Interview: Larry Williams, Author of Customer Service A to Z

Book Title:
Customer Service A to Z

Website URL:
http://www.CustomerServiceAtoZ.com

Social Media Links:
Twitter: http://www.twitter.com/larrywilliamsco
Facebook: http://www.facebook.com/customerserviceatoz
LinkedIn: http://www.linkedin.com/pub/larry-williams/27/bba/a

What is your book about?
My book, Customer Service A to Z, takes a refreshing “new” look at traditional standards of customer service for a modern era. It details the imperfections that exist in most customer service models today. We seem to think that bad customer service is only defined by the egregious examples that leave us dumbfounded. To the contrary, more and more customers are lost because of the simple, little things. Often times, it’s not even the face-to-face interactions that can lose a customer. It can be as simple as observations that leave a customer questioning your approachability. This affects their loyalty. Correcting these imperfections can dramatically enhance the customer experience. My book is a tutorial of 100 common sense tips that will help the reader deliver great customer service.

What inspired you to write your book?
My inspiration to write this book came as a result of a traditional upbringing and my desire to bring that more into the mainstream of today’s customer service models.

Like many who read this, I was raised with great morals and ethics. I was taught to be polite, non-confrontational and present myself respectfully. I carried this with me all of my life. These used to be the traditional standards that made up great customer service.

But as the years have gone by, I have seen a social decline in these values. From what we watch on TV to the bad habits of a “me” generation, the ideals and even basic fundamentals of traditional customer service have fallen by the wayside. I set out to detail and re-establish these standards in a way that can appeal to and make sense to today’s generation.

How did you come to do what you’re doing today?
It all started with the wedding profession. Being a small business owner for more than 20 years, I got to see a variety of different businesses on a very regular basis. I was amazed at the differing levels of customer service offered. Often times the lack of service astonished me. I would witness power trips, inappropriate behavior and a variety of “are you kidding me” moments.

I don’t want to paint a completely bleak picture though. There are some incredible lessons of great customer service within this industry that can also be a model for other industries as well. But I think we have all seen an inconsistency in customer service throughout the retail, service and hospitality industries.

I began speaking at different group functions on my own customer service model. From there, I wrote extensively in magazines, newspapers and blogs. People came to know my passion and intellect on the subject. I truly enjoy helping people through the lessons I have learned, researched and observed.

Can you describe a typical day in your life?
Well, I am always the first to rise and the last to sleep. I’m a workaholic. My day usually begins with waking up my wife and two kids and getting them ready for school. My kids are in elementary school and my wife works with special needs kids.

As of late, I am involved in an intense workout schedule. I have committed myself to diet and exercise in an effort to become healthier. After lunch, I work intently on book promotion – setting up interviews, webinars, seminars etc. It’s a labor of love.

I will generally help the kids with homework, have a nice family dinner and then, in the evening, work on book promotion-type projects while watching crime dramas on A&E, TruTV or Oxygen. Basically, I love working from home.

What do you most enjoy about what you do?
The ability to create! I love the unique approach and angle I have developed to get people thinking differently about customer service. The rewards are in the testimonials from people who have benefited from my observations.

The best part about being an educator in this field is that I do not have to follow any particular road map. People are hungry to learn new and successful ways to better themselves. I am proud that I have discovered many new techniques and observations that can inspire people to take their customer service model to the next level.

Are there any people and/or books that have inspired you along your journey?
Absolutely. Since I was a young kid, I have always gravitated towards heroes and role models. I would look to astronauts and baseball players to find mentors and guidance.

By the time I was a teenager, my love was music. One person stood out above all others. Funny thing was he was not a musician or recording artist. He was a DJ. That person was Dick Clark.

His “All American” image would play out each and every week on TV and millions would come to know him the charismatic host of American Bandstand. He was loved by everyone. By the time I graduated high school and entered the business world, I began to really appreciate his character and positive image portrayal that he demonstrated in business.

When I became an FM Radio Broadcaster, the realization of his influence became clear. Today I am so happy to share a great friendship with Dick Clark. He is an amazing man – down to earth and a shining example of class and dignity.

I am honored that he has embraced my book and has written its Foreword. I feel like the luckiest author in the world.

Can you share some business tips for our readers?
Start thinking of customer service as everything that affects your ability to give good service. Again, it’s not just the face-to-face interactions.

Think about what customers observe from across the room. If you are seen yawning, texting, daydreaming or looking uninterested – this can give a customer pause to find you approachable. These are flaws in your customer service model.

If you are a business professional, be careful what you post on Facebook or other social media sites. It’s not about freedom of speech. It has more to do with how you are perceived by customers and/or business associates. The use of curse words, political statements and off-the-wall comments can have a direct negative affect upon your reputation which will, in turn, affect your ability to receive referrals and serve these people in the future.

Can you share something that people might be surprised to learn about you?
Many of you might remember the sensational news story in August of 2009 when a 29 year old woman by the name of Jaycee Lee Dugard, who was kidnapped at the age of 11, was found alive and living in the backyard of a home in Antioch California. This miraculous recovery ended an 18 year old search effort and became the most talked about abduction/recovery in recent American history.

Well, back in 1991, I was a radio DJ who lived just a few miles from Jaycee and her family. At the time, I was so moved by this story I was reporting every day – that I was inspired to write a song.

The song “Jaycee Lee” was recorded in January of 1992 and became the official song of the search effort to find this missing girl. At the time, it played on many radio stations, TV news stations and even on America’s Most Wanted.

If you listen to the song today, the words have a great new meaning as the prayers of her family and many others were answered by her amazing recovery in 2009. You can hear the song and see video footage by visiting http://www.JayceeLeeSong.com

Is there anything else you would like to add?
It was very important for me to write a book about Customer Service that is uniquely different than any other book of its kind.

It is based on traditional values that have slowly diminished from the popular mainstream over the years. I have focused on these values and re-introduced them in a way that conforms to the world we live in today.

While technology has advanced, customer service (and more importantly) ethical standards have not. What was once “Leave it to Beaver” is now “The Jersey Shore”. What was once “American Bandstand” is now “Dance Your Ass Off”. Our youth is more into “texting” than “text books”. “Role Models” have given way to “Reality Stars”.

My book, Customer Service A to Z, has been designed to get people thinking differently about customer service and their role as productive members of society.