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SIRXCCS002A
November 2007
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Contents
Identifying your customers Why are customers so important? Internal customers Service of customers with special needs Your main method: Clarify and confirm 4 5 5 6 6
Techniques for providing good service to customers with physical disabilities............................................................7 Techniques for providing good service to customers with intellectual disabilities.......................................................8 Techniques for providing good service to customers who are blind or vision impaired.................................................9 Techniques for providing good service to customers who are deaf or hearing impaired.............................................10 Techniques for providing good service to customers with non-English speaking backgrounds..................................11 Some common causes of misunderstanding12 Overcoming objections What are your customers getting? Getting customer feedback 12 13 14
Who do you want to communicate with and at what level?...........................................................................................14 What do you want to communicate? What response do you want? 15 15
Which media should you communicate through?...........................................................................................................15 How effective was the communication? 15 Customer service policies and procedures16 What do quality and customer service mean?................................................................................................................16 Researching your customers The essentials of marketing Maintaining customer relationships Four levels of customer satisfaction Handling customer complaints 17 17 18 19 20
Training staff to be your best representative.................................................................................................................20 Refund and Returns policy Selling isnt buying Negotiating Sales Other Aspects of Negotiating Sales Negotiation Style 21 21 22 22 22
Maintain systems, records and reporting procedures to track changes in customer satisfaction..............................25 TRAINING AND ASSESSMENT ACTIVITIES AND QUESTIONS........................................................................................26 Assessment task 27
ASSESSMENT MODE A - Oral questioning 28 ASSESSMENT MODE B - Skills observation checklist....................................................................................................29 Off-the-Job Training Log 32
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Element of competency: 1. Deliver service to customers 2. Respond to customer complaints 3. Receive and process sales orders 4. Identify customers special requirements
A more colloquial definition provided by the Macquarie is: A person one has to deal with.
At times you have probably had less complimentary definitions of customers, especially if they have been demanding or rude.
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Internal customers
It is much more difficult for people to come to terms with the idea that their work mates might also be their customers. Customers are: Not only those who pay money for the goods and services you provide All staff in a business The staff in the warehouse.
You receive work instructions from a manager. You might pass on some of these work instructions to the store person who then performs the work for despatch. All customers are affected by the quality of the output of an individual's workgroup. An employee's well being, job security, promotion prospects and work relationships depend on maintaining good relationships with all customers.
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Don't try too hard. It comes out as artificial. Being yourself is the best there is.
Techniques for providing good service to customers who are blind or vision impaired
Read this interview with Nicholas Gleeson, a training officer at the Royal Blind Society. Nicholas's professional contacts, as well as his own experiences being blind, have led him to some conclusions about ways to provide the best customer service. If you are serving customers who are blind or vision impaired, there are some simple things you can do which make their shopping easier. For a start, walk up to a customer straight away. It is awful standing in a store for a long time waiting for someone to notice you. Say something simple like, "Hi, would you like some help?" Then tell the customer you are a salesperson to show you are not another customer. Then ask the customer, 'What is your guiding technique?". Don't just grab the customer's arm and start leading. The customer will tell you the best way to guide. Sometimes people shout at people with visual disabilities. In a way I can understand their reaction. In fact Ive got to watch that I don't do the same thing to people with limited English. We all tend to shout and mimic when we feel out of our depth. But obviously it's best to talk as you usually would. To provide good service, you have to listen to the customer very well. Recently I asked an assistant in a supermarket for prunes and when I got home the prunes tasted very much like dates to me. Shopping can be a real trial: a blind friend of mine was shopping once and asked for some help. The store manager said, "We'll help you this once but don't go telling all your blind friends." Incidents like this can really affect your self-esteem.
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Techniques for providing good service to customers who are deaf or hearing impaired
These tips for communicating with people who are deaf or hearing impaired come from the Deaf Society of NSW: Get the person's attention before talking. A tap on the shoulder or a wave of the hand in their field of vision are two acceptable ways of doing this. Do not stand in front of a window or bright light. You are then easier to see. Look at the person as you talk. Speak naturally. Don't exaggerate your lip movements or speak louder. These distort your speech and make you harder to understand. Don't mumble, eat or smoke. Use simple language and sentence structure. Don't however, patronise. There is a difference between keeping things simple and being patronising. Avoid background noise. Use visual clues and gestures. Write down what you want to say. Be patient. Use a combination of speech and writing (and finger spelling and signing if you know them).
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Techniques for providing good service to customers with non-English speaking backgrounds
Remember: Clarify and Confirm
Clarify (make the need clear) speak slowly (but not loudly) use simple words use simple sentence structures listen very carefully use open questions so they give you a full picture: "Where will you use it?", "What colours do you like?" Confirm (check you've understood correctly before acting): repeat what you understand they want: "You want a white one. Is that right?" get feedback from the customer: "No", "Yes", "Bigger", "Another one", etc.
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Overcoming objections
There are three main types of objections:
Merchandise Time Price
Merchandise objections relate to the suitability of the goods. For example "Will it really suit my dcor?" Or, "I'm not sure that I'll be able to use it." You can overcome these objections by restating the suitability of the product or re-enforcing the benefits of the product/s. Time objections are concerned with buying the goods now. For example, "I'm not sure that I really need it now." These types of objections can be overcome by telling the customer they may miss out if they delay their decision.
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Price objections are concerned with value for money and getting the product cheaper somewhere else. Relating the principle "you get what you pay for" or "quality does cost more but, saves you more in the long run", is the best technique to use in this situation.
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Examples of customer service policies can be seen in other workplaces. Next time you have your car serviced, stay in a hotel or visit another warehouse, look out for examples of customer service policies. Many workplaces now have them displayed for customers.
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Both these strategies provide feedback, but it's usually from unsatisfied customers. A business succeeds when it gives customers what they want. Finding out what they want is a difficult task. Customers do not always know what they want.
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Some factors that can determine the success or failure of the service you provide are: After-sales and customer service Price and terms of sale (eg extended credit) The perception of quality of the service The effectiveness of advertising and promotion The ease of availability of the service The availability of substitutes which, even if not of high quality, can save money or time Consumer confidence.
customers, such as free flights, based on the number of kilometres they have travelled and on the class of travel first, business or economy.
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Counsel staff on negative attitudes Teach people to be positive in their approach to customers Create a positive and supportive workplace.
Under Queensland laws, refunds do not have to be provided if the customer: Changes their mind or no longer wants the product; Found the same item cheaper somewhere else; Chose the wrong colour, size or style; Knew about a fault before the purchase; Was responsible for causing a fault or damage; or Does not provide proof of purchase.
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How important it is to be able to deal with peoples worries and objections How important it is to be able to close the sale by asking for a firm order.
False friendliness and pushiness wont win people over. Even if customers buy once, they most likely wont come back. Be yourself, and learn some of the communication skills if you feel you dont already have them.
Negotiating Sales
Learning negotiation techniques for an increase in your negotiating sales can prove to be helpful and contribute to future sales relationships. Negotiation tactics used in the sales markets can be a little different, as a strong understanding of customer care and sensibility is necessary. Learning to obtain a positive outcome for yourself, and also understanding and abiding by the needs of your customers is an art form in itself. With sales for any company, productivity is the most important part of the game, as without continuing production, the company cannot exist. However, you cannot achieve strong production if you do not have a customer following that believes in your products and continues to be loyal consumers. This is why developing a clientele base with sensitivity and understanding is very important in contributing to the success of your company.
Negotiation Style
Developing your own negotiation style can be a fun and creative process in which you may incorporate many negotiation techniques, negotiation tactics, philosophies and workable ethics. Everyone is different in his or her experiences and take on life, and the way they communicate with others would be different because of this. You can use your strengths and attributes when developing your own style of negotiating, and learn more about yourself and how you relate to others.
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Personalising your business attitude and approach can be a fun process and a great learning experience. Learning the techniques of negotiating and applying them to your own personal perception and the reactions can be challenging, but also a beneficial tool in your business life. Understanding your strengths and weaknesses can also help you to determine areas in which you can excel, and the areas that may need more work.
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Provide a Deadline
If you have a customer who is vacillating, one way to close is to tell them that your service will not be available past a certain date. For example, if a client says they are interested in hiring your firm but cannot make a commitment, set a deadline date or say that you will be unavailable for a certain amount of time. This is high risk because it can mean that you won't work with this client in the near future. However, it will also separate live prospects from prospects who are likely to drag on forever without making a decision. Forcing a decision, one way or the other, is good for your business. If they decide not to buy, it frees you to pursue other business.
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Maintain systems, records and reporting procedures to track changes in customer satisfaction
To follow up the implementation of your customer service strategy, you will need to ensure that systems, records and reporting procedures in your organisation are able to track changes in customer satisfaction levels. These systems may include: Departmental reports on customer requests and complaints; Market research, including focus groups and phone surveys; Follow up phone calls or feedback forms; Phone, e-mail or face-to-face contact between staff; Sales statistics and refund, return and replacement statistics; and periodic staff/management meetings.
These monitoring methods are an essential part of your long-term business plan because they will help you do the following: Determine whether customer feedback on your strategy is positive or negative. Distinguish any shift in purchasing patterns and profit turnover. Highlight any unexpected demands on resources. Pinpoint any short-term or long-term adjustments that need to be made to your approach.
A sharp decrease in profits is an obvious indicator of a drop in customer satisfaction. However, if there are systems, records and reporting procedures in place there will be warning signs well before your business is knee-deep in crisis. The same is true of a positive trend in customer satisfaction. Procedures that monitor customer satisfaction can determine exactly why your clients love your product or service and if there are any other immediate opportunities to capitalise on this success.
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3.
4.
Are there any improvements you could suggest and implement in your workplace?
Assessment task
Your workplace assessor will observe your performance as you demonstrate your ability to: Deliver service to customers Respond to customer complaints Receive and process sales orders Identify customers special requirements
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Instructions: In addition to written answers provided above, the trainee is required to provide verbal answers to the following questions that will be asked by the RTO Trainer. Read the questions prior to the Trainers visit, and be prepared to answer them, obtaining help where necessary. Did the trainee satisfactorily answer the following questions:
1. What is a customer? 2. Name four of your external customers. 3. Describe how you would handle a customer complaint? 4. Are there any improvements you could suggest and implement in your workplace? 5. How do you implement changes to customer service levels? 6. What records do you keep of customer complaints? Yes No
The trainees underpinning knowledge was: Satisfactory Notes/comments : Question 1: Question 2: Question 3: Question 4: Question 5: Question 6: RTO Trainer signature: Trainee signature: Date of assessment: Not Satisfactory
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Yes
No
N/A
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Customers' needs promptly serviced, referred or redirected as required. The trainees performance was: Feedback to trainee: ----------------------------------------------------------------------Not Satisfactory Satisfactory
-----------------------------------------------------------------------
-----------------------------------------------------------------------
Trainee signature:
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Assessment Strategies
C U R R E N T C O M P E T E N C I E S
Assessor Comments
Self-Assessment Other
The participant is competent has shown competence in all of the following elements:
Deliver service to customers Respond to customer complaints Receive and process sales orders Identify customers special requirements
Trainee Signature:
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ D A T E _ _ _ _ _ _ _ _ _
Supervisor Signature:
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ D A T E _ _ _ _ _ _ _ _ _
Trainer Signature
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ D A T E _ _ _ _ _ _ _ _ _
The Trainee is
NOT YET COMPETENT: Strategies to address gaps in trainee performance:
D A T E
F O R
R E A S S E S S M E N T :
_ _ _ _ _ _ _ _ _ _ _
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Company: __________________________________________________________________
Certificate: II III IV in Civil Construction Process Manufacturing Extractive Industries Retail Operations
Date
Duration
Date
Duration
Date
Duration
Date
Duration
Activity Code
1. 3. 5. 7. Read self-paced guides Met with Workplace Coach Discussion on phone Researched store policy and procedures 9. Researched workplace policies and procedures 11. Observed other staff member/s interacting with customers 13. Other research 15. Staff training 17. Complete appropriate paperwork relevant to task 2. Developed knowledge of use and safety requirements 4. Worked on assessment tasks 6. Discussed assessment tasks 8. Researched legislative requirements 10. Researched industry codes of practice 12. Performance appraisal 14. Read relevant industry publications 16. Talking to the supervisor 18. Other: (specify) __________________________________________
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Q1.
Thinking in general about the material you were given for this unit, how would you rate it overall?
Circle only one answer Poor .... 1 Fair .. 2 Good ... 3 Very Good .. 4 Excellent ..... 5 Dont know ........ 6
Q2. How strongly do you agree or disagree with the following statements about the unit material?
Strongly Disagree
Disagree
a. The layout of the reading material made it easy to use/read b. The layout of the assessment material made it easy to use/read c. The font size of the material was large enough d. The reading material assisted me to complete the assessment e. The material was easy to understand f. The graphics/pictures were useful g. The graphics/pictures were sufficient in number h. The graphics/pictures were legible
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Agree 4 4 4 4 4 4 4 4
i. The materials was free from typing errors j. The material was relevant to my job/workplace
1 1
2 2
3 3
4 4
5 5
6 6
Comments: Please expand on the above points if you rated any of them less than 3 ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________
1. What is a customer? A person who pays my wages Part of my job The reason our warehouse exists Not just a statistic a real person A person who is not dependent on our organisation but our organisation depends on them The person who monitors my service.
2. Name four of your external customers. This will be dependant on the workplace. 3. Describe how you would handle a customer complaint? This will depend on the nature of the complaint and workplace policies. 4. Are there any improvements you could suggest and implement in your workplace? This will be dependant on the workplace.
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