Ian SadlerRegional Director

World Class Customer Service –How good is York?

About Me

80%

8%

Hold Up the Mirror

What percentage of Managers / Business Owners think they provide good or great service?

What percentage of Customers did receive good or great service?

The Disconnect

81% of customers would be willing to pay more in order to receive superior customer service

Only 29% of the UK’s small businesses owners believe that customer service is a key differentiator

Engaged Employees Lead To

Workshop Exercise 1

• How do you develop a service focused team?

“Clients do not come first.Employees come first.

If you take care of your employees, they will

take care of the clients”

Richard Branson

Customer Enquiry Mapping

Today’s Customer Journey includes many touchpoints –each one is an opportunity

Weak

Strong

Phone Survey

Focus Group

How do you receive feedback?

Net Promoter Score (NPS)

What Do We

Do Well?

How Can We

Improve?

Workshop Exercise 2

• How do you measure, test and improve your Customer Journey?

Results

York Project – We carried

out 10 Mystery ShopsMystery Shopping visit types include:

Why we are the bestOur Regional Director strategy enables us to recruit and develop highly trained regional mystery shopper teams. To ensure we deliver the highest quality feedback in the industry

Overall Results

55%

64%

55%

64%

62%

68%

64%

91%

91%

86%

69%

PHONE 1

PHONE 2

PHONE 3

PHONE 4

WEB 1

WEB 2

WEB 3

WALK-IN 1

WALK-IN 2

WALK-IN 3

AVERAGE SCORE

The experience left me with a very positive impression of both the city of York and of the hotel. ****** was polite,

friendly and enthusiastic about the hotel facilities and about York. I felt she was a good ambassador for the hotel

**** enthusiastically sold the benefits of ***** hotel to me, and by the end of my conversation I felt quite excited about the prospect of staying there for a weekend break

The Good

**** replied to my email, beginning by thanking me for my enquiry. She described the special group booking

prices and included a link to book these online. The email was finished by attaching a link for the best places to visit

in York on the “Visit York” website, explaining that they had sections within it for eating out, shopping, and

events, making it helpful for planning a trip

**** email response to my query was very friendly and full of useful information. His positive reply would definitely

encourage me to contact he business again. I would definitely say **** provided excellent service as he gave me information

that I hadn’t even thought about and was clear and definite about how we would proceed with the booking

The Good

We were immediately welcomed to ***** by a female team member with a warm and friendly smile. She showed us to a

vacant table and asked if we had been to this restaurant before

The food was gorgeous and the cakes very well presented. Based on the experience I would visit again and I would

recommend the venue to others

The Good

I was impressed that ***** took the time and trouble to check the price of the York Pass for me online and

that I would be able to purchase passes for my husband and myself directly from the hotel

**** said that the York Pass would definitely be worthwhile buying if we wanted to visit a lot of the museums and other attractions, as it would save money on the entrance passes. *** informed me that I could buy York passes online on the

Visit York website. She said that the website was also useful for looking at maps of the city and for getting information about

places to visit in York

The Good -York Pass

Real Opportunity for improvingCustomer Service and Selling Skills

PHONE 1

PHONE 2

PHONE 3

PHONE 4

WEB 1

WEB 2

WEB 3

WALK-IN 1

WALK-IN 2

WALK-IN 3

AVERAGE SCORE

73%

80%

73%

80%

71%

80%

83%

89%

95%

89%

81%

97%

94%

90%

94%

14%

29%

14%

29%

43%

43%

30%

50%

33%

33%

32%

Customer Service Presentation Sales Skills

I told **** that a friend had recommended the York Pass to me, and I asked how I could get passes for my husband and myself. She said that in her opinion the cost of the pass wasn’t worth it

and that it was cheaper just to buy separate tickets for the castle and the museum from the venues themselves

I asked where the Tourist Information Office was. The team member needed to ask the chef, who asked me if I knew

where Betty’s was. I said I knew York a little and thought I knew where Betty’s was. His reply was to go to Betty’s and go straight

on from there

I asked the team member if he knew anything about the York Pass and asked for directions to the Tourist Office. Clear directions were provided, but he said he didn’t know

much about it, but knew it offered certain discounts. I asked if **** was part of the scheme and he replied it wasn’t

The Opportunities – York Pass

I was not asked if everything was okay during the meal. I was also not asked if I would like a dessert of another

drink. The plates were cleared eight minutes after I had finished eating

I asked for the bill and it was delivered quickly but it was not clear that I had to go to the counter to pay. As no team

member came to take payment for almost ten minutes I had to go to the counter to pay

The Opportunities

I felt that a more straightforward online enquiry form would probably benefit the website. I did not find it at all

clear and, therefore, chose to send an email enquiry

My email was not answered within 72 hrs, so I rang the venue. I needed to call a second time, as no one answered

my first call. I explained that I had emailed an enquiry through and it had not been answered. **** explained that she only manned the phones on a Saturday and would not be able to help, but did say the person who normally deals

with emails had been off sick that week. My name and number was taken

The Opportunities

My contact details were not taken, so there was no real possibility of any follow up

**** thanked me for my enquiry, then invited me to phone back when I was ready to make a reservation, or if I had further

questions in the meantime, She did not take my name or contact details and was, therefore, unable to call me by my name

**** was polite and pleasant with a good phone manner. However, I did not feel that either she or the team member

who answered the phone initially were particularly good ambassadors for the hotel. **** did not give me any

information about specific things there were to see and do in York. I was not left feeling enthusiastic about the prospect of a

weekend break in the city of staying in the hotel

The Opportunities

The Great British Disease “Businesses do not follow up”

Warning - Follow up scores can harm enquiry conversion rates...

Did you receive any follow up within 5 days? 14%

Why is it critical to follow up?

Around 5% of significant purchases are made on the first enquiry

80% of significant purchases are made after 5 contacts

50% of businesses don’t follow up at all!

Just 8% follow up 5 times

This is a real opportunity to differentiate ourselves from the competition

Suggestions

What did we do well?

How can we improve?

“Walk” your own customer journey regularly

Ask for customers name and contact details

Measure how your customers and staff feel?

Follow Up, Follow Up, Follow Up

DIFFERENTIATEYOURSELF THROUGH CUSTOMER EXPERIENCE

Take Away Message

Action

• Feedback is valuable to us – please complete the feedback form

• Endorsed by Make It York – would you like to receive a complimentary mystery shop on your business?

All Visit York Members receive a 20% discount on our services:Training

Customer & Staff SurveysMystery Shopping Programmes

Feedback Direct – Measure your Customer JourneyFocus Groups

Ian SadlerRegional Director

World Class Customer Service –How good is York?