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32. Moments of Truth

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740268#overview

Customers have the perception that service is an indication of interest in them as individuals, not just robots dispensing money.

– Stanley Marcus

Two moments of truth

• First happens in the aisles of the store before purchase
• Second upon experiencing the product.
• After this, you really do not get a second chance.

The Customer Experience Triangle

• Functional
  • Does it do the job your Customer needs to get done?
• Emotional
  • Does your product or service make your customers feel good?
• Accessible
  • Does your product or service make it easy for your customers to get their job done?

33. Yes begins on the frontlines

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740276#overview

Customer Service is where the rubber meets the road.

Apple

Don’t sell, but help solve a problem

• Approach the customer with a personalized warm welcome
• Probe politely to understand all of the customer needs
• Present a solution for the customer to take home today
• Listen for and resolve any issues or concerns
• End with a fond farewell and an invitation to return.

34. How to say Yes

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740278#overview

• Your customers are seeking solutions from you
• You are their bridge to a solution to a problem they already have.

Ways to engage

• Listen
  • First point of contact
• Communicate
  • Talk about special opportunities
  • Get permission to send more info
  • Explain next steps
    • Where to go
    • Who to talk to
    • What do to next
• Solve problems
  • By connecting with the right person or dept.
  • Improve service response
  • Always be ready to provide options
• Accept feedback
  • How can we improve?

The importance of Emotionally Intelligent Signage

• Pictures always outperform words

Different customers have different needs

• If they ask you to “Just define the problem.”
  • What they need is:
    • Education and thought leadership
      • Trends and statistics
      • Product news
      • Industry news
      • Benchmarks
      • 101 Education
• If they are just “Evaluating alternative products”
  • What they need are:
    • Solutions and Product Suitability
      • Need and Gap assessment
      • Solution comparison checklist
      • Implementation plans
      • Product Roadmaps
• When they are ready to Negotiate & Commit
  • What they need is:
    • Additional Education and thought leadership
      • Credit & Financing
      • My Credentials
      • Real case-use studies
      • How to build their business cases

Different types of customers

• Green
  • Characteristics
    • Friendly
    • Non-confrontational
  • How to Diagnose
    • Emotionally
    • Looking for comfort from you
    • If there is a problem, they’re willing to forgive
  • How to Engage
    • Appreciate explanation
    • Seek guidence
    • If problem:
      • “We’re sorry. We want to make our relationship right again.”
• Red
  • Characteristics
    • Hot
    • Confrontational
  • How to diagnose
    • Aggressive
    • Angry
    • Overly demanding
  • How to engage
    • Provide options
    • Do react if you are blamed
  • If problem – own it:
    • “It was our mistake and here is what we can do about it.”
• Blue
  • Characteristics
    • Cool
    • Seeker of information
  • How to diagnose
    • Unemotional
    • Rational
    • Strictly business
  • How to engage
    • Acknowledge their issue
    • Answer their questions
  • If problem:
    • “We want to solve this quickly”

Matching yourself to the Customer’s Emotion

7 ways to become a better listener

1. Get ready to listen
   1. Don’t be distracted
2. Be prepared to ask the right questions
3. Take good notes
4. Show them you are listening
5. Restate the concern
6. Choose your words carefully
   1. Avoid industry jargon
7. “I didn’t catch your name.”
   1. Never be ashamed to ask again…

35. How to profit from the power of Yes

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740290#overview

Key Takeaways

• Start practicing no “No”.
• Tell the truth.  If you can’t solve it, tell them who can.
• “Yes: companies…
  • Keep getting better
  • Say “Power to the people”
  • Chase customers, not profit.
  • Let their people break the rules.
    • Empower your front line

36. Case Study: Discount Tire

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/8491732#overview

• Give stuff away for free to gain loyalty
• No upsells, just answer questions
• The product is not tires, but the tire replacement experience.