WELCOME TO UNIT 3

WELCOME TO UNIT 2 Review

Unit 2Serving a DiversePopulation of Customers

Objectives

• Describe diversity in the workplace relative to the needs of a business enterprise

• Identify the four personalities of customers and distinguish among them

• Contrast customer service activities among the four generational groups

• Learn how to communicate effectively with disabled persons

• Describe customers’ buying behavior relative to their basic needs.

• Distinguish between customer satisfaction and customer loyalty.

• State the relationship between customer expectations and customer perceptions.

• Describe methods companies use to measure customer satisfaction.

Some people define diversity as a person who is different from them. Do you agree with this

definition?

• Yes

• No

Ethnic and Cultural Diversity

• The collaboration of cultures, ideas, and different perspectives is now considered an organizational asset.

• Assimilation – “Melting Pot” approach.

• Inclusion – Leveraging differences for the benefit of the organization.

After receiving bad service from a company, have you ever defected to its competitor?

• Yes

• No

Diversity in the Workplace

• Diversity can include– Race, age, gender, sexual orientation, ethnicity, physical

ability, religion, education, appearance, or any other characteristic

• Not only the workforce, but the nation’s customer base, too, is becoming diverse.

Cultural Values andWorkplace Communication

• Culture – A system of shared values, beliefs, and rituals that are learned and passed on and that affect a person’s perception of the world.

• Cultural differences are seen in– Nonverbal behaviors– Concept of time– Concept of space

Four Generations

• Matures – Born prior to 1946; patriotic, loyal, fiscally conservative

• Baby Boomer Generation – Born between 1946 and 1967; idealistic, competitive, questions authority

• Generation X – Born between 1965 and 1981; resourceful, self-reliant, highly adaptive

• Millennial Generation – Born after 1981; confident, ambitious, tech-savvy

The Disabled Customer

• Disability – A condition caused by an accident, trauma, genetics or disease, – which may limit a person’s mobility, hearing, vision, speech, or mental

function

• The Americans with Disabilities Act

• Understanding Disabilities– Serving people with disabilities is based primarily on respect and

courtesy without being condescending.– CSRs communicate with people who are– physically disabled, visually impaired, hearing impaired, mobility

impaired, speech impaired, and learning disabled

Understanding Customer Behavior

• Basic Customer Behavior involves:

– Why they buy– How they buy– What causes them to

return

• Four Customer Needs:1.Need to be understood2.Need to feel welcome3.Need to feel important4.Need for comfort

Earning Customer Loyalty

• Tips to Earn Repeat Business from Customers– Ask questions

– Be honest

– Fix problems

– Learn from the competition

– Back up your company’s promises

– Offer one-stop service

– Build on emotion-friendly service culture

Customer Turnoffs

• Value turnoffs– Include inadequate guarantees, a failure to meet quality expectations,

and high prices relative to value received

• System turnoffs– Include irritations relative to the way a company delivers its products

or services

• People turnoffs– Include showing lack of courtesy or attention, showing an

unprofessional behavior, projecting an indifferent attitude

Of the three customer turnoffs, which one is the most troublesome with reference to

providing great customer service?

1. Value turnoffs

2. System turnoffs

3. People turnoffs

4. None of these choices.

Offering Exceptional Customer Service

• Exceptional customer service occurs when the customer gets more than they expected

• Customer expectations– What a customer wants before a transaction

• Customer perceptions– What a customer identifies as quality of service during and after

the transaction

Measuring Customer Satisfaction

• Customer satisfaction is in the eye of the beholder (the customer)

• The best way to measure customer service is to

Ask Your Customers

WELCOME TO UNIT 3

Customer service gets more positive results from a teamwork approach rather than from an individual effort by an

employee.

• True

• False

Within the last year, have you used self-talk as a way to improve your attitude toward school, your job, your

family, or a personal relationship?

• Yes

• No

When handling an angry customer’s service problem, the best approach is to:

1. ignore him or her.

2. turn the situation over to your manager.

3. use first-call resolution.

4. think about quitting your job.

Unit 3Attitude, Angry Customers, and Relationship Building & Resolving Customer Problems and Complaints

Objectives

• Describe a customer-oriented attitude

• Recognize situational examples that elicit rage reactions in customers

• Identify actions CSRs can take to ensure delivery of comprehensive customer services

• Describe the customer service benefits of the teamwork approach in organizations

• Describe the activities involved in proactive problem solving

• List reasons that customers complain and describe the process for handling those complaints

• Discuss approaches to use when handling angry customers

First-Call Resolution (FRC)

• FCRs are calls that CSRs resolve on that first call by the customer.

• FCRs positively affect a company’s bottom line because nearly 80% of the time and cost of providing customer service is spent on service resolution.

The Power of aPositive Attitude

• Positive self-talk can help each of us build a positive, winning customer service attitude.

• Tips to help keep your attitude up:– Engage in positive self-talk– Focus on successes rather than negatives– Use your break time effectively– Keep in mind your overall goals– Be kind to yourself– Take your sense of humor to work

Customer Rage

• Findings of Report by Customer Care Alliance and ASU School of Business, released in November 2005:– 70% of 1,012 survey respondents experienced customer rage, relating

that their most serious recent consumer problem made them “extremely” or “very” upset.

– Customers don’t become dissatisfied because of problems, but with the way they are handled.

Building a Teamwork Approach to Customer Service

• Internal customer service refers to service directed toward others within the organization.– For example, level of responsiveness, quality, communication,

teamwork, and morale

• Good teamwork shows customers that the company is organized and everyone is moving toward satisfying the customer.

Teamwork Communication

• Critical in serving customers

• To promote teamwork, CSRs need to– Focus any negative feedback on a specific task, not on a co-worker’s personality.– Compliment a teammate when he or she is observed doing something well.

Teamwork Strategies

• Support your teammates with information

• Discuss new policies

• Identify areas for improvement

• Show pride in yourself and your coworkers

Solving Customer Problems

• Use Proactive Problem Solving and Customer Self-Service (CSS) to exceed customers’ expectations by anticipating and solving problems before they occur.

– Example: At the time of sale, educate and inform buyers about extra costs and possible delays.

– CSS empowers customers to go to a company’s website and readily find information, view a bill, analyze service usage, compare rate plans, order new products and services.

• When writing service-related email to customers, remember to– Restate the customer’s question in the opening paragraph of the email– Use headings to organize the email– Make the email brief by linking to detailed information online– Use consistent formatting to indicate procedures or instructions– Write for easy reading and comprehension

ResolvingCustomer Complaints

• The overriding reason customers complain is because their expectations for the product or service have not been met.

• Why customers complain:– Poor service or product quality– Lower prices elsewhere– CSRs lack of knowledge– Company policies that create

bureaucracy– CSRs inability to solve problems– Inflexible service– Slow responses

Steps in the Complaint–Handling Process

1. Screen and log in information

2. Listen

3. Empathize

4. Solicit feedback

5. Apologize

6. Deliver bad news positively

7. Take ownership and formulate a solution

8. Communicate a solution

9. Follow up

Problem-Solving Process(Five Steps)

1. Identify the problem

2. Analyze the problem

3. Identify decision criteria

4. Develop multiple solutions

5. Choose the optimal solution

Customer Emotions and Service Recovery

• When customers are dissatisfied, they become difficult, frustrated, and quick to anger.

• A genuine apology is an excellent first step to diffuse customer anger.

• Know the difference between trigger phrases and calming phrases when dealing with customer emotions.

• Service recovery examples: cash refunds, credits, discounts, and apologies.