CRM

CUSTOMER SERVICE EXCELLENCE

Lecture Series 05

KHALID BIN MUHAMMAD

Institute of Business Management
 Types of Customer Experience

‘Hospitable’ or ‘Friendly‘ or ‘Exceptional’ customer

service

 ‘Rude’ or ‘Unsatisfactory

Lack of interest / Concern

 Customer Service Satisfaction Model

• Requires a solution to a Problem

• Want to have feeling of something like ‘Special’

 How to Make Customer Feel Special
 Speed and time

 Personal interaction with a customer

Expectations

Courtesy and competence

Information and keeping the customer informed

Attitude and customer liaison

Long-term relationships
 Speed and time
Advantages a firm can get when provide a product or service
in speedy way. Speed of Service is a key to Success.

• Gain Competitive Advantage

• Higher Satisfaction for Customers

• Demand High Price Premium from Customers

 Speed and time
Speed and time not only related to the product or delivery.
Its related to every single contact with customer e.g
• Answering Phone Calls (Call Waiting Time to be connected 3 bells)

• Replying to Letters ( How Efficient & Responsive)

• Duration of a Phone Calls ( Length of Conversation)

• How long the Customer is on Hold.(Knowledgeable Effective)

The above factors customer measures to rate satisfaction.

 Speed and time
Example :

Mortgage & Loan Provider

(Property Valuation & Pay Examination)

Call Centre
( Inbound & outbound calls)

Lift Manufacturer
(Mirror Glass for Visual Distraction in low powered lift)

Transportation System
(Buses / Rail /Aeroplane)
 Personal interaction with a customer
Identify the opportunity which makes the customer feel
unique and an individual.

Provide training to staff who deals with customer on

phone & face-to-face

Deal each customer as, not an ordinary customer, but

their most important customer.

Keep in touch with them in case of dispute/delay and update

them accordingly
 Personal interaction with a customer
Example
• Hair Dresser
• Beautician
• Insurance Company for claim
• Replacement of damage product due but taking time

• Chain of Bars in London trains their staff on memory technique so

that they can memorise 300 customer face and important details
like their job, business, & social life so that when someone come
they can chat to them knowledgeably. The customer remember
them and they come again & again.
 Expectations
Key to successful business lies in the ability to manage
customer expectation and then systematically &
consistently exceed them.

A customer after receiving a product or service from an

organisation can be found in one of the three states.
Delighted Happy Customer

Satisfied Customer

Unsatisfied Customer
 Expectations
Delighted Happy Customer

Customer having WOW feeling after dealing with Organisation

Customer Will come back to you. (Customer Retention)

Becomes Advocate to bring more business

Organisation has to create / Develop this sort of feelings in their

customers.
 Expectations
KEEP IN MIND
Little things matter most to customers. This is the matter

of creativity, not budget, that can create the differences

that make a difference to the customer’s experience.
 Expectations
Satisfied Customer is a customer whose expectation
is actually equal to their experience. Not any better
neither is it any worse – they are satisfied.

Issues
Does live a very good impression so may not remain in
customer memory for long time.
Does not persuade them to come back
No Recommendation.
Only hope if competitor is doing worse than you
 Expectations
Dissatisfied Customer is the one who get the
product or service he was not expectation at all.

Example:
Create art Worker
Tradesman
Painter
 How to Increase Expectation
 An organisation is able to gain the expectation of customer by implementing

 ALWAYS UNDER PROMISE

 OVER DELIVER ( New Car Delivery)

 all the expectations you ever set for your customers are clear & specific.
 No Fake / Vauge Promises ( As soon as possible / In few days
 Manage the customer’s expectation and build
 a buffer of, say, at least 50 per cent, into all time deadlines.
 Leave customer a pleasant surprise rather than an annoyance.

OVER PROMISING HAS POOR EXPERIENCE & POOR CUSTOMER

SATISFACTION ( Result in Suing the Company)
 Courtesy and competence
Courtesy and competence go hand in hand. It’s a licence to
keep customers for life. Whoever is dealing with the
customer should be
• Well Mannered
• Enthusiastic
• Polite
• Cultured
• Pleasant Appearance
• Knowledgeable (Know What he should Know)
• Skilled (Getting things right at First time)
• Expert
 Information and keep customer informed
Always keep the customer informed. This will make the
customer feel important and special. Keep customer
informed of things he/she is waiting for and let the customer
know how things are going.

Example:

FedEx

BT Engineer
 Information and keep customer informed
How to inform customers about the product or services you
are doing?

Phone calls
Letters, e-mail
Magazines
Advertising,
Word of mouth,
Posters?

Remember to focus on the customer and the information they

need and their choice for receiving it.
 Attitude and customer liaison
The attitude required to entertain the customer. It will help when the
customer is dissatisfied at anytime during the relationship. The
customer then scrutinize the whole relationship and come back to you
again.

Positive
Enthusiastic
Helpful
Attentive
Good Listener
Verbal and non-verbal behaviour
 Attitude and customer liaison
Expressions which annoyed or frustrate the customers are

‘I can’t do that’

‘There’s nothing I can do’
‘That’s our company policy’
‘I only work here’
‘You’ve come through to the wrong extension’,

One of the staff member will come back to you!!!

 Long-term relationships
A customer will feel special if the organisation that
they’ve dealt with once or just a few times will actually
reward, recognise and encourage their loyalty.
Even simple expressions at the end of a call such
as:
 ‘Is there anything else I can help you with?’
‘Please give me a call back if you have anymore
questions’,
 the way through to letting the customer know what
else you can do to help them