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2.2 Win-Win Customer Service. Components of Customer Service, the Business and Customer. Creating Win-Win Service. Creating a customer service mindset is important If the mindset of the employees is pro-service, so is the business EVERY employee in EVERY business will have some conflict

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2 2 win win customer service

2.2 Win-WinCustomer Service

Components of Customer Service, the Business and Customer

creating win win service
Creating Win-Win Service
  • Creating a customer service mindset is important
    • If the mindset of the employees is pro-service, so is the business
  • EVERY employee in EVERY business will have some conflict
    • Unhappy customers
    • Unmet needs
    • Shortages
    • Unkept promises
  • CONFLICT RESOLUTION is the key to creating a Win-Win Situation
when its not there
When its not there…
  • Many companies don’t provide great service, or even good service. Why?
  • Service is usually so straight forward & common sense…
  • But some companies find this:
    • Employees don’t think management expects great service
    • Employees don’t know how to give great service
    • The employee isn’t a service-oriented person
    • The organization is not service oriented (policies, procedures, systems, priorities are unclear
    • The organization doesn’t treat employees with respect
obstacles
Obstacles
  • Companies deal with many customers obstacles
    • Personality
    • Needs
    • Expectations
    • Complaints
    • Motives
  • It is important to overcome the obstacles in a positive way:
    • Build a relationship with the customer
    • Discover the needs and wants of the customer
    • Connect emotionally with the customer
    • Create a win-win opportunity for the customer and the business

Training is Key!

create a win win
CREATE A WIN-WIN

Creating a situation where the customer feels respected and valued, the business profits, and the employee is in control.

Win-Win situations sound easy enough… but can be challenging

options in service
Options in service:
  • I LOSE - YOU WIN
    • Company expense, satisfied customer
  • I WIN - YOU LOSE
    • company goals met, unsatisfied customer
  • I LOSE - YOU LOSE
    • Business loses customer, unsatisfied customer
  • I WIN - YOU WIN
    • Company goals met, satisfied customer
creating win win
Creating WIN-WIN
  • Companies have control over HOW they conduct business
  • Companies that train employees for Win-Win interactions with customers have a better chance of accomplishment
  • HOW do you create Win-Win interactions:
    • Build Rapport
      • With employees and customers
    • Discover What Is Needed
      • Ask questions to meet needs
    • Develop Trust
      • Earn the trust of the customer
    • Maintain Relationships
      • Create a relationship with the customer
build rapport
BUILD RAPPORT
  • Rapport = creating a cooperative, empathetic relationship
  • It is important to build a relationship with customers
  • Especially UNHAPPY CUSTOMERS
  • Smile
  • Be Friendly
  • Be Interested
  • Be Sensitive
  • Be Trustful
  • Be a Problem Solver
  • Be Credible
  • Believe in Your Products
  • Find Common Ground
steps to build rapport
Steps to Build Rapport:
  • L I S T E N . . .
  • RESTATE the problem or complaint
  • ACKNOWLDEGE that you have heard their problem and understand the problem
  • ACT on what your customer is telling you.
    • There may be something you can do to remedy the situation
    • Do what you can promptly
    • Fixing the situation may create a happy, repeat customer
    • Put the FOCUS of the interaction on FIXING the problem
  • Don’t take it personally
discovery
DISCOVERY
  • Discovery = probing for the core needs of the customer
    • Know the difference between the wants and needs of the customer
    • What is their goal? What is their intended use? What do they need?
  • It is important to determine the needs of the customer
    • Help to guide them to satisfaction
    • Evaluate the costs of their wants vs. needs
    • Ask questions
    • Recommend appropriate solutions
    • Handle Objections positively
  • A Pro-Active approach to finding out the desires of the customer has a better chance of repeat business but the customer
develop trust
DEVELOP TRUST
  • “Trust is earned”
    • Its important to earn the trust of the customer
    • Listen actively to their needs
    • Repeat what they have said
      • Make sure that you understand their needs
    • Provide options
      • Allow customers opportunity to make the final decision
    • Validate customer decisions
    • Instill positive feelings
      • Many purchases are evaluated by how the customer feels
creating a win win company
Creating A Win-Win Company
  • Hiring plans provide a platform to find the best employees
    • Typically look for service-oriented people
    • People that have an aptitude for customer service
  • Train employees and the company to respond correctly
    • Policies and procedures are in place to guide great service
    • Employees are empowered to provide great service
    • Products and services are oriented toward great service
      • Prices, Quantities, Features, Benefits, Delivery, Shipping, Warranty, …
    • Metrics are in place to measure great service
      • “Metrics” are measures for service and business
service providers
Service Providers
  • Call Centers
    • Usually have extensive training, procedures, policies
    • One location with most sales/service associates provides a great training opportunity
  • Retail Sales
    • Depending on retailer – may have extensive training, procedures, policies in place
    • Large vs. Small retailers Ex: Target vs. Neighborhood Market
  • Wholesale Sales
    • Usually focus on service training with the vendors, clients, and account that are serviced
    • May have extensive training… will have extensive policies and procedures
  • Service Industry
    • Like Retail – may have extensive training for SERVICE (electrician, plumber, doctor, etc)
    • May have training for service… will have extensive policies and procedures
    • Large vs. Small Service Providers Ex: America First Credit Union vs. Lawn Care Kid
training
Training
  • Businesses utilize many different methods to train employees
    • Role Plays
    • Case Studies
    • Business Simulations
    • Environmental Factors
      • Customer Service Environment
      • Hot/Cold
      • Displays
role plays
Role Plays
  • Role plays are situations where employees will ACT OUT or “Play the Role” in a customer service situation
  • Role plays provide employers to practice or train employees on how specifically to deal with customers requests
  • Role plays give the employee the opportunity to react to a customer in a “safe” setting for training purposes
  • Role plays are used by many employers to qualify applicants
case studies
Case Studies
  • Case Studies are research based observations of an existing business, focusing on specific tasks
  • Case Studies have been used for many years in university settings to study business decisions, impact, and teach business/marketing concepts
    • Harvard School of Business
  • Case Studies offer insight into decisions, factors, and outcomes which may allow other businesses to either take more calculated risks or steer away from a specific tasks
business simulations
Business Simulations
  • Business Simulations are computer applications which offer feedback based on specific business decisions
  • Simulations may measure or evaluate decisions regarding price, layout, budgeting, flow… and translate it into increased or decreased profits
environmental factors
Environmental Factors
  • Different environmental factors also attribute to service issues:
    • How is the Customer Service Location “Environment”
      • Is it comfortable? Does it meet the needs of the customer?
      • Is it lit, heated, cooled appropriately? Is it clean?
    • Environmental Factors in the Service?
      • Is it Hot? Cold? Is comfort an issue?
        • -broken heater, -a/c, - automobile, -vacation, -transportation
        • -cooler, -freezer, -cold display, -oven, -heater, -hot display
    • Are Displays Appropriate?
      • Do displays encourage service? products? company?
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The Task…

  • Research a Sales-Service company
    • Identify the following:
      • How are employees trained?
      • What policies for service are in place?
      • What procedures for service are in place?
      • What behaviors or aptitudes are encouraged (in service)?