The document discusses the importance of customer service and strategies for building a customer-focused company. Some key points include: - Customer satisfaction and service has increasingly become important over time, from price and value in the past to quality, convenience, and service today. - Every customer interaction represents a "moment of truth" that can influence future purchasing decisions. Customers make quick judgments about a company based on their experiences. - To be customer-focused, a company must listen to customers, understand their needs, and strive to satisfy them. This fosters customer loyalty and positive word-of-mouth. - Strategies for building a customer focus include soliciting customer feedback, training all employees to

1. CUSTOMER SERVICE

2. Survey
• Customers spend up to 10 %
more for the same product with
better service.
• A customer will tell anywhere
from 9 to 12 people when he or
she gets a good service.
• When that customer receives
poor service . he or she will tell
up to
20 people.

3. Historical
Trends
• In great depression , price was an important factor.
• By 1940s , consumers began to consider value in addition
to price.
• By the 1960s,quality became important, with most
customers willing to pay more for higher quality products
and services.
• The era convenience began in 1970s with quick and easy
services.
• 1980 :TQM and customer service
• Today : Consumers want a competitive price, good value,
convenience, and customer service.

4. ENCOUNTER ; MOMENTS OF
TRUTH
A moment of truth occurs whenever a customer comes in contact with our company.
Positive or Negative experience plays a critical part in an individual customer’s future purchasing
decisions: example, a two – minute phone conversation can influence a customer’s opinion
about the entire enterprise
Customers make quick judgement based on contacts: email , phone,..
Judge: professional, careful, quality of products
Customer’s perceptions and expectations is based on service excellence

5. Continue ….
BY LISTENING TO YOUR CUSTOMERS
AND PROVIDING THEM WITH THE
SERVICES AND PRODUCTS THEY
REALLY WANT. YOU CAN GAIN AND
KEEP YOUR SHARE OF THE MARKET.
A CUSTOMER – FOCUSED COMPANY IS ONE
THAT LISTENS TO THE NEEDS OF ITS
CUSTOMERS AND THEN DOES WHATEVER IT
CAN TO SATISFY THOSE NEEDS.
CFC MORE RESPECT AND
UNDERSTANDING OF THEIR
CUSTOMERS THEY FOSTER
MORE CUSTOMER LOYALTY,
GENERATE MORE POSITIVE WORD
OF MOUTH
TO BE A CUSTOMER – FOCUSED
COMPANY WE SHOULD CREATE A
CUSTOMER – CENTRED CULTURE IN
OUR COMPANY

6. CUSTOMER FOCUSED COMPANY
A CUSTOMER – FOCUSED COMPANY , HAS ONE EYE ON
PROFITS AND THE OTHER EYE ON HOW BEST TO SERVE ITS
CUSTOMERS.
A CUSTOMER – FOCUSED COMPANY HAS
DISCOVERED THAT PROFITS AND MARKET SHARE
ARE THE PRODUCTS OF LISTENING TO
CUSTOMERS AND ACTING UPON THEIR NEEDS.
SERVICE EXCELLENCE STARTS AT THE TOP.

7. Three Basics
of Customer
Service
Excellence
Developing a customer – friendly attitude:
We view our customers as the most
important part of our jobs and have a
sincere appreciation of customers
Expanding definition of service
Reconsidering who our customers are

8. Expanding
Definition of
Customer
Service
• Customer service is not a department
somewhere within in our company. Rather, it’s
a company culture in which every individual
at every level is customer – oriented.
• Customer service is an attitude.
• Partnership with your customer
“I don’t have time to create a relationship with
every customer”
When you have a customer- friendly attitude,
you naturally develop a partnership with the
other person, and solving a problem with a
partner takes much less time than a client.

9. Some Clues that will tell you you´re seeing the
customers as interruptions of your job!!
Your shoulders hug your neck
every time the phone rings.
Switching on voice mail even
when you are in the office.
Every customer is hard to reach
you.
You enjoy saying “NO” more
and more.
Every sentence you utter to a
customer begins with a sigh.
“By addressing less obvious
customer needs, such as listening
with empathy when customers
have a problem or providing
options and alternatives when we
can’t give customers what they
want, we widen the gap between
us and our customers.”
WITHOUT THEM, YOU HAVE
NO SALES, NO BUSINESS , AND
NO PAYCHECK.
We won’t see the importance
of a customer service until it’s
too late , and lost accounts or
reduced market share.

10. CUSTOMER EXPERIENCE
• Customer Experience is the sum of all
interactions between a customer and
our experience. It’s a blend of your
organization’s performance and the
emotions that you create all measured
against customer expectations across
all of your points of interaction.
• Every customer touchpoint must be
exceptional.

11. STRATEGIES
FOR BUILDING
A CUSTOMER
FOCUSED
COMPANY
ASKING FOR CUSTOMERS’
FEEDBACK ( DIFFERENT
METHODS: SURVEY ,
PHONE,)
EDUCATING ALL STAFF FOR
A DEFINITE ATTITUDE
CHANGE
CREATING CUSTOMER –
CENTRIC SYSTEMS
DEVELOPING CONSISTENCY :
FRIENDLINESS, COURTESY ,
RESPONSIVENESS ,ACCURACY :
THE CLERK SHOULD SMILE,
MAKE EYE CONTACT, USE THE
CUSTOMER’S NAME , AND SO
ON.
TRAINING EMPLOYEES
DESIGN AND IMPLEMENT
STANDARDS FOR SERVICE
EXCELLENCE

12. STANDARDS
Standards should be specific and measurable :
• Answering the phone within three rings
• Responding to all e-mail inquires within 24 hours
• Returning all customer calls within 24 hours
• Filling all orders within one day of receipt
It costs 5 times more marketing and sales dollars to
gain a new customer than it does to retain a current
one.

13. LOST ACCOUNT SURVEY
Whenever our company wants to
know why it has lost a particular
or group of customers.
One of the benefits of this
survey is that we learn from our
mistakes.
It is a chance to return back
these customers by doing some
extra service.
Prevention is always better.

14. WEB-BASED SURVEYS
• E – mail invitation
• Pop-up window
• Feedback or survey button
• Written Questionnaire

15. Phone Etiquette
Telephone is the
customer’s first
contact.
Smiling when you talk on the
phone ( pick up within 3
rings, greet the caller , give
your name or company
name, ask the customer if
you can help)
Changing the stress
on words
Take long, slow,
deep breath
Adjusting the
volume
Pacing yourself

16. The Customer‘s six
Basic Needs
• Friendliness
• Understanding and empathy
• Fairness
• Control
• Options and alternatives
• Information

17. Dealing with
Difficult
Customers
Step 6 Follow up
Step 5 Mutually agree on the solution
Step 4 Begin active problem solving
Step 3 Express empathy to the customer
Step 2 Avoid getting trapped in a negative filter
Step 1 Let the customer vent

18. Identifying
Elements of
Complaint

19. TEN MAJOR DON’TS OF CUSTOMER SERVICE
DON’T
I don’t know
No
That’s Not My Job
You’re Right ; This stinks
You Need to talk to My Manager
You want it by when?
Calm down
I’m Busy Right Now
Call Me back
DO
• I’ll find out
• “What I can do is…”
• “This is who can help you …”
• “I understand your frustration.”
• “I can help you.”
• “I’ll try my best.”
• “I am sorry.”
• “I’ll be with you in just a moment.”
• “I will call you back.”