Customer Service Customer Service TrainingTraining

Lesson 6Lesson 6

Customer Relations ICustomer Relations I

After this Lesson you After this Lesson you will…will…

• Be able to explain what is meant by Be able to explain what is meant by customer relationships and its customer relationships and its components.components.

• Be able to explain the role company Be able to explain the role company policies and expectations play in customer policies and expectations play in customer service and customer relationships.service and customer relationships.

• Understand the do’s and don’ts for Understand the do’s and don’ts for providing exceptional customer service.providing exceptional customer service.

• Learn how teamwork can improve Learn how teamwork can improve Customer Service.Customer Service.

TerminologyTerminology• Added Value Added Value Added value is the extra, over and Added value is the extra, over and

above the basic product or service offer that an above the basic product or service offer that an organization makes to its customers. This added organization makes to its customers. This added value represents extra benefits that can truly value represents extra benefits that can truly delight the customers and keep them loyal.delight the customers and keep them loyal.

• Behavior Behavior The way an individual does things. You The way an individual does things. You do things in a particular way because of the way do things in a particular way because of the way you feel, what you want, and how other people you feel, what you want, and how other people treat you.treat you.

• Business Protocol Business Protocol The expected way to act in The expected way to act in business including company policies, protocol, and business including company policies, protocol, and the culture of the company. Examples of this at Job the culture of the company. Examples of this at Job Corps are: Standard Operating Procedures and Corps are: Standard Operating Procedures and Minimum StandardsMinimum Standards

More TerminologyMore Terminology

• Complaint Complaint An expression of dissatisfaction.An expression of dissatisfaction.

• Customer Customer A customer is somebody who receives A customer is somebody who receives customer service from a service deliverer. Generally it customer service from a service deliverer. Generally it is easier to see a customer as a person but sometimes is easier to see a customer as a person but sometimes an organization can be a customer. In most cases a an organization can be a customer. In most cases a customer or his or her organization is paying directly customer or his or her organization is paying directly or indirectly for the service that is being received.or indirectly for the service that is being received.

• Customer Loyalty Customer Loyalty Some customers tend to return to Some customers tend to return to the same service deliverer and this is customer loyalty. the same service deliverer and this is customer loyalty. Customer loyalty can be built up if the customer Customer loyalty can be built up if the customer experience of an organization has been good.experience of an organization has been good.

Even More TerminologyEven More Terminology

• Customer Preference Customer Preference Each customer is an individual and Each customer is an individual and customers tend to have different likes and dislikes. Sometimes, customers tend to have different likes and dislikes. Sometimes, in order to deliver consistent customer service, an organization in order to deliver consistent customer service, an organization chooses to do things in exactly the same way For every chooses to do things in exactly the same way For every customer. It is possible to offer a customer options so that his or customer. It is possible to offer a customer options so that his or her customer preferences can be taken into account the way the her customer preferences can be taken into account the way the customer service is delivered.customer service is delivered.

• Customer Relationship Customer Relationship The relationship a customer has with The relationship a customer has with an organization, business, or individual that is providing a good an organization, business, or individual that is providing a good or service.or service.

• Empathy Empathy The degree of caring and individual attention you The degree of caring and individual attention you show customers.show customers.

• Teamwork Teamwork Collaboration of individuals working together for a Collaboration of individuals working together for a cause or to accomplish a goal.cause or to accomplish a goal.

Customer Customer LoyaltyLoyalty

• Customer Loyalty is valuable to an organization Customer Loyalty is valuable to an organization because it is generally because it is generally less less expensive to repeat expensive to repeat business with an existing customer than it is to business with an existing customer than it is to find a new one.find a new one.

• Some organizations choose to reward customer Some organizations choose to reward customer loyalty by making special customer service loyalty by making special customer service arrangements and offers for repeat customers. arrangements and offers for repeat customers. Generally customer loyalty means that if an Generally customer loyalty means that if an organization has a problem with a customer there organization has a problem with a customer there is a better chance of keeping that customer is a better chance of keeping that customer afterwards than there would be with a new afterwards than there would be with a new customer.customer.

The Key to a Successful The Key to a Successful Business is a Steady Business is a Steady

Customer Base.Customer Base.• Successful Businesses typically see Successful Businesses typically see 80%80%

of their business from of their business from 20%20% of their of their customers.customers.

• Too many businesses neglect this customer Too many businesses neglect this customer base in pursuit of new customers.base in pursuit of new customers.

• The cost to attract a new customer is The cost to attract a new customer is significantly more than to maintain your significantly more than to maintain your relationship with existing ones, your efforts relationship with existing ones, your efforts toward building customer loyalty will pay off.toward building customer loyalty will pay off.

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Remember Customers Remember Customers NamesNames

•Know Their Names. Remember Know Their Names. Remember the theme song to the the theme song to the television show television show CheersCheers? ?

•Get to know the names of Get to know the names of regular customers or at least regular customers or at least recognize their faces. recognize their faces.

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TeamworkTeamwork• Everyone in the organization has to think Everyone in the organization has to think

teamwork when it comes to customer service.teamwork when it comes to customer service.• The customer does not classify individuals based The customer does not classify individuals based

on their business unit, department or position. on their business unit, department or position. They see them as one entityThey see them as one entity

• It’s important for everyone in an organization It’s important for everyone in an organization understands the companies policies and understands the companies policies and expectations for customer service. Customer expectations for customer service. Customer service affects all levels of any operation, and service affects all levels of any operation, and everyone involved needs to have the same everyone involved needs to have the same mindset and follow the same policies and mindset and follow the same policies and procedures.procedures.

• There is no “I” in team.There is no “I” in team.

The Do’s and Don’ts of The Do’s and Don’ts of Customer ServiceCustomer Service

• Strong customer service is a valuable Strong customer service is a valuable asset, especially in today's high-tech-asset, especially in today's high-tech-oriented, increasingly impersonal oriented, increasingly impersonal business world.business world.

• Be aware of customer service Be aware of customer service mistakes and avoid them, you may mistakes and avoid them, you may strengthen your position in a strengthen your position in a competitive market.competitive market.

Don’t DoDon’t Do

• Don’t talk over your Don’t talk over your customercustomer

• Don’t just say noDon’t just say no• Don’t continue what Don’t continue what

your doing when a your doing when a customer is near.customer is near.

• Don’t seem Don’t seem preoccupied when preoccupied when dealing with the dealing with the customercustomer

• Do ListenDo Listen• Do try to find an Do try to find an

alternative solution and alternative solution and be prepared to offer an be prepared to offer an alternate solution if the alternate solution if the customer is unsatisfied.customer is unsatisfied.

• Do stop what your Do stop what your doing to help the doing to help the customercustomer

• Do pay full attention to Do pay full attention to the customer, smile the customer, smile and make eye contactand make eye contact

The Golden Rule of The Golden Rule of Customer Service:Customer Service:

Put yourself in the Put yourself in the customers shoes and customers shoes and remember, “do unto remember, “do unto

others as you want others others as you want others to do unto you!”to do unto you!”