2.2 Win-Win
Customer Service
Components of Customer Service, the Business and Customer
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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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Unhappy customers
Unmet needs
Shortages
Un-kept promises
• CONFLICT RESOLUTION is the key to creating a Win-Win Situation
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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:
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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
• Companies deal with many customers obstacles
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Personality
Needs
Expectations
Complaints
Motives
• It is important to overcome the obstacles in a positive way:
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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
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
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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
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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:
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Build Rapport
• With employees and customers
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Discover What Is Needed
• Ask questions to meet needs
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Develop Trust
• Earn the trust of the customer
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Maintain Relationships
• Create a relationship with the customer
BUILD RAPPORT
• Rapport = creating a cooperative, empathetic relationship
• It is important to build a relationship with customers
• Especially UNHAPPY CUSTOMERS
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Smile
Be Friendly
Be Interested
Be Sensitive
Be Trustful
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Be a Problem Solver
Be Credible
Believe in Your Products
Find Common Ground
Steps to Build Rapport:
1. L I S T E N . . .
2. RESTATE the problem or complaint
3. ACKNOWLDEGE that you have heard their problem
and understand the problem
4. ACT on what your customer is telling you.
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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
5. Don’t take it personally
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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
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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
• “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
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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
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Service Providers
• Call Centers
• Usually have extensive training, procedures, policies
• One location with most sales/service associates provides a great training opportunity
• https://www.youtube.com/watch?v=rVYiWnzHORo
• 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
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Training
• Businesses utilize many different methods to train employees
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Role Plays
Case Studies
Business Simulations
Environmental Factors
• Customer Service Environment
• Hot/Cold
• Displays
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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
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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
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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
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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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Assignment Part 1
• Research a Sales-Service company
• Identify the following:
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Mission Statement and how it correlates with the company’s service
Service Policies in use
Service Procedures in use
Customer identification – who is their base customer
Plus:
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Who
What
When
Where
Why
How
of the business’s services
Assignment Part 2
• Research a Sales-Service company
• Identify the following: (add these to your assignment if you don’t
already have them in it)
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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)?