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BS2914 Quality Management & Customer Care 2: Customer Care: philosophy and procedures BS2914 Quality Management & Customer Care 2: Customer Care: philosophy and procedures Why is customer care important ? Increasing market competition Globalisation Rise of consumerism

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bs2914 quality management customer care
BS2914 Quality Management & Customer Care

2: Customer Care: philosophy and procedures

bs2914 quality management customer care 2 customer care philosophy and procedures
BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

Why is customer care important ?

  • Increasing market competition
  • Globalisation
  • Rise of consumerism
  • Customer Relationship Marketing (CRM) as important an asset as capital and labour
  • Reflects on how well staff themselves are treated
bs2914 quality management customer care 2 customer care philosophy and procedures3
BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

Why are customers valuable ?

  • Think of customers as an income stream e.g. how much is spent over 12 years by a family spending £80 per week on groceries
  • 60% customers are repeat business
  • Much cheaper to retain customers than attract new ones
bs2914 quality management customer care 2 customer care philosophy and procedures4
BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

Succinctly…

  • “We had a simple goal, find the right customers, learn what they want, sell it to them, service all their needs”
  • Gabrielle Battista, President of Cable and Wireless
bs2914 quality management customer care 2 customer care philosophy and procedures5
BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

But central problems to be solved are:

  • Enterprise information and customer information must be integrated into a single whole
  • New kinds of customer behavioural information must be captured and processed
  • Customers and employees must share a common knowledge base
bs2914 quality management customer care 2 customer care philosophy and procedures6
BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

Aspects of service

  • The product (e.g. mortgage package, meal)
  • The process (how handled)
  • The programmes (when dealt with)
  • The plant (types of equipment and particular usage)
  • The people (trained, motivated, rewarded)
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BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

Characteristics of service industries…

  • Consumed at point of production
  • Customer is present
  • Mistakes cannot be hidden
  • Greater importance of ‘right first time’
  • Process is hard to control with customer there
  • Customers react to situations
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BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures
  • “Almost all services depend, in one way or another, on other services, as part of the input, throughput or output and sometimes all three “
  • “Quality.. applies as much to the relationships along the chain as it does to the ultimate link”

Lucy Gaster, Quality in Public Services

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BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

Complaint Handling

  • Help customers to complain accurately (know exactly what has gone wrong)
  • Have a well established and speedy procedure
  • How are ‘customers from hell’ dealt with?
  • How do we interpret numbers of complaints?
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BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

Web-based Customer Care

  • Historically, we use a cost-free call-centre
  • Virtually every area of customer support (information, support, maintenance, warranties, upgrades, status) can be handled over the Internet.
  • E-commerce allows possibilities for accessing information for life-time value
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BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

Customer Relationship Marketing…

  • Creates dialogues with customers to supply needs rather than sell products
  • Not meant to be a ‘quick fix’ but a change in marketing strategy
  • Long term aim is to build customers for life
  • Be capable of delivering real solutions
bs2914 quality management customer care 2 customer care philosophy and procedures12
Be on Time

Follow Up on Promises

Under-promise,over-deliver

Go the extra mile

Offer Customer Options

Express Sympathy

Give Customers highest priority

Treat co-workers as customers

Give Customer your name and number

Develop good telephone manner

BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

10 Good Customer Habits to Develop

bs2914 quality management customer care 2 customer care philosophy and procedures13
Start the day right

Discuss Feelings

Do the Right thing

Support Staff’s decisions

Be willing not to know the answer

Learn to listen

Take time to socialise

Good telephone etiquette

Thank staff often

Say what you mean (mean what you say)

BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

10 Good Ways to be a role model

bs2914 quality management customer care 2 customer care philosophy and procedures14
‘I don’t know’

‘No’

‘That’s not my job’

‘You’re right – this stinks’

‘That’s not my fault’

‘You need to talk to my manager’

‘You want it when?’

‘Calm down’

‘I’m busy just now’

‘Call me back’

BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures

10 Major Don’ts (and Do’s)

bs2914 quality management customer care 2 customer care philosophy and procedures15
BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures
  • De Bono’s ‘Six Hats’
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BS2914 Quality Management & Customer Care2: Customer Care: philosophy and procedures
  • How would you plan a customer care programme for a library/information centre ?