The document is a presentation about customer service given to the Florida Petroleum Marketers Association by Larry Miller. It discusses why customers leave (68% due to bad employee attitude or lack of respect) and why customer service is important (customers have choices and high expectations). Miller introduces the concept of "G.U.S.T.O." which stands for five basic steps of customer service. He then shares eight lessons on servicing the customer effectively. The presentation emphasizes treating employees and customers well to provide great customer service and grow one's business.

1. Florida Petroleum
Marketers Association
Tuesday August 4, 1998
Customer Service….
“Conveniently”
Presented by:
LARRY MILLER
PRESIDENT
MILLER MANAGEMENT AND CONSULTING
SERVICES, INC.

2. CUSTOMER FACTS:
WHY CUSTOMERS LEAVE!
• DIE 1%
• MOVED AWAY 3%
• INFLUENCED BY FRIENDS 5%
• LURED BY COMPETITION 9%
• DISSATISFIED WITH
PRODUCTS OR PRICING 14%
• TURNED AWAY BY BAD
ATTITUDE OR LACK OF
RESPECT SHOWN BY AN
EMPLOYEE…. 68%

3. WHY CUSTOMER
SERVICE COUNTS!
• LOTS OF CHOICES:
– TODAY’S CUSTOMERS HAVE LOTS OF
CHOICES, IF YOU DO NOT MEET OR
EXCEED THEIR EXPECTATIONS THEY
WILL TAKE THEIR BUSINESS
ELSEWHERE.

4. WHY CUSTOMER
SERVICE COUNTS!
•HIGH EXPECTATIONS:
– CUSTOMERS TODAY KNOW THEY
ARE IMPORTANT AND THEY EXPECT,
SOMETIMES EVEN DEMAND, TO BE
TREATED WELL. IT IS OUR JOB TO
MEET OR EXCEED THESE
EXPECTATIONS.

5. WHY CUSTOMER
SERVICE COUNTS!
• WE ARE ALL CUSTOMERS!
– YOU BEGIN IMPROVING YOUR
SERVICE WHEN YOU START
IDENTIFYING YOUR OWN
EXPERIENCES WITH YOUR
CUSTOMERS. IT’S CALLED EMPATHY!

6. • Where do you start?
• Train and enforce customer
service “basics”, as a
company required program,
with all of your customer
service employees!

7. Introducing:
“G.U.S.T.O.”
The five steps of basic
Customer Service!

8. “G.U.S.T.O”
• “G” - GREET THE CUSTOMER…
– HELLO, GOOD MORNING, HOW ARE
YOU?
• “U” - UPLIFT THE THE CUSTOMER…
– SAY SOMETHING POSITIVE
• “S” - SELL THE CUSTOMER…
– LET THEM KNOW THE SPECIALS AND
SUGGEST RELATED ITEMS
• “T” - THANK THE CUSTOMER…
– SINCERELY THANK THEM FOR THEIR
PATRONAGE AND PURCHASES
• “O” - OFFER A RECEIPT…
– PROVIDE EACH CUSTOMER WITH THE
OPPORTUNITY TO RECEIVE A RECEIPT
FOR THE PURCHASE

9. “The Next Level”
• When you are certain that the
basics are being done on a
regular basis you are ready for
The Next Level or becoming
famous for your Customer
Service.

10. “MILLER’S
EIGHT
LESSONS TO
PONDER ON
SERVICING
THE
CUSTOMER!”

11. SERVICING THE
CUSTOMER...
• LESSON #1
– “CUSTOMERS CANNOT BE
SATISFIED UNTIL AFTER THEY
ARE NOT DISSATISFIED.”
“Take care of the ends, and the means will take
care of themselves.”
GANDHI

12. SERVICING THE
CUSTOMER...
YOUR FIRST SERVICE PRIORITY SHOULD
BE TO ELIMINATE ALL OPPORTUNITIES
FOR DISSATISFYING CUSTOMERS,
BECAUSE THESE ARE WHAT CAUSE
CUSTOMERS TO LEAVE. ONLY THEN YOU
CAN INVEST IN SATISFYING, DELIGHTING,
& AMAZING THE CUSTOMER.

13. SERVICING THE
CUSTOMER...
• LESSON #2
– “QUALITY SERVICE IS
NEVER THE CUSTOMER’S
JOB.”
“We already make the customers serve
themselves, what we need to be great at is
friendliness, courtesy, and appreciation.”
JOHN THOMPSON

14. SERVICING THE
CUSTOMER...
• LESSON # 3
– “CUSTOMERS SHOULD NEVER BE
INCONVENIENCED BECAUSE OF
POLICIES THAT ARE KNOWN
ONLY TO EMPLOYEES AND DO
NOT BECOME KNOWN TO
CUSTOMERS UNTIL THEY ARE
USED AGAINST THEM.”
– “Don’t fight a battle if you don’t gain anything
by winning.”
GENERAL GEORGE S. PATTON, JR.

15. SERVICING THE
CUSTOMER...
• LESSON # 4
– “CUSTOMERS SHOULD NEVER BE
REQUIRED TO RESTATE THEIR
REQUEST OR COMPLAINT TO
SEVERAL EMPLOYEES BEFORE
HAVING IT RESOLVED.”
“If you ever live in a country run by a committee,
make certain you are on the committee.”
LAO TZU

16. SERVICING THE
CUSTOMER...
• LESSON # 5
• NEW RULES FOR MANAGERS:
– CHANGE MUST BEGIN WITH YOU.
– YOUR JOB IS TO SET EXAMPLES
AND LEAD. YOU CAN’T DO IT
ALONE.
“If the quarterback doesn’t know what he is
supposed to do with the ball, how in the hell can
the line block for him?”
VINCE LOMBARDI

17. SERVICING THE
CUSTOMER...
• LESSON # 6
– “HOW YOUR EMPLOYEES FEEL
IS EVENTUALLY HOW YOUR
CUSTOMERS WILL FEEL.”
“I can sum up your job in one word, it
is“rapport.” Build it between you and your
employees and success will follow.”
DERWOOD GROSE

18. SERVICING THE
CUSTOMER...
• LESSON #7
– “YOUR CUSTOMERS WILL
NEVER BE TREATED ANY
BETTER THAN YOUR
EMPLOYEES TREAT EACH
OTHER.”
“Fail to honor people, they fail to honor you.”
LAO TZU

19. SERVICING THE
CUSTOMER...
• LESSON # 8
– “NEVER ALLOW AN EMPLOYEE’S
WORK TO INTERFERE WITH THEIR
JOB.”
“Never give an order that can’t be obeyed.”
GENERAL DOUGLAS MACARTHUR

20. FINAL THOUGHTS:
“Recruiting, hiring, and training
employees that can provide
amazing customer service is the
most difficult task facing the
convenience retailer today.
Those that understand this and
work towards accomplishing it
will grow and prosper. Those
that don’t will scramble to
survive in this competitive
business.”
LARRY MILLER

21. Customer Service….
“Conveniently”
Thank You!
Florida Petroleum
Marketers Association
Presented by:
Larry Miller
President
Miller Management and Consulting Services, Inc.
5029 Hawks Hammock Way
Sanford, Florida 32771
407-323-6677