The Customer Rules: The 39 Essential Rules for Delivering Sensational Service

The former EVP of Walt Disney World shares indispensible Rules for serving customers with consistency, efficiency, creativity, sincerity, and excellence. Lee Cockerell knows that success in business – any business – depends upon winning and keeping customers.

In 39 digestible, bite-sized chapters, Lee shares everything he has learned in his 40+ year career in the hospitality industry about creating an environment that keeps customers coming back for more. Here, Lee not only shows why the customer always rules, but also the Rules for serving customers so well they’ll never want to do business with anyone but you. For example:

Rule #1: Customer Service Is Not a Department
Rule #3: Great Service Follows the Laws of Gravity
Rule #5: Ask Yourself “What Would Mom Do?”
Rule #19: Be a Copycat
Rule #25. Treat Every Customer like a Regular
Rule #39: Don’t Try Too Hard

As simple as they are profound, these principles have been shown to work in companies as large as Disney and as small as a local coffee shop; from businesses selling cutting-edge technologies like computer tablets to those selling products as timeless as shoes and handbags; at corporations as long-standing as Ford Motors and those as nascent as a brand new start-up.  And they have been proven indispensible at all levels of a company, from managers responsible for hiring and training employees, setting policies and procedures, and shaping the company culture to front line staff who deal directly with clients and customers

Chock-full of universal advice, applicable online and off, The Customer Rules is the essential handbook for service excellence everywhere.

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3 Responses to The Customer Rules: The 39 Essential Rules for Delivering Sensational Service

  1. Sharon Michaels "SharonMichaels"

    Valuable Customer Service Pearls of Wisdom If you could learn the secrets for delivering sensational customer service from a former executive vice president of operations at Walt Disney World, would you make the time to read his book? If the answer is “yes,” then you’ll want to read David Cackerell’s new book, The Customer Rules.In The Customer Rules: The 39 Essential Rules for Delivering Sensational Service you will find the chapters to be short and practical. The information is important and significant. The customer service concepts can make you money and provide you with loyal customers.This is an easy to read and thoughtfully written book. The author shares great examples based on his forty-plus-year career in the hospitality industry – Walt Disney World, Hilton Hotels and Marriott.Let me give you a few examples of the “39 Essential Rules”:Rule #5 – Ask Yourself, “What Would Mom Do?”"Never ask for something without saying `please’ or receive something from another person without saying `thank you’.”Rule #17 – Listen Up”Like all of us, your customers want to be understood. But emotionally, what’s even more important is that they feel you want to understand them and you’re genuinely trying to grasp what they want, need, think and feel.”Rule #28 – Know the Difference Between Needs and Wants”What do you expect when you come to Walt Disney World? Their top four wants were these: Make us feel special. Treat us as individuals. Show respect to us. Be knowledgeable.”These three examples should give you a good idea about the practical material David Cockerell covers – material you can begin using in your business immediately. It sounds cliché to say that this book is filled with valuable “pearls of wisdom” but honestly, this book is filled with valuable “pearls of wisdom.”I highly recommend The Customer Rules: The 39 Essential Rules for Delivering Sensational Service, to everyone who works with the public. It may be well worth your effort to make this book a company-wide customer service read!

  2. Alan D. Cranford

    Buy this book and put the rules to work! Buy this book and put the rules to work! I admit that I was skeptical about customer service guidelines. I’m a graduate of business school and have been a victim of multiple ‘management fad of the week’ programs. “Ten simple rules” don’t cover enough situations, and ten rules are too many to remember after a 90-minute inspirational lecture. As a permanent employee development tool, “The Customer Rules” is valid.There are actually 40 rules with the first: “Be Nice.”I’m going to call attention to Rule #2 (You win customers one at a time and lose them a thousand at a time) and Rule #39 (Don’t try too hard) because I ran into yet another management fad–incessant check-out clerk chatter. I am not going to enter that store again. It was close to closing, I didn’t find what I wanted because they didn’t have it but had about $40 in stuff that looked good–and first I got bumped from next-in-line at a register to another register (so that they could close up) and then I was asked six questions one after the other. Yes, the clerks were following corporate policy: suggestive selling, making certain that I was a satisfied customer, gathering demographic information. And being friendly. I had been in line too long, and now it was taking up my time as the clerk chattered on (following corporate policy to be ‘friendly’) and I ran out of time and missed the beginning of my movie anyway. I’m not going back to that store. I stopped the transaction and didn’t purchase the items I wanted because the clerk tried too hard, would not shut up and ring me up, and her feelings must have been hurt. I will have to think twice before entering other stores in that chain, too. Limit the questions to five or six! What are the most important three questions? If I have questions, I’ll ask–but I resent being interrogated and then being trapped for a mandatory commercial! It’s not nice to waste my time.And yes, I have been very mean when confronted by an overly-aggressive survey in a movie theater. The survey taker wouldn’t take ‘no’ so I dumped my popcorn and drink in the trash and left without seeing the movie I had come for. I’m not returning to that movie theater–put that in your customer satisfaction survey! The movie was starting and that “five minute survey” was already nine minutes long.There are 37 more rules derived from Lee Cockerell’s management experience over decades. I’d add that you have to treat your employees and co-workers as if they were customers, too–because it takes people to perform customer service. Mistreated employees are not capable of delivering sensational customer service.

  3. Michael Monji "Tree Whisperer"

    THE CUSTOMER RULES WOW! What a fantabulous book on how to treat your clients. On a scale of 1 to 5, I give this book a 10. What I liked most about this book was that each chapter was short and to the point. It gives 39 essential rules for performing and delivering exceptional service. Lee Cockerell gives strategies on how to make the client come back time and time again.

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