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How to transform customer service. Our top 3 tips. Improve customer experience, increase advocacy and retain more customers.
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How to transform CUSTOMER
SERVICE
By OEE
Photo credit: zoetnet / Foter.com / CC BY
Are your customers FRUSTRATED?
Unhappy customers LEAVE
Photo credit: Cirofono / Foter.com / CC BY
…….. they typically tell 9-15 other people about their poor experiences
– WHITE HOUSE OFFICE OF CONSUMER AFFAIRS Photo credit: pedrosimoes7 / Foter.com / CC BY
Customer service is
KEY
55% of customers would
pay extra to guarantee a better service
– DEFAQTO RESEARCH
So you need to change - FAST!
Photo credit: Fabio Alessandro Locati / Foter.com / CC BY-SA
Our top 3
SERVICE Principles
By OEE
Focus on VALUE
1
Value is what your
CUSTOMER is willing to pay for
……….Not what
YOU want to sell
To understand value, you must capture the
VOICE OF YOUR CUSTOMER
ASK your customers
Photo credit: EIU / Flikr.com / CC BY
Improvement without defining
VALUE is just cost reduction
Reducing cost DOES NOT EQUAL
improving service
Improving service requires an
EXTERNAL focus……..
Imagine you are the CUSTOMER
2
To truly
UNDERSTAND walk in your customer’s shoes
Photo Credit: Thomas Leuthard / Foter.com / CC BY
Your customer will see your
SERVICE in a different way than you do
Understand the
OBSTACLES your customer faces to receive
your service
Photo credit: The U.S. Army / Foter.com / CC BY
Identify &
PRIORITISE all the obstacles they face
1. YOU’RE WASTING MY TIME 2. I CAN’T FIND YOUR PHONE NUMBER ANYWHERE 3. I’VE GIVEN YOU THIS INFORMATION 3 TIMES ALREADY 4. YOU’VE SPELT MY NAME WRONG 5. WHY DO I HAVE TO SPEAK TO 4 DIFFERENT AGENTS? 6. I’VE BEEN WAITING 25 MINUTES FOR YOU TO ANSWER 7. I WAITED 5 DAYS FOR XXX AND YOU SENT ME YYY 8. …………………..
Then
ELIMINATE them, one at a time
Photo credit: ilouque / Foter.com / CC BY
Give your customers: WHAT they want
WHEN they want it
HOW they want it
And WHERE they want it
And show them you
CARE!
Photo credit: Chris_Samuel / Flikr.com / CC BY
Value COMPLAINTS
3
Complaints provide a
WINDOW on the workings of your business
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Complaints are
FREE market research
Photo credit: libookperson / Foter.com / CC BY
For every customer complaint, there are
26 other unhappy customers who have
remained silent – LEE RESOURCE
Handling
COMPLAINTS promptly and effectively is important
…… but not ENOUGH!
Address the
CAUSE of complaints
to improve service
ANALYSE your complaints data
Photo credit: JamesTallman / Flikr.com / CC BY
Identify the real
ROOT CAUSES (not just what customers complained about)
PRIORITISE those that have greatest
impact on customers
Then
ELIMINATE the causes, one by one
Photo credit: ilouque / Foter.com / CC BY
Our top 3
SERVICE principles
By OEE
Focus on VALUE
1
Imagine you are the CUSTOMER
2 Value
COMPLAINTS
3
OEE unlocking your full potential
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