Multi-Unit Franchisee Magazine Issue III, 2017 - Page 80

CustomerService B Y JOHN DIJULIUS Who’s Better, Who’s Right? Why customer perceptions differ radically from our own B ain & Company asked leaders of 362 companies if they felt their companies delivered su- perior customer service. Eighty percent believed that the service they provided was indeed superior. What these companies didn’t know was that, at the same time, Bain was sur- veying more than 3,000 customers, asking them if they felt they received superior customer service. Only 8 percent of customers surveyed described their experience as superior. How can 80 percent of the companies think they are providing superior service, but only 8 percent of their customers agree with them? You are in the customer perception business. So who’s right? The customer! Businesses need to know that they are in the customer perception business. Think about your own experiences as a cust ½µ•È°)©ÕÍЁ¥¸Ñ¡”Á…ÍЁݕ•¬¸!½Ü½™Ñ•¸‘¥å½Ô)•áÁ•É¥•¹”•á•ÁÑ¥½¹…°ÕÍѽµ•ÈÍ•ÉÙ¥”°)Ñ¡”­¥¹½˜Í•ÉÙ¥”Ý¡•É”å½ÔÝ…¹ÐÑ¼)Í¡…É”å½Õȁ•áÁ•É¥•¹”Ý¥Ñ ½Ñ¡•É́…¹)‰É¥¹œ¥Ð‰…¬Ñ¼Ý½É¬…́…¸•á…µÁ±”½˜„)ÍÕÁ•É¥½È…ÁÁɽ… ü%́¥Ð½¹”½ÕЁ½˜•Ù•Éä(ÄÀ•áÁ•É¥•¹•Ìü=ȁ¥Ì¥Ð½¹”½ÕЁ½˜•Ù•Éä(ÈÀüQ¡”Í…ÑÉÕÑ ¥ÌÑ¡…Ёѡ”µ…©½É¥Ñ䁽˜)‰ÕÍ¥¹•Í͕́Ʌ¹¬Ñ¡•¥ÈÕÍѽµ•ÈÍ•ÉÙ¥”)Í¥¹¥™¥…¹Ñ±ä¡¥¡•ÈÑ¡…¸Ñ¡•¥ÈÕÍѽ´´)•É́Ʌ¹¬¥Ð¸)Q¡”µ¥±±¥½¸µ‘½±±…ȁÅՕÍÑ¥½¸)]¡ä¥ÌÑ¡•É”ÍՍ „¡Õ”…À‰•Ñݕ•¸)Ý¡…Ё‰ÕÍ¥¹•Í͕́ѡ¥¹¬Ñ¡•äÁɽ٥‘”¥¸)ÕÍѽµ•È•áÁ•É¥•¹”…¹Ý¡…Ёѡ•¥ÈÕÌ´)ѽµ•É́ѡ¥¹¬üe½Ô…¸ÍÁ•¹¡½ÕÉ́½¸Ñ¡¥Ì)ÅՕÍÑ¥½¸…±½¹”Ý¥Ñ å½Õȁµ…¹…•µ•¹Ð)ѕ…µÌ°…¹Ñ¡”‘¥ÍÕÍÍ¥½¹Ì…¹Ñ…­•…Ý…åÌ)…ɽչÑ¡¥ÌÝ½Õ±‰”¥¹É•‘¥‰±äÙ…±Õ…‰±”¸)½»ŠeЁ…ͬÑ¡”ÕÍѽµ•É́ݡ…Ёѡ•äÝ…¹Ðì)¥Ù”Ñ¡•´Ý¡…Ёѡ•ä…»ŠeЁ±¥Ù”Ý¥Ñ¡½Õи)1•…ɹ¥¹œ™É½´½ÕȁÕÍѽµ•É́¥ÌÉ¥Ñ¥…°Ñ¼)‰Õ¥±‘¥¹œÑ¡”•áÁ•É¥•¹”Ý”‘•±¥Ù•È¸5…¹ä)½µÁ…¹¥•Ì‘¼„™…¥É±ä½½©½ˆµ•…ÍÕÉ¥¹œ)Ñ¡•¥ÈÕÍѽµ•ÉϊdÍ…ѥ͙…Ñ¥½¸Ñ¡É½Õ Ñ¡•¥È)½Ý¸‘•Ù¥•Ì½È¡…Ù”½ÕÑÍ¥‘”½µÁ…¹¥•Ì(Üà$)5U1Q$µU9%PI9 !%M%LLU%%$°€ÈÀÄÜ)ɕ…±±ä…¸¡…Ù”å½ÕȁMхɉՍ­Ìµ…‘”½Ù•È(àÀ°ÀÀÀÝ…å̤¸9½ÈÝ½Õ±Í½µ•½¹”¡…Ù”)ͅ¥°ƒŠq$Ý½Õ±±¥­”Ñ¼‰”…‰±”Ñ¼¡…¹œ½ÕÐ)¡•É”™½È„½ÕÁ±”½˜¡½ÕÉÌ»Šte½ÔÝ½Õ±‘»ŠeÐ)¡…Ù”¡•…ɐ…¹ä½˜Ñ¡½Í”¥‘•…́™É½´ÕÌ´)ѽµ•È™½ṌÉ½ÕÁÌ°Ý¡¥ µ•…¹ÌÝ”)Áɽ‰…‰±äÝ½Õ±¹½Ð¡…Ù”•¹‘•ÕÀÝ¥Ñ )MхɉՍ­ÏŠQ©ÕÍЁѡ”Í…µ”Ý…äÝ”Ý½Õ±‘»ŠeÐ)¡…Ù”•¹‘•ÕÀÝ¥Ñ Ñ¡”¥A¡½¹”½Èµ„´)齸¸ ÕÍѽµ•É́…¸½¹±äÑ¡¥¹¬¥¸Ñ•ÉµÌ)½˜Ý¡…Ёѡ•ä¡…Ù”Áɕ٥½Õͱ䁕áÁ•É¥•¹•°)…¹Ñ¡…Ё¥ÌÑåÁ¥…±±ä¹½ÐÉ•Ù½±ÕÑ¥½¹…Éä¸)Q¡”µ¥±±¥½¸µ‘½±±…ȁ…¹ÍݕÈ)½±±•Ñ¥¹œÑ¡¥Ì‘…Ñ„¸$…É•”Ñ¡¥Ì¹••‘Ì)Ѽ‰”‘½¹”¸!½Ý•Ù•È°½¸Ñ¡”™±¥ÀÍ¥‘”°)å½Ô…»ŠeЁ…ͬÑ¡”ÕÍѽµ•É́ݡ…Ёѡ•ä)݅¹ÓŠQå½Ô¡…Ù”Ñ¼¥Ù”Ñ¡•´Ý¡…Ёѡ•ä)…»ŠeЁ±¥Ù”Ý¥Ñ¡½ÕиQ¡¥¹¬…‰½ÕЁ…±°Ñ¡”)½µÁ…¹¥•ÌÑ¡…Ё¡…Ù”É•Ù½±ÕÑ¥½¹¥é•Ñ¡•¥È)¥¹‘ÕÍÑÉ¥•Ì°‰É½­•¸Ñ¡”½±Á…É…‘¥´°…¹)ÑÕɹ••Ù•ÉåÑ¡¥¹œ½¸¥Ñ́¡•…èi…ÁÁ½Ì°)µ…齸°MхɉՍ­Ì°M½ÕѡݕÍЁ¥É±¥¹•Ì°)U‰•È°…¹ÁÁ±”¸Q¡•ä‘¥‘»ŠeЁ¥µÁɽٔ)½¸Ý¡…Ё•Ù•Éå½¹”•±Í”Ý…́‘½¥¹ŸŠQÑ¡•ä)½µÁ±•Ñ•±äÑɅ¹Í™½Éµ•Ñ¡”Ý…䁥Ё݅Ì)‰•¥¹œ‘½¹”¸)1•ÓŠéÁɕѕ¹¥Ð¥ÌÑ¡”€ÄäÜÁ́…¹Ý”)‰É½Õ¡Ð„Íµ…±°É½ÕÀ½˜½™™•”‘É¥¹¬´)•É́ѽ•Ñ¡•È…¹…Í­•Ñ¡•´Ý¡…Ёѡ•ä)ݽձ±¥­”¥¸„½™™•”µ‘É¥¹­¥¹œ•áÁ•É¤´)•¹”¸Q¡•äÝ½Õ±¡…Ù”±½½­•…ЁṌ…Ì)¥˜Ý”¡…Ñݼ¡•…‘́…¹Í…¥°ƒŠq½™™•”´)‘É¥¹­¥¹œÝ¡…ÐüQ¡•É”…É”ÑݼÝ…ǻѼ)¡…Ù”å½Õȁ½™™•”èÝ¥Ñ ½ÈÝ¥Ñ¡½ÕЁÉ•…´°)…¹Ý¥Ñ ½ÈÝ¥Ñ¡½ÕЁÍ՝…È°™½È€Èԁ•¹Ñ̸)]¡…Ё•áÁ•É¥•¹”ÿŠt¹Ñ¡•äÝ½Õ±¡…Ù”)‰••¸É¥¡Ð¸9½Ð½¹”Ý½Õ±¡…Ù”É…¥Í•)Ñ¡•¥È¡…¹…¹Í…¥°ƒŠq$Ý½Õ±±¥­”Ñ¼‰”)…‰±”Ñ¼ÍÁ•¹€ÄÀÑ¼€ÈÀÑ¥µ•Ì…́µÕ »Št)e½ÔÁɽ‰…‰±äÝ½Õ±‘»ŠeЁ¡…Ù”¡•…ɐ°+Šq$Ý½Õ±±¥­”Ñ¼‰”…‰±”Ñ¼½É‘•È¥Ð½Ù•È(àÀ°ÀÀÀ‘¥™™•É•¹ÐÝ…ǻ…¹•Ð¥Ð»Št€¡e½Ô)!•É”¥ÌÑ¡”É•…°…¹ÍݕȁѼÝ¡äÝ”€¡Ñ¡”)‰ÕÍ¥¹•Í̽•µÁ±½å••Ì¤™••°Ý”‘•±¥Ù•ÈÕÌ´)ѽµ•ÈÍ•ÉÙ¥”Í¼µÕ ‰•Ñѕȁѡ…¸½ÕÈ)ÕÍѽµ•É́Á•É•¥Ù”èÝ”…É”¹½Ð¥¸½ÕÈ)ÕÍѽµ•ÉϊdÍ¡½•Ì¸Q¡”Ù…ÍЁµ…©½É¥Ñ䁽˜)ÕÍѽµ•Èµ™…¥¹œ•µÁ±½å••Ì…¹¹½ÐÉ•±…Ñ”)ѼÑ¡•¥ÈÕÍѽµ•É̸5…¹äÑ¥µ•ÌÑ¡•äµ…ä)¡…Ù”±¥Ñѱ”¥¸½µµ½¸Ý¥Ñ Ñ¡•¥ÈÕÌ´)ѽµ•É̸Q¡•äµ¥¡Ð‰”½˜„‘¥™™•É•¹Ð)•¹•É…Ñ¥½¸°ÅՅ±¥Ñ䁽˜±¥™”°½Èµ½ÍÐ)½˜…±°°¹•Ù•È‰••¸„ÕÍѽµ•È½˜Ñ¡”)Áɽ‘ՍЁ½ÈÍ•ÉÙ¥”Ñ¡•ä…É”Í•±±¥¹œ¸)]”‘¼¹½ÐÉ•±…Ñ”Ñ¼Ñ¡•¥ÈÉ•…±¥Ñ丁]”)…É”¹½Ð…¹¡…Ù”¹•Ù•È‰••¸Ñ¡•´¸)¹¥˜å½Ô…»ŠeЁɕ±…Ñ”Ñ¼Í½µ•½¹”•±Í—ŠeÌ)Í¥ÑՅѥ½¸½È¥ÉÕµÍх¹•Ì°¥Ð¥Ì¥µÁ½ÍÍ¥‰±”)Ѽ¡…Ù”…¹ä­¥¹½˜•µÁ…Ñ¡äÝ¥Ñ Ñ¡•´¸)]¥Ñ¡½ÕЁ•µÁ…ѡ䰁å½Ô±…¬½µÁ…ÍÍ¥½¸)…¹É•…Ñ¥Ù¥Ñä¸)]…±¬¥¸Ñ¡”ÕÍѽµ•ËŠé͡½•Ì)]½É±µ±…Í͕́ÉÙ¥”½É…¹¥é…Ñ¥½¹ÌÑ•… )Ñ¡•¥È•µÁ±½å••ÌÑ¼Ù¥•ÜÑ¡¥¹Ì™É½´Ñ¡”)ÕÍѽµ•ÉϊdÁ•ÉÍÁ•Ñ¥Ù”¸I•µ•µ‰•È°µ…¹ä)•µÁ±½å••Ì¡…Ù”¹•Ù•È‰••¸Ñ¡•¥È½Ý¸)ÕÍѽµ•È°¡…Ù”¹•Ù•È¹••‘•Ñ¡”Í•ÉÙ¥•Ì)…¹Áɽ‘ՍÑ́ѡ•¥È½µÁ…¹äÁɽ٥‘•Ì°…¹)…¹¹½Ð½µÁɕ¡•¹Ý¡…Ёѡ”ÕÍѽµ•ËŠeÌ)µ¥¹‘͕Ё¥Ì¸Q¡•É•™½É”°Ñ¡•ä‘¼¹½ÐÉ•±…Ñ”)ݕ±°…¹™¥¹¥Ð‘¥™™¥Õ±ÐÑ¼•µÁ…Ñ¡¥é”°‰”)½µÁ…ÍÍ¥½¹…Ñ”°…¹…¹Ñ¥¥Á…Ñ”ÕÍѽµ•Éϊd)¹••‘ÏŠQ…±°­•äÑ¼‘•±¥Ù•É¥¹œÑ¡”•áÁ•É¤´)•¹”€àÀÁ•É•¹Ð½˜½µÁ…¹¥•Ì‰•±¥•Ù”)Ñ¡•äÁɽ٥‘”¸))½¡¸H¸¥)Õ±¥Ṍ%%$°…Ô´)Ñ¡½È½˜Q¡” ÕÍѽµ•ÈM•È´)Ù¥”I•Ù½±ÕÑ¥½¸°¥ÌÁɕͥ‘•¹Ð)½˜Q¡”¥)Õ±¥ṌɽÕÀ°„ÕÌ´)ѽµ•ÈÍ•ÉÙ¥”½¹Íձѥ¹œ™¥É´)Ñ¡…Ёݽɭ́ݥѠ½µÁ…¹¥•Ì)¥¹±Õ‘¥¹œMхɉՍ­Ì° ¡¥¬´)™¥°µ°I¥Ñèµ …ɱѽ¸°9•Íѱ”°AÝ °1•áÕÌ°…¹)µ…¹äµ½É”¸ ½¹Ñ…Ð¡¥´…ЀÈÄØ´àÌä´ÄÐÌÀ)½È¥¹™½Ñ¡•‘¥©Õ±¥Õ͝ɽÕÀ¹½´