PowerPoint to accompany: Chapter 12 Manage Quality Customer Service Establish working relationships with customers Plan to meet internal and external customer requirements Ensure delivery of quality products and services Monitor, adjust and report customer service PowerPoint to accompany:

Learning objectives After studying this chapter you should be able to: identify customer needs and expectations and the organisation’s role in providing the service or product to fill these needs establish relationships with clients based on customer value manage and coordinate the key ingredients in a service culture plan to provide quality customer service that meets internal and external customer requirements gather feedback as you monitor customer service and implement corrective actions as necessary review and report outcomes of customer service in accordance with organisational requirements Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Focus on the customer Three essential elements of a service culture are: a strategy for the product or service customer-oriented staff customer-friendly systems Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Customer service features Some features of successful service are: pleasant environment friendly and well-groomed staff informed staff with helpful supervisors speed of delivery willing assistance and politeness Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Create customer value ask your customers what they value by using surveys, listening to their comments and asking questions set customer service goals decide what strategies will achieve the goals decide what service is needed to give the customer value decide what you will do differently set key performance indicators against critical success factors decide how you will inform your customers about any improvements to the customer value package Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Internal and external customers A customer may be internal or external to the organisation. Internal customers are the people you work with. The external customer is a person or organisation who purchases goods or services from your organisation. Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Quality products and services Staff are the main channel for customer relations: Provide opportunities for skills guidance, practice and reflection Set clear goals Provide knowledge, encouragement and support as you mentor Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Coaching Is often a formalised training process that follows five basic steps: Determine the training need by identifying the problem, documenting it and stating the intended outcome Explain the process in terms of what will happen, how it will happen and when Demonstrate the desired behaviour or task Practise by doing it with the colleague and then letting them do it independently Provide feedback through monitoring, correcting, listening and acknowledging Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Mentoring Follows a four-step process: Define the goals Create an action plan Determine the resources required Measure the results and benefits Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Customer needs and expectations Survey to find out what customers need and expect Inform customers about the organisation’s activities Develop a good customer service ‘climate’ (or culture) in the organisation through communication, staff training and development Plan ahead to meet customers’ needs and expectations Create a set of customer service performance standards Review the customer service outcomes and be willing to improve the service Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Record-keeping An effective and efficient record-keeping system: complies with appropriate legislative and regulatory requirements ensures record management and monitoring procedures are in place has secure storage, including backup of electronic records is well organised and readily accessible by appropriate personnel Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Promotional prizes Examples of service conditions include: Six product barcodes must be submitted with each entry Prizes not redeemable for cash Prizes not transferable Company employees or their families may not enter Personal details provided may be used for further promotional activities Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Customer service attributes Reliability Tangibles Responsiveness Assurance Empathy Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Achieve the expected level of service Does the organisation: Meet each customer’s needs and expectations? Give all customers equal access to the service? Openly recognise that customers are central to the organisation? Offer appropriate service at the right time? Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Collecting data Involves three key tasks: Analyse raw data, such as customer complaints, in order to turn it into useful information Identify and cluster customer complaints into categories Identify your organisation’s customer service policies, procedures and goals in order to produce outcomes that match these service goals Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Apply information The information collected about a customer complaint is used to: establish the nature of the complaint demonstrate willingness to understand the customer’s need maintain the relationship with the customer by showing respect and emphasising the customer’s importance Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Take action Action should be taken to investigate the details of the complaint: process it in line with your organisation’s procedures check that the resolution satisfies the customer inform the customer of the outcome Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Questions to answer Effectiveness – is the service achieving the targeted outcomes? Efficiency – how well is the service being provided? Equity – does the service ensure equal access and provision to all targeted customers? Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Identify customer service standards As you respond to customer feedback, aim to: develop customer trust and confidence in your ability to provide the service reduce customer complaints and increase satisfaction improve the effectiveness of the service by finding out what the customer expects and desires and plan to deliver at these two levels increase staff motivation and job satisfaction by achieving improvement goals Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Manage feedback Simple rules for managing customer feedback will make the process both effective and efficient. These rules should: concentrate on customer satisfaction focus on a limited number of indicators be ongoing and specific be available to all staff on a timely basis be documented clearly and be visually appealing Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Respond to complaints Modify service as required Action procedures to resolve customer difficulties and complaints Implement a customer complaints procedure Follow guidelines consistently Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Customer service proposal To be successful your proposal should: identify the objectives clearly identify the organisation’s need to modify customer service present strategies for meeting that need outline the direct benefits of these strategies offer ways to evaluate the results Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Monitor service Monitoring customer service allows organisations to: gather feedback make improvements on the basis of what customers say they want increase levels of customer satisfaction Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Customer complaints procedure Follow four steps: Identify the key features, tasks and processes of your customer service and prioritise them Make a list of all the processes customers go through each time they use your service Review each process to ensure it is efficient, effective and equitable Implement improvements, solve problems and reset goals Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Effective change Implement changes to service standards consistently and equitably Involve team members and empower them to take responsibility for changes to customer service Ensure improvements are consistent and maintained Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

Reasons for modification Modifications to the customer service process take place for the following reasons: to improve its effectiveness in achieving targeted outcomes to improve efficiency in the use of resources to ensure equity of access and provision to targeted customers to increase customer satisfaction to reduce customer complaints to improve staff motivation and job satisfaction to support changes in the organisation’s objectives to comply with legal and regulatory requirements Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e

PDCA cycle Plan Do Check Act Copyright ©2012 Judith Dwyer – 9781442546738/Dwyer/Business Communication Handbook\9e