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customer service

Australian issue # 48 JULY 09

The Official Journal of the Customer Service Institute of Australia

Customer
Intimacy and
Empathy are
Keys to
Innovation

Enrol in
Australias
only Certified
Customer Service
Manager Course

Q&A with
CSIA Awards
Finalist, Brett
Davies

Selling
Yourself
Short?

CSIA- Australias Peak Customer Ser vice Association

excellence | Text

Certied

Customer Service
Manager Course

Certificate and Diploma for Customer Service

The Customer Service Institute of Australia is


currently taking applications for its two day
Certied Customer Service Manager
Course (CCSM). Some additional course work is required.
The CSIA has worked with leading
organisations to develop a training,
assessment and certication program leading
to Australias first and only formal and nationally
recognised Certied Customer Service
Manager designation.

I would like to congratulate the


Customer Service Institute of Australia
for putting together such a practical
program in the CCSM Course.
I have found its exibility very valuable
in allowing me to work at my own pace
and in implementing what I have learnt
almost instantly through the workplace
based activities and assignments.
Anthony Keyes, Baxter Healthcare

Organisations can now benefit from qualified service professionals.

The course includes a workbook and a two day


workshop followed by an assessment. By meeting
Government criteria certain candidates may attract incentives of up to $4,000.

ifi
er t

CUSTOMER SERVICE EXCELLENCE

M anag

mer
s to

ed Cu

CSIA

S er vi

For more information


Phone: 02 9386 4477
info@csia.com.au
www.csia.com.au

THE MONTHLY MAGAZINE OF THE CUSTOMER SERVICE INSTITUTE OF AUSTRALIA

Contents
Contents
04
08
12
15

Cover Story:
Q&A with CSIA Award Finalist Brett Davies
Management: Selling Yourself Short?
How to Stand Out Without Lowering Your Price
Development: Customer Intimacy and Empathy are
Keys to Innovation.
Book Review: Secret Service - Hidden Systems That
Deliver Unforgettable Customer Service


ello and welcome to the July edition of Customer Service Excellence.

This issue features a sneak preview of one of the Australian Service

Excellence Awards Finalists. Our interview with Lawyer Brett Davies
explains why now, more than ever, professional service firms need to focus on

customer retention through exceptional service.

Art Director
!RT$IRECTOR
Michel von
Tourtchaninoff
Editor
%DITOR
Suzanne
Berlandier
#ONTACT#3)!
Contact CSIA
info@csia.com.au
info@csia.com.au
www.csia.com.au
www.csia.com.au
(02) 9386 4477
(02) 9386 4477


The Awards have had a record number of entries with CSIA members
commenting on how delighted they are the Awards are 100% FREE to enter and attend. Thank
you for this gratifying feedback. I am pleased we are able to inject even more integrity into
Customer Service Awards and recognition in Australia.
By the end of this week all entrants and finalists will be notified of their success and the judging
site visits will continue until September with the Awards being presented at the gala dinner in
Sydney in October. A special thanks goes out to every nominee for your very impressive
submissions judging has been incredibly difficult just to select the finalists.
At Customer Service Excellence we are always seeking contributions and reflections from our
readers. If you are interested in being our guest book reviewer for one of our upcoming
magazines, please let us know. I am also inviting CSIA members to send in updates about the
goings on at their organisations for inclusion in the magazine.
Please email any contributions or ideas to info@csia.com.au.
Happy reading,
Brett Whitford - Executive Director

The Customer Service Institute of Australia was established in 1997 to serve the needs of all Australians who work in customer service.
Today it is our nations peak customer service body and secretariat for the International Council of Customer Service Organisations.
ICSSO is an international collective of organisations promoting service excellence through the International Customer Service Standard
certication program and the International Service Excellence Awards.
Our members include CEOs, business owners, government employees and of course customer service professionals. High quality customer
service is universally regarded as imperative for long term business success. To enhance customer service in your organisation join the CSIA.
We are driven by and committed to the development of people, systems and standards to improve customer service.

excellence | Cover Story

Q&A with
CSIA Award Finalist

Brett Davies
Q

Briefly describe your position


and role in the company.

In 1994, I started Brett Davies Lawyers. I was


concerned for many years with the client
services function in the legal profession and
envisioned a different type of law firm. There
are a lot of lawyer jokes out there. A law firm
supplies legal services and it really is all
about service. Thanks to striving for excellence
in customer service, our law firm is now a
national practice.
In 2000, I started Law Central Co Ltd which
operates a successful internet business that sells
legal documents online at www.lawcentral.
com.au, giving the general public, companies
and individuals access to simpler solutions and
demystifies legal documents, provides access
to document templates and allows you to make
your own documents.
I am passionate about Brett Davies and Tax
Lawyers Australia, and am particularly proud
of being the first person in the world to lodge a
Prospectus to list law firms on the Australian
Stock Exchange - Integrated Legal Holdings.
This was achieved in 2007.

Our research told us that


some people would rather
go to the dentist than use a
lawyer.
4

CUSTOMER SERVICE EXCELLENCE

Brett Whitford, CSIAs Executive Director, presents Brett Davies of


Tax Lawyers Australia with their finalists award.

What is the aim and vision of the


company, particularly with regard to
customer service, risk taking, research
and Quality?
Our research told us that some people would rather go to
the dentist than use a lawyer.
Lawyers cause more pain and cost the earth! We seek to
dispel such feelings by ensuring we maintain the
principals of Approved Quality Practice. A title
afforded to us by the Law Society. To maintain
accreditation we ensure that we uphold the standards by
only taking instructions via other Lawyers, Advisers and
Accountants.

THE MONTHLY MAGAZINE OF THE CUSTOMER SERVICE INSTITUTE OF AUSTRALIA

Cover Story | excellence


we get from the CSIA has been invaluable on
that front.

We are a private law firm and as such, you cannot find


us in the Yellow Pages. The only way we can act for a
member of the public is to have the go ahead and
support of the Adviser, Accountant or a Lawyer first.

No matter where you are in the


firm, you are a customer service
employee first.
We ensure trust by leaving out the gobbledegook by
talking and writing in everyday language. We stand by
that with a great deal of integrity. For example, with
Estate Planning documents, if you, or your client, cant
understand any part of the document even after we
have explained it - we refund the cost of the
document!
Were also very proud of the fact that our lawyers
always give their direct phone line so that you dont
have to go through the screening process via protective
secretaries. At Brett Davies Tax Lawyers it is important
for us to conduct ongoing professional development of
all team members, ensuring their technical and
communication skills continually improve and develop.
The law firm encourages and finances all solicitors to
complete further studies including their Masters and
Doctorates in Tax through in-house curriculum for all
levels of the firm.
All support team members, from principals to the mail
clerk, take an interactive workshop, which includes
categories such as leadership development, customer
service, technical skills, and total quality management.
No matter where you are in the firm, you are a customer
service employee first. The materials and training that

THE MONTHLY MAGAZINE OF THE CUSTOMER SERVICE INSTITUTE OF AUSTRALIA

Law firms are a frenzy of activity. Rarely do


we have a chance to step back and realise that
what each of us does, reflects on the firm and
ourselves as individuals. In our internal
training, real work situations are presented,
and the discussion relates to How do you
think you are perceived when certain situations
happen? and Do you realise you might be
perceived as .....? This allows us to engage in
improvement actions and find tools and
communication resources to help facilitate
change.

What training and



development

programmes exist to drive
development in Customer Service
at all levels of the organisation?

Law firms are a strange beast. Each law firm


can have many partners or owners. In effect,
law firms are lots of small businesses within a
business. We depend on each other and our
shared support staff. If not done correctly and
in a timely manner, it means the difference
between winning and losing. Employees at all
levels of the firm need training and nurturing
to be excellent at client relationships and
service.

What management

techniques are used,
describe the best aspects of
employee relations and the
managerial style of the company?

I love and enjoy feedback. I have an open door


policy with our team members and clients
alike. This must rub off as all our lawyers give
out their direct lines and are client service
focus. We have no protective secretaries asking
who you are and what you want. Remove the
barriers.
CUSTOMER SERVICE EXCELLENCE

excellence | Cover Story


At Brett Davies Lawyers, our lawyers sincerely
believe that they can make a difference with the
effort.

How does the organisation


recognise and reward staff
in relation to Customer Service?
At our training days, we reward our team based
on the survey results. We are public in our thanks
to our attentive team members.

Law firms come with their own unique challenges.


We train our team to survive the matrix environment
of many owners (legal partners). At Brett Davies
Lawyers, no one is a cog in the wheel. I dont
subscribe to that theory. From our receptionists,
who are the first point of contact to our business, to
the rest of the team. I consider everyone is on the
front line in every task they perform.

Has the workforce



been involved in
developing strategies for success?
What areas were identified by
employees to improve the companys
operations? Is the workforce
committed to excellence? How have
improvement teams been formed and
momentum maintained?

Law firms are all about people. We predominantly


sell time, so the workforce has to be part of the
client focus solutions. We cant hide behind
machines and production lines. Interaction with our
team members ensures we stay focused on the right
key areas, measured by the right Key Performance
Indicators. KPIs often dont have meaning unless
your team designs and sets them. It directs our focus
to deliver the most value.

CUSTOMER SERVICE EXCELLENCE

What systems and



processes exist to promote
ongoing Customer Service
improvement across the
organisation?
Client service quality is paramount. We survey all
our clients. This process is taken out of the hands
of the lawyers and is conducted by
administration.
We know from surveys that when clients consider
service, it isnt the quality of the lawyers work
they talk about. They talk about poor billing
practices, unreturned phone calls and their
experience when visiting or calling a law firm.
We took the process out of the hands of the lawyers
because some lawyers back in 1994 felt that:
a) Sending surveys is not professional
b) No point, as we are perfect and in any event we
arent going to change anyway
c) You may get bad things written on the
survey
d) No point sending surveys to clients that we
didnt see or never went ahead as clients
Most law firms dont survey.
Why keep your clients in the dark? In my view,
clients actually want to hear about strategy, budgets
and expected results. Surprisingly, our response
rate is about 72%.

THE MONTHLY MAGAZINE OF THE CUSTOMER SERVICE INSTITUTE OF AUSTRALIA

Cover Story | excellence

Practice Manager, Katherine Dunmill and Brett Davies

Customer service is about providing service to


customers before, during and after a purchase.
Sending a survey shows we care. Most of its value is
in the client getting the letter and survey from us. If
they bother to complete it, then that is a bonus.

How has being a finalist of an


Australian Service Excellence
Award helped the organisation?
Most lawyers give their life and soul for their clients.
They are true professionals and I accept this finalist
position for all the fine lawyers practicing in
Australia.

THE MONTHLY MAGAZINE OF THE CUSTOMER SERVICE INSTITUTE OF AUSTRALIA

For us, the greatest growth of a


law firm, or any organisation for
that matter, is through customer
service.
It seems that the quality and level of customer
service has decreased in recent years. I think this is
because of a lack of support at partner level (read
management level for non-law firms). I hope this
finalist position will inspire other great law firms
take up the mantel of customer service as Brett
Davies Lawyers has done. For us, the greatest
growth of a law firm, or any organisation for that
matter, is through customer service.
CUSTOMER SERVICE EXCELLENCE

excellence | Management

Selling Yourself
Short?
How to stand-out
without lowering
your price
By Jeff Mowat

Is
what you do for a living
perceived by potential customers as

for a cheaper price. And with the


internet its easier for your
being a mere commodity; more or customers to find them.
less the same as others in your
Whats most frustrating is when
profession?
you know your products and
When that happens, customers revert services are indeed different, but
to the easiest differentiator price. customers dont seem to get that
The outlook gets worse as you and put you in the same category
realize that somewhere in the global as everyone else.
economy there is likely someone
offering similar products or services

CUSTOMER SERVICE EXCELLENCE

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Management | excellence

Selling Yourself
Short?
Continued

Your own
worst enemy

How would you describe what it is


you that you do for a living? Most
of us automatically commoditize
our job. We say, Im an insurance
broker, or Im a personal financial
advisor.
Imagine meeting a
potential customer at an industry
luncheon and giving that type of
label to what you do. The words
Im a imply that that there are
other people who do exactly what
you do. In other words you sabotage
your uniqueness with your first two
words.

Be a pain
reliever

Rather than describing yourself in


terms of a generic label, you can
instead refer to the ultimate benefit
that you deliver. If you sell liability
insurance for example, you could
describe your service in terms of
reducing risk for business owners.
Keep in mind, there are two ways to
describe benefits. One is the
pleasure gained and another is the
pain avoided. A financial advisor
for example, might describe her
service as helping people retire in
comfort (pleasure gained). Or she
could describe what she does as
preventing people from having to
work until they die because they
cant afford to retire (pain avoided).
Interestingly, when it comes to
spending money sooner rather than
later, customers are more often
motivated by avoiding pain than
gaining pleasure.

Of course, the idea in conversation


with a potential customer is not to
ramble on about what you do that
sounds boorish and pushy. Instead,
say only enough to tweak the other
persons curiosity. Imagine you are
a hair stylist attending a chamber of
commerce event. When someone
asks what you do for a living you
could reply with the generic, Im a
hair stylist. Unfortunately, chances
are the other person already has a
hairstylist, considers your service to
be a commodity, so they change the
topic.

The
Customer
Turn-off

Youve probably heard networking


experts state that youre supposed
to have an elevator pitch (a 30
second commercial ready to recite).
The problem in the real world when
youre talking with smart, streetwise
customers, is the 30 second
infomercial sounds so phony and
contrived it turns them off more
than tweaks their interest. Instead,
as a hairstylist you might reply a
simple one-line ultimate benefit, I
help people fix personal image
problems. This time youre more
likely to have stimulated their
curiosity.
Their next question
naturally becomes, How do you do
that? Now youve been invited to
describe your products/services in
an even more compelling way

CUSTOMER SERVICE EXCELLENCE

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excellence | Management

Getting in
their head

At this point in the conversation,


you can describe what you do with
an example that the customer can
relate to. An easy way is start with
the words, You know how
Then complete the sentence
explaining how your service fixes a
common problem. For example,
when the chamber of commerce
member asks the hairstylist how she
fixes personal image problems, she
might respond with, You know
how most men have the same haircut
that theyve had all their adult lives
whether is suits them or not? And
you know how most hair stylists

usually just ask how you want your


cut and you usually get the same
thing done? Well, when I work with
a client I start by looking at the
persons most attractive facial
features, then we come up with a
cut that not only highlights their
most attractive features but also
works for their lifestyle. This time
the stylist has differentiated herself
in the mind of the potential customer.
She stands out as offering one-of-akind service. And price has become
less of a source of comparison.
The beauty of the relevant example
is that it applies to the other persons
circumstances. Thats why its
helpful to start any conversation by

first finding about the other person.


It also happens to make you a more
interesting conversationalist because
your beginning by discussing most
peoples favorite topic; themselves.

Bottom line: next time you need


to set yourself apart from the
competition beyond just lowering
prices try changing the way you
talk about what you do for a living.
Biography
This article is based
on the bestselling
book, Influence with
Ease by customer
service strategist and certified
professional speaker Jeff
Mowatt.

Become a CSIA Member

CSIA Membership Benets


Becoming a member of CSIA has
many benets and is only $295
inc GST. Membership forms can
be downloaded from our website
www.csia.com.au/membership.asp
or email info@csia.com.au to
request a form.

Become a CSIA Member

Discounted access to Australias


rst professional qualication
for customer service managers
- the Certied Customer Service
Manager Course

Free opportunity for attendance


on the 2 day International Customer
Service Standard Licensed
Assessors Accreditation
Course (annual places are limited)

Twelve issues of our monthly


e-magazine Customer Service
Excellence Magazine

Continuing recognition of
members professional
standing through maintained use
of the CSIAs designatory postnominal letters: MCSIA

Copy of the new edition best


selling book: Customer Service
Excellence

10

CUSTOMER SERVICE EXCELLENCE

Automatic free nomination for


judging as one of Australias leading
customer service professional
through the individual section of
the prestigious Australian Service
Excellence awards
Discounts on training, events and
functions
Certicate of Membership

THE MONTHLY MAGAZINE OF THE CUSTOMER SERVICE INSTITUTE OF AUSTRALIA

4EXT| excellence

2008/09 Australian Service

Excellence Awards
With customer expectations continually rising,
the wider business community is becoming
aware of the value and role that Customer
Service plays in achieving business
success. This highly demanding area is
arguably the critical success factor for many
organisations. For this reason it is important
that the Customer Service Profession has its
own national awards to recognise, promote
and reward excellence, professionalism and
outstanding achievement.

The CSIA Awards process


helped us to grow as a team,
and the recognition last year
gave us the confidence and
the commitment to strive to
be world class.

The CSIA Australian Service Excellence


Awards showcase achievement in Customer
an award illustrates the high standards of
management, training and commitment to
excellence within those organisations.

The sense of pride in the


team when recognised by a
national authority like the
CSIA drives a passion to be
the best.
3ONIA(UDSON #OLORADO

Australian Service Excellence Awards Judging criteria is based on the International Customer Service Standard

)NTERNATIONAL

#USTOMER3ERVICE3TANDARD

The International Customer Service Standard


is an acknowledgement of an organisations
achievement in customer service excellence as well
as a benchmark for others to pursue. Developing
the International Customer Service Standard has
established the benchmark for service excellence
in Australia. Extensive literature extolling the
virtues of exemplary customer service in business
is the catalyst for the standard, which provides
a comprehensive benchmark and a how-to
implementation approach.

The ICSS relates equally to all business enterprises,


shifting business focus from Product or Service Out
to Customer In. This is created through an
environment of customer input to determine the
product or service output.

To receive a copy of the ICSS


Phone: 02 9386 4477 or email
info@csia.com.au
www.csia.com.au
THE MONTHLY MAGAZINE
OF THE CUSTOMER SERVICE INSTITUTE OF AUSTRALIA

The CSIA certification


is an excellent way to
ensure that, as a company,
we provide a high level of
customer service. The level
of customer service that is
now expected across all call
centres and service desks in
QR is benchmarked against
us and that is making a real
difference to our customers
and the level of service that
they receive.
9

excellence | Development

Customer
Intimacy and
Empathy
are Keys
to Innovation

"Above all, we know that an


entrepreneurial strategy has
more chance of success the
more it starts with the users
their utilities, their values,
their realities ... the test of an
innovation is always what it
does for the user...it is by no
means hunch or gamble. But
it is also not precisely science.
Rather, it is judgment."
Peter Drucker, Innovation
and Entrepreneurship

12

CUSTOMER SERVICE EXCELLENCE

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Development | excellence
e Introduction
This months
article by Jim
Clemmer is an
interesting read
and one of
practicality. It
draws
your
attention to the
fact
that
customer intimacy is widely
viewed as the crucial element
to customer satisfaction and
increased sales. Fundamentally,
Jim states the direct link
between empathy and its
effectiveness.
I believe passionately in the
concept
of
intimately
understanding your customer
and can relate to the impact that
this has on innovation. As I
mention in all my classes
customers are human and
therefore, customer interaction
is about a human being
interacting with another human
being. For this reason,
customers are more likely to
develop loyalty and share
critical information with an
organisation that demonstrates
a deep understanding of their
needs. Im sure youll find this
article as useful as I have and
begin to focus on building an
empathic culture and start
achieving the rarely realised
goal of customer intimacy.

Rebecca

Above all, we know that an


entrepreneurial strategy has
more chance of success the
more it starts with the users
their utilities, their values, their
realities ... the test of an
innovation is always what it
does for the user...it is by no
means hunch or gamble. But it
is also not precisely science.
Rather, it is judgment.

have said to a market researcher


asking about a video machine for
our TV when there were few movies
to rent? How about CD players
when there were no CDs to buy?
What about a bankcard to withdraw
cash from an ATM? How about a
personal computer? In the fifties,
how highly would we have rated the
need for jet planes when our business
was conducted within a few
hundred-mile radius of our office?

These are a few examples of the


thousands of innovations that
Peter Drucker, Innovation customer or market research and
and Entrepreneurship
competitive benchmarking would
never have identified a need for. The
companies who pioneered these
Just because a company is spending
sorts of innovative breakthroughs,
money on research (such as markets,
had years of spectacular revenue
customers, or new technologies)
growth and market leadership.
and development, doesn't mean they
will get innovation. Innovation, as
with advertising, training, or many Walking in Our
other organisation investments,
Customers Shoes
depends on the quality of the
investment as much as the quantity
The need for innovation on an
of resources put in it. A high
unprecedented scale is a given. The
proportion of innovative new
question is how. It seems that giving
products, services, and companies
the market free rein, inside and
flop. That's often because managers
outside the firm, is the best
build better mousetraps without first
perhaps the only satisfactory
making sure there are any mice out
answer. Tom Peters, Liberation
there. Or that people still want to
Management:
Necessary
catch them.
Disorganisation for the Nanosecond
Many innovations come from a Nineties
deeper level of customer and market
Innovation is a hands-on issue. It
understanding. They go beyond
calls for an intimate understanding
what current customers say they
of our current customers and
need. They solve problems that
markets, potential new customers or
customers either don't realise they
markets, team and organisation
have, or didn't know could be
competencies and improvement
solved. These innovations create
opportunities, vision, values, and
needs and performance gaps only
mission. We cant develop that
once customers start using them and
intimacy from a distance. Studies,
get turned on to the possibilities.
reports, surveys, graphs, and
Every
product
and
service measurements wouldnt do it.
we now take for granted was once
Effective innovation depends on
silly,
interesting,
or
just
disciplined management systems
an odd curiosity. What would we

CUSTOMER SERVICE EXCELLENCE

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13

excellence | Development
and processes. But it starts with
people. People searching for creative
ways to do things better, different,
or more effectively. People trying to
understand how other people use, or
could use, the products or services
their organisation could produce.
That makes innovation a leadership
issue.
Beyond the management tools of
surveys, focus groups, and the like,
innovation leaders find a multitude
of ways to live in their customers
world. Theyre learning how to
learn from the market, not just
market research. Innovation leaders
look for ways to align the
organisations product and service
development competencies with
latent or unexpressed market and
customer needs. Since customers
dont know whats possible, they
often cant identify innovations that
break with familiar patterns.

stumbled across the need for senior


management education, strategy
formulation, and implementation
planning sessions.
This came from working closely
with Clients struggling to get people
in their organisation trained and
using new approaches to customer
service, quality improvement, and
teams. It became clear that how the
senior management group pulled
everything together and led the
effort, was the key stumbling block
or stepping stone to the whole
effort.
After experiments, pilots, and a few
failures, Achieves highly successful
executive retreat process evolved
and developed to meet a need no
one had anticipated.

At the other extreme, leaders


recognise that their organisations
are constantly in danger of
developing products and services
with little or no market appeal. So
many new (or extended) products
and services come from empathic
innovation. These are innovations
that flow from a deep empathy and
understanding of the intended
customers
problems
and
aspirations.

e About the Author


Jim Clemmers
p r a c t i c a l
leadership books,
k e y n o t e
presentations,
workshops, and
team retreats have helped
hundreds of thousands of people
worldwide improve personal,
team,
and
organisational
leadership. Visit his web site,
http://jimclemmer.com/, for a
huge selection of free practical
resources including nearly 300
articles, dozens of video clips,
team assessments, leadership
newsletter, Improvement Points
service, and popular leadership
blog. Jim's five international
bestselling books include The
VIP Strategy, Firing on All
Cylinders,
Pathways
to
Performance, Growing the
Distance, and The Leader's
Digest. His latest book is Moose
on the Table: A Novel Approach
to Communications @ Work.

Through living in and empathising


with their customers world,
innovation leaders focus their
organisations
development
capabilities on solving problems
or meeting needs that customers
may not realise could be done.
As my first consulting company,
The Achieve Group, was working
with current and prospective Clients
to move beyond the training field to
organisation improvement, we

14

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Book Review | excellence

SECRET SERVICE:

Hidden Systems That Deliver


Unforgettable Customer Service
Secret Service: Hidden Systems That Deliver Unforgettable Customer Service
(paperback) by John R. DiJulius III
Published by AMACON, New York 2006
Reviewed by J. Straub
Secret Service is one of the few business books
(that is not a narrative case study) that is actually
enjoyable to read. John Dijulius, owner of John
Roberts Hair Studio & Spa, comments on how
his business and many others see customer service
not as a necessary evil but as integral to (if not
entirely) their product.
While the hair and spa industry is primarily a service
industry, Dijulius goes far beyond, dealing with how
retail and even distribution companies can better serve
their customers and the rewards that those who do will
reap. His examples include some of the more obvious
ones practitioners as Southwest Airlines and Nordstroms
as well as a number of lesser-known businesses from a
variety of industries. In many cases, he highlights
businesses that he has had personal experience with, thus
illustrating how a satisfied customer can be much more
profitable than any marketing that you can buy.
Dijulius also highlights the economics of increasing the
value of (and to) your existing customers by reminding them
when they may need a product or service and making sure
that they are happy after the purchase. He highlights a variety
of systems that he and others use to do this such as follow-up
thank you cards, newsletters and personalized notes on
invoices.
He also reminds us that employee satisfaction is just as important
as customer satisfaction (and in fact, directly leads to customer
satisfaction). He highlights systems that his spa has used to retain
their best employees and avoid the expense of training, while
ensuring consistent service quality for their customers.
This is a how to serve your customer better and grow your business
book of the first order. More importantly, it is concise, personable,
and remarkably enjoyable to read. This is a must read for anyone
working at or managing a business that wants more customers.

CUSTOMER SERVICE EXCELLENCE

THE MONTHLY MAGAZINE OF THE CUSTOMER SERVICE INSTITUTE OF AUSTRALIA

CUSTOMER SERVICE EXCELLENCE

THE MONTHLY MAGAZINE OF THE CUSTOMER SERVICE INSTITUTE OF AUSTRALIA

15

excellence | Book Review

12 years and going strong

A Grand History
of Service Excellence
CSIA Celebrate 12 years as
Australias Leading Customer
Service Body!

Limited

Some Organisations
talk about excellence
in customer service.
CSIA Members prove it!

16

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CUSTOMER SERVICE EXCELLENCE

THE MONTHLY MAGAZINE OF THE CUSTOMER SERVICE INSTITUTE OF AUSTRALIA