2.02 – FOSTER positive relationships with customers to enhance company image. Marketing 6621

Identify beliefs held by employees who have a customer-service mindset Fostering positive customer interactions vs. negative View negative customer interactions as a way to identify customer’s needs View your work through the eyes of the customer Define your functions with the customer in mind

Importance of exhibiting a customer-service mindset Customer satisfaction = Profit Goodwill/positive feelings develop Gathers information about customer buying decisions Avoids loss of sales Avoids markdowns and sales returns Avoids delays in sales

Occasions for exhibiting customer-service mindset When a customer is upset and angry, the employee should act quickly to correct the mistake. Employee should demonstrate a focus of attention on the customer when there is a problem.

Guidelines for exhibiting customer-service mindset Measure regularly through customer feedback Measure internally for employee satisfaction Customer satisfaction = employee bonuses (incentives) Link customer satisfaction to other business goals

Demonstrate a customer-service mindset Employee shows clear, relentless, unwavering focus on the customers. Internal customer (co-workers) satisfaction is important

Activity 1 Divide Paper into a Clock- 12, 3, 6, & 9 Make appointments for each time. Write: Select an employee whom you can observe to identify that person’s efforts in exhibiting a customer-service mindset. Record your observations Share them with 12 o’clock and 3 o’clock appointments. 6 o’clock - Suggest/talk about how your experience could improve. What could they have done differently. With your 9 o’clock create a list of the five most unique ways that employees exhibited a customer-service mindset.

Activity 2 Read Article: “Creating the Service Mindset: Where does it Start?”

Service orientation Listening to and understanding the customer. Customer satisfaction is high priority.

The Relationship between communication and service Clear communications from sales personnel will ensure customer buys the product that best suits his needs. If there is a problem, then clear communication is imperative so that the employee can act precisely and quickly to clear up the problem for the customer. Clear communication is again necessary in record keeping so that the data can be used to influence future business decisions Clear communications to receive feedback from customers and employees on satisfaction levels

Different Ways employees demonstrate service orientation. Greets the person promptly and courteously. Pays attention to the person. Asks questions to determine the person's needs. Listens carefully and empathizes with the person's concerns. Offers relevant information. Summarizes to check for understanding. Acts or agrees on a clear course of action. Tries to do better than expected. Asks questions to check for satisfaction. Follows through. Thanks the individual. Takes surveys to determine people's needs. Is courteous to citizens, clients, patients, etc. Does not "pass the buck.” (Play the “blame” game)

Procedures for reinforcing a service orientation through communication Use customer surveys to pinpoint areas for improvement Use employee surveys to pinpoint areas for improvement Develop a follow up procedure to determine levels of customer satisfaction after the sale

Activity Select a job in marketing, and write five ways or statements that an employee in that role could reinforce a service orientation through communication.

What is the purpose of Adapting communication to a client’s cultural or social community? To avoid offending clients with your lack of sensitivity to their needs. To better assist clients to make the right purchase for their needs.

What is the importance of context in communication? Context is the surrounding story or thought process of a communicated idea. It is what helps get the point across. The wrong context can completely skew the meaning.

Reasons for adapting communication to the cultural or social differences among clients. Our market is very global and therefore impacts many different cultures socially and geographically. The success of all companies depends on their abilities to understand cultural differences and work with them to keep all customers happy and well-informed to make the best buying decisions. It is impossible to achieve customer satisfaction without clearly communicating product features and benefits. Clients could be offended by your lack of understanding of their culture’s typical use of a product.

Skills associated with adapting communication. Empathy – Risk taking – Problem solving Being patient, flexible, and empathetic are key personality traits when dealing with communication barriers.

Different ways to adapt communication to the cultural or social environment of clients. Language Material culture (understand the way a country makes products and you will understand how they value the products) Aesthetics (what a culture considers valuable or beautiful) Social organization (what is acceptable in a culture) Religious beliefs, attitudes, values, space and time

Activity – 1 2.02 Indicator Activity Scenarios Partner with a classmate. You will draw a scenario/situation and country. You must develop a 3 – 5 minute presentation (EX: Powerpoint, skit, “how to” talk, life coach presentation for a client, “do’s and don’ts brochure) to show how you would adapt your communication style to the cultural/social differences among clients. You will use www.cyborlink.com to identify cultural information, social differences, behavior expectations, and communication requirements. Explain your situation to the class.   Present the information to the class and allow them to record how you adapted communication to the situation. Ask classmates to explain what they observed about the country’s cultural information, social differences, behavior expectations, and communication requirements and how they could improve the communication.

Activity – 2 With a partner, develop a skit showing how you would adapt your communication to the cultural/social differences among clients. Explain the situation to the class. Present the skit to classmates, while they identify and record how you adapted communication to the situation. At the end of the skit, ask classmates to explain what they observed and how they could improve communication.

Explain the nature of customer inquiries. Inquiries can be sincere or hidden Ex: Sometimes “price” is the hidden problem and the customer will complain about color

Identify the types of customer inquiries Merchandise Defective, wrong size or color, damaged, improper labeling, not meeting customer needs, customer purchased the wrong product Store personnel High pressure sales, rudeness, providing insufficient product information, being inaccurate Business Unhappy with the number and types of services offered, unhappy with business policies)

Know your Company! You must understand how to apply company policies to each situation in order to remain fair. You must know the company capabilities in order to handle the customer inquiry rapidly and satisfactorily Ex: Policies, History, Capabilities, etc.

Why product knowledge? Product knowledge is a necessity in order to respond to the customer situation in the best manner. Product knowledge is needed to understand the customer’s problem with a product Understanding of the product makes it easier to understand the company policy in respect to the product

How to handle customer inquiries: Listen to determine reason for complaint (shows a concerned attitude) Restate the complaint (show your understanding of the problem) Investigate the problem (determine how to handle) Explain the store policy (desire to maintain fairness by following store policy) Take action (quick action makes the customer feel important)

Demonstrate use of proper procedure for solving a customer inquiry in a marketing situation.

Activity With a partner, create a skit that demonstrates the proper guidelines for handling customer inquiries. Examples of possible inquiries: Merchandise, Store personnel, or business. Using a performance checklist, evaluate the students’ demonstration. Discuss your ratings with the class.

Term business policy: General rule that personnel should follow in order to avoid misunderstandings and apply fair and consistent treatment to all situations

Characteristics of effective business policies Goal should be customer satisfaction Policy should be used consistently Policy should be flexible Policies should be well understood by employees

Why do business’ have policies? The policies create a business image and help you to consistently maintain that image.

Types of policies that affect customers: Purchase policies Return and exchange policies

The employee’s role in interpreting business policies. Employees are the ones dealing with customer inquiries and must learn how to apply business policies to each situation. Clear policies must be communicated to employees so they will understand how to implement them.

Business policies should be interpreted when… EVERY situation is unique and different, policies must sometimes be adjusted to fit the occasion while maintaining their initial integrity.

Guidelines for interpreting business policies to customers. State the policy and explain how it applies to the situation. Stress the desire to maintain fairness through the use of the policy Remain calm. Answer any questions on store policy

Demonstrate procedures for interpreting business policies to customers.

Activity 1 Randomly put students into groups of 3 “POLICIES & Customer Service – CAN YOU BLEND THE TWO?” Complete ALL situations within your groups. Draw for which situation your group with share their solutions to the class. Then discuss improvements as a class for each situation.

Activity 2 Keep a record of the policies that have to be interpreted for customers at a school-based or work-based enterprise. Discuss the findings with the class.