Understanding customer's needs ver 1 as of dec 20, 06

Business Unit or Product Name

© 2006 IBM Corporation

Understanding Customer’s needs in Delivering Excellent Service



Need (Need) n.A state that requires supply or relief; pressing occasion for something; necessity; urgent want.

Need (Need) v. To be in want of; to have cause or occasion for; to lack; to require, as supply or relief.



There are two kinds of customer’s needs:

• PRACTICAL NEEDS&

•PERSONAL NEEDS



PRACTICAL NEEDS

Customers need information and their problems to be solved.

Customers need a product or service.

Customers need advice and guidance from a knowledgeable employee.



Driving in the city is difficult, and parking is hard to find. I recommend that you use the bus or the subway. They are very efficient and I can go over their route map with you.

Sample statements addressing practical needs:Sample statements addressing practical needs:



PERSONAL NEEDS

Customers want to be respected and feel wanted.

Customers want people to listen to them.

Customers don't want to be treated like a number, they want to be appreciated.

Customers want some control over their situation.

Customers want someone to empathize with them.



Mrs. Jones, I can understand that you are upset, and I'm terribly sorry for the inconvenience.

Mr. Carter, we can take care of this in two different ways. We can give you a refund or a credit. Which would you prefer?

Sample statements addressing personal needs:Sample statements addressing personal needs:



Active listening helps understand customer’s needs

Active listening involves being totally focused on hearing the words the customer is speaking, interpreting what these words mean, and responding in a positive manner that demonstrates

(1) you understand what the customer is saying, and

(2) you consider it to be important.



Active listening is the only effective means to rapidly uncover information that is critical to satisfying the

customer.

Here are some ways to hone your active listening skills:

1) When you are conversing with a customer, learn to tune out all distractions and focus totally on what your customer is saying.

2) As the customer speaks, concentrate on what the customer is saying (rather than thinking about how you want to respond).



3) Do not interrupt. People like to talk and do not like to be cut off.

4) Don't just listen to their words. Also focus on the triad of tone and inflection because they reveal how the customer feels.

5) Occasionally repeat what the customer has said in a manner similar to this: "If I understood you correctly, you (restate what you believe the customer said), is this correct?"

6) Always take notes so you can correctly recall the customer's key points later. This activity also serves to reinforce how important you consider the customer's information to be.



7) In the case of a complaint, if the customer is upset, control your emotions and be courteous, no matter how rude the customer may be. If the complainant begins to use abusive language, it is acceptable to ask him or her to please calm down and stop using offensive language.

8) Continually probe to ensure you have all the right information. Once you believe you do, ask the customer if a particular resolution would be satisfactory. If they agree, then move heaven and earth to carry it out in a timely manner, and follow up with thanking them for letting you be of service.



Customers simply want someone to take the time to be friendly, to treat them with respect and kindness. They want

someone who will listen, hear their needs, meet their needs and show

appreciation for their business.

Understanding customer's needs ver 1 as of dec 20, 06

Business

ibm corporation customers

business unit

customers information

practical needs personal

customers dont

kinds of customers

customers key points

necessity urgent want