Customer care n public relations

CUSTOMER CARE AND

PUBLIC RELATIONS

This is a story about four people named Everybody, Somebody, Anybody and Nobody.There was an important

job to be done and Everybody was asked to

do it. Everybody was sure that Somebody

would do it. Anybody could have done it, but

Nobody did it.

Quality service is everyone’s job

This is a story about four people

EVERYBODY SOMEBODY

ANYBODY NOBODY

Is quality service everyone’s job?

There was an important job

to be done and Everybody was asked to do

it. Everybody was sure that Somebody would do it.

Anybody could have done it,

but Nobody did it.

SOMEBODY got very angry about that,

because it was EVERYBODY’S JOB

EVERYBODY

thought

ANYBODY

could do it

NOBODY realised

that EVERYBODY

would not do it

BUT

It ended up that Everybody

blamed Somebody when Nobody did what Anybody

could have done.

Quality service is everyone’s job

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT

CUSTOMER CARE Definition of Customer Care Customer Care Skills

PUBLIC RELATIONS Definition of Public Relations Public Relations Objectives

CUSTOMER CARE

PUBLIC RELATIONS

Customer care and public relations are two careers with much in common. After all, both positions serve as the "face" of a company and work to uphold the company's image and interests.

The Main DifferenceA customer care representative, as the name

implies, works directly with customers while public relations specialists most often

deal with members of the media and other organizations.

CUSTOMER CARE Why is Customer Care Important?

Because Happy Customers STAY Your Customers (and not someone else's)

The key to success lies not only in having a good product, but also in being able to provide the customer with the level of service they desire.

CUSTOMER CARE

Definition of Customer Care

Feeling concern and interest in someone who has entered a business to buy a product or obtain a service.

Basic rule of customer care:Put yourself in the customers shoes; see the situation as they do.

Customer Care Skills

There are 8 main customer care skills that need to be displayed when serving the customer :1. Appearance2. Observation3. Listening 4. Body Language and Facial Expression5. Talking6. Assertiveness7. Attitude 8. Behaviour

VS.

Appearance

The appearance of yourself and the other members of staff in your team will say a lot about the standards within your operation.

Observation

• It’s easy to miss shortfalls in standards because of familiarity.

• Try to stand back and look at your workplace in an objective way.

Listening

• If we fail to listen to the customer they will feel that we do not really care about them and therefore not return.

• The 2 main ways of listen attentively are:

1. Physical attending 2. Psychological attending

Physical Attending:

• Face the speaker

• Maintain eye contact

• Maintain an open posture

• Stay relatively relaxed

Psychological attending:

• Keep an open mind• Think ahead• Analyse and evaluate• Do not interrupt• Interpret a tone of

voice• Evaluate the non-

verbal signs

• Words: 10%• Tone, pitch, volume: 35%• Non-verbal behaviour: 55%

Body Language & Facial Expression

• Reading and understanding body language is an essential part of listening. If our body language does not reflect the words that we are using then the customer will not believe us.

Understanding a message…

0

10

20

30

40

50

60

Words Non-verbal

Message

Talking When talking to the

customer we must not…

• Complain about the company

• Moan, moan and moan again!

• Talk over the customers head!

AssertivenessWhen dealing with customers there are 3 types of behaviour we can employ:

1.Aggressiveness

2. Assertiveness

3. Submissiveness.

Assertiveness

• We should try to apply an assertive manner at all times.

• By being assertive you remain in control, have greater self confidence and earn the respect of others.

Attitude & Behaviour

• The way we behave with customers is all important.

• We must display a positive approach and be courteous at all times. Remember…

• Each customer is an individual.• Be enthusiastic-it’s infectious!• Courtesy costs nothing• Treat people as individuals. Use their name.

PUBLIC RELATIONSPublic relations is a key component of a successful marketing campaign, so it's essential that PR professionals speak the language of marketers.

The deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics.

PUBLIC RELATIONS

25

Public Relations Objectives• Enthusiastic and

cooperative employees who provide excellent service

• Satisfied and informed shareholders

• Excellent media relations• Open communication with

various stakeholders• Harmonious union relations• Satisfied and loyal

customers

• Good relations with competitors

• Responsible industry postures

• Strong community support

• Good corporate citizenship

• Good government relationships

• Good relations with financial institutions

26

The main goal of a public relations

• To enhance a company’s reputation.

• To provide a service for the company by helping to give the public and the media a better understanding of how the company works.

• To provide feedback to the company from the public

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT

Student as Learner

Student as CustomerVS.

An important distinction

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT Student as Customervs.

Student as Learner

• Students are traditionally product, not

customer-oriented.

• They establish requirements, policies and

procedures students are expected to meet

and follow. Students tend to (but not

always) acquiesce.

An important distinction

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT Student as Customervs.

Student as Learner

• Increased competition, students’ complaints, and successful programs of quality service have all begun to change the institution’s approach to student service.

The student is….

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT

the most important person , without students, there would be no need for the institution.

… not a cold enrollment statistic but a flesh-and-blood human being with feelings and emotions like our own.

… not someone to be tolerated so that we can do our thing. Students are our thing.

The student is….

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT

… not dependent on us. Rather, we are dependent on them.

… not an interruption of our work, but the purpose of it.

We are not doing them a favor by serving them. They are doing us a favor by giving us the opportunity to do so.

• Technology behind the times.

• What are some common service problems encountered by students?

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT

• Little effort expended to “educate” the customer: students, parents and the public.

• Complicated fee-payment procedures.

• Repeat the same mistakes term after term.

• What are some common service problems encountered by students?

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT

• Poor communication between offices and divisions.

• What are some common service problems encountered by students?

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT

• Staff hired and placed in positions with little regard for their personal strengths.

• Administrative policies and procedures designed for convenience of school instead of students.

• Telephone system.

• What are some common service problems encountered by students?

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT

• Class availability.

•Parking.

What is needed?

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT

It is very difficult for staff to deliver caring and helpful service without:–Student-friendly delivery systems.

- Adequate facilities and equipment.

What is needed?

CUSTOMER CARE & PULIC RELATIONS

IN ELT MANAGEMENT

–Adequate staffing and remuneration.–Supportive management.–Well-trained staff.

• Impey, Graham et. al, 1994, The ELT Manager’s Handbook, Greathe Britain: The Bath Press

• http://en.wikipedia.org/w/index.php• http://www.platformmagazine.com• http://www.techstore.ie/Business-Training/Management-Training-

Courses.htm

REFERENCES

      Remember, people will judge you by your actions, not your intentions.

      You may have a heart of gold but so does a hard-boiled egg