Customer Service

Customer Service

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  Customer Service: GoingBeyond Satisfaction A Presentation by Rajiv Bajaj
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  … are amongthe growing group of people who are planning to join a service oriented industry which is dedicated to meet the needs of others. YOU
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  Service expectations todayare very high. Consumer awareness of service standards has increased tremendously.
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  Who Is ACustomer ?
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  The Internal CustomerInternal customers are the people who work for your company; and They depend on you and the work you do in order to complete their own tasks. Employees, Team Members, Colleagues, etc.
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  The External CustomerExternal customers are outside your organization. These are the people that buy your goods and services.
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  “ A customeris the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.” Mahatma Gandhi
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  What do CustomersWant?
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  Customers’ Expectations Betreated with courtesy and respect. To ask questions when they do not understand. To timely service, whether in person, by phone, or in writing.
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  To receive servicefrom knowledgeable, competent & cooperative staff. To complete, accurate, reliable information & feedback. To receive value for their money. These are also the RIGHTS of a customer !!
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  What Is Service?Difficult to define accurately because…
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  It is nottangible. Can’t be measured / weighed.
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  It is moreemotional than rational.
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  You can sellit, but you cannot give a customer a sample to take back & show to others.
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  Having given it,the customer may not acquire anything except a good experience !
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  Service Quality Differentviewpoints of service quality exist. Difficult to define in terms on which all can agree. Some views on quality…
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  Quality as… Excellence
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  Amount of QualityHigh Low
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  Subjective Perception GoodBad
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  Value Based Perceivedprice relative to quality. Quality Price
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  Five Dimensions ofService Quality Normally judged on five dimensions: Tangibles Reliability Responsiveness Assurance Empathy
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  Tangibles Physical aspectsof the service that we can see or with which we interact. E.g. Physical appearance of the facilities. Equipment. Appearance & uniform of employees. Communication material / brochure etc that is provided etc.
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  Reliability Ability ofservice personnel to perform the promised service accurately and consistently.
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  Responsiveness Employees’ willingnessto help customers and their promptness in providing service.
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  Assurance A catch-allquality dimension that involves the faith we have in service personnel. Do they seem well trained? Are they knowledgeable? Do they seem trustworthy?
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  Empathy The partof quality that is heartfelt. The quality element that shows the service personnel care about you and understand your frustrations and needs. Involves setting operating hours for the convenience of the guests, not management or employees.
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  Includes caring aboutyour waiting times, and fairness in waiting line systems. The element of service that makes us feel special, when service providers recognise that we are individuals. The care and individualized attention that is (or is not) provided to us.
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  Evaluating Service Customerscompare their prior expectations of the service to their “during service” judgments of five service quality elements – their overall quality perception of “actual quality”. The result of this comparison of expected quality is the customer’s level of satisfaction.
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  Quality & CustomerSatisfaction Comparison - Actual Service Vs Expectations : The three possible outcomes - Actual Service > Expectations = 2. Actual Service = Expectations = 3. Actual Service < Expectations =
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  Focusing your entireorganization - Systems, people, processes, facilities and information – towards meeting the customer’s needs, and building lasting relationships. Excellent customer service requires thinking outside the lines we have drawn around us. What is Customer Service ?
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  Any point inthe interaction during which the customer has an opportunity to gain or form an impression of the service provided by the company. Research has shown that it takes on average 12 shining moments of truth to compensate for one dull moment of truth.
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  Moment of JoyWhen you not only meet, but exceed the expectations of the customer.
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  Moment of Misery When you fail to give good service to the customer.
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  The Reactions Good& bad service can arouse powerful emotions. Surprising how long these reactions often last. Results may be remarkable or disastrous !
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  Opportunity to retainor lose customers & gain or lose several more. Someone who has had a bad customer experience will tell at least 10 other people.
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  Why Do CustomersLeave ? Indifferent service is the biggest cause. Leave Statistics Source: U.S. News & World Report
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  Some Startling StatisticsOnly 4% of customers actually complain. Around 75% of the complaining customers will do business with you again, if you act quickly. It costs 5-6 times more to attract new customers than to keep old ones.
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  Providing excellent customerservice starts with a commitment from the top and flows throughout the company. In a quality organisation, employees know that the customer is the reason for the organisation's existence. Delivering excellent customer service is a never-ending search, as is thinking outside of the box. Customer Service - Importance
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  Types of CustomerService
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  Reactive Starts afterreceiving a complaint. Moves on to solving the complaint. Usually is a one time activity. Basically we wait till the time complaints come.
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  Proactive Starts atthe first contact with the customer. Makes buying a pleasant experience. Reduces the waiting time. Delivers service more efficiently. Increases customer retention. Lesser complaints. The Bottom Line - does wonders for you and your company.
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  Customer Service Attitude
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  Customer Service AttitudeCustomer Service is 80% Attitude & 20% Technique
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  The Choice isYOURS OR
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  What is CustomerService Attitude? “ It is the inherent ability to look at every interaction with the customer as an opportunity for customer delight and service excellence”
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  Attitude Checklist Whatattitudes assist in providing good service? Enjoy helping people & handle people well. Care for your customers. Give fair and equal treatment to all. Be understanding of people with special needs.
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  The TenCommandments of Customer Service
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  1. Know WhoThe Boss Is The Customer is King. Never forget that the customer pays your salary and makes your job possible. You are in business to service customer needs.
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  You can onlydo that if you know what it is your customers want. Listen well to your customers - they let you know what they want. Once you know that, you can provide better service.
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  2. Be AGood Listener Take the time to identify customer needs – Ask questions. Concentrating on what the customer is really saying. Listen to their words, tone of voice, body language, and more importantly, how they feel.
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  Beware of makingassumptions - thinking you intuitively know what the customer wants. Effective listening and undivided attention are particularly important. It makes the customer feel wanted and appreciated. Avoid being distracted by other things. Focus on the customer before you.
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  3. Identify &Anticipate Needs Customers don't buy products or services - they buy good feelings & solutions to problems. Most customer needs are emotional rather than logical. The more you know your customers, the better you become at anticipating their needs. Communicate regularly so that you are aware of problems or upcoming needs.
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  4. Make ThemFeel Important Treat them as individuals. Always use their name and find ways to compliment them, but be sincere. People value sincerity. It creates good feeling and trust.
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  Think about waysto generate good feelings about doing business with you. Customers are very sensitive and know whether or not you really care about them. Thank them every time you get a chance. Let them know they are appreciated.
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  5. Help CustomersUnderstand Systems. You may have the world's best systems for getting things done. But if customers don't understand them, they can get confused, impatient and angry. Take time to explain how your systems work and how they simplify transactions. Ensure that your systems don't reduce the human element of your organization.
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  6. Appreciate ThePower Of “Yes” Always look for ways to help your customers. When they have a reasonable request, tell them that you can do it. Figure out how afterwards. Look for ways to make doing business with you easy. Always do what you say you are going to do.
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  7. Know HowTo Aplogise When something goes wrong, apologise. It's easy and customers appreciate it. Customers may not always be right, but the customer must always win. Deal with problems immediately and let customers know what you have done.
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  Make it simplefor customers to complain. Value their complaints. As much as we dislike it, it gives us an opportunity to improve. Even if customers are having a bad day, go out of your way to make them feel comfortable.
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  8. Give MoreThan Expected The future of all companies lies in keeping customers happy. Think of ways to elevate yourself above the competition. Consider the following:
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  What can yougive customers that they cannot get elsewhere? What can you do to follow-up and thank people even when they don't buy? What can you give customers that is totally unexpected?
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  9. Get RegularFeedback Encourage & welcome suggestions about how you could improve. You can find out what customers think and feel about your services: • Listen carefully to what they say. • Check back regularly to see how things are going. • Provide a method that invites constructive criticism, comments and suggestions.
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  10. Treat EmployeesWell Employees = Internal customers. They need a regular dose of appreciation. Thank them and find ways to let them know how important they are. Treat your employees with respect and chances are they will have a higher regard for customers. Appreciation stems from the top. Treating customers and employees well is equally important.
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  Handling Complaints
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  Encourage customers tocomplain. A complaining customer gives you a chance to improve on your services. Remember, a customer who complains wants redressals. If handled appropriately, he will come back to you. A customer who doesn’t complain is less likely to return to you.
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  L.E.A.R.N.
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  L isten Empathise A pologise R espond N o Delay
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  Listen Listen tothe complaint…. Sincerely. With full attention. Do not interrupt. Allow customer to vent.
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  Empathise Put yourselfin the customer’s shoes. Understand the problem from their point of view. Show that you care. Be SINCERE.
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  Apologise For theinconvenience caused. Be sincere with the apology. This is the first step to complaint redressal. Also important for mending the relationship.
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  Respond Respond tothe complaint. Offer a solution. Solutions include – Replacement, Refund, Fixing, Discount on next purchase etc. If you can’t handle it, call your supervisor.
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  No Delay Ifa solution is possible on the spot, do NOT delay. Act now. If implementation will take time, advise exact time frame. Stick to the time frame.
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  Don’t Lose Sightof The Service-Profit Chain Good Service – Satisfied Customers Higher Sales High Revenue/ More profits Higher Incentives/Bonus to Employees Service-oriented employees
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  Questions ?