CUSTOMER SERVICE:

CUSTOMER RELATIONSHIP
PREPARED BY: JACKIE LYNN G. MEDIANTE,
LPT
CUSTOMER
DRIVEN-
MARKETING
 A CUSTOMER IS A PERSON OR
ORGANIZATION THAT
TRANSACTS WITH
BUSINESSPERSON OR BUSINESS
ORGANIZATION TO BUY
GOODS OR SERVICES FOR
MONETARY OR OTHER
VALUABLE CONSIDERATION.
 ACQUIRING AND KEEPING
CUSTOMERS IS THE END GOAL
OF BUSINESSES BECAUSE
CUSTOMERS CREATE DEMAND.
BECAUSE CUSTOMERS HAVE VARYING NEEDS AND
PREFERENCES OVER TIME, ORGANIZATIONS
MUST BE ABLE TO OFFER PRODUCTS AND
SERVICES AT THE TIME WHEN CUSTOMERS NEED
THEM. MARKETERS CANNOT FORCE THE
CUSTOMERS TO BUY ANY PRODUCTS OR
SERVICES THAT THE COMPANY OFFERS.
INSTEAD, CONSUMER NEEDS AND WANTS MUST
BE UNDERSTOOD AND ANTICIPATED, AS WELL AS
BE SATISFIED ADEQUATELY AND EXCEEDINGLY.
COMPANIES MUST PREDICT CUSTOMER NEEDS.
CUSTOMER SERVICE

-IS THE PROCESS OF ENSURING

CUSTOMER SATISFACTION
WITH A PRODUCT OR SERVICE.
CUSTOMER SERVICE CAN TAKE
ON MANY FORMS-SALESPERSON
ASSISTANCE, PRODUCT DELIVERY,
TECHNICAL ADVANCE, HELP DESKS
OR OTHER MEANS. IT INVOLVES
ACTIVITIES DESIGNED TO ENHANCE
CUSTOMER SATISFACTION, OR THE
PERCEPTION THAT A PRODUCT HAS
MET OR EXCEEDED EXPECTATIONS.
SHAPED AND INFLUENCED
BY THE LEVEL AND LEVEL
TYPE OF SERVICE THAT
CUSTOMERS RECEIVE
BEFORE, DURING, AND
AFTER THE ACTUAL
THIS IS BECAUSE A
CUSTOMER NOT ONLY
BUYS A PRODUCT AND
SERVICE, BUT ALSO THE
ENTIRE PURCHASE OR
SHOPPING EXPERIENCE.
CUSTOMER SERVICE
PROGRAM
CUSTOMER LOYALTY AND
RETENTION
CUSTOMER RETENTION RELIES ON
BUILDING CUSTOMERS’ PRODUCT
LOYALTY AND SATISFACTION,
STUDIES SUGGEST IT IS MORE
EXPENSIVE TO FIND A NEW
CUSTOMER THAN TO RETAIN A
LOYAL CUSTOMERS. LOYAL
CUSTOMERS TELL OTHERS AND
ADVERTISE THE BENEFITS OF
YOUR PRODUCTS AND
SERVICES. THIS IS AN
IMPORTANT ADDITIONAL
MARKETING TOOL FOR YOUR
CUSTOMERS:
•CREATES GREAT WORD-
OF-MOUTH REFERRAL
(POTENTIALLY REDUCING
ADVERTISING COSTS)
•MEANS REPEAT
HAVING LOYAL CUSTOMERS:
•CREATES GREAT WORD-OF-
MOUTH REFERRAL
(POTENTIALLY REDUCING
ADVERTISING COSTS)
•MEANS REPEAT BUSINESS
HAVING LOYAL CUSTOMERS:
•INCREASES THEIR
CHANCES OF STAYING WITH
YOUR BUSINESS
•CREATES MORE STABLE
DEMAND FOR YOUR
SERVICES AND PRODUCTS
HAVING LOYAL CUSTOMERS:
•MAY REDUCE THE
NEGATIVE REACTIONS BY
CUSTOMERS WHEN THERE
IS A BREAKDOWN IN THE
DELIVERY OF YOUR
PRODUCT OR SERVICE.
STEPS FOR CREATING AN EFFECTIVE
CUSTOMER SERVICE PROGRAM:
ESTABLISHING A SUCCESSFUL CUSTOMER
SERVICE PROGRAM IN YOUR BUSINESS
REQUIRES COMMITMENT FROM YOURSELF
AND YOUR STAFF. YOU NEED TO PLAN IT,
DEVELOP IT, IMPLEMENT IT AND SUSTAIN
IT. IT ALSO INVOLVES TRAINING AND
FEEDBACK.
STEPS TO TAKE:
• THINK ABOUT WHAT YOUR CUSTOMERS
NEED.
• PLAN HOW YOU WILL MEET THEIR NEEDS.
WRITE A DOCUMENT OUTLINING THE
PROGRAM’S AIMS, DETAILS, AND HOW IT
WILL BE IMPLEMENTED THROUGHOUT
YOUR BUSINESS.
STEPS TO TAKE:
• DELIVER TRAINING TO YOUR
STAFF, INCLUDING TRAINING FOR
ANY NEW SYSTEMS.

• IMPLEMENT THE PROGRAM,

MAKING SURE ALL STAFF ARE
CONFIDENT WITH IT.
IF YOUR PROGRAM IS
WORKING WELL, IT WILL
KEEP YOUR CUSTOMERS
HAPPY, WHICH IN TURN,
WILL MEAN HIGHER
PROFITS FOR YOU.
 YOUR CUSTOMER
SERVICE PROGRAM
YOUR PEOPLE NEED TO WORK
TOGETHER TO PUT THE NEEDS OF THE
CUSTOMER FIRST. STAFF SHOULD
TREAT CUSTOMERS AS INDIVIDUALS
AND LISTEN TO THEIR COMMENTS,
COMPLAINTS AND REQUESTS- THIS
ALL ADDS UP TO A GREAT
CUSTOMER SERVICE ATTITUDE.
STAFF
IMPORTANTLY, YOUR STAFF
SHOULD THANK CUSTOMERS TO
ENSURE THAT THEY FEEL VALUED,
IMPORTANT AND NEEDED.
•HAVE THE RIGHT ATTITUDE
•ARE WELL TRAINED
•ENJOY THEIR WORK
•CONTRIBUTE TO
IMPROVEMENTS
•ADVOCATE YOUR BUSINESS.
SYSTEMS AND PROCESSES
THE WAY YOUR CUSTOMERS BUY
FROM YOU IS VERY IMPORTANT
BECAUSE IF THE BUYING
EXPERIENCE IS FRUSTRATING OR
DIFFICULT A CUSTOMER MAY
NOT EVEN COMPLETE THEIR
PURCHASE, LET ALONE RETURN.
THE FOLLOWING ARE SOME TIPS FOR
YOUR SYSTEMS AND PROCESSES:
•RECORD CUSTOMER SERVICE
STANDARDS AND RELATE THEM
BACK TO BUSINESS GOALS.
•INCLUDE THE BEST POINT-OF-
SALE SYSTEM
THE FOLLOWING ARE SOME TIPS FOR
YOUR SYSTEMS AND PROCESSES:
•RECORD CLIENT DETAILS IN A
CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
DATABASE.
•SEEK POST-SALE FEEDBACK
FROM CLIENTS
THE FOLLOWING ARE SOME TIPS FOR
YOUR SYSTEMS AND PROCESSES:
•ESTABLISH A CUSTOMER
COMPLAINT POLICY.
•RECOGNIZE AND REWARD
STAFF BEHAVIOR THAT YOU
WANT REPEATED.
YOUR SYSTEMS AND PROCESSES:
•REVIEW RECRUITMENT
PRACTICES TO ENSURE YOU
EMPLOY THE RIGHT FRONTLINE
STAFF
•INCLUDE A STAFF TRAINING
PROGRAM AND REVIEW STAFF
THE FOLLOWING ARE SOME TIPS FOR
YOUR SYSTEMS AND PROCESSES:
•ASK KEY STAFF WHAT THEY
ALREADY DO TO PROVIDE
GOOD CUSTOMER SERVICE.
YOUR SYSTEMS AND PROCESSES:
•ENCOURAGE IDEAS,
SUGGESTIONS AND
OBSERVATIONS FROM ALL
STAFF AND ESTABLISH AN
ANONYMOUS STAFF
SUGGESTION BOX IF STAFF ARE
UNCOMFORTABLE SHARING
MANAGING CUSTOMER SERVICE QUALITY
IN ORDER TO ENSURE THE CONSISTENCY OF
CUSTOMER SERVICE QUALITY,
ORGANIZATIONS CONDUCT RIGID
CUSTOMER SERVICE TRAINING AND ASSESS
PERIODICALLY HOW WELL SERVICES ARE
DELIVERED. THIS ASSESSMENT CAN RESULT IN
THE IDENTIFICATION OF CUSTOMER SERVICE
PROBLEMS, IMPROVEMENTS, AND CURRENT
LEVELS OF CUSTOMER SATISFACTION.
CUSTOMER SERVICE QUALITY BY:
• ESTABLISHING SERVICE
OBJECTIVES WITH SPECIFIC AND
MEASURABLE TARGETS
• COMMITTING SUFFICIENT
ORGANIZATIONAL RESOURCES
TOWARDS THE ACHIEVEMENT OF
CUSTOMER SERVICE QUALITY BY:
• COLLECTING CUSTOMER
FEEDBACK ON SERVICE QUALITY
REGULARLY
• REVIEWING TARGET
ACCOMPLISHMENT
• IDENTIFYING CUSTOMER SERVICE
WEAKNESSES AND CONNECTING
 ORGANIZATIONS MUST
CONSTANTLY BEAR IN MIND
THAT IT IS BETTER TO EXCEED
CUSTOMER SERVICE
EXPECTATIONS THAN TO SIMPLY
FULFILL OR UNDERACHIEVE
THEM.
MANAGING CUSTOMER SERVICE
DIFFERENTIATION:
HOW CAN ORGANIZATIONS MAKE THEIR
CUSTOMER STAND OUT? HOW CAN THEY
PROTECT THEIR SERVICES FROM BEING
DUPLICATED BY COMPETITORS? FOR
PHYSICAL PRODUCTS, DIFFERENTIATION
CAN BE EASILY UNDERTAKEN AND
PROTECTED THROUGH PATENTS. THIS IS,
HOWEVER, NOT THE CASE WITH SERVICES.
MANAGING CUSTOMER SERVICE
DIFFERENTIATION:
1. THE DEVELOPMENT AND TRAINING
OF COMPETENT CUSTOMER CONTACT
PERSONNEL.
2. DESIGNING AND IMPLEMENTING A
SUPERIOR SERVICE DELIVERY
ENVIRONMENT AND PROCESS.
CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
–IS A PROCESS OF
MANAGING AN
ORGANIZATION’S
INTERACTIONS WITH CURRENT
AND FUTURE CUSTOMERS.
RATIONALE FOR CRM IS THE
RECOGNITION THAT
COMPANIES CAN SUSTAIN
LONG-TERM PROFITABILITY
BY ATTRACTING AND
MAINTAINING THEIR MOST
VALUABLE CUSTOMERS.
(CLV) IS THE FORECASTED
SALES OR PROFITS THAT A
COMPANY CAN DERIVE
FROM THE ENTIRE SPAN OF
THE FUTURE RELATIONSHIP
WITH A PARTICULAR
SUCCESSFUL CUSTOMER-RELATONSHIP
MANAGEMENT STRATEGIES
1. ADOPT THE RIGHT MINDSET
TOWARDS CUSTOMER SERVICE
2. PURCHASE OR DEVELOP CRM
SOFTWARE
3. QUANTIFY CUSTOMER ACQUISITION
AND RETENTION COSTS
MANAGEMENT STRATEGIES
4. DEVELOP AND IMPLEMENT A
CUSTOMER SERVICE TRAINING
PROGRAM
5. EMPOWER SALESPERSONS TO
MAKE DECISIONS
6. ESTABLISH COMMUNICATION
LINES BETWEEN YOUR CUSTOMER
SUCCESSFUL CUSTOMER-RELATONSHIP
MANAGEMENT STRATEGIES
7. SHOP YOUR COMPETITION
8. KEEP INNOVATING CUSTOMER
SERVICE
9. PROMOTE GENUINE CUSTOMER
SERVICE WITH A PASSION
GAMSAHABNIDA!