Seminar of "guru of customer service" John Tschohl under program “Service: Leaders’ New Strategy”
Seminar of "guru of customer service" John Tschohl under program “Service: Leaders’ New Strategy”
On the 24-25th of April 2010 business consultant in the sphere of customer service John Tschohl gave a seminar for employees and partners of Armtek association.
Year by year the problem of customer loyalty improvement takes on an increasingly greater significance. This is not by accident since in the context of established goods and service market companies experience hardships with customer enhancement. On this occasion an old task “How to attract a customer” is replaced by a new one – “How to retain a customer”.
Researches conducted in business environment of the USA and Europe showed that attraction of a new customer costs five times more, than steps to retain him. Findings of researches made by American Consumers’ Association showed that creation of a high quality system of customer service allows increasing companies’ profitability by 25% at an average. Why is it so:
• Every unhappy customer tells about his negative experience to ten people at an average
• A happy customer reports a positive opinion to 5 people at an average.
• Attraction of a new customer costs at an average 5 times more, than retention of the existing one.
• 19 of 20 unhappy customers do not complaint of bad service. 14 of 20 simply leave and never come back again.
• From 54% to 70% of unhappy customers become loyal to the company, if their complaints were treated with due attention.
• If a complaint was responded promptly, this figure growths to 95%.
• Customers are ready to pay more, if they are provided with better service.
A top priority of the world leading companies in the 21st century is the CUSTOMER: his goals, satisfaction, needs, etc. Modern business is familiar to and effectively employs the latest advances in the sphere of information technologies: call-centers, CRM-systems, Internet and other high-efficiency means that enable establishment of feedback from the customer and improvement of mutual understanding. However, when a company lacks customer strategy and corporate culture, focused at provision of high quality service level, all investments in the above tools will not lead to a tangible result. The process of creation of a customer-driven organization is complicated and world leading companies resort to experience of leading business consultants.
A founder of consulting company Service Quality Institute John Tschohl (USA) is one of them. He is the world most well-known and popular specialist in the sphere of creation of customer-driven companies. Service is Tschohl’s object of thorough investigation. Service is a strategy of company work for the customer’s benefit, it is a pearl of an organization that attracts money of regular customers, motivates staff, saves on promotion and leaves competitors trailing far behind.
John Tschohl is an author of numerous books. Two of his books were translated in Russian: «Loyal for life: How to Take Unhappy Customers from Hell to Heaven in 60 Seconds or Less» and «Achieving Excellence Through Customer Service». The latter has been a best-seller for many years both in Russia and overseas.
Tschohl’s seminars are grounded on his experience. The business consultant has a few programs in his arsenal, but the basic one and the most popular is the program “Service: Leaders’ New Strategy”.
The seminar, given in Minsk and Moscow, was built of four modules. The first part was devoted to criteria of customer service and main components of service strategy. The speaker also exploded myths that: money reward makes employees’ work more effective; large number of employees is of great value; people will provide quality service, because you tell them to do so; every employee is empowered. The second part of the seminar was focused on points of creation of customer-driven strategy, its principles and values. In the third part of the seminar modern technologies of customer loyalty enhancement, staff training and motivation were under consideration. 
In the final fourth part John Tschohl shared his experience of how to save relationships with a customer, if a mistake has already been made.
A lot of world corporations seek Tschohl's advice on how to create a competitive advantage based on trust and loyalty of customers. Such companies asê Dell Computers, Wal Mart, Commerce-bank, General Electric, Amazon, 3M, Miller Brewing, Kodak, FedEx, Disney, Nordstrom are the consultant’s clients.
John Tschohl has an experience of consulting Russian companies as well. In 2007 giants of Russian business were honoured with his consultations: leaders of cell retail «Svyaznoy» and «Euroset», a leading player of financial market «Sberbank Rossii» and a leader of construction sector «MiraxGroup». The seminars were organized by Russian consulting company “Business Training Russia”.
