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Customer Service 3
Transcript of Customer Service 3
Customer want the person to “jiggle” the system to make it work for them. They don’t want to hear “No”
Warm friendly responses at all times especially when customers are upset or have concerns
Customer Service Attitude
– as if money is not important,
– as if never been ditched,
– as if nobody is watching,
– as if never been hurt..
What quality characteristics are important for Customer service?
Outcomes of this module are:
Importance of delivering effective C/S
C/S models and strategies
Measuring and improving C/S
Friendly, caring service:
I will try
We cant do that
Just a second
There are so many customer problems
The back room is disorganized
The customer just doesn’t understand to
I have too much work to do
The customer is the reason we are here
How to organize the back room
How can we use this information gain revenue/credibility by educating the customer Having lots to do makes time fly
What is bad customer service?
Brainstorm answers on board flip chart
Think about your worst customer service experience as a customer - you will be asked to share with the group in a moment - what made it bad?
Have any of you got an experience where you were at work?
If it was bad, who made it bad? who was right?
Who is a customer?
What is an internal customer? what is an external customer?
A number of role plays
Look at work sheets
Meeting customer needs
Demographic, Cultural, Specific needs
In groups look at the cut outs and decide which of the three passenger types they would be described as. Make notes.
Explain at least two reasons why and how an aviation organisation could meet the needs of these passengers
Research cultural awareness by looking at different behaviours in different cultures e.g greetings, foods eaten main religions
Disability Etiquette quiz
Food and beverages
Frequent flyer clubs
Range of ticket types
Special cargo services
Products and services
Promotes positive image
Attracts new customers
Gains competitive advantage
Improves staff morale
Keeping existing customers satisfied
Increasing customers’ loyalty
Ensuring repeat business
Enhancing an organisation’s image
Providing an edge over the competition
Increasing sales and usage by attracting new customers
The consequences of poor customer service for the customer, the staff and the organisation
Explain the importance of meeting customer needs
Importance to the employee
A happier working environment
Higher self esteem
Possibility of promotion
Good team spirit
Incentives & possibility of promotion
Praise & thanks
If the Airline is run efficiently, the customers are happy …..
If the customers are happy – the staff are too ….
Your workforce is the heart of your business
Front-line staff are the window of your company
Unhappy staff reflect an unhealthy business
Safe, Secure & Happy Working Environment
To the customer
Meeting individual customers’ needs
Exceeding customers expectations
Safe and secure environment for internal and external customers
Explain the importance of meeting customer needs
Customer Satisfaction leads to customer loyalty…
It costs 3 times more to gain a new customer as it does to keep an existing one.
It makes sense to keep your customer happy….
Means repeat business …………….
Repeat business means Airline organisations can make a profit and be sustainable
Customer Loyalty …….
Leads to re-investment and improved standards of customer service
It also means airlines can be innovative in a highly volatile and competitive aviation market
To the Organisation
Group discussion: in what ways do you think a business could lose strength?
Decline in strength of business
Revenue for British Airways has dropped – this could be due to a number of reasons including the economic downturn, however reading these reviews it could be suggested that poor customer service was a contributing factor.
The image public image of a company is vital in attracting new customers.
We have spoken before about the Which? survey where Ryanair came 100th
Poor public image
Activity: You are working for a major airline as cabin crew and have just finished a shift where everything has gone wrong!
The food was cold
The trolley stock was low
There were new products on sale that have not been explained to you yet so you couldn’t answer passengers questions
Write a diary entry explaining how you feel
Consistently dealing with complaints can leave staff feeling demoralised and stressed. Poor training can also lead to problems for staff and between teams
Tip: Look at info on B.A Cabin Crew strikes
Negative Press coverage
Is where a court is forces a company to provide or compensate a customer for a service or product they have failed to supply
In extreme circumstances an airline not providing a service they advertise can lead t litigation. If this happens it can create poor publicity for the company
These are given by an airline/airport when they have not provided the level of service or a facility they have advertised
Most of the compensation paid to customers is in relation to lost baggage or delayed flights
This can become very costly for an airline if a large number of passengers are involved.
When BA opened terminal 5 there were major problems with delayed and lost luggage – this cost B.A large a significant amount in compensation
In some situations a company may decide that the staff need retraining to improve customer service. This has large financial consequences as venues, trainers & resources all need to be paid for. People also need to be paid to fill the trainees role whilst they are completing their training
This could be done through a marketing and renaming. It can take time and large amounts of money to do this – quite often new investors are required to inject funds
Rebuilding brand and reputation
New marketing will need to be carried out focusing on showing the improvements that have been made.
Marketing can cost large amounts of money for TV advertising time, newspaper space or to advertise on social networks such as, facebook.
New Marketing Process
Would have to pay redundancy
Lower employee loyalty
In November we loo Flybe axing jobs - reducing bases
Loss of jobs
Company developed models of customer service
Organisation procedures and strategies
Customer loyalty schemes
Monitoring of customer feedback
Consideration of customer needs
Use of technology
Monitoring of consistency of quality of service
Updating company policies and procedures
Points that may be included in a customer service strategy
'Moments of truth' means the points in a transaction, service delivery or customer relationship at which customer expectations are at their sharpest and most demanding
e.g. airlines - as you reach check-in, settling down for take-off etc.
e.g. restaurant - waiter takes order, food arrives at table
In any customer service procedure there are several points when customer awareness of the quality of customer service is particularly high.
These points have a greater effect on customer perceptions of the customer service they have received. It is usually appropriate to pay particular attention to these moments of truth because they form customer opinions about customer service as a whole.
Moments of Truth
See full brochure
RESPECT Model - Paul Marciano
"Do what you say you will do, reliably and consistently"
Relates to timeliness, consistency, regularity, accuracy
"I need to be confident of the knowledge and courtesy of your staff"
Relates to competence, knowledge, respect, credibility, honesty, confidentiality, safety, security
"Make sure your facilities, equipment, communication materials look attractive and are user friendly"
Relates to appearance of facilities, staff, communication facilities
"Treat me as an individual, in a caring and empathic way; understand my needs"
Relates to access to staff and information, clear, appropriate and timely information, individualised attention
"Be flexible and willing to help me; resolve my problems promptly and effectively"
Relates to prompt service, willingness to help, problem resolution
RATER is a service delivery quality framework
RATER focuses on the dimensions of customers expectations
The RATER factors help provide specific dimensions which can be used to analyse and measure customer expectations.
Zeithaml, Parasuraman & Berry
Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments.
Measuring and valuing customer relationships is critical to implementing this strategy
Customer relationship management (CRM) is a widely implemented model for managing a company’s interactions with customers.
The overall goals are to find, attract, and win new customers, service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and client service.
In response to this new environment, aviation organisations are undertaking initiatives focussed on identifying, developing and retaining high-value customers, under the overall banner of customer relationship management or CRM.
Customer Relationship Management is a strategy which focuses on creating and maintaining lasting relationships with its customers.
• Customer Relationship Management (CRM)
• Institute of Customer Service – world-class customer service
• RATER model
• RESPECT model
• Moments of Truth
• company-developed models
Customer Service Models
Moments of truth in the hospitality industry, for example, will undoubtedly include, but not be limited to, booking the room, check-in, check-out, dinner reservations, dinner ordering, dinner presentation, eating (quality and quantity of food) and laundry receipt.
Understanding the moments of truth that are important to an organisation's customers by segment is the key to understanding what is good customer service
What a customer remembers about a service is not just dependent on the usual suspects of first and last impressions. It is dependent on the "moments of truth", a phrase coined by Jan Carlson from Scandinavian Airlines.
For an organisation in the service industry, there may be twenty or thirty moments of truth in its provision of service. A moment of truth is when an interaction occurs between a customer and the service provider that can leave a lasting positive or negative impression on a customer.
The Institute of Customer Service is the professional body for customer service. The main purpose is to lead customer service performance and professionalism. They are a membership body with a community of more than 350 organisational members - from across the private, public and third sectors - and over 5,000 individual memberships
Institute of Customer Service – world-class customer service
Work in four groups. Each group to summarise the different methods of communicating with customers and feedback to the rest of the group.
• face to face
• written, e.g. letter, email
• web based
Methods of communicating with customers
Think of all the points of a customer journey where there could be ‘moments of truth’
Moments of truth
Activity: Follow the link to the ICS website to the ‘about us’ page and find out what they do and how they support their customers.
Summarise the information and feedback
Mobile & Text
Premium rate numbers
Customer interfaces - ways of communicating with customers
On –time arrivals and departures are monitored through the airline and airport e.g Servisair send arrival, turnaround and departure times for each flight to Ryanair. If there is a delay a delay code needs to be stated e.g a code 83 would be lack of airport facilities the airline would then be compensated by the airport operators.
Ryanair announce that a flight is on-time
Mystery shoppers report on their experience looking at aspects such as; value, catering and product.
These reports are important as they give in-depth feedback on the customer experience which aviation organisations may not get from questionnaires.
Mystery Shopper Reports
The CAA publish a report of the customer complaints they receive showing the company and reason for the complaint.
The CAA also offer representation to passengers who feel they have a complaint which is not being dealt with
By checking these airlines can identify any areas they need to improve on for example, the menu.
By monitoring published survey reports organisations can ensure their reputation remains strong.
Analysing published survey reports
Having the correct facilities at the airport is essential e.g having play areas for children, cafes/restaurants & internet. The airport also has to be clean and well maintained to ensure customer confidence.
Facilities at the airport can be monitored through questionnaires and observation both airline and airport.
Facilities at airport
Questionnaires are easy to distribute and analyse. They also enable the researcher to gain qualitative ( detailed responses) by using open questions and quantitative ( stats based responses) by asking closed questions.
Techniques used - review
To understand the methods used by aviation companies to measure customer service including: customer feedback, key performance indicators, monitoring competitor activity & analysing published reports
P7: Methods aviation organisations use to measure customer service
On –time arrivals and departures
Facilities at the airport
These are the key areas aviation organisations look at the assess the service they provide.
Key performance indicators
Look at this example of a BA questionnaire
It is important to keep ahead of the competition to do that you need to know what facilities and services they are offering.
Monitor competitor activity
Monitoring & adapting to changes
It is important for aviation companies to ensure they are appealing to their target market. There are many techniques of doing this including advertising designed to appeal to their target audiences, data collection on who is flying and surveys.
It is sometimes advisable to change/broaden target markets BA is a recent example of this
Targeted Market Segment
Review of existing products
In order to sell products
In order to advise on products
To ensure they are providing the right service e.g. Business class is everyone getting what is advertised
On board technological advances are also important – in terms of in-flight entertainment as Emirates show:
They give the passenger the ability to email from their seat as well as having over 1400 entertainment channels
To gain competitive advantage some airlines use the most technologically advanced aircraft for example, TUI have introducing the Dreamliner the quietest plane and uses on average 20% less fuel than comparable aircraft
A customer service model helps ensure that standards are kept constant right through the company as everyone receives the same set of standards to work to .
Customer service models are up-dated in accordance to the changes within the company e.g change of target market/customer profile
Customer Service/Business Model
Standard and class of service
Airlines will consistently be checking that their service in each class is above their competitors
Look at BA business class and Emirates do you spot any differences?
BA use regular contact with customers
Review of existing products
In order for a company to make money it is important that cabin crew are also efficient at selling goods such as, duty free or scratch cards. Tui set their cabin crew sales targets and a percentage of their wages is made from commission. Frequent sales training is provided this includes product knowledge and sales techniques
Consistently delivering the best service isn't easy. It takes real dedication from you - and from us, to deliver an ongoing, genuine commitment to your development. After all, without this vital investment in your future, our business couldn't continue to grow - and neither could you.
The Base is our new state-of-the-art training centre, and here, you can look forward to all the training you need to achieve your full potential and contribute fully to the business.
Right from your first day you can expect a real focus on your training and development. We take the potential you have shown at recruitment and get you up to speed and continuously developing through fantastic induction, superb operational and management training, and creating an environment where ideas, feedback and enthusiasm naturally lead to you being the best you can be. Your prospects are limited only by your own ability and ambition.
Electronic capabilities for booking and passenger processing e.g. Checking –in via mobiles
Virgin Atlantic promote checking-in via your mobile on their website – this shows they are trying to achieve the highest level of convenience and efficiency for their customers
Network of routes
Ensuring that the routes provided are popular and profitable. Ensuring that no potentially popular routes are being missed. BA reduced flights from LGW – MAN from 28 – 21 flights per week
Virgin Atlantic training Centre
Providing customer service:
New staff are trained on how to provide the customer service required by the company e.g how to greet passengers, how to deal with complaints, guidance on appearance
Jet 2.com have a four week training programme.
Ryanair have a six week programme based out in Germany
Aviation companies (especially for cabin crew) have frequent tests they need to pass before they are allowed to become crew
It is important that airlines web sites work effectively and efficiently to encourage people to buy their tickets over the internet. It can cause customers to use another company if they have a poor on-line experience.
Using a new type of advert appeals to a new or existing target market
Why do you think it would be important for cabin crew to have excellent product knowledge?