Lisa Ford - Exceptional Customer Service: Exceed Customer Expectations to Build Loyalty & Boost Profits
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When the goings tough, the companies that survive will be those that build the greatest loyalty by exceeding expectations. Yet, too often, companies ignore their customers needs and wants. Today, industries like airlines, retail businesses, and restaurants are feeling consumer pushback. With new, updated examples from more than fifty companies from Chik-Fil-A restaurants to the Ritz-Carlton hotel chain to online retailer Zappos.com this book shows managers how to go from so-so service to amazing service. In todays market, customer service is a key competitive advantage. This book shows you how to expand your customer base when the industry is shrinking, use new media to reach consumers, and make a lasting, great impression on customers. When businesses are fighting to survive, creating a great experience for customers isnt just important its essential.
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EXCEPTIONAL
CUSTOMER
SERVICE
2ND EDITION
EXCEED CUSTOMER
EXPECTATIONS TO BUILD
LOYALTY & BOOST PROFITS
LISA FORD, DAVID McNAIR, AND WILLIAM PERRY
FOREWORD BY TONY HSIEH, CEO OF ZAPPOS.COM
Copyright 2009, 2001 by Lisa Ford, David McNair, William Perry
All rights reserved.
This book, or parts thereof, may not be reproduced in any
form without permission from the publisher; exceptions are
made for brief excerpts used in published reviews.
Published by Adams Business, an imprint of
Adams Media, a division of F+W Media, Inc.
57 Littlefield Street, Avon, MA 02322. U.S.A.
www.adamsmedia.com
ISBN 10: 1-60550-038-0
ISBN 13: 978-1-60550-038-6 (paperback)
ISBN 13: 978-1-44050-435-8 (EPUB)
Printed in the United States of America.
J I H G F E D C B A
Library of Congress Cataloging-in-Publication Data
is available from the publisher.
This publication is designed to provide accurate and authoritative information with regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional advice. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
From a Declaration of Principles jointly adopted by a Committee of the American Bar Association and a Committee of Publishers and Associations
Many of the designations used by manufacturers and sellers to distinguish their product are claimed as trademarks. Where those designations appear in this book and Adams Media was aware of a trademark claim, the designations have been printed with initial capital letters.
Bullseye cartoons copyright McNair/Nation.
This book is available at quantity discounts for bulk purchases..
For information, please call 1-800-289-0963.
With few exceptions, the typical retail experience is little more than a disappointment The question is, do companies really understand what it takes to create exceptional customer service? Lisa Ford, David McNair, and Bill Perry provide the wisdom and tools essential for companies to build that phenomenal experience every customer yearns for. Great learning, especially important in these tough economic times when every detail matters.
Mike Tattersfield
President and CEO
Caribou Coffee Company
The City of Charleston, South Carolina, was cited in 2008 by Travel and Leisure as the friendliest in the U.S., and for eleven years our city has been named the Most Mannerly in the country. We have used the information in this wonderful book to guide all facets of our city staff to new heights of customer service excellence.
Joseph P. Riley, Jr.
Mayor
City of Charleston, SC
If anyone ever asks Who wrote THE book on customer service? this is it. Lisa Ford, David McNair, and Bill Perry absolutely nail the keys to winning and keeping customers. Now more than ever, customer loyalty has to be a top priority for any business. If you want to create truly compelling experiences for your customers then get this book for everyone on your team.
Joe Calloway
Author, Becoming a Category of One
In this practical and engaging book, Lisa Ford, David McNair, and Bill Perry provide the what, why, and how of world class service. Read it and you'll find out why their work and speeches have helped so many organizations take their service to new levels.
Mark Sanborn
Speaker, author of The Fred Factor and You Don't Need a Title
At Goodwill Industries, providing exceptional customer service to our patrons and donors provides the resources to fulfill our mission of eliminating barriers to opportunity and helping people in need reach their fullest potential through the power of work. Over 20,000 employees of Goodwill Industries nationwide have used the material in this outstanding book to help brand service excellence in their retail stores and donation centers.
George Kessenger
Former President and CEO
Goodwill Industries International
Anyone thinking about writing another book about customer service can turn off their computer and put down their pen. The perfect customer service book has now been written. Exceptional Customer Service doesn't just describe what good customer service is, it provides examples and exercises that allow anyone to make these concepts second nature. This book is a must-read for everyone who has to interact with people.
Michael Swartz
Senior Vice President, Administrative Services
Standard Parking Corporation
Each of us owes a great deal of thanks to our incredibly supportive families for their love and patience with us as we've constructed this book. Our spouses, children (and for Bill grandchildren), parents, and other extended family members have endured our constant and sometimes vigilant focus on service in everyday life. It's a 24/7 experiential relationship and one never can leave it at the office. With all our love, L, D, and B.
I'm always excited whenever I learn about a book devoted to delivering exceptional customer service, so I'm honored to be writing the foreword to a book with Exceptional Customer Service as the actual title.
At Zappos.com, our long-term vision is for the Zappos brand to be about the very best customer service and the very best customer experience. We sell a lot of different items today, including shoes, clothing, and bags, and we have customer-friendly policies such as free shipping both ways and a 365-day return policy.
But you may be surprised to learn that our number-one priority is actually not customer service. It's company culture. Our belief is that if you get the culture right, then most of the other stuff, like great customer service or building a great brand, will happen naturally on its own.
I'm reminded of a story in which one of our Customer Loyalty (call center) representatives answered the phone and was surprised to hear from a customer from Santa Monica, California, in the middle of the night. The customer said she was really, really hungry and would really like to order a pizza. While it's true we do sell a variety of items at Zappos, we don't actually sell pizza. At least not yet.
The customer explained that she was stuck in a hotel in the middle of the night and that room service had stopped serving hot food. She knew Zappos had great customer service and wanted to know what we could do to help.
Without missing a beat, the Zappos representative put the customer on hold and two minutes later came back with the list of the five closest places in Santa Monica that were still delivering pizza at that hour.
Clearly, this type of situation doesn't happen every day at Zappos. And truth be told, I was a little apprehensive about putting this story in this book, because I don't want Zappos to be flooded with phone calls from people trying to order pizza. But I think it's a fun story that illustrates the power of building a great service-focused culture. If you get the culture right, then even strange, unanticipated situations will be handled in a way that reflects positively on your company's brand.
Everyone knows that customer service is important, but most companies don't do it very well. Why is that?
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