Latest / The ROI Online Podcast / [Feature Friday] Dr. Kelly Henry on The Power of Customer Service: The ROI Online Podcast Ep. 82

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[Feature Friday] Dr. Kelly Henry on The Power of Customer Service: The ROI Online Podcast Ep. 82 · The ROI Online Podcast

• 0:04
  Dr. Kelly Henry: You know, a business drops the ball, it happens, you know, we've intentionally and hopefully, unintentionally, or hopefully unintentionally, and then occasionally, intentionally, but being able to handle when a business drops the ball upsets the customer in an appropriate manner. And the beauty of that is when you take a customer that has had a problem, and you do it in an appropriate manner to their satisfaction, they have a higher level of loyalty to the business than the customers that are just receiving great customer service. So the goal is not to intentionally do things to upset customers and take care of it correctly. But the goal is to have a plan, a method of taking care of customers properly when a problem arises.
• 0:50
  Dr. Kelly Henry: And knowing that when we do that, it's going to create a higher level of loyalty for those customers.
• 0:59
  Steve Brown: Hi, everybody, welcome to the ROI Online Podcast where we believe you, the courageous entrepreneurs of our day, are the invisible heroes of our economy. You not only improve our world with your ideas, your grit and your passion, but you make our world better. I'm Steve Brown. And this is a place where we have great conversations with winners just like you while we laugh and learn together.
• 1:30
  Steve Brown: Dr. Kelly Henry, welcome to the ROI Online Podcast.
• 1:35
  Dr. Kelly Henry: Thank you, Steve, I'm excited to be here appreciate the opportunity.
• 1:39
  Steve Brown: I'm interested in this conversation, you know, if you were to ask everyone listening to this podcast, who have businesses, they're business owners, they're entrepreneurs, or whatever, if you were to ask them, Do you have great customer service? To a man most would say, and to a woman, most would say, Yeah, customer service is our strong point. But yet, when we go through the world, we run into almost every day experiences that prove the opposite, most customer service sucks. Why is that?
• 2:18
  Dr. Kelly Henry: That's a great question. And you're exactly right, the vast majority of business owners will say, Yes, we have great customer service.
• 2:23
  Dr. Kelly Henry: And the vast majority of consumers would say, No, you don't have great customer service. So a lot of reasons for this, what I find is probably the biggest reason is business owners have, or most businesses have pieces of great customer service. They do this well and this well, but as a whole, they don't have a foundation, they don't have a whole system. They don't do all the things that drive a culture of customer service. And when that is not the case, yeah, because I have this piece and this piece. The assumption is, Sure we got great customer service. And when you think you have something, there's no reason to fix it. And so business owners just says, Yeah, we got great customer service. And they're just kind of blinded to the fact that they have this hole and this hole and this hole, and they're doing this and because of that they're losing customers and profits.
• 3:25
  Dr. Kelly Henry: And that's my job, my goal is to help business owners understand that, Hey, yeah you do have some pieces, but it could be so much better, and if it's so much better, you can reap a whole bunch of benefits because of setting this culture in place in your business.
• 3:44
  Steve Brown: So why in the world is it that you've decided to plant your flag in this area?
• 3:47
  Steve Brown: And as my mom used to say to me, Who do you think you are that you're trying to do this? What gives you the authority, Dr.
• 3:57
  Steve Brown: Henry?
• 4:00
  Dr. Kelly Henry: Well, backstory is I'm a retired chiropractor, I practiced for 20 years, mainly in New Mexico. When I moved to that little community, in New Mexico, where my wife's from, and set up a shop, I was able to buy out a retired chiropractor, moved to the small community.
• 4:16
  Dr. Kelly Henry: Many businesses in the community, most of them been there for years, not a whole lot of competition. And as soon as we interacted with these businesses, we quickly found out that customer service was not a big deal to them. And they, you know, they could open up their doors, flip on their lights, and you had to do business with them. And that irritated the crap out of me. And so I quickly decided, you know, what, my clinics, my chiropractic clinics, we're going to be different, we were going to excel and great customer service, and basically just backed into it. Well, as I started practice and started going, I just started seeing the benefits of treating people the right way. wasn't, you know, I didn't constantly do it to increase my business, again, like I said, I just kind of backed into it. And so, I started seeing the benefits from it. And the patients were like, man, I just love how you treat us here. And that really piqued my interest. And so I started learning, and developing, and implementing studying, and putting these pieces into play.
• 5:21
  Dr. Kelly Henry: And it helped me grow my initial clinic tremendously. And I was opened up, I later opened a satellite clinic and was able to grow it. So in 2018, I retired.
• 5:35
  Dr. Kelly Henry: Knowing that one I've been coached, basically, for my career, business coaches, personal coaches, so I knew I wanted to coach because I saw the impact of it. Being a business owner, seeing the impact that customer service had on my business, like, this is what I need to coach. And like you mentioned, just at the start of the show, you know, we go to all kinds of businesses and just see terrible customer service all the time. I want to fill that void, I want to be the voice to help businesses understand that do better with it, so they can be more successful. So I just mesh the two together, and here I am.
• 6:13
  Steve Brown: So what's what's the important piece? You would think that, so I think people are like, Okay, well, you just have to care? Or maybe it's a function of culture? What is the beginning point when you said you deconstruct it, or you backed into it? Where's the beginning of the process of establishing good customer service regularly?
• 6:38
  Dr. Kelly Henry: Well, two things you can look at, my definition of customer service is a relentless focus on making the customer feel their best when they're with the business.
• 6:53
  Dr. Kelly Henry: So that that can be the starting point, my mission statement in my offices, and then what I also recommend, highly recommend my clients take on their service mission statement is to be the best part of the customers day, the patient's day, the client, the consumers day, be the best part of their day. And to me, that encompasses everything that is basically customer services, that's the focus, which is basically just focus on serving, serving that customer, being there for them, not the customer there for you. That puts you on pretty solid ground to establish good customer service and a great culture on a business.
• 7:33
  Steve Brown: Well that sounds good, but when the rubber meets the road, that's a totally different thing. I mean, we can say that, but again, you know, we've had all these experiences.
• 7:43
  Steve Brown: And, you know, the business owner would just die if they knew how their customers or clients were being treated in just the heat of a moment and in a weird situation. That sounds great, but it's a big job, no?
• 8:01
  Dr. Kelly Henry: Well, you think it's a big job. And that is the basis of my programs, my consulting is, and really my life from when I really started in chiropractic. And it's simplicity, it's breaking things down to the simplest terms. So let's not make this difficult, it's not as difficult as it sounds, it's doing the simple things consistently, that will reap tremendous results. And that's what I do with my programs, I've broken things down into basically, five areas that if a business will take these five areas, implement them, and maximize them, it's the 80-20 rule is really what it is. So we're going to take the five areas that are going to make the business shine in customers eyes and drive up the perception of customer service.
• 8:52
  Dr. Kelly Henry: And when you do that, again, you're going to read the major rewards from it.
• 9:00
  Steve Brown: And so this, these five areas, is this some what you cover in your 5% Bump Program?
• 9:07
  Dr. Kelly Henry: Exactly. So it's the it's the core of The 5% Bump Program, yes.
• 9:11
  Steve Brown: So what's the backstory on The 5% Bump Program?
• 9:15
  Dr. Kelly Henry: Well, the 5% Bump. The name comes from a study done by Harvard Business School. And what they found out is if a business will start retaining customers by just 5%, if they'll increase their customer retention by 5%, it can lead to 25 to 95% increase in profits. And you do that by, you retain more, those customers tend to refer more and as they refer more you're retaining more obviously, and then when they become your marketing piece that goes to your bottom line when you're not having to spend as much money in marketing because your customers are doing a lot of that for you. So that's the whole basis for it. To increase customer retention or loyalty, we just want to improve our service, create those relationships where those customers will stay with you. So that's the whole premise of The 5% Bump Program.
• 10:13
  Steve Brown: So what are the five things? Let's kind of, let's go through those, and give us a little definition of each, please.
• 10:19
  Dr. Kelly Henry: Absolutely. So number one, and this is what I've lived my whole life, but it's, to me it's the essence of success is having the proper mindset, positive mental attitude, positive mindset, you got to start there. And it obviously goes hand in hand, with great customer service. You can't live a negative mindset, and then try to act positive and treat customers in a positive way. It's, you can fake it for a while, but it's very difficult to sustain. So we want to establish that positive mindset, doesn't mean everything's hunky dory, and everything is going to every circumstance is going to turn out right. It's just how you look at it. Look at, Hey, this didn't work right, let's move on, there's going to be a greater opportunity, to look at obstacles in a positive light that, Hey, we can learn from this and move on to be more successful, those types of things. So that's goal number one, process number one, step number one. Step number two, and it's equally as important.
• 11:18
  Dr. Kelly Henry: Because if you don't get this, you know, again, you're going to undermine the whole system. And you might as well scrap it as far as trying to establish culture. But it's developing a team atmosphere with employees, and making them feel valued, if the employees do not feel valued, they don't feel important, they don't feel special. It's ridiculous to think that they can in turn, treat the customer as special and valued and important. And so that is a key component. And this is the one piece that really hits home with me, because I missed this for quite a while when I was in practice.
• 12:00
  Dr. Kelly Henry: And I was looking at my employees as liabilities instead of assets. And one of my coaches called me on and said, Quit doing that, you need to look at them as assets, they're doing a lot of good, you need to focus on that, acknowledge that reinforce that. And what a, you know, what a change that made.
• 12:19
  Dr. Kelly Henry: And so that's a big piece of it is start looking at employees as assets see the good they're doing, acknowledge that good, reinforce that, make them feel valuable important. And just naturally, they're going to start making the customer feel more valuable and important. So that's the second component and a huge component. Third component is the service aspect.
• 12:39
  Dr. Kelly Henry: And there's a lot of pieces that we can put into play to create better service. Actions that we put into play, a couple of simple ones are, smiling. Put a smile on your face, every employee should wear a smile, just like any uniform that they put on. But a smile on the face is very important. Another one, I call it manners matter, or being polite, but using what I call the power phrases "Thank you, you're welcome, please." Those those type of phrases, those phrases give value to the person you're speaking with. And they seem to be not quite as important as they used to be.
• 13:30
  Dr. Kelly Henry: But using those phrases, simple, easy things that you can do. But again, you're adding value, you're creating value, you're making the other person feel valuable when you use these terms. So that's just a little sample of some of the actions that we put into place. The fourth item is, make the business be more efficient and fast and less bottlenecks for the consumer to do business with the company, we live in a microwave society, everybody's busy, everybody is on a time schedule. So the more convenient, we make a business, for the customer to do business with that company, the better off it will be. And a lot of times, you know, people will pay for speed over, you know, being valued and made feel special. So when you put the two together, that's a powerful thing. So it's looking at the uniqueness of the business, you know, adding technology, whatever the case may be, looking at the bottlenecks, a whole lot of things we can look at and change, but that's a key component. And then the final piece, the fifth piece is, I call it fixing problems, but basically it's service recovery.
• 14:47
  Dr. Kelly Henry: You know, a business drops the ball, it happens. You know, we intentionally and hopefully unintentionally, or hopefully unintentionally, and occasionally intentionally, but being able to handle when a business drops the ball upsets a customer in an appropriate manner. And the beauty of that is when you take out a customer that has had a problem, they and you do it in an appropriate manner to their satisfaction, they have a higher level of loyalty to the business than the customers that are just receiving great customer service. So the goal is not to intentionally do things to upset customers and take care of it correctly. But the goal is to have a plan, a method of taking care of customers properly when a problem arises. And knowing that when we do that, it's going to create a higher level of loyalty for those customers.
• 15:45
  Steve Brown: So this seems to be like a very deliberate way to create a culture, a deliberate culture in the organization, which if a company is not paying attention a culture will evolve whether you drive it or not, whether you're delivering it or not. Do you have like a way to define the values of an organization? Is there a process where you start to get this picked up, dust off curated, and packaged where everybody can see it and be on the same page?
• 16:20
  Dr. Kelly Henry: Well, when I go in with the company, we're going to do an audit. And so we, you know, we're gonna audit and see where they are, as far as, you know, Yeah, we have great customer service, but let's audit and really test that. My goal is always to train, the trainer's train the either the owner or the upper management, and then we let them train them below them. And that is what ultimately is going to set the culture, I can't go in and just train the employees, you know, I have the okay from the upper management. But if they don't understand that, if they don't grasp it, it's not, like you said, a culture or a foundation that's been set, then it's just not going to, it's not going to be as effective. And ultimately, it's kind of that shiny new objects, flavor of the month club type situation. And that's not what we want it's got to, if you're going to truly go forward with this it's got to be a foundation way, a cultural shift, and it has to start from the top down.
• 17:21
  Steve Brown: So what does it look like with a entrepreneur maybe, they're like, confessing to you, maybe they're crying a little bit? Or is it like, it's been eating on them, and they know in the background they need to address this? And finally a conversation with you goes, Yeah, it makes sense that we should do this. Tell us about that.
• 17:42
  Dr. Kelly Henry: Yes, I get told that often what will pique a an entrepreneur's mind is, I don't know what's going on, you know, I started off strong and I got to a certain level, now I've plateaued and I'm even tailing off. And I'm throwing more money into my marketing. I'm, you know, I'm trying to drive more sales, and we're losing money and customers. And that's when I come in, Hey, listen, have you looked at this? You know, and what's unique for most businesses, especially startups is, they tend to be great at customer service, or at least have that attitude and just really want to, you know, do well for the customer, because they're trying to gain traction and build a business. But as they have some success, if it's not a foundation, and they're really keyed into it, you know, you have other problems once you start making money, and you have to make other decisions, and you have to hire, and life gets in the way, and customer service seems to be forgotten. And that's where we'll see that plateau, and then things start going downhill. And the first knee jerk reaction is, Hey, let's throw more money in the marketing or this market is not work, let's, you know, let's throw some money into this marketing or, and just nothing's working. So, again, that's where I come in and say, Hey, let's look at this, see if this is the issue and more times than not, it is a big issue that we can shore up and help them see help them understand. And then they can see some fairly significant benefits fairly quickly.
• 19:22
  Dr. Kelly Henry: Understand, Hey, this is pretty cool. And that's the beauty of what I do, and that's what brings me some great satisfaction.
• 19:33
  Steve Brown: Hey, I wanted to pause right here and tell you about a book that you need to get today. It's the funniest book on marketing. It's called The Golden Toilet. Stop flushing your marketing budget into your website and build a system that grows your business. And guess who wrote it? That's right. I wrote it. And I wrote it just for you because I want to help you get past the last hurdles of setting up your business and etting it squared away. I wrote it so that you can avoid time, wasting time, wasting money, wasting frustration. Get the book on Audible, you can get it on Kindle, you can get it on Amazon, but get the book, take advantage of the insights in there. And let me know what you think. And now back to this excellent episode.
• 20:26
  Steve Brown: You know, for our agency, I get asked often, you know, Steve, how do we justify the cost of what we pay you guys? You know, Where's the real ROI? Right? You know, my agencies named ROI Online. So, how do we figure out the ROI? And for me, the answer to that question is, Well, what is your cost of acquisition?
• 20:49
  Steve Brown: Right? What's your lifetime value of a client on average?
• 20:54
  Steve Brown: And what's your cost of acquisition of that client? And what you're addressing here is extending the lifetime value of an investment you already made to acquire your existing customer. And you're right, a lot of companies get focused on the marketing or on the sales getting new business and new business, to the detriment of existing business.
• 21:18
  Dr. Kelly Henry: Absolutely.
• 21:18
  Dr. Kelly Henry: That, you know, again, I mentioned out, I look at things in simplistic terms, like you just said, the purpose of a business is to acquire customers, to keep customers, and to turn a profit. And so many businesses miss that middle part, or they don't have an effective strategy to make that happen in a significant level, they're great at getting customers, they can make a profit, but they just don't do anything to keep the customers.
• 21:48
  Dr. Kelly Henry: And that's where exponential growth and profits come from, is by keeping those customers in the business. And that's again, that's my goal objective when I'm working with my client.
• 21:59
  Steve Brown: It was like this little epiphany I had when I was younger, and my dad had bought me a car, right? I was 18 and got me this car and I drove it, is a really great car. But I was focused on the little things that were wrong with it. And I thought, you know, I'm gonna get a new car. And so as I evaluated, get a new car, I only focused on the cost of the car, and what would my payments be.
• 22:23
  Steve Brown: But later, after I got the car, I figured out what I didn't factor into the equation, which was maintenance, and insurance, right? And so when I think about this problem that we're discussing here, a lot of businesses don't realize that the acquisition of a new client is like that hidden cost of the insurance and maintenance, it does cost something to get a new client and to cost them, even if they just came in, you know, walking like a zombie they didn't click on any or marketing, onboarding them is an expense, bringing them in there's all these additional efforts that you have to put in play to get them into your system. Hopefully, they're with you long enough to where you recoup those investments, and start to be profitable. But I love the thought about, it makes sense. Of course, I think we innately know it. But for whatever reason, it's not sexy enough for us to deliberate effort to establish a culture, so let's just keep the ones we got.
• 23:33
  Dr. Kelly Henry: That's right. I love that server, that's what I've come across. It's just not sexy enough! Well, it may not be sexy, but it's powerful. So you know, what do you want? Do you want something sexy and keep throwing money down you know, have a minimal return on investment? Or do you want something powerful, that's going to have an exponential return on investment? Choice is yours so.
• 23:56
  Steve Brown: When I look at these five things, proper mindset, the team atmosphere, smile, manners matter, removing the barriers, you know, where the process is convenient, and then recovering from service errors. These are all things that communicate by actions that you're appreciated and understood and you're valued.
• 24:21
  Steve Brown: That's the essence of what you're communicating to the e customers or clients. They don t expect you to be perfect. But they do expect you to like, ju t by your actions show that yo care.
• 24:42
  Dr. Kelly Henry: Exactly. And that's the whole, I mean that sums everything up. It's just making the customer feel like you care. You were there for them, not them there for you.
• 24:55
  Dr. Kelly Henry: And that goes back way back when, when I first started my practice going into this business and they made me feel like I was an inconvenience, and that, you know, I was bothering by coming into their business.
• 25:03
  Dr. Kelly Henry: And consumers, you know, in a day and age where, you know, the world is a little crazy right now. And they're holding on to their money, little more tightly, you know, they go into business, and they want to give you money for a service or a product, but yet, you're treating them like crud, like you don't care, like, you know, just give me your money and take your service, they're gonna hold on to that a little bit tighter, and they're gonna find somebody else that will treat them with respect and value like every business should.
• 25:37
  Steve Brown: You know, I don't think you can, I think it's a little bit hypocritical to say we care about our customers, but then by your actions with your employees, it shows the opposite, right? And that just cannot be congruent, it cannot make on through the whole cake, on that, so talk to us a little bit more about your realization, what you realized, and what changed on how you felt about your employees?
• 26:08
  Dr. Kelly Henry: Well, you know, again, I was looking at them the wrong way, through the wrong lens, you know, as a liability.
• 26:14
  Dr. Kelly Henry: And my job, I thought my job was just to see, or, you know, I thought they were there just to collect a paycheck, they were there just to do the bare minimum. And that my job is to find every little thing they were doing wrong and correct them, all the time. You know, and all that does is creates resentment. And, you know, I don't care attitude, because, you know, Dr. Henry is just gonna get on me all the time so who cares how good the work I do. And, you know, I was all about positive mindset, and I just was not seeing this like I should have. And again, like I said, one of my coaches called me on it, you know, what is a slap in the face. And so I started looking at them as, again, the asset and seeing the 95-98% of the stuff they were doing right, and doing appropriately, and doing good to make my business successful. And then I started telling them about it, Hey Kelly, you know, or Susan, or whatever their name was, you know, I really appreciate you doing this, you are doing this so well, thank you for taking care of that customer, you want to go above and beyond with this, you know, with their need, or whatever the case may be. And I would tell them regularly, I would tell them in front of the other employees. And that was a, you know, that was a shot in the arm to their self esteem.
• 27:31
  Dr. Kelly Henry: Immediately made them feel good, immediately helped them look at me differently, like, Hey, you know, he values what I'm doing.
• 27:39
  Dr. Kelly Henry: He saw what I'm doing, he appreciates what I'm doing. And what was even better was as they were getting that, then they started taking care of the customers better, my patients better and and going above and beyond regularly. But in the turn the patients were commenting, Hey, we just love how you guys treat us. You guys are the best staff here in in our particular community. You know, there's no other business that treats us like you do. And that just created that reinforcement loop. And it was just a great thing once I got my head on straight, and my attitude corrected on that.
• 28:21
  Steve Brown: One of the things I found that really impacted the way that our customers feel about the services that we deliver, is that there is a very deliberate component of education involved in the experience with them. Remember that time you went to a workshop or you went to a conference or you went and heard someone speak and you left with more knowledge about something than before, you had a little spring in your step, you're like, you actually had clarity on something that was confusing. And when we started putting that into our process is amazing how endeared the clients were becoming to our team, but also our team was being appreciated. And there was a component of education and growing on their part as well.
• 29:13
  Dr. Kelly Henry: Absolutely. And that's funny you mentioned that's something I did in my practice. And obviously what I teach my clients to do, I called it a morning huddle, where 15 minutes before we open the doors, basically that was my time to educate and reinforce and focus my team on our objectives for that day, that we were there to serve those patients. We are there for them and not for us. We want to be the best part of their day. Talk about, an often I didn't educate them on different things, it was just a reminder of the, Hey let's make sure we're smiling and, you know, make sure you smile when you're on the phone, or whatever I needed to go over that day. Just to keep reinforcing what we're there for, why we're there, what we're doing, and the objective for it.
• 30:04
  Dr. Kelly Henry: And that's a key component, it's got to be that consistency, not only in the actions, but the consistency, just like you said in the training. And when I go through an audit, you know, again, everybody's Oh, yeah, we got great customer service. And one of my first questions is, how often do you train your employees on certain aspects of customer service? Well, we really don't do a whole lot of that. Well, then how can you say you have great customer service, if you're not doing any kind of training on it? You know, I could say I'm in great health but how often do I exercise?
• 30:32
  Dr. Kelly Henry: Well, I don't exercise, well you're probably not in great health then, you know, along those same lines.
• 30:40
  Steve Brown: Seems like it'd be a bonding experience when those daily meetings or weekly, where you share some aspect of your expertise and knowledge. You know, not everybody understands why you want to adjust the body in a particular way. And to be sharing that with your team on a regular basis seems like it would be very bonding, it would also be building authority with you. But they would be growing as well, and how they're working with the clients to understand why you're putting them on this therapy, while they're waiting for you, you understand how it's fitting into the bigger picture of that.
• 31:18
  Dr. Kelly Henry: Exactly, absolutely. And one of the things I communicated, it was unique to chiropractic in my office, but also in unique to medical offices in general is, you know, a patient comes in, they're hurting, you know, the vast majority of time, that's why they were coming into me, they were hurting. And I told my staff, when you make them feel valued, when you welcome them into the practice, you have a smile on your face, and you acknowledge them immediately, that puts them at ease. And it's not going to take care of their pain, necessarily, but it's going to help relax them, it's going to make them feel better psychologically, and change their physiology a little bit.
• 31:56
  Dr. Kelly Henry: When you do that, and they get back into one of my treatment rooms, and I do an adjustment, that's gonna make it easier for me. But it's also going to help them get better quicker, because you're changing that physiology.
• 32:07
  Dr. Kelly Henry: So I tell them, Hey, listen, you're as important as I am in helping the patients, so don't ever take that for granted, and don't think what you're doing up here is not important because it's vital to the health of our patients. And they really grasped on to that. And that was also a key component than wanting to, Hey, we need to take this serious and really keep our customer service game up, because we're helping out with these patients.
• 32:33
  Steve Brown: So you not only have this 5% Bump Program that comes from the study that you mentioned earlier, but you have a book coming out?
• 32:43
  Dr. Kelly Henry: I do. It's called Define and Deliver Exceptional Customer Service and it's Proven Strategies to Maximize Profits.
• 32:52
  Steve Brown: And so it outlines your 5% bump program, the five components, it goes over that in your book?
• 33:04
  Dr. Kelly Henry: Well, it has pieces of that in it, it doesn't necessarily outline it as much, but many of the pieces are in the book. Again, going back to my simplistic mindset and how I do things. The book is basically just that, it's just taking the simplistic ideas, principles, rules, and actions, again, let's not make this hard. Let's just do these simple things, get the mindset right, start developing the culture and do it consistently. And then see the benefits from that.
• 33:36
  Steve Brown: What motivated you to write the book now? We could all assume that would be an obvious answer, but that book percolated around in your brain for a while until you finally you go, Okay, I'm gonna do this.
• 33:46
  Steve Brown: But what convinced you to sit down and get serious about writing it?
• 33:54
  Dr. Kelly Henry: Funny question, it was actually, I had hired a public speaking coach. Because that's part of what I do, and I'm coach, and like, my philosophy is always getting better. And so I hired him pre COVID, back in January-February, we've been working and through the public speaking course that he has, well anyways, fast forward to about April. And things shut down for him, and he was looking for streams of income. And he had written three books. And we talked about, you know, I mentioned that I wanted to write a book at some point.
• 34:26
  Dr. Kelly Henry: And he said, Hey, listen, I'm thinking of starting a publishing company, you mentioned you'd like to write a book, would you like to move forward? You'll be one of my first clients and, you know, I can work through the process.
• 34:38
  Dr. Kelly Henry: And so I said, You know what, let's do it. And he set up the whole process for me and here I am. So it's pretty exciting and, as you know, very rewarding. And my goal is that, you know, just business owners, entrepreneurs, whoever gets a hold of this that they can take some things from it to better their business and create more success for themselves because of it.
• 35:04
  Steve Brown: So what's the one question that nobody ever asked you that you would really like to answer?
• 35:13
  Dr. Kelly Henry: That's a good question. That is a valid question. I don't know if I can come up with a sub right now.
• 35:26
  Dr. Kelly Henry: What would you like to ask me that we haven't gone over?
• 35:29
  Steve Brown: You know, you think about the interviews that you you get to participate in right?
• 35:34
  Steve Brown: And so the folks are either prepared or or they're winging it, or whatever. But I'm curious, sometimes, if there's a question that I should have asked that I didn't, and that would like to, would help you cover something of importance on that, so I thought, you know, I'm gonna throw this question in just to make sure I cover my bases, for the most part.
• 35:56
  Dr. Kelly Henry: Well to be honest with you the very first question about, in talking about how business owners, you know, think they have great customer service. In reality, they don't that generally, that doesn't ask, so a lot of times we bring that up, but we hit that right off at the start here. So I didn't have to answer that. But that is a good components of, and that really there's statistics for that, there's a famous study done by Bain and Company along those lines that they surveyed almost 800 companies, and 80% of the business owner said they had superior customer service, not just good customer service, superior customer service. And within Bain and Company surveyed the consumers of these companies only 8% of the consumers said these businesses have superior customer service. So the key is in customer service is, your driving customer perception.
• 36:44
  Dr. Kelly Henry: Whether it's good or bad, the customer, the consumer, the client, the patient is going to have some kind of reception, some kind of judgment of your business, of the service provided. So are you providing service that you would want them to remember and hold on to and come back for more? Or are you providing service that is marginal, not that great that customer has, you know, either it's not good, or even if it's just kind of average, that it's unremarkable and not memorable?
• 37:17
  Dr. Kelly Henry: You know, patients, customers, clients are going to have a wandering eye in that case, and as soon as the somebody tells them to go somewhere else, they get a coupon or they see the the business down the street. And they may try them out. So they don't have that loyalty, that relationship to your business.
• 37:34
  Dr. Kelly Henry: So we have to be careful of that.
• 37:37
  Steve Brown: Now, if you think you need to be working on your marketing this is probably like the best place to start first, is to get your customers to be, introducing your company and promoting your company.
• 37:50
  Dr. Kelly Henry: Absolutely. The word is, customer service, exceptional customer service, great customer service is the new marketing. You still need to have marketing aspects. But when you have great customer service, all it does is enhances those marketing efforts, and really, everything that goes on in a business.
• 38:08
  Steve Brown: Alright, excellent.
• 38:08
  Steve Brown: So your books coming out when?
• 38:12
  Dr. Kelly Henry: January 11th is the launch.
• 38:17
  Steve Brown: Define and Deliver Exceptional Customer Service: proven strategies to maximize your profits. Dr. Kelly Henry.
• 38:25
  Steve Brown: Dr. Kelly Henry, what's your website?
• 38:27
  Dr. Kelly Henry: That's a tough one. It's drkellyhenry.com.
• 38:32
  Dr. Kelly Henry: We'll have a link for the book on the website, you can find it on Amazon, Audible, Kindle, all the appropriate places. So look for that January 11. I'm also on Facebook under Dr. Kelly Henry, and LinkedIn under Dr. Kelly, Henry.
• 38:48
  Steve Brown: That's good branding.
• 38:49
  Dr. Kelly Henry: Yeah.
• 38:51
  Steve Brown: The 5% Bump Program, you can reach out to Dr. Kelly Henry on LinkedIn, and learn some more about how the 5% Bump Program would fit your business. Any particular way you enjoy folks to connect with you?
• 39:08
  Dr. Kelly Henry: However they want to connect is fine by me.
• 39:10
  Dr. Kelly Henry: So LinkedIn, Facebook, you can set up a call through my website, that's the way I prefer to do it. I'm just happy to talk with business owners that, Hey, this may be something that they need to move forward with. We generally figure that out pretty quickly. Even if I'm not a good fit, I'm going to lead you to some kind of value, some kind of something to take with you to to help your business be more customer service friendly. But yeah, anyway, they want to get in touch with family more and happy to speak with them and do my best to help them out.
• 39:42
  Steve Brown: All right Dr. Kelly Henry, you've been an excellent guest on the ROI Online Podcast.
• 39:47
  Dr. Kelly Henry: Thank you Steve, I appreciate it, and again, I'm grateful for the opportunity. Thank you.
• 39:51
  Steve Brown: My pleasure, and that's a wrap.
• 39:54
  Steve Brown: Thanks for listening to another fun episode of the ROI Online Podcast. For more Be sure to check out the show notes of this episode. And feel free to connect with me on LinkedIn where we can chat, and I can help direct you to the resources you're searching for. To learn more about how you can grow your business better, be sure to pick up your copy of my book, The Golden Toilet at surprise, thegoldentoilet.com. I'm Steve Brown, and we'll see you next week on another fun episode of the ROI Online Podcast.