outline General Information Measure Customer Service (CS) Customer Relationship Management Evolution of customer service Social media Examples of CS oriented companies Wrap-up
general information Origin CS has been around since there was business Not easy to find early examples or an “origin” Most companies are “grounded” on CS Apple, GE, Toyota, Google All of these companies show CS in different ways
eight rules of customer service 1) Answer your phone 2) Don’t make promises unless you WILL keep them 3) Listen to your customers 4) Deal with complaints 5) Be helpful - even if there’s no immediate profit in it 6) Train your staff (if you have any) to be ALWAYS helpful, courteous, and knowledgeable 7) Take the extra step 8) Throw in something extra
twelve lessons of customer service Keep It Personal Don't Make The Customer Work Foster Relationships Go Above & Beyond Be Enthusiastic Be Helpful Without Being Annoying Even Online Retailers Need Phone Support Unabashedly Seek to Out-Serve Competitors Be Prompt Train Rank & File Employees in Your Customer Service Philosophy Always Innovate Create a Desire to Belong
or…take Kelly Kapur’s advice customer service, this is Kelly...
crm Customer Relationship Management Many different services Helps with customer service: Sales Marketing activities Technical support Basically uses technology to monitor and aid with CS
crm (cont.) Origins Databases in the 1980s Helpful for big clients Cluttered and not very pertinent for small clients Advanced in the 1990s Offered incentives, perks, rewards for membership Two-way street Come of age today Tailor to customers needs Internet
crm (cont.) Benefits Streamlined sales and marketing processes Higher sales productivity Added cross-selling and up-selling opportunities Improved service, loyalty, and retention Increased call center efficiency Higher close rates Better profiling and targeting Reduced expenses Increased market share Higher overall profitability Marginal costing
lines of customer service (pre-internet) Business to customer Management dictates to staff Staff interacts with customer Still popular today (increasing) In person On the phone Most places have both!
lines of customer service now Internet has changed everything Blogs Social Media Yahoo answers Customers can do independent research They only seek customer service if they need/want it
reconnect with the customer Internet has distanced the relation b/w business and customer Many businesses are re-focusing on CS to get an edge Starbucks, Lands’ End, Kohl’s Acronyms (SALES, SERVICE, SMILE) Aimed at raising sales and profits UPTs, Budget
customer service and social media Social media does not have to be impersonal! Separate updates on Facebook, Twitter and blogs Different users! Cater to individual needs! People will appreciate the extra time it takes
social media (cont.) Facebook Fan Pages Update statuses more than once a week Allow fans to comment on material on the page Listen and respond to these comments!
social media (cont.) Twitter Tweet often, but don’t bombard with information Keep it professional RT followers with pertinent tweets Reply to followers Leave links to blogs and other things Keep it personal! example
social media (cont.) Blogs Use for lengthy information Allow and reply to comments Update often
social media (cont.) Youtube Videos Vlogs “Will it blend?” Done by Blendtec Increased sales 500%!
social media (cont.) Add a name to the media Attaches a “relationship” Lets the customer know they aren’t talking to a robot Makes interaction much more personal
social media (cont.) Companies that use social media Best Buy and Apple They have employees that are interested in it and they carry that passion through Works well using technology to help with technology Can also be used to advertise new products and get instant feedback More companies are following in the trend
examples of CS oriented companies Disney Sell an experience Cast members, not staff Make every customer happy Also have a very interactive website They even offer D’think where Disney helps businesses with CS
examples (cont.) Lands’ End Started with individualized order taking Gary Comer “I will never be critical of any action taken on behalf of the customer” Today the company still puts the customer first Training for staff Internet LiveChat Lots of free shipping offers Guaranteed. Period.
examples (cont.) Starbucks Always smiling Compensation if drink is not satisfactory Offer discounts to repeat customers “Home” like atmosphere
keeping customers Customer retention vs. acquisition 5 X more profitable Important to be fiscally responsible Practice good customer service Phone etiquette In person Social media