Customer Service as a Marketing Tool AmCham Macedonia February 26, 2015.

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Presentation transcript:

Customer Service as a Marketing Tool AmCham Macedonia February 26, 2015

SpeechCode What customer service is Why excellent customer service is important Why meeting customer expectations is not enough How to make employees embrace customer service How to turn complaints into opportunities How to monitor customer service quality How marketing can benefit from top customer service Agenda

SpeechCode A holistic approach! Customer service touchpoints – call centers, support teams Production – QA Logistics, Delivery, Instructions for use Marketing - Collateral, Websites & Social Media PR Sales Pricing Guarantee & return policies Human Resources IT Accounting Customer Service Excellence?

SpeechCode Customer Service ?

SpeechCode To be different from your competitors! To improve company image and brand perception! Why excellent customer service is important

SpeechCode Why excellent customer service is important What does a customer expect you to do?  to deliver what you have promised.  to value him as customer.  to listen.  to understand.  to care.  to help. To build relationships! To learn about customer requirements!

SpeechCode Why excellent customer service is important Do you know why you loose customers?  1 % die.  3 % move away.  5 % get influenced by others.  9 % leave for competitive price.  14 % are dissatisfied with product/service  68 % leave because of rude or poor service. To win loyal customers! To decrease costs for acquiring new ones!

SpeechCode To improve your profit line! Why excellent customer service is important If you can prevent 5 % of your customers from leaving, you can increase your bottom line profit by 25 – 95 %. - Harvard Business Review

SpeechCode Why meeting customer expectations is not enough “The essential difference between emotion and reason is: Emotion leads to Action while Reason leads to Conclusions” Donald B. Calne Professor of Neurology University of British Columbia CANADA

SpeechCode Why meeting customer expectations is not enough Exceed the expectations! Surprise your customers!

SpeechCode Why meeting customer expectations is not enough Example 1: Anticipate individual needs!

SpeechCode Why meeting customer expectations is not enough Example 2: Provide extra convenience!

SpeechCode Why meeting customer expectations is not enough Example 3: Emotionalize communication!

SpeechCode Why meeting customer expectations is not enough Example 4: Make customers smile!

SpeechCode How to make employees embrace customer service Develop a service driven philosophy Assess all customer touch points Build a clear customer service strategy Communicate your goals Implement clear service standards for all areas Monitor and discuss results Create reward and feedback system Select employees with the “right” attitude Provide training for ALL employees Empower employees to solve problems and find solutions Encourage new service ideas and campaigns Create team spirit Walk your talk!

SpeechCode How to turn complaints into opportunities A customer, who complains, wants to be understood. wants to be appreciated. wants to be treated in a friendly way. wants a solution. wants to feel good again. does NOT want to leave.

SpeechCode How to turn complaints into opportunities Do not drive him away with phrases like “It is company policy” “I’m not authorised to that” “It was not my mistake” “There is nothing I can do” “No one else complains about this” “You should have...” “You’re wrong”

SpeechCode How to monitor customer service quality Develop SOPs (Standard Service Procedures) Establish Customer and Employee feedback systems Use existing media/systems Compare your results with competitors Review and adapt your SOPs regularly Set and explain measurable goals Use external assessments/Mystery Shopping Engage management in customer communication Monitor and discuss results

SpeechCode Get to know your customers! How Marketing can benefit from top customer service

SpeechCode Use customer service stories for PR! How Marketing can benefit from top customer service

SpeechCode Attract new target groups! How Marketing can benefit from top customer service

SpeechCode And now it is time for...

SpeechCode Team motivation & empowerment for service excellence What motivates employees?

SpeechCode Complaints are Opportunities, not Threats What are your own experiences?

SpeechCode Customer Service Quality Assurance Measures What measures do you have in place?

SpeechCode How Marketing Departments can capitalize on good Customer Service Practices What impact has customer service on customer retention? Which marketing activities could you create around service excellence?

SpeechCode

SpeechCode How Marketing Departments can capitalize on good Customer Service Practices

SpeechCode Barbara Operschall M: W: Contact