Raving Fans...

Authors: Ken Blanchard and Sheldon Bowles
Rating: 8

Simply a great book that gets it's message across using a simple story that can be read in a single night. The message is clear - customer satisfaction simply isn't good enough (there's no customer "ownership") - a dedication to creating raving fans will propel your business to the top.

* successful organizations have one common central focus: customers - success comes to those who are obsessed with looking after customers as goods aren't sold - products and services are bought.

* all good customer service is a result of a system - systems are beautiful - they guarantee consistency - systems set the guidelines - systems achieve a result - they need proper training to implement

* however, negative systems are bad - what is the cost of offending / alienating / abusing customers - example given was dressing room limits to stop the one thief offends everyone else who wants a better customer experience

* common theme in all stories - all staff had nametags - creates identification with the customer - more personable one on one - created a greeting that put forward a great first impression - a symbolic hug

* another theme is all employees are empowered (given the initiative) to provide the best customer service - they go beyond the system - even if that means purchasing a competitor's product for the customer - not only does this level of service impress the customer, but it also keeps the customer in your company's business (story was literally, but could also be figuratively) - grade employees on customer service - tie raises and promotions to customer service

* it's the little things that make doing business more comfortable or convenient that impress customers - examples given are play areas for children with supervisors, clean washrooms

* make the customer experience such that is makes it easy to buy your product or service

* provide a method of customer self service when appropriate

* track customer selections over time to provide suggested future purchases - sell more products or services by servicing

* customer defined: everyone touched by the product or service

* customer service defined: looking after every whim of the customer within the window you've defined in your vision as your particular customer service product

* listen closely to both what your customers (everyone touched by the product or service) say and what they don't say - trap#1 is to listen to the music as well as the lyrics or in other words what people really want doesn't show up directly in what they say - they may say one thing and mean another - trap#2 is customer silence - what they don't say speaks volumes as most people don't think it will do any good - therefore silence is a message and typically it's not a good one - trap#3 is the word "fine" - everything's fine really means problems - at minimal it's not a raving fan

* customers have focus - talk with them to find the focus - then mine it for information - either work it into your own vision or reject it - the narrower the customer's focus the more important that vision is to the customer and often no compromise is acceptable

* don't forget that while the customer's vision is narrow, they do care about everything - they just haven't thought through their whole relationship with you - they've only thought about a specific priority

* great quote during a discussion of customer service - Manager says, "all I hear is the thundering applause of one hand clapping" which looks like this - flaps his hand up and down waving good-bye

* attitude and courtesy - if you expect bad, you'll get bad - stop complaining - differentiate yourself from the competition - be courteous - smile

* customers allow themselves to become raving fans only when they can count on your products or service time and time again - the worst thing is to meet expectations one time, fall short another, and exceed every now and then - systems and training are what allows you to guarantee delivery

* big changes or achievements can be made by improving or changing 1% continuously - allows you to add flexibility (magic ingredient) rather than just change - visions either grow or they die - small, incremental changes allow the flexibility to change the vision with customer's changing needs and wants

* flexibility is the what and consistency is the how

* secret #1 - the source - decide what you want - you have to have the vision of perfection centered on the customer - that becomes the goal - impose that vision over the entire organization - convert the image to action - fix the bumps and warts

* secret #2 - the market - discover what the customer wants - alter your vision if need be - however the customer's vision is only in context to your vision - occasionally you must ignore the customer's vision and ask them to take their business elsewhere (being everything to everybody doesn't work) - constantly strive to improve

* secret #3 - the experience - deliver plus one - deliver every time with no exceptions contemplated or allowed - consistency is critical and creates credibility (a bonus, even if it's free, but not delivered to perfection causes customer anger) - start small, deliver perfection, then grow on success towards the total vision - meet what you promise first, exceed second - plus one is ongoing improvement, moving ahead beyond your vision, improve by 1% continuously going forward to keep from getting overwhelmed