Customer ServiceCustomer Service

BSBCUS401ACoordinate implementation of customer service strategies

1

Fall in Love With Your Client

A New Attitude Towards Customer Service

Put Their Interests Ahead of Your Own

2

Serving Your

Customers

3

What is

Customer Service?

4

Customer Service Mix Image Customer access Staff knowledge of the products / services Staff attitude and communication skills Customer service systems

Features of Quality Customer Service

Reliability

Quality

Outcome for the customer

Overall service effect

Benefits of Quality Customer Service

Repeat business Competitive edge Reduced marketing costs Creating ambassadors Increased staff and job satisfaction Increased profits and business growth

Reasons Customers Do Not Continue to Patronise a Business

The indifferent attitude of an employee Dissatisfaction with products / services Competitive reasons Loyalty to a friend’s establishment Moving to a new location

Important Aspects of Customer Service

Quality Quality assurance Quality control

Warranty Trade Practices Act ACCC

Servicing Follow-up

In-Class Exercise Outline examples of good and bad service that you observed

(in any situation not just in the fitness industry) and say what you liked or what you would have done differently.

Discuss the impact of good versus bad service on business as well as how it impacted your purchasing decision.

Give three personal experiences of receiving exceptional customer service.

10

Who are your customers? corporate customers individual members of the organisation individual members of the public internal or external other agencies customers with routine or specific requests in person, computer-based and telephone customers internal and external customers people from a range of social, cultural or ethnic

backgrounds people who may be unwell, drug affected or emotionally

distressed people with varying physical and mental abilities regular and new customers

11

Interacting With Clients

Face-to-face interactions

Telephone interactions

Interactions with team members

12

Communicating With Clients Active listening Use open and/or closed questions Speak clearly and concisely Us appropriate language and tone of voice Give customers full attention Maintain eye-contact, for face-to-face interactions Use non-verbal communication, eg, body language,

personal presentation, for face-to-face interactions Clear, legible writing

13

Communication Techniques

analyse customer satisfaction surveys

analyse quality assurance data conduct interviews consultation methods, techniques

and protocols make recommendations obtain management decisions questioning seek feedback to confirm

understanding summarise and paraphrase

14

Knowledge of Specified Products/Services

The overall range Features and benefits Promotional pamphlets Supplier information Written communication

15

Servicing Customer Needs Give accurate information Address complaints Demonstrate fairness and

politeness Provide further information make an appointment Share prices and give value Share product return

information Share any other specific

information

16

Assessing Customer NeedsWhat would each of the following customers value

when buying a car?

18 year old female, 1st car 25 year old single male, public servant new to

town 42-year old single mum with three young

children (ages 4-6) Married couple with 6 children ages 4 – 17.

17

Matching Service Delivery to Customer Needs

Aim of matching service delivery

Improve those processes that are important to the customer NOT the processes you THINK

or BELIEVE need attention

18

Gap AnalysisEvaluating Service

compare customers’ perceptions of the service delivery with its outcome

SERVQUALs five broad areas (dimensions)

Tangibles (appearance) Reliability (dependable/accurate) Responsiveness (promptness/helpfulness) Assurance (competence/credibility) Empathy (understanding/communication)

19

Conceptual Model of Service Quality

Word-of-Mouth Communication

Personal Needs Past Experience

Expected Service

Perceived Service

Service Delivery(including pre- and post-contacts)

Translation of perceptions into service quality specifications

Management perceptions of consumer expectations

External communications to consumers

Gap 1

Gap 5

Gap 3

Gap 2

Gap 4Marketer

Consumer

Source: Lovelock (2001). Services Marketing: Australia and New Zealand, Prentice Hall, p. 103.20

Gap Analysis

The gaps

Difference between service expectation and perception

Difference the consumer feels between their original expectation of a service and the perception of the actual service encounter

21

Levels of Customer Service one-on-one personal service sales assistance for problems/queries only

after sales service

Designated Individuals Delivering Customer Service colleagues committee customers external organisation Front line management supervisor

23

Business Technology to Assist in Delivering Customer Service

answering machine binder computer fax machine photocopier printer shredder telephone

24

Online Customer Service

access to product database by customers online access to purchase, delivery and account

records call/contact centre online ordering online payments online registration quick/reasonable response two-way communication online

25

Client Care and Client Service Standards

accuracy of billing accuracy of product/service descriptions, specifications in marketing

communications complaint resolution times incidences of stock outs and back orders on-hold times order delivery standards such as:

whether right product or service was delivered delivered to right person or address delivered on time politeness, helpfulness and grooming of delivery staff delivery vehicles parked properly cleanliness of delivery vehicles

shipment tracking services telephone answering times and responses

Customer Service Strategies

Demonstrate courtesy and politeness Ensure proper delivery times Give merchandise characteristics Share price offers Provide product/refund guarantees Share product/service availability

27

Implementing Customer ServiceStrategies

Promote customer service strategies and opportunities to

designated individuals and groups

Identify and allocate available budget resources to fulfill customer

service objectives and resposibilities

Promptly action procedures to resolve customer difficulties and

complaints

Ensure that decisions to implement strategies are taken in

consultation with designated individuals and groups

28

Strategies to Obtain Ongoing Feedback include 'comments and queries' or ' bouquets and

brickbats' on all order forms complaints handling procedures

• email• letter

soliciting complaints surveys of current clients surveys of lapsed clients to determine reason/s for

ceasing to buy telephone interviews training staff to ask open questions about product or

service levels

Evaluate and Report on Customer Service Review client satisfaction with service delivery using

verifiable data in accordance with organisational requirements

Identify and report changes necessary to maintain service standards to designated individuals and groups

Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions of client service strategies

Maintain systems, records and reporting procedures to compare changes in customer satisfaction

30

Keeping Your Customers Loyal

Suspects Those who don’t know they need you

Prospects Those interested in product

Customers Those who have purchased

Advocates Lifeblood of your business

Client Loyalty Strategies

access to dedicated staff added value offers anniversary offers client clubs client reward schemes credit or discount facilities dedicated or private facilities discounts formal letter of thanks frequent purchaser programs handwritten note thanking the client offering promotional items phone call thanking client for the business regular recontact with best clients thank you gifts and promotions

Dealing with Customer Complaints

Aggressive

Constructive

Passive

Passive-Aggressive

Kinds of Customer Complaints

administrative errors such as incorrect invoices or prices

customer satisfaction with service quality damaged goods or goods not delivered delivery errors products not delivered on time service errors specific e-business problems and issues: difficulty accessing services

34

Kinds of Customer Complaints inactive links not appreciating differing hardware and software services not available supply errors such as incorrect product delivered time taken to access services unfriendly website design website faults warehouse or store room errors such as

incorrect product delivered

35

Handling Complaints Getting the Complaint

verbal, eg, face-to-face, telephone written, eg, hand written, typed, printed electronic, eg, e-mail, SMS (short message service)

Document Correspondence written, eg, hand written notes, typed/printed reports taped, eg, audio, video electronic, eg, computer based records

Organisational Procedures complaints procedures organisational standard report forms quality systems, standards and guidelines

36

Procedures to ResolveCustomer Difficulties

external agencies (e.g. Ombudsman) item replacement referrals to supervisor refund of monies review of products or services using conflict management techniques

37

Rights and Responsibilities of the Customer

fulfillment of external obligations informed consentACCC ACCC Office of Fair Trading

38

Relevant Legislation Related to Customer Service

Anti-discrimination legislation Ethical principles Codes of Practice Privacy laws Environmental issues Workplace health and safety (WHS)

39

Organisational Requirements

access and equity principles and practice anti-discrimination and related policy confidentiality and security requirements defined resource parameters ethical standards goals, objectives, plans, systems and processes legal and organisational policies, guidelines and requirements WHS policies, procedures and programs payment and delivery options pricing and discount policies quality and continuous improvement processes and standards quality assurance and/or procedures manuals replacement and refund policy and procedures who is responsible for products or services

40