PPT ch01

Chapter 1:
Achieving High Customer

Satisfaction
A Guide to Customer Service Skills for
the Service Desk Professional
Third Edition
Objectives
In this chapter you will learn:
The role the service desk plays in delivering
quality technical customer support
The four components of a successful service
desk
Trends influencing the service desk
What customers need and expect
How to meet and exceed customer expectations
The mix of skills needed for a career in technical
customer support
A Guide to Customer Service Skills for the Service Desk Professional, 3e

Satisfaction
Enormous need for technical support
Many companies set up service desks
Service desk - a single point of contact within
a company for managing customer incidents
and service requests
Historically a stepping stone
Now a profession

Satisfaction (continued)
To work a service desk, you need:
A mix of skills including business, technical,
soft, and self-management skills
To understand the characteristics of quality
customer service and technical support
To understand that how you interact with each
customer influences that customers
perception of your company
Delivering Quality
Technical Customer Support
People may turn to multiple service desks
Role has evolved from help desk
Help desk - a single point of contact within a
company for technology-related questions and
incidents
Service desks are key part of a technical support
organization
Technical support - A wide range of services that
enable people and companies to continuously
use computing technology
Customer Support and the

Service Desk Role
Technical support services include:
Installing hardware, software, network, and
application components
Keeping the system in good repair
Upgrading hardware and software
Providing customer support

Service Desk Role (continued)
Customer support - Services that help a
customer understand and benefit from a
products capabilities
Customer support includes:
Answering questions
Solving problems
Providing training
Customer - A person who buys products or

services or with whom one must deal

Customer service and support organizations
Come in all shapes and sizes
Deliver a wide range of services
Types of organizations include:
Call center
Contact center
Help desk
Service desk

Transition from help desk to service desk prompted by
ITIL
Information Technology Infrastructure Library (ITIL) A set
of best practices for IT service management
Best practice A proven way of completing a task to
produce a near optimum result
IT service management (ITSM) A discipline for
managing IT services that focuses on the quality of those
services and the relationship that the IT organization has
with its customers
IT service A service based on the use of information
technology that supports business processes

ITIL
Challenges organizations to adopt a serviceoriented approach to managing IT services
Versus traditional product- or technologycentric approaches
Considers technical and customer support

vitally important
Introduced the concept of service desk
10

Incident An unplanned interruption to an IT
service or a reduction in the quality of an IT
service
A broken device, an error message, a system
outage
Problem The cause of one or more incidents

Hardware defects, corrupt files, software errors or
bugs, and human error
Service request A request from a user for

advice, or a standard change
11

Multi-level support model - A common
structure where the service desk refers
incidents it cannot resolve to the appropriate
internal group, external vendor, or subject
matter expert
Subject matter expert (SME) - A person who
has a high level of experience or knowledge
about a particular subject
12
Multi-level Support Model
13

Service desk
Resolves as many incidents as possible at level one
Ensures efficient use of level two and three resources
Takes ownership of all incidents, whether or not they

can resolve them
Taking ownership Tracking the incident to ensure

Customer is kept informed about the status of the
incident
Incident is resolved within the expected time frame
Customer is satisfied with the final resolution
14

Many companies have consolidated support
services into service desk
Many also use technology to absorb activities
from other support groups, such as network
support, field support, and system
administration
15

Technologies include:
Knowledge management systems (KMSs)Tools and databases used to store,
manage, and present information sources such as customer information, documents,
policies and procedures, incident resolutions, and known errors
Databases may be referred to as knowledge bases or known error databases

Knowledge base A logical database that contains data used by a knowledge
management system
Known error A problem that has a documented root cause and a workaround
Known error database (KEDB) A database that contains known error records
Configuration management systems (CMSs)Tools and databases for managing IT

asset information and linking that information to related incidents, problems, known
errors, changes, and releases
Network monitoring systems Tools used to observe network performance
Remote control and diagnostic systemsTools that allow a service desk analyst to
remotely control a users keyboard, screen, or mouse to diagnose incidents, transfer
files, and provide informal training
16
Components of a
Successful Service Desk
People
Front-line service
providers
Service desk
management
Supporting roles
Knowledge engineer
Technical support
Training
Processes
Incident
management
Problem
management
Request fulfillment
Access management
Service level
management
17
Components of a Successful
Service Desk (continued)
Technology
Incident
management
systems
Knowledge
management
systems
Telephone systems
Web-based systems
Information
Customer data
Incident data
Status data
Resolution data
18
Customer expectations - Results that customers
consider reasonable or due
Customers have expectations about
What a product can do
What the company can do to enable them to fully
use that product
Excellent service meets or exceeds customer

expectations
Competitive edge equals excellent service and a
great product
19
High-quality services can be costly
Most companies also strive to deliver costeffective self-services via the web
Knowledge bases
FAQs
Online forms
Self-services can be
Delivered twenty-four hours a day, seven days a
week
Personalized
20
Benefits of Quality Customer

Support
Return business
Positive word-of-mouth that leads to new
business
Higher sales and profits
Industry recognition
recognition as world class A company has
achieved, and is able to sustain, high levels
of customer satisfaction
21
Benefits of Quality
Customer Support (continued)
Customer loyalty
Customer feedback
(complaints)
Happy customers
Happy employees
Reward and
opportunity
Pride and
satisfaction
People who enjoy the

technical customer
support field tend to
demonstrate a strong
sense of purpose
They know their role is
important
They take it very
seriously
22
Trends Influencing the Service Desk

Customers are demanding cheaper, better, faster
support services
Demand has prompted expansion of the service
desk role
Service desk has a strategic position
Service desk can and does contribute to the
companys bottom line
Demand is coupled with a shortage of IT

professionals
Tremendous career opportunity exists in the field
of customer service and technical support
23
Trends Influencing the

Service desk opportunities include:
Learn about and support a wide range of
computing technologies
Work with people and technology
Use previously acquired skills (e.g., customer
service skills, multilingual skills) to gain entry
into the computer industry
Gain entry into a company where you want to
work
24

Service desk opportunities include (continued):
Learn about the various departments and
opportunities within a company
Advance along a technical career path or a
managerial career path
Work a flexible schedule, work from home, or
potentially travel for work
Achieve the personal satisfaction that comes
from helping others
25

Technically savvy customers

Multichannel support
Collapsing support levels
Mobile workforce support
24/7 support
Fee-based support
26

Global support
Use of best practice frameworks and
standards
Increased and changing workload
Outsourcing
Service desk as a profession
27

28
Service Desk Analysts Role in the

Customer Service Value Chain
Two types of service desks (internal, external)
Two types of service desk customers:
Internal customer - A person who works at a
company and at times relies on other employees
External customer - A person or company that
buys another companys products and services
If you are not supporting the external customers

of your company, you are supporting someone
who is!
29
Service Desk Analysts Role in the

Customer Service Value Chain (cont.)
30
Service Desk Analysts Roles in the

Customer service value chain:
Shows relationship between customers, internal
service providers, external service providers
Uses feedback to communicate customer
expectations
Illustrates that
All departments within a company are
interdependent and must work together
Every role adds value and must be respected and
supported
31
Service Desk Analysts Roles in the

One of the best ways to become an excellent
service provider is to pay attention when you
are the customer!
32
Influencing Customer Perception

Customer satisfaction - The difference
between how a customer perceives he or she
was treated, and how the customer expects
to be treated
Service Level Agreement (SLA) - A written
document that spells out the services the
service desk will provide, the customers
responsibilities, and how service performance
is measured
33
Influencing Customer
Perception (continued)
34

SLAs
Influence customer perception
Show how well the service desk is meeting
customer expectations
Can be complex or simple one-page documents
Are underpinned by OLAs and contracts
Operational Level Agreements (OLAs)

Agreements between internal support groups
Contracts Agreements with external suppliers
35

(continued)
36
Understanding Customer Needs and

Managing Expectations
Managing customer expectations is a challenge
Expectations
Are influenced by many factors
Vary from person to person, situation to situation,
and even day to day
Count on customers wanting

Responsiveness Be there!
A caring attitude Be Willing!
Skill Be able!
37
Understanding Customer Needs and

Managing Expectations (continued)
Metrics are used to evaluate service desk
performance (see Figure 1-10)
To produce metrics, service desks use
Data captured by tools and technology
Customer satisfaction surveys
Monitoring
38
Demonstrating a Positive
Can Do Attitude
Delivering high-quality customer support is
challenging:
Customers feelings and expectations can
change from minute-to-minute
Customers today are more sophisticated and
demand cheaper, faster, and better service
Technology is increasingly complex and
changes rapidly
39
Demonstrating a Positive
Can Do Attitude (continued)
A can do attitude - Rather than telling a customer
what you cannot do, tell them what you can do
A can do attitude
Enables customers to perceive that they have been
helped
Involves striking negative phrases from your
vocabulary
Enables you to deliver information (e.g., saying no or
telling customers about a delay) without offending or
alienating them
The customer may not always be right, but they are

always the customer!
40
Going the Extra Mile

Satisfied customers are not necessarily loyal
41
Going the Extra Mile (continued)

Companies must go beyond customer
satisfaction to customer delight
Go the extra mile
Give a little extra
Within the service desks boundaries or the
cost will deplete the companys profits
Two key ways to delight customers:

Save them time
Enhance their self-sufficiency
42
Developing the Right Mix of

Skills
Business skills The skills people need to work in the
business world. Includes:
The ability to understand and speak the language of
business
The skills that are unique to the industry or profession
the service desk supports, such as accounting skills or
banking skills (industry knowledge)
The skills that are specific to the customer service and
support industry, such as understanding the
importance of meeting customers needs and knowing
how to manage their expectations (service industry
knowledge)
43
Developing the Right

Mix of Skills (continued)
Technical skills The skills people need to
use and support the specific products and
technologies the service desk supports
Includes basic computer and software literacy
skills
Soft skills The skills and personality traits

people need to deliver great service
Includes listening, verbal communication,
customer service, problem-solving,
temperament, teamwork, and writing skills
44

Self-management skills The skills people
need to complete their work effectively, feel
job satisfaction, and avoid frustration or
burnout
Includes stress and time management, the
ability to get and stay organized and to
continuously learn new skills
Finding people that have the right mix of skills

is one of the most difficult challenges facing
service desk managers today!
45

Companies look for people:
With positive can do attitudes who genuinely enjoy
helping other people and solving problems
Who are team-oriented and enjoy working with
other people
Companies are willing to provide technical

training to individuals with good interpersonal
skills and a customer service orientation
Companies may hire people with very strong
technical skills and provide extensive customer
service training
46

Smart companies let their customers needs
and expectations driving their hiring decisions
People who understand that all of these skill
sets (business, technical, soft, and selfmanagement) are important will create for
themselves the greatest opportunity
47
Chapter Summary
There is tremendous demand for technical
customer support
The service desk is the first point of contact
for this support
A successful service desk utilizes all of its
assets: people, processes, technology, and
information
People are by far the most important
component
48
Chapter Summary (continued)

Numerous trends are influencing the service desk
industry
Each affects how service desks are run and the
opportunities they present
The support industry is evolving and its dynamic
nature represents a tremendous opportunity for
people with the right mix of skills
Skills needed include business, technical, soft and
self-management
Soft skills and self-management skills are universal
and will serve you well regardless of your chosen
profession!
49

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Chapter 1:

Achieving High Customer

Achieving High Customer

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Achieving High Customer

Customer Support and the

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Customer Support and the

Customer - A person who buys products or

Customer Support and the

Types of organizations include:

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Customer Support and the

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Customer Support and the

Considers technical and customer support

Customer Support and the

Problem The cause of one or more incidents

Service request A request from a user for

Customer Support and the

Multi-level Support Model

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Customer Support and the

Takes ownership of all incidents, whether or not they

Taking ownership Tracking the incident to ensure

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Customer Support and the

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Customer Support and the

Databases may be referred to as knowledge bases or known error databases

Configuration management systems (CMSs)Tools and databases for managing IT

A Guide to Customer Service Skills for the Service Desk Professional, 3e

A Guide to Customer Service Skills for the Service Desk Professional, 3e

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Excellent service meets or exceeds customer

Benefits of Quality Customer

People who enjoy the

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Trends Influencing the Service Desk

Demand is coupled with a shortage of IT

Trends Influencing the

Trends Influencing the

Trends Influencing the

Technically savvy customers

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Trends Influencing the

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Trends Influencing the

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Service Desk Analysts Role in the

If you are not supporting the external customers

Service Desk Analysts Role in the

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Service Desk Analysts Roles in the

Service Desk Analysts Roles in the

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Influencing Customer Perception

A Guide to Customer Service Skills for the Service Desk Professional, 3e

Influencing Customer Perception

Operational Level Agreements (OLAs)

Influencing Customer Perception

A Guide to Customer Service Skills for the Service Desk Professional, 3e