In today’s world, a successful customer service strategy demands speed and ease of treatment along with flexibility of treatment options. Most clients treat the problem while failing to consider the underlying customer needs. Check out this presentation to learn how a company can create a raving fan once all self-service options are exhausted.

1. HOW TO CREATE RAVING FANS
DREW BLANCHARD, EVP FINANCIAL SERVICES, HEALTH CARE & INSURANCE

2. 2
LINKAGE OF BUYING BEHAVIORS TO RAVING FAN TREATMENT
STRATEGIES
People buy products/services to meet a need
KIA
The Power to
Surprise
MERCEDES
The best or
nothing
TOYOTA
Take everyone by
surprise
FORD
Built Ford
Tough
BMW
The Ultimate
Driving Machine
Value per Dollar Brand Image Ease of Use Quality Experience

3. 3
Speed and Ease of Treatment + Flexibility of Treatment Options
67% of customers have tried and failed before they call
CUSTOMERS WANT TO QUICKLY SERVE THEMSELVES
= Customer Forgiveness
Website Mobile App YouTube Facebook

4. 4
Once Self Service Options Have Been Exhausted
HOW TO CREATE A RAVING FAN
Meet their needs on a repeated
basis in a variety of different
ways
Be the kind of company that others want to be loyal to
Know what your
customers want & need
Meeting Customer Needs
Repeatedly Drives Loyalty
Solving Customers Problems
Likely Creates Neutrality

5. 5
MOST COMMON APPROACH TO CUSTOMER SERVICE
Today’s measures can be counter productive to driving loyalty
Most clients treat the problem while failing to consider the Customer’s underlying NEED!
FCR
AHT
CSAT

6. 6
UNDERSTANDING FOUR FUNDAMENTAL CUSTOMER NEEDS
VS THOUSANDS OF PROBLEM STATEMENTS OR SOLUTIONS
Belonging Importance Reliability Features
 Feeling a
part of…
 Bonding
 Significance
 Uniqueness
 Certainty
 Consistency
 Diversity
 Different
Offerings

7. 7
LINKAGE TO BUYING BEHAVIORS TO THE BEST RAVING FAN
TREATMENT STRATEGY
KIA
The Power to
Surprise
MERCEDES
The best or
nothing
TOYOTA
Take everyone by
surprise
FORD
Built Ford
Tough
BMW
The Ultimate
Driving Machine
Value per Dollar Brand Image Ease of Use Quality Experience
Value per Dollar Brand Image Ease of Use Quality
Reliability / Features Importance / Belonging Importance / Reliability Reliability / Importance Importance / Belonging

8. 8
LANGUAGE LEAVES CLUES
There are 5-6 words associated with each need
“Please explain the
options available
to me?”
“I want to make
sure this is
solved.”
There are 5-6
words
associated
with each need
“How are you going
to fix this for
everyone else?”
“My time
is valuable”
IMPORTANCE FEATURES
BELONGING
RELIABILITY

9. 9
HOW TO MEET CUSTOMER NEEDS
EASY CONVENIENT CONSIDERATE
“Thank you for explaining the issue. I can walk you through how
to make a transfer using our mobile app and you can also set up a
reoccurring transfer so you don’t have to worry about this in the
future.”
“I’m sorry that you were inconvenienced. Would you like me to
show you how to fix this online so you can be certain of avoiding
this in the future?”
“I apologize that your time was affected by this inconvenience.
Let me solve this for you and I will escalate this issue to my
manager so no one else will be impacted by this issue.”
Reliability
Features
Importance Belonging
Importance
Reliability
PRIMARY SECONDARY

10. 10
TREATMENT STRATEGIES
BelongingImportanceReliability
“Let me make sure
we fix this for
everyone”
Demonstrate
understanding
Focus on group
“I am sorry
you were
inconvenienced”
Focus on
inconvenience
Apologize to
customer
“I can show you
how to fix that and
make sure it
doesn’t happen
again”
Focus on facts
Handle efficiently
“Let me walk you
through the key
options available”
Demonstrate
knowledge and
value of options
Focus on variety
And usefulness
Features

11. 11
WHAT’S REQUIRED TO MEET CUSTOMER NEEDS
Meet their needs on a repeated
basis in a variety of different ways
Understand your customers’ needs
Know what your
customers want & need
Reliability FeaturesImportance BelongingImportance Reliability
Apologize for inconvenience and fix for
customer.
Apologize for inconvenience and fix for
everyone
Focus on solving the issue and highlight
helpful service offerings
PRIMARY SECONDARY PRIMARY SECONDARY PRIMARY SECONDARY

12. 12
SYKES PURPOSE STATEMENT

13. 13
Behavior coaching to drive
customer loyalty
Improve First Time Effectiveness
Trend analysis (historical and predictive)
with root cause analysis/corrective action
Listen to what the customer says,
understand their needs and the
experience journey
Design the Journey
Operationalize
Acquire talent & train on how to meet
customer needs (active learning for
employee lifecycle)
SYKES
TECHNOLOGY
& DIGITAL
ASSISTANCE
SYKES TECHNOLOGY AND DIGITAL ASSISTANCE
Monitor Effectiveness

14. HOW TO CREATE RAVING FANS
DREW BLANCHARD, EVP FINANCIAL SERVICES, HEALTH CARE & INSURANCE
Treating the person’s
need first and the
problem statement
second drives loyalty.

15. 15
Drew Blanchard was appointed Executive Vice President,
Financial Services, Healthcare and Insurance of Sykes
Enterprises, Incorporated in November 2014. In this role, Mr.
Blanchard is responsible for developing and executing the overall
sales and client account management strategies for the financial
services, healthcare, and products verticals. He is also focused on
building and enhancing all aspects of the roles and responsibilities
within and across each of these verticals.
Learn more about SYKES: www.sykes.com
Click here to read the blog post:
Executive Vice President, Financial Services, Healthcare and Insurance of Sykes Enterprises, Incorporated
DREW BLANCHARD
Simplicity: The Art of Turning Customers into Raving Fans