This document outlines objectives and best practices for effective customer care. It discusses trends in customer service, including many customers switching brands due to poor service. It defines customer care as ensuring customer satisfaction before, during and after transactions. Key aspects of good customer service are identified as promptness, politeness, professionalism and personalization. The document also discusses quality dimensions of customer care including technical, environmental and functional quality. It provides principles for practical customer care delivery, complaint management and building customer care management frameworks.

1. CUSTOMER CARE

2. OBJECTIVES
 Today we will learn how to:
 1. Communicate effectively with customers.
 2. Create a positive impression.
 3. Develop and maintain customer service
standards
 4. Plan good customer service.
 5. Develop good customer care structures,
formulate blue prints and ascertain trendy
innovations.
 6.Appreciate relevance of service marketing,
advance platform for customer care delivery.

3. GLOBAL THE TRENDS
 Globally in 2013, 66% of consumers switched
brands or business due to poor customer service, a
4% increase on the previous year. Some 82% of
those who switched said the brand could have done
something to stop them.
(www.trendwatching.com/trends/future-customer-
service)
 Two critical qualities to the “Customer & Friendly
Approach”: Communications and Relationships

4. Definitions & Conceptualizations
What is customer Care?
The process of ensuring customer satisfaction with
a product or service often, takes place while
performing a transaction for the customer.
Customer service is the act of taking care of the
customer's needs by providing and delivering
professional, helpful, high quality service and
assistance before, during, and after the customer's
requirements are met. By Paul McKinney.

5. Definition and Conceptualization- continues
Conceptualizations
1. Delivery care & Customer satisfaction
2. Providing service delight for customer needs.
3. Service provided, before, during after, which
when delivered.
4. Delivery on “dimensional quality”

6. CHARACTERISTICS OF GOOD CUSTOMER
SERVICE
 Promptness: Promises for delivery of products
must be on time. Delays and cancellations of
products should be avoided.
 Politeness: Politeness is almost a lost art. For any
business, using good manners is appropriate
whether the customer makes a purchase or not.
 Professionalism: All customers should be treated
professionally, which means the use of competence
or skill expected of the professional..
 Personalization: Customers like the idea that
whom they do business with knows them on a
personal level.

7. Quality Dimentions of Cutomer Care
What is service quality in customer care?
Context of service quality on customer care.
 Technical Quality,
 Environmental/societal Quality and
 Functional /Behavioural Quality
Practical Symbiotic relationship of Quality Service
and Customer Care.
Discussions on quality dimensions and customer
care in bank and hotels.

8. QUALITY DIMENSIONS- SERVECTION
 Customer care system modeling within the context
of quality.
 Approach of Servection model and customer care
delivery.
 Examples of servection modeling in hotels,
insurance company, manufacturing company ect.
 How to implement servections in organizations.

9. FOUNDATIONS OF PRACTICAL CUSTOMER CARE
DELIVERY
 Customer Base Research Analysis.
 Segmentation & facilitating of customer learning
attributes.
 Customer service structural reverse engineering.
 Customer service Blue Printing & learning curve

10. PRACTICAL CUSTOMER CARE PRINCIPLES
 Customer service recovery and customer care.
 Paradox of customer care. Any implication to good
customer service
 Examples of customer service recovery strategies in
applicable to micro-finance, banks, hotels etc
 Class Activity:
Sharing practical activities of bad incidences and how good customer recovery in public offices could be
applied.

11. CUSTOMER CARE COMPLAINT MANAGEMENT
 What is customer complaints?
 Customer Complaints Sources in organizations Any clues?
 Practical approaches to managing customer complaints-
examples and practical perspectives in Ghana and
beyond.
 Group work: Case study Analysis of Key customer complaints issues at ECG, strategies to ameliorate it.

12. FRAMEWORK OF CUSTOMER CARE MANAGEMENT AND
RELATIONSHIP
 A central database that is accessible by all employees to view
and update customer data.
• Improved customer service, loyalty and retention.
 Analysis of customer data including customer segmentation and
segmentation of potential customers.
• Customized marketing or sales campaigns. • Improved
campaign targeting.
 Customer self-service where the customers can self-order and
help themselves using web-based password access.
• Reduced order entry cost and customer service cost.


13. FRAMEWORK OF CUSTOMER CARE MANAGEMENT AND
RELATIONSHIP
 Identifying and tracking potential customers.
• Wider customer base. • More focused prospect
tracking.
 Reports generated with up-to-date information,
including revenue forecasting and trend analysis.
• Better and more timely decision making.

14. CASE STUDY OF CUSTOMER CARE
 Group Assignment.