1. 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:

2. 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
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3. 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
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5. 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
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6. 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
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8. 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.
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9. 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
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10. 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
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11. Mentoring Follows a four-step process: Define the goals
Create an action plan
Determine the resources required
Measure the results and benefits
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12. 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
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13. 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
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14. 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
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15. Customer service attributes
Reliability
Tangibles
Responsiveness
Assurance
Empathy
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16. 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?
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17. 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
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18. 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
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19. 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
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20. 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?
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21. 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
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22. 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
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23. Respond to complaints Modify service as required
Action procedures to resolve customer difficulties and complaints
Implement a customer complaints procedure
Follow guidelines consistently
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24. 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
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25. 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
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26. 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
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27. 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
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28. 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
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29. PDCA cycle Plan Do Check Act
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