Managing Customer Service - salee.yolasite.comsalee.yolasite.com › resources ›...

Managing Managing Managing Managing Customer Customer

ServiceServicePrepared by Uon Salee

Contents :Contents :

• Understanding Quality Service and Service

Culture

• Key Skills for Quality Customer Service

• Addressing Customer Different Behavior • Addressing Customer Different Behavior

Style

• Steps to Resolve Service Breakdown

Prepared by Uon Salee

Those with a positive attitude and a cheerful outlook

Those who genuinely enjoy working with and for

other people

Service Winners…..Service Winners…..

Those who can allow customers to be right (even on

the occasions when they are not)

Those with the ability to put the customer on

“center stage”

Those who view their job primarily as a human

relations profession


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 • Customer want more that just the product or

service that is offered – they also want to be

treated well


Service is IntangibleService is Intangible

Service is

Intangibles deal with

the human side of an

organization

Service is

intangibleThey include human

emotions, behaviors,

understandings, feelings,

and perceptions


Service is IntangibleService is Intangible

Examples of Examples of

customer service customer service

intangible :intangible :

• Satisfaction

• Attentiveness

• Flow

• Helpfulness

• Sensitivity• Sensitivity

• Tone

• Attitude

• Knowledge

• Understanding

• Tact

• Guidance


The procedural dimensionThe procedural dimension

Consist of the established

systems and procedures to

deliver products and/or

services

Two Dimensions of ServiceTwo Dimensions of Service

Serviceservices

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

The Freezer The Freezer

Low in both personal and

procedural service. Motto

: “We don’t care”

The Factory The Factory

Good in procedural service,

bad in personal service.

Motto : “You are number. We

are here to process you”

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”

Quality Customer ServiceQuality Customer Service

Excellent in both the

personal and procedural

dimensions. Motto : ‘We

care and we deliver”


Key Elements of Key Elements of

Quality ServiceQuality Service


AssuranceAssurance

Five Elements of Quality ServiceFive Elements of Quality Service

TangibleTangibleReliabilityReliability

EmpathyEmpathy ResponsivenessResponsiveness



ReliabilityReliability

• The ability to provide what was

promised, dependably and

accurately

• Action strategy : make sure that

you correctly identify customer 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



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. serve customers one at a time.

Provide service assertively by

using positive communication

techniques and describing

products and services accurately



TangibleTangible

• The physical facilities and

equipment and the appearance of

personnel

• Action strategy : maintain

workspaces in a neat, orderly workspaces in a neat, orderly

manner, dress professionally, and

maintain excellent grooming and

hygiene standards



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



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


Service Culture ComponentsService Culture Components

Delivery

System

Training

Employee

roles and

expectations

Policies and

Service

mission

SERVICE SERVICE Training

Motivators

and reward

Policies and

procedures

Management

support

SERVICE SERVICE

CULTURECULTURE

Products

and services



Service

mission

The direction or vision of an

organization that supports day-to-day

interaction with the customer

Products

and services

The material, products, and services

that are state of the art, competitively

priced, and meet the needs of

customers



Delivery

System

The way an organization deliver its

products and services

Instruction or information provided through a

Training

Motivators

and reward

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 efficiencyPrepared by Uon Salee


The specific measures that indicates what

is expected of employees in customer

interactions and that define how employee

service performance will be evaluated

Employee

roles and

expectations

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

Policies and

procedures

Management

support


Key Skills for Key Skills for

Quality Customer Quality Customer

ServiceServiceServiceService


Know Your Know Your

OrganizationOrganization

Customer Customer

What You Should Know?What You Should Know?

Know Your Know Your

Product/ServiceProduct/Service

Know Your Know Your

CustomerCustomer

Service Service

PersonPerson

Prepared by Uon SaleePrepared by Uon Salee

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


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


Know Your Know Your

CUSTOMERSCUSTOMERS

Know Your CustomersKnow Your Customers

• Customer Needs

• Customer Concerns

• Customer Personality


Developing Excellent Communication Developing Excellent Communication

with Customerswith Customers

Excellent Verbal

Communication Skills

Excellent Non-Verbal

Productive Productive Relationship Relationship Excellent Non-Verbal

Communication Skills

Excellent Listening

Skills

Relationship Relationship with with

CustomersCustomers


• Plan your messages

• Greet customer warmly and

sincerely

• Be specific

Excellent Verbal Communication Excellent Verbal Communication


Communicating Communicating

positively…..positively…..• Be specific

• Use “small talk”

• Use simple language

• Paraphrase


• 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 :




positively…..positively…..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

participationPrepared by Uon Salee

Words and phrases that build

relationship:

Please

Thank you

I can or will



Communicating Communicating I can or will

How may I help?

I understand how you feel

You’re right

May I

Would you mind…..

I apologize for….


positively…..positively…..


Words and phrases that damage

relationship:

You don’t understand

You don’s see my point

Hold on a second



Avoiding Avoiding 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”

Avoiding Avoiding

negative negative

communicationcommunication


Six C of giving good information Six C of giving good information to customersto customers

ClearClear ConciseConcise CorrectCorrect



ClearClear ConciseConcise

CourteousCourteousCompleteComplete

CorrectCorrect

ConcreteConcrete


Non Verbal Communication with Non Verbal Communication with

CustomersCustomers

Body languageBody language

Volume CuesVolume Cues

Non Verbal Non Verbal

BehaviorBehaviorAppearance Appearance and Groomingand Grooming

Miscellaneous Miscellaneous CuesCues



CustomersCustomers

Body languageBody language Volume CueVolume Cue

• Eye contact• Pitch

• Eye contact

• Posture

• Facial expression

• Gestures

• Pitch

• Volume

• Rate of speech

• Voice quality

• Articulation

• Pauses

• Silence



CustomersCustomers

Appearance Appearance and Groomingand Grooming

Miscellaneous Miscellaneous cuescues

• Hygiene (regular • Personal • Hygiene (regular

washing and

combing of hair,

use of mouthwash

and deodorant)

• Clothing and

accessories

• Personal

habits

• Proper

etiquette and

manners


Eye contact, posture, facial

expression, gestures

• Brief eye contact

• Eyes wide open

• Smiling

• Nodding affirmatively

• Expressive body gestures

• Yawning

• Frowning or sneering

• Attending to matters other

than the customer

• Leaning away from customers

as he/she speaks

• Subdued or Minimal hand

PositivePositive NegativeNegative

Positive and Negative Communication BehaviorPositive and Negative Communication Behavior

• Expressive body gestures

• Open body stance

• Listening actively

• Remaining silent as

customer speaks

• Gesturing with open hand

• Clean, organize work area

• Subdued or Minimal hand

gestures

• Staring blankly or coolly at

customers

• Interrupting

• Pointing finger or object at

customer

• Disorganized, cluttered work

spacePrepared by Uon Salee

Characteristics of Good ListenerCharacteristics of Good Listener

1.1. EmpathyEmpathy

2.2. UnderstandingUnderstanding

3.3. PatiencePatienceGood

3.3. PatiencePatience

4.4. AttentivenessAttentiveness

5.5. ObjectivityObjectivity

Listener


Strategies for Improved ListeningStrategies for Improved Listening

• Stop talking !

• Prepare yourself

• Listen actively

• Show willingness to listen• Show willingness to listen

• Show empathy

• Send positive nonverbal cues

• Don’t argue

• Ask questions


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 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


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•• 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


Customer Focused BehaviorCustomer Focused Behavior

• Act promptly

• Guide rather than direct

• Don’t rush customer

• Offer assistance

Customer Customer

focused focused

behaviorbehavior

• Offer assistance

• Don’t keep customer waiting

• Avoid unprofessional actions


Addressing Customer Addressing Customer

Needs and Behavior StyleNeeds and Behavior Style


Addressing Customer NeedsAddressing Customer Needs

To Feel WelcomeTo Feel Welcome

To Be UnderstoodTo Be Understood

To Feel AppreciatedTo Feel Appreciated

To Feel ImportantTo Feel Important

To Feel ComfortableTo Feel Comfortable To Be RespectedTo Be Respected

Customer NeedsCustomer Needs



To Feel WelcomeTo Feel WelcomeUse an enthusiastic greeting, smile,

use the customer’s name, thank the

customer, be positive

Listen actively, paraphrase, ask key

To Feel ComfortableTo Feel Comfortable

To Be UnderstoodTo Be UnderstoodListen 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


To Feel AppreciatedTo Feel AppreciatedThank the customer, follow up, go

beyond service expectations, provide

“special” offers, remember special

details about the customer

Use the customer’s name, give


To Feel ImportantTo Feel Important

To Be RespectedTo Be Respected

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

feedbackPrepared by Uon Salee

Four Styles of BehaviorFour Styles of Behavior

DominanceDominance SteadinessSteadiness

InfluencingInfluencing ComplianceCompliance



DominanceDominance

• Appears to be quite busy

• May give the impression of not

listening

• Displays a serious attitude

• Voices strong opinions• Voices strong opinions

InfluencingInfluencing

• Appears quite active

• Takes social initiatives in most

cases

• Likes to encourage informality

• Expresses emotional opinions

(feelings)Prepared by Uon Salee


SteadinessSteadiness

• 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

ComplianceCompliance

deliberate manner

• Control emotional expressions

• Displays a preference for

orderliness

• Tends to express measured

opinions

• Sees difficult to get to know


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


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 relationshipbuild 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


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 • 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

importantPrepared by Uon Salee

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 • Use specific questions that show

clear direction

• Provide detailed and comprehensive

information

• Never pressure the compliance

person to make quick decisions


Resolving Service Resolving Service

BreakdownBreakdown


Service BreakdownService Breakdown

Service breakdowns occur whenever any

product or service fail to meet the

customer’s expectationscustomer’s expectations


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



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?”



Outline Outline the the solutionssolutions

Take action Take action and follow and follow throughthrough

Double Double check for check for satisfactionsatisfaction

“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”


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


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 •• 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


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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