Managing Customer Service www.studyMarketing.org 1 Contents : • Understanding Quality Service and Service Culture • Key Skills for Quality Customer Service • Addressing Customer Different Behavior Style • Steps to Resolve Service Breakdown www.studyMarketing.org 2 Service Winners….. Those with a positive attitude and a cheerful outlook Those who genuinely enjoy working with and for other people Those with the ability to put the customer on “center stage” Those who view their job primarily as a human relations profession Those who can allow customers to be right (even on the occasions when they are not) www.studyMarketing.org 3 Service is…. • Customers in a restaurant want more than a meal • Guests in hotels want more than a room • Client in a transaction want more than a settlement • Customer want more that just the product or service that is offered – they also want to be treated well www.studyMarketing.org 4 Service is Intangible Intangibles deal with the human side of an organization Service is intangible www.studyMarketing.org They include human emotions, behaviors, understandings, feelings, and perceptions 5 Service is Intangible Examples of customer service intangible : www.studyMarketing.org • • • • • • • • • • • Satisfaction Attentiveness Flow Helpfulness Sensitivity Tone Attitude Knowledge Understanding Tact Guidance 6 Two Dimensions of Service Service The procedural dimension Consist of the established systems and procedures to deliver products and/or services The personal dimension How service providers (using their attitudes, behaviors, and verbal skills) interact with customers www.studyMarketing.org 7 Two Dimensions of Service The Freezer Low in both personal and procedural service. Motto : “We don’t care” The Factory Good in procedural service, bad in personal service. Motto : “You are number. We are here to process you” The Friendly Zoo Bad in procedural service, good in personal service. Motto : “We are trying hard, but don’t really know what we are doing” Quality Customer Service Excellent in both the personal and procedural dimensions. Motto : ‘We care and we deliver” www.studyMarketing.org 8 Key Elements of Quality Service www.studyMarketing.org 9 Five Elements of Quality Service Reliability Assurance Empathy www.studyMarketing.org Tangible Responsiveness 10 Five Elements of Quality Service • The ability to provide what was promised, dependably and accurately • Action strategy : make sure that you correctly identify customer needs, promise only what you can deliver, and follow through to ensure that the product or service was received as promised Reliability www.studyMarketing.org 11 Five Elements of Quality Service • The knowledge and courtesy of employees, and their ability to convey trust and confidence • Action strategy : take the time to serve customers one at a time. Provide service assertively by using positive communication techniques and describing products and services accurately Assurance www.studyMarketing.org 12 Five Elements of Quality Service • The physical facilities and equipment and the appearance of personnel • Action strategy : maintain workspaces in a neat, orderly manner, dress professionally, and maintain excellent grooming and hygiene standards Tangible www.studyMarketing.org 13 Five Elements of Quality Service • The degree of caring and individual attention provided to customers • Action strategy : listen for emotions in your customers’ messages. Put yourself in their place and respond compassionately by offering service to address their needs and concerns Empathy www.studyMarketing.org 14 Five Elements of Quality Service • The willingness to help customers and provide prompt services • Action strategy : project a positive, can-do attitude. Take immediate steps to help customers and satisfy their needs Responsiveness www.studyMarketing.org 15 Service Culture Components Delivery System Training Motivators and reward www.studyMarketing.org Service mission SERVICE CULTURE Products and services Employee roles and expectations Policies and procedures Management support 16 Service Culture Components Service mission Products and services www.studyMarketing.org The direction or vision of an organization that supports day-to-day interaction with the customer The material, products, and services that are state of the art, competitively priced, and meet the needs of customers 17 Service Culture Components Delivery System Training Motivators and reward www.studyMarketing.org The way an organization deliver its products and services Instruction or information provided through a variety of techniques that teach knowledge or skills, or attempt to influence employee attitude toward excellent service delivery Monetary rewards, material items, of feedback that prompts employees to continue to deliver service and perform at a high level of effectiveness and efficiency 18 Service Culture Components Employee roles and expectations The specific measures that indicates what is expected of employees in customer interactions and that define how employee service performance will be evaluated Policies and procedures The guidelines that establish how various situations of transactions will be handled Management support The availability of management to answer questions and assist frontline employees in customer interaction when necessary www.studyMarketing.org 19 Key Skills for Quality Customer Service www.studyMarketing.org 20 What You Should Know? Know Your Organization Customer Service Person Know Your Product/Service Know Your Customer www.studyMarketing.org 21 Know Your Organization Know Your Organization www.studyMarketing.org • Organization mission and vision • Organization culture • Customer interaction policy and procedures • Company support for product/service 22 Know Your Product/Service Know Your Product/Service www.studyMarketing.org • Product /service development and quality improvement process • Product/service configuration • Performance data and specification • Maintenance and care • Price and delivery 23 Know Your Customers Know Your CUSTOMERS www.studyMarketing.org • Customer Needs • Customer Concerns • Customer Personality 24 Developing Excellent Communication with Customers Excellent Verbal Communication Skills Excellent Non-Verbal Communication Skills Productive Relationship with Customers Excellent Listening Skills www.studyMarketing.org 25 Excellent Verbal Communication with Customers Communicating positively….. www.studyMarketing.org • Plan your messages • Greet customer warmly and sincerely • Be specific • Use “small talk” • Use simple language • Paraphrase 26 Excellent Verbal Communication with Customers • feel that way” , use: What makes you feel that way? Instead, Why do you want that color, use : What other colors have you considered?) Communicating positively….. www.studyMarketing.org Ask positively phrased question (Instead, “Why do you • Communicate to your customer’s style • Agree with customers • Solicit customer feedback and participation 27 Excellent Verbal Communication with Customers Words and phrases that build relationship: Please Thank you Communicating positively….. I can or will How may I help? I understand how you feel You’re right May I Would you mind….. I apologize for…. www.studyMarketing.org 28 Excellent Verbal Communication with Customers Words and phrases that damage relationship: You don’t understand You don’s see my point Avoiding negative communication Hold on a second Our policy says (or prohibits) That’s not my responsibility What you need to do is….. Why don’t you The word “problem” The word “but” The word “no” www.studyMarketing.org 29 Excellent Verbal Communication with Customers Six C of giving good information to customers Clear Concise Correct Complete Courteous Concrete www.studyMarketing.org 30 Non Verbal Communication with Customers Body language Volume Cues Non Verbal Behavior Appearance and Grooming Miscellaneous Cues www.studyMarketing.org 31 Non Verbal Communication with Customers Volume Cue Body language • • • • Eye contact Posture Facial expression Gestures www.studyMarketing.org • • • • • • • Pitch Volume Rate of speech Voice quality Articulation Pauses Silence 32 Non Verbal Communication with Customers Appearance and Grooming • Hygiene (regular washing and combing of hair, use of mouthwash and deodorant) • Clothing and accessories www.studyMarketing.org Miscellaneous cues • Personal habits • Proper etiquette and manners 33 Positive and Negative Communication Behavior Positive • • • Brief eye contact Eyes wide open Smiling • Nodding affirmatively • Expressive body gestures • • • • Open body stance Listening actively Remaining silent as customer speaks Gesturing with open hand • Clean, organize work area www.studyMarketing.org Negative • Yawning Eye contact,orposture, • Frowning sneering facial • Attending to matters other expression, gestures than the customer • Leaning away from customers as he/she speaks • Subdued or Minimal hand gestures • Staring blankly or coolly at customers • Interrupting • • Pointing finger or object at customer Disorganized, cluttered work space 34 Characteristics of Good Listener 1. Empathy 2. Understanding 3. Patience Good Listener 4. Attentiveness 5. Objectivity www.studyMarketing.org 35 Strategies for Improved Listening • Stop talking ! • Prepare yourself • Listen actively • Show willingness to listen • Show empathy • Send positive nonverbal cues • Don’t argue • Ask questions www.studyMarketing.org 36 To listen more effectively….. Attend physically – the right body language helps us to focus on the customer and encourages the customer to give us more information Attend mentally – follow the customer’s flow of thought, listen to understand, not evaluate; listen first, then assess Check it verbally – paraphrase, clarify, probe further, summarize your understanding www.studyMarketing.org 37 Dealing Assertively with Customers • Look customers in the eyes as you speak • Grasp firmly without crushing • Think, plan, speak a specific question • Stop, gather thoughts, speak • Apologize if you make a mistake • Increase volume, sound firm and convincing • Take responsibility, resolve the problem www.studyMarketing.org 38 Customer Focused Behavior Customer focused behavior www.studyMarketing.org • Act promptly • Guide rather than direct • Don’t rush customer • Offer assistance • Don’t keep customer waiting • Avoid unprofessional actions 39 Addressing Customer Needs and Behavior Style www.studyMarketing.org 40 Addressing Customer Needs To Feel Welcome To Be Understood To Feel Comfortable To Feel Appreciated To Feel Important To Be Respected Customer Needs www.studyMarketing.org 41 Addressing Customer Needs To Feel Welcome Use an enthusiastic greeting, smile, use the customer’s name, thank the customer, be positive To Be Understood Listen actively, paraphrase, ask key question, give positive feedback, empathize To Feel Comfortable www.studyMarketing.org Use an enthusiastic welcome, relieve anxiety through friendly communication, explain your action calmly, ensure physical comfort 42 Addressing Customer Needs To Feel Appreciated To Feel Important To Be Respected www.studyMarketing.org Thank the customer, follow up, go beyond service expectations, provide “special” offers, remember special details about the customer Use the customer’s name, give special treatment when possible, elicit opinions Listen, don’t interrupt, acknowledge the customer’s emotions and concerns, take time to serve, ask advice, elicit feedback 43 Four Styles of Behavior Dominance Steadiness Influencing Compliance www.studyMarketing.org 44 Four Styles of Behavior Dominance • • • • Influencing • • • • www.studyMarketing.org Appears to be quite busy May give the impression of not listening Displays a serious attitude Voices strong opinions Appears quite active Takes social initiatives in most cases Likes to encourage informality Expresses emotional opinions (feelings) 45 Four Styles of Behavior • Steadiness Compliance • • • • • • • www.studyMarketing.org Give the appearance of being quiet and reserved Listen attentively to other people Tend to avoid the use of power Make decisions in a thoughtful and deliberate manner Control emotional expressions Displays a preference for orderliness Tends to express measured opinions Sees difficult to get to know 46 Strategies to Deal with Dominance Person Dominance www.studyMarketing.org • Keep the relationship a businesslike as possible • Develop strong personal relationship is not a high priority for dominance person • Be as efficient, time disciplined, and well organized as possible • Provide appropriate facts, figures, and success probabilities • Try to identify their primary objectives and then determine ways to support with these objectives 47 Strategies to Deal with Influencing Person Influencing www.studyMarketing.org • Be enthusiastic • Avoid an approach that is too stiff and formal • Take time to establish goodwill and build relationship • Do not place too much emphasis on the facts and details • Plan actions that will provide support for their opinions, ideas and dreams • Maintain good eye contact • Be a good listener 48 Strategies to Deal with Steadiness Person Steadiness www.studyMarketing.org • Take time to build a social relationship with the steadiness person • Spend time learning about the things that are important in this individual’s life • Provide personal assurance and support for their views • If you disagree with a steadiness person, cur the desire to disagree assertively; steadiness person dislike interpersonal conflict • Give them the time to comprehend your explanation/responses. Patience is important 49 Strategies to Deal with Steadiness Person Compliance www.studyMarketing.org • Provide a thoughtful, well organized approach • Take a no-nonsense, businesslike approach • Use specific questions that show clear direction • Provide detailed and comprehensive information • Never pressure the compliance person to make quick decisions 50 Resolving Service Breakdown www.studyMarketing.org 51 Service Breakdown Service breakdowns occur whenever any product or service fail to meet the customer’s expectations www.studyMarketing.org 52 Service Recovery Strategy Express respect Listen to understand Outline the solutions www.studyMarketing.org Uncover the expectations Take action and follow through Double check for satisfaction 53 Service Recovery Strategy Express respect "What you are telling me I important” www.studyMarketing.org Listen to understand Listen carefully; empathize with the customer; and do not make excuses or interruption “Please tell me what happened” Uncover the expectations “Will you please tell me what you feel need to be done?” 54 Service Recovery Strategy Outline the solutions “I will take this action” or “You have several choices” www.studyMarketing.org Take action and follow through “You refund has been requested. I will personally check with accounting to ensure your check goes out Friday” Double check for satisfaction “I am following up to make sure your check arrived” 55 Roadblock to Service Recovery • Not listening • Lack of respect • Inadequate materials or supporting equipment • Poor or inadequate communication • Lack of training • Work conflict www.studyMarketing.org 56 Dealing with Difficult People • Don’t take it personally • Remain calm, listen carefully • Focus on the problem, not the person • Reward yourself for turning a difficult customer into a happy one • When all else fail, ask for help www.studyMarketing.org 57 Reference/Recommended Further Readings: 1. Robert W. Lucas, Customer Service : Skills and Concepts for Success, McGraw Hill. You can obtain this excellent book at this link : http://www.amazon.com/Customer-Service-ConceptsSuccess-Student/dp/0078226333/ref=sr_1_1?ie=UTF8&s=books&qid=1219803390&sr=1-1 2. William B. Martin, Quality Customer Service, Crisp Publication. You can obtain this excellent book at this link : http://www.amazon.com/Crisp-Quality-Customer-Service-FiftyMinute/dp/1560525991/ref=sr_1_1?ie=UTF8&s=books&qid=1219803398&sr=1-1 www.studyMarketing.org 58 End of Material www.studyMarketing.org 59