Customer Care Strategies Learning Outcome 2

Evaluate the customer care strategy of an organisation  Standards for customer care  Continuous improvement of customer care

Learning Outcome 2 The evaluation should refer to recognised Principles of Customer Care and apply them in the context of a specific organisation.  Judge the suitability of the Standards of Customer Care set by the Organisation  Judge the effectiveness and efficiency of the Organisation’s Customer Care Strategy  Make proposals to ensure continuous improvement of Customer Care

Learning Outcome 2 Use a Case Study of a Retailer issued to complete a 1500 word report covering the assessment criteria. Class time to be used to complete the report; 28 th November to 19 th December inclusive (4 weeks at 1hr 45mins). Assessment to be ed by 10:45am on 19 th December 2013.

What is a Customer Care Strategy?

Why is a Customer Care Strategy important for an organisation?

Customer Care Strategy – John Lewis Five Lessons in Customer Care 1. Make staff care about Customer Service 2. Teach Protocol but also empower staff 3. Front-line Staff should gather feedback 4. Be exceptional 5. Maintain Customer Service levels on all channels

John Lewis Hosts Sleep-over  More than 100 people spent the night in a department store in a Buckinghamshire town when they became stranded by the snow in December  The 54 staff, 30 customers and 20 children were provided with food and a bed in John Lewis in High Wycombe.

Developing a Customer Care Strategy Strategy Development Hand-out – Page 5 1. Where are we now? 2. How do we know where we want to be? 3. How do we get there? 4. How do we know we are there?

Developing a Customer Care Strategy Step 1 Where are we now?  Customer Satisfaction Survey  Mystery Shopper  Organisational Body Language

Developing a Customer Care Strategy Step 2 How do we know where we want to be?  Benchmarking against the competition

Developing a Customer Care Strategy Step 3 How do we get there? – tactics!  Top down commitment  Ongoing feedback  Training  Improving processes  Service standards  Reward and recognition

Developing a Customer Care Strategy Step 4 How do we know we are there?  Measuring success or failure  Monitoring and obtaining feedback

Group Activity Investigate the Customer Care Strategy of the following organisations using the Times 100 web page:  TNT  Parcel Force  Morrisons  First Direct  Enterprise