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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