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Spreading Contagious EnthusiasmTM |
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In This Issue:
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November 2006
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Quotations of the Month
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Filming the "Johnny" Movie
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Idea of the Month--Customer Retention Strategies
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New Book to be Released in January
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"A man's suffering is similar to the behavior of gas. If a certain quantity of gas is pumped into an empty chamber, it will fill the chamber completely and evenly, no matter how big the chamber. Thus suffering completely fills the human soul and conscious mind, no matter whether the suffering is great or little. Therefore, the size of human suffering is absolutely relative."
Victor Frankl
"Man's Search for Meaning"
"Empathy feels these thoughts: your hurt is in my heart, your loss is in my prayers, your sorrow is in my soul, and your tears are in my eyes."
William Arthur Ward
"Tears are often the telescope through which men see into Heaven.""
Anonymous
"The most important gifts are the gifts of the heart."
O. Henry, "The Gift of the Magi"
"Be kind and merciful. Let no one ever come to you without coming away better and happier."
Mother Teresa
"The effects of kindness are not always seen immediately.
Sometimes it takes years until your kindness will pay off.
Sometimes you never see the fruits of your labors,
but they are there, deep inside the soul of the one
you touched."
Dan Kelly
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MAY YOU ALL HAVE A BLESSED AND JOYFUL THANKSGIVING. If your heart is heavy, make a list of all the people whom you love. That has helped me through many difficult holiday times.
Travel:
It has been a wonderful but hectic fall with lots of travel and many new, precious clients and friends. I have traveled to Ireland, flown at least eight times across the country from California to Rhode Island, and have had special visits with my children in Portland, my aunt and uncle in San Diego, and an old friend from Illinois in Pennsylvania. I was blessed to attend the Veteran Speakers Retreat in Virginia in October with many legends of the speaking industry as well as the Board of Directors annual meeting for Ken Blanchard's "Lead Like Jesus" ministry in Dallas. One of the highlights of the fall was a trip to Des Moines, Iowa, to film a movie about Johnny the Bagger which you will read more about below. Another highlight was staying at the famous and elegant old Biltmore Hotel in Coral Gables, Florida, when I spoke to a large law firm there.
New Books:
In the past three months, I have completed all the final permissions, page proofs and details for three new books, all of which will be available after the first of the year:
* "The Simple Truths of Appreciation - How One Person Can Make a Difference" ($14.95, Simple Truths);
* "What Can I Do? Ideas to Help Those Who Have Experienced Loss "($13.99, Augsburg Fortress); and
* " CARE Packages for Your Customers - An Idea a Week for Customer Service" ($14.95, McGraw-Hill).
We are taking pre-publication orders on all three of these books at www.barbaraglanz.com/products.
First Speaker to Speak on all Seven Continents:
I am busy preparing for my exciting trip to Antarctica in January when I will be the first speaker on record to speak on all seven continents. We will fly to Buenos Aires for three days where we will take a Tango workshop (NOT preparation for "Dancing with the Stars!" ;-). Then we fly to Ushuaia, the southernmost point in South America, where we board the boat for the cruise which is sponsored by the University of Kansas. The ship will travel to a number of the surrounding islands as well as the coast of Antarctica where we will see Shackleton's grave. After 10 days at sea, we will return to Buenos Aires and then fly on for three days to Iguazu Falls. It is in the heart of the jungle on the border between Argentina and Brazil and has 275 spectacular waterfalls. We return home on January 29.
We are allowed only two bags of 30 pounds each, so especially for me, the over-prepared traveler, this will be quite a feat, particularly since we are going from the Antarctic to the rain forest! We have been asked to bring waterproof pants and knee high rubber boots because the penguin guano can be a foot deep in places where we will land. After the zodiacs return us to the ship, they will hose us off! The tour supplies each person with bright orange parkas, so that at least will save a great deal of packing space. Everyone I have talked with has loved this trip, and they say the wildlife and scenery is absolutely amazing. I will tell you all about it in my February newsletter.
Holiday Plans:
I will be spending the Thanksgiving holiday with my son and daughter-in-love and their children, Gavin and Kinsey, in Sammamish, Washington, a suburb of Seattle. At this time, I have no scheduled speaking dates in December, so I will be able to get my life better organized, finish up some projects, and enjoy my friends and the beach. My daughters, Gretchen and Erin, my son-in-love, Randy, and my newest little grandbaby, Owen, will be coming for a week at Christmas. The baby will be 16 months old, so I am going to have to really "baby proof" my condo! ;-) I am really looking forward to having them with me. For all of us, the holidays are truly about making memories. May yours be overflowing with blessings.
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WHERE IS BARBARA?
OCTOBER
5-8 Veteran Speakers Retreat, Maryland
9 Kinecta, Long Beach, CA
11 Swarovski, Providence, RI
12 Kirlins Hallmark, Quincy, IL
14 Scene Magazine Women's Conference, Sarasota, FL
17 Honda, Portland, OR
21 Hold, Brooks International, Women's Health Fair, University of Maryland
25 Willow Grove Bank, Plymouth, PA
NOVEMBER
2 Arizona State University Customer Service Symposium, Phoenix, AZ
Hold, AVNET, Phoenix, AZ
7 Hold, Hyperion, Cancun, Mexico
8 Jackson Lewis Women's Conference, Coral Gables, FL
9 Verizon Wireless, Tampa, FL
11 Kaiser Permanente Interregional Symposium, Newport Beach, CA
12-15 San Diego, CA
21- 27 Seattle, WA
JANUARY
10-12 Buenos Aires, Argentina
13-24 Antartica
25-29 Iguazu Falls, Brazil
30 Manatee Chamber of Commerce, Bradenton, FL
FEBRUARY
9-11 National Speakers Association Winter Workshop, Denver, CO
12- 16 Hold, Payless Shoes
19 Hold, Armbrust Aviation, Orlando, FL
20 Hold, State of Michigan, Lansing, MI
28 Hold, Hilton Hotels, La Quinta, CA
MARCH
3 - 7 Hold, IMAC, Anna Maria Island, FL
8 Kinecta Federal Credit Union, Long Beach, CA
9-10 Guideposts Conference, Newport Beach, CA
20 Hold, Society for Human Resource Management, Ocala, FL
30 Texas Association of Counties, Kerrville, TX
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In January the Vice President of Sales from Vision Point in Des Moines, Iowa, called me to ask if they could make a movie and discussion guide based on the "Johnny" story. He said they had been looking for a project with "heart" for two years, and this was it! They have done video-based programs for years with experts like Ken Blanchard, Jack Zenger, Tony Jeary, etc., so I was honored to have them create a program based on my signature story and my book, "Building Customer Loyalty - How YOU Can Help Keep Customers Returning," which was the program the real Johnny heard that inspired him to put thoughts for the day in everyone's grocery bags.
After approving the final script which was developed over several months, I flew to Des Moines on September 22 for the filming. The rest of the cast had been filming the whole week at night, but I was just there for two days to film my part in the dramatization. Actors were hired from all over the country to fill the parts in the story.
When I arrived in the late afternoon, Candace met me and drove me immediately to the Vision Point offices where I was greeted by the whole company with applause and a standing ovation. I spent an hour talking with them about "Johnny," my work with organizations, and ideas for the new product. There was so much positive energy in that room - I can hardly wait to see the finished product!
The next morning I got up at 4:00 am and was picked up to film my ending piece at Dahl's Grocery Store before it opened. When I arrived, I met the young man who was playing Johnny and his family for the first time. God has been so involved in this project from the very beginning - from my graphic artist and daughter's best friend, Marri Beth Serritella, who lives in Portland, Oregon, sending a copy of "The Simple Truths of Service" to Vision Point, thinking it would be a good addition to their catalog which she and her husband design - to this young man's name being Garrett, which is my son's name.
When I walked in, "Johnny" (Garrett) was singing the chorus of "A Little Something More," the song my friend, David Roth, an amazing singer/songwriter, wrote about the Johnny story. Garrett's mother shared that they had bought David's CD over a year before, and Garrett had been singing the song ever since. When he auditioned for the part, they had NO IDEA that it was to play Johnny, the bagger! He did an amazing job in every scene, and even more touching was that this was his first paying job so could be the beginning of a wonderful career. He is just 17 years old and of course, a person of Down Syndrome.
Later that morning I had a two hour meeting with the marketing team, planning all sorts of ideas of how to market the DVD product as well as ancillary items to create. Then I spent nearly two hours with a professional photographer doing head and action shots for the promo materials. That afternoon I worked on email and tried to rest for a couple of hours.
At 8:00 pm I was picked up for the filming of my scene where I am presenting the workshop the real Johnny heard. The setting was the Iowa Historical Society Building. There were about 30 people there to be "the audience," plus the regular cast members. They had made large copies of the posters which my daughter, Erin, created to use as background for the presentation. (I usually use these on the walls around the room or ballroom to create an atmosphere of creativity and joyfulness.) One of the ancillary products Vision Point is creating is a touching three minute meeting opener called "Service from the Heart," based on the quotations on these posters.
This was an amazing experience, especially since I have never done a movie before. We did at least 10-12 takes of my part - some from a distance, some from different angles, some close-ups, some showing the audience reaction, etc. I have done lots of TV before, but that has been mostly live, so I have never done all these "takes." We must have filmed the "leaving" scene over 30 times - I can't wait to see how it actually turns out. At one time during the night, I stood on the stage in high heels for 5 hours... I now have much more empathy for movie actors! ;-)
We filmed until about 3:00 am and before they all left, I told them the "real" Johnny story because the extras had no idea what the whole story was. After everyone left, I did an interview (at 3:45 am!) about the universality of the story and some of my experiences with audiences and individuals who have been touched by it. I was so tired I am not sure how it will turn out - I had been up for 24 hours straight, and my body does not do that very well these days!
How BLESSED I feel to be working with these wonderful people to create a product that will not only reinforce all the speaking and training I have done but will also bring new hope to many other clients all over the world. As I tell my audiences worldwide, "If little Johnny can make the people around him feel special by adding his personal touch to his work, there is no reason why all of us, no matter what our jobs are, can't do it!"
The DVD and the meeting opener will be available in January. You can pre-order them through our website or by emailing us at bglanz@barbaraglanz.com. Both will be a wonderful follow-up or introduction to my speaking and training and will touch the hearts of everyone who sees them.
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Excerpted from "Building Customer Loyalty", by Barbara A. Glanz, McGraw-Hill, 1994.
CUSTOMER RETENTION STRATEGIES
To enhance your customers' experiences and help to keep them returning, keep these guidelines in mind:
1. Regular and creative communication--Communicate with your customers in ways that will make them sit up and take notice, not just throw the newsletter or brochure in the wastebasket or delete the email. Scrutinize each of your communications for customer friendliness - "How does it make the customer FEEL?" Communicate with customers in person and by telephone on a regular basis as well, following up with them and uncovering problems before they become big issues. Many insurance customers, for instance, only hear from their agents when it is time to renew their policies--and even then perhaps only through the mail. If we remember what creates customer loyalty, we can realize how important customer service through regular communication and the personal touch is in achieving customer retention. Here are some examples of creative communication:
* Dr. Jeff Alexander, owner of a children's dental practice in California called "The Youthful Tooth," sends every new patient a letter describing what will happen when they come to his office. He says, "Imagine how important a 5 year old feels getting a personal letter!" Instead of appointment cards, the children get tickets -- "There is a seat reserved for _________" with the time and date.
* A bank in Wheaton, Illinois, is currently perfecting an imaging system especially for personal and relationship bankers. This system allows them to write a personal message on their customers' monthly statements as well as add their picture, a cartoon, or a graphic. These are changeable every month.
* At Carolina Telephone in Tarborough, North Carolina, they have created an insert to place with the customer's bill. It thanks them for being a customer and also provides them with a number to call to give suggestions on how the company can serve them in even better ways.
* The MassMutual Pension Division in Springfield, Massachusetts, has a "Keep in Touch" program. It encourages employees to "just call a customer" simply to say hello and to inquire about the quality of the service they've received. What a wonderful way to surprise their customers and to make them feel important!
* After a recent purchase at the Saks Fifth Avenue store in Oak Brook, Illinois, I received a handwritten thank you note from the salesperson stating, "I hope you will be happy with your new outfit. Have a wonderful time on your upcoming trip. I look forward to helping you in the future."
* "Communications between an insurance company and its agents are usually weighted heavily on the business side of the scale, " said Liz Frenette of Vision Financial Corporation in Keene, New Hampshire. In an effort to share both good news and the human level with its customers, the company purchased small jugs of New Hampshire maple syrup to mail in celebration of customer successes.
What are some creative ways you can communicate regularly with your customers?
2. Service guarantees--These become a way of differentiating or making famous a delivery system that is already performing at a high level. These guarantees tell a customer that the organization is so sure of its core service and the delivery of that core service that they are willing to be put to the test by the customer. Leonard Barry of Texas A&M University says service guarantees carry a double message, both to customers ("Our service is so great we can guarantee it!") and to employees ("We must deliver what we have guaranteed!") Suburban Hospital in Hinsdale, Illinois, has a powerful service guarantee. The outside marquis announces their new Emergency Room Service Guarantee: "If you are not seen by a professional in 15 minutes, your visit is free!"
Does your organization or work unit have a service guarantee? If not, is there something you do well enough to risk guaranteeing it? That sends positive messages about your core service to both customers and employees.
3. Frequency marketing--Giving special rewards or treatment to your best customers, those who buy your product a lot or use your service at a high rate, increases customer retention. Consider, for example, the credit cards that give you one airline mile for each dollar spent. Many people pay all their bills and even college tuition using that card, just so they can get the miles! Also, when as a frequent flyer, you have built up enough miles to qualify for extra bonuses, you make it a point to choose that airline over others because of the extra perks. Even small businesses can reward loyal customers. At a pizza shop, every tenth pizza you buy is free, or in another office supply store after you have spent a certain amount with them, your next purchase is reduced by 15%.
Can you think of a special reward you could suggest for your best customers?
4. Personalized service--Designing service to make it seem personal for smaller segments of your customer population or even down to one-on-one service creates customer loyalty. Some organizations have special services and programs for parents, for retired persons, and for students. This makes each group feel special and that their particular needs are being considered by the organization. Nordstrom encourages customers to find a personal service person in each department he or she visits frequently. That person gets to know you, your needs, your taste and size and will often make special calls when he or she gets in new merchandise that he or she thinks you might like. This practice saves customers' time, makes them feel special, and helps customers, the employee, AND the store. Other organizations assign a group of customers to one specific customer service rep so that you are able to talk with the same person each time you call. This helps to create a relationship.
Can you think of ways you might be able to personalize the service in your organization?
5. Customer education--Training and educating your customers will help increase customer retention. Teaching them to use your products and services in the most beneficial way makes customers feel proud and valued. Your organization can do this by offering classes and seminars, videotapes, or even one-on-one instruction. My husband was loyal to the local Village Hardware store because the employees there were always willing to spend as much time as he needed to learn about the task he was trying to master.
What might you do in your organization to educate your customers?
6. Partnering--Partnering with a customer is like a marriage, a relationship that lasts and grows. It used to be that we "dated" a customer, lots of wining, dancing, and dining, and the relationship ended when the sale was made. Today, however, our customers want ongoing relationships. We can create those ongoing relationships by sharing our resources and our experiences, unrelated to advancing the sale but rather to being the best organizations we can be. A big part of my job as a speaker ands consultant is to be a resource to our customers. They call me for creative training ideas, for ways to keep customer service skills alive in their organizations, for books to read and courses to take, for other customers who have similar situations, and even for travel advice. I, in turn, learn from them and their unique organizations. We are truly partners!
Do you think of your customers as your "partners"?
7. Interviewing customers who leave--Customers who defect to the competition can tell you exactly what parts of the business you must improve. They can provide a view of the business that is unavailable to those on the inside. One reason to find customers who are leaving is to try to win them back. For example, a credit card company, has a customer-defection "swat" team staffed by some of the organization's best telemarketers. When customers cancel their credit cards, the swat team tries to convince them to stay.
However, the more important reason for finding defectors is for the insight they provide. Many banks conduct "Exit Interviews" with customers who choose to close their accounts. Not only do these interviews give them a chance to recover with the customer, but they also uncover valuable information. Remember that many (94 to 96%) of our unhappy customers don't bother to complain; they simply leave. So, whatever caused one individual to defect may cause many others to follow. The idea is to use defections as an early warning signal--to learn from those who leave why they left the company and to use that information to improve the business.
Conduct an exit interview with a customer who has left your organization. Write up what you find out and share it with your supervisor or manager.
8. Extraordinary Recovery--The ability to fix customer problems and organizational mistakes with artistry and pizazz can often overcome any dissatisfaction the customer may have with your organization. Another Idea of the Month will deal with handling customer complaints in a positive, memorable way.
© Barbara Glanz Communications, Inc. 2006. All Rights Reserved.
BARBARA GLANZ BIO - 2006
Barbara Glanz, one of fewer than 500 Certified Speaking Professionals worldwide, works with organizations that want to improve morale, retention, and service. Using her Master's degree in Adult Learning, she has spoken on 7 continents and in all 50 states in the past ten years to organizations as diverse as Nordstrom, Honda, the National Association for Employee Recognition, Southwest Airlines, USAA, and the Singapore Security Police! Since 1997 she has been one of the top rated speakers at the SHRM annual conference, and she lives and breathes her personal motto, "Spreading Contagious EnthusiasmTM." One of her newest books is co-authored with Ken Blanchard, "The Simple Truths of Service," but her most exciting claim to fame is that she directed David Hasselhoff of "Knight Rider" and "Baywatch" fame in his first high school play!
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How can anyone truly help someone who has experienced a loss? This book is a collection of simple, concrete ideas gathered directly from those who have experienced suffering and loss, ideas of things that helped them feel cared for and comforted.
Barbara Glanz knows grief from personal experience. Her son died at a very young age and her husband of many years died recently. Although the ideas in the book come primarily from people who have lost a loved one, most of the ideas are applicable to any kind of loss: the loss of a job, a divorce, the loss of a relationship, the loss of a pet, the loss of health, a move, or desertion.
Written for the person who wants to HELP the one who is grieving, this book is filled with immediately practical ideas as well as long term, specific ways to help someone move from grieving to growth, and eventually to cherishing memories.
Publisher: Augsburg Fortress
Price: $13.99 / CAN $16.99
The book will be available in January. To order a pre-publication copy, email us at bglanz@barbaraglanz.com or go to our website.
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© Barbara Glanz Communications, Inc. 2006. All Rights Reserved.
Permission is granted to reproduce or forward this newsletter with copyright and contact information intact. If you are receiving this as a forward and would like your own no-cost, no-obligation subscription, enroll at www.BarbaraGlanz.com or write SUBSCRIBE in the subject of an email to: bglanz@barbaraglanz.com. To stop receiving it, write UNSUBSCRIBE in the subject line.Â
Back to www.barbaraglanz.com.
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