CS DVD Workbook V5 - Brainpower Training€¦ · Customer Service © Brainpower Training Pty Ltd 1 Welcome to Customer Service

Customer Service

© Bra inpower Tra ining Pty Ltd

www.brainpowertra in ing.com.au

1

Welcome

to

Customer

Service

Customer Service



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

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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 _______________________________________________

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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

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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?

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Can your clients give feedback on your website, for example:

Customer Feedback

Name

Email

Complaint: Delivery Invoicing Quality Service Other

Details:

Suggestion:

Details:

Compliment:

Details:

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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!’

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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



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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

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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

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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.’

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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

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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.

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+ + 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

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Action Date: __ / __ / __

What Who By Done

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CS DVD Workbook V5 - Brainpower Training€¦ · Customer Service © Brainpower Training Pty Ltd 1 Welcome to Customer Service