how to attract & retain customers through exceptional services
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Portfolio of courses
Managing Productive Meetings
Management Skills for New Managers
Staff Motivation Strategies
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Understanding Business Numbers
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Effective Leadership Managing Yourself Performance Management
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Write in the booklet
Exceptional
Customer Services
Have you experienced exceptional service [as a customer] recently?
Why do customers run away?
Have you stopped buying from a certain business in the last six months?
– If “NO”, the respondent is ignored
– If “YES”, give the reason why
– FIVE major reasons came out as follows…
Why do customers stop buying from a business?
1. Move away to a new location - 3%
2. Develop other relationships - 5%
3. Go to the competition for better product - 9%
4. Are dissatisfied with the product - 14%
5. Sensing an attitude of indifference from the owner, manager or an employee - 69%
“There is only one boss—the customer. And he
can fire everybody in the company, from the
chairman on down, simply by spending his money
somewhere else.”Sam Walton
Founder of “Walmart”,
Largest supermarket in the world
Why are Customers important?
Why are Customers important?
Businesses exist/are formed for…
CUSTOMERS!
Therefore…
The role of all departments and all employees is...
To serve customers.
Everyone is a customer service officer– there is no special “Customer Service Department”
Anyone not doing so must be declared redundant– …and shown the door!
Why are Customers important?
What is customer service?
It is not just:
Solving customers’ problems?
OR
Handling customers’ complaints?
OR
Dealing with difficult customers?
What is customer service?
It is:
SERVING customers!!!
“Satisfying customers in whatever way they define
their needs”
How do you serve the customer?
Exercise 1:
Think about your job and then ask yourself how you serve customers
– How do your daily activities contribute towards serving the customers of your company?
Write down 3 things…
How do you serve the customer?
Exercise 1:
…now read out your list and elaborate
What is Exceptional Service?
Exceeding EXPECTATIONS
The Power of Exceptional Services
What happens when you offer exceptional services consistently?
The Power of Exceptional ServicesN
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What do customers Expect?
Exercise 2(a):
List 5 expectations that you have when going
to a supermarket
What do customers Expect?
Exercise 2(b):
List the expectations that YOUR customers might
have when they contact you or your business or
when they use your product or service.
Write as many as you can in 5 minutes
Classifying customer expectations
Do all service satisfy customers equally?
Can the absence of one service be compensated by the existence of another, all the time?
Classifying customer expectations
level of service provision
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The Kano ModelBY: Noriaki Kano (Prof. at Tokyo Rika University), 1984
SATISFIED ZONE
DISSATISFIED, [ANNOYED] ZONE
Kano Model reveals 3 categories of services:
1. Threshold
2. Performance
3. Excitement
Classifying customer expectations
Expected “must-haves”
They define type of business you are in
– Every business in your field has them
– They do not distinguish you from your competitors
Classifying customer expectations:Threshold Services
High scores yields little or no additional
satisfaction
Absence (or a poor score) results in extreme
customer dissatisfaction or even anger
– This is the source of bad reputation
Classifying customer expectations:Threshold Services
Classifying customer expectations:Threshold Services
The Kano Model
level of service provision
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Exercise 3:
Can you think of some thresholds of your
business?
Classifying customer expectations:Threshold Services
They distinguish you from your competitors
The higher the score, the greater the satisfaction
Absence of or low score reduces satisfaction
Most of the needs that customers state in a
survey are in this category:
– “Bigger this…” “Smaller that…” “Longer this…”
“Shorter that…”
Classifying customer expectations:Performance Services
Customers are normally willing (and expect) to
pay more for higher performance …
Performance services:
– Please the customers
– Keep customers coming back
Classifying customer expectations:Performance Services
Classifying customer expectations:Performance Services
The Kano Model
level of service provision
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Exercise 4:
List down the performance service that can be
added to your business
Classifying customer expectations:Performance Services
They are unspoken and unexpected by customers– They satisfy latent needs – real needs that customers
are currently unaware of
They generate high levels of satisfaction Absence does not lead to dissatisfaction They get customers talking – positively!
Classifying customer expectations:Excitement Services
Classifying customer expectations:Excitement Services
The Kano Model
level of service provision
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Exercise 5:
List down the excitement services that can be
added in your business
Classifying customer expectations:Excitement Services
When things go wrong…
Have you had some bad experience [as a customer]
recently?
What causes bad service?
1. Errors and mistakes.
2. Delays in supplying product / service.
3. Broken promises.
4. Lack of product knowledge
5. Personnel attitude.
1. Errors & Mistakes
Do you have them?
Who/what is the cause?
1. Errors & Mistakes
Two main categories:
1. Not caring enough to ensure that a task is completed accurately
2. Not having enough skill to ensure that a task is completed accurately
How to reduce them: Train everyone on what their job entails Concentrate attention on doing the task correctly
and comprehensively– Multi-tasking????
If further information is needed; ask [Double-] check completed work
1. Errors & Mistakes
2. Delay in supply of product/service
Do you have them?
Who/what is the cause?
2. Delay in supply of product/service
Two types of delays:
1. Something takes unreasonably long time according to the customer
How can you tell that things are unreasonably slow?
2. Something takes longer than was promised
How to reduce them:
When things take unreasonably long time…– Re-think the process and look for redundancies
Ask: Why do we do this?
– Check if the process can be divided into two categories:
1. Those that must be cleared prior to delivery to the customer
2. Those that can be cleared after delivery
2. Delay in supply of product/service
How to reduce them:
When things take longer than was promised…– Always under-promise and over-deliver
What does that mean?
2. Delay in supply of product/service
3. Broken Promises
Do you make promises that you KNOW you can’t keep?
Why?
Why?
Why?
The Three Rules for Making Promises:
1. When you make a promise, keep it – no matter what!
2. If there is a “slight” chance that you can’t keep a promise, the don’t make it – no matter what!
3. If you break a promise, then compensate the customer – let them see you “surfer”!
3. Broken Promises
4. Lack of product knowledge
Does everybody know what they are selling?
4. Lack of product knowledge
Avoiding problems of product knowledge: Only experienced personnel should deal directly with
customers– Newcomers to be under supervision
If in doubt consult:– “My manager” – “The hand book”
BUT don’t guess!!! Product training
– Also helps reduce errors
5. Bad Attitudes
Have you dealt with person with a bad attitude towards customers?
5. Here are some bad attitudes…
Customers are unreasonable – too demandingThey like making impossible demands
Customers always complain over small issuesThereby wasting the time we could have spent selling to others
Customers are difficultThey never want to understand our rules
5. Here are some bad attitudes…
Customers are a botherThey like interrupting when we are working smoothly
Customers think that they “own” youSo, when they say “Jump”, they want you to ask “How high?”
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5. Bad Attitudes
Why do people develop bad attitudes? Pressure of work Personal problems Lack of appreciation [from management
and customers] “Silo-thinking” – It’s not my job They get a sense of being powerful
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● Customer-firstStrive to stop everything and attend to a customer request
EnthusiasmBe positive about work & don’t be discouraged by setbacks
● ProfessionalismUnderstand your work and know when & whom to ask for help when in doubt
5. Good Attitudes
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ResourcefulExplore different alternatives; know when to bend rules
RespectfulShow courtesy regardless of customer’s appearance
ReliableAlways do the right thing rather than the easy one
5. Good Attitudes
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When the Customer is Unsatisfied…
1. NEVER ARGUE WITH A CUSTOMERDon’t try to convince them that they don’t have a problem!
2. APOLOGIZERegardless of how minor the situation appears, make sure you apologize…even if it was not your mistake.
3. LISTEN…to the customer. Give the customer time to vent their emotions.
4. OWN THE PROBLEM. Follow-up on behalf of the customer
When the Customer is Unsatisfied…
5. TAKE ACTION IMMEDIATELYPromising a solution and then delaying it only makes matters worse.
6. AVOID “HOT” PHRASES“that’s our policy,” and “you should have…” They don’t solve the problem!
7. EMPATHISEHow would you be reacting if the same thing happened to you?
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When the Customer is Unsatisfied…
8. NEVER ASK QUESTIONS……that do not help in solving the problem. E.g., “Why did you wait so long before returning the broken piece?”
9. SHARE……your point of view politely.
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The Golden Rule
Don’t do to others what you wouldn’t wish done to you.
Note that it does NOT say: “Do to others what you would wish done to you”. The “other people” may have a different taste from yours!
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THANK YOU
The End