Achieving Service Excellence Providence University 靜宜大學 Service Quality Customer Satisfaction Customer Loyalty Customer Service Model Speed & Time Personal Interaction Service Expectation Courtesy Information Long-Term Relationship Introduction WHAT IS CUSTOMER FOCUS? THINK ABOUT A PERSONAL EXPERIENCE IN WHICH YOU WERE TREATED VERY WELL AS A CUSTOMER. WRITE 3 WORDS TO DESCRIBE YOUR FEELING IN THAT EXPERIENCE THINK ABOUT A PERSONAL EXPERIENCE IN WHICH YOU WERE TREATED VERY POORLY AS A CUSTOMER. WRITE 3 WORDS TO DESCRIBE WHAT YOU WANTED TO DO IN RESPONSE TO THAT POOR TREATMENT. Customer Focus Listen Learn Act It’s the organizations’ concerns with (past, present, and future) customers’ needs, wants, and expectations and their commitment to understand and satisfy them in a productive manner for long-term relationship. Customer Focus TRUST Creates moments of trust Customer organization RELATIONSHIP Customer interaction cycle It’s all factors involving products or services which lead to customer loyalty such the customer interaction cycle. The four basic elements Receiving Be ready To answer. Welcome A truly effective welcoming statement (tone of voice, verbal and body language). The way how they are received They want to continue or not What would you do to improve the way of welcoming Understanding Listen To understand you need to listen (request, needs, wants, expectations) Ask Ask questions to clarify (delivery time, payment term, packing, No of copies). Restore Ask again to restore, show and assure them that you understand the problem. ACTION PLANNING: Listen What are the biggest challenges in listening to your customers? What skills can you use to listen more effectively? Ask Write two questions you could ask of your most important customers. Focus on uncovering more information about their needs, level of satisfaction with the organization, product, etc. Restore Think of recent experience in which the facts were complicated. How might you have restored the facts to show that you understand? Helping Offer information Suggest to ensure they make the right choice (this builds trust) Set expectations Educate customers offering choices that you can do based on what works best for customers. Get agreement Check if the problems have been addressed ACTION PLANNING: What are the most commonly asked questions from customers? Prepared clear and effective answers. Make sure that all customers services staff have information sources to hand Review basic knowledge. How well do people know what they should and can they explain it clearly? How well do you offer options? Be ready to offer alternatives at each decision point in a customer int. How well can you manage expectations? Make a list. Keeping Check for satisfaction Make sure both possible scenarios (satisfied and unsatisfied customers) Thank Thank customers every time and specially when the situation has been difficult. Bridge Consider both positive and negative experience to increase service. Follow-up Ask yourself what else to do to acquire or retain customers. ACTION PLANNING: Consider your own work situation. Which of the keeping skills will you want to focus on in your work with customers? How will you focus on these skills? Customer interaction cycle Experience Prospect Customer Service Loyal Reference Business Dictionary. (n.d.). businessdictionary.com. Retrieved March 2019, from businessdictionary.com: www.businessdictionary.com/definition/customer-focus.html Bartley, B., Gomibuchi, S. and Mann, R. (2007), “Best practices in achieving a customer-focused culture”, Benchmarking: An International Journal, 2007, 14(4), 482-496. Singh, R.K. and Garg, S.K. (2008), “Strategy development by SMEs for competitiveness: a review”, Benchmarking: An International Journal, 15(5), 525-547.