Transcript CUSTOMER SERVICE/QUALITY

Chapter 7
CUSTOMER
SERVICE/QUALITY
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
“There are only two qualities in
the world: efficiency and
inefficiency, and only two sorts
of people: the efficient and the
inefficient.”
George Bernard Shaw
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
OBJECTIVES
• Define productivity and its impact on organizational
success
• Identify and define directional statements
• Know the various types of plans used in an organization
• Define the primary business functions and their purpose in
an organization
• Define quality and its importance in business
• State the difference between a product, a good, and a
service
• Define creativity and innovation
• Identify and describe the importance of customers and
customer service
• Describe how to handle a difficult customer
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
PRODUCTIVITY IN THE
WORKPLACE
• Productivity: to perform a function that
adds value to the company
• Whatever you produce (output) should
add value to the company
• Productivity at work starts with:
– Ethics
– Attitude
– Goals
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
PRODUCTIVITY IN THE
WORKPLACE
Directional Statements: create
foundation for why company exists and
how it will operate
• Mission Statement: a statement of
purpose (what and why)
• Vision Statement: a company’s viable
view of the future (where)
• Values Statement: standard of
behavior (how)
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
PRODUCTIVITY IN THE
WORKPLACE
Company Strategy
• Strategy: outlines major goals and
objectives and serves as a company roadmap
• Strategic plan: a formal document that
identifies how the company will secure,
organize, utilize, and monitor its resources
• Company resources
– Human (employees)
– Fiscal (financial)
– Capital (long-term investments)
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
PRODUCTIVITY IN THE
WORKPLACE
Company Strategy
• Goal: broad statement or aim
• Objectives: short-term goals
(activities) that support a goal;
objectives have timelines and are
measurable
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
LINES OF AUTHORITY
President
• Organizational
structure: the
way a company
is organized
• Organization
chart: a graphic
display of the
formal lines of
authority.
– Identifies key
functions
within the
company
Marketing
Vice President
Sales
Advertising
Operations
Vice President
Production
Distribution
Finance
Vice President
Mgmt. Info. Systems
Vice President
Accounting
Director
Computer
Accounts
Receivable
Supervisor
Accounts
Payable
Supervisor
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
LINES OF AUTHORITY
Company Structure: Key Titles
President/C.E.O.
Board of
Directors
Senior Management
(Vice Presidents)
Investors/
Owners
Middle Management
(Directors, Managers)
Operation Managers
(Supervisors, Assistant Managers)
Employees
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
LINES OF AUTHORITY
Management Levels
strategic
Executives
3–5+ years
Managers/Directors
tactical
1–3 years
Supervisors
Daily –1 year
operational
Employees
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
LINES OF AUTHORITY
Major Organizational Functions
• Divisions: major functions within a business
• Departments: carry out specific functions
within divisions
• Key business functions
–
–
–
–
–
–
Finance and accounting
Human resource management
Operations
Information systems
Marketing
Legal counsel
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
LINES OF AUTHORITY
• Finance and Accounting
Department: department responsible
for securing the distribution and growth
of a company’s financial assets
– Capital budget: long-term investments
– Operational budget: short-term items
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
LINES OF AUTHORITY
• Human Resources: responsible for
recruiting, hiring, training, evaluating,
compensating, promoting, and
terminating employees
• Deals with the employee (people)
side of business
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
LINES OF AUTHORITY
• Operations: deals with the production and
distribution of the company’s product
• Information Systems (IS): deals with electronic
management of information within an organization
• Routinely back-up files
• Empty electronic trash bin
• Conduct routine virus checks
• Responsible for reported computer viruses and
system problems
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
LINES OF AUTHORITY
• Marketing Department: responsible for
creating, pricing, selling, distributing, and
promoting the company’s product
– Every employee is a walking billboard for the
company
• Legal Counsel: handles all legal matters
relating to the business
– Check with company legal counsel prior to engaging
in a contract on behalf of the company
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
QUALITY AND THE COMPANY
• A building, its employees, and the
product produced are major elements
that define a company, but a company
needs customers to succeed
• Each job in the company has a purpose
• Do your best at all times
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
QUALITY AND THE COMPANY
Important Company Elements
Quality
Customer loyalty
Employee loyalty
Profit
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
QUALITY AND THE COMPANY
Quality
• Quality: a predetermined standard that
defines how a product is to be produced
or a service is to be provided
• Customers demand quality in the
product and from the company’s
employees
• If customers don’t perceive that they
have received a quality product, they will
not make a repeat purchase
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
QUALITY AND THE COMPANY
Customer Loyalty
• Customers will repeat purchases when
they receive value and a quality
product
• Companies want to build brand loyalty
with customers
• Customers will be loyal to a company
and its products when quality products
and customer service are consistently
provided
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
QUALITY AND THE COMPANY
Employee Loyalty
• Employee loyalty: an employee’s
obligation to consistently support a
company and its mission
• Do your job and do it well
• Show respect for company policies,
your coworkers, and the company’s
customers
• Promote the company and its products
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
QUALITY AND THE COMPANY
Profits
• Profit: revenue minus expenses
– Revenue: money coming in from sales
– Expenses: costs involved in running
the business
• The success of a company depends
on profit
• As profits increase, the company
can grow
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
QUALITY AND THE COMPANY
Product vs. Good vs. Service
• Product: what is produced by a
company; this can be a good, a service, or
both
• Good: a tangible item, something that
you can physically see or touch
•
Service: an intangible product, in other
words, you cannot touch or see the
product
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
TALK IT OUT
Identify common money
wasters in the workplace
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
WHO IS THE CUSTOMER?
• Customer: an individual or business that
buys the company’s product
• A company cannot survive without customers
• Internal customers exist within a company
– Coworkers and other departments
• External customers are individuals who the
company serves outside
– Customers, vendors, and investors
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
WHO IS THE CUSTOMER?
 To create a satisfied customer, you
need a high-quality product or service
and excellent customer service
Quality Employees + Quality Inputs
= Quality Products
= Satisfied, Loyal Customers
= Profits
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
QUALITY
• When it comes to quality, the expectation of
customers is high
• Customers expect that a product will last
• Value: when customers believe they are
getting a good deal for the price they paid
• Customers expect value
• Customers measure product quality by
comparing your product to similar products
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
CREATIVITY and INNOVATION
• Creativity: the ability to produce
something new and unique, such as a
good, service, or system. A creative
person will ask, “what if” instead of being
constrained by the barrier of an item’s or
service’s original use
• Innovation: the introduction of a new
product, putting a creative idea into
action
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
EXCELLENT CUSTOMER SERVICE
DEFINED
• Customer Service: the treatment an
employee provides a customer
– Respect and kindness
– Competent: an employee who knows the
product his or her company offers
– Dependable: an employee who is reliable and
takes responsibility to assist a customer
– Responsive: an employee that provides a
customer personal attention
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
EXCELLENT CUSTOMER SERVICE
Impressions
• As soon as a customer comes in contact
with a business, an opinion is formed
about that business
• There is only one first impression, so it
must be good
• The appearance of the building and/or
employees can be the reason a
customer comes to your company in the
first place
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
TALK IT OUT
What customer body language
would indicate a customer
needs help and what body
language would indicate a
customer wants to be left
alone?
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
THE IMPACT OF CUSTOMER
SERVICE
• Get to know your customers
• Excellent customer service is the biggest
reason customers return
• Build a relationship with the customer that will
make him or her loyal to you and your
business
• A business needs satisfied customers to not
only make repeat purchases, but also to tell
others about their favorable experience
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
THE DIFFICULT CUSTOMER
“The customer is always right”
 The customer may not be right
 Although the customer may be wrong,
adopt an attitude that the customer is
unhappy and do all you can to help the
customer solve the problem
 Have patience and sympathize with the
customer
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
THE DIFFICULT CUSTOMER
Tips for Handling the Customer
•
•
•
Stay calm, let the customer talk, and listen for
facts—let the customer vent for a few minutes, do
not interrupt or say “please calm down”; do not
take harsh words personally
Watch body language—tone of voice, eye
contact, and arm movement; if you feel a customer
has the potential to become violent or physically
abusive, immediately seek assistance
Acknowledge the customer’s frustration—say,
“I can understand why you are upset”
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
THE DIFFICULT CUSTOMER
Tips for Handling the Customer (cont.)
• Make sure the problem gets solved—try to
take care of the problem yourself
• Know company policy—if a customer
challenges a policy, calmly and politely
explain the purpose of the policy
• Expect conflict, but do not accept
abuse—if a customer shows aggressiveness
or is cursing, politely tell that customer you
cannot help until he or she is able to treat
you in a respectful manner; if he or she
continues the inappropriate behavior,
immediately call a supervisor
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]
TALK IT OUT
If a customer is angry with a
raised voice, what would you
say to that customer?
Professionalism: Skills for Workplace Success, 2/e
Lydia E. Anderson • Sandra B. Bolt
Copyright ©2011 by Pearson Education, Inc.
publishing as Pearson [imprint]