Attract, Delight and Retain Your Customers | Dani Rius | Skillshare

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Attract, Delight and Retain Your Customers

teacher avatar Dani Rius

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

9 Lessons (36m)
    • 1. Introduction

    • 2. Background and Course Content

    • 3. Why Customer Excellence Makes Business Sense

    • 4. 6 Core Components of Excellence

    • 5. Building Excellence Basics I

    • 6. Centering Exercise

    • 7. Building Excellence Basics II

    • 8. Listening with Empathy

    • 9. Leveraging Compassion

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About This Class

Learn what it takes to make customers rave about you and your brand.

Find out what are the 6 core components that make customers experience excellence.

Not only retain, but grow your business using core abilities and skills that many of the greatest Fortune 500 companies use.

What others have said about the course:

“Excellent introduction to creating a culture of customer service excellence. Dani was clear and

insightful, with a warm manner. This webinar was useful for HR and professionals who want to

maximise engagement with staff and customers‚ÄĚ ¬†¬†¬†¬†¬†¬†¬†¬†¬†¬† ‚ÄďJulia Shallcrass, Legal HR Advisor

Meet Your Teacher

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Dani Rius


Hello, I'm Dani.

Empowering people with strategies and tools that are effective towards more quickly achieving their personal professional goals is what I am most passionate about.

I strive to always co-create and innovate with my consulting clients so that they can more confidently move past obstacles to learning, make informed decisions and embrace positive change, no matter how scary it seems.

A qualified personal leadership coach (Tony Robbins' SI coaching), a scholar of ancient wisdom and an avid mindfulness meditation practitioner, I use proven tools to transform by tapping into our inner wisdom. 

I feel blessed to continuously witness deep transformation in some of my coaching clients -no matter how tough their life might ha... See full profile

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1. Introduction: welcome to creating a customer excellence culture, attract, delight and retain customers. Learning to delight customers in such a way that they rave about you and your brand is what gives you an unfair advantage over your competitors. Most businesses spend lots of money of marketing, trying to attract more customers, and the moment they have, um, he's become like coins trapped in there piggy bank. They seem to have no escape. They make it difficult for them to leave, like in all these online programs and systems. Where once the customer puts in their credit card details, they get tangled like in a forest, no knowing where the light is. Have you experienced this before? Many businesses today are set up to catch the customer. Once these air trapped in their net, they become like their possession. Although this might seem all right to the business because they have no clue what is really going on in that big black box, it is what can also break the business. It is so much better to delight your customers not only in the leering phase but all throughout the process, from previous to engaging with you to after the sale customer excellence is what keeps customers returning and what makes them want to bring their networks of friends with him. Fortune 500 companies have mastered the skill. During this course, you will see what it takes to create a customer excellence culture, which will give you an unfair advantage over your competitors. I am Danny reuse, and I will introduce you to this fascinating world of customer excellence. 2. Background and Course Content: before we get into the course and the course content a little bit about my background and how I came to understand so much about customer experience. I grew up in a diplomatic family. Part of my dad's function as a diplomat was to support and host Argentina visitors to make business and cultural connections in the country where we lived. Therefore, we hosted all sorts of people in the evenings and weekends. This set me up early towards providing excellent service to people of all walks of life, not shying away from anyone and treating everyone the same way. Whether they were a famous person like Astor Piazzolla were an unknown artists, the president or ambassador, where a business person from a small company. Early in my career, in hotel management, I consolidated my informal experience and customer excellence. I remember reading the book in search of Excellence by Thomas Peters back then, and it had a big impact on me. I delighted in the examples of great performance and was inspired to serve customers at high standards. This really set me up for my life. During this session, you will learn what is customer excellence and why it makes business sense. To get this right, you will see some interesting stats that reveal interesting facts. And then you will see the six components of excellence and how these play out in real life , with some examples and questions for reflection to gain a little experience of each. The key ingredients to excellence lead ultimately to building relationships of trust with your customers, which can potentially grow your business. Unlike other courses that teach you to sell and grow rich, the focus here is on developing the kind of skills and abilities that wow your customers so that you can build a lasting relationship of trust and grow your business mostly on the basis that you provide quality products and services, meaning that you provide excellent solutions to their problems. Now that is the base condition and that you delight your customers by the way you treat them with excellence, so they want to come bag and then also bring their friends along. I'm not discounting the benefit of other programs, but simply letting you know that this is more about developing quality relationships with your customers, which is key to developing the trust you need to get repeat business. And that is what is likely to also grow your business 3. Why Customer Excellence Makes Business Sense: customer excellence is a perception, a perception from customers that they have received great value for their money. Research shows that 55% of consumers are willing to pay more for an excellent experience that they feel they're guaranteed to get because they trust that they will get more excellent products or services from you and your brand. Again, an excellent service is memorable because they've been touched in some way. We're 80% emotional beings and only 20% rational. Give them a reason to purchase your product. That appeals to the rational mind, and you miss 80% of chances to move them towards you, your product or service. You need to try and discover what motivates them. What gets him out of bed, listening to them to find out more about them and appeal to those emotions if you can then honor their emotion and get them the results or quality of service that they really value keeping to your promise to satisfy them or better exceed their expectations. And they will not only purchase but are very likely to come back if you give them the opportunity to open up that opportunity by offering more off with. They want what they need. Understand the human need that they're trying to satisfy by engaging with you and your brand. It makes business sense to improve your customers perception of you and your brand. When customers feel that they have been given great value and had a great experience, they often come back. I was seeing their that 90% are likely to come back. There are also likely to share their experience and recommend it to their family, colleagues and friends. Because they also want them to have a good experience, they're likely to sure it to one or two people, maybe three. Instead, 50% of customers who had a bad experience will tell eight or even 10 other people about their but had experience. But it takes great effort to get new customers, so you're better off retaining your customers with amazing solutions for them catered specifically for them, then giving them in average service and then turning to new customers. I always find it sad to see how companies spent tremendous amount of money advertising to win new customers over trying to steal them from others from their competitors like energy companies or Internet and mobile phone companies, only then to forget about them as soon as they have them. It is so easy for another company to then come knocking at their door and steal them back or steal them because they never bother taking care of them. Once they had, Um, I've had a good share of this type of experience and and maybe you yourself a swell and my last experience was so bad, I barely dear to change again. I'm staying with them, but for the wrong reasons. There's no loyalty in that. And I'm sure that with time I'll potentially change again. Once the right opportunity shows up, how are you being perceived? It's an important question to ask yourself, and how much do you really know? 4. 6 Core Components of Excellence: Let's review excellence is about providing an unforgettable experience and exceeding customer's expectations. It will be asking, How do I exactly do that? Let's have a closer look. We saw that customer excellence is a perception. How can you know you're being perceived? You can organize customer feedback surveys and analyze the data. It can also be a simple is becoming aware of how you meet and greet your customers and how they respond to you. For instance, do you receive your customers with a friendly smile as soon as they walk in through the door? Or if you do not have a physical store? D. Answer the phone, ready to take that call with a big smile? Or are you distracted with other work or problems you've been thinking about? The way you speak with your customers for present and attentive to their requests speaks volumes about how you respect and care about them. Let's see the core components of excellence in the next line. Traditionally, customer excellence has referred to the customer experience, but how to make the customer experience outstanding has been more elusive. I wish to close that gap with this model. The six core components of customer excellence, which make customers rave about a brand. Have you ever visited a five star hotel that blew your mind? You will probably have experienced all of the's. I developed this model after carefully dissecting what makes customers experience so good that they want all their friends to know about it. The 1st 3 respect, presence and listening are quite common knowledge. In fact, a common theme around customer service is listening. Every experience, customer service reps or sales person will say this. The more you listen to your customer, the better you will understand their need. You will therefore be able to give them the right solution. In other words, you can match the perfect product or service to solve their problem. In a highly competitive environment we live in today, you can just not afford to want to get by. You need to be excellent at the way you treat your customers and deliver fast, reliable solutions. Being mindful in present is also something that can be inferred even if not explicitly mentioned. Less is understood about these last three, which are key to connecting with a customer empathy, compassion and genuine kier. He's air less often applied because they require higher emotional intelligence. Emotional intelligence or CQ, however, is what will give you an unfair advantage over other businesses. It is for that reason that I will focus more on these during the time we're together. Businesses often seem to be all about making money. But when the main focuses on finances almost exclusively and not on the people, business suffers its because we need to know how to connect with the people who are actually sustaining or business before we can ask for their cooperation and for them to give you their money. We'll see each of these components in the slides that follow brushing through the 1st 3 which are more common knowledge and narrowing in on the three other components, which are directly related to emotional intelligence so important to connecting with your customers. 5. Building Excellence Basics I: I'll go around clockwise, starting with respect, the most basic of all. We cannot engage customers if we're not respectful of them. If we're respectful, we will automatically want to honor them with our presence. What do I mean by honoring them with your presence? Giving someone your presence is being totally present with them, shutting off all your distracting thoughts about other things that are totally unrelated to the customer we are with. In that moment, This sometimes means switching gears if frantically thinking about how to solve a problem you have at home at work or elsewhere, and pacing down to be able to be fully present with the person in front of you were on the phone, for instance, we have so many things going on in her head that finding a moment to still our mind is very important to be prepared to, given excellent service to your customers in a high pressure environment, we're reaching, the bottom line is continuously hammered in your mind. It is easy to get distracted from what you're really meant to be doing. Let's see this in an example. To illustrate this, say you're feeling like this guy. You just got some bad news or are tremendously worried about something your student, that mortgage, other financial worries or your stress because you're not hitting the sales targets. You might have just had a bad argument with your partner, but you might feel annoyed about a comment from a workmate or an angry customer you just served before these air simply matters of life. They will crop up now and again. Think about a recent situation what she felt this way. You might want to close your eyes to visualize it better. Now you're in this emotional state that you cannot seem to get out of. It is disturbing your peace of mind. And then comes this customer and starts asking you all these questions. You just want to answer quickly so you can get rid of them and finish your thoughts. You see how this might affect how you treat your customers. It is a natural process to want to give closure to your upsetting thoughts. This might not come up frequently, but it is in these moments that you need to be especially wary because it only takes one bad experience for your customer to turn away and you will not have even meant to ignore them. Think about this. Have you ever been to a place where the shop assistants were talking to each other and you have to wait until they're done speaking? It might be so engrossed in their chat that they might even give you an opportunity to walk away. Have you ever experienced this? In this scenario, the customer is not being acknowledged for the presence, unaware of their effect on the customer by not giving them that honor of gifting them their presence. They do not give them the deserved attention and respect. Instead, they ignore them because they have. They're having a good time chatting with their worth main. It might even be a customer you have helped before and feel therefore more confident around thumb what is really happening on the other side? A certain they're likely not to feel. You honor them with your presence and actually that they're honoring you with that respect , waiting for you to be ready to see them. You see how that's wrong? It has to be the other way around, so you actually risk missing the opportunity to listen to what they need. You can only get away with his behavior for a short time before word spreads out or people just don't stay. People like to be acknowledged and respected customers air. No different. Of course, you might get away with it if you're positive and smiley like in the pictures above, because people are attracted to positive vibes. But customers mostly want to have your full attention to them. Who doesn't trying to remember a time when you might have been a little distracted and not giving your customer full presence and attention? He compulsive recording to take a moment to think about this and then continue taking your time to reflect on your behavior. Become aware of it is the first step to make the necessary changes, so you do not get caught out again in order to attract and retain our customers. We owe them our respect, being mindful of their presence the very moment they come in touch with you. Stay on to learn a breathing exercise to center yourself or skip this to the next section, where we'll be talking about listening and in particular listening with empathy 6. Centering Exercise: Let's do a very short and effective breathing exercise that will help you get centered. Relax your body and calm your mind when you're needing that. Breather that space to collect yourself. When you find you're getting stressed, maybe a little cranky. We're just having difficulty concentrating. You can do this two minutes exercise to get you in a good space of mine, regardless of the difficult circumstances becoming present through a brief breathing exercise is quite simple, but not always easy. So be patient and encourage yourself, no matter how unsuccessful you seem to be at first. Believe me, it gets better with practice, in fact, because I know how easy it is to get distracted, especially when you're stressed or anxious, I will give you a few things to do to improve your concentration. First, I would like you to go to a quiet place, pause the video and resume. When you're ready, I will do this exercise with you. We will do a breathing exercise where you will be counting 1234 in your in breath and you will hold for two counts. 12 and then we will release for six counts. 123456 Are you ready now? Before we start, you will have 2 to 3 deep breaths. You should already feel that your muscles have relaxed now with your back. Strange without tensing it, but just keeping your back straight. Close your eyes so that you can concentrate better. If you do not feel comfortable closing your eyes, then look at one single point in front of you. You will find, though, that it is easier to concentrate if you close your eyes. So I do encourage you to close your eyes. 1234 Breathing in 12 and 123456 and continued This way, Release the tension as you focus more and more on your brain. Single pointedly using the count's to keep focus on your breath, releasing any tension undisturbed by thoughts because you focus on your breath. But 1234 hole. 12 123456 Continue in this way for the next few moments as you focus on your bride, leaving all those distracting thoughts. If you do have a sausage lined yourself gently to come back to the breathing and resume the count's 1234 12123456 Then continue in this way for the remainder of this breathing exercise. Well, no. Go back. We're activities with the relax mind. Three, 21 Yeah. Then dope in your eyes when you're ready. I hope you've enjoyed this exercise and I will see you in the next section. 7. Building Excellence Basics II: becoming president. It's simple, although not always easy. First, you need to catch yourself a soon as you're starting to get distracted by some thoughts, or when you realize that you're ruminating over things. It requires conscious effort to make yourself fully available to your customers and give them your full attention, especially when very experienced. It is very easy to jump to conclusions about what your customers want ahead of time, but it is always better to wait until you have heard everything they need. It can prevent future headaches for both yourself and your customer. Have you ever ordered food and you got the wrong dish or the wrong drink? You might have had a great meal, but you're deserting to never come. Only later to find out that they forgot to take down the last order. One straightforward way to keep present is by asking questions to gain a bigger picture of what they're really after. For instance, ah customer looking at a camera might be actually more interested in its video quality. If you don't ask, you might sell the wrong product for their purpose. The centering exercise you did just before helps to get into that open state of mind ready to listen to all the details and wants is off what they might really be after. If you skip the previous lines, you might want to go back and listen. One. Wait. My clients learn to switch off their thoughts and start we reduced them when they're upset is by doing a breathing exercise. It is difficult to go from being all worked up to completely shutting off your thoughts. So taking deep breaths and focusing on the breath, it's an effective way to snap out of them. There are more advanced techniques I teach my clients, such as counter acting, distracting negative emotions and inducing positive states of mind. But a good start is to focus on your breathing, calming it down by taking deep breaths and trying to exile more slowly but don't force your breath. Even slowing down a little can make a difference. Do it at your own pace. We've talked about having respect for and being present with your customers the 1st 2 of the core principles of excellence. We cannot engage customers if we're not respectful of them or do not honor them with her presence. We need to shut off. All are distracting thoughts about other things that are unrelated to the customer we're dealing with in the present. Once we are in that mental space, we're finally open to listening to their problem there. Need or request. As congee referred. Respect in presence. Proceed over listening. How do you then listen? That is where the next point empathy comes into play. This and the following two abilities are make the real difference in our relationship with our customers when we're able to delight them because we really got them and are giving them the product, service or solution that they really need. Empathy, compassion and general care are present when listening at a high level of commitment to the customer, which is what makes the interaction one of excellence. Next, you will learn more about empathy in particular, how to listen with empathy, to understand your customer better 8. Listening with Empathy: becoming mindful of our breathing and being able to relax before any interaction helps us become more open to listening to other people. That is listening with empathy. If you've not done the centering exercise, I recommend that you go back and do it. You can download the attachment to have a written explanation of the steps. If you wish to try it without voice prompt, it might be easier for you to concentrate that way. Whichever way you try it, you're likely to perceive the difference when listening to a customer with less distractions and fully attentive to their requests. You're ready to move on to the next step towards excellence that will delight your customers, which is listening with empathy. What is empathy? Empathy is that ability to realize what another person is experiencing. It is about having that ability to step into your customers shoes, even if just for an instance by being curious about them. Trying to imagine what it is like to, for instance, feel frustrated about a computer system that is down where a bike whose tire went flat, understanding the emotion that comes along with their circumstances. The worry or frustration, sadness or anger and anxiety helps you connect with them at a more visceral or heart level . When your customers realize that they're being understood quite precisely, they will typically open up and share more of what they're really after. This gives you the opportunity to listening closely and find other solutions that they may not have even thought about. When that is the case, you will have surprised them. And if they also have the budget for your solution, there, quite likely to purchase it or come back at a later date when they have saved up for it. Following up with him if you have their contact details is a good idea, not at all intrusive. As long as you've been given permission to contact them. Remember to ask. The important thing here is not to be attached an outcome instead of thinking I must close the deal. Think of it as really wanting to make a difference in their life for one moment. That's all it is, and you have the chance to make it an unforgettable experience. Each time you listen closely enough that you understand them and they know you get them. We saw that having excellent empathic skills means that you have this ability to step into their shoes for a moment on Lee for moment to make a diagnosis. It's like being a doctor, making that diagnosis and then deciding on the right product or solution for them. Practice listening with empathy with a colleague or friend. If you do not feel confident trying it with a customer just yet, find out about something they really like. Or maybe a project they've been working on that excites them. Find out something you do not know about them. You will need to strike. A bit of a conversation here has questions such as Would have you been up to lately? Is there anything in particular you would like to do with this? Insert the product that they are after. The bottom line is that the more you know about your customer, the better you will be able to find solutions that will fit their particular needs. And at that particular point in time, in the next video, we will look at developing compassion with the mind of compassion. Listening with empathy comes more easily, but for that it is best to have practice empathy a little more. You can move along the whole video and come back to the particular ability or skill anytime you like. Be aware that you need to develop the skills of respect, presence and listening at some point before expecting to be able to develop empathy, compassion and general care for your customers, especially those customers were initially complete strangers to you. I will see you in the next video. 9. Leveraging Compassion: By now, you will have practiced the empathy exercise with a friend. Were customers trying to become more aware of their state of mind or emotions Each time you communicate with them, if you're in the same frequency, so to say you will find it easier to connect and understand their needs and concerns better , which will help you match them up with the best solution you have for them. After all, they're calling you because they think you might help honor them with your attention and trying to get the whole picture off, Why they came to you in the first place to understand them. Even better, we will now see how you can develop compassion and leverage disability to make sure you're doing a good job for them. For that, you need to make sure you're focused on them 100% or as much as you can so that you can learn what makes him tick. What keeps him awake at night, what their aspirations are and so forth. Compassion is a more subtle and difficult ability to foster, especially in your relationship with strangers. You can probably relate to your feeling for Children when they're sick where a pet dog when they're looking at you with deep eyes of pain or suffering when you're eating so that you can feel bad for eating in front of them. Compassion in your mind can be leveraged if you manage to treat your customers as if they were your close friend, knowing that they're not. But having that deep compassion for them the same way feeling for them and strongly wishing them to get what they most desire. We're helping them get rid of some pain of theirs. I know this is easier said than done. You might be asking, How can you have the same compassion for a stranger than for your daughter? That is a fair enough question for most of us. This could be developed, but you need the will to make an effort to learn it. If you do not have a will, there's little you can do. You must want it just like with anything you practise enough and get good at you. Do not learn designing or cooking if you do not want to. This is the same. First start by developing empathy that ability to feel what others are feeling. You don't need to have experienced the same as them to relate to them. That, of course, helps. But you can all sympathize through looking at their facial expression, observed their worry or concern or their mood, and relate to that emotion in a way that you can best relate to it. Once you feel more confident in this ability, you can work on improving your compassion. If you wish to up your game through compassion, you confuse for your customer. Like if it was your own feeling, a weird that it isn't. For instance, I remember a friend of mine, Qatar fingers between the door. It hurts her a lot, but I can remember I couldn't stop feeling for her. This happened when I was a teenager, but I can still remember it vividly. Funnily enough, she got over it before I did. Now, in my example, I was unable to be compassionate. I was empathetic because I felt like if I was in her shoes, but the focus was still myself, and I could almost feel the pain in my body. You see the difference, although empathic, you need to also distance yourself enough so that you can think clearly and potentially find a way to help the same way selling a product that you're not sure we'll do them. Justice will be out of question if you truly are compassionate. And if you also have a good dose of honesty, I find the best way to get into the mind of compassion is by meditating on it, connecting with a feeling through thinking about someone you loved dearly. And you really wish they could recover from, say, their illness, pain or sickness, and that you will do anything to help them out of that pain. It takes some training, but it is achievable, especially with the proper training and support. Treating customers like close friends might seem like only for the best actors, and then we know they're only acting. But this is not about acting this Israel compassion not being overly involved but clearly sympathetic to their customers situation. This has to be riel. If you pretend to have compassion for your customers, they will never believe it may be at first sight. They can be fooled, but they will eventually find out. That's because we have an inbuilt raider like 1/6 sense that captures people's intentions even if only in hindsight. Part of that sixth sense is about our innate ability to read body language. People listen to your voice unconsciously pick up your stress and anxiety, if not consciously. If you have not yet listened to my become a customer service superstar cores, I would suggest you listen to it to learn more about body language and the different ways we communicate with the customers and people in general. It helps increase your awareness of how you might be coming across and what you can do to be seen in the right light. We're working with my clients. I get them to connect with their heart and visualize situation of ways they go about them so that they can transform thoughts and behaviors that do not serve them to their best advantage. If you want to start developing this ability further, I would recommend doing some mindful meditation. We're doing some one on one work with a mindfulness coach. Some people have the natural ability to see everybody as a friend and therefore treat everybody with the same general care. Don't worry, that's not you. Most people don't that leads us to the last point general care for everyone. But before that, let's have a moment to reflect on what you've learned so far. We saw that compassion is more subtle than empathy, and it can make a difference between getting too absorbed into your customers problems like if they were your own and having a clear mind to see through the rial issue or burning desire and matching them up with the right solution available at your fingertips. We also saw that you need to be genuine because they'll pick up if you're just acting. Although compassion is more difficult to develop, it is well worth it on a personal level, to protect you from potentially becoming frustrated, angry or overwhelmed and on a professional level to manage to keep your head level and think straight regardless of how difficult your customer might be and still no to all for the right product for them or refer them to somewhere else, if not a good match, that is what makes a service of excellence. There is no need to attract or retain every customer, but the right customer stick around to learn about generally caring for your customers. The last of the six Essential skills of excellence