“ Managers do not control the quality of the product when the product is a service . . . . The quality of the service is in a precarious state – it is in the hands of the service workers who ‘produce’ and deliver it.” -Karl Albrecht
Customer Care Week Two What is Customer Care?
Describe customer service
Discuss the implications of achieving good customer service
Discuss the insights obtained from a the triangle of services marketing
Identify the reasons for using customer service policies
Explain the central role of the customer in a business and services environment
Explain the benefits of improved customer service to a given business and services operation.
Pressures on service providers
Effects of organisational and customer pressure
Protecting providers from the pressures
What is customer service?
Anything we do for the customer that enhances the customer experience.
The customer’s overall feeling of contentment with a customer interaction.
Our personal vision of the result that will come from our experience.
The way we see something based on our experience.
Examples of customer service
Free car wash with fill-up
Calling the customer by name
Easy return policy
Updated map of the area or GPS in rental cars
A doctor calling you back to see how you are feeling after a professional visit
Showing the customer that you care
Empathy in handling customer complaints and questions
Illustrations of encouragement
Suggesting a less expensive option
Package carry out
Service quality and its factors
Why is excellent customer service so difficult?
Customer service is difficult because it requires two things that the average person and organization are unwilling to commit to:
The five needs of every customer
Customers we do business with outside our organization.
The people we work with throughout our organization.
The results network
Barriers to Excellent Customer Service:
Poor communication skills
Poor time management
Lack of adequate training
Inability to handle stress
Servicing customers on autopilot
Cost of Losing a Customer
We lose the current dollars that our business relationship created.
We lose the jobs that our clients provide.
We may suffer from a loss of reputation .
We may lose loyalty and the intangible variable of future business.
Reasons for not complaining Adapted from Johnston and Fern (1999). 32
Service failures by type
Customer reactions to service failures
Figure 11.3 Relationship between satisfaction and loyalty
NPS = % of promoters – % of detractors (Reichheld, F. 2006)
Presentation on Hotel groups from last week – best practice
Dealing with customers complaints article – role play next week