RCI’S “REAL-TIME” LEARNING HOW TO BECOME A CUSTOMER ... · 6 | rci’s “real time” learning Rick Conlow International 21 MOMENTS OF MAGNIFICENCE FOR CUSTOMER SERVICE SUPERSTARS

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R C I ’ S “ R E A L - T I M E ” L E A R N I N G

HOW TO BECOME A CUSTOMER SERVICE SUPERSTAR

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R C I ’ S “ R E A L - T I M E ” L E A R N I N G

introductionWelcome! We are delighted that you are taking this course. We believe, “if you increase your learning, you will increase your earning.” We have designed RCI’s “Real-Time” Learning in four niches:

★★ Leadership

★★ Customer Service

★★ Sales

★★ Personal Development

Most modules can be completed in approximately 30 minutes or less to give you the help you need when you need it. Each contains practical and proven value that you can apply today. Sound learning theory supports each competency. Each is organized in three parts:

1. Self-assessment (5-8 minutes)...measure it!

2. Article (5-6 minutes)...study it!

3. Video and Application questions (10-15 minutes)...reinforce and apply it!

We encourage you to engage our other modules. All the skills and approaches in a niche reinforce one another. All learning, to be useful, must result in positive behavior or strategy changes. At the end of this module, review the other resources available. We wish you the best of success...now accelerate your career!

Positively,

Rick Conlow

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H O W T O B E C O M E A C U S T O M E R S E R V I C E S U P E R S T A R

assessment➜ INSTRUCTIONS: Customer service is poor in most places today. People who do an exceptional

job will be able to write their own ticket for almost any position. Here are 10 specific traits tobenchmark yourself. Use a scale of 1-5. Mark a 1 if it is very infrequently like you, 5 means it is veryfrequently like you. Answer as you think others would see you, not how you would want to be.

I...

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

sincerely desire to help people and do the right thing.

know how to keep my mind sharp and positive even in the toughest situations.

practice on the job and off, uncommon courtesy and kindness with others.

am a good listener.

understand how to demonstrate genuine empathy with customers.

am good at asking probing questions that help me understand a customer’s true needs or wants.

have learned well how to deal with customer complaints and my organization’s options for helping resolve their issues.

know how to keep my cool and defuse angry or irate customers.

go the extra mile to create happy and loyal customers.

receive high ratings from customers and my company for my customer service results.

believe I am a customer service superstar.

Strengths (List 3 of your highest rated areas)

Areas to develop (List 1-2 areas for improvement)

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R C I ’ S “ R E A L T I M E ” L E A R N I N G

MOMENTS MAGNIFICENCE BY CUSTOMER SERVICE SUPERSTARS Customer Service Superstars are friendly and helpful when delivering the customer experience. Listening is their highest form of courtesy. The bottom-line to excellent customer service is the quality of the customer interactions in person, on the phone or online. This requires you treat customers with respect, dignity and grace. A negative attitude, poor systems or use of systems, and a lack of courtesy drives customers away.

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Duh? This emphasis is for all the companies and people that deliver horrible customer service

and probably don’t think that they do. Doesn’t this only makes sense? Are you hearing this? Why

is this so foreign to so many? Stick it out and consider two approaches for engaging customers:

egocentric and altruistic customer service.

AN EGOCENTRIC CUSTOMER EXPERIENCE

First of all, there is a self-centered approach to relating to customers or other people for that

matter. This means your focus is on you not others. What’s most important is what’s happening to

you and how it affects you and why you do or don’t like it. If it doesn’t go your way, you get irritated,

frustrated and angry and let people know. Yes, this is the wrong approach for customer service.

It comes from a lack of maturity or a non-caring attitude. Not caring is a disease that has to be

cured. Many companies and employees end up here. Companies who take this approach believe

in profit over people. Tons of research says that higher profits come from investing in helping

employees succeed. Then, they in turn provide better customer service. This is so unfortunate and

unnecessary.

AN ALTRUISTIC CUSTOMER EXPERIENCE

In contrast is the other-centered approach. Your goal here is to genuinely assist everybody. For this

reason it includes customers and your colleagues too. A successful businessman Bob Conklin said,

“Help other people get what they want and you will get what you want.” Notice how he said this.

First you help, then you get. This is a caring approach when done with integrity. In other words, you

value how others are affected by your actions. You wish them well and try to do the right thing for

them. If they have a problem or complaint, even though it wasn’t your fault, you go out of your way

to support them. This is a prerequisite for Customer Service Superstars. They deliver because they

want to, it’s an inherent value. As a result, fewer companies and employees end up here.

CUSTOMER SERVICE SUPERSTARS KEY MOMENTS OF TRUTH

You can organize your customer engagement into four key areas. Here are the definitions:

1. Moments of Truth are anything you or the company does that directly or indirectly affects a

customer’s perception of you (remember, you are the company you work for) or your organization.

They make up a customer’s journey or cycle. These moments of truth can become misery,

mediocrity or magnificence for the customer.

2. Moments of Misery show up when you do less than what customers expect. This is poor service.

3. Moments of Mediocrity are created when you only meet a customers’ expectations. This is

average service.

4. Moments of Magnificence are designed as you exceed the customers’ expectations. Some call

this magic, for sure it is about exceptional service.

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MOMENTS OF MAGNIFICENCE FOR CUSTOMER SERVICE SUPERSTARS

A Customer Service Superstar’s goal is to treat customers much better than they expect. They do this

by self-managing each moment of truth so the customer experiences exceptional service. Therefore,

to learn what to do, think of what impresses you as a customer? Furthermore, think of what you wish

people in customer service roles would do much better? In addition, be open to continuing education

to become more effective.

Hence, all awesome service begins with courtesy and friendliness. Next, the service person needs

to be engaging and positive. So, this could include asking a few questions and listening to what the

customer wants or needs. Most noteworthy, the Customer Service Superstar really begins to solve the

customer’s problem. This may include defining the product or service, offering options, and handling a

problem. Or, just taking an order. Also, Customer Service Superstars keep learning about dealing with

people. They read up on product info. They learn how to better help the customer use the company’s

online or web based resources. An excellent conclusion to serving the customer includes a summary,

positive final words and a thank you. Finally, Customer Service Superstars always follow-up to add that

extra value to the customer experience.

PULLING IT ALL TOGETHER

When a person (or a company) does all of this well during the customer experience, customers

are extremely satisfied, if not supremely loyal. As a result, it’s magnificent but rarely found today.

However, it doesn’t have to be. It’s a science because certain steps must be followed. It’s also an

art because you can add your personality and flair to it while pleasing each customer. This is a

differentiation. As a result, it stands out when done uniquely geared to each customer’s goal. Certainly,

this is the essence of Customer Service Superstars. Even more, almost all employees can and will

serve customers this way. Yet, their managers have to learn to lead more effectively.

Is your company going through significant change?

See this complimentary eBook

Changing Change Management

Do you want to learn how to be a one of the best

leaders? If so, I suggest you check out our new book

Superstar Leadership

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H O W T O B E C O M E A C U S T O M E R S E R V I C E S U P E R S T A R

training videoIn this training video you will learn:

• How to stay positive in spite of the stress and challenges of the job.

• How to deal with difficult customers.

• 5 Steps to that will help you become a customer service superstar.

review questions

1. What have you learned or relearned in this module about giving great customer service?(Review your learning with one other person)

2. List three ways you will improve your customer service today.

“The person who delivers genuine exceptional service is a rare gem.” RICK CONLOW

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about rick conlowI’ve been in your shoes, I was a manager just like you may be now. I wanted to succeed just like everyone. I wanted to make a difference. The first company I worked for believed in training, with this opportunity and my desire to learn, I attended over 100 training programs and conferences in a little over fifteen years. My results improved and I moved from teaching and selling to executive, with five promotions. Eventually, I founded Rick Conlow International. Our purpose is to bring out the best in others and make a positive difference in peoples’ careers. Throughout the years we have partnered with many fine companies and managers to achieve:

• 48 quality service awards including JD Power, Ford’s President Award, and Canada’s Consumers Choice Award.

• Record-breaking sales year after year: 30%, 48%, 52%, 75%, 122% gains in sales.

• 15-20 points on customer experience surveys.• 12-14 points on employee engagement surveys.• Author of 20 books, including the best seller, SuperSTAR

Leadership.

You can do this and more. Exceed your potential today. I’ll show you how.

Ford’s President’s Award Canada’s Consumer Choice Award

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about rick conlowcall 612-868-8521 email [email protected]

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