Pay Attention!: How to Listen, Respond, and Profit from Customer Feedback

Your customers are talking about you. Are you listening?

Whether they use social networks, online tools, or a myriad of other media, your customers are reviewing you, rating you, and ranting about you to friends, peers, and perfect strangers. Disappoint your customers with poor service, and they won't take it quietly. Give them a great experience, and they will become powerful and loyal advocates, pointing others your way. Customer interaction today is a whole new ballgame; are you prepared to play and win?

Pay Attention! enables you to successfully navigate today's customer feedback landscape and turn that feedback into your competitive edge. By outlining the complete Pay Attention system, this up-to-the-minute guide gives you a practical, step-by-step toolbox you can use immediately to achieve top-notch customer interactions.

Get the keys to create winning customer experiences as you:

• Learn the demands of today's customer
• Connect with your audience by various online and social media
• Shape your marketing messages and clearly identify your customer
• Apply the RATER factors to your business (Reliability, Assurance, Tangibles, Empathy, and Responsiveness)
• Hire and train excellent customer-contact people
• Respond effectively to customer reviews and feedback
• Explore ways to "make it right" when something goes wrong

The fundamental customer-business relationship is changing. The companies that understand and adapt to the new rules will beat the competition and gain market share. Pay Attention! offers a proven system you can use to revitalize the way you approach your customers and customer service while gaining major business insights in the process. The next level of customer interaction, acquisition, and retention awaits you; all you need is to Pay Attention!

About the Authors

Ann Thomas is coauthor of 101 Activities for Delivering Knock Your Socks Off Service and the senior consultant and lead facilitator with Performance Research Associates (PRA) since 1999. Her work focuses on improving service quality, diversity awareness, generational differences, sales, performance management, and professional development. Ann brings nearly thirty years' experience in consulting and training to each of her clients, including Marriott ExecuStay, Accenture, the Securities and Exchange Commission, and many others. Ann is also a member of the faculty for the American Management Association and is a regular presenter for Progressive Business Conferences.

Jill Applegate is project manager and client coordinator with Performance Research Associates. She served as right hand to the late Ron Zemke for nearly fifteen years and takes seriously the responsibility of wowing customers. Jill works closely with PRA clients to ensure that their efforts hit the mark. She is also a coauthor of 101 Activities for Delivering Knock Your Socks Off Service.