john murtagh grad dip notes
Post on 19-Oct-2014
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Lecturer: John MurtaghGraduate Diploma in Management Studies notesTRANSCRIPT
What is Customer Service
Chapter 1
Managing Customer Service“A Customer is the most important visitor on our premises. He is not dependent on us; we are dependent on him. He is not an interruption in our work, he is the purpose of it. He is not an outsider in our business, he is part of it. We are not doing him a favour by serving him; he is doing us a favour by giving us an opportunity to do so”.
Mahatma Gandhi
Objectives
Understand the topic Learning methodology Understanding Satisfaction Why is excellent customer service
rare? 5 Needs of every customer Case study
Understanding the Topic
“Any instance when a customer comes in contact with some aspect of your organization and has an opportunity to form an impression about the quality of service and/or product you provide.”
“customer service is the ability of an organization to constantly and consistently give the customer what they want and need”
“customer service is any contact, whether active or passive, between a customer and a company, that causes a negative or positive perception by a customer.”
What is Customer Service?
The average customer service provider doesn’t know!!
Customer service is anything we do for the customer that enhances the customer experience
The challenge is to know your customer and strive to meet their expectations
Understanding Customer Satisfaction
Customer satisfaction is the customer’s overall feeling of contentment with a customer interaction
Customer satisfaction recognises the difference between customer expectations and customer perceptions
Examples of Customer Service
1. Free car wash with a fill-up2. Calling the customer by name3. Easy return policy4. On-time deliveries5. Well explained instructions6. Suggesting a less expensive
option7. Assisting the customer carry out
their purchases
Why is excellent customer service rare?
It requires spending money & taking action It is a lot more than simply having the right
attitude or being a people person – it requires skills development
Organisations must determine the right level of customer service – procedures and strategies must be current.
Employees need to be empowered to make decisions that benefit customers and have the right attitude
Measure Customer satisfaction periodically Become a better Customer ourselves
Information Technology
The use of technology and current information systems greatly enhances the provision of excellent customer service
The challenge is for management to utilise the technology to provide staff with relevant data and information
Process and procedures Quality manual Customer details
Five needs of every customer
Service The appropriate level of service for their
purchase Price
Efficient use of resources Quality
Customers are less likely to stress over price for a higher quality item
Action Solve their problem
Appreciation Say thank you!
10 step plan
The company is you – take responsibility Remember your own experiences No discouraging words You have enough time Allow them change their mind Cherish complaints The customers problem is your problem How am I doing? Make happy endings… Say thanks
External and Internal Customers
External Customers are the customers we do business with outside of our organisation
Internal Customers are the people within our organisation at all levels who help us provide the service to the External Customer
Management of the organisation has an important role in creating an environment that recognises the importance of the Internal Customer
External and Internal Customers
It is Managements role to create an environment where all members of staff within an organisation perceive themselves as part of the ONE TEAM
They may not have direct External Customer interface but they support those within the organisation who do
External and Internal Customers
A team with the goal of providing excellent Customer Service to all customers both External and Internal will create a common vision of customer service and make it a reality with real improved business opportunities
Customer Attributes
Each customer is unique. Identifying customer attributes will allow an organisation to better understand ‘who” the customers are. They can be categorised according to: Demographic attributes Psychographic attributes Firmographic attributes
Customer Attributes
Demographic: Age profile Income Marital status Education Occupation Ethnic background Religion etc
Customer Attributes
Psychographic: Lifestyle Needs Attitudes Culture Social class Family influences Political affiliation etc
Customer Attributes
Firmographic: How many employees a company
has Business sector Hours of operation Turnover Profit level Investment
Cost of Losing a Customer
It takes very little effort to lose a customer. When we lose a customer to a competitor several import situations occur: We lose revenue Loss of reputation Loss of future business opportunities with that
customer Loss of employment for employees Dissatisfied customers share their experience
with their friends, colleagues, peers etc. So the impact of losing one customer can have a ripple affect
Writing Compliment and Complaint Letters
All letters should include your name, address, home and work number telephone numbers, and account number if appropriate
Make the letter brief and to the point.
Writing Compliment and Complaint Letters
Complimentary letter: Include specific facts about the good
customer situation, include the name of the person who provided the service, the date of the interaction, and what please you about the service provided
Keep a copy on file for future reference File for Future Reference
Writing Compliment and Complaint Letters
Complaint Letter: Detail the facts about bad customer
interface situation Include the date and place of purchase,
and information about the product or service
State exactly how you would like the situation resolved and when you expect to see the resolution implemented
Review
1. What is the definition of customer service?
2. List 5 examples of customer service3. What are the 5 needs that every
customer has4. Explain the concept of External and
Internal customers5. Customer Attributes –
1. Demographic information
2. Psychographic information
3. Firmographic information