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 Chapter 1 The World of Customer Service, 2 e Odgers 1
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. Chapter 1 The World of Customer Service, 2 e Odgers 2
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” Chapter 1 The World of Customer Service, 2 e Odgers 3
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 Chapter 1 The World of Customer Service, 2 e Odgers 4
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. Chapter 1 The World of Customer Service, 2 e Odgers 5
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. Chapter 1 The World of Customer Service, 2 e Odgers 6
Multichannel Customer Contact Points Customer contact occurs through many channels In person On the phone Through written communications Online Chapter 1 The World of Customer Service, 2 e Odgers 7
The Role of a CSR In general, the role of a customer service representative is to Answer questions Solve problems Take orders Resolve complaints Chapter 1 The World of Customer Service, 2 e Odgers 8
Characteristics and Skills that Describe Exceptional CSRs Initiative Responsiveness Resistance to Stress Relationship Building Resilience Sensitivity Chapter 1 Objectivity Positive Attitude Problem Solving The World of Customer Service, 2 e Odgers 9
The Workplace Environment CSRs can be located at a Retail store or an office Call center Contact center Help desk Chapter 1 The World of Customer Service, 2 e Odgers 10
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 Chapter 2 The World of Customer Service, 2 e Odgers 11
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. Chapter 2 The World of Customer Service, 2 e Odgers 12
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. Chapter 2 The World of Customer Service, 2 e Odgers 13
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 The World of Customer Service, 2 e Odgers 14
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 Chapter 2 The World of Customer Service, 2 e Odgers 15
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. Chapter 2 The World of Customer Service, 2 e Odgers 16
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, selfreliant, highly adaptive Millennial Generation – Born after 1981; confident, ambitious, tech-savvy The World of Customer Service, 2 e Odgers 17
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 Chapter 2 The World of Customer Service, 2 e Odgers 18
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 Chapter 2 The World of Customer Service, 2 e Odgers 19
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 Chapter 2 The World of Customer Service, 2 e Odgers 20
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. Chapter 3 The World of Customer Service, 2 e Odgers 21
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 The World of Customer Service, 2 e Odgers 22
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 Chapter 3 The World of Customer Service, 2 e Odgers 23
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 Chapter 3 The World of Customer Service, 2 e Odgers 24
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 Chapter 3 The World of Customer Service, 2 e Odgers 25
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 Chapter 3 The World of Customer Service, 2 e Odgers 26
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 Chapter 3 The World of Customer Service, 2 e Odgers 27
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 Chapter 3 The World of Customer Service, 2 e Odgers 28
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 Chapter 3 The World of Customer Service, 2 e Odgers 29
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. Chapter 3 The World of Customer Service, 2 e Odgers 30
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 Chapter 4 The World of Customer Service, 2 e Odgers 31
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 Chapter 4 The World of Customer Service, 2 e Odgers 32
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 Chapter 4 The World of Customer Service, 2 e Odgers 33
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. Chapter 4 The World of Customer Service, 2 e Odgers 34
Delivering Comprehensive Service Customers often filter their service depending on How the customer feels 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 Chapter 4 The World of Customer Service, 2 e Odgers 35
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. Chapter 4 The World of Customer Service, 2 e Odgers 36
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 Chapter 4 The World of Customer Service, 2 e Odgers 37
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. Chapter 4 The World of Customer Service, 2 e Odgers 38
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. Chapter 4 The World of Customer Service, 2 e Odgers 39
Teamwork Strategies Support your teammates with information Discuss new policies Identify areas for improvement Show pride in yourself and your coworkers Chapter 4 The World of Customer Service, 2 e Odgers 40
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