Giving excellent customer service is important to our businesses. This presentation will cover what rural customers want, how to keep existing customers, how to build connections with the ‘top dogs’, and create a referral network with mavens

Klein, Karl

English

Kansas State University

Kansas State University Libraries New Prairie Press Center for Engagement and Community Development Rural Grocery Summit Creating Experiences: On the Front Lines of Customer Service Karl Klein Washburn Small Business Development Center Follow this and additional works at: https://newprairiepress.org/cecd This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License. Klein, Karl (2012). "Creating Experiences: On the Front Lines of Customer Service," Center for Engagement and Community Development. https://newprairiepress.org/cecd/ruralgrocery/2012/27 This Event is brought to you for free and open access by the Conferences at New Prairie Press. It has been accepted for inclusion in Center for Engagement and Community Development by an authorized administrator of New Prairie Press. For more information, please contact cads@k-state.edu. Creating Experiences: On the Front Lines of Customer Service Karl Klein karl.klein@washburn.edu 785-234-3235 http://www.flickr.com/photos/apophysis_rocks/ What We KNOW Giving excellent customer service is important to our business! Rural customers report:  Customer Service  Convenient Hours  Store Cleanliness  Local Support Decision Makers for Shopping with YOU    World of Customer Service Like and Dislikes  Relationships  Trust Lifetime Customer Value Lifetime Customer Value Excellent Customer Service Smaller is BETTER! The Buzz Word: CRM (Customer Relationship Mgmt)    Big Three •  Keeping those existing customers •  Building connections with the top dogs •  Creating a referral networks with mavens   CRM’s #1 Goal The main goal of any CRM program should be to maintain relationships with your best customers Creating Positive Customer Experiences Great service starts at the top: Leadership     Attitude is everything: Contagious      Those generational differences: Awareness     Creating Positive Customer Experiences    Happy Employees = Happy Customers    Hire the right people Creating Positive Customer Experiences Empowerment Create a internal culture that has clear directives  Allow for self-directed decisions Challenge and encourage    Creating Positive Customer Experiences Remember, great customer service is: • Deliverable • Relational • Emotional • Measurable   Setting and Measuring Standards Simple System by REVCO Every customer, every time Greet customers every time they enter the stores Ask the customer if they need assistance Look at the customer when speaking Setting and Measuring Standards Results!  “Mystery shoppers” deployed  90% Compliance  Customer Service Quotes “Well done is better than well said.”    BENJAMIN FRANKLIN  “If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”       JEFF BEZOS   Customer Complaints Get rid of the formal response and be genuine They don’t want to hear your “policy” Limit the choices to fit their need    Creating Customer Experiences What the pros say……  “Creating Magic” by Lee Cockerell  Leadership strategies from the world of Disney  “It’s not the magic that makes it work; it’s the way we work that makes it magic.” - Cockerell     The Main Lessons Your whole staff is IMPORTANT  Let your people advertise who you are  Leverage appreciation and recognition  Give people more than a job, give them a purpose   Green Hill Farms Customer Loyalty Program - 1993  Knowing best customers - rewards  Frozen turkey thieves  Diamond customers  Data collection – spend trends  Deal loyalty vs. Relationship loyalty      Johnny the Bagger from The Simple Truths Customer Service Resources Lifetime Value Calculator:  hbsp.harvard.edu/multimedia/flashtools/cltv/index.html Green Hills Farm Case Study: www.inc.com/magazine/20010601/22701.html The Disney Institute: http://disneyinstitute.com/ Zappos Core Values: http://about.zappos.com/our-unique-culture/zappos-core-values   

Creating Experiences: On the Front Lines of Customer Service

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Creating Experiences: On the Front Lines of Customer Service

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Kansas State University