2.1 Service

1. 2.1 Service Components of Customer Service, the Business and Customer

2. Specifically: Who What When Where (environments) Why How Customer Service Mind Set/“Win-Win” Training Understand the components of customer service as it pertains to the particular business and customer

3. Who does Customer Service? It is safe to say that EVERY employee in a company has a stake in the success of the business… therefore… EVERY employee should service the customer. In Short, without customers, there are no jobs. The entire organization will benefit from service training -customers -vendors -suppliers -community -employees -shipping -credit -sales -tech support

4. What is Customer Service? • Defined for the use of THIS course… • Customer Services is the process of developing customer satisfaction with a product, service, or sales opportunity. • Many publications say not to give customer service a definition • Customer service means different things to different people • Customer service changes with a person’s role • Customer service can be determined with: • Smiles • Time • Correct orders • Listening • What is customer service to YOU?

5. What is Customer Service? • Defined for the use of THIS course… • Customer Services is the process of developing customer satisfaction with a product, service, or sales opportunity. • SERVICE IS… • More than what you say, it is how you communicate • Determined by the customer… and their expectations • Understanding the customer, their wants and needs • Effectively listening and communicating • Consistent interaction with customers, employees, vendors, … • Building rapport with customers, employees, vendors, …

6. When is Service done? • Hospitality • Friendliness • Time spent • Cleanliness • Environment • Image • Advertising • Hours of Operation • Culture • Languages • Customer service and a business’s response to their customers is more than a sales opportunity • WHEN is a business evaluated? • Open & Closed Hours of Operation • Business Condition/Facilities/Cleanliness • Employees at & away from the business • Signage Advertising Image • Languages Eagerness to help • Service provided “After Hours” • In Short… service never stops because a business is ALWAYS being evaluated by customers and potential customers

7. Where is Service performed? • FOR THIS COURSE we will look at the following locations as the basis of MOST customer service experiences: • Call Centers • A location where telecommunications is the major method of service (Phone) • Retail Sales • A location where trained sales associates assist customers • Wholesale Sales • A service opportunity for distributors to work with other distributors and retailers • Service Industry • A service specific business’s opportunity to assist customers • Other • Many other opportunities for sales associates to assist customers

8. Call Centers • A location where telecommunications is the major method of service • Phone • Computer • “Chat” • Interaction with customer are typically on phone • In-bound – Customers call INTO the center for service • Out-Bound – Company makes call TO the customer • Typically to solicit opinions, satisfaction measures, or for sales BDO Ogden

9. Retail Service • Typically a business that sells smaller quantities of goods or services to the general public • Store • Mall • Kiosk • Other • Customers typically come INTO the business • Measure foot traffic & sales from INSIDE the store

10. Wholesale Service Farr West Brigham City BDO Ogden • Typically a business that buys large quantities of goods from various producers or vendors, warehouses the goods, and resells smaller quantities to retailers or other wholesalers • Distributor: wholesaler that carries ONE brand • Some businesses manage their own distribution centers

11. Service Industry • A action or deed of value performed to satisfy a need • Services can range from legal, delivery, banking, medical, etc • Most businesses have service components to sales • Delivery • Installation • Warranty work • Many businesses ARE the service that they perform

12. Other types of Service • There are many ways to interact with customers • Internet • E-Mail • Door to Door • Panels • Social Marketing • The methods of customer interaction are ALWAYS CHANGING • Just look at:

13. Why Customer Service? • Customers and their satisfaction is how businesses are successful • Remember: • It is important to define what GOOD SERVICE is and how it benefits the business • This is often done in the company’s Mission Statement, Policies and Procedures • One of the goals of every business’s service is to create RETURN CUSTOMERS (or repeat customers) • These customers are often satisfied customers who will positively recommend the business to others (Word of Mouth)

14. Customer Service – HOW? • Companies typically develop their customer service policies and procedures based on research • Mission Statement: • A declaration of an organizations core purpose (and typically defines HOW they will communicate/interact with customers) • Policy: • A set of actions or principles set by a business to outline how to interact with customers • Example: return policy, exchange policy, referral policy • Procedure: • A set of step-by-step activities or behaviors that must be followed to perform a task correctly • Example: return procedure, special order procedure, warranty claim

15. RESEARCH • Most companies utilize research to collect data on how to improve or maintain services they offer. • Primary Research • Data collected by the organization first hand-for their topic • Can be sales records, complaints, suggestions, calls, etc. • Secondary Research • Data collected by another organization but which may apply to the current topic being evaluated • Research is an integral component to CONTINUOUSLY providing great service • Satisfaction, Wants, Needs, … • Delivery, Timeliness, Cleanliness, Hospitality • Effective communications

16. The Task… • Research a Sales-Service company • Identify the following: • Mission Statement and how it correlates with the company’s service • Service Policies in use • Service Procedures in use • Customer identification – who is their base customer • Plus: • Who • What • When • Where of the business’s services • Why • How