This document outlines principles and best practices for effective customer service. It discusses 10 fundamentals of customer service, including focusing on customer perceptions and expectations, empowering employees, and maintaining quality. A 10-step approach is also presented: 1) listen to customers, 2) develop the right strategy, 3) set service standards, 4) hire and train staff, 5) foster internal marketing, 6) empower staff, 7) promote a customer-oriented culture, 8) ensure commitment at all levels, 9) measure performance, and 10) continuously differentiate and improve the customer experience. Requirements and the "10 Ps" of effective customer service are also briefly covered.

1. Effective Customer Service

2. 2
Table of Content
1. The Customer Satisfaction Motto.
2. The 10 Customer Service Fundamental
3. Customer Service “The 10-Step
Approach”.
4. Requirements for Effective Customers
Service.
5. The Conclusion: The 10 P’s of Effective
Customers Service.

3. 3
Principles of Customer Service
 S Service Excellence is our goal
 E Enthusiasm to serve is our commitment
 R Respect for our customers is our culture
 V Vigilance is our responsibility
 I Interest in what we perform
 S Sentiments to our customers’ needs
 E Employment and our jobs depend on our
customers satisfaction

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The 10 Customer Service
Fundamentals

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Fundamental 1
“ There is only one boss: the CUSTOMER.
And he can fire everybody in the company,
from the chairman on down, simply by
spending his money somewhere else”
Sam Walton,
CEO WalMart

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7. 7
What do you see in this figure?

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Fundamental 2
There is no Absolute Reality
There are only PERCEPTIONS & These
perceptions are the Reality from the
Customer Point of View
As a result, Managing Customers Perceptions
Should be our Main Focus

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Customers could be

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Fundamental 3
Customers Talk
and When they do
 They Influence 3 others if You Do a Good Job
 They Influence 10 others if You Do a Great Job
 They Influence 25 others if You Do a Bad Job
 They influence 50 others if You Argue with them

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Fundamental 4
Manage/Control Customers Expectations
“Under-Promise”
&
“Over-Perform” in Delivering Them

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Fundamental 5
If you don’t Show Care about your Employees
Do not Expect them to show care for Your
Customers

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Fundamental 6
Customers have Choices
Therefore,
If you don’t Take Care of Your Customers, Your
Competitors will

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Fundamental 7
Bureaucracy & Customer Service are Mutually
Exclusive
Therefore,
If policies are written from the company
perspectives, they should not be perfectly
reinforced on customers

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Fundamental 8
Never Compromise the Expected Quality
for a Lower Price
at the End,
It is the Quality that constitutes the
major weight in Customers’
Evaluation

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Fundamental 9
Pay Attention to the
Future.
Customers are dynamic
and so does the
Competition

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Fundamental 10
If you take your Customers for Granted, You
Will Lose Them
Therefore,
Be Proactive, Initiate the Interaction and the
Feedback, Follow up, Don’t Wait for their
Feedback, You Will Stand-out from the Crowd

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Effective Customer Service
The 10-Step Approach

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Effective Customer Service
The 10-Step Approach
Step 1
“Listen to Your Customers to identify those
Salient Attributes they look at when
selecting a Product/service”
How to Listen?
• Focus Groups & In-depth Interviews
• Face-to-Face Informal Discussions
• On-Line Interactive Communications

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Customer Service
The 10-Step Approach
Step 2
“Develop The Right Customer Service
Strategy”
What are the Elements of the Right Customer Service
Strategy?
 Future Oriented.
 Accommodates Your Customers’ Needs.
 Differentiates Your Service From those of the Competition.
 Matches Your Resources with what customers expect.

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Customer Service
The 10-Step Approach
Step 3
“Set The Standards of Excellence (The Benchmarks)
in Delivery and Communicate these Standards to
your Employees”
What are areas of Benchmarks in Service Delivery?
 Speed of Responding to Customers’ requests & complaints.
 Friendliness of the staff.
 The Follow-Up Process:
The Evaluation Feedback, The Anticipation of Future Changes, The
“Thank You – We Care” Message

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Customer Service
The 10-Step Approach
Step 4
“Hire & Develop & Reward/Recognize the
Right Customers Service Providers”

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Customer Service
The 10-Step Approach
Step 5
Reinforce the Concept of “Internal Marketing”
“Those who Lack Cannot Deliver”
What is Internal Marketing?
IM is meeting the service providers’ needs in doing their jobs
properly so they, in turn, can deliver what the Customers
really want.
In other words, provide your service providers with what they
really need to deliver the service in a unique way.

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Customer Service
The 10-Step Approach
Step 6
“Empower to deliver quality in providing the
output”
How to Empower Your Service Providers?
 Be the Model To Follow
 Train, Train, Train, Train … Keep Training Your Right Staff
 Treat Your Staff as Assets not as Expenses
 Delegate the responsibilities to the Right People
 Frequently Listen to Your Staff
 Recognize the Out-standers & the Out-performers

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Customer Service
The 10-Step Approach
Step 7
“Foster a Customer-oriented Corporate Culture
within the company”
a Customer Oriented Culture is the one that
shows “Customer Care”
What are the Elements of “Customer Care”?
The 3 A’s

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Customer Service
The 10-Step Approach
Step 8
“Get all corporate levels involved in the
Customers Orientation to Gain Their
Commitment during the Delivery of the
Service”

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Customer Service
The 10-Step Approach
Step 9
“Measure & Evaluate Your Service Delivery”
“ie, Performance Evaluation”
What to measure?
 The Products& The Services offered
 The Service Providers: “Behavior & Skills”
 The Delivery Process: “Efficiency & Financial
Viability”
 The Overall Final Impressions: “Customer
Satisfaction”

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Customer Service
The 10-Step Approach
Step 10
“Be Proactive & Keep Differentiating”
 Keep Upgrading & Improving, “Current”
 Keep Developing & Differentiating, “New”
 Keep Listening & Anticipating, “Customers”
 Keep The Momentum Up, “Employees”

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Requirements for Effective
Customers Service

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Customers Service Requirements

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The 10 P’s of Effective
Customers Service

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The 10 Ps of Effective Customers Service
1. People
2. Processes
3. Policies
4. Promises
5. Personalization
6. Performance
THESE WILL LEAD TO

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The 10 Ps of Effective Customers Service
7. Positive Customers Perception
8. Repeat-Purchase & Patronage
9. Corporate Profitability
10. PRIDE (Customers & Employees)

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Thank You
any Questions???