Latest / The SmallBizChat with Melinda Emerson / Disrupt Your Competition Through Customer Amazement with Shep Hyken

Transcript

Disrupt Your Competition Through Customer Amazement with Shep Hyken · The SmallBizChat with Melinda Emerson

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  The basic difference is how you go about it.
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  At the end of the day, the expectation is I wanna be happy.
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  I want you to do what you said you were gonna do If you can give me a service experience
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  that's even just a little above average all the time, that's amazing.
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  I'll probably come back.
• 0:15
  Hi.
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  This is Melinda Emerson, the small biz lady host of the small Bizchett podcast.
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  I want to serve you.
• 0:21
  This pandemic has been so hard on America's small businesses and on just America in
• 0:26
  general.
• 0:27
  If you're ready to start your dream business, boy, do I have a great offer for you?
• 0:31
  I am giving away 1000 copies of my best selling book, become your own boss in 12 months.
• 0:37
  Over a hundred thousand people have this book is been printed in multiple languages around
• 0:42
  the world, and I wanted to find a way to serve America's small businesses in this pandemic And
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  so I am giving away a 1000 copies of my book.
• 0:51
  All you have to do to get your copy is head over to beginmybiz.com slash free offer to, you
• 0:58
  know, sign up for your copy.
• 1:00
  All you have to do is pay shipping, and we will mail one out to you.
• 1:03
  I am so excited about this.
• 1:05
  I wanna serve you grab your copy today.
• 1:08
  I left off.
• 1:10
  Ending small business failure.
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  Welcome to the Small Biz Chat podcast with a number 1 small business expert, Melinda
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  Emerson.
• 1:19
  Melinda's goal is to end small business failure, and she'll give you the information
• 1:23
  you need to succeed and live the life you dream of.
• 1:27
  Now here's the small biz lady herself.
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  Melinda Emerson.
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  Hi, everyone.
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  I'm Melinda Emerson's small biz lady.
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  America's number one small business expert.
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  And I'm so excited to welcome you to small fish chat live.
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  Now for nearly the last 10 years, I have hosted small fish chat every week live on Twitter
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  answering your small business question.
• 1:51
  Our mission here is to end small business failure.
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  We're here to give you information that's gonna help you live your dream life as an
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  entrepreneur.
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  I have customer service and customer experience expert Shep Hagan, he is here tonight.
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  He's gonna drop some knowledge on us about how we can be better in our businesses and disrupt
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  our competitors.
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  So with that, let me introduce my guest and my longtime friend, Shep Heikkin.
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  He is a customer service expert as I already told you.
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  But he is also the chief amazement officer of his company, Shepherd, presentation.
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  And he's a New York Times And Wall Street Journal best selling author, and he has been
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  inducted into the Hall of Fame for the National Speakers Association and the and he also has
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  won the Lifetime Achievement Award for speaking professionals, and he is passionate about
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  helping small business owners leverage great customer service to have loyal customers.
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  So I am so excited chef to have you here with me tonight.
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  It is a pleasure and honor, and I am flattered to be here.
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  Well, listen.
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  I don't I wanna jump right in because I know you have so many pearls of wisdom to share with
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  us tonight.
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  So let's just start it right off.
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  You know, how can you disrupt the competition or even entire industry?
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  Why?
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  Just give them great service.
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  I had how do you do that?
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  Well, first of all, let's step back for a moment and recognize customers are smarter than
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  ever before.
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  They're experiencing great service from companies like Amazon and other great notable
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  companies.
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  And what's happened is these companies have raised the bar to a point where other
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  companies, even in in, they're not the same industry, have to set their, service standards
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  higher.
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  Now how do you take that to the next level is not just to deliver good service, friendly,
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  knowledgeable.
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  It's also to be convenient.
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  That was the thesis in whole concept behind my last book.
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  And I recognize that the reason I love to write about all these different companies over the
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  years in my different books and articles because they're just easier to do business
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  with.
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  And if you can create an easy experience on top of an already good customer service experience,
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  you can disrupt your competition as well as maybe an industry.
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  Think about what Uber did to the entire taxicab industry.
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  So easy to get a car to come and pick you up and take you where you're supposed to be.
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  So that's the bottom line.
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  I love it.
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  I love it.
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  And you're exactly right because taxi drivers are horrible.
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  They're rude.
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  Their cabs are dirty.
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  And somebody else came along and said, look.
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  We're gonna send you a nice clean car.
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  Somebody smiling at you to pick you up.
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  It's like, oh, novel concept.
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  And I didn't know who you are when you get in the car.
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  And you know how far away they are from picking you up, and you know how much it's gonna cost
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  before you even agree to the trip.
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  And when you get of the car, you don't even have to pay them at that moment.
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  They just automatically how's that for a good work?
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  Autumn.
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  I love it.
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  It it it it comes out of your your credit card payment.
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  The only friction that they have not been able to eliminate is the actual drive in the car.
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  But Right.
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  Right.
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  Over you're gonna have to put up with that little bit of friction, which is get in the car
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  and drive with somebody.
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  Well, here's the thing.
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  I don't put up with that friction because I only use Uber car.
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  I got I got tired of surprise experiences, in the back of Uber.
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  So I decided to level the playing field for myself.
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  But listen, I know that, subscription services seem to be Yeah.
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  Plumbing more and more popular with a lot of industries.
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  A whole freemium free trial than than, you know, while I, you're you're a monthly
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  customer.
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  What do you think of this business model and and and And, you know, how can small business
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  owners really leverage it?
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  Sure.
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  Well, it's one of the 6 convenience principles, and that is the subscription model.
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  So think about your consumables.
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  What do your customers use on a regular basis?
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  And if you can deliver it on a regular basis where they don't have to pick up the phone and
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  you go online and order it or go to a store and get it, well, now you've got an opportunity.
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  Give some them something ongoing.
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  So, even today, the car industry.
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  Automobile manufacturers are recognizing consumers.
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  Their customers don't need to own a car.
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  They don't even wanna rent a car.
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  They just wanna subscribe to the car, and there's a number of brands, but I love the
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  Porsche example where you can subscribe at different levels to a Porsche.
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  Depending on which level you subscribe to, even at the lowest level, you'll have a choice.
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  Do you wanna, a convertible this week?
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  And then you can switch to a different one.
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  And you just pay a monthly fee.
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  No insurance, no maintenance, just a flat monthly fee.
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  But let's make it simpler than that.
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  And it's not about, newspapers and magazine subscriptions.
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  Dog food chewy.com has turned into a big business starting as a small business.
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  You would have to go to the store, pick up your dog food.
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  If say you went out a big dog, £50 bag of dog food, put it in the back of your car, couple
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  times a month, you do that.
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  Well, what if it would just automatically show up on your doorstep once a month?
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  One bag, 2 bags, however many you needed.
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  You would automatically have it.
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  I'm a member of the dollar shave club when my favorite clubs have ever been a member of.
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  Every month, I get my blades.
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  And this automatic reoccurring revenue for that company is it's like gold.
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  It's solid gold.
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  It allows you to function, allows you to forecast that allows you to have predictable
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  income, and it's a great experience for the customer as well.
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  It's a convenient experience.
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  Right.
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  Right.
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  So I keep hearing you say the c word can be.
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  So we, as small business owners, we have to figure out how to be a more convenient resource
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  for our customers.
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  And if we figure that out, then we'll have customers for life.
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  Alright.
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  So let's talk about the importance of access.
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  Right?
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  You you know, what does that mean for a customer to be able to have access to the
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  people that they're buying from?
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  Well, think about access as either logistics or hours of operation when you're available.
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  And the idea there is if you, are Say you're a support center, a call center.
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  And I go to call you at 7 o'clock at night because I'm working on a my barbecue pit that I
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  just bought.
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  I'm trying to build.
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  And I get a I get a a recording that says our hours of operation are 8 in the morning till
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  5:30 at night.
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  I'm going, well, wait a minute.
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  I've worked during that time, and I'm trying to put together a barbecue pit.
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  This isn't right.
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  Well, that's anti access.
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  Think about now here's a big business.
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  Walmart, Do you know that 80% of the people that live in America?
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  80% are within 10 minutes of a Walmart.
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  That's access.
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  But you just have a website that's open 247.
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  It's all the time that's accessed.
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  Make sure that your hours of operation are can groom with where your customers wanna be and
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  expect to be.
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  You know, bankers hours are, like, 8:30 until 4:30.
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  Well, I believe that if they are wanting to attract people for checking accounts and that
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  type of thing, they're marketing to the unemployed because those people can't get to
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  the bank while they're working.
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  Right.
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  Right.
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  No.
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  I think you're exactly right.
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  I remember when the bank used to close at 3 o'clock, believe it or not.
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  Which is just madness, but now we can just take a picture of the phone with a check.
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  You only have to go to the
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  There you go.
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  And that's one of the reasons, bankers hours now aren't as big of a deal because the banks
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  have figured out a convenience solution.
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  The online application such as, you know, banking online, taking a picture and doing your
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  deposit that way.
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  So that is a very convenient technology.
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  And by the way, technology is one of the 6 convenience principles.
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  Absolutely.
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  So tell me how how what is
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  the difference between a satisfied customer and a loyal customer.
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  So think about this.
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  Satisfactory is a rating on a scale of 1 to 5 with one being poor and 5 being great.
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  Where does satisfactory lie?
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  So I'll ask you a question.
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  Like, in the middle.
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  It's like
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  it's like free.
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  Right.
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  So satisfactory is a rating, and it's an average rating.
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  So when people say I want a satisfied customer.
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  Now I'm playing with words here, but I want you to consider this.
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  You don't want satisfied customers.
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  Satisfactory is a rating.
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  You want loyal customers.
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  Loyalty is an emotion.
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  How do you get a 5 on a scale of 1 to 5?
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  Here's how just be a little bit better than average or satisfactory all of the time.
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  The predictable and consistent above average experience is what makes you excellent.
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  What's makes you amazing and creates that loyalty.
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  Right.
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  So so be nice.
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  Yeah.
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  You know, the the shortest customer service speech that I ever did, I walked out on stage.
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  I looked at the audience.
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  I said, be nice.
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  Thank you very much.
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  Good night.
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  Right.
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  I mean, it's you you I mean, we're laughing, but it it almost, like, comes down to that.
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  Please make sure my waitress is nice to meet Yeah.
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  And so think about it.
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  It's it's happy to have my business.
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  Yeah.
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  It's crazy, but it's, like, super obvious, but not so much.
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  So now let let's go from from loyal customer to how do you amaze a customer?
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  Like, what is customer amaze
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  Well, once again, amazement is it's kind of like how you get to loyalty.
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  How do you get to that 5 by being a little better than average all of the time?
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  And when people say to me, shut, what do you do for a living?
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  And I I respond by saying, have you ever walked out of a business and you go, wow.
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  Those people were amazing.
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  Well, that's what I do.
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  And here's how you get to Amazement.
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  A little bit above average all of the time so that your customers will say Wow.
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  I I love these people.
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  They're amazing because they're always knowledgeable.
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  They're always friendly.
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  They always answer the phone quickly.
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  They always call me quickly even when there's a problem, I know I can always depend on them.
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  That work always followed by something positive is what's putting you into that zone of
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  amazement.
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  Exactly.
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  Exactly.
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  So now, how does great customer service make price irrelevant?
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  So the better you are at what you do and the more loyal your customers do, and they're not
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  loyal to you because of price, people that are price sensitive are loyal to companies because
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  of price.
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  As soon as there's a lower price, they move on.
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  However, if you can deliver a level of service where they go as I was mentioning.
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  They can all they're always friendly, knowledgeable, etcetera, etcetera.
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  That makes price so less relevant because nobody is going to leave the business that they
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  can count on day in and day out.
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  Now you have to have competitive pricing.
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  One of my favorite clients, and I wrote an entire book using them as a case study is Ace
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  Hardware, one of the greatest retailers on the planet, some of the best customer service, and
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  here's what happens.
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  They know that their prices are a little bit higher, maybe, than their direct competitors
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  like a Home Depot or big box store that has even bigger selection.
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  But their service is compelling.
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  They call it helpful service, not just Verizon.
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  The help for hardware store.
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  I know
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  exactly what hardware is.
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  And people come to them again and again, and that's why they don't just survive in the
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  shadow sometimes of a big box store that goes up next door to them.
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  They actually thrive in that shadow because they have learned how to compete using that
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  level of service.
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  Now I know exactly which talk about.
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  And it's so funny because I had a conversation with somebody about Ace Hardware earlier today
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  about the concept of the helpful hardware store, and I can remember when I bought my
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  first house, and I went to the Ace Hardware to get my keys made for my brand new house.
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  And the man said, congratulations, and he didn't charge me for my keys.
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  Do you know how many times I've been in that man's store over the years?
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  Because of how nice it was to me, the first time I ever walked in the store.
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  Right?
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  And and you know what?
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  And how many times have you told that story?
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  Right.
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  Exactly.
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  Exactly.
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  I'm a walkie talkie commercial.
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  For Ace hardware.
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  No.
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  That they they're they're terrific.
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  And and I think they they care about neighborhood customers.
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  And I think that makes a really, really big difference Alright, Joe.
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  That's a
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  great idea for your listeners and and viewers.
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  And by for the millions of people watching this show, is that if you can do local well, and
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  that's a huge advantage that smaller businesses have is they can do a local feeling more so
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  than some of these big competitors.
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  And we always need to remember that's a huge advantage, and we need to take advantage of
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  that.
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  Alright.
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  Well, listen.
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  We have to go pay some bills right now, but we come back You know, we're gonna pick your brain
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  even more because we wanna know more about the building blocks of building an awesome customer
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  service organization and how that can lead to not just satisfy customers, but amaze to
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  customers.
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  All right.
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  We'll be right back.
• 14:40
  My new book fixture business is really about encouraging people to take back control of
• 14:44
  their business and change how is is run.
• 14:47
  It's not okay to skip paychecks.
• 14:49
  It's not okay to never feel like you can take a vacation, and it's also not okay to not know
• 14:54
  how much profit you've made in your business until your taxes are done.
• 14:57
  I really want business owners to stop letting their businesses be runaway trained.
• 15:02
  I've written this book to teach people processes and systems to help them run their
• 15:06
  businesses intentionally.
• 15:08
  My goal is to help existing entrepreneurs create a business that allows them to live
• 15:13
  their dream life.
• 15:17
  Hi, everyone, and welcome back to small biz chat.
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  I'm Melinda Emerson, the small biz lady, and I'm so excited to have you with us.
• 15:24
  We are topping with Shep Heitan, and he is breaking it down for us about how to have great
• 15:30
  customer service and how that can be your disruptor in the marketplace.
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  Alright, Jeff.
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  I'm dying to ask you when it comes to customer service, are the rules different for ecommerce
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  businesses than it is for retail businesses?
• 15:44
  The rules well, the outcome and the expectations are the same.
• 15:48
  The only thing that's different early is the way you go about doing business.
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  Ecommerce or anything related to the digital channels today.
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  And if you wanna communicate on social media, if you wanna do business with a website,
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  whatever, The basic difference is how you go about it.
• 16:04
  At the end of the day, the expectation is I wanna be happy.
• 16:07
  I want you to do what you said you were gonna do.
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  If you can give me a service experience that's even just a little above average all the time,
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  that's amazing.
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  I'll probably come back.
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  So, I don't care what you do online, offline, on-site, on web, doesn't matter.
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  Think about every interaction that your customer has.
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  And make sure that is managed to the best expectation that they would have depending upon
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  the channel they're on.
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  Absolutely.
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  Well, I love it.
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  So listen.
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  I know that we've used a lot of big bucks, you know, big store, big, big company examples, but
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  if I run a small business with a limited team, How can I provide better customer service?
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  So I want you to think about this way.
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  Number 1, you must, I I call this creating the customer focused culture.
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  I'm gonna give you in less than 60 seconds, 6 quick ideas.
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  Define what your service vision is Rich Carlton Nine words long, where ladies and gentlemen,
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  serving ladies and gentlemen, that's their mantra.
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  Once you define it, you must communicate it, and it must be part of your your everyday, you
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  know, discussions.
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  This is what we're trying to do.
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  My mantra, by the way, is always be amazing.
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  3 words.
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  Then once it's communicated, trained to it.
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  And training's not something you did.
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  It's something you do ongoing.
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  Constantly reinforcing your weekly meetings, your Monday morning huddles, whatever you wanna
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  call them.
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  Number 4, as a leader, you must, you know, demonstrate what you want your people to do.
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  Treat the people you work with the way you want your customers treated.
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  That's the best way to demonstrate it.
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  Number 5, if somebody is out of alignment, get them back in alignment.
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  They need to be on the in the right lane.
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  You're you don't want them to erode that brand promise you have out there.
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  And number 6, celebrate it when it's working.
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  I love it.
• 17:49
  I love it.
• 17:49
  That's some good stuff.
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  You gave us, like, a whole bow for It's like
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  It's an entire book in 60 seconds.
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  I love it.
• 17:56
  I love it.
• 17:57
  And only a a 2 keynote speaker can give it to him like that too.
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  So I'm gonna give you out out for that.
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  Now how often should you train your team?
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  Well, you know, you obviously if you're gonna sit down and have some immersion in service,
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  don't think that spending an hour a day or 3 days is going to cure your problem.
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  Short term, it gives them the information.
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  But if even if you have a weekly meeting just to meet with your team, take 5 to 7 minutes and
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  just spend on, and, hey, tell me an example of when you created a great service experience for
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  one of our customers.
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  And it could be an internal customer somebody you work with, or an external customer and have
• 18:34
  an employer and associate or a team member, whatever you wanna call them, share that
• 18:38
  example.
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  And if you do that on a regular basis, everybody's gonna constantly be hearing these
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  examples.
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  That alone will tick the meter up a bit on the customer experience.
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  So just so sharing good examples of of this stuff.
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  It just, like, a great story or even a bad story.
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  That that'll be, like, how we fix it.
• 18:59
  Yeah.
• 18:59
  A moment of misery to a moment of magic.
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  Give everybody an index card and say, by next week.
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  I want you to just write 2 or 3 sentences to describe when you created a positive experience
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  either for either for a fellow employee or one of our customers.
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  And when you come next week to our, you know, weekly meeting, bring that card.
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  I'm gonna have some of you share what these are.
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  And I call that service awareness because they become aware of the service that they're
• 19:24
  creating for someone else.
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  Now how about if a business wants to enhance their customer service presale?
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  Like, what kind of things can they do to excite people before they even give their money?
• 19:37
  Wow.
• 19:37
  So is about how easy you are to do business and we're back to that whole convenience thing
• 19:41
  again.
• 19:42
  Did you make it easy for me to navigate through your web site.
• 19:46
  Is it easy to connect with you the very first time?
• 19:48
  If I call you to talk to a salesperson and I'm put on hold or I'm told the salesperson will
• 19:54
  call you back when they get back in and it's 4 days later.
• 19:57
  I mean, that's the type of thing that erodes confidence.
• 19:59
  So I want you to constantly be thinking about what I call the loyalty question.
• 20:03
  Didn't think I'd talk about this, but it's a real simple question.
• 20:06
  In every interaction that you have with a customer, think about this, is what I'm doing
• 20:11
  right now going to get that customer to either buy from me when they need what I have or come
• 20:17
  back the next time when they need what it is that we sell.
• 20:20
  The loyalty question, it's all about the next time.
• 20:23
  Every time.
• 20:24
  Right.
• 20:24
  Right.
• 20:24
  So keep your words.
• 20:25
  Someone's gonna call me back.
• 20:27
  Call me back.
• 20:27
  Right?
• 20:28
  Yeah.
• 20:28
  Great confidence.
• 20:29
  Yeah.
• 20:30
  Yeah.
• 20:30
  That's good stuff.
• 20:31
  Alright.
• 20:31
  So last question for you.
• 20:33
  Surveys.
• 20:35
  What is the right survey strategy?
• 20:37
  How often should we do them after resale?
• 20:40
  Do you get people to fill them out?
• 20:41
  I mean, because everybody hates surveys.
• 20:43
  They do.
• 20:43
  So I believe it was Peter Drucker W Edwards dimming or whatever.
• 20:48
  Who said you can't manage what you don't measure, so you have to measure it.
• 20:51
  So here's the key behind the survey.
• 20:52
  Number 1, keep it short.
• 20:55
  Short is so much better.
• 20:57
  Matter of fact, just the other day, I called my airline.
• 21:00
  They asked if I would stay on for 1 question survey after the call, and the question was
• 21:05
  simply this.
• 21:06
  If you call this again, would you wanna talk to the same rep?
• 21:09
  Push one for yes, 2 for no.
• 21:11
  Well, that's pretty quick, and that tells me a lot.
• 21:13
  The net net promoter score NPS on a scale of 0 to 10.
• 21:17
  What's the likelihood that you would, recommend us to a friend or a colleague.
• 21:21
  And it and depending on if you wanna do a second question, how about an open ended one?
• 21:26
  Why?
• 21:26
  But if you keep it short, you promise to keep it short, and it should come shortly after the
• 21:31
  experience.
• 21:32
  So if somebody, you know, if you have a car cleaning service, and clean the car the next
• 21:37
  day send the survey.
• 21:38
  If you're gonna ship somebody an item, let them get it.
• 21:41
  And then a few days later, hit them with the survey.
• 21:43
  And promise them it's going to be short, and you'll find that a lot more people will fill
• 21:48
  out that survey.
• 21:49
  Got it.
• 21:49
  Love it.
• 21:50
  Love it.
• 21:50
  Love it.
• 21:50
  Listen.
• 21:51
  Chuck, you are amazing.
• 21:52
  I am Melinda Emerson, and the mission of small based chat is to end small business failure.
• 21:58
  Until next time, I wish you well.
• 22:01
  And have a good night, everybody.
• 22:03
  Thank you guys so much.