Love at first sight: On John Goodman’s Strategic Customer Service

Photographer Pavel Morozov
Photographer Pavel Morozov

Just started reading this book and indeed love at first sight. One can notice the influences of quality, lean but also more general management thinkers as Jim Collins.

Source 30 Jun 2009

strategic customer service

What makes this book useful is that it covers a lot of ground to improve customer experience: from the methodologies, to the finance (or cost), to the fixes, to the technology. All these strategies touch both the internal and external customers as well.

Because of that, I think this is the ultimate strategy book for organizations who want to improve their customer service. Here are the following reasons that make this book useful:

  • Uses ormal research, case studies, and patented practices of big successful companies such as 3M, American Express, Chik-Fil-A, Coca-Cola, FedEx, GE, Harley-Davidson, Neiman Marcus, Procter & Gamble, and Toyota.
  • Teaches how management can translate customer expectations into specific, measurable, reachable experience goals.
  • Presents real-life scenarios and offers practical solutions that are doable.
  • Shows the importance of a clear brand promise that tells customers and employees what the organization delivers, what to expect and what is expected of everyone.
  • Emphasizes the value of technology to the organization and you can use it to your organization’s advantage.

Here are some affirmations and revelations I learned:

  • People are still paramount, thus you need to hire the right people. And in so doing, it is easier to empower your CSRs and your customers.
  • Complaining customers are often the loyal ones (because they show they care, probably).
  • Do it right the first time!
  • Feed back the impact of your customers’ feedback.
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The good news: Employee attitude and errors are responsible for only about 20 percent of overall customer dissatisfaction. About 60 percent of overall customer dissatisfaction is caused by products, processes, and marketing messages. About 20-30 percent of problems are caused by customers’ errors, erroneous expectations, or product misuse.

Moral: You need a strategy to achieve that exceptional customer experience!

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