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2.2 Win-WinCustomer Service

Components of Customer Service, the Business and Customer

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Creating Win-Win Service• Creating a customer service mindset is important• If the mindset of the employees is pro-service, so is the business

• EVERY employee in EVERY business will have some conflict• Unhappy customers• Unmet needs• Shortages• Un-kept promises

• CONFLICT RESOLUTION is the key to creating a Win-Win Situation

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When its not there…• Many companies don’t provide great service, or even good

service. Why?

• Service is usually so straight forward & common sense…

• But some companies find this:1. Employees don’t think management expects great service2. Employees don’t know how to give great service3. The employee isn’t a service-oriented person4. The organization is not service oriented

(policies, procedures, systems, priorities are unclear5. The organization doesn’t treat employees with respect

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Obstacles• Companies deal with many customers obstacles • Personality• Needs• Expectations• Complaints• Motives

• It is important to overcome the obstacles in a positive way:1. Build a relationship with the customer2. Discover the needs and wants of the customer3. Connect emotionally with the customer4. Create a win-win opportunity for the customer and the business

Training is Key!

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CREATE A WIN-WIN

Creating a situation where the customer feels respected and valued, the business profits, and the employee is in control.

Win-Win situations sound easy enough… but can be challenging

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Options in service:• I LOSE - YOU WIN

• Company expense, satisfied customer

• I WIN - YOU LOSE• company goals met, unsatisfied customer

• I LOSE - YOU LOSE• Business loses customer, unsatisfied customer

• I WIN - YOU WIN• Company goals met, satisfied customer

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Creating WIN-WIN• Companies have control over HOW they conduct business• Companies that train employees for Win-Win interactions with

customers have a better chance of accomplishment

• HOW do you create Win-Win interactions:1. Build Rapport

• With employees and customers

2. Discover What Is Needed• Ask questions to meet needs

3. Develop Trust• Earn the trust of the customer

4. Maintain Relationships• Create a relationship with the customer

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BUILD RAPPORT• Rapport = creating a cooperative, empathetic relationship

• It is important to build a relationship with customers• Especially UNHAPPY CUSTOMERS

• Smile• Be Friendly• Be Interested• Be Sensitive• Be Trustful

• Be a Problem Solver• Be Credible• Believe in Your Products• Find Common Ground

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Steps to Build Rapport:

1. L I S T E N . . . 2. RESTATE the problem or complaint3. ACKNOWLDEGE that you have heard their problem

and understand the problem4. ACT on what your customer is telling you. • There may be something you can do to remedy the situation• Do what you can promptly• Fixing the situation may create a happy, repeat customer• Put the FOCUS of the interaction on FIXING the problem

5. Don’t take it personally

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DISCOVERY• Discovery = probing for the core needs of the customer• Know the difference between the wants and needs of the customer• What is their goal? What is their intended use? What do they need?

• It is important to determine the needs of the customer• Help to guide them to satisfaction• Evaluate the costs of their wants vs. needs• Ask questions• Recommend appropriate solutions• Handle Objections positively

• A Pro-Active approach to finding out the desires of the customer has a better chance of repeat business but the customer

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DEVELOP TRUST• “Trust is earned”• Its important to earn the trust of the customer• Listen actively to their needs• Repeat what they have said• Make sure that you understand their needs

• Provide options• Allow customers opportunity to make the final decision

• Validate customer decisions• Instill positive feelings• Many purchases are evaluated by how the customer feels

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Creating A Win-Win Company• Hiring plans provide a platform to find the best employees• Typically look for service-oriented people• People that have an aptitude for customer service

• Train employees and the company to respond correctly• Policies and procedures are in place to guide great service• Employees are empowered to provide great service• Products and services are oriented toward great service

• Prices, Quantities, Features, Benefits, Delivery, Shipping, Warranty, …• Metrics are in place to measure great service

• “Metrics” are measures for service and business

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Service Providers• Call Centers• Usually have extensive training, procedures, policies• One location with most sales/service associates provides a great training opportunity• https://www.youtube.com/watch?v=rVYiWnzHORo

• Retail Sales• Depending on retailer – may have extensive training, procedures, policies in place• Large vs. Small retailers Ex: Target vs. Neighborhood Market

• Wholesale Sales• Usually focus on service training with the vendors, clients, and account that are serviced• May have extensive training… will have extensive policies and procedures

• Service Industry• Like Retail – may have extensive training for SERVICE (electrician, plumber, doctor, etc)• May have training for service… will have extensive policies and procedures• Large vs. Small Service Providers Ex: America First Credit Union vs. Lawn Care Kid

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Training• Businesses utilize many different methods to train employees• Role Plays• Case Studies• Business Simulations• Environmental Factors

• Customer Service Environment• Hot/Cold• Displays

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Role Plays• Role plays are situations where employees will ACT OUT or

“Play the Role” in a customer service situation

• Role plays provide employers to practice or train employees on how specifically to deal with customers requests

• Role plays give the employee the opportunity to react to a customer in a “safe” setting for training purposes

• Role plays are used by many employers to qualify applicants

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Case Studies• Case Studies are research based observations of an existing

business, focusing on specific tasks

• Case Studies have been used for many years in university settings to study business decisions, impact, and teach business/marketing concepts• Harvard School of Business

• Case Studies offer insight into decisions, factors, and outcomes which may allow other businesses to either take more calculated risks or steer away from a specific tasks

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Business Simulations• Business Simulations are computer applications which offer

feedback based on specific business decisions

• Simulations may measure or evaluate decisions regarding price, layout, budgeting, flow… and translate it into increased or decreased profits

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Environmental Factors• Different environmental factors also attribute to service issues:

• How is the Customer Service Location “Environment”• Is it comfortable? Does it meet the needs of the customer?• Is it lit, heated, cooled appropriately? Is it clean?

• Environmental Factors in the Service?• Is it Hot? Cold? Is comfort an issue?• -broken heater, -a/c, - automobile, -vacation, -transportation• -cooler, -freezer, -cold display, -oven, -heater, -hot display

• Are Displays Appropriate?• Do displays encourage service? products? company?

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Assignment Part 1• 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

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Assignment Part 2• Research a Sales-Service company • Identify the following: (add these to your assignment if you don’t

already have them in it)• How are employees trained?• What policies for service are in place?• What procedures for service are in place?• What behaviors or aptitudes are encouraged (in service)?