dating your customer ila

©2012 James Feldman All Rights Reserved

D-‐‑A-‐‑T-‐‑I-‐‑N-‐‑G Your Customer

James D. Feldman D-A-T-I-N-G Coach


Start here •  Craft your message. •  Present ideas. •  Generate excitement. •  Deliver Meaningful Memories. •  Create evangelists.


Become a Library where

excellence is expected Not just celebrated


Voice of the members evolution

1980-90: cheaper, better product 2001-05: better product, nicer service 2006-11: faster, better buyer process 2012: Access to relevant information


What am I providing?

Take a moment


Create a personalized experience


Turn prospects into friends. Members into evangelists.

Create a ‘resource’ relationship.

dazzle ©2012 James Feldman All Rights Reserved

Dazzle members with your service

D-‐A-‐T-‐I-‐N-‐G D is for DAZZLE


Dazzle & Delight

Customer service is NOT a department… member service is an ATTITUDE!


Dazzle & Determine

•  Treat your members the way you want to be treated.

•  Honor the uniqueness of each member.

•  Give your member 100% of your aNenOon.

•  Listen more. •  Talk less. •  Make it easier to use your services.


Dazzle & DifferenOate

•  Under promise and over deliver. •  DeterminaOon is what member service is all about.

•  Recap the discussion. •  Always invite your member to refer to other prospects.

•  Become their resource-‐ value interpreter.


Dazzle & Discover

•  Replicate what is working. •  Create re-‐touching tools. •  Nothing or no one is disposable. •  Nothing is too caring. •  Think about developing the member long term relaOonship.


Dazzle Members by:

•  AnOcipaOng their needs. •  Focus on their desire to use your library as if it were in their own home.

•  Provide more ‘take-‐aways.’


anticipate

D-A-T-I-N-G�A IS FOR ANTICIPATE

Anticipate the needs of your member


anticipate

Acknowledge

Embrace change & manage it…the best

way you can


anticipate

Accept

Do not resist the idea of change

or the implementation of change


D-A-T-I-N-G T IS FOR TREAT

Be problem solvers for your members


treat

Teach

•  Give priority to member needs •  Empower employees •  Emphasize improvements rather than maintenance

•  Commit to quality


treat

Training

Excellent member service must be developed with proper focus and spotless coordina0on of people and procedures


treat

Tackle

Deal with problems in real Ome


treat

Teamwork

It takes a T-‐E-‐A-‐M to consistently produce superior member service: •  T – Talent •  E – Enthusiasm •  A – A\tude •  M – MoOvaOon


treat

Tenure

To ensure a long-‐term, beneficial relaOonship, handle your members:

•  Respec_ully •  Individually •  ANenOvely


D-A-T-I-N-G I is for Innovation

Understand most rules should be flexible


innovate

Innumerable

•  Success flows directly from innovation.

•  Success is not gained by perfecting the known, but by seizing the unknown.

How are you competing with the services from the internet?


innovate

Important

•  Everyone likes to be thought of as important.

•  Make your member feel important and they’ll make you feel the same way.

•  Did anyone thank your member for using your library?

•  Did anyone ask them if they were happy with the service?


innovate

Ignite

•  The member is KING & knows it. •  New ways of doing business are

being created each day. •  New products are not an option. •  New uses for existing products win

new members. •  Members vote with their time and

dollars. •  The playing field has changed--you

must change with it.


innovate

Identify

•  Management must foster a climate open to innovation.

•  The management team must set the stage for innovation and creative thinking.


innovate

Insecure •  Every library that plans to compete

in the 21st century needs to develop new ideas and next-generation approaches.

•  Members are no longer stuck with one resource or library.

•  The Internet has opened the entire world to members who can surf and find what they want, for the price they want, with the service level they expect.


innovate

Inoculate

•  We work best these days when we function as thinkers -independent problem solvers - rather than waiting for higher levels of management to do our thinking for us.

•  Employees and management need to stay in alignment with the objectives of your organization.


FAILURE AND INNOVATION ARE RELATED

Success only truly comes when you learn from failure


YOU MUST BE BETTER OR LOSE THE COMPETITION

You must be better than your competitors

©2012 James Feldman All Rights Reserved ©2012 James Feldman

D-A-T-I-N-G N is for Nurture Treat your employees with the care and respect you’d like them to give to your members.

©2012 James Feldman All Rights Reserved ©2012 James Feldman

The Best Employees are:

•  Dependable •  Trustworthy •  Relationship oriented •  Solution minded •  Action oriented •  T•E•A•M Player •  Take Direction •  Great Attitude •  A member advocate


nurture

Negligence

•  Is the greatest reason employees leave a company!

•  Not for better pay…but for more recognition.


nurture

Notify

•  Increase each employee’s awareness of their need to EXCEED co-worker expectations.

•  Build a T-E-A-M. •  Talent-Enthusiasm-Attitude-Motivation Together-Everyone-Achieves-More


nurture

Needs

•  Co-workers must interact before they can act on behalf of a member.

•  Employees must work together to form a cohesive group.

•  YES must replace NO. •  CAN DO must replace “that’s not my

job.” •  A people-approach results in longevity.


nurture

Needs

•  Recognize employees have practical information and power.

•  Treat each employee as an appreciating asset…appreciate your assets!


nurture

Nourish

•  Create clear rewards. •  Include recognition. •  Build excitement. •  Repeat & refine.


D-A-T-I-N-G G IS FOR GUARANTEE

Exceed the expectations of both employees & members


guarantee

Grateful

“Never forget the customer owns the store” – Sam Walton, Wal-Mart

“If you can’t please your current customers…you don’t deserve the new ones” – Scott Cook, Intuit


guarantee

Give

Find continuous ways to give to others around you, especially your: •  Members •  Employees •  Suppliers


guarantee

Garnish

•  Your member service with unexpected, pleasant extras to let your members know they’re special to you.

•  It’s guaranteed to get their attention.


guarantee

Gifts (free)

•  Listening •  Affection •  Laughter •  Compliments •  Advice •  Favors •  Cheerful disposition •  Handwritten notes


guarantee

Gush

•  Set yourself apart from the competition. •  Eliminate non-productive tasks. •  Concentrate on those people that suggest

your service to others.


Top 10 most profitable phrases: 10. “1 apologize for our mistake. Let me make it right.” 9. “Thank you for your business. Please come back again.” 8. “I’m not sure, but I will find out.” 7.“What else can I do for you?” 6. “What is most convenient for you?”


Top 10 most profitable phrases: 5. “How may I serve you?” 4. “How did we do?” 3. “Glad you’re here!” 2. “Thank you” 1. “Yes”


Focus on new benefits, not features.

Find new ways to INNOVATE: •  Redefine your future •  Retarget •  Promote •  Eliminate •  Recreate


Talk To Me LinkedIn:

www.linkedin.com/in/jamesfeldman

Twitter: @ShiftHappensNow

Hashtag: #shifthappens

www.shifthappens.com

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