EXCEPTIONAL SERVICE EXCEPTIONAL PROFIT

Inghilleri & Solomon

The one-sentence summary

Train your people to speak in the right way with their colleagues and customers.

WHAT THE BOOK SAYS

  • Delivering brilliant service leads to higher profits via customer loyalty.
  • The process only needs to be mastered once and then the rules can be applied successfully for a lifetime.
  • Language engineering is important. A consistent style of speech comes from an established lexicon of preferred language and phrasing that everyone should be trained to use.
  • Keeping track of customer preferences is a way to keep them coming back. You need a simple system that can be accessed in real time, but beware making assumptions because their preferences can change.
  • You can work through an organization from the leaders to the most junior staff to inculcate them with a service ethic, which affects recruitment, training and reinforcement.

ELEMENTS OF THE BOOK I PARTICULARLY LIKE

  • If you work in a service industry you can take the examples and apply them.
  • For example, there are five important elements in delivering brilliant service (see tools):
    • Selecting, training and inspiring loyalty virtuosos at all levels
    • Handling service breakdowns in a systematic way that makes customers more loyal than if the mishap hadn’t happened
    • Gathering and using customer preference data
    • Ensuring you meet customers’ timeliness and quality expectations
    • Personalising the experience of online customers
  • The four main elements of customer satisfaction are (see tools):
    • Perfect product
    • Caring delivery
    • Timeliness
    • Effective problem resolution process
  • The four steps to great service recovery are (see tools):
    • Apologize
    • Review the complaint with the customer
    • Fix the problem and follow up
    • Document it to stop it happening again