Managing Customer Service ppt
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Transcript of Managing Customer Service ppt
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Managing Managing Customer Customer
ServiceService
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You can download this brilliant presentation at:
www.studymarketing.org
Visit www.studymarketing.org for more presentations on marketing management,
branding and business strategy
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Contents :Contents :
• Understanding Quality Service and Service Culture
• Key Skills for Quality Customer Service
• Addressing Customer Different Behavior Style
• Steps to Resolve Service Breakdown
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Those with a positive attitude and a cheerful outlook
Those who can allow customers to be right (even on the occasions when they are not)
Those who genuinely enjoy working with and for other people
Those with the ability to put the customer on “center stage”
Those who view their job primarily as a human relations profession
Service Winners…..Service Winners…..
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Service is….Service is….
• Customers in a restaurant want more than a meal
• Guests in hotels want more than a room
• Client in a transaction want more than a settlement
• Customer want more that just the product or service that is offered – they also want to be treated well
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Service is IntangibleService is Intangible
Service is intangible
Intangibles deal with the human side of an
organization
They include human emotions, behaviors,
understandings, feelings, and perceptions
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Service is IntangibleService is Intangible
Examples of Examples of
customer service customer service
intangible :intangible :
• Satisfaction• Attentiveness• Flow• Helpfulness• Sensitivity• Tone• Attitude• Knowledge• Understanding• Tact• Guidance
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Service
The procedural dimensionThe procedural dimension Consist of the established
systems and procedures to deliver products and/or
services
The personal dimensionThe personal dimension How service providers (using
their attitudes, behaviors, and verbal skills) interact with
customers
Two Dimensions of ServiceTwo Dimensions of Service
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Two Dimensions of ServiceTwo Dimensions of Service
The Freezer The Freezer Low in both personal and procedural service. Motto : “We don’t care”
The Friendly ZooThe Friendly Zoo Bad in procedural service, good in personal service. Motto : “We are trying hard, but don’t really know what we are doing”
The Factory The Factory Good in procedural service, bad in personal service. Motto : “You are number. We are here to process you”
Quality Customer ServiceQuality Customer Service Excellent in both the personal and procedural dimensions. Motto : ‘We care and we deliver”
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Key Elements of Key Elements of
Quality ServiceQuality Service
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AssuranceAssurance
Five Elements of Quality ServiceFive Elements of Quality Service
TangibleTangible
EmpathyEmpathy ResponsivenessResponsiveness
ReliabilityReliability
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Five Elements of Quality ServiceFive Elements of Quality Service
ReliabilityReliability
• The ability to provide what was promised, dependably and accurately
• Action strategy : make sure that you correctly identify customer needs, promise only what you can deliver, and follow through to ensure that the product or service was received as promised
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Five Elements of Quality ServiceFive Elements of Quality Service
AssuranceAssurance
• The knowledge and courtesy of employees, and their ability to convey trust and confidence
• Action strategy : take the time to serve customers one at a time. Provide service assertively by using positive communication techniques and describing products and services accurately
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Five Elements of Quality ServiceFive Elements of Quality Service
TangibleTangible
• The physical facilities and equipment and the appearance of personnel
• Action strategy : maintain workspaces in a neat, orderly manner, dress professionally, and maintain excellent grooming and hygiene standards
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Five Elements of Quality ServiceFive Elements of Quality Service
EmpathyEmpathy• The degree of caring and
individual attention provided to customers
• Action strategy : listen for emotions in your customers’ messages. Put yourself in their place and respond compassionately by offering service to address their needs and concerns
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Five Elements of Quality ServiceFive Elements of Quality Service
ResponsivenessResponsiveness
• The willingness to help customers and provide prompt services
• Action strategy : project a positive, can-do attitude. Take immediate steps to help customers and satisfy their needs
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Service Culture ComponentsService Culture Components
Delivery System
Training
Motivators and reward
Employee roles and
expectations
Policies and procedures
Management support
Service mission
SERVICE SERVICE
CULTURECULTURE
Products and services
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Service Culture ComponentsService Culture Components
Service mission
Products and services
The direction or vision of an organization that supports day-to-day interaction with the customer
The material, products, and services that are state of the art, competitively priced, and meet the needs of customers
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Service Culture ComponentsService Culture Components
Delivery System
Training
Motivators and reward
The way an organization deliver its products and services
Instruction or information provided through a variety of techniques that teach knowledge or skills, or attempt to influence employee attitude toward excellent service delivery
Monetary rewards, material items, of feedback that prompts employees to continue to deliver service and perform at a high level of effectiveness and efficiency
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Service Culture ComponentsService Culture Components
The specific measures that indicates what is expected of employees in customer interactions and that define how employee service performance will be evaluated
The guidelines that establish how various situations of transactions will be handled
The availability of management to answer questions and assist frontline employees in customer interaction when necessary
Employee roles and
expectations
Policies and procedures
Management support
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Key Skills for Key Skills for
Quality Customer Quality Customer
ServiceService
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Know Your Know Your
OrganizationOrganization
Know Your Know Your
Product/ServiceProduct/Service
Know Your Know Your
CustomerCustomer
Customer Customer
Service Service
PersonPerson
What You Should Know?What You Should Know?
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Know Your Know Your
OrganizationOrganization
Know Your OrganizationKnow Your Organization
• Organization mission and vision
• Organization culture
• Customer interaction policy and procedures
• Company support for product/service
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Know Your Know Your
Product/ServiceProduct/Service
Know Your Product/ServiceKnow Your Product/Service
• Product /service development and quality improvement process
• Product/service configuration
• Performance data and specification
• Maintenance and care
• Price and delivery
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Know Your Know Your
CUSTOMERSCUSTOMERS
Know Your CustomersKnow Your Customers
• Customer Needs
• Customer Concerns
• Customer Personality
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Developing Excellent Communication Developing Excellent Communication
with Customerswith Customers
Excellent Verbal Communication Skills
Excellent Non-Verbal Communication Skills
Excellent Listening Skills
Productive Productive Relationship Relationship
with with CustomersCustomers
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• Plan your messages
• Greet customer warmly and sincerely
• Be specific
• Use “small talk”
• Use simple language
• Paraphrase
Excellent Verbal Communication Excellent Verbal Communication
with Customerswith Customers
Communicating Communicating
positively…..positively…..
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• Ask positively phrased question (Instead, “Why do you
feel that way” , use: What makes you feel that way? Instead, Why do you want that color, use : What other colors have you considered?)
• Communicate to your customer’s style
• Agree with customers
• Solicit customer feedback and participation
Excellent Verbal Communication Excellent Verbal Communication
with Customerswith Customers
Communicating Communicating
positively…..positively…..
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Words and phrases that build relationship:
Please
Thank you
I can or will
How may I help?
I understand how you feel
You’re right
May I
Would you mind…..
I apologize for….
Excellent Verbal Communication Excellent Verbal Communication
with Customerswith Customers
Communicating Communicating
positively…..positively…..
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Words and phrases that damage relationship:
You don’t understand
You don’s see my point
Hold on a second
Our policy says (or prohibits)
That’s not my responsibility
What you need to do is…..
Why don’t you
The word “problem”
The word “but”
The word “no”
Excellent Verbal Communication Excellent Verbal Communication
with Customerswith Customers
Avoiding Avoiding
negative negative
communicationcommunication
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Six C of giving good information Six C of giving good information to customersto customers
ClearClear ConciseConcise
CourteousCourteousCompleteComplete
CorrectCorrect
ConcreteConcrete
Excellent Verbal Communication Excellent Verbal Communication
with Customerswith Customers
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Non Verbal Communication with Non Verbal Communication with
CustomersCustomers
Non Verbal Non Verbal
BehaviorBehavior
Body languageBody language
Volume CuesVolume Cues
Appearance Appearance and Groomingand Grooming
Miscellaneous Miscellaneous CuesCues
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Non Verbal Communication with Non Verbal Communication with
CustomersCustomers
Body languageBody language Volume CueVolume Cue
• Eye contact• Posture• Facial
expression• Gestures
• Pitch• Volume • Rate of speech• Voice quality• Articulation• Pauses• Silence
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Non Verbal Communication with Non Verbal Communication with
CustomersCustomers
Appearance Appearance and Groomingand Grooming
Miscellaneous Miscellaneous cuescues
• Hygiene (regular
washing and combing of hair, use of mouthwash
and deodorant)
• Clothing and accessories
• Personal habits
• Proper etiquette and manners
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Eye contact, posture, facial expression, gestures
• Brief eye contact• Eyes wide open• Smiling
• Nodding affirmatively
• Expressive body gestures
• Open body stance• Listening actively• Remaining silent as
customer speaks• Gesturing with open hand
• Clean, organize work area
• Yawning• Frowning or sneering• Attending to matters other
than the customer• Leaning away from customers
as he/she speaks• Subdued or Minimal hand
gestures• Staring blankly or coolly at
customers• Interrupting
• Pointing finger or object at customer
• Disorganized, cluttered work space
PositivePositive NegativeNegative
Positive and Negative Communication BehaviorPositive and Negative Communication Behavior
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Characteristics of Good ListenerCharacteristics of Good Listener
1.1. EmpathyEmpathy
2.2. UnderstandingUnderstanding
3.3. PatiencePatience
4.4. AttentivenessAttentiveness
5.5. ObjectivityObjectivity
Good Listener
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Strategies for Improved ListeningStrategies for Improved Listening
• Stop talking !
• Prepare yourself
• Listen actively
• Show willingness to listen
• Show empathy
• Send positive nonverbal cues
• Don’t argue
• Ask questions
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To listen more effectively…..To listen more effectively…..
Attend physicallyAttend physically – the right body language helps us
to focus on the customer and encourages the customer
to give us more information
Attend mentallyAttend mentally – follow the customer’s flow of
thought, listen to understand, not evaluate; listen first,
then assess
Check it verballyCheck it verbally – paraphrase, clarify, probe further,
summarize your understanding
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Dealing Assertively with CustomersDealing Assertively with Customers
• Look customers in the eyes as you speakLook customers in the eyes as you speak
• Grasp firmly without crushingGrasp firmly without crushing
• Think, plan, speak a specific questionThink, plan, speak a specific question
• Stop, gather thoughts, speakStop, gather thoughts, speak
• Apologize if you make a mistakeApologize if you make a mistake
• Increase volume, sound firm and convincingIncrease volume, sound firm and convincing
• Take responsibility, resolve the problemTake responsibility, resolve the problem
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Customer Focused BehaviorCustomer Focused Behavior
• Act promptly
• Guide rather than direct
• Don’t rush customer
• Offer assistance
• Don’t keep customer waiting
• Avoid unprofessional actions
Customer Customer
focused focused
behaviorbehavior
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Addressing Customer Addressing Customer
Needs and Behavior StyleNeeds and Behavior Style
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Addressing Customer NeedsAddressing Customer Needs
To Feel WelcomeTo Feel Welcome
To Feel ComfortableTo Feel Comfortable
To Be UnderstoodTo Be Understood
To Feel AppreciatedTo Feel Appreciated
To Feel ImportantTo Feel Important
To Be RespectedTo Be Respected
Customer NeedsCustomer Needs
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Addressing Customer NeedsAddressing Customer Needs
To Feel WelcomeTo Feel Welcome
To Feel ComfortableTo Feel Comfortable
To Be UnderstoodTo Be Understood
Use an enthusiastic greeting, smile, use the customer’s name, thank the customer, be positive
Listen actively, paraphrase, ask key question, give positive feedback, empathize
Use an enthusiastic welcome, relieve anxiety through friendly communication, explain your action calmly, ensure physical comfort
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To Feel AppreciatedTo Feel Appreciated
To Feel ImportantTo Feel Important
To Be RespectedTo Be Respected
Thank the customer, follow up, go beyond service expectations, provide “special” offers, remember special details about the customer
Use the customer’s name, give special treatment when possible, elicit opinions
Listen, don’t interrupt, acknowledge the customer’s emotions and concerns, take time to serve, ask advice, elicit feedback
Addressing Customer NeedsAddressing Customer Needs
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Four Styles of BehaviorFour Styles of Behavior
DominanceDominance
InfluencingInfluencing
SteadinessSteadiness
ComplianceCompliance
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Four Styles of BehaviorFour Styles of Behavior
DominanceDominance
• Appears to be quite busy• May give the impression of not
listening• Displays a serious attitude• Voices strong opinions
InfluencingInfluencing
• Appears quite active• Takes social initiatives in most
cases• Likes to encourage informality• Expresses emotional opinions
(feelings)
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Four Styles of BehaviorFour Styles of Behavior
SteadinessSteadiness
ComplianceCompliance
• Give the appearance of being quiet and reserved
• Listen attentively to other people• Tend to avoid the use of power• Make decisions in a thoughtful and
deliberate manner
• Control emotional expressions• Displays a preference for
orderliness• Tends to express measured
opinions• Sees difficult to get to know
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Strategies to Deal with Dominance PersonStrategies to Deal with Dominance Person
DominanceDominance
• Keep the relationship a businesslike as possible
• Develop strong personal relationship is not a high priority for dominance person
• Be as efficient, time disciplined, and well organized as possible
• Provide appropriate facts, figures, and success probabilities
• Try to identify their primary objectives and then determine ways to support with these objectives
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Strategies to Deal with Influencing PersonStrategies to Deal with Influencing Person
InfluencingInfluencing
• Be enthusiastic
• Avoid an approach that is too stiff and formal
• Take time to establish goodwill and build relationship
• Do not place too much emphasis on the facts and details
• Plan actions that will provide support for their opinions, ideas and dreams
• Maintain good eye contact
• Be a good listener
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Strategies to Deal with Steadiness PersonStrategies to Deal with Steadiness Person
SteadinessSteadiness
• Take time to build a social relationship with the steadiness person
• Spend time learning about the things that are important in this individual’s life
• Provide personal assurance and support for their views
• If you disagree with a steadiness person, cur the desire to disagree assertively; steadiness person dislike interpersonal conflict
• Give them the time to comprehend your explanation/responses. Patience is important
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Strategies to Deal with Steadiness PersonStrategies to Deal with Steadiness Person
ComplianceCompliance
• Provide a thoughtful, well organized approach
• Take a no-nonsense, businesslike approach
• Use specific questions that show clear direction
• Provide detailed and comprehensive information
• Never pressure the compliance person to make quick decisions
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Resolving Service Resolving Service
BreakdownBreakdown
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Service BreakdownService Breakdown
Service breakdowns occur whenever any product or service fail to meet the
customer’s expectations
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Service Recovery StrategyService Recovery Strategy
Express Express respectrespect
Listen to Listen to understandunderstand
Uncover the Uncover the expectationsexpectations
Outline Outline the the solutionssolutions
Take action Take action and follow and follow throughthrough
Double Double check for check for satisfactionsatisfaction
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Service Recovery StrategyService Recovery Strategy
Express Express respectrespect
Listen to Listen to understandunderstand
Uncover the Uncover the expectationsexpectations
"What you are telling me I important”
Listen carefully; empathize with the customer; and do not make excuses or interruption “Please tell me what happened”
“Will you please tell me what you feel need to be done?”
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Service Recovery StrategyService Recovery Strategy
“I will take this action” or “You have several choices”
“You refund has been requested. I will personally check with accounting to ensure your check goes out Friday”
“I am following up to make sure your check arrived”
Outline Outline the the solutionssolutions
Take action Take action and follow and follow throughthrough
Double Double check for check for satisfactionsatisfaction
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Roadblock to Service RecoveryRoadblock to Service Recovery
• Not listeningNot listening
• Lack of respectLack of respect
• Inadequate materials or supporting Inadequate materials or supporting
equipmentequipment
• Poor or inadequate communicationPoor or inadequate communication
• Lack of trainingLack of training
• Work conflictWork conflict
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Dealing with Difficult PeopleDealing with Difficult People
• Don’t take it personallyDon’t take it personally
• Remain calm, listen carefullyRemain calm, listen carefully
• Focus on the problem, not the personFocus on the problem, not the person
• Reward yourself for turning a difficult Reward yourself for turning a difficult
customer into a happy onecustomer into a happy one
• When all else fail, ask for helpWhen all else fail, ask for help
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Reference/Recommended Further Readings:Reference/Recommended Further Readings:
1. Robert W. Lucas, Customer Service : Skills and
Concepts for Success, McGraw Hill. You can obtain this excellent book at this link :
http://www.amazon.com/Customer-Service-Concepts-Success-Student/dp/0078226333/ref=sr_1_1?ie=UTF8&s=books&qid=1219803390&sr=1-1
2. William B. Martin, Quality Customer Service, Crisp
Publication. You can obtain this excellent book at this link :
http://www.amazon.com/Crisp-Quality-Customer-Service-Fifty-Minute/dp/1560525991/ref=sr_1_1?ie=UTF8&s=books&qid=1219803398&sr=1-1
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