Dr JeanMarie JeanPierre Sherita Mance Brian Villalva Agenda What is Customer Service Why Focus on Customer Service Service Quality Give em the Pickle Video Four Things Customers Want ID: 674173
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Slide1
Delivering Customer Service
Dr. Jean-Marie Jean-Pierre
Sherita Mance
Brian VillalvaSlide2
Agenda
What is Customer Service?
Why Focus on Customer Service?
Service Quality
Give ‘em the Pickle Video!
Four Things Customers Want
Meet the Customers
Key Points to RememberSlide3
Objectives
To reflect on your customer service skills
To challenge you to enhance your customer service skills
To stress the effects of service quality on satisfaction and loyalty to customers
To make customer service excellence a way of life in our organizationSlide4
What is Customer Service?
Customer service is an attitude on the part of every
employee
that the customer is important.
Bill Peters, Vice President at Outrigger Enterprises, argues that a high quality customer service experience and live interaction between customers and agents are essential ingredients to a successful business. (Communication News, March 2006, 43, 3.)Slide5
Customer Service Encompasses:
Attitude
Knowledge
Care
Helpfulness
Reliability
Enthusiasm
Responsiveness
Concern
Courtesy
ExpertiseSlide6
Why Focus on Customer Service?
Dissatisfied customers will tell 10 others while satisfied customers tell only 5
It takes 20 positive customer interactions to compensate for one negative one
96% of unhappy customers will
not
complain
68% of unhappy customers become dissatisfied because of poor service
It is five times more expensive to get new customers than it is to keep existing onesSlide7
Service Quality Delivery
No agreed definition on service quality among scholars.
Consensus: Service Quality is dependent on consumers’ needs and expectations, and whether the level of service meets these needs and expectations.Slide8
Service Quality and Employees
Commitment to service quality is dependent on the staff members who provide a high proportion of the products/services as well as loyalty.
Loyalty depends on the development of interpersonal relationships, and the person-to-person interactions between customers and staff members are essential in building loyalty (Czepiel and Gilmore, 1987).
There is a strong link between customer satisfaction and loyalty.Slide9
Service Quality and Trust
Trust is a vital component of efforts to increase the visibility of a product/service.
Trust is a belief that people should treat others the way they want to be treated.
Trust is intangible and requires a social bond: One person relying on another, Connection to one another and to a community.
It is earned through positive experience.
A belief that an honest and open environment can bring out the best in people.
Our service delivery must be sustained by trust if we have to enhance our image and improve our perception.
Trust starts by putting the customer first.Slide10
Give ‘em the Pickle Video!
Service
– Make serving others your number one priority.
Attitude
– How you think about the customer is how you will treat them.
Consistency
– Set high service standards and live them every day.
Teamwork
– Look for ways to make each other look good.Slide11
Four Things Customers Want
Friendly Care Service
Thank You
Flexibility
Go the extra mile to meet my needs
Problem Solving
Stay with me until we get it resolved
Slide12
Four Things (cont’d)
Recovery
Customers have no tolerance for mistakes occurring over and over again
I am sorry for the inconvenience, apologize
Fix it
Do something extra
Follow up (Is everything OK)Slide13
Key Points to Remember
Everyone should be interested in how well you are meeting external customer needs.
If a customer requirement changes, be prepared to change your process or system too.
Customers buy your products/services because of the benefits they offer them.
Today’s customers expect first-class service. If they sense that you are not putting them first, they will feel disappointed.Slide14
Key Points (cont’d)
Customers will judge you against what you promised to deliver and what they believe to be acceptable standards.
Help your customers succeed and you will succeed too.
Make a list of your top 10 customers and talk to them frequently.
Keep in regular contact with your customers.
Remember that the end customer is the lifeblood of your organizationSlide15
Meet the Users
Open Dialogue with UsersSlide16
References
Presbury, Rayka et al (2005).
Impediments to improvements in service quality in luxury hotels.
School of Management, University of Western Sidney, Australia.
Asher, M (1996),
Managing Quality in the Service Sector
, Kogan Page London.
Crompton, J.L.and Mackay, K.J (1989). “Users’ perception of relative importance of service quality dimensions in selected public recreations program,”
Leisure Sciences
, Vol 11, pp.367-75.
Cziepel, J.A. and Gilmore, R.(1987). “Exploring the Concept of loyalty in services,” in Czepiel, J.A., Congram, C.A. and Shanahan, J. (EDS), The Services Marketing Challenge: Integrating for Competitive Advantage, AMA,Chicago,IL, pp. 91-4.
Crosby, L.A, Evans, K. and Cowles, D. (1990). “Relationship quality in service selling: an interpersonal influence perspective,”
Journal of Marketing
, Vol 54 No 3, pp. 68-81.
CRM News Update #20
(October 2005). eBay: Managing Trust with 100 million customers.
Groonroos, C. (2000).
Service management and marketing: A customer relationship management approach
, John Wiley, Chichester.