Managing Customer Service-1

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CUSTOMER CUSTOMER RELATIONSHIPRELATIONSHIPMANAGEMENTMANAGEMENT

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Those with a positive attitude and a cheerful outlook

Those who can allow customers to be right (even on the occasions when they are not)

Those who genuinely enjoy working with and for other people

Those with the ability to put the customer on “center stage”

Those who view their job primarily as a human relations profession

Service Winners…..Service Winners…..

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Service is….Service is….

• Customers in a restaurant want more than a meal• Guests in hotels want more than a room• Client in a transaction want more than a settlement• Customer want more that just the product or

service that is offered – they also want to be treated well

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Service is IntangibleService is Intangible

Service is intangible

Intangibles deal with the human side of an

organization

They include human emotions, behaviors,

understandings, feelings, and perceptions

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Service is IntangibleService is Intangible

Examples of Examples of customer service customer service intangible :intangible :

• Satisfaction• Attentiveness• Flow• Helpfulness• Sensitivity• Tone• Attitude• Knowledge• Understanding• Tact• Guidance

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Service

The procedural dimensionThe procedural dimension Consist of the established

systems and procedures to deliver products and/or

services

The personal dimensionThe personal dimension How service providers (using

their attitudes, behaviors, and verbal skills) interact with

customers

Two Dimensions of ServiceTwo Dimensions of Service

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Two Dimensions of ServiceTwo Dimensions of Service

The Freezer The Freezer Low in both personal and procedural service. Motto : “We don’t care”

The Friendly ZooThe Friendly Zoo Bad in procedural service, good in personal service. Motto : “We are trying hard, but don’t really know what we are doing”

The Factory The Factory Good in procedural service, bad in personal service. Motto : “You are number. We are here to process you”

Quality Customer ServiceQuality Customer Service Excellent in both the personal and procedural dimensions. Motto : ‘We care and we deliver”

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Key Elements of Key Elements of Quality ServiceQuality Service

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AssuranceAssurance

Five Elements of Quality ServiceFive Elements of Quality Service

TangibleTangible

EmpathyEmpathy ResponsivenessResponsiveness

ReliabilityReliability

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ReliabilityReliability• The ability to provide what was

promised, dependably and accurately

• Action strategy : make sure that you correctly identify customer needs, promise only what you can deliver, and follow through to ensure that the product or service was received as promised

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AssuranceAssurance• The knowledge and courtesy of

employees, and their ability to convey trust and confidence

• Action strategy : take the time to serve customers one at a time. Provide service assertively by using positive communication techniques and describing products and services accurately

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TangibleTangible• The physical facilities and

equipment and the appearance of personnel

• Action strategy : maintain workspaces in a neat, orderly manner, dress professionally, and maintain excellent grooming and hygiene standards

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EmpathyEmpathy• The degree of caring and

individual attention provided to customers

• Action strategy : listen for emotions in your customers’ messages. Put yourself in their place and respond compassionately by offering service to address their needs and concerns

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ResponsivenessResponsiveness• The willingness to help

customers and provide prompt services

• Action strategy : project a positive, can-do attitude. Take immediate steps to help customers and satisfy their needs

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Service Culture ComponentsService Culture Components

Delivery System

Training

Motivators and reward

Employee roles and

expectations

Policies and procedures

Management support

Service mission

SERVICE SERVICE CULTURECULTURE

Products and services

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Service mission

Products and services

The direction or vision of an organization that supports day-to-day interaction with the customer

The material, products, and services that are state of the art, competitively priced, and meet the needs of customers

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Delivery System

Training

Motivators and reward

The way an organization deliver its products and services

Instruction or information provided through a variety of techniques that teach knowledge or skills, or attempt to influence employee attitude toward excellent service delivery

Monetary rewards, material items, of feedback that prompts employees to continue to deliver service and perform at a high level of effectiveness and efficiency

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The specific measures that indicates what is expected of employees in customer interactions and that define how employee service performance will be evaluated

The guidelines that establish how various situations of transactions will be handled

The availability of management to answer questions and assist frontline employees in customer interaction when necessary

Employee roles and

expectations

Policies and procedures

Management support

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Key Skills for Key Skills for Quality Customer Quality Customer

ServiceService

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Know Your Know Your OrganizationOrganization

Know Your Know Your Product/ServiceProduct/Service

Know Your Know Your CustomerCustomer

Customer Customer Service Service PersonPerson

What You Should Know?What You Should Know?

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Know Your Know Your OrganizationOrganization

Know Your OrganizationKnow Your Organization

• Organization mission and vision

• Organization culture

• Customer interaction policy and procedures

• Company support for product/service

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Know Your Know Your Product/ServiceProduct/Service

Know Your Product/ServiceKnow Your Product/Service

• Product /service development and quality improvement process

• Product/service configuration

• Performance data and specification

• Maintenance and care• Price and delivery

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Know Your Know Your CUSTOMERSCUSTOMERS

Know Your CustomersKnow Your Customers

• Customer Needs• Customer Concerns• Customer Personality

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Developing Excellent Communication Developing Excellent Communication with Customerswith Customers

Excellent Verbal Communication Skills

Excellent Non-Verbal Communication Skills

Excellent Listening Skills

Productive Productive Relationship Relationship

with with CustomersCustomers

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• Plan your messages• Greet customer warmly and

sincerely• Be specific• Use “small talk”• Use simple language• Paraphrase

Excellent Verbal Communication Excellent Verbal Communication with Customerswith Customers

Communicating Communicating positively…..positively…..

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• Ask positively phrased question (Instead, “Why do you feel that way” , use: What makes you feel that way? Instead, Why do you want that color, use : What other colors have you considered?)

• Communicate to your customer’s style

• Agree with customers• Solicit customer feedback and

participation



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Words and phrases that build relationship:

PleaseThank you

I can or willHow may I help?

I understand how you feelYou’re right

May IWould you mind…..

I apologize for….



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Words and phrases that damage relationship:

You don’t understandYou don’s see my point

Hold on a secondOur policy says (or prohibits)That’s not my responsibility

What you need to do is…..Why don’t you

The word “problem”The word “but”The word “no”


Avoiding Avoiding negative negative communicationcommunication

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Six C of giving good information Six C of giving good information to customersto customers

ClearClear ConciseConcise

CourteousCourteousCompleteComplete

CorrectCorrect

ConcreteConcrete


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Non Verbal Communication with Non Verbal Communication with CustomersCustomers

Non Verbal Non Verbal BehaviorBehavior

Body languageBody language

Volume CuesVolume Cues

Appearance Appearance and Groomingand Grooming

Miscellaneous Miscellaneous CuesCues

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Body languageBody language Volume CueVolume Cue

• Eye contact• Posture• Facial

expression• Gestures

• Pitch• Volume • Rate of speech• Voice quality• Articulation• Pauses• Silence

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Appearance Appearance and Groomingand Grooming

Miscellaneous Miscellaneous cuescues

• Hygiene (regular washing and combing of hair, use of mouthwash and deodorant)

• Clothing and accessories

• Personal habits

• Proper etiquette and manners

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Eye contact, posture, facial expression, gestures

• Brief eye contact• Eyes wide open• Smiling

• Nodding affirmatively

• Expressive body gestures

• Open body stance• Listening actively• Remaining silent as

customer speaks• Gesturing with open hand

• Clean, organize work area

• Yawning• Frowning or sneering• Attending to matters other

than the customer• Leaning away from customers

as he/she speaks• Subdued or Minimal hand

gestures• Staring blankly or coolly at

customers• Interrupting

• Pointing finger or object at customer

• Disorganized, cluttered work space

PositivePositive NegativeNegativePositive and Negative Communication BehaviorPositive and Negative Communication Behavior

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Characteristics of Good ListenerCharacteristics of Good Listener

1.1. EmpathyEmpathy2.2. UnderstandingUnderstanding3.3. PatiencePatience4.4. AttentivenessAttentiveness5.5. ObjectivityObjectivity

Good Listener

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Strategies for Improved ListeningStrategies for Improved Listening

• Stop talking !• Prepare yourself• Listen actively• Show willingness to listen• Show empathy• Send positive nonverbal cues• Don’t argue• Ask questions

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To listen more effectively…..To listen more effectively…..

Attend physicallyAttend physically – the right body language helps us to focus on the customer and encourages the customer to give us more information

Attend mentallyAttend mentally – follow the customer’s flow of thought, listen to understand, not evaluate; listen first, then assess

Check it verballyCheck it verbally – paraphrase, clarify, probe further, summarize your understanding

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Dealing Assertively with CustomersDealing Assertively with Customers

• Look customers in the eyes as you speakLook customers in the eyes as you speak

• Grasp firmly without crushingGrasp firmly without crushing

• Think, plan, speak a specific questionThink, plan, speak a specific question

• Stop, gather thoughts, speakStop, gather thoughts, speak

• Apologize if you make a mistakeApologize if you make a mistake

• Increase volume, sound firm and convincingIncrease volume, sound firm and convincing

• Take responsibility, resolve the problemTake responsibility, resolve the problem

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Customer Focused BehaviorCustomer Focused Behavior

• Act promptly• Guide rather than direct• Don’t rush customer• Offer assistance• Don’t keep customer waiting• Avoid unprofessional actions

Customer Customer focused focused behaviorbehavior

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Addressing Customer Addressing Customer Needs and Behavior StyleNeeds and Behavior Style

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Addressing Customer NeedsAddressing Customer Needs

To Feel WelcomeTo Feel Welcome

To Feel ComfortableTo Feel Comfortable

To Be UnderstoodTo Be Understood

To Feel AppreciatedTo Feel Appreciated

To Feel ImportantTo Feel Important

To Be RespectedTo Be Respected

Customer NeedsCustomer Needs

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To Feel WelcomeTo Feel Welcome

To Feel ComfortableTo Feel Comfortable

To Be UnderstoodTo Be Understood

Use an enthusiastic greeting, smile, use the customer’s name, thank the customer, be positive

Listen actively, paraphrase, ask key question, give positive feedback, empathize

Use an enthusiastic welcome, relieve anxiety through friendly communication, explain your action calmly, ensure physical comfort

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To Feel AppreciatedTo Feel Appreciated

To Feel ImportantTo Feel Important

To Be RespectedTo Be Respected

Thank the customer, follow up, go beyond service expectations, provide “special” offers, remember special details about the customer

Use the customer’s name, give special treatment when possible, elicit opinions

Listen, don’t interrupt, acknowledge the customer’s emotions and concerns, take time to serve, ask advice, elicit feedback


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Four Styles of BehaviorFour Styles of Behavior

DominanceDominance

InfluencingInfluencing

SteadinessSteadiness

ComplianceCompliance

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DominanceDominance

• Appears to be quite busy• May give the impression of not

listening• Displays a serious attitude• Voices strong opinions


• Appears quite active• Takes social initiatives in most

cases• Likes to encourage informality• Expresses emotional opinions

(feelings)

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• Give the appearance of being quiet and reserved

• Listen attentively to other people• Tend to avoid the use of power• Make decisions in a thoughtful and

deliberate manner

• Control emotional expressions• Displays a preference for

orderliness• Tends to express measured

opinions• Sees difficult to get to know

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Strategies to Deal with Dominance PersonStrategies to Deal with Dominance Person

DominanceDominance

• Keep the relationship a businesslike as possible

• Develop strong personal relationship is not a high priority for dominance person

• Be as efficient, time disciplined, and well organized as possible

• Provide appropriate facts, figures, and success probabilities

• Try to identify their primary objectives and then determine ways to support with these objectives

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Strategies to Deal with Influencing PersonStrategies to Deal with Influencing Person


• Be enthusiastic• Avoid an approach that is too stiff and

formal• Take time to establish goodwill and

build relationship• Do not place too much emphasis on

the facts and details• Plan actions that will provide support

for their opinions, ideas and dreams• Maintain good eye contact• Be a good listener

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Strategies to Deal with Steadiness PersonStrategies to Deal with Steadiness Person


• Take time to build a social relationship with the steadiness person

• Spend time learning about the things that are important in this individual’s life

• Provide personal assurance and support for their views

• If you disagree with a steadiness person, cur the desire to disagree assertively; steadiness person dislike interpersonal conflict

• Give them the time to comprehend your explanation/responses. Patience is important

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Strategies to Deal with Steadiness PersonStrategies to Deal with Steadiness Person


• Provide a thoughtful, well organized approach

• Take a no-nonsense, businesslike approach

• Use specific questions that show clear direction

• Provide detailed and comprehensive information

• Never pressure the compliance person to make quick decisions

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Resolving Service Resolving Service BreakdownBreakdown

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Service BreakdownService Breakdown

Service breakdowns occur whenever any product or service fail to meet the

customer’s expectations

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Service Recovery StrategyService Recovery Strategy

Express Express respectrespect

Listen to Listen to understandunderstand

Uncover the Uncover the expectationsexpectations

Outline Outline the the solutionssolutions

Take action Take action and follow and follow throughthrough

Double Double check for check for satisfactionsatisfaction

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Express Express respectrespect

Listen to Listen to understandunderstand

Uncover the Uncover the expectationsexpectations

"What you are telling me I important”

Listen carefully; empathize with the customer; and do not make excuses or interruption “Please tell me what happened”

“Will you please tell me what you feel need to be done?”

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“I will take this action” or “You have several choices”

“You refund has been requested. I will personally check with accounting to ensure your check goes out Friday”

“I am following up to make sure your check arrived”

Outline Outline the the solutionssolutions

Take action Take action and follow and follow throughthrough

Double Double check for check for satisfactionsatisfaction

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Roadblock to Service RecoveryRoadblock to Service Recovery

• Not listeningNot listening• Lack of respectLack of respect• Inadequate materials or supporting Inadequate materials or supporting

equipmentequipment• Poor or inadequate communicationPoor or inadequate communication• Lack of trainingLack of training• Work conflictWork conflict

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Dealing with Difficult PeopleDealing with Difficult People

• Don’t take it personallyDon’t take it personally• Remain calm, listen carefullyRemain calm, listen carefully• Focus on the problem, not the personFocus on the problem, not the person• Reward yourself for turning a difficult Reward yourself for turning a difficult

customer into a happy onecustomer into a happy one• When all else fail, ask for helpWhen all else fail, ask for help

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IntroductionIntroductionThe term Customer ServiceCustomer Service is often used in business circles. What does it actually mean?

Customer Relationship is a small term given to a vast industry. This module is an attempt to understand what this phenomenon is all about.

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Continued….Continued….

Customers are the ones who dictate whether your business would be successful or not.

If you need a job and the company needs business, YOU need customers.

Satisfaction of the customer is the most important factor, which plays a major role in having a loyal customer.

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Customer ServiceCustomer Servicecan be defined as …can be defined as …Doing ordinary thing extraordinarily well.

Going the extra mile.

Providing pleasant & courteous service.

Customer Experience.

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a Customer …a Customer …

is someone we serve.

We depend upon customers & its not the other way around.

A customer is the reason for our business & not an interruption to it.

Customers are moody & very powerful.

Customers are intelligent & know exactly what they want.

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Who are Customers?

• The most important person in any business.

• Is not dependent on us.

• Not an interruption but the purpose.

• Is part of our business – not an outsider.

• We aren’t doing a favor by serving them.

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• A Customer is not just money. They are human beings with feelings & deserve to be treated with respect.

• Is a person who comes to us with their needs & wants.

• Deserves the most courteous attention we can give them. They are the lifeblood of every business.

Who are Customers?

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You as a Customer …… Do you want & demand action? Are you very direct and to the point in your

statements? Do you make it clear what you want? Do you lack patience? Do you tend to speak faster? Are you focused on results? Are you usually not interested in details?

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Impact

The Impact is made out to people within 15 The Impact is made out to people within 15 – 45 seconds through your action.– 45 seconds through your action.

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The term Customer Service details The term Customer Service details the process that companies have the process that companies have devised, to enhance the experiences devised, to enhance the experiences customers have while dealing and customers have while dealing and interacting with their company. The interacting with their company. The focus here is to provide the focus here is to provide the customer with excellent, friendly customer with excellent, friendly and accurate services. The emphasis and accurate services. The emphasis here is to provide a personal touch.here is to provide a personal touch.

Customer Service&

Relationship

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Customer Service - GUEST

• G – Greet the customer• U – Understand customer needs• E – Explain features & benefits• S – Suggest additional items• T – Thank the customer

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The Truth About Customers

Ten times more expensive to acquire a new customer than to keep a current customer

Customers are lost primarily due to indifference (66%) versus dissatisfaction (14%)

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9%9%

13%

69%

Others

Product Dissatisfaction

Better Prices Elsewhere

Poor Service

Why Customers leave?

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Customer Delight• Exceeding customers’ expectation is

delighting customers

• The customer reacts with a “wow” in return for the product /service

• Every interaction with the customer has an opportunity to create delight

• The challenge is to consistently maintain the delight factor

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What Customers Want• Dignity and Respect• Services meet expectations• Success• Help with problems• Treated as individuals• Respect their self-image• Respect their time• Someone on their side• Correct information

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How do we delight our Customers?

Build a Rapport with the customerCommon GroundPacing & LeadingCredentialsPsychological Truth

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Customer Service Attitude

Customer Service is

80% Attitude&

20% Technique

Documents

Managing Customer Service-1