This document discusses good and bad customer service. It provides statistics showing dissatisfied customers will tell others about poor experiences and it is more costly to attract new customers than retain existing ones. Up to 93% of dissatisfied customers will not return if they have a choice. The document then discusses how to handle difficult customers like angry, indecisive or suspicious customers. It emphasizes treating customers with respect, listening to understand problems, remaining calm and proposing solutions. Good customer service improves profits while poor service can lose 10-30% of customers annually. The document stresses training employees in communication, product knowledge and problem solving to provide excellent customer experiences.

1. CUSTOMER SERVICE
31 .5.2018

2. your experience
What is good customer service?

3. Your experience
Have you experienced good service?
Was it memorable?
Share …

4. Your experience
How about bad service?

5. statistics
• Dissatisfied customers tell an average of 10-20
other people about their bad experiences some
tell more.
• The cost of attracting a new customer is at
least 5 times more than the cost of keeping an
existing one.

6. Statistics cont..
Up to 93% of dissatisfied customers will not buy
from you again ( if they have a choice) and they will
not say why.
Some 96% of dissatisfied customers do not
complain to an institution about poor service. They
will simply go to a competitor, yet 95% will become
loyal customers again if the complaints are handled
well and quickly.

7. Bad news !!
• The typical institution will lose 10-30% of its
customers every year due to poor service.
• When Your customers have a choice, they will
go to the competition. A third of the time.
• When they don’t have a choice, they are stuck
with you but they will use their feet not to run
but to kick you.

8. Good news !!
• Organizations that initiate effective customer
loyalty efforts have seen their profits increase
25-100%, reduced turn over, better financial
results, and happier staff.

9. staff roles
• Treat students with dignity and respect
• Give students clear directions on how to solve
their problems and issues
• Be responsive to students and their
parents/guardians/ sponsors
• Give timely answers to students and regular
feedback on their progress

10. Essential Skills
That every employee dealing with
customers needs:
1. Patience
2. Clear communication skills
3. Knowledge of product
4. Time management skills
5. Problem solving skills

11. service etiquette
Principles of customer service etiquette
1. Smile
2. Treat customers with respect
3. Listen actively
4. Be flexible

12. Phone etiquette
• It is not what you say, it is how you say it.

13. phone cont…
• Answering the phone –Are all calls answered?
• Putting a customer on hold
• Transferring a call
• Taking a message
• Ending a call/ calling back

14. Phone etiquette…
1. Be courteous
2. Develop an interest
3. Remain professional
4. Convey respect
5. Answer honestly
6. Be competent or transfer to the right person.

15. +ve Service Impressions
• Thoughtfulness in meeting needs
• Personal responsibility
• Quick response
• Offer immediate assistance
• Friendliness
• Use customer’s name

16. +ve impressions
• Pleasant tone of voice
• Polite and courteous
• Neatness
• A genuine smile
GOLDEN RULE !!
You only have one chance to make the first
impression.

17. -ve Service Impressions
• Making the customer wait unnecessarily
• Not answering phone promptly
• Not saying thank you/ please
• Speaking too loudly
• Making faces- frowning, acting distant
• Not caring about your appearance
• Focusing on another task when addressing a
customer

18. Suggestions for Closing
the Market Information Gap
 Conduct systematic marketing research
 Make senior managers interact with customers
 Make senior managers occasionally perform
customer-contact roles
 Encourage upward communication from customer-
contact employees
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19. Suggestions for Closing
the Internal Communication Gap
• Facilitate effective horizontal communication
across functional areas (e.g., marketing and
admissions)
• Have consistent customer-related policies and
procedures across campuses or departments
• Resist the temptation to promise more than the
institution can deliver
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20. Process Model for Continuous Measurement and Improvement
of Service Quality
Do your customers perceive
your offerings as meeting
or exceeding their expectations?
Do you have an accurate
understanding of
customers’ expectations?
Are there specific
standards in place to meet
customers’ expectations?
Do your offerings meet or
exceed the standards?
Is the information
communicated to customers
about your offerings accurate?
Continue to monitor
customers’ expectations
and perceptions
YES
NO
YES
YES
YES
YES
Take corrective action
Take corrective action
Take corrective action
Take corrective action
NO
NO
NO
NO
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21. SERVICE QUALITY Items
Reliability
1. Providing services as promised
2. Dependability in handling customers' service problems
3. Performing services right the first time
4. Providing services at the promised time
5. Keeping customers informed about when services will be performed
Responsiveness
6. Prompt service to customers
7. Willingness to help customers
8. Readiness to respond to customers' requests
Assurance
9. Employees who instill confidence in customers
10. Making customers feel safe in their transactions
11. Employees who are consistently courteous
12. Employees who have the knowledge to answer customer questions
Empathy
13. Giving customers individual attention
14. Employees who deal with customers in a caring fashion
15. Having the customer's best interest at heart
16.Employees who understand the needs of their customers
Tangibles
17. Modern equipment
18. Visually appealing facilities
19. Employees who have a neat, professional appearance
20. Visually appealing materials associated with the service
21. Convenient business hours
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22. Technology’s Growing Role in Marketing to
and Serving Customers: Pyramid Model
MKU
Employees Customers
Internal
Marketing
Interactive
Marketing
External
Marketing
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23. An Important Implication of the
Pyramid Model
An organization’s ability to use
technology effectively in
marketing to and serving
customers critically depends on
the technology readiness of its
customers and employees
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24. To Deliver Superior Service in the University
• Understand customers’ service expectations and how well those
expectations are being met
• Work systematically to remove Institutional barriers that lead to poor
customer service -- offline and online
• Recognize and capitalize on the increasing role of technology in
serving customers, but …
 Be cognizant of customers’ and employees’ readiness to embrace
technology-based services
 Recognize that e-service quality as perceived by customers involves
much more than having a state-of-the-art website
 Put in place a solid behind-the-scenes infrastructure -- information
systems, logistics, and human resources -- to deliver what a
website’s façade promises.
 Continuously monitor customers’ and employees’ reactions to and
experiences with your electronic interfaces
@@@
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25. DIFFICULT
CUSTOMERS
• Label the behavior, not the customer
• Listen
• Don’t get defensive
• Don’t take it personally
• Find out what the customer wants
• Discuss alternatives
• Take responsibility for what you CAN do
• Agree on action

26. Talkative

27. how to handle
• Ask closed questions
• Limit the time available for them to interrupt
(don’t have long pauses)
• Provide minimal response
• Smile and be pleasant, but don’t encourage them
• Wind up – thank them for coming, walk them to
the door but don’t be rude or dismissive

28. Angry

29. how to handle
• Listen carefully without interrupting so you
understand the problem
• Empathize in a broad way
• Stay calm and remain polite
• Don’t escalate the problem
• Don’t take it personally, be defensive or blame others
• Propose an action plan and follow it
• Seek support if you are scared, if you can’t agree on a
solution or if the customer asks to see “whoever’s in
charge”

30. The know –it- all

31. How to handle
• Acknowledge what they say
• Compliment them on their research
• Be generous with praise
• Don’t put them in their place no matter how
tempting
• Don’t try to be smart – you can’t win!
• Ask them questions and use them to improve
your knowledge

32. Indecisive

33. How to handle
• Find out what they really want
• Ask them for the options
• Reflect back to them what they’ve said
• Assume control gently and point out the best
course of action from what they’ve told you they
need
• Be logical
• Confirm a plan of action with them
• Maybe even put it in writing

34. suspicious

35. How to deal
• Establish your credibility
• Ensure you know your product or service
• They will try and catch you out so don’t guess or
tell them something you’re not sure of
• Be careful what you say
• Be polite
• Don’t take it personally, they don’t trust anyone!

36. DO’S and DON’TS
Don'ts
1. Don’t make it overly complicated
2. I don’t know
3. That’s not my job
4. You are right, that’s bad

37. Don’ts’
• Calm down
• I am busy right now
• Call me back
• That’s not my fault
• Don’t treat them as transactions
• Don’t be afraid of complaints ?

38. COMMANDMENTS
1. customer service is everyone’s job
2. Respect your customer at all times
3. Exceed your customer’s expectations
4. Be truthful to your customer

39. commandments…
5. Ask your customer to evaluate your service
6. Make it easy to do business with you
7. talk to your customer in a language they
understand

40. commandments…
8. Provide training for your frontline employees
9. happy employees create happy customers
10. Keep your customer informed of what is
happening

41. UNSTATISFIED !!!

42. What to do???
• Listen
• Express you apologies
• Don’t argue
• Don’t lose your self control
• Point out the facts
• Admit the problem
• Involve the customer in solving

43. PLEDGE
Today and every day,
• I commit myself to providing quality customer service by:
• Understanding customers come first,
• Delivering a smiling, helpful, positive, professional outlook
and attitude.
• Treating everyone with respect, fairness, and dignity,
• Listening to our customers with a caring demeanor,
•

44. PLEDGE
• Returning phone calls within one business day
• Providing knowledgeable answers, and resolving issues promptly and
accurately .
• Keeping customers informed about their concerns
• Thanking and acknowledging our customers,
• Continually exceeding customer expectations
• Understanding customer satisfaction is a direct reflection of our
effectiveness as an institution.
•

45. Quality management
principles
ISO 9001:2015 standard is constructed around seven principles:
1. Customer Focus
2. Leadership
3. Engagement of People
4. Process Approach
5. Improvement
6. Evidence-based Decision Making
7. Relationship Management

46. Customer Communication
The University shall identify in all its processes the inputs required from customers and
the desired outputs that will be consumed by the customers. The University has
established a Communication Policy to assist with effective internal and external
communication.
The University has established a mechanism for resolution of customer complaints as
well as receiving customer feedback as documented in Procedure for Monitoring
Customer Satisfaction

47. Customer focus
Customer Satisfaction
The University shall monitor customer perceptions of the degree to which their needs
and expectations have been fulfilled. The methods for obtaining, monitoring and
reviewing this information shall include customer satisfaction surveys, course/lecturer
evaluation, meetings , complaints and compliments (Procedure for Monitoring
Customer Satisfaction).
Analysis and Evaluation
The University shall collect, analyze and evaluate appropriate data and information
arising from monitoring and measurement. The methods for analysis and evaluation
needed to ensure valid results shall include : University Management Information
Systems; Customers Complaints; Customer Compliments; Surveys; Inspections and
Testing; Observations; Registers; Interviews and various University Reports.

48. Potential Disruptions

49. The
Matiang’i
factor
The expected changes at the Min.
of Education once effected might
change the outcomes and bring a
new look in the higher education
sector

50. TVETS
A shift to
focus on
TVETS-
Increased
competition

51. GOVT.
FUNDING
The proposed changes as per the Universities Act
2012 to change government funding for
universities might see government funding improve
significantly which will change costing structures
for module 2 and eventually private universities.
University funding will move to ‘unit cost’ and
institutions will be funded based on the unit cost
per student.

52. New
proposed
education
system
The introduction of the
new education
curriculum systems in
Kenya of 2-6-3-3-3 is
another disruption,
this will see students
spend less number of
years in Universities

53. Online
education
has been growing
fast globally-
opportunity for
MKU to exploit

54. Global
Politics
Global political landscape is
changing and this might
affect ability to study
abroad which
could impact positively on
local Higher Education
Sector

55. Thank You!
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