Great companies distinguish themselves from the competition by providing their customers with something truly special, something beyond price point that can't be duplicated: unique, outstanding customer service experiences. Win the Customer cuts right to the chase, giving readers practical, powerful techniques for energizing the way they interact with the people who drive their business. Filled with examples and inspiration, the book shows readers how to: Align the business around a customer service mission * Make every employee a customer service agent * Create an environment in which exceptional service experiences can happen * Humanize customer service, virtually and in person * Find a way to say "yes" even when the answer is "no" * Ask fewer questions-and provide more answers * Use words that win customers * Empower employees to find innovative solutions * Learn from your critics * Exploit your customer's pain points, but never the customer * Allow for random acts of WOW-they're often the most memorable * And much more When it comes to service, satisfaction is a short-sighted goal. Follow the simple rules in this book and transform ordinary customers into lifelong fans.
FLAVIO MARTINS is the Vice President of Operations and Customer Support at DigiCert, Inc., an organization famous for customer service in the encryption industry. A customer service fanatic at heart, he pens the popular blog WinTheCustomer!
CONTENTS Introduction ix Rule 1 Be Prepared to Break Traditional Rules 1 Rule 2 Create the Right Culture for Service 5 Rule 3 Learn How to Update Your Customer 9 Rule 4 Serve People, Not Shareholders 12 Rule 5 Put the Right People in the Right Place at the Right Time Doing the Right Thing 15 Rule 6 Learn Something New Every Day 19 Rule 7 Compete Only Against Yourself 22 Rule 8 Stop Overthinking Customer Service 25 Rule 9 Ask Yourself These Two Critical Questions Every Day 28 Rule 10 Find a Way to Say Yes Even When the Answer Is No 30 Rule 11 Love Your Critics 34 Rule 12 Create Your Dos and Don'ts of Service 38 Rule 13 Exploit Your Customer's Pain Points, but Never Exploit Your Customers 41 Rule 14 Don't Be Zappos to Your Jack Welch Customers 47 Rule 15 Make Your Customer Service a Human Interaction 50 Rule 16 Micromanage Every Day 53 Rule 17 Do Customer Service on Day One of the Job 57 Rule 18 Be the Worst on Your Team 61 Rule 19 Forget the Golden Rule 64 Rule 20 Map a Clear Journey to Great Customer Service 66 Rule 21 Do a 60-Second Customer Experience Evaluation 69 Rule 22 Develop 20/20 Vision for Exceptional Customer Service 73 Rule 23 Accept That You Can't Please Everyone 76 Rule 24 See Yourself as a Customer Service Leader 79 Rule 25 Use Positive Words to Win Customers 82 Rule 26 Learn to Deal with Fulfillment Problems 85 Rule 27 Repeat, Repeat, Repeat, and Then Repeat Again, with Purpose 88 Rule 28 Eliminate Three Words from Your Vocabulary 91 Rule 29 Be Lovable to Your Customers 93 Rule 30 Cure Yourself of the "Between 11 and 5" Syndrome 96 Rule 31 Don't Rush Technology to Fix Service Problems 99 Rule 32 Embrace Your Service Imperfections 101 Rule 33 Customers Are Not Always Right, but They Are Always Customers 104 Rule 34 Change How You Think About Customer Service 107 Rule 35 Really Get to Know Your Customers 110 Rule 36 Teach Your People to Engage with Customers 113 Rule 37 Create a Manifesto for Service 116 Rule 38 Take Care of Employees so They'll Take Care of Customers 119 Rule 39 Make Data-Driven Customer Decisions and Take People-Centric Action 122 Rule 40 Customer Experience Is More Important than Advertising 125 Rule 41 Make Consistency a Critical Customer Metric 128 Rule 42 Make Sure Your People Take Care of Themselves 131 Rule 43 Dispel Customers' Fear of Customer Service 135 Rule 44 Learn How to Earn Your Customer's Loyalty 137 Rule 45 Forget Mission Statements; Create Action Statements 140 Rule 46 Get the CEO Interacting with Customers 143 Rule 47 Learn to Obsess over Customers 146 Rule 48 Define Customer Focus for Your Company 149 Rule 49 Let Data Drive More Informed Service 153 Rule 50 Focus on the Value of Great Service Experience 156 Rule 51 Make Customer Service a Daily Priority 160 Rule 52 Shift from Reactive to Proactive Service 163 Rule 53 Get Social and Personal with Customers 166 Rule 54 Stop Creating Conflicts for Customer Service 169 Rule 55 Build a Customer Experience Wonder of the World 171 Rule 56 Train Even When There's No Time to Train 175 Rule 57 Remember the Most Important Team Building Hour of the Day: Lunch Hour 177 Rule 58 Provide a Real Service to Your Customers 179 Rule 59 Don't Just Answer the Phone; Do the Right Thing 184 Rule 60 Take a Break, Wander Around, and Have Some Fun 186 Rule 61 Be a Force for Change 189 Rule 62 Keep Your Customer Relationships Fresh 192 Rule 63 Master the Art and Science of Customer Experience 195 Rule 64 Optimize Your Digital Experience 198 Rule 65 Get to Know a New Customer Every Day 203 Rule 66 Start Every New Employee in Customer Service 205 Rule 67 Allow for Random Acts of Wow 208 Rule 68 Get a Reality Check 210 Rule 69 Create Customer Experience Disruption 213 Rule 70 Stop Making Resolutions; Start Making Service Better Today 216 Notes 219 Index 223