30 January 2013, Instructional Media Center, University of Nueva Caceres By Anne Marie F. Bagadion, MBA DEVELOPING EFFECTIVE CUSTOMER SERVICE IN THE LIBRARY
OUTLINE I. Who is your customer? · Definition of a customer · Types of Customers · Ten Commandments of a Good Business II. Difference between Customer Service; Excellent Customer Service and Customer Relationship III. Right attitude and behavior to build customer relationship IV. Telephone Courtesy V More Tips/Summary
WHO ARE THE CUSTOMERS? I. INTERNAL • STUDENTS • Faculty and Staff
WHO ARE THE CUSTOMERS? II. EXTERNAL • PARENTS • BUSINESS ASSOCIATES • SUPPLIERS • POSSIBLE ENROLLEES
TYPES OF CUSTOMERS 1. Constructive Complainers • People who are constructive complainers • can actually help your business. • They will address problems or concerns in a calm, rational and often helpful manner. • Constructive complainers often allow you to see and understand what the problem is so you can make corrections that will be satisfactory to all involved.
TYPES OF CUSTOMERS 2. Aggressive Complainers- • These complainers are difficult to please • They are sometimes more concerned with displaying their emotions than in actually caring if you do something to address their problem or complaint.
Aggressive complainers should be handled by you staying calm and cool. If you can’t do this, it’s better to let someone else talk to them, or talk to them at a time once you’ve calmed down and aren’t so mad yourself. (Even if it’s only 2 or 5 minutes later) TYPES OF CUSTOMERS 2. Cont. Aggressive Complainers- • They may shout, jump to conclusions, • make unreasonable demands, • and even make threats. • Let them vent. • Sometimes they just want to get it out.
TYPES OF CUSTOMERS 3. Passive Complainers • Worst kind • They will complain to friends, family and anyone that will listen • They complain to everyone with in listening range • The only thing this type of customer does is keep you from making the situation better and providing the type of service they really want. (or at least claim they want) REWARDS
TEN COMMANDMENTS OF GOOD BUSINESS • A customer is the most important person in any business • A customer is not dependent on us, we’re dependent on him • A customer is not an interruption of our work; he is the purpose of it. • A customer does us favor when he calls, we are not doing him a favor by serving him. • A customer is part of our business – not an outsider
TEN COMMANDMENTS OF GOOD BUSINESS 6. A customer is not a cold statistics – he is flesh and blood human being with feeling and emotion 7. A customer is not someone to argue or match its wit with. 8. A customer is a person who bring us his wants, it is our job to fill those wants. 9. A customer is deserving of the most courteous and attentive treatment we can give them. 10. A customer is the lifeblood of every business.
DIFFERENCE OF CUSTOMER SERVICE FROM CUSTOMER RELATIONSHIP MANAGEMENT AND INTIMACY
What is Customer Service? Customer Service is not simply answering the phone promptly, providing the right kind of information, or delivering a product to the right location -- although these are important results True customer service means building asystem that focuses all elements of an organization -- purpose, processes, and people -- toward meeting customer needs. END POINT – TO ACHIEVE ORGANIZATION’S GOAL
In the 90’s Customer Service is the provision of service to customers before, during and after a purchase of a product or availing a service. • The term has evolved into a more serious definition especially in the mid 90’s wherein competition grew in any industry, whether in sale of tangible products (e.g. cellular phones, personal computers, laptops etc.) or providing intangible products (insurance companies, educational institutions etc.) • It was not just providing the customers but one has to satisfy them AND DELIGHT THEM!
Thus, in the 21st century, marketers or customer service consultants have revolutionized the meaning of customer service into - not just about the product or service that you are selling; it's about looking after the people buying them from you too. Moreover,it is about "EXCEEDING" the expectations of the client, not just "satisfying" them. • “Walk an extra mile”
What is Customer Relations or Customer Relationship Management (CRM)? • Customer Relations is the higher echelon of Customer Service. • Customer Relationship Management (CRM) is a broad term that covers concepts used by organizations to manage their relationships with customers, including collecting, storing and analyzing customer information. • CRM simply put, is the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perception of the organization and its offerings so that buyers/customers will choose them in the market place. • This requires commitmentof administrators and employees throughout the organization.
A T T I T U D E S 94% of all Fortune 500 executives attributed their success more to attitude than any other ingredient.
THE RIGHT ATTITUDE AND BEHAVIOR • BELIEVE IN YOURSELF (your PRODUCT/Company) AND IN YOUR CUSTOMERS • Start by appreciating the good in you and in others. • Believe in yourself • Believe you can make a difference • Keep an open mind; do not stereotype people
THE RIGHT ATTITUDE AND BEHAVIOR • FIRST IMPRESSION MATTER - “FIRST IMPRESSION LAST” • A first impression is an opinion that a person forms about a place, a thing, an event or another person the first time he/she sees it or the persons. • First impressions do matter. • You do not know if you will get another chance to change it.
THE RIGHT ATTITUDE AND BEHAVIOR • ATTITUDE IS EVERYTHING • Be friendly • Be courteous • Here are some courtesy words and phrases that we can use in dealing with customers • Say please, thank you and you’re welcome • Say excuse me and I’m sorry • Use Sir and Ma’am (Madame)
THE RIGHT ATTITUDE AND BEHAVIOR • Greet the customer by saying, “Good Morning!”, Good afternoon/evening” or Hello” • Use yes rather than yeah (yah) • Use po or “opo” • Be helpful • Empathize • Put yourself in the customer’s situation. • Even if you cannot personally relate to what the customer is saying, you can be sensitive in your response.
THE RIGHT ATTITUDE AND BEHAVIOR • Be a problem solver – • Be part of the solution rather than part of the problem. Do not waste your time blaming others or yourself a mistake. Instead, find out what you can do to resolve the problem at hand. • Be credible – • Know your products, services, policies, and procedures. • Customers appreciate nice employees, but they value knowledgeable employees. I f you need additional technical training, ask your immediate superior about it.
THE RIGHT ATTITUDE AND BEHAVIOR • DOING THE RIGHT THING • Always be honest. • Do what you say you will when you say you will. • Be accountable for your actions. No one is perfect.
SAYING WHAT YOU MEAN AND MEAN WHAT YOU SAY • Choose the right words. • In other words, think before you speak. Choose words that will be understandable to the listener. Try to match your speech to the listener’s level of comprehension. Use words that sound professional.
Make sure your tone fits the message that you are sending. • When speaking to a customer, match your pace to that of the customer. • Add welcome words to your vocabulary • Words and phrases like “Yes, I’ll be happy to” and “Sure I can” • Be concise with your message • Address your customers by using when Mr. – “Sir”, Miss, Mrs or Ma’am.
Other Tips • Keep your message top-of-mind • Acronyms, those words in which each letter represents a word or phrase, can help your reps focus on their main goals. For example, a consulting firm uses the word LEAP when conducting training in how to handle upset customers. The letters stand for: • L = Listen • E = Empathize • A = Ask • P = Produce (results) • T = Thank
Similarly, an International Bank branch post the word GUEST in each teller’s workstation. In this case, the word GUEST stands for: • G = Greet • U = Use customer’s name • E = Eye contact • S = Smile • T = Thank
The 5Cs of CRM C ourteous lear omplete oncise orrect
RESPONDING TO THE NEEDS OF THE CUSTOMERS • Show and Tell. • If the customer asks you where something is located, instead of pointing at it, you can lead the customer to where it can be found.
Never answer the question unless you are sure your answer is accurate. • If you are not sure of your answer check your answer with someone who does. • Also, if you think that the information are about to give may be CONFIDENTIAL, ask permission first from your immediate superior. • Never say that you do not know the answer. • Instead, you can say, “I do not have the answer right now but I can find out for you.”
SAYING GOOD BYE TO THE CUSTOMER • Make sure the customer is satisfied. • Before the customer leaves, ask the customer if there is anything else you can help him/her. • Thank your customers for doing business with you. • This shows that you really appreciate them and you are glad for being able to help them.
Telephone courtesy makes the difference between creating an atmosphere in which satisfied customers return again and again versus one that chases them away. TELEPHONE COURTESY
10 BAD EXPERIENCES OF CALLERS • Difficult for them to find the number • Line is busy / constantly engaged • Passed from department to department • They repeat their story each time they are transferred • Put on hold and forced to listen to music they dislike
10 BAD EXPERIENCES OF CALLERS • Treated as “nobody” • Told “it’s not fault/job/policy/problem” • Feeling as though they are being ‘processed’ • Not given a satisfactory solution • Forgotten
BEING PUT ON HOLD CALLERS/ CALL RECEIVERS NOT IDENTIFYING THEMSELVES BEING TRANSFERRED HANG UPS MULTI-TASKING DURING A CONVERSATION MOUTH NOISES NOT LEAVING A MESSAGE RACING THROUGH THE PHONE NUMBER TELEPHONE COURTESY REASONS ON CUSTOMER CALL COMPLAINTS
TELEPHONE SKILLS • Announcing yourself • A greeting – “Good morning / Good afternoon” • Your company name or department • Your own name • Offer your service, “How may I help you?”
TELEPHONE SKILLS • Taking a message • Find out: • The name of the caller • The company / organization • Contact details • Time when they can be contacted • The message • Specific action required • Repeat the information back to the caller • Double-check spellings and contact details
TELEPHONE SKILLS • Transferring a Call • Give the caller the name of the correct person and offer to find out if/she is available. • Explain to the caller what you are about to do (out the call on hold, go to the next office, etc.) • Tell the caller what will happen next (hear nothing, a regular beep, music, etc.) • Give the caller a realistic estimate of the time you will take. • Return with, “Mrs. Santos, I’ll transfer you now…”
TELEPHONE SKILLS • Handling incoming calls • Incoming calls should be answered within two – three (2-3) rings. • Answer the correct way (not “Hello”) with the following components in order: • Greeting • Identify your name and your organization or department • Offer to help • If you wish the caller to identify himself or herself, ask politely by saying, “May I know who’s calling please?”
TELEPHONE SKILLS • Handling incoming calls • Be friendly. Sound interested in what the caller is going to say. • Speak in the language of the calling party. • If the party is absent, you can use the following options: • If you have the information, tell the caller at what time to call again. • If the person wants a return call, write down his name, company, purpose and telephone number. • Refer the person to someone else who may be able to help.
TELEPHONE SKILLS • Handling incoming calls • Acquaint yourself with the different departments of the company and their functions as well as information commonly asked for. • Transfer calls properly – don’t say “for a while!” • Don’t interrupt but be interruptible. • Try to use the name of caller as often as possible. • Try to use please and thank you as often as you can in every conversation.
TELEPHONE SKILLS • Handling incoming calls • Use appropriate messages: • “May I know who’s calling please?” instead of “who’s this?” • “He’s at an appointment.” instead of He’s not here.” • “He’s not at his desk.” instead of “He’s in the CR.” • “Would you like to leave a message?” • “May I ask her to return you call?” • Be discreet. Make sure the person only hears what you intend then to. • Talk to the person not the telephone. Give your undivided attention.
TELEPHONE SKILLS • Handling incoming calls • If you have to leave the line for a while explain why. don’t leave the person holding too long. • If you don’t have the information the caller needs, you could say: • “Please hold the line…” Make sure you get back within 45 seconds, then thank them for waiting. • “Could you call me back…” Make sure you have the information. • “I will call you back…” Remember to do it. • End the conversation courteously with a “good-bye.” Replace the receiver gently after the other person has hung up.
TELEPHONE SKILLS • Outgoing calls • FACT: Three out of every four calls to businesses do not achieve their objective on the first attempt.
Effective Techniques in Satisfying incoming callers. • Begin by having a pen and pad close to your phone. • Keep a mirror by your telephone so that you can be reminded to put a smile on your face. • Maintain a positive and friendly attitude. • Listen more than you speak.
Effective Techniques in Satisfying incoming callers. • Be alert, pleasant, natural, and expressive. • Make yourself stand out as someone special who is interested in helping others. • Establish rapport immediately. Use positive statements that will set the tone of the conversation.
Effective Techniques in Satisfying incoming callers. • Use Common Courtesy Words. "Please," "Thank You," and "You're Welcome" are positive and powerful words that build a reputation for you and your company. • Use the Caller's Name. There's no sweeter music to a person than the sound of his or her name. • Take Time for a Good Ending. Always thank the person for calling and offer a simple Good-bye." Let the caller hang up first, then replace your handset gently.
Effective Techniques in Outgoing Calls • Plan your agenda before calling. • Ask yourself: Why ...?, What ...?, Who ...?, When ...?, Where ...?, and How ...? By planning your outgoing calls, you will: • cover the important items, • aid in managing your time, • cut out rambling, and • reduce your long distance telephone bill.
Suggested Standard way of answering the phone • Good day. Thank you for calling _____________(Name of the Department). This is _________ (your name) How may I help you?