Customer Service & Our Behavior

A WORKSHOP TO ACHIEVE CUSTOMER DELIGHT

CHARACTERISTICS OF
SERVICES

 Intangibility
 Inseparability
 Heterogeneity
 Perishability
 Ownership
SERVICE v/s SERVICES

•Services are things you do for your customers

•Service is how well an organization does what
it does.
SERVICES MARKETING MIX :
BEYOND THE FOUR P’s

 Product
 Price
 Promotion
 Place
 People in Services
 Physical Evidence in Services
 Process in Services
STEPS IN SKILL LEARNING
STAGE 1
UNCONSCIOUS INCOMPETENCE
STAGE 2
CONSCIOUS INCOMPETENCE
STAGE 3
CONSCIOUS COMPETENCE
STAGE 4
UNCONSCIOUS COMPETENCE
WHAT IS CUSTOMER SERVICE ?

 Putting people behind products and

services
 Treating customers with respect,
individuality and personal attention
TWO TYPES OF ORGANISATIONS

 The In - focussed Company

 The Customer focussed Company

OBSESSION WITH CUSTOMER

 The Customer is the business’s biggest asset

 The Customer pays all salaries, wages and
dividends
 The Customer will go where s/he receives
the best attention
 You must be your customer’s best choice !
WHO IS OUR CUSTOMER ?

 Not necessarily those who pay but

 All those whom we serve
 Paying Customer  Boss
 Colleagues  Subordinates
 Wife  Children
 Parents  Relative
 Neighbours  Environment
 Fellow Human Beings
GOLDEN RULES

 Ask not what the customer will do for you !

 Assume not what the customer expects from you !
 Find out the customer’s expectation and meet it.

WE ARE BORN TO SERVE OTHERS

“SURVIVAL OF THE USEFUL”
THE SPIRIT OF SERVICE

Attitude is based on certain values &

beliefs about people, life and work, that
leads a person to willingly serve others and
take pride in his or her work.
WHAT SHAPE CUSTOMER’S
DECISION TO BUY

 People’s skills
 Product
 Presentation
 Process
SIX BASIC
CUSTOMER NEEDS

Friendliness
Understanding
Fairness
Control
Options & Alternatives
Information
 BAD SERVICE v/s GOOD SERVICE
My Expectations
My Treatment This
=
When Is less Than Bad
Service

My Treatment

My Expectations This
=
When exceeds Good
Service
GOOD SERVICE IS GIVING CUSTOMERS A LITTLE MORE
THAN WHAT THEY EXPECT
HOW CUSTOMERS DEVELOP
EXPECTATIONS ?

Marketing communication channels

Word of mouth
Previous experience with the
Organisation / Employee
Previous experiences with similar
Organisations
 EXCELLENT SERVICE
Excellent Service =
 Enjoying
 Giving people little more than they expect
The best service companies have a passion for
service excellence !
Providers of service excellence do it with energy
and enthusiasm !
Excellent service is a win/win/win experience !
In today’s competitive market place the
customer decides who wins and who loses.
LEVELS OF
CUSTOMER SERVICE

Indulgent Service Progressive Service

Safe Service Rigid Service

CUSTOMER CARE
 It is not enough just to give good service
 The Customer must perceive the fact that
he is getting good service
 HANDLING CUSTOMER
COMPLAINTS
Increased
Doing the Effective Customer
job right Complaint
the first + Handling
= satisfaction
& brand
time loyalty

IMPORTANCE OF COMPLAINTS

Gives us another chance to improve our service

SOURCES OF CUSTOMER
COMPLAINTS

Delivery problems
Installation problems
Lack of information on product use
Problems with enforcement of warranties
Lack of knowledge of the sales person
Indifferent attitude of the personnel
FEW ESSENTIALS
 STATE OF MIND
 POSITIVE ATTITUDE
 ABILITY TO
MANAGE YOURSELF
 COMMUNICATION
SKILLS
 ENTHUSIASM
 SELF ESTEEM & ASSERTIVENESS
TRANSACTIONAL
ANALYSIS

 TA is a method of studying communication

 TA is very effective in analysing audience
psychology
DIFFERENT EGO STATES
Child Ego State

Free Child Adaptive Child Little Professor

DIFFERENT EGO STATES
Parent Ego State

Critical Parent Nurturing Parent

 Laying down rules  Caring
 Lecturing  Concerned
 Hiding behind  Encouraging
regulations  Supportive
 Refusing to
 Warm &
negotiate or
Affectionate
compromise
DIFFERENT EGO STATES
Adult Ego State
 Reasonable
 Calm
 Thoughtful
 Clear thinking
 Negotiating
 Not bullying
 Not caving in
 Not steamrolling others
 Self-evaluating
EGO STRUCTURE

C
TYPES OF TRANSACTIONS

 Parallel

 Crossed

 Ulterior
PARALLEL TRANSACTIONS

P P

A A

C C
CROSSED TRANSACTIONS

P P

A A

C C
ULTERIOR TRANSACTIONS

P P

A A

C C
SUPERIORITY COMPLEX

I’M OKAY
YOU’RE NOT OKAY
INFERIORITY COMPLEX
I’M NOT OKAY
YOU’RE OKAY
NEGATIVE ATTITUDE
I’M NOT OKAY
YOU’RE NOT OKAY
POSITIVE ATTITUDE
I’M OKAY
YOU’RE OKAY
 A POSITIVE ATTITUDE
MAKES A DIFFERENCE

 Always be positive and enthusiastic

 Smile, be friendly and positive
 Try to meet a customer’s reasonable request
 Customer doesn’t care if you are having a bad
day
 You should leave your problems at home
 Customers expect to get what they pay for
 Your good attitude will make work enjoyable
for you and your customers
POSITIVE ATTITUDE
What is Attitude?
Attitude is the way we look at things.
Two types of Attitudes
Positive Negative

The foundation of your success is positive Attitude.

FACTORS THAT DETERMINE
OUR ATTITUDE

ENVIRONMENT
Home, School, Work, Television,
Newspapers, Magazines, Books,
Cultural & Religious background,
Traditions & Beliefs, Social
environment.

EXPERIENCES
Our behavior changes according
to our experiences with people and
events in our life.

EDUCATION
Formal & Informal
COMMUNICATION SKILLS

Effective rules for effective

communication :

Speak the same language

Make sure every word is heard clearly
Repeat important information
VERBAL COMMUNICATION

 Rate of speech

 Volume

 Modulation

 Pronunciation
NON-VERBAL
COMMUNICATION

 Postures

 Gestures

 Movements

 Eye Contact
ACTIVE LISTENING
•Quiten your own mind
•Control the environment
•Use positive nonverbal signals
•Use positive verbal signals
•Use pauses
•Summarize
•Avoid unhelpful behaviors
•Listen carefully to what is being said
 SELF-ESTEEM
Self-esteem is the way we feel about ourselves.

When we feel good about ourselves:

Our performance goes up
Our relationships improve - at home & outside
The whole world looks nicer
There is a direct co-relation between feeling and
behavior.
SIGNS OF SELF-ESTEEM

A person with self-esteem:

Pushes on, in spite of setbacks and obstacles in his path

Adjusts easily to whatever is
Knows how to relax
Trusts others - others find him trustworthy
Helps others without hesitation
Appreciates whatever good is there in others
LOOK IN THE MIRROR

What do you see of yourself?

Do you look confident?
Do you look healthy?
Do you have a pleasing personality?

Are you happy with your self image?

ASSERTIVENESS

WHAT IS ASSERTIVENESS?

The ability to speak up and be

taken seriously, and to do it
without damaging the rights of
others.
AGGRESSIVE ASSERTIVE NON-ASSERTIVE
IMPORTANCE OF ASSERTIVENESS

•Assertive people are much more likely to get

more of what they want.

•Assertive people feel good about themselves

and their behavior.
BENEFITS OF BEING ASSERTIVE

•You will manage your time and stress levels

more effectively by setting realistic limits.
•You can influence others by stating your
preferences and opinions clearly and in an
appropriately, easily-heard way.
•You will learn more quickly what others think
or would prefer.
•You will deal with problems more easily.
WHEN TO SAY NO !
 Government rules and regulations
 Company policies and procedures
 Out of stock
 Just not possible
 ENTHUSIASM

DEFINITION:
Divine transport - intense emotion which leads
to joyous action

Enthusiasm is the best communication tool:

•Enthusiasm liberates
•Enthusiasm provides energy
•Enthusiasm is contagious
•Enthusiasm is a skill and not a GIFT
LOOK GOOD

•90% of us make decisions

about others in a few
minutes.
•Over 50% of our
personal impact is
through our appearance,
our body language and
facial expressions.
MANAGING YOURSELF
 Do not return anger for anger
 Avoid fuelling the anger
 Keep control of the situation
 Be quiet and listen
 Don’t make excuses
 Recognise the customer’s feelings
 Probe
 Solve problem
 Soothe problem
 Apologise whenever required
 YOU ARE A WINNER
•YOU ARE PROGRAMMED
BY GOD & NATURE TO
BE SOMEONE

•YOU ARE TODAY THE

RESULT OF WHAT YOU
HAVE THOUGHT
YOURSELF INTO
BECOMING
QUALITY

 Quality of a product or service is what the

customer feels it is.
 Customer judges quality on :
 Responsiveness
 Competence
 Courteousness
 Sensitivity
 Consistency
 THE FIRST 4 &
THE LAST 2 MINUTES
How to maximise :
 Avoid ritual or routine activity or standard
phrases
 Smile - even if it is on the telephone
 Avoid moans, groans and negative comments,
about self, weather, work, another person, etc.
 Deal with customers in turn, make every
customer your favourite
 Avoid rushing or doing too many things at once
THE FIRST 4 &
THE LAST 2 MINUTES

 Get the Customer’s name as soon as possible

and use it
 Look at people. Take an interest in them.
Pay attention to how they are, what they are,
what they are doing and saying
 Don’t chat to other staff when customers are
about
 Greet them with enthusiasm and look for
positive, genuine things to say about them
THE FIRST 4 &
THE LAST 2 MINUTES
 Assess what kind of help they want :
 To be left alone
 To be approached
 To be chatted to
 To be direct with
 Have something positive to say when you
or they leave
 Get a definite closure, don’t let it just ebb
away
QUALITY OF EXPERIENCES
AFFECTS CUSTOMER PERCEPTIONS

Define the Customer’s ‘Moments of Truth’

Moments of Magic Moments of Misery

 MOMENTS OF TRUTH

When what is communicated at Moments

of Truth is that :
The Customer is Respected
And Understood
And treated Genuinely,
The foundations are laid for
Quality Service
 CUSTOMER LOYALTY
A Customer is loyal when over time, he has received
consistent, prompt, and courteous service and products
Customer loyalty is encouraged by four principles :
 Good products at fair prices
 Effort
 Consistency
 Attention to ‘little’ things
SERVICE v/s SERVICES

•Services are things you do for your customers

•Service is how well an organization does what
it does.
EXPECTATIONS &
PERCEIVED VALUE

PERCEIVED VALUE =

SERVICES x SERVICE
-------------------------------
PRICE
SERVICE VISION

IT’S COMFORTABLE

IT’S MAGICAL

IT’S MY STORE
YOU ARE ON STAGE
When you’re serving a customer,
you’re on stage

Are you dressed for the part ?

Do you know your lines ?
Do you understand the play ?
 Any Questions?

Thanks for being with us here today…….