I think you really have two core customers, you've got the agent, the broker, the person that is selling you insurance and then secondly you got the customer. My father sold life insurance, that's how we lived and when he died, when I was 7 years old he had a life insurance policy that my mother used to support myself and my other older brother.
I'd like to talk about how do we implement a service strategy in supply change management? How do we differentiate ourselves? How do we create this relationship with our customers so that we are the provider of choice?
The 4th step in service recovery: compensation. Just saying I'm sorry is nice customer service. Compensation moves it to what I call service recovery. How do you take the customer who is ready to kill you, who never intends to come back, how do you flip the situation so that he is more loyal, that he comes back?
There's so much money available for health care. The customer service tends to be weak. There's so many different options and competitors that you have in your industry. You could be a hospital. You could be a clinic. It could be a nursing home. You could be a cosmetic surgeon. The question is, how good is the customer service? There's 4, 5 things I'm going to discuss very shortly that I think you should take a look at that we help organizations with.
The third element of service recovery is we have to be empowered. That means every single person has to be able to make a very fast decision on the spot. They have to be able to bend the rules to take care of a customer, to make a customer over-happy. The last thing we want is an employee to say, "Mr. Customer, Mr. Tschohl, Miss Gonzales, we have rules, we have policies and we have procedures, and there's nothing I can do about it."
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