Customer Relationship Management

Objectives?
Understanding the concepts of Who is a Customer and

What is Service Quality Differentiate between a good or bad customer experience and its impact on organization Understand the relation of customer services to the brand image of Organization. Leading and cascading commitment to delivering consistent and standardized Customer Services Develop the attitudes to become the best in customer services How to retain the leadership position in quality health & medical services in the country. Learn and Apply the standards provided in this training to achieve Highest Customer Services Standards

Customer
Entity that receives or consumes products

(goods or services) and has the ability to choose between different products and suppliers The slogan "customer is king" or "customer is God" or "the customer is always right" indicate the importance of customers to businesses

Customer
Who is the Customer?
Customer is someone with a

problem or a need and he comes to you for a resolution of his problem or fulfillment of his need and is willing to pay the price for your solution. What solution is provided and how it is provided determines the value for customer

Customer Service
"Customer service is the ability to provide a service

or product in the way that it has been promised"

"Customer service is about treating others as you would like to be treated yourself" "Customer service is an organization's ability to supply their customers' wants and needs" "Customer Service is a phrase that is used to describe the process of taking care of our customers in a positive manner"

Challenges & Rewards of Customer Services

Importance of Customer?
A customer is the most important person in any business.

A customer is the ultimate boss who can fire anyone by not

coming to us

A customer is not an interruption of our work. He is the

purpose of our organizational existence.

He is doing us a favor by visiting us outsider.

We aren't doing him a favor by waiting on him.

A customer is a stakeholder of our business - not an

A customer is not just money in the cash register. He is a

human being with feelings and deserves to be treated with respect.

What is Quality

Quality = Performance / Expectation

Criteria of Quality?
Quality in a service or

product is not what you put into it. It is what the client or customer gets out of it.

ACTIVITY What are the expectations of customers

Customer Loyalty Vs. Satisfaction

Customer Expectations Customer Satisfaction Customer Loyalty

Not meeting expectations Meeting expectations Exceeding expectation

Dissatisfaction

Defection

Satisfaction, but taken for granted Enthusiasm & Surprise

Variety Seeking

Customer Loyalty

Would You Like FRIES with That?

F is for Friendliness R is for Reassurance I is for Information E is for Extra mile S is for Sincerity

Impact of Good and Bad Customer Services on a Business

Cost of a Negative Experience Some facts

96% of the customers who have had a bad experience will not complain 90% of these customers will not return.

On average, customers who have had a bad experience will tell at least 9 other people.

For every customer who complains, there are 26 other customers who have had similar problems.

Customer Services Attitude

My customer is my paymaster

Dont label or stereotype customers

Customer is not here to test you or your knowledge How much do you like or enjoy your work?

ACTIVITY
POSITIVE WORDS NEGATIVE WORDS

Are we Leading the Customer Services or just Managing the Customer?

Service Quality Culture

Where serving customer is primary business

objective

Where everyone takes personal responsibility

and initiative for providing quality services

Where managers ensure that the staff gives Where staff support each other and depts.

customers more importance than their bosses collaborate rather than compete. opportunities to improve

Where customer complaints are considered as

How does a customer perceive a caring Organization?

Customer-focused Organization

Convenient

Responsive

Appreciates/ Values Customers

Take Ownership

Transparent (fees, rates, policies)

Service Quality Operational Target

Do it Right the first time, always the first time!

Service Quality Personal Target

Making Customers Smile

Customer Service Mistakes You Should Avoid

1. 2. 3. 4.

Getting rude with a customer Ignoring a problem Making the customer jump through hoops Being placed on hold endlessly

Courteous Alive & energetic Responsive

Informative Never says No

CARING

Guides right

Service Standards
Acknowledge customers within 10 seconds of his arrival Smile and make eye contact Say AOA. Welcome to Mobilink, How may I help you? Obtain and use customers name, where appropriate. Seek permission from customer before attending to

other distractions, like phone call Show empathy and ask questions to understand customer needs Be informed/up to date on your operations, location of various departments and concerned officers. Guide customer to their desired location by providing adequate information Never leave a customer unattended or uninformed

TELEPHONE STANDARDS
Answer phone by third ring
Smile and Greet customer by saying AOA, Thank you

for calling PIA, This is Inform customer before placing on hold or transferring the call Your emotions and feelings are transferred to people calling you Return calls same day before sundown

Use non-verbal communication to SOFTEN S = SMILE O = Open Posture F = Forward Lean T = Touch, only if appropriate E = Eye Contact N = Nod

How to handle Disgruntled and Angry Customers

DOS
Listen with the intent to understand. Speak slowly and wait a few seconds before

responding. Be assertive - not aggressive or passive Keep the focus on the issue, not the customers behavior Take customer away from the scene Apologize sincerely

Things to Avoid With Angry Customers

DONTS
Don't make threats Don't argue Don't hang up on the customer Don't make the customer feel helpless Don't raise your voice Don't tell a customer he/she is wrong

WHAT WOULD

DO DIFFERENTLY

STARTING TOMORROW?