Managing customer service
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The document outlines the principles of quality customer service, emphasizing the importance of service culture, effective communication, and understanding diverse customer behavior styles. It details the five key elements of quality service, which include reliability, assurance, tangibles, empathy, and responsiveness, and provides strategies for addressing service breakdowns. Additionally, it covers techniques for improving customer interactions and building positive relationships through both verbal and non-verbal communication.
Managing customer service
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- 2. Contents: • Understanding Quality Service and Service Culture • Key skills fro Quality Customer Service • Addressing Customer Different Behavior Style • Steps to Resolve Service Breakdown 2
- 3. www.studyMarketing.org Please visit for more presentation on strategy, marketing, service, and innovation. 3
- 4. Service Winners…… Those with a positive attitude and cheerful outlook Those with the ability to put the customer on “center stage” Those who genuinely enjoy working with and for other people 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 4
- 5. Service is….. • Customer 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 5
- 6. Service is Intangible Intangibles deal with the human side of an organization Service is Intangible They include human emotion, behaviors, understanding , feelings and perceptions 6
- 7. Service is Intangible Examples of service • Satisfaction intangible: • Attentiveness • Flow • Helpfulness • Sensitivity • Tone • Attitude • Knowledge • Understanding • Tact • Guidance 7
- 8. Two Dimensions of Service The procedural dimension Consist of the established systems and procedures to deliver products and/ or services SERVICE SERVICE The personal dimension How service providers (using their attitudes, behaviors, and verbal skills) interact with customers 8
- 9. Two dimensions of Service The Freezer The Factory Low in both personal and Good in procedural service, bad in procedural service. Motto: personal service. Motto: `` You are ``We don’t care’’ number. We are here to process you’’ The Friendly Zoo Bad in procedural service, good Quality Customer Service in personal service. Motto: `` We Excellent in both the procedural are trying hard, but don’t really dimensions. Motto: `` We care know we are doing’’ and we deliver’’ 9
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- 11. Five Elements of Quality Service Reliability Assurance Tangible Empathy Responsiveness 11
- 12. Five Elements of Quality Service • The ability to provide what was promised , dependably Reliability 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 12
- 13. Five Elements of Quality Service • The knowledge and courtesy of employees, and their ability Assurance 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 13
- 14. Five Elements of Quality Service • The physical facilities and Tangible equipment and the appearance of personnel • Action Strategy : maintain workplaces in a neat, orderly manner, dress professionally, and maintain excellent grooming and hygiene standards 14
- 15. Five Elements of Quality Service • The degree of caring and Empathy 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 15
- 16. Five Elements of Quality Service • The willingness to help Responsiveness customers and provide prompt services • Action strategy : project a positive, can-do attitude. Take immediate steps to help customers and satisfy needs 16
- 17. Service Culture Components Service mission Employee roles and Delivery system expectations Training SERVICE Policies and procedures CULTURE Motivators and Management reward Support Products and services 17
- 18. Service Culture Components The direct or vision of an organization Service mission that supports day-to-day interaction with the customers The material, products, and services Products that are state of the art, competitively and services priced, and meet the needs of the customers 18
- 19. Service Culture Components The way organization deliver its products and Delivery system services Instruction or information provided through a variety of techniques that teach knowledge or Training skills, or attempt to influence employee attitude toward excellent service delivery Monetary rewards, material items, of feedback Motivators and that prompts employees to continue to deliver reward service and perform at a high level of effectiveness and efficiency 19
- 20. Service Culture Components… The specific measures that indicates what is Employee roles and expected of employees in customer expectations interactions and that define how employee service performance will be evaluated The guidelines that establish how various Policies and situations of transactions will be handled procedures The availability of management to answer Management questions and assist frontline employees in Support customer interaction when necessary 20
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- 22. What You Should know? Know your Organization Customer Know your Service Person Products/ Service Know your Customers 22
- 23. Know Your Organization • Organization Know your • Know your • Organization vision mission and mission Organization Organization • and vision Organization culture •• Organization culture Customer • Customer interaction interaction policy ad policy ad procedures procedures •• Company support for Company support product/ service for product/ service 23
- 24. Know Your Products / Service • Product/service • development and Product/service • Knowyour Know Your development and quality improvement Product/Service Products/ Service process improvement quality process • Product/Service • configuration Product/Service configuration • Performance data and • specification data and Performance specification • Maintenance and care • Maintenance and care • Price delivery • Price delivery 24
- 25. Know Your Customers • Customer Needs Know your • Customers Concerns • Customer Needs Customers • • Customer Personality Customers Concerns • Customer Personality 25
- 26. Developing Excellent Communication with Customer Excellent Verbal Communication skills Productive Relationship Excellent Non-Verbal with Communication skills Customers Excellent Listening Skills 26
- 27. Excellent Verbal communication with customers • Plan your messages • Greet customer warmly Communicating and sincerely Positively… • Be specific • Use “small talk “ • Use simple language • Paraphrase 27
- 28. Excellent Verbal communication with customers • Ask positively phrased question ( Instead, ‘’Why do you feel that way’’, use: What makes you feel that way? Instead, Communicating Why do you want that color, Positively… use: What other colors have you considered?) • Communicate to your customer’s style • Agree with customers • Solicit customer feedback and participation 28
- 29. Excellent Verbal communication with customers Words and Phrases that build relationship: Please Communicating Thank you Positively… I can or will How may I help you? I understand how you feel You’re right May I Would you mind… I apologize for… 29
- 30. Excellent Verbal communication with customers Words and phrases that damage relationship: You don’t understand Avoiding You don’t see my point Negative Hold on a second Communication 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” 30
- 31. Excellent Verbal communication with customers Six C of giving good information to customers Clear Concise Correct Complete Courteous Concrete 31
- 32. Non verbal-communication with customers Body language Volume cues Non verbal Behavior Appearance and Grooming Miscellaneous Cues 32
- 33. Non verbal-communication with customers Body Language Volume Cue • Pitch • Volume • Eye contact • Rate of Speech • Posture • Voice quality • Facial expression • Articulation • Gestures • Pauses • Silence 33
- 34. Non verbal-communication with customers Appearance and Miscellaneous Grooming cues • Hygiene (regular washing and • Personal habits combing of hair, • Proper use mouthwash etiquette and and deodorant) manners • Clothing and accessories 34
- 35. Positive and Negative Communication Behavior POSITIVE NEGATIVE • Brief eye contact • Yawning • Frowning or sneering • Eyes wide open • Attending to matters other than • Smiling the customer • Nodding affirmatively • Leaning away from customers as he/she speaks • Expresses body gestures • Subdued or minimal hand • Open body stance gestures • Staring blankly or coolly at • Listening actively customers • Remaining silent as customer • interrupting speaks • Pointing finger or object at customer • Gesturing with open hand • Disorganized , cluttered work • Clean , organize work area space 35
- 36. Characteristics of Good Listener 1. Empathy 2. Understanding 3. Patience Good 4. Attentiveness 5. Objectivity Listener 36
- 37. Strategies for Improved Listening • Stop talking! • Prepare yourself • Listen Actively • Show willingness to listen • Show empathy • Send positive non-verbal cues • Don’t argue • Ask questions 37
- 38. To listen more effectively… • Attend Physically –the right 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 38
- 39. 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 39
- 40. Customer Focused behavior • Act promptly • Guide rather than direct Customer • Don’t rush customer Focused • Offer assistance Behavior • Don’t keep customer waiting • Avoid unprofessional actions 40
- 41. Addressing Customer Needs and Behavior Style 41
- 42. Addressing Customer Needs To feel welcome To feel appreciated To be understood To feel important To feel comfortable To be respected Customer needs 42
- 43. Addressing Customer Needs To feel welcome Use an enthusiastic greeting, To feel welcome smile, use the customer’s name, thank the customer, be positive To be understood To be understood Listen actively, paraphrase, ask key question, give positive feedback, empathize To feel To feel comfortable Use enthusiastic welcome, comfortable relieve anxiety through friendly communication, explain your action calmly, ensure physical comfort 43
- 44. Addressing Customer Needs To feel appreciated thank you the customer, To feel welcome follow up, go beyond service expectations, provide “special” offers, remember special details about the customers To be understood Use the customer’s name, give special treatment when possible, elicit opinions To feel Listen, don’t interrupt, acknowledge the comfortable customer’s emotions and concerns, take time to serve, ask advice elicit feedback. 44
- 45. Four Style of Behavior Dominance Steadiness Influencing Compliance 45
- 46. Four Styles of Behavior • Appearance to be quite busy • May give the impression of not listening Dominance • Displays a serious attitude • Voices strong opinions • Appears quite active Influencing • Takes social initiatives in most cases • Likes to encourage informality • Expresses emotional opinions(feelings) 46
- 47. Four Styles of Behavior • Give the appearance of being quite and reserved Steadiness • Listed 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 Compliance • Tends to express measured opinions • Sees difficult to get to know. 47
- 48. Strategies to Deal with Dominance person • Keep the relationship a businesslike as possible Dominance • Develop strong personal relationship[ is not a high priority for dominance person. • Be as efficient, time disciplined, and well organized as possible. • Provide appropriate fact, figures, and success probabilities. • Try to identify their primary objectives and then determine ways to support with these objectives. 48
- 49. Strategies to Deal with Influencing person • Be enthusiastic • Avoid an approach that is too stiff Influencing and formal • Take time to establish goodwill and build relationship • Do not place too much emphasis on fats and details. • Plan actions that will provide support for their opinions, ides and dreams • Maintain good eye contact • Be a good listener 49
- 50. Strategies to Deal with Steadiness person • Take time to build a social relationship with the steadiness person Steadiness • 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/response. Patience is important. 50
- 51. Strategies to Deal with Compliance person • Provide a thoughtful, well organized Compliance 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 51
- 52. Resolving Service Breakdown 52
- 53. Service Breakdown Service breakdowns occur whenever any products or service fail to meet the customer’s expectations 53
- 54. Service Recovery Strategy Express Listen to Uncover the respect Understand expectations Take action Double Outline the and follow check for solutions through satisfactions 54
- 55. Service Recovery Strategy Express Listen to Uncover the respect Understand expectations Listen carefully; “Will you “What you are empathize with the please tell me telling me I’m customer; and do what you feel important not make excuses or need to be interruption “Please done?” tell me what happened” 55
- 56. Service Recovery Strategy Take action Double Outline the and follow check for solutions through satisfactions “I will take this “You refund has “I am following action” or “ been requested. I up to make sure You have several will personally check your check choices” with accounting to arrived” ensure your check goes out Friday” 56
- 57. Roadblock to Service Recovery • Not listening • Lack of respect • Inadequate materials or supporting equipment • Poor or inadequate communication • Lack of training • Work conflict 57
- 58. 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 58
- 59. Recommended Further Reading: 1. Robert W. Lucas, Customer Service: Skills and Concepts for Success, McGraw Hill 2. William B. Martin, Quality Customer Service, Crisp Publication 59
- 60. Thank You 60
- 61. Managing Customer Service — Presentation Transcript 1. Managing Customer Service 2. Contents : Understanding Quality Service and Service Culture Key Skills for Quality Customer Service Address 3. www.studyMarketing.org You can download this presentation at: Please visit www.studyMarketing.org for m 4. Those with a positive attitude and a cheerful outlook Those who can allow customers to be right (even on th 5. Service is…. Customers in a restaurant want more than a meal Guests in hotels want more than a room Clien 6. Service is Intangible Service is intangible Intangibles deal with the human side of an organization They includ 7. Service is Intangible Examples of customer service intangible : Satisfaction Attentiveness Flow Helpfulness Se 8. Service The procedural dimension Consist of the established systems and procedures to deliver products and 9. Two Dimensions of Service The Freezer Low in both personal and procedural service. Motto : “We don’t care 10. Key Elements of Quality Service 11. Assurance Five Elements of Quality Service Tangible Empathy Responsiveness Reliability 12. Five Elements of Quality Service Reliability The ability to provide what was promised, dependably and accu 13. Five Elements of Quality Service Assurance The knowledge and courtesy of employees, and their ability to c 14. Five Elements of Quality Service Tangible The physical facilities and equipment and the appearance of perso 15. Five Elements of Quality Service Empathy The degree of caring and individual attention provided to custom 16. Five Elements of Quality Service Responsiveness The willingness to help customers and provide prompt ser 17. Service Culture Components Delivery System Training Motivators and reward Employee roles and expectati 18. Service Culture Components Service mission Products and services The direction or vision of an organizatio 19. Service Culture Components Delivery System Training Motivators and reward The way an organization deliv 20. Service Culture Components The specific measures that indicates what is expected of employees in custom 21. Key Skills for Quality Customer Service 22. Know Your Organization Know Your Product/Service Know Your Customer Customer Service Person What Y 23. Know Your Organization Know Your Organization Organization mission and vision Organization culture Cust 24. Know Your Product/Service Know Your Product/Service Product /service development and quality improve 25. Know Your CUSTOMERS Know Your Customers Customer Needs Customer Concerns Customer Personality 26. Developing Excellent Communication with Customers Excellent Verbal Communication Skills Excellent Non- 61 27. Plan your messages Greet customer warmly and sincerely Be specific Use “small talk” Use simple language