Managing customer service
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Managing customer service

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    Managing customer service Managing customer service Presentation Transcript

    • Managing Customer Servicewww.studyMarketing.org 1
    • 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 2
    • Service Winners….. Those with a positive attitude and a cheerful outlook 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 Those who can allow customers to be right (even on the occasions when they are not)www.studyMarketing.org 3
    • 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 wellwww.studyMarketing.org 4
    • Service is Intangible Intangibles deal with the human side of an organization Service is intangible They include human emotions, behaviors, understandings, feelings, and perceptionswww.studyMarketing.org 5
    • Service is Intangible Examples of • Satisfaction customer service • Attentiveness intangible : • Flow • Helpfulness • Sensitivity • Tone • Attitude • Knowledge • Understanding • Tact • Guidancewww.studyMarketing.org 6
    • Two Dimensions of Service The procedural dimension Consist of the established systems and procedures to deliver products and/or services Service The personal dimension How service providers (using their attitudes, behaviors, and verbal skills) interact with customerswww.studyMarketing.org 7
    • Two Dimensions of Service The Freezer The Factory Low in both personal and Good in procedural service, procedural service. bad in personal service. Motto : “We don’t care” Motto : “You are number. We are here to process you” The Friendly Zoo Quality Customer Service Bad in procedural service, Excellent in both the good in personal service. personal and procedural Motto : “We are trying dimensions. Motto : ‘We hard, but don’t really care and we deliver” know what we are doing”www.studyMarketing.org 8
    • Key Elements of Quality Servicewww.studyMarketing.org 9
    • Five Elements of Quality Service Reliability Assurance Tangible Empathy Responsivenesswww.studyMarketing.org 10
    • Five Elements of Quality Service • The ability to provide what was promised, dependably and Reliability 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 promisedwww.studyMarketing.org 11
    • Five Elements of Quality Service • The knowledge and courtesy of employees, and their ability to Assurance 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 accuratelywww.studyMarketing.org 12
    • Five Elements of Quality Service • The physical facilities and equipment and the appearance of Tangible personnel • Action strategy : maintain workspaces in a neat, orderly manner, dress professionally, and maintain excellent grooming and hygiene standardswww.studyMarketing.org 13
    • Five Elements of Quality Service • The degree of caring and Empathy 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 concernswww.studyMarketing.org 14
    • Five Elements of Quality Service • The willingness to help Responsiveness customers and provide prompt services • Action strategy : project a positive, can-do attitude. Take immediate steps to help customers and satisfy their needswww.studyMarketing.org 15
    • Service Culture Components Service Employee Delivery mission roles and System expectations Training SERVICE Policies and CULTURE procedures Motivators Management and reward Products support and serviceswww.studyMarketing.org 16
    • Service Culture Components The direction or vision of an Service mission organization that supports day-to-day interaction with the customer The material, products, and services Products and services that are state of the art, competitively priced, and meet the needs of customerswww.studyMarketing.org 17
    • Service Culture Components Delivery The way an organization deliver its System products and services Instruction or information provided through a Training variety of techniques that teach knowledge or skills, or attempt to influence employee attitude toward excellent service delivery Monetary rewards, material items, of Motivators feedback that prompts employees to and reward continue to deliver service and perform at a high level of effectiveness and efficiencywww.studyMarketing.org 18
    • Service Culture Components The specific measures that indicates what Employee roles and is expected of employees in customer expectations interactions and that define how employee service performance will be evaluated Policies and The guidelines that establish how various procedures situations of transactions will be handled Management The availability of management to answer support questions and assist frontline employees in customer interaction when necessarywww.studyMarketing.org 19
    • Key Skills for Quality Customer Servicewww.studyMarketing.org 20
    • What You Should Know? Know Your Organization Customer Service Know Your Person Product/Service Know Your Customerwww.studyMarketing.org 21
    • Know Your Organization • Organization mission Know Your and vision Organization • Organization culture • Customer interaction policy and procedures • Company support for product/servicewww.studyMarketing.org 22
    • Know Your Product/Service Know Your • Product /service Product/Service development and quality improvement process • Product/service configuration • Performance data and specification • Maintenance and care • Price and deliverywww.studyMarketing.org 23
    • Know Your Customers Know Your • Customer Needs CUSTOMERS • Customer Concerns • Customer Personalitywww.studyMarketing.org 24
    • Developing Excellent Communication with Customers Excellent Verbal Communication Skills Productive Excellent Non-Verbal Relationship with Communication Skills Customers Excellent Listening Skillswww.studyMarketing.org 25
    • Excellent Verbal Communication with Customers • Plan your messages • Greet customer warmly and Communicating sincerely positively….. • Be specific • Use “small talk” • Use simple language • Paraphrasewww.studyMarketing.org 26
    • Excellent Verbal Communication with Customers • Ask positively phrased question (Instead, “Why do you Communicating feel that way” , use: What makes positively….. 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 participationwww.studyMarketing.org 27
    • Excellent Verbal Communication with Customers Words and phrases that build relationship: Please Thank you I can or will Communicating How may I help? positively….. I understand how you feel You’re right May I Would you mind….. I apologize for….www.studyMarketing.org 28
    • Excellent Verbal Communication with Customers Words and phrases that damage relationship: You don’t understand You don’s see my point Hold on a second Avoiding negative Our policy says (or prohibits) communication That’s not my responsibility What you need to do is….. Why don’t you The word “problem” The word “but” The word “no”www.studyMarketing.org 29
    • Excellent Verbal Communication with Customers Six C of giving good information to customers Clear Concise Correct Complete Courteous Concretewww.studyMarketing.org 30
    • Non Verbal Communication with Customers Body language Volume Cues Non Verbal Behavior Appearance and Grooming Miscellaneous Cueswww.studyMarketing.org 31
    • Non Verbal Communication with Customers Body language Volume Cue • Eye contact • Pitch • Posture • Volume • Facial • Rate of speech expression • Voice quality • Gestures • Articulation • Pauses • Silencewww.studyMarketing.org 32
    • Non Verbal Communication with Customers Appearance Miscellaneous and Grooming cues • Hygiene (regular • Personal washing and habits combing of hair, use of mouthwash • Proper and deodorant) etiquette and • Clothing and manners accessorieswww.studyMarketing.org 33
    • Positive and Negative Communication Behavior Positive Negative • Brief eye contact • Yawning • Eyes wide open Eye Frowning or sneering facial • contact, posture, • Smiling expression, gestures • Attending to matters other than the customer • Nodding affirmatively • Leaning away from customers as he/she speaks • Expressive body gestures • Subdued or Minimal hand gestures • Open body stance • Staring blankly or coolly at • Listening actively customers • Remaining silent as • Interrupting customer speaks • Gesturing with open hand • Pointing finger or object at customer • Clean, organize work area • Disorganized, cluttered work spacewww.studyMarketing.org 34
    • Characteristics of Good Listener 1. Empathy 2. Understanding Good 3. Patience Listener 4. Attentiveness 5. Objectivitywww.studyMarketing.org 35
    • Strategies for Improved Listening • Stop talking ! • Prepare yourself • Listen actively • Show willingness to listen • Show empathy • Send positive nonverbal cues • Don’t argue • Ask questionswww.studyMarketing.org 36
    • To listen more effectively….. Attend physically – the right body language helps us to focus on the customer and encourages the customer to give us more information Attend mentally – follow the customer’s flow of thought, listen to understand, not evaluate; listen first, then assess Check it verbally – paraphrase, clarify, probe further, summarize your understandingwww.studyMarketing.org 37
    • Dealing Assertively with Customers • Look customers in the eyes as you speak • Grasp firmly without crushing • Think, plan, speak a specific question • Stop, gather thoughts, speak • Apologize if you make a mistake • Increase volume, sound firm and convincing • Take responsibility, resolve the problemwww.studyMarketing.org 38
    • Customer Focused Behavior • Act promptly Customer • Guide rather than direct focused • Don’t rush customer behavior • Offer assistance • Don’t keep customer waiting • Avoid unprofessional actionswww.studyMarketing.org 39
    • Addressing Customer Needs and Behavior Stylewww.studyMarketing.org 40
    • Addressing Customer Needs To Feel Welcome To Feel Appreciated To Be Understood To Feel Important To Feel Comfortable To Be Respected Customer Needswww.studyMarketing.org 41
    • Addressing Customer Needs Use an enthusiastic greeting, smile, To Feel Welcome use the customer’s name, thank the customer, be positive Listen actively, paraphrase, ask key To Be Understood question, give positive feedback, empathize Use an enthusiastic welcome, relieve To Feel Comfortable anxiety through friendly communication, explain your action calmly, ensure physical comfortwww.studyMarketing.org 42
    • Addressing Customer Needs Thank the customer, follow up, go To Feel Appreciated beyond service expectations, provide “special” offers, remember special details about the customer Use the customer’s name, give To Feel Important special treatment when possible, elicit opinions Listen, don’t interrupt, acknowledge To Be Respected the customer’s emotions and concerns, take time to serve, ask advice, elicit feedbackwww.studyMarketing.org 43
    • Four Styles of Behavior Dominance Steadiness Influencing Compliancewww.studyMarketing.org 44
    • Four Styles of Behavior • Appears to be quite busy • May give the impression of not Dominance listening • Displays a serious attitude • Voices strong opinions • Appears quite active • Takes social initiatives in most Influencing cases • Likes to encourage informality • Expresses emotional opinions (feelings)www.studyMarketing.org 45
    • Four Styles of Behavior • Give the appearance of being quiet and reserved Steadiness • 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 Compliance orderliness • Tends to express measured opinions • Sees difficult to get to knowwww.studyMarketing.org 46
    • Strategies to Deal with Dominance Person • Keep the relationship a businesslike as possible Dominance • 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 objectiveswww.studyMarketing.org 47
    • Strategies to Deal with Influencing Person • Be enthusiastic • Avoid an approach that is too stiff and Influencing 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 listenerwww.studyMarketing.org 48
    • Strategies to Deal with Steadiness Person • Take time to build a social relationship with the steadiness person Steadiness • 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 importantwww.studyMarketing.org 49
    • Strategies to Deal with Steadiness Person • Provide a thoughtful, well organized approach Compliance • 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 decisionswww.studyMarketing.org 50
    • Resolving Service Breakdownwww.studyMarketing.org 51
    • Service Breakdown Service breakdowns occur whenever any product or service fail to meet the customer’s expectationswww.studyMarketing.org 52
    • Service Recovery Strategy Express Listen to Uncover the respect understand expectations Outline Take action Double the and follow check for solutions through satisfactionwww.studyMarketing.org 53
    • Service Recovery Strategy Express Listen to Uncover the respect understand expectations "What you Listen carefully; “Will you please are telling me empathize with tell me what you I important” the customer; and feel need to be do not make done?” excuses or interruption “Please tell me what happened”www.studyMarketing.org 54
    • Service Recovery Strategy Outline Take action Double the and follow check for solutions through satisfaction “I will take “You refund has “I am following this action” or been requested. I up to make “You have will personally sure your several check with check arrived” choices” accounting to ensure your check goes out Friday”www.studyMarketing.org 55
    • Roadblock to Service Recovery • Not listening • Lack of respect • Inadequate materials or supporting equipment • Poor or inadequate communication • Lack of training • Work conflictwww.studyMarketing.org 56
    • Dealing with Difficult People • Don’t take it personally • Remain calm, listen carefully • Focus on the problem, not the person • Reward yourself for turning a difficult customer into a happy one • When all else fail, ask for helpwww.studyMarketing.org 57
    • Recommended Further Readings: 1. Robert W. Lucas, Customer Service : Skills and Concepts for Success, McGraw Hill 2. William B. Martin, Quality Customer Service, Crisp Publicationwww.studyMarketing.org 58
    • End of Materialwww.studyMarketing.org 59