Dear
Friends,
Our book Pillars of
Business Success is out now!
This extract is about
how you can build a system
of ensuring that you give
exceptional service to your
customer’s time and time
again.
The customer pays your wage.
So are you earning enough
from your customer? If not,
you’ll enjoy this!
Regards
Tony Gattari
|
Available Now!
The Pillars
OF BUSINESS SUCCESS
Foreword by Peter Irvine
Co-Founder of Gloria Jean's Coffees
The Starting Point:
Delighting the Customer
You take your car in
for service. The service office is immaculately clean and resembles a
hotel lobby. The smell of freshly brewed coffee is in the air, and you
ask yourself “How come I cannot smell any car fumes?” The service
manager greets you, is well dressed in a neatly pressed shirt and tie,
with a name badge. You give him the keys, and he asks you “Do, you mind
if I go through our 12 Point Service Guarantee?” He then places the form
in front of you, and points his pen next to each of the guarantees as he
explains each one to you.
You then drive off in
the courtesy car. The car is the latest model, and it drives
fantastically. As you are driving it, you say to yourself that this will
be your next car. You are phoned later in the day by the service manager
to tell you the car is ready for pick up. On you arrival, your car is
waiting at the front of the office, and has been cleaned inside and out.
Before you are about to pay, the service manager, goes through all of
service points that were carried out. You do not even care about how
much the service was because it was so good.
A couple of days later,
Suzie, from the customer care department of the dealership gives you a
courtesy call. She asks you a few non-intrusive questions about your
thoughts on the service, the performance of the car, or any questions
that you may have about the whole experience. The car is working
perfectly, and you are totally satisfied by the experience, and you love
the fact that the dealership wanted to know your thoughts.
Here is an example of a
perfect link between what the dealership had in mind as they were
creating the vision, mission, values, and unique selling proposition for
their business, and what the customer wants from any engagement. Can you
see how the dealership has built a system?
-
On your arrival the
service staff had uniforms and name badges so that you could
identify them with ease. Before they serviced your car, they go
though another script – the 12 Point Service Guarantee. From all the
current affair shows that exposed dodgy car services, consumers have
a general fear of being cheated on what they have paid for. This 12
Point Service Guarantee reduces the fear in the purchase, in
highlighting that the dealership will deliver on their promise.
-
The courtesy car,
that is provided, is also a system. It is a marketing system that is
designed to get you hooked on the latest model of cars. Car
manufacturers and dealerships have done thousands of studies on the
impact that driving a new car has on future purchases.
-
Upon your arrival,
the car is cleaned for you inside and out. In a time poor society we
sometimes find it difficult to clean our cars, and the dealership
again has saved you time and money.
-
When you collect
your car, the service manager goes through another script with you
of explaining all the service points that were done to your car.
This is again to reduce the fear in your mind, that you have
received what you paid for.
-
The follow up phone
call is to gain customer feedback on the service. The dealership
records all of the information, and discusses it in team meetings.
Any issues that are raised are quickly dealt with.
The systems that have
been developed by the dealership have been well thought out. The systems
have always focused on the customer first, prior to the needs of the
business first. This is always a challenge for many businesses, as we
try to make our life easier, instead of the customers, and in doing so,
lose a lot of business because we have created barriers to make the
purchase easier.
Most of the time, these
barriers are called ‘procedures’, and these procedures need to be
defined separately from systems.
Procedures are designed to reduce or eliminate any losses to
the business, such as theft, fraud, or anything to do with the
processing of financial transactions or inventory management.
Systems are designed to
either;
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Increase sales
and profit |
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Save time |
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Improve the
quality of service that is given to the customer |
ACTIVATION
-
Write down one
common engagement that you have with a customer that you would like
to create a system for e.g. customer purchase, a refund, a customer
complaint, a phone enquiry etc.
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What are the
customer’s expectations from that engagement?
-
Close your eyes for
a moment? Can you visualise how that engagement is carried out? Now
write it down.
-
Write down
step-by-step how the engagement is carried out? List all of the
functions of the business that is involved in this system e.g.
marketing, finance, human resources, sales, administration, and
operations/production
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