The “Course Topics” series from Manage Train Learn and Slide Topics is a collection of over 4000 slides that will help you master a wide range of management and personal development skills. The 202 PowerPoints in this series offer you a complete and in-depth study of each topic. This presentation is on "What Is Customer Care?".

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What is Customer Care?
Customer Care
MTL Course Topics
What is Customer Care?
CUSTOMER CARE

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What is Customer Care?
Customer Care
MTL Course Topics
The Course Topics series from Manage Train Learn is a large collection of topics that will help you as a learner
to quickly and easily master a range of skills in your everyday working life and life outside work. If you are a
trainer, they are perfect for adding to your classroom courses and online learning plans.
COURSE TOPICS FROM MTL
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What is Customer Care?
Customer Care
MTL Course Topics
ARE YOU READY?
OK, LET’S START!

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What is Customer Care?
Customer Care
MTL Course Topics
INTRODUCTION
Customer care training has traditionally been based on
"service with a smile". The front-liner is taught how to be
attentive and well-mannered. Today, there's more to it.
Getting, keeping and building customers is not just about
pleasantness but about the whole relationship between you
and your customers. It is about promoting a quality product
and service to people who need it. It is about providing
them with a before and after-sales service. It is about
making sure that your systems work for them as much as for
you.

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What is Customer Care?
Customer Care
MTL Course Topics
DEFINING CUSTOMER CARE
“Customer service is quality products, convenience,
competitive prices, timely responses, reliability, a personal
touch, speed, accuracy, and knowledgeable employees. It is
doing what you say you will do.” (John Schohl)
There are seven reasons why customer care is important
today...
1. customers are more discerning in their choice of service
as well as product
2. customers want quality
3. customers have ever rising expectations
4. customers want value for money
5. customers will always go where their needs are met
6. customers want the personal touch
7. customer care is the difference that makes the difference.

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What is Customer Care?
Customer Care
MTL Course Topics
DISCERNING CUSTOMERS
The access to more and more information about the
products and services available to us has made customers
more discerning than ever.
We now want to know...
1. where our products came from
2. what goes in them
3. how they were made
4. whether they were made ethically
5. whether they will suit our needs
6. whether they will fail or cause us later problems.
7. This change has been fuelled by the huge global
industry of marketing, advertising and selling.
"What catches the customer's eye is the way goods are sold,
the manner of treatment and the environment." (Jim
Clemmer and Art McNeil)

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What is Customer Care?
Customer Care
MTL Course Topics
THE CUSTOMER IS KING
We live in a consumer society. Not only do we, as customers
and consumers, have unprecedented choice over what we
can buy, we have unprecedented power over who we can
buy it from.
The growth in consumerism has been fuelled by five main
factors...
1. the predominance of worldwide capitalist economies
2. the development of global transport and
communications systems allowing the spread of goods
and information
3. the huge advances in new technology such as
computers, robotics and bio-engineering making new
products quicker and cheaper to produce
4. the speed of change
5. the greater spending power of individuals and
organisations.
As never before, the customer is King.

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What is Customer Care?
Customer Care
MTL Course Topics
CUSTOMERS AND QUALITY
When the goods and products we now take for granted
were in their infancy, we accepted that, being new and
untried, they would at some point break down or need
repairing. We accepted that cars broke down as did
television sets, washing machines and refrigerators.
Not anymore.
We now demand that our purchases satisfy us and we use
every means including the law to enforce that satisfaction.
In the quest for quality, the distinction between goods and
services has blurred. A product now includes a marketing
face, a sales face, an after-sales face, a service face, a repair
face, a delivery face.
The service is part of the product as much as the product is
part of the service.

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What is Customer Care?
Customer Care
MTL Course Topics
BACK TO THE MIDDLE AGES?
It may well be that history is coming full circle.
In the Middle Ages when resources as we know them were
scarce, goods were produced with quality in mind. It was
the age of the craftsman and the specialist.
Thus, in medieval England, freely-available eggs might cost
1p for 10; but you would have to pay 33p for 13 quires (just
over 100 pages) of top-quality parchment paper.
In the same way today, people disdain shoddy, mass-
produced goods that look cheap and have no quality. It may
well be that in our times we are returning to the values of a
pre-industrial world but with the added advantages of mass
production thrown in.

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What is Customer Care?
Customer Care
MTL Course Topics
WHAT CUSTOMERS EXPECT
Every experience we have as a customer sets a benchmark
against which the next experience is judged. This means that
we expect better and better service and increasing quality
for the same price if not lower.
Be good to your customers.
If you're good to your customers, they'll want to spend
money with you rather than with your competitors.
If they spend money with you, you'll want to treat them
better.
Each time you treat them better, they'll come back to you.
But it means you have to get better and better each time.
"Do less than customers expect and service is perceived as
bad. Do exactly what customers expect and service is
perceived as good. Do more than customers expect and
service is perceived as superior." John Tschohl

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Customer Care
MTL Course Topics
VALUE FOR MONEY
The customer is not very interested in the problems you
might face in delivering their product or service and which
might result in your costs being higher than your
competitors. If your quality is variable, if you cannot deliver
on time, if you are expensive because you are less efficient,
they will simply go elsewhere.
1. The Office of Fair Trading in the UK estimated that 40%
of the adult population were dissatisfied in some way
with goods and services bought.
2. In a Leo Burnett survey of 1987, supermarkets were
considered the worst providers of customer care,
followed by post offices and department stores.
3. The feature that customers most dislike about poor
service is staff who ignore you when you need help.

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What is Customer Care?
Customer Care
MTL Course Topics
MEETING PEOPLE'S NEEDS
Looking after customers is fundamental to the way a
business is run. Although this is an obvious truth, it is a truth
not always appreciated.
The giant carmakers Ford could tell their customers in the
1920's: "You can have any colour as long as it's black."
...until General Motors started to make cars that people
wanted in different shades and colours.
In their turn General Motors could say, as they did in the
1970's, that their business was making money not cars and
that the only thing the customer was interested in was price
not service.
...until foreign car makers from Europe and Japan made cars
that people liked and gave quality service as well.

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Customer Care
MTL Course Topics
A CUSTOMER IS...
A customer is the most important person whether he comes
in person, writes to us or telephones.
A customer is not dependent on us; we depend on her for
our living.
A customer is not an interruption to our work; he is the
purpose of it. He is doing us a favour by giving us the
opportunity to serve him
A customer is not someone with whom to argue or match
our wits. No one has ever won an argument with a
customer.
A customer is a person who comes to us because she needs
certain goods. It is our job to provide them in a way
profitable to her and ourselves.
A customer is not a cold statistic; she is a flesh-and-blood
human being with emotions and prejudices like our own.
A customer is the most important person in this firm for
without him there would be no business.
(Ascribed to Mahatma Gandhi)

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Customer Care
MTL Course Topics
THE PERSONAL TOUCH
It is a strange if reassuring fact that the more
technologically-advanced our world becomes, the more we
crave for the human face behind the technology.
When we put ourselves in the hands of machines - for
example, on an aircraft flight, or when we use a computer,
or when we travel through a feat of modern engineering
such as a new road or rail tunnel, we feel a degree of
uncertainty, anxiety and vulnerability.
Will the computer crash and make me lose all my work?
Will the aeroplane be safe?
Will the Channel Tunnel be fire-proof?
High-tech alone alienates us. High-tech also needs high
touch which comes from personal customer care.

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What is Customer Care?
Customer Care
MTL Course Topics
HIGH-TECH, HIGH-TOUCH
One of the reasons why the world's industrialised countries
have an unprecedented access to goods and services is their
application of high levels of technology to the way business
is done. But over-reliance on high technology has its
drawbacks.
When we apply high-tech without high-touch we alienate
people. Examples are: food technology and research;
sprawling housing estates; factories that are local eyesores;
nuclear power stations.
When we apply high-tech with care for customers,
consumers, community and citizens, we humanise
technology and enjoy its benefits. Examples are: hospices;
digital television; hospital body scanners; user-friendly
computer software.

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What is Customer Care?
Customer Care
MTL Course Topics
THE REAL DIFFERENCE
If we think about two organisations in the same market:
both can obtain the same level of investment; both can
acquire the same resources of land and buildings; both have
access to the same raw materials; both can develop an
efficient method of working.
Question: Why are they totally different?
Answer: Because one invests in the quality of its people
while the other invests only in things.
When you invest in people, you train front-line staff as much
as your technical and management staff. You spend time
thinking about what the customer needs and expects.
Customer care: the difference that makes the difference.

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Customer Care
MTL Course Topics
LOYALTY PAYS
Keeping your customers happy isn't just important for
meeting their immediate needs; it's also valuable long-term.
1. Training Magazine reported that one casino in
Wisconsin estimated that its guests are worth $350,000
each over a lifetime.
2. Carl Sewell, author and Cadillac dealer, estimated that
each customer of his would spend $300,000 over a
lifetime (12 cars at $25,000 each).
3. Michael Hurst, owner of a fish restaurant in Fort
Lauderdale, estimated that, over a 10-year period, one
guest who dines regularly and brings 2 others, is worth
$1,476,200 to his business.
Your aim in customer care should not therefore be just
happy customers, but happy and loyal ones.

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Customer Care
MTL Course Topics
SERVICE AND RELIABILITY
Service and reliability are the most important factors when
customers choose a product or service, when they change
suppliers and when they decide to no longer use a supplier.
When the TARP organisation in America asked customers
why they chose to buy a product from one organisation
rather than another, 50% said they chose their purchase
from the more reliable supplier against just 7% who said
they chose because of the technical specification.
When customers were asked for the reasons why they
changed suppliers, 40% said it was because of poor service,
while only 8% said it was quality or cost.

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Customer Care
MTL Course Topics
MASS CUSTOMISATION
Many commentators believe that the world of goods and
services is undergoing a major change as we enter the 21st
century. Whereas the start of the 20th century was
characterised by mass production and distribution, with the
customer a mere bit player in the process, the 21st century
will be characterised by easily available goods and services
with the customer as the key player in the process. This
change has come to be known as mass customisation.
Mass customisation aims to give the customer not just a
better product or service than he or she could get
elsewhere; it aims to give them a better experience. This
means working at everything the customer sees, feels, hears
and notices: from the decor and surroundings of the
premises to the way they are treated by those who work for
the organisation. Those who are already skilled at mass
customisation call it the "wow!" factor.

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Customer Care
MTL Course Topics
THE WOW! FACTOR
The "Wow!" factor is a by-product of modern approaches to
customer care, approaches that are also known as mass
customisation. Mass customisation applies the theories of
mass production and mass distribution to customer care. Its
aim is to give the same outstanding level of service and
attentiveness to lots of customers as it would give to one
customer on their own.
In Cleveland, Ohio, for example, one insurance company has
already developed the principle to a high degree. Whenever
any of its customers has a car accident and needs to make a
claim, it alerts a mobile unit who arrive on the scene at
about the same time as the emergency services. They not
only offer guidance about the customer's claim, but can
offer moral and practical support as well. In most cases, the
client is handed a cheque before the unit leaves.

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What is Customer Care?
Customer Care
MTL Course Topics
THAT’S
IT!
WELL DONE!

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What is Customer Care?
Customer Care
MTL Course Topics
THANK YOU
This has been a Slide Topic from Manage Train Learn