Shep Hyken - Author of I'll Be Back [Retention]

Show Notes

Shep answers the questions to :

• Is there a strategy that can set your company up for success, no matter what curveballs the world may throw your way?
• How do you expand a relationship with a customer so that it's strong enough to sustain multiple renewals of trust?
• When should we start working on getting the customer to come back - to renew their service or "subscription"?
• What can we learn from unhappy customers?

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Host

Nick Glimsdahl

Podcast Host

What is Press 1 For Nick?

Learn from Leaders (Chick-fil-a, The Ritz-Carlton, Crumbl Cookies, Zappos, Google, and Disney), best-selling authors (Matt Dixon, Laura Gassner Otting, Kindra Hall, Joey Coleman), and other fascinating people like Hostage Negotiators, Authors, Scientists, TEDX Speakers, and Researchers.

Each episode features topics like Customer Experience, Employee Experience, Customer Journey, Customer Service, Employee Experience, Contact Center, Culture, Personalization, Storytelling, and more.

The host of this podcast, Nick Glimsdahl uncovers insights and ideas that you can apply today.

Nick Glimsdahl: Welcome to the breast one for neg podcast my name is Nicholas don't know my guest this week is shep hiking.

Nick Glimsdahl: chef is the man, the myth, the legend and customer service he's the chief amazement amazement officer at shepherd productions a customer service and cx experts.

Nick Glimsdahl: hall of fame speaker New York Times bestseller he's also come up with a brand new book that's coming out called all be back welcome back to the podcast ship.

Shep Hyken: hey It is great to be back, thank you for having me, hence the last time I was here do you remember what I said.

Nick Glimsdahl: i'll be back.

Shep Hyken: i'll be back name of the new book i'll be back how to get customers to come back again and again, or how to get podcast guests, to come back.

Shep Hyken: How to be a podcast guests every single podcast guest has to write a book i'll be back I that you are by far you are, you are a great guest, the first time, you said you will be back and that's why the whole reason why you wrote the book is so that you could come back.

Shep Hyken: that's what I was hoping for, thank you.

Nick Glimsdahl: mission accomplished by the way I did read the book, I thought it was an awesome book, it was I love all the quotes from from Arnold himself.

Nick Glimsdahl: highly recommend everybody else, take a peek at getting his book as well, wherever books are sold so.

Nick Glimsdahl: The one question I asked every guest and I asked you at the very beginning, and I remember, because I am also a hockey fan, and I know you're you're a blues fan and.

Nick Glimsdahl: Our red wings fan, and we won't hold that against each other, but that was the question I asked is what's one thing people might not know about you and you said hey I play adult adult hockey and we have we have some fun doing it.

Nick Glimsdahl: So i'm gonna switch it up a little bit play a little curveball if you could leave eat at one restaurant in St Louis one more time What would it be.

Shep Hyken: Oh, I have so many favorites.

Nick Glimsdahl: No pressure.

Shep Hyken: I love Pino P and oh.

Shep Hyken: yeah you may or may not know that restaurant.

Shep Hyken: But I love that restaurant.

Nick Glimsdahl: It will do order.

Shep Hyken: Well gosh I love their scampi I love their trout they have the most unbelievable pastors.

Shep Hyken: In any capacity is always changing up the menu, this is a tiny little place tiny little place and i'll tell you how much I love them.

Shep Hyken: During coven back in January that mean restaurants were struggling, this is what 910 months ago, and he said i'm offering a deal and turns it's not really a great deal it's an offer.

Shep Hyken: I wouldn't love, if you would take advantage of me he sold me a gift card for two people I paid a pretty high amount of money and I get to eat there as often as I want me and my guest for an entire year.

Shep Hyken: And I go, so I said well you know my average bill over there is maybe 150 bucks.

Shep Hyken: Okay, and I said so, if I come here every week, you know.

Shep Hyken: you're going to lose money he goes sometimes you eat the bear sometimes the bear eats.

Shep Hyken: But.

Shep Hyken: It turns out, I was talking to him, the other day, because we were in there, I said I think you're going to make money on because I can't see myself eating this much food, between now and the end of the year.

Shep Hyken: But I love this restaurant it's a local restaurant he's managed to keep every one of us employees.

Shep Hyken: Employed through the entire pandemic.

Shep Hyken: He went crazy with carry out food and delivery.

Shep Hyken: And he and as soon as you can eat outside he didn't care if it was 12 below zero he was cooking for people to you know sit outside and he warm them up with theaters and.

Shep Hyken: It was amazing what he's done, and you know talk about a guy that just worked hard and very creative with what he does, but on top of that super nice guy his name's pappy the owner and he owns penal as P amp l Italian soulful.

Nick Glimsdahl: There it is anybody who makes their way to St Louis go to go to Pino and talk about pepe and bring the book i'll be back.

Shep Hyken: The back.

Nick Glimsdahl: and tell them you'll be back to Pino so I enough about the restaurant let's talk about the book, I mean how to get customers to come back again and again.

Nick Glimsdahl: I got quite a few questions and we'll try to run through them as quick as possible but.

Nick Glimsdahl: You know the first question I have for you is how do you build a business that thrives during good times and bad because you talked about Pino and kind of what they're doing, but what How else do you build a business that thrives.

Shep Hyken: Well, I mean you know here's the idea everybody's focused on.

Shep Hyken: Getting the customer to come back and that's what you need to do all the time, every time what am I in this the question asked.

Shep Hyken: What am I doing right now that's going to make that customer want to come back the next time they need, whatever it is that I sell.

Shep Hyken: Now, forget about the restaurant business, because if every time i'm hungry i'm probably not going back to the same restaurant, but if.

Shep Hyken: I would consider myself a regular of a restaurant if I went there once a month every month for years and I don't think.

Shep Hyken: Any owner of a restaurant would say he's not a regular or even a loyal customer I don't have to eat every meal there, but if I sell sunglasses my i'll be back sunglasses, by the way, i'll be back.

Shep Hyken: If I sell sunglasses anytime you need sunglasses I want you to come see me.

Shep Hyken: How do I do, that I always ask the question in my mind what am I doing right now to get that customer to come back the next time.

Shep Hyken: And I know part of the book, we talk about loyal customers versus repeat customers and we can get into this a little bit more.

Shep Hyken: As we get into the interview, but you want to know why your customers are coming back to.

Shep Hyken: It is if it's because they love you for the way you treat them there's a pretty good chance that they'll remain loyal to you, in spite of competitive opportunities that somebody might have a lower price.

Shep Hyken: Better location, but what if the only reason they're coming to you is because you are closer than the next competitor what happens when that competitor moves in even closer to you.

Shep Hyken: Are you going to start going there, instead of somewhere else and that's the idea, you want to make sure you understand the why behind the repetition.

Shep Hyken: But what I would be doing to make sure that we thrive in good times and bad is to make sure that what we do is focused on the customer, so much so that they wouldn't think of doing business.

Shep Hyken: anywhere else, the way to do that is you offer a good product that does what it's supposed to do and you surround it with the experience that makes customers want to say i'll be back.

Nick Glimsdahl: yeah I love that So is there a strategy that you can set up a company up for success, no matter what curveball or knuckleball they'll throw your way.

Shep Hyken: Well, so here's the thing the answer to that is yes, there is the question I have to follow up is or the caveat to, that is, I guess, more than anything, is it really depends what the disaster is that's causing.

Shep Hyken: The bad to happen is it an economic issue is it you know, we had 911 we had the recession in 2008 we had the pandemic in 2019 and 20 and I hope it ends about now.

Shep Hyken: But you know there's these different reasons, and each time you have to do something a little bit different to make it happen.

Shep Hyken: i'd like to think that a great service experience will recession proof your business will you know, keep you away from the disasters that would hurt other businesses, because what your focus and, if you think about this.

Shep Hyken: I one of my books amaze every customer every time was focused on ace hardware is a role model and and one of the stories I have in there, I either put it in there, wrote it about an article is.

Shep Hyken: One of the ace hardware stores in town burnt down that's a catastrophe that will ruin your business okay.

Shep Hyken: What did the people in the Community, do they rallied around to help this guy rebuild his ace hardware, because he was part of that fabric of the Community, so the way to bulletproof yourself from different.

Shep Hyken: problems that could happen competitive issues is to build yourself into the Community be part of it.

Shep Hyken: You know I wrote about this in another book about how to do local well you've got to be local but as it applies to this book i'll be back.

Shep Hyken: there's different ways to out, let me jump to Chapter 15 let's give you some real meat right now chapter 15 it's called where the rubber meets the road, and this is.

Shep Hyken: The closing chapter and I talked about six steps to creating the i'll be back experience number one.

Shep Hyken: Ask yourself and do this with a team of people and if you're a small company fine if you're a large company bring in people from different.

Shep Hyken: Parts of the business, especially a couple people on the front line people that might be in customer support maybe a salesperson.

Shep Hyken: Anyway, here's the question why would somebody do business with us instead of a competitor second Why would somebody do business with a competitor instead of us.

Shep Hyken: By the way, the answer to Question one should not be something as simple as well we've got great people because anybody can say that what really makes you different.

Shep Hyken: pepe from the restaurant Pino might say, well we're a very small restaurant, so we really focus on that really special experience you know you're gonna.

Shep Hyken: you're going to be treated differently on top of that all my recipes are from my mom and my grandma over in Italy they're authentic they're real and we we don't you know boil past.

Shep Hyken: That you buy from the store we make the past but you know you can come up with a half a dozen maybe 10 reasons why people might be better than a competitor.

Shep Hyken: What are your reasons and what you should know this, what are the competitors competitors differentiators to number three.

Shep Hyken: I call it, keeping pace, if a competitor is doing something that you're not doing that you should be doing, you need to start doing it, but don't do it exactly like they do do it differently, make it your own.

Shep Hyken: Think about this i'll give you a great example I call it the amenity wars, where a hotel decided to create an amenity and as soon as they did every other hotel starts doing it.

Shep Hyken: And you know it's like this war, who can outdo each other, so the first time, some very smart hotel person said hey.

Shep Hyken: I bet our business guests would enjoy a newspaper, so they started giving away newspapers and how did they do it, they would tell the guests tomorrow morning, when you come down to get your coffee.

Shep Hyken: grab a complimentary newspaper, and then the hotel across the street said oh my God we got to do newspapers to.

Shep Hyken: But let's make it different we're going to tell the guests that tomorrow morning, open up the door that newspaper is going to be at your doorstep.

Shep Hyken: The next hotel said oh my gosh, we need to do better than that let's give them a choice of newspapers when they check in ask them what the choice you see what's happening here.

Shep Hyken: you're constantly trying to make yourself a little bit different on what the other one is doing that step three keeping pace step four.

Shep Hyken: go outside of your industry and ask the team that you're working with.

Shep Hyken: Who do you love doing business with and why and list all the wise that's really important you're going to find things that these companies do that you don't do.

Shep Hyken: For a couple of reasons, one you just might not be doing them but number two they're in a completely different industry that's the idea outside of your industry.

Shep Hyken: You know, we may be in the business of for us it's you know I write books, I do trainings I do speeches all over the world that's what I do.

Shep Hyken: How am I going to learn from nordstrom from Amazon from ritz carlton What are they doing that I don't do what are actually What are they doing that I love.

Shep Hyken: And then, based on what I love, could I be doing that, if i'm not already doing it.

Shep Hyken: So that's four number five is to implement those ideas that you've just talked about if there are any and i'm sure there are, and I want you to read between the lines, for example when.

Shep Hyken: I did this, and one of our trainers to this in a workshop, and I was there and I watched the whole thing go down exactly the way i'm telling you right now, he asked you know what do you love about if somebody said Amazon everybody always says.

Shep Hyken: Amazon in this group, and then it's a great company.

Shep Hyken: What is it that they're doing that we're not doing or what he or i'm sorry, what is it that you love about them and the person said, you know what I love I love them as soon as I.

Shep Hyken: place my order I get an email confirmation I like that, and then they tell me when it ships and they send me the tracking information, then they send me an email to tell me it's arrived.

Shep Hyken: And somebody in the audience who happened to be the leader of the Group said well that's that's an e commerce thing we aren't like that we sell machines, you know business to business.

Shep Hyken: doesn't apply and so after listening to some of the banter my trainer looked over at me and said.

Shep Hyken: What do you think shop I said, I think you need to read between the lines it's not about the emails it's about the fact that we're giving them information and now he has confidence that something's being done.

Shep Hyken: Do we give our customers enough information to feel that they're in control of the situation, because that's exactly what amazon's doing.

Shep Hyken: And with that the the Leader CEO whenever he was oh my God I get it so read between the lines alright so that's step five step six is to go back and ask yourself, now that i've done these Why would someone do business with me.

Shep Hyken: And that's a great way to kind of go back full circle so number one.

Shep Hyken: ask that question why me not instead of them number two why them instead of me number three keeping pace if they're doing something that competitor that you're not number four.

Shep Hyken: What do you love about companies outside of your industry that you do business with at any level any type of business number five implement some of those things that you love if appropriate number six circle back and say now i'll ask it again why me instead of anyone else.

Shep Hyken: That.

Nick Glimsdahl: sounds simple enough.

Shep Hyken: it's powerful it's.

Nick Glimsdahl: so simple doesn't make it easy.

Shep Hyken: I that's what I always say simple does not mean easy.

Nick Glimsdahl: yeah so going through that processes.

Nick Glimsdahl: Man it's it's so crucial to walk through that one of the things you also mentioned was the renewals of trust, how to sustain multiple renewals of trust and.

Nick Glimsdahl: You don't want a software business, you know so or a subscription based business loyalty isn't what it used to be, and so, how do you take that and work on getting that customer to come back year over year or renewal earn over renewal and when do you start that that process.

Shep Hyken: Sure, so, first of all I want everybody, regardless of the kind of business, the rent to think of themselves as the subscription business.

Shep Hyken: And you may not be somebody that automatically bills or somebody some company that automatically bills or invoices a customer on a monthly, quarterly or annual basis, ongoing consistent revenue.

Shep Hyken: That doesn't mean you're not in the renewal business, you are constantly, as you said, Nick.

Shep Hyken: Renewing the interest in doing business with you, renewing the desire to do business so just looking at it from a subscription standpoint anybody that gets submitted to subscribe to them.

Shep Hyken: The renewal process should start at the very, very beginning, when you validate they made the right decision to do business with you in the first place, and then.

Shep Hyken: throughout that time, especially in the software business where successes determine whether or not people are using the software and using it to their full advantage.

Shep Hyken: So I use a software program and i've been using it for about seven years and I became disenchanted with it recently.

Shep Hyken: And number one I had virtually no interaction with the company from the, with the exception of my onboarding what seven years ago, six, seven years ago.

Shep Hyken: And when I told them i'm thinking about leaving oh man they jumped to attention they started, you know say hey let me get you on with a coach let's make sure you're using the software, the right way lots of new features.

Shep Hyken: And i'm thinking why didn't somebody reach out to me at least once a year, maybe every two or three years, for that matter.

Shep Hyken: And and that's a shame, I work for the military once i'm actually a number of times, but in this particular group I one time work for the recruiting arm of the military.

Shep Hyken: And I asked when they actually try to get people to re up they you know you get them to come on they recruit them they come in they're there for what two sometimes three years, depending on what kind of agreement, they have.

Shep Hyken: So when is that renewal process start you know they think three four weeks about the time that you know I said, none you're making a mistake, it needs to start.

Shep Hyken: You know, maybe you know, maybe after going through boot camp might be a good time to start.

Shep Hyken: But you get the idea, you want to get people excited about being involved with what you do whatever it is that you sell.

Shep Hyken: And it needs to be consistent and it needs to be ongoing and it needs to be you're constantly at some level staying in touch.

Shep Hyken: That doesn't mean you're physically picking up the phone and making a call going out make an appointment.

Shep Hyken: But there are ways to even automate certain pieces of the relationship and in the book, I talked about you can automate a relationship.

Shep Hyken: You can't automate a relationship 100%, but you can do things along the way, that touches out or reaches out to your customers and gives them a touch point.

Shep Hyken: That is positive, so for those that aren't in the subscription business, I want you to think about the next time.

Shep Hyken: Every time and I mentioned that before what am I doing right now to get that customer to come back the next time they need what we sell.

Shep Hyken: You do that every single time it's about the next time, every time and eventually that turns into a lifetime.

Shep Hyken: Maybe they need what you do sporadically they buy it today, they might buy it six months from now than they might buy it a month later, every time you're engaged with that customer it's all about the next time what am I doing to set up that next time that's renewal.

Nick Glimsdahl: yeah I think there's always going to be some there's always going to be a time where there's going to be an unhappy customer you had that with the software.

Nick Glimsdahl: With with over a seven year period because they didn't communicate with you, they didn't.

Shep Hyken: I was unhappy they left the door open for a competitor to come in and give me a better opportunity and a better solution, and as soon as I started.

Shep Hyken: The process of leaving it's all the sudden they stepped up, you know, I was disenchanted I was not disappointed in the sense that you know they upset me and angered me, and it was a complaint I just found what I thought was a better solution than.

Shep Hyken: Trying to fix that.

Nick Glimsdahl: yeah yeah so people think of that sometimes as a as a marriage, you tell your wife at the at the altar hey I just wanna let you know here's somebody else that.

Nick Glimsdahl: might be is going to be communicating back and forth and she's like hey i'm gonna leave you know, like oh wait wait wait wait, let me, let me.

Nick Glimsdahl: bring some flowers you want some chocolate i'll bring application, what do you need, how can I help you so.

Nick Glimsdahl: But bags down happy customer, what can you learn from them.

Shep Hyken: What say that again about a happy customer.

Nick Glimsdahl: From an unhappy customer, what can you learn from them.

Shep Hyken: Oh there's so much and that's so important to realize, you need to debrief you're unhappy customers and ask you know, obviously, you want to know the questions why.

Shep Hyken: But if if you know, everybody if somebody sends you a letter and says, I don't like you.

Shep Hyken: And I use that metaphorically i'm unhappy with your product this didn't work your people stink you know they're angry, whatever it is.

Shep Hyken: When you get that letter, what is the typical thing that a company does a company sits down they bring the employee and that might be responsible and they debrief.

Shep Hyken: And many times it's about in a positive environment it's about learning to make sure this doesn't happen again right.

Shep Hyken: So and and and that's the goal, but I want to take this a step further, what happens when you get an accolade letter.

Shep Hyken: Typically, you go to the employee and say hey good job, but what you don't do is you don't debrief at the same level that you debrief the moment of misery.

Shep Hyken: Okay, and what you want to do is say why did we get this letter, why aren't isn't every one of our customers sending us a letter, just like this.

Shep Hyken: And now it's like Okay, how do we repeat what worked and just like you want to eliminate repeating what doesn't work.

Shep Hyken: You want to promote repeating what does work anyway, I know it's you've question was how do, what can we learn from an unhappy customer.

Shep Hyken: We can you know and keep in mind that, whenever you're asking in a survey on a scale of one to 10 where you happy on a scale of zero to 10 would you recommend us.

Shep Hyken: When you're asking these questions I think they're great pieces of data, but you're looking over the rearview mirror and are you looking into the rearview mirror over your shoulder whatever.

Shep Hyken: And that is because its history, it was what happened yesterday, so what happened on the last interaction or transaction that you had.

Shep Hyken: When I want to know is, are you going to come back next time and if you're not giving me a high rating, I want to know why so.

Shep Hyken: You know people ask about surveys all the time, so if you're going to use something as simple as on a scale of one to 10 or one to five.

Shep Hyken: How do you rate us how do you write me one open ended question what would it take to rate it so, by the way, great surveys, a.

Shep Hyken: Software will do this it's not expensive it's pretty standard, these days, based on the answer you give me numerical answer I could ask different questions.

Shep Hyken: You know if you give me on a scale of one to 10 if you give me a seven or less Oh, I could see you're not upset.

Shep Hyken: Would it be possible for me to call you that might be the answer, or you gave me an eight What would it take to get a nine.

Shep Hyken: If you give me a nine What would it take to get a 10 if you gave me a 10.

Shep Hyken: I could ask you is there one thing you can think of that would make it even better so there's different questions you can ask, so that you can learn why you're getting this data and this feedback, in the form of a number, you need more than that.

Shep Hyken: In the book i'll be back, we talked about how this is looking in the rearview mirror and the measurement that you want to be focused on isn't.

Shep Hyken: By the way, that you need those measurements, you need to know if you're doing a good job so history is important to know it teaches you lessons.

Shep Hyken: But you also want to measure behavior what is that customer doing after they leave you that first time are they coming back so this all is bouncing around in my head when I was talking to a CEO prior to a speech preparing for the speech writing up my notes and he talked to me about.

Shep Hyken: How what he's trying to do is to get.

Shep Hyken: His customers to fall into the cadence of a routine or regular customer that's how they know that at least they're a repeat customer ideally they're loyal don't want to confuse the two.

Shep Hyken: You want to know why they keep coming back right, you know we may mention that, but the goal is I want this customer to become a routine customer if.

Shep Hyken: This gentleman was the CEO of a large franchise organization of hair salons my audience was 1000 managers and owners of hair salons imagine the bald guy.

Shep Hyken: To come in.

Shep Hyken: I just think that's funny because I couldn't do my market research I couldn't go visit and say hey take a little off the other there's nothing up on the top to take off.

Nick Glimsdahl: to shine it a little bit more.

Shep Hyken: yeah there you go shine a little off the top very good so anyway, what he said was by knowing the behaviors.

Shep Hyken: Of the customer, we can tell this type of customer comes back once a month, this type of customer comes back every other month.

Shep Hyken: And if they go out of that cadence we can spot it and we can ask the customer hey we noticed you didn't come back this month.

Shep Hyken: what's up we out of town what happened, did you find somebody else we want to make it right, you know if we need to and so it's real important to learn from those repeat customers.

Shep Hyken: You know who break the traditional cadence like what's happening, why do you think of this way.

Shep Hyken: So anyway, I know i'm talking a lot of different sharing a lot of different ideas, based on that one question, what can you learn, but I think you learn a lot from both you're unhappy complaining customers, as well as your loyal customers.

Nick Glimsdahl: Now it's always good stuff chef i'm always intrigued known what you're what you're gonna say next year you're a wealth of knowledge, my.

Shep Hyken: I don't even know what i'm going to say next.

Nick Glimsdahl: It doesn't matter it doesn't matter it's it's always going to be good, as far as I know, today you haven't proved me wrong.

Nick Glimsdahl: thing, so the one of the another question I want to ask is you know there's times as a time and place to cut ties with the customer and it just as customers cut ties with you you're they're just not a right fit so you know when does it make sense to cut ties.

Shep Hyken: From your perspective so and then there's a chapter that right.

Shep Hyken: yep there's a chapter of the book called you're terminated Okay, by the way the book didn't start out to be an Arnold Schwarzenegger book on the terminator at just I came up with this idea we want our customers to say i'll be back.

Shep Hyken: yeah and about three paragraphs into the outline i'm going well there's got to be a place in here for the guy that made the the words i'll be back just famous.

Shep Hyken: yeah and so, but there is just a few you know phrases here and there, and as you mentioned, I quote Arnold a couple of times in the beginning.

Nick Glimsdahl: Not not only that, but I highly recommend everybody look for probably on his website, there is a promo video.

Shep Hyken: yeah the video is.

Nick Glimsdahl: mine.

Nick Glimsdahl: In a sweet leather jacket walking the streets with his sunglasses on so.

Shep Hyken: Take a peek I even have a drone shot in there, I think I spent more money on that promo video that i'm going to make on the book I.

Nick Glimsdahl: know which.

Nick Glimsdahl: Which is why everybody should buy the book just for the promo video.

Shep Hyken: As a matter of and the book if you're listening to this, the day the show this episode is coming out the book just came out yesterday, so please, and if you're listening to it a month from now, it came out a month ago.

Nick Glimsdahl: A month ago yesterday.

Shep Hyken: A month ago, yesterday, but it was a question oh oh so you're terminated is the name of the chapter its title, the chapter and there's 10 reasons that you would terminate your relationship.

Shep Hyken: With you know if you're a customer, why would you determine that you relate and it's apathy rudeness hard to get in contact with the right people there's lots of reasons that frustrate customers.

Shep Hyken: But I also added three reasons that a company might want to terminate the customer.

Shep Hyken: And so those three reasons are number one you're not going to make them happy you'd be expectations are too high.

Shep Hyken: And it could be that you just don't do what they want you to do, and you got to recognize that you got to know when it's time to say.

Shep Hyken: Let me help you find somebody else number two they are rude unacceptably rude and rude is a nice word of saying they are total jerks.

Shep Hyken: toward one of your employees are a number of your employees, they may be using foul language they may it may be a racial slur it may be something that's so inappropriate that you would step in and say hey Mr Mrs customer.

Shep Hyken: Not cool, let me tell you there's a competitor down the road that you might enjoy doing business with more Okay, metaphorically down the road and the third reason is this a good reason they just don't pay their bills.

Shep Hyken: You sell them something you send them a bill, and they never pay, and you know what then you do it again and you do it again and you wonder why your business model isn't working so.

Shep Hyken: Seriously, those are just three reasons and here's what I want to emphasize that all three of those reasons, you can turn around and you can take these moments of misery and tournament is something positive.

Shep Hyken: Remember anytime you terminate a customer always leave the door open unless it's so bad, and you know reason number two how inappropriate somebody might be.

Shep Hyken: That you know, but even if somebody is using foul language and being rude to somebody you know what.

Shep Hyken: send them away or they may realize as soon as you tell them that you're cutting bait with them, they may say Oh, I am so sorry, let me apologize to the person.

Shep Hyken: i've been a jerk I realize it please, please give me another chance you know what that could end up being your best customer down the road so leave the door open.

Nick Glimsdahl: yeah I love that so typically I asked every guest, the two questions, what book are person, a customer services influencing most in the past year and.

Nick Glimsdahl: You can leave a note tell a customer service professionals, or what it say but i'm not going to repeat the question, so the one question I have for you.

Shep Hyken: Is if you is either the answer that.

Shep Hyken: question is just this book.

Nick Glimsdahl: yeah I know what that I know the answer is just i'll be back for both it's ship hiking and i'll be back so if you had 30 seconds deliver an amazing speech and customer service, what would you say it.

Shep Hyken: There you go, and this is also in the book and it wouldn't even take 30 seconds it's two words be nice.

Shep Hyken: Because that is foundational you can have the best food in the world at a restaurant if you treat a customer like dirt they're probably not coming back you've got a throughout everything be nice.

Nick Glimsdahl: love it shep what's the best way people to get Ahold of you or to buy the book.

Shep Hyken: Go to Amazon or go to i'll be back book.com and, if you want to reach me just go to hike and COM H why K in.

Nick Glimsdahl: Ship I always appreciate it man I looking forward to the third time you joined the podcast at the next book.

Shep Hyken: I can't wait and, as we say i'll be back.

Shep Hyken: can't wait.