Naples Daily News
On the Move By Eagle staff May 4, 2005

Business “coach” Renée Kennedy-Edwards has broadened her Southwest Florida service area to include Marco Island.A former psychotherapist with a master’s degree in educational psychology, she also taught college-level business classes and developed business training materials for several top firms.

She believes her background in these two fields gives her a competitive advantage in working with businesses and individual clients.

The owner of Coaching 4 Success, Kennedy-Edwards said Southwest Florida is becoming prime territory for her services because of the influx of businesses to the area.

“It’s a matter of educating businesspeople here about what a coach is, and can do,” she said.

“In coaching, we focus primarily on the present and future and maintain a goal-oriented approach – much like a coach does in sports – helping already successful people become even more successful.”

When coaching companies, Kennedy-Edwards said she focuses heavily on their ability to maintain customer service – an area she became familiar with during 12 years of evaluating customer-service personnel in retail establishments for a national consulting firm.

She also concentrates on effective communication, assertiveness training, attitude adjustment, retaining quality employees and handling difficult customers.

Venues are optional, she said, and can be at the client’s place of business, the Coaching 4 Success offices (at the Riverview Corporate Center in Bonita Springs), the firm’s east-coast office in Fort Lauderdale, or any neutral venue such as a hotel.

Kennedy-Edwards said further services range from customized workshops tailored to specific company needs and interests, to group coaching, couple coaching and individual coaching.

She also can be a facilitator for business meetings or conferences.

Confidentiality is one of her key conditions, she said.

Call 948-8080.

Article – Listen Carefully
Expert advice on customer service and supervising staff.

Question:
It seems every business has its fair share of unhappy customers. What is the best way to deal with people who aren’t satisfied with the service they receive?

Answer:
One common mistake in the management of business is the lack of focus on the current customer or client. It’s more common for the focus to be on attracting new business accounts by investing in advertising and other marketing techniques. However, the total cost of attracting new business is five times more than the cost of keeping existing ones. While it is important to focus on the new accounts, it is more cost effective to sustain the existing ones. Effectively dealing with unhappy customers is one of the ways in which you can build a solid reputation for your business.

When a dissatisfied customer tells an average of 10-20 people about their negative experience, word spreads quickly and your reputation can instantly change. This becomes more detrimental in an area in which there is greater competition for your product or service, since up to 93 percent of unhappy customers will refuse to buy from a business again if they have a choice to bring their business elsewhere, with most customers not bothering to tell you their reasons for leaving. Customer feedback is essential in assessing satisfaction because fortunately, up to 95 percent of unhappy customers will give that business another chance if their complaints are handled effectively and quickly.

It’s important to properly train your staff in handling customer complaints appropriately to maintain your reputation and build upon your client base. The following points are imperative in properly servicing customer complaints:

• Allow the customer to vent and to be heard. Train your employees to acknowledge the customers’ feelings and frustration without getting emotionally involved. The employee needs to remain calm and objective in order to support the customer.
• Ask the customer how the company can make the situation better. This gives an employee a better idea of what the customer’s expectations are in resolving the matter. Don’t offer restitution until you hear what the customer wants. While it could be something outrageous that the client is seeking, it’s most often something that is easily resolvable. If the company offers something first, without listening to the client, the company may be providing more than what is actually needed to resolve the matter.
• After listening to the customer’s interests, try to offer at least two options that the client can choose from for restitution. This empowers the client and gives her a sense of control in the situation.
• If the particular employee cannot make the final decision in restitution, make sure he finds the person that can. The worst thing an employee can do is say that she can’t help the customer, leaving him stranded. The employee should take the responsibility and find the person, perhaps a manager, who will be able to resolve the complaint.
• Train your staff to view customer complaints as opportunities to showcase your quality service with your customers. By handling customer dissatisfaction effectively, you are increasing trust and credibility among your current clients and building upon a reputation that will set you apart from your competitors.

Article – Transitional Behavior
Transitional Behavior Experts answer questions about business changes and criticism of employees.

Question:

How can businesses effectively deal with major transitions such as a buyout or location change?

Answer:

Southwest Florida is growing so fast, many people are having difficulty adjusting to all the changes. While change can be good, it can be detrimental to a business if it isn’t handled with care.

A business experiencing a major transition faces several issues, the most important of which involve employees and customers. When a big change occurs, your employees are a key component in handling the transition effectively. If they trust the company and feel confident their jobs are not threatened, they will have a more positive outlook regarding the changes and will most likely pass this along to the customers.

Everyone fears change. It forces us to step outside our comfort zones into unfamiliar territory where risk is apparent. The more up-front and honest you are with your staff about the expectations and goals of the company and how it will affect their positions, the easier the transition will be.

Some businesses make the mistake of withholding information from their employees to prevent panic. But when small pieces of information leak out, rumors ignite and spread quickly.

This, in turn, breeds panic—and the negative energy finds its way to the customers. Customers may also panic when they discover a major change is happening at their regular place of business.They worry about how it will affect their lives.Will they have to drive farther to the new location? Will they
lose benefits as a loyal customer? Will they experience deficiencies in their current level of customer service? If the company changes ownership and loses its quality employees, clients may feel abandoned.

Follow the steps below to assist both employees and customers in effectively dealing with the transition.

• Provide as much information as possible about the transition. This helps limit the opportunities for rumors to propagate.
• Be honest and direct with your clientele and staff regarding the change. Customers and employees appreciate the truth, even if it is disappointing. It enhances trust and integrity.
• Retain quality employees. By keeping key staff, you build on a solid foundation. Loyal customers appreciate familiar faces.
• Train employees to handle customer concerns about the change. Clients need to know they will be taken care of. Employees may need to do some handholding to assist customers with the change.
• Evoke a positive environment surrounding the change. Throw a party, grand opening or ribbon-cutting to celebrate.

Modeling a positive outlook helps everyone feel more comfortable and excited about the transition.

It is especially important that the leaders of the organization express themselves in a positive manner. If management is negative, employees follow suit—and customers are likely to be next in line.

Article – Over the Top Column with the Fort Myers News-Press
Over the Top Column

The Over the Top column is dedicated to what we call “Over the Top” service as it relates to customers and clients. It is easy to pinpoint businesses that lack what it takes to please a customer. In fact, more people talk about the negative aspects of an experience than they do a positive one. We believe we need to bring attention to the things businesses do right in order to educate and enhance our community’s businesses as it relates to customers.

We are looking for your eyewitness accounts of “Over the Top” customer service in Bonita Springs. Help us showcase businesses that exceed your expectations in providing quality service. All types of businesses in Bonita Springs can be considered however, only customers may give a detailed account, employees and owners of the submitted business are not eligible.

Click here to nominate a business. Fill out the form and give your detailed eyewitness account of “Over the Top” customer service in Bonita Springs. All submissions will be reviewed for the possibility of inclusion in the “Over the Top” column in the Bonita Business Magazine of The News-Press.

August 2005 Article – Over the Top Customer Service
Over the Top Customer Service

What makes a business profitable? Aside from a myriad of factors related to profit, the most general and obvious one is: the customer. Customers feed businesses by purchasing their service or product, referring others to the business, and returning back to purchase again. Since customers are the life line to a company, they should be a primary focus when operating a business.

It isn’t enough to simply produce a quality product or service. Although this is necessary to instill customer commitment, it is only half of the challenge. The other half is servicing the customer in a way that produces such satisfaction that s/he wants to return again and feels confident in referring others to the business. Businesses that provide “over the top” service rise above the competition and multiply their customer base simply by providing a positive experience.

A negative customer experience that isn’t handled properly can cost the company more than they realize. The total cost of attracting new business is 5 times more than the cost of keeping existing ones. When a dissatisfied customer tells an average of 10-20 people about their negative experience, word spreads quickly and the reputation of a company can instantly change. This becomes more detrimental in an area in which there is greater competition for the product or service since up to 93% of unhappy customers will refuse to buy from a business again if they have a choice to bring their business elsewhere, with most customers not bothering to tell their reasons for leaving.

There are numerous factors related to “over the top” customer service. One factor in particular was witnessed recently while having dinner at the local Bonefish Grill in Bonita Springs. The employees all operated under what I call the “Team Approach”. This technique is excellent in ensuring the customer is well taken care of because the responsibility is spread out among more than one employee. Although the waitress was our main food server, there were other employees who took care of us as well. Another person served us our drinks, although our waitress was the one who took our order. This person also took the liberty to serve us a bread basket when she noticed we didn’t have one. Still yet another person served us our salads and she offered us refills on our near- empty beverages. Even though our waitress was the one who took the order, followed up on satisfaction and also took care of us throughout our meal, there were other staff members who watched for things like near- empty drinks, dirty plates, etc. that proactively took care of it without the customer having to wait for the one employee to do it all. This approach gives extra attention to the customer, allowing him to feel acknowledged and appreciated because he receives what feels like personalized service. The customer can sit back and enjoy an excellent meal without trying to track down the head server if he needs something. With multiple staff handling a table, needs are quickly fulfilled, leaving the customer satisfied and well taken care of. In turn, the head server is more available to go over the menu and assist the customer when s/he knows her other tables are being taken care of by other staff. It’s a win-win situation that results in a less- stressed server and a satisfied customer who will likely tell others about the positive experience and will most likely return again.

By developing a team approach to your business, you generate an attitude among your staff that is helpful versus competitive. There is a common goal among all your employees with them assisting one another in order to achieve it. This creates a positive environment that will be felt by one of your most important assets to your business – your customer. Go Team!

September 2005 Article – Over the Top Customer Service
BUSINESSES THAT GO ABOVE AND BEYOND FOR THEIR CUSTOMERS

It is no argument that technology has improved the way we do business. From streamlining paperwork to increasing organization, we have become more efficient in the process of handling transactions. But, what has it done to our consumers?Consumers are now able to shop worldwide, compare prices and research products, all thanks to the Internet. Yet, customers complain that with this boost in technology comes a major decline in warm and personal service. Nowadays, it is unlikely to hear a human voice at the end of the telephone when calling a business. Instead of being greeted by a friendly person, we are greeted with an automated voice giving us a menu of extensions to choose from. The helpful caring touch is quickly being replaced with machines. We do our banking through ATM’s and pay for our items through a self-checkout instead of a human cashier. Human interaction is certainly on the decline.

Yet, even when we have actual people dealing with customers, I hear complaints about the lack of friendliness and manners that were typically found in the small businesses of a bygone era. I hear older generations reminisce about being greeted by name and receiving such personal service. Shaking the customers’ hand or greeting them with a hug was customary in those days. So, what has happened with us?

We can’t blame it all on technology. Rather, it is something that has simply been forgotten in the midst of streamlining the way we do business. It is apparent that it doesn’t have to be this way when we still see a small number of businesses exemplifying the human touch in their customer service and thriving because of it. Millennium House, an adult daycare facility in Bonita Springs, is an example of this. I was curious to see what makes this business so exceptional after reading several nominations from happy clients. As soon as I approached the front door of the facility, I was greeted with a sign out front that had the following quote written in chalk: “We can choose to see life as a series of trials and tribulations or we can choose to see life as an accumulation of treasures”. I instantly knew there was something special about this place – and I was right.

After talking with the owner, Cindi Ryerson RN, it became apparent that the service she gives her clients genuinely comes from the heart. Her work is her passion and it shows not only on her face but on her employees as well. One employee, Lily, drives over 45 minutes to and from work each day to make her paycheck. While this line of work is not known for the money, Lily says she does it for the gratification in seeing the smiles on the clients’ faces knowing she has helped make a difference in their lives. She has been here from the day they opened the doors, three years ago, and says she never wants to retire with a job that brings her so much joy. The environment is not your cold, typical clinical setting. Rather, it feels like home as soon as you enter with the soft lights, comfortable furniture and the cute little Yorkshire terrier named Buddy that warmly greets you and makes you feel welcomed.

What really sets this business apart, however, is the personal caring service each client receives. Both caregivers and the patients are greeted every day with hugs and kisses when they arrive in the morning and when they leave in the late afternoon. Cindi describes this as treating the clients as if they were her own family with dignity and respect. She takes the personal service over the top when this comes so naturally to her and her staff. It is apparent when after only 3 years in business; she was awarded the 2005 Small Business Award from the Bonita Springs Chamber of Commerce.

We don’t have to be involved in the care giving business to express caring service to our customers. Genuinely greeting people as they walk through the door, empathizing with them when they have a problem, and personally thanking them for doing business with us are just some of the ways we can get away from the cold automated world we experience. By treating our clients as we would want to be treated, with dignity and respect, our customer service can parallel those of yesteryear.

October 2005 Article – Over the Top Customer Service
BUSINESSES THAT GO ABOVE AND BEYOND FOR THEIR CUSTOMERS

What is the secret to a business giving “over the top” customer service? At a rudimentary level, one would say it is about treating the customer with extra care and concern. However, it becomes more complex than this. I begins with a vision that is carried through to management, passed on to the employees and eventually experienced by the consumer. This influential chain of people is crucial to obtaining the end result of “over the top” customer service.One Bonita Springs business comes to mind in exhibiting this positive chain reaction to great customer service. Their vision is actually part of their business branding evidenced by the slogan, “the helpful place”. Can anyone guess who it is? I’ll give you a hint: it specializes in hardware and projects the image of a small town store by the level of helpfulness they offer to their customers.

Most people will know Ace Hardware is the place that exemplifies making the customer their number one priority. As soon as you enter the store, you can feel the difference. Customers are greeted warmly by the staff and are asked, “How may I be of service to you?” Jim Batts, General Manager of Sunshine Ace Hardware, attributes their success to their extensive and continuous training of their 50 employees. They are taught to approach the customer first instead of waiting to be approached. This shows willingness to help and eagerness to give the customer a convenient and pleasurable shopping experience. Jim also believes that by treating the staff well through training and motivation programs, productivity is higher, and the customers are happier because of the level of service they receive. This is the chain reaction that brings positive results.

The degree to which they are helpful to the customer is what really sets them apart from the rest. Where else can you get one on one attention in advising you on which paint to use, which part to fix, and what steps to take in order to solve a problem? The level of individual service is what gives the customer that small town feel of receiving personalized customer care. It is the difference one feels in being treated like a human being versus being treated like a number which is sadly becoming more the norm these days in the midst of mega super stores.

This high degree of helpfulness puts even the most uptight inexperienced homeowners at ease, knowing they will be guided and assisted with their problems. This is important, especially given the type of store it is. Hardware stores are typically not for the novice homeowner. Rather, they are known for the “handymen” of the world, the experienced men and women who know what they are doing when it comes to home repair and maintenance. So, to create a comfortable environment in which anyone, no matter their level of skill, can be at ease and not feel intimidated is extremely powerful. It is even that much more impressive, however, when you realize they have taken this customer service component and capitalized on it by incorporating it into their slogan, “a helpful place”. This immediately describes their intention in caring for the customers while informing them how they differ from their competitors. It immediately dispels the objection an inexperienced customer may have in thinking the store is beyond one’s level of skill and knowledge.

Most importantly, they go beyond simply saying they are helpful. They actually are helpful, which adds credibility to their branding, and gains the trust of the customer. This is the most important facet in offering quality customer service. It’s one thing to say it and another to actually do it. Ace Hardware does both.