Right Attitudes

Ideas for Impact

Customer Service

Pretotype It: Fail Fast, Learn Faster

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'The Right It' by Alberto Savoia (ISBN 0062884654) Inundated with promising ideas but craving a quick method to distinguish the gems from the duds? Consider Pretotyping, an idea validation technique, championed by Silicon Valley entrepreneur Alberto Savoia.

Think mockups, landing pages, conjectures, or role-playing. Unlike prototyping, where you build functional or semi-functional versions of your product- or service-idea, pretotyping keeps it cheap and low-fidelity. It’s all about figuring out who your idea’s really for and getting their take on it pronto.

Idea for Impact: Try pretotyping—it’s the quickest way to learn how not-so-good your ideas really are.

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HP’s “Next Bench” Innovation Mindset: Observe, Learn, Solve

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HP's In the early days, founders William Hewlett and David Packard embedded a culture of innovation, customer focus, and respect for individuals at HP. Their philosophy, famously documented in Packard’s memoirs, The HP Way (1995; my summary,) emphasizes the founders’ unwavering dedication to their principles and values.

Following their humble ‘garage’ beginnings, HP’s team developed electronic test and measurement devices. At their workshops in Palo Alto, every worker was encouraged to observe their colleagues at the ‘next bench.’

They weren’t just being nosy; they were on a mission to check out how their experimental gadgets were performing, discuss any issues, and lend a hand where needed.

The underlying ethos was clear: if one technician’s idea resonated with a nearby colleague, it could likely resonate with customers too, potentially opening up new markets.

Initially conceived as a problem-solving exercise for new ideas, this practice heightened technicians’ awareness at HP. They became attuned to their colleagues’ challenges, which sensitized them to the potential needs of engineering customers.

Idea for Impact: Want killer feedback from your customers? Keep a close eye on them using your products. Figure out what they like and what bothers them. Identify those pain points, and you’re on your way to building a customer-focused culture that just clicks.

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Thirteen Phrases Your Customers Don’t Want to Hear

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When spoken with a particular tone, specific phrases can instantly infuriate and frustrate customers. Here are some alternatives to consider:

  • Avoid: “I don’t know.” Instead, try “That’s a good question. Let me check and find out.”
  • Avoid: “Just a second.” Instead, try “It could take me a few minutes to get that information. Could you hold while I check, or should I call you back in ten minutes?”
  • Avoid: “Wait.” Instead, try “I haven’t gotten to that yet.”
  • Avoid: “We can’t do that for you.” Instead, try “That’s a tough one. Let me see what I can do.”
  • Avoid: “You’ll have to…” Instead, try “Here’s how we can help you.”
  • Avoid: “That’s not my job.” Instead, try “I usually don’t handle that area, but I know who can help you. Let me see if he’s available.”
  • Avoid: “It’s your fault.” Instead, try “The way this process works is…
  • Avoid: “Why didn’t you do…?” Instead, try “Our process expects you to…”
  • Avoid: “How’s that my concern?” Instead, try, “I understand how upset you are.”
  • Avoid: “I know!” Instead, try “Yes, you’re right.”
  • Avoid: “As I explained earlier… Instead, try “Let’s review the steps again.”
  • Avoid: “Don’t you understand?” Instead, try, “Am I understandable thus far?”
  • Avoid: “Are you done?” Instead, try, “Will there be anything else?”

Master the art of words and deliver customer service messages with a confident, sympathetic tone. Create a personalized list of “Do Say” and “Don’t Say” phrases, drawing from your own experiences.

Reflect on the pain points and communication barriers that specifically frustrated you as a customer during customer service calls, as well as the instances where representatives provided positive interactions. Identify effective approaches and avoid pitfalls when engaging with customers.

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From the Inside Out: How Empowering Your Employees Builds Customer Loyalty

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At a time when apathy and distrust are so endemic in many organizations, some companies have nurtured employee loyalty to create customer loyalty flourish. The following case studies will substantiate the cultivation of a positive work environment that prioritizes employee recognition and support invariably results in exceptional customer service.

The Nordstrom Way: Enabling Employees to Have the Freedom and Vision to Become Self-Directing

Nordstrom’s founders created a culture that prioritized a “worshipful relationship” with its luxury department store customers and empowered employees to do everything they could to please them. The Nordstrom Handbook emphasizes outstanding customer service and encourages employees to set high personal and professional goals, expressing confidence in their abilities. The company’s Rule 1 reads: “Use good judgment in all situations. There will be no additional rules. Please feel free to ask your department manager, store manager, or division manager any question at any time.” Nordstrom’s success is a testament to empowering employees and supporting policies prioritizing exceptional customer service.

Flying the Fun Skies at Southwest Airlines: Giving Employees the Freedom to Deliver a Great Brand Experience

Southwest Airlines achieved great success early on due to its committed and motivated workforce. Founder Herb Kelleher recognized the importance of prioritizing employee satisfaction to create a culture of caring for one another and providing excellent customer service. Kelleher famously said, “The business of business is people—yesterday, today, and forever. If the employees aren’t satisfied, they won’t provide the product we need.”

To create a positive work environment, Southwest Airlines encouraged fun among its employees, setting it apart from other airlines that were considered dull and unappealing. Celebrating employees and their families is deeply ingrained in Southwest Airlines’ culture, and it is evident in the prominent display of pictures capturing these special moments throughout their office spaces. This people-centric culture helped the company attract and retain talented workers passionate about their jobs and provide top-notch customer service, which made flying with the airline a fun experience. Despite the potential cost savings, Kelleher remained committed to celebrating employees with parties, banquets, gifts, birthday cards, and outings, citing the value of having the fewest customer complaints in the industry.

Beyond the Call of Duty: Ladies and Gentlemen Serving Ladies and Gentlemen at Ritz-Carlton

The Ritz Carlton is renowned for its exceptional customer service, with the empowerment of employees being a critical factor in their approach. The company’s philosophy of “Ladies and Gentlemen Taking Care of Ladies and Gentlemen” highlights the importance of treating customers and employees with respect and dignity. Regardless of their rank and title, employees can spend up to $2,000 per day per guest without seeking supervisor approval to solve problems and deliver personalized and unforgettable guest experiences. This approach may seem costly, but it empowers employees to use their judgment to create memorable and personal experiences for guests. One of my friends enjoyed staying at a Ritz-Carlton hotel a few months ago, where he ordered a burger and a milkshake. Unfortunately, the hotel did not offer milkshakes, so he settled for a glass of water. However, to his amazement, the waitress surprised him with a milkshake to accompany his burger. She went the extra mile without being prompted by scouring the kitchen for milk, ice cream, and cold milk to create the shake.

Idea for Impact: Empowering Employees is a Strategic Approach That Yields Significant Benefits

Empowering employees goes beyond providing the necessary tools and training; it fosters a culture of trust, autonomy, and ownership.

How you treat your employees directly impacts how they treat your customers. When you prioritize making your staff feel appreciated and supported, they are more likely to provide exceptional customer service. A positive work environment can foster innovation and creativity within your organization while attracting and retaining top talent.

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There’s Always Competition

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There’s always competition, even if you’re introducing an industry-first solution. Let the following case studies serve as a cautionary tale.

Consider launching a new upmarket coffee shop in a bustling location. You might assume that establishing it in a neighborhood without other fine-coffee purveyors guarantees success, but competition still exists. Your intended clientele is already brewing their own top-notch coffee at home or patiently waiting to satisfy their caffeine cravings at work. By introducing your shop, you’re challenging their comfortable routine of enjoying coffee in their pajamas or at their work desks.

Don’t imagine the iPod didn’t face competition when it first launched. In fact, it faced a significant challenge from multiple fronts. Not only did it have to compete with other MP3 players, which were arguably less convenient, but it also had to outdo the storage capacity and convenience of CDs and the variety of radio stations. However, the iPod proved to be a game-changer with its ground-breaking 1.8-inch hard drive, a revolution in music-listening technology. With that iconic click wheel, you could shuffle through songs and switch from classical to heavy metal in the blink of an eye. And let’s not forget how cool it was to play with!

Back in the day, Southwest Airlines started with just three routes in Texas and no big-shot airlines to compete with. They had to convince folks that flying was better than hitting the road in their trusty jalopy. They hyped up the time-saving factor and ensured passengers knew they could still chow down on some grub at home. They also showered their passengers with free booze and had flight attendants rocking hot pants and go-go boots.

When Spirit Airlines decided to focus heavily on the Visiting Friends and Relatives (VFR) Market in Latin America, it had to compete against other high-priced airlines and face a new and challenging competitor. As technology advanced, Hispanic and Latino Americans could video-chat with their loved ones instead of splurging on expensive flights. Why bother with the hassle of international travel when you could easily catch up with your family while lounging in your jammies and munching on some Cheetos?

Remember, competition is everywhere—focus not just on direct competition but also on changing consumer preferences and hidden alternatives. You can’t just create customers out of thin air. Your product or service has to be compelling enough to make people choose you over your competition. You must offer something dramatically better, faster, cheaper, more powerful, or cooler than your established competitors.

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The Loss Aversion Mental Model: A Case Study on Why People Think Spirit is a Horrible Airline

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When Spirit Airlines pivoted to competing on price in the late 2000s, it quickly gained a reputation not only for operational inefficiencies but also for its in-your-face, take-it-or-leave attitude towards customer service.

Where other airlines charged by-the-package fares for the flight experience, Spirit pared back service and introduced an a la carte pricing model. Charging for the “ancillaries”—i.e., everything optional, including water—allowed Spirit to keep ticket prices down and appeal to price-sensitive travelers willing to sacrifice the usual amenities for a lower ticket price.

In the ensuing years, the unconventionality of this business model did not go down well with customers. Much of the flying public’s frustration with Spirit had to do with Loss Aversion. That’s the notion that the emotional disappointment of a loss is more extreme than the joy of a comparable gain. If finding a cheaper fare on Spirit felt delightful, giving up some—or all—of the savings to purchase ancillaries and surrender the savings felt utterly miserable.

Passengers felt ripped off by these seemingly hidden fees, especially when the true cost of flying Spirit ended up greater than what the initial ticket price led them to believe.

Spirit became quickly convinced that there was a perception problem—its customers didn’t fully understand how its fares work. Particularly, first-time customers blindly presumed that Spirit Airlines works the same way as other airlines. In reality, there were no hidden or excessive fees, and passengers could only pay for what they need or want. In 2014, the airline introduced its “Spirit 101” campaign to educate customers and alter their perceptions. With time and the increased adaptation of the “Basic Fare” model and curtailed customer service by every other airline, passengers’ expectations have since been right-sized. Spirit Airlines has come a long way, and its customer service has improved vastly.

Further studies on loss aversion have shown that a cascade of successive fees is worse than the cumulative: i.e., three ancillary fees that add up to, say, $70, feel a lot worse than a single $70 fee. Appropriately, Spirit offers a “Bundle it Combo” package.

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Is The Customer Always Right?

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No matter how finicky or rude a customer is, many businesses make employees treat bad customers with unquestioned respect or risk reprobation—even getting sacked.

Per the well-worn business adage, is “the customer is always right?” No, they’re not. Sometimes they’re wrong, and they need to be told so.

Your goal should be to do business with people that you enjoy doing business with. Some customers simply aren’t good customers. They don’t follow directions and complain irrationally. They have unreasonable expectations, and they treat your people rudely.

Idea for Impact: A prudent maxim is, “the customer is usually right.” Put the customer first, but don’t get mistreated by them. Putting the customer first doesn’t mean putting employees second. As a business, you must let customers be wrong with respect and dignity; but employees should be authorized to caution some customers, “After due consideration, we believe your actions are unacceptable. Persist, and we’d choose to lose your business.” Some bad customers are just bad for your business.

Almost always, though, unhappy customers are your greatest source of learning; they can especially offer an honest assessment of the expectations you’re setting. Customer satisfaction with a transaction depends on their expectations going into it.

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How to Reliably Tell If Someone is Lying

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There isn’t one reliable behavioral cue that consistently reveals that a person isn’t telling you the truth, but the most expected sign of dishonesty is evasiveness.

Does the other person evade answering direct questions or declare, “I don’t know,” “that’s about it,” or “I don’t remember doing that?”

Instead of making direct denials, do they seem to have been caught off guard and take more time to think up a believable response?

Idea for Impact: To detect a lie, listen and pay attention. If lying is nothing more than communicating false information, dwell on what’s being said. Does it make sense? Does it align with other facts you’ve mustered or anecdotes you’ve heard? Do the answers to your probing questions stand up to scrutiny? Does the story begin to shift?

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Selling is About Solving Customer Problems

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The best salespeople don’t sway customers through manipulative games and mesmerizing presentations. Instead, they figure out how they can enhance a customers’ lives.

If customers believe their problems are real and, more importantly, if they understand them personally, they’re more likely to be persuaded by an image of a satisfying solution.

No product or service is excellent in and of itself. It’s only worthy if it fulfills customers’ needs.

Invest more time in the problem representation stage. Develop a fuller appreciation of your customers’ problems. Make the idea of paying money for the solutions seem natural. Induce consumers to fit your products and services into their long-held routines.

Idea for Impact: Focus on solving customer problems. Don’t find customers for your product. Find products for your customers.

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When to Send Customers Gifts

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Gifts are crucial marketing tools, which can help customers remember you throughout the year, not just during the holidays:

  • Send a gift after a sale. Saying thank-you does more than complete the sale—it helps build the relationship.
  • Send gifts after receiving referrals. One of the most rewarding compliments a salesperson can receive is a referral. Send a thank-you soon after getting a referral.
  • Commemorate anniversaries. Observe the day you signed your first contract with a customer, making it a special date to celebrate each year.
  • Remember birthdays. Send customers some birthday cheer, not just a card. Be creative and personalize the gift—send tickets to a sports event that the entire family can enjoy, for instance.

Idea for Impact: Business gifts can help solidify sales relationships and earn even more business. Pay attention to the things your customers enjoy and show your appreciation. As long as your gifts don’t seem patently insincere, they’re likely to welcome them.

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