WINNING CLIENTS’ LOYALTY: Seven Proven Practices to Convert Clients into Amazing Fans

By Jonathan Low

Every business wants to convert their clients or customers into amazing fans. Not only will such clients stay with you for the long-term, they will also be your best ambassadors through their enthusiastic free word-of-mouth advertising for your organisation.

Needless to say, these amazing fans of yours will provide a constant and growing stream of income and win more loyal customers for your business – a source of business sustainability and prosperity.

The key question is “How?” In this book, author Jonathan Low shares with you his “7 Proven Practices to Convert Clients into Amazing Fans” drawn from his more than 25 years of experience in the hospitality industry.
These 7 concepts embedded in the word “S.E.R.V.I.C.E” are applicable to all businesses involving human interaction and engagement. The banking industry is highlighted in this edition because of the huge potential and benefits it will reap from this book.

• Language: English
• Publisher: Jonathan Low
• Release date: Jul 16, 2014
• ISBN: 9781311031242

Jonathan Low

Jonathan centres his conference speaking and executive coaching work with organizations and senior executives to measurably improve their leadership effectiveness and business performance especially in the areas of Service Quality, Sales Performance, Leadership Communication and Team Development. He believes that "Increased self-awareness accelerates professional relations and business success".Jonathan has more than 30 years of professional & international business experience in executive positions in the service industry and has worked with executives and their leadership teams throughout Asia, the Middle East, Africa, Europe and North America. He is also the leading 2020 Top 30 Global Guru Hospitality speaker, educator and trainer.A Certified Speaking Professional (CSP) and one of Asia leading Sales & Service Optimiser, Leadership Success Coach and Author, Jonathan has successfully delivered his high energy, fun and highly engaging keynotes or programs to audiences globally. Jonathan is also a Six Seconds EQ Master Facilitator, Certified Identi3 Consultant, Marshall Goldsmith SCC and a Global Canfield Methodology Trainer.Described by clients as inspiring, empowering, energetic and thought-provoking yet caring, Jonathan continues to let leaders explore deeper levels of self-awareness and help them experience how this leads to greater personal and business success.Key clients that Jonathan has worked with include AIA, Alinma Bank, Ayodya Resort Bali, Berjaya Hotels & Resorts, Central Hospitality Intl, Citibank, Equatorial Penang, GSC Signature, HSMAI, IOI Properties, I&P Group, Maybank, Mega Grp Saudi, Melia Hotels & Resorts, MSIG Malaysia, Nestle, ONYX Hospitality Grp, PATA, Parkway Hospitals, PMI Asia Pacific, PPHG, PWTC, SEGI University Grp, SereS & SenS Bali, Kempinski Bangkok, Sheraton Imperial Hotel KL.To get Jonathan as your conference speaker at your next event, facilitate an empowering workshop or grow your business revenue, visit his new website at www.GlobalSuccessLearning.net or email to [e-mail]

Book preview

WINNING CLIENTS’ LOYALTY

Seven Proven Practices to

Convert Clients into Amazing Fans

JONATHAN LOW CSP PCC

Penerbit Wawasan Nusa (M) Sdn Bhd

Wisma Wawasan

19-1, Jalan PJS 8/12

Dataran Mentari, Bandar Sunway

46510 Petaling Jaya, Selangor, Malaysia

Tel: [phone] Fax: [phone]

Email: [e-mail] / [e-mail]

Publisher’s note: This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal or other professional services.

Copyright© 2014 JONATHAN LOW

This book is based on the author’s knowledge and experience in the hospitality industry. It is not to be taken as an exhaustive and complete presentation on the application of hospitality principles for the industries highlighted in this book. While every effort has been made to make the information presented here as complete and accurate as possible, it may contain errors, omissions, and information that was accurate as of publication but has subsequently become outdated due to marketplace or industry changes or conditions, new laws or regulations, and other circumstances.

Neither the author nor the publisher accepts any liability or responsibility to any person or entity with respect to any loss or damage alleged to have been caused, directly or indirectly, by the information, ideas, opinions or other content in this book.

Perpustakaan Negara Malaysia Cataloguing-in-publication Data

Low, Jonathan, 1968-

WINNING CLIENTS’ LOYALTY : 7 Proven Practices to Convert Clients

into Amazing Fans / JONATHAN LOW.

Bibliography: page

ISBN 978-967-5945-33-5

1. Customer services. 2. Customer satisfaction. I.Title.

658.812

Cover & Layout Design by Nazir Tay

Printed by

BS Print (M) Sdn Bhd

No 10 Jalan Indrahana 1,

58200 KL, Malaysia

ABOUT THIS BOOK

Every business wants to convert its clients into amazing fans. Not only will such clients stay with you for the long term, they will also be your organisation’s best ambassadors through their enthusiastic word-of-mouth advertising. Ultimately, such fans will help sustain your business, growing it and making it prosper.

In this book, author Jonathan Low CSP PCC shares his 7 Proven Practices to Convert Clients into Amazing Fans drawn from his more than 25 years of experience in the hospitality industry. These seven practices, embodied in the word S.E.R.V.I.C.E, are applicable to all businesses involving human interaction and engagement.

DEDICATION

I would like to dedicate this book:

~ To all the amazing sales and service professionals, service champions and service ambassadors for your daily commitment to deliver a 5 star service experience in your interaction with your customers, clients and colleagues.

~ To organizations that support and create a 5 star service climate, culture and leadership, this book is dedicated to you and your team for believing in the true power and competitive edge of an amazing customer service led culture.

~ To my family for your continued support, love and encouragement as I put my thoughts and years of hospitality experience together in the creation of this book.

~ To my daughter Chloe Low

Thank you for the laughter, joyous times and special moments.

Be the Best that You can Be. Love You Always.

~ To my wife Woon Yee

Thank you for your support, love and wisdom.

You have been a pillar of strength, inspiration and joy to me.

CONTENTS

07 Foreword

11 Preface

16 S.E.R.V.I.C.E. Practice 1: Self-Mastery

30 S.E.R.V.I.C.E. Practice 2: Experience

54 S.E.R.V.I.C.E. Practice 3: Relationship

68 S.E.R.V.I.C.E. Practice 4: Value

86 S.E.R.V.I.C.E. Practice 5: Innovation

106 S.E.R.V.I.C.E. Practice 6: Culture

126 S.E.R.V.I.C.E. Practice 7: Empowerment

150 Winning Amazing Fans

164 Bibliography

162 Website References

166 Acknowledgements

168 About the Author

FOREWORD

An important, if not the most important, aspect of any company is Winning Clients’ Loyalty. In doing so, a business is assured of ongoing success, profitability, its associates’ loyalty and continued innovation in every

aspect of the organisation.

A company culture that focuses on customers, understanding their current expectations and needs as well as the constantly changing environment and expectations will win and attract loyalty to the brand, whether it’s a small business or multinational corporation. Every encounter with internal or external customers is an opportunity to go over and above to ensure a positive experience in any business today.

Jonathan Low’s knowledge and appreciation of what is effective, based on his years in the hospitality industry, adds an excellent perspective when discussing The Seven Proven Practices in this book. His S.E.R.V.I.C.E. practices, when applied diligently and honestly, are instrumental in building loyalty, increasing both customer and business value, enhancing a company’s reputation, and reinforcing or formulating a culture of innovation, empowerment, value and positive experiences.

Jonathan’s life in the hospitality industry – which includes his worldwide travels, interactions with clients and evaluation of and experiences with standards (both good and bad) – places him in a unique position to write this book. He has always emphasised the development of loyalty with both internal and external customers, and he understands and appreciates that genuine service and empathy for others is key to maintaining customer loyalty.

With Marriott, he gained the support and the respect of Marriott associates and customers, across a wide spectrum of hotels and businesses because he was responsive, always tried to understand people’s needs, and followed

up immediately on all requests.

Jonathan has gone from strength to strength with his own personal development based on the 7 Practices. He has brought his S.ER.V.I.C.E. philosophy to others from around the globe through training, participation in group conference panels, as a keynote speaker at conventions and work as an executive coach. This has influenced numerous individuals and companies to adopt and positively change their way(s) of doing business.

I highly recommend Winning Clients’ Loyalty to anyone –

the high-flying CEO of a large regional conglomerate or the boss of a one-person outfit – who wants to make a difference to the people who are involved in his or her business and, in the process, make that business flourish.

By Kent Maury

Regional Vice-President (Sales and Marketing),

Asia-Pacific, Marriott International (former)

PREFACE

Is your business run through people-to-people interactions?

If so, do you want to maximise these interactions to

bring long-lasting relationships to earn your clients’ loyalty that will help you to sustain and grow your business profitability?

Do you agree that the best way to do it is to convert your clients or customers into amazing fans?

If your answer to all the questions above is yes,

this book is for you.

Here, I share with you my Seven Proven Practices to Convert Clients into Amazing Fans, drawn from my more than 25 years’ experience in the hospitality industry.

The best practices for person-to-person interactions come from the hospitality industry. Each interaction is a touchpoint of experiences which brings your customers closer to becoming your amazing fans, especially when you empathise with them and treat them like VIPs each and every time.