Transcript Improving customer service

2.4
Monitoring
and
Evaluating
Customer
Service
2.4 Monitoring
and
Evaluating
Customer
Service
Unit2:2:Developing
Developing
Customer
Relations
Unit
Customer
Relations
2.4 Monitoring and
Evaluating Customer Service
Unit 2: Developing Customer Relations
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Contents
For more detailed instructions, see the Getting Started presentation
Flash activity (these activities are not editable)
Teacher’s notes included in the Notes Page
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Extension activity
Key skills
Web addresses
Sound
Printable activity
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Improving customer service
In this section, you will consider
how organizations improve their
customer service standards.
Reasons for improving
Improvements for employees
Working environment
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Constant improvement
Organizations need to continually monitor and evaluate
customer service in order to identify and take action on any
areas where improvements can be made.
A business may feel that it has attained
a very high level of customer service
provision, but it will still need to look for
improvements because competitors will
soon catch up if it doesn’t.
What examples are there of competitors copying
the products offered by other businesses?
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Why are they doing that?
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Reliability
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Failure to improve customer service
Improving customer service standards will lead to
improvements for the organization as a whole.
On the other hand, failure to take proper care of
customer service standards can lead to
additional problems and even fines
from regulating bodies.
For example, in April 2008, Severn Trent Water
was fined £35.8 million for deliberately
providing false information to the regulator
OFWAT, and for providing sub-standard
customer service.
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Making improvements
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Improvements for employees
Since effective customer service is directly linked to staff
attitude, any improvements an organization makes to its
customer service must also be rolled out to its employees.
The organization will therefore need to consider how to
maintain high levels of job satisfaction in its staff.
Staff can find job satisfaction by:
achieving personal goals
being given interesting work
being given responsibility
learning and using new skills
having promotion opportunities
having achievements recognized.
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Working environment
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Boardbusters!
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Assignment: Developing customer relations
Developing customer relations
Visit various organizations and organizations’ websites,
and make a collection of customer feedback forms.
How can the organization use the
information obtained to improve customer service levels?
Identify instances where
organizations have reported how
they have monitored and evaluated
customer and staff feedback.
Also find instances where organizations
claim to have successfully used information from monitoring
and evaluation to improve their customer service provision.
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Build the business!
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Glossary
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