chapter 3: develop a customer-first attitude

McGraw-Hill © 2005 The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 3: Develop aChapter 3: Develop aCustomer-First AttitudeCustomer-First Attitude

Who is your company’s most important Who is your company’s most important person? person? The customer.The customer.

Why does your company exist? Why does your company exist? To satisfy its customers.To satisfy its customers.

What can you do to help your company?What can you do to help your company?Help its customers.Help its customers.

How?How?By developing a customer-first attitude in By developing a customer-first attitude in all that you do.all that you do.


Chapter 3 ObjectivesChapter 3 Objectives

Recognize potential customers & how Recognize potential customers & how you can help them.you can help them.

Use your company’s reputation as a Use your company’s reputation as a sales tool.sales tool.

Approach customers, satisfy their Approach customers, satisfy their needs, solve their problems.needs, solve their problems.

Deal constructively with complaints.Deal constructively with complaints. Manage customer service employees.Manage customer service employees.


1. The Importance of the 1. The Importance of the CustomerCustomer

The customer always comes first The customer always comes first before your convenience or before your convenience or needs becauseneeds because

Without the satisfied customer, Without the satisfied customer, there is no business.there is no business.

To put the customer first, you To put the customer first, you must know your customers – must know your customers – their wants & needs – and then their wants & needs – and then work to satisfy those desires.work to satisfy those desires.


What Do Customers Need?What Do Customers Need?

Your company’s Your company’s productsproducts & & servicesservices.. The The supportsupport behind those, such as a behind those, such as a

clean store; knowledgeable, polite clean store; knowledgeable, polite sales clerks. sales clerks.

The The commitmentcommitment of your company to of your company to deliver what it promises & more – deliver what it promises & more – going the extra mile to ensure going the extra mile to ensure satisfaction.satisfaction.


How Do You Know What They How Do You Know What They Want and Need?Want and Need?

Certain people need certain types of Certain people need certain types of products & services and not others. products & services and not others. - Does a couple with 3 growing children - Does a couple with 3 growing children need to buy kids’ clothing more than a need to buy kids’ clothing more than a couple with no children?couple with no children?

Think of the Think of the demographicsdemographics (characteristics (characteristics of a group of people) of your potential of a group of people) of your potential customers andcustomers and

Think about how you can match customers Think about how you can match customers with with youryour products or services. products or services.

Look for new opportunities to satisfy Look for new opportunities to satisfy customers.customers.


To Keep up with Change, To Keep up with Change, Watch for TrendsWatch for Trends

How can you tell what styles or How can you tell what styles or products are becoming more products are becoming more popular?popular?

Retail trends: Monitor sales, watch Retail trends: Monitor sales, watch movies & TV to see what’s being movies & TV to see what’s being worn or used, look at ads.worn or used, look at ads.

Industry trends: Study Industry trends: Study trade trade magazinesmagazines (publications for (publications for particular businesses), go to particular businesses), go to trade trade showsshows (events put on by a given (events put on by a given industry to showcase their products), industry to showcase their products), talk to colleagues & customers to see talk to colleagues & customers to see what’s new & hot.what’s new & hot.


2. Advertising & Public 2. Advertising & Public RelationsRelations

Marketers make people aware of a product Marketers make people aware of a product to get them to want & buy it.to get them to want & buy it.

Customers consider a product’s Customers consider a product’s imageimage (the (the idea that people associate with a product)idea that people associate with a product)

And look for a trusted And look for a trusted brandbrand (a company’s (a company’s unique name for a product) that is usually unique name for a product) that is usually trademarkedtrademarked (registered with the (registered with the government so no one else can use it)government so no one else can use it)

Or the brand’s Or the brand’s logologo, a symbol that , a symbol that represents the company, such as the Nike represents the company, such as the Nike swoop or McDonald’s golden arches.swoop or McDonald’s golden arches.


MarketingMarketing

MarketingMarketing is all the business activities that is all the business activities that present a product, its brand, image & present a product, its brand, image & reputation, to the customer.reputation, to the customer.

AdvertisingAdvertising is a message that appears in a is a message that appears in a media time slot or space & is paid for by media time slot or space & is paid for by the advertising company.the advertising company.

MediaMedia include all means of communication include all means of communication that can present an ad to the public, such that can present an ad to the public, such as newspapers, radio & TV, billboards, as newspapers, radio & TV, billboards, signs.signs.


Are You a Marketer?Are You a Marketer? Not working in marketing? Pay attention to Not working in marketing? Pay attention to

your company’s marketing efforts so you your company’s marketing efforts so you know your products better to help your know your products better to help your customers appreciate your products more. customers appreciate your products more.

You are an important part of your You are an important part of your company’s public relations efforts because company’s public relations efforts because

You represent the company in dealing with You represent the company in dealing with the public or dealing only with the public or dealing only with internal internal customerscustomers (people who purchase the (people who purchase the products or services of the company for products or services of the company for which they work) becausewhich they work) because

Your professionalism will make your Your professionalism will make your company look good.company look good.


Public relationsPublic relations is marketing activities that is marketing activities that put a company and its brand name in the put a company and its brand name in the public eye without having to buy space or public eye without having to buy space or time slots. How?time slots. How?

- Sponsoring events or activities, such as a - Sponsoring events or activities, such as a concert or Special Olympics games.concert or Special Olympics games.

- Sending to reporters “press releases” - Sending to reporters “press releases” with newsworthy information about the with newsworthy information about the product.product.

- Displaying brand names prominently, - Displaying brand names prominently, such as having logos on free key chains or such as having logos on free key chains or water bottles given away at fairs.water bottles given away at fairs.


3. Interacting with 3. Interacting with CustomersCustomers

Marketing principles:Marketing principles: Have a customer-first attitude. You’ll help them Have a customer-first attitude. You’ll help them

buy by matching their needs to your products.buy by matching their needs to your products. Be professional—friendly, helpful, knowledgeable.Be professional—friendly, helpful, knowledgeable. Understand the customer’s needs. How? Ask! Understand the customer’s needs. How? Ask!

Use Use open-ended questionsopen-ended questions that can’t be that can’t be answered with just “Yes” or “No.”answered with just “Yes” or “No.”

Help the customer see how you can satisfy those Help the customer see how you can satisfy those needs. Show how your product/service fills those needs. Show how your product/service fills those needs.needs.

See the customer’s objections as more needs.See the customer’s objections as more needs. Thank the customer—even those who don’t buy.Thank the customer—even those who don’t buy. Give the customer a reason to come back.Give the customer a reason to come back.


Selling to Business-to-Business Selling to Business-to-Business CustomersCustomers

While retail customers’ needs are often While retail customers’ needs are often psychological desires, business customers’ psychological desires, business customers’ decisions are based on real needs.decisions are based on real needs.

The business buyer will have to justify the The business buyer will have to justify the purchase to his or her superior.purchase to his or her superior.

You may not be able to talk with the actual You may not be able to talk with the actual decision-maker.decision-maker.

You may need to work as part of a team You may need to work as part of a team on a large purchase.on a large purchase.

Otherwise, the same marketing principles Otherwise, the same marketing principles apply.apply.


Cultivate Customer Cultivate Customer Loyalty and RespectLoyalty and Respect

Customer loyalty is based on good Customer loyalty is based on good service given before, during & after service given before, during & after the sale.the sale.

Nurture loyal customers.Nurture loyal customers. Follow up with any problems.Follow up with any problems. No sale? Find out what went wrong & No sale? Find out what went wrong &

correct the problem to prevent future correct the problem to prevent future costly mistakes.costly mistakes.


4. Managing Customer 4. Managing Customer ComplaintsComplaints

Customers may complain about Customers may complain about product product qualityquality (how well the product was made) (how well the product was made) or or product performanceproduct performance (how well a (how well a product does what it’s supposed to do).product does what it’s supposed to do).

The process of constructively resolving The process of constructively resolving these complaints is called customer these complaints is called customer support or support or customer servicecustomer service..

Think of Think of complaints as opportunitiescomplaints as opportunities to prove your commitment to your to prove your commitment to your customers.customers.


Handling Customer Complaints Handling Customer Complaints Resembles SellingResembles Selling

Selling = helping a customer by Selling = helping a customer by identifying a need and then identifying a need and then satisfying it by finding the product or satisfying it by finding the product or service that satisfies the customer.service that satisfies the customer.

Customer service = helping a Customer service = helping a customer by identifying a problem & customer by identifying a problem & then resolving it by finding a solution then resolving it by finding a solution that satisfies the customer.that satisfies the customer.


If You are in Customer If You are in Customer Service:Service:

You should receive training because you You should receive training because you will need to know:will need to know:

- what complaints & questions to expect- what complaints & questions to expect

- the answers to common questions- the answers to common questions

- what solutions are available- what solutions are available

- how to implement those solutions- how to implement those solutions

- how to handle angry customers- how to handle angry customers

- how to report & follow up on complaints- how to report & follow up on complaints


8 Steps to Handle 8 Steps to Handle ComplaintsComplaints

1.1. First, tell the customer you’re sorry First, tell the customer you’re sorry there’s a problem.there’s a problem.

2.2. Say you will do everything you can to Say you will do everything you can to help.help.

3.3. Identify the actual problem by asking Identify the actual problem by asking questions.questions.

4.4. Resolve the problem by choosing from Resolve the problem by choosing from options your company has given you. If options your company has given you. If you can’t resolve it, find someone who you can’t resolve it, find someone who can.can.


5.5. Apologize if the solution is Apologize if the solution is inconvenient; minimize the inconvenient; minimize the inconvenience & expedite the solution.inconvenience & expedite the solution.

6.6. Document the incident.Document the incident.

7.7. Follow up by contacting the customer Follow up by contacting the customer to see if the solution worked & the to see if the solution worked & the customer is satisfied.customer is satisfied.

8.8. Prevent future problems by telling Prevent future problems by telling someone in the company who can fix someone in the company who can fix the problem’s cause.the problem’s cause.


If You Work at a Help DeskIf You Work at a Help Desk The quality of your assistance is nearly The quality of your assistance is nearly

as important as the quality of the as important as the quality of the product or service purchased.product or service purchased.

You, like many people, may have had You, like many people, may have had bad experiences calling help desks or bad experiences calling help desks or technical support.technical support.

A positive experience with help desk A positive experience with help desk staff will go a long way to keeping a staff will go a long way to keeping a customer.customer.


To ensure good customer To ensure good customer assistance over the telephone:assistance over the telephone:

Speak in a warm, friendly, sincere tone. Speak in a warm, friendly, sincere tone. Tune in to the customer’s tone of voice.Tune in to the customer’s tone of voice. Let the customer know you’re paying attention Let the customer know you’re paying attention

to his or her explanation by briefly making to his or her explanation by briefly making positive remarks like, “Yes,” and “All right.”positive remarks like, “Yes,” and “All right.”

Own your customerOwn your customer: Stay in touch with the : Stay in touch with the customer until the problem is resolved, even if customer until the problem is resolved, even if you have to transfer the customer to another you have to transfer the customer to another department. Get the customer’s number & department. Get the customer’s number & follow up to make sure the customer is follow up to make sure the customer is satisfied.satisfied.


If You Manage Customer If You Manage Customer Service PersonnelService Personnel

You will need toYou will need to Train them. Monitor their performance. Train them. Monitor their performance.

Help them when they can’t solve Help them when they can’t solve problems.problems.

Hold periodic staff meetings to discuss Hold periodic staff meetings to discuss problems & solutions.problems & solutions.

Track customer service problems with your Track customer service problems with your personnel.personnel.

Track customers’ complaints to spot Track customers’ complaints to spot recurring problems & find patterns.recurring problems & find patterns.

Tell your manager where there are Tell your manager where there are problems with products, your phone problems with products, your phone technology, training, or resources.technology, training, or resources.


5. Interacting with Internal 5. Interacting with Internal Customers and Internal Customers and Internal

SuppliersSuppliers You may work directly with You may work directly with external external

customerscustomers (the customers who pay money (the customers who pay money for your company’s products or services) orfor your company’s products or services) or

You may support the people who work with You may support the people who work with external customers. Those co-workers external customers. Those co-workers become your become your internal customersinternal customers who need who need the products or services provided by you.the products or services provided by you.

You will also have You will also have internal suppliersinternal suppliers who who provide products or information to help you provide products or information to help you do your job.do your job.


Internal customers are your link Internal customers are your link to the paying customers.to the paying customers.

Satisfy their needs as you Satisfy their needs as you would those of paying would those of paying customers.customers.

Every employee in your Every employee in your company is both an internal company is both an internal customer and a supplier.customer and a supplier.

Identify your internal customers Identify your internal customers by seeing who is on your team by seeing who is on your team & who gives you assignments.& who gives you assignments.

Identify your internal suppliers Identify your internal suppliers by noting who gives you by noting who gives you information or service.information or service.


Tips for Maintaining Good Tips for Maintaining Good Internal CommunicationInternal Communication

1. Develop a rapport with your internal 1. Develop a rapport with your internal customers.customers.

Treat them with respect.Treat them with respect.

2. Ask internal customers what they 2. Ask internal customers what they need; tell them what you can offer.need; tell them what you can offer.

3. Tell internal suppliers what you need; 3. Tell internal suppliers what you need; ask them what they can offer you.ask them what they can offer you.

4. Keep everyone informed.4. Keep everyone informed.


5. Watch for signs of miscommunication 5. Watch for signs of miscommunication such as missed meetings, delivery such as missed meetings, delivery errors, clarification requests.errors, clarification requests.

6. Eliminate obstacles to communication 6. Eliminate obstacles to communication such as poor handwriting.such as poor handwriting.

7. Bridge gaps in communication due to 7. Bridge gaps in communication due to poorly run meetings or poorly poorly run meetings or poorly designed forms, etc. by following up designed forms, etc. by following up in writing.in writing.

8. Improve your own communication 8. Improve your own communication skills in writing, speaking, leading skills in writing, speaking, leading meetings, giving presentations.meetings, giving presentations.


Friendly Phrases to Use with Friendly Phrases to Use with Internal CustomersInternal Customers

““How can I help you?How can I help you?““Thank you for bringing this to my attention.”Thank you for bringing this to my attention.”““I’m sorry.” “I apologize.”I’m sorry.” “I apologize.”““I can see how you would feel that way.”I can see how you would feel that way.”““I don’t know, but I’ll be happy to find out for I don’t know, but I’ll be happy to find out for

you.”you.”““Perhaps my manager can help you.”Perhaps my manager can help you.”““Let me give you that phone extension Let me give you that phone extension

number.”number.”““I want to be sure I understand. Do you mean…”I want to be sure I understand. Do you mean…”““Is this solution acceptable?”Is this solution acceptable?”


Increase Efficiency, Reduce Increase Efficiency, Reduce CostsCosts

All companies want to All companies want to increase efficiencyincrease efficiency (do (do things in less time, with less effort, or with things in less time, with less effort, or with fewer errors) and fewer errors) and reduce costsreduce costs (reduce (reduce amount of money spent by reducing the time amount of money spent by reducing the time it takes to do tasks & eliminating needless it takes to do tasks & eliminating needless tasks) so profits will increase.tasks) so profits will increase.

You can help by identifying & anticipating You can help by identifying & anticipating needs, satisfying needs, admitting mistakes & needs, satisfying needs, admitting mistakes & figuring out what went wrong to avoid future figuring out what went wrong to avoid future mistakes. mistakes.


Chapter 3 RecapChapter 3 Recap The customer comes first. Know the The customer comes first. Know the

customer’s needs and satisfy them.customer’s needs and satisfy them. Stimulate interest in your product through Stimulate interest in your product through

advertising & public relations efforts.advertising & public relations efforts. Develop a let-me-help-you attitude to Develop a let-me-help-you attitude to

provide external customers what they provide external customers what they need.need.

View customer complaints as opportunities View customer complaints as opportunities to identify and solve problems.to identify and solve problems.

Communicate respectfully & well with your Communicate respectfully & well with your internal customers & suppliers, focusing internal customers & suppliers, focusing on reducing costs & increasing efficiency. on reducing costs & increasing efficiency.


Who Always Comes First?Who Always Comes First?

THETHE CUSTOMERCUSTOMER

!!

chapter 3: develop a customer-first attitude

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