Transcript Chapter 1 -- Key Aspects of Customer Service

Chapter 1
Introduction To
Customer-Centric Service
Objectives
Define customer-centric service
Contrast traditional customer service with
exceptional customer service
Identify required customer service skills
and competencies
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Defining Customer Service
Customer service is the process of
satisfying the customer, relative to a product
or service, in whatever way the customer
defines as meeting his or her need, and
having that service delivered with efficiency,
understanding, and compassion.
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Mission Statement,
Values, and Goals of
Customer Service
Examples of Mission Statements
“Good service is good business”
“We are ladies and gentlemen serving ladies
and gentlemen”
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External and Internal
Customers
External customers
Customers whose needs we traditionally think
of serving, who purchase and use a company’s
products and services
Internal customers
People or departments within a company that
rely on colleagues to provide the support they
need to serve their own internal and external
customers
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Employment Growth for
Customer Service Representatives
(CSRs)
According to the U.S. Bureau of Labor
Statistics
Service related jobs are expected to increase at
a faster rate than all other occupations.
Specifically, the CSR occupation is expected to
increase from 2,063,000 jobs in 2004 to
2,534,000 jobs in 2014.
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The Evolving Role of
Customer Service
The “New Customer Economy” is
characterized as a power shift from
companies to their customers.
Traditionally, customer service was
delivered in the Customer Service
Department.
Today, everyone in an organization must
deliver exceptional customer service to all
customers.
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Multichannel Customer
Contact Points
Customer contact occurs through many
channels
In person
On the phone
Through written communications
Online
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The Role of a CSR
In general, the role of a customer service
representative is to
Answer questions
Solve problems
Take orders
Resolve complaints
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Characteristics and Skills that
Describe Exceptional CSRs
Chapter 1
Initiative
Objectivity
Responsiveness
Resistance to Stress
Relationship
Building
Resilience
Sensitivity
Positive Attitude
Problem Solving
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The Workplace Environment
CSRs can be located at a
Retail store or an office
Call center
Contact center
Help desk
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Chapter 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
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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.
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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.
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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.
Chapter 2
Cultural differences
are seen in
Nonverbal
behaviors
Concept of time
Concept of space
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Customer Personalities
The Analytical – wants to be systematic, well
organized, and deliberate
The Driver – wants to save time, values results,
loves being in control and doing things a certain
way
The Amiable – wants to build relationships, loves
to give others support and attention
The Expressive – values appreciation, loves social
situations, likes to inspire others
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Generational Differences
Having an awareness of a customer’s
generation and knowing that generation’s
service preferences lead to great customer
service.
Good service must be seen from a
customer’s point of view.
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Four Generations
Matures – Born prior
to 1946; patriotic,
loyal, fiscally
conservative
Baby Boomer
Generation – Born
between 1946 and
1967; idealistic,
competitive, questions
authority
Chapter 2
Generation X – Born
between 1965 and
1981; resourceful,
self-reliant, highly
adaptive
Millennial Generation
– Born after 1981;
confident, ambitious,
tech-savvy
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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
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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
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Service Animals
A service animal is not a pet.
Reminders when serving a person who is
accompanied by a service animal:
Do not touch the service animal
Do not make noises at the service animal
Do not feed the service animal
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Chapter 3
Customer Behavior, Customer
Loyalty, and Exceptional Service
Objectives
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.
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Understanding Customer
Behavior
Basic Customer
Behavior involves:
Why they buy
How they buy
What causes them
to return
Chapter 3
Four Customer
Needs:
1. Need to be
understood
2. Need to feel
welcome
3. Need to feel
important
4. Need for comfort
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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
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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
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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
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Critical First Impressions
“You never get a second chance to make a
first impression”
Baseline standard
The minimum level of service it takes to satisfy
customers under ordinary circumstances
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Empowerment
“Giving somebody power or authority”
Benefits
The elimination of nearly all multilevel
problem solving that involves management
An empowered staff reduces the amount of
time customers spend reaching satisfactory
conclusions
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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
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Measuring Customer
Satisfaction
When customers are asked about the level
of service they receive, it
Helps the company set realistic goals and
monitor trends
Provides critical input for analyzing problem
areas
Assists the company in monitoring progress
toward improvements
Keeps the company close to its customers
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Measurable Customer
Service Standards
Examples:
Answer telephones by the third ring.
Serve hot food at a temperature of at least 140 degrees.
Smile and greet all guests within 10 feet of you.
Respond to each shopper, so that he or she does not
stand in line more than two minutes.
Offer bellman or concierge service to every hotel guest.
Speak professionally to clients and avoid the use of
slang expressions.
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Chapter 4
Attitude, Angry Customers, and
Relationship Building
Objectives
Describe a customer-oriented attitude
Recognize situational examples that elicit rage
reactions in customers
Identify actions CSRs can take to ensure delivery
of comprehensive customer services
Describe the customer service benefits of the
teamwork approach in organizations
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A Customer-Oriented
Service Attitude
“The purpose of business is to create a
customer”
Peter Drucker
The ACSI (American Customer Satisfaction
Index)
Tracks trends in customer satisfaction and provides
valuable benchmarking of the consumer economy
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The Power of a
Positive Attitude
Positive self-talk can help each of us build a
positive, winning customer service attitude.
Tips to help keep your attitude up:
Engage in positive self-talk
Focus on successes rather than negatives
Use your break time effectively
Keep in mind your overall goals
Be kind to yourself
Take your sense of humor to work
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Customer Rage
Findings of Report by Customer Care Alliance
and ASU School of Business, released in
November 2005:
70% of 1,012 survey respondents experienced
customer rage, relating that their most serious recent
consumer problem made them “extremely” or “very”
upset.
Customers don’t become dissatisfied because of
problems, but with the way they are handled.
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Delivering Comprehensive
Service
Customers often filter their service depending on
How the customer feels that day
Experiences the customer has had that day
Experiences the customer has had in the past with the
CSR or company
Experiences the customer’s friends or family have had
with the company
The setting, environment, and circumstances of the
current interaction
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CSRs and the
Adversity Quotient®
Paul Stoltz, author of Adversity Quotient
(AQ) @ Work, defines AQ as
A precise, measurable, unconscious pattern of
how people respond to adversity.
Core elements are control, ownership, reach,
and endurance.
CSRs should have high AQs.
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Customer Service
Rules and Guidelines
Red rules
Prescriptive and must be followed exactly as
specified
Examples: safety issue or legal obligation
Blue rules
Optional and can be modified on a case-bycase basis
Examples: return policies, hours of operation
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Building a Teamwork
Approach to Customer Service
Internal customer service refers to service
directed toward others within the
organization.
For example, level of responsiveness, quality,
communication, teamwork, and morale
Good teamwork shows customers that the
company is organized and everyone is
moving toward satisfying the customer.
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Teamwork Communication
Critical in serving customers
To promote teamwork, CSRs need to
Focus any negative feedback on a specific task,
not on a co-worker’s personality.
Compliment a teammate when he or she is
observed doing something well.
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Teamwork Strategies
Support your teammates with information
Discuss new policies
Identify areas for improvement
Show pride in yourself and your coworkers
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