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© 2000 Alan Pogue

Incorporating Cultural Competency in Customer Service Practices. © 2000 Alan Pogue. Presented by: National Center for Farmworker Health For 20 th Annual Midwest Stream Forum Renee Cantu November 20th, 2010. Workshop Objectives.

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© 2000 Alan Pogue

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  1. Incorporating Cultural Competency in Customer Service Practices © 2000 Alan Pogue Presented by: National Center for Farmworker Health For 20th Annual Midwest Stream Forum Renee Cantu November 20th, 2010

  2. Workshop Objectives • Explore the Meaning and Dimensions of Excellent Customer Service • Review communication basics for customer service • Identify 8 customer service standards to implement in your organization • Identify the Relationship between Customer Service and Cultural Competency • Perceptions, Self-Awareness and Cultural Competency • Steps for Cross-Cultural Communication • Identify strategies • Practicing Cultural Competency • CLAS • Resources

  3. What is Customer Service? Meeting the needsand expectations of the customer as defined by the customer.

  4. The way in which the organization meets the customers needs via various channels, ie. telephone, in person, e-mail, etc. Customer service is the provision of service to customers before, during and after a service. What is Customer Service?

  5. Always remember, the customer is the reason you have a job. The Basic Principle of Customer Service:

  6. How can we be top-notch employees? By creating a professional image for ourselves and the organization!! It begins with Customer Service! Putting our Best Foot Forward

  7. It all began with a dream… A vision… A vision… Enhancing Customer Service Employees creating an environment of service

  8. It serves as a source of inspiration that rallies the organization around a single unifying purpose: in this case the patient. It guides decision making and aligns the organization so that all functions work towards a single goal. What is a vision… Creating a Customer Service Vision 2 Critical Components

  9. What is your vision??? Creating a Customer Service Vision

  10. Patient Privacy/Confidentiality High Volume of Patients Managing waiting area Managing difficult people or people in crisis Answering phones at the same time Communicating with Co-workers Customer Service Challenges Specific to a Health Care Setting

  11. Level 1 Customer Service • Taking no active part • Submissive • Lacking active qualities Passive • Uncaring • Unresponsive • Uninvolved • Rude Describe Passivebehaviors

  12. Level 2 Customer Service(the most “common” service) • Ordinary • Usual/okay • Common • Satisfactory DefineAverage Is ordinary, usual, common service enough for you to be the “provider of choice”?

  13. Level 3 Customer Service • In favor of being active • Doing something more • Taking initiative • Going above and beyond Proactive Let’s discover some Techniques for Proactive customer service.

  14. Good customer service means much more – it means: Continued success Higher job satisfaction Improved company or organization morale Better teamwork Expansion of services/products Comprehensive approach—It takes all of us!! Be consistent in our approach—At all levels Everyone must believe in the Customer Service Vision What it Means?

  15. 5 Dimensions to Quality Customer Service • Reliability • Responsiveness • A Feeling of Being Valued • Empathy • Competency

  16. Great Customer Service • Gather into two groups • Discuss at least 2 personal stories about Great Customer service • List on the flip chart the circumstances that led to your satisfaction. Think about the environment, the attitudes, the systems

  17. Get Ready to Share • Tell your story briefly. • What parts of the experience created the great service?

  18. Principle Customer service starts with “us” The full staff must: • Understand and support our mission and philosophy • Focus on improving systems • Coach and support one another • Communicate, Communicate, Communicate • Listen first, speak clearly • Lead by example • Celebrate success

  19. Principle System must serve the customer “Service systems that are low on the friendliness scale tend, by their very design, to subordinate convenience and ease of access for the customer in favor of the convenience of the people within the system.” Karl Albrecht, Service America

  20. Excuses Excuses • List five to eight excuses you hear customer service representatives give for offering indifferent or poor customer service. • Think of one of more ways to counter each excuse.

  21. Common Excuses for Service Lapses • I don’t have enough time. • I don’t get paid to be nice. I am measured by my productivity and accuracy. • How can we do a good job if the computer is always down? • Every customer is totally bonkers today.

  22. Common Excuses for Service Lapses • I can’t deal with people who do not show me respect. • How can we do a good job if the other departments do not provide the back-up we need? • I am having a bad day. • People are basically stupid. • I am always too busy.

  23. The Customer Wants You To …Greet me. …Value me. …Help me. …Listen to me. …Invite me back.

  24. What do you do to make your customers remember you and your organization positively? Personalize Your Service

  25. A moment of truth occurs at any time a customer comes into contact with your organization and has a chance to form an impression. Moments of Truth

  26. Extremely important. It sets the tone for all future interactions. Creating positive impressions: Thoughtfulness Personal responsibility Quick problem solver Offering immediate assistance Friendliness Using customers name in conversation Pleasant voice tone Polite and courteous manners Neatness A genuine smile First Impressions- you only get one!

  27. Know who is Boss-the customer Be a good LISTENER Identify and anticipate needs Make customers feel appreciated and important Help customers understand your sytems Appreciate the power of YES Know how to apologize Give MORE than expected Get regular feedback Treat employees well Ten Commandments of Customer Service

  28. Listen to your internal and external customers. Build a relationship with your customer. Understand your customer’s needs. Know and exceed your customer’s expectations. Be proactive. Go the extra mile. Be innovative. Go the extra mile. Be empathetic – “walk in their shoes”. Be sincere when delivering your service. Tips for Creating a Customer Service Culture

  29. Communication • In your dealings with customers, both internal and external, be the one to initiate honest, respectful, and thoughtful communication. How well do you communicate?

  30. People in organizations typically spend over 75% of their time in an interpersonal situation. Communication is essential for effective functioning in every part of an organization. Why is Communication so Important?

  31. Beyond Words: What the Body Says It’s not always what you say. It’s always how you “say” it! Non-Verbal Communication • Visual • Vocal • Tactile • Use of time, space, & image • Appearance

  32. Communication Filters • Gender • Culture • Regional Differences • Self-Esteem • Age • Environment • social vs. business, staff meeting vs. lunch

  33. Stop talking Make eye contact Exhibit appropriate body language Avoid distracting actions and gestures Ask questions Paraphrase Avoid interrupting Make smooth transitions between speaker and listener Do not over-talk Effective Listening Behaviors

  34. Gestures can both compliment and contradict your message. Be mindful of these. Eye contact is an important step in sending and receiving messages. Facial expressions can reflect attitudes and emotions. Posture can also be used to more effectively communicate your message. Clothing is important. Be mindful of people’s personal space when communicating. Enhancing your Communications

  35. Our Attitude About Attitude *see handout Do you think ATTITUDE is a key factor thatimpactsCustomer Service?

  36. And of those 26, Interesting Tidbits…. • For every unsatisfied customer who complains, there are 26 other unhappy customers who say nothing. • – U.S. Office of Consumer Affairs 24 won’t come back.

  37. On average…. Satisfied customers tell 5 people about good service received. Dissatisfied customers tell 10 people about bad services received. What are our patients & customers telling others about you?

  38. Your attitude is either a key or a lock to achieving success. Attitude is the

  39. Satisfactory customer service is what it takes to keep our customers coming back to your organization. AGREE DISAGREE In a study from Vanderbilt University, they showed 25% to 40% of satisfied customers do not come back.

  40. Create the WOW Factor Providing service in such a manner … that the customer walks away saying, “WOW!” I’m impressed. • Give them something ______ than they were expecting. • Make the customer feel good about doing business with YOU • It’s the _____ things that make the _______ difference. more little BIG

  41. Culture Impacts our Patient Interactions and Customer Service Delivery

  42. Setting the Stage-Group Activity

  43. Goal is to create an environment of greater respect This means creating an open environment to increase awareness of self and others. Benefits: Establish greater trust and rapport More effective & creative problem solving Recruit and retain clients- better customer service Better able to deal with stress and manage change Open/Closed: Important Messages

  44. Self-awareness is the foundation of cultural competency! We see our “reality” and others through our cultural and ‘experiential’ lenses. Know where you are open and where you are closed so you can be proactive about your blind spots. It is an ongoing, life long evolutionary process…….. Open/Closed: Important Messages

  45. Culture: A body of learned beliefs, traditions, and guides for behavior that are shared among members of a particular group. Culture serves as a road map for both perceiving and interacting with the world. Definitions of Culture

  46. ICEBERG OF CULTURE

  47. Variations WITHIN Cultural Groups age ● social class ● socioeconomic status religion ● education ● language gender identity ● occupation ● length of time in US location in country of origin ● location in US urban vs rural●amount and type of contact with elders ● assimilation ● legal status

  48. It moves beyond cultural awareness and cultural sensitivity. It is a long-term developmental process. Culturally competent individuals have a mixture of beliefs/attitudes, knowledge, skills that help them establish trust and communicate with others. The Meaning of Cultural Competency

  49. Key Cultural Components for Consideration Language and Communication Style Health Beliefs Family Relationships Sexuality Gender Roles Religion Level of Acculturation Immigration Status Racism/Oppression Poverty and Economic concern

  50. Large Group Activity

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