customer service excellence at agu

8/14/2019 Customer Service Excellence at Agu

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CUSTOMER SERVICECUSTOMER SERVICE

EXCELLENCEEXCELLENCEat AGUat AGU

Prof.Chris AbrahamProf.Chris Abraham


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Why we should beinterested in customer

service at AGU AGU exists in a competitive environment.

The institution faces competition for

students and funding from otherinternational institutions, KV institutions,and private colleges. AGU needs tomaintain credibility as a top-notch privateUniversity to garner continued and newsupport from students, prospectivestudents,parents,employers, alumni and

others .


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CREATE YOUR CUSTOMER

SERVICE VISION

A VISION IS

WHERE YOU ARE GOING;

A PLAN IS HOW

YOU GET THERE.


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VISION THREE VERY IMPORTANT

QUESTIONS:

WHY ARE WE IN BUSINESS?

WHAT DO WE WANT TO ACHIEVE?

HOW ARE WE GOING TO DO IT?


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DEFINE FIVE THINGS WEWOULD LIKE OUR CUSTOMERSTO SAY ABOUT AGU.


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Who are your

customers?Who are they? Take afew moments and list allof your customers

________________________________________________________________________________________________________________________________________________________________________Based on the service they

receive, what kinds ofdecisions do they make?

AGU

Department


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Your customers include:

Did you list all of these? There are even more!Customers: Decide to:

Students remain

Prospective students attend

Parents recommend Alumni contribute

Employers hire graduates

Research funding sources contribute

Donors contribute Public support

Coworkers/other AGU staff provide teamwork


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The customer is notalways right

is alwaysthe customer

Take a few moments to think aboutwhat this means to you


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The customer is notalways right is alwaysthe customer

A student may not have filled out the rightform. A prospective student may havemissed a deadline. A parent may make anunreasonable request. An alumna may actimpatiently.

They are still the reason we are here


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Important: customer

loyaltyEach time we solve a customers problem, it helpsto build loyalty that results in

Referrals:Students, parents, and alumni tellrelatives, friends, and family that AGU is agood place to study and work

Additional business:happy graduate studentsbecome PhD students/Research Assosiates

Retention:Students stay at least one/twoyear/s; employees build long, productivecareers

Reputation:AGU maintains a reputation as a

top-notch institution of higher education


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When you are the

customer Take a few moments to jot down somethoughts about what is important to youwhen you are the customer

What do you look for?

What makes you go back?

Think of a time you experienced exceptionalservice. What happened that made theexperience so positive?


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Four things customers want

Your notes probably include these: Friendly, caring service those serving you make

you feel as though you are special

Flexibility your feelings and circumstances aretaken into consideration

Problem resolution even if sometimes theanswer must be no; positive alternatives arepresented

Recovery mistakes are admitted, apologies areforthcoming, extra efforts are made


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Two pieces of a puzzle There are two pieces to every customer

service encounter. Both are important:

Business piece Policies, procedures, regulations, rules Whatyour organization does to conduct its normal

business

Human piece Smiles, eye contact, information, solutions, recovery Howyour organization handles each customer service

encounter


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Two pieces an example

Undergraduate Admissions: A family showsup for a campus tour

The business piece includes checking the

registration, reserving space on the bus, handingout a brochure, giving the actual tour, handing outevaluations

The human piece includes a cheery greeting, offerof refreshments, a comfortable seating area. Thehuman piece may also include changing thereservation if the family is larger than expected,making special allowances for an unexpectedhandicapped individual, etc.


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Two pieces of a puzzleThink about a typical service encounter inyour department. Jot down how these two

pieces might apply

Business piece ________________________________________________________________________________

____________

Human piece ________________________________________

____________________________________________________


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People remember

Good service for 18 months and tell 9-12 people

Bad service

for 23 years and tell 20 people a year

Therefore, it is vital that we at AGU doeverything we can to create good serviceand impressions because bad impressionstend to be much longer lasting.


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Moments of truth

A moment of truth is any instance inwhich the customer comes in contactwith any aspect of your organization andforms impressions about the quality of

service you provide.

There are thousands of these momentsof truth around AGU every day. They

include phone calls, in-person contacts,letters, email, brochures/fliers, websites, advertising, etc. Each isimportant.


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Moments of truth

Examples at AGU might include: a student visitingAdmissions for a campus tour, a parent callingHousing to confirm an application; a potential

employer receiving an internship request fromCareer Services, etc.

What are some moments of truth in your

department?________________________________________________________________________________________________________________________________________________________

_______________________________________________________________


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First impressions count

First impressions are made in 30 seconds

Take some notes The first time youenter a new place, what do you noticefirst?

about the place_____________________________

_____________________________ about the people

__________________________________________________________


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First impressions count

about the place you may notice: cleanliness,orderliness, spaciousness, lighting, sound,pleasant or unpleasant odors, furnishings

about the people you may notice: if they aresmiling, if they seem harried, how they aredressed, if they seem to be working togetheror apart from one another

All of these put together make a strong first(and sometimes lasting) impression


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How impressions are

formedInterpersonal impressions are based on: Verbal messages (what is said) 7%

Vocal messages(how it is said) 38%

Nonverbal messages (face/gestures/space) 55%

First impressions100%

You can see from this chart that yourbody language can be powerful insending positive messages.


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Body Language

Body language includes many non-verbal aspects.Here are some of the most important: Face:includes your expressions, the tilt of your head,

and your smile (a very powerful tool)

Figure:includes your posture, demeanor, dress, and

general appearance Focus:includes the length and directness of your eye

contact. Different cultures view direct eye contact indifferent ways, so be sensitive

Tone:includes the volume, pitch, and inflection in your

voice (your most powerful telephone tool) Territory:includes your physical comfort zone and

that of your customer. Again this differs by culture.


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Difficult customer

behavior We all have personal triggers. Its important torealize what a customer might do that could causeus to turn off or not handle an encounter well.

Behaviors many people find hard to deal withinclude: yelling, profanity, finger pointing, namecalling, body odor, peculiar dress, name dropping,

etc.

Think of a few behaviors you might find annoying ordifficult to handle; then, on the next slide, write

down how you would manage that behavior positively.


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Difficult customer

behaviorOur example Behavior: A customer yells at me Response: I tell the person in a calm voice that her

raised voice upsets me and I will be able to help her more

effectively, if she doesnt raise her voice.

Your examplesBehavior: _____________________________________Response: ____________________________________

Behavior: _____________________________________Response: ____________________________________

Behavior: _____________________________________Response: ____________________________________


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The FISH philosophyThe employees of Pikes Fish Market inSeattle, Washington have developed aphilosophy that has made their store intoa world-class operation.

These employees work long, hard, and cold

days selling fish; but use the following fourideas to put energy, commitment,and fun into their work every dayfor their own benefit and for that

of their many customers.


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The FISH philosophy

Play You spend more time at work than on anyother activity during the day. For productivity,there needs to be some fun in the work day.Experts say humor even boosts the immune system.

Make their day Go the extra step for thecustomer. Be flexible, be positive, find solutions.

Be there Focus on each person as a specialindividual. Give each of them your full attention.

Choose your attitude Make a conscious choiceto smile and enjoy your day; its contagious!


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Play

Lets think about this further how mightyou add play to your work?__________________________________________________________________

__________

Examples might include birthdaywishes/cards, coworker compliments,inspirational quotes, work-related cartoons,special events luncheons, teamworkcompetitions, etc.


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Make their day

Lets think about this further how might you makea customers day?____________________________________________________________________________

Examples might include solving his problem when hedidnt think it would happen, bending the ruleswhere possible, making them laugh during theservice encounter, doing whats needed to avoidtransfers from office to office, etc.


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Be there

Lets think about this further how might you bethere for a customer?

______________________________________

______________________________________

Examples might include making good eye contact,smiling, acknowledging someone when they firstcome in the office door, avoiding other distractions

while dealing with an individual, keeping personalfeelings in check, etc.


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Choose your attitude

Lets think about this further how might youchoose your attitude, especially on a day youre notfeeling that well?

____________________________________________________________________________

Examples might include smiling (it does actuallymake you feel better), playing a favorite song,making a list of ten things for which you arethankful, prayer, remembering a recent happyevent, etc.


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DEFINE FIVE THINGS WEWOULD LIKE OUR STAFF

TO SAY ABOUT AGU.

DEFINE FIVE THINGS WE


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DEFINE FIVE THINGS WEWOULD LIKE OUR

COMPETITORS TO SAYABOUT AGU.


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HOW CAN WE

CONTRIBUTE TO THISVISION OF AGU?


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HOW DOES IT RELATE

TO OUR CUSTOMERS?


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HOW DO WE MAKE IT

HAPPEN AT AGU?


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The service chain Every employee at AGU is a link in the servicechain

We either serve students directly or

We serve others who serve our students directly.(Sometimes these people are departmental

coworkers, sometimes they work in otherdepartments.)

Every link in the chain is vital; everyones individualeffort can make a big difference


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The service chain Lets look at an example

If you work at the Front Desk, you serve students directly onthe phone and in person at the counter

If you work in Accounts, you serve the employees who workdirectly with the students

If you are a manager or supervisor, you support the staffs thatserve the students and/or support those who do so indirectly

Service Chain: Front Desk Rep. serves Accountant servesAdmn.Executive serves Student


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DEFINE YOUR MOMENTSDEFINE YOUR MOMENTS

OF TRUTHOF TRUTHGOOD SERVICE IS GIVING PEOPLEGOOD SERVICE IS GIVING PEOPLE

A LITTLE MORE THAN THEYA LITTLE MORE THAN THEY

EXPECT.EXPECT.

EXCELLENT SERVICE ISEXCELLENT SERVICE IS

ENJOYING GIVING PEOPLE AENJOYING GIVING PEOPLE A

LITTLE MORE THAN THEY EXPECT.LITTLE MORE THAN THEY EXPECT.


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THE SERVICE

EXPERIENCE AT AGU PEOPLE SKILLS

PRODUCT/SERVICE

PRESENTATION

PROCESSES


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MANAGE THE

CUSTOMERS EXPERIENCE ALL YOUR STAFF OR

REPRESENTATIVES HAVE

EXCELLENT PEOPLE SKILLS;

YOU ARE SELLING OR OFFERINGSUPERB PRODUCTS;

MANAGE THE


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MANAGE THECUSTOMERS EXPERIENCE

YOUR PRESENTATION ISIMPRESSIVE-OF THE PRODUCT OR

SERVICE AND ITS SURROUNDINGS;

THE PROCESS WHICH DELIVER OR

SUPPORT THE PRODUCT OR SERVICEARE CUSTOMER CENTRED.

EXCELLENT SERVICEEXCELLENT SERVICE


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EXCELLENT SERVICEEXCELLENT SERVICE==

ENJOYING GIVING PEOPLE AENJOYING GIVING PEOPLE ALITTLE MORE THAN THEYLITTLE MORE THAN THEY

EXPECTEXPECTTHE BEST SERVICE COMPANIESTHE BEST SERVICE COMPANIESHAVE A PASSION FOR SERVICEHAVE A PASSION FOR SERVICE

EXCELLENCE!EXCELLENCE!


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PROVIDERS OF SERVICEPROVIDERS OF SERVICEEXCELLENCE DO IT WITHEXCELLENCE DO IT WITH

ENERGY AND ENTHUSIASM!ENERGY AND ENTHUSIASM!

EXCELLENT SERVICE ISEXCELLENT SERVICE IS

VERY MUCH AVERY MUCH AWIN/WIN/WIN/WINWIN/WIN/WIN/WIN

EXPERIENCEEXPERIENCE


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GIVE GOOD SERVICE

TO ONE ANOTHER WE DONT SUPPORT EACH OTHER AROUND

HERE

PEOPLE DONT SEEM TO COUNT IN THIS

COMPANY

MY MANAGER SHOWS NO INTEREST IN

WHAT I DO

THINGS AROUND HERE ARE VERY UNCLEAR

GIVE GOOD SERVICE TO


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GIVE GOOD SERVICE TOONE ANOTHER

IM NOT SURE THAT MY BOSS KNOWS WHAT

IM GOOD AT

THERE DOSENT SEEM TO BE ANY POINT IN

DOING MORE THAN THE MINIMUM THE BEST ADVICE IN THIS COMPANY IS TO

KEEP YOUR HEAD DOWN AND YOUR MOUTH

SHUT

WHAT WE ARE BEST AT IS BUCK-PASSING


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COMPETENCES AN

EFFECTIVE MANAGER PEOPLE SKILLS: THE ABLITY TO

LISTEN, SHOW UNDERSTANDING , BECOURTEOUS, GIVE TIME, ENCOURAGE,

SUPPORT AND GIVE RECOGNITION TO

THE PEOPLE THEY MANAGE.


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COMPETENCES AN

EFFECTIVE MANAGER

PASSION: THE ABLITY TO

ENTHUSE, EXCITE, AND PRESENT

A VISION THAT WILL MOTIVATE.


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CREATE THE CUSTOMERS

EXPERIENCE

GOOD SERVICE IS NOT JUST

SMILING AT YOUR CUSTOMER

BUT GETTING YOUR CUSTOMER

TO SMILE AT YOU

THREE POSSIBLE


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THREE POSSIBLEOUTCOMES OF MOMENTS

OF TRUTHS

THE CUSTOMER WILL GET LESS

THAN S/HE EXPECTS AND BE

DISAPPOINTED OR ANGRY(i.e THE

SERVICE IS MEMORABLE BECAUSEITS AWFUL!)

THREE POSSIBLE


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OF TRUTHS THE CUSTOMER WILL GET

EXACTLY WHAT S/HE EXPECTSAND THEREFORE IT IS NO BIG

DEAL(i.e FORGETTABLE BECAUSE

ITS NEUTRAL!)

THREE POSSIBLE


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OF TRUTHS THE CUSTOMER GETS SERVICE OF

A HIGHER QUALITY THAT S/HEEXPECTS AND IS DELIGHTED(i.e

MEMORABLE BECAUSE ITSMAGIC!)


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THE FIRST P PEOPLE

SKILLS MAKING PEOPLE FEEL SPECIAL

MANAGING THE FIRST 4 AND LAST 2 MINUTES

DEMONSTRATING A POSITIVE ATTITUDE

COMMUNICATING CLEAR MESSAGES

SHOWING HIGH ENERGY WORKING WELL UNDER PRESSURE


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FIRST 4 AND LAST 2

MINUTES HOW DID YOU SPEND YOUR FIRST 4

MINUTES WITH THE FIRST PERSON YOU

ENCOUNTERED THIS MORNING? WASTHAT A GOOD START?

HOW DID YOU SPEND YOUR FIRST 4

MINUTES WITH THE FIRST PERSON YOU

MET AT WORK THIS MORNING?


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AN OK ATTITUDEIm OK

Youre not

OK

Im not OK

Youre OK

1

2 3

4


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QUADRANI 1 = WIN/LOSE

QUADRANT 2 = LOSE/LOSE

QUADRANT 3 = LOSE/WIN

QUADRANT 4 = WIN/WIN


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COMMUNICATING

CLEAR MESSAGES PEOPLE CANNOT READ OUR MINDS

THEY PICK UP MESSAGES FROM OUR BEHAVIOUR

WE ARE ALWAYS COMMUNICATING

UP TO 90% OF WHAT WE COMMUNICATE WILL NOT BE IN

WORDS

WE DO NOT ALWAYS COMMUNICATE WHAT WE INTEND


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SHOWING HIGH ENERGY

MAKE THEM FEEL SPECIAL. HAVE POSITIVE ATTITUDES TO

THEMSELVES AND OTHERS.

COMMUNICATE CLEARLY AND NON-JUDGEMENTALLY.

DEMONSTRATE HIGH ENERGY, LOOK AS IF

THEY ARE GLAD TO BE ALIVE, BEHAVE ASIF THEY HAVE SOMETHING TO OFFER, AND

MOVE AS IF THEY HAVE A PURPOSE.


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THE THIRD P -

PRESENTATION THE PHYSICAL ENVIRONMENT

INTO WHICH THE CUSTOMERCOMES: HOW DOES THIS LOOK,SOUND, SMELL, FEEL, AND WHATARE THE MESSAGES IT CARRIES

ABOUT THE COMPANYSATTITUDE TO THE CUSTOMER?

E


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THE THIRD P -

PRESENTATION THE APPEARANCE OF THE STAFF THE

CUSTOMER MEETS;

THE QUALITY OF BROCHURES, AdsAND MARKETING MATERIALS;

THE TONE AND LAY-OUT OF

CORRESPONDANCE;

THE CONDITION AND APPEARANCE OF

COMPANY TRANSPORT.


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WHAT IS QUALITY

SERVICE?

EXCELLENT SERVICE IS NOT ABOUT BEING

1000% BETTER AT ONE THING BUT 1%

BETTER

AT A THOUSAND THINGS

L ERV E


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QUALITY SERVICE AT

AGU

IN THE RACE FOR SERVICE EXCELLENCETHERE IS NO FINISH LINE.

ALL THE BEST

Prof .Chris Abraham

customer service excellence at agu

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