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

• 0:00
  Hi, everybody.
• 0:00
  I'm Melinda Emerson, the small biz lady, and I wanna invite you to enter the small biz check
• 0:05
  podcast, giveaway contest, for the next 30 days starting today, you'll have the chance to win
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  amazing prizes if you subscribe to the podcast.
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  All you need to do is take a screenshot after you subscribe to the small biz chat podcast and
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  tag me small biz lady on Twitter or Instagram.
• 0:22
  Once a week.
• 0:23
  I'll select a winner, and you have a chance to win one of my autograph books become your own
• 0:27
  boss in 12 months or fix your business, or you might even get a chance to win one of my
• 0:31
  limited edition small business chat podcast t shirts.
• 0:35
  Don't delay.
• 0:36
  Subscribe to the small business chat podcast today.
• 0:39
  3, 2, 1, 0, ignition.
• 0:45
  I left off.
• 0:47
  Ending small business failure.
• 0:50
  Welcome to the small biz chat podcast with the number one small business expert Melinda
• 0:55
  Emerson.
• 0:56
  Melinda's goal is to end small business failure, and she'll give you the information
• 1:01
  you need to succeed and live the life you dream of.
• 1:04
  Now here's the small biz lady herself.
• 1:08
  Melinda Emerson.
• 1:10
  Hi, everyone.
• 1:11
  I'm Melinda Emerson's small biz lady.
• 1:13
  Is number one small business expert, and I'm so excited to welcome you to small business chat.
• 1:19
  Our mission here is to end small business failure.
• 1:23
  We're here to give you information that's gonna help you live your dream life as an
• 1:28
  entrepreneur.
• 1:29
  And I have got to tell you we have an amazing show light up for you tonight.
• 1:34
  I have customer service and customer experience expert, Shep Hagen.
• 1:39
  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
• 1:46
  our competitors.
• 1:47
  I also have It's Gerald Hartnett.
• 1:49
  We're gonna call him fixed.
• 1:51
  He's gonna be with us here tonight, and he is gonna drop for you guys how to finally get
• 1:56
  Facebook ads to work for your business now.
• 1:59
  You guys know I'm a little bit skeptical, so I can't wait to hear what he has to say.
• 2:03
  And then all the way from Kansas City.
• 2:06
  We have Becky Wilson, and she is a PR Maven, and she is gonna give us tools and tips on how
• 2:13
  to leverage publicity and awards to attract your target customer.
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  So I am so excited to have all of you here with us tonight because this is about customer
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  service, visibility, and publicity.
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  And it's the top of the year and I'm so excited to have the opportunity to give you some expert
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  guidance that you can get right in the comfort of your own living room, your desk, your
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  office, wherever you're watching us, just know that we pulled together these experts because
• 2:43
  we wanna help you take your business to the next level.
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  So with that, let me introduce my first guest and my long time friend, Jeff 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, and he's a
• 3:02
  New York Times and Wall Street general best selling author And he has been inducted into
• 3:07
  the Hall of Fame for the National Speakers Association and the and he also has won the
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  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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  Right?
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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, we're gonna send you a nice clean car
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  somebody's smiling at you to pick you out.
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  It's like, oh, novel concept.
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  And I didn't
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  know who you are when you get in the car, and you know how far away they are from picking you
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  up, and you know how much it's gonna cost before you even agree to the trip.
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  And when you get out 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 I love it.
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  It comes out of your your credit card payment.
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  The only that they have not been able to eliminate is the actual drive in the car.
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  But it's Right.
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  Me 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 Black car.
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  I got I got I
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  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 the whole freemium free trial than
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  than, you know, while I, you're you're a monthly 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, were they to pick up the phone and call you, go
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  online and order it, or go to a store and get it.
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  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, 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 They just wanna subscribe to the car, and there's a number of
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  brands, but I love the Porsche example where you can subscribe at different levels to a
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  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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  Dogfoodchewy.com has turned into a big business started 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.
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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 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 a my barbecue pit that
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  I just bought.
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  I'm trying to build.
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  I get a recording that says our hours of operation are 8 in the morning till 5:30 at
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  night.
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  I'm going, well, wait a minute.
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  I worked during that time, and I'm trying to put together a barbecue pit 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, but you just have a website that's open 247.
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  It's all the time.
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  That's access.
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  Make sure that your hours of operation are congruent with where your customers wanna be
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  and 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.
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  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 banks 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 bank.
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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 have
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  figured out a convenience solution, the online applications such as, you know, banking online,
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  taking a picture, and doing your 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 What is 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 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.
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  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, what's
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  makes you amazing and creates that loyalty.
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  Right.
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  So so be nice.
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  You know, the the shortest customer service speech that I ever did.
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  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 me.
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  Yeah.
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  And so think about it.
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  It's not happy to have my business.
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  Yeah.
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  Crazy, but it's, like, super obvious, but not so much.
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  So now let let's go from loyal customer to, how do you amaze a customer?
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  Like, what is customer amazement?
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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, Chef, 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, I I love
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  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 back quickly.
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  Even when there's a problem, I know I can always depend on them.
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  That work always fouled by something positive is what's putting you into that zone of
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  amazing.
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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 at what you do, and the more loyal your customers do, and they're not loyal
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  to you because of price.
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  People that are price sensitive are loyal to companies because 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 lead 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
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  just That's right.
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  The helpful hardware store.
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  I know exactly what Ace Hardware is.
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  And people come to them again and again.
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  And that's why they don't just survive in the shadow sometimes of a big box store that goes
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  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 what you're talking about, and it's so funny because I had a conversation
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  with somebody about Ace Hardware earlier today about the concept of the helpful hardware.
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  Yeah.
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  Sure.
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  And I can remember when I bought my first house, and I went to the Ace Hardware to get my
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  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 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 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.
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  Alright, Joe.
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  So
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  that's a 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
• 14:27
  that's a huge advantage that smaller businesses have.
• 14:30
  Is they can do a local feeling more so 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
• 14:38
  that.
• 14:39
  Alright.
• 14:40
  Well, listen, we have to go pay some bills right now when we come back, you know, we're
• 14:45
  gonna pick your brain even more because we wanna know more about the building blocks of
• 14:50
  building an awesome customer service organization and how that can lead to not just
• 14:56
  satisfy customers, but amazed customers.
• 14:59
  Alright.
• 15:00
  And we'll be right back.
• 15:03
  My new book fixture business is really about encouraging people to take back control of
• 15:07
  their business and change how their businesses is run.
• 15:10
  It's not okay to skip paychecks.
• 15:12
  It's not okay to never feel like you can take a vacation, and it's also not okay to not know
• 15:17
  how much profit you've made in your business until your taxes are done.
• 15:20
  I really want business owners to stop letting their businesses be runaway trained.
• 15:25
  I've written this book to teach people processes and systems to help them run their
• 15:29
  businesses intentionally.
• 15:31
  My goal is to help existing entrepreneurs create a business that allows them to live
• 15:36
  their dream life.
• 15:40
  Hi, everyone, and welcome back to Small Bishop.
• 15:43
  I'm Melinda Emerson, the small biz lady, And I'm so excited to have you with us.
• 15:47
  We are topping with Chef Heikkin, and he is breaking it down for us about how to have great
• 15:53
  customer service and how that can be your disruptor in the marketplace.
• 15:57
  Alright, Jeff.
• 15:58
  I'm dying to ask you when it comes to customer service, are the rules different for ecommerce
• 16:04
  businesses than it is for retail businesses?
• 16:07
  The rules well, the outcome and the expectations are the same.
• 16:11
  The only thing that's differently is the way you go about doing business.
• 16:14
  Ecommerce or anything related to the digital channels today and if you wanna communicate on
• 16:20
  social media, if you wanna do business with a website, whatever, the basic difference is how
• 16:25
  you go about it.
• 16:26
  At the end of the day, the expectation is I wanna be happy.
• 16:29
  I want you to do what you said you were gonna do.
• 16:31
  If you can give me a service experience that's even just a little above average all the time,
• 16:36
  that's amazing.
• 16:36
  I'll probably come back So I don't care what you do online, offline, on-site, on web,
• 16:43
  doesn't matter.
• 16:44
  Think about every interaction that your customer has and make sure that is managed to
• 16:49
  the best expectation that they would have depending upon the channel they're on.
• 16:53
  Absolutely.
• 16:54
  Well, I love it.
• 16:55
  So listen.
• 16:55
  I know that we've used a lot of big bucks, you know, big store, big, big company examples.
• 17:01
  But if I run a small business with a limited team, How can I provide better customer
• 17:07
  service?
• 17:07
  So I want you to think about this way.
• 17:09
  Number 1, you must I call this creating the customer focused culture.
• 17:13
  I'm gonna give you in less than 60 seconds, 6 quick ideas.
• 17:17
  Define what your service vision is.
• 17:20
  Rich Carlton Nine words long, where ladies and gentlemen, serving ladies and gentlemen, that's
• 17:25
  their mantra.
• 17:26
  Once you define it, you must communicate it, and it must be part of your your everyday, you
• 17:30
  know, discussions.
• 17:31
  This is what we're trying to do.
• 17:33
  My my mantra, by the way, is always be amazing.
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  3 words Then once it's communicated, trained to it.
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  And training's not something you did.
• 17:40
  It's something you do ongoing.
• 17:41
  Constantly reinforcing your weekly meetings, your Monday morning huddles, whatever you wanna
• 17:45
  call Number 4, as a leader, you must, you know, demonstrate what you want your people to do.
• 17:51
  Treat the people you work with the way you want your customers treated.
• 17:53
  That's the best way to demonstrate it.
• 17:55
  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.
• 18:05
  And number 6, celebrate it when it's working.
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  I love it.
• 18:08
  I love it.
• 18:09
  That's some good stuff.
• 18:10
  You gave us, like, a whole bull.
• 18:12
  It's like It's an entire book in 60 seconds.
• 18:16
  I love it.
• 18:16
  I love it.
• 18:17
  And only a a 2 keynote speaker can give it to him like that too.
• 18:20
  So I'm gonna give you a shout out for that first Now how often should you train your team?
• 18:26
  Well, you know, you obviously, if you're gonna sit down and have some immersion in service,
• 18:31
  don't think that spending an hour a day or 3 days is going to cure your problem.
• 18:36
  Short term, it gives them the information.
• 18:38
  But if even if you have a weekly meeting just to meet with your team.
• 18:42
  Take 5 to 7 minutes and just spend on, and, hey, tell me an example of when you created a
• 18:47
  great service experience for one of our customers.
• 18:49
  And it could be an internal customer somebody you work with or an external customer and have
• 18:54
  an employer, an associate or a team member, whatever you wanna call them, share that
• 18:58
  example.
• 18:58
  And if you do that on a regular basis, everybody's gonna constantly be hearing these
• 19:03
  examples.
• 19:03
  That alone will tick the meter up a bit on the customer experience.
• 19:08
  Just so sharing good examples of of this stuff.
• 19:13
  It just, like, a great story or even a bad story.
• 19:16
  That that'll be, like, how we fix it.
• 19:18
  Yeah.
• 19:18
  A moment of misery to a moment of magic.
• 19:20
  Give everybody an index card.
• 19:22
  And say, by next week, I want you to just write 2 or 3 sentences to describe when you created a
• 19:28
  positive experience either for either for a fellow employee or one of our customers.
• 19:32
  And when you come next week to our, you know, weekly meeting, bring that card.
• 19:36
  I'm gonna have some of you share what these are.
• 19:38
  And I call that service awareness.
• 19:41
  Because they become aware of the service that they're creating for someone else.
• 19:45
  Now how about if a business wants to enhance their customer service presale Like, what kind
• 19:51
  of things can they do to excite people before they even give their money?
• 19:55
  Wow.
• 19:56
  So think about how easy you are to do business, and we're back to that whole convenience thing
• 20:00
  again.
• 20:00
  Did you make it easy for me to navigate through your website?
• 20:04
  Is it easy to connect with you the very first time?
• 20:07
  If I call you to talk to a salesperson, and I'm put on hold, or I'm told the salesperson will
• 20:12
  call you back when they get back in, and it's 4 days later.
• 20:15
  I mean, that's the type of thing that erodes confidence.
• 20:18
  So I want you to be thinking about what I call the loyalty question.
• 20:22
  I didn't think I'd talk about this, but it's a real simple question.
• 20:25
  In every interaction that you have with a customer, Think about this is what I'm doing
• 20:30
  right now going to get that customer to either buy from me when they need what I have or come
• 20:35
  back the next time when they need what it that we sell.
• 20:38
  The loyalty question, it's all about the next time every time.
• 20:42
  Right.
• 20:43
  So keep your words.
• 20:44
  Someone's gonna call me back.
• 20:45
  Call me back.
• 20:46
  Right?
• 20:46
  Yeah.
• 20:46
  Create confidence.
• 20:48
  Yeah.
• 20:48
  Yeah.
• 20:48
  That's good stuff.
• 20:49
  Alright.
• 20:50
  So last question for you, surveys.
• 20:53
  What
• 20:53
  is the right survey strategy?
• 20:55
  How often should we do them after resale?
• 20:58
  How do you get people to fill them out?
• 20:59
  I mean, because everybody hates surveys.
• 21:01
  They do.
• 21:02
  So I believe it was Peter Drucker or W Edwards dimming or whatever who said you can't manage
• 21:08
  what you don't measure, so you have to measure it.
• 21:09
  So here's the key behind the survey.
• 21:11
  Number 1, keep it short.
• 21:14
  Short is so much better.
• 21:15
  Matter of fact, just the other day, I called my airline.
• 21:18
  They asked if I would stay on for 1 question survey after the call.
• 21:23
  And the question was simply this.
• 21:24
  If you call this again, would you wanna talk to the same rep?
• 21:27
  Push one for yes, 2 for no.
• 21:29
  Well, that's pretty quick, and that tells me a lot.
• 21:32
  The net net promoter score NPS on a scale of 0 to 10, what's the likelihood that you would
• 21:37
  recommend us to a friend or a colleague?
• 21:39
  And it and depending on if you wanna do a second question, how about an open ended one?
• 21:44
  Why?
• 21:44
  But if you keep it short, you promise to keep it short, and it should come shortly after the
• 21:49
  experience.
• 21:50
  So if somebody, you know, if you have a car cleaning service, you can clean the car the
• 21:54
  next day send the survey.
• 21:55
  If you're gonna ship somebody an item, Let them get it.
• 21:58
  And then a few days later, hit them with the survey and promise them it's going to be short,
• 22:03
  and you'll find that a lot more people will fill out that survey.
• 22:06
  Got it.
• 22:07
  Love it.
• 22:07
  Love it.
• 22:07
  Love it.
• 22:08
  Listen.
• 22:08
  Chuck, you are amazing.
• 22:09
  Next week on small business chat.
• 22:11
  We'll be back.
• 22:12
  I am Melinda Emerson, and the mission of small business chat is to end small business failure.
• 22:18
  Until next time, I wish you well.
• 22:21
  Thank you guys so much.
• 22:26
  Thank you for listening to the Small Biz Chat podcast with Melinda Emerson.
• 22:32
  For more resources and small business success strategies, visit succeed as your own boss.com.
• 22:38
  Subscribe to this podcast wherever you listen to podcasts and join us next Wednesday.