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CUSTOMER SERVICE AND

BEHAVIOUR

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CHARACTERISTICS OF SERVICES

IntangibilityInseparabilityHeterogeneityPerishabilityOwnership

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SERVICE v/s SERVICES

•Services are things you do for your customers•Service is how well an organization

does what it does.

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SERVICES MARKETING & BEYOND THE FOUR P’s

ProductPricePromotionPlacePeople in ServicesPhysical Evidence in

ServicesProcess in Services

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STEPS IN SKILL LEARNINGSTAGE 1UNCONSCIOUS INCOMPETENCESTAGE 2CONSCIOUS INCOMPETENCESTAGE 3CONSCIOUS COMPETENCESTAGE 4UNCONSCIOUS COMPETENCE

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WHAT IS CUSTOMER SERVICE ?

Putting people behind products and services

Treating customers with respect, individuality and personal attention

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TWO TYPES OF ORGANISATIONS

The In - focussed Company

The Customer focussed Company

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OBSESSION WITH CUSTOMER

The Customer is the business’s biggest asset

The Customer pays all salaries, wages and dividends

The Customer will go where s/he receives the best attention

You must be your customer’s best choice !

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WHO IS OUR CUSTOMER ?

Not necessarily those who pay but

All those whom we serve Paying Customer Boss Colleagues Subordinates Wife Children Parents Relative Neighbours Environment Fellow Human Beings

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GOLDEN RULES

Ask not what the customer will do for you !

Assume not what the customer expects from you !

Find out the customer’s expectation and meet it.

WE ARE BORN TO SERVE OTHERS“SURVIVAL OF THE USEFUL”

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THE SPIRIT OF SERVICE

Attitude is based on certain values & beliefs about people,

life and work, that leads a person to willingly serve others

and take pride in his or her work.

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WHAT SHAPE CUSTOMER’S DECISION TO BUY

People’s skillsProductPresentationProcess

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SIX BASIC CUSTOMER NEEDS

FriendlinessUnderstandingFairnessControlOptions & AlternativesInformation

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BAD SERVICE v/s GOOD SERVICE

My Treatment

When

My Expectations

Is less Than

This = BadService

GOOD SERVICE IS GIVING CUSTOMERS A LITTLE MORE

THAN WHAT THEY EXPECT

When

My Treatment

exceedsMy Expectations This

= Good Service

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HOW CUSTOMERS DEVELOP EXPECTATIONS ?

Marketing communication channels

Word of mouthPrevious experience with the

Organisation / EmployeePrevious experiences with

similar Organisations

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EXCELLENT SERVICE

Excellent Service =EnjoyingGiving people little more than

they expectThe best service companies have a

passion for service excellence !Providers of service excellence do it

with energy and enthusiasm !Excellent service is a win/win/win

experience !In today’s competitive market place

the customer decides who wins and who loses.

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LEVELS OF CUSTOMER SERVICE

Rigid ServiceSafe Service

Progressive ServiceIndulgent Service

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CUSTOMER CARE

e It is not enough just to give good service

e The Customer must perceive the fact that he is getting good service

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HANDLING CUSTOMER COMPLAINTS

Doing thejob right the firsttime

EffectiveComplaintHandling

+

IncreasedCustomer

satisfaction& brandloyalty

=

IMPORTANCE OF COMPLAINTS

Gives us another chance to improve our service

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SOURCES OF CUSTOMER COMPLAINTS

Delivery problems Installation problems Lack of information on product

use Problems with enforcement of

warranties Lack of knowledge of the sales

person Indifferent attitude of the

personnel

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FEW ESSENTIALS

STATE OF MINDPOSITIVE ATTITUDEABILITY TO

MANAGE YOURSELFCOMMUNICATION

SKILLSENTHUSIASMSELF ESTEEM &

ASSERTIVENESS

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TRANSACTIONAL ANALYSIS

u TA is a method of studying communication

u TA is very effective in analysing audience psychology

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DIFFERENT EGO STATES

Child Ego State

Free Child Adaptive Child

Little Professor

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DIFFERENT EGO STATES Parent Ego State

Critical ParentLaying down

rulesLecturingHiding behind

regulationsRefusing to

negotiate or compromise

Nurturing Parent

CaringConcernedEncouragingSupportiveWarm &

Affectionate

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DIFFERENT EGO STATES Adult Ego State

ReasonableCalmThoughtfulClear thinkingNegotiatingNot bullyingNot caving inNot steamrolling others Self-evaluating

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EGO STRUCTURE

P

A

C

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TYPES OF TRANSACTIONS

Parallel

Crossed

Ulterior

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PARALLEL TRANSACTIONS

P

A

C

P

A

C

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CROSSED TRANSACTIONS

P

A

C

P

A

C

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ULTERIOR TRANSACTIONS

P

A

C

P

A

C

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SUPERIORITY COMPLEX

I’M OKAYYOU’RE NOT OKAY

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INFERIORITY COMPLEX

I’M NOT OKAYYOU’RE OKAY

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NEGATIVE ATTITUDE

I’M NOT OKAYYOU’RE NOT OKAY

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POSITIVE ATTITUDE

I’M OKAYYOU’RE OKAY

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A POSITIVE ATTITUDE MAKES A DIFFERENCE

Always be positive and enthusiasticSmile, be friendly and positiveTry to meet a customer’s

reasonable requestCustomer doesn’t care if you are

having a bad dayYou should leave your problems at

homeCustomers expect to get what they

pay forYour good attitude will make work

enjoyable for you and your customers

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POSITIVE ATTITUDE

What is Attitude?Attitude is the way we look at things.

Two types of AttitudesPositive

Negative

The foundation of your success is positive Attitude.

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FACTORS THAT DETERMINE OUR ATTITUDE

ENVIRONMENTHome, School, Work,

Television, Newspapers, Magazines, Books, Cultural & Religious background, Traditions & Beliefs, Social environment.

EXPERIENCESOur behavior changes

according to our experiences with people and events in our life.

EDUCATIONFormal & Informal

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COMMUNICATION SKILLS

Effective rules for effective communication :

Speak the same languageMake sure every word is heard

clearlyRepeat important information

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VERBAL COMMUNICATION

Rate of speech

Volume

Modulation

Pronunciation

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NON-VERBAL COMMUNICATION

Postures

Gestures

Movements

Eye Contact

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ACTIVE LISTENING

•Quiten your own mind•Control the environment•Use positive nonverbal signals

•Use positive verbal signals•Use pauses•Summarize•Avoid unhelpful behaviors•Listen carefully to what is being said

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SELF-ESTEEMSelf-esteem is the way we feel about ourselves.

When we feel good about ourselves:Our performance goes upOur relationships improve - at home & outsideThe whole world looks nicerThere is a direct co-relation between feeling and behavior.

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SIGNS OF SELF-ESTEEM

A person with self-esteem:

Pushes on, in spite of setbacks and obstacles in his pathAdjusts easily to whatever isKnows how to relaxTrusts others - others find him trustworthyHelps others without hesitationAppreciates whatever good is there in others

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LOOK IN THE MIRROR

What do you see of yourself?Do you look confident?Do you look healthy?Do you have a pleasing personality?

Are you happy with your self image?

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ASSERTIVENESS

WHAT IS ASSERTIVENESS?

The ability to speak up and be taken seriously, and to do it without damaging the rights of others.

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AGGRESSIVE ASSERTIVE NON-ASSERTIVE

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IMPORTANCE OF ASSERTIVENESS

•Assertive people are much more likely to get more of what they want.

•Assertive people feel good about themselves and their behavior.

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BENEFITS OF BEING ASSERTIVE

• You will manage your time and stress levels more effectively by setting realistic limits.

• You can influence others by stating your preferences and opinions clearly and in an appropriately, easily-heard way.

• You will learn more quickly what others think or would prefer.

• You will deal with problems more easily.

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WHEN TO SAY NO !

Government rules and regulations Company policies and procedures Out of stock Just not possible

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DEFINITION:Divine transport - intense emotion which leadsto joyous action

Enthusiasm is the best communication tool:

• Enthusiasm liberates• Enthusiasm provides energy• Enthusiasm is contagious• Enthusiasm is a skill and not a GIFT

ENTHUSIASM

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LOOK GOOD

•90% of us make decisions about others in a few minutes.

•Over 50% of our personal impact is through our appearance, our body language and facial expressions.

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MANAGING YOURSELF Do not return anger for anger Avoid fuelling the anger Keep control of the situation Be quiet and listen Don’t make excuses Recognise the customer’s feelings Probe Solve problem Soothe problem Apologise whenever required

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YOU ARE A WINNER

• YOU ARE PROGRAMMED BY GOD & NATURE TO

BE SOMEONE

• YOU ARE TODAY THE RESULT OF WHAT YOU HAVE

THOUGHT YOURSELF INTO

BECOMING

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QUALITY

Quality of a product or service is what the customer feels it is.

Customer judges quality on : Responsiveness Competence Courteousness Sensitivity Consistency

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THE FIRST 4 & THE LAST 2 MINUTES

How to maximise :Avoid ritual or routine activity or

standard phrasesSmile - even if it is on the telephoneAvoid moans, groans and negative

comments, about self, weather, work, another person, etc.

Deal with customers in turn, make every customer your favourite

Avoid rushing or doing too many things at once

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Get the Customer’s name as soon as possible and use it

Look at people. Take an interest in them. Pay attention to how they are, what they are, what they are doing and saying

Don’t chat to other staff when customers are about

Greet them with enthusiasm and look for positive, genuine things to say about them

THE FIRST 4 & THE LAST 2 MINUTES

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THE FIRST 4 & THE LAST 2 MINUTES

Assess what kind of help they want :To be left aloneTo be approachedTo be chatted toTo be direct with

Have something positive to say when you or they leave

Get a definite closure, don’t let it just ebb away

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QUALITY OF EXPERIENCES AFFECTS

CUSTOMER PERCEPTIONS

Define the Customer’s ‘Moments of Truth’

Moments of MagicMoments of Misery

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MOMENTS OF TRUTH

When what is communicated at Moments of Truth is that :

The Customer is RespectedAnd UnderstoodAnd treated Genuinely,The foundations are laid for Quality Service

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CUSTOMER LOYALTY

A Customer is loyal when over time, he has received consistent, prompt, and courteous service and products

Customer loyalty is encouraged by four principles :

Good products at fair prices Effort Consistency Attention to ‘little’ things

ARISE ROBY

SERVICE v/s SERVICES

•Services are things you do for your customers•Service is how well an organization

does what it does.

ARISE ROBY

EXPECTATIONS & PERCEIVED VALUE

PERCEIVED VALUE =

SERVICES x SERVICE------------------------------- PRICE

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SERVICE VISION

IT’S COMFORTABLE

IT’S MAGICAL

IT’S MY STORE

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YOU ARE ON STAGE

When you’re serving a customer,you’re on stage

Are you dressed for the part ?Do you know your lines ?

Do you understand the play ?