A presentation given by Clay Staires on the importance and skill of customer service.

1. How You THINK About Them
Is How You’ll Treat Them

2. “A Master Mind may be
defined as the invisible
power that results when
two or more minds work in
perfect harmony toward
achieving a common goal.”
Napoleon Hill

3. THE GAME
PLAN
“Winning is a habit.
Unfortunately, so is losing.”
Vince Lombardi

4. LET’S MEET THE PLAYERS
- FRONTLINE
WORKER
- PHONE ANSWERER
-ACCOUNTING / IT
-SALES REPS
-MAINTENANCE TEAM
-MANAGERS
-SERVICE PROVIDERS
-DISCRUNTLED
PEOPLE NOT ON
THIS LIST
- FRONTLINE
WORKER
- PHONE ANSWERER
-ACCOUNTING / IT
-SALES REPS
-MAINTENANCE TEAM
-MANAGERS
-SERVICE PROVIDERS
-DISCRUNTLED
PEOPLE NOT ON
THIS LIST
“Great things in business are
never done by one person. They’re
done by a team of people.” Steve
Jobs

5. Section 1
Commitment #1
Teach everyone here
at least one “move”
that can take your
overall customer
service level from
good to
EXCEPTIONAL.
Teach everyone here
at least one “move”
that can take your
overall customer
service level from
good to
EXCEPTIONAL.
“Good leaders must first
become good servants.”
Robert Greenleaf, founder of
modern Servant Leadership
Movement.

6. Commitment #2
Section 1
Teach everyone at
least one
"courtesy” dance
move.
Teach everyone at
least one
"courtesy” dance
move. There are no traffic jams
along the ‘Second Mile’.”
Roger Staubach

7. Section 2
3 Commitments
You make to
yourself
A.Take notes
B.Look for
ONE Action Step
A.Ask questions
and join in the
conversation
A.Take notes
B.Look for
ONE Action Step
A.Ask questions
and join in the
conversation
“Learning is more effective
when it’s active rather than
passive.” Euripides

8. Questioning Customer Service
A. What does the word
exceptional
even mean?
1. Not usual: unusual or
uncommon/unusually good:
2. Much better than average
B. How many of us have
attended
seminars or recently read
books
that admonish us to…
1. Treat customers like royalty
2. Exceed customer’s
expectations
3. Either seek low operating costs
A. What does the word
exceptional
even mean?
1. Not usual: unusual or
uncommon/unusually good:
2. Much better than average
B. How many of us have
attended
seminars or recently read
books
that admonish us to…
1. Treat customers like royalty
2. Exceed customer’s
expectations
3. Either seek low operating costs
Why are these
BIG IDEAS
so hard to apply?

9. Questioning Customer Service
“Being nice to people is just 20% of providing
good customer service. The important part is
designing systems that allow you to do the job
right the first time. All the smiles in the
world aren't going to help you if your product
or service is not what the customer wants.”
How You THINK About Them Is
How You Will Treat Them!

10. Questioning Customer Service
- If you were a traveling
speaker guy like me, what
percentage of the audiences
would you guess say that they
offer exceptional customer
service?
- If you were a traveling
speaker guy like me, what
percentage of the audiences
would you guess say that they
offer exceptional customer
service?
- Story :
- “I don’t do water.”
- “Well OK. How Many People
Did You End Up With?”
- Story :
- “I don’t do water.”
- “Well OK. How Many People
Did You End Up With?”
“BETTER is not a
destination. It’s a Journey.”
Lee Cockerell, ran
Disney for 13 years.

11. Exceptional Customer Service
Section 4
A. When I say the words, “Customer
Service” what comes to your mind?
B. Outside of your organization, what
are 5 organizations that you can
think of that offer
EXCEPTIONAL CUSTOMER
SERVICE?
A. When I say the words, “Customer
Service” what comes to your mind?
B. Outside of your organization, what
are 5 organizations that you can
think of that offer
EXCEPTIONAL CUSTOMER
SERVICE?
“Great Value. Excellent Service.
Fly Southwest Airlines because
you want to be treated like a
person.”
SWA Slogan

12. Section 4
Exceptional Customer Service
What mechanisms, systems
and processes do they have in
place to deliver this
Exceptional customer service
or is it that their people are
simply trying harder?
What mechanisms, systems
and processes do they have in
place to deliver this
Exceptional customer service
or is it that their people are
simply trying harder?
Stories:
• QT - Merit-Based Pay,
Mystery
Shoppers, and Checklists
• Disney World - Checklists
and
Intense Follow-up
Stories:
• QT - Merit-Based Pay,
Mystery
Shoppers, and Checklists
• Disney World - Checklists
and
Intense Follow-up
“In anything we do, any endeavor,
it’s not what you do; it’s why you
do it.”
Howard Schultz, founder
of Starbucks

13. “If people believe they share
values with a company, they
will stay loyal to the brand.”
Howard Schultz
What is the EXPERIENCE
your customers have when they
do business with you?

14. Section 4
Bad Customer Service
A. When I say the words, “CUSTOMER
SERVICE SO BAD IT MAKES YOU
WANT TO STAPLE YOUR FOREHEAD”
what are 5 businesses that come to your
mind?
A. When I say the words, “CUSTOMER
SERVICE SO BAD IT MAKES YOU
WANT TO STAPLE YOUR FOREHEAD”
what are 5 businesses that come to your
mind?
B. What mechanisms, systems and processes do
they have in place to deliver this BAD QUALITY
OF customer service or is that their people are
simply trying to do a POOR JOB?
A. Cold treatment from staff
B. Long waits
C. The “No eye contact” front line worker
chewing gum!
D. Delayed return calls by customer service
desks
E. The foreigner who goes by the name Bill
Smith on the tech support line who can’t
seem to get your name right
B. What mechanisms, systems and processes do
they have in place to deliver this BAD QUALITY
OF customer service or is that their people are
simply trying to do a POOR JOB?
A. Cold treatment from staff
B. Long waits
C. The “No eye contact” front line worker
chewing gum!
D. Delayed return calls by customer service
desks
E. The foreigner who goes by the name Bill
Smith on the tech support line who can’t
seem to get your name right
Story Time:
“I’m sorry, we’re not Southwest.”
American Airlines
Flight Attendant

15. Section 4
Bad Customer Service
1. The kid/guy at the drive
thru window is talking on
his cell phone while taking
your order
2. Sounding cold on the
phone
3. Non-Responsive to email
1. The kid/guy at the drive
thru window is talking on
his cell phone while taking
your order
2. Sounding cold on the
phone
3. Non-Responsive to email
“All of your customers are
partners in your mission.”
Shep Hyken
More Stories!
Arthur Bryant’s BBQ, Computer
Service Call, Bank: “I’m sorry, you’ll
have to wait until Monday”, “Sir,
Please back away from the cake”
More Stories!
Arthur Bryant’s BBQ, Computer
Service Call, Bank: “I’m sorry, you’ll
have to wait until Monday”, “Sir,
Please back away from the cake”
NYT Best Selling Author & Customer Service Guru

16. Section 5
What Do The Stats Tell Us?
A. According to research conducted by the Harvard Business School, a
5% increase in customer loyalty could produce profit increases from
25% to 85%.
B. According to research studies conducted by the American Express
Global Customer Service Barometer and AMDOCS customer
relationship software - Bad customer service is now normal.
C. 60% of Americans believe that businesses don't care about good
customer service.
D. More than 75% said they would hang up after waiting on hold for longer
than five minutes.
A. According to research conducted by the Harvard Business School, a
5% increase in customer loyalty could produce profit increases from
25% to 85%.
B. According to research studies conducted by the American Express
Global Customer Service Barometer and AMDOCS customer
relationship software - Bad customer service is now normal.
C. 60% of Americans believe that businesses don't care about good
customer service.
D. More than 75% said they would hang up after waiting on hold for longer
than five minutes.

17. What Do The Stats Tell Us?
Section 5
E. 75% said that they tell friends and
family
about their negative experiences.
F. 85% reported that negative customer
service experiences drive them to
switch
providers.
G. 70% of Americans said they are
willing
to spend up to 15% more for the
same
products and services if they are
provided with excellent customer
service.
H. 59% of consumers are willing to try
a
E. 75% said that they tell friends and
family
about their negative experiences.
F. 85% reported that negative customer
service experiences drive them to
switch
providers.
G. 70% of Americans said they are
willing
to spend up to 15% more for the
same
products and services if they are
provided with excellent customer
service.
H. 59% of consumers are willing to try
a
DISTURBING
STATISTIC
- Michael Bolton has sold
more than 53 million records
and has a net worth of over
$60 Million!I know, this has nothing to do with
Customer Service but I thought you
should know!

18. Section 6
Getting Ahead Through Exceptional
Customer Service
“Be a yardstick of quality. Some
people aren’t used to an
environment where excellence is
expected.” Steve Jobs
STORY #1
Arthur Greeno and Wrong Orders
At Chick-fil-A!
STORY #1
Arthur Greeno and Wrong Orders
At Chick-fil-A!
STORY #2
The “Post-Speaking” Thank You.
The Book
The Gift Certificates
The Mug
STORY #2
The “Post-Speaking” Thank You.
The Book
The Gift Certificates
The Mug
STORY #3
Thrive15 – surprise box in the
mail
STORY #3
Thrive15 – surprise box in the
mail

19. INTERMISSIO
N
CUE THE ELEVATOR
MUSIC “I grew up with six brothers.
That’s how I learned to dance…
while waiting for the bathroom.”
Bob Hope

20. Section 7
6 Steps To
Radically Improve
Your
Customer Service

21. Section 7
Step 1 – Start Asking The
TOUGH QUESTIONS?
Do you operate more like the
DMV or like Apple?
Do you operate more like the
DMV or like Apple?
A. Group Questions:
1. Have you ever been to the DMV?
2. What is that like?
3. Have you ever bought an Apple
Product? 4. What is that like?
B. What is an action step you can begin
taking right away?
A. Group Questions:
1. Have you ever been to the DMV?
2. What is that like?
3. Have you ever bought an Apple
Product? 4. What is that like?
B. What is an action step you can begin
taking right away?
THOUGHT:
It all starts with your expectations!
THOUGHT:
It all starts with your expectations!
“Be a yardstick of quality. Some
people aren’t used to an
environment where
EXCELLENCE is expected.”
Steve Jobs

22. Section 7
Step 2: Commit To Being
EXCEPTIONAL!
Group Questions:
A.Who can we look to for examples of
Exceptional Customer Service other
than Apple?
B.Who has ever been to Chik-Fil-A?
C. What makes Chik-Fil-A customers so
much more loyal than most other fast-
food restaurants?
Group Questions:
A.Who can we look to for examples of
Exceptional Customer Service other
than Apple?
B.Who has ever been to Chik-Fil-A?
C. What makes Chik-Fil-A customers so
much more loyal than most other fast-
food restaurants?
“If you build an Exceptional Experience,
customers tell each other about that.
Word of mouth is very powerful.”
Jeff Bezos, CEO Amazon.com
Thought:
You must commit to providing
Exceptional Customer Service
for your own self-esteem. When you do
something good and you satisfy a
customer, you make yourself feel good.
Thought:
You must commit to providing
Exceptional Customer Service
for your own self-esteem. When you do
something good and you satisfy a
customer, you make yourself feel good.

23. Section 7
Step 2 – Commit To Being
EXCEPTIONAL (Cont.)
Step 2: Commit To Being
Exceptional
Step 2: Commit To Being
Exceptional
D. Group Questions: 1. What excellent
processes does Chik-Fil-A have in
place to keep their bathrooms so
clean? 2. What processes and
checklists do we need to install and
have in place in order to take our
customer service to the Chick-fil-A
level?
E. We must have a defined process and
checklist for every predictable and
repeatable action that we want to see.
D. Group Questions: 1. What excellent
processes does Chik-Fil-A have in
place to keep their bathrooms so
clean? 2. What processes and
checklists do we need to install and
have in place in order to take our
customer service to the Chick-fil-A
level?
E. We must have a defined process and
checklist for every predictable and
repeatable action that we want to see.
Story:
Wife at QuikTrip restrooms
Story:
Wife at QuikTrip restrooms
“Culture is one of the most precious
things a company has…so you must work
harder on it than anything else.”
Herb Kelleher, Founder of
SWA

24. Section 7
Step 3: TAKE OWNERSHIP
A. We must be willing to truly take
ownership of the praise and the
complaints if we want to be truly
successful in life.
B. Group Questions: 1. Why is it so
frustrating to talk with someone who
is unwilling to take ownership of
complaints? 2. Why is it so easy to
talk with someone who sincerely
takes ownership of complaints?
A. We must be willing to truly take
ownership of the praise and the
complaints if we want to be truly
successful in life.
B. Group Questions: 1. Why is it so
frustrating to talk with someone who
is unwilling to take ownership of
complaints? 2. Why is it so easy to
talk with someone who sincerely
takes ownership of complaints?
C. Story: Shepherd’s Fold Ranch SLT
D.What does it mean to take
ownership of a complaint?
E.Action Step: What ONE PHRASE
can we use to take ownership?
C. Story: Shepherd’s Fold Ranch SLT
D.What does it mean to take
ownership of a complaint?
E.Action Step: What ONE PHRASE
can we use to take ownership?
“Your most unhappy customers
are your BEST SOURCE of
learning.” Bill Gates
Owns the world!
THOUGHT
What if we had a culture of
“Stewardship” instead of just a culture of
“Workership”?
THOUGHT
What if we had a culture of
“Stewardship” instead of just a culture of
“Workership”?

25. Section 7
Step 4: Learn To Deal With
COMPLAINTS
A. Study successful people and do what
they do. Use the B.L.A.S.T. system.
B. Supporting Quote: ” Use the B.L.A.S.T.
system." - Believe, Listen, Answer, Satisfy,
Trust.” Bill Gates
C. Group Questions: 1. How hard is it to
believe some customers? 2. How hard
is it to listen to someone who is yelling
at you? 3. How hard is it to yell at
someone who is sincerely listening and
not fighting back with you?
A. Study successful people and do what
they do. Use the B.L.A.S.T. system.
B. Supporting Quote: ” Use the B.L.A.S.T.
system." - Believe, Listen, Answer, Satisfy,
Trust.” Bill Gates
C. Group Questions: 1. How hard is it to
believe some customers? 2. How hard
is it to listen to someone who is yelling
at you? 3. How hard is it to yell at
someone who is sincerely listening and
not fighting back with you?
D. Story: “The Cake Police”
E. What is the action step
you can begin taking this
week?
D. Story: “The Cake Police”
E. What is the action step
you can begin taking this
week?
"Historically, our number-one
growth driver has been from
repeat customers and
word of mouth.”
Tony Hsieh, Founder of
Zappos
THOUGHT
When was the last time you got frustrated with a
customer complaint? What was going through
your head?
THOUGHT
When was the last time you got frustrated with a
customer complaint? What was going through
your head?

26. Section 7
Step 5: CELEBRATE
EXCELLENCE
A. Group Questions: 1. Why is it so
important for us to celebrate
EXCELLENT CUSTOMER SERVICE
IMMEDIATELY? 2. How long does it
take to see the fruit from Excellent
Customer Service? 3.What are some
stories that you've personally seen at
your company where Exceptional
customer service created success
down the road?
A. Group Questions: 1. Why is it so
important for us to celebrate
EXCELLENT CUSTOMER SERVICE
IMMEDIATELY? 2. How long does it
take to see the fruit from Excellent
Customer Service? 3.What are some
stories that you've personally seen at
your company where Exceptional
customer service created success
down the road?
C. Story: Stickers On My Helmet,
The Chicken Award!
D.What processes can we begin to
put into place to celebrate
Exceptional customer service as it
happens?
C. Story: Stickers On My Helmet,
The Chicken Award!
D.What processes can we begin to
put into place to celebrate
Exceptional customer service as it
happens?
THOUGHT
Thought: You must decide that you will
celebrate the successes of those around
you who WOW clients.
THOUGHT
Thought: You must decide that you will
celebrate the successes of those around
you who WOW clients.

27. Section 7
Step 6: TAKE ACTION!
A. Group Questions: 1. Why does only
7% of the American population
typically take action to solve their
problems? 2. What are the
processes and systems that we can
begin implementing today to begin
building a culture where
EXCELLENT CUSTOMER
SERVICE is expected?
A. Group Questions: 1. Why does only
7% of the American population
typically take action to solve their
problems? 2. What are the
processes and systems that we can
begin implementing today to begin
building a culture where
EXCELLENT CUSTOMER
SERVICE is expected?
C. Story: My Company - overdeliver
D. What is the action step that
you can
begin taking on this week?
C. Story: My Company - overdeliver
D. What is the action step that
you can
begin taking on this week?
“Knowledge without Application
is meaningless.”
Thomas Edison
THOUGHT
Education is only half of the solution,
because nothing works unless you do.
THOUGHT
Education is only half of the solution,
because nothing works unless you do.

28. Section 7
6 Steps To Radically Improve Your
Customer Service

29. DECIDE TO THRIVE.
BECOME AN ENEMY OF AVERAGE.
I challenge you to begin making it
your goal to WOW every customer
because that is the key to creating
your own personal opportunities and
opportunities for the company itself.
DECIDE TO THRIVE.
BECOME AN ENEMY OF AVERAGE.
I challenge you to begin making it
your goal to WOW every customer
because that is the key to creating
your own personal opportunities and
opportunities for the company itself.

30. $15 BOOK = $5 Goes
To Solving the
Fatherless Problem in
Innercities

31. ACTION
STEPS!
ACTION
STEPS!
“So what do we do? Anything.
Something. So long as we just don't sit
there. If we screw it up, start over. Try
something else. If we wait until we've
satisfied all the uncertainties, it may be
too late”. - Lee Iacocca
Your
Response-
Ability!
Your
Response-
Ability!

32. Thank You
Very Much For
Not Throwing
Things At Me!
Continue The
Conversation
clay@claystaires.com
www.claystaires.com
918-798-0852
“INCREAS
George W. Bush’s Catlike Reflexes!