The Customer-Driven Organisation

Objectives Learn the skills needed to succeed in the challenging area of Customer Service Develop and Apply specific Skills, Attitudes, Behaviours, and Thinking Patterns to win customer satisfaction and loyalty

Contents Fostering Positive Attitudes Recognising and Dealing with Customer Turnoffs Dealing with dissatisfied customers Exceeding Customer Expectations Using Behaviours that win Customer Loyalty Get others to give great service Apply winning Telephone, E-mail, and Web site Techniques Using Written Messages Understanding the one-to-one Customer Future

1. Fostering Positive Attitudes We must begin by recognising what a “customer” is What is a “Customer”? Anyone with whom we exchange value we have a lot of names for customers - often varying by the nature of the business (e.g.: clients, patients, passengers, users, subscribers, readers, viewers, purchasers, guests, etc.) We must strive to create “Customer Partnerships” Make the most of social exchanges

1. Fostering Positive Attitudes Get and help customers Advertising is less effective at getting and keeping customers than positive word-of-mouth (e.g.: A good movie recommended by a friend) Calculate the costs of the Lost Customer (see next slide)

Costs of the Lost Customer Upset customers tell other people It can also mean lost jobs It is very costly to replace/regain customers

1. Fostering Positive Attitudes The ultimate goal of Customer Service is to create Customer Loyalty Your number-one tasks, regardless of your job title, organisational position, experience, or seniority, will always be to attract, satisfy, and preserve loyal customers.

2. Recognising and Dealing with Customer Turnoffs Involve the Customer in Defining Value Be aware that everyone has Pet Peeves about service

2. Recognising and Dealing with Customer Turnoffs Recognise that the little things mean everything Little things can account for huge Competitive Advantages Identify 3 categories of Customer Turnoffs: 1. Value Turnoffs Quality of product/service

2. Recognising and Dealing with Customer Turnoffs 2. System Turnoffs Any process, procedure, or policy used to “deliver” the product or service (e.g.: company location or layout, parking facilities, policies regarding guarantees and returns, delivery or pick-up services, etc.) 3. People Turnoffs Are almost always communication problems (e.g.: failure to greet/smile to customers, inaccurate information given, talking to another employee or allowing telephone interruptions while ignoring a customer, being rude, high-pressure sales tactics, poor appearance, etc.)

2. Recognising and Dealing with Customer Turnoffs Employees at all levels of the organisation can and often do create People Turnoffs

3. Dealing with dissatisfied customers Customer Complaints may actually lead to Repeat Business Maintain a healthy Customer Retention Attitude The being “right” or “wrong” issue is not the issue; Rater, what matters is wanting to solve the customer’s problem

3. Dealing with dissatisfied customers Develop your Recovery Skills 1. Feel their Pain Treat them with respect and empathy Listen to their concerns and take them seriously Understand their problem and the reason they are upset Share their sense of urgency, get their problem handled quickly Prevent further inconvenience 2. Do all you can to resolve the problem

3. Dealing with dissatisfied customers 3. Go beyond the Call of Duty Offer to pick-up or deliver goods to be replaced or repaired Give a gift Reimburse for costs of returning merchandise such as parking fees, etc. Follow up to see what the problem was handled Customer Complaints are opportunities for building Customer Loyalty.

4. Exceeding Customer Expectations Surprising customers with unexpected, positive experiences will do more than anything else to create customer loyalty. - Retailing pioneer Marshall Field Stay close to your Customers Innovate with the customer constantly in mind Remember that people’s wants, needs, and expectations change over time Reacting to customer change is good, but be Proactive in anticipating changing customer needs

4. Exceeding Customer Expectations Customers have CORE Expectations of Products, Services, and the Customer Experience There are different expectations from different businesses (e.g.: Discount Store --> less staff and fancy displays) When a customer finds his or her expectations exceeded, the likelihood of becoming a repeat customer increases sharply

4. Exceeding Customer Expectations Learn to anticipate Customer Expectations Fish For Feedback Be receptive to customer complaints and Input Make it “easy” for people to complain Remember that at least 63% of unhappy customers do not complain, but rather defect to another source of products of services Learn to Exceed Customer Expectations

5. Using Behaviours that win Customer Loyalty Behaviour is what people do It is conveyed to others via both verbal & non-verbal means Any behaviours can, and often will, communicate meaning to the customer Individual and organisational behaviours are conveyed to customers via little things

5. Using Behaviours that win Customer Loyalty Use Individual Behaviours: Greet Customers like Guests Break the ice Complement Freely and Sincerely Call People by Name Use Eye Contact Listen well Say Please and Thank You Reassure the Customer’s Decision to do business with you Smile Maintain a Positive Attitude about Selling

5. Using Behaviours that win Customer Loyalty Recognise Organisational Behaviours that convey the company’s culture: The Company’s Appearance and Grooming The Appearance of the Work Area Correspond Regularly Get the Customer Doing Something Stay close after the sale

6. Get others to give great service As future managers you will need to get your employees to give great service Recognise that customers like organisations that communicate well Spend time to instruct and motivate employees Use Praise and Constructive Criticism Provide Continuous Training for employees

6. Get others to give great service Conduct ongoing System Reviews Recruit, Develop, and Retain excellent employees Adopt a TQM (Total Quality Management) philosophy TQM focuses on customer service, employee empowerment, and product quality

7. Apply winning Telephone, E-mail, and Web site Techniques Recognise the frustrations of Unresponsive Telephone use Know the Benefits and Drawbacks of Electronic Communication: The Web and E-mail provide for many possible benefits Two significant Drawbacks are: Many people have never learned the basics of telephone courtesy and effectiveness You cannot see the person you are dealing with

7. Apply winning Telephone, E-mail, and Web site Techniques TIPS for better Telephone Usage: Tip 1 - Check your phone use attitudes Tip 2 - Contact your own company Tip 3 - Answer promptly and be prepared to handle calls Tip 4 - Avoid unnecessary Call Screening Tip 5 - Use Courtesy Titles Tip 6 - Thank people for calling Tip 7 - Keep your conversation businesslike

7. Apply winning Telephone, E-mail, and Web site Techniques TIPS for better Telephone Usage (cont’d): Tip 8 - Speak Clearly and Distinctly Tip 9 - Speak Naturally and Comfortably Tip 10 - Do not allow “Dead Air” Tip 11 - Take Messages cheerfully and accurately Tip 12 - SMILE Tip 13 - Be sure the conversation is finished before you hang up

7. Apply winning Telephone, E-mail, and Web site Techniques TIPS for better Telephone Usage (cont’d): Tip 14 -Make your Greeting Message efficient Tip 15 - Learn to use your phone’s features Tip 16 - Keep a constant flow of information Tip 17 - Plan your outgoing calls for e-mail or efficiency Tip 18 - Don’t let the telephone interrupt an important live conversation Tip 19 - Keep callers on track

7. Apply winning Telephone, E-mail, and Web site Techniques TIPS for better Telephone Usage (cont’d): TIP 20 - Handle the upset caller with tact and skill Tip 21 - Bring the conversation to a pleasant but efficient close Tip 22 - Always ask: “Is this a convenient time to talk?” Tip 23 - Work Consistently to improve your Electronic Communication

7. Apply winning Telephone, E-mail, and Web site Techniques Telephone and e-mail usage is increasingly important to modern businesses People who have poor experience with you, over the phone or Net, are highly unlikely to become loyal customers

8. Using Written Messages Written messages are an often overlooked tool for creating customer satisfaction and loyalty Goodwill notes or messages are those you send even though you don’t have to. Their power arises from customer’s surprise at receiving them

8. Using Written Messages TIPS for Creating “Goodwill Messages”: Just do it! Be Original Write Appreciation Messages Write Congratulations or Recognition messages Use Sales Follow-Up letters Write Goodwill Messages to your employees as well!

9. Understanding the one-to-one Customer Future Understand the Technology Shifts for the new future E-Commerce e.g.: E-Bay Customer Service on the Internet e.g.: Salesforce.com Recognise Social and Economic Shifts for the new future (e.g.: Baby-boomers, E-Bay, Social-Networking)

9. Understanding the one-to-one Customer Future Use the New Media for a one-to-one future Gain Customer Share not Market Share Use Contact Management Systems (CMS) Tap into the Electronic Future Internet Shopping Virtual Reality (VR) Shopping e.g.: Real Estate Homes Interactive TV À la Carte items e.g.: Movies/Music Blogs, Podcasts, etc.