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The second
core loyalty principle is responsibility
first we have to have empathy for how
our customers are feeling
then we’ve got to take responsibility to
help them reach their goals
responsible people take personal
ownership
for helping others succeed
now earlier i showed this video
this is an example of not taking
responsibility
for a simple request frustrating for the
customer
but even more frustrating for the
employee
how often do the people on your team say
i don’t have a button for that or i’m
sorry i can’t help you with what
you felt was a simple request
td bank well known for their customer
service in america
has this policy it takes one to say yes
to to say no in other words
it’s always okay to say yes to a
customer but if you’re thinking you need
to say no
please check with your manager first
we love how td bank entrusts their
people to say yes to customers
whenever possible
there are two practices for showing
responsibility for taking responsibility
for
our customers the first is discovering
the real job to be done now what do i
mean by real job to be done
harvard business school professor
clayton christensen writes that people
hire products and services to do a
specific job for them
let’s take an example a man walks into a
hardware store
i’m looking for a wrench well they’re
right over in aisle 14.
that’s not taking responsibility
instead follow me why are you looking
for a wrench what’s going on
well i’ve got this old fence in my
backyard and there’s these rusty bolts
i’ve got to take out so i can
get rid of the fence oh sir did the
bolts look like
any of these yeah they look like those
hexagonal ones right there
i got to get those nuts ah
to grip the rusty edges of those nuts
to remove those bolts so you can get rid
of your fence
you’re going to need a box wrench this
set should do the trick
you see that’s taking responsibility for
the real job
it’s not selling the guy a wrench it’s
helping him get rid of his
fence the second practice of responsible
people is
we follow up if you see that customer in
the store a couple weeks later how did
the fence project go
it went great thank you now sometimes
when we follow up with customers and we
ask
was there anything that we could have
done better we learn about
problems and this is an excellent
opportunity to earn
fierce customer loyalty
marriott asked two groups of hotel
guests
how likely they were to come back to
marriott in the future
the first group had no problem during
their stay and 89
said well i’m coming back to marriott in
the future
the second group had a problem marriott
followed up learned about the problem
and fixed it
94 of these guests said they would come
back to marriott in the future
so you see following up and learning
about problems is an
excellent opportunity to take
responsibility and
build loyalty
horse schultzy the longtime leader of
the ritz-carlton chain
he told all of his employees we are
ladies and gentlemen
serving ladies and gentlemen
this guy cracked the code to employ
empowerment he told everybody on the
rich carlton team no matter what your
job is you’re responsible for the guest
experience
so if you’re filling up the water
glasses on a table
and you overhear the guest complaining
about her bathtub drain
you own that problem you tell her oh i’m
so sorry to hear that i’m going to call
the engineer i’m going to get it fixed
horse schultzy told everybody on his
front line
you have up to two thousand dollars
at your discretion to do what’s needed
to make it right for the customer
great for earning customer loyalty even
better for earning fierce employee
loyalty.