Is the customer always right? Customer Service Is the customer always right?

Explain why customer service is essential to the success of an organisation Describe the benefits of effective customer service to the organisation Explain the impact on the organisation of poor customer service Outline the purpose of a Customer Service Strategy Describe customer service policies such as: loyalty schemes, complaints procedures, after-sales service Learning Intentions Learning intentions

The Customer ALL organisations have “customers” The customers of a hospital are the patients The customers of a school are the pupils The customers of a solicitor are the clients Customers can also be internal – other members of staff. Think about a customer as anyone that you would interact with and has expectations.

Customers nowadays know what they want Many organisations don’t think enough about customer needs, satisfying them and keeping customers loyal Customers nowadays know what they want Customers can take the time to shop around for the best deal Competition is fierce, organisations need something to give them the competitive edge It costs more to attract a new customer than it does to keep an existing one Link to You tube video

Examples of customer service Good Customer Service Bad Customer Service Task 1

Round Robin Person Number 1 starts On bell move to 2 And so on … Task 1

Mission Statement It sets out the main aims of the organisation and explains how they will be met It should let them know the organisations ideals and what the organisation stands for All employees should know the mission statement as it provides direction, and motivation for staff. Link to You tube video

Find an example of a Mission Statement Example Mission Statement   Task 2 Find an example of a Mission Statement

Customer Care/Service Strategy Organisations will have a separate written statement of principles relating to customer service This documents is produced in order to ensure that the customer gets what they want to the standard that they want it at the quality they want and at a price that is acceptable.

Complaints Procedure Most organisations will have some form of procedure for dealing with customer complaints Large organisations even have a designated department that deals with complaints Regardless of whether the organisation is large or small, all employees need to know the complaints procedures

Now find a Complaints Procedure Complaints should be treated seriously and recorded Complaints should be handed by trained staff Complaints should be acknowledged and the customer should be kept informed Time limits for dealing with complaints should be set The result of the complaint should be communicated to the customer in a timely manner Task 3 Now find a Complaints Procedure Sample lesson plan Sample self-assessment checklist – all learner focused

Make a list of the benefits. What are the benefits of good customer service? Write down answers from students: Quick Friendly Efficient Helpful etc Task 4: Make a list of the benefits.

Benefits of Good Customer Service Satisfied Customers A motivated workforce means a reduction in staff turnover Loyal customers who will recommend the business to family and friends Fewer complaints Good reputation Increased market share Increased sales and profits Competitive edge in the market Sample lesson plan Sample self-assessment checklist – all learner focused

What happens if they get it wrong? Could get one person from each group to put up responses on the board

Impact of Poor Customer Service Decrease in customer loyalty Bad publicity/ reputation Failure to attract new customers Increase in complaints Loss of competitive edge Demotivated and demoralised staff Decrease sales/profit Sample lesson plan Sample self-assessment checklist – all learner focused

How Businesses Maximise Customer Service

Market Research What needs to be improved? What are they doing well? It is important for organisations to find out what their customers think about them and about the level of service they receive. This can be done through a: (1) Customer Focus Group (2) Mystery Shopper What needs to be improved? What are they doing well?

Customer Focus Groups Groups of customers who meet to provide an organisation with feedback on their goods or services Feedback received from customers is instant Any issues can be clarified there and then

Mystery Shopper Used by many organisations to check on the level of service and care given by the organisation. The Mystery Shopper uses the organisation as if they were a ‘normal customer’ They will report on their experience Staff will be given positive or negative feedback based on the report provided by the mystery shopper Any negatives can then be looked at to see how they can be resolved so they don’t happen again in the future.

Finding out about the Customer Experience There are other methods that can be used to find out about the experience of a customer. These are –   A written or telephone survey Face to face interviews Suggestion boxes Online survey Freephone customer service telephone numbers Comment cards

Loyalty Schemes Loyalty schemes are designed to reward customers for being loyal to an organisation. When a customer buys something from an organisation they receive points on a card. After a period of time these points can be redeemed for more goods or services or the points are turned in to vouchers that the customer can spend with the organisation.

Guarantees/Warranties Many organisations offer guarantees and/or warranties to customers. A warranty is offered for a set period of time and shows that an organisation has faith in its products lasting for that time period. If the product fails, the organisation will repair or replace the product at no cost to the customer. Some organisations now offer extended warranties for a period time that is usually longer than a normal warranty.

Customer Service Strategies Loyalty Schemes After-sales service Task 5

Cameras, Action … In your pairs, script a scenario under the theme of customer service. One of you will be the customer and the other an employee. You may be asked to act out your short role play in front of others! Maybe you’ll win an Oscar! Task 6

Explain why customer service is essential to the success of an organisation Describe the benefits of effective customer service to the organisation Explain the impact on the organisation of poor customer service Outline the purpose of a Customer service strategy Describe customer service policies such as: loyalty schemes, complaints procedures, after-sales service Learning Intentions Review learning intentions at the end