Customer Service Institute of Canada

The Official e-Magazine of the Customer Service Institute of Canada

delivers:

Thought-provoking perspectives that reinforce the point that memorable customer service experiences start

with each customer service representative

Insights and information on how to to create those memorable experiences
Essential strategies on how to execute and deliver exceptional service
Motivate staff to realize that delivering quality service impacts customer retention, loyalty, and satisfaction,

which contributes to increased revenue

Briefings

Keeps you up to date with crisp, clear analysis of customer service news and events, plus the latest findings on research into customer behaviour.

Best Practice Case Studies

Learn from the world's leading professionals and pick up practical tips from your own and other industry sectors.

Strategic Customer Service

Learn from other customer service cultures from around the globe. Does your company have the right customer facing values for the 21st Century?

Tools & Techniques

In the Tools & Techniques section, practical 'how to's' take you, step by step, through the tools that will bring you closer to your customers.

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Customer Service Excellence studies the vital topics of:

Building long term customer relationships
Differentiating your product and service
Identifying the key success factors for customer service
Using measurement as a driver for improvement
Developing an effective process for obtaining customer feedback
Ensuring satisfied customers are loyal customers
Keeping people motivated and passionate about their customers
Managing change
Customer emotions
Handling customer complaints
The relationship between quality and service
How to add value to customer interactions
Creating magic moments for your customers

csicanada.ca

excellence

Customer Service

csicanada.ca

February 2010

So what's new?

The curtain is about to rise on the Experience Economy, a new economic era in which every business ... must design memorable events (for customers)."

Give customers what they want

Companies such as British Airways, Home Depot, Cisco, Toyota/Lexus are creating long-term shareholder value by giving their customers exactly what they want, and by delivering exceptional customer experiences, at every point of interaction. These companies have discovered that "better, faster, cheaper" is not enough for customers demanding the right thing, right now, at the right place, the right way - every time.

British Airways reinvented itself by "orchestrating service to fill customers' value-driven needs." All the elements of service -- defined by customers -- are arranged to generate an unbeatable travel experience beginning with the selection of an airline and ending at the final destination.

It goes beyond the product function and competes on the basis of providing an experience.

Over the past two decades Bill Gates has pursued his vision of "a PC on every desk and in every home", and Microsoft has become hugely successful by any corporate yardstick.

Yet, the chieftains are breaking up the business model. In a recent `Business Week' interview, Bill Gates said, "Putting the customer at the centre of everything we do" is one of the three key principles in the remaking of Microsoft.

Whether you are a dot.com selling chariots or Chardonnay, or a stalwart selling steel, the relentless passion for doing the right things for customers should become part of the fabric of the organization.

Growing a business in the face of me-too products, services and prices, rising customer expectations, falling customer retention rates and rising customer acquisition costs is a major challenge. Therefore, it is mission critical that organizations implement innovative strategies centered on creating customer value.

Focus on the experience

One such strategy is to focus on

the total customer experience as the product. Competition can be beaten and price premiums charged when the "total experience" a business delivers for customers is exactly how they want it.

The concept is simple. So how do you do it? The five-stage approach outlined here becomes an organization's strategic management system for delivering exceptional customer experiences. Combining talents of executives and managers in marketing, information systems, quality, customer service and others builds organizational commitment.

Organizations, large and small, need to be "in the zone" of the series of experiences customers have with them if they want to engage customers and be rewarded with top-line growth. In their newest book, "The Experience Economy," Pine and Gilmore say, "Every business competing for the future is customer-centric, customer-driven, customer-focused, customer-yadda-yadda-yadda.

Exceptional Experiences www

... and How To Deliver Them

Exceptional Experiences www

... and How To Deliver Them

It's Policy!

It's the way we're told to do it

TOOLKIT

POLISHING YOUR SERVICE DELIVERY LENS

People Power:
How To Skillfully Praise People

Your Customers Want You to Know Them

Consumers-at home and abroad-are demanding that companies address their needs

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