one of my favorite exercises to do is
make a list of companies or businesses
that you go back to over and over and
over again and ask yourself why for
instance list five companies and to the
right say I go to this restaurant at
least once a week why do I go back
because of dot dot dot I go back to this
fast-food place every week why do it I
go to the store to shop for clothes
every month why do I go back again I go
here from groceries why do I go back
here over and over again what is the
reason and the reason will generally be
one of these six reasons that is going
to give you a lot of cool for your own
business you’re either going back to
because it’s fast
why fast food I don’t want to sit down I
just want a food I want to leave that’s
all I want I don’t want anything I just
want a fast service so you go back to a
place because of fast what could be
quality what is the quality it’s better
material it’s better fabric it’s better
whatever the quality is better and I’m
willing to spend more money but I go
back for quality another reason could be
because it’s cheap you may say hey I go
to Walmart because Walmart has what
everyday low prices everyday low prices
is the cheapest place that’s where I
want to go to no problem that’s their
play luxury I go there because of Luxur
I’ve been buying Mercedes all my life
because it’s a luxury I like to go to
this restaurant because it’s luxury I
like to stay at the W because it’s
luxury I like to go because of luxury
feeling that you get another one could
be user friendly I’ll go back to this
place it’s so easy I go back to this
website because it’s so easy to use I
like to use this app because it’s so
easy to use user friendly it’s so easy I
like iPhone it’s user friendly I like
this it’s user friendly right and the
other one is customer service okay
customer service now most it in time
businesses in we run video so we have
the cheapest we have the fastest we have
the best we have the most luxury we have
the most incredible quality we have user
friendly it’s so easy or best customer
service now customer service is
generally born and generally
entrepreneurs we don’t necessarily pay
that much attention to customer service
because kind of oh my gosh well customer
service come on give me a break this is
boring again watch this video is not
going to get that many views you’ll see
it because this is not an exciting topic
but this is a very very important topic
by the time I’m done explaining this to
you when you think about customer
service what companies you think about
watch this people by BMW do you know why
because of their service you simply drop
off a BMW take another one and you go
back so BMW has a reputation of being
incredible service now Range Rover may
be luxury but it doesn’t have the best
service okay but they’re known for
luxury right so what is the play you go
to another car it may be cheap hey I’m
gonna buy a Ford Focus I’m gonna buy
whatever because it’s cheap there is
there’s things they can think about
Tesla user-friendly it’s easy right
customer service Nordstrom’s you go to
Nordstrom’s I don’t care what it is one
time an old lady goes back to North’s
room and this is a store you can find
this all over in an online it’s written
about in books etc etc this person goes
to Nordstrom’s and says I bought this
tire from here we cash or said we don’t
we don’t sell tire know I bought it here
and I want to return it do you have a
receipt I don’t have a receipt you know
what Nordstrom’s it they took the tire
and a person said how much it cost nor
some sense okay we’ll take it back and a
person went us I say we return the tire
they’re gonna throw that time to trash
but customer service to them it’s
extremely important now there are some
places you buy something from no return
policy we don’t return it we don’t take
it back we don’t care we don’t they
don’t care having one-star reviews
because your policy is I don’t care to
return it you buy it you got it it’s
gone we’re not taking back mattress
company sometimes do that some of them
do certain oh you’ve already laid on
you’ve already done this we’re not
taking any of it back right
customer service everything about Amazon
Amazon’s got great customer service I
think about what else what else would
you say customer service why I would say
Zappos you know though we went to got a
private tour of Zappos headquarters
they’ll stay on the phone with you and
talk to you know literally will talk to
you how things are hey let me order
pizza for you hey let me do this for you
it’s constant customer service that they
that people talk about them apples known
for great customer service Southwest
Airlines when their attendants tell the
jokes that they say hey if you have to
do this make sure you put the mask on
yourself and if you have two kids choose
which one you like more in the
these things you hahaha it’s funny but
that’s customer service right you kind
of connect with it this is a very very
very valuable way for you to build your
business with it so now the question
becomes what is the difference between
customer service and customer experience
is there really mean pattern what is the
difference isn’t it the same thing
absolutely not
why let me explain and I’ll simplify for
you and I’ll stay in your mind think at
think about customer service as reactive
and think about customer experience as
proactive what does this mean for
instance here’s customer service thank
you for calling AT&T how may I help you
yes great is there any other issues that
you have have I fulfilled your service
request that you’ve asked here today ok
please take this recorded call and
survey that we have going on that them
reactive ok customer service could be
client is upset you handle it you react
you solve all good customer service is
thank you
please map please put you on hold thank
you for your help thank you for
listening thank you for understanding
thank you it’s customer service customer
service could be I totally understand
where you’re coming from I totally feel
your pain I’m sorry
it’s apologetic it’s customer service
because it’s reactive to something right
customer buys here’s your receipt thank
you so much have a great day
would you also like to buy this would
you like to upgrade your service
customer service that’s customer service
ok and by the way very important
customer service now a few are very good
at customer experience that’s kind of
when you go from here and you graduate
over here it makes me what I mean by
customer experience look whatever
business you run if you have more than
100 customers you will generally be able
to tell me that you have some VIP
customers everybody has VIP customers
this is not about discrimination VIP
customers to American Express is called
buy a card right a VIP customers to
American Airlines it’s called executive
platinum or executive or gold members
that they get priority seating right a
VIP customer to Sephora makeup for
ladies could be called you know a beauty
insider right they have
so support us very well because they
have this beauty inside a group or it
grows you who are part of you The
Insider they get the sample sent to them
before everybody else that’s support
they do phenomenal job with this beauty
inside that’s worked very very well they
get it before all the other customers
your VIP VIP Amazon is prime VIP there’s
many of them that I can give you about
what is it called VIPs the VIPs you’re
hoping to get many of them here to be
converted into VIPs and they only get
converted here based on what customer
experience so what is customer
experience customer experience proactive
proactive is the way you treat them the
details customer experiences all about
details so if I call American Express
black card or if I call Visa Black Card
a MasterCard black card and they’ll tell
me hey we just want to remind you you
know your anniversary is coming up your
wife’s birthday is coming up any plans
we can see the last time you want to
book are a hotel do you want to do the
same thing do you I’m going to look for
something how about you give me this
afternoon let me look for some stuff and
get back to your customer experience
then they send me an email and they call
me when is a good time for us to get on
the phone 15 minutes so let me tell you
what I find if you want to do something
very extravagant we found this one place
and we can do this experience and that
that that and it’s so unique and let me
tell you what it is and your wife’s
really gonna like it tell me what things
your wife likes experience experience
okay you know Amazon could go out go out
and find out exactly what things you buy
and see you you buying trends and they
give you a better experience it doesn’t
matter what it is it all goes to the
experience part so or you go into Apple
and you talk to one of the guys at Apple
and they talk to you like you’re a
regular human being you don’t feel like
you’re scripted too much although they
have a script as well that they got to
follow but it’s just talking to you
Jacques was the same way they’re talking
to they’re listening to you tell me
about your house your house your date
you don’t hear too many regular customer
service people company saying so tell me
about your day like think about that
small little slight question that you
call somewhere he called chase for
customer service yes I’m trying to
handle this thing didn’t exaggerate let
me place you on hold
let me see what I can do what’s your
things on what you did you have a case
number for this okay thank you okay have
a great day bye-bye done instead okay
thank you
Patrick made David thank you so much by
the way Patrick how was your date today
and I’m gonna say whatever I’m gonna say
I’m gonna give them it’s okay it’s great
and then I’m gonna ask what how’s your
day
Oh my day is great thank you for asking
by the way thank you for your loyalty I
can see here you’ve been with us for 10
years
we appreciate your loyalty with us hey
somebody appreciates my loyalty I’m a
loyal human being no problem I’ve been a
loyal customer we’re proud to put up in
an American Express card holder since
1998 you know whatever it is loyalty
right appreciate you thank you this goes
to here this goes to here and the more
you can take people from here to here
the better off you’re going to be with
your business let me help you think
about it maybe in a way that’ll make
sense to you a little bit more that’ll
make sense to you a little bit more and
a wrap of this episode is this okay so
when it comes down to the dating game
okay when it comes on to the dating game
just think about it this way there are a
lot of people that is just boom they
want to go out and they want to be
promiscuous all good it’s a philosophy
you want to do that that’s good in
business if you treat your customers
like that or even women like that your
reputation spreads if you treat
customers like that or anybody like that
reputation spreads and it’s not always
the best reputation to not treat people
properly so then there is you know just
one-night-stand philosophy then there’s
dating philosophy then there’s marriage
philosophy your VIPs are marriage your
VIPs are marriage your VIPs are people
that go from dating to marriage they’re
kind of trying your product they like it
a great while they treat me so well I
want to marry these guys and I want to
go there regularly and then I want to
tell other people they become your best
recruiters VIP members become your best
recruiters best recruiters they recruit
for you for free all that million-dollar
ad on TV that you’re trying to do or
whatever it is you’re trying to you
don’t have to do it because they’re
doing it for you for free if you convert
people into VIPs
they are so valuable this is why some
companies there’s nothing differ
Zappos does except for the fact that
they create incredible customer service
they don’t make shoes they don’t make
shoes appose doesn’t make shoes they’re
not Tom’s they don’t make shoes it’s
service it’s purely service for them
they give incredible service that you
send you a return you don’t have to pay
for the return you didn’t like it
they’ll pay for it’s purely a service
game they’re not playing the cheap game
they’re playing a service game with you
it’s so valuable and then all of a
sudden examples get value that you know
it was bad for a couple billion dollars
whatever the number is Tony Hsieh is a
customer service guy so I know a lot of
times especially startup entrepreneurs
or people that you want to become a
millionaire yesterday you know I get
messages I want to be a billion about
the time I’m 35 years old it’s great you
know maybe don’t tie you to believe me
if you tie for more people being happy
doing business I had a conversation this
morning with a friend of mine who’s one
of our executives in our company land
he’s a doctor dr. Cooper you’re not
we’re having a conversation together and
he said Pat you know I’m sitting if
somebody came and told me something
about why I chose to work with you and
he says all I said is my entire
experiences of working with you how it’s
been and he’s going into this whole
story of what he’s telling me on this
call would have an early early call that
we were having you this morning which
length was a fascinating call I’m sure
he appreciates that call but that’s a
shout out to Len out there he just had
his 20 year anniversary and his wife
Tasha so where heaven is called together
and all he was telling me while I’m
listening is our experience together
why’s he still here he left a six-figure
job to come up he was a principal
youngest principal in San Bernardino
Valley area but he came because of the
experience he had and he is my customer
now we’ve become very good friends so
it’s passed a VIP and a more we have of
that that we treat people properly the
more they tell everybody your business
gets stronger you can’t have this you
know
wham-bam talk of a mentality and your
business ain’t going to grow because
you’re not paying attention to your
customers so go back again the initial
exercise make a list of the five
businesses that you go to regularly
and ask yourself why do you go back you
will be amazed how all of them will
generally have one of these things here
one of these things you now you may say
convenience it’s very close that’s part
of fast so no any of that stuff that you
write down is going to be part of one
thing and then for your own business ask
yourself what can I do to take my
customer service to a whole different
level to add customer experience to my
business and to give birth to more VIP
customers and what do I categorize
as a VIP customer for me what do you
categorize as a VIP customer for you and
what can you do to promote more people
from regular to VIP customers and that
in itself is going to make you a ton of
money depending on how big you want to
build it will do you very very well
growth wise word of mouth people wanting
to do business with you regularly over
and over and over again so that’s my
message today for you on customer
service and customer experience Amari
where’s our pillow here do we have our
pillow we have our pillow can no longer
say hundred thousand subs because we are
now at a hundred thousand seven what is
exciting is we’ve already gotten many
hundreds of emails of people that said
they’re making that video on why I love
value taming and if you don’t know about
the video we just crossed 100,000 subs
and Mario asked me to put announce a
contest to be able to privately mentor
three of you here in my office in Dallas
Texas for three hours to go through your
business plan and put a strategy plan
together for two thousand and seventy
and we’re planning on doing it sometime
in the month of December but you’ll need
to submit a three-minute video and all
the details let’s put a link somewhere
here where people can see it you can go
to Patrick big david.com is wall dumb
and you’ll see the detail as well so one
hundred thousand subscriber celebration
contest you can find find out more
details about that but if you haven’t
subscribed to the channel please do so
click on the link below here and if you
have any questions about customer
service and customer experience good
catch post your comments and thoughts on the bottom take everybody bye-bye
make a list of companies or businesses
that you go back to over and over and
over again and ask yourself why for
instance list five companies and to the
right say I go to this restaurant at
least once a week why do I go back
because of dot dot dot I go back to this
fast-food place every week why do it I
go to the store to shop for clothes
every month why do I go back again I go
here from groceries why do I go back
here over and over again what is the
reason and the reason will generally be
one of these six reasons that is going
to give you a lot of cool for your own
business you’re either going back to
because it’s fast
why fast food I don’t want to sit down I
just want a food I want to leave that’s
all I want I don’t want anything I just
want a fast service so you go back to a
place because of fast what could be
quality what is the quality it’s better
material it’s better fabric it’s better
whatever the quality is better and I’m
willing to spend more money but I go
back for quality another reason could be
because it’s cheap you may say hey I go
to Walmart because Walmart has what
everyday low prices everyday low prices
is the cheapest place that’s where I
want to go to no problem that’s their
play luxury I go there because of Luxur
I’ve been buying Mercedes all my life
because it’s a luxury I like to go to
this restaurant because it’s luxury I
like to stay at the W because it’s
luxury I like to go because of luxury
feeling that you get another one could
be user friendly I’ll go back to this
place it’s so easy I go back to this
website because it’s so easy to use I
like to use this app because it’s so
easy to use user friendly it’s so easy I
like iPhone it’s user friendly I like
this it’s user friendly right and the
other one is customer service okay
customer service now most it in time
businesses in we run video so we have
the cheapest we have the fastest we have
the best we have the most luxury we have
the most incredible quality we have user
friendly it’s so easy or best customer
service now customer service is
generally born and generally
entrepreneurs we don’t necessarily pay
that much attention to customer service
because kind of oh my gosh well customer
service come on give me a break this is
boring again watch this video is not
going to get that many views you’ll see
it because this is not an exciting topic
but this is a very very important topic
by the time I’m done explaining this to
you when you think about customer
service what companies you think about
watch this people by BMW do you know why
because of their service you simply drop
off a BMW take another one and you go
back so BMW has a reputation of being
incredible service now Range Rover may
be luxury but it doesn’t have the best
service okay but they’re known for
luxury right so what is the play you go
to another car it may be cheap hey I’m
gonna buy a Ford Focus I’m gonna buy
whatever because it’s cheap there is
there’s things they can think about
Tesla user-friendly it’s easy right
customer service Nordstrom’s you go to
Nordstrom’s I don’t care what it is one
time an old lady goes back to North’s
room and this is a store you can find
this all over in an online it’s written
about in books etc etc this person goes
to Nordstrom’s and says I bought this
tire from here we cash or said we don’t
we don’t sell tire know I bought it here
and I want to return it do you have a
receipt I don’t have a receipt you know
what Nordstrom’s it they took the tire
and a person said how much it cost nor
some sense okay we’ll take it back and a
person went us I say we return the tire
they’re gonna throw that time to trash
but customer service to them it’s
extremely important now there are some
places you buy something from no return
policy we don’t return it we don’t take
it back we don’t care we don’t they
don’t care having one-star reviews
because your policy is I don’t care to
return it you buy it you got it it’s
gone we’re not taking back mattress
company sometimes do that some of them
do certain oh you’ve already laid on
you’ve already done this we’re not
taking any of it back right
customer service everything about Amazon
Amazon’s got great customer service I
think about what else what else would
you say customer service why I would say
Zappos you know though we went to got a
private tour of Zappos headquarters
they’ll stay on the phone with you and
talk to you know literally will talk to
you how things are hey let me order
pizza for you hey let me do this for you
it’s constant customer service that they
that people talk about them apples known
for great customer service Southwest
Airlines when their attendants tell the
jokes that they say hey if you have to
do this make sure you put the mask on
yourself and if you have two kids choose
which one you like more in the
these things you hahaha it’s funny but
that’s customer service right you kind
of connect with it this is a very very
very valuable way for you to build your
business with it so now the question
becomes what is the difference between
customer service and customer experience
is there really mean pattern what is the
difference isn’t it the same thing
absolutely not
why let me explain and I’ll simplify for
you and I’ll stay in your mind think at
think about customer service as reactive
and think about customer experience as
proactive what does this mean for
instance here’s customer service thank
you for calling AT&T how may I help you
yes great is there any other issues that
you have have I fulfilled your service
request that you’ve asked here today ok
please take this recorded call and
survey that we have going on that them
reactive ok customer service could be
client is upset you handle it you react
you solve all good customer service is
thank you
please map please put you on hold thank
you for your help thank you for
listening thank you for understanding
thank you it’s customer service customer
service could be I totally understand
where you’re coming from I totally feel
your pain I’m sorry
it’s apologetic it’s customer service
because it’s reactive to something right
customer buys here’s your receipt thank
you so much have a great day
would you also like to buy this would
you like to upgrade your service
customer service that’s customer service
ok and by the way very important
customer service now a few are very good
at customer experience that’s kind of
when you go from here and you graduate
over here it makes me what I mean by
customer experience look whatever
business you run if you have more than
100 customers you will generally be able
to tell me that you have some VIP
customers everybody has VIP customers
this is not about discrimination VIP
customers to American Express is called
buy a card right a VIP customers to
American Airlines it’s called executive
platinum or executive or gold members
that they get priority seating right a
VIP customer to Sephora makeup for
ladies could be called you know a beauty
insider right they have
so support us very well because they
have this beauty inside a group or it
grows you who are part of you The
Insider they get the sample sent to them
before everybody else that’s support
they do phenomenal job with this beauty
inside that’s worked very very well they
get it before all the other customers
your VIP VIP Amazon is prime VIP there’s
many of them that I can give you about
what is it called VIPs the VIPs you’re
hoping to get many of them here to be
converted into VIPs and they only get
converted here based on what customer
experience so what is customer
experience customer experience proactive
proactive is the way you treat them the
details customer experiences all about
details so if I call American Express
black card or if I call Visa Black Card
a MasterCard black card and they’ll tell
me hey we just want to remind you you
know your anniversary is coming up your
wife’s birthday is coming up any plans
we can see the last time you want to
book are a hotel do you want to do the
same thing do you I’m going to look for
something how about you give me this
afternoon let me look for some stuff and
get back to your customer experience
then they send me an email and they call
me when is a good time for us to get on
the phone 15 minutes so let me tell you
what I find if you want to do something
very extravagant we found this one place
and we can do this experience and that
that that and it’s so unique and let me
tell you what it is and your wife’s
really gonna like it tell me what things
your wife likes experience experience
okay you know Amazon could go out go out
and find out exactly what things you buy
and see you you buying trends and they
give you a better experience it doesn’t
matter what it is it all goes to the
experience part so or you go into Apple
and you talk to one of the guys at Apple
and they talk to you like you’re a
regular human being you don’t feel like
you’re scripted too much although they
have a script as well that they got to
follow but it’s just talking to you
Jacques was the same way they’re talking
to they’re listening to you tell me
about your house your house your date
you don’t hear too many regular customer
service people company saying so tell me
about your day like think about that
small little slight question that you
call somewhere he called chase for
customer service yes I’m trying to
handle this thing didn’t exaggerate let
me place you on hold
let me see what I can do what’s your
things on what you did you have a case
number for this okay thank you okay have
a great day bye-bye done instead okay
thank you
Patrick made David thank you so much by
the way Patrick how was your date today
and I’m gonna say whatever I’m gonna say
I’m gonna give them it’s okay it’s great
and then I’m gonna ask what how’s your
day
Oh my day is great thank you for asking
by the way thank you for your loyalty I
can see here you’ve been with us for 10
years
we appreciate your loyalty with us hey
somebody appreciates my loyalty I’m a
loyal human being no problem I’ve been a
loyal customer we’re proud to put up in
an American Express card holder since
1998 you know whatever it is loyalty
right appreciate you thank you this goes
to here this goes to here and the more
you can take people from here to here
the better off you’re going to be with
your business let me help you think
about it maybe in a way that’ll make
sense to you a little bit more that’ll
make sense to you a little bit more and
a wrap of this episode is this okay so
when it comes down to the dating game
okay when it comes on to the dating game
just think about it this way there are a
lot of people that is just boom they
want to go out and they want to be
promiscuous all good it’s a philosophy
you want to do that that’s good in
business if you treat your customers
like that or even women like that your
reputation spreads if you treat
customers like that or anybody like that
reputation spreads and it’s not always
the best reputation to not treat people
properly so then there is you know just
one-night-stand philosophy then there’s
dating philosophy then there’s marriage
philosophy your VIPs are marriage your
VIPs are marriage your VIPs are people
that go from dating to marriage they’re
kind of trying your product they like it
a great while they treat me so well I
want to marry these guys and I want to
go there regularly and then I want to
tell other people they become your best
recruiters VIP members become your best
recruiters best recruiters they recruit
for you for free all that million-dollar
ad on TV that you’re trying to do or
whatever it is you’re trying to you
don’t have to do it because they’re
doing it for you for free if you convert
people into VIPs
they are so valuable this is why some
companies there’s nothing differ
Zappos does except for the fact that
they create incredible customer service
they don’t make shoes they don’t make
shoes appose doesn’t make shoes they’re
not Tom’s they don’t make shoes it’s
service it’s purely service for them
they give incredible service that you
send you a return you don’t have to pay
for the return you didn’t like it
they’ll pay for it’s purely a service
game they’re not playing the cheap game
they’re playing a service game with you
it’s so valuable and then all of a
sudden examples get value that you know
it was bad for a couple billion dollars
whatever the number is Tony Hsieh is a
customer service guy so I know a lot of
times especially startup entrepreneurs
or people that you want to become a
millionaire yesterday you know I get
messages I want to be a billion about
the time I’m 35 years old it’s great you
know maybe don’t tie you to believe me
if you tie for more people being happy
doing business I had a conversation this
morning with a friend of mine who’s one
of our executives in our company land
he’s a doctor dr. Cooper you’re not
we’re having a conversation together and
he said Pat you know I’m sitting if
somebody came and told me something
about why I chose to work with you and
he says all I said is my entire
experiences of working with you how it’s
been and he’s going into this whole
story of what he’s telling me on this
call would have an early early call that
we were having you this morning which
length was a fascinating call I’m sure
he appreciates that call but that’s a
shout out to Len out there he just had
his 20 year anniversary and his wife
Tasha so where heaven is called together
and all he was telling me while I’m
listening is our experience together
why’s he still here he left a six-figure
job to come up he was a principal
youngest principal in San Bernardino
Valley area but he came because of the
experience he had and he is my customer
now we’ve become very good friends so
it’s passed a VIP and a more we have of
that that we treat people properly the
more they tell everybody your business
gets stronger you can’t have this you
know
wham-bam talk of a mentality and your
business ain’t going to grow because
you’re not paying attention to your
customers so go back again the initial
exercise make a list of the five
businesses that you go to regularly
and ask yourself why do you go back you
will be amazed how all of them will
generally have one of these things here
one of these things you now you may say
convenience it’s very close that’s part
of fast so no any of that stuff that you
write down is going to be part of one
thing and then for your own business ask
yourself what can I do to take my
customer service to a whole different
level to add customer experience to my
business and to give birth to more VIP
customers and what do I categorize
as a VIP customer for me what do you
categorize as a VIP customer for you and
what can you do to promote more people
from regular to VIP customers and that
in itself is going to make you a ton of
money depending on how big you want to
build it will do you very very well
growth wise word of mouth people wanting
to do business with you regularly over
and over and over again so that’s my
message today for you on customer
service and customer experience Amari
where’s our pillow here do we have our
pillow we have our pillow can no longer
say hundred thousand subs because we are
now at a hundred thousand seven what is
exciting is we’ve already gotten many
hundreds of emails of people that said
they’re making that video on why I love
value taming and if you don’t know about
the video we just crossed 100,000 subs
and Mario asked me to put announce a
contest to be able to privately mentor
three of you here in my office in Dallas
Texas for three hours to go through your
business plan and put a strategy plan
together for two thousand and seventy
and we’re planning on doing it sometime
in the month of December but you’ll need
to submit a three-minute video and all
the details let’s put a link somewhere
here where people can see it you can go
to Patrick big david.com is wall dumb
and you’ll see the detail as well so one
hundred thousand subscriber celebration
contest you can find find out more
details about that but if you haven’t
subscribed to the channel please do so
click on the link below here and if you
have any questions about customer
service and customer experience good
catch post your comments and thoughts on the bottom take everybody bye-bye
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