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Go The Extra Mile Building a Service-Oriented Business Culture
© 2018 Accountemps. A Robert Half Company.
All rights reserved. Accountemps is an Equal
Opportunity Employer.
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“In business, you get what you want by giving other people what they want.”
– Alice MacDougall,
Coffeehouse Proprietor
Source: More Loyal Customers: 21 Real World Lessons to
Keep Your Customers Coming Back, Kevin Stirtz
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Overview
• The importance of customer service
and corporate culture
• Creating service “superstars”
• Hiring the service-oriented people
• Measuring customer satisfaction
• Customer service in the digital age
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T
O
P
10
What Do These Companies Have in Common?
1. Amazon
2. Trader Joe’s
3. Netflix
4. Apple
5. FedEx
Source: Top 10: Customer Service Hall of Fame, MSN Money, May 18, 2010
6. Publix
7. Southwest Airlines
8. UPS
9. Nordstrom
10. Marriott
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The Importance of Customer Service
• Personalized service allows small businesses to
compete with larger organizations
• Even for large firms, it’s important to offer a personal
approach to customer service
• Providing value-added customer care can help you win
new customers
• Consider your company’s approach to customer
service with every hiring decision and for every role –
as well as when implementing training and rewards
programs
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“When a customer presents a stressful situation, this is the
moment of truth, and you want your employees’ eyes
to light up.”
– Eric Gregg,
Managing Partner,
Inavero
Source: Eric Gregg, Managing Partner, Inavero
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Tips for Creating Loyalty
• Surprise your customers
• Save the day
• Focus on the long term
• Take a personal approach
• Make a commitment
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“If internal customers are not satisfied, it is likely that external customers will not
be satisfied either.”
– William M. Pride,
O.C. Ferrell
Source: Marketing, 2010 Edition, William M. Pride, O. C. Ferrell
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Why a Positive Corporate Culture Is Important
• Corporate culture is a big factor in employee satisfaction – Higher employee morale and motivation
– Lower turnover
– Your firm is viewed internally and externally as an employer of choice
– Improved customer service
• Play up the strengths of your company’s culture
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Case Study: Zappos “WOW” with Service
Source: zappos.com
• Unique corporate personality that
embraces diversity and individuality
• Core values state they are not satisfied
with average service
• Philosophy is to “WOW” with service
and experience – not monetary
compensation or discounts
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“Customer service is not a department, it’s an attitude.”
– Anonymous
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Knowledgeable Staff Key to Customer Service
Data source: Zogby International 2010 customer service
survey of 3,012 randomly chosen respondents
“When thinking about a company’s customer service, which one of
the following features is most important to you?”
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Creating Customer Service Superstars
• Nurture the traits of your current
employees to help them realize their
full potential:
– Empathy
– Long-term perspective
– Openness to feedback
– Responsiveness
– Customer appreciation
– Solutions-driven
• Teach employees to treat each
customer as a unique individual
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Ideas for Training at Every Level
• Role-play
• Help them engage in positive dialogue
• Take a 360-degree approach
• Start with the outcome
• Empower problem-solving
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More Ideas for Training at Every Level
• Create a Service “Hall of Fame”
• Reward great service
• Provide necessary tools
• Set the bar
• Foster internal service
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Case Study: Disney University Training in Legendary Customer Service
Source: disneyinstitute.com
• Opened in 1986 to provide training opportunities
for businesses worldwide
• Quality service is integral to every organization
• Comprehensive training
– Attention to detail
– Service is second nature
• Improvement in one area will result in
overall improvement
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Training Exercise Ordinary vs. “Extra Mile” Service
• “That’s not my department.”
• “I’m not authorized to give you a refund.”
• “I’ll have to put you on hold.”
• “We’ll need more time for that.”
• Other examples?
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Hiring Service-Oriented People
All employees –
whether internally or
externally facing – should be
service-minded.
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Hiring Service-Oriented People
The hiring process will offer
opportunities to identify candidates
with the greatest potential.
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Resumes – Reading Between the Lines
• When reviewing resumes, look for:
– Quantifiable results
– Action-oriented words
– Previous service roles
• Does the job seeker have good
listening skills?
• Is the applicant engaged in the process?
• Does the candidate follow instructions?
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Making the Most of the Interview
• Follow up on the candidate’s resume
• Ask questions that will help you gauge: – Sensitivity to others’ needs
– Willingness to resolve issues quickly
– Ability to put others’ priorities first
– Calm demeanor
– Maturity to recognize mistakes
• Observe the applicant’s interactions with others
• Look for a thank-you note
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Customer-Focused Interview Questions
• “How did you handle a customer or client who was
difficult to please?”
• “In jobs where you’ve had customer service
responsibilities, what did and didn’t you like
about these roles?”
• “What do you think constitutes excellent
customer service?”
• “What is your greatest accomplishment
on the job?”
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“Fundamentally, customer service is a talent and
personality trait. As such, we hire people who are inherently good at connecting with and
helping others. That way, it’s ingrained in our day-to-day culture.”
– Kent Lewis, Founder, Anvil Media, Inc.
Source: Kent Lewis, Founder, Anvil Media, Inc.
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Case Study: Anvil Media Creating a Customer Service Mind-set
• Look for candidates who are
good communicators; focus on
both verbal and written skills
• Offer rewards for superior
customer service
• Focus on customer service
has increased client retention
and referrals
Source: Kent Lewis, Founder, Anvil Media, Inc.
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Measuring Customer Satisfaction
• Talking to clients
• Surveys
• Focus groups
• Customer turnover/retention rates
• Social media
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“If you make customers unhappy in the physical world, they might each
tell six friends. If you make customers unhappy on the Internet, they can
each tell 6,000 friends.”
– Jeff Bezos,
Founder and CEO, Amazon.com
Source: “Who's Writing the Book on Web Business?” fastcompany.com
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Customer Service in the Digital Age
• All posts, blogs, message boards
and social networking sites are public,
visible, searchable and permanent –
and ultimately affect your company’s
reputation
• Ask your employees to act as
ambassadors of the company
• Consider staffing for the social media
function
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Free Monitoring Tools
• TweetDeck
• Google Alerts
• BoardReader
© 2010 Accountemps. All rights reserved. This material is the confidential property of
Accountemps. Copying or reproducing this material is strictly prohibited. All violators
shall be prosecuted to the fullest extent of the law. Accountemps is an Equal
Opportunity Employer.
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Key Take-aways
• Be aware of your corporate culture
and reputation
• Hire and train employees carefully
and with a service mind-set
• Monitor your customer satisfaction
and loyalty
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Source: Turn Your Customer On: 23 Ways to Motivate Employees and Make
Customers Love You, Kevin Billingsley and Brooke Billingsley
– Roger Staubach
Businessman and Heisman Trophy Winner
“There are no traffic jams along the extra mile.”
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Go The Extra Mile Building a Service-Oriented Business Culture
© 2018 Accountemps. A Robert Half Company.
All rights reserved. Accountemps is an Equal
Opportunity Employer.