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    7 Unit 10 Customer Service

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    Tarannum Yogesh Dobriyal
    This document provides information about key aspects of customer service. It discusses the importance of retaining existing customers, as they are more valuable than new customers. It also outlines strategies for building customer loyalty, such as providing good customer service and customer relationship management. The document then discusses what good customer service involves, such as listening to customers and dealing with complaints. It provides tips on communication skills and how to handle different types of customers.

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    7 Unit 10 Customer Service

    Uploaded by

    Tarannum Yogesh Dobriyal
    193 views33 pages
    This document provides information about key aspects of customer service. It discusses the importance of retaining existing customers, as they are more valuable than new customers. It also outlines strategies for building customer loyalty, such as providing good customer service and customer relationship management. The document then discusses what good customer service involves, such as listening to customers and dealing with complaints. It provides tips on communication skills and how to handle different types of customers.

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    This document provides information about key aspects of customer service. It discusses the importance of retaining existing customers, as they are more valuable than new customers. It also outlines strategies for building customer loyalty, such as providing good customer service and customer relationship management. The document then discusses what good customer service involves, such as listening to customers and dealing with complaints. It provides tips on communication skills and how to handle different types of customers.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    193 views33 pages

    7 Unit 10 Customer Service

    Uploaded by

    Tarannum Yogesh Dobriyal
    This document provides information about key aspects of customer service. It discusses the importance of retaining existing customers, as they are more valuable than new customers. It also outlines strategies for building customer loyalty, such as providing good customer service and customer relationship management. The document then discusses what good customer service involves, such as listening to customers and dealing with complaints. It provides tips on communication skills and how to handle different types of customers.

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    You are on page 1of 33

    Customer

    service
    Basic concept of customer service
    Basic communication skills of dealing
    with customers

    Review
    Do you think companies spend
    most of the time and energy
    attracting new customers or
    keeping existing customers?
    Which one is more crucial to a
    company, attracting new
    customers or keeping existing
    customers? Why?
    p.25
    How do you understand the idea
    of Customers are God?

    Statistics: Advantages of
    keeping customers

    Repeat customers spend 33%


    more than new customers.
    It costs 6 times more to acquire
    a new customer than it does to
    keep an existing one.
    As little as a 5% increase in
    customer retention can increase
    profits by 25 to 95%.

    Ladder of customer loyalty


    p.25
    Advocate

    Supporter
    Client
    Customer
    Prospect

    Strategies of building
    customer loyalty
    Building brand equity
    - Brand loyalty (From a marketing
    point of view, brand equity is the
    measure of customer loyalty to a
    brand.)
    Creating customer satisfaction
    Creating and maintaining
    relationships
    - Customer service
    - CRM (customer relationship
    management)

    I. Customer Service
    Discussion: Sharing your
    experience

    Talk with your partner about


    your most delightful or
    annoying experience with
    customer service as a
    customer.
    Refer to p.84

    Discussion:
    What were the
    consequences of your
    delightful and annoying
    customer service
    experiences?

    Facts about customer


    service
    80% of business leaders believe
    their companies are doing a
    good job in the way they treat
    customers.
    Only 8% of customers agree.

    Facts about customer


    54% to 70% of customers who
    service

    complain will do business with you


    again if they feel their problem is
    resolved. That figure jumps to
    95% if the customer feels the
    complaint has been resolved
    quickly.
    According to the above recent
    reports, outstanding customer
    service is now rated as being
    more important than low prices
    and quality products!

    1. What is customer
    service?
    How a company deals with its
    consumers before, during and
    after a purchase or use of a
    service.
    A series of activities designed to
    enhance the level of customer
    satisfaction that is, the feeling
    that a product or service has met
    the customer expectation.
    A proactive attitude that can be
    summed up as: I care and I can do.

    2. Why it matters?
    Businesses need to recognize:
    The benefits of having
    satisfied customers;
    The costs of having
    dissatisfied customers .

    Reading
    p.86 Customer delight

    3. Who offers it?


    Who gives customer service?
    Name some job roles
    Shop assistants (salespersons)
    Receptionists
    Bank assistants
    Insurance agents
    Food servers
    Bus drivers
    Customer service representatives

    Link: Customer Care


    Customer care centre
    Customer care representative
    The two terms (customer
    service and customer care) are
    often used interchangeably.
    Customer care is the
    application of customer
    service.

    3. Who offers customer


    service?
    Excellent customer service
    can only be achieved by
    training all employees, even
    those who do not have direct
    contact with customers.
    Happy employees make
    happy customers.

    4. How to offer customer


    service?
    Listening:
    - p.89

    4. How to offer customer


    service?
    Discussion:
    What rules for good customer
    service can you summarize?

    4. How to offer customer


    service?
    Excellent customer service is the
    ability of an organization to
    constantly and consistently
    exceed the customer's
    expectations.
    Its all about attitude and skills.

    Rules for good customer


    Answer your phone
    service
    Make sure that someone is picking up the
    phone when someone calls your business .

    Dont make promises unless you WILL


    keep them
    Listen to your customers
    Let your customer talk and show him that
    you are listening by making the
    appropriate responses, such as
    suggesting how to solve the problem .

    Deal with complaints


    Be helpful, courteous, and
    knowledgeable

    Communication skills of
    dealing with complaints
    Customer complaints p.85,
    Book 4
    Telephone complaints p.131,
    Book 3
    Handling difficult situations
    p.43, Book 4
    Resolving conflict p.73, Book
    4
    Active listening p.89, Book 4

    Words & phrases that damage


    Ill find out for you;
    customer relationship
    Ill need to check on

    You dont understand.


    that and get back to
    I dont know.
    you;
    Ill have to look that
    I cant
    up, when is a good time
    You dont see my point.
    for me to call you
    Hold on (or hang on) back?
    a second.
    Our policy says (or prohibits)
    Thats not my job/responsibility.
    You must/should
    Youll have to
    What you need to do is
    Whats your problem?
    Why dont you?
    I never said

    Words & phrases that build


    customer relationship
    Please.
    Thank you.
    I can/will
    How may I help?
    I was wrong.
    Youre right.
    I understand how you feel.
    May I ? / Could we try ?
    Have you considered
    Im sorry for
    Its my/our fault.
    What do you think?
    Would you mind?

    Express empathy to
    customers
    Use empathic phrases:
    I can see why you feel that
    way
    I see what you mean
    That must be very upsetting
    I understand how frustrating
    this must be
    Im sorry about this
    Always say youre sorry

    Excellent customer service


    Study these winners
    Customer service stars:
    2009 BusinessWeek Top 25
    http://images.businessweek.com
    /ss/09/02/0219_customer_servic
    e/1.htm

    Customer service & CRM


    CRM is useful for customer service.
    Businesses can use automated
    CRM applications to analyze
    customer complaints, or
    compliments, and change the
    business processes accordingly.
    Interestingly enough, CRM products
    also run many automated callcenters for businesses (i.e.
    customer service systems). CRM
    applications and practices are used
    to make businesses more efficient
    and improve customer satisfaction.

    Role play (work in pairs)


    You have bought a cell phone and
    its broken after only one week
    and youre very angry about
    products not being made to last
    anymore. You want the
    salesperson to do something
    immediately. She is offering you a
    replacement and you want a
    refund.

    Homework
    Listening
    pp.84-85
    Case study
    p.90

    Appendix
    How to deal with different
    types of customers?

    The talkative customer


    Ask closed questions
    Limit the time available for them
    to interrupt (dont have long
    pauses)
    Provide minimal response
    Smile and be pleasant, but dont
    encourage them
    Wind up thank them for
    coming, walk them to the door
    but dont be rude or dismissive

    The angry customer


    Listen carefully without interrupting
    so you understand the problem
    Empathize in a broad way
    Stay calm and remain polite
    Dont escalate the problem
    Dont take it personally, be defensive
    or blame others
    Propose an action plan and follow it
    Seek support if you are scared, if you
    cant agree on a solution or if the
    customer asks to see whoevers in
    charge

    The know it all customer


    Acknowledge what they say
    Compliment them on their
    research
    Be generous with praise
    Dont put them in their place no
    matter how tempting
    Dont try to be smart you cant
    win!
    Ask them questions and use
    them to improve your knowledge

    The indecisive customer


    Find out what they really want
    Ask them for the options
    Reflect back to them what theyve
    said
    Assume control gently and point
    out the best course of action from
    what theyve told you they need
    Be logical
    Confirm a plan of action with them
    Maybe even put it in writing

    The suspicious customer


    Establish your credibility
    Ensure you know your product or
    service
    They will try and catch you out
    so dont guess or tell them
    something youre not sure of
    Be careful what you say
    Be polite
    Dont take it personally, they
    dont trust anyone!

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