bsbcus403a customer needs

8/22/2019 BSBCUS403A customer needs

1/16

BSBCUS403A

Implement Customer Service

Standards

Trainer

Conrad Palmer


2/16

1: Contribute to Quality

Customer Service

Standards

Purchasedecision

Location

availability

Timelines

Facilities

ACCESS

Help Desk

Delivery

Presentation

Packaging

Quantity

After SalesService

WarrantiesRepairs

Standards can only be high if:Clear

Specific

Concise

Observable

Realistic

Questions:Does it meet my needs?

Am I getting the proper level of

service?

Am I happy with the overall

product/service?

Does it meet my value perception?

How important is service element?

Remember SAS Moments of Truth?


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Taking Care of the Customer

Before

During

After

Meet /Exceed CustomerNeeds

Develop/Maintain Trust

Offer Clear/OpenCommunication

Show we understand ourCustomers

Show we can help customersachieve their goals


4/16

Moments of Truth Cycle of Service

Moment

of Truth

1Moment

of Truth

2

Moment

of Truth

3

Moment

of Truth

4Moment

of Truth

5

Moment

of Truth

6

Moment

of Truth

7

Moment

of Truth

8

Developed by Jan Carlzon, CEO

of Scandinavian Airlines in the

1980s to describe the aspects

of customer contact that the

organization needed to control

to ensure a positive

impression.

An episode in which a

customer comes into

contact with an aspect of

the organization, however

remote, and thereby has an

opportunity to form an

impression.

Each year of our 10

million customers

came into contact

with approx 5 SAS

employees, and this

contact lasted an

average of 15 secondseach time. Thus, SAS

is created 15 million

times a year+, 15

seconds at a time-.

These 50 million

moments of truth

are the moments that

ultimately determine

whether SAS will

succeed or fail as a

company. They are

the moments when

we must prove to our

customers that SAS is

their best alternative.4


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Customer Relations

Build relationsfrom commonunderstanding &mutual benefit.

Remember 10%customers will go

to a competitorwithin a year.

Customer is anassetconsiderspend over anumber of years?

Every employees attitude can affect customers loyalty.

Treat customers as appreciating asset

Provide top quality as perceived by customer

Build relationships

Create uniqueness

Under Promise over deliver

Positive attitude towards customers

Exceed expectations

Actively find customers needs

Maintain customer contact

Rewards loyal customers

Sympathetically handle complaints

Know products

Actively listen

Ask clarifying questions

Communicate effectively & efficiently.


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Why might your customers leave and go

elsewhere to purchase?

competitors come out with better products

competitors offer a better package which may be anidentical product at a lower price or supported bybetter after-sales service

inferior marketing strategies may result in lost sales

customers may perceive a product to be inferior forpossibly invalid reasons such as a belief that locally

manufactured products are not as good as imports employees may be less customer focused than their

competitors


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Continuous Improvement

Act

Make solution part of procedures Continuous Cycle

Check

What worked? What didnt? What improvements? Make changes

Do

Test / Trial Monitor & Evaluate results

Plan

Identify Opportunities for Improvement Generate a number of solutions


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2: Implement Customer Service

SystemsEncourage Personnel to consistently implement Customer

Service Systems: Rewards

Fair & equitable (recognise personal contribution)

Not at other team members expense

Have employee confidence

Clear & objective criteria (clearly understood)

Timely

Open to everyone

Consider strategies available for good performance reward i.e.

financial, gift voucher, theatre tickets, extra leave etc .Good customer service relies on employees who are the

companies most valuable asset.


9/16

Implement Customer Service Systems

Training

Train in customer service standards

Effective induction

Performance appraisals

Provide skills & encourage staff to use them

Encourage customer focus

Coaching & mentoring

Positive Supportive Work Culture Competent employee practices

Organizational systems


10/16

Review Customer Service Feedback

Strategies

Informal Assessments

Surveys & Questionnaires

Interviews

Focus Groups Feedback Forms

Day to Day Feedback

Mystery Shoppers

Keep communicationChannels open

Benchmarking

Product testing

Market Research

Problems AffectingFeedback

Record Keeping

Share Results

Using Feedback Data

Identify Problems & make

adjustments


11/16

Identify Customer Service Problems

Survey of commoncomplaints re Customerservice:

46% inability org to resolve

problem 38% difficult to reach

37% dealing with multiplepeople

34% lack of productknowledge

33% unprofessionaldemeanour

Why do so many peoplenot complain?

Do not want to make ascene

Do not have the time orenergy

Convinced that the outletis not interested.

No faith in people to

resolve Expect hostility or

indifference


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Resolving Complaints

Step 1 identify & defineproblem.

Step 2 analysis gapbetween current &

desired situation Step 3 Gather Data

around problem &solutions

Step 4 Generate many

solutions.

Brainstorming

Nominal group method

Delphi Technique

Quality Circles

Scenario technique Step 5 analyse

alternatives & makechoice

Step 6 Implement

Chosen solution Step 7- Monitor &

evaluate the solution


13/16

Communicate adjustments in service

delivery Who needs information, why &

when?

What information do they need?

What does management want tosay?

What medium should be used tocommunicate information

Methods to convey information Intranet

Presentations

Team meetings

Video

Faxes

Email

Newsletters

Brochures/pamphlets

Notice boards

Posters

Meetings

Conferences SOPs

Training sessions


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Coordinate and manage delivery of services and

products to ensure meet agreed quality standards

Look to meet qualitystandards 100% time

If 99.9% was good enough 12 newborns would be given

to wrong patient daily

114,500 mismatched pairs ofshoes would be shippedannually

18,322 of mail would bemishandled per hour

103,260 income tax returns

would be processedincorrectly

5.5million cases of soft drinkwould be produced flat

Quality approaches Quality Control

Quality assurance

Total quality Mgt

Lean manufacturing

Expectations & Suppliers &supply chain


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3: Implement Team Customer Service

Standards Difference between team &

group? Structure of teams

Characteristics effective teams Good leadership

Right people & right skills Diversity & difference valued

Understand roles

Clear objectives & Goals

Results measured &acknowledged

Properly trained

Problems not fester Collective skill set

Promote effective Teamwork? Fair reward system

Clearly briefed

Reduce uncertainty

Clear Goals

Broken to actionable objectives Know own level of authority

Training & coaching

Procedures for conflict

Team rules

Team Charter

Regular meetings

Active participation


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Identify Resources required to Undertake Team

Tasks while Meeting Customer Service Levels

Adequate manpower

Appropriately skilled

Coach & training

Enough funding

Enough time

Uniforms & badges

Information

Required technology

Stationary Advertising materials

Enough products

Resources & Budgets Budgets used to allocate

resources

Statement of intent

Allocate resources to team

Support sales process

Team members should beaware of resource budget& be informed how they

are performing against it.

bsbcus403a customer needs

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