Corporate Behavior Analysts, Ltd Putting Great Customer Service Back Into the Equation
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1 Corporate Behavior Analysts, Ltd Putting Great Customer Service Back Into the Equation
2 A Hard Reality In the title industry, the title commitment and policy are a commodity. Corporate Behavior Analysts, Ltd
3 HOW WILL YOU COMPETE? How can you compete? Reputation Location Geographical footprint Setting Technology Networking Your people Your sales and marketing approach Customer Service Corporate Behavior Analysts, Ltd
4 CUSTOMER SERVICE Customer Service is your greatest opportunity to compete. Corporate Behavior Analysts, Ltd
5 WHAT IS AVERAGE Elevating your Customer Service beyond average is what will make you stand out. Corporate Behavior Analysts, Ltd
6 CONSISTENT CUSTOMER SERVICE You will make a customer impression if you provide good basic service consistently. Corporate Behavior Analysts, Ltd
7 WHAT IS BASIC SERVICE Everyday customers expect good basic customer service. but, customers do not always get good basic service. Corporate Behavior Analysts, Ltd
8 MAKE A LIST What is good basic customer service? Make a list Corporate Behavior Analysts, Ltd
9 CUSTOMER SERVICE BASICS Basic service includes: Easy to navigate website Good phone skills Welcoming environment Clean restrooms Being friendly Being proactive Getting the details right Timeliness Being thorough Following through Effective (electronic) communications A positive closing experience Corporate Behavior Analysts, Ltd
10 IMMEDIATE IMPRESSION You will create an immediate customer impression if you do something exceptional. Corporate Behavior Analysts, Ltd
11 LASTING IMPRESSION You will create a lasting customer impression if you consistently do something exceptional. Corporate Behavior Analysts, Ltd
12 WOW EM What Wows us?...customers have different likes and dislikes. Make a list Corporate Behavior Analysts, Ltd
13 PRICE, VALUE, WOW People are Wowed when price is low and value is high. Does it make sense for you to compete on price? Corporate Behavior Analysts, Ltd
14 UNEXPECTED People are Wowed when unexpected positive events occur and are free. Corporate Behavior Analysts, Ltd
15 PERSONALIZED & INDIVIDUALIZED People are Wowed when service seems personalized or individualized Corporate Behavior Analysts, Ltd
16 SORRY People are Wowed when you gracefully recover from a mistake. Corporate Behavior Analysts, Ltd
17 HOSPITALITY People are Wowed when you provide hospitality. Corporate Behavior Analysts, Ltd
18 Customer Service Danny Meyer.. Service is the technical delivery of the product.it is a monologue, we decide on how we want to do things and set our own standards of service. Hospitality is a dialogue it is how the delivery of the product makes the customer feel it requires listening to the customer with every sense and following up with a thoughtful, gracious, appropriate response. It takes both great service and great hospitality to rise to the top. Danny Meyer, Setting the Table: The Transforming Power of Hospitality in Business. New York: Harper Collins Publishers (2006). Corporate Behavior Analysts, Ltd
19 CBA FORMULA + Consistent basics = Good Customer Service Corporate Behavior Analysts, Ltd
20 CBA FORMULA + Hospitality + Consistent basics = Great Customer Service Corporate Behavior Analysts, Ltd
21 CBA FORMULA + WOW + Hospitality + Consistent basics = Exceptional Customer Service Corporate Behavior Analysts, Ltd
22 CBA Customer Service Program Step # 1: Create a list of basic service behaviors.use CBA starter list and add to it. Corporate Behavior Analysts, Ltd
23 CBA Customer Service Program Step #2: Identify the functional areas where basic service needs to occur. Identify critical points of customer contact. Define and train how basic service behavior is to be applied at each point of customer contact. Corporate Behavior Analysts, Ltd
24 CBA Customer Service Program Step #3: In each functional area define and train how to provide hospitality. Corporate Behavior Analysts, Ltd
25 CBA Customer Service Program Step #4: Identify Wow service behaviors in each functional area and provide training. Corporate Behavior Analysts, Ltd
26 CBA Customer Service Program Example: the closing Corporate Behavior Analysts, Ltd
27 CBA Customer Service Program Basic Service Behaviors: (Steps #1 and #2) Friendly greeting and welcome at reception. Comfortable area to wait. Closing starts and ends on time. Proper introductions made. Opening remarks by closer include how closing will proceed and what customer should expect. All documents explained adequately and in correct order. No last minute problems. Closer listens actively, style is friendly, courteous, accommodating. All questions answered. Closer is patient and does not rush. Summary of next steps provided including an offer for any additional assistance needed. Copies of take home documents provided promptly. Escort to door and final thank you provided. Corporate Behavior Analysts, Ltd
28 CBA Customer Service Program Hospitality (Step #3) Receptionist makes specific tailored comments to customer at greeting (e.g., weather, attire, holiday approaching, etc.). Menu of beverage options provided verbally by receptionist. Receptionist asks if there is anything she\he can do to make customers more comfortable while they wait. Closer greets customers by name, tells them it is a privilege to serve them and thanks them for coming. Closer asks if closing agenda is clear and encourages customers to ask questions. Closer remarks: that is a great question to ask. Closer asks if she\he can provide more detail or explanations. In Summary, closer asks customer if everything is satisfactory. Closer escorts customer to reception area and makes final personal comments. Corporate Behavior Analysts, Ltd
29 CBA Customer Service Program Wow (Step #4) Customer names on welcome signs\placards outside or in reception area. Coffee\Espresso available for customers. Customer Profile indicates what special drinks, snacks or individual touches are favored by repeat customers. Information kiosk available for customers where closing materials\agenda can be reviewed. Wireless network and PC for customer use or business center availability. Community materials and welcome packets for new residents. Receptionist keeps customers informed on any delays. Closer makes personal\individualized remarks about customer at greeting and throughout closing. Photo of property displayed in closing room. CD given to customer for all take home documents. Umbrella s provided to customers if raining upon leaving. Corporate Behavior Analysts, Ltd
30 CBA Customer Service Program Additional considerations: Use a design team to plan and implement new service program. Map your workflow within functional areas to identify critical points of customer contact. Interview customers to identify basic service and Wow variables. Remember what Wows one customer may not Wow another, it is the combination of basic + hospitality + Wow that will make the difference. Evaluate current levels of customer satisfaction and establish a baseline. Get the basics consistently right before you proceed. Continue to evaluate service levels and satisfaction. Training is critical to your success as is keeping staff accountable. Corporate Behavior Analysts, Ltd
31 CBA Customer Service Program If a company wants to truly move beyond the basics of customer service it has to dedicate itself to raising the standards of every employee and replacing those employees who fail to meet or live up to the new service standards. Corporate Behavior Analysts, Ltd
32 CBA Customer Service Program Going beyond the basics may be the least expensive thing a title company can do because beyond the basics is a little like adding topping to a great cake. Corporate Behavior Analysts, Ltd
33 CBA Customer Service Program Talk to us about how we can help you Move Beyond Basic Customer Service. Corporate Behavior Analysts, Ltd
34 Corporate Behavior Analysts, Ltd. Roger C. Lubeck, Ph.D. President Chris R. Hanson, Ph.D. Executive Vice President 686 Carriage Hill Lane Sugar Grove, Il (630) FAX (630) North Dunton Arlington Heights, IL (847) FAX (847) Corporate Behavior Analysts, Ltd
75% 17% 6% 1% 1% 94% 6% 77% 9% 2% 1% 90% 9% 1%
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