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Turbado | Amazing customer support by Shep Hyken

Inspirational video by Step Hyken for Zendesk followers

This is the full transcript:

Shep Hyken

Best selling author & speaker

What the cult of the Customer is?

Let’s start with a little story… Which I think will set this whole concept of the Cult of the Customer up. We can say it’s a true story but it isn’t. It’s about a genie who paid a visit to the town square of the little town called Businessland, where he met three entrepreneurs. Each of whom wanted to open an ice-cream stand. The genie said, “I will grant each of you one wish – give you anything you ask of me – if, and only if, granting your wish will truly ensure the success of your business venture.”

The first entrepreneur stopped for a moment and then he thought “oh boy, I’m going to open a ice-cream stand … My wish is to sell the best possible ice cream in all of Businessland.” The genie frowned and said, “I shall not grant that wish… Because even with the best ice-cream on Earth would not guarantee your success.” The second entrepreneur was quick to speak up. “My wish is that you should grant me the very, very best location for my ice-cream stand in Businessland, a place where all the people walking by will see my ice-cream shop and would like to come in. Again, the genie frowned. “I’m not going to grant that one. Even the best location on Earth would still not guarantee your success.” The genie cast a doubtful eye on the third entrepreneur, saying: “Yours is the last wish.”

The third entrepreneur thought for a moment and then she smiled confidently and said, “I have ice- cream, though it may not be the best on Earth, I think it’s pretty good and I have pretty good location in mind, although it may not be the best location. My wish,” she continued in a firm voice, “is that I should have a never-ending supply of loyal customers lined up outside my door of my ice-cream shop every day.”

The genie grinned broadly. “Yes! You will have success with that wish! Your wish is my command.” So, you see, without customers, it doesn’t matter how good the ice-cream is. Without customers, it doesn’t matter where you put the ice-cream shop. Basically without customers, you don’t have a business.

When you have a good product and a decent location, whether it is the actual location or just a position in the marketplace and you have customers who want what you sell, at that point, you got shot at success. And when those customers want to come back – and more importantly won’t go anywhere else – that’s what called loyalty. And taking it a step further, when they are willing to recommend you to their friends, colleagues, business associates – because they love you – that’s called evangelism. And that is what the Cult of the Customer is all about; creating an amazing experience that turns satisfied customers- not just into loyal customers – into customer evangelists.

So… well, I may not be a genie that can grant three wishes, what I can do though is to give you the tools that will help you deliver an amazing customer experience – which takes you to the Cult of the Customer.

Now, let’s talk about what the Cult of the Customer is. First of all, it is a Cult you want to belong to and let me emphasize, in this case – a Cult is not a dirty word. Even though the word had been associated with something extremely religious or with fanatical organizations. This is not that at all. As a matter of fact, if you look at the original definition of what a Cult means, you will find that it’s really nothing more than a group of people that have a common interest, they like to get together on a regular basis and practice that interest. For example… You might be hanging out with a group of people on Saturday mornings and ride bicycles through the park. You like doing it every single Saturday morning and it’s what you live for. In that sense it’s called a Cult. So it’s ok…Cult is not a dirty word. And not only that, we are using this word Cult to play of the word “culture”. A culture that is internal to the company. The culture that focuses on an inside of the organization and – my believe – what’s happening on the inside of any organization is also going to be felt by the customers on the outside on the organization.

So, what are we going to do in just few minutes is go through what I call the “5 Cults of the Customer“ and then I’m going to give you some strategies and have it deliver on that final Cult which is something I call the “Cult of Amazement”. Now, for the company to create an amazing experience, the one that doesn’t just create loyal customers but evangelists, you have to go through – and all the employees have to also go through –  the same cults or phases that the customers go through.

What happened this years ago, I identified five basic phases, I call them cults that customers go through. Radical thinking got me into the mode of – “wow, you know what” employees go through the same phases.  Now, I am going to focus primarily on the outside customers that you see from very beginning. We gonna start building internally as we move out of the first cult into the second one and I think it’s a pretty cool concept we are getting into. So let’s go ahead and start with the first cult:

1.           The Cult of Uncertainty

The best experience for customer is inconsistent. But it’s also the same for an employee. Think about this… The first time an employee comes to work, the first day they work in the organization, they are little hesitant. They are hoping it’s going to be a great experience. They are hoping it’s going to be a great job and company they want to work with. Well, the customer feels to same way. By the way… I am using the word customer and I don’t care if you call your customers clients, patients, guests, members or whatever. We are going to use the name customer. In a call of uncertainty a customer or even an employee the first time they do a business with you or they come to work with you they say: “Oh boy, I hope it’s going to be good”. They may have heard to reputation that it’s supposed to be good but they are not going to know until they actually start working there. Let’s talk about it from the customer’s point of view for just a moment. I used the word “inconsistent”. Inconsistency is probably the worst place you can be with the customer. Even if you are pretty good in what you do, if some days are great and another days are satisfactory, that’s not good! It’s the consistency that needs to take place for customers to have confidence in you. We will talk more about confidence in just a few minutes. Giving an example of what I think is the most inconsistent industries –  is the airline industry. I don’t mean to pick on them but they are the best example I can think of. And here is why… because they have statistics and depending on any given year there are somewhere around 80 % or less of the flights taking off will show up on time. Just think about that. In another words… on time performance is about 4 out of 5 times. 20% plus of those airplanes that take off do not arrive at the destination on time. By the way… on time is within 15 minutes of the published time of an arrival. I love South-West Airlines, they are very wonderful airlines. If you go with them you will usually experience incredible amount of excellent customer service, but if the plane doesn’t arrive at the time when it suppose to land and if you are 2 hours delay or the plane is canceled for whatever reason, they can 100% deliver on what they sell. Even if the service is great if the product doesn’t do what it’s supposed to do, you’re gonna be worried the next time you fly on the airline. So throw that out, that even the best is marked with uncertainty. Again, many times it’s not their fault but it can be a problem if the first time you fly with South-West airline, the plane is delayed and then the second time you fly -it happens to be your unluck- it will be delayed again, you going to think the next time; there is a pretty good change I won’t get at my destination on time I have to change my schedule. So, inconsistency – not good! From the inside, how you get out from inconsistency. What you need to do is to move to something I call the “Cult of Alignment”. The first way to move out of uncertainty or inconsistency is to get into “Cult of Alignment”. And this is where everybody is headed in the same direction. One of the easiest way to do this, is to make sure that everybody understands what your company is about and the value you promised to give to your customers. And if you just take your vision and mission statement and simplify it, break it down into one sentence. We are using words like cult, we’ve talked a bit about the word evangelists, now I gonna frown another one that falls into this – a mantra. You want to create a mantra. Mantra is one sentence or just a few word expression or phrase that is what your entire company is all about. I give you some examples of this. One of my clients Outback steakhouse had a tagline ( a phrase they use in their advertisements ) which is a perfect example of a mantra. And that was : “Great food, no rules”. And I think if you work there, you understand that. We have a great food and we going to give that to our customers the way they want it. In another words, they want a sandwich without mayonnaise, you give them a sandwich without a mayonnaise. It’s not a big deal. They want a different vegetable? Do what you can, remember there is no rules – “Great food, no rules”. My very favorite comes from the very high and luxury hotel chain ( Ritz Carlton ) but here is their mantra. It’s simply this: “We are ladies and gentleman serving ladies and gentleman”, a nine words and the people who work there get it. That’s what they suppose to deliver. The guests when they hear it, they get it too and it’s really powerful strategy, so if you bring somebody on board and say “this is our mantra and this is what we do and if you can deliver on this – we will be in alignment. If you can’t, guess what, we gonna pull you out and it may cost you a job.“ This is what we do. So we take everybody into an alignment. And once they are in alignment and understand what that brand promise is, you then get into the cult or phase of an experience. Before it can be owned, it must be experienced. So, we make a promise and then we experience it and we gonna have to experience it again and again, probably for a while. I am talking about the customer before they are finally confident that next time they do this it will be exactly the same. Let me give you an example on this: I would like to talk about a company called PayPal. They are an amazing company. They are able to log on and transfer money anywhere in the world through your computer in a second. The reason I like to use this it’s, because they promised that it’s going to be easy and simple, the direction are straightforward when you use their system for a first time and what happens is, when you log on, you set up your account and then they ask you about all kinds of your personal information. They ask you about your bank account number, credit card numbers… Through this process you probably feeling little bit uncomfortable. You slowly going through it and once it’s all set up and it’s time to transfer money to the first person you want to send your money to,  you are a bit nervous and once you hit the button “send” and then guess what…it says “successful” and you are like “woow, it worked”. Than that first time you do business like that with PayPal, it will probably take about 15 minutes or so to get this set up. The second time you use it, you are little bit more comfortable… You go online, you register and it will all take you probably 5 minutes. In about 4th or 5th time you doing this, you can probably make a transaction within 50 second or less. You are now experiencing it and the cool thing is, when you experience it over and over again, you are now in the cult of ownership, because you own that experience. You are comfortable with it, you are confident and it’s going to happen again. Another example, perhaps you bought a home or rent an apartment and the first night you are in there, is dark and you are looking around for the light switches, either on the lamp or on the wall – doesn’t matter. In the dark is hard to figure out what’s going on but within 3 or 4 nights or in just a very short period of time you can close your eyes and you know exactly where the light switches are, because you now own the experience. That makes a lot of sense, so that’s why I love using PayPal. It takes you from being uncomfortable and having a lack of experience to feel very comfortable and sensually owning the experience, because of the confidence you have. If you have a company that delivers great service on a consistent level and your customers can count on it and when your employees coming to work and they know it’s going to be a great experience and great place to work and they know how to deliver this service, because you trained them, you got the in alignment. You are in that phase or cult of ownership and next level, when it is predictably better than average, that’s the key to an “Amazement”. You have to be better than average. And what I love about the concept of an “Amazement” is if it’s within the graft a virtually any organization, the “Cult of Amazement” is simply better than average but it’s better than average all of the time. Now I say all of the time, that’s like a 100%, it’s like guaranteed but it’s actually not because nobody is actually perfect. Sometimes there is going to be a mistake. Once in a while, customers going to have an complaint. Maybe they are having a bad day or maybe it truly is a problem that the customer experience with your organization. The best companies are operating in an “Amazement”. When they have a problem what they do is go to the recovery mode. The recovery mode allows them to not just fix the problem but to regain their confident, so the customers know that we are doing business with them and I am confident that if there is a problem, they will take care of it for me. That’s cool. That’s what the “Cult of Amazement” is. The best companies are there. If you have a look of one of my favorite companies to do business with is Nordstrom, I love going to Nordstrom. Shopping and getting the Nordstrom experience. And it’s not that they are so much better than everyone else, they are little bit better. Again, it’s the consistency of being a little bit better than average. Always at least a little bit above the average that’s what creates the “Amazement”.

Now we are going to focus on the 10 strategies on how you can create that “Amazement”. And the first strategy is pretty simple. Is to recognize that all we just talked about, creating an “Amazement” is simply common sense. But unfortunately it’s not always so common. Let me give you an example. If you are into taking your car for service – my guess is –  if you call ahead of a time and set up an appointment, then when you drove in, they would be expecting you. And when you did actually called in, they probably said, you can come in tomorrow or within 2-3 days, it wouldn’t be weeks or months to get your car in. But when you did come in, there would be expecting you. They might even greet you because they have a computer, they know what kind of car do you drive, they know when you walk up it’s gonna be you because that’s the car. They know your car service history, again thanks to the inventions of something called the computer where you have all the information. Take an advantage of that. When you pick up your car, when they tell you it’s going to be ready. It is ready on time and guess what! It’s clean. Maybe it’s clean because they washed it while you were there or maybe just helped it to make it little bit tidier. But bottom line is, that they did something little bit extra. And maybe, because you have to leave your car there for a while, they offer you a ride to work or offer you a nice waiting room. That to me, all of it sounds like common sense. It’s not that demanding. Sure, you are expecting it because you made an appointment. And if you tell me, the car gonna be ready at 3pm and I come back to pick it up – it’s ready and ideally point be nice if it was clean. Well, here’s what’s cool. John, the research directorof JD Power and Associates, backs up what I just talked about with the automotive industry. And he said the highest ranking brands rated so high because their customers experience exactly what I just talked about. Simply common sense practices. That’s it. To me, that’s common sense, why unfortunately some of the not so highly rated brands don’t do what I think is common sense? I will tell you why. Because it takes a little bit on an extra effort and a little bit of an extra step. And I know there are companies that they can look at these types of things and benchmark them and put measurements to it and prove the doubt, that when you do the right thing, when you deliver on these common sense types of ideas, whether in the automotive industry or any industry. But if you do the right thing and deliver on the common sense ideas there is pretty chance you going to gain more loyalty, more loyalty means customers comes back more often. They might buy from you more than from others, they can buy more and more as a result of becoming more and more loyal and ideally move them to the level of evangelism. And that’s what takes them to recommending you to their friends or family members and their associates. So, number one is common sense, number two I call it the “golden employee rule”. Treat employees the way your want the customer treated – maybe even better. This is simple. You can’t treat the people internally one way and then expect them to treat somebody else outside or fellow employees differently. In another words, you can’t be mean to them, yell at them and then say to them, go out there and be nice to the customers. There was a T-shirt they had a slogan and I love that slogan, it says: “The beating won’t stop until the morale get’s better”. Think about that. In the end of the day you want people who work with you to treat each other the way the customer is suppose to be treated, perhaps even better.

Strategy number three. This is a simple one. It’s called the Awesome Responsibility. In any given time, one person represents your entire organization. And this is a powerful piece, because if you lay this one on all the people you work with they will say “what do you mean, I have this responsibility in any given time I represent this company” because here is what happens:  When the customer from outside calls you, you are the person who going to take care of him. They will walk away and say I like doing business with them. They are so friendly. Conversely, if it wasn’t a good experience ( well, I am not sure doing business with them ) and then is he/she one person. So, the goal is for everybody to recognize in any given time they will represent the company, the brand, the name… it’s that simple.

That is called the Awesome Responsibility. I gonna spend little bit more time on the next time.

Managing touch points and impact points. Touch points are on the front line and impact points are happening behind the scenes that can affect the touch points. So let’s do the basis definition. Year ago, I read a book called “Moments of Truth” by Jan Carlzon. And in the book he defined the moment of truth in businesses anytime a customer, in his case it was a passenger, he was the president of a Scandinavian Airlines. The only time one of his passenger come into the contact with any aspect of the business, this business being the airline, they would perform in a pressure. That’s the moment of truth in business. That touch point can make a break the business. Jan Carlzon said, these moments of truth can be good ( I call this moments as magic ) and they can be bad ( I call this moments a misery ) and there is a third one that I talked about it’s called the moment of mediocrity which is one that is average, one that’s satisfactory. And the goal is, in my opinion, to be better than just OK, so you wanna be better than average. I get just a little bit better than average put you in that zone of an „Amazement“. The goal is to manage those touch points. The interactions – and notice, I am using the word “interaction” – when I talked about PayPal there is a financial transaction that actually takes place but will you interact with the PayPal interface on the internet, on their website. Well, when you deal with people you are having multiple interactions and I think “interaction” is so much of a better word when you dealing with the people, than the word “transaction”. So I should manage these interactions, recognize they simply need to be positive, to be able to have a good attitude, you need to do the right thing, you have to create confidence for that customer. Impact points are behind the scenes as I mentioned before. There is something that happens behind the scenes that drives the experience to the customer on the outside. Jan Carlzon in his book, when he talked about Scandinavian airlines would say that, the first interaction that the customer has is when they call and make their reservation. I remember this back in the early 90’s – 80’s before the internet had online reservations. So you interacted with the reservationist and then you go to actually pick up your ticket, then you will check-in at the day of departure at the curb and you check your bags and you walk in and check in at the ticket counter. You have all these interactions; there is actually a chain of events that takes place as you go through these interactions. So finally the passenger goes on the plane, it’s greeted at the destination and get through the baggage carousel wherever they land. Well, behind the scenes, the impact points, let me give you an example…when you check the bag at the curb and you see the bag going down the conveyor belt and 3 or 4 hours later you end up at your destination and you are at the baggage carousel and there is the bag, it didn’t just magically appeared there, no, there are things happening behind the scenes that drove that experience. Made that experience happen. Lot’s of little interaction are taking place behind the scenes. And if those are mismanaged, those impact points, you definitely have an issue on front line with your touch point at the very end. So, manage impact points as well as those front line touch points.

Strategy number five. This is a fun one. “Woow, with an occasional Pow”. Pow is capitalization of a version of what we call Amazing. So, let’s talk about “wow” for a moment. I want to “wow” the customers. I wanna create “wow”. All you need to create “wow” it’s like an “Amazement”. Just be better than the average but “Pow” takes you to the next level. “Pow” is the surprise; it is something that, for example Zappos.com if you order shoes from Zappos, they will occasionally upgrade you to next day shipping instead of regular shipping. And “pow” that’s the surprise. A pleasant surprise. And the goal is to do this every once in a while. Once a while sprinkling those little gifts to your customers, letting them know as they love doing business with you because you are consistently better than average.

Number six. This one is the powerful one. An Confidence creation. It’s about creating evangelism. Evangelism, remember – those are the people that are here for you, the friends, family and colleagues -and it can’t come without a loyalty. And loyalty can’t come without a confidence. So, how do you create a confidence? I will give you 6 real simple ideas on how to create confidence.

NO 1. Always do what you say you are going to do

NO 2. If you promise to do something, do it on time.

If you tell them it’s going to be finished by 3pm it should be finished by 3pm. If not even a little bit ahead of time.

NO 3. Do not blame others for their mistakes or even your mistakes.

This is a accountability. If you are working in a call centre or you are on a front line and you get a phone call or the customer walks in and they are upset with you. It may not be your fault, it might be someone else who caused the problem, it might be a breakdown in a system. You don’t say “hey, don’t yell at me, I just work here” with defensive behaviour – not good. What you do, you should take ownership. “Wow, I am sorry you have that problem, I am not exactly sure what happened but I am here to take care of you and help you through this. Why don’t you explain me what exactly what’s going on, I wanna make sure I understand”. There are some techniques we can talk about in another webinar or seminar that will help you to better understand how to deal with these confrontations. But in the end of the day, the goals is that you will be blaming the others, you gonna take the accountability.

NO 4. Be polite, say “please” and “thank you”. You show respect and appreciation.

NO 5. You practice proactive service.

And it is anticipating a customer’s needs before the customer has to ask for something. If you are a server at the restaurant, you maybe walk around with the pitcher of water, filling up water glasses before they get into the bottom and the customer is looking around for “hey, can somebody please fill up my glass of water”.

NO 6. To under-promise and over-deliver.

Under-promise, over-deliver its a cliché, but it’s very powerful. Think about Disney does so well. They will have people stand in the lines and they will tell you how long the lines would be, that would be a sight, 45 minutes to the front of the line seldom it’s actually 45 minutes, usually it’s 25-30 maybe 35 but they usually always exceed what they said out for you to expect. And you agreed to that expectation and you are comfortable with it. The goal being they want not just meet the expectation, they want to exceed it. That’s just one way in which they do that.

So, those are the six confidence building skills.

NO 7.  Service creativity.

The idea behind this is to be creative with the opportunities, that you have to deliver an amazing customer experience. Remember, when I talked about the touch points just a few strategies ago and I talked about Jon Carlzon’s example with the airlines. The passenger makes a reservation, get their ticket, check in at the curb and then go to the ticket counter. They are greeted at the gate by an airline employees. There’s this chain of events that takes place.  Well, what I suggest you do, is sit down with the team and analyze in the detail all up the events that would take place in your chain of events. List them all out make sure, you have a number people there because they’re gonna come up with some that you’ve never even thought about and perhaps some of your customers go through different types of change other events that’s fine, the goal is to create a very detailed description of what a typical customer interaction is going to be. And then take a look at each one a little point to say what can I do to make this better, where can I make the experience a little bit better in most simplistic form I’ll say that a customer calls and receptions answer the phone itself that point how do you want that phone answered. One of my clients at we have offices all over the country wouldn’t it be nice if everybody answered the exact same way, obviously the right attitude with a big smile that could probably be felt or heard over the phone but what if they answered the right guard the same way every time. When that can increase the confidence our customers even though it’s small just ever so slightly. Well that’s what I’m talking about the smallest little interaction gives you an opportunity to practice what I call service creativity.

NO 8. Pay attention to detail.

Missing details may sometimes go unnoticed by a customer however when the smallest details are handled well, customers become impressed and they also at that point grow in their conference for you. So you manage that detail give you a great example this: Some of you may have heard the story about the rock band that pathways the had a below the minimum stay request both eminent in their dressing room and they asked that all the brown Eminem’s be taken out. And somebody would have thought well gosh they’re being pretty extreme, were maybe a little crazy but here’s the truth: matter that really happen in the van was the van Halen Van and they did specifically request no brown Eminem’s. I have a friend of mine here in Saint Louis where I live Michael Bolton. Michael it with a production company that actually produced in Saint Louis. A concert in Van Halen was the celebrity, that they brought in for the concert and during this they look to the writer and they said: „Wow we’ve got to remove all the brown Eminem’s“. Now it was it was the eddie Van Halen Van being extreme know what they were doing was testing the people, that they were working for because here’s why, if they forgot to remove the brown Eminem’s, what other details could they have missed? And at that point they knew they had to go into another mode to make sure that nothing was missed everything was taken care of. Michael both when tells a funny story about how afterwards they were sitting down with Van Halen manager saddling up on all the dollars and going through all the financials and the manager of the band said „hey what’s this extra charge for labour hundred dollars“ and Michael said that was for removing the brown Eminem. So detail is a detail that you can overlook

NO 9. we’re getting close to the end here.

Number 9 is amazing recovery I mentioned to you before. The best companies are amazing at what they do but once in a while they’re gonna have a problem. Simply put three things have to happen. A first while the ultimate goal is to restore confidence but to restore confidence these three things must happen and if you do this right way most of the time you restore the confidence. Number one you fix what needs to be fixed.  Number two you do it the right attitude. Attitude that positive and as we mentioned earlier in the presentation one that accountability something comes your way, you’re accountable and finally number three you act with a sense of urgency. You want to take care of this now. You don’t want the customer to wait any longer. I worked at a restaurant I love what would happen if there was a problem in someone said there is something wrong with whatever it is the chicken, the steak, the official order, the server would immediately reach over and pick up the dish and remove it from the table, while urgently wanted to get the problem away from the guest. I think it’s a great way to practice, when there’s a problem fix things urgently. Fix things with the right attitude. Bottom line is then, you do fix them and as I mentioned most of the time when you do that the right way if there’s a problem once in a while the customer say : „I really am glad I’m doing business with them even when there’s a problem. I know I can count them“.

NO 10 is called Starting over.

You’re only as good as the last time someone did business with you. My friend Vince Pomerado owns a restaurant in Saint Louis. Tony’s restaurant, very famous in Saint Louis. Actually it’s recognized worldwide for their outstanding italian food and their amazing service which is paying attention in so many the details in the dining experience. What he likes to do is to have a pre-opening meeting every day before they open their doors. All other staff assembled and he talks to them about what the specials are. he talks about what happened the night before, the good, the bad, how we can learn how we can be better. Make sure things don’t happen again if they went the wrong way. And he loved the end of the meetings by sharing the accolades, that his guest share with him the night before. Perhaps in a voicemail he received or an email or letter. And he loves saying this is great and we should all be proud OF these nice things that people say.  But guess what, in five minutes those doors open and we start over. That’s what starting over is. Recognizing that as good as you were yesterday it‘s another chance to be just as good if not even better today. And I want to give you a bonus strategy, because I never ever want to forget to remind people that you must always show appreciation. Make sure you say „thank you“. Customers want it! They expect it and at the end of the day, we must deliver on that basic needs of people feeling, that they’re appreciated at the place they do business. It could be in the form of „thank you“, it could be just a „thank you“ to somebody walked  at your door, it could be a telephone call,  it can be in email. You may even want to send somebody a small gift. It‘s a way of thanking them for their business, if that‘s appropriate. It needs to be appropriate! Bottom line is to show appreciation. As I start to wrap up here, I wanna talk about something I call „show me the money“ . That amazing service experience is an actual good investment. Companies will tell you over and over again, if we deliver better service, customers come back. Well, there’s really only a number of ways companies can grow their bottom line that is, they can get more customers. Well, that‘s marketing and sales. They can get their existing customers to come back. With that creating a great experience that would make them want to come back. You can do such a great job, that those customers were for others and create those evangelist. Absolutely, that brings in more customers.  Due to the great service you deliver, which is probably a good marketing and service strategy. If they’re loyal to you, they will buy hopefully more than they would have bought before. Simply because they grow the relationship with you. But let me take it to a whole another level. Michigan’s Law School business professor, directed a study done by the national quality research center, which actually manages the American Customer Satisfaction Index, that is a big mouthful. I believe what they found and they did a study, a ten-year study ( it’s about three years old right now ), but here’s what they found. They had a way of tracking with the best customer service companies, were the ones that were constantly striving to be the best, they could even better than they were before. And if you bought a portfolio of stocks ( let say in the mid to late 1990 ) and you bought a portfolio of just those stocks and held on to them for 10 years, at the end of 10 years the S&P had more than double, just a little bit more than double, but the stocks based on the Satisfaction Index, that work better and if everybody else is delivering great service more than double what the S&P did, and there’s a reason for that, you are more profitable. But you know, it’s not just because the service they deliver to the customer. It’s the culture, that they built internally. That’s what the cult of the customer is all about. I am just about ready to wrap up here but I just wanna make a few final comments. First of all I again want to thank our good friends and thanks  for inviting me to present this webinar. I love to work with them because we both have basically the same goal. We want to create amazing, happy customers, we want to deliver an amazing service. We would want to do such a good job that they will in fact tell others about us. Refer friends or colleagues and make sure, that everybody loves what it is that we do. So, as I start to wrap up. Just couple quick comments, I have a free phone app, an iPhone app, an Android app. These are free. You can go on the iPhone Store, the Android store and you can purchase. Well, purchase, download them at no charge. You’ll get videos from me, you’ll get articles I’ve written and it’s just a nice little apt to have if you want to do a quick little training for some other people that you work with. It‘s kinda fun thing to happen. I also have a great package: „ The Amazement Revolution“ is my most recent book that we had the call to the customer with the second-most recent but I placed the special that includes a „ Call to the Customer“ book along with the „Amazement Revolution“ book. „Moments of Magic“ which is another book „The Loyal Customer“ book I and then a DVD which is a great training tool. Normally we charge 69 dollars just for the DVD plus the postage. This is a great value because we’re gonna give you pretty damn good deal. It’s a little bit more than half what it normally is, so if you’re interested in that, please jump on the website amazerevolution.com/special. And finally I just want to say if you want to connect with me I’d love to connect with you. There you got my Twitter, my LinkedIn, YouTube. I’ve got lots of videos that we put on YouTube. I usually do about one every week or two and their training videos you can use to set up a meeting and my facebook page. I would love to have you in there „like us“ and you get the latest and greatest news from us. So with that in mind, let me turn it back over to Jess.