Marketing Mix - Bharat Sanchar Nigam Limitedtraining.bsnl.co.in/digital_library_source...For internal circulation of BSNL only What is Customer Care? Customer service is the provision

For internal circulation of BSNL only

CUSTOMER CARE

E2-E3

Management


WELCOME

• This is a presentation for the E2-E3

Management Module for the Topic:

Customer Care

• Eligibility: Those who have got the

Upgradation to from E2 to E3.

• This presentation is last updated on 15-3-

2011.

• You can also visit the Digital library of

BSNL to see this topic.


Lesson Objective

Define Customer Care

Understand Touch Points

Framework of Customer Care

Customer Relationship Management

Degree of customer care and customer

segmentation

Regulatory dimension

BSNL system for customer care


What is Customer Care?

Customer service is the provision of service to

customers before, during and after a purchase.

Customer service is a series of activities

designed to enhance the level of customer

satisfaction – that is, the feeling that a product or

service has met the customer expectation.

Customer care can be defined as comprising of

„all tasks and activities by a company directed to

satisfy a customer across all touch points at

various stages of customer life cycle for a

mutually beneficial relationship‟.


Customer Care

Increased importance on customer interaction

as a high tech environment has decreased

personal contacts

Today by greeting the customer “How are you

doing today” – we make the customer feel less

like a number and more like a human being.

Manufacturing economy

Service economy

Relationship management

economy


CUSTOMER CARE DEPENDS THREE PILLARS WITHIN THE COMPANY

TECHNOLOGY

-Delivery mechanisms

PROCESS

-Convergent billing wherein a customer will be able to get single bill for all services availed from bsnl be it landline, internet, mobile, wll, broadband, lease line etc. Across the country

PEOPLE

-Front end

-Back end

-Customer relationship managers (crms) to take care of group of customers and providing them a single window interface.


Expectations of modern customers are

Customer wants all queries to be solved at one place – Single Window Concept.

Customer wants all queries to be solved over phone itself. – Call Centre

Customer wants they should get consistency-Across all Touch Points

Customers wants the information should be available on fingertips- IVRS

Customer wants service to be provided at their doorsteps.


Good customer service

Good customer service means:

Providing a quality product or service

Satisfying the needs/wants of a customer

Resulting in repeat customer


Good customer service result in

Continued success

Increased profits

Higher job satisfaction

Improved company or organization morale

Better team work

Market expansion of services/products


Customer service

Good customer service = lasting relationship

Average customer service = steady

relationship that could be lost

Poor customer service = lost business


What does the customer desires

Friendliness

Empathy

Fairness

Participation

Alternatives

Information


Ten rules of great customer service

1) Commit to quality service

• Create a positive experience for the

customer.

• Go above and beyond customers

expectations

2) Know your products

• Help win a customers trust and confidence



3) Know your customers

• Tailor your service approach to their needs and

buying habits.

• Get to the root of customer dissatisfaction by

talking to people and understanding complaints.

4) Never argue with a customer

• Be solution focused rather problem focused



5) Treat people with courtesy and respect

• Every contact a customer leaves an impression

• Use phrases like “sorry to keep you waiting","

thank you for your order”, “you‟re welcome” & “

its been a pleasure helping you”.

6) Don’t leave customer hanging

• All communication with customer needs to be

handled with a sense of urgency



7) Always provide what you promise

• Failure to do this is a sure way to loose credibility

with your customer

• If you cant make good on your promises,

apologize and offer some type of compensation

such as discount or free delivery

8) Assumed that customers are telling the truth

• The majority of customer don‟t like to complaint

and they will go out of their way to avoid it.



9) Focus on making customers and not making

sales

• Focus on the quality rather than the volume of the

sale.

• Research shows that it costs 6 times more to attract a

new customer than it does to keep an existing one.

10) Make it easy to buy

• Make the process simple and user friendly


Culture of commitment

The transmission from ordinary to extra

ordinary happens through “culture of

commitment”,

where front line people reflect to the outside

the intense pride and ownership they are

experiencing from inside.


Internal/external customer

Who is external customer?

―The term external customer includes not just

the paying customer but also any one who

receives the benefit of the goods and the

services.

Who is an internal customer?

―Internal customers are specific people and

departments who play a role in helping you to

serve the external customer


Polite and friendly alternatives

I don’t know - I will find out

No – what I can do is

That’s not my job- let me find out the right person who can help you with

You are right this is bad- I understand how you feel

That’s not my fault- lets see what we can do about this

Calm down – I apologize

I want you to – lets.


Customer interfaces

Consumer Grievances Redressal Mechanism :

–Complaints are being booked on “198” Toll Free

Service, Grievances can be booked on “1094” (for

Circle Office) or “1095” (for District Office).

–Public Grievance Officers are available right from

Corporate Office to SSA (Secondary Switching

Area) level.

–Customer Service Centres have been opened.

Open House Session

Telephone Adalats


CRM

Customer relationship management (CRM) is a term

applied to the processes implemented by a company to

handle its contact with the customers.

CRM software is used to support these processes,

storing information of the current and prospective

customers.


CRM

Details on any customer contacts can also be stored

in the system. The rationale behind this approach is to

improve services provided directly to customers and to

use the information in the system for targeted marketing

and sales purposes.

Information in this system can be edited, accessed

and utilized by employees in different departments,

such as sales, marketing, customer service,

professional development, performance management,

human resource development, planning& material

management.


Regulatory awareness

TRAI has issued certain guidelines regarding

customer care to be followed by all service providers.

All complaints -by e-mail, phone or post are to be

registered within 24hours.

Consumer grievance redress process with respect

to fault, complaints and billing disputes is printed on

the reverse of each bill.



All details related to call and tariff details are to be

provided in the bills, payment procedures and list of

points at which payments can be made also to be

intimated through the bills.

No forcible change in tariff plan for six months for

customers.

Chargeable value added services cannot be given

in activated mode Do not Call registry [SMS 53733

DNC ACT/DEACT & 1500, 1909]


Minimum three level grievance handling mechanism

(Call center, physical office level-1& II)

Time limit for redressal of grievance of consumers by

Call Centres.

Unless specified elsewhere, all complaints relating to

fault or disruption of service or disconnection of service

shall be redressed within three days from the date of

registration of complaint;



Unless specified elsewhere, all other complaints shall

be redressed within seven days from the date of

registration of complaint;

Where lesser time limit has been specified by any

other law for the time being in force or other regulations

of TRAI or DOT or by BSNL for redressal of grievance,

the Call Centres shall redress the grievances of the

consumer within such specified time.



BSNL call center numbers/help desk

For basic services including broadband services:

1500- Nationally accessible

For GSM Mobile services : 9400024365/1503

For Broadband &Internet services : 1800-424-1600

For MPLS & Other Data services : 1800-425-1957

Sancharnet Internet Help desk service : 1957



Managed Network Services : 1800-233-3334

Video Conferencing: Email: [email protected] ,

Fax: +91-11-23737760

Audio Conferencing: Email: [email protected] ,

Fax: +91-11-23737760

Web Conferencing(CEPL) Toll Free : 1800-111-233

,Ph No. : 011-45092300,


Ph No. : 011-45092311, E-mail:

[email protected]

E-Track Fleet Management Solution:

Number 1800 425 1425

Blackberry Service : Toll-free 1505 ( from

BSNL Network ), 1800 180 1505 ( from BSNL

Network ), +91 9416001505 ( from other

network ), email support:

[email protected]

b) Public Grievance Cells:

Telecom Circle HQ‟s :12727

SSA HQ‟s :12728



Documents

Marketing Mix - Bharat Sanchar Nigam Limitedtraining.bsnl.co.in/digital_library_source...For internal circulation of BSNL only What is Customer Care? Customer service is the provision