Win the Customer
70 Simple Rules for Sensational Service
Author: Flavio Martins
Pub Date: September 2015
Print Edition: $21.95
Print ISBN: 9780814436240
Page Count: 240
e-Book ISBN: 9780814436257
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Wouldn’t it be great if you and your organization could follow a list of simple rules to transform ordinary customers into lifelong fans? After all, loyal customers—ones who are emotionally attached to your business—will spend more than those who just think your service is okay; promote your excellent service by word of mouth to family, friends, and colleagues; and regularly come back for more. When all is said and done, keeping your existing customers happy—maintaining more than mere “satisfaction”—costs considerably less than attracting new ones.
The reality, though, is that great customer service is hardly black-and-white. Protocols are good to have, but what do you do when a customer doesn’t quite fit into a category, or a problem or situation isn’t ordinary? Staying ahead today means reevaluating every process, decision, and metric to ensure it directly contributes toward your own vision of connecting with and serving customers . . . in other words, creating your own rules.
Packed with insightful, practical guidelines you can adapt to your company’s—and customers’—own individual needs, Win the Customer contains powerful guidelines that will enable you to:
Break the traditional rules • Stop overthinking customer service • Serve people, not shareholders • Define customer focus for your company • Create the right culture for serving your customers • Compete only against yourself • Create your own Dos and Don’ts of service • Learn the two most critical questions to ask every day • Perform a 60-Second Customer Experience Evaluation • Deal with fulfillment problems • Embrace your service imperfections • Teach your people to engage with customers • Let data drive more informed service • Create a Manifesto for Service • Take care of your employees so they’ll take care of your customers • Shift from reactive to proactive service
Imagine what your company could achieve if you managed to give your customers something special, something no other competitor could duplicate, whatever the price? Containing smart, up-to-the-minute rules for delivering a truly winning and unique customer service experience, Win the Customer gives you the blueprint you need to stop making resolutions . . . and make your service dramatically better today.
FLAVIO MARTINS is the Vice President of Operations and Customer Support at DigiCert, Inc., an organization famous for customer service in the encryption industry. A customer service fanatic at heart, he pens the popular blog Win The Customer! In 2013, he was named in Huffington Post’s Top 100 Most Social Customer Service Pros on Twitter.
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