HurlbertDeck.19February16

Copyright Hurlbert Consulting, LLC

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How to Provide Concierge Customer Service That

Turns Your Customers Into Raving Fans

Jeanne Hurlbert, PhDCEO, Hurlbert Consulting, LLC

©2016 Hurlbert Consulting, LLC, All Rights Reserved


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A Tale of Two Airlines


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Concerns for Wholesale Distributors

①Profit② Disintermediatio

n③ Growth of

nontraditional competitors

④ Technological transformation


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How Not To: 60 Minutes of• Automated menu• Customer service rep• “Customer loyalty”

department• Automated menu• Customer service rep• “Solution” I couldn’t

access


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Focus on Fundamentals


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Key to Profitability: Solid Strategy

Conversion, Penetration, &

Retention


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Key Premises

1. Provide concierge customer service to most profitable customers AND high-quality customer service to everyone

Keys to conversion, penetration, and retention—for profitability

2. Satisfaction is necessary but not sufficient condition of loyalty

3. Customer satisfaction must be understood from customers’ points of view

4. WHICH MEANS:1. Must measure customer wants, priorities2. Orient customer service around that3. Constantly measure satisfaction and loyalty


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Benefits of Concierge Customer

ServiceCPR: Conversion, Penetration,

Retention


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Concierge Customer Service: Conversion

Attract Customers Similar to Your Most Profitable, by Offering Service Competitors Can’t

Gives sales force invaluable tool!


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Concierge Customer Service: Penetration

Transform Highly-Profitable Prospects to Customers

Turn Money-Losing Customers to Money-Making Customers


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Concierge Customer Service: Retention

For most profitable clients, competitors can’t draw away

Change the culture of your organization across all levels

Retain all the customers you want to retain


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If you do not…

$100-Million CompanyWouldn’t take a gorilla to defeat them


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Becoming Customer-Centric

Job Roles & Descriptions


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Do You Have a Chief Customer Officer (CCO)?

Increasingly common <20 in 2003; 22% of

Fortune 100, 10% of Fortune 500 in 2015

35% of CCOs in enterprise, (>$1B), 15% midsize, 50% in small (<$250M)

What do CCOs do: Ensures the company

understands WHO their customers are

Builds lasting relationships with those customers

Ensures that they serve those customers at the highest level


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Power of FocusHaving dedicated professional focused SOLELY on understanding and connecting with customers


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Key Elements of Concierge Customer

ServiceCCS Objectives


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Objectives


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Concierge Customer Service

Objective:• To deliver an

exceptional customer experience that gives customers MORE!

• Defined as EXTRAordinary, going “above and beyond” what is typical.

• Example: 5-star hotel service


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MORE: 4 Elements of CCS

Mindset Be patient Be a good listener Commit to solving

problems, rather than providing excuses

Be lifelong learners Advocate for customer

Ownership Take ownership of

customers’ problems Provide solutions Ensure that

customers are apprised of each step through the process


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Ownership Example:

Shipping Mistake: Returning a

Jacket


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MORE: Final Elements of CCS

Referability Should be automatic Norm of Reciprocity “Network homophily”

Reach deep into your target market at low cost

Clone your best customers

Will they refer you? Or will they send others away?

Ultimate measure of loyalty

Experience Make them want to tell

others Four Seasons Hotel,

“[s]ystematize the predictable so that you can humanize everything else”

Competitors will be unable to match the experience, so you super-glue your best customers to you


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Referability


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Reality Check/Action

Do you have an endless flow of referrals?


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Experience Example


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MORE Action

Assess your customer service

personnel:Order taking is NOT Concierge

Customer Service


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Financial Foundation of CCS

Your WayPoint profitability ranking of your clients will show you which clients are sufficiently profitable to fund CCS. Accounts with the highest volume are not necessarily the most

profitable. Identify profitable accounts and retain them by providing CCS.

Steps: Prepare for the eventual loss of gross profit from accounts that

are losing money. Convert customers who resemble closely your top accounts. Penetration (Internal Conversion) – turn Money-losing accounts

into Money-making accounts.


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Putting Concierge Customer Service in

PlaceWhere to Start?

How do you achieve this? How do you give customers MORE?


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Preparing for CCS

The 2 Most Important—And Often Unanswered--Questions: What do your customers WANT? How satisfied are they with the

extent to which we are providing that to them?


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To Provide CCS, Answer:

What do your customers want?

Although there are core principles in every CCS system, there are variations specific to individual companies.

Tailor your CCS to their specific wants

How satisfied are they with how you are giving

it to them? Constantly gather feedback

from customers to ensure you’re giving them what they want


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Phase 1 of Implementation

Opportunity Generator™ and Feedback Generator™ Opportunity Generator™

Identify 5 core problems/priorities What keeps your

customers up at night? Orient your content,

products or services, and marketing around

Discover individualized customer service touch points

Feedback Generator™ Baseline measure of

satisfaction and loyalty Pinpoint areas for

improvement Calibrate CCS efforts Leverage this investment

in Phase 3


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Why Opportunity Generator?TM

Finding common ground, making connection become much easier if we can see the world from the customer’s point of view, “take the role of other”Network Homophily—We Connect to People Who Are Like Us

Concierge Customer Service must align with

customers’ priorities


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Benefit #1: Laser Focus

Customer Service You serve them better

than competitors do because you know them better

Focus your content, products/services, marketing

Revolutionizes your planning


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Benefit #2: Instant Authority

You know them better than anyone!

Positioning, credibility

Thought leadership


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Why Feedback Generator?TM

Five Core Forms of Social Proof from Feedback

GeneratorTM

Testimonials: Stories that stick Invite testimonial if satisfied When dissatisfied, send an

internal alert for quick response

General satisfaction data Global/overall satisfaction Creates gold for marketing

Specific satisfaction data Continuous process

improvement Fix problems quickly

Referrals Invite satisfied to refer Reach target market, leverage

trust Online reviews

25% of Americans “comparison shop” on the web

Systematically and ethically encourage positive reviews


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Example: Feedback GeneratorTM


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Feedback GeneratorTM


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I wanted to tell the story


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When you’re referable AND you give them a way…

“We had the pleasure of working with Jeanne and her team earlier this year. It was clear to us very early in the engagement that Jeanne is not only a brilliant individual and one of the leading authorities in her craft, but she is also a great person to work with. The process that Jeanne led us through was well defined and had a logical flow which resulted in no wasted steps or time! With her guidance, we were able to net more than a 10% response rate from our survey. This is 2X or better than our average for our more typical customer satisfaction and other customer facing surveys. The insights we received from the survey are incredible and will prove critical to our planning as we prepare our 2016 strategic plan. Through this process we learned a lot about our customers, business, and ourselves and we owe much of it to Jeanne and her team.”

Tony De LucaDirector of Sales and Marketing

Swagelok Northern California


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Phase I Report to Customers

Report on positive results I.e.. “We are so gratified to

find that 98% of you are satisfied with our company and 95% would recommend us.”

Identify 2 aspects of customer service that showed an opportunity for improvement.

Identify their customer service preferences.

Use #2 and #3 as a rationale for your new customer service program.


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Phase 2: Customize CCS using these key elements Find reps who give customers MORE

Use assessments like Kolbe or DISC

Recruit from outside or promote Train on CCS with job descriptions

and systematic procedures Give customers perception that

there’s nobody else other than them in the world

Train sales team so they are aligned with customers’ goals.

Create and utilize systems to allow CCS representative to track interactions

Generate reports so that customers can see the benefits of their participation in the system

Use data from Phase 1 to identify problems in general customer service (non-CCS customers) for improvements


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CCS Steps

Dedicate at least 2 people to CCS, TRAIN

No automated menus Give Customers MORE! Provide these staff with

the authority to solve problems

Demonstrate benefits to sales team


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CCS Process:• Identify the problem,• Ask questions,• Take notes,• Summarize the problem

to the customer,• Outline steps will take

to resolve the problem,• Give the customer a

timeframe, and • Assure the customer

that he or she will personally solve the problem, and then do so.


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Preparing Sales Team for CCS Implementation

Train sales team on CCS Provide tools to

introduce Distribute reports to

customers quarterly—show gains Build loyalty Measure success for

internal improvement


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Gift with Dedicated CCS Phone Number


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Phase 3: Capitalize on Phase 1

Use the Opportunity GeneratorTM and Feedback GeneratorTM

Autoresponders at designated intervals

Current testimonials and statistical data

National Science Foundation

Where I Learned The Most About This . . .


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Action Items

Become customer-centric

Make sure your customers truly stand at the core of your business

Make sales, then acquire customers

Provide concierge customer service

Keep your finger on the pulse of customer sentiment to ensure you continue to provide that service


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At Its Core . . .

Give them MORE Is your mindset customer-centric? Do you take ownership when there’s a

problem? Are you referable? What is their experience?

Keys to concierge customer service, keys to profitability


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Let’s Talk!Get Your Complimentary Strategy

Sessionwww.ConciergeCustomerService.c

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HurlbertDeck.19February16