WEBVTT - Barry Urqhart with Simon Owens - Wed 04 Jun, 2025

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<v Speaker 1>It is twenty four minutes to one on three AW,

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<v Speaker 1>on five double A at six after midnight, and on

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<v Speaker 1>six PR it's what is it, it's twenty four minutes

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<v Speaker 1>to eleven. Yes, sorry, it takes me a little while

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<v Speaker 1>to get focused on those time calls when I'm getting

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<v Speaker 1>this show underway. But it's time now to have a

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<v Speaker 1>chat to Barry Erkhardt. Barry Erkhart is an internationally international

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<v Speaker 1>I can't talk this morning either internationally recognized and respected

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<v Speaker 1>conference keynote speaker, workshop facilitator, business strategist, and consumer behavior analyst.

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<v Speaker 1>You must also, Barry, be the owner of the world's

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<v Speaker 1>largest business card to have all that written on it.

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<v Speaker 2>Well, I hope it's the explanatory enough because with that

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<v Speaker 2>sort of introduction, it will take me some time to

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<v Speaker 2>explain exactly what it is I do and what experience

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<v Speaker 2>I've gained over the year.

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<v Speaker 1>Is fin ah, and what is it exactly you do?

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<v Speaker 2>Is?

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<v Speaker 1>The answer for me is as little as possible?

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<v Speaker 2>Well, absolutely, I think that there there in lies the answer. Though.

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<v Speaker 2>We're a market rece urch and strategic planning practice, and

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<v Speaker 2>so I go out and I research the questions not

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<v Speaker 2>of what people are doing, how they're doing it, but

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<v Speaker 2>more fundamentally for the advantages of businesses talking about the

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<v Speaker 2>why question, why is it that people do So when

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<v Speaker 2>a lot of people talk about research, they want statistics.

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<v Speaker 2>Fifty four percent of people did this, seventy eight percent

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<v Speaker 2>of people will do that. Well, that's very interesting in

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<v Speaker 2>and of itself, but really that's not going to determine

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<v Speaker 2>anything because the fundamental thing is, but why do they

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<v Speaker 2>do that?

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<v Speaker 1>Yes? Yes, interesting. Now, so this morning, you wanted to

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<v Speaker 1>chat about customer recommendations. I love this as a topic.

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<v Speaker 2>Yeah. Well, I think that it's a real myth that's

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<v Speaker 2>been a long, long standing sort of premise that when

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<v Speaker 2>you say to people, how's business go? I was fantastic,

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<v Speaker 2>and what do you put it down to? Oh? No,

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<v Speaker 2>eighty percent of my business comes from recommendations and referrals. Yeah,

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<v Speaker 2>I've heard that for a long period of time. But

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<v Speaker 2>when you actually probe the question, that's not the case.

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<v Speaker 2>Because you can ask a person simon, would you recommend

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<v Speaker 2>Barry Yurka to pre a servitate or address a conference?

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<v Speaker 1>Oh?

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<v Speaker 2>Absolutely, But then you say, well, okay, you said that,

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<v Speaker 2>but how many people actually do it? Because there's an

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<v Speaker 2>innate reluctance to actually go out there, put your buying

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<v Speaker 2>a proverbia on the line and say I'm going to

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<v Speaker 2>recommend Simon or I'm going to recommend Barry, because it's

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<v Speaker 2>the sort of thing where relationships can be fractured because

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<v Speaker 2>based on that recommendation, someone else uses you and it

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<v Speaker 2>doesn't work out. Therefore the person doing the presentation and

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<v Speaker 2>sub performing isn't having the finger pointed at them. They

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<v Speaker 2>go back to you and say, well, hold on, you

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<v Speaker 2>recommended this guy and he was unbelievably disaster.

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<v Speaker 1>It is really interesting to hear you say that, because

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<v Speaker 1>I was listening to another radio announcer, Lucy and Kell,

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<v Speaker 1>who do a show in another station, and they would Lucy.

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<v Speaker 1>Then they happened to be husband and wife, and Lucy

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<v Speaker 1>was saying that her husband Kel never ever recommends anything

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<v Speaker 1>to anyone, and be it a movie, he's seen a book,

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<v Speaker 1>he's read a restaurant, he's eat nut, he never recommends it.

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<v Speaker 1>He never will come into work and say, hey, guys,

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<v Speaker 1>I went here last night. You've really got to try it.

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<v Speaker 1>And she probed him on air about why don't you

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<v Speaker 1>ever recommend anything, and he said, because if people don't

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<v Speaker 1>like it, then they won't respect me exactly.

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<v Speaker 2>And that's a long lasting sort of a scenario, and

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<v Speaker 2>the cascading effects of that sort of thing are quite

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<v Speaker 2>quite profound. I would always say, all right, by all means,

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<v Speaker 2>go out and not ask for recommendations, ask for an introduction.

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<v Speaker 2>Were you happy with that? You're happy with that's fine.

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<v Speaker 2>Is there anyone that you could actually affect an introduction

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<v Speaker 2>for me? I don't need for you to recommend me,

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<v Speaker 2>just to facilitate the introduction. So that and I would

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<v Speaker 2>never recommend anyone to anyone because simply I said, look,

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<v Speaker 2>seventy to eighty percent of the success in business is

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<v Speaker 2>that the chemistry and the relationship. Does the chemistry click,

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<v Speaker 2>I'm more than happy to facilitate to say this person

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<v Speaker 2>is good, he's she or they have all this experience.

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<v Speaker 2>This is what they do, this is how they do it.

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<v Speaker 2>It may be of interest to you if you are interested.

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<v Speaker 2>Here is his her or their phone number or email address.

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<v Speaker 2>Make contact. It is the chemistry fits, that's the way

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<v Speaker 2>for it to be affected.

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<v Speaker 1>And that's very good too. Yes, because you're not actually

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<v Speaker 1>saying you know you must do this because I've had

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<v Speaker 1>a good experience. You're saying I've had a good experience.

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<v Speaker 1>If you'd like, if you'd like an introduction, I can

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<v Speaker 1>help you. It's a subtle difference, but it's an important difference.

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<v Speaker 2>I think well, I think that it's all about integrity

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<v Speaker 2>and transparency. I can hand on heart say to you,

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<v Speaker 2>over my extended career in business, I have never taken

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<v Speaker 2>a properation for you. I've never taken a kickbacker. I

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<v Speaker 2>never taken a gratuity because Barrow, you know, is there

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<v Speaker 2>anyone that you can help us get some business? We're

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<v Speaker 2>more than it's a ten percent, fifteen percent and give

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<v Speaker 2>it to you. I said, no, no, I never want

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<v Speaker 2>to be compromised on that type of situation. I will

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<v Speaker 2>do the introduction because I think the two of you

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<v Speaker 2>would work together very very well. But it's going to

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<v Speaker 2>be determined by you. You're going to take the risk. Therefore,

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<v Speaker 2>there is absolutely no in age recognition or justification for

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<v Speaker 2>me to be paid any population for you at all.

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<v Speaker 2>So over the years I've always been able to see

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<v Speaker 2>very sound at night, knowing full well that I have

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<v Speaker 2>never been compromised on the drive of well, there's going

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<v Speaker 2>to be some money in it for me and people.

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<v Speaker 2>I've understood that over the years that they kind of say, now,

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<v Speaker 2>that's a credible introduction, and I can take that, and

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<v Speaker 2>I will make the decision and take responsibility and enjoy

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<v Speaker 2>the rewards of the subsequent and consequential relationship development.

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<v Speaker 1>Now, Barry, what are your thoughts on Google reviews? And

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<v Speaker 1>I asked this because a little story of something that

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<v Speaker 1>happened to me when I holiday. I holiday a place

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<v Speaker 1>called Balnarring Caravan Park. Family have a little spot down there,

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<v Speaker 1>and there was a pizza shop that was about a

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<v Speaker 1>fifteen minute drive away, and I got a pizza from

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<v Speaker 1>there and it was an incredibly good pizza to my tastes.

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<v Speaker 1>And so they asked when I was at the pizza shop,

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<v Speaker 1>they had a little thing They're saying, Google reviews, Can you,

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<v Speaker 1>if you enjoy our product, please post a Google review.

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<v Speaker 1>So I did a Google review and said five stars,

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<v Speaker 1>this pizza was magnificent, the taste was fantastic, the crust,

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<v Speaker 1>blah blah. I went into great detail about why I

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<v Speaker 1>thought the pizza was great. About six seven months later,

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<v Speaker 1>I got a little notification from Google saying your review

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<v Speaker 1>has been viewed twenty thousand times, And I thought, well,

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<v Speaker 1>that's magnificent, What a great favor I've done for the company.

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<v Speaker 1>So when I went down the following year to the

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<v Speaker 1>caravan park again, I thought, I'm going to get another

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<v Speaker 1>one of those fabulous pizzas. The place had shut down.

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<v Speaker 2>And therefore the question is you have put your personal

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<v Speaker 2>integrity on the line. It comes back to personal recommendations.

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<v Speaker 2>You know, one of the things that you didn't ask me,

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<v Speaker 2>Will Barry? What have you done over the years, I've

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<v Speaker 2>written the two largest selling books in Australasia on customer service.

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<v Speaker 2>Everyone says, oh, no, no, we are wonderful small businesses

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<v Speaker 2>in particular, Oh we can be the big guys because

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<v Speaker 2>we give customer service. Well, the problem is that a

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<v Speaker 2>lot of Australians are now saying the one thing that

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<v Speaker 2>is lacking in customer service, particularly with the introduction and

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<v Speaker 2>intrusion of artificial intelligence, is one word personal. And so

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<v Speaker 2>what you've got to do is to say yes by

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<v Speaker 2>all means in race it, innovation, creativity and that sort

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<v Speaker 2>of thing, yes, but you make sure that that actually

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<v Speaker 2>complements it doesn't replace humanity. Today the biggest factor in

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<v Speaker 2>customer service, and there's fourteen steps of customer satisfaction. The

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<v Speaker 2>first three relates to getting access and communication with the

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<v Speaker 2>organization when there's an artificial intrusion of technology coming in

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<v Speaker 2>and say your calls are important to us, or you know,

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<v Speaker 2>push what age people want, even young people who used

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<v Speaker 2>to be on Twitter and Facebook. And that's so, I

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<v Speaker 2>just want to have access or a default recognition that

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<v Speaker 2>I need to speak to a human being sometime, because

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<v Speaker 2>it's not the sort of thing where someone who is

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<v Speaker 2>a computer nerd can say I know all the answers

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<v Speaker 2>and here are the five options. Well, if there's five

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<v Speaker 2>options that you're offering. The one thing that a nerd

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<v Speaker 2>doesn't do, particularly when they're very good at communicating with

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<v Speaker 2>technology or algorithms, is personal contact. One of the great

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<v Speaker 2>problems in pizza shops, in particular coffee lounces would be

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<v Speaker 2>another example, is young people interesting in love have lost

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<v Speaker 2>the art of eye contact. Now just imagine that when

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<v Speaker 2>and I walked into a coffee Lounce today and I said, hello, Maria,

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<v Speaker 2>how are you? And she said, Barry, You're the only

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<v Speaker 2>person who ever comes in and treats me by name.

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<v Speaker 2>And people say to me continuously, Barry, why is it

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<v Speaker 2>that you get good customer service. The first thing that

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<v Speaker 2>I do if I'm going to go back and have

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<v Speaker 2>a lilace, no matter how tenuous or distant it is,

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<v Speaker 2>is to find out the name of the person, because

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<v Speaker 2>the one thing that will register most of all is

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<v Speaker 2>when you recognize them by name. Immediately they stand up

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<v Speaker 2>their cloud, They're recognized, They're there's not this lack of

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<v Speaker 2>eye contact I always appreciate. At the end of the

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<v Speaker 2>drinking of the coffee, I pick up my empty cup,

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<v Speaker 2>I pick up the little tray that's got the end

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<v Speaker 2>of the number on I take it back to the

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<v Speaker 2>count and say thank you very much. Well, there's no

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<v Speaker 2>need for you to do that. You're absolutely right, there

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<v Speaker 2>was no need for me to do it. But I

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<v Speaker 2>am most grateful for the service you provided. And what

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<v Speaker 2>effort did it take me to take that empty cup

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<v Speaker 2>with that little sign that says seventy eight because that

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<v Speaker 2>was my table number and give it back to you.

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<v Speaker 2>There are some simple things about recommendations, referrals, social contacts,

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<v Speaker 2>but above all else, when it comes down to customer service,

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<v Speaker 2>the thing that wins it every time is one word personal.

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<v Speaker 1>Isn't that lovely? Yes, I had an incident the other

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<v Speaker 1>day I have a that needs some repairs done to it,

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<v Speaker 1>and I booked a company to come out and do

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<v Speaker 1>a repair and they told me it was a one

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<v Speaker 1>hour job and we'll be there on Thursday. We'll book

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<v Speaker 1>you in for Thursday. And I knew I was going

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<v Speaker 1>to be home all day Thursday, so I didn't bother

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<v Speaker 1>negotiating a time because I had no plans to leave

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<v Speaker 1>my house for the whole day Thursday. By five thirty pm,

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<v Speaker 1>they still hadn't arrived. I did ring them to say

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<v Speaker 1>that I was going to be going out for dinner

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<v Speaker 1>because I just assumed they'd be there in business hours

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<v Speaker 1>and that it would all be over. So I did

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<v Speaker 1>ring them at two o'clock and they said, oh, yes,

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<v Speaker 1>we'll be there at four. And by five thirty they

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<v Speaker 1>still hadn't arrived. So I just left the house and

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<v Speaker 1>went out for dinner. They rang me about fifteen minutes

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<v Speaker 1>later and said, look, not going to get there today.

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<v Speaker 1>I can be there at seven o'clock tomorrow morning. I'm

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<v Speaker 1>sorry about this, but I'll be there at seven o'clock

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<v Speaker 1>tomorrow morning. And I thought, well, that works well for me.

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<v Speaker 1>I'll be doing the overnight thing. I'll get home at six.

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<v Speaker 1>I'll be up at seven. I can cope with that nicely.

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<v Speaker 1>He seven o'clock came, no sign of him. I texted him.

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<v Speaker 1>He replied at about seven twenty and said, yes, on

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<v Speaker 1>my way. I'll be there at eight thirty. And he

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<v Speaker 1>finally got there at nine, and there was no sorry,

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<v Speaker 1>I'm lt sorry about yesterday. He came in, did the job,

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<v Speaker 1>did it quickly, did an excellent job. I can't fault

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<v Speaker 1>the work that he did. But I had worked all

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<v Speaker 1>through the night hosting this program, got home at six am.

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<v Speaker 1>He had said he was going to be there at seven,

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<v Speaker 1>so I stayed up. I was still up at nine

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<v Speaker 1>when he arrived, and finally got to bed at ten.

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<v Speaker 1>And even though the job he did was magnificent, there

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<v Speaker 1>is no way in hell I would recommend that company

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<v Speaker 1>to anyone more.

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<v Speaker 2>Particularly, you would not say that that was good value.

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<v Speaker 2>One thing that people have got to recognize is and

0:11:46.520 --> 0:11:49.280
<v Speaker 2>there's always this sensitivity with the cost of living crisis

0:11:49.280 --> 0:11:52.360
<v Speaker 2>that we've got. Oh, everyone's looking for those specials. It

0:11:52.440 --> 0:11:55.320
<v Speaker 2>was only yesterday the toll said they're going to have

0:11:55.400 --> 0:11:58.840
<v Speaker 2>three hundred and seven pitts they had discounted to an

0:11:58.880 --> 0:12:02.120
<v Speaker 2>average price of teen percent day as a defective from

0:12:02.280 --> 0:12:07.880
<v Speaker 2>today in Melbourne time and hold on, guys, that's all rubbish.

0:12:08.040 --> 0:12:11.880
<v Speaker 2>All we want really is we don't want three hundred

0:12:11.920 --> 0:12:14.080
<v Speaker 2>and seven specials. We want you know, there's twenty four

0:12:14.120 --> 0:12:17.920
<v Speaker 2>thousand products out there. I want control and access. So

0:12:17.960 --> 0:12:20.280
<v Speaker 2>that if you gave me one promise that you keep

0:12:20.320 --> 0:12:23.360
<v Speaker 2>doing in your advertising and what has made Walmart the

0:12:23.400 --> 0:12:26.280
<v Speaker 2>biggest and most successful retail group in the world. Don't

0:12:26.320 --> 0:12:28.880
<v Speaker 2>be selective on what you offer. Just say that when

0:12:28.920 --> 0:12:33.360
<v Speaker 2>Walmart says Simon, when you're ready to buy, no matter

0:12:33.440 --> 0:12:35.840
<v Speaker 2>what you want to buy in as of Halibert Walmart,

0:12:35.960 --> 0:12:39.199
<v Speaker 2>you will get. And here comes to quote every day

0:12:39.679 --> 0:12:43.720
<v Speaker 2>lower prices. It means that with that seven day petrol

0:12:43.800 --> 0:12:46.199
<v Speaker 2>cycle and you kind of buy their petrol on Wednesday

0:12:46.240 --> 0:12:50.040
<v Speaker 2>because you're missed out getting cheap ass tuesdays discounted prices

0:12:50.200 --> 0:12:52.480
<v Speaker 2>and you're now paying seventeen tents of leave. The more

0:12:52.679 --> 0:12:56.280
<v Speaker 2>you are aggrieved and upset. And that's what is the difference.

0:12:56.400 --> 0:12:59.400
<v Speaker 2>I wanted everyday lower prices. And so what we've got

0:12:59.440 --> 0:13:03.240
<v Speaker 2>to recognize in customer services one price is consistently the

0:13:03.320 --> 0:13:07.160
<v Speaker 2>fourth most important thing. And look with the economic circumstances,

0:13:07.240 --> 0:13:09.920
<v Speaker 2>it's probably migrated to about the third most important thing.

0:13:10.280 --> 0:13:14.360
<v Speaker 2>But today value and this is what value was all about.

0:13:14.880 --> 0:13:18.840
<v Speaker 2>Value was really built up on modules of time. If

0:13:18.880 --> 0:13:22.160
<v Speaker 2>you say, and this is what happens all the time, well, yes, okay,

0:13:22.200 --> 0:13:24.200
<v Speaker 2>so we'll get this and you put something in and

0:13:24.240 --> 0:13:26.480
<v Speaker 2>you're get an electrician or a plumber, and they say, look,

0:13:26.559 --> 0:13:29.040
<v Speaker 2>will be there as soon as possible. Well, can I

0:13:29.040 --> 0:13:31.959
<v Speaker 2>tell you right now if you've phoned the plumber at

0:13:32.000 --> 0:13:34.520
<v Speaker 2>three o'clock in the morning because you're tought it's overflowing.

0:13:34.600 --> 0:13:37.120
<v Speaker 2>And I say, yeah, we'll get there as soon as possible. No,

0:13:37.280 --> 0:13:41.320
<v Speaker 2>that's not good enough. Be specific. Recognize that it's modules

0:13:41.320 --> 0:13:43.760
<v Speaker 2>of time and if you can't meet those times, so

0:13:43.920 --> 0:13:47.760
<v Speaker 2>they advise them in advance to let them make sometingency plans.

0:13:47.800 --> 0:13:49.720
<v Speaker 2>But what we need to do is to take a

0:13:49.720 --> 0:13:52.160
<v Speaker 2>better sense of what is value. And I've just written

0:13:52.160 --> 0:13:55.600
<v Speaker 2>an article I get syndicated by forty nine trade and

0:13:55.640 --> 0:13:58.880
<v Speaker 2>industry magazines around the world, and someone put to me, Barry,

0:13:58.960 --> 0:14:01.160
<v Speaker 2>what is value? And they said, well, and this is

0:14:01.200 --> 0:14:03.400
<v Speaker 2>the critical issue that you know. This is one time

0:14:03.440 --> 0:14:05.800
<v Speaker 2>that you can look and say you are important in

0:14:05.840 --> 0:14:10.280
<v Speaker 2>this equation. If you want to be valued, you've got

0:14:10.280 --> 0:14:13.559
<v Speaker 2>to offer value. Think about that. It's not about price.

0:14:13.840 --> 0:14:15.800
<v Speaker 2>It's not about saying, hold on, I'll be there at

0:14:15.840 --> 0:14:17.920
<v Speaker 2>four o'clock and then five point thirty or seven o'clock

0:14:18.000 --> 0:14:22.480
<v Speaker 2>next morning. What value is about is a piece of

0:14:22.680 --> 0:14:26.960
<v Speaker 2>mind purchasing. When I make the phone call and they

0:14:27.000 --> 0:14:29.240
<v Speaker 2>say they're going to be there at five o'clock, they

0:14:29.320 --> 0:14:32.920
<v Speaker 2>should be there every time. Because Macy's the you know,

0:14:33.040 --> 0:14:36.280
<v Speaker 2>the big department store in America they had, and we

0:14:36.440 --> 0:14:39.760
<v Speaker 2>all always hear the criticism about Tony Abbott, you know,

0:14:39.800 --> 0:14:42.680
<v Speaker 2>with the three word policy just stop the boats one.

0:14:42.720 --> 0:14:45.640
<v Speaker 2>It's easy to understand too. It's quantifiable and people could

0:14:45.680 --> 0:14:52.680
<v Speaker 2>remember it. All that macy said is satisfaction guaranteed period

0:14:53.320 --> 0:14:58.320
<v Speaker 2>three words, compellingly attractive. And that's the personal commitment that

0:14:58.480 --> 0:15:01.480
<v Speaker 2>was committed and delegated that everyone at the front line

0:15:01.680 --> 0:15:04.480
<v Speaker 2>within Macy's had that authority to ensure that there was

0:15:04.560 --> 0:15:07.920
<v Speaker 2>customer satisfaction guarantees, even to the extent of replacing the

0:15:07.960 --> 0:15:10.080
<v Speaker 2>product without referring it to a manager.

0:15:10.520 --> 0:15:13.840
<v Speaker 1>Amazing Barrier Carter, It's been delightful chatting to you. I've

0:15:13.920 --> 0:15:16.240
<v Speaker 1>kept you far too long. We are well overdue for

0:15:16.280 --> 0:15:18.800
<v Speaker 1>a break. It's been marvelous chatting to you. I look forward,

0:15:18.920 --> 0:15:20.920
<v Speaker 1>well I don't look forward to the next time Tony's ill,

0:15:21.160 --> 0:15:22.960
<v Speaker 1>but I look forward to the next time I happen

0:15:23.040 --> 0:15:25.920
<v Speaker 1>to be on and we get to speak again. Barrier Carter,

0:15:26.560 --> 0:15:27.480
<v Speaker 1>thank you.