Customer Serviceas a Marketing Tool

AmCham MacedoniaFebruary 26, 2015

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• What customer service is

• Why excellent customer service is important

• Why meeting customer expectations is not enough

• How to make employees embrace customer service

• How to turn complaints into opportunities

• How to monitor customer service quality

• How marketing can benefit from top customer service

Agenda

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A holistic approach!

• Customer service touchpoints – call centers, support teams

• Production – QA• Logistics, Delivery, Instructions for use• Marketing - Collateral, Websites & Social Media• PR• Sales• Pricing• Guarantee & return policies• Human Resources• IT• Accounting

Customer Service Excellence?

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Customer Service ?

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To be different from your competitors!To improve company image and brand

perception!

Why excellent customer service is important

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Why excellent customer service is important

What does a customer expect you to do?

® to deliver what you have promised.® to value him as customer.® to listen.® to understand.® to care.® to help.

To build relationships!To learn about customer

requirements!

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Why excellent customer service is important

Do you know why you loose customers?

® 1 % die.® 3 % move away.® 5 % get influenced by others.® 9 % leave for competitive price.® 14 % are dissatisfied with

product/service® 68 % leave because of rude or poor service.

To win loyal customers!To decrease costs for acquiring new

ones!

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To improve your profit line!

Why excellent customer service is important

If you can prevent 5 % of your customers from leaving, you can increase your bottom line profit by 25 – 95 %.

- Harvard Business Review

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Why meeting customer expectations is not enough

“The essential difference between emotion

and reason is:Emotion leads to Action whileReason leads to Conclusions”

Donald B. CalneProfessor of Neurology University of British ColumbiaCANADA

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Why meeting customer expectations is not enough

Exceed the expectations!Surprise your customers!

The WOW Factor

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Why meeting customer expectations is not enough

Example 1:

Anticipate individual needs!

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Why meeting customer expectations is not enough

Example 2:

Provide extra convenience!

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Why meeting customer expectations is not enough

Example 3:

Emotionalize communication!

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Why meeting customer expectations is not enough

Example 4:

Make customers smile!

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How to make employees embrace customer service

• Develop a service driven philosophy• Assess all customer touch points• Build a clear customer service strategy• Communicate your goals• Implement clear service standards for all areas• Monitor and discuss results• Create reward and feedback system• Select employees with the “right” attitude• Provide training for ALL employees • Empower employees to solve problems and find

solutions• Encourage new service ideas and campaigns• Create team spirit• Walk your talk!

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How to turn complaints into opportunities

A customer, who complains,

• wants to be understood.• wants to be appreciated.• wants to be treated in a friendly way.• wants a solution.• wants to feel good again.• does NOT want to leave.

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How to turn complaints into opportunities

Do not drive him away with phrases like

• “It is company policy”• “I’m not authorised to that”• “It was not my mistake”• “There is nothing I can do”• “No one else complains about this”• “You should have...”• “You’re wrong”

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How to monitor customer service quality

• Develop SOPs (Standard Service Procedures)• Establish Customer and Employee feedback systems• Use existing media/systems• Compare your results with competitors• Review and adapt your SOPs regularly• Set and explain measurable goals• Use external assessments/Mystery Shopping• Engage management in customer communication• Monitor and discuss results

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Get to know your customers!

How Marketing can benefit from top customer service

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Use customer service stories for PR!

How Marketing can benefit from top customer service

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Attract new target groups!

How Marketing can benefit from top customer service

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And now....

...it is time for...

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Team motivation & empowerment for service excellence

What motivates employees?

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Complaints are Opportunities, not Threats

What are your own experiences?

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Customer Service Quality Assurance Measures

What measures do you have in place?

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How Marketing Departments can capitalize on good Customer Service Practices

What impact has customer service on customer retention?Which marketing activities could you create around service

excellence?

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How Marketing Departments can capitalize on good Customer Service Practices

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Barbara Operschall

M: barbara.operschall@speechcode.eu

W: www.speechcode.eu

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