The “Course Topics” series from Manage Train Learn and Slide Topics is a collection of over 4000 slides that will help you master a wide range of management and personal development skills. The 202 PowerPoints in this series offer you a complete and in-depth study of each topic. This presentation is on "Customer Champions".

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Customer Champions
Customer Care
MTL Course Topics
Customer Champions
CUSTOMER CARE

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Customer Champions
Customer Care
MTL Course Topics
The Course Topics series from Manage Train Learn is a large collection of topics that will help you as a learner
to quickly and easily master a range of skills in your everyday working life and life outside work. If you are a
trainer, they are perfect for adding to your classroom courses and online learning plans.
COURSE TOPICS FROM MTL
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Customer Champions
Customer Care
MTL Course Topics
ARE YOU READY?
OK, LET’S START!

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Customer Champions
Customer Care
MTL Course Topics
INTRODUCTION
Everyone in the organisation has the potential to become a
customer care champion because we all have customers and
we all have a direct or indirect impact on how the customer
is served. The trademark of the customer care champion is
that they are dedicated, motivated and self-starting; they
work within strong teams as representatives of the
organisation; and they consistently produce excellent
service delivery.

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Customer Champions
Customer Care
MTL Course Topics
SERVICE DELIVERY
We all have customers whether we are at the front line
meeting them face-to-face or far removed from them deep
inside the organisation. The common link between all
customer care champions is the level of their customer
service delivery.
The eight features of service delivery are spelled out in the
mnemonic DELIVERY.
D for Dedicated
E for Empowered
L for Linked to the team
I for Informed and trained
V for Valued
E for Experienced
R for Representative
Y for Your responsibility

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Customer Champions
Customer Care
MTL Course Topics
D FOR DEDICATED
Dedicated service delivery swings into action the minute a
customer needs your help. The customer is not made to feel
that they've gone to the bottom of a list and will have to
wait their turn. They're priority number one.
The story is told of the customer with a blocked wash basin.
She rang a local plumbing service at random. They promised
a plumber would call the same night. 10 minutes later they
called back to say he would be at the house within the hour.
45 minutes later the plumber was at the house, unblocked
the basin and was paid.
40 minutes later the company phoned to check if everything
was working alright. Two days later a letter arrived in the
post thanking the customer and enclosing a sticker with
their emergency phone number on.

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Customer Champions
Customer Care
MTL Course Topics
E FOR EMPOWERED
Empowerment can be a gift by others who will allow you to
act with power and authority or it can be something you
give yourself.
The charter displayed in the Bear pub at Berkwell in the
West Midlands promises customers not only a warm
welcome but a listening ear and the prompt handling of any
complaint. Nothing remarkable in that, except that it was
written by the pub's own staff. Creating a service charter is
now part of a 2-week training programme that all new Chef
and Brewer pubs go through.
"The only people who can really meet customer
requirements are those on the front line. Show them their
potential, trust them, support them with the tools and
training that they need and strive to remove the factors that
inhibit them. They will reward you with the financial
results." (Donald Laurie)

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Customer Champions
Customer Care
MTL Course Topics
GOING OUT OF YOUR WAY
In its days as a nationalised industry, British Telecom was
often regarded as slow and bureaucratic. After privatisation
in the 1980's, it reviewed all its customer service systems
and introduced a strong element of empowerment. Staff
were encouraged and trained to take "considered risks" in
order to delight the customer.
One story illustrates the change.
A customer went to a BT shop, only to find that the
telephone he wanted was out of stock and wouldn't be
available for a few weeks. He left his name and address and
promised to call back in three weeks. Meanwhile, the shop
assistant took it upon themselves to ring round every other
BT shop in the area and found one with the right model in
stock. He arranged to collect it on his way home from work
and then set off to deliver it to the customer at his home.
The customer was so delighted that he wrote a letter of
commendation to BT's Managing Director.

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Customer Champions
Customer Care
MTL Course Topics
L FOR LINKED TO THE TEAM
Customer care champions aren't produced in isolation; they
need the support of others in the team.
1. Karen in Reception overheard what the guests thought
of the meal and quietly passed it on to the chef.
2. Jack the porter noticed how the guests reacted when
they saw the room and quietly passed it on to the
chambermaids.
3. Harry at the bar overheard a conversation about a
leaking tap and quietly passed it on to the maintenance
team.
Organisations that create divisions, build empires, watch
their backs, blame others when things go wrong and protect
what they know don't serve the customer.

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Customer Champions
Customer Care
MTL Course Topics
I FOR INFORMED AND TRAINED
In the UK, the level of customer care training is depressingly
low.
In a survey by writer David Clutterbuck, only 40% of
organisations trained their top managers in customer care
and only 18% of organisations provided their front-line staff
with any training at all.
By contrast, customer care champions keep themselves
constantly updated and trained. They are well-informed
about the product and systems; they know when there are
special offers on; they are skilled and practised in how to
treat their customers one-to-one; they have an awareness
of their own present performance; and they are committed
to doing even better in future.

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Customer Champions
Customer Care
MTL Course Topics
V FOR VALUED
Customer care champions are valued by their managers,
their teammates and themselves.
1. you value others by asking them what they think
2. you value others when you acknowledge what they do
3. you value others when you appreciate the efforts they
make
4. you value others when you praise their good points and
let their bad points wither and die
5. you value others when you tell them the difference they
make
6. you value others when you encourage them to value
themselves.
"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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Customer Champions
Customer Care
MTL Course Topics
KEEPING THE SCORE
Customer care champions are self-starters: they can
motivate themselves to deliver customer care.
One motivational technique that can be applied to everyone
in an organisation, whatever their position, is a "Keeping the
Score" chart. Each person identifies five customer care
features that can be measured in their job and then sets
themselves targets on how to beat their current score.
A floor cleaner, for example, might choose:
1. the size of floor area to be cleaned in a shift
2. the quantities of materials used
3. the dirt detection count
4. the stain detection count
5. the dust detection count.
When everyone keeps their own score, they have their own
Ichiban (desire to be the best) and Kaizen (continuous
improvement).

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Customer Champions
Customer Care
MTL Course Topics
E FOR EXPERIENCED
The experience of customer care champions shows in the
way in which they deal with customers one-to-one. The
inexperienced can either stand too far back and fail to
establish rapport; or go in too close and frighten people off.
The experienced strike a balance.
They are:
1. knowledgeable but not technical
2. confident but not arrogant
3. smartly-dressed but not overpowering
4. attentive but not overbearing
5. friendly but not smug
6. helpful but not insistent
7. available but not intrusive
8. slick but not quick
9. caring but not cloying.
Striking the right balance is like a discrete servant: visible
and invisible, unnoticed but there if needed.

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Customer Champions
Customer Care
MTL Course Topics
R 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.
"Good morning, the Service Corporation. John speaking.
How can I help you?“
Endings leave customers with an equally strong impression
of the organisation: courteous and friendly with the feeling
that you will be pleased to welcome them back.
Whether you are selling a product or a service, you are
actually selling a relationship.

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Customer Champions
Customer Care
MTL Course Topics
FRONT-LINERS
The true representatives of the organisation are those
whose work brings them into contact with the customer or
potential customer all the time, the front-liners. These are
receptionists, switchboard operators, call centre staff,
technical support staff, sales staff, security staff.
Unfortunately these are not always people with a high
profile in the business; but their impact is crucial.
1. select people as much for their customer friendliness as
for their job skills
2. raise the status of front-line staff by making their work
areas pleasant and comfortable
3. give front-liners the best leaders and make sure they are
represented at board level
4. run regular audits on their workloads. Find out how the
customer is treated by calling yourself when you're
away.
5. train front-liners not just in their technical job skills, but
in company products and customer service.

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Customer Champions
Customer Care
MTL Course Topics
Y FOR YOUR RESPONSIBILITY
W. Edwards Deming argued that one of the chief drawbacks
of control-driven organisations was their reliance on blame
and fear.
When things went wrong in these organisations, the
traditional response was to protect oneself by pointing the
finger at someone else: management at workers; workers at
management; one department at another; workers at
colleagues. And all the while the customers went unserved.
Deming argued that, to create quality-driven organisations,
fear had to be eliminated, divisions between departments
had to be overcome, and individuals had to be educated and
trained to enjoy the personal responsibility of doing their
jobs in the right way.
"When you point the finger of blame, three fingers always
point back at you!"

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Customer Champions
Customer Care
MTL Course Topics
THAT’S
IT!
WELL DONE!

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Customer Champions
Customer Care
MTL Course Topics
THANK YOU
This has been a Slide Topic from Manage Train Learn