WELCOME TO UNIT 2 Customer Service MT 221 Marilyn Radu, Instructor

Tonight’s Agenda Tonight I am going to review the following topics with you: Diversity Customer Behavior Customer Loyalty Exceptional Service

Some people define diversity as a person who is different from them. Do you agree with this definition? Yes No

Of the three customer turnoffs, which one is the most troublesome with reference to providing great customer service? 1.Value turnoffs 2.System turnoffs 3.People turnoffs 4.None of these choices.

After receiving bad service from a company, have you ever defected to its competitor? Yes No

Unit 2 Serving a Diverse Population of Customers Objectives Describe diversity in the workplace relative to the needs of a business enterprise Identify the four personalities of customers and distinguish among them Contrast customer service activities among the four generational groups Learn how to communicate effectively with disabled persons Describe customers’ buying behavior relative to their basic needs. Distinguish between customer satisfaction and customer loyalty. State the relationship between customer expectations and customer perceptions. Describe methods companies use to measure customer satisfaction.

Ethnic and Cultural Diversity The collaboration of cultures, ideas, and different perspectives is now considered an organizational asset. Assimilation – “Melting Pot” approach. Inclusion – Leveraging differences for the benefit of the organization.

Diversity in the Workplace Diversity can include –Race, age, gender, sexual orientation, ethnicity, physical ability, religion, education, appearance, or any other characteristic Not only the workforce, but the nation’s customer base, too, is becoming diverse.

Cultural Values and Workplace Communication Culture – A system of shared values, beliefs, and rituals that are learned and passed on and that affect a person’s perception of the world. Cultural differences are seen in –Nonverbal behaviors –Concept of time –Concept of space

Four Generations Matures – Born prior to 1946; patriotic, loyal, fiscally conservative Baby Boomer Generation – Born between 1946 and 1967; idealistic, competitive, questions authority Generation X – Born between 1965 and 1981; resourceful, self-reliant, highly adaptive Millennial Generation – Born after 1981; confident, ambitious, tech-savvy

The Disabled Customer Disability –A condition caused by an accident, trauma, genetics or disease, –which may limit a person’s mobility, hearing, vision, speech, or mental function The Americans with Disabilities Act Understanding Disabilities –Serving people with disabilities is based primarily on respect and courtesy without being condescending. –CSRs communicate with people who are: physically disabled, visually impaired, hearing impaired, mobility impaired, speech impaired, and learning disabled

Understanding Customer Behavior Basic Customer Behavior involves: –Why they buy –How they buy –What causes them to return Four Customer Needs: 1.Need to be understood 2.Need to feel welcome 3.Need to feel important 4.Need for comfort

Earning Customer Loyalty Tips to Earn Repeat Business from Customers –Ask questions –Be honest –Fix problems –Learn from the competition –Back up your company’s promises –Offer one-stop service –Build on emotion-friendly service culture

Customer Turnoffs Value turnoffs –Include inadequate guarantees, a failure to meet quality expectations, and high prices relative to value received System turnoffs –Include irritations relative to the way a company delivers its products or services People turnoffs –Include showing lack of courtesy or attention, showing an unprofessional behavior, projecting an indifferent attitude

Offering Exceptional Customer Service Exceptional customer service occurs when the customer gets more than they expected Customer expectations –What a customer wants before a transaction Customer perceptions –What a customer identifies as quality of service during and after the transaction

Measuring Customer Satisfaction Customer satisfaction is in the eye of the beholder (the customer) The best way to measure customer service is to Ask Your Customers