Managing customer service

1. 1 www.studyMarketing.org Managing Customer Service

2. 2 www.studyMarketing.org Contents : • Understanding Quality Service and Service Culture • Key Skills for Quality Customer Service • Addressing Customer Different Behavior Style • Steps to Resolve Service Breakdown

3. 3 www.studyMarketing.org 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…..

4. 4 www.studyMarketing.org 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

5. 5 www.studyMarketing.org Service is Intangible Service is intangible Intangibles deal with the human side of an organization They include human emotions, behaviors, understandings, feelings, and perceptions

6. 6 www.studyMarketing.org Service is Intangible Examples of customer service intangible : • Satisfaction • Attentiveness • Flow • Helpfulness • Sensitivity • Tone • Attitude • Knowledge • Understanding • Tact • Guidance

7. 7 www.studyMarketing.org 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

8. 8 www.studyMarketing.org 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”

9. 9 www.studyMarketing.org Key Elements of Quality Service

10. 10 www.studyMarketing.org Assurance Five Elements of Quality Service Tangible Empathy Responsiveness Reliability

11. 11 www.studyMarketing.org 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

12. 12 www.studyMarketing.org 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

13. 13 www.studyMarketing.org 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

14. 14 www.studyMarketing.org 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

15. 15 www.studyMarketing.org 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

16. 16 www.studyMarketing.org 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

17. 17 www.studyMarketing.org 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

18. 18 www.studyMarketing.org 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

19. 19 www.studyMarketing.org 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

20. 20 www.studyMarketing.org Key Skills for Quality Customer Service

21. 21 www.studyMarketing.org Know Your Organization Know Your Product/Service Know Your Customer Customer Service Person What You Should Know?

22. 22 www.studyMarketing.org Know Your Organization Know Your Organization • Organization mission and vision • Organization culture • Customer interaction policy and procedures • Company support for product/service

23. 23 www.studyMarketing.org 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

24. 24 www.studyMarketing.org Know Your CUSTOMERS Know Your Customers • Customer Needs • Customer Concerns • Customer Personality

25. 25 www.studyMarketing.org Developing Excellent Communication with Customers Excellent Verbal Communication Skills Excellent Non-Verbal Communication Skills Excellent Listening Skills Productive Relationship with Customers

26. 26 www.studyMarketing.org • Plan your messages • Greet customer warmly and sincerely • Be specific • Use “small talk” • Use simple language • Paraphrase Excellent Verbal Communication with Customers Communicating positively…..

27. 27 www.studyMarketing.org • 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…..

28. 28 www.studyMarketing.org 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…..

29. 29 www.studyMarketing.org 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

30. 30 www.studyMarketing.org Six C of giving good information to customers Clear Concise Courteous Complete Correct Concrete Excellent Verbal Communication with Customers

31. 31 www.studyMarketing.org Non Verbal Communication with Customers Non Verbal Behavior Body language Volume Cues Appearance and Grooming Miscellaneous Cues

32. 32 www.studyMarketing.org 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

33. 33 www.studyMarketing.org 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

34. 34 www.studyMarketing.org 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

35. 35 www.studyMarketing.org Characteristics of Good Listener 1. Empathy 2. Understanding 3. Patience 4. Attentiveness 5. Objectivity Good Listener

36. 36 www.studyMarketing.org 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

37. 37 www.studyMarketing.org 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

38. 38 www.studyMarketing.org 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

39. 39 www.studyMarketing.org 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

40. 40 www.studyMarketing.org Addressing Customer Needs and Behavior Style

41. 41 www.studyMarketing.org Addressing Customer Needs To Feel Welcome To Feel Comfortable To Be Understood To Feel Appreciated To Feel Important To Be Respected Customer Needs

42. 42 www.studyMarketing.org 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

43. 43 www.studyMarketing.org 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

44. 44 www.studyMarketing.org Four Styles of Behavior Dominance Influencing Steadiness Compliance

45. 45 www.studyMarketing.org 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)

46. 46 www.studyMarketing.org 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

47. 47 www.studyMarketing.org 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

48. 48 www.studyMarketing.org 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

49. 49 www.studyMarketing.org 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

50. 50 www.studyMarketing.org 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

51. 51 www.studyMarketing.org Resolving Service Breakdown

52. 52 www.studyMarketing.org Service Breakdown Service breakdowns occur whenever any product or service fail to meet the customer’s expectations

53. 53 www.studyMarketing.org Service Recovery Strategy Express respect Listen to understand Uncover the expectations Outline the solutions Take action and follow through Double check for satisfaction

54. 54 www.studyMarketing.org 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?”

55. 55 www.studyMarketing.org 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

56. 56 www.studyMarketing.org Roadblock to Service Recovery • Not listening • Lack of respect • Inadequate materials or supporting equipment • Poor or inadequate communication • Lack of training • Work conflict

57. 57 www.studyMarketing.org 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

58. 58 www.studyMarketing.org Reference/Recommended Further Readings: 1. Robert W. Lucas, Customer Service : Skills and Concepts for Success, McGraw Hill. You can obtain this excellent book at this link : http://www.amazon.com/Customer-Service-Concepts- Success-Student/dp/0078226333/ref=sr_1_1?ie=UTF8&s=books&qid=1219803390&sr=1-1 2. William B. Martin, Quality Customer Service, Crisp Publication. You can obtain this excellent book at this link : http://www.amazon.com/Crisp-Quality-Customer-Service-Fifty- Minute/dp/1560525991/ref=sr_1_1?ie=UTF8&s=books&qid=1219803398&sr=1-1

59. 59 www.studyMarketing.org End of Material

Managing customer service

Managing customer service

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