Professional Documents
Culture Documents
Customer Service Importance of Customer Service
Customer Service Importance of Customer Service
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Seven R rule (Seven Rights)
• Above are components of customer service
• Deliver value to customer
• Provide edge in competition
• Any disruption in the above causes breakdown
of customer service
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Objectives of Customer Service
Delivering 100% perfect orders
Creating competitive value by delivering seven
R value (seven rights) to customers
Three levels of customer service
How do we direct organizational efforts to deliver
customer service?
Perform Customer service as an activity. Relate
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customer service to activities
Pursue customer service targets as
performance measures
Practice customer service as philosophy.
Think customer service while working
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Factors or components of customer service
1. Product availability
2. Order cycle time
3. Dependability in terms of lead time, Safe
delivery, Correct orders
4. Communications
• Ease
• Correctness
• Promptness in response (rapid response) 6
5. Convenience (customer’s)/Flexibility
(supplier’s)
• Customer’s expectation of service differs from
case to case
• Customers grouping should be done to
recognize varied needs
• Customize the service to suit the needs of
customer categories 7
Categorization of Customer Service Elements
Pre-transaction Elements
Customer service policy
Organizational Structure for customer service
System flexibility
Management services
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Transaction Elements
Minimize stock-out
Give order information whenever required
Perform elements of order cycle
Expedite shipments
Minimize transshipment (intermediate
destinations)
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Maintain system accuracy (minimize errors)
Meet order convenience
Do product substitution to maintain service level
Post-transaction Elements
Installation, warranty, repairs, alterations, parts
Product tracing
Customer claims, complaints, returns
Temporary replacement of products
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Customer service strategies
Customer audit to ascertain how customers
define their expectation
• Shortest lead-time?
• Consistent lead-time?
11
Categorize customers, A,B,C - All customer
accounts [profitability] are not same, identify
salient features of customer service
• Packaging
• Number in package
• Time of delivery
Decide degree of customization of service
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The order cycle system
Order Order
receipt processing
Conversion
process
Order Order
shipment preparation
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