Satisfied Customers – Why Are They Really Important For My Net Profit<br />Section 5<br />
Customer Satisfaction<br />5.1 Why Customers Run Away and How to Get Them Back<br />5.2 What is Customer Service?<br />5.3...
Customer Satisfaction<br />5.5 Customer Equity<br />5.6 10-Point Customer Service Commitment<br />5.7 Managing Success<br ...
“If it costs 1 to maintain an old customer, it will cost 6 to get a new and 21 to regain a lost one.”<br />Study by Volvo ...
5.1<br />Customer Satisfaction<br />5.1<br />Why Customers Run Away and How to Get Them Back<br />
5.1<br />Customer Satisfaction<br />Gone After Warranty<br />5.1<br />Why Customers Run Away, Typical Perceptions<br />Wor...
5.1<br />Customer Satisfaction<br />5.1<br />Why Customers Run Away, Typical Perceptions<br />Cont’d<br />They Don’t Follo...
5.1<br />Customer Satisfaction<br />5.1.1<br />Customers Only Use the Distributor Workshop During the Warranty Period. Aft...
5.1<br />Customer Satisfaction<br />Biggest Issue for Most Workshops<br />5.1.1<br />Customers Only Use the Distributor Wo...
5.1<br />Customer Satisfaction<br />5.1.2<br />The Workshop is Just Trying to Rip Us Off<br />
5.1<br />Customer Satisfaction<br />Add Value Through:<br />Better unit Uptime<br />5.1.2<br />The Workshop is Just Trying...
5.1<br />Customer Satisfaction<br />5.1.3<br />Time – When Repaired By The Distributor Workshop It Can Be Gone For Months ...
5.1<br />Customer Satisfaction<br />Prevention<br />5.1.3<br />Time – When Repaired By The Distributor Workshop It Can Be ...
5.1<br />Customer Satisfaction<br />5.1.4<br />Lack of Trust – They Replace More Parts Than Is Required To Generate More I...
5.1<br />Customer Satisfaction<br />5.1.4<br />Lack of Trust – They Replace More Parts Than Is Required To Generate More I...
5.1<br />Customer Satisfaction<br />5.1.5<br />They Don’t Follow Up<br />
5.1<br />Customer Satisfaction<br />Improve Work Order Management<br />5.1.5<br />They Don’t Follow Up<br />If Delay, Call...
5.1<br />Customer Satisfaction<br />5.1.6<br />Poor Spare Parts Availability<br />
5.1<br />Customer Satisfaction<br />Service To Assist in Forecasting<br />5.1.6<br />Poor Spare Parts Availability<br />Po...
5.1<br />Customer Satisfaction<br />5.1.7<br />Opening Hours – Workshop Not Open When It Suits The Customer<br />
5.1<br />Customer Satisfaction<br />What Are Suitable Opening Hours?<br />5.1.7<br />Opening Hours – Workshop Not Open Whe...
5.1<br />Customer Satisfaction<br />5.1.8<br />They Cheat Their Customers<br />
5.1<br />Customer Satisfaction<br />Over-charge<br />5.1.8<br />Customers Run Away Because They Think You:<br />Don’t Care...
5.1<br />Customer Satisfaction<br />Change All That To Stay In Business!<br />
5.1<br />Customer Satisfaction<br />5.1.9<br />Make Your Customers Your Greatest Asset<br />
5.1<br />Customer Satisfaction<br />Spend More<br />Come Back<br />5.1.9<br />Loyal and Happy Customers:<br />Pay Their Bi...
5.2<br />Customer Satisfaction<br />5.2<br />What Is Customer Service?<br />
5.2<br />Customer Satisfaction<br />It Is Intangible<br />5.2<br />What is Customer Service?<br />2 Dimensions<br />5 Key ...
5.2<br />Customer Satisfaction<br />5.2.1<br />Customer Service Is Intangible<br />
5.2<br />Customer Satisfaction<br />Satisfaction<br />5.2.1<br />Customer Service Is Intangible And Is About:<br />Attenti...
5.2<br />Customer Satisfaction<br />Tone<br />5.2.1<br />Customer Service Is Intangible And Is About:<br />Cont’d<br />Att...
5.2<br />Customer Satisfaction<br />5.2.2<br />The 2 Dimensions of Customer Service<br />
5.2<br />Customer Satisfaction<br />5.2.2<br />The 2 Dimensions of Customer Service<br />Procedural<br />Personal<br />
5.2<br />Personal<br />Customer Satisfaction<br />We Don’t Care<br />Procedural - Low<br />Personal Service - Low<br />We ...
5.2<br />Customer Satisfaction<br />5.2.3<br />5 Key Elements of Customer Service<br />
5.2<br />Customer Satisfaction<br />Reliability<br />Assurance<br />5.2.3<br />5 Key Elements of Customer Service<br />Tan...
5.2<br />Customer Satisfaction<br />Deliver as Promised<br />Correctly Identify Customer Needs<br />5.2.3.1<br />Reliabili...
5.2<br />Customer Satisfaction<br />Knowledge/Courtesy<br />Convey Trust and Confidence<br />5.2.3.2<br />Assurance<br />S...
5.2<br />Customer Satisfaction<br />Suitable Facilities<br />Proper Appearance<br />5.2.3.3<br />Tangible<br />Functional<...
5.2<br />Customer Satisfaction<br />Care and Individual Attention<br />Listen For Emotions<br />5.2.3.4<br />Empathy<br />...
5.2<br />Customer Satisfaction<br />Willingness to Help<br />Positive Can-do Attitude<br />5.2.3.5<br />Responsiveness<br ...
5.3<br />Customer Satisfaction<br />5.3<br />Building Up A Customer Service Culture<br />
5.3<br />Customer Satisfaction<br />5.3.1<br />Service Culture<br />
5.3<br />Customer Satisfaction<br />Delivery System<br />Service Mission<br />Employee Roles<br />Policies/ Procedures<br ...
5.3<br />Customer Satisfaction<br />5.3.1.1<br />Service Mission<br />
5.3<br />Customer Satisfaction<br />A Direction/Vision That Sets the Spirit of the Day-to-Day Activities and The Interacti...
5.3<br />Customer Satisfaction<br />5.3.1.2<br />Products/Services<br />
5.3<br />Customer Satisfaction<br />All Products and Services Offered by The Organization That Meet The Needs of Its Custo...
5.3<br />Customer Satisfaction<br />5.3.1.3<br />Delivery Systems<br />
5.3<br />Customer Satisfaction<br />The Way an Organization is Set Up To Deliver Its Products and Services to The Customer...
5.3<br />Customer Satisfaction<br />5.3.1.4<br />Training<br />
5.3<br />Customer Satisfaction<br />Various Ways to Improve the Employees Knowledge, Skills and Attitude Towards Customer ...
5.3<br />Customer Satisfaction<br />5.3.1.5<br />Motivators/Rewards<br />
5.3<br />Customer Satisfaction<br />Monetary and/or Recognition Drivers to Boost Customer Service Excellence <br />5.3.1.5...
5.3<br />Customer Satisfaction<br />5.3.1.6<br />Employee Role and Expectations<br />
5.3<br />Customer Satisfaction<br />Definition of the Employees Role in Customer Service and How Such Performance Will Be ...
5.3<br />Customer Satisfaction<br />5.3.1.7<br />Policies and Procedures<br />
5.3<br />Customer Satisfaction<br />Guidelines Describing How Different Situations and Interactions Should Be Handled<br /...
5.3<br />Customer Satisfaction<br />5.3.1.8<br />Management Support<br />
5.3<br />Customer Satisfaction<br />How and To What Extent Management Will Be Available To Assist in Critical Situations<b...
5.3<br />Customer Satisfaction<br />5.3.2<br />What You Should Know As a Customer Service Person = Everyone in The Organiz...
5.3<br />Customer Satisfaction<br />Your Organization<br />5.3.2<br />What You Should Know As a Customer Service Person = ...
5.3<br />Customer Satisfaction<br />Mission and Vision<br />5.3.2.1<br />Know Your Organization<br />Company Culture<br />...
5.3<br />Customer Satisfaction<br />Data And Specification<br />5.3.2.2<br />Know Your Products/Services<br />Configuratio...
5.3<br />Customer Satisfaction<br />Customer Needs<br />5.3.2.3<br />Know Your Customers<br />Customer Concerns<br />Custo...
5.3<br />Customer Satisfaction<br />Market Size<br />Application Profile<br />5.3.2.4<br />Know Your Market<br />Geographi...
5.3<br />Customer Satisfaction<br />Main Competitors<br />Their Offerings<br />5.3.2.5<br />Know Your Competitors<br />The...
5.3<br />Customer Satisfaction<br />5.3.3<br />The 5 “C” in Giving Good Customer Information<br />
5.3<br />Customer Satisfaction<br />Clear<br />5.3.3<br />The 5 “C” in Giving Good Customer Information<br />Concise<br />...
5.3<br />Customer Satisfaction<br />5.3.4<br />What Makes a Good Listener?<br />
5.3<br />Customer Satisfaction<br />Empathy<br />Understanding<br />5.3.4<br />What Makes a Good Listener?<br />Patience<b...
5.3<br />Customer Satisfaction<br />5.3.5<br />Customer Focused Behavior<br />
5.3<br />Customer Satisfaction<br />Act Promptly<br />Guide Instead of Direct<br />5.3.5<br />Customer Focused Behavior<br...
5.3<br />Customer Satisfaction<br />5.3.6<br />Addressing Customer Needs<br />
5.3<br />Customer Satisfaction<br />To Feel Welcome<br />To Be Understood<br />5.3.6<br />Addressing Customer Needs<br />T...
5.3<br />Customer Satisfaction<br />5.3.6.1<br />To Feel Welcome<br />
5.3<br />Customer Satisfaction<br />Enthusiastic Greeting<br />Warm/Friendly Smile<br />5.3.6.1<br />To Feel Welcome<br />...
5.3<br />Customer Satisfaction<br />5.3.6.2<br />To Feel Understood<br />
5.3<br />Customer Satisfaction<br />Listen Actively<br />Paraphrase<br />5.3.6.2<br />To Feel Understood<br />Ask Key Ques...
5.3<br />Customer Satisfaction<br />5.3.6.3<br />To Feel Comfortable<br />
5.3<br />Customer Satisfaction<br />Enthusiastic Welcome<br />5.3.6.3<br />To Feel Comfortable<br />Relieve Anxiety<br />E...
5.3<br />Customer Satisfaction<br />5.3.6.4<br />To Feel Appreciated<br />
5.3<br />Customer Satisfaction<br />Thank The Customer<br />Follow Up<br />5.3.6.4<br />To Feel Appreciated<br />Over-Deli...
5.3<br />Customer Satisfaction<br />5.3.6.5<br />To Feel Important<br />
5.3<br />Customer Satisfaction<br />Use Customer’s Name<br />5.3.6.5<br />To Feel Important<br />Special Treatment Wheneve...
5.3<br />Customer Satisfaction<br />5.3.6.6<br />To Feel Respected<br />
5.3<br />Customer Satisfaction<br />Listen<br />Don’t Interrupt<br />5.3.6.6<br />To Be Respected<br />Acknowledge Custome...
5.3<br />Customer Satisfaction<br />5.3.8<br />Dealing With Difficult Customers<br />
5.3<br />Customer Satisfaction<br />Never Take It Personal<br />Remain Calm - Listen<br />5.3.8<br />Dealing With Difficul...
5.4<br />Customer Satisfaction<br />5.4<br />Identifying a Customer Service Strategy<br />
5.4<br />Customer Satisfaction<br />Determine What Is Most Important For Your Customers<br />5.4.1<br />Step 1<br />
5.4<br />Customer Satisfaction<br />Determine The Weakest Areas Of Your Competitors<br />5.4.1<br />Step 2<br />
5.4<br />Customer Satisfaction<br />Determine The Company’s Current And Potential Resources and Capabilities<br />5.4.1<br...
5.4<br />Customer Satisfaction<br />Develop a Strategy That:<br />Addresses Important Customer Needs<br />5.4.1<br />Step ...
5.4<br />Customer Satisfaction<br />5.4.2<br />4 Core Elements Of Service Strategy<br />
5.4<br />Customer Satisfaction<br />Service Reliability<br />5.4.2<br />4 Core Elements Of Service Strategy<br />Service S...
5.4<br />Customer Satisfaction<br />Accurate<br />5.4.2.1<br />Service Reliability<br />Dependable<br />Keep Promises<br /...
5.4<br />Customer Satisfaction<br />The Unexpected Extra<br />5.4.2.2<br />Service Surprise<br />Surprise with Details<br ...
5.4<br />Customer Satisfaction<br />How to Regain Customer Confidence?<br />Stand Behind Your Service<br />5.4.2.3<br />Se...
5.4<br />Customer Satisfaction<br />Level Playing Field Company - Customer<br />5.4.2.4<br />Service Fairness<br />Ethical...
5.4<br />Customer Satisfaction<br />Keep Promises - Reliability<br />Offer Clean Premises - Tangibles<br />Give Prompt Ser...
5.5<br />Customer Satisfaction<br />5.5<br />Customer Equity<br />
5.5<br />Customer Satisfaction<br />The Total of the Discounted Lifetime Values of All the Firm’s Customers<br />5.5<br />...
5.5<br />Customer Satisfaction<br />5.5.1<br />3 Drivers of Customer Equity<br />
5.5<br />Customer Satisfaction<br />Value Equity<br />5.5.1<br />3 Drivers of Customer Equity<br />Brand Equity<br />Reten...
5.5<br />Customer Satisfaction<br />The Customer’s Objective Evaluation of the Firm’s Offerings<br />5.5.1.1<br />Value Eq...
5.5<br />Customer Satisfaction<br />The Customer’s Subjective View of the Firm And Its Offerings<br />5.5.1.2<br />Brand E...
5.5<br />Customer Satisfaction<br />The Customer’s View of Strength of the Relationship Between the Customer and the Firm<...
5.5<br />Customer Satisfaction<br />Does the Customer Benefit From the Relationship?<br />5.5.1.3<br />Retention Equity<br...
5.5<br />Customer Satisfaction<br />Loyalty Programs<br />Special Recognition and Treatment Programs<br />5.5.1.3<br />Dri...
5.6<br />Customer Satisfaction<br />5.6<br />10-Point Customer Service Commitment<br />
5.6<br />Customer Satisfaction<br />Customers Must Have Service Available When They so Require<br />Customers Must Be Able...
5.6<br />Customer Satisfaction<br />Customers Must That Parts Are Available When They Need Them<br />Customers Must Be Upd...
5.6<br />Customer Satisfaction<br />Customers Problems Must Be Resolved Correctly the First Time<br />Customers Must Have ...
5.7<br />Customer Satisfaction<br />5.7<br />How to Manage Success<br />
5.7<br />Customer Satisfaction<br />Success - Complacency<br />Complacency - the Architecture to Your Downfall<br />5.7<br...
5.7<br />Customer Satisfaction<br />5.7<br />How to Manage Success, Cont’d<br />Win Like You Are Used To It<br />Lose Like...
5.7<br />Customer Satisfaction<br />5.7<br />7 Essential Habits of a Successful Team<br />
5.7<br />Customer Satisfaction<br />5.7.1<br />Commitment<br />
5.7<br />Customer Satisfaction<br />5.7.2<br />Teamwork<br />
5.7<br />Customer Satisfaction<br />5.7.3<br />Clear Targets<br />
5.7<br />Customer Satisfaction<br />5.7.4<br />Sound Game Plan<br />
5.7<br />Customer Satisfaction<br />5.7.5<br />Leadership and Followership<br />
5.7<br />Customer Satisfaction<br />5.7.6<br />Celebrate Successes<br />
5.7<br />Customer Satisfaction<br />5.7.7<br />Want To Win<br />
5.7<br />Customer Satisfaction<br />5.7.8<br />7 Elements of Success Mindset<br />
5.7<br />Customer Satisfaction<br />5.7.8.1<br />Desire<br />
5.7<br />Customer Satisfaction<br />“What the Mind of a Man Can Conceive and Believe, the Mind Can Achieve”<br />Napoleon ...
5.7<br />Customer Satisfaction<br />5.7.8.2<br />Commitment<br />Built on Integrity and Wisdom<br />
5.7<br />Customer Satisfaction<br />5.7.8.3<br />Responsibility<br />
5.7<br />Customer Satisfaction<br />5.7.8.4<br />Hard Work Through Sacrifice and Self-Discipline<br />
5.7<br />Customer Satisfaction<br />5.7.8.5<br />Positive Believing<br />Reason to Believe Positive Attitude<br />Making t...
5.7<br />Customer Satisfaction<br />5.7.8.6<br />Power of Persistence<br />Commitment<br />Determination<br />Comes From P...
5.7<br />Customer Satisfaction<br />5.7.8.7<br />Pride of Performance<br />
5.7<br />Customer Satisfaction<br />Represents Pleasure with Humility<br />Half-Hearted Efforts Does not Produce Half Resu...
5.8<br />Customer Satisfaction<br />5.8<br />Why We Fail<br />
5.8<br />Customer Satisfaction<br />5.8<br />Achieving Failure<br />Successfully Executing a Bad Plan<br />
5.8<br />Customer Satisfaction<br />5.8.1<br />Lack of Persistence<br />
5.8<br />Customer Satisfaction<br />Persistence in What We Do<br />Resistance Against What Should Not Be Done<br />5.8.1<b...
5.8<br />Customer Satisfaction<br />5.8.2<br />Lack of Conviction<br />Lack of Confidence and Courage<br />
5.8<br />Customer Satisfaction<br />5.8.3<br />Rationalizing<br />
5.8<br />Customer Satisfaction<br />Winners Analyze But Never Rationalize<br />5.8.3<br />Rationalizing<br />Losers Have a...
5.8<br />Customer Satisfaction<br />5.8.4<br />Not Learning From Past Mistakes<br />
5.8<br />Customer Satisfaction<br />Failure is a Detour Not a Dead End<br />5.8.4<br />Not Learning From Past Mistakes<br ...
5.8<br />Customer Satisfaction<br />5.8.5<br />Lack of Discipline<br />
5.8<br />Customer Satisfaction<br />Self Control<br />Sacrifice<br />5.8.5<br />Discipline Takes:<br />Avoiding Distractio...
5.8<br />Customer Satisfaction<br />5.8.6<br />Poor Self-Esteem<br />
5.8<br />Customer Satisfaction<br />Lack of Self-Respect<br />Lack of Self-Worth<br />One’s Self is Not to Be Found But to...
5.8<br />Customer Satisfaction<br />5.8.7<br />Fatalistic Attitude<br />
5.8<br />Customer Satisfaction<br />Prevents People From Accepting Responsibilities For Their Position In Life<br />5.8.7<...
Customer Satisfaction<br />Section 5<br />Summary<br />
Customer Satisfaction<br />Customer Service Is Not Rocket Science – You Can Create It Too<br />You Can Stop Your Customers...
Customer Satisfaction<br />Find Out What Your Customers Think of Your Service<br />Create Your Own Customer Service Commit...
Customer Satisfaction<br />Satisfied Customers Cause Less Problems Than Others<br />Satisfied Customers Give You More of T...
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Sect 5, Satisfied customers, why are they really important to my net profit

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Customer satisfaction is what everyone is talking about, but how does it impact my dealer workshop bottom line.

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Sect 5, Satisfied customers, why are they really important to my net profit

  1. 1. Satisfied Customers – Why Are They Really Important For My Net Profit<br />Section 5<br />
  2. 2. Customer Satisfaction<br />5.1 Why Customers Run Away and How to Get Them Back<br />5.2 What is Customer Service?<br />5.3 How to Build Up a Service Culture<br />5.4 Identifying a Customer Service Strategy<br />
  3. 3. Customer Satisfaction<br />5.5 Customer Equity<br />5.6 10-Point Customer Service Commitment<br />5.7 Managing Success<br />5.8 Why We Fail<br />
  4. 4. “If it costs 1 to maintain an old customer, it will cost 6 to get a new and 21 to regain a lost one.”<br />Study by Volvo CE<br />Food For Thought<br />
  5. 5. 5.1<br />Customer Satisfaction<br />5.1<br />Why Customers Run Away and How to Get Them Back<br />
  6. 6. 5.1<br />Customer Satisfaction<br />Gone After Warranty<br />5.1<br />Why Customers Run Away, Typical Perceptions<br />Workshop Rips Us Off<br />Workshop is Too Slow<br />Replaces More Than Required<br />
  7. 7. 5.1<br />Customer Satisfaction<br />5.1<br />Why Customers Run Away, Typical Perceptions<br />Cont’d<br />They Don’t Follow Up<br />Poor Parts Availability<br />Opening Hours<br />
  8. 8. 5.1<br />Customer Satisfaction<br />5.1.1<br />Customers Only Use the Distributor Workshop During the Warranty Period. After That They Are Gone<br />
  9. 9. 5.1<br />Customer Satisfaction<br />Biggest Issue for Most Workshops<br />5.1.1<br />Customers Only Use the Distributor Workshop During the Warranty Period. After That They Are Gone<br />Build Relation During Warranty<br />Repair/Maintenance Agreements<br />Show Them That You Add Value<br />
  10. 10. 5.1<br />Customer Satisfaction<br />5.1.2<br />The Workshop is Just Trying to Rip Us Off<br />
  11. 11. 5.1<br />Customer Satisfaction<br />Add Value Through:<br />Better unit Uptime<br />5.1.2<br />The Workshop is Just Trying to Rip Us Off<br />Menu Pricing<br />Standard Times<br />Repair/Maintenance Agreements<br />
  12. 12. 5.1<br />Customer Satisfaction<br />5.1.3<br />Time – When Repaired By The Distributor Workshop It Can Be Gone For Months <br />
  13. 13. 5.1<br />Customer Satisfaction<br />Prevention<br />5.1.3<br />Time – When Repaired By The Distributor Workshop It Can Be Gone For Months <br />Parts Forecasting<br />Improve Diagnostic Skills<br />Show the Customer You Care<br />
  14. 14. 5.1<br />Customer Satisfaction<br />5.1.4<br />Lack of Trust – They Replace More Parts Than Is Required To Generate More Income For Themselves<br />
  15. 15. 5.1<br />Customer Satisfaction<br />5.1.4<br />Lack of Trust – They Replace More Parts Than Is Required To Generate More Income For Themselves<br />Menu Prices/Std Times<br />Workshop Fill-rate Up<br />Improve Skills<br />Show the Customer You Care<br />
  16. 16. 5.1<br />Customer Satisfaction<br />5.1.5<br />They Don’t Follow Up<br />
  17. 17. 5.1<br />Customer Satisfaction<br />Improve Work Order Management<br />5.1.5<br />They Don’t Follow Up<br />If Delay, Call Customer<br />Parts Order Follow-Up<br />Improve Skills<br />
  18. 18. 5.1<br />Customer Satisfaction<br />5.1.6<br />Poor Spare Parts Availability<br />
  19. 19. 5.1<br />Customer Satisfaction<br />Service To Assist in Forecasting<br />5.1.6<br />Poor Spare Parts Availability<br />Population List - Prioritize Models<br />Reduce Dead-Stock<br />Reduce Cycle-Time<br />
  20. 20. 5.1<br />Customer Satisfaction<br />5.1.7<br />Opening Hours – Workshop Not Open When It Suits The Customer<br />
  21. 21. 5.1<br />Customer Satisfaction<br />What Are Suitable Opening Hours?<br />5.1.7<br />Opening Hours – Workshop Not Open When It Suits The Customer<br />How Much Extra Business?<br />Start With Small Team<br />Measure Results - Correct And Improve<br />
  22. 22. 5.1<br />Customer Satisfaction<br />5.1.8<br />They Cheat Their Customers<br />
  23. 23. 5.1<br />Customer Satisfaction<br />Over-charge<br />5.1.8<br />Customers Run Away Because They Think You:<br />Don’t Care<br />Don’t Follow Up<br />Have No Parts<br />Take Too Long<br />
  24. 24. 5.1<br />Customer Satisfaction<br />Change All That To Stay In Business!<br />
  25. 25. 5.1<br />Customer Satisfaction<br />5.1.9<br />Make Your Customers Your Greatest Asset<br />
  26. 26. 5.1<br />Customer Satisfaction<br />Spend More<br />Come Back<br />5.1.9<br />Loyal and Happy Customers:<br />Pay Their Bills<br />Don’t Dispute<br />Stay In Tough Times<br />Refers You To Others<br />
  27. 27. 5.2<br />Customer Satisfaction<br />5.2<br />What Is Customer Service?<br />
  28. 28. 5.2<br />Customer Satisfaction<br />It Is Intangible<br />5.2<br />What is Customer Service?<br />2 Dimensions<br />5 Key Elements<br />
  29. 29. 5.2<br />Customer Satisfaction<br />5.2.1<br />Customer Service Is Intangible<br />
  30. 30. 5.2<br />Customer Satisfaction<br />Satisfaction<br />5.2.1<br />Customer Service Is Intangible And Is About:<br />Attentiveness<br />Flow<br />Helpfulness<br />Sensitivity<br />
  31. 31. 5.2<br />Customer Satisfaction<br />Tone<br />5.2.1<br />Customer Service Is Intangible And Is About:<br />Cont’d<br />Attitude<br />Knowledge<br />Understanding<br />Tact and Guidance<br />
  32. 32. 5.2<br />Customer Satisfaction<br />5.2.2<br />The 2 Dimensions of Customer Service<br />
  33. 33. 5.2<br />Customer Satisfaction<br />5.2.2<br />The 2 Dimensions of Customer Service<br />Procedural<br />Personal<br />
  34. 34. 5.2<br />Personal<br />Customer Satisfaction<br />We Don’t Care<br />Procedural - Low<br />Personal Service - Low<br />We try, but don’t know what happens<br />Procedural - Low<br />Personal Service - High<br />Procedural<br />The Freezer<br />The Friendly Zoo<br />You are a number to be processed<br />Procedural - High<br />Personal Service - Low<br />We care and we deliver<br />Procedural - High<br />Personal Service - High<br />The Factory<br />Quality Service<br />
  35. 35. 5.2<br />Customer Satisfaction<br />5.2.3<br />5 Key Elements of Customer Service<br />
  36. 36. 5.2<br />Customer Satisfaction<br />Reliability<br />Assurance<br />5.2.3<br />5 Key Elements of Customer Service<br />Tangible<br />Empathy<br />Responsiveness<br />
  37. 37. 5.2<br />Customer Satisfaction<br />Deliver as Promised<br />Correctly Identify Customer Needs<br />5.2.3.1<br />Reliability<br />Promise Only What You Can Deliver<br />Follow Through<br />
  38. 38. 5.2<br />Customer Satisfaction<br />Knowledge/Courtesy<br />Convey Trust and Confidence<br />5.2.3.2<br />Assurance<br />Serve One Customer at a Time<br />Positive Communication<br />Describe Products Well<br />
  39. 39. 5.2<br />Customer Satisfaction<br />Suitable Facilities<br />Proper Appearance<br />5.2.3.3<br />Tangible<br />Functional<br />Clean Environment<br />Well Groomed<br />
  40. 40. 5.2<br />Customer Satisfaction<br />Care and Individual Attention<br />Listen For Emotions<br />5.2.3.4<br />Empathy<br />“Walk in Their Shoes”<br />Respond Compassionately<br />Address Their Needs<br />
  41. 41. 5.2<br />Customer Satisfaction<br />Willingness to Help<br />Positive Can-do Attitude<br />5.2.3.5<br />Responsiveness<br />Act Immediately<br />Satisfy Their Needs<br />Follow Up<br />
  42. 42. 5.3<br />Customer Satisfaction<br />5.3<br />Building Up A Customer Service Culture<br />
  43. 43. 5.3<br />Customer Satisfaction<br />5.3.1<br />Service Culture<br />
  44. 44. 5.3<br />Customer Satisfaction<br />Delivery System<br />Service Mission<br />Employee Roles<br />Policies/ Procedures<br />Service Culture<br />Training<br />Motivators/Rewards<br />Products/ Services<br />Management Support<br />
  45. 45. 5.3<br />Customer Satisfaction<br />5.3.1.1<br />Service Mission<br />
  46. 46. 5.3<br />Customer Satisfaction<br />A Direction/Vision That Sets the Spirit of the Day-to-Day Activities and The Interaction With Customers<br />5.3.1.1<br />Service Mission<br />
  47. 47. 5.3<br />Customer Satisfaction<br />5.3.1.2<br />Products/Services<br />
  48. 48. 5.3<br />Customer Satisfaction<br />All Products and Services Offered by The Organization That Meet The Needs of Its Customers<br />5.3.1.2<br />Products/Services<br />
  49. 49. 5.3<br />Customer Satisfaction<br />5.3.1.3<br />Delivery Systems<br />
  50. 50. 5.3<br />Customer Satisfaction<br />The Way an Organization is Set Up To Deliver Its Products and Services to The Customers<br />5.3.1.3<br />Delivery Systems<br />
  51. 51. 5.3<br />Customer Satisfaction<br />5.3.1.4<br />Training<br />
  52. 52. 5.3<br />Customer Satisfaction<br />Various Ways to Improve the Employees Knowledge, Skills and Attitude Towards Customer Service<br />5.3.1.4<br />Training<br />
  53. 53. 5.3<br />Customer Satisfaction<br />5.3.1.5<br />Motivators/Rewards<br />
  54. 54. 5.3<br />Customer Satisfaction<br />Monetary and/or Recognition Drivers to Boost Customer Service Excellence <br />5.3.1.5<br />Motivators/Rewards<br />
  55. 55. 5.3<br />Customer Satisfaction<br />5.3.1.6<br />Employee Role and Expectations<br />
  56. 56. 5.3<br />Customer Satisfaction<br />Definition of the Employees Role in Customer Service and How Such Performance Will Be Measured<br />5.3.1.6<br />Employee Role and Expectations<br />
  57. 57. 5.3<br />Customer Satisfaction<br />5.3.1.7<br />Policies and Procedures<br />
  58. 58. 5.3<br />Customer Satisfaction<br />Guidelines Describing How Different Situations and Interactions Should Be Handled<br />5.3.1.7<br />Policies and Procedures<br />
  59. 59. 5.3<br />Customer Satisfaction<br />5.3.1.8<br />Management Support<br />
  60. 60. 5.3<br />Customer Satisfaction<br />How and To What Extent Management Will Be Available To Assist in Critical Situations<br />5.3.1.8<br />Management Support<br />
  61. 61. 5.3<br />Customer Satisfaction<br />5.3.2<br />What You Should Know As a Customer Service Person = Everyone in The Organization<br />
  62. 62. 5.3<br />Customer Satisfaction<br />Your Organization<br />5.3.2<br />What You Should Know As a Customer Service Person = Everyone in The Organization<br />Your Products/Services<br />Your Customers<br />Your Market<br />Your Competitors<br />
  63. 63. 5.3<br />Customer Satisfaction<br />Mission and Vision<br />5.3.2.1<br />Know Your Organization<br />Company Culture<br />Customer Interaction Policies and Procedures<br />Company Support For Products/Services<br />
  64. 64. 5.3<br />Customer Satisfaction<br />Data And Specification<br />5.3.2.2<br />Know Your Products/Services<br />Configuration<br />Maintenance And Care<br />Price And Delivery<br />
  65. 65. 5.3<br />Customer Satisfaction<br />Customer Needs<br />5.3.2.3<br />Know Your Customers<br />Customer Concerns<br />Customer Personality<br />
  66. 66. 5.3<br />Customer Satisfaction<br />Market Size<br />Application Profile<br />5.3.2.4<br />Know Your Market<br />Geographical Issues<br />Commercial Issues<br />Legislative Issues<br />
  67. 67. 5.3<br />Customer Satisfaction<br />Main Competitors<br />Their Offerings<br />5.3.2.5<br />Know Your Competitors<br />Their Strengths<br />Their Weaknesses<br />Their Strategy<br />
  68. 68. 5.3<br />Customer Satisfaction<br />5.3.3<br />The 5 “C” in Giving Good Customer Information<br />
  69. 69. 5.3<br />Customer Satisfaction<br />Clear<br />5.3.3<br />The 5 “C” in Giving Good Customer Information<br />Concise<br />Correct<br />Complete<br />Courteous<br />
  70. 70. 5.3<br />Customer Satisfaction<br />5.3.4<br />What Makes a Good Listener?<br />
  71. 71. 5.3<br />Customer Satisfaction<br />Empathy<br />Understanding<br />5.3.4<br />What Makes a Good Listener?<br />Patience<br />Attentiveness<br />Objectivity<br />
  72. 72. 5.3<br />Customer Satisfaction<br />5.3.5<br />Customer Focused Behavior<br />
  73. 73. 5.3<br />Customer Satisfaction<br />Act Promptly<br />Guide Instead of Direct<br />5.3.5<br />Customer Focused Behavior<br />Don’t Rush The Customer<br />Offer Assistance<br />Avoid Unprofessional Actions<br />
  74. 74. 5.3<br />Customer Satisfaction<br />5.3.6<br />Addressing Customer Needs<br />
  75. 75. 5.3<br />Customer Satisfaction<br />To Feel Welcome<br />To Be Understood<br />5.3.6<br />Addressing Customer Needs<br />To Feel Comfortable<br />To Feel Appreciated<br />To Feel Important<br />To Be Respected<br />
  76. 76. 5.3<br />Customer Satisfaction<br />5.3.6.1<br />To Feel Welcome<br />
  77. 77. 5.3<br />Customer Satisfaction<br />Enthusiastic Greeting<br />Warm/Friendly Smile<br />5.3.6.1<br />To Feel Welcome<br />Use Customer’s Name<br />Thank The Customer<br />Be Positive<br />
  78. 78. 5.3<br />Customer Satisfaction<br />5.3.6.2<br />To Feel Understood<br />
  79. 79. 5.3<br />Customer Satisfaction<br />Listen Actively<br />Paraphrase<br />5.3.6.2<br />To Feel Understood<br />Ask Key Questions<br />Give Positive Feedback<br />Empathize<br />
  80. 80. 5.3<br />Customer Satisfaction<br />5.3.6.3<br />To Feel Comfortable<br />
  81. 81. 5.3<br />Customer Satisfaction<br />Enthusiastic Welcome<br />5.3.6.3<br />To Feel Comfortable<br />Relieve Anxiety<br />Explain Actions Calmly<br />Ensure Physical Comfort<br />
  82. 82. 5.3<br />Customer Satisfaction<br />5.3.6.4<br />To Feel Appreciated<br />
  83. 83. 5.3<br />Customer Satisfaction<br />Thank The Customer<br />Follow Up<br />5.3.6.4<br />To Feel Appreciated<br />Over-Deliver<br />Special Offers<br />Remember Details About The Customer<br />
  84. 84. 5.3<br />Customer Satisfaction<br />5.3.6.5<br />To Feel Important<br />
  85. 85. 5.3<br />Customer Satisfaction<br />Use Customer’s Name<br />5.3.6.5<br />To Feel Important<br />Special Treatment Whenever Possible<br />Extract Customer’s Opinions<br />
  86. 86. 5.3<br />Customer Satisfaction<br />5.3.6.6<br />To Feel Respected<br />
  87. 87. 5.3<br />Customer Satisfaction<br />Listen<br />Don’t Interrupt<br />5.3.6.6<br />To Be Respected<br />Acknowledge Customer’s Concerns<br />Take Time To Serve<br />Ask Advice and Feedback<br />
  88. 88. 5.3<br />Customer Satisfaction<br />5.3.8<br />Dealing With Difficult Customers<br />
  89. 89. 5.3<br />Customer Satisfaction<br />Never Take It Personal<br />Remain Calm - Listen<br />5.3.8<br />Dealing With Difficult Customers<br />Focus On The Problem<br />Reward Yourself When Successful<br />When All Else Fail, Ask For Help<br />
  90. 90. 5.4<br />Customer Satisfaction<br />5.4<br />Identifying a Customer Service Strategy<br />
  91. 91. 5.4<br />Customer Satisfaction<br />Determine What Is Most Important For Your Customers<br />5.4.1<br />Step 1<br />
  92. 92. 5.4<br />Customer Satisfaction<br />Determine The Weakest Areas Of Your Competitors<br />5.4.1<br />Step 2<br />
  93. 93. 5.4<br />Customer Satisfaction<br />Determine The Company’s Current And Potential Resources and Capabilities<br />5.4.1<br />Step 3<br />
  94. 94. 5.4<br />Customer Satisfaction<br />Develop a Strategy That:<br />Addresses Important Customer Needs<br />5.4.1<br />Step 4<br />Exploits Competitor’s Weak Areas<br />Fits Company’s Capabilities and Potentials<br />
  95. 95. 5.4<br />Customer Satisfaction<br />5.4.2<br />4 Core Elements Of Service Strategy<br />
  96. 96. 5.4<br />Customer Satisfaction<br />Service Reliability<br />5.4.2<br />4 Core Elements Of Service Strategy<br />Service Surprise<br />Service Recovery<br />Service Fairness<br />
  97. 97. 5.4<br />Customer Satisfaction<br />Accurate<br />5.4.2.1<br />Service Reliability<br />Dependable<br />Keep Promises<br />Is Attitude and Design<br />
  98. 98. 5.4<br />Customer Satisfaction<br />The Unexpected Extra<br />5.4.2.2<br />Service Surprise<br />Surprise with Details<br />The “Wow Factor”<br />“Majors with Minors”<br />
  99. 99. 5.4<br />Customer Satisfaction<br />How to Regain Customer Confidence?<br />Stand Behind Your Service<br />5.4.2.3<br />Service Recovery<br />Identify the Problems<br />Resolve Effectively<br />Improve the System<br />
  100. 100. 5.4<br />Customer Satisfaction<br />Level Playing Field Company - Customer<br />5.4.2.4<br />Service Fairness<br />Ethical<br />
  101. 101. 5.4<br />Customer Satisfaction<br />Keep Promises - Reliability<br />Offer Clean Premises - Tangibles<br />Give Prompt Service - Responsiveness<br />Be Competent/Courteous - Assurance<br />Extend Caring Individualized Attention - Empathy<br />
  102. 102. 5.5<br />Customer Satisfaction<br />5.5<br />Customer Equity<br />
  103. 103. 5.5<br />Customer Satisfaction<br />The Total of the Discounted Lifetime Values of All the Firm’s Customers<br />5.5<br />Definitions<br />A Firm is Only as Good as its Customer Think it Will Be the Next Time They Will Do Business With That Firm<br />
  104. 104. 5.5<br />Customer Satisfaction<br />5.5.1<br />3 Drivers of Customer Equity<br />
  105. 105. 5.5<br />Customer Satisfaction<br />Value Equity<br />5.5.1<br />3 Drivers of Customer Equity<br />Brand Equity<br />Retention Equity<br />
  106. 106. 5.5<br />Customer Satisfaction<br />The Customer’s Objective Evaluation of the Firm’s Offerings<br />5.5.1.1<br />Value Equity<br />Drivers of Value Equity:<br />Quality of Offerings<br />Price<br />Convenience To Do Business With The Firm<br />
  107. 107. 5.5<br />Customer Satisfaction<br />The Customer’s Subjective View of the Firm And Its Offerings<br />5.5.1.2<br />Brand Equity<br />Drivers of Value Equity:<br />Brand Awareness<br />Attitude Towards Brand<br />Perception of Brand Ethics<br />
  108. 108. 5.5<br />Customer Satisfaction<br />The Customer’s View of Strength of the Relationship Between the Customer and the Firm<br />5.5.1.3<br />Retention Equity<br />
  109. 109. 5.5<br />Customer Satisfaction<br />Does the Customer Benefit From the Relationship?<br />5.5.1.3<br />Retention Equity<br />Does the Firm Benefit From the Relationship?<br />Does the Customer Stand to Lose if the Relationship Ends?<br />
  110. 110. 5.5<br />Customer Satisfaction<br />Loyalty Programs<br />Special Recognition and Treatment Programs<br />5.5.1.3<br />Drivers of Retention Equity<br />Affinity (Emotional Connections) Programs<br />Community Programs<br />Knowledge Building Programs<br />
  111. 111. 5.6<br />Customer Satisfaction<br />5.6<br />10-Point Customer Service Commitment<br />
  112. 112. 5.6<br />Customer Satisfaction<br />Customers Must Have Service Available When They so Require<br />Customers Must Be Able To Schedule a Service Promptly<br />Customers Must Be Able To Find Knowledgeable Service Staff<br />Customers Must Have Their Problems Diagnosed Within 24 Hours <br />
  113. 113. 5.6<br />Customer Satisfaction<br />Customers Must That Parts Are Available When They Need Them<br />Customers Must Be Updated During The Repair Process<br />Customers Must Be Notified Promptly Of Completed Repairs<br />Customer Repairs Must Be Finished When Promised at The Price as Promised<br />
  114. 114. 5.6<br />Customer Satisfaction<br />Customers Problems Must Be Resolved Correctly the First Time<br />Customers Must Have Assistance in Understanding Warranty Coverage and Resolving Warranty Issues<br />
  115. 115. 5.7<br />Customer Satisfaction<br />5.7<br />How to Manage Success<br />
  116. 116. 5.7<br />Customer Satisfaction<br />Success - Complacency<br />Complacency - the Architecture to Your Downfall<br />5.7<br />How to Manage Success<br />Incentive= Motivation= Success<br />Reward Decisions Not Outcome<br />
  117. 117. 5.7<br />Customer Satisfaction<br />5.7<br />How to Manage Success, Cont’d<br />Win Like You Are Used To It<br />Lose Like You Enjoy It<br />
  118. 118. 5.7<br />Customer Satisfaction<br />5.7<br />7 Essential Habits of a Successful Team<br />
  119. 119. 5.7<br />Customer Satisfaction<br />5.7.1<br />Commitment<br />
  120. 120. 5.7<br />Customer Satisfaction<br />5.7.2<br />Teamwork<br />
  121. 121. 5.7<br />Customer Satisfaction<br />5.7.3<br />Clear Targets<br />
  122. 122. 5.7<br />Customer Satisfaction<br />5.7.4<br />Sound Game Plan<br />
  123. 123. 5.7<br />Customer Satisfaction<br />5.7.5<br />Leadership and Followership<br />
  124. 124. 5.7<br />Customer Satisfaction<br />5.7.6<br />Celebrate Successes<br />
  125. 125. 5.7<br />Customer Satisfaction<br />5.7.7<br />Want To Win<br />
  126. 126. 5.7<br />Customer Satisfaction<br />5.7.8<br />7 Elements of Success Mindset<br />
  127. 127. 5.7<br />Customer Satisfaction<br />5.7.8.1<br />Desire<br />
  128. 128. 5.7<br />Customer Satisfaction<br />“What the Mind of a Man Can Conceive and Believe, the Mind Can Achieve”<br />Napoleon Hill<br />5.7.8.1<br />Desire<br />
  129. 129. 5.7<br />Customer Satisfaction<br />5.7.8.2<br />Commitment<br />Built on Integrity and Wisdom<br />
  130. 130. 5.7<br />Customer Satisfaction<br />5.7.8.3<br />Responsibility<br />
  131. 131. 5.7<br />Customer Satisfaction<br />5.7.8.4<br />Hard Work Through Sacrifice and Self-Discipline<br />
  132. 132. 5.7<br />Customer Satisfaction<br />5.7.8.5<br />Positive Believing<br />Reason to Believe Positive Attitude<br />Making the Effort<br />
  133. 133. 5.7<br />Customer Satisfaction<br />5.7.8.6<br />Power of Persistence<br />Commitment<br />Determination<br />Comes From Purpose<br />
  134. 134. 5.7<br />Customer Satisfaction<br />5.7.8.7<br />Pride of Performance<br />
  135. 135. 5.7<br />Customer Satisfaction<br />Represents Pleasure with Humility<br />Half-Hearted Efforts Does not Produce Half Results, it Produces Nothing<br />5.7.8.7<br />Pride of Performance<br />Every Job is a Self-Portrait of the Doer<br />Pride Comes From Within. Gives the Winning Edge<br />
  136. 136. 5.8<br />Customer Satisfaction<br />5.8<br />Why We Fail<br />
  137. 137. 5.8<br />Customer Satisfaction<br />5.8<br />Achieving Failure<br />Successfully Executing a Bad Plan<br />
  138. 138. 5.8<br />Customer Satisfaction<br />5.8.1<br />Lack of Persistence<br />
  139. 139. 5.8<br />Customer Satisfaction<br />Persistence in What We Do<br />Resistance Against What Should Not Be Done<br />5.8.1<br />Lack of Persistence<br />Winners Are Struck, Not Destroyed<br />We Quit<br />
  140. 140. 5.8<br />Customer Satisfaction<br />5.8.2<br />Lack of Conviction<br />Lack of Confidence and Courage<br />
  141. 141. 5.8<br />Customer Satisfaction<br />5.8.3<br />Rationalizing<br />
  142. 142. 5.8<br />Customer Satisfaction<br />Winners Analyze But Never Rationalize<br />5.8.3<br />Rationalizing<br />Losers Have a Big Book of Excuses<br />
  143. 143. 5.8<br />Customer Satisfaction<br />5.8.4<br />Not Learning From Past Mistakes<br />
  144. 144. 5.8<br />Customer Satisfaction<br />Failure is a Detour Not a Dead End<br />5.8.4<br />Not Learning From Past Mistakes<br />Experience is the Name Given to Past Mistakes<br />
  145. 145. 5.8<br />Customer Satisfaction<br />5.8.5<br />Lack of Discipline<br />
  146. 146. 5.8<br />Customer Satisfaction<br />Self Control<br />Sacrifice<br />5.8.5<br />Discipline Takes:<br />Avoiding Distractions and Temptations<br />Staying Focused<br />
  147. 147. 5.8<br />Customer Satisfaction<br />5.8.6<br />Poor Self-Esteem<br />
  148. 148. 5.8<br />Customer Satisfaction<br />Lack of Self-Respect<br />Lack of Self-Worth<br />One’s Self is Not to Be Found But to Be Created<br />5.8.6<br />Poor Self-Esteem<br />Idleness, Laziness and Making Excuses Are Consequences<br />
  149. 149. 5.8<br />Customer Satisfaction<br />5.8.7<br />Fatalistic Attitude<br />
  150. 150. 5.8<br />Customer Satisfaction<br />Prevents People From Accepting Responsibilities For Their Position In Life<br />5.8.7<br />Fatalistic Attitude<br />They Attribute Success And Failure to Luck<br />They Wait For Things to Happen Rather Than Make Them Happen<br />
  151. 151. Customer Satisfaction<br />Section 5<br />Summary<br />
  152. 152. Customer Satisfaction<br />Customer Service Is Not Rocket Science – You Can Create It Too<br />You Can Stop Your Customers From Running Away<br />Service Culture – Make It a Natural Part of Your Business<br />Identify a Service Strategy The Suits Your Business<br />
  153. 153. Customer Satisfaction<br />Find Out What Your Customers Think of Your Service<br />Create Your Own Customer Service Commitment<br />Learn How to Manage The Success You Will Create<br />Avoid The Pitfalls That Will Make All Your Efforts Fail<br />
  154. 154. Customer Satisfaction<br />Satisfied Customers Cause Less Problems Than Others<br />Satisfied Customers Give You More of Their Business<br />Satisfied Customers Cost Much Less Than Others<br />Satisfied Customers Refers Your Business To Other Customers<br />
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