Customer Service

From: Program on Customer Care & After Sales Service

Ajoy K Guha

A Subject Very Easy To Talk, Very Hard To Walk The New Business Scenario Customer

Is

Business Number One

If you are a customer, I am a customer as well.

All about YOU and ME – Dr. N H Atthreya

THE EPISODE HIDDEN BEHIND TWO WORDS

1. CUSTOMER 2. SERVICE

While everybody wants it, most don’t want to give it.

Buck Rodgers – The IBM Way

THE SYMPHONY

Jugalbandhi

Customer Service: 1 What customers need Before-Sale-Is-Made

1. Basic information about product. Or Advertisement

2. Technical information - how does it work – product literature and catalog

3. Image - status of the organization and product

4. Trust – demonstration and application testing

5. Appropriate pricing and information for economic cost / benefit analysis

6. Conformity - others seems to be buying it, maybe it's time to jump on band wagon.

7. Human contact - to ask specific questions, to be reassured, etc.

8. Situational information - will it work for me in my situation

9. Information on where and how to buy the product

All About FIRST impression.

Customer Service: 2 What customers need During-the-Transaction

1. Stock level – off-the-self product availability 2. Ability to back order. 3. Elements of order cycle (execution) 4. Timeliness–on the spot resource commitments for

delivery, installation, training, etc. 5. Leasing, Hire-purchasing and other special financing

arrangements for small and large capital equipment 6. Trans-shipment (transit-sale) 7. Part-Shipment 8. System accuracy 9. Order convenience 10.Product substitution

There's no traffic jam on the extra mile

Customer Service: 3 What customers need After-the-Sale is made:

1. Installation and Commissioning 2. Warranty service or Standing By Your Commitment 3. Out-of-Warranty repair 4. Initial and ongoing customer training 5. Technical support (i.e. engineering, hotlines to contact, documentations, etc.)

6. Spare parts kits and ongoing maintenance. 7. Preventive maintenance 8. Repair service centres 9. Parts standardization 10. Stocking of obsolete replacement parts 11. Product upgrades and updates. 12. Complaints Management

Can you sell a product without talking about it’s benefits,

features & advantages

In reality, selling and service are inseparable.

Good Selling Is Good Service – Good Service Is Good

Selling

An example of DELIVERY NEEDS

1. time

2. spec

3. quantity

4. undamaged 5. location

6. hassle-free

An example of PRICE AND RELATIONSHIP

1. Reducing quality

2. Raising prices without a good reason

3. Playing games with prices

Customer Service Examples:

CUSTOMER SERVICE OR CUSTOMER CARE

IS AN ATTITUDE……………not a department

Attitudinal Issue “ Creating a culture of consumer trust is the single most important aspect of the successful adoption of CRM. It has nothing to do with software. It has everything to do with attitude.”

-Don Peppers, guru of CRM.

THE END

Ajoy K Guha

Consulting & Training

Co-author of the book:

Cash Before You Crash