HAYWARD, Calif., June 6, 2012 /PRNewswire/ -- "A Franchise Wows Its Customers the Apple Way." That's the subchapter describing the customer service experience FRSTeam has created in Carmine Gallo's latest book, "The Apple Experience, Secrets to Building Insanely Great Customer Loyalty." Gallo's book explores the methods and practices used by Apple and other innovative service pioneers like FedEx, Disney, The Ritz Carlton, and Zappos. FRSTeam was honored to be in the company of these leaders and singled out for the brand culture that has created "goose bump" moments, FRSTeam's internal name for its wow customer service experiences.
In the narrative on his first meeting with FRSTeam president Jim Nicholas, Carmine asks Jim, "Don't you just pick up the damaged goods, restore them, and return them? ... On its face you wouldn't expect the 'experience' to play a huge role in the success of such a franchise." Jim Nicholas replied, "This is a very competitive industry, so we must define ourselves by the experience we provide. Yes, it's true, anyone can show up to pick up damaged items. But insurance policyholders often judge the quality of their insurance carrier by the vendors the insurance company sends out. If a client has a satisfying experience, it will get back to the insurance company and the company will continue to hire us instead of our competitors."
After Carmine Gallo spoke at FRSTeam's national conference, "major franchisees decided to put the technique into action and develop what they call 'goose bump' moments for their customers ... The stories that resulted from these goose bump moments can really give you, well, goose bumps." Carmine reveals how the successful customer service approach employed by FRSTeam's "customer-facing employees" mirror the steps creating the gold standard for customer service in the Apple stores. "These goose bump moments are now a part of the FRSTeam culture. They happen every day."
Gallo's book sheds light on how Apple hires and trains its employees. Parallels are drawn when reflecting on how FRSTeam creates the wow moments. Gallo adds, "It also cannot happen if management does not hire for attitude and if it isn't committed to designing a culture of trust and empowerment ... The FRSTeam driver and the typical Apple Retail employee are committed to delivering an extraordinary experience because both brands live the principles revealed in Part I" (Inspiring the Internal Customer - or the employees!). Gallo concludes, "Both have internalized the vision to rebuild lives (FRSTeam) and to enrich lives (Apple). They are also trained to engage the customer in conversations that facilitate an emotional engagement with their respective brands. Don't 'sell' things to your customers. Wow them instead."
Putting people first, finding out what they need, these are core principles of customer service for FRSTeam, Apple and industry customer service giants. These industries could not be further apart, and yet, a genuine caring and empathetic approach that focuses on the customer experience links the two diverse brands. As the restoration industry continues to become more mainstream, FRSTeam is proud to serve as a customer service gold standard in the hope that all companies will strive to connect meaningfully with customers and make a difference for those who have suffered a loss.
About Fabric Restoration Service Team
FRSTeam is a national franchise serving the needs of the property insurance industry managing the cleaning and restoration of fabrics and textiles affected during a fire, water, sewage, or mold loss. With core business practices based on family values, FRSTeam is committed to delivering a positive customer experience on each unique loss we service. FRSTeam can be reached at www.frsteam.com or 510-723-1000.
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SOURCE Fabric Restoration Service Team