CHAPTER 2: THE CHALLENGES OF CUSTOMER SERVICE

Learning Objectives• Explain the most common barriers to

providing excellent customer service.• Define customer service expectations.• Explain the keys to credibility.• Explain the importance of values in

customer service.• Define ethics in customer service.• Indicate the role of scope of influence

in customer service.

HIGH TOUCH AND LOW TOUCH CUSTOMER

HIGH TOUCH CUSTOMER

Require a high level of customer interaction.

Expecting high level of service.

No interaction = dissatisfied.

E.g: A buyer wants to buy a real estate. He needs clear explanation on the product, the price, the buying process.

LOW TOUCH CUSTOMERCustomer expect low

level of interaction.Low touch exists

because of technology.E.g: A customer

purchase a fast food meal through drive-in windows. The customer place an order and collect the food and make the payment on next window.

Barriers in Customer ServiceBarrier is obstacles that make it

difficult to enter a given market. Barrier happens when:

◦You promise more than you can deliver. Never say ‘No’.

◦Your service policies are too rigid.◦Not listening to your employees.

Employees dealing directly with your customer.

COMMON BARRIERS IN CUSTOMER SERVICESome barriers that can be

overcome: LazinessPoor communication skillsPoor time managementAttitudeMoodinessLack of adequate trainingInadequate staffing

HOW TO OVERCOME BARRIERS?Improving customers’ satisfaction

with service is a rapidly rising corporate priority.

Self evaluations to asses provider’s effectiveness and to improve identified areas should be performed periodically.

Individual should make the effort to change.

Learn as much as you can about the culture of the people you are dealing with.

ExpectationVs.

Perception

PERCEPTIONSThe way that we see something

based on our experience.Perceptions been developed

through the ways we’ve been treated, our values, priorities, prejudices and sensitivity of others.

May be influenced by momentary frustration and anger.

EXPECTATIONSPersonal vision of the result that

will come from our experience.Expectations may be positive or

negative.Expectations are based on our

perceptions.Level of perceptions:

a) Primary expectationsb) Secondary expectations

TECHNIQUES FOR EXCEEDING EXPECTATIONSBecome familiar with your customers.Ask your customers what their

expectations are?Tell your customers what they can

expect.Live up to their expectations.Maintain consistency. Communicate with customers using

the method they want to use.

KEYS TO CREDIBILITYTo be credible means “capable of being

believed; believable, worthy of belief or confidence; trustworthy”.

Tips to building trust:◦Beware of your body language gestures and

remember to keep them positive.◦Remember to make eye contact and listen with

interest.◦  Dress and act professionally.◦ Become teammate with your coworkers.◦ Show your dedication to customers.◦ Treat all with the same high level of respect.◦Apologize of you are wrong.

ETHICS IN CUSTOMER SERVICEEthics are a set of principles that govern

the conduct of an individual or group. Being ethical is also not the same as

following the law.Sometimes the spectrum falls in gray

areas in which “right” or “wrong” course of action difficult to identify.

Ethical decision making getting harder.E.g of ethical actions: promotion

techniques, privacy, bluffing, sexual harassment, inequality.

CAN ETHIC BE TAUGHT?• The Wall Street Journal announced that

ethics courses are useless because ethics can't be taught.

• Socrates, a philosopher: Ethics consists of knowing what we ought to do, and such knowledge can be taught.

• Studies indicate that a person's behaviour is influenced by his or her moral perception and moral judgements.

GOOD ETHICS VS. BAD ETHICS• Bad business ethics can be said to be

any instance in which a company knowingly ignores the best interests of its employees, customers or the society in general in order to earn more money or otherwise preserve its position.

• Good business ethics also comes in many forms.  A fairer treatment to suppliers or a more employee friendly style of management.

The Ethical Organization ● Ethical individuals = honest, have integrity, strive

for a high level of moral development● Ethical leadership = provides the necessary actions,

committed to ethical values and helps others to embody those values

● Organizational structure = embodies a code of ethics, and methods to implement ethical behavior

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IDENTIFY WHICH IS ETHICAL OR NOT…

A pre-med student considers copying the homework in Art History. ________________

Giving out customer’s information to public. ____________

Using pretty and young girl to promote products. ____________

Covering some flaw impacts of the product to customers. ____________

SCOPE OF INFLUENCE IN CUSTOMER SERVICE

Influence: the ability to influence others based on our perceptions or experience.

“Power of word-of-mouth” advertising.

Studies have shown that it costs about five times as much to attract new customers as it costs to keep our current customers.

Cont… Customers are likely to share a

positive experience with the people closest to them and with no one else.

A happy customer can attract new customers at virtually no cost.

Tips: Nurturing the personal relationships you already have, Staying in touch with everyone else, and Meeting new people.

EXCEED CUSTOMER EXPECTATIONS

Evaluate your competitions.Know your customers.Openly accept feedback.Be involved and accessible.Act quickly.

EXERCISE: Learn foreign language

Instruction: Find ‘Hello’ / ‘Hi!’ in other languages. Fill in the blanks.

Malaysian e.g: Selamat Sejahtera, Salam

Arab

Mandarin Afrikaans

Tamil Vietnamese

Japanese French

Korean Spanish

Filipino German

Thai Russian

EXERCISE: Learn Foreign Language

Instruction: Find ‘Thank You’ in other languages. Fill in the blanks.

Malaysian e.g: Terima Kasih Arab

Mandarin Afrikaans

Tamil Vietnamese

Japanese French

Korean Spanish

Filipino German

Thai Russian

Q & A SESSION

THANK YOU

Eklas Forum Compare the old strategy

customer service with the new trends in customer service.