Ken Blanchard - Legendary Service

Copyright 2014 by Polvera Publishing, Victoria Halsey, and Kathleen Riley Cuff. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

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Dedicated to all who believe
legendary customer service is the
critical link to making any
organization successful

W hen we were creating the Legendary Service customer service training program for The Ken Blanchard Companies, we asked people in organizations two questions:

1. Why is customer service important?

2. What do you want your customers to know?

And we always got the same answers:

1. If customers are happy, theyll come back, and well be successful.

2. We want our customers to know we care about them so that theyll keep coming back.

As a customer, why do you return again and again to a favorite store or business? Its not just about product quality. Research shows customers return because of the way the people make them feel.

Sounds simple enoughlet your customers know you care.

So, if demonstrating care for customers is so important and so simple, why isnt every organization doing it? After all, we all know its far more cost-effective to keep the customers you have than to recruit new customers continuously to replace them.

Turn the page and meet Kelsey Young, a determined, optimistic young woman who is finishing her business degree while working part-time at Fergusons, a discount store chain where happy customers are in short supply. Kelsey learns through her Legendary Service course at a local university that caring for customers is a fundamental part of business success. Longing to prove she has a future with Fergusons and can help the company face the threat of an intimidating competitor, Kelsey works with her department manager to change things for the better. Through some surprising turns, Kelsey discovers how Legendary Service, or the lack of it, can shape an organizations future in a significant wayand how one person really can make a difference.

Now more than ever, its time for people in organizations to learn to care for their customers. And you will, by reading this book and applying the ICARE modelthe same model weve trained to top clients for years. Customer-facing employees will learn that no matter what level they are in the organization, they have the power to create a loyal, returning customer with each and every interaction. And leaders will discover how creating a Culture of Service begins with practicing a service mindset with their people so they will care for customers in a way that can significantly impact the organizations bottom line. Whether a CEO or a part-time employee like Kelsey, every person can make a differenceand customer service, both internal and external, is everyones job.

Im thrilled to have worked on this book with Kathy Cuff and Vicki Halsey, who are coauthors of our Legendary Service customer service training program and two of our companys top trainers and consultants. Kathy and Vicki have spent years teaching clients from every industry that even when you have a great product, youre only as successful as your customer serviceand that Legendary Service creates loyal customers who come back for more.

When all is said and done, it really is simplethe key is to care. So put your feet up, enjoy the story, and let us show you how.

Ken Blanchard
coauthor of
The One Minute Manager

I need to return this coffeemaker I bought a few weeks ago, the customer said, handing the sales associate the appliance in an open box.

May I ask the reason for the return? asked the young associate.

Yesthe coffee doesnt come out as hot as Id like it. Ive already bought a different brand at another store, and I need a refund or a credit. I cant find the receipt.

Not a problem, said the salesperson with a smile. I just need to get a signature from the manager on duty and Ill be right back. She turned and headed toward the service desk.

The manager frowned as the young woman approached him and placed the coffeemaker box on the counter.

We cant take this back, Kelsey, he said as he lifted the top flap and glanced inside. Its been used. Is there a receipt?