Customer Service - Lecture Notes 1-6

CUSTOMER SERVICE The whole experience the customer goes through while buying a product or service is customer service. Elements – 1. - Determining the particularities to put customer service in place Learn to enhance Don’t focus on competition you are your own competition You need to know everyone’s perception of CS and the latest trends - To differentiate the diff relevant means – have your own definition, own ways to make CS better, different methods. - To have a base of the company right foundation right training - Budgetary and functional limits of the company BTB – BUSINESS TO BUSINESS (WHOLESALES) GENERATING LEADS BRINGING CLIENTS GENERATING PRODUCTS RATIONALLY DRIVEN NO EMOTIONS ONLY WORK WITH NICHE MARKET BUILDING LONG TERM RELATIONSHIPS AND PERSONAL WHICH IS LONG TERM STRAIGHTFORWARD VERY CRUCIAL BUYING CYCLE BTC – BUSINESS TO CUSTOMERS ( BRAND AWARENESS IS MAIN QUALITY ESTABLISH TRANSACTIONAL RELATIONSHIPS VALUE EFFICIENCY MINIMISES EXTREMLY TRANSACTIONAL WITH CUSTOMER What is customer service? - Customer service is the provision of quality services to customer before, during and after a purchase. This could be the provision of a good atÝtude, an unforgettable positive experience, support, help, and transmission of correct information about your service or product and so on. - Empathy Product knowledge Communication skills Patience Personal responsibility Confidence Authenticity Adaptability Attentiveness Desire to learn Professionalism Acting ability The ability to respond quickly Time management skills The ability to let it go & not take anything personal Update your knowledge about the product Essence Problem solving skills Problem solving model (many ways) Implement the solutions Identify the problem Follow up (did the solution work) Identifying potential consumers AtÝtude - Positive language - Imperative (deal with all the clients the same way even if it’s the same thing again and again) - Stay focused, ask questions, don’t assume, don’t interrupt B2B VS. B2C B2B – BUSINESS TO BUSINESS B2C – BUSINESS TO CONSUMER B2B Niche market Rationally driven (not dealing consumers) Priority is lead generation or product wholesale B2C Large scale market Emotionally driven Priority is brand awareness Customer relationships B2B – building long term relationships is crucial especially in the buying cycle. Marketing and lead generation or product production focuses on building personal relationships that drive long term business. Why It gives you the opportunity to prove what kind of business practices, ethics and morals you have. The importance of repeat and referral business and the development of these personal relationships can make or break a business. B2C – These business should value efÏciency and therefore minimize the amount of the time spent getÝng to know the customer personally. The objective of B2C is to push forward consumers to their products or services. Branding B2B – focus on relationships. Branding comes through relationship building and begins with consistency of presentation, production and deliverance of your product or services B2C- prioritize your message. Branding is number 1 priority of a b2c, t allows the business to precisely deliver a message, emotionally connect, confirm credibility & motivate the buyer to buy Relationship between consumer and business while marketing are minimally interactive, so you must create a lasting memory. Relationship between consumer and business while practicing customer service is extremely interactive. This is why, you or your employee must put into practice or enhance all of the consumer service skills above Decision making process B2B - maintain open communication. B2C – simplifying the process for the consumer. CUSTOMER SERVICE OFFICIAL NOTES  Customer Service:  Customer service means the complete experience of the customer from the second they enter the store to the aftersales service.  Superb Customer Service:  Superb customer service means the services provided that the customer didn’t know they wanted but are delighted to find new which are provided.  What is Customer Service  Identifying the needs of the customer.  Providing assistance and required help.  Taking care of their special needs.  Dealing with their problems. Tesco is an example of a retail store.  People affecting customer service are:  Receptionist: Helps the customer in solving their problems.  Customer Assistant: helps the customers throughout the store and shows them what they want  Checkout Operator: Helps in completing the transactions smoothly.  Customer Delivery Driver: Delivers the products to the customer’s residence on time.  Contact Centre Workers: Customer can contact them if there is any problem with the delivery NHS (National Health Service) is a non-profitable organization providing customer service.  People Affecting Customer Service are:  Receptionist: guides the customer.  Doctors and Nurses: provides the services required to the customers  Ambulance: Helps the customer in case of emergency.  Importance of Co-operation and Teamwork:  If a customer approaches to the receptionist regarding any issue, there should be co-operation between the receptionist and other departments\employees in order to provide excellent service to the customer. Co-operation and teamwork are the main points on which excellent customer service or poor customer service depends. If there is no co-operation, it may lead to poor customer service. The organisational procedures mean the step by step procedures given to the employees should be followed. It can help to meet/exceed the customer service provided by the competitive organisations resulting in repeat purchases if the customer is satisfied with the services. Also, if the organisation has a`ny mission it can also be defined by that. All the customers should be treated equally. Skills and Knowledge for a good Customer Service: Learn and remember the product.  Good organisational skills in the manager.  Delegation skills in the manager so that the work is divided properly.   There are two types of customer such as internal and external. Internal customers are the colleagues who are oblige to their own customers and needs help in dealing with them. External customers are individuals who walk in the store and businesses who want products and services.  Difference between Internal customer and External customer: Internal External They rely on their colleagues They are not a part of the working with them. business (individuals). They work in the same They may complain in the organisation. organisation if they are unhappy. They might need assistance from They might contact business their colleagues. directly for any enquiry. They need information from the They can go to other business if deals of their colleagues. they want.  The examples of types of customers in Tesco are: Internal Receptionist. Human Resources director and manager. Recruitment ofÏcer. Health and safety ofÏcer. Finance director and manager. Chief and management accountant. Marketing director. Marketing research team. External Individuals. Suppliers.  The examples of types of customers in NHS (National Health Service) are: Internal Receptionist. Doctors and Nurses. External The Public. Providing good customer service according to the expectations of the types of customers. External customers expect to be served once they get into the store. They expect the employees to solve any problems they face during and after their shopping. Also, they expect to have the value for money, as in balance between the quality of the product and price of the product. Internal customers need and expect training to be available when they first join the organisation so that they can learn easily and work for the success of the business. They also need the salary for the work they do. Customer relationship can be built by providing the customer with excellent customer service which leads to repeat purchases if they are happy with the services. Also, providing extra features or programmes that will benefit the customers. Eg- Tesco provides customer loyal card which is used to get money by accumulating points. NHS is run by the government and is non-profitable, so they try to build customer relationships through good customer service.