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  • 1. 1
  • 2. 2 Contents :Contents : • Understanding Quality Service and Service Culture • Key Skills for Quality Customer Service • Addressing Customer Different Behavior Style • Steps to Resolve Service Breakdown If you find this presentation useful, please consider telling others about our site (www.studyMarketing.org)(www.studyMarketing.org)
  • 3. 3 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…..
  • 4. 4 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
  • 5. 5 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
  • 6. 6 Service is IntangibleService is Intangible Examples ofExamples of customer servicecustomer service intangible :intangible : • Satisfaction • Attentiveness • Flow • Helpfulness • Sensitivity • Tone • Attitude • Knowledge • Understanding • Tact • Guidance
  • 7. 7 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
  • 8. 8 Two Dimensions of ServiceTwo Dimensions of Service The FreezerThe 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 FactoryThe 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”
  • 9. 9 Key Elements ofKey Elements of Quality ServiceQuality Service
  • 10. 10 AssuranceAssurance Five Elements of Quality ServiceFive Elements of Quality Service TangibleTangible EmpathyEmpathy ResponsivenessResponsiveness ReliabilityReliability
  • 11. 11 Five Elements of Quality ServiceFive Elements of Quality Service 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
  • 12. 12 Five Elements of Quality ServiceFive Elements of Quality Service 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
  • 13. 13 Five Elements of Quality ServiceFive Elements of Quality Service 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
  • 14. 14 Five Elements of Quality ServiceFive Elements of Quality Service 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
  • 15. 15 Five Elements of Quality ServiceFive Elements of Quality Service 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
  • 16. 16 Service Culture ComponentsService Culture Components Delivery System Training Motivators and reward Employee roles and expectations Policies and procedures Management support Service mission SERVICESERVICE CULTURECULTURE Products and services
  • 17. 17 Service Culture ComponentsService Culture Components 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
  • 18. 18 Service Culture ComponentsService Culture Components 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
  • 19. 19 Service Culture ComponentsService Culture Components 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
  • 20. 20 Key Skills forKey Skills for Quality CustomerQuality Customer ServiceService
  • 21. 21 Know YourKnow Your OrganizationOrganization Know YourKnow Your Product/ServiceProduct/Service Know YourKnow Your CustomerCustomer CustomerCustomer ServiceService PersonPerson What You Should Know?What You Should Know?
  • 22. 22 Know YourKnow Your OrganizationOrganization Know Your OrganizationKnow Your Organization • Organization mission and vision • Organization culture • Customer interaction policy and procedures • Company support for product/service
  • 23. 23 Know YourKnow 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
  • 24. 24 Know YourKnow Your CUSTOMERSCUSTOMERS Know Your CustomersKnow Your Customers • Customer Needs • Customer Concerns • Customer Personality
  • 25. 25 Developing Excellent Communication withDeveloping Excellent Communication with CustomersCustomers Excellent Verbal Communication Skills Excellent Non-Verbal Communication Skills Excellent Listening Skills ProductiveProductive RelationshipRelationship withwith CustomersCustomers
  • 26. 26 • Plan your messages • Greet customer warmly and sincerely • Be specific • Use “small talk” • Use simple language • Paraphrase Excellent Verbal CommunicationExcellent Verbal Communication with Customerswith Customers CommunicatingCommunicating positively…..positively…..
  • 27. 27 • 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 Excellent Verbal CommunicationExcellent Verbal Communication with Customerswith Customers CommunicatingCommunicating positively…..positively…..
  • 28. 28 Words and phrases that build relationship: Please Thank you I can or will How may I help? I understand how you feel You’re right May I Would you mind….. I apologize for…. Excellent Verbal CommunicationExcellent Verbal Communication with Customerswith Customers CommunicatingCommunicating positively…..positively…..
  • 29. 29 Words and phrases that damage relationship: You don’t understand You don’s see my point Hold on a second Our 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” Excellent Verbal CommunicationExcellent Verbal Communication with Customerswith Customers AvoidingAvoiding negativenegative communicationcommunication
  • 30. 30 Six C of giving good informationSix C of giving good information to customersto customers ClearClear ConciseConcise CourteousCourteousCompleteComplete CorrectCorrect ConcreteConcrete Excellent Verbal CommunicationExcellent Verbal Communication with Customerswith Customers
  • 31. 31 Non Verbal Communication withNon Verbal Communication with CustomersCustomers Non VerbalNon Verbal BehaviorBehavior Body languageBody language Volume CuesVolume Cues AppearanceAppearance and Groomingand Grooming MiscellaneousMiscellaneous CuesCues
  • 32. 32 Non Verbal Communication withNon Verbal Communication with CustomersCustomers Body languageBody language Volume CueVolume Cue • Eye contact • Posture • Facial expression • Gestures • Pitch • Volume • Rate of speech • Voice quality • Articulation • Pauses • Silence
  • 33. 33 Non Verbal Communication withNon Verbal Communication with CustomersCustomers AppearanceAppearance and Groomingand Grooming MiscellaneousMiscellaneous cuescues • Hygiene (regular washing and combing of hair, use of mouthwash and deodorant) • Clothing and accessories • Personal habits • Proper etiquette and manners
  • 34. 34 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 NegativeNegative Positive and Negative Communication BehaviorPositive and Negative Communication Behavior
  • 35. 35 Characteristics of Good ListenerCharacteristics of Good Listener 1.1. EmpathyEmpathy 2.2. UnderstandingUnderstanding 3.3. PatiencePatience 4.4. AttentivenessAttentiveness 5.5. ObjectivityObjectivity Good Listener
  • 36. 36 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
  • 37. 37 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
  • 38. 38 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
  • 39. 39 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 CustomerCustomer focusedfocused behaviorbehavior
  • 40. 40 Addressing CustomerAddressing Customer Needs and Behavior StyleNeeds and Behavior Style
  • 41. 41 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
  • 42. 42 Addressing Customer NeedsAddressing Customer Needs 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
  • 43. 43 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 Addressing Customer NeedsAddressing Customer Needs
  • 44. 44 Four Styles of BehaviorFour Styles of Behavior DominanceDominance InfluencingInfluencing SteadinessSteadiness ComplianceCompliance
  • 45. 45 Four Styles of BehaviorFour Styles of Behavior DominanceDominance • Appears to be quite busy • May give the impression of not listening • Displays a serious attitude • Voices strong opinions InfluencingInfluencing • Appears quite active • Takes social initiatives in most cases • Likes to encourage informality • Expresses emotional opinions (feelings)
  • 46. 46 Four Styles of BehaviorFour Styles of Behavior SteadinessSteadiness ComplianceCompliance • 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
  • 47. 47 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
  • 48. 48 Strategies to Deal with Influencing PersonStrategies to Deal with Influencing Person InfluencingInfluencing • 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
  • 49. 49 Strategies to Deal with Steadiness PersonStrategies to Deal with Steadiness Person SteadinessSteadiness • 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
  • 50. 50 Strategies to Deal with Steadiness PersonStrategies to Deal with Steadiness Person ComplianceCompliance • 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
  • 51. 51 Resolving ServiceResolving Service BreakdownBreakdown
  • 52. 52 Service BreakdownService Breakdown Service breakdowns occur whenever any product or service fail to meet the customer’s expectations
  • 53. 53 Service Recovery StrategyService Recovery Strategy ExpressExpress respectrespect Listen toListen to understandunderstand Uncover theUncover the expectationsexpectations OutlineOutline thethe solutionssolutions Take actionTake action and followand follow throughthrough DoubleDouble check forcheck for satisfactionsatisfaction
  • 54. 54 Service Recovery StrategyService Recovery Strategy ExpressExpress respectrespect Listen toListen to understandunderstand Uncover theUncover 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?”
  • 55. 55 Service Recovery StrategyService Recovery Strategy “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” OutlineOutline thethe solutionssolutions Take actionTake action and followand follow throughthrough DoubleDouble check forcheck for satisfactionsatisfaction
  • 56. 56 Roadblock to Service RecoveryRoadblock to Service Recovery • Not listeningNot listening • Lack of respectLack of respect • Inadequate materials or supportingInadequate materials or supporting equipmentequipment • Poor or inadequate communicationPoor or inadequate communication • Lack of trainingLack of training • Work conflictWork conflict
  • 57. 57 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 difficultReward 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
  • 58. 58 Recommended Further Readings:Recommended Further Readings: 1. Robert W. Lucas, Customer Service : Skills and Concepts for Success, McGraw Hill 2. William B. Martin, Quality Customer Service, Crisp Publication
  • 59. 59 End of MaterialEnd of Material