Customer Service

CUSTOMER SERVICE

Understanding A Customer

“Customers are the most respected guests in our premises. They are not dependent on us. We are dependent on them. They are not incidental to our purpose; they are central to our existence. We don’t do any favour by serving them; on the contrary they have done us a favour by giving us an opportunity to serve them.”

THE CUSTOMER IS A HOLY COW

YOU DON’T MILK A HOLY COW

YOU WORSHIP IT

Customers are the king

The range of product or service Customer awareness Product or service upgradationCompetitors wooing strategyDemanding importance New trendsWord of Mouth

The Truth about Customers

Ten times more expensive to acquire a new customer than to keep a current customer

-Bain & Company Research

The Truth about Customers

Customers are lost primarily due to indifference (66%) versus dissatisfaction (14%)

The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it

Customer needs

Expressed needs ( Clear)Implicit needs ( Unexpressed due to the

fear of to be too expensive)Core needs (Basic needs)Hidden needs (Shy to ask)Delight needs (Go beyond the

expectation)

Customer Service and satisfaction:

Cigna : “We’ll never be 100 percent satisfied until you are too”

Honda : “One reason our customers are so satisfied is that we aren’t”

Dell Computers : “Think customers” Burger King: “Have it your way”

Customer Satisfaction

Employee

Satisfaction

Investments to Enhance Productivity

Superior Services

Dedicated Work Force

Investments in Human Resources

High Profits & Growth

Fewer Customer Defections

Consequence of Customer Satisfaction

Customer Satisfaction

Increased Customer

Loyalty

More RepeatCustomer

Positive Customer

Word of Mouth

More NewCustomer

Customer Satisfaction

What leads to Customer satisfaction or dissatisfaction?

The presence or absence of a GAP between

What the Customer expects and

What the Customer thinks he/ she gets

Customer Expectations

Perceived/ Delivered Product

Quality GAP

The size of this Quality Gap will decide the extent of Customer satisfaction or dissatisfaction

Bridging the GAP What is our task?

Our task is to bridge the Quality GAP

How do we do it?By understanding customer expectations

By meeting customer expectations where we can

By managing customer expectations and perceptions where we cannot

By communicating effectively with the customers

What influences Customer expectations?Customer needs Word of mouth

Past experience Options available

When Customers get Dissatisfied

Careless mistakesLack of courtesyInconsiderate behaviourNot meeting commitmentsRude behaviourLack of listening from the staffUnwilling to see customer rightsArrogance

Customer Care Building Blocks

Dependability Reliability Predictability Consistency Caring Empathy A sense of duty Sincerity Character Integrity Loyalty Respect Fairness Openness Congruence Competence Acceptance

Customer Commitment

Committed Customers tend to: Come to you: Buy more often: Suggests you: Buy only from you: Recommend you:

Service Customers

Good meets demandsBetter exceeds

demandsBest causes delight

The Best

WooEmpathyDisciplineCommandResponsibility

Commitment to Customer Care

Customer care cannot be bought, they are earned We owe customer care to our conscience Commitment means not quitting at the sign of

problems Customer care means subordinating our desires to

other person’s need but not his whims and fancies Customer care is not a legal contract. Its foundation

is on character, integrity and empathy In customer care we are saying, “Dear customer,

you can count on me no matter what”.

Aca Group defines

EXCELLENT CUSTOMER SERVICE as-

“The ability of an organisation to constantly exceed the customer’s expectations”

Customer Delight

Customer care in today’s context is not sufficient. We have to aim for customer delight.

When we provide a superior service, which customers generally don’t expect, we achieve customer delight.

With customer delight, each satisfied customer becomes an ambassador of goodwill of the company which costly advertisement even don’t ensure

Each satisfied customer becomes a loyal customer of the organisation

Each satisfied customer shares this experience with other friends who subsequently becomes customers the organisation

Customer delight today is the competitive edge of all the industries.

How to delight customers?

GUEST PhilosophyCLEAR Techniques

THANK YOU