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Customer Service Vs. Customer Experience — Transcript

by Valuetainment · 3,009 words · 371 segments · language en · Watch on YouTube

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0:02One of the best exercises for you to do is make a list of companies or businesses that
0:06you go back to over and over and over again, and ask yourself why.
0:10For instance, list five companies and to the right say, "I go to this restaurant at least
0:15once a week.
0:16Why do I go back?
0:17Because of . . . " I go to this fast food place every week.
0:20Why.
0:21. . I go to this store to shop for clothes every month.
0:23Why do I go back again?
0:24I go here for groceries.
0:26Why do I go back here over and over again?
0:28What is the reason?
0:29And the reason will generally be one of these six reasons that it's going to give you a
0:33lot of clues for your own business.
0:35#1: Fast
0:36You're either going back there because it's fast.
0:38Why?
0:39Fast food - I don't want to sit down.
0:40I just want my food and leave.
0:42That's all I want.
0:43I don't want anything.
0:44I just want a fast service.
0:45So you go back to a place because it's fast.
0:46#2: Quality
0:47One could be quality.
0:49What is quality?
0:50It's better material.
0:51It's better fabric.
0:52It's better whatever.
0:53The quality is better and I'm willing to spend more money but I go back for quality.
0:57#3: Cheap
0:58Another reason could be because it's cheap.
0:59You may say, "Hey, I go to Wal-Mart because Wal-Mart has what?
1:04Everyday low prices.
1:05It's the cheapest place, that's where I want to go to.
1:07No problem.
1:08That's their play.
1:09#4: Luxury
1:10I go there because of luxury.
1:11I've been buying Mercedes all my life because it's a luxury.
1:14I like to go to this restaurant because it's luxury.
1:17I like to stay at the W because it's luxury.
1:19I like to go.
1:20. . because of the luxury feeling you get.
1:23#5: User Friendly
1:24Another one could be user friendly.
1:25I go back to this place, it's so easy.
1:26I go back to this website because it's so easy to use.
1:28I like to use this app because it's so easy to use.
1:31User friendly.
1:32It's so easy.
1:33I like iPhone; it's user friendly.
1:34I like this, it's user friendly.
1:36#6: Customer Service
1:38And the other one is customer service.
1:40Now most of the time businesses say, "we have the cheapest, we have the fastest, we have
1:46the best, we have the most luxury, we have the most incredible quality, we have user
1:50friendly, it's so easy" or best customer service.
1:54Now, customer service is generally boring.
1:58And generally entrepreneurs, we don't necessarily pay that much attention to customer service
2:05because it's kind of like, oh my gosh, customer service?
2:07C'mon, give me a break.
2:08This is boring!
2:09Watch, this video isn't going to get that many views.
2:10You'll see it.
2:11Because this is not an exciting topic.
2:13But this is a very, very important topic.
2:15By the time I'm done explaining this to you.
2:17When you about customer service, what companies do you think about?
2:20Watch this.
2:21People buy BMW.
2:22Do you know why?
2:23Because of their service.
2:24You simply drop off a BMW, take another one, and you go back.
2:27So BMW has a reputation of being incredible service.
2:31Now.
2:32Range Rover may be Luxury, but it doesn't have the best service.
2:37But they're known for luxury.
2:39So what is the play?
2:40You go to another car and it may be cheap.
2:43Hey, I'm going to buy a Ford Focus.
2:45I'm going to buy whatever.
2:46Because it's cheap.
2:47There are things you can think about.
2:49Tesla user friendly.
2:50It's easy.
2:51Right?
2:52Customer service.
2:53Nordstrom.
2:54You go to Nordstrom, I don't care what it is.
2:56One time an old lady goes back to Nordstrom and this is a story you can find all over
3:00online.
3:01It's written about in books, etc. etc.
3:04This person goes to Nordstrom and says, "I bought this tire from here."
3:09The cashier says, "We don't sell tires."
3:11"No, I bought it here, and I want to return it."
3:14"Do you have a receipt?"
3:15"I don't have a receipt."
3:16Do you know what Nordstrom did?
3:18They took the tire!
3:19And the person said how much it cost and Nordstrom said, "Okay, we'll take it back."
3:24And the person went on to say we returned the tire, they're going to throw that tire
3:26in the trash, but customer service to them is extremely important.
3:30Now there are some places you buy something from, no return policy.
3:33We don't take it back.
3:35We don't.
3:36. . they don't care having one star reviews because their policy is, I don't care to return
3:40it.
3:41You buy it, you got it, it's gone, we're not taking it back.
3:45Mattress companies sometimes do that.
3:46Some of them do certain - no, you've already laid on it.
3:49You've already done this.
3:50We're not taking any of it back.
3:51Customer service.
3:52If you think about Amazon, Amazon's got great customer service.
3:54I think about Zappos.
4:00We went and got a private tour of Zappos headquarters.
4:02They'll stay on the phone with you and talk to you.
4:05They literally will talk to you, how things are, hey let me order pizza for you.
4:09Hey, let me do this for you.
4:10It's constant customer service that people talk about them.
4:14Apple's known for great customer service.
4:16Southwest Airlines, when their attendants tell the jokes that they say, "hey, if you
4:21have to do this, make sure you put the mask on yourself and if you have two kids, choose
4:24which one you like more.
4:26. ." These things hahaha, it's funny; but that's customer service.
4:30You kind of connect with it.
4:32This is a very, very, very valuable way for you to build your business.
4:36So now the question becomes, what is the difference between customer service and customer experience.
4:42Pat, what is the difference?
4:44Isn't it the same thing?
4:45Absolutely not.
4:47Why?
4:48Let me explain.
4:49And I'll simplify it for you and it will stay in your mind.
4:52Think about customer service as reactive.
4:56And think about customer experience as proactive.
4:59What does this mean?
5:01For instance.
5:02Here's customer service.
5:03"Thank you for calling AT&T.
5:04How may I help you?"
5:06Yes, great.
5:08Is there any other issues that you have?
5:10Have I fulfilled your service request you've asked here today?
5:13Okay, please take this recorded call and survey that we have going on . . . Reactive.
5:20Customer service could be a client is upset, you handle it, you react, you solve.
5:25All good.
5:26Customer service is thank you, please, may I please put you on hold?
5:31Thank you for your help.
5:32Thank you for listening.
5:33Thank you for understanding.
5:35Thank you.
5:36. . it's customer service.
5:38Customer service could be, "I totally understand where you're coming from.
5:40I totally feel your pain.
5:42I'm sorry."
5:43It's apologetic.
5:44It's customer service, because it's reactive to something, right?
5:47A customer buys, here's your receipt, thank you so much, have a great day, would you also
5:51like to buy this?
5:53Would you like to upgrade your service?
5:54Customer service.
5:55That's customer service.
5:57And by the way, very important, customer service.
6:01Now a few are very good at customer experience.
6:03That's kind of when you go from here [customer service] and you graduate over here [customer
6:06experience].
6:07Let me explain what I mean by customer experience.
6:09Look, whatever business you run, if you have more than 100 customers, you will generally
6:14be able to tell me that you have some VIP customers.
6:16Everybody has VIP customers.
6:17This is not about discrimination.
6:19VIP customers to American Express is called Black Card.
6:23VIP customers to American Airlines is called Executive Platinum or Executive or Gold Member,
6:29that they get priority seating, right?
6:31A VIP customer for Sephora makeup for ladies could be called Beauty Insider.
6:37Sephora does very well because they have this Beauty Insider group where the girls who are
6:43part of Beauty Insider get samples sent to them before everybody else.
6:47That's Sephora.
6:48They do a phenomenal job with Beauty Insider that's worked very, very well.
6:51They get it before all the other customers.
6:53Your VIP, VIP Amazon is Prime.
6:56There are many of them that I can give you.
7:00The VIPs, you're hoping to get many of them here [customer service] to be converted in
7:07to VIPs and they only get converted here, based on what?
7:11Customer experience.
7:13So what is customer experience?
7:15Proactive.
7:16Proactive is the way you treat them.
7:21The details.
7:22Customer experience is all about details.
7:24So if I call American Express Black Card, or if I call Visa Black Card, Mastercard Black
7:29Card and they'll tell me, "Hey, we just want to remind you, your anniversary is coming
7:34up.
7:35Your wife's birthday is coming up.
7:36Any plans?
7:37We see that last time you went to Bacara Hotel.
7:39Do you want to do the same thing?
7:40Do you want me to look for something?
7:41How about you give me this afternoon and let me look for something and get back to you."
7:45Customer experience.
7:46Then they send me an email and they call me.
7:49When is a good time for us to get on the phone?
7:5015 minutes.
7:51So let me tell you what I found.
7:52If you want to do something very extravagant, we found this one place and we can do this
7:56experience and . . . and it's do unique and let me tell you what it is.
7:59You're wife's really going to like it.
8:00Tell me what things your wife likes.
8:02Experience.
8:04Experience.
8:06Amazon could go out there and find exactly what things you buy and see your buying trends
8:10and they give you a better experience.
8:12It doesn't matter what it is.
8:13it all goes to the experience part.
8:15Or you go into Apple and you talk to one of the guys at Apple and they talk to you like
8:19you are a regular human being.
8:20You don't feel like you're scripted -- too much.
8:23Although they have a script as well that they've got to follow.
8:25But it's just talking to you.
8:27Zappos the same way.
8:28They're talking to you.
8:29They're listening to you.
8:30Tell me about.
8:31. . how's your day?
8:32You don't hear too many "regular" customer service people companies saying, "So tell
8:36me about your day."
8:37Think about that small little side question that you call somewhere, you call Chase for
8:41customer service.
8:42Yes, I'm trying to handle this.
8:43. . Okay, great, let me place you on hold.
8:44Let me see what I can do.
8:45Do you have a case number for this?
8:48Okay, thank you.
8:49Okay, have a great day.
8:50Bye bye.
8:51Done.
8:52Instead, okay, Patrick Bet-David, thank you so much.
8:53By the way, Patrick, how was your day today?"
8:56And I'm going to say whatever I'm going to say.
8:58I'm going to give them, "It's okay.
9:00It's great" And then I'm going to ask what?
9:02"How was your day?"
9:03"Oh, my day's great.
9:04Thank you for asking.
9:06By the way, thank you for your loyalty.
9:07I can see you've been with us for 10 years.
9:10We appreciate your loyalty with us."
9:12Hey!
9:13Somebody appreciates my loyalty.
9:14I'm a loyal human being.
9:15No problem, I've been a loyal customer.
9:18We're proud to put, "I've been an American Express cardholder since 1998" whatever it
9:22is.
9:23Loyalty, right?
9:24Hey, we appreciate you.
9:25Thank you.
9:26This [customer service] goes to here [customer experience].
9:28And the more you can take people from here [customer service] to here [customer experience]
9:32the better off you're going to be with your business.
9:34Let me help you think about it maybe in a way that will make sense to you a little bit
9:40more and we'll wrap up this episode is this.
9:44So when it comes down to the dating game.
9:50Just think about it this way.
9:52There are a lot of people that just [snap] boom.
9:54They want to go out and be promiscuous.
9:56All good.
9:57It's a philosophy, if you want to do that, that's good.
10:00In business, if you treat your customers like that or even women like that, your reputation
10:06spreads.
10:07If you treat customers like that, or anybody like that, reputation spreads.
10:12And it's not always the best reputation to not treat people properly.
10:16So then there is just one-night stand philosophy.
10:20Then there's dating philosophy.
10:22Then there's marriage philosophy.
10:24Your VIPs are marriage.
10:26Your VIPs are marriage.
10:28Your VIPs are people that go from dating to marriage.
10:31They're kind of trying your product.
10:32They like it.
10:33Ah, um, great.
10:34Wow, they treat me so well, I want to marry these guys.
10:37And I want to go there regularly.
10:39And then I want to tell other people.
10:41They become your best recruiters.
10:43VIP members become your best recruiters.
10:46Best recruiters.
10:47They recruit for you for free.
10:50All that million dollar ad on T.V. that you're trying to do or whatever it is you're trying
10:54to do, you don't have to do it.
10:55Because they're doing it for free - if you convert people into VIPs.
11:00They are so valuable.
11:02This is why some companies, there's nothing different Zappos does except for the fact
11:06that they create incredible customer service.
11:09They don't make shoes.
11:10They don't make shoes.
11:11Zappos doesn't make shoes.
11:13They're not Toms.
11:14They don't make shoes.
11:15It's service.
11:16It's purely service for them.
11:18They give incredible service.
11:19They send you return, you don't have to pay for return if you don't like it, they'll pay
11:23for it.
11:24It's purely a service game.
11:25They're not playing the cheap game.
11:28They're playing the service game with you.
11:30It's so valuable and then all of a sudden, Zappos gets valued at, it was bought for a
11:34couple billion dollars, whatever the number is.
11:36Tony Hsieh is a customer service guy.
11:38So I know a lot of times especially startup entrepreneurs are people that you want to
11:46become a millionaire yesterday.
11:49I get messages, "I want to be a billionaire by the time I'm 35 years old."
11:52That's great, you know.
11:54Maybe don't tie it to, believe me, if you tie it for more people being happy doing business
11:59- I had a conversation this morning with a friend of mine who's one of our executives
12:02in our company, he's a doctor, Dr. Cooper.
12:05He and I were having a conversation together and he said, "Pat, somebody came and told
12:11me something about why I chose to work with you, and he said, all I said is my entire
12:17experiences of working with you, how it's been.
12:20And he's going into this whole story what he's telling me on this call we're having,
12:23early, early call that we're having here this morning, which was a fascinating call.
12:27I'm sure he appreciates that call, but that's a shout out, he and Tasha just had their 20th
12:32anniversary.
12:33So we're having this call together and all he was telling me, while I'm listening is
12:38our experience together, why he's still here.
12:41He left a six-figure job to come here.
12:42He was a principal, the youngest principal in the San Bernardino Valley area.
12:46But he came because of the experience he had and he is my customer.
12:50Now we've become very good friends, so it's past a VIP.
12:55And the more we have of that, that we treat people properly, the more they tell everybody.
13:00Your business gets stronger.
13:02You can't have this wam bam type of a mentality and your business isn't growing because you're
13:07not paying attention to your customers.
13:10So go back, again, the initial exercise, make a list of the five businesses that you go
13:14to regularly and ask yourself why do you go back.
13:18You will be amazed how all of them will generally have one of these things here.
13:24One of these things here.
13:25Now you may say, convenience, it's very close.
13:26That's part of fast.
13:27So any of that stuff that you write down is going to be part of one thing.
13:31And then for your own business, ask yourself, "What can I do to take my customer service
13:36to a whole different level, to add customer experience to my business and to give birth
13:41to more VIP customers?
13:43And what can I categorize as a VIP customer for me?
13:47What do you categorize as a VIP customer for you, and what can you do to promote more people
13:52from regular to VIP customers?
13:53That in itself is going to make you a ton of money, depending on how big you want to
13:57build, it will do you very, very well growth-wise, word of mouth, people want to do business
14:02with you regularly over and over and over again.
14:04So, that's my message today for you on customer service and customer experience.
14:09Mario, where's our pillow?
14:10Do we have our pillow?
14:12I can no longer say 100,000 subs because we are now at 100,000 subs.
14:16What is exciting is we already got many hundreds of emails of people that said they're making
14:21that video on why I love Valuetainment and if you don't know about the video, we just
14:25crossed 100,000 subs and Mario asked me to announce a contest to be able to privately
14:34mentor three of you here in my office in Dallas, Texas for three hours to go through your business
14:39plan and put a strategy plan together for 2017.
14:41We're planning on doing it sometime in the month of December, but you'll need to submit
14:45a 3-minute video and all the details - let's put a link somewhere here, where people can
14:50see it.
14:51You can go to PatrickBetDavid.com as well, boom!
14:55And you'll see the details as well.
14:57So 100,000 subscriber celebration contest, you can find out more details about that.
15:01But if you haven't subscribed yet to the channel, please do so, click on the link below here,
15:05and if you have any questions about customer service and customer experience, post your
15:11comments and thoughts on the bottom.
15:13Take care everybody.
15:14Bye bye.

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