Customer Service and CRM

1. IMPROVING SALES THROUGH
EFFECTIVE CUSTOMER SERVICE AND
CRM

2. CONTENT
WHO IS A CUSTOMER
WHAT IS CRM
WHAT IS CUSTOMER SERVICE
WHY DO WE NEED CUSTOMER SERVICE?
TYPES OF CUSTOMER SERVICE.
SERVICE QUALITY
SERVICE FAILURE AND SERVICE RECOVERY
CUSTOMER ENGAGEMENT CYCLE
15 Must Have Customer Service Skills

3. WHO IS A CUSTOMER?
• A person who buys goods or services from a
shop or business.
• A party that receives or consumes products
(goods or services) and has the ability to
choose between different products and
suppliers.
• That a marketer believes will benefit from the
goods and services offered by the marketer's
organization.

4. CRM -DEFINITION
• (CRM) is a term that refers to practices,
strategies and technologies that
companies use to manage and analyze
customer interactions and data
throughout the customer lifecycle, with
the goal of improving business
relationships with customers, assisting in
customer retention and driving sales
growth.

5. SERVICE QUALITY
• Service quality(SQ) is a comparison of expectations
(E) about a service with performance (P) SQ=P-E.
• From the viewpoint of business administration,
service quality is an achievement in customer service

6. MEASURING SERVICE QUALITY
• By focusing on these five areas, you can
analyze and improve YOUR service.
1. Reliability.
2. Assurance.
3. Tangibles .
4. Empathy.
5. Responsiveness.

7. MEASURING SERVICE QUALITY
The model highlights five areas that customers
generally consider to be important when they use a
service.

8. SERVICE FAILURE AND
SERVICE RECOVERY
• A customer service failure, simply defined, is
customer service performance that fails to
meet an individual’s expectations.
• Negative Experiences
• Service recovery is that which a customer
relationship managers do in order to retain
the customer or leave the customer satisfied.

9. SERVICE FAILURE AND
SERVICE RECOVERY
• Service Recovery Strategy
Please note that in giving service recoveries,
• The customer wants what they were promised.
• Customer wants personal attention
• Customer wants a decent apology.
• Customers want that they should not be made to
feel that they are the cause of the problem.
(Though in many cases they are responsible for
nuisance).

10. SERVICE FAILURE AND
SERVICE RECOVERY
• Service Recovery Strategy
There are again five steps involved in order to deal
with service failure.
1. Acknowledgement and apology for the fact.
2. Listen to the customers.
3. Avoid defending the company and offer a rational
explanation.
4. Offer some extra benefits.
5. Have a proper follow up and make sure no
mistakes this time, so that he can easily forget
about the service failure and is retained.

11. CUSTOMER ENGAGEMENT CYCLE

12. CUSTOMER LIFE CYCLE ENGAGEMENT

13. 15 Must Have Customer Service Skills
• 1. Patience
• 2. Attentiveness
• 3. Clear Communication Skills
• 4. Knowledge of the Product
• 5. Ability to Use "Positive Language"
• 6. Acting Skills
• 7. Time Management Skills

14. Contd. Customer Service Skills
• 8. Ability to "Read" Customers
• 9. A Calming Presence
• 10. Goal Oriented Focus
• 11. Ability to Handle Surprises
• 12. Persuasion Skills
• 13. Tenacity
• 14. Closing Ability
• 15. Willingness to Learn

15. THANK YOU
SLIDES COMPILED AND PRESENTED BY
OLABODE DESIRE
olabodedesire@gmail.com