1. Customer Service & CRM Basics

2. Objectives What is Customer Service?
Why is Customer Service important?
Why are Customers important?
What is your role?
How to provide good service to the customers?

3. What is Customer Service?
Meeting / exceeding the expectations of customers.
It is the ability of the organization to constant and consistently give the customer what they want and expect.
Expectations means needs and wants of the customers.

4. Types of Customers Internal External
What is the main purpose of Business?
To create customers
There is no business without customers

5. Why are Customers important?
Customers are the reason that we exist in business.
A customer is not an interruption – he is the Purpose.
A customer is not dependent on us – We are.

6. Why is Customer Service important?
Stiff competition from Product competitors.
Basic philosophy is change from Sales to Marketing.

7. Bad Service One can get away with bad service if: Monopoly
Competing on price
Everyone provides a similar levels of service
If you want to build relationship
Understand the Customer.
Understanding Customer’s need.
Understand Customer’s Psychology.

8. Why are Contact Centers important?
Contact Centers are setup so that they can give best service possible to the customers.
To update customers about product features, services, etc without the customers physically going to the particular company.
Saves time for both the parties.
Prompt Service

9. A Moment of Truth
“ A moment of truth is an episode in which a customer comes into contact with any aspect of the company, however remote and there by has an opportunity to form an impression”.

10. Factors influencing Performance of Contact Center
Customer Service Focus
Vision of the company
Leadership to carry out the vision across the company
Teamwork to achieve vision
Communication
Interpersonal Skills

11. Skills & Knowledge Technical Skills Product Knowledge Market Knowledge
Support
Training
Coaching
Clarity of Role

12. Impact of Good Service Repurchasing Referral Business
Increase in Profits
Impact of Bad Service
Complaints
Negative Public Relations
Loss of Business
Increase in replacements of lost customers

13. Service Oriented Companies
Charge 9% more
Grow at twice the rate
Profitable
Good Customer Service
Quality
Reliability
Environment

14. Intangible points of Service
Sense of Caring
Courtesy
Willingness to help
Ability to solve problem
Enhanced service development
Employee Satisfaction
Increased Profitability
Survival

15. Customer Relationship Management
Importance of Satisfied Customers
Cost of getting new customer on the board – 5 times more than keeping existing customer
Unhappy customer tells – Minimum 10 people
How many customers can good service retain – 80%
Satisfied Customer tells – only 3 – 4 people
How many unhappy customers complain – Most of the customers don’t complain, just walk out of your business.

16. CRM Framework The true Customer Centric strategy CRM Definition
A marketing initiative for acquisition, retention and growing of profitable customers selectively.

17. Understanding CRM
It encompasses all processes where the customers are involved be it internal or external customers.
An initiative which acts as the front end for integration of all business functions of a customer centric organization.

18. Defining Customers
Customer is any person who buys a product or avails a service
Customers can be of 2 types Internal and External
Customers are human beings – so it is the experience of the customer which is important in any customer related process / initiative

19. Relationship Unrevealed
Interaction is the first step towards relationship building
Repeated interactions lead a healthy relationships and knowledge about customers
Interactions are repeated if there is no breach of trust and commitment.

20. Management of Customer Relationship
A planned, focused value based approach to deliver quality of service
Increase use of customer channels
Increases profitability by delivering what customers need, want or desire rather than deliver feature and technology
Trust one to one customization effort leads to potential business benefits like cross-sell, up-sell and customer loyalty.

21. Advantages Reduces advertising costs
Makes it easier to target specific customers by focusing on their needs
Easier to track effectiveness of a campaign
Organization compete on services not prices
Speeds the time it takes to develop and market a product
Improves use of customer channels

22. Why CRM? Change in market scenario – companies compete on services
Competition
If you don’t deliver – your competitor does
80% of business comes from 20% of customers
Acquiring a new customer costs 5 times more than retaining existing customer
Referrals are the cost effective way for customer acquisition

23. CRM Cycle Define business vision
Set up access points for customers and prospects
Use technology to capture customer data during interactions
Use stored data for gaining knowledge and insight about customers
Use the same for development / improving products and services
Automate work processes for quick service in supply chain automation and sales force automation
Acquire new customers

24. Before CRM A Vendor study says:
68% of customers walk away without concluding a sale
80% of a company’s income is from repeat customers
It costs 5 times as much as to get a new customer as to keep an existing one

25. After CRM A Vendor study says: A 51% of increase in sales
20% of increase in customer satisfaction
2% increase in profits and organization
21% reduction in cost of sales and service