Filled with case studies and anecdotes, How to Talk to Customers demystifies the most critical aspect of customer service: conversations employees have every day with customers. In this must-have resource, Diane Berenbaum and Tom Larkin outline a proven system based on their MAGIC customer service training program. MAGIC, which stands for Make A Great Impression on the Customer, can help anyone become the type of communicator that makes their customers feel special.
For more on this book, visit www.howtotalktocustomers.com
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About the Author
Diane Berenbaum, a senior vice president and owner of Communico Ltd., has helped foster and build strong, long-lasting client relationships for the company. Diane has authored numerous articles and has delivered training and coaching services to both senior leadership teams and front-line associates for over twenty-five years.
Tom Larkin, a senior vice president and owner of Communico Ltd., is an authority on customer service initiatives and customer relations training and development. His work in the training and education field spans more than thirty years. He continues to work with senior leadership teams in a variety of industries.
Table of Contents
Part One The Essence of MAGIC 1
1 What Does MAGIC Really Mean? 9
2 What Are the Benefits of MAGIC? 15
Part Two MAGIC—It’s Your Choice 21
3 Releasing Your MAGIC Mind-Set 23
4 Create a Climate for MAGIC Relationships 29
Part Three Build MAGIC Relationships 35
5 First Steps 37
6 Connect with Empathy 47
7 Build Customer Confidence 53
8 MAGIC Words and Phrases 63
9 Tragic Words and Phrases 69
Part Four Express MAGIC Accountability 79
10 Voicemail 81
11 Listening 87
12 Get to the Heart: What’s the Catchpoint? 95
13 Moving On 103
14 Close with the Relationship in Mind 109
15 Assess Your Calls with MAGIC 113
16 Handling Complaints and Difficult Situations 123
Part Five The World of MAGIC 135
17 A Culture of Exceptional Service 137
18 The MAGIC Coach 145
19 MAGIC Face-to-Face 159
20 The MAGIC of Relationship Selling 167
21 MAGIC in Collections and Default Negotiations 177
Part Six MAGIC in Real Life 189
22 Personal Stories and Lessons for Life 191
23 Some Final Thoughts 203
About the Authors 207
About Communico Ltd. 209
What People are Saying About This
“How to Talk to Customers presents a system forinteracting with customers based on empathy, dignity, and doing theright thing. Use these ideas to turn your customersinto raving fans.”Ken Blanchard, coauthor ofThe One Minute Manager® and CustomerMania
“Warning: This book will radically change corporatecultures and provide businesses with a competitive advantage incustomer service. MAGIC smashes superficial, ineffectiveapproaches to solve complex customer service issues through asimple and fun approach. This framework can resolve even thethorniest predicament.Barry L. Ogle, vice president, LeadershipEnrichment Institute, Wyndham Vacation Ownership
“You have to take care of your co-workers andcustomers. This book takes common sense approaches and guidesyou on how to build successful business relationships.”PaulOrfalea, Kinko’s founder and coauthor of CopyThis!
“How to Talk to Customers illustrates the keys tomaking MAGIC every day with every contact. If service is adifferentiator for your organization, this book should be oneveryone’s desk, from the day they start!”WilliamM. Lyons, president and CEO, American Century Companies,Inc.
“The book that leaders at all levels have been waitingfor. It provides a clear and practical tool for assessing customerinteraction skills and will help any organization wow theircustomers with extraordinary service.”Asheesh Advani, CEO,CircleLending
"Talking to customers seems so easy; however, to make a greatimpression on them, you need the MAGIC System."Norma Diaz, CEO,Community Health Group
“Whether you are moving up the ladder or alreadyrunning your organization, the advice in this book is trulyMAGIC and will help you leave a lasting legacy with everyone youmeet. Be remembered for the right reasons and make a positiveimpact with every encounter starting now; it will change yourlife!”Paige Arnof-Fenn, founder and CEO, Mavens &Moguls
“I hope you believe in MAGIC, because this system canreally help you build the generous, intimate, personalrelationships with customers that will power the growth of yourbusiness!”Keith Ferrazzi, author, Never Eat Aloneand CEO of professional development and consulting firm FerrazziGreenlight
“If you deal with people, this book is amust-have! The relationships with your 'customers' (clients,co-workers, family and friends) will flourish as you put MAGIC towork.”Jason Checketts, manager of learning anddevelopment, Wells Fargo
“There's no greater way to help your team build aculture of customer service than by using the MAGIC system. You'll see results immediately...and those results will truly amazeyou (and your customers!).”Brian Cole Miller, author,Quick Team-building Activities for Busy Managers
“MAGIC is one of those simple-but-far-from-easy ideas thatcan revolutionize a company because it transforms how people thinkand act. At FreshDirect, we believe in MAGIC and strive topractice it daily.”Dean Furbush, CEO, FreshDirect
“Any call center senior executive,manager, supervisor - or anyone who talks to your customers -should read this book then commit to applying its simpleprinciples. Tom and Diane bring to light the factthat all consumers are seeking a unique experience from companiestoday, and this is it.”C. Paul Turner, managing director,Training and Performance Improvement, Citifinancial Mortgage, Inc.and Citicorp Trust Bank, fsb
“Any organization interested in creating passionate andloyal customers should read this book. The MAGIC system showsyou how to impress even the most discerning customers.”RudyEscalante, CEO, ICSA Software North America, Inc.
“I Love How to Talk to Customers! Iwant this to be required reading for our employees goingforward.”Monica Kelly, quality analyst, account services,Colonial Supplemental Insurance
“One of the most useful manuals for companies andindividuals who are serious about exceeding customers'expectations. Follow the 5 MAGIC
Steps, understand why words are perceived as tragic and how theycan
become MAGIC, and MAGIC will become part of your company andpersonal culture.”Jansje Stramwasser, Sr. Training Manager,Convergys Employee Care
“The journey required to develop a long-term relationshipbegins with that first, critical face-to-face conversation.Berenbaum and Larkin have created a masterful roadmap for how tobuild immediate rapport and lay the foundations for enduringtrust.”Andrew Sobel, author, Clients for Life andMaking Rain
“What distinguishes you from your competition is oftenthe customer's perception of his or her service experience. Readthis book to discover practical ideas that you can useto delight your customer, every time.” DebKetcham, Manager of Process Improvement, ACCO BrandsCorporation
“Trust-based supplier/customer relationships are the waveof the business future. How to Talk to Customers isthe handbook of how to create and navigate those criticalrelationships.”Charles H. Green, founder and president,Trusted Advisor Associates
Most Helpful Customer Reviews
This book offers a practical method for building customer relationships. Authors Diane Berenbaum and Tom Larkin have organized each chapter to provide chief principles, practical positive and negative examples, useful exercises to build your skills, and a few summary maxims that recap and underscore main points. The MAGIC customer relations method is not complicated in design, but it takes real effort to master. You can begin implementing aspects of it immediately, and work toward eventual mastery of its principles and skills. This book has the benefit of being action-oriented rather than theoretical. getAbstract recommends it if you are willing to work on the program the authors offer. You will have to do more than just read the book, but that¿s a good start.
This book provides an easy to follow system that is not only practical but applicable with all types of customer contacts. I especially like the point system for measuring skills effectiveness and how coaching becomes easier as we can identify specific areas to focus on behavior change.