DATING Your Customer ILA

D-‐‑A-‐‑T-‐‑I-‐‑N-‐‑G
Your Customer
James D. Feldman
D-A-T-I-N-G Coach

©2012 James Feldman All Rights Reserved

Start here

•  Craft your message.
•  Present ideas.
•  Generate excitement.
•  Deliver Meaningful Memories.
•  Create evangelists.


Become a
Library where
excellence is expected
Not just celebrated


Voice of the
members evolution
1980-90: cheaper, better product
2001-05: better product, nicer service
2006-11: faster, better buyer process
2012: Access to relevant information


What am I
providing?
Take a moment


Create a
personalized
experience

Turn prospects into friends.
Members into evangelists.
Create a ‘resource’ relationship.


Dazzle
members
with
your
service

D-‐A-‐T-‐I-‐N-‐G

D
is
for
DAZZLE

dazzle

dazzle

Dazzle
&
Delight

Customer
service
is

NOT
a
department…

member
service
is
an
ATTITUDE!

dazzle

Dazzle
&
Determine

•  Treat
your
members
the
way
you

want
to
be
treated.

•  Honor
the
uniqueness
of
each

member.

•  Give
your
member
100%
of
your

aNenOon.

•  Listen
more.

•  Talk
less.

•  Make
it
easier
to
use
your

services.

dazzle

Dazzle
&
DiﬀerenOate

•  Under
promise
and
over
deliver.

•  DeterminaOon
is
what
member

service
is
all
about.

•  Recap
the
discussion.

•  Always
invite
your
member
to
refer
to
other
prospects.

•  Become
their
resource-‐

value
interpreter.

dazzle

Dazzle
&
Discover

•  Replicate
what
is
working.

•  Create
re-‐touching
tools.

•  Nothing
or
no
one
is
disposable.

•  Nothing
is
too
caring.

•  Think
about
developing
the

member
long
term
relaOonship.

dazzle

Dazzle
Members
by:

•  AnOcipaOng
their
needs.

•  Focus
on
their
desire
to
use

your
library
as
if
it
were
in
their

own
home.

•  Provide
more
‘take-‐aways.’

dazzle

anticipate

Anticipate the needs of your member

D-A-T-I-N-G"
A IS FOR ANTICIPATE


anticipate

Acknowledge

Embrace change &
manage it…the best
way you can


anticipate

Accept

Do not resist
the idea of change
or
the implementation of change

Be
problem
solvers
for
your
members

D-A-T-I-N-G
T IS FOR TREAT

treat
Teach
•  Give
priority
to
member
needs

•  Empower
employees

•  Emphasize
improvements
rather
than

maintenance

•  Commit
to
quality


treat
Training
Excellent
member
service
must
be

developed
with
proper
focus
and
spotless

coordina0on
of
people
and
procedures


treat
Tackle

Deal
with
problems
in
real
Ome


treat
Teamwork
It
takes
a
T-‐E-‐A-‐M
to
consistently
produce

superior
member
service:

•  T
–
Talent

•  E
–
Enthusiasm

•  A
–
Atude

•  M
–
MoOvaOon


treat
Tenure
To
ensure
a
long-‐term,
beneﬁcial

relaOonship,
handle
your
members:

•  Respec_ully

•  Individually

•  ANenOvely


D-A-T-I-N-G
I is for Innovation
Understand most rules
should be flexible


innovate
Innumerable

•  Success flows directly from
innovation.
•  Success is not gained by
perfecting the known, but by
seizing the unknown.

How are you competing with
the services from the internet?

innovate
Important

•  Everyone likes to be thought of
as important.
•  Make your member feel
important and they’ll make you
feel the same way.
•  Did anyone thank your member
for using your library?
•  Did anyone ask them if they
were happy with the service?


innovate
Ignite
•  The member is KING & knows it.
•  New ways of doing business are
being created each day.
•  New products are not an option.
•  New uses for existing products win
new members.
•  Members vote with their time and
dollars.
•  The playing field has changed--you
must change with it.


innovate
Identify

•  Management must foster a
climate open to innovation.

•  The management team must
set the stage for innovation
and creative thinking.


innovate
Insecure
•  Every library that plans to compete
in the 21st century needs to develop
new ideas and next-generation
approaches.

•  Members are no longer stuck with
one resource or library.

•  The Internet has opened the entire
world to members who can surf and
find what they want, for the price
they want, with the service level they
expect. ©2012 James Feldman All Rights Reserved

innovate
Inoculate
•  We work best these days when
we function as thinkers -
independent problem solvers -
rather than waiting for higher
levels of management to do our
thinking for us.

•  Employees and management
need to stay in alignment with
the objectives of your
organization.


Success only truly comes when you learn from failure

FAILURE AND INNOVATION
ARE RELATED

You must be better than your competitors

YOU MUST BE BETTER OR
LOSE THE COMPETITION

D-A-T-I-N-G
N is for Nurture
Treat your employees with the care and respect
you’d like them to give to your members.


The Best Employees are:
•  Dependable
•  Trustworthy
•  Relationship oriented
•  Solution minded
•  Action oriented
•  T•E•A•M Player
•  Take Direction
•  Great Attitude
•  A member advocate

nurture
Negligence
•  Is the greatest reason employees leave a
company!
•  Not for better pay…but for more
recognition.


nurture
Notify
•  Increase each employee’s awareness of
their need to EXCEED co-worker
expectations.
•  Build a T-E-A-M.
•  Talent-Enthusiasm-Attitude-Motivation
Together-Everyone-Achieves-More


nurture
Needs
•  Co-workers must interact before they can
act on behalf of a member.
•  Employees must work together to form a
cohesive group.
•  YES must replace NO.
•  CAN DO must replace “that’s not my
job.”
•  A people-approach results in longevity.


nurture
Needs
•  Recognize employees have practical
information and power.
•  Treat each employee as an appreciating
asset…appreciate your assets!


nurture
Nourish
•  Create clear rewards.
•  Include recognition.
•  Build excitement.
•  Repeat & refine.


Exceed the expectations of both employees &
members

D-A-T-I-N-G
G IS FOR GUARANTEE


guarantee

Grateful

“Never forget the customer owns
the store” – Sam Walton, Wal-Mart

“If you can’t please your current
customers…you don’t deserve the
new ones” – Scott Cook, Intuit


guarantee

Give
Find continuous ways to give to
others around you, especially
your:
•  Members
•  Employees
•  Suppliers


guarantee

Garnish
•  Your member service with
unexpected, pleasant extras to
let your members know they’re
special to you.
•  It’s guaranteed to get their
attention.


guarantee

Gifts (free)
•  Listening
•  Affection
•  Laughter
•  Compliments
•  Advice
•  Favors
•  Cheerful disposition
•  Handwritten notes

guarantee

Gush

•  Set yourself apart from the competition.
•  Eliminate non-productive tasks.
•  Concentrate on those people that suggest
your service to others.


Top 10 most proﬁtable phrases:

10. “1 apologize for our mistake. Let me make it right.”

9. “Thank you for your business. Please come back
again.”

8. “I’m not sure, but I will find out.”

7.“What else can I do for you?”

6. “What is most convenient for you?”


Top 10 most proﬁtable phrases:

5. “How may I serve you?”

4. “How did we do?”

3. “Glad you’re here!”

2. “Thank you”

1. “Yes”


Focus on new beneﬁts,
not features.

Find new ways to INNOVATE:
•  Redefine your future
•  Retarget
•  Promote
•  Eliminate
•  Recreate


Talk To Me
LinkedIn:
www.linkedin.com/in/jamesfeldman

Twitter: @ShiftHappensNow

Hashtag: #shifthappens

www.shifthappens.com


DATING Your Customer ILA

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