January 12 1 Customer Behavior: Attitude is every Thing Prepared By: Prepared By: Jan Jan 29 29, , 2012 2012 Ashraf S. Youssef, Ph. D. Ashraf S. Youssef, Ph. D. QA & QA & Communication Communication Manager Manager S.M. ASQ, L.A. BSI, M. ELI, M. EMS S.M. ASQ, L.A. BSI, M. ELI, M. EMS Training Approach • Focus on Basi cs • Interact ive • Videos • Ha ve Fun ! Agenda 1) Wh atdowemean byatt itud es& wh y isit impo rtan t 2) Rem ind er of our Compan y Quali ty Pol icy 3) Cus tomer perce pti ons and sat isf act ion 4) Wh at do we me an by cust omer at ti tude? 6) Recap onEEIC VALUES 7) Wh at ki nd of at ti tudes should we ad opt? 8) Pri nci pal s of Res pon sib ili tie s 9) Customer Care Use ti ps
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Ethical CustomerSocial & environmental responsibility is important
Personalizing Customer
Recognition & conversation is important
Convenience Customer
Fast service is important
Firms need to consider ways to design Products /
services to appeal to customer classifications.
Customer Perceptions and Satisfaction (1/3)
Customer interpretations of product, service information.
Influenced by senses, memories, the setting of the item, or priorexpectations
Perceptual biases causes selective bias
Perceptual biases
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Selective exposure: People's tendency to expose themselves predominately and preferentially to
information that is consistent with their own beliefs and attitudes.
Selective attention: individuals have a tendency to orient themselves toward,or process information from only one part of the environment with the exclusionof other parts.
Selective interpretation, perceptual distortion
Companies must be mindful of how perceptual biases can be influenced.
Customer Perceptions and Satisfaction (2/3)
Customer satisfaction
Result of comparing product’s perceived performance oroutcome relative to expectations
Raising the bar of expectations too high
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-developed at the Harvard Business Review which directlyaddresses the relationship of customer loyalty and profitability.The concept requires a paradigm shift from the traditional focusof quantity of market share, instead focusing on the quality of
Visits:When visiting other companies and especially customers, it is even more
important to promote the right image.Look good. Be smart- you will feel good and work better.
Be on time or early. Plan the route, allow for delays.Write in advance to confirm meeting and subject for discussion.
Make notes on the visit (ask permission if appropriate)Record as many details of the situation being visited as required,
How should we conduct ourselves?
Travel by the most effective route Accept hospitality modesty and in line with company policy After the visit prepare a Visit Report and circulate to appropriate people-this should always be to immediate Manager and file.Send a Thank You or appropriate letter within 2 working days of
returning to office Always be diplomatic, courteous and listen to what your Customers aresaying. Avoid being aggressive, and challenging.
Offices/Desks/Work stations:These should be neat, orderly and symptomatic of an organizedand efficient approach to our work (Remember 5S)
CommunicationEnsure that everyone you are responsible for is informed of key
company informationGeneral CleanlinessToilets are for our convenience
How should we conduct ourselves?
Keep it clean & tidy. Avoid spitting
ConclusionThe above points may seem trivial. They are not
The necessity of this is to improve our professional image and
mature as a company
Our Principles of Responsibility. What does it mean?
Set of guidelines outlining our commitments to all our stakeholders:
employees, customers, suppliers, shareholders, the planet andsociety.
It lays down our common foundations sets of references to help us
improve the protection of the Company, its managers and employees
in a context where the boundaries of corporate responsibility areex andin .. it constitutes our collective and individual frame of reference andenables everyone to guide their decisions and actionsIt cannot be minimized or waived. Our Principles of Responsibility
will be deployed to all employees in their local language.Code of ethics on the way we should behave (Behave as ONE teamand apply the same code of conduct)
Always act with integrity, respect, honesty & fairness in business
dealings Respect Human Rights, Labor Standards, Social & Environment & anti
corruption.Promote equal opportunities, without discrimination or religious beliefsEncourage development of competencies & employability.
Our Principles of Responsibility. What does it mean?
Maintain confidentiality & security of EEIC information & assets. Avoid conflict of interests with private lifeUphold environmental & social responsibility (walk the talk, protect,
prevent & preserve our environment)
Benefits of Customer Care
For employees:
Self satisfaction in the knowledge that the task has been done right,first time & the customer appreciates it
For the Organization:To have a sustainable competitive advantage & a good reputation
For external Customers :
Having confidence in a company that consistently delivers on its
promises
Know your Customers
Excellence in customer care relies on knowing our customersneeds & expectations. By anticipating customer needs we can gaincompetitive advantageIn our every day business we receive information about our approach to customers though:
Feedback from customers & staff Discussions with customers Anal sis ofcom laints& en uir ies Analysis of praise Attitude Survey & questionnairesSite visites
Focus group discussions & customer auditsBy communicating poor & great customer care, we can continuallyshare our experiences. We can then use them to drive customer behavior relevant to every employee in our company
When something goes wrong, don’t be afraid to admit responsibility
and apologize.Deal with problems immediately & let customer s know what you
have done
Caring our customers: Useful tips
. Avoid blame culture & work towards achieving a satisfactoryresolution.Do not feel uncomfortable about apologizing.Under the right circumstances, an apology can be a simple solution