Service Excellence 1

Customer Service Excellence

Clichés • • • • • • • •

Customer is king Customer is always right Customers have a choice Customers are the reason we are in business People are at the heart of the customer experience The way to your customer's heart is through your employees Customer Service is the New, New Marketing Good customer management is the core

The Challenging Environment • Increasing customer sophistication and demands • Globalization and competition • Commoditization; Loss of product differentiation advantage • Evolving customer channels/media Mobile/Internet Banking/Social Networking • Credit Crunch and attendant issues • Increasing regulatory requirements

Quote Good ideas don't come from thin air. They take research, valuable customer insights and talented people all working together to not only meet the clients' goals but exceed them

Humor

Thoughts When it comes time for a customer to make a decision, what sways them? This is the moment of truth! •The way a customer was received? •Product knowledge? •How well the Customer’s complaints was handled? •Did you show empathy? •Appreciate and thank the customer?

Principles of Tomorrow's Top Brands • It's all about the "beef" (authenticity and value) • It's all about the "experience" (design and experience) • It's all about creating the "new" (innovation and leadership) • It's all about the "fame" (image-making and people reaching) • It's all about the “higher values” (sustainability and simplicity)

Excellent Service – Define It • It's all about the customer perception of value • Integrate quality as a foundation for winning the customer's heart • Be GLAD – Greet, Listen, Advise and Deliver • Deliver on the brand promise • Go the extra mile • Have proactive service recovery

Quote

Create Passionate Customers: Passion, loyalty and advocacy are driven most strongly by emotions rather than reason; and emotions are a strongly human phenomenon

How To achieve it • • • • • • • •

Invest in your people Listen to your customers Ask the right questions Solicit feedback and act on it - in person, by mail, by survey, phone call, place cards Guarantee quality Deliver on the Promise Go the extra mile, make it personal Simplify, Communicate, Clarify and execute

Factors to Consider

Case Study Managing Change ABC had been a successful, profitable cosmetics company since it had been started, but has badly slipped in the marketplace now. Company research pointed to a persistent, potentially serious problem that had developed with the brand, which was viewed by many as a line of "cheap" cosmetics that only grandmothers wore. This public perception and lagging sales required that ABC make significant changes to improve its product lines and brand image. –Why has the situation come about and who can change it? –How important is it to change? –What could change? –How do we manage change –Important factors to consider

Case Study Managing Culture Following customer feedback that revealed issues around customer service, a leading company in financial services seeks to develop a programme that would shift their internal culture to focus more on customer service and engagement. –What factors contribute to organisational culture –In what ways does culture manifest in customer interactions –How can we drive a culture change

Case Study Dealing with Angry Customers Customer relations often “heat up” and challenge our abilities to be responsive. Angry customers break our concentration, raise our stress level, and rob us of our effectiveness. They make it difficult for us to maintain our professionalism and our sanity. – What tactics do angry customers use? – What can you do to keep yourself from becoming upset and unraveled? – How can you maximize the angry customer’s satisfaction?

Case Study Execution “We all knew where the problem was ; finding the optimal solution that works best for us was very crucial but that is not part of my job profile” Sounds Familiar? • How do we identify the issues • How can we ensure we execute our strategy • Can we ensure nil recurrence • How do we identify gaps in our customer management framework

Case Study Customer Interaction The increasing patronage and dynamism of social networking sites indicates an opportunity to leverage this media for customer interaction •What’s social media? •What channels are available to interface with our customers and for what? •How do we leverage customer interactions to promote our brand image •How do we create passionate customers

Responses Stated Issue

Core Issue

Customer Behaviors

What Can We Do?

Support: Systems/Proc ess

Insight

Customer Service is the New, New Marketing Its all about empowering your customers so that they become an extension of your sales force and passionate advocates of your brand