Providing exceptional customer service can make all the difference in the success or failure of a business. Dr. Kelly Henry specialized in delivering exceptional customer service learn how to provide exceptional customer service. Something he became committed to when he bought his first practice.
Learn more how he helps businesses transform by focusing on and providing exceptional customer service.
Dr. Kelly Henry
For 20 plus years, award-winning chiropractor Dr. Kelly Henry helped patients achieve and live healthier lives. Now he helps businesses provide exceptional customer service.
With the foundation of exceptional customer service and streamlined business procedures, Dr. Henry grew his business into the top producing chiropractic clinics in the nation with multiple locations and doctors.
After retiring from private practice in 2018, Dr. Henry has dedicated himself to consulting and coaching business owners on how to create incredible growth and profits using the processes and procedures he used to create phenomenal success in his offices.
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Transcript from Providing Exceptional Customer Service
Tim Kubiak 0:04
customer experiences are a growing field. And if you don’t deliver a good one, it’s a good way not to grow your business. Today we’re joined by Dr. Kelly Henry and you can find him at Dr. Kelly Henry calm, and he’s the author of defining deliver exceptional customer experiences. That thanks for listening. I’m Tim Kubiak. As always, please subscribe the show. Tell a friend You can find us at bow ties in business on Facebook and Instagram and bow ties and bi z on Twitter. You can find me at Tim Kubiak just about everywhere. And if you’re in sales or leading a sales team, we have a new weekly sales minute group on both linked in and Facebook. Be sure to subscribe. Kelly, thanks for being here. Do you mind telling us a little bit about your background? Because I know you are a chiropractor by education, but now you’re helping people change their businesses?
Dr. Kelly Henry 0:50
Absolutely. First and foremost, thanks for allowing me to be on your show. Tim really appreciate it. Thanks for the opportunity. I’m Dr. Keller, Henry, I’m a retired chiropractor I practiced for roughly 20 years, built up two very successful clinics. And I built them up on the foundation of exceptional customer service. And in 2018, I decided to retire from practice and sell out and move my shift gears and move into the coaching and consulting realm. And consultant coach businesses on improve their customer service so they can thrive and exponentially grow and profit their businesses.
Tim Kubiak 1:29
So one of the things and I want to make sure everybody’s clear, you work with all kinds of businesses, right? Because I had been this understanding that you really just work with chiropractors, but you work with just about everybody. Is that fair?
Dr. Kelly Henry 1:39
That’s correct. Thanks for clarifying that. So you know, I have a heart for chiropractors that I work with them. But yes, I work with really any industry. Because the principles of great customer service really apply to almost every industry, every business there is. So I’ve opened up my reach to work with as many businesses as I can.
Unknown Speaker 1:58
So have you seen what’s expected in terms of customer service shift in the last year with everything that’s been going on?
Dr. Kelly Henry 2:06
Yes, consumers expect better and better customer service. You know, with everything that’s going on, people have unfortunately lost jobs, money has tightened up. disposable income has shifted and not necessarily completely gone away. But it’s people are being tired with their money. And they expect for a business to treat them well when they are in front of them or getting a service from them or our product or whatever the case may be they expect top notch service. And I see that trend just continuing. So if you’re a business or a business owner that is not following that trend, you may find yourself in a world of trouble. And that’s that’s where I come in. And I want to help those businesses improve. And really set that foundation and create that culture where they are, again, serving their customer and giving them a just an incredible experience, not only to help their customer, but just to help blow up their business because of that foundation and what they’re doing in terms of their customer service.
Tim Kubiak 3:19
So one of the things I’d love with you said it in your opening, you built two successful practices. So what did you do to find that niche and customer service as you built your own business?
Dr. Kelly Henry 3:36
Well, what started me focusing on great customer service, I backed into it, I wasn’t even on my radar. When I first got into practice, we moved to an area in New Mexico where my wife was from and I bought out a chiropractor. And it was a small community. Down in the southeast corner of New Mexico, a lot of businesses have been there for a long time, not a lot of competition. And as we started interacting with some of these business businesses, we found out pretty quickly that customer service was not on their radar, that we were just a number, they could care less if we were there, they could flip on their lights, open their doors, and we had to do business with them. And they could treat us however they wanted. And so I hated that. And so I just made a quick decision. You know what my chiropractic office is going to be different. We’re going to treat our customers like my patients like they’re valuable to us. So that’s how I backed into it. But once I started doing that, I started seeing the, you know, the impact, you know, my patients were like, Hey, we love coming in here. We love how we’re being treated, you know, and it it piqued my interest and I started studying it more and learning more about it and putting different and better principles and trial and error and, and again, just this study of 20 years of practice on improving my customer service levels in my you know, in my own business. Now. I’ve just taken that And that’s what I communicate to my clients on what to do and how to do it. Some from what I’ve done was correct, and some that, you know, some things that I messed up on, we take all that information and help them track in a new direction as far as their customer service.
Tim Kubiak 5:17
It’s fascinating, you came at looking at customer service from the customer side first. Exactly, from your own experience, you think about most people sit down, and when they think customer service or cx people, they’re like, big companies sitting in a boardroom, this is a corporate initiative. You can’t you’re coming at it from a Hey, I was a customer and really wasn’t very good.
Dr. Kelly Henry 5:42
Yeah, you know, and like I said, I just, you know, it was a twist of fate, it was backed into it, it was just, I didn’t like how I was being treated. And so you know, what I’m not gonna be, I’m not gonna be like those businesses, we’re gonna do things differently. So this, this is how we’re going to do it. And it, you know, it became part of our reputation, or our really became our reputation. You know, I like to I like to think of my clinics as we were a customer service clinic that just happened to do chiropractic care, is really what we ultimately grew into. So. But again, just the impact was just incredible. And as I started seeing that, I’m like, hey, there’s something to this, let’s start, let’s start putting our best practices into place here.
Tim Kubiak 6:24
You know, so it’s interesting, I’m thinking about my own chiropractor, frankly, right? Who I love, and he’s got a great experience, when you come in, I probably drive past 50 other people on the way in the 30 minutes, it takes me to get to his office, right, I live in the greater St. Louis area. And but for me to go see Dr. Murphy, it is I’ve made a specific choice, not just because of him, but because of the entire thing.
Dr. Kelly Henry 6:48
Sure. And that’s, you know, that’s a key component, or that’s something that that’s something that happens when you are providing great customer service, your customers, your patients, your clients will drive past countless other competitors to get to you. Because how they make you feel, yeah, and that’s the core piece, that’s my definition of great customer service. It’s a relentless focus on that customer, and making that customer feel their best each and every time they’re with you. And when you do that, you know, you create that relationship, you create that phenomenal loyalty. And you know, you would, you’d probably fight to the death before you would leave that, you know, Dr. Murphy, you know, he’d really have to mess up. And if he did, you’d probably give him a second or third chance, and they would course correct for you. But again, this just creates that incredible loyalty that and that’s ultimately what you want, you have that loyalty, you create that retention. And that’s what blows a business up as far as growth and profits when you when you create that atmosphere.
Tim Kubiak 7:50
And to be honest, I only ever went there because of a patient is that was a friend of mine who said, Hey, you really have to think about it. So it’s the power of referrals.
Dr. Kelly Henry 7:59
Exactly. And that’s, that’s another huge piece of great customer service. You know, great customer service is known as the new marketing. Because as you retain customers, and then they are telling their friends, their families or acquaintances, those they know and refer them into you, you can back some of that money off, you would have to put into Trish traditional marketing, because your customers become your voice become your marketing piece. And that’s a that’s an incredible thing when when that’s happening in a business.
Tim Kubiak 8:32
So let’s there’s a lot of service businesses. And there’s a lot of service businesses that frankly, have terrible customer service. If you’ve whether you’ve bought in like you did your first clinic and practice, or you’re running a business and you just realize you need to do something different. How do you start to identify that as an issue?
Dr. Kelly Henry 8:50
That’s a good question. They almost always, I shouldn’t say always, but a lot of the times business owners will not see that as an issue. They’ll look at everything else going on in their business, you know, our sales technique is wrong, our our mech our marketing piece is wrong, you know, our product is wrong, our services wrong, when in reality, there may be you know, that may be true, to some extent for some of that. But underneath that all is just terrible customer service. And statistics show that where the vast majority of businesses in the United States, about 80% of them only provide at best average levels of customer service, and then it just goes down from there. The problem is, if you don’t if you don’t see that as a problem, if you don’t see that the holes if you don’t see the issues, you you know, you don’t know what the cure is, you don’t know that you have a problem. And so that’s part of my job too, is to help business owners understand that and help them take off the blinders a little bit. Most businesses will say yeah, we hit provide great customer service. They have a piece of good customer service here and there. But collectively, it’s really not. And if you were to survey their customers, their clients or patients, they would say, Hey, you know, they’re, they’re really not that great. And so when you have that gap from what the owner perceives the the management’s perceived as great customer service, and what the customer perceives great customer service, if there’s a huge gap in I guarantee, those customers are leaving you fairly quickly. And when a customer leaves, obviously, the only thing that happens is you’re losing profits.
Tim Kubiak 10:38
And I think there’s, there may be cases, and I think about, I never say anything, right? I’m that guy that I pay the bill, I go away, and I just leave
Dr. Kelly Henry 10:47
exactly 95% of customers, consumers will leave a business and never say a word. They’ll never complain about it. And that’s why, again, that’s why a lot of times business owners will not, they’ll never key into how good or bad their customer service is, and generally how bad it is because those consumers just leave. And if they do get a complaint, they’ll just chalk it up to Oh, they were just they were a bad customer anyways, are they? You know, they were having a bad day. And they’re just complaining, complaining, they won’t ever take it to heart and try to try to see where you know what, maybe we’re missing the boat here and trying to fix what’s going on as far as the customer service is concerned?
Unknown Speaker 11:26
Do you go back and have them talk to old customers?
Dr. Kelly Henry 11:29
Yes. That that that is golden. Go back through your files, go back through your, your, your software, find those customers you haven’t seen in a long time, and survey them and try to get ahold of them and talk to them and say Why? Why did you leave us? You know, we don’t want you to come back. Or, you know, you don’t present it as trying to sell them something, you present it as, hey, we’re trying to be a better business here. I just want to know, and I just want an honest answer. You know, why? Why did you move on? Why did you Why haven’t you been back in six months or a year, we’d really like to know this. So we can, you know, we can make changes in the business, because that’s gold. Also, when you get complaints, you know, instead of chalking it up to you know, they don’t you know, that’s a bad customer or just a bad day or something like that, look at it and treat those complaints as golden. Because I guarantee if that one, consumer, customer patient clients complain, and there’s a whole host of customers, clients and patients that have that same complaint. So they’re probably showing you a giant hole in your customer service delivery or some issue in your business that you probably need to address. If you want to scale and continue to build on or scale and help you continue to build instead of being a hole that you’re you’re bleeding profits out of.
Tim Kubiak 12:54
That’s a really interesting point. Because every business is great. I sit down with owners and sales leaders all time and they’re like, we need to scale faster. They’re missing a trick, as the Brits would say, right?
Dr. Kelly Henry 13:05
They are. This this customer service, improving customer service, getting this foundation set is is just a phenomenal way just to blow up growth and profits. The problem is it’s not sexy. And like I mentioned earlier, you know, business owners, they won’t look at it necessarily. They’ll look at everything else. Because I think they already do provide great customer service. But I when I start working with a client, I’ll do an analysis. And I’ll just start listing off questions, okay, you doing this? This, this and this and this? And it’s no, no, no, no, no, no, no, no.
Unknown Speaker 13:43
When they realize
Dr. Kelly Henry 13:44
that, bingo. There’s a problem here, you know, Houston, we have a problem. So let’s start, let’s start putting the pieces into play that are going to help you really make your business shine.
Tim Kubiak 13:56
So So let’s talk about your book, because then I want to come back to how to make businesses shine. What led you to do a book?
Dr. Kelly Henry 14:03
Well, I’ve always desired to write a book. And so last year, I had the opportunity to a publisher actually sought me out and said, Hey, I want to help you. And so, so let’s let’s go for it. But I also wanted to have a book for the impact and the greater reach that a book can have, in communicating my message, obviously, my book to find it deliver exceptional customer service. It’s basically a business manual designed to help businesses maximize profit and growth by just some simple, proven strategies. It’s a simple read, it’s an easy read, it’s not full of fluff. It’s just simple ideas, principles and actions designed to make a better customer service experience in your business, to make your business grow and profit. Very quickly, very rapidly and exponentially.
Tim Kubiak 15:03
So I’m looking at the cover behind you, yet the smiley face and the frowny face at the bottom that really tells the story.
Dr. Kelly Henry 15:10
So it pretty much says everything right there.
Tim Kubiak 15:14
So one of the things I find, books are a great starting point, right? And so somebody buys the book starts looking, but it’s really the implementation that makes a difference. Exactly. So somebody reads your book, and they’re really starting to think, where do you pick up with them? If they reach out?
Dr. Kelly Henry 15:34
Well, you know, we’ll we’ll talk about you know, exactly what’s going on with their business. Generally, I just set up a quick call, and let’s, you know, let’s, let’s start talking, let’s open those lines of communication, obviously, and see, see where you’re at what’s going on with your business, what you’ve done, what’s working, what’s not working and and see where you are in your customer service realm. If they decide to move forward with me, the way I go about helping a business is, it’s the 8020 rule. And that’s mostly what the book is about, too. But we’re going to look at, basically, I mean, there’s a gazillion things you could do to improve your customer service. And that’s fine. Do you know, do it, I’m not, I’m not discouraging anybody to do it. But there’s just a handful of things that customers really want from a business. And so if you will be really good at those handful of things, you know, be really good at the 20% of things, that’s going to create, obviously, that 80% of impact on your business on those customers. And then on your bottom line for the most part. And then we can add in, you know, the things, the items, the actions, the principles that are really going to be unique to each individual business, and maybe what the owner wants. But again, there’s just that as core items that really every business needs to be really, really good at in their customer service to create that phenomenal perception for their customers. And that creates just tremendous impact for them.
Tim Kubiak 17:05
So don’t give away anything you shouldn’t tell me. But think about the last year, last 15 months, what’s the biggest blind spot that you help somebody find that they totally didn’t expect?
Dr. Kelly Henry 17:19
Well, it part of what I just mentioned there, were helping them understand that you don’t really have that great customer service, unfortunately, so and just helping them see that pretty glaringly. One thing I found is, ego is a killer, for great customer service. ego gets in the way of serving. Yeah, you know, it’s hard to serve when I have an ego and I expect everybody to serve me, when my thing my business is my customers are there for my business instead of my business is there for my customers. So getting that attitude straightened out is is a key component. And that’s that’s something that most every business we have to work on. Another key item is really helping businesses understand the value and the importance of their employees, and the value and importance of treating their employees as good, if not better than you want those employees treating the customer. So you have the internal customers, which are the employees and you have the external customers. So you’ve got to make sure those internal customers, those employees feel valuable, they feel important. They feel like they’re part of a team in that business, and make them make them feel special. So they in turn, they can in turn, turn around and provide that stellar service that you ultimately want to provide to your customers.
Tim Kubiak 18:50
So a lot of is a lot of that giving employees the skillset to deal with customer expectations, right, making sure they understand starting kind of top down. This is what we stand for in terms of service. And here’s here’s how we’re here to support you
Dr. Kelly Henry 19:06
is exactly define. So yes, it’s definitely top down. So that’s that’s who I work with, I want to train the trainer’s I want to work from the top and let them work on down once they have the philosophy and the foundation in place. And then they can work on the culture. But if you don’t, if you don’t change that culture, if you don’t create that culture of a team of valuing your employees, it doesn’t matter what actions you put into place. You know, you can you can train the employees, you know, you need to do this, this, this and this. And, and that will help to some degree make the customers feel valued. But if again, if those employees aren’t valued and feel important, it’s going to undermine those actions. So ultimately, it’s not going to be near as effective as it is it could be as it should be. So again, like you mentioned this starts at the top, let’s change that culture, let’s make those, make the employees, those internal customers valued, make that make that a key component, and then put the actions into place and everything works from there. But the funny thing is, once you once you create that internal culture where those employees are feeling, you know, they feel like they’re special as well, you know, almost intuitively they’re, they’re starting to put some of those actions in place, you don’t even have to really train them. Because they’re, they’re happy to, to do B and
Tim Kubiak 20:29
Dr. Kelly Henry 20:29
the office, they’re happy to be in the business, they’re happy to be an employee there, they want to, they want to help their boss, they want to help the owner, they, they have pride in what they’re doing. And so again, it’s almost intuitive for them to start start behaving better, if you will, in a way that’s going to be more in tune with providing great customer service.
Unknown Speaker 20:53
Does internal operational issues or structural issues lead to bad customer service?
Unknown Speaker 21:02
Tim Kubiak 21:04
I know, it’s a wide open question.
Dr. Kelly Henry 21:06
It is. And it’s, you know, there’s so many layers to that. But again, it’s it’s, it goes back to the concept of service first, and then build off of that. So we want to, we want to serve our customers first. And then let’s, let’s look at the operations. Look, let’s look at the what what’s going on internally, and then adjust for that. So and that’s sometimes where we’re businesses get hung up on Well, you know, it’s just it take too much, it’s too expensive, it’s too time consuming to start putting this great customer service and changing this culture. And I understand that, but from the other side of the coin is, if you if you look at it from a standpoint of benefits, if you look at it from the long term, that it enhances everything else that goes on in the business, from the marketing, to the sales, to the internal culture, to the processes to the procedures, it’s just phenomenally beneficial. So it, it really is something that there’s really no downside to improving customer service on how impactful it it could be in a business. It is on a business from start to finish.
Tim Kubiak 22:30
So one of the things I struggle with, with some of my clients, right is they don’t define who their customers are well, right. I everybody needs what I have syndrome, right? You know, what I want to sell to the mom and pop and I want to sell IBM and everybody in between should buy from me too. And I have to think that on the customer service side, if you’re there’s the same, the worst deal you’ve ever taken, or, you know, the worst deal is, you know, never worth it. If it’s not a good deal on the front end, they shouldn’t be customers. Now I realize there’s businesses, you can’t do that. And b2b sales, though, if I’m selling a Ferrari, and the guy’s got a Chevy Chevette budget, happy to be nice to him happy to point in the local Chevy dealer in town, even set them up with a good guy to take care of him. Right. But I’ve got to imagine there’s customer service issues there as well. Do you find that when working with business owners, they’re just simply chasing every dollar? Right.
Dr. Kelly Henry 23:31
Right. So for me, you know, talking, you know, from my marketing efforts and my avatar, if you will, yeah. You know, I mentioned early on that, yeah, my principles really apply to basically every business but as far as my marketing, I, you know, I’m looking at medical field, the medical field, so chiropractors, pts, dentists, you know, anyone in the medical field because I speak their language, you know, I’ve had the brick and mortar and understand them. So there’s, there’s already that connection, so that that’s a lot of where I focus my marketing in. So from a business standpoint, you know, not every customer is your customer. But you can treat every customer with respect, which in turn can also create referrals. So like you mentioned, you know, the guy with the Chevette budget, who, you know, you may be trying to sell a Ferrari Well, you can still make that guy feel valuable and like you said, Send them down the road to the appropriate spot. But you can still leave in him with a good or her with a good impression. So when he comes across the guy who has the Ferrari budget, he sent them to you. And that’s that’s where my chiropractic office, you know, always told my staff Listen, not every patient is a good patient. You know, we can’t help everybody but we can treat them with respect we can make them we can still be the best part of their day, even if they have to go down the street or we have to send them to the medical doctor. The physical therapist, but we can still leave that phenomenal impression on them, that can still stimulate referrals, or later on down the road when their family members hurt the send them to us or, or when they’re hurt or something happens or come to us those type of things. So, again, yes, you want to be careful on, on who you are, who you’re doing business with. But again, you can treat everybody with respect and leave that positive impression.
Tim Kubiak 25:26
So what size business should really start working at their customer service? Is their revenue is their customer count? When do you start?
Dr. Kelly Henry 25:36
Day One day, what I stress all the time, you know, solopreneurs, or entrepreneurs just start out, you know, one employee, no employees, it’s just them just lay in that foundation of great customer services is phenomenal. And that’s what some of the biggest businesses in the world did. You know, businesses like Southwest Airlines or Amazon, Disney, you know, these are giants in the world of business, but they laid that foundation of great customer service. So the sooner the better. Now, you may have a good business, you know, three, four or 510 years down the road, and you’re making a profit, but you know, you’ve plateaued and that’s what we see a lot of you get you get to that plateau, where I’m spending more money marketing, but it we haven’t been able to grow, where we’ve changed cells where, you know, we’re doing rah rah with our, our employees, whatever the case may be, we just can’t get it up. But that’s another good time to take a look at implementing better customer service protocols. And those are the ones that, you know, probably have lost sight of what what customer service really is, and have those glaring holes. And those are the ones that really can benefit from improving and then turning that that curve, instead of going this way, how to skyrocket upwards?
Tim Kubiak 27:01
I think my assessment is people get to a point and expectations have changed on customer service to your point earlier. Sure. Great, and they haven’t adapted their business.
Dr. Kelly Henry 27:14
not agree. Yeah, I agree. And, and some of them, you know, just never really did have a stable footing on great customer service. They’re very bothered by date, ball. One other interesting item I found is, uh, you know, intuitively, most businesses, when they’re first start out, they provide great customer service, because they’re, they’re trying to establish a relationship, there’s, you know, a reputation of, you know, hey, we’re friendly, and we’re there for you. And they get rolling, and they, you know, they start making some business and some transactions and selling items, and they start growing, and they get two or three years in, and business takes over where they’re having to deal with employees and, and dealing with, you know, bigger facilities and and, you know, just all the, you know, all the problems that come with running a successful business. And that customer service gets weeded out, and it’s sometimes they just don’t even see it, they don’t even notice it, they don’t even think about it don’t realize it. And that’s another good place to, to hit those businesses that have been around for, you know, maybe 234 or five years that were blown and go on initially, and then again, have plateaued. Not not seeing that, you know, that reputation of good customer service has gone away, and and they don’t see that that glaring hole that
Tim Kubiak 28:39
that’s keeping them from growing. And my personal assessment of that is, it’s the owner getting further away from the customer. Right. In the beginning, you’re you know, literally hands on, right with everything. And eventually you are worried about payroll, insurance, leases, new things, new this new that accelerating your growth that added up, right, and you get 1000 people in your ear, but they’re not your customers anymore. Absolutely. Yeah.
Unknown Speaker 29:11
Yeah, that’s great point.
Tim Kubiak 29:12
So where can we gave your website in the beginning, but where can people if somebody listening says, You know what, I got a small business. I’ve got a mortgage company. I’m a financial planner. I’m in the tech world, whatever. What should be a gut check? If they were stopped right now take 30 seconds and say Am I doing in terms of customer service? Where would they where would you tell them to look first? Before they call you? Of course.
Dr. Kelly Henry 29:42
Do they do things? Do they have a customer service mission statement?
Unknown Speaker 29:48
Tim Kubiak 29:49
Dr. Kelly Henry 29:50
That’s a good one. Most everybody does it. They may have a business message statement. But do you have a customer service business the mission statement that can be a Key sign that maybe your customer services is, as isn’t as stellar as it should be. And then how often do you train? Specifically on great customer service? Do you have a training protocol that you work with for new? or help new employees to go through? Or do you have a protocol that you are continually working with your employees on to improve their skills? Or at least, you know, go through their skills again, and review those skills. You have any kind of trading setup?
Tim Kubiak 30:35
I bet 98% of people just ducked under their desks
Dr. Kelly Henry 30:38
that Exactly. Exactly.
Tim Kubiak 30:44
So how much of it is scripting? How much of it is empowerment? From the employee side? Right? If if somebody’s limited from the top down, just teaching that empathy? Sort of?
Dr. Kelly Henry 30:55
Yeah. Not much of it scripting? You know, because every business is different. And I’m not a big believer in scripting anyways. I want them to have the philosophy, the culture, and just the mindset, really, and then let let it flow from there. You know, you can’t script empathy, like you just said, yeah.
Tim Kubiak 31:16
And so I’m imagining, right, I have a voice communications background, once upon a time I did context centers, and they always had in it was in the finance world, right, they always had, the customer starts to sound like this, you escalate. and nine times out of 10, people miss the cues. Sure, right. Because they were, they were waiting for those words or those triggers to decide what they were going to do.
Dr. Kelly Henry 31:41
Yeah, and that one thing I teach is I call proactive customer service, as opposed to reactive customer service. So proactive Customer service is it doesn’t matter how the customer comes in, whether they’re upset, whether they’re, you know, negative, whether they’re happy, whether it’s Monday, whether it’s a gloomy day, whether it’s you know, I’m here in Texas, where we just had a incredible freeze and just craziness going on last week, it doesn’t matter what’s going on. The key is I’m going to be the best part of that customer’s day, and put a smile on their face, and make them make them the the center of our universe universe when we’re dealing with them. Reactive Customer service is just the opposite, where, you know, if I feel like providing great customer service, if it’s Friday afternoon, if it’s payday, if I’m in a good mood, if you know, if my family’s doing Okay, then I’ll provide great customer service. And that that that’s completely wrong, obviously, and just completely destroys consistency. Proactive Customer service is, you know, customer service 24, seven, all day all the time. And under any circumstances, this is how we’re going to this is how we’re going to treat our customers.
Tim Kubiak 32:57
That actually brings up a thought in my mind, and that is there value or benefit that you call customers that haven’t complained and just check in and tell them something
Dr. Kelly Henry 33:07
well, and you need to send surveys out regularly. jack welch, he had three three metrics for his his business, customer satisfaction, employee satisfaction, and then cash flow. So I, you know, if he thinks that’s good that I do too. So survey your customers and see how satisfied they are. And it’s a simple survey, you know, on a scale of one to 10, how would you rate our business and our service? If it’s less than an eight? Can we contact you and, and understand why you didn’t give us you know, an eight or above? Same thing with employees? If that culture is right, if your value and then you ask them, you know, would you recommend your friends coming to work here? Would you find this a valuable place to work? If it’s, you know, if it’s below at eight, then Hey, what’s going on? What can we do better? How can we make this place more valuable for you? And then it’s pretty easy to to monitor cash flow for the most part, so that cash is coming in. And it’s, you know, there’s a direct relationship between customer satisfaction, employee satisfaction and increased cash.
Tim Kubiak 34:09
There is in for younger listeners, if you don’t know jack welch is, you need to go find out because if you’re running a business, the man worked miracles in an old iron kind of company. A while back, and he, you know, unfortunately, I don’t see him that much in the public narrative anymore. He’s been kind of overshadowed by tech guys that may or may not have it. So thinking, What haven’t I asked you that I should have?
Dr. Kelly Henry 34:41
I don’t know we’ve hit. We’ve hit a lot of a lot of topics here. So one thing I like to mention as far as a principle that every business should realize, regardless of what business you’re in, if you’re a solopreneur if you’re the digital realm, if you’re a brick and mortar, if you’re medical, if you’re tagging Doesn’t matter, you have to realize that you are in the customer perception business, you’re in the customer perception business and you’re creating perception good or bad every time you’re dealing with a customer. So the choice is yours are we going to create a great, you know, a great perception where it would create loyalty with our customers gonna continue to do business with us, or are we not creating that kind of atmosphere, that kind of perception where the customer, you’re creating a customer having a wandering eye, and, you know, they’re moving on to your competitor, so every business is in the customer perception business. Another principle that goes very closely along with that is, you create customer perception or a positive customer perception, or the customer perception is actually driven by how you make the customer feel. So if you make the customer feel important, valued special, like a rock stars, often like, often times I like to say that make that customer feel like a rockstar, then more than likely, you’re you’re creating a phenomenal perception and you have phenomenal customer service, and it’s going to serve you well.
Tim Kubiak 36:07
There’s a reason people pay a premium for VIP experiences. Right to
Dr. Kelly Henry 36:10
that point. Absolutely. And that that’s a statistical fact, somewhere between 15 to 25% Premium consumers will pay when they when they’re made to feel valued and feel like that Rockstar and getting that great experience.
Tim Kubiak 36:26
Yeah, yeah, you think about it, you can even think about it in the restaurant world, right? You and I could start the same steak. But if you deliver it better and provide a better experience, you can charge way more on it.
Dr. Kelly Henry 36:37
Exactly. Exactly. So and and we see that all the time, we see that everyday life, you know, if you just open your eyes to it, but then from a business standpoint, from an owner standpoint, we need to open our eyes to what we’re doing in our own businesses.
Tim Kubiak 36:54
So where can people find you book?
Dr. Kelly Henry 36:57
Anywhere you will buy a book. So Amazon or all the major platforms, I have a digital copy, I have a hard copy soft copy. And I do have an audible copy for those that like to listen to their, to their books. So glad to provide that. And I did not read the audible copy I should have I wish I bought it. But I did. And just I get that question often. So but but my next book, I’m going to definitely read it but you can do your own narration, I will do my own narration the next go around. So I wish I would have this time, but I live in LA. But anyways, I have all all forms for the book, find them on any platform, Amazon, you can also go to my website, there’s a link on my website, obviously to it. Again, it’s define and deliver exceptional customer service proven strategies to maximize profits. And again, just a simple manual to take to take the simple principles, actions and ideas, implement them almost immediately to really maximize business profits.
Tim Kubiak 37:55
So for everybody listening, Dr. Kelly, Henry, calm the links in the show notes. And be sure to check them out. If you’re not 100% sure about your customer service and how you’re treating people. I think we’ve got somebody for you to talk to. So, Doctor, thanks for being here.
Dr. Kelly Henry 38:11
Thank you, Tim. I really appreciate the opportunity. Thanks so much.