1. BS1036 Quality Management & Customer Care
2: Customer Care: philosophy and procedures

2. Why is customer care important ? Increasing market competition
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
Why is customer care important ?
Increasing market competition
Globalisation
Rise of consumerism
Customer Relationship Marketing (CRM) as important an asset as capital and labour
Reflects on how well staff themselves are treated

3. Why are customers valuable ?
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
Why are customers valuable ?
Think of customers as an income stream e.g. how much is spent over 12 years by a family spending £80 per week on groceries
60% customers are repeat business
Much cheaper to retain customers than attract new ones

4. Gabrielle Battista, President of Cable and Wireless
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
Succinctly…
“We had a simple goal, find the right customers, learn what they want, sell it to them, service all their needs”
Gabrielle Battista, President of Cable and Wireless

5. But central problems to be solved are:
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
But central problems to be solved are:
Enterprise information and customer information must be integrated into a single whole
New kinds of customer behavioural information must be captured and processed
Customers and employees must share a common knowledge base

6. The product (e.g. mortgage package, meal) The process (how handled)
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
Aspects of service
The product (e.g. mortgage package, meal)
The process (how handled)
The programmes (when dealt with)
The plant (types of equipment and particular usage)
The people (trained, motivated, rewarded)

7. Characteristics of service industries… Consumed at point of production
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
Characteristics of service industries…
Consumed at point of production
Customer is present
Mistakes cannot be hidden
Greater importance of ‘right first time’
Process is hard to control with customer there
Customers react to situations

8. Lucy Gaster, Quality in Public Services
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
“Almost all services depend, in one way or another, on other services, as part of the input, throughput or output and sometimes all three “
“Quality.. applies as much to the relationships along the chain as it does to the ultimate link”
Lucy Gaster, Quality in Public Services

9. Have a well established and speedy procedure
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
Complaint Handling
Help customers to complain accurately (know exactly what has gone wrong)
Have a well established and speedy procedure
How are ‘customers from hell’ dealt with?
How do we interpret numbers of complaints?

10. Web-based Customer Care Historically, we use a cost-free call-centre
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
Web-based Customer Care
Historically, we use a cost-free call-centre
Virtually every area of customer support (information, support, maintenance, warranties, upgrades, status) can be handled over the Internet.
E-commerce allows possibilities for accessing information for life-time value

11. Customer Relationship Marketing…
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
Customer Relationship Marketing…
Creates dialogues with customers to supply needs rather than sell products
Not meant to be a ‘quick fix’ but a change in marketing strategy
Long term aim is to build customers for life
Be capable of delivering real solutions

12. 10 Good Customer Habits to Develop
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
10 Good Customer Habits to Develop
Be on Time
Follow Up on Promises
Under-promise,over-deliver
Go the extra mile
Offer Customer Options
Express Sympathy
Give Customers highest priority
Treat co-workers as customers
Give Customer your name and number
Develop good telephone manner

13. 10 Good Ways to be a role model
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
10 Good Ways to be a role model
Start the day right
Discuss Feelings
Do the Right thing
Support Staff’s decisions
Be willing not to know the answer
Learn to listen
Take time to socialise
Good telephone etiquette
Thank staff often
Say what you mean (mean what you say)

14. 10 Major Don’ts (and Do’s)
BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
10 Major Don’ts (and Do’s)
‘I don’t know’
‘No’
‘That’s not my job’
‘You’re right – this stinks’
‘That’s not my fault’
‘You need to talk to my manager’
‘You want it when?’
‘Calm down’
‘I’m busy just now’
‘Call me back’

15. BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
De Bono’s ‘Six Hats’
White
Objective info (facts and figures)
What facts do I need ? How do I get them?
Red
Feelings, emotions, non-rational feelings
How do I feel about this ?
Black
Why ideas will not work
What are downsides ?
Yellow
Opportunities, possibilities
Advantages? Best possible outcome ?
Green
Creative new ideas
Fresh innovative approaches, creative
Blue
Control of the thinking process – ‘Cool’
Review thoughts, think of next logical step

16. BS1036 Quality Management & Customer Care 2: Customer Care: philosophy and procedures
How would you plan a customer care programme for a library/information centre ?