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PROACTIVE CUSTOMER SERVICE

Part One: SERVICE ATTITUDE

THE DEFINITION OF QUALITY


P. CROSBY:
finding out what the CUSTOMER wants, describing that, and then meeting that exactly.

J. JURAN:
those features of whats being produced that respond to the CUSTOMERS needs

W.E. DEMING:
meeting and exceeding the CUSTOMERS needs and expectations and then continuing to improve.

WHAT IS QUALITY?
In a nutshell: Quality is what the customer says it is. PERIOD.
Ron Zemke Co-Author of Service America Senior Editor of Training

IDENTIFIABLE REASONS FOR SWITCHING TO A COMPETITOR


100

P E R C E N T

90 80 70 60 50 40 30 20 10 0

Product Quality Issues

Service Quality Issues

15%

15%

20%

49%

Found a better product from another company

Found a cheaper product

Lack of personal attention

Service was rude, unhelpful, etc.

Source: Customer Focus Research Study Forum Corporation

MOMENT OF TRUTH
The precise instant a customer comes into contact with any aspect of your business and on the basis of that contact, forms an opinion about the quality of your service and potentially, the quality of your product.

CYCLE OF SERVICE
END CYCLE
Unload cart Greet security guard Exit store Leave parking space

BEGIN CYCLE
Enter parking lot Find space Enter store Visit Customer Service desk Get cart Select groceries Ask Clerk for help Check store directory

Watch Sacker Meet Cashier Wait for turn Enter check-out lane Visit pharmacy

THE INTERNAL CUSTOMER


They are the employees and departments of the company who use our output or service. We need a total change in attitude and outlook so that we treat our co-employee as meticulously as we would an external customer by giving him the right service at the right time even though no payment is involved. Conflict can be avoided if we only look on ourselves as customers and suppliers and treat each other as such.

WHY DO CUSTOMERS QUIT?


Die 1% Move Away 3% Other Friendships 5%

Competitive Reasons 9% Product Dissatisfaction 14% Attitude of Indifference toward the customer by some employees 68%

ATTITUDE
A mental disposition regarding a certain object, person or situation.

A
Activating Event

B
Belief

Consequences

IQ factor contributes 20% in


determining life success.
Dr. Daniel Goleman

E.Q.
Being able to understand and manage ones emotions. Behavior: handle frustrations get along with others

EMPATHY
Being able to read the emotions of others. Requires emotional energy. Personal touch in dealing with customers (especially when there are complaints).

ATTITUDE TOWARD CUSTOMERS


They ask for too much. We give too little. Their needs are changing and we better keep pace. They need us. Without us they can go somewhere else. Without them we close. They should understand our problems. Were supposed to give them benefits - efficiency, quality, service, etc. Were supposed to help solve their problems, not add.

ATTITUDE TOWARD OTHER DEPARTMENTS


They cant move without me. None of us can move without each other. We were hired for each other. Thats their problem. What happens to one-happens to all. Theyre too demanding. These demands are customers demands.

ATTITUDE TOWARD SUBORDINATES


They must fear me. / They must like me. They must respect me. I must earn it. They should simply follow and obey. They must understand and believe. They must be told. They must be taught.

ATTITUDE TOWARD SUBORDINATES


Its their fault. They are stupid! They only follow to the extent that they are led. They are a reflection of my leadership. They must follow what I say. They must follow what I do. They must serve me. I am here to make them effective.

ATTITUDE TOWARD SELF


This is how I am. I cant change. People are not static. I can change especially if I want to. I can be what I want to be. Im better than everyone else. Im human like everyone else. I have my own strengths and so do others. I have too many weaknesses. Weaknesses can be future strengths if I start working on them now. I dont have the time to think about this. This is about me! It affects all areas of my life.

ATTITUDE
Charles Swindoll

The longer I live, the more I realize the impact of attitude on life. Attitude, to me, life. is more important than facts. facts. It is more important than the past, than education, than money, than circumstances, than failures, than success, than what other people think or say or do. do. It is more important than appearance, giftedness, or skill. It will make or break a skill. company church home. company a church a home.

ATTITUDE
Charles Swindoll
The remarkable thing is we have a choice everyday regarding the attitude we will embrace for that day. We cannot change our day. past past we cannot change the fact that people will act in a certain way. We cannot change the way. inevitable. inevitable. The only thing we can do is play on the one string we have, and that is our attitude. attitude.

I am convinced that life is 10% what 10% happens to me and 90% how I react to it. 90% it. And so it is with you .. We are in charge of our attitudes. attitudes.

CUSTOMER SERVICE
A Word From Your Customer
I am your customer. Satisfy my wants with
personal attention and a friendly touch, and I will become a walking advertisement for your products and services. Ignore my wants, show carelessness, inattention and poor manners, and I will simply cease to exist as far as you are concerned.

CUSTOMER SERVICE
A Word From Your Customer
I am sophisticated. Much more than I was a
few years ago. I have grown accustomed to better things. I have money to spend.

I am an antagonist. I am sensitive. I am
proud. My ego needs the nourishment of a friendly, personal greeting from you. It is important to me that you appreciate my business. After all, when I buy your products and services, my money is feeding you.

CUSTOMER SERVICE
A Word From Your Customer
I am a perfectionist. I want the best I can get
for the money I spend. When I criticize your products or services and I will to anyone who will listen when I am dissatisfied-take heed. The source of my discontent lies in something you or the products you sell have failed to do. Find that source and eliminate it or you will lose my business and that of my friends as well.

CUSTOMER SERVICE
A Word From Your Customer
I am fickle.
Other businesses continually beckon me with offers of more for my money. To keep my business, you must offer something better than they. I am your customer now, but you must prove to me again that I have made a wise choice in selecting you, your products and services above all other.
International Management Review Vol. 3 No. 1

CUSTOMER SERVICE ATTITUDE SURVEY


Customers expect too much from me. Customers should try to understand some of our problems. It is not reasonable for a customer to expect a fast response on every call. Customers are too dependent. Customers should not mind being placed on hold for a minute or so. If customers knew how many calls I handled everyday they would appreciate me more. Customers should show greater patience. Customers should understand why we cant help them when they first call. Customers are too quick to escalate problems to my supervisor. Most customers should try and solve their own problems before they call us.

CUSTOMER SERVICE ATTITUDE SURVEY


1. Customers expect too much from me. Answer: False Customers do expect a lot of service. As a provider of customer service it is not your job to define your customers need, simply to respond and satisfy those needs.

CUSTOMER SERVICE ATTITUDE SURVEY


2. Customers should try to understand some of our problems. Answer: False Why should the customer need to understand your problems? They are concerned with their own problems.

CUSTOMER SERVICE ATTITUDE SURVEY


3. It is not reasonable for a customer to expect a fast response on every call. Answer: False The customer feels it is reasonable. Customers call when their work involves your company. They do not want to wait.

CUSTOMER SERVICE ATTITUDE SURVEY


4. Customers are too dependent. Answer: False Some customers become very dependent on companies they do business with. This is exactly what you want. Customers who feel comfortable calling you will become regulars.

CUSTOMER SERVICE ATTITUDE SURVEY


5. Customers should not mind being placed on hold for a minute or so. Answer: False Try this: Look at the second hand on your watch then close your eyes. Keep them closed until you think a minute has elapsed, then open them. More than likely you opened your eyes before the minute was up. A minute can be a long time.

CUSTOMER SERVICE ATTITUDE SURVEY


6. If customers knew how many calls I handled everyday they would appreciate me more. Answer: False The customer doesnt really care how busy you are. Customers want to feel important. When they call they expect your full attention.

CUSTOMER SERVICE ATTITUDE SURVEY


7. Customers should show greater patience. Answer: False Yes, they probably should. Impatience, however, comes with the territory.

CUSTOMER SERVICE ATTITUDE SURVEY


8. Customers should understand why we cant help them when they first call. Answer: False A customer wants fast, courteous service. When they have to wait, they are not getting what they want. When callbacks are unavoidable, arrange to call the customer at a specific time. Do everything possible to honor this commitment.

CUSTOMER SERVICE ATTITUDE SURVEY


9. Customers are too quick to escalate problems to my supervisor. Answer: False Some customers are too quick to talk to supervisors. When they ask to do so they are saying You are not meeting my needs and I want to talk with someone else. There will be times you cannot satisfy a customer. Discuss these situations with your supervisor to learn how they are to be handled.

CUSTOMER SERVICE ATTITUDE SURVEY


10. Most customers should try and solve their own problems before they call us. Answer: False Yes, some customers could avoid calling you if they tried to solve their own problems. But why should they? The customers view is: Thats your job. Why spend time solving problems if there is a more simple way to get a solution? Be grateful when customers call.

5 ROLES OF A CRO
Public Relations Officer Shock Absorber Mediator Salesman Information Gatherer

POSITIVE ATTITUDES ON THE JOB


1. An attitude of FAITH
Believing in your product/service Belief in your company Belief in yourself Belief in other people

2. A SERVICE Attitude
Responding to customers expectations Providing a personal touch

POSITIVE ATTITUDES ON THE JOB


3. A TEAM Attitude
Carrying out what management asks you to do cheerfully Coordinating customer service with other departments

POSITIVE ATTITUDES ON THE JOB


4. A SELF-IMPROVEMENT Attitude
Call people by their names Giving praise/compliment Keep healthy Be socially sensitive Talk in terms of interest of the other person Refrain from criticism

POSITIVE ATTITUDES ON THE JOB


5. An EFFICIENCY IMPROVEMENT Attitude
A consciousness of wasted capacity An expectation of simplifying transactions Dont procrastinate

5 IMPORTANT ITEMS ABOUT ATTITUDE THAT YOU SHOULD ALWAYS REMEMBER


1. Your attitude toward customers influences your behavior. You cannot always camouflage how you feel. 2. Your attitude determines the level of your job satisfaction. 3. Your attitude affects everyone who comes in contact with you, either in person or on the telephone. 4. Your attitude is not only reflected by your tone of voice, but also by the way you stand or sit, your facial expression, and in other non-verbal ways. 5. Your attitude is not fixed. The attitude you choose to display is up to you.

THE MEASURE OF SUCCESS


To laugh often and to love much. To win the respect of intelligent persons and the affection of children. To earn the approval of honest citizens and endure the betrayal of false friends. To appreciate beauty. To find the best in others. To give of oneself. To leave the world a bit better, whether by a healthy child, a garden patch or a redeemed social condition. To have played and laughed with enthusiasm and sung with exultation. TO KNOW EVEN ONE LIFE HAS BREATHED EASIER BECAUSE YOU HAVE LIVED This is to have succeeded. -Ralph Waldo Emerson-

Part Two:
FACE-TO-FACE COMMUNICATIO N SKILLS

FIVE (5) FACTS ABOUT CUSTOMER SERVICE


1. Where the quality of products cease to compete, service takes over as a deciding factor. 2. Service is every companys business. 3. Personal endorsement carries twice as much weight as traditional media coverage.

SERVICE = SALES
4. Customer service is a management issue. 5. An error free relationship is not good enough.

HOW EXPECTATIONS ARE FORMED


Word of Mouth Past External Experience Communication Personal Needs Welcome Understood Important

EXPECTATIONS

Comfortable

Reliability

Assurance

Tangibles

Empathy

Responsiveness

WHAT CUSTOMERS EXPECT


RELIABILITY ASSURANCE TANGIBLES EMPATHY RESPONSIVENESS
Delivering what we promise, dependably and accurately. Having employees who are knowledgeable, courteous and trustworthy. Having good physical facilities, equipment, plus well-groomed personnel. Giving individual attention and treating customers with a degree of caring. Being willing to help and give prompt service.

CUSTOMERS PERSONAL NEEDS


1. Need to be UNDERSTOOD Customers need to feel they are communicating effectively. This means their messages are interpreted correctly. Emotions or language barriers can get in the way of proper understanding.

CUSTOMERS PERSONAL NEEDS


2. Need to feel WELCOME Anyone doing business with you who feels like an outsider will not return. People need to feel that you are pleased to see them and that their business matters to you.

CUSTOMERS PERSONAL NEEDS


3. Need to feel IMPORTANT Ego and self-esteem are powerful human needs. We all like to feel important. Anything you can do to make a guest feel special is a step in the right direction.

CUSTOMERS PERSONAL NEEDS


4. Need to feel COMFORTABLE
Customers need physical and psychological comfort. - Physical: a place to wait, rest, talk or do business. - Psychological: the assurance that they will be properly taken care of, and the confidence that their needs will be met.

CUSTOMERS SIGNAL: NEED TO BE UNDERSTOOD


Repeating ones words Speaking slowly Speaking loudly Getting angry Bringing a companion to help explain

CUSTOMERS SIGNAL: NEED TO FEEL WELCOME


Looking around before coming in Wearing the right clothes for the situation Bringing a companion

CUSTOMERS SIGNAL: NEED TO FEEL IMPORTANT


Showing off or bragging about who they know Flashing money or displaying jewelry Being overdressed for the situation

CUSTOMERS SIGNAL: NEED TO FEEL COMFORTABLE


Being nervous, ill at ease or unsure of themselves Asking for instructions or directions.

CUSTOMER STYLES
Precise Routinary Outgoing Straightforward

COMMUNICATION TOOLS
Voice (38%) Words (7%)

Body Language (55%)

THE PRECISE CUSTOMER


A perfectionist Wants precision, accuracy and organization Meticulous and process-focused Obsessed with policies and procedures

THE PRECISE CUSTOMER


Analytical Convinced by facts, figures Straight-faced; hard to read

DOS AND DONTS IN COMMUNICATING WITH THE PRECISE CUSTOMER


DONTS DOS
Give vague information Present the details of about the actions you will what you can / will do. take. Rush them to make a decision. Cover all the important angles of an issue or concern before asking for a decision. Grope for supporting data Be prepared with facts in the course of and figures to support discussion. your explanation.

DOS AND DONTS IN COMMUNICATING WITH THE PRECISE CUSTOMER


DONTS
Give general statements based on emotions or feelings. Beat around the bush.

DOS
Use testimonials from respected individuals. Be direct to the point.

YOUR WORDS WITH THE PRECISE CUSTOMER


Think it over Here are the facts and figures Take your time According to research Our data shows Based on analysis

YOUR VOICE WITH THE PRECISE CUSTOMER


Tone of voice must be controlled: NOT TOO MUCH INFLECTION. Avoid sounding too perky.

YOUR BODY LANGUAGE WITH THE PRECISE CUSTOMER


Watch your space language Position yourself across from them where they can see you. Maintain direct eye contact. Avoid hand gestures that distract.

THE ROUTINARY CUSTOMER


An advocate of status quo Wants stability Prefers familiar and reliable places and people Inclined to be loyal Interested in why and how Patient, relaxed, logical and systematic

DOS AND DONTS IN COMMUNICATING WITH THE ROUTINARY CUSTOMER


DONTS
Be abrupt and fast. Interrupt. Force them to agree with your recommendations immediately. Ask too general questions. Overpromise.

DOS
Be patient and responsive as they relate what they want /expect from you. Discuss your solution in a logical and nonthreatening manner. Probe by asking how questions. Provide guarantees.

YOUR WORDS WITH THE ROUTINARY CUSTOMER


You can expect Rest assured Heres something tried and tested Promise Reliable Security Certain/Sure Step-by-step explanations

YOUR VOICE WITH THE ROUTINARY CUSTOMER


Tone must be warm, soft, calm and steady. Volume must be low. Rate should be relaxed and thoughtful.

YOUR BODY LANGUAGE WITH THE ROUTINARY CUSTOMER


Exude an aura of calmness. Avoid excessive hand gestures or any hurried movements. Use controlled energy.

THE OUTGOING CUSTOMER


People-oriented Optimistic, persuasive and trusting Enjoys interaction with people and likes social recognition Radiates enthusiasm Inclined to discuss irrelevant (usually personal) things during conversations

DOS AND DONTS IN COMMUNICATING WITH THE OUTGOING CUSTOMER


DONTS
Rush right into business.

DOS
Allow time for small talk.

Be focused on facts and figures. Disregard their ideas.

Mention testimonials. Get their opinions and suggestions. Be lively and enthusiastic.

Be stiff and formal.

YOUR WORDS WITH THE OUTGOING CUSTOMER


Youll look great Heres the picture Existing / Wonderful Fun and excitement State of the art / The latest

YOUR VOICE WITH THE OUTGOING CUSTOMER


Tone must be energized/lively. Use contrast and calibration. Rate should be fast. Use voice inflection. Be descriptive.

YOUR BODY LANGUAGE WITH THE OUTGOING CUSTOMER


Smile often. Be animated. Sit or stand close enough to the customer.

THE STRAIGHTFORWARD CUSTOMER


The most vocal customer Result-oriented Gets bored with details Aggressive in situations involving conflict Always ready for action Competitive

DOS AND DONTS IN COMMUNICATING WITH THE STRAIGHTFORWARD CUSTOMER


DONTS
Engage in small talk. Ask rhetorical questions.

DOS
Talk business. Find out what they want / expect by asking what questions. Discuss only the facts of an issue /concern. Present win-win solutions.

Be too personal and congenial. Force them into a losing situation.

YOUR WORDS WITH THE STRAIGHTFORWARD CUSTOMER


Fast Results Lets do it Now, Today Bottom-line is Quick response See it happen

YOUR VOICE WITH THE STRAIGHTFORWARD CUSTOMER


Use a strong and clear tone. Volume should be loud enough to convey confidence. Be confident but dont compete.

YOUR BODY LANGUAGE WITH THE STRAIGHTFORWARD CUSTOMER


Greet with a strong handshake. Maintain direct eye contact as you talk with them. Your pace must be fast.

PASSIVE CUSTOMER SERVICE


Gives the impression that you are: uncaring unresponsive uninvolved rude Underdelivers Barely meets customer needs

AVERAGE CUSTOMER SERVICE


Simply does the job. . . NO MORE, NO LESS!!!

PROACTIVE CUSTOMER SERVICE


Goes the extra step. Is: interested pleasant warm HUMAN Makes customers feel comfortable and increases their confidence in your abilities.

LEVELS OF EXPECTATION
TYPE OF SERVICE RESPONSE WHAT TO CUSTOMER CUSTOMERS FEEL EXPECTATIONS TYPE OF CUSTOMER EXPERIENCE

Proactive Customer Service Average Customer Service

EXCEEDS Expectations MEETS Expectations

Magic Amazed Impressed OK Not bad Neutral

HEAVENLY ENCOUNTER

Ho Hum.

Passive Disappointed FALLS BELOW Customer Irritated Expectations Service Angry

HELLISH NIGHTMARE