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Customer Service Customer Service BSBCUS401A Coordinate implementation of customer service strategies 1 Slide 2 Fall in Love With Your Client A New Attitude Towards Customer Service Put Their Interests Ahead of Your Own 2 Slide 3 Serving Your Customers 3 Slide 4 What is Customer Service? 4 Slide 5 Customer Service Mix Image Customer access Staff knowledge of the products / services Staff attitude and communication skills Customer service systems Slide 6 Features of Quality Customer Service Reliability Quality Outcome for the customer Overall service effect Slide 7 Benefits of Quality Customer Service Repeat business Competitive edge Reduced marketing costs Creating ambassadors Increased staff and job satisfaction Increased profits and business growth Slide 8 Reasons Customers Do Not Continue to Patronise a Business The indifferent attitude of an employee Dissatisfaction with products / services Competitive reasons Loyalty to a friends establishment Moving to a new location Slide 9 Important Aspects of Customer Service Quality Quality assurance Quality control Warranty Trade Practices Act ACCC Servicing Follow-up Slide 10 In-Class Exercise Outline examples of good and bad service that you observed (in any situation not just in the fitness industry) and say what you liked or what you would have done differently. Discuss the impact of good versus bad service on business as well as how it impacted your purchasing decision. Give three personal experiences of receiving exceptional customer service. 10 Slide 11 Who are your customers? corporate customers individual members of the organisation individual members of the public internal or external other agencies customers with routine or specific requests in person, computer-based and telephone customers internal and external customers people from a range of social, cultural or ethnic backgrounds people who may be unwell, drug affected or emotionally distressed people with varying physical and mental abilities regular and new customers 11 Slide 12 Interacting With Clients Face-to-face interactions Telephone interactions Interactions with team members 12 Slide 13 Communicating With Clients Active listening Use open and/or closed questions Speak clearly and concisely Us appropriate language and tone of voice Give customers full attention Maintain eye-contact, for face-to-face interactions Use non-verbal communication, eg, body language, personal presentation, for face-to- face interactions Clear, legible writing 13 Slide 14 Communication Techniques analyse customer satisfaction surveys analyse quality assurance data conduct interviews consultation methods, techniques and protocols make recommendations obtain management decisions questioning seek feedback to confirm understanding summarise and paraphrase 14 Slide 15 Knowledge of Specified Products/Services The overall range Features and benefits Promotional pamphlets Supplier information Written communication 15 Slide 16 Servicing Customer Needs Give accurate information Address complaints Demonstrate fairness and politeness Provide further information make an appointment Share prices and give value Share product return information Share any other specific information 16 Slide 17 Assessing Customer Needs What would each of the following customers value when buying a car? 18 year old female, 1 st car 25 year old single male, public servant new to town 42-year old single mum with three young children (ages 4-6) Married couple with 6 children ages 4 17. 17 Slide 18 Matching Service Delivery to Customer Needs Aim of matching service delivery Improve those processes that are important to the customer NOT the processes you THINK or BELIEVE need attention 18 Slide 19 Gap Analysis Evaluating Service compare customers perceptions of the service delivery with its outcome SERVQUALs five broad areas (dimensions) Tangibles (appearance) Reliability (dependable/accurate) Responsiveness (promptness/helpfulness) Assurance (competence/credibility) Empathy (understanding/communication) 19 Slide 20 Conceptual Model of Service Quality Word-of-Mouth Communication Personal NeedsPast Experience Expected Service Perceived Service Service Delivery (including pre- and post-contacts) Translation of perceptions into service quality specifications Management perceptions of consumer expectations External communications to consumers Gap 1 Gap 5 Gap 3 Gap 2 Gap 4Marketer Consumer Source: Lovelock (2001). Services Marketing: Australia and New Zealand, Prentice Hall, p. 103. 20 Slide 21 Gap Analysis The gaps Difference between service expectation and perception Difference the consumer feels between their original expectation of a service and the perception of the actual service encounter 21 Slide 22 Levels of Customer Service one-on-one personal service sales assistance for problems/queries only after sales service Slide 23 Designated Individuals Delivering Customer Service colleagues committee customers external organisation Front line management supervisor 23 Slide 24 Business Technology to Assist in Delivering Customer Service answering machine binder computer fax machine photocopier printer shredder telephone 24 Slide 25 Online Customer Service access to product database by customers online access to purchase, delivery and account records call/contact centre online ordering online payments online registration quick/reasonable response two-way communication online 25 Slide 26 Client Care and Client Service Standards accuracy of billing accuracy of product/service descriptions, specifications in marketing communications complaint resolution times incidences of stock outs and back orders on-hold times order delivery standards such as: whether right product or service was delivered delivered to right person or address delivered on time politeness, helpfulness and grooming of delivery staff delivery vehicles parked properly cleanliness of delivery vehicles shipment tracking services telephone answering times and responses Slide 27 Customer Service Strategies Demonstrate courtesy and politeness Ensure proper delivery times Give merchandise characteristics Share price offers Provide product/refund guarantees Share product/service availability 27 Slide 28 Implementing Customer Service Strategies Promote customer service strategies and opportunities to designated individuals and groups Identify and allocate available budget resources to fulfill customer service objectives and resposibilities Promptly action procedures to resolve customer difficulties and complaints Ensure that decisions to implement strategies are taken in consultation with designated individuals and groups 28 Slide 29 Strategies to Obtain Ongoing Feedback include 'comments and queries' or ' bouquets and brickbats' on all order forms complaints handling procedures email letter soliciting complaints surveys of current clients surveys of lapsed clients to determine reason/s for ceasing to buy telephone interviews training staff to ask open questions about product or service levels Slide 30 Evaluate and Report on Customer Service Review client satisfaction with service delivery using verifiable data in accordance with organisational requirements Identify and report changes necessary to maintain service standards to designated individuals and groups Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions of client service strategies Maintain systems, records and reporting procedures to compare changes in customer satisfaction 30 Slide 31 Keeping Your Customers Loyal Suspects Those who dont know they need you Prospects Those interested in product Customers Those who have purchased Advocates Lifeblood of your business Slide 32 Client Loyalty Strategies access to dedicated staff added value offers anniversary offers client clubs client reward schemes credit or discount facilities dedicated or private facilities discounts formal letter of thanks frequent purchaser programs handwritten note thanking the client offering promotional items phone call thanking client for the business regular recontact with best clients thank you gifts and promotions Slide 33 Dealing with Customer Complaints Aggressive Constructive Passive Passive-Aggressive Slide 34 Kinds of Customer Complaints administrative errors such as incorrect invoices or prices customer satisfaction with service quality damaged goods or goods not delivered delivery errors products not delivered on time service errors specific e-business problems and issues: difficulty accessing services 34 Slide 35 Kinds of Customer Complaints inactive links not appreciating differing hardware and software services not available supply errors such as incorrect product delivered time taken to access services unfriendly website design website faults warehouse or store room errors such as incorrect product delivered 35 Slide 36 Handling Complaints Getting the Complaint verbal, eg, face-to-face, telephone written, eg, hand written, typed, printed electronic, eg, e-mail, SMS (short message service) Document Correspondence written, eg, hand written notes, typed/printed reports taped, eg, audio, video electronic, eg, computer based records Organisational Procedures complaints procedures organisational standard report forms quality systems, standards and guidelines 36 Slide 37 Procedures to Resolve Customer Difficulties external agencies (e.g. Ombudsman) item replacement referrals to supervisor refund of monies review of products or services using conflict management techniques 37 Slide 38 Rights and Responsibilities of the Customer fulfillment of external obligations informed consentACCC ACCC Office of Fair Trading 38 Slide 39 Relevant Legislation Related to Customer Service Anti-

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