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ENHANCING ORGANIZATIONAL IMAGE : THE FRONTLINE STAFF FACTOR FRONTLINE STAFF TRAINING (JUDICIAL SERVICE), APRIL 2012KUMASI ESTHER POKOO- AIKINS CLIENT SERVICE CORDINATOR, PSRS EMAIL: email@example.com
PERCEPTION ABOUT THE PUBLIC SERVICE • Slow in taking decision • Lazy • Unprofessional • Corrupted • Inefficient and ineffective • Not Customer / Client focus • High Business cost (time, access, process) • Bureaucratic ESTHER POKOO-AIKINS,CLIENT SERVICE
PERCEPTION ABOUT THE PUBLIC SERVICE CONT. Quotes from Customers: “Designed for the convenience of the people who work in them rather than for the people they are meant to serve” “Lack of customer care/client care ,commitment, quality and fraught with bribery and corruption” “Public Sector will improve if the public can expect their requests and queries to be dealt with avenue is created for addressing complaints
WHY THIS PERCEPTION • Provision of limited resource • No room for feedback • Poor Customer / Service provider relationship • Low motivation( Encouragement, Remuneration, Recognition) • Poor working environment • General mindset about accessing services of public institutions ( ie contact the schedule officer) ESTHER POKOO-AIKINS,CLIENT SERVICE
CURRENT HAPPENINGS IN THE GLOBAL COMPETITIVE ENVIRONMENT • Increased and intense competition in all spheres • Proliferation of companies in all sectors • Product parity-brand loyalty under attack • Companies focusing more on the customer/consumer • Development of borderless economies as a result of technology
CURRENT HAPPENINGS IN THE GLOBAL COMPETITIVE ENVIRONMENT • Downsizing becoming a permanent practice • Customer/Consumer sophistication • Relocation of production facilities from developed to developing economies-cost cutting strategy • Balance of power has shifted from manufacturers to the trade /retailers • Advertising galore • Sales promotions on the increase
IMPACT ON CUSTOMERS/CLIENT • Highly price sensitive • Short of time-interested in their convenience • Increasing awareness of growing product parity • High quality expectations • Decreased brand/supplier loyalty • Easy access to information(internet, TV, Radio, cable TV, Newspapers, etc)
CUSTOMER SERVICE DEFINED • “ the ability to provide a service or product in the way that it has been promised” • “about treating others as you would like to be treated yourself” • “ organization’s ability to supply their customers’ wants and needs” • “a phrase use to describe the process of taking care of our customers in a positive manner” • “any contract between a customer and a company, that causes a negative or positive perception by a customer”
CUSTOMER SERVICE DEFINED CONT. • “what ultimately determines success or failure, irrespective of the industry or profession” • “the commitment to providing value added services to external and internal customers, including attitude, knowledge, technical support and quality of service in a timely manner”
WHAT CUSTOMERS WANT AND WHY CUSTOMER SERVICE • All customers want superior customer service and competitors capitalize on this • Treat or conduct business with respect like queens and kings • Resolve to deliver the best possible service to your customers • Most important thing to your customers • Way to build customer relationship and loyalty • Builds trust between service providers and receivers • Reduction in advertisement cost • Disguise profit
BACKGROUND In the past, organizational supremacy was determined by: • Technology • Innovation • Economics of scale • Today, supremacy is determined by: • Customer service • Customer satisfaction
BACKGROUND CONT. Customer focus was anathema to professional services like: • Medicine • Law • Accounting • Higher education • Religion • Engineering
BACKGROUND CONT. Aims at exceeding customer expectations so that they would be delighted • Customer service System thrives on: Knowledge Customer Service Skills Customer focused corporate culture Customer feedback system Customer Complaint handling system
WHO IS A CUSTOMER • A customer/consumer may be a person or organization that is at the point of interaction with the product or service, or service or process and possibly the ultimate end user • A customer /channel may be a person or organization that buys or handles the product or service, often as an intermediary for other users • An internal customer or process is part of the company’s value-added chain of the process that provide products or services to the external customers Types : Internal customers -people you work with in your office, next department, the other branches External customer-those from outside who purchase our products and services
WHO ARE CUSTOMERS • Customers are our REAL EMPLOYERS • Customers fund our pay cheques • Customers are the only guarantors of our jobs • The customer is the boss • The customer is the Business • Every company’s greatest assets are its customers, because without customers there is no company
CUSTOMER INTERACTION CYCLE Receiving • Be ready, seat • Welcome Greet, Smile Use name appearance attitude Listen Language &Tone of v voice Ask Restate Keeping Understanding • Other needs? • Thanks • Follow up • Feedback • Complaint Helping Offer information and options Set expectations Get agreement
Frontline Staff Requirement • Appearance & Good grooming (dressing, hair style) • Non- verbal language (Wild gestures, frown/straight expressionless faces, walking slowly to serve, chatting with colleaques or on the phone as you serve, silently handing receipt/letters to customers and turning away, forgetting their names/asking them “your name”, being blatantly rude) • Effective communication (eye contact, tone, choice of words, listening, • Telephone(your voice is the greatest asset,identify yourself If you are to initiate the call-call at convenient, make appointment ESTHER POKOO-AIKINS,CLIENomerT SERVICE
Frontline Staff Requirement Have e current information handy including services and telephone numbers, speak professionally If you have to put call on hold give caller a choice and give information on whom to talk with • Empathize with customers • Positive Attitude ( warm &welcoming, patience and understanding, proud of their job, ready to take initiative, encourage talking with customers , office choices, point out possible actions eg. Delays, additional fee, moving to another office to complete the transaction ESTHER POKOO-AIKINS,CLIENT SERVICE
CHALLENGES • Physical infrastructural constraint • HR Constraints • Material resource constraints • Remuneration and motivational constraints • Lukewarm attitudes of some management • Absence of a Performance Management • Attitude and appearance of some public servants • Lack of confidence in public servants –Judicial Service Staff ESTHER POKOO-AIKINS,CLIENT SERVICE
Thank you Questions, comments, ……….please
Exercise • What is the state of Front Office Staff in the public services? • Which Agencies have the best customer practices via front office staff or otherwise? • What account for the situation? ESTHER POKOO-AIKINS,CLIENT SERVICE