the developing role of customer service 2

8/8/2019 The Developing Role of Customer Service 2

1/33

LCCI CUSTOMER SERVICE LEVEL 3

LCCI-Customer Service RDBS/RDIM


2/33

` Customer service is the sum total of what an

organisation does to meet customer expectations

and produce customer satisfaction Institute of

Customer Service` Customer service is a series of activities designed

to enhance the level of customer satisfaction

Jamier L. Scott



3/33

` A system organized to provide a continuing link

between the time that the order is placed and the

goods are received with the objective of satisfying

customer needs on a long term basis MartinChristopher



4/33

The most important person in any business.

Is not dependent on us. We are dependent on them.

Is part of our business not an outsider.



5/33

A customer is not just money in the cash register. They

are human beings with feelings and deserve to be treated

with respect.

Is a person who comes to us with their needs and wants.

It is our job to fill them.

Deserves the most courteous attention we can give them.They are the lifeblood of every business



6/33

` An individual or a group of people you may

interact or serve within the organization.

` The exchange of information throughout the

organization.` Communication between departments, across all

personnel

` Seeing each part of the organization as a

customer, not just as another department or unit.



7/33

` How the performance of each unit contributes to

the outcome of the team

` Internal Customer can be seen in:

Cafeteria, Housekeeping, IT department, HR departmentand Logistics department



8/33

` Someone who comes to your organization

for products or services the end customer

` These customers depend on the timelines,

quality, and accuracy of your organizations

work.

` Deal with, either face to face or over the phone.



9/33

` Example of external customer: Suppliers

Distributors

Competitor

Loyal customer



10/33

` Write in a paper with a short essay. Elaborate on

Customer Service based on your experience or

current situation in your job site.



11/33

TopManageme

nt

MiddleManagement

Lower Management

Main Workforce


Chairman, Managing Director

Executive, Head of Department

Supervisor


12/33


Managing

Director

Sales

Director

Personnel

Director

Finance

Director

Marketing

Director

Production

Director

Sales

Manager


13/33



14/33



15/33

` Organization succeed require good support from

several parties.

` Gain support from top management until the

customer.` Good support from management will have a

productive staff.



16/33

` End-user The person who uses a product. End user or consumer

may differ from the person who purchase the product.

Ex. Consultancies, Travel Agent

` Service Tangibility Services either tangible or intangible

Ex. Car rental, car repair services (tangible)

Ex. Psychotherapy, insurance services (intangible)



17/33

` People based Services that serve and do by people which have a high

contact

Ex. Education, restaurant

` Equipment based Services that serve and do by machine or other

equipment which have low contact.

Ex. Vending machines, automatic car wash



18/33

` Expertise Services that done by expert group or individual which

categorize into professional and non-professional

Ex. Doctor, lawyer, lecturer (professional)

Babysitting, receptionist, care taker` Profit orientation

Services offer by organization that based on profit or non-

profit

Ex. Fire services, charity body



19/33

` Several stages in plan the service offer:

1) Questionnaires ask selected customers

opinions

2) Surveys face-to-face survey for informationgathering process

3) Sampling and Product Testing having a

feedback from customers and market testing



20/33

` 4) Trials test or sampling that carried out over a

period of time

` 5) Customer Panels representative that have

specialist knowledge or expertise to consulted thenew product or service



21/33

` Adding an extra things to the product or services

` Customer will satisfied and feel the extraordinary

treat by organization

` Distinguish the services with others competitors



22/33


Core

S

S

SS

S Supplementary Services (Added Value)


23/33

` Examples in IKEA provide the free shuttle service for their customer

Provide the nursing room for children to play

`

Examples in TradersH

otels Provide free shuttle service from hotel to Suria KLCC

` Examples in Malaysia Airlines Provide various meals that meet the customer appetite



24/33

` Financial Identify the cost for the added value service offer

Planning and design the service offer according to the

market demand

Balancing the demand and supply of the services

` Service Chain Need to have effective team works

Failure in one department effects the service offer

Check and balance between the department or division



25/33

` Offering good services to customer create a

satisfaction

` Features of organization services that influence

customer satisfaction: Brand

Quality and reliability

Value and fair price

Good customer service

Appreciation and reward Loyalty



26/33

` Brand Brand name is well known from advertising slogan

Imprinted in mind

Product must acceptable and fulfill customers needs and

expectations



27/33

` Quality ero defects when transferred to the customer

Retain the quality of services as the priority to deliver

Two common quality related function in business

x Quality assurance

x Quality control



28/33

` Reliability Ability provide what was promised, dependably and

accurately

Correctly identify customer needs

Follow through to ensure the services or product was

received



29/33

` Value and fair price Customers satisfaction determine the value of services

and product

Fair price = quality + satisfaction + brand



30/33

` Good customer service well expert in treating and handling the customer

demand

Experienced in related services

Use two way communication



31/33

` Appreciation and reward Customer loyalty can create if appreciation deliver by

organization

Way of appreciation can through loyalty card and credit

card

x Ex. Tesco Card, Mesra Card, Real Reward, Bonuslink

x Ex. CIMB Mastercard Platinum offer free trip

Commercial radio stations offer cash or prizes as reward

for their loyal listeners



32/33

` Loyalty Organization deliver the right services demand by

customer

As long they get the satisfaction and value of product

Been treat equal and fair from customer service



33/33

` How to retain a good customer service?1) Recognition praise for a job well done

2) Empowerment allow them to make own

decision making

3) Training train the staff on confidence in

handling customer

4) Teamwork maintain the service chain for have

good service delivery


the developing role of customer service 2

Documents