customer service

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  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
  • www.CHRMGlobal.com
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  • customer service

    1. 1. Pharmaceutical business skills training Anna Owako SMART business solutions
    2. 2. ABOUT TOPDOWN CONCEPTS <ul><li>VISION </li></ul><ul><li>To be the leading Pharmaceuticals Sales and Marketing Skills Training organization supporting SMEs </li></ul><ul><li>MISSION </li></ul><ul><li>To provide: </li></ul><ul><li>Strategic sales and marketing training </li></ul><ul><li>Performance Management </li></ul><ul><li>Advisory Services on recruitment and Pharmaceutical business </li></ul><ul><li>Market research </li></ul>
    3. 3. OUR SERVICES <ul><li>Selling Skills Training for Pharma Sales Representatives </li></ul><ul><li>Business Planning AND People Performance management </li></ul><ul><li>Coaching, Leadership and Management for Team Supervisors </li></ul><ul><li>Customer Expectations Management </li></ul><ul><li>Comprehensive and Concise Therapy Area Training for Medical Reps </li></ul><ul><li>Service, systems and procedures up scaling with a view to ISO9000 adherence and certification </li></ul><ul><li>Organizational Value Chain enhancement within a framework of International Codes and Ethics AND local regulatory standards </li></ul>
    4. 4. OUR PORTFOLIO <ul><li>Sai Pharmaceuticals </li></ul><ul><li>Njimia Pharmaceuticals </li></ul><ul><li>Surgilinks Ltd </li></ul><ul><li>PharmacoHelathcare </li></ul><ul><li>Dawa Pharmaceuticals </li></ul><ul><li>Winam Chemists </li></ul><ul><li>ONGOING PROJECTS </li></ul><ul><li>Madawa Pharmaceuticals </li></ul><ul><li>Pan Pharmaceuticals </li></ul><ul><li>Harleys Ltd </li></ul><ul><li>ONGOING PARTNERSHIPS </li></ul><ul><li>KPA National Office </li></ul><ul><li>Pharmacy and Poisons Board – Pharmacovigilance, Code of Ethics and ISO 9000 Systems and Procedures </li></ul>
    5. 5. Pharmaceutical customer service Customer Service Overview SMART business solutions
    6. 6. CUSTOMER SERVICE Purpose <ul><li>Heighten your awareness of your role in developing </li></ul><ul><li>customer loyalty </li></ul><ul><li>The importance of the customer and the impact of serving the customer at the highest possible level </li></ul>Payoff Apply skills and attitudes to be more efficient and effective in customer service. Process <ul><ul><li>Determine our customer long term value </li></ul></ul><ul><ul><li>Creating the right perception </li></ul></ul><ul><ul><li>Creating the right attitude </li></ul></ul><ul><ul><li>Creating customer loyalty </li></ul></ul>
    7. 7. Challenges for pharmacy business entrepreneurs External environment Internal environment <ul><li>Physician access increasingly difficult for patients </li></ul><ul><li>Number of registered practitioners at the KMDB 9000 </li></ul><ul><li>DR patient ratio is 1 : 3000 </li></ul><ul><li>Shorter patient visits </li></ul><ul><li>Greater competitive intensity on pricing in pharma industry </li></ul><ul><li>Increased pharmacy staff workload </li></ul><ul><li>Pharmaceuticals selling beyond dispensing </li></ul><ul><li>Customer focused communication </li></ul>Being prepared to adapt your PRACTICE to environmental changes
    8. 8. ProgrammeObjectives <ul><li>Understand the importance of Customer & Customer Service </li></ul><ul><li>Understand Moment of Truth & Service-Profit Chain </li></ul><ul><li>Understand & create Customer Delight </li></ul><ul><li>Practice complaint handling skills and techniques </li></ul><ul><li>Tips to practice & demonstrate good customer service </li></ul><ul><li>Commercially driving exercises for work place implementation </li></ul>
    9. 9. The Bridge to Our Customers Customer Delight
    10. 10. WHAT IS CUSTOMER SERVICE? <ul><li>Customer service not simply serving the customer. </li></ul><ul><li>Your objective AT ALL TIMES is to provide OUTSTANDING service to your customers </li></ul><ul><li>It's not just being nice to the customer although that is very important! Going the extra mile or &quot;over and above service“ , to serve the customer is our focus. </li></ul><ul><li>Good isn't good enough, some companys provide: </li></ul><ul><li>lousy service, </li></ul><ul><li>average service, </li></ul><ul><li>good service </li></ul><ul><li>OUTSTANDING service. </li></ul><ul><li>OUTSTANDING customer service IS typically the most successful. </li></ul>
    11. 11. Who are Customers? <ul><ul><li>The most important person in any business. </li></ul></ul><ul><ul><li>Is not dependent on us. We are dependent on them. </li></ul></ul><ul><ul><li>Is not an interruption of our work, but the purpose of it. </li></ul></ul><ul><ul><li>Is part of our business – not an outsider. </li></ul></ul><ul><ul><li>Does us a favor when they come in. We aren’t doing them a favor by serving them. </li></ul></ul>
    12. 12. CUSTOMER CONTACT <ul><li>Customer service matters because everybody in every organization: </li></ul><ul><li>Either helps customers directly </li></ul><ul><li>Or helps colleagues (internal customers) who serve the paying customer </li></ul>
    13. 13. WHY CUSTOMER SERVICE MATTERS? Customer is King!
    14. 14. <ul><ul><li>A customer is not just money in the cash register. They are human beings with feelings and deserve to be treated with respect. </li></ul></ul><ul><ul><li>Is a person who comes to us with their needs and wants. It is our job to fill them. </li></ul></ul><ul><ul><li>Deserves the most courteous attention we can give them. They are the lifeblood of every business. </li></ul></ul>Who are Customers?
    15. 15. Facts about Customers <ul><li>The Customer is the business’ biggest asset </li></ul><ul><li>The Customer pays all our salaries wages and bonuses </li></ul><ul><li>The customer will go where he/she receives the best attention </li></ul><ul><li>There is no profit, no growth, no jobs without the customer </li></ul><ul><li>Hence, You must be your customers’ best choice! </li></ul>
    16. 16. The Service-Profit Chain Good Service – Satisfied Customers Higher Sales High Revenue/ More profits Higher Incentives/Bonus to Employees Service-oriented employees
    17. 17. <ul><ul><li>A typical dissatisfied customer will tell 8-10 people about their problem. </li></ul></ul><ul><ul><li>7 out of 10 complaining customers will do business with you again if you resolve the complaint in their favor. </li></ul></ul><ul><ul><li>If you resolve a complaint on the spot, 95% will do business again. </li></ul></ul>Facts about Customers
    18. 18. Why Customers leave? Others Product Dissatisfaction Better Prices Elsewhere Poor Service
    19. 19. What qualities are important to our customers? <ul><li>Accuracy </li></ul><ul><li>Friendliness </li></ul><ul><li>Timeliness </li></ul><ul><li>Efficiency </li></ul><ul><li>Courtesy </li></ul><ul><li>Honesty </li></ul>
    20. 20. Organization Needs <ul><li>Sustainable competitive advantage: rival businesses might easily match your prices or products, but will find it harder to infuse the business with an outstanding customer service ethic. </li></ul><ul><li>To be profitable: good customer service frees the company from the downward spiral of competing on price because people will pay more for great service. </li></ul><ul><li>A productive, stress-free work environment: great customer service means happier customers, happier team members and less conflict at work. </li></ul><ul><li>Cost-efficiency: satisfying customers first time means less money is wasted taking complaints and correcting mistakes </li></ul><ul><li>A good reputation: important for attracting future customers </li></ul>
    21. 21. Customer Expectation <ul><li>1.Customers have expectations that are: </li></ul><ul><li>Set by other industries: banks, airlines, hospitality industry, fast food outlets </li></ul><ul><li>You are competing with the most responsive companies in every communication channel you use. </li></ul><ul><li>2.Continually evolving and growing </li></ul><ul><li>You can not sit back complacently. </li></ul><ul><li>Your standards of customer service always need to be on an upward curve. </li></ul><ul><li>3.Improve by exceeding their expectations. </li></ul>
    22. 22. Repeat Business If your customer service is merely adequate, then it is probably invisible to customers. Only excellent service gets noticed! Repeat business is the life-blood of most businesses: Are your customers delighted with your service and do they want to come back to you? OR Can they be easily enticed by a competitor that makes an extra effort to satisfy them?
    23. 23. The Service-Profit Chain Good Service – Satisfied Customers Higher Sales High Revenue/ More profits Higher Incentives/Bonus to Employees Service-oriented employees
    24. 24. Silent Complainer <ul><li>Most dissatisfied customers don't tell you: </li></ul><ul><li>They tell their friends </li></ul><ul><li>They add embellishments </li></ul><ul><li>It turns into a real horror story – you may even attract hostile press publicity! </li></ul>
    25. 25. The Company Ambassador <ul><li>If you delight customers, they will: </li></ul><ul><li>Recommend you to their friends </li></ul><ul><li>Be loyal to you </li></ul><ul><li>Unprompted recommendations from satisfied customers are the most credible promotion you can have </li></ul>
    26. 26. What qualities are important to our customers? <ul><li>Accuracy </li></ul><ul><li>Friendliness </li></ul><ul><li>Timeliness </li></ul><ul><li>Efficiency </li></ul><ul><li>Courtesy </li></ul><ul><li>Honesty </li></ul>
    27. 27. Using Internal Indicators Not everything customers care about can be measured directly, but sometimes you can use information you have in your business to track progress. What Customers Care About How You Might Measure IT Goods must be packaged well to avoid damage in transit Broken returns The business will get everything right first time Complaints received Effectiveness of the product or service you sell Proportion of customers that buy again from you Goods meet the customer’s expectations Number of returns under a no-quibbles money-back guarantee Your STAFF are assertive and don’t intimidate others Number of repeat business rises month-on-month and how many are positive
    28. 28. Customer Service - GUEST <ul><li>G – Greet the customer </li></ul><ul><li>U – Understand customer needs </li></ul><ul><li>E – Explain features and benefits </li></ul><ul><li>S – Suggest additional items </li></ul><ul><li>T – Thank the customer </li></ul>
    29. 29. CUSTOMER EXPECTATIONS MANAGEMENT WORKSHOP
    30. 30. Exercise 1: Calculating The Life Time Value of The Customer
    31. 31. Exercise 2: Excellent and Poor Service a Personal Experience
    32. 32. MEASURING CUSTOMER SERVICES
    33. 33. Using Internal Indicators Not everything customers care about can be measured directly, but sometimes you can use information you have in your business to track progress. What Customers Care About How You Might Measure IT Goods must be packaged well to avoid damage in transit Broken returns The business will get everything right first time Complaints received Effectiveness of the product or service you sell Proportion of customers that buy again from you Goods meet the customer’s expectations Number of returns under a no-quibbles money-back guarantee Your STAFF are assertive and don’t intimidate others Number of repeat business rises month-on-month and how many are positive
    34. 34. TURNING COMPLAINTS INTO OPPORTUNITIES
    35. 35. EMPOWERING GREAT CUSTOMER SERVICE
    36. 36. Moment of Truth <ul><li>Any point in interaction during which the </li></ul><ul><li>Customer has an opportunity to form an </li></ul><ul><li>Impression (negative or positive) about THE PHARMACY through its services </li></ul>
    37. 37. Moment of Truth <ul><li>When a moment of Truth for a customer has been a negative experience, it becomes a Moment of Misery </li></ul><ul><li>On the other hand, when the interaction has been extremely positive, it becomes a Moment of Magic for the customer </li></ul>
    38. 38. The Service-Profit Chain Good Service – Satisfied Customers Higher Sales High Revenue/ More profits Higher Incentives/Bonus to Employees Service-oriented employees
    39. 39. Customer Delight <ul><li>Exceeding customers’ expectation is delighting customers </li></ul><ul><li>The customer reacts with a “wow” in return for your products/services </li></ul><ul><li>Every interaction with the customer has an opportunity to create delight </li></ul><ul><li>The challenge is to consistently maintain the delight factor </li></ul>
    40. 40. Customer Delight If you think good customer service leads directly to customer satisfaction, think again!!! These days, it's all about &quot;customer delight,&quot;. a &quot;delightful&quot; consumer experience is so personalized that an individual's preferences and needs are taken into account.” Sheri Bridges, a marketing professor at Wake Forest University
    41. 41. Customer Expectations Management AND Selling Tools and Techniques Workshop AGENDA  08:00 Assertiveness and Transforming Negative Beliefs Exercises and Feedback 09:30 10:00 10:30 COFFEE BREAK 11:00 CUSTOMERS AND THEIR VALUE Exercise 1 Calculating the lifetime value of a customer CREATING CUSTOMER DELIGHT Exercise 2 Self Assessment and Evaluation 11:30 12:00 12:30 LUNCH BREAK 13:00 13:30 Communication Styles in Customer engagements Conversion Rates in Sales Conversion Cycle in Sales CASE STUDY AND PRESENTATIONS 14:00 14:30 15:00 15:30 TEA BREAK 16:00 Handling Customer Objections Turning Complaints into Opportunities EVALUATION AND CLOSE 16:30 17:00 17:30 END OF SESSION

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