From Frustrated Foes to Staunch Advocates: How to Make Your Customers Love You

© 2014 NetSpeed Learning Solutions. All rights reserved. 1
From Frustrated Foes
to Staunch Advocates
How to Make Your Customers Love You
July 15, 2014

Webinar Objectives
• Five techniques to build customer loyalty based
on customer needs
• The four actions taken by angry
customers and how to avoid them
• Why you must value and attend to your
angry, complaining customers
• How Blazing Service can help your
customer service teams transform foes
to advocates

About Cynthia Clay
• 25+ years of experience
• Co-author of Peer Power:
Transforming Workplace
Relationships
• Created Blazing Service to
develop the skills of customer
service providers

Tweet
#customerservice

Opening Poll
What statement best describes customer
service in your organization?

Who is This Man?

David Carroll
“It was reported that my videos impacted United
Airlines stock price by 10% and in the eyes of
some, the UA brand will be forever associated
with those songs.”

Customer Loyalty
What are the chances that Carroll is
still flying United Airlines?
0%
18% of customers with resolved
issues made repeat purchases of
the same product.
Source: Retail Consumer Report (June 2011)

Trader Joe’s

Chat
Why would a customer sing your
company’s praises?

Customer Experience
In a 2012 report by Forrester
Research:
• Only 37% of brands received
Good or Excellent customer
service index scores.
• 63% were rated OK, Poor, or
Very Poor.

Chat: Customer Needs
What do customers want?

Customer Needs
Customers want to:
• Be respected
• Have your attention
• Be recognized and appreciated
• Feel understood
• Resolve the problem

Chat
How can you meet your customers’ needs?
Respect
Attention
Recognition
Understanding
Resolution

Developing Staunch Advocates

What is the most important
criteria in the selection process?

What must customer service
providers learn to do?

What should they be empowered
to do?

Dissatisfied Customers
Reflect: What do dissatisfied
customers do?

Dissatisfied Customers
They switch to your
competitors!
Quietly and passively.

Angry Customers
Reflection: What do angry
customers do?
Hint: It’s active and loud.

Angry Customers
Complain
to you
Tell
others
Seek
revenge
Switch to
competitors

Best Opportunity?
Complain
to you
Tell
others
Seek
revenge
Switch to
competitors

What Must Happen?
Complain
to you
Tell
others
Seek
revenge
Switch to
competitors
How can you turn those frustrated foes to
staunch advocates?

Five Strategies
1. Listen and empathize.
2. Acknowledge the problem.
3. Respond quickly.
4. Fix it (solve it).
5. Get back to them.

Success Story
1. Listen and empathize.
2. Acknowledge the problem.
3. Respond quickly.
4. Fix it (solve it).
5. Get back to them.

Blazing Service
• A dynamic, interactive training program
• Instructor-led instruction blended with
web-based reinforcement tools
• Inspires the personal qualities and
practical skills that make
exceptional customer service
providers

Blazing Service Program
• 6 two-hour classroom modules (face-to-face
or virtual)
• Post-class reinforcement tools (online)
• Combined with social media tools on
NetSpeed Fast Tracks™ (online)

Delivery Options
• Certify your trainers to deliver the program
• Bring in our certified trainers to deliver
workshops
• Offer virtual or face-to-face workshops

Online Reinforcement
Easy to use web-based tools:
Blazing Service E-zine™
Blazing Service At Work™
Blazing Coach™
Blazing Service Administrator™
Built-in Level II and Level III assessment tools
Third Party Evaluation

Modules
• Blazing the Service Path
• Thinking Like Your Customer
• Winning Customer Hearts and
Minds
• Solving Customer Problems
• Handling the Heat
• Fixing the Systems

Blazing the Service Path
33
To introduce you to Blazing Service.
To help you identify and cultivate the
personal qualities and the practical
elements that make a great Blazing
Service provider.
© 2013 Clay & Associates Inc.

Thinking Like Your Customer
To help you develop and maintain
customer loyalty to your organization.
34

Winning Customer Hearts and Minds
• To empathize with customers
• To see their wants and needs
through their eyes
To develop your ability:
35

Solving Customer Problems
To develop the skills to “own” customer
problems and resolve customer issues.
36

Handling the Heat
To help you defuse eruptions—angry
customers—and transform the
Smoldering Service Experience into the
Blazing Service Experience.
37

Fixing the Systems
To help you communicate concerns
constructively and recommend system
improvements effectively.
38

NetSpeed Learning Center

Electronic Magazine

Blazing Coach™

Personal Coach

Actions
What is one action you intend to take
as a result of this webinar?

Complete the Survey
• Download previews of two Blazing Service
modules
• Schedule a demonstration of the post-class
tools
• Take advantage of the Summer Promotion:
15% off programs purchased by 9/15/2014*.
* Minimum purchase = $25,000 before discount.

Walt Disney
Do what you do so well that they will want to
see it again and bring their friends.

From Frustrated Foes to Staunch Advocates: How to Make Your Customers Love You

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