Customer service

customer serviceCARS Seminar

outlineGeneral InformationMeasure Customer Service (CS)Customer Relationship ManagementEvolution of customer serviceSocial mediaExamples of CS oriented companiesWrap-up

general informationOrigin

CS has been around since there was business

Not easy to find early examples or an “origin” Most companies are

“grounded” on CS Apple, GE, Toyota,

GoogleAll of these

companies show CS in different ways

eight rules of customer service1) Answer your

phone2) Don’t make

promises unless you WILL keep them

3) Listen to your customers

4) Deal with complaints

5) Be helpful - even if there’s no immediate profit in it

6) Train your staff (if you have any) to be ALWAYS helpful, courteous, and knowledgeable

7) Take the extra step8) Throw in

something extra

twelve lessons of customer serviceKeep It PersonalDon't Make The

Customer WorkFoster RelationshipsGo Above & BeyondBe EnthusiasticBe Helpful Without

Being Annoying

Even Online Retailers Need Phone Support

Unabashedly Seek to Out-Serve Competitors

Be PromptTrain Rank & File

Employees in Your Customer Service Philosophy

Always InnovateCreate a Desire to Belong

or…take Kelly Kapur’s advicecustomer service, this is Kelly...

crmCustomer Relationship Management

Many different services Helps with customer service:

Sales Marketing activities Technical support

Basically uses technology to monitor and aid with CS

crm (cont.)Origins

Databases in the 1980s Helpful for big clients Cluttered and not very pertinent for small clients

Advanced in the 1990s Offered incentives, perks, rewards for membership Two-way street

Come of age today Tailor to customers needs Internet

crm (cont.)Benefits

Streamlined sales and marketing processesHigher sales productivityAdded cross-selling and up-selling opportunitiesImproved service, loyalty, and retentionIncreased call center efficiencyHigher close ratesBetter profiling and targetingReduced expensesIncreased market shareHigher overall profitabilityMarginal costing

lines of customer service (pre-internet)Business to customer

Management dictates to staffStaff interacts with customerStill popular today (increasing)

In personOn the phone

Most places have both!

lines of customer service nowInternet has changed everything

BlogsSocial MediaYahoo answers

Customers can do independent researchThey only seek customer service if they

need/want it

reconnect with the customerInternet has distanced the relation b/w

business and customerMany businesses are re-focusing on CS to get

an edgeStarbucks, Lands’ End, Kohl’s

Acronyms (SALES, SERVICE, SMILE)

Aimed at raising sales and profitsUPTs, Budget

customer service and social mediaSocial media does not have to be impersonal!

Separate updates on Facebook, Twitter and blogs

Different users! Cater to individual needs!

People will appreciate the extra time it takes

social media (cont.)Facebook Fan Pages

Update statuses more than once a weekAllow fans to comment on material on the pageListen and respond to these comments!

social media (cont.)Twitter

Tweet often, but don’t bombard with information

Keep it professionalRT followers with pertinent tweetsReply to followersLeave links to blogs and other thingsKeep it personal!example

social media (cont.)Blogs

Use for lengthy informationAllow and reply to commentsUpdate often

social media (cont.)Youtube

VideosVlogs“Will it blend?”

Done by Blendtec Increased sales 500%!

social media (cont.)Add a name to the media

Attaches a “relationship”Lets the customer know they aren’t talking to a

robotMakes interaction much more personal

social media (cont.)Companies that use social media

Best Buy and Apple They have employees that are interested in it and

they carry that passion through Works well using technology to help with

technology Can also be used to advertise new products and get

instant feedbackMore companies are following in the trend

examples of CS oriented companiesDisney

Sell an experienceCast members, not staffMake every customer happyAlso have a very interactive websiteThey even offer D’think where Disney helps

businesses with CS

examples (cont.)Lands’ End

Started with individualized order takingGary Comer

“I will never be critical of any action taken on behalf of the customer”

Today the company still puts the customer first Training for staff Internet LiveChat Lots of free shipping offers Guaranteed. Period.

examples (cont.)Starbucks

Always smilingCompensation if drink is not satisfactoryOffer discounts to repeat customers“Home” like atmosphere

keeping customersCustomer retention vs. acquisition 5 X more profitableImportant to be fiscally responsible

Practice good customer servicePhone etiquetteIn personSocial media

questions?

works examinedThe End of

Management and the Rise of Organizational Democracyby: Cloke Goldsmith

About.comFocus.comGoogle search

engine (images)WikipediaTwitter.comYoutube.comDisney.com