CUSTOMER SERVICE: THE NAME OF THE GAME

1. CUSTOMER SERVICE:THE NAME OF THE GAME MICHAEL W. PICZAK, Dipl.T., B.Comm., MBA OCCAM CONSULTING LIMITED WWW.OCCAMCONSULTING.COM 905.730.1385 BRIDGES TO BETTER BUSINESS SEMINAR SMALL BUSINESS ENTERPRISE CENTER CITY OF HAMILTON OCTOBER 2003

2. TODAY’S OBJECTIVE AND CHALLENGE FOR YOU • LEAVE WITH ONE ACTIONABLE IDEA THAT YOU CAN IMPLEMENT IN YOUR ORGANIZATION TOMORROW • LEAVE WITH SOME TOOLS THAT YOU CAN IMPLEMENT FOR ANALYZING THE CUSTOMER SERVICE EXPERIENCE • LEAVE WITH A NEW FOUND RESOLVE

3. HOW WE WILL PROCEED • 30 OR SO MINUTES OF PRESENTATION TO WARM US UP • BRAINSTORMING WAYS AND MEANS OF UPGRADING YOUR CUSTOMER SERVICE LEVELS • SETTING OUT ONE COMMONLY KNOWN CUSTOMER SERVICE SEQUENCE LOOKING FOR MEASURES AND IMPROVEMENT • MAKING A COMMITMENT TO GO BACK AND TRY TO MAKE A DIFFERENCE

4. WHY IS THIS IMPORTANT? • TWO THIRDS TO THREE QUARTERS OF OUR ECONOMY IS SERVICE BASED • PRODUCT MANUFACTURERS OFFER SERVICES IN THE COURSE OF BUILDING DURABLE GOODS

5. BASES OF COMPETITION • QUALITY • PRICE • RESPONSIVENESS • FLEXIBILITY • SERVICE • VARIETY

6. THE STATE OF CUSTOMER SERVICE TODAY • WHEN IT’S GOOD, IT’S SURPRISING AND EXCEPTIONALLY GOOD • WHEN IT’S POOR, IT’S SHOCKING SO

7. WHO GETS IT RIGHT? • SOUTHWEST AIRLINES, DALLAS • MIRAGE HOTEL, LAS VEGAS • HOME HARDWARE, ST. JACOB’s • HOME DEPOT, ATLANTA • CHAMBER OF COMMERCE, HAMILTON • DISNEY, ORLANDO • AUGUSTA NATIONAL GOLF COURSE

8. WHO DOESN’T GET IT? • SOUP NAZI, NEW YORK CITY • MOST ROOFING COMPANIES • CONKLIN SHOWS (FALL FAIRS) • MANY GOVERNMENT SERVICES • AIR CANADA • McDONALD’s FOODS • ETR 407 • UNION ENERGY • BANKS IN DAYS GONE BY WITH 10-3 HOURS • CANADA CUSTOMS BORDER CROSSINGS • ARCHERS DANIELS MIDLAND

9. BUSINESS AS USUAL AT ARCHERS DANIELS MIDLAND IT’S A LINE THAT WILL SURELY GO DOWN IN THE BUSINESS HALL OF SHAME: “THE COMPETITOR IS OUR FRIEND AND THE CUSTOMER IS OUR ENEMY” APPARENTLY ADM’S UNOFFICIAL MISSION STATEMENT FORTUNE MAGAZINE 1995

10. INNOVATIVE CUSTOMER SERVICE IDEAS • E-Z PASS ON TOLL HIGHWAYS • ON-LINE TICKET BUYS, AIRLINE RESERVATIONS, HOTEL ARRANGEMENTS, INFORMATION, BANKING • REWARDING LOYALTY • DISNEY’S FASTPASS • WEEKLY TTC PASSES/EURO RAIL PASSES • PETROCAN SWIPE CARDS • AT-PUMP CREDIT CARD OPERATIONS

11. FAMOUS SLOGANS FOR $100, ALEX • THINKING LIKE A CUSTOMER • CUSTOMERIZE • ONE CUSTOMER AT A TIME • TO SERVE AND PROTECT • ORDINARY PEOPLE DOING EXTRAORDINARY THINGS • SERVICE WITH A SMILE “WHO IS……………ALEX?”

12. INTO THE RANGE OF CUSTOMER DELIGHT • SHOES THAT GET A SHINE AFTER A REPAIR • GIVE THEM SOMETHING FOR FREE (EASTER EGGS ON DVDs, A.T.S.M.) • CARWASH AFTER A SERVICE • SAYING THANK YOU • FOLLOWING UP AFTER THE EXPERIENCE TO OBTAIN REACTION • REPLACING A COMPLETE PORSCHE ENGINE ON A 6 YEAR OLD BOXSTER AT NO CHARGE

13. THE CUSTOMER SERVICE ‘EXPERIENCE’ • THE FORD OWNERSHIP EXPERIENCE • THE DISNEY EXPERIENCE • THE STARBUCKS EXPERIENCE • THE IKEA SHOPPING EXPERIENCE • THE LIMERIDGE MALL EXPERIENCE • THE ULTIMATE DRIVING EXPERIENCE • THE UNIQUE RAINFOREST CAFÉ DINING EXPERIENCE

14. TOOLS FOR DECONSTRUCTING THE CUSTOMER SERVICE EXPERIENCE • START WITH CARING • RECOGNIZING THAT THERE IS EVEN A PROBLEM • TALKING TO THE CUSTOMER • SURVEYS INCLUDING ON-LINE INSTRUMENTS • FOCUS GROUPS • BENCHMARKING WITH MYSTERY SHOPPERS & OTHERS • INDUSTRY BEST PRACTICES REVIEW • PROCESS RE-ENGINEERING METHODS • HOUSE OF QUALITY/QUALITY FUNCTION DEPLOYMENT • 6 SIGMA METHODOLOGY

15. QUALITY FUNCTION DEPLOYMENT

16. ATTENTION TO DETAIL • FILLING DIVOTS AT THE CANADIAN OPEN WITH A GREEN MIXTURE • COLOURING WATER IN CREEKS AND PONDS BLUE AT THE MASTERS • DEMANDING HIGH QUALITY FINISH ON UNDERBODY COMPONENTS • HAVING YOUR NAME ON THE TV SCREEN IN THE HOTEL ROOM BEFORE YOU INTO THEH ROOM AFTER CHECK IN • IN-LINE CHECK OUT AT A HOTEL • ELECTRONIC PLANE TICKETS • CROUCHING WHEN A SERVER COMES TO YOUR TABLE PLUS PROVIDING A FIRST NAME • CABLE PERSON PUTS BOOTIES ON WHEN ENTERING A HOUSE • A PERSONALLY SIGNED LETTER • POLITICAL CAMPAIGNS THAT MEASURE CANDIDATE IMPACT TO THE SECOND • LORNE MICHAELS AT SNL ASSESSING THE DRY RUN DOWN TO THE HAND MOVEMENT • IN SINGAPORE, THE SUBWAY SYSTEM REMINDS COMMUTERS BY WAY OF IN-STATION ANNOUNCEMENTS WHAT IS EXPECTED IN TERMS OF EATING FOOD OR HAVING DRINK WHILE ON A TRAIN

17. WHAT IS TO BE NOTICED IN THE PICTURE BELOW

18. SPECTATOR EXPECTATIONS AT THE MASTERS

19. New York Rangers Will: • NOT USE CELL PHONES ON TEAM BUSES • RESPECT A DRESS CODE INCLUDING SUIT JACKETS AND TIES MANDATORY • HAVE NEATLY GROOMED HAIR • ONLY ENGLISH WILL BE SPOKEN ON THE ICE, BENCH AND DRESSING ROOM

20. TOOLS FOR UPGRADING CUSTOMER SERVICE • MEASURE – BASELINE METRICS, GOALS/OBJECTIVES, SPECIFICATIONS • ANALYZE – CRITICALLY EXAMINING CURRENT SITUATION • IMPROVE – FINDING WAYS AND MEANS OF IMPROVING • CONTROL – USING METRICS TO CONDUCT PROBLEM SOLVING …What gets measured, gets done

21. WHERE TO START • FIRST POINT OF CONTACT – RECEPTIONIST, WEB SITE, VOICE MAIL, LETTER, EMPLOYEE PRESENTATION, VISUAL IMPRESSIONS • AT THE BEGINNING OF A PROCESS • START AT THE END OF A PROCESS

22. SOUTHWEST AIRLINES ACTIVITY MAP

23. BASELINE TIME FUNCTION MAP

24. ‘TARGET’ TIME FUNCTION MAP

25. A SERVICE BLUEPRINT

26. ADDITIONAL RESOURCES • ‘FISH’ BOOK AND VIDEO • THE 60 SECOND SALES PERSON • BEST DAMN SHIP IN THE NAVY, M. ABRASCHOFF • KNOCK YOUR SOCKS OFF CUSTOMER SERVICE, R. ZEMKE • CUSTOMER RELATIONSHIP MANAGEMENT AND THE SME, M. PICZAK • SALESMANSHIP MANUAL, R. FRIESEN • www.occamconsulting.com • www.mohawkc.on.ca/dept/business/busstud/piczakm/start.html • ‘REMEMBER ME’ VIDEO • ‘CUSTOMER SERVICE’ INTO ANY SEARCH ENGINE • ‘CUSTOMER SERVICE SLOGANS’ INTO ANY SEARCH ENGINE

27. CUSTOMER SERVICE:THE NAME OF THE GAME IT’S NOT ‘ROCKET SURGERY’ THE END