Goods aren t sold products and services are bought Decide discover deliver the guideposts to creating Raving fans Fairy Godmother is a male and his name is Charlie People expect bad goods and rude service o Examples Cold food in restaurants Dirty public washrooms Late deliveries Rejected parts Lost orders Lazy staff Charlie says the Area Manager s customer service slogan should be No Worse Than the Competition After golf the go into Varley s Department Store and are greeted by a gentleman wearing a neatly pressed blue pinstripe suit o The greeter asked to pin a white carnation on each of them o The staff wore a red carnation Charlie and the Area Manager went to find a book to buy for the Area Managers wife her birthday is coming up even though Charlie knows the book is sold out he asks a staff lady for a copy of the book o She said it s a great book and she is reading it now but it is sold out o She said she knows of a store in the mall that has it and she will personally go to get it for him and then asked if he would like it gift wrapped The washroom was nicer than the locker room at his private club o An attendant was in the wash room as well Leo Varley Say Hello o His office was in the center of the store on a raised platform o A large sign stated Leo Varley May I Help You Please come up and How can I afford not to do it Leo Varley gives the Area Manager a gold braceleted with an engraved shield that states the first secret of creating Raving Fans o 1 Decide What You Want Sally s Market the worlds best grocery store o Valet parking with a red carpet from the valet booth to the entrance of the store store Valet guy gives his own tidbit about the fresh new strawberries that are on sale o The Area Manger gets a store adviser while shopping in the grocery o Store adviser Judy brings him over to her desk with a computer and asks for his list to save him time and money o Charlie is getting his shoes polished while he waits Businesses like business aren t necessarily famous for their customer service Charlie states this o Sally explained the first secret o create a vision of perfection o when you re a raving fan you re more likely to purchase more o you want a great big ravin fan base When you decide what you want you must create a vision of perfection centered on the customer o Some things sally s grocery store doesn t do Her staff doesn t help you load the groceries into your car She doesn t have rug cleaning machines for rent She doesn t sell fresh fish She won t develop camera film for you in essence she is telling you to take a hike Manufacturing plant manufacture metal parts that other manufacturers incorporate into their products Bill is the plant s manager o The second secret is the market secret Discover what the Customer Wants Bill stated all you need to do is discover the customers vision of what they really want and then alter your vision if need be Everyone from the original purchasing agent to the end user is a customer and your vision had better include every single one of them or you ll never create Raving Fans Bill o If I m discovering what the customer wants why don t I do that first why isn t that the first secret You have to figure out your vision first have something to compare it to o Music and the lyrics means another thing o Raving fans index responses o Customer listening post The customer comes in and tells you one thing but really Ties promotions raises and bonuses to customer service the manager went around asking customers as well as having employees ask customers 3 was not good because of the customer saying fine or no Waiting to hear the third secret Charlie arranges a taxicab to take the Area thanks Manager to the golf club o The taxi driver is wearing a white shirt black tie and freshly pressed gray slacks He greets the area manager and opens the door for him His name is Dennis Inside of the cab is spotless Dennis offers the AC as well as any music radio station the area manager wants Dennis states there are newspapers and magazines in the seat in front of him and then the seat next to him there is a cooler with sodas juices coffee regular and decaf All is complimentary Dennis also states he will be glad to talk to the area manager if he likes but he will not talk about politics or religion He does not discuss these two topics because it upsets customers And unhappy customers are bad tippers Dennis stated he needed to soar like an eagle instead of quack like a duck The third secret was at The World s Best Service Station o Two attendants in bright red jumpsuits immediately greeted Charlie and the area manager when they arrive One of the attendants asked cash or credit and once Charlie stated credit the attendant immediately began to call him Mr Charlie because he observed his name on the card 90 of customers use credit at this gas station While one attendant cleaned windows and checked tire pressure the other handled the hose and checked under the hood o When the attendants were done they gave Charlie free gifts such as a new trash bag for the car a discount coupon to the nearby car wash and a promotion for the next time he came to the gas station o Charlie then takes the area manager to meet with the owner Andrew He is so tall and was once a basketball player o Andrew has a large window in his office that faced the service area where he spied on his customers to connect with them and understand what their needs are He would go out and pump gas for AN HOUR A DAY for customers and interact connect with them Third Secret DELIVER PLUS ONE o Deliver the vision plus one percent It was shortened on the bracelet so that it would fit the secret says two things First it tells you to deliver Not sometimes not most times But all the time No exceptions contemplated or allowed Second it talks about plus one percent Andrew Charlie butts in and repeats the word consistency Consistency is the key to creating Raving Fans To start with limit the number of areas where you d like to make a difference Example at the gas station they started off just cleaning the front windshield and perfected this And then moved onto cleaning all windows of the car there is no sense in doing just one thing if the size of the service promise is too large to successfully implement quickly Better to find a smaller thing a smaller service …