1. The Customer-Driven Organisation

2. 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

3. 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, , and Web site Techniques
Using Written Messages
Understanding the one-to-one Customer Future

4. 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

5. 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)

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

7. 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.

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

9. 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

10. 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.)

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

12. 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

13. 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

14. 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.

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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 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

24. 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

25. 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

26. 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 or efficiency
Tip 18 - Don’t let the telephone interrupt an important live conversation
Tip 19 - Keep callers on track

27. 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

28. 7. Apply winning Telephone, E-mail, and Web site Techniques
Telephone and 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

29. 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

30. 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!

31. 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)

32. 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.