Dave Murray Speaks on "Zero Risk and Customer Service" at SQA Client Event

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August 02, 2016

Dave Murray opened the 4th Annual Smithers Quality Assessments (SQA) Client Event with an informative speech about the importance of providing top-notch customer service.


Murray spoke from his experience with the DiJulius Group, which helps companies develop service standards and practices. The group's clients include Starbucks, Marriott, Domino's, RitzCarlton Hotels and Progressive Insurance.


Murray learned from his work with the Cleveland Indians and the Boston Bruins that it is important to give loyal customers a reason to like your organization beyond the product you offer, even if the product is excellent. Improving the customer experience is his central focus at DiJulius, and this experience is made possible by the people in an organization.

"We all work in customer service. That is the mentality we need to work toward," said Murray. "We all provide a service to a customer who is reliant on our work."


Even when an organization focuses on best-in-class service, Murray admitted that service defects can occur. He emphasized that taking a zero risk approach, encouraging organizations to sufficiently prepare and empower their employees to take corrective action when defects arise, is the best solution. Instituting a zero risk approach is important, because, according to Murray, a 5 percent increase in customer retention can increase profitability by 75 percent.


Achieving zero risk requires employees with strong service aptitude. Service aptitude, the ability to recognize opportunities to exceed a customer's expectations, is built through training.


"We give the nod to training over hiring, though both are important," said Murray. "The right attitude can be trained for aptitude."


Murray finished his presentation with a call for organizations to empower their employees. His experience shows that autonomy and trust allow employees to connect with customers in a way that instills loyalty.


For more information about Dave Murray and the DiJulius Group, visit www.thedijuliusgroup.com.