SUPERIOR SERVICE More Critical Than Ever During Telecommunications Liberalization in the Caribbean Melissa Harris, Telecom Training Corporation

2Telecom Training Corporation CANTO June 22, 2005 Telecom Training Corporation Since 1985 we’ve custom designed product and “soft skills” customer service, sales, and management training for wireline and wireless telecommunication carriers and product manufacturers Worked with national and rural international providers including the Caribbean 60 international telecommunications- experienced trainers

3Telecom Training Corporation CANTO June 22, 2005 Agenda How our products/services have become more varied and complex How customer expectations have become more demanding Why providing superior service is such a powerful tool in facing liberalization challenges Seven best practices employees can use to retain existing customers by increasing loyalty

4Telecom Training Corporation CANTO June 22, 2005 How Times Have Changed 10+ Years Ago  Traditional local “POTS” service  Basic custom calling features  Long distance plans 5 Years Ago  Advanced custom calling features  Dial-up Internet  Post-pay cellular Recently  DSL  Cable modem  Convenient payment options  Pre-pay cellular Future  Video  VoIP  Cellular data  Wi-Fi  Wi-Max

5Telecom Training Corporation CANTO June 22, 2005 Impact on Our Company’s, Customers, Employees Expectations Invest millions, launch dates delayed, hope for increased revenues Increased and more complex services can confuse customers Employees may be hesitant to proactively offer more technical products

6Telecom Training Corporation CANTO June 22, 2005 Opportunity for Competitive “Stealing” Effective advertising campaigns Bundled product offerings Unique pricing strategies Simplified, accurate billing solutions

7Telecom Training Corporation CANTO June 22, 2005 Customers Are More Demanding Interact with international customer service groups  Travel  Entertainment  Media  Financial  On-Line Shopping Customers compare high quality service from these experiences to what we provide When customer expectations are not exceeded, lack of loyalty is an opportunity for competitors

8Telecom Training Corporation CANTO June 22, 2005 Customer Categories Level of Meeting Expectations Level of SatisfactionLoyalty Status Competitive Threat 1. Not MeetDissatisfactionNoneLeave 2. MeetSatisfactionMarginalMay Leave 3. ExceedHigh SatisfactionVeryStay

9Telecom Training Corporation CANTO June 22, 2005 How Customers Are Typically Treated Dissatisfied – Receive Lots Of Attention Satisfied – Quietly Ignored Very Satisfied – Taken For Granted

10Telecom Training Corporation CANTO June 22, 2005 Dissatisfied and Satisfied Customers Are At Risk Decreased revenues Declining market share Reduction in new technologies Employee layoffs

11Telecom Training Corporation CANTO June 22, 2005 Increasing Satisfaction & Loyalty Dissatisfied – Not much can be done Satisfied – Exceed expectations when solving problems  Written and on-line surveys  Incentives for response – low cost, high perceived value  Customer focus groups  Outbound telemarketing campaigns

12Telecom Training Corporation CANTO June 22, 2005 Maintaining Loyalty of Very Satisfied Customers Customer appreciation days and events Outbound calls to tell them we appreciate them and find out what they’d like Special offers on new products/services Personal letters from senior leadership Newsletter recognition Handwritten notes on birthdays and other special dates

13Telecom Training Corporation CANTO June 22, 2005 Delight Internal Customers So They Will Delight External Customers Employee surveys Suggestion boxes Newsletter recognition Employee appreciation days Recognition on birthdays, anniversaries, etc. Attractive compensation, benefit & incentive plans Tuition reimbursement Childcare and eldercare benefits Flexible working schedules Comfortable, safe working environment Free or discounted telecommunications products Clearly defined written roles and responsibilities Efficiently designed processes and procedures Consistent communication between departments and from senior leadership Regularly scheduled department and company- wide meetings Effective performance appraisal process Motivational feedback Career path opportunities Training

14Telecom Training Corporation CANTO June 22, 2005 Best Practices to Exceed Expectations and Increase Loyalty 1. Avoid taking customers for granted by being polite, respectful and courteous 2. Personalize the interaction 3. Warmly welcome customers 4. Avoid transferring and putting customers on hold 5. Close the interaction with sincere appreciation 6. Keep commitments 7. Use effective communications skills to build relationships

15Telecom Training Corporation CANTO June 22, Avoid Taking Customers For Granted by Being Polite, Courteous, & Respectful Smile Pleasant Facial Expression Eye Contact Approachable Body Language No Nervous Mannerisms Professional Appearance Focus on Them Empathize with Their Situation Don’t Answer The Phone When Talking To A “Live” Customer Focus on What We Can Do to Help vs. What We Can’t Do Maintain a Clean, Tidy Work Area

16Telecom Training Corporation CANTO June 22, Personalize the Interaction Use the Customer’s Name Refer to Their Account History Reference Previous Conversations Build Rapport By Commenting on Their Interests Introduce Yourself Give Customer’s Your Business Card Wear a Lapel Name Badge Use a Nameplate at Your Work Station Tastefully Include Personal Interests in Your Work Area

17Telecom Training Corporation CANTO June 22, Warmly Welcome Customers Telephone Greeting  “Good afternoon. Thank you for calling XYZ Company. This is Mary Smith. How may I help you today?” Walk-Ins  “Good afternoon. Thank you for coming in today to XYZ Company. I’m Mary Smith. How may I help you today?”

18Telecom Training Corporation CANTO June 22, 2005 Warmly Welcoming Behaviors Smile and pleasant facial expression Verbally or non-verbally acknowledge walk-ins “I’ll be with you in just a moment” Organize business processes to minimize waiting in line Use a customer sign-in book and call them by name Provide drop-off bill payment boxes and automatic payment machines Replace bill payment teller counters with desks/chairs Design the lobby area to advertise your services with demo equipment and videos for self-education Maintain safe, clean, convenient parking options

19Telecom Training Corporation CANTO June 22, 2005 Comfortable, Clean, Aesthetically Pleasing Waiting Area Comfortable couches and chairs Company brochures and newsletters Magazines Coffee or other beverages Customer surveys Customer suggestion box

20Telecom Training Corporation CANTO June 22, Avoid Transferring & Putting Customers on Hold Train switchboard operator or receptionist to ask appropriate questions to efficiently route If using IVR/AA, design:  With a focus on the customer  Easy-to-understand instructions  With an option to press zero for an operator

21Telecom Training Corporation CANTO June 22, 2005 Transfer Procedures Tell the customer why you are transferring them Ask for their permission Use a warm transfer Provide details on voice mails Provide name and extension number of employee

22Telecom Training Corporation CANTO June 22, 2005 Avoid Putting On Hold Empower employees with clear, written guidelines Use high-quality messages and change frequently Tell the customer why you want to put them on hold and ask their permission Check back at least every 60 seconds to see if they want to continue holding or to be called back When returning, thank the customer for holding

23Telecom Training Corporation CANTO June 22, Close the Interaction with Sincere Appreciation Don’t let the customer end the call thanking us “Mrs. Jones, thank you for bringing our billing mistake to our attention and I’m glad we’ve been able to get this resolved. Is there anything else we can help you with today? Here’s a business card with my name and contact information in case you have any other questions. And thank you for being a valued customer of XYZ Company and I hope you have a great afternoon.”

24Telecom Training Corporation CANTO June 22, 2005 Characteristics of Good Closings Use the customer name to personalize Provide a business card for more personalization Thank all customers, even those who are upset Show on-going commitment to help the customer Increase rapport by ending on a personal note (i.e., “nice afternoon”) Tell the customer you value them vs. “thank you for your business” or “thank you for calling”

25Telecom Training Corporation CANTO June 22, Keep Commitments When committing to call a customer, log the appointment in your calendar Under promise and over deliver to include buffer time During internal meetings, leave with an action plans assigning names and time frames Review action plans at the start of the next meeting for accountability

26Telecom Training Corporation CANTO June 22, Use Effective Communication Skills to Build Relationships Ask strategic open and closed questions Listen and take notes Don’t interrupt Empathize when dissatisfaction is expressed Clarify understanding to avoid assumptions Summarize action steps Check for acceptance of recommendations Eliminate jargon, acronyms, and technically savvy phrases Frequently use words such as “please” and “thank you” Let upset customers vent completely before starting to help them

27Telecom Training Corporation CANTO June 22, 2005 Exceed Expectations, Build Loyalty, Strategically Out-Service Your Competitors! Melissa Harris President, Telecom Training Corporation Provide your business card for a copy of this presentation Thank You!