to file (3.35 MB 2014-03

Building Your Brand
Around Customer
Service
Neelay Bhatt
Vice President
PROS Consulting Inc.
Twitter: @neelaybhatt
LinkedIN: www.linkedin.com/neelay
neelay.bhatt@prosconsulting.com
Brand & Customer Service
is a collection of perceptions in the
mind of the consumer.“
• “A brand is the intangible sum of a product's
attributes: its name, packaging, and price, its
history, its reputation, and the way it's
advertised.”
•
"A brand
Simply put, a brand is a reputation
WHO
IS A CUSTOMER?
WHAT
IS CUSTOMER SERVICE?
WHAT is Customer Service?
Often confused with Customer Feedback
Post-program feedback
Asking them how they liked something
If no one complains, we are doing great
WHAT is Customer Service?
Customer service is the provision
of service to customers ….
Before,
During
and
After
a purchase
WHY
IS CUSTOMER SERVICE IMPORTANT?
WHY is customer service
important?
Builds Trust In Your Brand
Prevents loss of potential business
Builds loyalty for your Brand
WHO
EXCELS AT CUSTOMER SERVICE?
CASE Study:
Shortcomings:
No culture of customer service
Inconsistent Brand and Messaging
Everyone tries their best, but individually
Marketing Collateral: Before
Customer Service: Before
Who is Carmel Clay Parks &
Recreation?
Marketing Collateral: After
Customer Service: After
It was Labor Day and I was at the Starbucks drive-thru on
my way to work. The lady at the window said, “Oh good, I
was wondering if you were open today. I will be bringing my
son to The Waterpark this afternoon.” – Lindsay
Training without
Lecturing
Front Desk (Bad Show / Good Show)
Program Staff (Bad Show / Good Show)
Displays (Bad Show / Good Show)
HOW
CAN I MAKE A DIFFERENCE?
Institute Consistent Practices
Communicate Verbally and Visually
Educate, reinforce…educate some more
Celebrate the ‘internal’ customer
Have uniforms or at least name tags for all
staff
Have a consistent signature line in all
emails and ensure accurate and complete
email signatures
(with full numbers and phone extensions separated)
Use Google Translate on your website
Always acknowledge the customer
when they arrive or are waiting
Make eye contact when you talk
Address customers by name
‘Did that help’ – ‘Did that address your
question?’
Say “My Pleasure” instead of “No Problem”
Invest in your internal customers
Provide on-going opportunities for training and development
in person and online
SUMMARY
Front line is your Bottom line
- Disney
THANK YOU
Neelay Bhatt
Vice President
PROS Consulting Inc.
Twitter: @neelaybhatt
www.linkedin.com/neelay
neelay.bhatt@prosconsulting.com