Overview of Customer Care Who is the “Customer”? What is “Customer Care”? Is it the same as “Customer Service”? Why should we worry about it? How can we improve it?

Who is the “Customer”? INTERNAL Everyone in your Company EXTERNAL The Consumer the decision maker his staff his customers Contracts Manager Lead Foreman Supervisor Gardeners Admin team

What is “Customer Care”? How a Customer is looked after from start to finish Commitment Loyalty Nurturing Love BY ALL YOUR TEAM

Is it the same as “Customer Service”? Service= right product at right place at right time Care= understanding & supplying “Customer” needs building a strong relationships universal involvement striving to improve and satisfy

Why should we worry about it? In order for our business to: Survive Develop Grow Be competitive

How can we improve? How well do you know your “Customer”? What do you need to be successful? How do you implement improvement?

Reasons for Customer Loss Poor quality Personality conflicts & lack of inter-personal relationship Poor response to queries/complaints Financial constraints New management Competition

How do we prevent losing customers? Quality Control Personal relationship 24 hour response in PERSON

How do we prevent losing customers? (cont…) Continuity Positive attitude Regular communication The contract Added value

How do we achieve good Customer Care? Motivation Commitment (from Top  Bottom) Teamwork Regular Communication Flexibility & willingness to change Regular training (from induction  retirement)

How do we provide Customer Care? Read Operations Manual Appoint a “Champion” Analyze & collate findings

Empathy Training program Enthusiasm & commitment Measure performance Incentives for improvement Regular meetings & communication How do we provide Customer Care? (cont…)

Results Satisfied customers Highly motivated staff Customer loyalty Greater add-on sales Increased sales Increased profits

Summary Patience & commitment Ongoing Priority Lead by example Positive attitude

Statistics It costs 5 x MORE to attract a NEW customer than to retain an OLD 12 POSITIVE services make up 1 NEGATIVE service 7 out of 10 customers will employ you again if complaint resolved in their FAVOUR 95% will employ you again if the complaint is resolved IMMEDIATELY Only 4% of dissatisfied customers will tell you their complaint 96% of dissatisfied customers will simply disappear 91% of dissatisfied customers will never come back

Businesses with poor quality of service average: 1% margin on sales 2% annual loss in market share Businesses with excellent quality of service average: 12% margin on sales 6% annual gain in market share Charge significantly higher prices More Statistics

Why do Customers leave? 3% move away 5% develop other friendships 9% for competitive reasons 14% are dissatisfied with the products 68% feel they are treated with indifference by the owner, manager or employee Even More Statistics

YES - the customer is ALWAYS right! YES - this affects: YOU Your BUSINESS Your PROFITS! YES - YOU must prioritise this problem YES - you must act NOW Conclusion

Good service is what the customer defines it to be NOT what the provider believes it to be!