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Managing Customer Service

Delivered by State Enterprise Training
by

Nic Stephen

on 25 August 2014

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Transcript of Managing Customer Service

Loyalty programs are initiated by businesses with two main goals.
While some organisations do reverse these priorities, the above hierarchy holds true for most
Loyalty Building Programs
In pairs, on a flip chart, develop a procedure for managing customer complaints
Activity 7.
Managing Customer Complaints
Develop a client feedback form for your area of responsibility
Activity Six
Client Feedback
Studies have consistently shown that a "Totally Satisfied" customer is as much as ten times more likely to buy again than a customer who is merely "Somewhat Satisfied."

Unfortunately, for every customer complaint the typical company receives, there will be, on average, 27 others that are never reported - even when you ask.
Totally Satisfied Customers
Working in groups identify the critical points in a supermarket experience.
Pick one critical point and complete activity 5 in relation to that point.
Activity 6
Critical Points in the Supermarket experience
In groups, work through the case study and present back your plan of attack.
Activity 5
Setting Customer Service Standards
Working individually, develop some customer service objectives for your work area, work team, or organisation.

Make sure you rate then against the SMART technique.
Activity 4:
Setting Service Objectives
More detail: Reading Material Pg. 6-8
Developing Customer Service Objectives;

Establish Quantitative Standards of Performance;

Reporting Customer Service and Objectives Standards;

Measure Actual Performance;

Analyse Variance between Actual and Standard;
Delivering & Measuring Customer Service

Presenting a professional image;
Identifying the needs of your customer;
Following up on your customer’s needs;
Having in place the correct P & P;
Managing customer complaints.
Customer Service...
In pairs, brainstorm what customer service means to you and your team.
Activity 1:
What is Customer Service?
Morning Tea 10.45am
Lunch at 12.45pm
Afternoon Break 2.30pm
Finish by 3.30pm
Evacuation Procedure
Conveniences
Attendance sheet
Welcome
Strategic Customer Service
Any Questions?
Conclusion
Internal and external customers
Ensure Quality of services
Methods of assessing service levels
Service Strategy & Standards
Circle of Service
Workshop Review
More detail: Reading Material Pg. 15-18
By mail
In person
Via Telephone
By responding to an Evaluation or Survey
Customer focus groups/customer panels
Observational monitoring of service delivery
Mystery Shoppers
More detail: Reading Material Pg. 15-18

These strategies are a great tools to measure performance standards

This will allow for continual improvement of services provided by your organisation so as to continually strive for totally satisfied customers.
Customer Feedback
More detail: Reading Material Pg. 15-18
This involves the collection of data by asking selected people in a questionnaire about their knowledge, attitudes and preferences.
Methods of Gathering Information
What are some different ways to find out what your customer’s needs are, and what expectations they have of your organisation?
Gathering Info on Customer’s needs and expectations
The Cycle of Service
When you plot a cycle of service, you must do it 'from the outside in', that is from the customer's view of their contact with you.

Plotting a service cycle allows you to ensure that an external perspective is gained and that all possible forms of contact are considered.

These steps become the organisations critical points in the service strategy.

You have developed customer service objectives, you have identified the performance standards and you communicated the objectives and standards to the team.

However during the communication phase a team member approaches you and asks “What resources will you give us to achieve these objectives?”
Resources for achieving Objectives and Standards
Standards of performance are written statements describing how well a task should be performed.

Standards of performance define what is expected from the team at each critical point in the delivery of a quality customer outcome.

Quantitative performance standards are statement of performance that are measurable by observable data.
Standards of Performance
Everyone in the team should be aware of what the team is striving to achieve.
There needs to be consistency in purpose.
Objectives should be challenging and SMART
Developing Customer Service Objectives
Complete the
“Assessing Customer Service Activity”.
Activity 2:
What is Customer Service?
More detail: Reading Material Pg. 4-5
“The business of business is getting and keeping customers”

Peter Drucker, 1979
Retaining Customers
More detail: Unit Guide

Plan to meet the needs of your internal and external customers
Undertake a detailed analysis of your customer
Ensure delivery of quality products and or services
Develop some C/S standards
Monitor adjust and review your performance against standards.
Today’s Focus
A customer service strategy needs a customer resolution process
10 step process for managing customer concerns
Negotiating Solutions for Customers
Feedback is importance
Demands a systematic process
Managing feedback is critical to C/S success
Managing
Customer
Feedback
Service delivery involves a series of steps for the customer rather than a single transaction.

Sometimes they will deal with a different person and a different kind of service at each of those steps.

The experience of each staff member will be only of their part of the service delivery, but for your customer, the series of steps adds up to one whole service experience.
The Cycle of Service
Once objectives and performance standards are set,
Managers need to report these targets to all stakeholders involved in delivering customer service.
Reporting Objectives and Standards
More detail: Reading Material Pg. 8-9
End User/External Customers
Intermediate Customers
Internal Customers
Who's our Customer?
Day Schedule
By the end of today you will be able to…
How do you deliver and measure good customer service?
Objectives
Quantitative
Reporting
Measurement
Reliability
Assurance
Tangibles
Empathy
Responsiveness
3 x Parts - service evaluation / action plan
Service Objectives / Standards
SOP
Expectation
Performance
Measurable
The standard
“your name badge should be worn whenever on duty”
represents a statement of performance (the name badge is worn) and also it is measurable in an observable and factual manner (at all times/every time).
Example:
Objectives
Standards
How can standards and objective be communicated to all team members?
Reporting
Q.
Objectives
Standards
Reporting
Comm's
Resources
What resources can you provide?
Service Cycles
Who shall we focus on?
From 'outside in'
External perspective
ID Critical points
This involves the collection of information from observing people, action and situations.
1. Observation
2. Research
3. Surveys
This involves collecting data by performing controlled tests that simulate or manipulate the real situation.
Or .....
Brainstorming
Customer Feedback mechanisms
Opportunities for Improvement (OFI)
Customer Feedback can be received in many ways.
The key categories of feedback collection are:
Today we have covered the following:
Examples of loyalty building programs
Information on .....
Spending Habits
Primary Goal
Cultivate Loyalty
Secondary Goal
Grow Repeat Customers
+
?
1. Keep calm
2. Listen carefully
3. Thank them
4. Apologise
5. Ask questions
6. Repeat the problem
7. Decide on action
8. Take action quickly
9. Don't make promises
10. Follow up
Fish! a unique strategy!
The Brand Gap
A Different View!
Give 'Em the pickle
What the text book says....
Good customer service can be generally broken down into these 5 areas:
Initial grounding....
RATER - Rating
Facts, Quotes
& Statistics

Customer Service
with thanks to HelpScout...
- Shift - Acquire new customers
- Lift - Increase the spending of existing customers
- Retention - Improve the natural churn rate of customers
- Profit mix - Shift spending to higher margin products
The basic benefits of using a loyalty program to obtain customer information are summarized below:
- What are the objectives of this program?
- What are the target groups for the program?
- Will the needs of this group also satisfy the needs of our top customers?
- What customer needs will it satisfy? (tangible benefits, intangible benefits; rate the benefits, cost, feasibility and competence; financial value, relevance for the consumer, attainability)
- How to identify benefits (brainstorming, small study to measure general feedback to the benefits, large scale study to identify the main value drivers)
- How will it increase your differentiation from the competition?
- How will customers be rewarded?
- How will the data be captured?
- How will the data be analyzed?
- How will the data be actioned?
- Who will own the customer relationship?
Create your Loyalty Program Strategy
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