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Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
1
Welcome
to
Customer
Service
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
2
Outline
Chapter 1
� Introduction
Chapter 2 - S
� Say � Stay � Smile � Standard way of answering telephone � Suggestions
Chapter 3 - E
� Eye contact � Exceed customer expectations � 80 / 20 � Everybody
Chapter 4 - R
� Reputation � Responsiveness � Relationships
Chapter 5 - V
� Vision � Lifetime value of existing customers
Chapter 6 - I
� Interruption - NOT � Continuous improvement
Chapter 7 - C
� A complaint is a gift � Compliments � Courtesy
Chapter 8 - E
� Empowerment
Chapter 9
� Love your customers
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
3
Under promise and over deliver
Exercise:
What are 10 ways to under promise and over deliver in your role?
1 _______________________________________________
2 _______________________________________________
3 _______________________________________________
4 _______________________________________________
5 _______________________________________________
6 _______________________________________________
7 _______________________________________________
8 _______________________________________________
9 _______________________________________________
10 _______________________________________________
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
4
Reasons clients leave
One research study analysed the reasons clients stop using a particular business. Exercise:
For each common reason, estimate what percentage of clients withdrew their custom.
Typical Reason My estimated % Actual %
Move away
Develop other friendships
Price
Dissatisfied with product or service
Indifference by owner or staff
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
5
Suggestions
Is it easy for your customers to tell you what they want? Exercise:
What are some ways for your customers to make suggestions
for improvement?
1 _______________________________________________
2 _______________________________________________
3 _______________________________________________
4 _______________________________________________
5 _______________________________________________
Q. Do you respond to customers who make suggestions?
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
6
Can your clients give feedback on your website, for example:
Customer Feedback
Name
Complaint: Delivery Invoicing Quality Service Other
Details:
Suggestion:
Details:
Compliment:
Details:
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
7
Extra mile
Exercise:
Q. What are some examples when you’ve gone the extra mile for
your customer?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
Exercise:
Q. What’s something you can do in your role that is a little extra and
unanticipated?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
Extra mile
Windham Ski Area, New York
Valet service
‘Hey Bob, I went to Windham and they took the skis from my car and carried them all the way to the bottom of the lift – for free!’
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
8
Acknowledgement: Picture of Pareto courtesy of the Centre d'Etudes Interdisciplinaires Walras - Pareto at the Université de Lausa nne.
80 / 20 Rule and Customers
Distribution of wealth
Vilfredo Pareto was a 19th century Italian economist who
noted that 80% of Italy's wealth was owned by 20% of the
population. He observed this distribution pattern
appearing throughout history within most cultures.
In business, the 80 / 20 rule states that 20% of customers
generate 80% of sales. Variances of the Pareto Principle
can be 70 / 30 or 90 / 10.
a) 80% of revenue comes from the top 20% of customers,
90% of revenue comes from existing customers.
___________________________________________________________________
___________________________________________________________________
b) Top 20% generate 125% of profits.
___________________________________________________________________
___________________________________________________________________
c) If the average business loses 50% of its customers every 5 years,
increasing retention by 5% can increase profits 25-75%.
___________________________________________________________________
___________________________________________________________________
d) 5% - 30% of existing customers may buy more or more often if
they become highly satisfied rather than just satisfied.
___________________________________________________________________
___________________________________________________________________
e) Most promotional costs are spent finding new customers i.e.
non-customers.
___________________________________________________________________
___________________________________________________________________
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
9
Moments of Truth
Exercise:
What are the moments of truth in your organisation?
List as many customer touch points as
you can think of.
Moment of truth
What’s one way we can
enhance that experience?
Customer service is everyone’s responsibility
Moments of truth
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
10
Responsiveness
What areas of your business could you
improve your response times?
Exercise:
List all the areas you have to respond to
customers, then ask,
‘How can we improve this response
time?’
Areas we respond
to customers
How can we improve this
response time?
Responsiveness
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
11
A complaint is a gift
Q Q Q Q Why is a complaint a gift?
Why? We get a chance to:
• fix problems
• improve systems
• show we care
Criticism from customers is important business ‘intelligence’ and
more valuable than praise.
If they don’t tell us, we keep making the same mistakes.
If they don’t tell us, they will tell others of our mistakes.
We cannot ignore complaints or criticism. Every complaint is a
golden opportunity to measure how well we are doing and
increase customer loyalty.
Rule: You own a problem until it’s resolved
Even if you must refer the client to someone more senior, you are
responsible for seeing this issue through to its resolution.
‘Your most unhappy
customers are your greatest source of learning.’
‘Your most unhappy
customers are your greatest source of learning.’
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
12
Empowerment
What are possible solutions we can authorise for common problems
that arise for customers?
If a customer has problem A,
then you can authorise solution X.
Exercise:
Recurring problem Possible solution
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
13
Review – Key Concepts
� Deliver what you promise
� Under promise and over deliver
� Exceed customer expectations
� What makes customers stay; reasons they leave
� How is customer service like tennis?
� Resurrect lost customers
� Do it with a smile and eye contact
� 80 / 20 rule – super-serve your top 20%
� Finding new customers costs 5-7 times more
� Lifetime value of existing customers
� Moments of truth
� Responsiveness
� Develop lasting relationships
� Value of a vision statement
� The customer is not an interruption
� Survey customers for continuous improvement
� A complaint is a gift
� Empowerment
� You own a problem until it is resolved
� Service recovery
� Courtesy
� Capture compliments
� Love your customers.
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
14
+ + Works Cited
BE WELL READ
Author Title Publ. / ISBN Barlow, Janelle and Moller, Claus
‘A Complaint is a Gift: Using customer feedback as a strategic tool’
Berrett-Koehler, 1
st ed, 1996
ISBN: 1-881-05281-8
Curry, Jay with Curry, Adam ‘The Customer Marketing Method: How to implement and profit from customer relationship management’
The Free Press, Simon & Schuster, New York, 2000 ISBN: 0-684-83943-1
DeVrye, Catherine ‘Good Service is Good Business’ Prentice Hall, Pearson Education, Sydney, 2
nd edition 2000,
ISBN: 1-74009-250-3
Gill, Bruce ‘Frontline Management Learning Guide: Customer Service’
Pearson Education, Sydney, 2003 ISBN: 1-74009-847-1
Hailey, Linda ‘Kickstart Marketing’ Allen & Unwin, Australia, 2001 ISBN: 1-86508-387-9
Le Boeuf, Michael ‘How to Win and Keep Customers’ Information Australia, 1987
Whitford, Brett ‘Customer Service Excellence’ Beaumont Publ. Australia, 1998 ISBN: 0-9586-181-0-0
Membership: Customer Service Institute of Australia: www.csia.com.au Examples of published service standards: AAMI: http://www.aami.com.au/customer-service/customer-charter.aspx ENERGEX: http://www.energex.com.au/pdf/customer_service/Customer_Charter_booklet.pdf
Customer Service
© Bra inpower Tra ining Pty Ltd
www.brainpowertra in ing.com.au
15
Action Date: __ / __ / __
What Who By Done
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