100 people Total (70% are Satisfied) 70 Positive tell 3 people each = 210 + WOM 30 Negative tell 9 people each = 270 – WOM Source: Esomar 1999
Satisfaction-Loyalty Curve Apostle Near Apostle Terrorist Loyalty Very Very % 4 20 40 60 80 100 1 2 3 5 dissatisfied Dissatisfied Satisfied satisfied Satisfaction Zone of affection Zone of defection Zone of indifference
Achieving Customer Loyalty Material Service Customer Satisfaction Customer Happiness Customer Ecstasy
CAN YOU LIST DOWN TECHNICAL ELEMENTS FOR YOUR JOB?
Involves the way in which the service is provided, that is the manner or attitude displayed by the person carrying out the procedure.
TECHNICAL (OR) PROCEDURAL ELEMENTS PROCESS ELEMENTS JOB SPECIFIC IS COMMON TO ALL SERVICE PROVIDERS
TECHNICAL (OR) PROCEDURAL ELEMENTS PROCESS ELEMENTS SOME SAY: IS VERY CRUCIAL What is most important today? SOME SAY : NOT SO IMPORTANT ONE CANNOT REPLACE THE OTHER
Providing technical (or) procedural element is acceptable .
Excellence in the process element makes a huge difference
By the same person at different times and in different moods Service is Seen in Different Ways By different people in the same organization By people from different levels of knowledge & experience
Don’t think of Service as “mere” Perception Get Standards The individual customer perceives service in his or her own unique way. Customer’s Perception Customer’s Expectation PERCEPTION is all there is
The Rights Of Your Customers Customers may sometimes appear to be over demanding. They might insist on discussing a whole range of issues before deciding. Do they have the right to waste your time? Good business practice acknowledges that customers do have certain rights which include:
The right to receive accurate and relevant information about your services
The right to expect “value for time”
The right to your assistance, cooperation and support while you interact with them.
What Are Customer Expectations of Quality Service Response
When we meet these customer expectations we create a perception that we are sensitive and responsive to their needs.
It’s not enough any more to merely satisfy the customer; customers must be “delighted”-surprised by having their needs not just met, but exceeded. What You Do Is Critically Important
Interpretation Of Service It is intangible and can not be weighed or measured More emotional than rational Service is evaluated in terms of expectations You can sell it but you can’t give a customer a sample to take and show to another
Product Knowledge – Customers expect you to know the features, advantages and benefits of whatever it is your company makes, does or delivers
Company Knowledge – Customers expect you to know more than the limits of your job; how your organization works so you can guide them to someone who can meet their needs, if those needs should fall outside your area of responsibility
Listening skills – Customers expect you to listen, understand and respond to their specific needs as they explain them to you; they expect you to pay attention and get it right so they don’t have to repeat it.
Problem solving skills – Customers expect that when things go wrong or don’t work, they expect you to know how to fix things – and fix them fast.
Assurance I always wanted to fully understand the situation before I made a commitment. It finally dawned on me that my customer needs the reassurance of my commitment, before he will give me the time to understand the problem.
“ I’d like to give you some feedback about your training style so that your evaluations will be more positive and you will enjoy it more”.
Tell specifically what you have observed
“ I notice that you rely heavily on your notes”.
Address and describe your reactions
“ I feel as though you are unsure of yourself when you read”.
Tender specific suggestions for improvement
“ I can help you develop a PowerPoint presentation so that you can use the screens as a cue instead of being tied to your notes”.
Express your support for the person
“ You know a lot about the subject. With practice you can become a good trainer”.
Importance of Listening 45%- time that we spend listening $100 billion- cost of poor listening (cost per mistake $10, number of mistakes per week per person-2, number of workers 100 million) 99.9%- Number of workplace problems due to poor listening
Adult-Adult Transactions P A C P A C Stimulus Response What’s the time? 10 O’clock First Rule of Communication: So long as transactions remain complementary, they can continue indefinitely.
Adult-Adult, Child-Parent Transactions P A C P A C Response Have you tried doing it this way? You are always criticizing me! A crossed transaction is one in which the ego state addressed is not the one which responds Stimulus
Adult-Adult, Parent-Child Transactions P A C P A C Response What is the time? You tell me. You are late again! Second rule of communication: When a transaction is crossed, a break in communication results and one or both individuals will need to shift ego states for communication to be re-established. Stimulus
Ulterior Transactions P A C P A C Where are my socks? In the drawer! Third rule of communication: The behavioural outcome of an ulterior transaction is determined at the psychological and not the social level. You *@%&# Get lost, you idiot!
Managing Customer Expectations Moments of Truth/Magic
Moments of Truth Moments of truth are the moments when a prospective customer or existing customer receives an impression from you, your product/ service or company, and, associates this impression with the quality of yourself, your product/ service or your company .
moments of truth module 4 when the customer receives an impression … and makes a small decision.
moments of truth module 4 satisfaction If you get what you expected ...
moments of truth module 4 disappointment If you get less than you expected...
moments of truth module 4 enthusiasm If you get more than you expected...
Demanding customers are perceived by all as being high strung and aggressive
Provide choices that would help in resolving issues
Do not get involved in the customers emotion
Use the ‘Broken Record’ technique
I understand that you need 3 seats for Friday, however, due to the lack of physical space available, I can only provide you with 2 seats on Friday. So you could either take the 2 seats or move all 3 to next Friday’s program which would not be an issue
“ Sir, I am trying my level best to assist you however, the language you are using is neither helping you nor me; so I would have to request you to kindly refrain from using that language or I would have to hang up the phone. What do you prefer?”
“ Ma’am, I felt upset when I heard about what you said about me to the others. Hence, I would request you to avoid talking about me like that. Is that ok with you?”