Likeability

How to Develop Customer Service Skills // Summary of Lee Cockerell’s ‘The Customer Rules’

July 13, 2020 By Nagesh Belludi Leave a Comment

Becoming great at customer service doesn’t require you to excel at a zillion things. You’ll just need to identify the core principles and get the basics right.

“At the end of the day, everything a business leader does is in the service of customer service … the customer always rules, and there are Rules for winning customers, keeping customers, and turning loyal customers into advocates and emissaries for your business,” writes Lee Cockerell in his prescriptive manual on The Customer Rules: The 39 Essential Rules for Delivering Sensational Service (2013.)

Cockerell is a veteran of the hospitality industry and an eminent corporate trailer. He spent eight years with Hilton, 17 years with Marriott, and 16 years with the Walt Disney. Before retirement, he was the executive vice president of operations at Walt Disney World in Florida and oversaw the resort’s 40,000 employees at 20 hotels, four theme parks, and two water parks.

Non-obvious Customer Service Insights

Cockerell structures his guidebook along 39 tips to serve customers with consistency, efficiency, creativity, and sincerity. He glosses over everything—hiring right, communicating a clear and relevant customer promise, fostering a customer-oriented culture, and creating a superior employee experience. Those employees can deliver a great customer experience, respond to complaints, and practice verbal skills to express empathy.

Make customer service every employee’s responsibility. Everything every employee does can have tremendous repercussions on the service your customers receive, and therefore your bottom line. “Pay close attention to every decision you make, every policy you announce, every procedure you introduce, every person you hire, every promotion you award, every e-mail you send, every conversation you have, every hand you shake, and every back you slap.”
You win customers one at a time and lose them a thousand at a time. Satisfied customers will spread the word only if they’re truly blown away their experience. Angry customers are “far more motivated to shout about their feelings, and furious exposes get a lot more attention than glowing testimonials. Humans are wired to pay more attention to the negative than the positive.”
Anticipate your customers’ needs. Discover what customers aren’t getting from your competitors and give it to them. Customers’ problems are a good source of business innovations. “Great businesses stand out by being different from the rest in the right way: by finding customer needs that are going unmet and figuring out a way to meet them.”
Keep an eye on your competitors. Be a copycat. Look outside your industry for great ideas and tweak them for their own purposes. “Don’t just imitate; pay attention to everything around you, spot the best ideas, and then find a better way to apply them.”
Treat customers the way you’d treat your loved ones. “First and last impressions have a tremendous influence on a customer’s lasting impression. A cheery hello and a sincere good-bye can leave a customer with a memory of a positive experience, regardless of what happens in between.”
Treat every customer like a regular. Familiarity breeds repeat business. “Do whatever you can to make regular customers feel like family and new customers feel like regulars. Remember the theme song from the TV series Cheers? Don’t you want to go “where everybody knows your name, and they’re always glad you came”? Make all your customers feel that you’re really glad they came.”
Prioritize WIN, “what’s important now,” your customers’ immediate needs, desires, and concerns. “Even a nod, a gesture, some brief eye contact, a pleasant “I’ll be right with you. Please make yourself comfortable”—that’s all it takes. People want to be acknowledged.”
Surprise your customers with a little extra when they least expect it. Neuroscientists have confirmed that the human brain “craves the excitement of surprise. The region of the brain called the nucleus accumbens, aka the pleasure center, experiences more activation when a pleasurable stimulus comes unexpectedly than it does when the same pleasure is predictable. “So if you get a present for your birthday, that’s nice. But you’ll like it a lot more if you get a present and it’s not your birthday.””
Don’t try too hard. “Being excessively solicitous and eager to please is annoying.” It makes you seem phony. “Think how annoying it is when a server at a restaurant stops by your table every five minutes to ask if everything’s okay with your meal.” No one likes to be pestered constantly. “If your customers have to stifle the urge to scream, “Go away!” or, “Leave us alone!” you’re trying too hard.”

Recommendation: Read Lee Cockerell’s The Customer Rules. With plenty of anecdotes, experiences, and very short no-nonsense chapters, this book is an enjoyable summary of the many simple—but often overlooked—first principles of building a customer-oriented culture and delivering great customer service.

Why Your Employees Don’t Trust You—and What to Do About it

June 25, 2020 By Nagesh Belludi Leave a Comment

If you have trouble getting employees to trust you, perhaps one—or more—of the following reasons are to blame:

You don’t model what you say.
You make promises you can’t keep.
You guard and selectively disclose information.
You don’t allow your employees to exercise their judgment.
You ask for input from your employees and ignore them.
You seek to monitor everything—including time spent on social media.
You tend to shift the blame.
You avoid giving credit where credit is due.
You ignore workplace concerns and problems until they become more significant problems.
You have double standards (employees tend to be especially very alert to this.)

Management scholars have suggested that trustworthiness entails three attributes: competence to perform tasks reliably (your ability,) having benign intentions (your benevolence,) and acting consistently with sound ethical principles such as fairmindedness, sincerity, and honesty (your integrity.) If you can exhibit these three attributes credibly and dependably, all will trust you. Get any of these three attributes wrong, and your standing will suffer.

Here are a few actions you can take to rebuild trust within your organization:

Communicate openly. Listen. Value everyone’s opinions equally. Involve employees in decision-making. Be as transparent as possible.
Empower employees. Encourage them to use their best judgment to identify and solve problems. Don’t be unnecessarily rigid with enforcing rules.
Make everyone accountable. Take responsibility. Invite and listen to feedback. Communicate expectations. Invest in commitments.

Idea for Impact: Trust is reshaped—strengthened or undermined—in every encounter

If your employees don’t trust you, then they won’t do what you need them to, and they won’t stick around long.

Trust is a consequence of your actions, not merely an intention or message. Trust is truly behavioral; it is complicated and fragile. Trust must be hard-fought, hard-earned, and hard-won every day, through actions, not words.

Leo Burnett on Meaning and Purpose

June 15, 2020 By Nagesh Belludi Leave a Comment

Adman Leo Burnett (1892–1971) founded a global advertising agency that ranks among the titans of the trade. Burnett and the company that bears his name produced such famous brand icons as the Marlboro Man, Tony the Tiger, Jolly Green Giant, Maytag Repairman, and Pillsbury Doughboy.

Burnett pioneered the ‘Chicago School’ of advertising, wherein product campaigns centered on the inherent appeal of products themselves. Burnett’s advertisements used meaningful visuals to evoke emotions and experiences. This approach contrasted the time-honored use of catchy catchphrases and clever copy describing the products’ features. The models in Burnett’s campaigns resembled ordinary people rather than celebrities.

“When to Take My Name Off the Door”

After 33 years at the helm of his company, Burnett officially retired at age 76. He delivered a remarkable valedictory (film clip,) reminding his colleagues of his advertising agency’s core values and its high creative standards.

Let me tell you when I might demand that you take my name off the door.

When you lose your itch to do the job well for its own sake—regardless of the client, or the money, or the effort it takes.

When you lose your passion for thoroughness…your hatred of loose ends.

When you stop reaching for the manner, the overtones, the marriage of words and pictures that produces the fresh, the memorable, and the believable effect.

When you stop rededicating yourselves every day to the idea that better advertising is what the Leo Burnett Company is all about.

When you begin to compromise your integrity—which has always been the heart’s blood—the very guts of this agency.

When you stoop to convenient expediency and rationalize yourselves into acts of opportunism—for the sake of a fast buck.

When your main interest becomes a matter of size just to be big—rather than good, hard, wonderful work.

When you lose your humility and become big-shot weisenheimers … a little too big for your boots.

When you start giving lip service to this being a “creative agency” and stop really being one.

Finally, when you lose your respect for the lonely man—the man at his typewriter or his drawing board or behind his camera or just scribbling notes with one of our big black pencils—or working all night on a media plan. When you forget that the lonely man—and thank God for him—has made the agency we now have—possible. When you forget he’s the man who, because he is reaching harder, sometimes actually gets hold of—for a moment—one of those hot, unreachable stars.

THAT, boys and girls, is when I shall insist you take my name off the door.

Idea for Impact: Leaders are Meaning-Makers

Burnett’s valedictory is a potent reminder of the power of meaningful organizational values and a leader’s role in upholding his company’s principles-based DNA.

Organizational values are at the heart of the long-term success of a company. When these values grow fainter, the company may no longer reflect the intended culture. The organizational values will no longer clarify, inspire, and bind the company’s customers, employees, partners, investors, and other stakeholders.

As the steward of a company’s culture, a leader is responsible for institutionalizing—not merely individualizing—a sense and meaning in the workplace. And, as Burnett demonstrates, an effective leader passionately expresses what the company stands for and shares personal lessons learned in that process.

Burnett’s name is still on the door.

How to Project Positive Expectations

June 4, 2020 By Nagesh Belludi Leave a Comment

If you want to be seen as a doer, somebody who can be depended upon to get a job done, answer with “I will” whenever possible.

According to George Walther, author of Power Talking: 50 Ways to Say What You Mean & Get What You Want (1991,) expressions such as “I’ll try” make you seem hesitant—even ineffective.

Recall all the people who’ve promise to do something by saying, “I’ll try to get back to you tomorrow.” They rarely do. They have to be reminded, prodded, and nagged.

Those who announce, “I’ll have an answer for you by two this afternoon,” typically follow through.

Idea for Impact: Watch Your Language

Your choice of words matters. You are building your reputation—your brand—one interaction at a time.

Your assertions set the tone for what others can expect from you. They also motivate you to get the job done as you’ve promised.

Speak the language of success.

Everything in Life is Perception

May 18, 2020 By Nagesh Belludi Leave a Comment

When J. K. Rowling wrote the novel The Cuckoo’s Calling (2013) and published iu under the pseudonym Robert Galbraith, she sold less than 1,500 copies in print in three months. When word got out that J. K. Rowling had written the book, The Cuckoo’s Calling immediately jumped to the top of the best-seller lists. In just a few months, the book had sold 1.1 million copies.

When the internationally-acclaimed violinist Joshua Bell played his famous 300-year-old, $3.5 million Stradivarius violin at a Washington, D.C. metro station in 2007, only seven out of the 1,097 people who walked past him during his 45-minute performance stopped to listen. Dressed in street clothes, Bell made just $32.17 in tips tossed into the open violin case at his feet—plus $20 from one person who actually recognized him. People otherwise pay hundreds of dollars to hear him perform at fancy concert halls around the world.

The Yale psychologist Paul Bloom, author of How Pleasure Works (2010,) has described,

When we get pleasure from something, it’s not merely based on what we see or what we hear or what we feel. Rather, it’s based on what we believe that thing to be.

And so, someone listening to the music of Joshua Bell is going to hear it differently and like it more if they believe it’s from Joshua Bell. If you hear the same music and think it’s from some scruffy, anonymous street performer, it doesn’t sound so good.

And I think that’s a more general fact about pleasure. I think wine doesn’t taste as good if you don’t know it’s expensive or special wine. A painting is going to look different to you, and you’re going to value it differently, depending on who you think created it.

Bloom has explained how our minds shape the way a thing will be—because we behave in proportion to our expectations:

We don’t just respond to things as we see, feel, or hear them. Rather, our response is conditioned by our beliefs of where things come from, what they’re made of, or what their hidden nature is. This is true, not just for how we think about things, but how we react to things.

Idea for Impact: Perception is Reality

Expectations color people’s perceptions, and satisfaction with any experience depends on their perceptions going into it.

What you make others think you’re offering them—your skills, your services, your products—profoundly affects their experience. The right expectations can alter anything from valueless to priceless.

However, as Dr. Johnson has warned, “we ought not to raise expectations which it is not in our power to satisfy.—It is more pleasing to see smoke brightening into flame, than flame sinking into smoke.”

The High Cost of Winning a Small Argument

May 14, 2020 By Nagesh Belludi Leave a Comment

Winning a conflict with a colleague over who’s right may feel good at the moment. But you could lose a future battle when you may need her cooperation and support the most.

Insisting upon being right when disagreeing with your boss could be dearer.

It’s futile to win any argument by overpowering or silencing the other person. Even causal denigration and occasional microaggressions can eventually lead to feelings of alienation and anger.

Conflicts sometimes evolve quickly from simple disagreements into high-stakes battles. So, before it’s too late, consider if taking a step back is wiser. Take the initiative and concede a point—even if you may end up losing the argument.

Seeking small glory now may only spoil your chance of bigger success in the future. Focus on the outcome—often, it’s the result that matters, not your role in it.

Idea for Impact: When you think you can nail someone with a winning argument, take a deep breath, and check if you could control your ego and back down. You may actually lose something small, but avoid losing something bigger.

When One Person is More Interested in a Relationship

May 9, 2020 By Nagesh Belludi Leave a Comment

The American sociologist Willard Waller coined the term “Principle of Least Interest” to describe how differences of commitment in a relationship can have a major effect on the relationship’s dynamics.

In The Family: A Dynamic Interpretation (1938,) Waller noted that, in any relationship (romantic, familial, business, buyer-seller, and so on) where one partner is far more emotionally invested than the other, the less-involved partner has more power in the relationship. In a one-sided romantic relationship, for example, the partner who loves less has more power.

Moreover, appearing indifferent or uninterested is a common way by which people try to raise their own standing in a relationship. Recall the well-known “walk away” negotiation tactic—tell a used car salesman, “this just isn’t the deal that I’m looking for,” and he may call you the next day with a better offer.

An imbalanced relationship can only last for a while.

A nourishing relationship shouldn’t involve a constant struggle for power.

Idea for Impact: Watch out for relationships where the other seems to care less about the relationship than you do. Such relationships can drain you dry.

How Ritz-Carlton Goes the Extra Mile // Book Summary of ‘The New Gold Standard’

April 13, 2020 By Nagesh Belludi 1 Comment

Psychologist Joseph Michelli’s The New Gold Standard (2008) describes how luxury hotel chain Ritz-Carlton has programmed its organization to foster customer-centric behavior in employees at all levels.

Ritz-Carlton’s clearly-defined and well-implemented cultural principles, called “Gold Standards,” enable the company’s employees to deliver the exceptional service that its refined customers have come to expect. Ritz-Carlton’s brand recognition is so deep-rooted that such phrases as “ritzy” and “putting on the ritz” have become part of the lexicon.

Values First

Ritz-Carlton propagates its customer-centricity goals by making a compact trifold “Credo Card” part of each employee’s uniform. These cards describe the “ultimate guest experience,” and they are shared with guests eagerly. Michelli writes, “Ultimately the value of the Credo or any other core cultural roadmap is the opportunity it affords those inside the business to realize how the ideal customer and staff experience looks and feels.”

Service Principle #10 of Gold Standards states, “When a guest has a problem or needs something special, you should break away from your regular duties to address and resolve the issue.” Irrespective of rank and title, every employee can spend as much as $2,000 per day per guest without a supervisor’s approval to solve a guest’s problem. This distinctive policy not only permits the employees to fulfill their guests’spoken and implied needs but also empowers employees to use their best judgment to create memorable and personal experiences for guests.

While some might think that this type of empowerment is both ill advised and financially irresponsible, leadership at Ritz-Carlton has determined the trust they place in employees is well founded. Rather than being extravagant with the resources entrusted to them, the employees tend to be very cautious … the advantage of the $2,000 staff empowerment is that the employees don’t have to delay a service response by taking it up to the next level in the organization, and they can take the initiative to enhance guest experiences.

Empowerment through Trust

Guided by co-founder Horst Schulze’s oft-cited business principle, “Ladies and gentlemen serving ladies and gentlemen,” Ritz-Carlton selects, trains, and cultivates a dedicated workforce of outstanding professionals who are just as deserving of respect as Ritz-Carlton’s upscale guests.

Ritz-Carlton’s customer-centric principles and culture inform its hiring and training processes and preside over the rewards and promotion systems. Managers use every opportunity to go over the company’s values and remind everybody to polish up on caring for guests. For example, at the start of each shift, everyone—from laundry staff to executives—participates in a 15-minute “lineup” to talk about the nitty-gritty of the Gold Standards.

Michelli observes, “When it comes to the Gold Standards, Ritz-Carlton leaders and frontline staff alike can appear, from an outsider’s perspective, to be teetering toward the fanatical.” No wonder, then, that Ritz-Carlton has become a paradigm for the highest level of sustainable customer experience. In the year 2000, the company launched the Ritz-Carlton Leadership Center to offer courses and to consult for anyone interested in its cult of customer service. In 2001, when Steve Jobs and Ron Johnson were preparing to launch Apple Stores, they sent executives to Ritz-Carlton’s leadership program to learn about offering the best customer experience. Apple’s notion of anticipatory customer service and the concept of Genius Bars originated from Ritz-Carlton.

Delivering Wow!

During the “lineup” meetings, Ritz-Carlton managers and leaders also reinforce the customer-service principles by sharing “Wow!” stories of delighting guests. The internal communication department collects such stories each week and publishes them in the in-house newsletters. “Positive storytelling. The ability to capture, share, and inspire through tangible examples of what it means to live the Credo and core corporate values.”

The New Gold Standard includes many anecdotes from hotel guests, employees, managers, and executives to explain how Ritz-Carlton has “going above and beyond the call of duty” embodied in its culture.

A breakfast waiter scurried to a neighborhood grocery store to buy a guest’s preferred grape jelly when the dining room did not have it on hand.
At the Ritz-Carlton Dubai, a manager and a staff carpenter built a temporary access ramp made of wood boards to allow a guest and his wheelchair-bound wife to access the sandy beach, dine by the ocean, and watch the sun go down.
When a guest called the Ritz-Carlton Naples to notify that she had run out of gas, a doorman filled up a few five-gallon gasoline containers and drove 40 miles to help out the stranded woman and her children.
During Hurricane Katrina, employees of the Ritz-Carlton New Orleans pushed laundry carts loaded with luggage and guests through flooded streets to get them to safe locations.

Lest the reader dismisses these as cherry-picked examples of “overdoing it” in Michelli’s laudatory narrative, these cases in point are demonstrative of the Ritz-Carlton DNA. The employees feel thoroughly invested in and trusted by their employers. And Ritz-Carlton recognizes that customer loyalty is dependent upon the frontline employees who administer such sophisticated service daily.

Idea for Impact: Foster a foundation of customer-centricity

Speed-read Joseph Michelli’s The New Gold Standard. It offers ample insights into establishing your own gold standards for achieving excellence in customer service.

Create a customer-centric culture that identifies, nurtures, and reinforces service-excellence as a primary guiding principle. “Leadership often involves fostering the environment in which everyday creativity emerges in response to the needs of specific customer groups.”
Foster a culture where employees take up personal accountability for resolving customers’ problems.
Train employees to anticipate and fulfill the unmet—even unstated—needs of customers.
Reiterate that providing a ‘wow!’ experience should be each employee’s goal during every interaction with a customer.

Who Told You That Everybody Was Going to Like You?

October 24, 2019 By Nagesh Belludi 1 Comment

From investor Joshua Kennon’s perspectives on being disliked,

Years ago, a family member had to deal with a work colleague who utterly despised her to the point this colleague couldn’t conceal their disdain.

Exasperated, my family member called the prayer line of a televangelist and pleaded, “Please pray with me to have God to change this coworker’s heart so they like me. I’m friends with everybody. There’s no reason they hate me so much.”

The lady on the other end of the phone was quiet for a moment. When she finally spoke, she asked, “Who told you that everybody was going to like you? You weren’t promised that. In this world, there are going to be people who hate you for one reason or another, perhaps even without justification. As long as you’ve examined yourself and are sure it’s not something you’re doing wrong, if you’ll let me, I’d instead like to pray with you that God helps you find peace with the situation so it doesn’t steal your joy and you can move on to more edifying things.”

If others’ disapproval tends to nurture your self-dissatisfactions, question it. If you’ve made a mistake, try to right the wrong. Learn from it, pardon yourself, and move ahead.

If your quest for others’ approval is rooted in insecurity, remind yourself that your contentment in life cannot spring from other people’s perceptions of you; it has to come from an inner scorecard. Warren Buffett famously said, “The big question about how people behave is whether they’ve got an Inner Scorecard or an Outer Scorecard. It helps if you can be satisfied with an Inner Scorecard.”

Striving to live your life to satisfy others always is an impossible aspiration. You’ll wind up losing your sense of individuality in the quest to conform to others’ expectations. “It is our very search for perfection outside ourselves that causes our suffering,” warned the Buddha.

Here’s a Tactic to Sell Change: As a Natural Progression

October 10, 2019 By Nagesh Belludi Leave a Comment

In Venice: The Hinge of Europe, 1081–1797 (1974,) the eminent University of Chicago historian William McNeill outlined how the Venetian Republic shaped European history. Describing the notion of trans-cultural diffusion, he wrote,

When a group of men encounter a commodity, technique, or idea that seems superior to what they had previously known, they will try to acquire and make their own whatever they perceive to be superior, but only as long as this does not seem to endanger other values they hold dear.

University of Washington’s Roger Soder quotes McNeill’s remarks in The Language of Leadership (2001) and supplies a case in point:

This is best illustrated by the technique of Jesuits who brought “new math” [including astronomy and mechanics] to China in the 1600s. They created the myth that the new Western mathematics had in fact evolved out of ancient Chinese ideas. The new ideas, they felt, would be accepted much more readily if they were seen as a natural progression of previously accepted methods.

That’s an important lesson on how to sell change: as a natural progression of the status quo.

Idea for Impact: People find themselves unable or unwilling to make fundamental changes in their lives. They tend to be particularly unwelcoming of ideas that they fear will alienate them from their core values. Tread delicately if you want effective change.

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Likeability

Non-obvious Customer Service Insights

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Idea for Impact: Trust is reshaped—strengthened or undermined—in every encounter

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“When to Take My Name Off the Door”

Idea for Impact: Leaders are Meaning-Makers

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Idea for Impact: Watch Your Language

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Idea for Impact: Perception is Reality

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Values First

Empowerment through Trust

Delivering Wow!

Idea for Impact: Foster a foundation of customer-centricity

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