first class customer-centric organization workshop...first class customer-centric organization...

First Class Customer-Centric Organization Workshop

Adrian Chow Version 1.0 © All rights reserved 2013 1

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PERSONAL LEARNING PORTFOLIO

Name:

Organisation:

Forget about the sales you hope to make and concentrate on the service you want to render - Harry Bullis



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Workshop Title: First Class Customer-Centric Organizational Workshop

In this workshop, team members will acquire and learn how to enhance the core skills in communication and service quality such that, when used on a systematic basis would enable them to improve service quality, enhance the Customer Experience and massively improve their results.

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Workshop Outline

Service from the Heart Chains of Service Excellence Customers’ Profiles What Customers Wants The Sins of Service Communication Skills Listening Skills Questioning Skills The Angry Customer Handling The Angry Customer Customer Friendly Language Personal Service Commitment

Revolve your world around the customer and more customers will revolve around you.

-Heather Williams



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Activity 1: Will You Be a Johnny ?

What is Customer Service?

“Customer service is a series of activities designed to enhance the level of customer satisfaction i.e. the feeling that a product or service has met the customer expectation." Turban et al. (2002)



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Encompass 3 key elements:

Activity 2: Do U Believe in Service ?

Good customer service requires strong customer focus, specific personal characteristics, and the ability to meet customer service challenges.

You will be asked to rate yourself in each of these areas. Remember the questions apply to both external and internal customers and may exist in varying proportions depending on the job function.

Consider each statement below and indicate the extent to which you feel it applies to you at this time using the scale given. Select your response by filling in the circle, in the appropriate column.

Attaining

Customer

Heart

Customer Service Skills Self-Assessment



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S = Strong. This describes me all or most of the time.

M = Moderate. This describes me part or some of the time.

I = Improvement opportunity. This describes me very little or not at all.

N/A = Not applicable to me at this time.

Customer Focus

S

M

I

N/A

1. I have a strong commitment to provide our customers with

excellent service.

2. I believe that our customers are important to me, our department,

our agency, and the State in general.

3. I feel that I know and understand what excellent customer service

is.

4. I have a good understanding of what our customers expect and

require.

5. I believe that my job providing customer service is very important,

and I understand why.

I feel that it is important for me to give my customers an understanding that:

6. I am the primary person who will be working with them to solve

their problem or answer their questions.

7. I am a member of a team of representatives in my unit who work

together on behalf of our customers.

8. We have a process in place in the event that I don't have an

answer or ready solution, and I'll use it.

9. I am responsible to see that my customers' issues or problems are

addressed whether or not I am the one with the answer.

10. I want to deal with my customers' issues correctly the first time I

deal with them.



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Personal Characteristics

S M I N/A

1. I have patience with my customers, even when their actions are

difficult to handle.

2. I show respect for my customers and my co-workers.

3. I have a positive attitude and outlook about my job, my customers,

and my agency.

4. I sound and act confident in my abilities to do my job and in my

interactions with my customers and co-workers.

5. I manage the stress of my job well, even when things get tough.

6. I am efficient in all aspects of my job and handle my time very well.

7. I apply high ethical standards as I fulfill my job roles and functions.

Customer Service Challenges

S M I N/A

1. I view every customer as a unique individual with a need to fulfill,

problem to solve, or an issue to address.

2. I effectively discover and try to understand my customer's point of

view.

3. I know how to recognize the signs of emotional communication

(anger, fear, guilt, etc.).

4. I know ways to diffuse a customer's emotional "charge" and move

the interaction to a problem-solving process.

5. I don't add to an emotional interaction by reacting emotionally to it

myself.

6. I know that some of my customers have difficulty with the issues or

problems they present to me and I prepare myself to handle the

stress associated with tough interactions.

7. I focus on the results I can achieve by solving my customer's

difficult problems and keep these goals firmly in front of me at all



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times.

8. I do not use judgmental or blaming behavior when I interact with

customers who are experiencing difficulties.

9. I recognize and know what to do when I encounter customers who

create difficult circumstances, such as dishonest interactions,

abusive behavior, and defensive/attacking verbal and nonverbal

communication.

10. I recognize and know what to do when I encounter customers who

have special needs including the elderly, the disabled, customers

from different cultures, and people who speak English as a second

language or don't speak English at all.

Your Role in Customer Service

As far as customers are concerned YOU are the company and you hold in your hands the power to throw or keep customers coming back. GEMS professionals believe in adoption of MCMR i.e. taking responsibility for meeting customer’s expectations, for example, ability to answer queries on products.

Customer Service is 20% Technique & 80% Attitude

MCMR

My Customers My Responsibility



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Service Professional Role in Service Excellence

The Service Professional acts as a bridge between the company and customers. He/she provide

consistent extra mile service for all types of customers possessing different personalities, beliefs

and culture through adoption of a customer first mindset and mastering both the tangible and

intangibles aspects of service

• Monitoring our own feelings and those of others

• Motivating ourselves

• Managing emotions well in ourselves and in our relationships

• Create a positive impression

• Communicate effectively with customers

• Develop and maintain customer service standards

Knowing Customers

Customers are Humans

The heart of service lies in KNOWING & SERVING the customer as a PERSON with individual

behaviour, emotions, needs and preferences



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Categories of Customers

Internal Customers

External Customers

First Timer

Regular

Referral

VIP

Customers with special needs

People for whom English is not their first language

People with disabilities

Elderly & Young customers

What Customers Wants!!

Dependable

Honesty

Competent

Customer focused

Likeable

Follow through

Proof sources

Show interest in them/their business

What is Good Customer Service to You?

Service as an experience, rather than a transaction



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The SINS of Service

Proud

Bo Chap

Fake

Angsty

Pushy

Blur Sotong

Koyok Seller

OverTalker

Soulless

Cheater

A MOT is the point in which the customer and the organisation come into contact with one another in a manner that gives the customer an opportunity to either form or change an impression about the firm...................

Dressing… The way look (neat, over blings perfumed) Approach… The manner you walk (interested / bo chap) Voice … The way of you sound (warm / shy / loud / arrogant) Manner… The way you behave (movement, attitude)

The encounter can occur through the product of the firm, its service offering or both. Various instances could constitute a moment of truth, for example, greeting of customer, handling customer queries or complaints, promoting special offers or closure of customer patronage.

ABC of Service

Attitude = Behaviour = Character

The Betari Box is a model depicting the impact that our own attitudes and behaviors have on the attitudes and behaviors of the people around us.



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Knowing Your Organisation

Take a look at your organisation through the eyes of a customer:

What are the first things you notice?

Do you feel welcome

Read and understand your organisation’s policies and procedures on customer

service

Do you know your company USP (Unique Selling Points)?

What can you do for your company?

Do you know your competitors’ strengths & weaknesses?

Communication

Communication

Communication skills involve:

Asserting/ Expressing (Sending)

Listening to others (Receiving)

sender

receiver

Barriers


message

The Communication Equation

Professor Albert Mehrabian proposed 3 elements of face-to-face communication:



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Non Verbal Communication

Nnonverbal communication that involves the use of our body signals and postures that acts as an indication to other people. Applying positive body language can have an impact on the people around you



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Effective Communication Skills

Eye contact & visible mouth

Some questions Body language

Encouragement silence to continue

Summarising Checking for understanding

what has been said

Smiling face

Effective

Communication skills




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Pull Your Ear Game

Principle for effective listening skills

Prepare to listen by focusing on the speaker, turn your body towards him or her and concentrate.

Control and eliminate distractions, stop what you're doing and focus.

Establish eye contact to show that you're ready to listen and that you're paying attention.

Think of listening as an opportunity to get information, share another's views and broaden your own knowledge.

Don't prejudge the message based on who is delivering it, focus instead on the content.

Avoid pre-empting the message by thinking you already know what the person is going to say.

Show you are listening by nodding, saying "yes" or similar at appropriate points.

Paraphrasing to confirm message

ASK Me! ASK Me! Game



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Effective communication with customers centred on asking the right question(s) for gathering

information, for example, customers’ enquiries and issues.

OPEN ENDED questions are questions that cannot be answered with a Yes / No or single

word answers

Open-ended questions begin with words like:

• How

• What

• When

• Where

• Why

Closed ENDED questions are used to direct the conversation and usually get specific

information or for confirmation.

Closed-ended questions begin with words like:

Do

Can

Are

Hearing Customers

Its not what you Say, Its HOW YOU SAY that Customer

listened !!!”



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Telephone Skills

Speak clearly and slowly

Smile (you can hear it in your voice!)

State your name and organisation

Write down the caller’s name and use it

If they’re explaining something use words to show you’re listening (umm, yes …)

Have pad and pencil ready to take notes or messages (check spelling and message content)

Super Angry Customers

Why Customers Get Angry???

Expectations that have not been met (3Ps)

Tired, stressed, or frustrated

Feels that no one will listen to her unless she yells and makes a ruckus

Indifference / rude behaviour

“Being made fun of”

Sarcasm

“Being look down upon”

Integrity, honesty, intelligence has been questioned

Doesn't feel being listened to

Passed around

Prejudice



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Postman delivers poorer customer satisfaction BY: XUE JIANYUE (07 SEPTEMBER)

SINGAPORE — Local residents appeared less satisfied with postal services compared to a year ago, according to the latest results from the Customer Satisfaction Index of Singapore (CSISG). Customer satisfaction fell 6.9 per cent year-on-year for postal services, which recorded the largest fall among 12 sub-sectors.

These findings followed complaint letters in the past two months from customers over poor delivery services, and a S$10,000 fine slapped on SingPost by the Infocomm Development Authority last month for failing to deliver 40,000 letters on time in February.

In response to the drop in customer satisfaction, SingPost pointed out that the survey was conducted when Singapore witnessed its worst haze episode, as it took “proactive measures to safeguard” the health of its outdoor staff, especially the postal officers. “These included reduced outdoor delivery hours to minimise exposure ... These measures, which were critical to the health and welfare of our staff, did result in some disruption and backlog,” SingPost said.

It also recognised rising public expectations because of the changing mail profile, which sees more packages and fewer letters. Its service standards require packages to be delivered between three and five days — unlike faster services offered by courier companies, which also charge more, said SingPost.

The survey, conducted by the Institute of Service Excellence (ISES) at the Singapore Management University (SMU), polled 250 local residents on postal services between May and July. Meanwhile, Changi Airport witnessed a 17.4 per cent improvement in customer satisfaction. It was the top performer in the airport sub-sector.

The ISES also gathered input from over 11,000 people for the sectors of transport and logistics, public education and private education. Overall, customers reported more satisfaction across the three sectors.

Improvement was strongest in the public education sector, consisting of polytechnics, Institutes of Technical Education and the three public universities, which witnessed a 7.9 per cent year-on-year increase. Satisfaction increased by 4.6 per cent and 6.4 per cent respectively in the private education, and transport and logistics sectors.

Those surveyed appeared most satisfied with Singapore Airlines, as the carrier topped the list of companies surveyed. Customer satisfaction rose for the train operations of SMRT and SBS Transit, but remained below levels recorded before the major disruptions that hit the North-South Line in October 2011.

In the public and private education sectors, customer satisfaction rose for most institutions. Students at National University of Singapore were the most satisfied customers, followed closely by peers at SMU and Nanyang Technological University. Commercial schools saw a 4.6 per cent improvement in customer satisfaction.

Source: http://www.todayonline.com/singapore/postman-delivers-poorer-customer-satisfaction

http://www.todayonline.com/authors/xue-jianyue

http://www.todayonline.com/singapore/postman-delivers-poorer-customer-satisfaction



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Customer Know Where & When To Complain


http://www.complaintsboard.com/bycountry/singapore.html

Resolving service breakdowns requires a lot of patience, time and effort, however recovering customers’ goodwill may lead to loyalty and stronger relationships .In addition, complaints serve as a opportunity to correct and improve current service standards. Key signs to look out for:

Unusual posture Lack of respect for personal space Lack of respect for the premises Signs of drunkenness or intoxication Talk over you Interrupt Use inappropriate language Don’t listen to what you’re saying Unreasonable demand Lack of respect for you

A good technique is to recognise the problem before it gets out of control through focusing on the customer’s emotional state of mind. Quite often, you can tell as soon as they walk in the door through aggressive behaviours which can be frustrating. Difficult customers often work themselves up, throwing unfounded accusations, vulgarities and insults.

Handling The Angry Customer

Listen carefully without interrupting so you understand the problem

Empathies in a broad way

Stay calm and remain polite



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Don’t escalate the problem

Don’t take it personally, be defensive or blame others

Discuss alternatives

Propose an action plan and follow it

Seek support if you are scared, if you can’t agree on a solution or if the customer asks to see

“whoever’s in charge”

“Be sincere and true to your word, serious and careful in your actions;

and you’ll get along.” - Confucius

Customer- Friendly Language

Our language can have a strong effect on how the customer perceives the

service. We cannot converse with customers the way we converse with friends and families



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Activity 3: Customer Friendly Word / Phrase

During interactions with customers, applying “wrong” words & phrases (that may be factual in

nature) may “irritate” or escalate the level of customer’s dissatisfaction.

Change the following words/phrases into more customer oriented version.

“Cannot”

“I’m not in charge”

“I can’t help you”

“This is our policy”

“Are you sure?”

“I don’t know”

“Calm Down”

“I Can't Do That”

“I'm New Here”

“You're Wrong”



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Characteristics of Unhappy Customer

• 96% of unhappy customers never complain • 91% will not buy again or use your service • An unhappy customer will tell nine other people about their “Moment of Truth” • 13% of unhappy customers will tell 20 or more people

Why Customers Disappear?

Customer dies 1%

Customer moves away 3%

Customer influenced by friends 5%

Customer lured away by competition 9%

Customer dissatisfied by product 14%

Customer turned away by the attitude / indifference of service provider 68%

American Society for Quality & Quality and Productivity Center

Activity 4: My Personal Service Commitment

“If you don’t care, your customer

never will.” – Marlene Blaszczyk

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