Industry internship tm 391
This presentation is the property of its rightful owner.
Sponsored Links
1 / 44

Industry Internship TM 391 PowerPoint PPT Presentation


  • 87 Views
  • Uploaded on
  • Presentation posted in: General

Industry Internship TM 391. Lecture 3. TQM’s Customer Approach. “the customer defines quality.” “the customer is always right.” “the customer always comes first.” “the customer is king.” “quality begins and ends with the customer”. Types of Customers.

Download Presentation

Industry Internship TM 391

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Industry internship tm 391

Industry InternshipTM 391

Lecture 3


Tqm s customer approach

TQM’s Customer Approach

  • “the customer defines quality.”

  • “the customer is always right.”

  • “the customer always comes first.”

  • “the customer is king.”

  • “quality begins and ends with the customer”


Types of customers

Types of Customers

  • External - outside the organization (people who pay the bills.)

    • End-user customers

    • Manufacturer (OEM) for suppliers.

  • Internal - people within your organization who receive your work

  • In many situations, producers have multiple customers and therefore find it useful to identify “core customers”


Some data on customer attitudes and loyalty

Some Data on Customer Attitudes and Loyalty

  • (Source: Winning Back Angry Customers, Quality Progress, 1993)

  • An average customer with a complaint tells 9-10 people; if it is resolved he/she only tells 5 people.

  • For every complaint received, there are twenty others that are not reported.

  • It costs 5-10 times more in resources to replace a customer than it does to retain one.

  • Companies spend 95% of service time redressing problems and only 5% trying to figure out what made the customer angry.


Measuring customer satisfaction

Measuring Customer Satisfaction

  • Example: J.D. Power -- Initial Quality Survey measures customer satisfaction - problems per 100 vehicles.

  • Effect of J.D. Power IQS on automotive quality?

    • 1998: 176 problems per 100 vehicles*

    • 2005: 118 problems per 100 vehicles*

  • How does greater customer awareness impact quality?


Methods to collect customer satisfaction data

Methods to CollectCustomer Satisfaction Data

  • Negative Feedback Analysis

    • customer complaints, warranty claims, repair records…

    • focus on problems

    • concern: many dissatisfied customers do not complain (1/20 complain).

  • Proactive Feedback (ask customers for their opinions)

    • examples: customer surveys, focus groups, “employees” as customers.

    • advantage: identify key product features and assess levels of performance.

  • Analysis of Competitor Products

    • examples: Benchmarking, “War Rooms” or Tear Down Analysis

    • advantage: “Know thy competitor, know thyself”


Identifying customer needs

Identifying Customer Needs

Possible solutions

  • focus-group discussions

  • individual and group interviews

  • surveys

  • comment cards

  • study repair and return data

  • customer complaints

  • warranty claims

  • analyze competitor products


Types of

Types of

Customer


Types of customer s

Types of Customer’s.

.Based on unique behavioral attributes, customers are of following types

  • .Loyal customer

  • .Discount customer

  • .Impulse customer

  • .Need based customer

  • .Wandering customer


Loyal customer

Loyal Customer

.They represent no more than 20 percent of our customer base, but make up more than 50 percent of our sales.

.Nothing will make a Loyal Customer feel better than soliciting their input and showing them how much you value it.

. These people are the ones who can and should influence our buying and merchandising decisions

.We need to be communicating with these customers on a regular basis by telephone, mail, email, etc..


Industry internship tm 391

. Customer satisfaction will lead to customer expectation.

. 1 Satisfied customer will lead to 500 new customers.

. the more you do for them, the more they will recommend you to others.


Discount customer

They shop our stores frequently, but make their decisions based on the size of our markdowns

Discount Customer


Industry internship tm 391

.This category helps ensure your inventory is turning over and, as a result, it is a key contributor to cash flow

.This same group, however, can often wind up costing you money because they are more inclined to return product.

.Merely satisfied customers, also show defection ready to switch.

.Chase low prices.

.Milk these customers as long as they are active or in discount seasons.


Impulse customer

Impulse Customer

They do not have buying a particular item at the top of their “To Do” list, but come into the store on a whim. They will purchase what seems good at the time.


Industry internship tm 391

  • Clearly, this is the segment of our clientele that we all like to serve.

  • There is nothing more exciting than assisting an Impulse shopper and having them respond favorably to our recommendations.

  • They will purchase what seems good at the time

  • Buy on impulse.

  • Maximize the profit on each transaction.

  • Pursue fashion trends.


Need based customers

Need Based Customers

  • People in this category are driven by a specific need.

  • When they enter the store, they will look to see if they can have that need filled .if, not they will leave right away

  • It is difficult to satisfy these people.

  • Customers are habitual of particular brand.


Industry internship tm 391

  • Show inertia in brand switching.

  • Need based customer can easily be lost to internet sales or a different retailer.

  • So to overcome this threat, positive personal interaction is required.

  • They can also become loyal customers if they are well taken care of.


Wandering customer

Wandering Customer

  • They have no specific need or desire in mind when they come into the store.

  • They want a sense of experience or community.

  • They make up the smallest percentage of sales.

  • keep in mind, however, that although they may not represent a large percentage of your immediate sales, they are a real voice for you in the community.

  • Although wandering customers cannot be ignored, the time spent on them needs to be minimized.


Provide services to colleagues and customers

Provide Services to Colleagues and Customers

Guest Relations

Complaint Handling


Types of customers1

TYPES OF CUSTOMERS

  • INTERNAL CUSTOMERS

    People with whom we work

  • EXTERNAL CUSTOMERS

    Including:

    -International tourists

    -Families

    -Business Travellers

    -People with disabilities

    -Difficult customers

Provide Service to colleagues and customers


What are wants needs and expectations

What are wants, needs and expectations?

  • Needs

    • A human need is a state of felt deprivation

  • Wants

    • A form taken by human needs as they are shaped by culture and individual personality

  • Expectations

    • To be treated with respect

    • To be made welcome

    • To receive timely and professional assistance and service

    • To be understood

    • To feel important

    • To be appreciated

    • To be recognised

    • To enjoy the experience

Provide Service to colleagues and customers


Factors influencing needs and expectations include

Factors influencing needs and expectations include

  • Social

  • Cultural

  • Economic

  • Health

  • Age

  • Personality

  • Personal interests

  • Likes and dislikes

  • Time Available

  • Perception

Provide Service to colleagues and customers


Needs and expectations of customers could include

NEEDS AND EXPECTATIONS OF CUSTOMERS could include

  • Basic Human Needs

    Food, Shelter, Security,Social and Esteem

  • Special services and facilities

  • Entertainment

  • Information

Provide Service to colleagues and customers


What would you consider when dealing with guests with special needs

What would you consider when dealing with guests with special needs?

  • Physically challenged – mobility impaired, hearing impaired or blind

  • Intellectually challenged

  • Pregnant women

  • Families with children

  • Unaccompanied children

  • Business travelers

  • Travelers with special cultural or language needs

  • Elderly travelers

Provide Service to colleagues and customers


Customer service skills include

Customer Service Skills include

  • Meeting customer requirements

  • Demonstrating communication skills – listening and questioning techniques

  • Handling customer requests and complaints

  • Developing a rapport

  • Promoting suitable products and service to enhance experience

    To deliver quality service we must also demonstrate appropriate work ethics and behaviour.

Provide Service to colleagues and customers


What is quality service

What is quality service?

  • You could describe customer service as the art of relating to your customers so they feel comfortable, looked after, satisfied, special and welcome.

  • Service excellence is achieved when the enterprises’ services and facilities not only meet but exceed the guests expectations.

  • Can you think of when this has happened to you?

  • Can you think of when you may have delivered quality service to a customer?

Provide Service to colleagues and customers


What we need to provide quality service

WHAT WE NEED TO PROVIDE QUALITY SERVICE!!!

  • KNOWLEDGE

    -Of your customer

    -Of how to do your job

    -Of all services and facilities in your hotel

    -Of local and state attractions

  • SKILLS

    -Interpersonal skills

    -Anticipation of your customer needs

  • ATTITUDE

    -Genuine desire to help your guests - whether solving

    problems or just making sure they have a great stay

    -Positive attitude at all times

    -Proactive – providing help and guidance without necessarily being

    asked – guests feel they can depend on you

    -Displaying tact and diplomacy

Provide Service to colleagues and customers


Steps to ensure we give quality service

Steps to Ensure we give Quality Service!

  • Anticipate needs

  • Welcome customers warmly – with a warm genuine smile

  • Listen and probe - ask open questions

  • Reflective listen

  • Offer an action plan to deliver what they want

  • Agree on this plan

    What? Where? When? How?

  • Avoid broken promises

  • Follow up to check everything is up to their expectations

    Combine this with:

  • Communicating in a language they can understand

  • Tune into their individual needs – by observation

  • Use their name – wherever possible

Provide Service to colleagues and customers


Maintaining quality service

Maintaining Quality Service

  • Organisation and staff responsibilities

    • Training of staff

    • Good communications between departments

    • Established work programs

    • Good awareness of activities within other departments

      Importance of quality customer service to hospitality industry

    • Customers have come to expect quality service

    • Competition demands quality service

    • Quality service is the key to business success

      Quality service requires you to be one step ahead of the customer – anticipating their needs

Provide Service to colleagues and customers


Industry internship tm 391

ANTICIPATE THE NEEDS OF YOUR CUSTOMERS

ASK YOURSELF:

  • Have I considered all the customer needs?

  • What could the customer need next?

  • How can I improve the service now for the customer?

    Then offer to provide that service - without the customer having to ask!

    Have you ever anticipated a customers needs?

Provide Service to colleagues and customers


How do you know when we ve given quality service

How do you know when we’ve given Quality Service?

  • Increased job satisfaction

  • Positive performance appraisals

  • Gratuities – tips/gifts

  • Thank You - by letter or verbally

  • Enhanced reputation

  • Establishment winning quality awards

  • Returning guests

  • Guest Comment Cards - Questionnaires

Provide Service to colleagues and customers


Why people complain

WHY PEOPLE COMPLAIN?

  • From frustration

  • To impress other people

  • For compensation

Provide Service to colleagues and customers


When dealing with a guest complaint never

When dealing with a guest complaint - NEVER

  • Talk down to the customer

  • Be defensive

  • Justify why it happened

  • Blame other people or departments

  • Blame the customer

Provide Service to colleagues and customers


Complaint handling procedure

COMPLAINT HANDLING PROCEDURE

  • Listen without interruption

  • Don’t get defensive

  • Use a ‘sad but glad’ expression

  • Express concern and empathy - apologise sincerely

  • Establish the problem - ask questions

  • Find out what they want

  • Explain what you can and cannot do

  • Fully discuss alternatives

  • Take Action

  • Follow up to ensure they are happy

Provide Service to colleagues and customers


Industry internship tm 391

Handling Complaints

  • Information recorded accurately in Complaint Log

  • Recognised complaint handling procedure followed

  • Relevant department or personnel consulted

  • Follow up to ensure everything is resolved - record action in Log

  • Log reviewed to see if on going/multiple complaints being received and what steps can be taken to rectify.

Provide Service to colleagues and customers


Empowerment

Empowerment

The person who takes the complaint owns the complaint.

You should try to resolve the complaint to the best of your ability.

Do you know what you can do to resolve a complaint without calling for a manager or supervisor?

Provide Service to colleagues and customers


Complaint recording and follow up procedures

Complaint Recording and Follow Up Procedures

All complaints must be handled diplomatically so all parties recognise:

  • The issue has been raised with relevant authority

  • All points of view have been aired

  • Discretion will be applied in resolving the matter

  • Due process will be followed

  • Action will be taken and the matter will be remedied

    You must establish the details of the customer complaint through

  • Questioning and active listening techniques

  • Summarising and clarifying the issue

  • Recording details of complaint

  • Discussing with customer the process of resolution – giving them options and letting them know how the complaint will be resolved

    You need to know the lines of reporting complaints and when to seek assistance

Provide Service to colleagues and customers


Benefits of positive handling of complaints

Benefits of positive handling of complaints

The value of amicably resolving complaints can not be underestimated and include:

  • Promoting goodwill

  • Improved customer relations

  • Positive work of mouth publicity

  • Promotion of enterprise service ethic

Provide Service to colleagues and customers


Industry internship tm 391

DIFFERENCE BETWEEN A COMPLAINING CUSTOMER AND A DIFFICULT CUSTOMER

  • A complaining customer is somebody whose needs and expectations have not been met

  • A difficult customer is somebody who is a challenge to serve because of their personality, for example, they may be rude, impatient or talkative

Provide Service to colleagues and customers


Industry internship tm 391

HOW CAN A CUSTOMER BE DIFFICULT?

  • Rude

  • Impatient

  • Noisy

  • Talkative

  • Confused - unable to make decisions

  • Silent

  • Fussy

Provide Service to colleagues and customers


Industry internship tm 391

TYPES OF DIFFICULT CUSTOMERS

  • Rude Customer

    Can be rude to everyone - they just

    don’t feel comfortable being nice.

    DOIgnore their rudeness and don’t take it personally

    DON’TBecome Rude and Aggressive

  • Impatient Customer

    Always in a hurry - and it won’t matter how quickly you serve them - they will still be impatient

  • DOServe them quickly and politely

  • DON’T Waste their time with conversation and they may not want you trying to sell them products and services

Provide Service to colleagues and customers


Industry internship tm 391

TYPES OF DIFFICULT CUSTOMERS

  • Confused Customer

    Find it difficult to make decisions and may take a long time

    to decide

    DOBe helpful by making suggestions and asking questions

    DON’TRush them - they could become flustered and embarrassed

  • Talkative Customer

    Wants to talk and could spend all day doing it

    DOBe friendly and attentive - Lead the conversation

    DON’TIgnore them or give them all your attention

    so other customers are ignored

Provide Service to colleagues and customers


Thank you

Thank You


  • Login