SUPERIOR SERVICE
More Critical Than Ever During Telecommunications Liberalization in the Caribbean
Melissa Harris, Telecom Training Corporation
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Telecom Training Corporation
Since 1985 we’ve custom designed product and “soft skills” customer service, sales, and management training for wireline and wireless telecommunication carriers and product manufacturers
Worked with national and rural international providers including the Caribbean
60 international telecommunications-experienced trainers
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Agenda
How our products/services have become more varied and complex
How customer expectations have become more demanding
Why providing superior service is such a powerful tool in facing liberalization challenges
Seven best practices employees can use to retain existing customers by increasing loyalty
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How Times Have Changed
10+ Years Ago Traditional local “POTS”
service Basic custom calling
features Long distance plans
5 Years Ago Advanced custom calling
features Dial-up Internet Post-pay cellular
Recently DSL Cable modem Convenient payment
options Pre-pay cellular
Future Video VoIP Cellular data Wi-Fi Wi-Max
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Impact on Our Company’s, Customers, Employees Expectations
Invest millions, launch dates delayed, hope for increased revenues
Increased and more complex services can confuse customers
Employees may be hesitant to proactively offer more technical products
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Opportunity for Competitive “Stealing” Effective advertising campaigns Bundled product offerings Unique pricing strategies Simplified, accurate billing solutions
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Customers Are More Demanding
Interact with international customer service groups Travel Entertainment Media Financial On-Line Shopping
Customers compare high quality service from these experiences to what we provide
When customer expectations are not exceeded, lack of loyalty is an opportunity for competitors
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Customer Categories
Level of Meeting Expectations
Level of Satisfaction
Loyalty Status
Competitive Threat
1. Not Meet Dissatisfaction None Leave
2. Meet Satisfaction Marginal May Leave
3. Exceed High Satisfaction Very Stay
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How Customers Are Typically Treated
Dissatisfied – Receive Lots Of Attention
Satisfied – Quietly Ignored Very Satisfied – Taken For Granted
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Dissatisfied and Satisfied Customers Are At Risk Decreased revenues Declining market share Reduction in new technologies Employee layoffs
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Increasing Satisfaction & Loyalty
Dissatisfied – Not much can be done Satisfied – Exceed expectations when
solving problemsWritten and on-line surveys Incentives for response – low cost, high
perceived valueCustomer focus groupsOutbound telemarketing campaigns
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Maintaining Loyalty of Very Satisfied Customers Customer appreciation days and events Outbound calls to tell them we appreciate them
and find out what they’d like Special offers on new products/services Personal letters from senior leadership Newsletter recognition Handwritten notes on birthdays and other
special dates
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Delight Internal Customers So They Will Delight External Customers
Employee surveys Suggestion boxes Newsletter recognition Employee appreciation days Recognition on birthdays,
anniversaries, etc. Attractive compensation, benefit &
incentive plans Tuition reimbursement Childcare and eldercare benefits Flexible working schedules Comfortable, safe working
environment Free or discounted
telecommunications products
Clearly defined written roles and responsibilities
Efficiently designed processes and procedures
Consistent communication between departments and from senior leadership
Regularly scheduled department and company-wide meetings
Effective performance appraisal process
Motivational feedback Career path opportunities Training
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Best Practices to Exceed Expectations and Increase Loyalty1. Avoid taking customers for granted by being
polite, respectful and courteous2. Personalize the interaction3. Warmly welcome customers4. Avoid transferring and putting customers on hold5. Close the interaction with sincere appreciation6. Keep commitments7. Use effective communications skills to build
relationships
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1. Avoid Taking Customers For Granted by Being Polite, Courteous, & Respectful
Smile Pleasant Facial
Expression Eye Contact Approachable Body
Language No Nervous
Mannerisms Professional
Appearance
Focus on Them Empathize with Their
Situation Don’t Answer The Phone
When Talking To A “Live” Customer
Focus on What We Can Do to Help vs. What We Can’t Do
Maintain a Clean, Tidy Work Area
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2. Personalize the Interaction
Use the Customer’s Name Refer to Their Account History Reference Previous Conversations Build Rapport By Commenting on Their Interests Introduce Yourself Give Customer’s Your Business Card Wear a Lapel Name Badge Use a Nameplate at Your Work Station Tastefully Include Personal Interests in Your Work Area
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3. Warmly Welcome Customers
Telephone Greeting“Good afternoon. Thank you for calling XYZ
Company. This is Mary Smith. How may I help you today?”
Walk-Ins“Good afternoon. Thank you for coming in
today to XYZ Company. I’m Mary Smith. How may I help you today?”
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Warmly Welcoming Behaviors
Smile and pleasant facial expression
Verbally or non-verbally acknowledge walk-ins “I’ll be with you in just a moment”
Organize business processes to minimize waiting in line
Use a customer sign-in book and call them by name
Provide drop-off bill payment boxes and automatic payment machines
Replace bill payment teller counters with desks/chairs
Design the lobby area to advertise your services with demo equipment and videos for self-education
Maintain safe, clean, convenient parking options
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Comfortable, Clean, Aesthetically Pleasing Waiting Area Comfortable couches and chairs Company brochures and newsletters Magazines Coffee or other beverages Customer surveys Customer suggestion box
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4. Avoid Transferring & Putting Customers on Hold Train switchboard operator or receptionist
to ask appropriate questions to efficiently route
If using IVR/AA, design:With a focus on the customerEasy-to-understand instructionsWith an option to press zero for an operator
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Transfer Procedures
Tell the customer why you are transferring them
Ask for their permission Use a warm transfer Provide details on voice mails Provide name and extension number of
employee
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Avoid Putting On Hold
Empower employees with clear, written guidelines
Use high-quality messages and change frequently
Tell the customer why you want to put them on hold and ask their permission
Check back at least every 60 seconds to see if they want to continue holding or to be called back
When returning, thank the customer for holding
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5. Close the Interaction with Sincere Appreciation Don’t let the customer end the call thanking us “Mrs. Jones, thank you for bringing our billing
mistake to our attention and I’m glad we’ve been able to get this resolved. Is there anything else we can help you with today? Here’s a business card with my name and contact information in case you have any other questions. And thank you for being a valued customer of XYZ Company and I hope you have a great afternoon.”
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Characteristics of Good Closings
Use the customer name to personalize Provide a business card for more personalization Thank all customers, even those who are upset Show on-going commitment to help the customer Increase rapport by ending on a personal note (i.e.,
“nice afternoon”) Tell the customer you value them vs. “thank you for
your business” or “thank you for calling”
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6. Keep Commitments
When committing to call a customer, log the appointment in your calendar
Under promise and over deliver to include buffer time
During internal meetings, leave with an action plans assigning names and time frames
Review action plans at the start of the next meeting for accountability
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7. Use Effective Communication Skills to Build Relationships
Ask strategic open and closed questions
Listen and take notes Don’t interrupt Empathize when
dissatisfaction is expressed
Clarify understanding to avoid assumptions
Summarize action steps
Check for acceptance of recommendations
Eliminate jargon, acronyms, and technically savvy phrases
Frequently use words such as “please” and “thank you”
Let upset customers vent completely before starting to help them
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Exceed Expectations, Build Loyalty, Strategically Out-Service Your Competitors!
Melissa Harris President, Telecom Training Corporation 615-298-5429 www.telecomtrainingcorporation.com [email protected] Provide your business card for a copy of
this presentationThank You!