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Objectives
What is Customer Service?
Why is Customer Service important?
Why are Customers important?
What is your role?
How to provide good service to the customers?
What is Customer Service?
Meeting / exceeding the expectations of customers.
It is the ability of the organization to constant and consistently give the customer what they want and expect.
Expectations means needs and wants of the customers.
Types of Customers
InternalExternal
What is the main purpose of Business?
To create customersThere is no business without customers
Why are Customers important?
Customers are the reason that we exist in business.
A customer is not an interruption – he is the Purpose.
A customer is not dependent on us – We are.
Why is Customer Service important?
Stiff competition from Product competitors.Basic philosophy is change from Sales to
Marketing.
Bad Service
One can get away with bad service if:MonopolyCompeting on priceEveryone provides a similar levels of
service
If you want to build relationship
Understand the Customer.Understanding Customer’s need.Understand Customer’s Psychology.
Why are Contact Centers important?
Contact Centers are setup so that they can give best service possible to the customers.
To update customers about product features, services, etc without the customers physically going to the particular company.
Saves time for both the parties.Prompt Service
A Moment of Truth
“ A moment of truth is an episode in which a customer comes into contact with any aspect of the company, however remote and there by has an opportunity to form an impression”.
Factors influencing Performance of Contact Center
Customer Service FocusVision of the companyLeadership to carry out the vision across
the companyTeamwork to achieve visionCommunication Interpersonal Skills
Skills & Knowledge
Technical SkillsProduct KnowledgeMarket Knowledge
Support
TrainingCoachingClarity of Role
Impact of Good Service
RepurchasingReferral BusinessIncrease in Profits
Impact of Bad Service
ComplaintsNegative Public RelationsLoss of BusinessIncrease in replacements of lost customers
Service Oriented Companies
Charge 9% moreGrow at twice the rateProfitable
Good Customer Service
QualityReliabilityEnvironment
Intangible points of Service
Sense of CaringCourtesyWillingness to helpAbility to solve problemEnhanced service developmentEmployee SatisfactionIncreased ProfitabilitySurvival
Customer Relationship Management
Importance of Satisfied Customers
Cost of getting new customer on the board – 5 times more than keeping existing customer
Unhappy customer tells – Minimum 10 peopleHow many customers can good service retain – 80%Satisfied Customer tells – only 3 – 4 peopleHow many unhappy customers complain – Most of
the customers don’t complain, just walk out of your business.
CRM Framework
The true Customer Centric strategy
CRM Definition
A marketing initiative for acquisition, retention and growing of profitable customers selectively.
Understanding CRM
It encompasses all processes where the customers are involved be it internal or external customers.
An initiative which acts as the front end for integration of all business functions of a customer centric organization.
Defining Customers
Customer is any person who buys a product or avails a service
Customers can be of 2 types Internal and External
Customers are human beings – so it is the experience of the customer which is important in any customer related process / initiative
Relationship Unrevealed
Interaction is the first step towards relationship building
Repeated interactions lead a healthy relationships and knowledge about customers
Interactions are repeated if there is no breach of trust and commitment.
Management of Customer Relationship
A planned, focused value based approach to deliver quality of service
Increase use of customer channelsIncreases profitability by delivering what
customers need, want or desire rather than deliver feature and technology
Trust one to one customization effort leads to potential business benefits like cross-sell, up-sell and customer loyalty.
Advantages
Reduces advertising costsMakes it easier to target specific customers
by focusing on their needsEasier to track effectiveness of a campaignOrganization compete on services not pricesSpeeds the time it takes to develop and
market a productImproves use of customer channels
Why CRM?
Change in market scenario – companies compete on services
CompetitionIf you don’t deliver – your competitor does80% of business comes from 20% of
customersAcquiring a new customer costs 5 times
more than retaining existing customerReferrals are the cost effective way for
customer acquisition
CRM Cycle
Define business visionSet up access points for customers and prospectsUse technology to capture customer data during
interactionsUse stored data for gaining knowledge and insight
about customersUse the same for development / improving products
and servicesAutomate work processes for quick service in supply
chain automation and sales force automationAcquire new customers
Before CRM
A Vendor study says:
68% of customers walk away without concluding a sale
80% of a company’s income is from repeat customers
It costs 5 times as much as to get a new customer as to keep an existing one
After CRMA Vendor study says:
A 51% of increase in sales20% of increase in customer satisfaction2% increase in profits and organization21% reduction in cost of sales and service
