Organize the inflow and make sure the all the work is completed daily

Following all the right policies, procedures, audits, etc

Are we more proactive or reactive?

Results of my research with bankers! What percentage of the time are we reactive? How about proactive?


Profit reasons for providing

good customer service

A 5% increase in customer loyalty delivers a

profit increase of 25-85%!!!

Companies with high levels of customer

engagement outperform the stock market

At least 25% to as high as 75% of new

customers are obtained via referrals


We’re fooling ourselves!!!

80% of companies think they have good service,

but only 8% of their customers agree (according

to a survey prepared by Avaya)

Only 4% of customers, when dissatisfied with

service levels bother to tell us why they have

chosen to leave us, the other 96% just silently

disappear!


The importance of engaging

your employees

Engaged employees build relationships with

customers, customers in turn become loyal to the

company due to these relationships!

An important statistic wouldn’t you agree?

BUT…more than 70% of employees in the typical

company are not “engaged” or are “actively

disengaged”


How do we improve the loyalty

of our customers?

Carefully select customers you will serve – give

me an example of what this means to you

Understand and meet individual customer needs

and interests – what does this mean and how

is it accomplished?

Engage customers in the delivery of their

products and services – do we do this in

banking today? If so, how???


Best practices of leading

customer service companiesMake wowing customers a priority for every frontline employee, not just a central team at headquarters

Instead of infrequent satisfaction studies, they ask their customers for feedback…all the time! Regularly survey customers!

They take their commitment seriously

Disseminate the scores and responses throughout the organization

Follow-up with unhappy customers

Make a point of acting on the feedback they receive

What do we do as bankers???


Sometimes you just want

to say thank you - videoWatch video

What was it saying to you?

How did it make you feel?

Is this just Hollywood, or can it really be done?

Can we do this in a small community bank?

What do you think it took to make this a reality?

Relate it to the Golden Circle


https://www.youtube.com/watch?v=bUkN7g_bEAI

Employee engagement

You want passionate employees – people who love working for your company

Love your products and services, and

Love wowing customers

You accomplish this by:

Creating a real commitment to enriching your customer’s lives

Giving employees the tools and freedom to delight customers

Help employees see and hear the effects of their actions

What did your homework assignment reveal to you?


5 keys to customer

retentionDetermine what’s important to your customers via contact with them

Meet or exceed their expectations

Communicate regularly with themVia survey or phone calls

Find ways to say thank you on a regular basis

Advise of new offerings, up grades or product/service enhancements that create a better experience for them

Empower your employees – train them well

Value customer complaints


Some of the best customer

service companiesReturn to results from slide #3

Why did you pick the companies you did?

What are they known for?

Disney – my experience there – not listed – L.A.S.T.

Ritz Carlton – not listed

Importance of under promising and over delivering –

do you have any examples of this at your bank?


Hawaiian Airlines example

Customer always comes first

Benchmarking – every department and employee –factors in everyone’s pay

Give employees real time feedback on their computer screens

Grateful for complaints

Empower every employee to improvise and provide unmatched customer service in a sincere and personal way


Service protocols

Let’s talk about service protocols and what they should be - list them

When walking into a branch

Going to a teller

Opening a new account

Solving a problem

Incoming call

Back office supporting a line operation

Executives

Etc


Customer touch points

How do customer touch points affect your

customers?

Examples of:

Good ones

Bad ones

In person, over the phone, face to face, visual,

branch clutter, staff attire

How do you rate your bank?


Why customer service fails

You’re doing all the talking (2 ears vs. 1 mouth)

You’re not doing anything with the feedback

you’re receiving

Branch staff doesn’t have the power to help –

least supported and trained employees

Have no idea of the cost of losing customers =

lower retention rate and profits

See customer service as a cost, not a benefit


Why customer service fails

Not keeping your brand promises – advertising is

different from reality

Your products need help

Don’t notice the problems

Don’t place customer service as a priority

Don’t listen to your customer service reps or your

customers


Rating your bank – 2nd time

Earlier I asked you to rate your bank on a scale

of 1-5, now after reviewing the previous slides

how would you rate yourself?

What do you do well?

Where do you need to improve?

Who owns customer service at your bank?

How is it built into everyone’s score cards,

incentives, etc. or is it?


What do customers want?65% - knowledgeable employees

64% - address my needs on first contact

62% - treats me like a valued customer

54% - demonstrates desire to meet my needs

49% - can quickly access information

49% - is good value for the money

45% - has courteous employees

43% - is a company/brand I can trust

38% - treats me fairly

31% - provides relevant/personalized service


Let’s go shopping!!!

List of attributes we’re looking for

Shop 1 or 2 banks

Any “wow” experiences?

Any OMG – horrible experiences?

Overall impressions


What to shop for?

Bank – inquire about opening a new account

Stand to greet you

Shake your hand

Offer you a seat

Offer you a business card

Thoroughly identify your needs

Quality of point of sale materials


What to shop for

Visual touch points

Cleanliness of ATM

Cleanliness inside the branch

Clutter in the branch and the seller’s desk

Professionalism of the banker

Knowledgeable

Well dressed

Profile you to identify your needs or just product popped?

Asked you why you wanted to switch from your current bank?

Asked how you currently bank i.e. ATM, on-line, in-branch, etc

Did they stand to thank you at the end and shake your hand

Did they obtain your contact information for a potential call back?

(see last two pages of handout for more detailed descriptions)


De-brief shops

Have students share their stories

Overall rating from the students

1-5 – what was our overall rating?

Examples of “wow”

Examples of OMG – horrible

Other issues – touch points, etc.


What are our service

protocols?Based on our shops let’s define what we think

our best customer service protocols should be

List on flip chart and discuss

What is non-negotiable?


Time to return to your

bank!Based on what we learned today – what would

you do differently at your bank if you were in

charge of customer service?

Each student make up a list

Share list with the larger group


Debrief

What was your biggest take away from today?

Share with the group

How would you rate your bank now – 3rd time!

Why should I bank with your bank – 2nd time!

What do have to offer me that no one else does?

Comments/questions


Shop analysis – page 1

Stand to greet you

Shake your hand

Offer you a seat

Offer you their business card

Thoroughly identified your needs via profiling

Quality of point of sale materials

Visual touch points in the branch

Cleanliness of ATM

Cleanliness inside the branch

Clutter in the branch and the seller’s desk


Shop analysis – page 2

Professionalism of the sales-person

Knowledgeable

Well dressed

Fingers, hair, face, etc, clean professional

Clothing pressed, shoes clean and shined

Did they ask why you wanted to switch banks

Did they ask you how you currently use your bank, i.e. ATM, on-line, in branch, etc

Did they obtain your contact info

Did they stand at the end, shake your hand, make eye contact and thank you for coming in


Documents

Creating a culture of customer service€¦ · Love wowing customers You accomplish this by: Creating a real commitment to enriching your customer’s lives Giving employees the tools