The document outlines objectives and content for a training session on building the customer experience. The session covers: 1) Defining who customers are, both internal and external. Over 68% of customers leave due to poor service experience. 2) The importance of prioritizing customers and understanding their needs. The customer is the most important person and decides the success of a business. 3) Developing a customer service culture through clearly defining roles, training employees, and measuring satisfaction. Good customer service meets customer needs through the customer journey.

1. BUILDING THE
CUSTOMER EXPERIENCE
MICHAEL ABBIW
MGA CONSULTING GHANA LIMITED

2. DAY ONE
• CUSTOMER SERVICE BASICS
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LUKE 6:31

3. OBJECTIVES – SESSION ONE
 Understand who is a customer
 Identify customers, both external and internal Working in a Customer
Service Culture
 Describe excellent customer service
 Explain your role as an employee in providing the best customer
service possible
 Know the professional qualities needed to deliver an effective
customer service.
 Gain the knowledge of developing and delivering an effective
customer service culture.
 Understand the full benefits of an excellent customer service
experience.
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4. Who is a Customer?
 “someone who obtains goods and services.”
 Examples of customers;
Depositor at a bank
Policy holder of an insurance company
Student of a school
Patient of a doctor
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5. Some Statistics-Why Organizations Lose Customers?
 1% Die
 3% Leave the area
 4% Naturally float between organizations – they have no loyalty to
any organization.
 5% Change because a friend tells them about other businesses
which they say are better.
 9% Finds products and services which are cheaper somewhere
else.
 10% Just like complaining, they actually enjoy it.
 68% Goes elsewhere because they are unhappy with the service
they were given.
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6. The Hard Truth about Customers
•
•
 A customer is the most important person in every office
 A customer is not dependent on us
•
 A customer is not an interruption of our work
•
 We are not doing a favor by serving him
•
 A customer is not someone to argue or match wits with.
•
 Nobody ever won an argument with a customer.
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7. Types of Customers?
• Internal Customers
 An internal customer is
someone who is directly
connected to an
organization, for example
stakeholders, employees
or shareholders.
• External Customers
 An external customer is
someone who uses the
products or services of
the company but is not
port of the
organization.
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8. Building the Customer Experience - MGA Consulting 8
“There is only one boss, and whether a person shines shoes for a living or heads up
the biggest corporation in the world, the boss remains the same. It is the customer!
The customer is the person who pays everyone’s salary and who decides whether a
business is going to succeed or fail. In fact, the customer can fire everybody in the
company from the chairman (CEO) on down, and he can do it simply by spending
his money somewhere else.
Literally everything we do, every concept perceived, every technology developed
and associate employed, is directed with this one objective clearly in mind – pleasing
the customer.”
Sam M. Walton, CEO Wal-Mart

9. Why Grow An Internal Customer
Service Culture
 Promote buy-in
 Encourage initiative
 Design information sharing mechanisms
 Create a collaborative culture
 Recognize excellence
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10. Guidelines to Improving the Internal
Customer Service Delivery
 Clearly Define Roles and Responsibilities
 Provide appropriate and continuous training for all
employees
 Create a working environment which engages employees to
the fullest extent
 Measure employee satisfaction at regular intervals
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11. Customer Service
 “an organization’s ability to meet the
anticipated needs and desires of its
customers”.
 Customer service begins before a customer arrives
and ends long after the customer leaves your
organization.
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12. Building the Customer Experience - MGA Consulting 12
WHAT IS CUSTOMER SERVICE?
1 Customer service is — Customer Service is not—
2 Attention Neglect
3 Courteous Words Sharp Replies
4 Smiles Bored Looks
5 Enthusiasm Dullness
6 Response Indifference
7 Warmth Coldness
8 Understanding Mind Closed
9 Patience Irritation
10 Sincerity Being Mechanical
11 Consideration Annoyance
12 Remembering Details Forgetting Details
13 Facts Arguments
14 Creative Ideas Humdrum
15 Giving Receiving
16 Action Delay

13. What is Good Customer Service?
 “Good customer service is about understanding the needs of
different customers, keeping promises and delivering consistently
high standards.” BSI Group
 The customer experience encompasses every interaction the
customer has with your organization throughout the customer
lifecycle, in person, over the phone or online. – the Customer
Journey.
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14. Principles of Good Customer Service
 Organizational
commitment to a customer
service culture
 Provision of clear, relevant
and accessible information
 Well trained, customer-
focused staff
 Good communication
 Quick resolution of customers’
problems
 Effective use of customer
feedback to help resolve
common problems
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15. Practices of Organizations with Good
Customer Service
 Build a customer service culture
 Make it easy for customers to get in touch
 Communicate clearly
 Ensure that staff are customer-focused
 Deal effectively with problems
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16. Professional Qualities in
Customer Service
(Attitude)
 Effective Listening
 Listening is the key to effective
communication.
 Listening isn’t just about hearing.
 Demonstrate that you
are actively listening through
body language and responses.
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17. Professional Qualities in
Customer Service
(Attitude)
 Empathy
 It is important not only to
understand what a customer
says but how a customer feels.
 Empathy is the ability to imagine
being someone else.
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18. Professional Qualities in
Customer Service
(Attitude)
 Patience
 Patience is a real virtue
and the way you respond
to angry customers will
either calm them down
or hype them up
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19. Professional Qualities in
Customer Service
(Attitude)
 Clear communication skills
 Enunciating, speaking loudly
enough, and employing an
upbeat tone, will help you
communicate clearly and
positively with your
customers.
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20. Professional Qualities in
Customer Service
(Attitude)
 Persuasive speaking skills
 Putting your customers at the
center will make them feel more
respected and appreciated.
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21. Professional Qualities in
Customer Service
(Attitude)
 Taking responsibility
 Self-Control
 Assertiveness
 Conflict Resolution
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22. Customer Service Providers in the
Company
 Everyone is responsible for customer service in the
organization.
 Everyone has at least two responsibilities at work.
 The first is to do their job.
 The second is to take care of the customer.
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23. Delivering
Effective Customer
Service
 Listen
 Apologize
 Solve
 Thank
• Remember to use
“L.A.S.T”
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25. Developing a Customer Service Culture
 Take Care of Small Things
 Great Service Starts Within
 Training and Development
 Employee Empowerment
 Customer Feedback
 Responsiveness
 Teamwork
 Respect the Customer
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26. Benefits of Good Customer Service
 Increased Revenue
 Word of Mouth
Promotion
 Repeat Business
 Brand Loyalty
 Team Cohesion
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27. Benefits of Good Customer Service
 Customer Retention
 Increased Referrals
 Improved Branding
 Better Work Environment
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28. Small Group Activity (35 minutes)
• Divide the participants into small groups of 5. Give
each group one sheet of paper and assign the group
2 of the professional qualities in customer service.
Give each group 10 minutes to come up with a brief
list of “what this looks like in practice” and “what is
unacceptable.” Have a spokesperson from each
small group present their list to the larger group.
Post paper on the training platform.
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