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Customer Service & Our Behavior
A WORKSHOP TO ACHIEVE CUSTOMER DELIGHT
CHARACTERISTICS OF
SERVICES
ë Intangibility
ë Inseparability
ë Heterogeneity
ë Perishability
ë Ownership
SERVICE v/s SERVICES
•Services are things you do for your customers
•Service is how well an organization does what it
does.
SERVICES MARKETING MIX :
BEYOND THE FOUR P’s
ë Product
ë Price
ë Promotion
ë Place
ë People in Services
ë Physical Evidence in Services
ë Process in Services
STEPS IN SKILL LEARNING
STAGE 1
UNCONSCIOUS INCOMPETENCE
STAGE 2
CONSCIOUS INCOMPETENCE
STAGE 3
CONSCIOUS COMPETENCE
STAGE 4
UNCONSCIOUS COMPETENCE
WHAT IS CUSTOMER SERVICE ?
Putting people behind products and
services
Treating customers with respect,
individuality and personal attention
TWO TYPES OF ORGANISATIONS
The In - focussed Company
The Customer focussed Company
OBSESSION WITH CUSTOMER
The Customer is the business’s biggest
asset
The Customer pays all salaries, wages
and dividends
The Customer will go where s/he
receives the best attention
You must be your customer’s best
choice !
WHO IS OUR CUSTOMER ?
Not necessarily those who pay but
All those whom we serve
Paying Customer Boss
Colleagues Subordinates
Wife Children
Parents Relative
Neighbours Environment
Fellow Human Beings
GOLDEN RULES
Ask not what the customer will do for you !
Assume not what the customer expects from you !
Find out the customer’s expectation and meet it.
WE ARE BORN TO SERVE OTHERS
“SURVIVAL OF THE USEFUL”
THE SPIRIT OF SERVICE
Attitude is based on certain values & beliefs
about people, life and work, that leads a
person to willingly serve others and take
pride in his or her work.
WHAT SHAPE
CUSTOMER’S DECISION TO
BUY
People’s skills
Product
Presentation
Process
SIX BASIC
CUSTOMER NEEDS
Friendliness
Understanding
Fairness
Control
Options & Alternatives
Information
BAD SERVICE v/s GOOD SERVICE
My Treatment
When
My Expectations
Is less
Than
This
=
Bad
Service
GOOD SERVICE IS GIVING CUSTOMERS A LITTLE MORE
THAN WHAT THEY EXPECT
When
My Treatment
exceeds
My Expectations This
=
Good
Service
HOW CUSTOMERS DEVELOP
EXPECTATIONS ?
Marketing communication channels
Word of mouth
Previous experience with the
Organisation / Employee
Previous experiences with similar
Organisations
EXCELLENT SERVICE
Excellent Service =
Enjoying
Giving people little more than they expect
The best service companies have a passion for
service excellence !
Providers of service excellence do it with energy
and enthusiasm !
Excellent service is a win/win/win experience !
In today’s competitive market place the
customer decides who wins and who loses.
LEVELS OF
CUSTOMER SERVICE
Rigid Service
Safe Service
Progressive Service
Indulgent Service
CUSTOMER CARE
e It is not enough just to give good service
e The Customer must perceive the fact that
he is getting good service
HANDLING CUSTOMER
COMPLAINTS
Doing the
job right
the first
time
Effective
Complaint
Handling
+
Increased
Customer
satisfaction
& brand
loyalty
=
IMPORTANCE OF COMPLAINTS
Gives us another chance to improve our service
SOURCES OF CUSTOMER
COMPLAINTS
Delivery problems
Installation problems
Lack of information on product use
Problems with enforcement of warranties
Lack of knowledge of the sales person
Indifferent attitude of the personnel
FEW ESSENTIALS
STATE OF MIND
POSITIVE ATTITUDE
ABILITY TO
MANAGE YOURSELF
COMMUNICATION
SKILLS
ENTHUSIASM
SELF ESTEEM & ASSERTIVENESS
TRANSACTIONAL
ANALYSIS
TA is a method of studying communication
TA is very effective in analysing audience
psychology
DIFFERENT EGO STATES
Child Ego State
Free Child Adaptive Child Little Professor
DIFFERENT EGO STATES
Parent Ego State
Critical Parent
Laying down rules
Lecturing
Hiding behind
regulations
Refusing to
negotiate or
compromise
Nurturing Parent
Caring
Concerned
Encouraging
Supportive
Warm &
Affectionate
DIFFERENT EGO STATES
Adult Ego State
Reasonable
Calm
Thoughtful
Clear thinking
Negotiating
Not bullying
Not caving in
Not steamrolling others
Self-evaluating
EGO STRUCTURE
P
A
C
TYPES OF TRANSACTIONS
Parallel
Crossed
Ulterior
PARALLEL TRANSACTIONS
P
A
C
P
A
C
CROSSED TRANSACTIONS
P
A
C
P
A
C
ULTERIOR TRANSACTIONS
P
A
C
P
A
C
SUPERIORITY COMPLEX
I’M OKAY
YOU’RE NOT OKAY
INFERIORITY COMPLEX
I’M NOT OKAY
YOU’RE OKAY
NEGATIVE ATTITUDE
I’M NOT OKAY
YOU’RE NOT OKAY
POSITIVE ATTITUDE
I’M OKAY
YOU’RE OKAY
A POSITIVE ATTITUDE
MAKES A DIFFERENCE
Always be positive and enthusiastic
Smile, be friendly and positive
Try to meet a customer’s reasonable request
Customer doesn’t care if you are having a bad
day
You should leave your problems at home
Customers expect to get what they pay for
Your good attitude will make work enjoyable for
you and your customers
POSITIVE ATTITUDE
What is Attitude?
Attitude is the way we look at things.
Two types of Attitudes
Positive Negative
The foundation of your success is positive Attitude.
FACTORS THAT DETERMINE
OUR ATTITUDE
ENVIRONMENT
Home, School, Work,
Television, Newspapers, Magazines,
Books, Cultural & Religious
background, Traditions & Beliefs,
Social environment.
EXPERIENCES
Our behavior changes
according to our experiences with
people and events in our life.
EDUCATION
Formal & Informal
COMMUNICATION SKILLS
Effective rules for effective
communication :
Speak the same language
Make sure every word is heard clearly
Repeat important information
VERBAL COMMUNICATION
Rate of speech
Volume
Modulation
Pronunciation
NON-VERBAL
COMMUNICATION
Postures
Gestures
Movements
Eye Contact
ACTIVE LISTENING
•Quiten your own mind
•Control the environment
•Use positive nonverbal signals
•Use positive verbal signals
•Use pauses
•Summarize
•Avoid unhelpful behaviors
•Listen carefully to what is being said
SELF-ESTEEM
Self-esteem is the way we feel about ourselves.
When we feel good about ourselves:
Our performance goes up
Our relationships improve - at home & outside
The whole world looks nicer
There is a direct co-relation between feeling and
behavior.
SIGNS OF SELF-ESTEEM
A person with self-esteem:
Pushes on, in spite of setbacks and obstacles in his
path
Adjusts easily to whatever is
Knows how to relax
Trusts others - others find him trustworthy
Helps others without hesitation
Appreciates whatever good is there in others
LOOK IN THE MIRROR
What do you see of yourself?
Do you look confident?
Do you look healthy?
Do you have a pleasing personality?
Are you happy with your self image?
ASSERTIVENESS
WHAT IS ASSERTIVENESS?
The ability to speak up and be
taken seriously, and to do it
without damaging the rights of
others.
AGGRESSIVE ASSERTIVE NON-ASSERTIVE
IMPORTANCE OF ASSERTIVENESS
•Assertive people are much more likely to get
more of what they want.
•Assertive people feel good about themselves and
their behavior.
BENEFITS OF BEING ASSERTIVE
•You will manage your time and stress levels
more effectively by setting realistic limits.
•You can influence others by stating your
preferences and opinions clearly and in an
appropriately, easily-heard way.
•You will learn more quickly what others think or
would prefer.
•You will deal with problems more easily.
WHEN TO SAY NO !
Government rules and regulations
Company policies and procedures
Out of stock
Just not possible
DEFINITION:
Divine transport - intense emotion which leads
to joyous action
Enthusiasm is the best communication tool:
•Enthusiasm liberates
•Enthusiasm provides energy
•Enthusiasm is contagious
•Enthusiasm is a skill and not a GIFT
ENTHUSIASM
LOOK GOOD
•90% of us make decisions
about others in a few
minutes.
•Over 50% of our personal
impact is through our
appearance, our body
language and facial
expressions.
MANAGING YOURSELF
 Do not return anger for anger
 Avoid fuelling the anger
 Keep control of the situation
 Be quiet and listen
 Don’t make excuses
 Recognise the customer’s feelings
 Probe
 Solve problem
 Soothe problem
 Apologise whenever required
YOU ARE A WINNER
•YOU ARE
PROGRAMMED BY GOD
& NATURE TO BE
SOMEONE
•YOU ARE TODAY THE
RESULT OF WHAT YOU
HAVE THOUGHT
YOURSELF INTO
BECOMING
QUALITY
Quality of a product or service is what the
customer feels it is.
Customer judges quality on :
Responsiveness
Competence
Courteousness
Sensitivity
Consistency
THE FIRST 4 &
THE LAST 2 MINUTES
How to maximise :
Avoid ritual or routine activity or standard phrases
Smile - even if it is on the telephone
Avoid moans, groans and negative comments,
about self, weather, work, another person, etc.
Deal with customers in turn, make every
customer your favourite
Avoid rushing or doing too many things at once
Get the Customer’s name as soon as possible
and use it
Look at people. Take an interest in them. Pay
attention to how they are, what they are, what
they are doing and saying
Don’t chat to other staff when customers are
about
Greet them with enthusiasm and look for
positive, genuine things to say about them
THE FIRST 4 &
THE LAST 2 MINUTES
THE FIRST 4 &
THE LAST 2 MINUTES
Assess what kind of help they want :
To be left alone
To be approached
To be chatted to
To be direct with
Have something positive to say when you
or they leave
Get a definite closure, don’t let it just ebb
away
QUALITY OF EXPERIENCES
AFFECTS CUSTOMER PERCEPTIONS
Define the Customer’s ‘Moments of Truth’
Moments of Magic Moments of Misery
MOMENTS OF TRUTH
When what is communicated at Moments
of Truth is that :
The Customer is Respected
And Understood
And treated Genuinely,
The foundations are laid for
Quality Service
CUSTOMER LOYALTY
A Customer is loyal when over time, he has received
consistent, prompt, and courteous service and
products
Customer loyalty is encouraged by four principles :
Good products at fair prices
Effort
Consistency
Attention to ‘little’ things
SERVICE v/s SERVICES
•Services are things you do for your customers
•Service is how well an organization does what it
does.
EXPECTATIONS &
PERCEIVED VALUE
PERCEIVED VALUE =
SERVICES x SERVICE
-------------------------------
PRICE
SERVICE VISION
IT’S COMFORTABLE
IT’S MAGICAL
IT’S MY STORE
YOU ARE ON STAGE
When you’re serving a customer,
you’re on stage
Are you dressed for the part ?
Do you know your lines ?
Do you understand the play ?

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LDQ- Training material- Handout- Customer service- Delight customers.ppt

  • 1. Customer Service & Our Behavior A WORKSHOP TO ACHIEVE CUSTOMER DELIGHT
  • 2. CHARACTERISTICS OF SERVICES ë Intangibility ë Inseparability ë Heterogeneity ë Perishability ë Ownership
  • 3. SERVICE v/s SERVICES •Services are things you do for your customers •Service is how well an organization does what it does.
  • 4. SERVICES MARKETING MIX : BEYOND THE FOUR P’s ë Product ë Price ë Promotion ë Place ë People in Services ë Physical Evidence in Services ë Process in Services
  • 5. STEPS IN SKILL LEARNING STAGE 1 UNCONSCIOUS INCOMPETENCE STAGE 2 CONSCIOUS INCOMPETENCE STAGE 3 CONSCIOUS COMPETENCE STAGE 4 UNCONSCIOUS COMPETENCE
  • 6. WHAT IS CUSTOMER SERVICE ? Putting people behind products and services Treating customers with respect, individuality and personal attention
  • 7. TWO TYPES OF ORGANISATIONS The In - focussed Company The Customer focussed Company
  • 8. OBSESSION WITH CUSTOMER The Customer is the business’s biggest asset The Customer pays all salaries, wages and dividends The Customer will go where s/he receives the best attention You must be your customer’s best choice !
  • 9. WHO IS OUR CUSTOMER ? Not necessarily those who pay but All those whom we serve Paying Customer Boss Colleagues Subordinates Wife Children Parents Relative Neighbours Environment Fellow Human Beings
  • 10. GOLDEN RULES Ask not what the customer will do for you ! Assume not what the customer expects from you ! Find out the customer’s expectation and meet it. WE ARE BORN TO SERVE OTHERS “SURVIVAL OF THE USEFUL”
  • 11. THE SPIRIT OF SERVICE Attitude is based on certain values & beliefs about people, life and work, that leads a person to willingly serve others and take pride in his or her work.
  • 12. WHAT SHAPE CUSTOMER’S DECISION TO BUY People’s skills Product Presentation Process
  • 14. BAD SERVICE v/s GOOD SERVICE My Treatment When My Expectations Is less Than This = Bad Service GOOD SERVICE IS GIVING CUSTOMERS A LITTLE MORE THAN WHAT THEY EXPECT When My Treatment exceeds My Expectations This = Good Service
  • 15. HOW CUSTOMERS DEVELOP EXPECTATIONS ? Marketing communication channels Word of mouth Previous experience with the Organisation / Employee Previous experiences with similar Organisations
  • 16. EXCELLENT SERVICE Excellent Service = Enjoying Giving people little more than they expect The best service companies have a passion for service excellence ! Providers of service excellence do it with energy and enthusiasm ! Excellent service is a win/win/win experience ! In today’s competitive market place the customer decides who wins and who loses.
  • 17. LEVELS OF CUSTOMER SERVICE Rigid Service Safe Service Progressive Service Indulgent Service
  • 18. CUSTOMER CARE e It is not enough just to give good service e The Customer must perceive the fact that he is getting good service
  • 19. HANDLING CUSTOMER COMPLAINTS Doing the job right the first time Effective Complaint Handling + Increased Customer satisfaction & brand loyalty = IMPORTANCE OF COMPLAINTS Gives us another chance to improve our service
  • 20. SOURCES OF CUSTOMER COMPLAINTS Delivery problems Installation problems Lack of information on product use Problems with enforcement of warranties Lack of knowledge of the sales person Indifferent attitude of the personnel
  • 21. FEW ESSENTIALS STATE OF MIND POSITIVE ATTITUDE ABILITY TO MANAGE YOURSELF COMMUNICATION SKILLS ENTHUSIASM SELF ESTEEM & ASSERTIVENESS
  • 22. TRANSACTIONAL ANALYSIS TA is a method of studying communication TA is very effective in analysing audience psychology
  • 23. DIFFERENT EGO STATES Child Ego State Free Child Adaptive Child Little Professor
  • 24. DIFFERENT EGO STATES Parent Ego State Critical Parent Laying down rules Lecturing Hiding behind regulations Refusing to negotiate or compromise Nurturing Parent Caring Concerned Encouraging Supportive Warm & Affectionate
  • 25. DIFFERENT EGO STATES Adult Ego State Reasonable Calm Thoughtful Clear thinking Negotiating Not bullying Not caving in Not steamrolling others Self-evaluating
  • 32. INFERIORITY COMPLEX I’M NOT OKAY YOU’RE OKAY
  • 33. NEGATIVE ATTITUDE I’M NOT OKAY YOU’RE NOT OKAY
  • 35. A POSITIVE ATTITUDE MAKES A DIFFERENCE Always be positive and enthusiastic Smile, be friendly and positive Try to meet a customer’s reasonable request Customer doesn’t care if you are having a bad day You should leave your problems at home Customers expect to get what they pay for Your good attitude will make work enjoyable for you and your customers
  • 36. POSITIVE ATTITUDE What is Attitude? Attitude is the way we look at things. Two types of Attitudes Positive Negative The foundation of your success is positive Attitude.
  • 37. FACTORS THAT DETERMINE OUR ATTITUDE ENVIRONMENT Home, School, Work, Television, Newspapers, Magazines, Books, Cultural & Religious background, Traditions & Beliefs, Social environment. EXPERIENCES Our behavior changes according to our experiences with people and events in our life. EDUCATION Formal & Informal
  • 38. COMMUNICATION SKILLS Effective rules for effective communication : Speak the same language Make sure every word is heard clearly Repeat important information
  • 39. VERBAL COMMUNICATION Rate of speech Volume Modulation Pronunciation
  • 41. ACTIVE LISTENING •Quiten your own mind •Control the environment •Use positive nonverbal signals •Use positive verbal signals •Use pauses •Summarize •Avoid unhelpful behaviors •Listen carefully to what is being said
  • 42. SELF-ESTEEM Self-esteem is the way we feel about ourselves. When we feel good about ourselves: Our performance goes up Our relationships improve - at home & outside The whole world looks nicer There is a direct co-relation between feeling and behavior.
  • 43. SIGNS OF SELF-ESTEEM A person with self-esteem: Pushes on, in spite of setbacks and obstacles in his path Adjusts easily to whatever is Knows how to relax Trusts others - others find him trustworthy Helps others without hesitation Appreciates whatever good is there in others
  • 44. LOOK IN THE MIRROR What do you see of yourself? Do you look confident? Do you look healthy? Do you have a pleasing personality? Are you happy with your self image?
  • 45. ASSERTIVENESS WHAT IS ASSERTIVENESS? The ability to speak up and be taken seriously, and to do it without damaging the rights of others.
  • 47. IMPORTANCE OF ASSERTIVENESS •Assertive people are much more likely to get more of what they want. •Assertive people feel good about themselves and their behavior.
  • 48. BENEFITS OF BEING ASSERTIVE •You will manage your time and stress levels more effectively by setting realistic limits. •You can influence others by stating your preferences and opinions clearly and in an appropriately, easily-heard way. •You will learn more quickly what others think or would prefer. •You will deal with problems more easily.
  • 49. WHEN TO SAY NO ! Government rules and regulations Company policies and procedures Out of stock Just not possible
  • 50. DEFINITION: Divine transport - intense emotion which leads to joyous action Enthusiasm is the best communication tool: •Enthusiasm liberates •Enthusiasm provides energy •Enthusiasm is contagious •Enthusiasm is a skill and not a GIFT ENTHUSIASM
  • 51. LOOK GOOD •90% of us make decisions about others in a few minutes. •Over 50% of our personal impact is through our appearance, our body language and facial expressions.
  • 52. MANAGING YOURSELF  Do not return anger for anger  Avoid fuelling the anger  Keep control of the situation  Be quiet and listen  Don’t make excuses  Recognise the customer’s feelings  Probe  Solve problem  Soothe problem  Apologise whenever required
  • 53. YOU ARE A WINNER •YOU ARE PROGRAMMED BY GOD & NATURE TO BE SOMEONE •YOU ARE TODAY THE RESULT OF WHAT YOU HAVE THOUGHT YOURSELF INTO BECOMING
  • 54. QUALITY Quality of a product or service is what the customer feels it is. Customer judges quality on : Responsiveness Competence Courteousness Sensitivity Consistency
  • 55. THE FIRST 4 & THE LAST 2 MINUTES How to maximise : Avoid ritual or routine activity or standard phrases Smile - even if it is on the telephone Avoid moans, groans and negative comments, about self, weather, work, another person, etc. Deal with customers in turn, make every customer your favourite Avoid rushing or doing too many things at once
  • 56. Get the Customer’s name as soon as possible and use it Look at people. Take an interest in them. Pay attention to how they are, what they are, what they are doing and saying Don’t chat to other staff when customers are about Greet them with enthusiasm and look for positive, genuine things to say about them THE FIRST 4 & THE LAST 2 MINUTES
  • 57. THE FIRST 4 & THE LAST 2 MINUTES Assess what kind of help they want : To be left alone To be approached To be chatted to To be direct with Have something positive to say when you or they leave Get a definite closure, don’t let it just ebb away
  • 58. QUALITY OF EXPERIENCES AFFECTS CUSTOMER PERCEPTIONS Define the Customer’s ‘Moments of Truth’ Moments of Magic Moments of Misery
  • 59. MOMENTS OF TRUTH When what is communicated at Moments of Truth is that : The Customer is Respected And Understood And treated Genuinely, The foundations are laid for Quality Service
  • 60. CUSTOMER LOYALTY A Customer is loyal when over time, he has received consistent, prompt, and courteous service and products Customer loyalty is encouraged by four principles : Good products at fair prices Effort Consistency Attention to ‘little’ things
  • 61. SERVICE v/s SERVICES •Services are things you do for your customers •Service is how well an organization does what it does.
  • 62. EXPECTATIONS & PERCEIVED VALUE PERCEIVED VALUE = SERVICES x SERVICE ------------------------------- PRICE
  • 63. SERVICE VISION IT’S COMFORTABLE IT’S MAGICAL IT’S MY STORE
  • 64. YOU ARE ON STAGE When you’re serving a customer, you’re on stage Are you dressed for the part ? Do you know your lines ? Do you understand the play ?
  翻译: