1. Customer Service
IS the Marketing
23rd Annual ACT Ohio Staff Development Workshop
Jeff Kallay, VP Consulting

2. Managing Expectations
Brand Analogy
Is Customer Service Dead?
An “Obituary” for Customer Service
1-2-3’s of Customer Service Basics
The Customer Experience
Something Smells Fishy
Simple Truth of Service

3. Brand Analogy
What car, restaurant or
retail brand would your
campus be and why?

4. Is Customer Service Dead?
What do you think?

12. An “Obituary” for
Customer Service

13. March 13, 2008

15. We’re Replacing Service
With Do It Yourself

21. What Have We Removed?

22. Humanity (and civility)

23. Is Customer Service Dead?
Or have our expectations
exceeded the realm of
common sense?

24. The emphasis has been put
on cheap products and
services both by companies
and customers alike.

25. Just as companies (and
colleges) tend to be
bottom-line oriented, so too
are today’s consumers.

26. We are increasingly hoping to
save time and money, while
squeezing maximum benefit
from the most minimal of
purchases.

27. But a college experience
isn’t transactional.
It’s more!

28. It’s anchored around human
interaction and connections.

29. 1-2-3’s of
Customer Service Basics

30. #1 Wipe the slate clean
Be personal - Be human
Don’t let bad experiences carry over
Access customer information
Know your customer expectations
Utilize your expertise
Provide immediate attention

31. #2 It’s a two-way exchange
Assure the customer
Listen
Be honest
Ask open ended questions

32. #3 Time is valuable
Control the situation
Explain if you need more time
Ensure customer satisfaction
Always thank your customer (for their time)

33. Customer Service Should Be
Customer Experience

34. Welcome to the
Experience Economy
Pine & Gilmore

35. The Experience IS the Marketing
on
Experiences
ssi
gre
ro
cP
mi
Text
Service/Info
no
co
fE
ryo
eo
Th
Industrial
Agrarian

36. Millennials
Kaitlin Caitlin Kate Lynn

37. “Why Students Apply”
Arts & Science Group Student Poll 2004

38. Web and In Person
- 84% use the web most heavily in
researching colleges
- 71% say the campus visit is the
most trusted source of information
Eduventures 2007 Survey of 7,867 High school junior and seniors.
Reported in The Chronicle of Higher Education “Prospective Students Rely on Campus Visits and Web Sites to Learn About Colleges, Report Says”

39. “Effectiveness”
Noel-Levitz 2009

41. Rendering a Customer
Experience
Eliminate negative cues
Making memories
Engage all the senses
Tell stories
Customization (we all want what we want)
Engage emotions

42. Play Your Role
Accept Demanding and Savvy Consumers
“They Want What They Want When They Want It”
Stop and Say “Hello” and “Welcome”
Remember requests to meet with faculty and staff or
sit in class are norm not the exception

43. Something Smells Fishy
Charthouse / Fish! Philosophy

44. Pike Place Fish Market
Seattle Pike Place Fish Market - Tossing Fish

45. Fish! Philosophy
Play
Make their day
Be There (or Be Present - give full attention)
Choose your attitude

46. Simple Truth of Service
Johnny the Bagger

47. “People won’t remember
what you say or do, but
they will always remember
how you made them feel.”

48. How do you make
people feel?

49. Want More? Read Our Blogs:
TargetX Blog at www.targetx.com/ithink/

50. Free on Friday Webcasts
Free On Friday Webcasts Watch Past Webcasts

51. Download Session PDF
#1 Go to www.targetx.com
click iThink Blog
click Slide Presentations
#2 Go to www.slideshare.net/targetx
#3 kallay@targetx.com

52. Customer Service
IS the Marketing
23rd Annual ACT Ohio Staff Development Workshop
Jeff Kallay, VP Consulting