Customer Care Champions: D-E-L-I-V-E-R-Y Framework

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MTL: The Professional Development Programme
Customer Care Champions
CUSTOMER CARE
CHAMPIONS
Make their day one to remember

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Attribution: All images are from sources where a Creative Commons license exists for commercial use. All icons are on subscription
from thenounproject. All clipart is from free sources. The MTL Professional Development Programme is copyright of Manage Train
Learn.
Customer Care
Champions
Introduction: If you want to go to the top of the league in customer service, then
you need all your staff to be customer care champions. The secret to becoming the
best at customer service is to practise the features of service D-E-L-I-V-E-R-Y. Find
out what they are in this topic.

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Making sure the customer gets what they want
1. D IS FOR
DEDICATED
https://www.flickr.com/photos/paulasatijn/4470653937/
Dedicated service swings into action the minute a
customer needs your help. The story is told of a
customer who went to a BT shop, only to find that
the telephone he wanted was out of stock. He left
his address and promised to call back in 3 weeks.
The assistant took it upon himself to ring round
every other BT shop in the area, found one with
the right model and collected it on his way home
from work. He then delivered it to the delighted
customer.

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2. E IS FOR
EMPOWERED
https://www.flickr.com/photos/57622099@N04/5386307686/
Give staff responsibility to act
Empowered customer carers have the power to
do what is necessary to deliver outstanding
service. You empower your team when you trust
them, train them, and remove anything that
makes their job harder. The only people who can
really meet customer requirements are those on
the front line. Show them their potential, believe
in them, support them with the tools they need
and strive to remove the factors that inhibit
them.

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https://www.flickr.com/photos/audiolucistore/11046728004/
Superior service depends on teamwork
3. L IS FOR
LINKED TO
THE TEAM
Great customer carers rarely work on their own;
they work with the support of the team. When
Karen in Reception overhears what the guests
thought of the meal, she quietly passes it on to
the chef. When Jack the porter notices how the
guests react to their room, he has a quiet word
with the chambermaids. Organisations that
quietly work together for the sake of the
customer create champions.

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4. I IS FOR
INFORMED
https://pixabay.com/en/mobile-phone-business-phone-998871/
Respect others enough to let them know
Traditionally, customer carers have been the poor
relations in most businesses: end of the line,
untrained, the last to know. But in superior
customer service organizations, front-line staff
are treated like royalty. They know the products
inside out and the systems back to front. They
know how to put things right. And they know
what to do when a customer has a crisis. They are
always on top of their game and informed.

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Let staff know you value them
5. V IS FOR
VALUED
https://www.flickr.com/photos/poptech/10500537645/
You cannot expect your customer service staff to
value their customers if you don’t value them.
You value them when you ask their views,
acknowledge their contribution, and praise them.
“When we genuinely approve of ourselves, we
can afford to be responsive to the needs of
others. People who feel powerless or who don’t
think they’re valued, don’t care much about other
people’s problems.” (Pete Bradshaw)

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6. E IS FOR
EXPERIENCED
https://www.flickr.com/photos/82134796@N03/9493745896/
Be like a servant: there and not there
Experienced front-liners have a feel for the right
balance between them and their customers. They
should be knowledgeable but not over-technical;
confident but not smarmy; smart but not
overpowering; attentive but not intrusive;
friendly but not too personal; helpful but not
insistent. Striking the right balance is like a
discrete servant: visible and invisible, unnoticed
but there if needed.

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https://pixabay.com/en/business-woman-phone-case-finance-929800/
When customers speak to you, you are the business
7. R IS FOR
REPRESENTATIVE
The customer care champion always acts in the
interests of the organisation. In how they look,
what they say and what they do, they project a
strong, positive image of who they represent.
Their welcomes convey warmth, interest and
friendliness and their farewells convey a feeling
that they would love to see you back again. In
customer care, whether you are selling a product
or a service, you are actually selling a
relationship.

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8. Y IS FOR YOUR
RESPONSIBILITY
https://pixabay.com/en/pointing-finger-hand-pointing-1922074/
Take responsibility for your role in customer service
W. Edwards Deming argued that, to create
customer-focused organisations, fear had to be
eliminated, divisions between departments had
to be overcome, and individuals had to be
educated and trained to do their jobs in the right
way. In such organisations, people know that it is
their responsibility to deliver. They don't point
the finger at others.

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This has been a Slide Topic from Manage Train Learn
AFinal
Word
No matter where staff are in the organization, they are responsible at some point to their customers.
They all have to DELIVER and that means being: dedicated, empowered, linked to their teams,
informed, valued, experienced, and representative. Add Your Responsibility and you achieve great
customer DELIVERY!

Customer Care Champions: D-E-L-I-V-E-R-Y Framework

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