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Okay now think about DHL Express what would happen if we created
an environment where 13,000 people Samuel, strong constantly
understand their single goal during the day is to love the customer,
to say ‘yes', to have an over happy customer.
FedEx, UPS...[slit throat hand gesture]
You know I really believe that the number one reason that most companies
in the world do not do anything about customer service
other than talk about it, is they do not understand that it is
the most powerful, strategic, competitive weapon
that you will ever begin to use in your lifetime.
It has value, it has a high yield investment, it absolutely creates results.
So if there is one message I can sell everybody out listening today
is go back into your organization, start looking at this strategically
and look for a way to drive it and implement it.
Customer satisfaction when you have exceptional service
is the most powerful strategic weapon you can use
to own and dominate the market place, and the reason I say that
is you could go out and tell everyone of your competitors
what you are going to do and why are you going to do it,
how much money you are going to spend on it and they are all going to say
you know you are really stupid what do you do,
go to some convention and hear this show guy.
I will show you this morning financially how money falls from the skies
if you absolutely provide incredible service.
Now we are not talking about new plans, we are not talking about new trucks,
what we are talking about is taking the 13,000 people that you have in America
and created an atmosphere Samuel,
so when they get up in the morning they think:
cool, this is my day to take care of the customers instead of them.
You know, wouldn't it be great instead of talking about Disney and Federal Express
and General Electric, instead they were talking about [inaudible]
and they were talking about your dealership.
And I don't care if you are in Clearwater or Saint Cloud like Roger Duininck.
Wouldn't it be great if everybody in those market areas said,
you know there is on one place to do retreading and that is at [inaudible].
And it is a year dealership because you understand the power and the strategy
of customer service.
I challenge you to put these ideas into action, because they work.
Thank you very much.
Correspondent: Every business drives to get customers in their doors,
but according to John Tschohl, an internationally recognized expert
on customer service, employees often drive them out faster than they come in.
But there is good news, using the strategies of the multinational service quality institute
as inspired by John Tschohl your firm can gain the competitive edge.
So joining us now with the secrets of a successful complaint letter
is the author of ‘The Customer is Boss', John Tschohl, good morning John.
John: Good morning.
Correspondent: Bad services, bad products all the time,
when do you get mad enough or when should you pick up
and write a complaint letter?
John: Whenever you are unhappy for whatever reason,
because you are going to do the company a favor by letting them know
and you are going to reduce your own blood pressure
by communicating to a company that you are unhappy.
Laura: Morning John. John: Good morning Laura.
Laura: Let's talk about service. Where are we in this country?
have we gone from bad to worse?
John: I think we have. Everybody talks about service
and if you walk up and down main street America
every single business says they are great at it.
The problem is it is really difficult to find it.
Correspondent: The author of this John Tschohl joins us now.
Let me ask you first, I think a lot of people said: well I won't complain
I will just be quiet and put up with it. How important is it that people actually
stand up and say something when they receive bad service?
John: If we want good service we have to stand up.
It is amazing how reactive companies will be if we communicate our concerns
and our problems. Right now most of us are very quiet,
we never say anything and all these organizations think they are incredibly good.
Jim: Let's join in John Tschohl now has his own company Wilmington, Minnesota
and has what she just said characteristic of your workers.
John: I really disagree with that.
Correspondent: A noted author and popular guest expert on countless television programs,
John Tschohl has addressed to audiences throughout the world.
His dynamic and interactive platform style inspires audiences to rise to new heights
in their focused on true customer service.
So fasten your seat belts as we preview what Time magazine referred to as
a quality service guru - John Tschohl.
John: I wouldn't be surprised if DHL Express you can teach the skills.
It is attitude that counts.
So let me talk a little bit about empowerment.
If you looked at Webster's definition it is to authorize, enable,
permit to give power and authority.
To my definition is that every employee has to be able to make a fast decision
on the spot to take care of a customer and the customer satisfaction.
And the problem with empowerment, and this is global,
is that most employees are afraid that if they make an empowered decision,
what is going to happen?
What is the number one fear?
The number one is they are going to get fired.
Huge fear, now if you look at the Caribbean and Latin America
most people don't want to lose their job.
DHL is a nice company, so if you have choice between taking care of a customer
or losing your job, most people would say the heck with the customer.
So you got to have empowerment, that means that every employee
regardless of the level has to use a little bit of common sense.
And we are not talking about the deal in France where they gave away $7 billion.
What we are talking about is people making correct decisions on the spot.
Frankly and we are going to talk about service recovery.
I think if you have a empowerment you solved a lot of your problems
and I know that I have heard John talk about it, Roger talk about it,
everybody wants empowerment. The difficulty, that you got in the task
is to make sure that every employee you got makes a fast decision during the day
and it better be in favor of the customer.
If you have an over happy customer you make a lot of money.
A lot of money, that is how you get customer retention
and there is two ways to drive empowerment:
one is recognition and the other is celebration.
Let me tell you what I think happens in most countries
is that if the person got a pulse they are hired.
Let me tell you what I wouldn't be surprised in each of your markets,
that you have some dead people on the payroll.
So if you are going to be more productive we got to hire the right people
and then we got to learn to love them and then the next step
that I am going to talk about this morning is that we got to have empowerment
and empowerment again means that everyone of your employees
has to make a very fast decision and it always has to be in favor of the customer.
I don't care if you think the customer is crazy, it is irrelevant, the customer is the customer
and the customer is always right, because your objective is to double your business.
Your objective should be to destroy your competition.
And the only way to do that is to make sure you got empowerment.
What we are talking about today in terms of customer service is a strategy
I believe that it is a very strategic powerful weapon that any organization can use
because it allows you to differentiate in the market place.
In my opinion it has value in the eyes of the customer.
It is something that has a lot of feelings to it, a lot of perception to it.
And so today as you listen to my comments I like you to think about
what I am saying strategically. Don't think of this as 2 hours of training.
Instead think about this is a tool that I could use in the Defense Department
in the Navy, in my university, in my healthcare operation
in my life insurance company to build market share, to build market dominance.
You see the difficulty I have been focusing in customer service now for 19 years
and we all talk about customer service
but going through the motions of providing service is one thing.
Exceptional, noticeable, unusual service is another thing.
And the interesting thing no matter where I go in the world everyone sais
yeah we are really pretty good at service.
But if you would just take a moment and write down 5 organizations
that you do business with in your personal life or your business life
that give you awesome, mind boggling, incredible customer service consistently,
just write 5 organizations down as fast as you can.
But some of you in the audience right now are probably thinking 5,
I am having trouble.
And yet if you think of the thousands of organizations that we are all interface with,
why is it so hard for any of us to come up with 5?
More importantly after today's session,
what would happen if there was a survey done in your market area,
in your industry, and they listed the top 5 organizations
and your organization was one of those 5.
It doesn't matter if you are government or nonprofit or the private sector,
why can't we all be service driven. And that is what today's session is all about.
And I think Mark Jarvis from ORACLE, the Senior Vice President,
probably has it right when he said:
"Our view is very simple: It's either e-business or out of business."
And when we talk about eat or be eaten we got to realize that your customers
are at risk from whatever you are,
your best customers are right now using the internet in looking for ways
to reduce cost to look for ways to find an organization that is more service driven
that will provide a service that they are looking for.
Let me give you another example of a role model which his Amazon.
Number one goel is to be earth's most customer centered company.
How many have you here ever bought a book from Amazon
or a product from Amazon?
Okay a lot of hands went up. Here is the benefit of Amazon.
You can order a book. You can order a product from them at midnight.
You can be sitting in your home, naked.
Midnight and you can order a book or a product from Amazon
and then within 60 seconds you are going to get an email
confirmation coming back.
The next day you are going to get a tracking number
for where the product was shipped and how it has been shipped.
That is called speed, that is called customer service, that is called technology.
Now let me tell you what if you went to your local bookstore at midnight naked
you may get arrested.
That is problem number one.
I challenge you to put these ideas into action because they work.
Thank you very much.