Product Knowledge Empowerment Aftercare Customer Satisfaction Creating a Culture of Customer Care

Product Knowledge Product knowledge is essential. The more you know about your products, stock levels, services, your company and your competitors, the more you can do for your customers.

Product Knowledge There is nothing more frustrating that attempting to purchase a product from someone who knows nothing about it. The more knowledge you have, the easier it will be to answer your customer’s questions. Every product or service should be supported by factual information and where required instructions for use.

Product Knowledge Staff should be briefed regularly about new products at training sessions and be aware of features of the product. Many manufacturers work closely with major retailers to train staff in use of their products. It is advantageous to all involved, the manufacturer, retailer and the customers that staff have in-depth knowledge of the products they are selling.

Product Knowledge Role plays of sales situations will also help bring customer questions about products or services to the surface. Well informed and knowledgeable staff are vital to deliver excellent customer service. As far as the customer is concerned, you are the expert on the product or service being sold.

Product Knowledge Activity Working in small groups, what knowledge would you expect someone to have that was selling the following products. Also identify where they get this information from.

Product Knowledge Activity Restaurant Meal

Product Knowledge Activity Television

Product Knowledge Activity Car

Empowerment Organisations where employees are empowered and take ownership of service quality are more likely to deliver excellent service to their customers. This means giving the responsibility for decision- making to employees throughout the workplace.

Empowerment Surveys reveal that people are happiest at their work when they feel valued and important. This can be enhanced when staff are involved in the business and feel knowledgeable and informed about what is happening in the organisation.

Empowerment A customer service philosophy gives employees the opportunity to participate in a programme which will determine the success of the organisation. The programme may fail if it is owned by only a select few and not part of the culture of the organisation.

Empowerment The customer will benefit from empowerment because an empowered organisation tends to be: Less bureaucratic More flexible More responsive More considerate of customer needs Easier to do business with

Empowerment Activity Using the same examples from the previous activity, what examples of empowerment would you expect someone to have that were selling these products.

Levels of Empowerment There are various levels of power that can be delegated to Employees as follows: Level 1 Some involvement but manager makes overall decisions Level 2 Greater Involvement Manager makes strategic decisions Level 3 Total involvement in all decisions

Level 1 Empowerment Employees are encouraged to own decisions and get involved in improvement initiatives. However, management have overall control. Although employees may be involved in a service strategy, they still have to get approval of their ideas before implementation.

Level 1 Empowerment At this level employees may be approved to make decisions within specified areas, e.g. issuing a refund to customers. FedEx train all their call centre agents for 6 weeks before taking live calls. During their training they are told that they can give up to $200 on the spot at their discretion when a customer complains.

Level 2 Empowerment Teams and individuals have more say and take ownership of decisions affecting their work but strategic decisions are still made by management. This middle level of empowerment allows employees to have more say and take ownership of decisions affecting their day to day work but strategic decisions are still made by management.

Level 2 Empowerment The Mandarin Oriental Hotel in Bangkok has won the best hotel in the world award for 10 consecutive years.

Level 2 Empowerment Management attribute this to giving all employees authority to say “yes” to any customer request. The only time management approval is required is when they want to say “no”.

Level 2 Empowerment Mandarin Oriental, Bangkok Named ‘2013 Best Hotel In The World’ By The Times, UK. “We are delighted to receive this accolade. It serves to motivate and encourage our entire team to continue to strive for the service excellence for which we are renowned”, said General Manager Amanda Hyndman.

Level 3 Empowerment Teams are completely self-managing and make all decisions about not only how they operate in terms of task but also structure and reward. Department store Nordstorm in the USA issues this statement to all new employees: Rule 1 “Use your good judgement in all situations” There are no additional rules

Empowerment Empowerment works best when it is part of a customer service strategy and where staff are given clear guidelines as to the degree of responsibility they can take. For example staff must be aware of how far decision making can go and of the areas it covers and areas it does not.

Empowerment In order to encourage empowerment there is a need for training and support of employees as empowerment may involve multi-skilling. At car manufacturers Ford, business centre hotline service staff are trained to pick up any call and take responsibility for that call, no matter what the query.

Empowerment Training needs revolve around information as well as attitude and skills.

Customer Aftercare

Customers like to feel they are special and that they are remembered and valued. Customers add value to the organisation, not just in terms of what they themselves will spend over the years, but the marketing that they will do on your behalf in terms of recommending you to friends.

Customer Aftercare An organised and consistent communications program will keep you in touch with your customers on a regular basis and strengthen the relationship between you both. What type of communication would you expect following the purchase of the previous items?

Customer Aftercare A Thank you Letter or – To be sent on the day or day after the transaction. It should also give details of how to contact you for further help and assistance. A Letter from a senior manager or MD – a couple of weeks after. This letter is a warm welcome and also informs the new customer that, ultimately, "the buck stops here."

Customer Aftercare How did we do? Letter a week or two after the transaction. It's a friendly letter explaining how important honest feedback is to you because it's the only way you can improve. Attached to the letter is a brief customer satisfaction survey and a pre-paid return envelope.

Customer Aftercare Happy anniversary letter. After a year of the transaction, expressing thanks again and hope that the purchase continues to be of value. How are we doing? How have we done? Survey cover letter - You should regularly survey your customers, at least once a year. Just the act of sending out the survey sends them a message that they are important to you.

Customer Aftercare Christmas/new years greetings cards. These are commonplace now but should always contain a reminder of what it is you do or sell. Quarterly newsletters. To keep your customers informed of what’s new. Make them interesting and entertaining.

Customer Aftercare Activity In small groups discuss any Customer Aftercare you have experienced. Identify the communication methods and how this made you feel about the organisation and the product/service purchased. Would you purchase from the organisation again? Why?