1 2.1 service components of customer service, the business and customer

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2.1 ServiceComponents of Customer Service, the Business and Customer

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Understand the components of customer service as it pertains to the particular business and customer

Specifically:WhoWhatWhen Where (environments)

WhyHowCustomer Service Mind Set/“Win-Win”Training

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Who does Customer Service?

It is safe to say that EVERY employee in a company has a stake in the success of the business…

therefore… EVERY employee should service the customer.

In Short, without customers, there are no jobs.

The entire organization will benefit from service training-customers -vendors -suppliers-community -employees -shipping-credit -sales -tech support

Customer Revenue Payroll Jobs

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What is Customer Service?• Defined for the use of THIS course…

• Customer Services is the process of developing customer satisfaction with a product, service, or sales opportunity.

• Many publications say not to give customer service a definition• Customer service means different things to different people• Customer service changes with a person’s role • Customer service can be determined with:

• Smiles• Time• Correct orders• Listening

• What is customer service to YOU?

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What is Customer Service?• Defined for the use of THIS course…

• Customer Services is the process of developing customer satisfaction with a product, service, or sales opportunity.

• SERVICE IS…• More than what you say, it is how you communicate• Determined by the customer… and their expectations• Understanding the customer, their wants and needs• Effectively listening and communicating • Consistent interaction with customers, employees, vendors, …• Building rapport with customers, employees, vendors, …

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When is Service done?• Customer service and a business’s response to their customers

is more than a sales opportunity

• WHEN is a business evaluated?• Open & Closed Hours of Operation• Business Condition/Facilities/Cleanliness• Employees at & away from the business• Signage Advertising Image• Languages Eagerness to help• Service provided “After Hours”

• In Short… service never stops because a business is ALWAYS being evaluated by customers and potential customers

• Hospitality• Friendliness• Time spent• Cleanliness• Environment• Image• Advertising• Hours of Operation• Culture• Languages

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Where is Service performed?• FOR THIS COURSE we will look at the following locations as the

basis of MOST customer service experiences:

• Call Centers• A location where telecommunications is the major method of service (Phone)

• Retail Sales• A location where trained sales associates assist customers

• Wholesale Sales• A service opportunity for distributors to work with other distributors and retailers

• Service Industry• A service specific business’s opportunity to assist customers

• Other• Many other opportunities for sales associates to assist customers

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Call Centers• A location where telecommunications is the major method of

service • Phone• Computer• “Chat”

• Interaction with customer are typically on phone• In-bound – Customers call INTO the center for service• Out-Bound – Company makes call TO the customer

• Typically to solicit opinions, satisfaction measures, or for sales

BDO Ogden

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Retail Service• Typically a business that sells smaller quantities of goods or

services to the general public• Store• Mall• Kiosk• Other

• Customers typically come INTO the business• Measure foot traffic & sales from INSIDE the store

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Wholesale Service

• Typically a business that buys large quantities of goods from various producers or vendors, warehouses the goods, and resells smaller quantities to retailers or other wholesalers• Distributor: wholesaler that carries ONE brand• Some businesses manage their own distribution centers

Farr WestBrigham City

BDO Ogden

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• A action or deed of value performed to satisfy a need• Services can range from legal, delivery, banking, medical, etc• Most businesses have service components to sales• Delivery• Installation• Warranty work

• Many businesses ARE the service that they perform

Service Industry

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Other types of Service• There are many ways to interact with customers• Internet• E-Mail• Door to Door• Panels• Social Marketing

• The methods of customer interaction are ALWAYS CHANGING• Just look at:

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Why Customer Service?• Customers and their satisfaction is how businesses are successful• Remember:

• It is important to define what GOOD SERVICE is and how it benefits the business

• This is often done in the company’s Mission Statement, Policies and Procedures

• One of the goals of every business’s service is to create RETURN CUSTOMERS (or repeat customers)• These customers are often satisfied customers who will positively

recommend the business to others (Word of Mouth)

Customer Revenue Payroll Jobs

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Customer Service – HOW?• Companies typically develop their customer service policies

and procedures based on research• Mission Statement:

• A declaration of an organizations core purpose (and typically defines HOW they will communicate/interact with customers)

• Policy: • A set of actions or principles set by a business to outline how to

interact with customers• Example: return policy, exchange policy, referral policy

• Procedure: • A set of step-by-step activities or behaviors that must be followed to

perform a task correctly• Example: return procedure, special order procedure, warranty claim

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RESEARCH• Most companies utilize research to collect data on how to

improve or maintain services they offer.• Primary Research

• Data collected by the organization first hand-for their topic• Can be sales records, complaints, suggestions, calls, etc.

• Secondary Research• Data collected by another organization but which may apply to the

current topic being evaluated

• Research is an integral component to CONTINUOUSLY providing great service• Satisfaction, Wants, Needs, …• Delivery, Timeliness, Cleanliness, Hospitality• Effective communications

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The Task…• Research a Sales-Service company • Identify the following:

• Mission Statement and how it correlates with the company’s service• Service Policies in use• Service Procedures in use• Customer identification – who is their base customer• Plus:• Who• What• When • Where of the business’s services• Why • How