superior service more critical than ever during telecommunications liberalization in the caribbean...

SUPERIOR SERVICE

More Critical Than Ever During Telecommunications Liberalization in the Caribbean

Melissa Harris, Telecom Training Corporation

2 Telecom Training Corporation CANTO June 22, 2005

Telecom Training Corporation

Since 1985 we’ve custom designed product and “soft skills” customer service, sales, and management training for wireline and wireless telecommunication carriers and product manufacturers

Worked with national and rural international providers including the Caribbean

60 international telecommunications-experienced trainers


Agenda

How our products/services have become more varied and complex

How customer expectations have become more demanding

Why providing superior service is such a powerful tool in facing liberalization challenges

Seven best practices employees can use to retain existing customers by increasing loyalty


How Times Have Changed

10+ Years Ago Traditional local “POTS”

service Basic custom calling

features Long distance plans

5 Years Ago Advanced custom calling

features Dial-up Internet Post-pay cellular

Recently DSL Cable modem Convenient payment

options Pre-pay cellular

Future Video VoIP Cellular data Wi-Fi Wi-Max


Impact on Our Company’s, Customers, Employees Expectations

Invest millions, launch dates delayed, hope for increased revenues

Increased and more complex services can confuse customers

Employees may be hesitant to proactively offer more technical products


Opportunity for Competitive “Stealing” Effective advertising campaigns Bundled product offerings Unique pricing strategies Simplified, accurate billing solutions


Customers Are More Demanding

Interact with international customer service groups Travel Entertainment Media Financial On-Line Shopping

Customers compare high quality service from these experiences to what we provide

When customer expectations are not exceeded, lack of loyalty is an opportunity for competitors


Customer Categories

Level of Meeting Expectations

Level of Satisfaction

Loyalty Status

Competitive Threat

1. Not Meet Dissatisfaction None Leave

2. Meet Satisfaction Marginal May Leave

3. Exceed High Satisfaction Very Stay


How Customers Are Typically Treated

Dissatisfied – Receive Lots Of Attention

Satisfied – Quietly Ignored Very Satisfied – Taken For Granted


Dissatisfied and Satisfied Customers Are At Risk Decreased revenues Declining market share Reduction in new technologies Employee layoffs


Increasing Satisfaction & Loyalty

Dissatisfied – Not much can be done Satisfied – Exceed expectations when

solving problemsWritten and on-line surveys Incentives for response – low cost, high

perceived valueCustomer focus groupsOutbound telemarketing campaigns


Maintaining Loyalty of Very Satisfied Customers Customer appreciation days and events Outbound calls to tell them we appreciate them

and find out what they’d like Special offers on new products/services Personal letters from senior leadership Newsletter recognition Handwritten notes on birthdays and other

special dates


Delight Internal Customers So They Will Delight External Customers

Employee surveys Suggestion boxes Newsletter recognition Employee appreciation days Recognition on birthdays,

anniversaries, etc. Attractive compensation, benefit &

incentive plans Tuition reimbursement Childcare and eldercare benefits Flexible working schedules Comfortable, safe working

environment Free or discounted

telecommunications products

Clearly defined written roles and responsibilities

Efficiently designed processes and procedures

Consistent communication between departments and from senior leadership

Regularly scheduled department and company-wide meetings

Effective performance appraisal process

Motivational feedback Career path opportunities Training


Best Practices to Exceed Expectations and Increase Loyalty1. Avoid taking customers for granted by being

polite, respectful and courteous2. Personalize the interaction3. Warmly welcome customers4. Avoid transferring and putting customers on hold5. Close the interaction with sincere appreciation6. Keep commitments7. Use effective communications skills to build

relationships


1. Avoid Taking Customers For Granted by Being Polite, Courteous, & Respectful

Smile Pleasant Facial

Expression Eye Contact Approachable Body

Language No Nervous

Mannerisms Professional

Appearance

Focus on Them Empathize with Their

Situation Don’t Answer The Phone

When Talking To A “Live” Customer

Focus on What We Can Do to Help vs. What We Can’t Do

Maintain a Clean, Tidy Work Area


2. Personalize the Interaction

Use the Customer’s Name Refer to Their Account History Reference Previous Conversations Build Rapport By Commenting on Their Interests Introduce Yourself Give Customer’s Your Business Card Wear a Lapel Name Badge Use a Nameplate at Your Work Station Tastefully Include Personal Interests in Your Work Area


3. Warmly Welcome Customers

Telephone Greeting“Good afternoon. Thank you for calling XYZ

Company. This is Mary Smith. How may I help you today?”

Walk-Ins“Good afternoon. Thank you for coming in

today to XYZ Company. I’m Mary Smith. How may I help you today?”


Warmly Welcoming Behaviors

Smile and pleasant facial expression

Verbally or non-verbally acknowledge walk-ins “I’ll be with you in just a moment”

Organize business processes to minimize waiting in line

Use a customer sign-in book and call them by name

Provide drop-off bill payment boxes and automatic payment machines

Replace bill payment teller counters with desks/chairs

Design the lobby area to advertise your services with demo equipment and videos for self-education

Maintain safe, clean, convenient parking options


Comfortable, Clean, Aesthetically Pleasing Waiting Area Comfortable couches and chairs Company brochures and newsletters Magazines Coffee or other beverages Customer surveys Customer suggestion box


4. Avoid Transferring & Putting Customers on Hold Train switchboard operator or receptionist

to ask appropriate questions to efficiently route

If using IVR/AA, design:With a focus on the customerEasy-to-understand instructionsWith an option to press zero for an operator


Transfer Procedures

Tell the customer why you are transferring them

Ask for their permission Use a warm transfer Provide details on voice mails Provide name and extension number of

employee


Avoid Putting On Hold

Empower employees with clear, written guidelines

Use high-quality messages and change frequently

Tell the customer why you want to put them on hold and ask their permission

Check back at least every 60 seconds to see if they want to continue holding or to be called back

When returning, thank the customer for holding


5. Close the Interaction with Sincere Appreciation Don’t let the customer end the call thanking us “Mrs. Jones, thank you for bringing our billing

mistake to our attention and I’m glad we’ve been able to get this resolved. Is there anything else we can help you with today? Here’s a business card with my name and contact information in case you have any other questions. And thank you for being a valued customer of XYZ Company and I hope you have a great afternoon.”


Characteristics of Good Closings

Use the customer name to personalize Provide a business card for more personalization Thank all customers, even those who are upset Show on-going commitment to help the customer Increase rapport by ending on a personal note (i.e.,

“nice afternoon”) Tell the customer you value them vs. “thank you for

your business” or “thank you for calling”


6. Keep Commitments

When committing to call a customer, log the appointment in your calendar

Under promise and over deliver to include buffer time

During internal meetings, leave with an action plans assigning names and time frames

Review action plans at the start of the next meeting for accountability


7. Use Effective Communication Skills to Build Relationships

Ask strategic open and closed questions

Listen and take notes Don’t interrupt Empathize when

dissatisfaction is expressed

Clarify understanding to avoid assumptions

Summarize action steps

Check for acceptance of recommendations

Eliminate jargon, acronyms, and technically savvy phrases

Frequently use words such as “please” and “thank you”

Let upset customers vent completely before starting to help them


Exceed Expectations, Build Loyalty, Strategically Out-Service Your Competitors!

Melissa Harris President, Telecom Training Corporation 615-298-5429 www.telecomtrainingcorporation.com [email protected] Provide your business card for a copy of

this presentationThank You!

superior service more critical than ever during telecommunications liberalization in the caribbean...

Documents

existing customers

soft skills customer

high quality service

weve custom designed

product manufacturersworked

management training

rural international

lack of loyalty