Presentation on theme: "SURFING YOUR WAY TO BETTER CUSTOMER SERVICE"— Presentation transcript:
1 SURFING YOUR WAY TO BETTER CUSTOMER SERVICE Tricia Johnson, Institutional AdvancementSoutheastern Illinois College
2 ObjectivesDiscuss ways to IMPROVE Customer Service and adapt new models with the rising tide of change (sweat the small stuff for great customer service)Create POSITIVE impressions and ways to COMMUNICATE effectively with customersDevelop and maintain CUSTOMER SERVICE guidelines and standards to help ride the “waves” of continuing education
3 Questions for Participants …… 1. What does customer service mean to you?2. How are you defining customer service at your institution/department?3. Even more important, how do your customers define customer service?4. Who do you consider customers at your institution/department?5. What is your institution/department’s current approach to achieving customer satisfaction?Is it working?How do you know your customers are fully satisfied?6. What is most important to your customers?
4 Defining Customer Service Customer service typically is thought to refer to what we do to meet the needsand expectations of the customer as defined by the customer.Other possible definitions—Customer service is a function of how well anorganization meets the needs of its customers.Customer service is about treating others as you would like to be treatedyourself.Customer service is any contact between a customer and a company, thatcauses a negative or positive perception by a customer.Better yet, define customer service from the Customer’s point of view:Customer service is a function of how well your organization is able toconstantly and consistently meet and exceed my needs and expectations.
5 Good Customer Service = Lasting Relationships Average Customer Service = Steady relationships that could be lostPoor Customer Service = Lost BusinessHere are a few tips:Create systems to define customer service and not rules. Systems make customer service less of a reaction but an action that is defined by circumstance.Evaluate what level of customer service is truly to be expected. Train your staff and provide orientation defining the level of service required at your institution.Create a feedback loop….too many customers are lost due to an impression that their business is not important. A simple thank you card goes a very long way.Be honest and fair, and when in doubt, “the customer is always right”.Customer service must also be viewed as company etiquette. If employees are not treated well, it’s going to be tough for them to treat others properly.Qualify your hires.Customer Service is not difficult if you take every detail into account. Meeting and surpassing expectations will only come from people who have created environments to do so. Create systems that generate guaranteed predictable results!
6 WOW FACTORThe next wave in customer service – handling the unexpected creativelyGreat Customer Service involves several important things:The institution CARESThey EMPOWER their staff to handle situationsEXCEED EXPECTATIONSPay attention to DETAILCOURTESYTreat each Customer like a VIPMaking resources AVAILABLE to allMeeting the NEEDS of the individualProviding for SERVICE recoveryTreating fellow employees like CustomersA good job doesn’t cut it anymore…….the prize goes to the TRAIL BLAZERS.
7 First Contact: The Source of Customer Loyalty “Customer Satisfaction is Worthless: Customer Loyalty is Priceless”…..Jeffery Gitomer states is the paradigm shiftThe next step is to shift the focus from loyal customers to loyal employees.The foundation for a loyal relationship begins with the employee.
8 Identify your team’s STRENGTHS: Identify your team’s strengths by listing the things your employees and customers say your organization does well.Identify strengths your organization should develop by listing the things you would like your team members and customers to say you do well.
9 It doesn’t take money to get good customers, it takes commitment…. How do we get this level of commitment from employees?Get Excited—the first professional to motivate is YOU!Hire motivated people—”hire smart or manage tough”Indoctrinate new staff into the customer service culture during orientation.Measure – Measurements motivate in different ways.Institute profit sharing – What gets rewarded gets repeated.
10 The Ten Commandments of Great Customer Service! Know who is bossBe a good listenerIdentify and anticipate needsMake customers feel important and appreciatedHelp customers understand your systemsAppreciate the power of “YES”Know how to apologizeGive more than expected……….ALWAYS EXCEED EXPECTATIONSGet regular feedbackTreat employees well –--- Internal Customers…..(provide a regular dose of appreciation)
11 “THERE IS ONLY ONE BOSS— BY SPENDING HIS OF HER MONEY THE CUSTOMER.AND HE OR SHE CAN FIRE EVERYBODY IN THE COMPANY FROM THE CHAIRMAN ON DOWN,BY SPENDING HIS OF HER MONEYSOMEWHERE ELSE.”Sam Walton
12 Emphasis is on “Feelings” Customer Service is about the little gestures that make someone feel good and appreciated.Customer Service is the difference between feeling good or great or feelingneutral or disappointed once you walk away.Customer Service is about making people feel good when they are in yourpresence.Customer Service is about making people feel comfortable.Customer Service is about helping people feel confident.Customer Service is about making people feel important and valued.
15 The Rising Tide of Expectations in Customer Service An expectation is a personal vision of the result that will come from an experience.Expectations can be positive or negative.Expectations can be stated or unspoken.Expectations are usually based at least partially on perceptions. A perception is the way we see something based on our experience.Everyone’s perception of a situation will be at least slightly different.There are two levels of expectations—Primary expectations include a customer’s most basic requirements of an interaction. (ie. Answer questions, getting new course developed)Secondary expectations include expectations based on our previous experience that are enhancements to our primary expectations. (ie. Good service or tasty food, good up-front planning to limit cost overruns)
16 Service Quality Organizational Gaps GAP 1. What the customer wants vs. what management thinks the customer wants.GAP 2. What management thinks the customer wants vs. what management thinks is being delivered.GAP 3. What management thinks is being delivered vs. what is really delivered.GAP 4. What is really delivered vs. what management tells the customer is being delivered.GAP 5. What the customer expects to be delivered vs. what the customer thinks is delivered.
17 Becoming More Customer-Focused • Think marketing, not selling (people do not want to be sold on something)• Put yourself in the customer’s shoes at all times• Think about the customer’s buying decision and how you can help them see the benefits of what your institution offers over other alternatives• Clearly understand the customer’s objectives and anything they will tell you about what is behind these objectives.• Use “you,” “your” and “we” more than “I” or “our” in conversations or writing—ie. refrain from saying “our project” when it is really “your project”• Ask the customer, “what is the most important thing to you in our working together?”• Ask the customer for feedback if they are getting their needs and expectations met before, during and after your product or service is delivered• Design your internal processes with the customer in mind• Always ask “what is the impact of our decision on the customer”
18 Proven Strategies and Best Practices to Achieve Excellent Customer Service Pay attention to the little things that can make or break customer satisfaction.Use numbers and facts to prove service quality matters.Find new ways to make it easier for customers to reach you.Collect feedback before, during, and after a project.Set up a customer advisory panel or focus group.Know what infuriates your customers—what are their “hot buttons.”Consciously create and build a stronger customer service culture.Redesign internal operating procedures and practices to better support and encourage customer satisfaction.Identify what constitutes superior customer satisfaction for each of your customers.Involve customers in creative thinking and brainstorming sessions.Calculate the lifetime value of each client to appreciate their real worth to you.Train employees on the human side as well as the business side of customer interactions.
19 “THERE ARE NO TRAFFIC JAMS ALONG THE EXTRA MILE.” Roger Staubach
20 Importance of Words in Customer Service Words to AvoidCut-Off OptionsYou have to…You can’t…It’s not our policy…Why don’t you…It’s required, it’s necessaryMake JudgmentsBestWorstCreate UncertaintyI’ll tryShut Down CommunicationWhat’s your problem?ManipulateWould you mind…I want (need) you to …Words to UseOffer OptionsWill you…I am (organization is) unable because…(explanation)What have you considered?It works well when…Make No JudgmentsIt may not work well if…Create ConfidenceI’ll do it, or I’ll do thisGet InformationCan you tell me about the difficulty you’re havingAsk for What You Want
21 Importance of Feedback Feedback tells us how we are doing—it is one of the primary ways we learnabout ourselves—our strengths that others see in us, and also ourlimitations or weaknesses that could lead to improvement opportunities.2. Feedback is a gift —employees need to be properly trained in the art ofgiving and receiving feedback so that the process is constructive andinstructive.3. “Listening Posts” can be established within a company and in themarketplace to gather critical information that is used to drive decision makingabout matters impacting employees and customers.4. If properly managed, those providing external feedback to a company canbecome “marketing champions”.5. Feedback is a form of market research. It is also a key tool in measuringcustomer satisfaction.6. Customer feedback is a valuable management tool and the most importantdriver for continuous improvement within a company.
22 “CUSTOMERS ARE NOW INFLUENCED BY PEERS, NOT MARKETERS: THE CHALLENGE IS HOW YOUCREATE A NETWORK OF ADVOCATES FOR YOURBUSINESS……BY LISTENING TO OURCUSTOMERS, THAT IS ACTUALLY THE MOSTPERFECT FORM OF MARKETINGYOU COULD HAVE.”Mark Jarvis, Chief Marketing Officer, Dell
23 Communicating Effectively with Customers Definition:What describes GOOD service and BAD service?Good customer service is taking that extra step to help without being asked! It’s all about attitude and skills.Attitude ChecklistWhat attitudes assist in providing good service?Enjoy helping peopleHandle people wellCare for your customersGive fair and equal treatment to allBe understanding of people with special needs
24 Skills for Customer Service Know your organizationLearn the services providedCommunicate wellBe consistentBe organizedKnow your place on the team and be a TEAM PLAYER
25 What do Customers Want?Brainstorm what it is that a customer wants when they come to your institution, department, office………..Discuss and share with the group
26 The Communication Equation What you HEAR…………40% of the messageTone of voiceVocal clarityVerbal expressivenessWhat you SEE OR FEEL… % of the messageFacial expressionDress and groomingPosture/Body LanguageEye ContactTouchGestureWORDS…………only 10% of the message!
27 Effective Communication Skills Eye contactBody LanguageEncouragement to continueSummarizing what has been saidSmiling faceCheck for understandingListening to customerAsk questions
28 Greeting CustomersThe purpose is to create and maintain a welcoming environment—how can we achieve this?Be attentive, acknowledge a person as soon as they appear, even if you are busySMILE!Establish eye contactTell them your nameAsk how you can help and provide assistanceGive the customer your full attentionBe polite and courteous…………………
29 Establishing Rapport What does good rapport feel like? Practice greeting someone………Make the customer feel comfortableMake the customer feel important and valuedUse empathy
30 Using Your Voice Do you: Become loud or angry or upset Speak faster when nervousSpeak slowly when tired or boredHave a cheerful voice my tone of voice is warm and understandingFind it easy to talk to people you don’t knowControl your tone in most situationsSound bossy, weak or unsureHave a clear and easy-to-hear voiceSpeak in a very formal or very trendy manner?Think about how you might modify your voice in certain situations….
31 Body Language for Positive Results Brainstorm some examples of good body language:SmileIntroduce yourself (if appropriate) or wear a name badgeShake hands if appropriateLean forward to listen more carefullyBe aware of cultural differences
32 Telephone Skills Know how to use the phones Speak clearly and slowly Smile (you can hear it in your voice!)State your name and organization and ask how you may helpWrite down the caller’s name and use it in conversationDon’t say rude things while someone’s on holdIf they are explaining something, use words to show you are listeningHave a pad and pencil ready to take notes or messagesDon’t eat or drink while on the phone
33 Customer Retention is Profitable Resolving a complaint within 24 hours results in 96% retention. For each day of delay, about 10% additional loss.Companies can boost profits 100% by retaining 5% more of their customers.WHY DO CUSTOMERS COME BACK?GIVE THEM……..What was promisedKnowledgeable helpPrompt, willing attentionGood treatment
34 Guaranteeing Return Business Leave a positive impression, SMILECheck to see if customers have everything they needIf you have said you will follow up, then do soTell them something that may be useful to them later (new class, new certification, etc.)Invite them to another course that is relevant to one they are taking, ask them to visit websiteSay goodbye and thank youFirst impressions count and will affect the interaction. People make judgments in the first 30 seconds.GOLDEN RULE—You only have one chance to make a first impressionHow does your department/institution make a first impression?
35 Factors Affecting the Quality of Service ReliabilityConfidenceResponsivenessEfficiencyConsistencyInstitution/DepartmentAcceptance of and adherence to policies and procedures
36 Role PlayIn pairs, one person takes on the role of the customer/student and one is the staff member in departmentUse your own scenario from experiences in your department/institutionSwap after 5 minutes
37 Organizations that take Customer Service seriously, and approach it with passion and zeal, are the organizations that will prosper and continue to stand out among their competitors.“A lot of people have fancy things to say about customer service, including me. But it’s just a day-in, day-out, ongoing, never ending, unremitting, persevering, compassionate type of activity”Leon Gorman, President of L.L. Bean
38 If you only remember 12 things… High-Performing Institutions/Organizations Who Consistently Achieve Excellent Customer Service1. Focus on satisfying internal customers as much as external customers2. Define customer service based on what it means to your customers3. Know it is all about enhancing the customer’s “experience”4. Pay attention just as much to service quality as you do technical quality5. Know what your customers want and expect and then deliver it6. Perform as promised and eliminate irritants7. Recover remarkably when service gaps or breakdowns occur8. Involve everyone in the improvement process including customers9. Identify and manage “moments of truth” striving for “moments of magic”10. Use customer feedback to measure customer service performance11. Keep the customer front and center in everything you do12. Put a “service framework” in place to insure desired results
39 For More Reading on Customer Service Customer Satisfaction is Worthless , Customer Loyalty is Priceless. Jeffrey Gitomer, New York, 1998Hug Your Customers. Jack Mitchell, New York, 2003The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value.Frederick F. Reichheld, Harvard Business School Press: Boston, MA, 1996.Delivering Knock Your Socks Off Service. Chip R. Bell and Ron Zemke, AMACOMBooks: New York, 1991.Customers.com. Patricia B. Seyhold, Random House: New York, 1998.The One to One Future: Building Relationships One Customer at a Time. Don Peppersand Martha Rogers, PhD., Doubleday: New York, 1993.Delivering Quality Service: Balancing Customer Perceptions and Expectations. ValarieA. Zeithaml, A. Parasuraman and Leonard L. Berry, The Free Press: New York,1990.Moments of Truth: New Strategies for Today’s Customer – Driven Economy. JanCarlson-President of Scandinavian Airlines, Harper & Row Publishers: New York,1987.The Pursuit of Wow! Tom Peters, Vintage Books: New York, 1994.Managing to Keep the Customer: How to Achieve and Maintain Superior CustomerService Throughout the Organization. Robert L. Desatnick, Jossey Bass: SanFrancisco, 1988.The Customer Driven Company: Moving from Talk to Action. Richard C. Whitely,Addison-Wesley Publishing Co., 1991.Managing the Customer Experience. Shaun Smith & Joe Wheeler, Prentice Hall, 2002.The Ultimate Question. Fred Reichheld, Bain & Company, 2006.