Delivering Customer Value Part 1 Customer Service Let

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Delivering Customer Value Part 1– Customer Service Let the Journey Begin

Delivering Customer Value This course has two parts: Part One covers Customer Service Part Two covers Value Pricing 1. CUSTOMER SERVICE Delivering Customer Value: Customer Service 2. VALUE PRICING © 2010 Keller Williams Realty, Inc. Slide 2

Why You Are Here Understanding Customer Value “Businesses that place heavy emphasis on customer service are more likely to survive and succeed than competitors who emphasize such advantages as lower prices or type of product. ” * *Source: Quote from a three-year National Federation for Independent Business study Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 3

Why You Are Here Delivering customer value means … Delivering what you say you’ll deliver. Delivering what the customer needs. Delivering everything that leads to customer satisfaction. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 4

Why You Are Here Why does customer value matter? It is what the customer pays for. It creates customer satisfaction. It increases customer loyalty. It generates referrals and repeat business. It builds a reputation that attracts new business. It validates your professionalism. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 5

What You Will Learn The Components of Customer Service Set expectations 1. SET Present your value proposition. Listen to their concerns. Seek agreement. 2. Service expectations SERVICE Do what you say you’ll do. Do it well. 3. SATISFY Satisfy expectations Check how they feel about what’s happened. Resolve any problems and mistakes. Surpass expectations 4. SURPASS Do one unexpected thing or Do expected things in an unexpected way. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 7

The Components of Customer Service SET Set expectations 1. Present your value proposition. 2. Listen to the customers’ concerns. 3. Seek agreement. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 8

The Components of Customer Service SATISFY Satisfy expectations 1. Check how they feel about what’s happened. 2. Resolve any problems or mistakes. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 10

The Components of Customer Service SURPASS Surpass expectations 1. Do one unexpected thing or … 2. Do expected things in an unexpected way. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 11

Set Expectations 1. Set Expectations The First Component of Delivering Customer Service SET EXPECTATIONS 1. Present your value proposition. 2. Listen to your customer’s concerns. 3. Seek agreement. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 12

1. Present Your Value Proposition 1. Set Expectations Your Value Proposition … Is a simple and precise description of the benefits your customer will get from working with you. Should clearly convey all the things you do to earn the fee you charge. Will vary depending on whether your customer is a seller or a buyer. Is a covenant between you and your customer. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 13

1. Present Your Value Proposition 1. Set Expectations VP ≠ USP Your Value Proposition is NOT the same as your Unique Selling Proposition: Your Value Proposition says what you’ll do for your customer. Your Unique Selling Proposition is a marketing and promotional statement that positions you as better than your competitors. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 14

1. Present Your Value Proposition 1. Set Expectations Why present your value proposition? Your customers will recognize your value. Your customers won’t discount your value. Your customers won’t feel overcharged. Your customers will understand the complexity of what you do. And finally, it makes you live up to it. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 15

1. Present Your Value Proposition: Sellers 1. Set Expectations Your value proposition for sellers is … Achieving the highest price In the shortest time With the least hassle Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 16

1. Present Your Value Proposition: Sellers 1. Set Expectations What sellers say they want most from you 25% - Selling the home within specific time frame. 22% - Finding a buyer for their home. 16% - Marketing home to potential buyers. 16% - Pricing the home competitively. 10% - Finding ways to sell the home for more. 4% - Negotiating and dealing with buyers. 3% - Paperwork/inspections/preparing for settlement. Source: 2006 NAR Profile of Home Buyers and Sellers Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 17

1. Present Your Value Proposition: Sellers 1. Set Expectations The Top 10 Service Areas of Your Seller Value Proposition 1. 2. 3. 4. 5. Needs analysis Pricing strategy Property preparation Marketing strategy Receiving an offer 6. Negotiating to sell 7. Selling 8. Pre-close preparation 9. Closing 10. Post-closing Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 18

1. Present Your Value Proposition: Buyers 1. Set Expectations Your value proposition for buyers is … 1. Finding the right property 2. At the best price 3. In the right amount of time 4. With the least hassle Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 19

1. Present Your Value Proposition: Buyers 1. Set Expectations What buyers say they want most from you 50% - Help finding the right home to purchase. 13% - Help negotiating the terms of sale. 10% - Help determining what comparables sell for. 9% - Help with price negotiations. 8% - Help with paperwork. 5% - Help determining how much buyer can spend. Source: 2006 NAR Profile of Home Buyers and Sellers Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 20

1. Present Your Value Proposition: Buyers 1. Set Expectations The Top 10 Service Areas of Your Buyer Value Proposition 1. Needs analysis 2. Prequalification or pre-approval 3. Neighborhood information 4. Home search 5. Making an offer 6. Negotiating to buy 7. Vendor coordination 8. Pre-close preparation 9. Closing 10. Post-closing Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 21

1. Present Your Value Proposition 1. Set Expectations Remember … Customers are focused on outcomes. Sellers want three. Buyers want four. We focus on the 10 service areas that produce those outcomes. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 22

1. Present Your Value Proposition: Extras 1. Set Expectations Two additional service areas buyers and sellers want 1. To be educated 2. Peace of mind Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 23

1. Present Your Value Proposition: Extras 1. Set Expectations 1. Buyers and sellers want you to educate them about … What you do for your money (your value proposition). What your role will be. Your team and their roles. Your service standards. The steps of the home buying or selling process. The importance of each step. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 24

1. Present Your Value Proposition: Extras 1. Set Expectations 1. Buyers and sellers want you to educate them about …(cont. ) What is expected from them. The type of market they are in. Real estate myths. Your availability. How and when you will communicate with them. What is going to happen next. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 25

1. Present Your Value Proposition: Extras 1. Set Expectations Service professionals … • • • Know what they know. Know what they don’t know. Know the difference between the two. Share what they know. Find out what they don’t know. People don’t want your answers, they want the right answers! Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 26

1. Present Your Value Proposition: Extras 1. Set Expectations Your Goal: Become their trusted information resource. • Position yourself as the “go-to” person for real estate information. • Build a network of knowledgeable people. • Credit the source of your answers. When you fulfill your customers’ immediate need for answers, you fulfill your future need for referrals! Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 27

1. Present Your Value Proposition: Extras 1. Set Expectations 2. Buyers and sellers want peace of mind. Peace of mind comes from having certainty and predictability in a relationship. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 28

1. Present Your Value Proposition: Extras 1. Set Expectations To create peace of mind for your customers … Present your value proposition. Share your personal track record with thirdparty testimonials. Offer service guarantees. Provide timely and systematic updates. Remind them that you’re their advocate. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 29

2. Listen to Your Customer’s Concerns 1. Set Expectations Seek first to understand. People don’t care how much you know until they know how much you care. Pay attention to What they say. How they say it. What they mean. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 30

2. Listen to Your Customer’s Concerns 1. Set Expectations The Goals of Listening Help them articulate expectations. Clarify needs with follow-up questions—probe three deep. Respond to any surprises or issues. Uncover any unspoken concerns. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 31

3. Seek Agreement 1. Set Expectations Three Approaches to Seeking Agreement 1. Completely rigid 2. Completely flexible 3. Rigid service with strategic flexibility Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 32

3. Seek Agreement 1. Set Expectations Agents are often either … Completely rigid. Completely flexible. Service Rigidity Versus “This is what I do and it’s all you need. ” Delivering Customer Value: Customer Service Flexibility “I’ll do whatever you want, no matter what it is. ” © 2010 Keller Williams Realty, Inc. Slide 33

3. Seek Agreement 1. Set Expectations All great value propositions are presented with … Well-defined rigidity (a proven service plan). Empowered flexibility (a strategic awareness of what can be added). Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 34

3. Seek Agreement 1. Set Expectations The most successful agents are … Fairly rigid in their services. Strategically willing to be flexible. Service Rigidity with Strategic Flexibility Service Flexibility “This is what I do but if it’s that important to you, I can do that as well. ” Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 35

3. Seek Agreement 1. Set Expectations EXERCISE Setting Expectations Skill Practice Use your value proposition to set expectations with your customers. Time: 45 minutes Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 36

Service Expectations 2. Service Expectations The Second Component of Delivering Customer Service SERVICE EXPECTATIONS 1. Do what you say you’ll do. 2. Do it well. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 37

Service Expectations 2. Service Expectations Customer service starts with our standards. Customer satisfaction ends with meeting our customer’s standards. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 38

1. Do What You Say You'll Do 2. Service Expectations Truth: • • People conduct business with people they trust. Your integrity is challenged every time you fail to deliver on what you say you’ll do. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 39

1. Do What You Say You'll Do 2. Service Expectations Integrity is doing what you say you’ll do. What you say What you do When what you do matches what you say you’ll do, you are walking your talk. What you say Lack of integrity What you do When what you do doesn’t match what you say you’ll do, you have an integrity issue. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 40

2. Do It Well 2. Service Expectations Six Service Areas 1. 2. 3. 4. 5. 6. Standards Communication Mindset and Image Technology Systems Leverage Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 41

2. Do It Well 2. Service Expectations Service Areas: 1. Standards • • Define how well you intend to provide service. Offer a consistent experience to your customers. Allow them to measure your service quality. Guarantee your value. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 42

2. Do It Well 2. Service Expectations Direct your operations with SMART standards. Specific Measurable Accomplishable Relevant Timely Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 43

2. Do It Well 2. Service Expectations Specific standards define the quality of service. Measurable standards are easily evaluated. Accomplishable standards are achieved and followed consistently. Relevant standards are appreciated and valued by customers. Timely standards ensure that you deliver promptly. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 44

2. Do It Well 2. Service Expectations Standards for Teams Set measurable and achievable service standards. Provide training to achieve those standards. Measure standard attainment regularly. Fill each other’s buckets during weekly meetings. Publicly recognize team goal achievement. Reward your team for service success. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 45

2. Do It Well 2. Service Expectations Vendor Standards Make vendors accountable to your standards. Only work with people you trust. Create a vendor coordination worksheet. Set standards for communication. Review vendor’s work for quality. Get feedback from customers on vendor’s work. Revisit your vendor’s standards regularly. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 46

2. Do It Well 2. Service Expectations In real estate, it’s “location, location. ” In real estate customer service, it’s “communication, communication. ” Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 47

2. Do It Well 2. Service Expectations Service Areas: 2. Communication Proper and timely communication … Allows you to set and manage expectations. Creates peace of mind for your customers. Demonstrates your professionalism. Enhances your credibility. Provides a strong foundation for a satisfying relationship. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 48

2. Do It Well 2. Service Expectations Be TACTFUL when communicating: T = Think before you speak. A = Apologize quickly when you blunder. C = Converse, don’t compete. T = Time your comments. F = Focus on behavior. U = Uncover hidden feelings. L = Listen for feedback. Source: Speaking Your Mind in 101 Difficult Situations (Don Gabor) Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 49

2. Do It Well 2. Service Expectations What you say matters. How do you usually respond when your customer thanks you? “No problem” “My pleasure” Evokes Nothing. They know that doing your job is not a problem. Evokes A positive feeling and a sense of appreciation. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 50

2. Do It Well 2. Service Expectations How will your message be received? It depends on … What you say. How you say it. What you’re doing while you say it. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 51

2. Do It Well 2. Service Expectations How you say it matters more than you think! Source: Mehrabian, A. (1981). Silent messages: Implicit communication of emotions and attitudes. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 52

2. Do It Well 2. Service Expectations Nine Tips for Effective Communication 1. Let them know when you will be returning phone calls and e-mails each day. 2. Determine their preferred communication method. 3. Always match their communication method at any particular time. 4. Call them even if you do not have anything to update. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 53

2. Do It Well 2. Service Expectations Nine Tips for Effective Communication (cont. ) 5. 6. 7. 8. 9. Always respond as soon as possible. Never talk down to them. Track key communications. Continually exude enthusiasm. With couples, don’t focus on one and exclude the other. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 54

2. Do It Well 2. Service Expectations The Importance of Response Time Only 26% of buyers felt their agent’s response time surpassed expectations. Timely communication enhances the perception of your service—it leads to less guesswork on their part. The following results from a survey of top KW agents shows how they respond to their customers. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 55

2. Do It Well 2. Service Expectations Top Producers: Response to Phone Calls (Existing Customers – During Business Hours) From a survey of more than 550 top producers within KW Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 56

2. Do It Well 2. Service Expectations Top Producers: Response to Phone Calls (Existing Customers – After Business Hours) From a survey of more than 550 top producers within KW Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 57

2. Do It Well 2. Service Expectations Top Producers: Response to E-mails (Existing Customers – During Business Hours) From a survey of more than 550 top producers within KW Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 58

2. Do It Well 2. Service Expectations Top Producers: Response to E-mails (Existing Customers – After Business Hours) From a survey of more than 550 top producers within KW Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 59

2. Do It Well 2. Service Expectations Communication Challenges for Teams Customers prefer to communicate with their agent. Customers believe the agent provides the best service. There are two options to manage this issue. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 60

2. Do It Well 2. Service Expectations Option 1: Play passing the baton. Your role: Educate customers about each team member’s expertise. Give customers reminders of your team. Your team member’s role: Remind the customer of the reason for the call. Reiterate what happened in the last step. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 61

2. Do It Well 2. Service Expectations Option 2: Create a single point of contact. Set up a single point of contact who … Answers questions or concerns. Has access to all the files. Is knowledgeable about the transaction. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 62

2. Do It Well 2. Service Expectations Personal communication is powerful. • • • Always send personal thank-you notes. Carry thank-you notes with you. Personalize communication forms. • Show that you care. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 63

2. Do It Well 2. Service Expectations Communication Preferences Customers’ preferences vary based on … Generational differences. Cultural differences. Behavior style. Learning style. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 64

2. Do It Well 2. Service Expectations Five Simple Communication Rules 1. Ask great questions. 2. Tell them what you’re going to do. 3. Communicate weekly and when something significant happens. 4. Never, ever put off bad news. 5. When in doubt, tell everybody everything. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 65

2. Do It Well 2. Service Expectations Service Areas: 3. Mindset and Image Manage your mindset: Pessimistic thoughts manifest outwardly. Self-confidence generates trust. Nourish your mind with positive thoughts daily. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 66

2. Do It Well 2. Service Expectations Service Areas: 3. Mindset and Image (cont. ) Polish your image: Appearance impacts credibility. Dress appropriately for your audience. Maintain a professional look. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 67

2. Do It Well 2. Service Expectations Service Areas: 4. Technology Using technology can … Increase efficiency and reduce hassles. Empower your customers. Make communicating and sharing information easier. Reduce response times. Enhance credibility and increase trust. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 68

2. Do It Well 2. Service Expectations Service Areas: 4. Technology (cont. ) Tips Upgrade your tech tools when appropriate. Be aware of cost-benefit equation. Don’t be dazzled by the latest fads. The best technology is the one you understand will use. Keep track of the tools you have and the tools you use. Combine and automate current processes. Determine your customers’ needs and deliver accordingly. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 69

2. Do It Well 2. Service Expectations Service Areas: 5. Systems Effective systems … Ensure that details don’t fall through the cracks. Help you focus more on your customer’s needs. Create smooth transactions that save time. Provide consistent service and increase customer confidence. Provide a road map for your team. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 70

2. Do It Well 2. Service Expectations Service Areas: 5. Systems (cont. ) Tips Replace your scraps of paper with systems (outlines, worksheets and checklists). Once you have these systems, use them. Share them with your customers. Create checklists for you and your customers. Get their commitment. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 71

2. Do It Well 2. Service Expectations Service Areas: 5. Systems (cont. ) Tips Share and communicate your progress. Keep detailed records. You can train your customers, or let them train you. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 72

2. Do It Well 2. Service Expectations Service Areas: 6. Leverage In customer service, leverage is when the people you hire understand implement your … Standards. Communication. Mindset and image. Technology. Systems. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 73

2. Do It Well 2. Service Expectations Service Areas: 6. Leverage (cont. ) Tips Define the quality of service your team should provide. Create clear and written standards. Practice what you preach. Inspect what you expect. Provide recognition and rewards for excellent service. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 74

2. Do It Well 2. Service Expectations Service Areas: 6. Leverage (cont. ) So ask yourself, Do you lead by example? Does your team have what they need to thrive? How do you motivate your team? Do you provide recognition and rewards for excellent service? “People will be most creative when they feel motivated primarily by the interest, satisfaction, and challenge of the work itself. ” *Source: Teresa Amabile, Harvard Business Review Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 75

2. Do It Well 2. Service Expectations You cap your growth when you compromise your service standards. You maximize your growth when you fulfill your service standards. transactions service level New business Delivering Customer Value: Customer Service New business + Referrals © 2010 Keller Williams Realty, Inc. Slide 76

Satisfy Expectations 3. Satisfy Expectations The Third Component of Delivering Customer Service SATISFY EXPECTATIONS 1. Check how your customers feel about what’s happened. 2. Resolve any problems or mistakes. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 77

Satisfy Expectations 3. Satisfy Expectations Approximately two-thirds of agent-assisted buyers and sellers expressed certainty in recommending their agent to others or using their agent again. *Source: 2006 NAR Profile of Home Buyers and Sellers What happened to the remaining third? They weren’t satisfied. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 78

1. Check How Your Customers Feel 3. Satisfy Expectations Customer satisfaction means the customer… Is ultimately pleased with your services. Would choose to work with you again. Would recommend you to others. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 79

1. Check How Your Customers Feel 3. Satisfy Expectations Happiness Well-served SATISFACTION Impressed Contentment Needs Met Timeliness Dependable Knowledgeable Consistency Predictability Caring OUTCOMES Wants Met ACHIEVED Problems Solved CREDIBILITY TRUST RAPPORT Responsive Delivering Customer Value: Customer Service Accurate Competent Honesty Responsibility Likable Understanding © 2010 Keller Williams Realty, Inc. Slide 80

1. Check How Your Customers Feel 3. Satisfy Expectations Customers judge service quality by the following criteria: Consistency Competence Responsiveness Accessibility Consideration *Adapted Communication Credibility Security Empathy Tangibles from the Journal of Marketing. “Conceptual Model of Service Quality and Its Implication for Future Research” (Parasuraman, A. , Valarie A. Zeithaml and Leonard L. Berry )(1985)) Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 81

1. Check How Your Customers Feel 3. Satisfy Expectations Why is customer service so vital? It costs 5 times more to recruit new customers. Dissatisfied customers tell 8– 20 people. Satisfied customers tell 3– 5 people. The difference between 95% and 90% satisfaction is double the market share. *Source: Babich, P. Customer Satisfaction: How good is good enough? ASQC Quality Progress, 25 (12): 65 -67. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 82

1. Check How Your Customers Feel 3. Satisfy Expectations Don’t assume your service met your customer’s standards. Check how they feel about how it’s going. Check how they feel about how it went. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 83

1. Check How Your Customers Feel 3. Satisfy Expectations Feedback is the breakfast of champions! Provide a customer satisfaction survey with a stamped envelope. Use an outside vendor for your survey. Keep track of your complaints. One complaint vs. repeat complaints. Turn complaints into a positive experience. See example surveys at the back of the course manual. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 84

2. Resolve Problems or Mistakes 3. Satisfy Expectations Resolve any problems or mistakes. • • Don’t be upset when things go wrong. Treat difficult times as opportunities to shine. Quickly address setbacks or issues. Have customers sing your praises. “Remember, setbacks and problems are inevitable. ” Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 85

2. Resolve Problems or Mistakes 3. Satisfy Expectations Don’t let mistakes ruin the entire customer service experience! Tell them up front about how you quickly recover. Respond immediately. Actively listen and ask open-ended questions. Validate their feelings immediately. Apologies are never enough. Commit to a resolution. Specify when and how. Deliver ahead of time. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 86

2. Resolve Problems or Mistakes 3. Satisfy Expectations CONFRONTATIONAL When problems arise, are you … NONCONFRONTATIONAL Set up a win-lose framework Give in Try to blame others Change the subject Threaten COOPERATIVE Detach from the situation Remain cool and aloof Separate person from problem Focus on shared interest Generate solutions together Base decisions on objective criteria Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 87

2. Resolve Problems or Mistakes EXERCISE Managing problems with your customers Reflect on your own experiences working with customers. Time: 30 minutes Materials: Flip chart and markers, pen and paper Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 88

2. Resolve Problems or Mistakes 3. Satisfy Expectations Problem Resolution Skills Focus on facts rather than emotions. Focus on issues instead of personalizing comments. Apologize and validate issues. “Own” your statements by using “I” language. Probe and identify the problem. Ask for details and clarify your understanding. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 89

2. Resolve Problems or Mistakes 3. Satisfy Expectations Problem Resolution Skills (cont. ) Paraphrase what your customer says. Develop solutions only when you understand the problem. Systematically discuss possible solutions together. Use “we” in generating solutions. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 90

2. Resolve Problems or Mistakes 3. Satisfy Expectations Problem Resolution Skills (cont. ) Generate as many solutions as possible. Solve the core issue, not the symptom. Agree to a solution. Administer a speedy correction of the mistake. Commit to preventing the problem from recurring. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 91

Satisfying Expectations 3. Satisfy Expectations Final Thoughts Build commitment through choice. Give people rituals and stick to them. Get the bad experiences out of the way early. Combine the pain, segment the pleasure. Finish strong. *Source: Dr. Richard B. Chase and Dr. Sriram Dasu. “Want to Perfect Your Company’s Service? Use Behavioral Science. ” Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 92

Surpass Expectations 4. Surpass Expectations The Fourth Component of Delivering Customer Service SURPASS EXPECTATIONS 1. Do one unexpected thing. 2. Do expected things in unexpected ways. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 93

Surpass Expectations 4. Surpass Expectations Three Different Service Approaches 1. Systematically deliver what’s agreed upon. 2. Provide unexpected service moment(s). 3. Provide the best service by doing both. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 94

Surpass Expectations 4. Surpass Expectations Why do both? To help the customer get all they can … Out of the product. Out of the service. Out of the experience. To be all you can be … Personally. Professionally. Financially. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 95

Surpass Expectations 4. Surpass Expectations Benefits to Your Customers When you surpass expectations, you … • Deliver more than your customer expected. • Increase your customer’s overall positive experience. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 96

Surpass Expectations 4. Surpass Expectations Benefits to You When you surpass expectations, you … • Increase your credibility. • Create loyal customers and positive word of mouth. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 97

Surpass Expectations 4. Surpass Expectations What Does It Mean to Surpass Expectations? 1. Doing what you always do in a special or surprising way (Doing expected things in unexpected ways). 2. Doing something special and unanticipated (Doing one unexpected thing). Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 98

1. Do Expected Things in Unexpected Ways 4. Surpass Expectations Doing expected things in unexpected ways means … Going above and beyond the call of duty— customers expect a “ 10” but get an “ 11. ” Paying attention to the manner in which you do something. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 99

1. Do Expected Things in Unexpected Ways 4. Surpass Expectations For Sellers: How can you turn the expected into the unexpected? Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 100

1. Do Expected Things in Unexpected Ways 4. Surpass Expectations For Buyers: How can you turn the expected into the unexpected? Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 101

2. Do One Unexpected Thing 4. Surpass Expectations Doing one unexpected thing means … Doing something unique and special. Doing something extra. Doing it at the end of your transaction. Keep in Mind Don’t do too many extras. Don’t make surpassing expectations unmanageable and unaffordable. Use the +1 factor. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 102

2. Do One Unexpected Thing 4. Surpass Expectations Examples of Doing the Unexpected For Buyers: Plant and dedicate a tree in the new yard. Offer to babysit for a specific time period. For Sellers: Assist with packing and/or provide short-term storage. Create an album of family photographs of prior home. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 103

2. Do One Unexpected Thing 4. Surpass Expectations Examples of Doing the Unexpected (cont. ) For both, provide … “Just Moved” postcards with old and new addresses. A jigsaw puzzle made from a photo of the house. A professional photograph or etching of the home. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 104

2. Do One Unexpected Thing 4. Surpass Expectations Ideas for Doing the Unexpected after the Sale Garden seeds Calendar of local events Yearly CMA Local information newsletter HUD statement Tax season reminder with a settlement copy Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 105

2. Do One Unexpected Thing 4. Surpass Expectations EXERCISE Identifying Ways to Surpass Customer Expectations Working together as a class, brainstorm to broaden our palette of strategies for surpassing customer expectations. Time: 35 minutes Materials: Flip chart and markers, paper and pen Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 106

Surpass Expectations The Law of Diminishing Returns 4. Surpass Expectations Retailers can afford to create the “ultimate service experience. ” $200 $149. 10 $150 $110. 80 $100 $50 $200. 40 $72. 70 $46. 90 0 <30 mins. 30 -60 mins. 61 -120 mins. 121 -180 mins. >180 mins. Source: International Council of Shopping Centers Research, 2006 Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 107

Surpass Expectations 4. Surpass Expectations What does the law of diminishing returns mean for you? More time doesn’t always equal … Better service. More income. You need to … Manage your time and money. Spend time doing things right. Spend time doing the right things. Surpass your customer’s expectations. Efficiently achieve your income goals. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 108

Surpass Expectations 4. Surpass Expectations Surpassing expectations is easy and inexpensive if you … Truly care about your customer. Pay attention to what is important to them. Personalize gifts and provide special services inexpensively. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 109

Surpass Expectations 4. Surpass Expectations Final Thoughts To surpass expectations, set, meet, and deliver on expectations first. If you fail to deliver on these, surpassing expectations becomes difficult. Provide a rigid service plan with strategic flexibility that is reliable, consistent, and systematic. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 110

Surpass Expectations 4. Surpass Expectations EXERCISE Role-Playing Memorable Customer Service Role-play a great customer service experience and then ask the class to discuss what made it so outstanding. Time: 30 minutes Materials: pen and paper Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 111

Summary Delivering Customer Value means … Properly setting and managing expectations. Doing what you said you’d do, and doing it well. Checking in continuously with the customer. Finding a way to surpass customer expectations. Being strategically flexible while delivering rigid service. Delivering Customer Value: Customer Service SET SERVICE SATISFY SURPASS © 2010 Keller Williams Realty, Inc. Slide 112

Summary Your Stepladder to Success Growth Profit Loyalty Exceed Satisfaction Service Your transition toward delivering excellent service should be aimed at achieving total customer satisfaction with the goal of increasing profitability! Proposition Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 113

Ideas into Action Create and deliver a rigid service program. Take a systematic, standardized approach toward service delivery. Incorporate the components of customer service. Offer strategically flexible, customized services. Focus on and meet each customer’s needs. Delivering Customer Value: Customer Service © 2010 Keller Williams Realty, Inc. Slide 115