Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization (20 page)

Telephone

A proper telephone answering sequence includes an
appreciative greeting
, a
clear introduction
, and a
sincere offer of assistance
. Calls are closed with a
personalized farewell
and a
warm invitation to return
. In many companies, the opening can be short, but still sweet:
‘‘Thank you for calling L&M

Stagers! This is Bill. How may I help you?’’
(But not: ‘‘
L&M Stagers! This
is Bill.’’)
The closing can be as simple as
‘‘Thank you for calling, Mrs.

Peterson. I hope your project works out well for you and that you’ll think of us
the next time you’re in town.’’

It’s easy to imagine that it takes too long to handle hellos and good-byes properly. But actually, a whopping six extra seconds per call is sufficient to answer
and
close the call this way. If you get thirty calls a day you would be investing a full three minutes per day in delivering excellent customer service that will impress the callers—three minutes in the course of an eight-hour work day! So don’t let volume become an excuse for slipshod hellos and good-byes on the telephone.

Serving Disabled Customers Is a Responsibility
and
an

Opportunity, from the Moment You Welcome Them at

Your Door

Your facility’s entrance—your visual ‘‘hello’’—is where your attitude toward customers with disabilities is most clearly on display. We under-

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stand how in some business settings, after years with nobody in a wheelchair showing up, keeping your ramps clear and in top condition may seem like a service to . . . exactly nobody. But we don’t think of it that way. Instead, we remember that visibly inviting and welcoming disabled clients sends a powerful message not only to them, but to their families, friends, and the myriad others who care about them. It says that you have broken down barriers to entry; you’re on the right side of this issue.

Did you know that the majority of physically challenged customers do not use wheelchairs or scooters? It’s important for you as a business leader to understand the full range of physical disabilities and to become aware of cost-effective ways to make your establishment more compatible with them. Many disabilities are subtle, and you will only understand how to accommodate them if you spend some time studying them. For example, in our aging society a very common disability is arthritis and related (and often very painful) musculoskeletal disorders.

This is a good reason to use ‘‘universal access’’ handles instead of round doorknobs at all of your points of entry, on restroom facilities, and wherever else possible within your facility. It’s also an important reason to make doors self-closing and only lightly weighted. It is a good investment to read some of the best source books on this subject. Directly or indirectly, thousands of dollars have likely been spent—or should be spent—making the ‘‘bones’’ of your facility appropriate for disabled customers; your research will ensure that investment is used appropriately.

Visual and auditory disabilities are also quite common. Make sure you’re creating an unusually positive ‘‘greeting’’ for such customers and their allies, in person and online.

The web has huge potential as an equalizer for people with sight and hearing loss. As a first step, make sure you aren’t inadvertently slam-ming a virtual door in their faces in any of these common ways:

?
Captchas.
These are letters and/or numbers rendered as an image rather than text, in order to require a real human being to look at the Hello/Good-Bye

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screen. By thus separating human and automated input, a captcha can help achieve the very admirable goal of preventing automated hacker attacks. The problem: Captchas are also unreadable by a visually impaired person who uses a screen text reader. This undoes decades of progress in accessibility; if you don’t have a legitimate need to use captchas on your site,
don’t
. If you do, find a captcha program with an
intelligible
audio alternative.

?
Graphics without readable alt tags.
An alt (alternate) tag, as we’ve mentioned, describes or substitutes for the image when using a text reader. Think of it as a caption. Make sure your web team checks the comprehensiveness and accuracy of your alt tags just as carefully as you proofread your site for, say, dead links.

?
No way to get service except by phone.
If a customer who is hearing impaired wants to contact you to return an item, is email offered as an alternative? If telephone-only is your policy (because you’re trying to re-sell them or for some other reason), then you’d better have a well-functioning TTD/TTY machine to support special-needs customers.

But we recommend including email support for them as well.

Of course, barriers to entry can occur at many places other than entry and exit points. For someone using a wheelchair, a single narrow hallway with no reasonable and clearly marked alternate route can botch the whole deal. Here are some other bottlenecks we’ve seen that shout ‘‘I don’t care much about you!’’

? The celebrated spa that always has a fresh floral arrangement perched on (and thus blocking the use of ) the toilet stall’s grab bar

? The lavishly renovated espresso cafe—with a juice cooler jutting out to make the turn into the restroom impossible in a wheelchair

? The railing for a bustling National Park Service gift shop’s ramp that is entirely obscured by overflow merchandise

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Exceptional Service, Exceptional Profit

? The office building elevators that have the slot for keycard access placed high above the buttons

? The many businesses that put their vehicles and dumpsters in the cross-hatched areas next to handicapped spaces, apparently unaware that this area is necessary for wheelchair and scooter loading and unloading

(
Photographic food for thought at micahsolomon.com
) In addition to the physical aspects of your product, it is important to consider the way your staff interacts with the physically challenged guests they are assisting. Too often we see service workers towering over a guest in a wheelchair or grabbing a visually impaired guest by the arm in an attempt to guide her somewhere (rather than offering an arm for the guest to take). There are plenty of good training programs on the market for how to properly serve disabled customers. It is well worth investing in one.

Turn Your Receptionist into a Predator (Who Kills with

Kindness)

It’s okay to be a bit goofy when you’re training your staff: A bit of over-the-top oratory is one of the best ways to make things memorable.

For example, here’s a metaphor that Leonardo offers as a silly, imagina-tive, exaggerated way to explain the job of a greeter:

A predator cat loiters, prowls, watches, and waits. Then as soon as something enters its hunting ground, the cat is suddenly hyper-alert, intently focused: Am I going to hunt this?

To serve our customers, think and act like that cat. Become as alert as the predator cat does when prey enters its territory. And focus single-mindedly on deciding: Is service called for in this situation?

Your hunting ground is the reception area: It starts at the Hello/Good-Bye

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front door, and extends to the elevator lobby. No customers should ever pass by your area without you focusing on them and being ready to ‘‘hunt’’ them. How many times have you yourself stepped into a building and the receptionist is behind the counter doing her thing, and you have to get to the counter to trigger her attention? That receptionist isn’t acting like a top predator.

If she were, then whenever someone crosses her hunting

ground, her instinct would be to scan the area immediately in order to figure out what the movement is. And if it’s the right moment, she would move in to see whether there is

something she can pounce on—I mean, someone who

needs assistance!

Goofy? Sure. But a dollop of goofiness enlivens the training process.

And it adds considerable spark to the daily routine of your receptionists to have a picture in their minds of themselves as predators, with everyone who passes through the reception area evaluated as potential prey.

It’s Google—Not You—Who Decides Where Visitors

Enter Your Site. Be Sure They’re Greeted Properly

Anyway

Here’s an online conundrum: ‘‘Hello’’ is crucial—but
you
can’t decide which page on your site your visitors first land on.
Google
is in charge of where most of your visitors will land. And, of course, Murphy’s Law will ensure that they land on some arcane, highly technical back corner of your website—one that definitely doesn’t put your best foot forward!

Let’s outwit Murphy with this three-pronged strategy:

1. Anticipate that ‘‘lost’’ visitors will arrive (via Google, links embedded in Wikipedia, etc.) on obscure inner pages of your site, and respond by making
each
page extremely welcoming. Include: 140

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? The name of the proprietor (and often a portrait with some words of welcome)

? A live chat link

? A ‘‘first time here?’’ tour button

? A ‘‘contact me now’’ button

2. Consider
paying
to reduce the wrong points of entry. There are various ways to persuade people to come in through the front door, as it were. You can use Google Adwords and other pay-per-click options, such as banner advertising on the favorite sites of your prospective customers. Placing your bait carefully in the online waters where the customers you want are swimming is, in many cases, a notable improvement over inefficient ‘‘spray and pray’’ advertisements on television, radio, and general-interest printed matter.

One of the features of targeted online advertising is your ability to control prospective new customers’ points of entry. People who click on such ads can be directed to an inviting and uncluttered page, where you provide the most relevant initial meet-and-greet information. You can even ask for their permission to market to them—in effect, to begin a dialogue with them about their needs and your services. Of course, ask them for the
minimum
information possible. If you can get the first part of your message across by email, then just ask for a first name and an email address. As always, offer them an easy out. If they want to get to your regular site, make it clear how to do so. If they want to chat or email with you, put those links on this page as well.

3. For visitors who arrive directly at your homepage, provide different experiences for new (unrecognized) visitors than for returning customers—just as you would in the physical world. For returning visitors, welcome them back and invite them to personalize the visit. For new visitors (or ones you can’t recognize), welcome them with a ‘‘new here?’’ screen and invite them to start a dialogue with you: take a guided tour, receive some free information—anything to keep them from wandering off before you have some way to keep in touch.

Hello/Good-Bye

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Taking Control of Good-Byes

Good-byes are often rushed—or skipped altogether. After all, you are frequently so relieved to have gotten one job wrapped up successfully, and to be able to move on to the next one. So a transaction often ends with an invoice. What a wasted opportunity! If your customers are happy, the good-bye is your last, and one of your most notable, chances to bond with them, to add an important final chapter to the service story.

Try to close each interaction with your customer in a way that is memorable and sincere. Too many otherwise-fine service experiences come to a miserable close that consists solely of handing back a credit card or ‘‘OK’’ or ‘‘NEXT.’’ How much hard-earned good will is lost that way? A
lot
.

So, try to never close an interaction without providing a personalized farewell and an invitation to return. If handled properly, this farewell will be
personal
,
resonant
, and
long lasting
(see below)—but before you move to the closing, make sure you ask a final question, slowly and sincerely:
‘‘Is there anything else I can do for you?’’
If the answer is ‘‘No, thank you,’’ then move to the closing, as follows:

1.
Personalize it:
Use the customer’s name, for starters. Offer your business card, if appropriate for your type of business. Beyond these obvious things,
customize
your language to fit this customer’s history with you. For example, if this is the last day of a convention or holiday, add your sincere wishes for safe travel. If you are a retailer, express your hope for satisfaction with the item purchased.

2.
Make it resonant:
If appropriate, give a parting gift. It can be a lollipop for the customer’s child, a vintage postcard, or a book. An ideal gift is something that is emotionally resonant with your brand as well as appropriate to the customer.
Invite your customer to come back again as she
leaves.

6. Long lasting:
Unless inappropriate for the type of purchase, send a follow-up note. Personal and handwritten is better than preprinted—this is the best $1 investment you may ever make.

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Exceptional Service, Exceptional Profit

A Good-Bye Gaffe

Your good-bye at the end of successfully resolving a customer’s trouble call should never morph into an attempt to make an additional sale. Trouble calls need to be about just one thing: solving the customer’s problem. Customers feel especially vulnerable and dependent on you during these calls, because you’re the only one who can help them. Since they feel one down, for you to sneak in a sales pitch at the last moment can come across as having their arms twisted or being bait-and-switched. Yes, they may buy whatever you’re pitching at that moment, but they’ll often resent you for it later.

The Hazards of Subcontracting Your Hellos and