Post on 28-Dec-2015
transcript
Objectives
Learn the skills needed to succeed in the challenging area of Customer Service
Develop and Apply specific Skills, Attitudes, Behaviours, and Thinking Patterns to win customer satisfaction and loyalty
Contents1. Fostering Positive Attitudes
2. Recognising and Dealing with Customer Turnoffs
3. Dealing with dissatisfied customers
4. Exceeding Customer Expectations
5. Using Behaviours that win Customer Loyalty
6. Get others to give great service
7. Apply winning Telephone, E-mail, and Web site Techniques
8. Using Written Messages
9. Understanding the one-to-one Customer Future
1. Fostering Positive Attitudes We must begin by recognising what a
“customer” is What is a “Customer”?
Anyone with whom we exchange value
we have a lot of names for customers - often varying by the nature of the business (e.g.: clients, patients, passengers, users, subscribers, readers, viewers, purchasers, guests, etc.)
We must strive to create “Customer Partnerships”
• Make the most of social exchanges
1. Fostering Positive Attitudes
Get and help customersAdvertising is less effective at getting
and keeping customers than positive word-of-mouth (e.g.: A good movie recommended by a friend)
Calculate the costs of the Lost Customer
• (see next slide)
Costs of the Lost Customer
Lost customer
It is very costly to replace/regain customers
Upset customers tell other people
It can also mean lost jobs
1. Fostering Positive Attitudes
The ultimate goal of Customer Service is to create Customer Loyalty
Your number-one tasks, regardless of your job title, organisational position, experience, or seniority, will always be to attract, satisfy, and preserve loyal customers.
2. Recognising and Dealing with Customer Turnoffs
Involve the Customer in Defining Value
Be aware that everyone has Pet Peeves about service
2. Recognising and Dealing with Customer Turnoffs
Recognise that the little things mean everythingLittle things can account for huge
Competitive Advantages Identify 3 categories of Customer
Turnoffs:1. Value Turnoffs
• Quality of product/service
2. Recognising and Dealing with Customer Turnoffs
2. System Turnoffs• Any process, procedure, or policy used to
“deliver” the product or service• (e.g.: company location or layout, parking
facilities, policies regarding guarantees and returns, delivery or pick-up services, etc.)
3. People Turnoffs• Are almost always communication problems
• (e.g.: failure to greet/smile to customers, inaccurate information given, talking to another employee or allowing telephone interruptions while ignoring a customer, being rude, high-pressure sales tactics, poor appearance, etc.)
2. Recognising and Dealing with Customer Turnoffs
Employees at all levels of the organisation can and often do create People Turnoffs
3. Dealing with dissatisfied customers
Customer Complaints may actually lead to Repeat Business
Maintain a healthy Customer Retention AttitudeThe being “right” or “wrong” issue is
not the issue; Rater, what matters is wanting to solve the customer’s problem
3. Dealing with dissatisfied customers
Develop your Recovery Skills 1. Feel their Pain
• Treat them with respect and empathy• Listen to their concerns and take them seriously• Understand their problem and the reason they
are upset• Share their sense of urgency, get their problem
handled quickly• Prevent further inconvenience
2. Do all you can to resolve the problem
3. Dealing with dissatisfied customers
3. Go beyond the Call of Duty Offer to pick-up or deliver goods to be replaced or
repaired Give a gift Reimburse for costs of returning merchandise such
as parking fees, etc.
Follow up to see what the problem was handled
Customer Complaints are opportunities for building Customer Loyalty.
4. Exceeding Customer Expectations
Stay close to your Customers Innovate with the customer constantly in
mind Remember that people’s wants, needs, and
expectations change over time Reacting to customer change is good, but be
Proactive in anticipating changing customer needs
Surprising customers with unexpected, positive experiences will do more than anything else to create customer loyalty.
- Retailing pioneer Marshall Field
4. Exceeding Customer Expectations
Customers have CORE Expectations of Products, Services, and the Customer Experience There are different expectations from
different businesses• (e.g.: Discount Store --> less staff and fancy
displays)
When a customer finds his or her expectations exceeded, the likelihood of becoming a repeat customer increases sharply
4. Exceeding Customer Expectations
Learn to anticipate Customer Expectations Fish For Feedback Be receptive to customer complaints and
Input• Make it “easy” for people to complain• Remember that at least 63% of unhappy
customers do not complain, but rather defect to another source of products of services
Learn to Exceed Customer Expectations
5. Using Behaviours that win Customer Loyalty
Behaviour is what people do It is conveyed to others via both verbal
& non-verbal means Any behaviours can, and often will,
communicate meaning to the customer Individual and organisational
behaviours are conveyed to customers via little things
5. Using Behaviours that win Customer Loyalty
Use Individual Behaviours: Greet Customers like Guests Break the ice Complement Freely and Sincerely Call People by Name Use Eye Contact Listen well Say Please and Thank You Reassure the Customer’s Decision to do business with
you Smile Maintain a Positive Attitude about Selling
5. Using Behaviours that win Customer Loyalty
Recognise Organisational Behaviours that convey the company’s culture:The Company’s Appearance and
GroomingThe Appearance of the Work AreaCorrespond RegularlyGet the Customer Doing SomethingStay close after the sale
6. Get others to give great service
As future managers you will need to get your employees to give great service
Recognise that customers like organisations that communicate well
Spend time to instruct and motivate employees Use Praise and Constructive Criticism
Provide Continuous Training for employees
6. Get others to give great service
Conduct ongoing System Reviews Recruit, Develop, and Retain excellent
employees Adopt a TQM (Total Quality
Management) philosophyTQM focuses on customer service,
employee empowerment, and product quality
7. Apply winning Telephone, E-mail, and Web site Techniques
Recognise the frustrations of Unresponsive Telephone use
Know the Benefits and Drawbacks of Electronic Communication:The Web and E-mail provide for many
possible benefitsTwo significant Drawbacks are:
• Many people have never learned the basics of telephone courtesy and effectiveness
• You cannot see the person you are dealing with
7. Apply winning Telephone, E-mail, and Web site Techniques
TIPS for better Telephone Usage:Tip 1 - Check your phone use attitudesTip 2 - Contact your own companyTip 3 - Answer promptly and be prepared to
handle callsTip 4 - Avoid unnecessary Call ScreeningTip 5 - Use Courtesy TitlesTip 6 - Thank people for callingTip 7 - Keep your conversation businesslike
7. Apply winning Telephone, E-mail, and Web site Techniques
TIPS for better Telephone Usage (cont’d):Tip 8 - Speak Clearly and DistinctlyTip 9 - Speak Naturally and ComfortablyTip 10 - Do not allow “Dead Air”Tip 11 - Take Messages cheerfully and
accuratelyTip 12 - SMILETip 13 - Be sure the conversation is finished
before you hang up
7. Apply winning Telephone, E-mail, and Web site Techniques
TIPS for better Telephone Usage (cont’d):Tip 14 -Make your Greeting Message efficientTip 15 - Learn to use your phone’s featuresTip 16 - Keep a constant flow of information Tip 17 - Plan your outgoing calls for e-mail or
efficiency Tip 18 - Don’t let the telephone interrupt an
important live conversationTip 19 - Keep callers on track
7. Apply winning Telephone, E-mail, and Web site Techniques
TIPS for better Telephone Usage (cont’d):TIP 20 - Handle the upset caller with tact and
skill Tip 21 - Bring the conversation to a pleasant but
efficient closeTip 22 - Always ask: “Is this a convenient time
to talk?”Tip 23 - Work Consistently to improve your
Electronic Communication
7. Apply winning Telephone, E-mail, and Web site Techniques
Telephone and e-mail usage is increasingly important to modern businesses
People who have poor experience with you, over the phone or Net, are highly unlikely to become loyal customers
8. Using Written Messages
Written messages are an often overlooked tool for creating customer satisfaction and loyalty
Goodwill notes or messages are those you send even though you don’t have to. Their power arises from customer’s surprise at receiving them
8. Using Written Messages
TIPS for Creating “Goodwill Messages”:Just do it!Be Original
• Write Appreciation Messages• Write Congratulations or Recognition
messages
Use Sales Follow-Up lettersWrite Goodwill Messages to your
employees as well!
9. Understanding the one-to-one Customer Future
Understand the Technology Shifts for the new future E-Commerce
• e.g.: E-Bay
Customer Service on the Internet• e.g.: Salesforce.com
Recognise Social and Economic Shifts for the new future (e.g.: Baby-boomers, E-Bay, Social-Networking)
9. Understanding the one-to-one Customer Future Use the New Media for a one-to-one future Gain Customer Share not Market Share Use Contact Management Systems (CMS) Tap into the Electronic Future
Internet Shopping Virtual Reality (VR) Shopping
• e.g.: Real Estate Homes
Interactive TVÀ la Carte items
• e.g.: Movies/Music
Blogs, Podcasts, etc.