ADMIN SERVICESTOPIC 2 CUSTOMER SERVICE

The importance of having a Customer Service Strategy

What is a mission statement Customer Service Policies – what they

should contain Communicating with internal and external

customers.

Lesson 2

How do organisations gather feedback from customers on service received

What are the benefits to the organisation of effective customer service

How would poor customer service impact on the organisation

Gathering Feedback from Customers Customer focus groups Mystery Shoppers Surveys

Written Telephone Quick response cards Online feedback surveys Face-to-face interviews

Method

Personal interview Face to face discussion where interviewer asks questions

• The interviewer can encourage the respondent to answer questions

• Points can be clarified

• Time consuming and expensive to carry out

• Interviewers will need training

Postal Survey (written)

Questions are sent out through the post

• Fairly cheap to send the survey• Survey can be completed at own pace

• People may not go to the bother of completing survey

• No opportunity for clarification

Tel Survey People are contacted by phone to answer questions

• Large numbers can be contacted• Less expensive than personal interviews• Information obtained instantly

• People get annoyed about receiving phone calls

• Useful for short surveys only as people don’t want to spend time

Online Survey Questions are displayed on a website

• Links can be set up for large numbers of people

• Inexpensive

• Relies on people having internet connection

• No personal contact

Quick Response Small cards left in areas where customers can complete them quickly, eg hotel rooms

• High number of responses can be gained • Limited amount of information available

Surveys

Method

Focus Groups This is a discussion among a specially chosen group of people, eg BBC viewers

• Feelings and views can be observed

• Points can be clarified and expanded upon

• Time consuming and expensive to carry out

• Info can be difficult to analyse• May not be a representative group

Observations This involves watching and recording situations eg number of visitors to a shop or children playing with a new type of toy

• Facts and figures are easy to analyse

• People being observed may not act naturally

• Those being observed are not usually asked for opinions

• Privacy and ethical issues

EPOS Electronic Point of Sale gathers information at the chechout

• Large quantities of information • Expensive to buy system• No opinions sought from

customers

Mystery Shopper

Shopper is employed to make a purchase and assess service received

• Shop is made aware of typical customer experience

• Can be expensive

Other Methods

Setting up an on-line Survey

Click here

Benefits of Effective Customer Service

Customer loyalty Satisfied and motivated staff Low staff turnover Reduced costs Good reputation Competitive edge Increased market share

Impact of Poor Customer Service

Unreliable customer base Dissatisfied customers Demotivated staff High staff turnover High costs, eg advertising Poor reputation Lack of competitive edge/decreased market

share leading possibly to downfall of business

Why Customer Service Strategies?

It costs a business far more to attract a new customer than to retain an existing one; in addition, existing customers can always go elsewhere.

Good customer service can help retain customer loyalty

The customer service strategies willhelp keep the customer happy.

What is a Mission Statement?

Statement outlining the organisation’s main aims and focus"To enable people and businesses throughout the world to realise their full potential."—Microsoft "Organize the world's information and make it universally accessible and useful."—Google

What does a Customer Service Policy Contain? Customer-service statement or promise Service standards Loyalty schemes Complaints procedure

Customer complaints procedure Organisation procedure

Market research Customer focus groups Customer satisfaction surveys – written, telephone, quick

card, online, face-to-face Mystery customers Quality Management Systems

We are committed to providing the highest quality educational experience for all of our pupils, which is effective, enjoyable and rewarding – through:

1. Creating a learning environment which encourages challenge, high expectations and high achievement for all.

2. Taking account of individual learning styles and believing that there is no limit to learning.

3. Providing opportunities for our young people to develop their personal and social skills.

4. Working in partnership with our parents and community to teach our young people the duties and responsibilities of citizenship in a democratic society.

5. National Priorities:• To raise standards of educational attainment for all in schools, especially in the

core skills of literacy and numeracy, and to achieve better levels in national measures of achievement including examination results

• To support and develop the skills of teachers, the self-discipline of pupils and to enhance school environments so that they are conducive to teaching and learning

• To promote equality and help every pupil benefit from education with particular regard paid to pupils with disabilities and special educational needs, and to Gaelic and lesser used languages

• To work with parents to teach pupils respect for self and one another and their independence with other members of their neighbourhood and society and teach them the duties and responsibilities of citizenship in a democratic society

• To equip pupils with the foundation skills, attitudes and expectations necessary to prosper in a changing society and to encourage creativity and ambition.

Dealing with External Customers

Effective customer care includes:

Appropriate behaviour Communication Honesty and trust Approachability Stay within boundaries.

Dealing with Internal Customers - colleagues

Dealings with other staff affects productivity, motivation and morale

Adopt correct behaviour Stay within boundaries Service level agreements – determine

standard of work expected Staff should be aware of their role within

organisation and the part they play.

Methods of Communicating

Face to face Telephone Written Paper documents E-mail Websites

To summarise …

The competitive organisation must have a customer strategy in place

It will also have a mission statement setting out main aims of organisation

A written customer service policy contains details of customer service statement, service standards, loyalty schemes, complaints procedures, market research options

Staff should be aware of the importance of good communications with both internal and external customers.