Introduction Customers, and Customer Service What exactly do we mean by Great Customer Service? Customer Relationship Management Adding Value to the

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 Introduction

 Customers, and Customer Service

 What exactly do we mean by Great Customer Service?

 Customer Relationship Management

 Adding Value to the Customer Service Experience

Topic Outline

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“Customers are the “Customers are the

reason for work, not reason for work, not an interruption of

an interruption of work”.

work”.

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 Anyone who interacts with us or the service we provide, either directly or indirectly, or is

affected by the quality of the service, whether they are paying for it or not, either indirectly or directly.

 They may be external or internal to the organisation.

What is a Customer?

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 When you hear the words

‘customer service’ what does it make you think of?

Exercise 1

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 Customer focused

 Delighting the customer

 Satisfying the customer

 Meeting the customer’s need

 Exceeding the customer’s need.

 Giving the customer what they want, not what we think they want.

Some Terms Associated with Some Terms Associated with

Customer Service

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 Once price, delivery times, quality of product are similar then customer service makes the difference as to whether a customer comes to you, stays with you, or goes elsewhere.

Customer Service Customer Service

Makes the Difference

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 Staff who work within your organisation are internal customers of each other.

 You are all customers yourselves.

 Staff at other branches/depots/offices/sites

Internal Customers

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 It is the set of behaviours which an organisation undertakes during its interaction with its

customers and how customers perceive the behaviours.

What do we mean by the What do we mean by the

term Customer Service?

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“It’s not what you do, nor the way that you do it, but how your customers perceive what you do and how you do it that determines the quality of your customer service”.

 To what extent do you think that the above statement is true or false?

Discussion Point

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Getting it Right

Getting it Right –– The Overall Package The Overall Package

 Customers often see the range of products and services that a firm offers as a single thing.

 They view this as “The Overall Package” of the Firm

 In this case it only takes one bad customer service

experience for the whole Package to be judged poorly.

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Exercise 2 Exercise 2

What types of things, services or attributes are customers likely to consider as being part of an

Accountancy firm’s “Overall Package”?

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 Product or service reliability.

 Consistency.

 Speed and timeliness of delivery.

 Accuracy of paperwork.

 Courtesy of telephone answering.

 The value of information you give e.g. accuracy and

‘usability’ of any instructions on how to use it.

 The attitude of staff - can do or “not my job”

Customers will typically consider all the Customers will typically consider all the following as being “part of the package”

following as being “part of the package”

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1 Procedural Dimension

 Systems, procedures and processes - the way how things get done – formal & organised.

 The mechanisms by which customers’ needs may be met.

2 Personal Dimension

 The human or interpersonal side.

The Two Dimensions of Quality The Two Dimensions of Quality

Customer Service

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Develop a self review of your own skills, for your own personal and professional development.

Simply write down in a list:

Part 1  All the skills that you have that you use now

 Rate them from 1-10

Exercise 3 Exercise 3

Customer Service Skills Audit Part 1

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SKILLS AUDIT PART 1

Skills you already have Rate How good you feel they are 1-10

Rate how good they need to be 1-10

For any 10s ask what evidence is there?

E.g. telephone skills 6 9

Computer word processing

3 5 as you rarely use a

computer

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Part 2  All the skills that feel you will need to develop fantastic service

(include those from the previous list if you rated them low).

Customer Service Skills Audit Part 2

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Skills you need to develop now for the future

Why are they important?

Where and how are you going to learn these skills ?

Negotiating with customers

Important to be able to negotiate

Learn from colleagues, shadow them and ask them to explain

Better telephone skills Very important for good customer service

Attend training course

Presentation skills I’ve been asked to explain a new product to potential customers

Training course plus watch others learn how they do it

Customer Service Skills Audit Part 2

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http://www.youtube.com/watch?v=Fy4lYDN1gz4

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Exercise 4 Exercise 4

What

What are the Characteristics of Great are the Characteristics of Great Customer Service?

Customer Service?

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What are the Characteristics of Great What are the Characteristics of Great

Customer Service?

 Reliability

 Competence

 Responsiveness

 Courtesy

 Credibility

 Consistency

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http://www.youtube.com/watch?v=bTbHwnxCGaI

Poor Customer Service Examples

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Exercise

Exercise 5 5 Excellent and Poor Excellent and Poor Customer Service

Customer Service

Think of two examples which you regard as being excellent customer service;

Think of two examples which you regard as being poor customer service;

For each example identify:

 The key factors that contributed to the experience,

 Your feelings and reactions at the time,

 Your feelings and reactions now.

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 Knowledgeable and friendly staff

 Professional manner of staff

 Staff listened to me

 They did what they said they would do

 They seemed to care

 They responded to me promptly

 They seemed genuinely concerned

 They smiled

 They treated me as a real human being; not a distraction

 They seemed proud of what they did and of the organisation

 Courteous, friendly and efficient service

Typical Factors for Excellent Customer Service

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Typical Factors for Poor Customer Service Typical Factors for Poor Customer Service

 Nobody seemed to have a clue what they were doing

 Nobody explained

 I was kept waiting

 They ignored me

 They treated me as though it was my fault

 They never got back to me; I had to chase them

 They blamed it on the system, managers, computers, their suppliers,

 They fobbed me off

 Busy doing something else & I was an interruption and a

distraction from their main work

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How long has your reaction to the poor Service How long has your reaction to the poor Service

lasted?

 Hours

 Days

 Weeks

 Months

 Years

 A lifetime

And how many people have you told about the

poor service?

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Why don’t we know if we are meeting Why don’t we know if we are meeting

our Customer Needs?

 only really believe the positive things

 often don’t want to hear the negative things

 Ignore “difficult customers” views

 Ignore “new customers” views

 A lack of complaints - so all is well!

 Minor complaints are not dealt with

 Little or no effective Customer Research

It’s often a problem. There are a number of reasons for this

^:

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The use of information-enabled systems for enhancing individual customer

relationships to ensure long-term customer loyalty and retention

Customer Relationship Management

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Customer Relationship Management Customer Relationship Management

 Manages, tracks, and measures the customer relationship from lead to sale to close to customer relationship.

 Allows you to provide a personal, unique experience for every customer

 “CRM” usually relates to software

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What

What does CRM include? does CRM include?

 Customer contact information (business and personal)

 Recent customer activity

 Customer support issues, cases, and notes

 Commitments made to the customer

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What

What does CRM include? does CRM include?

 Status of current orders and/or sales history

 History of products purchased

 Log of phone calls, emails, meetings, etc.

 Any other personal information that can strengthen the

relationship

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The Benefits of CRM The Benefits of CRM

 Gather and manage all critical customer data

 Creates standardised processes.

 Status is available up to the minute

 Greater knowledge about customers

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 What if you can’t afford a CRM System?

 What can the organisation do to add value?

Ideas and suggestions from you.

Exercise 6 Exercise 6

How can you add value to the Customer How can you add value to the Customer

Service Experience?

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 staff displaying appropriate body language

 staff being friendly on the phone

 callers not being placed on musical hold

 staff actually know what they are talking about

 appropriate opening hours

 one-stop shop

Factors that may Add Value to the Factors that may Add Value to the

Customer Service Experience

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 approachable staff

 user-friendly service

 prompt service – or reason for delay is explained.

 Friendly and helpful staff

 Staff with ability to listen

Factors that may Add Value to the Factors that may Add Value to the

Customer Service Experience

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 Appropriate tone, pitch and pace of voice

 How staff greet the customer

 Understanding the customer’s needs

 Staff with good soft skills

Factors that may Add Value to the Factors that may Add Value to the

Customer Service Experience

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They are all virtually zero cost.

What did the previous 3 Slides What did the previous 3 Slides

have in Common?

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0 1 2 3 4 5 6 7

Year

Annual Customer Profit

Price Premium Referrals

Cost Savings Revenue Growth Base Profit

Acquisition Cost

WHY LOYAL CUSTOMERS ARE PROFITABLE

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