The Sales Leadership Show

In a recent episode of the Sales Leadership Show, Phil Gerbyshak interviewed Joseph Michelli, author of Customer Magic. Michelli shared valuable insights on customer service and leadership, emphasizing that the best advice he ever received was from his parents, who taught him that his purpose in life is to create value for others. This principle of service has shaped Michelli's career and philosophy, particularly in his latest book, Customer Magic.

The book was inspired by a unique experience Michelli had with an Australian telecommunications company. Initially skeptical about their genuine commitment to customer service, Michelli was impressed by how this company prioritized customer experience in a traditionally transactional industry. This experience led him to use the company as a case study in his book, highlighting them as a "challenger" brand that successfully competed against industry giants by focusing on exceptional service.

Michelli explains that the "magic" in Customer Magic refers to challenging the seemingly impossible. It's about finding ways to exceed customer expectations in environments where people often believe that going the extra mile isn’t feasible. He stresses the importance of starting with a clear mission, identifying underserved markets, and aligning the entire organization behind this mission. By hiring the right people—those who are hungry, humble, and smart—companies can create a culture that fosters outstanding customer service.

A key takeaway from the interview is the importance of hiring and training. Michelli discussed how the Australian company initially focused on hiring top-tier engineers but later realized that technical expertise alone wasn't enough. They needed employees who were also skilled in customer interaction. The company eventually shifted to hiring people who were not just technically proficient but also had the "customer service gene"—people who genuinely wanted to improve customers' lives.

Another critical point Michelli made was about the necessity of simplifying processes for customers. He shared a staggering statistic: while 80% of companies believe they provide excellent customer service, only 8% of customers agree. This disconnect highlights the importance of not just having good intentions but also executing them effectively. Simplification and reducing customer effort are crucial for improving satisfaction.

Michelli also introduced the concept of "freedom within boundaries," where business units operate independently but are measured against common performance indicators like net promoter score and revenue. This balance allows for creativity and autonomy while ensuring that all parts of the organization are aligned toward a common goal.

The interview wrapped up with Michelli encouraging organizations to always be on the lookout for exceptional talent and to invest in their employees' development. He emphasized that creating a positive workplace culture and aligning employee growth with company goals are vital for long-term success. Michelli also advised companies to reflect on their unique strengths and the emotional impact they want to have on customers, suggesting that this introspection is the first step in creating a truly customer-centric organization.

Get your copy of Customer Magic today.

3 Great Quotes from Joseph Michelli

* "Magic is challenging the seemingly impossible—it's about finding ways to create value for customers, even when others say it can't be done." — Joseph Michelli

* "If we can align our mission with our employees' personal values, we create a culture where exceptional customer service becomes the norm." — Joseph Michelli

* "Simplifying the customer experience and reducing friction is key. The more we can reduce complexity, the better we serve our customers." — Joseph Michelli