Managing Customer Service

Contents :
Understanding Quality Service and Service Culture
Key Skills for Quality Customer Service
Addressing Customer Different Behavior Style
Steps to Resolve Service Breakdown

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Those with a positive attitude and a cheerful outlook Those who can allow customers to be right (even on the occasions when they are not) 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 Service Winners…..

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 well

Service is Intangible Service is intangible Intangibles deal with the human side of an organization They include human emotions, behaviors, understandings, feelings, and perceptions

Service is Intangible Examples of customer service intangible :
Satisfaction
Attentiveness
Flow
Helpfulness
Sensitivity
Tone
Attitude
Knowledge
Understanding
Tact
Guidance

Service The procedural dimension Consist of the established systems and procedures to deliver products and/or services The personal dimension How service providers (using their attitudes, behaviors, and verbal skills) interact with customers Two Dimensions of Service

Two Dimensions of Service The Freezer Low in both personal and procedural service. Motto : “We don’t care” The Friendly Zoo Bad in procedural service, good in personal service. Motto : “We are trying hard, but don’t really know what we are doing” The Factory Good in procedural service, bad in personal service. Motto : “You are number. We are here to process you” Quality Customer Service Excellent in both the personal and procedural dimensions. Motto : ‘We care and we deliver”

Key Elements of Quality Service

Assurance Five Elements of Quality Service Tangible Empathy Responsiveness Reliability

Five Elements of Quality Service Reliability
The ability to provide what was promised, dependably and 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 promised

Five Elements of Quality Service Assurance
The knowledge and courtesy of employees, and their ability to 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 accurately

Five Elements of Quality Service Tangible
The physical facilities and equipment and the appearance of personnel
Action strategy : maintain workspaces in a neat, orderly manner, dress professionally, and maintain excellent grooming and hygiene standards

Five Elements of Quality Service Empathy
The degree of caring and 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 concerns

Five Elements of Quality Service Responsiveness
The willingness to help customers and provide prompt services
Action strategy : project a positive, can-do attitude. Take immediate steps to help customers and satisfy their needs

Service Culture Components Delivery System Training Motivators and reward Employee roles and expectations Policies and procedures Management support Service mission SERVICE CULTURE Products and services

Service Culture Components Service mission Products and services The direction or vision of an organization that supports day-to-day interaction with the customer The material, products, and services that are state of the art, competitively priced, and meet the needs of customers

Service Culture Components Delivery System Training Motivators and reward The way an organization deliver its products and services Instruction or information provided through a variety of techniques that teach knowledge or skills, or attempt to influence employee attitude toward excellent service delivery Monetary rewards, material items, of feedback that prompts employees to continue to deliver service and perform at a high level of effectiveness and efficiency

Service Culture Components The specific measures that indicates what is expected of employees in customer interactions and that define how employee service performance will be evaluated The guidelines that establish how various situations of transactions will be handled The availability of management to answer questions and assist frontline employees in customer interaction when necessary Employee roles and expectations Policies and procedures Management support

Key Skills for Quality Customer Service

Know Your Organization Know Your Product/Service Know Your Customer Customer Service Person What You Should Know?

Know Your Organization Know Your Organization
Organization mission and vision
Organization culture
Customer interaction policy and procedures
Company support for product/service

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 delivery

Know Your CUSTOMERS Know Your Customers
Customer Needs
Customer Concerns
Customer Personality

Developing Excellent Communication with Customers Excellent Verbal Communication Skills Excellent Non-Verbal Communication Skills Excellent Listening Skills Productive Relationship with Customers

Plan your messages
Greet customer warmly and sincerely
Be specific
Use “small talk”
Use simple language
Paraphrase
Excellent Verbal Communication with Customers Communicating positively…..

Ask positively phrased question ( Instead, “Why do you feel that way” , use: What makes 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 participation
Excellent Verbal Communication with Customers Communicating positively…..

Words and phrases that build relationship: Please Thank you I can or will How may I help? I understand how you feel You’re right May I Would you mind….. I apologize for…. Excellent Verbal Communication with Customers Communicating positively…..

Words and phrases that damage relationship: You don’t understand You don’s see my point Hold on a second Our policy says (or prohibits) That’s not my responsibility What you need to do is….. Why don’t you The word “problem” The word “but” The word “no” Excellent Verbal Communication with Customers Avoiding negative communication

Six C of giving good information to customers Clear Concise Courteous Complete Correct Concrete Excellent Verbal Communication with Customers

Non Verbal Communication with Customers Non Verbal Behavior Body language Volume Cues Appearance and Grooming Miscellaneous Cues

Non Verbal Communication with Customers Body language Volume Cue
Eye contact
Posture
Facial expression
Gestures
Pitch
Volume
Rate of speech
Voice quality
Articulation
Pauses
Silence

Non Verbal Communication with Customers Appearance and Grooming Miscellaneous cues
Hygiene ( regular washing and combing of hair, use of mouthwash and deodorant )
Clothing and accessories
Personal habits
Proper etiquette and manners

Eye contact, posture, facial expression, gestures
Brief eye contact
Eyes wide open
Smiling
Nodding affirmatively
Expressive body gestures
Open body stance
Listening actively
Remaining silent as customer speaks
Gesturing with open hand
Clean, organize work area
Yawning
Frowning or sneering
Attending to matters other than the customer
Leaning away from customers as he/she speaks
Subdued or Minimal hand gestures
Staring blankly or coolly at customers
Interrupting
Pointing finger or object at customer
Disorganized, cluttered work space
Positive Negative Positive and Negative Communication Behavior

Characteristics of Good Listener
Empathy
Understanding
Patience
Attentiveness
Objectivity
Good Listener

Strategies for Improved Listening
Stop talking !
Prepare yourself
Listen actively
Show willingness to listen
Show empathy
Send positive nonverbal cues
Don’t argue
Ask questions

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 understanding

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 problem

Customer Focused Behavior
Act promptly
Guide rather than direct
Don’t rush customer
Offer assistance
Don’t keep customer waiting
Avoid unprofessional actions
Customer focused behavior

Addressing Customer Needs and Behavior Style

Addressing Customer Needs To Feel Welcome To Feel Comfortable To Be Understood To Feel Appreciated To Feel Important To Be Respected Customer Needs

Addressing Customer Needs To Feel Welcome To Feel Comfortable To Be Understood Use an enthusiastic greeting, smile, use the customer’s name, thank the customer, be positive Listen actively, paraphrase, ask key question, give positive feedback, empathize Use an enthusiastic welcome, relieve anxiety through friendly communication, explain your action calmly, ensure physical comfort

To Feel Appreciated To Feel Important To Be Respected Thank the customer, follow up, go beyond service expectations, provide “special” offers, remember special details about the customer Use the customer’s name, give special treatment when possible, elicit opinions Listen, don’t interrupt, acknowledge the customer’s emotions and concerns, take time to serve, ask advice, elicit feedback Addressing Customer Needs

Four Styles of Behavior Dominance Influencing Steadiness Compliance

Four Styles of Behavior Dominance
Appears to be quite busy
May give the impression of not listening
Displays a serious attitude
Voices strong opinions
Influencing
Appears quite active
Takes social initiatives in most cases
Likes to encourage informality
Expresses emotional opinions (feelings)

Four Styles of Behavior Steadiness Compliance
Give the appearance of being quiet and reserved
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 orderliness
Tends to express measured opinions
Sees difficult to get to know

Strategies to Deal with Dominance Person Dominance
Keep the relationship a businesslike as possible
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 objectives

Strategies to Deal with Influencing Person Influencing
Be enthusiastic
Avoid an approach that is too stiff and 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 listener

Strategies to Deal with Steadiness Person Steadiness
Take time to build a social relationship with the steadiness person
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 important

Strategies to Deal with Steadiness Person Compliance
Provide a thoughtful, well organized approach
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 decisions

Resolving Service Breakdown

Service Breakdown Service breakdowns occur whenever any product or service fail to meet the customer’s expectations

Service Recovery Strategy Express respect Listen to understand Uncover the expectations Outline the solutions Take action and follow through Double check for satisfaction

Service Recovery Strategy Express respect Listen to understand Uncover the expectations "What you are telling me I important” Listen carefully; empathize with the customer; and do not make excuses or interruption “ Please tell me what happened” “ Will you please tell me what you feel need to be done?”

Service Recovery Strategy “ I will take this action” or “You have several choices” “ You refund has been requested. I will personally check with accounting to ensure your check goes out Friday” “ I am following up to make sure your check arrived” Outline the solutions Take action and follow through Double check for satisfaction

Roadblock to Service Recovery
Not listening
Lack of respect
Inadequate materials or supporting equipment
Poor or inadequate communication
Lack of training
Work conflict

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 help

Recommended Further Readings:
Robert W. Lucas, Customer Service : Skills and Concepts for Success , McGraw Hill
William B. Martin, Quality Customer Service , Crisp Publication

End of Material

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Managing Customer Service

by Yodhia Antariksa

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