Customer ServiceCustomer Service
BSBCUS401ACoordinate implementation of customer service strategies
1
Fall in Love With Your Client
A New Attitude Towards Customer Service
Put Their Interests Ahead of Your Own
2
Customer Service Mix Image Customer access Staff knowledge of the products / services Staff attitude and communication skills Customer service systems
Features of Quality Customer Service
Reliability
Quality
Outcome for the customer
Overall service effect
Benefits of Quality Customer Service
Repeat business Competitive edge Reduced marketing costs Creating ambassadors Increased staff and job satisfaction Increased profits and business growth
Reasons Customers Do Not Continue to Patronise a Business
The indifferent attitude of an employee Dissatisfaction with products / services Competitive reasons Loyalty to a friend’s establishment Moving to a new location
Important Aspects of Customer Service
Quality Quality assurance Quality control
Warranty Trade Practices Act ACCC
Servicing Follow-up
In-Class Exercise Outline examples of good and bad service that you observed
(in any situation not just in the fitness industry) and say what you liked or what you would have done differently.
Discuss the impact of good versus bad service on business as well as how it impacted your purchasing decision.
Give three personal experiences of receiving exceptional customer service.
10
Who are your customers? corporate customers individual members of the organisation individual members of the public internal or external other agencies customers with routine or specific requests in person, computer-based and telephone customers internal and external customers people from a range of social, cultural or ethnic
backgrounds people who may be unwell, drug affected or emotionally
distressed people with varying physical and mental abilities regular and new customers
11
Interacting With Clients
Face-to-face interactions
Telephone interactions
Interactions with team members
12
Communicating With Clients Active listening Use open and/or closed questions Speak clearly and concisely Us appropriate language and tone of voice Give customers full attention Maintain eye-contact, for face-to-face interactions Use non-verbal communication, eg, body language,
personal presentation, for face-to-face interactions Clear, legible writing
13
Communication Techniques
analyse customer satisfaction surveys
analyse quality assurance data conduct interviews consultation methods, techniques
and protocols make recommendations obtain management decisions questioning seek feedback to confirm
understanding summarise and paraphrase
14
Knowledge of Specified Products/Services
The overall range Features and benefits Promotional pamphlets Supplier information Written communication
15
Servicing Customer Needs Give accurate information Address complaints Demonstrate fairness and
politeness Provide further information make an appointment Share prices and give value Share product return
information Share any other specific
information
16
Assessing Customer NeedsWhat would each of the following customers value
when buying a car?
18 year old female, 1st car 25 year old single male, public servant new to
town 42-year old single mum with three young
children (ages 4-6) Married couple with 6 children ages 4 – 17.
17
Matching Service Delivery to Customer Needs
Aim of matching service delivery
Improve those processes that are important to the customer NOT the processes you THINK
or BELIEVE need attention
18
Gap AnalysisEvaluating Service
compare customers’ perceptions of the service delivery with its outcome
SERVQUALs five broad areas (dimensions)
Tangibles (appearance) Reliability (dependable/accurate) Responsiveness (promptness/helpfulness) Assurance (competence/credibility) Empathy (understanding/communication)
19
Conceptual Model of Service Quality
Word-of-Mouth Communication
Personal Needs Past Experience
Expected Service
Perceived Service
Service Delivery(including pre- and post-contacts)
Translation of perceptions into service quality specifications
Management perceptions of consumer expectations
External communications to consumers
Gap 1
Gap 5
Gap 3
Gap 2
Gap 4Marketer
Consumer
Source: Lovelock (2001). Services Marketing: Australia and New Zealand, Prentice Hall, p. 103.20
Gap Analysis
The gaps
Difference between service expectation and perception
Difference the consumer feels between their original expectation of a service and the perception of the actual service encounter
21
Levels of Customer Service one-on-one personal service sales assistance for problems/queries only
after sales service
Designated Individuals Delivering Customer Service colleagues committee customers external organisation Front line management supervisor
23
Business Technology to Assist in Delivering Customer Service
answering machine binder computer fax machine photocopier printer shredder telephone
24
Online Customer Service
access to product database by customers online access to purchase, delivery and account
records call/contact centre online ordering online payments online registration quick/reasonable response two-way communication online
25
Client Care and Client Service Standards
accuracy of billing accuracy of product/service descriptions, specifications in marketing
communications complaint resolution times incidences of stock outs and back orders on-hold times order delivery standards such as:
whether right product or service was delivered delivered to right person or address delivered on time politeness, helpfulness and grooming of delivery staff delivery vehicles parked properly cleanliness of delivery vehicles
shipment tracking services telephone answering times and responses
Customer Service Strategies
Demonstrate courtesy and politeness Ensure proper delivery times Give merchandise characteristics Share price offers Provide product/refund guarantees Share product/service availability
27
Implementing Customer ServiceStrategies
Promote customer service strategies and opportunities to
designated individuals and groups
Identify and allocate available budget resources to fulfill customer
service objectives and resposibilities
Promptly action procedures to resolve customer difficulties and
complaints
Ensure that decisions to implement strategies are taken in
consultation with designated individuals and groups
28
Strategies to Obtain Ongoing Feedback include 'comments and queries' or ' bouquets and
brickbats' on all order forms complaints handling procedures
• email• letter
soliciting complaints surveys of current clients surveys of lapsed clients to determine reason/s for
ceasing to buy telephone interviews training staff to ask open questions about product or
service levels
Evaluate and Report on Customer Service Review client satisfaction with service delivery using
verifiable data in accordance with organisational requirements
Identify and report changes necessary to maintain service standards to designated individuals and groups
Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions of client service strategies
Maintain systems, records and reporting procedures to compare changes in customer satisfaction
30
Keeping Your Customers Loyal
Suspects Those who don’t know they need you
Prospects Those interested in product
Customers Those who have purchased
Advocates Lifeblood of your business
Client Loyalty Strategies
access to dedicated staff added value offers anniversary offers client clubs client reward schemes credit or discount facilities dedicated or private facilities discounts formal letter of thanks frequent purchaser programs handwritten note thanking the client offering promotional items phone call thanking client for the business regular recontact with best clients thank you gifts and promotions
Kinds of Customer Complaints
administrative errors such as incorrect invoices or prices
customer satisfaction with service quality damaged goods or goods not delivered delivery errors products not delivered on time service errors specific e-business problems and issues: difficulty accessing services
34
Kinds of Customer Complaints inactive links not appreciating differing hardware and software services not available supply errors such as incorrect product delivered time taken to access services unfriendly website design website faults warehouse or store room errors such as
incorrect product delivered
35
Handling Complaints Getting the Complaint
verbal, eg, face-to-face, telephone written, eg, hand written, typed, printed electronic, eg, e-mail, SMS (short message service)
Document Correspondence written, eg, hand written notes, typed/printed reports taped, eg, audio, video electronic, eg, computer based records
Organisational Procedures complaints procedures organisational standard report forms quality systems, standards and guidelines
36
Procedures to ResolveCustomer Difficulties
external agencies (e.g. Ombudsman) item replacement referrals to supervisor refund of monies review of products or services using conflict management techniques
37
Rights and Responsibilities of the Customer
fulfillment of external obligations informed consentACCC ACCC Office of Fair Trading
38
Relevant Legislation Related to Customer Service
Anti-discrimination legislation Ethical principles Codes of Practice Privacy laws Environmental issues Workplace health and safety (WHS)
39
Organisational Requirements
access and equity principles and practice anti-discrimination and related policy confidentiality and security requirements defined resource parameters ethical standards goals, objectives, plans, systems and processes legal and organisational policies, guidelines and requirements WHS policies, procedures and programs payment and delivery options pricing and discount policies quality and continuous improvement processes and standards quality assurance and/or procedures manuals replacement and refund policy and procedures who is responsible for products or services
40
Top Related