It's Christmas Time Again!

Hello Everyone,


Another big year is coming to an end and I'd like to take this opportunity to thank you all so very much for your great support of the Customer Care Program and for taking the time and initiative to want to improve how we treat our Customers.

2011 saw the introduction of a number of new initiatives through the Customer Care Program.  The launch of our new Customer Care Program website, a new and improved promotional package for members, a new jazzed up logo for your organisation to be identified by customers looking for a wonderful experience, the first of two mystery shopping campaigns with results reported back to each endorsed business and the second to come early in 2012.


Behind the scenes, a Strategic Direction Working Party has been working very hard on mapping a plan for the future of the program. A draft framework has been formed and your input will be appreciated early in the new year when you will be invited to participate in focus groups.  The Taskforce members feel that this planning, along with the recent work done by an Assessment and Criteria Working Party will add further credibility and considerable value to both the Customer Care Program and your business.  In addition to all of this, we've had further discussions with Dr Ian Brooks and hope to offer members even more benefits in the future.  Stay tuned!


I wish you and your families a safe and happy Christmas and look forward to an exciting and positive new year.  Below are a few updates on what's been happening with the Customer Care Program from my desk.

Merry Christmas Everyone and take care.

New Stickers coming soon to all Customer Care Endorsed Members
I now have newly printed Customer Care logo stickers for your use. Two types of stickers are available, one being designed to stick on the "outside of a window" or on a wall, door or vehicle, and the other designed to stick on the "inside of a window" showing outwards.  The latter of the two will arrive early in the new year and I will then distribute to all financial members.  When you receive your new logo stickers, would you please remove and dispose of the "old" Customer Care logo stickers and replace with the new.  Anyone requiring a larger sticker (approx A4 in size), please contact me as I will have a limited number of these.

Journey of Flavour Annual Car Trail & Markets
We continue with efforts to promote local business.  Last year the Journey of Flavour Car Trail was very successful in stimulating visits to a diverse range of food and beverage businesses - some of whom participants did not know even existed.  So rally your friends, family or work colleagues and join us for the Journey of Flavour Car Trail and Markets being held on Sunday, 26 February 2012.  A hard working team of Janette Hyde, Kate Wood-Foye, Christie-Lee Jackson, Allan Smith and Wendy Beverley will ensure the event's success.  Mark this date in your diaries so you don't miss out on all the fun.  It's sure to be bigger and better than last year.  Pre-register during February to save on entry fees.  Keep your eyes on the website for further details coming soon!
Journey of Flavour Annual Car Trail & Markets




Check out the top 14 Performers in the recent Mystery Shopping Campaign!
The December issue of Focus Magazine showcased the first four of our 14 Top Performers highlighted through the results of the Mystery Shopping Campaign.  If you missed it, click on the link below.
Top Performers!


Don't forget to keep any eye out over the the festive season for the January issue of Focus as it will showcase 4 more stand out Customer Care businesses.


I have a Customer Care pull up banner here at Council for any financial member who would like to display it in their place of business for a period of time over the Chrissy break.  Contact me on 6581 8036 if you're interested.


Kind Regards.


Rachel Ross
Customer Care Coordinator

HOW MANY OF YOUR CUSTOMERS ARE "BELIEVERS"

 Last week I had the opportunity to attend a workshop and a seminar facilitated by Dr Ian Brooks.  I took the liberty of taking some notes to share with those of you who were unable to attend.

Growing your business in tough times can be difficult but it's not necessarily the tough economy that's to blame, but in fact, "tough customers".

Here's a few fast fact results from research:

- customers expect more and more from you every year.

- most customers have no loyalty to any particular business.

- A customer who encounters a "bad" experience will tell 13 people (on average)

- A customer who encounters a "good" experience will tell 9 others.

- Customer rage is on the increase - a bad experience will make them see red and just want to "get back at the business" - more than 1/2 of these customers are rating their rage in the top 1/2 of the scale.

What can we do about this?

Having a "Customer Service Strategy" is the key!  Map out your customer touch points, implement customer strategies, monitor them, review them and improve them.  Focus on the things you CAN control like "how well you look after your customers".  This way, you make sure that any business being done in a "tough economy" is being done by YOU.  All you need to do is "Stand out from the competition" - do it better than your competitors and your customers will choose you.

If there was a drought, you wouldn't waste water.  Customers are in drought!  Maximise the business you can do with that customer.  Capitalise on opportunity.  People who get it ... understand ti and put it into practise are making money!  Take the time and trouble!  If you give to your customers they will give back to you.

It's about the customer ALWAYS! Spend extra money, break a rule or break a policy – "we’ll do it" attitude.

Have a look at your policies.  Are they customer friendly?  If not ... why not?

Consider returns policies that do not require receipts.  Honour an expired gift card.  These changes may have a cost associated in the short term but are guaranteed to make you money in the long term.

Make your point of difference a Customer Advantage. 

Regardless of the industry in which your business operates, we are ALL IN THE "CUSTOMER" BUSINESS.
(Lets test this)

• The only way you can succeed is to attract, make money from and retain customers?  YES!
• What % of your profit comes from your customer? ALL OF IT!
• What % of your total revenue comes from your customers? ALL OF IT!
• Who pays your wages? THE CUSTOMER!
• Who do you work for? THE CUSTOMER!
• Who’s the boss? THE CUSTOMER!

HOW MANY PEOPLE GET THAT? 

Look at it like this!

• Here come my profits.
• That person pays my wages.
• Not about the sale, the product the service … it’s about the customer. 

Your job is to create such a great shopping experience this Christmas that the customers are coming back to purchase for valentine’s day. Plan ahead. 

We all need to become CUSTOMER DRIVEN!

Think carefully about this one ...

• Make your customer successful!
• Customer Service will not get you where you want to go. Service is what you do for your customer.
•  What matters is what your customer needs you to do for them and what they expect you to do, what they want you to do.  (I’ll dream up fantastic things that I think you’ll love but you’ll hate it). 
• Give me what I want …. Not what you think I want. 

Think about satisfying our customers.

Satisfied customers are not loyal. 86% of customers who defect were satisfied with the business at the time of defecting.

Satisfy = getting what’s expected.

Think about “making our customers successful!”. When businesses see how important customers are, that’s when they see success.

• Ask people what they’re trying to achieve. This takes you out of the category of being an order taker.
• Make suggestions for purchases - engage in conversation. Find out what they really want.
• Listen to the voice of your customer. Customers will tell you everything you need to know.
• A complaint is an opportunity to rescue a customer and turn them around.
• A Complaint register is where you start.
• A list of FAQ and answers on your website can help to improve your business.
• What are your customers telling you that you are not hearing, not analysing so therefore not acting on?
• Surveys – this is where you ask your customers to tell you what you want to know. Hmmmmm???  Why not set up systems for your customers to tell you WHAT they want to tell you WHEN they want to tell you. 

Compliment, complaint, suggestion or question! 

Record it all!

Look at the feedback.

• Become "Customer Driven" – walk in your customer’s shoes. Discipline ourselves to think about what it’s like for the customer. If I was the customer what would I like? 

You don’t want customers …. You want believers!

A customer is someone who makes a decision with their head … "yeah … they were great, I just thought I'd give someone else a try". These people are not loyal.

The believer thinks with their heart!!!!!!  They have an Emotional attachment and will actually feel guilty shopping elsewhere.

3 ways to grow your business are:

(1) get more customers

(2) grow and retain customers (Loyal Customers)

(3) Do as much business with believers as you possibly can. They won’t leave you.

The Key to turning customers into believers. 

Focus on the customer experience.

1. We need to know what kind of experience the customer wants when we do business.

2. Where does the experience come from? Every time we touch with a customer. These are our "touch points". Map it out. At what point should you do what (on the map) to give the customer the experience THEY WANT?

3.  How do you treat your customers? Do they feel like guests in your business? Do you treat them differently to the way you would if they visited you at home?

4.  Each of us should treat our customers as if our future depends on it …. BECAUSE IT DOES!!!!!! Attitude is everything!

BUSINESS IS TOUGH ... BUT IT AIN'T COMPLICATED!

If you would like to participate in the same workshop with Dr Ian Brooks as I have experience last week,  email me at rachel.ross@pmhc.nsw.gov.au and I'll make the arrangements.  It's really worth it!  Dr Brooks will teach you and your staff how to "Manage the Customer Experience", "turn your customers into believers" and "make more profit".

Let me know what you think about this.  I'm interested in your feedback.

Kind Regards.

Rachel Ross