Customer service involves meeting customer needs and expectations through positive interactions. It is the purpose of a business, not a favor to customers. Excellent customer service is rare because it requires investment, skills development, empowering employees, and measuring satisfaction. Every customer has needs around service, price, quality, action on problems, and appreciation. Both external and internal customers are important to manage to create a unified vision of excellent service.

1. What is Customer Service Chapter 1

2. Managing Customer Service “A Customer is 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 favour by serving him; he is doing us a favour by giving us an opportunity to do so”. Mahatma Gandhi

3. Objectives Understand the topic Learning methodology Understanding Satisfaction Why is excellent customer service rare? 5 Needs of every customer Case study

4. Understanding the Topic “ Any instance when a customer comes in contact with some aspect of your organization and has an opportunity to form an impression about the quality of service and/or product you provide.” “ customer service is the ability of an organization to constantly and consistently give the customer what they want and need ” “ customer service is any contact, whether active or passive, between a customer and a company, that causes a negative or positive perception by a customer. ”

5. What is Customer Service? The average customer service provider doesn’t know!! Customer service is anything we do for the customer that enhances the customer experience The challenge is to know your customer and strive to meet their expectations

6. Understanding Customer Satisfaction Customer satisfaction is the customer’s overall feeling of contentment with a customer interaction Customer satisfaction recognises the difference between customer expectations and customer perceptions

7. Examples of Customer Service Free car wash with a fill-up Calling the customer by name Easy return policy On-time deliveries Well explained instructions Suggesting a less expensive option Assisting the customer carry out their purchases

8. Why is excellent customer service rare? It requires spending money & taking action It is a lot more than simply having the right attitude or being a people person – it requires skills development Organisations must determine the right level of customer service – procedures and strategies must be current. Employees need to be empowered to make decisions that benefit customers and have the right attitude Measure Customer satisfaction periodically Become a better Customer ourselves

9. Information Technology The use of technology and current information systems greatly enhances the provision of excellent customer service The challenge is for management to utilise the technology to provide staff with relevant data and information Process and procedures Quality manual Customer details

10. Five needs of every customer Service The appropriate level of service for their purchase Price Efficient use of resources Quality Customers are less likely to stress over price for a higher quality item Action Solve their problem Appreciation Say thank you!

11. 10 step plan The company is you – take responsibility Remember your own experiences No discouraging words You have enough time Allow them change their mind Cherish complaints The customers problem is your problem How am I doing? Make happy endings… Say thanks

12. External and Internal Customers External Customers are the customers we do business with outside of our organisation Internal Customers are the people within our organisation at all levels who help us provide the service to the External Customer Management of the organisation has an important role in creating an environment that recognises the importance of the Internal Customer

13. External and Internal Customers It is Managements role to create an environment where all members of staff within an organisation perceive themselves as part of the ONE TEAM They may not have direct External Customer interface but they support those within the organisation who do

14. External and Internal Customers A team with the goal of providing excellent Customer Service to all customers both External and Internal will create a common vision of customer service and make it a reality with real improved business opportunities

15. Customer Attributes Each customer is unique. Identifying customer attributes will allow an organisation to better understand ‘who” the customers are. They can be categorised according to: Demographic attributes Psychographic attributes Firmographic attributes

16. Customer Attributes Demographic: Age profile Income Marital status Education Occupation Ethnic background Religion etc

17. Customer Attributes Psychographic: Lifestyle Needs Attitudes Culture Social class Family influences Political affiliation etc

18. Customer Attributes Firmographic: How many employees a company has Business sector Hours of operation Turnover Profit level Investment

19. Cost of Losing a Customer It takes very little effort to lose a customer. When we lose a customer to a competitor several import situations occur: We lose revenue Loss of reputation Loss of future business opportunities with that customer Loss of employment for employees Dissatisfied customers share their experience with their friends, colleagues, peers etc. So the impact of losing one customer can have a ripple affect

20. Writing Compliment and Complaint Letters All letters should include your name, address, home and work number telephone numbers, and account number if appropriate Make the letter brief and to the point.

21. Writing Compliment and Complaint Letters Complimentary letter: Include specific facts about the good customer situation, include the name of the person who provided the service, the date of the interaction, and what please you about the service provided Keep a copy on file for future reference File for Future Reference

22. Writing Compliment and Complaint Letters Complaint Letter: Detail the facts about bad customer interface situation Include the date and place of purchase, and information about the product or service State exactly how you would like the situation resolved and when you expect to see the resolution implemented

23. Review What is the definition of customer service? List 5 examples of customer service What are the 5 needs that every customer has Explain the concept of External and Internal customers Customer Attributes – Demographic information Psychographic information Firmographic information