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Unit 3: Principles of Custom Service
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3. Understand How to Deliver Effective Customer Service
3.1 customers' Wants, Needs and Expectations
The role of customer service is to determine what the customer needs, wants, and
expectations and then advise on the best solution to the problem. Understanding the
difference between a customer's needs wants, and expectations are critical for success. What
a customer wants are frequently opposed to what they need. Therefore, it is also critical to
assist them in understanding what they require. That means going beyond simply accepting
what the customer says they want.
Customers' needs motivate people to decide to find a product or service, which is often
referred to as "consumption behaviour." Needs are met not by marketers or social forces but
by the basic biological and psychological aspects of human existence. A customer's wants
reflect desired preferences for specific methods of satisfying a need. As a result, people
usually want specific products, brands, or services that meet their needs in a particular way.
For example, if a person is thirsty but wants something sweet, they may opt for a Coke. Needs
are usually few, but wants are influenced by social influences (celebrity or influencer
endorsements), past history (recalls or amazing charitable work), and consumption behaviour
(the product or service is practical, functional, and effectively solves a problem). It's important
to remember that different people have different desires when meeting the same need. For
example, on a cold winter night, everyone needs to stay warm, but some prefer a down
comforter, others prefer to turn up the heat, and others prefer to use an electric blanket.
Customers' expectations are the feelings, needs, and ideas about specific products or services.
Customers' experiences are determined by what they expect from the products or services
they pay for. Most successful businesses strive to meet or exceed their customers'
expectations by providing high-quality products and services. These expectations influence
product or service selection decisions, which can be difficult to change. Customers, for
example, expect famous brands to be of higher quality than new and generic brands. Even if
the lesser-known brands are of higher quality than the well-known brands, they are not
considered.
Ways to identify customers' wants, needs and expectations
Following are the different ways to identify the customers' wants, needs and expectations.
Focus groups: A focus group is a small group with a specific product or topic as the focal point.
The groups prefer qualitative or quantitative surveys because they provide more opinions and
motivations. The goal of a focus group is to open up and be honest with your customers so
that you can learn more about them. You'll better know how your customers react to your
company, product, and solutions by participating in focus groups.
Social listening: The relationship between customers and brands has changed due to social
media. Customers may now have a two-way conversation with brands and make more
educated purchasing decisions. Observing how your consumers talk about your business,
product, or industry on social media is a great way to learn about their requirements and how
you can best serve them. Furthermore, social listening will show both your customers'
expectations and how you are meeting those expectations.
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According to a recent Neilson study, over 80% of individuals seek suggestions before making
any form of purchase, typically by reaching out to their social media networks. Brands can use
social media to learn about their customers' requirements and find what they want from a
product.
Keyword research: Keyword research can also reveal important information about what your
customers want from you, your company, and your product. You can figure out what your
clients are looking for if you know how they search online and, more significantly, how they
search for your company and sector. After completing your study, you may use it to develop
a product or service that better meets those requirements.
For example, when P.C. Richard & Son discovered customers searching for their product
weren't looking for a "Barbecue Grill" but a "Gas Grill," they updated their content to match
the voice of their customers. From there, customers looking to cook out could find an
awesome gas grill more easily on Google. And P.C. Richard & Son? They doubled their online
sales.
Survey/Open and closed questioning techniques: The only way to figure out what others are
thinking is to ask them. However, how you ask the question might influence the type of
response you receive—and one of the first considerations you must make is whether to offer
open-ended or closed-ended questions.
Closed-ended questions are focused and usually answered with a single word or a selection
from a restricted number of multiple-choice alternatives (e.g. "Are you pleased with this
product?"). Open-ended questions are broad and can be addressed in detail (e.g. "What do
you think about this product?").
You can learn to ask better questions and receive better, more practical responses if you know
the difference between the two. The examples below use open-ended and closed-ended
questions in the context of a website survey, but the idea applies to any survey style.
3.2 Importance of Managing Customers’ Expectations
Most successful businesses strive to meet or exceed their consumers' expectations in every
aspect, from product quality to service. Customer expectations must be managed and fulfilled
for a brand or firm to succeed. Customers frequently demand more, better, and faster service.
The need for high-performing products is continually increasing. As a result, it's vital to
manage client expectations. We can't grasp consumer expectations unless we understand
market dynamics and customer behaviour, which may differ substantially from projected
customer requirements. Customer expectations must be managed so that clients have a
realistic idea of what to expect and are thus more likely to be satisfied or delighted with the
service they receive from you.
Managing customer expectations in a big and small firm is impotant to acquire market
competitive advantages. The company's ideals and approach to handling its customers are
reflected in how they manage consumer expectations. As a result, it's critical to give every
initial consumer the finest possible experience. Managing customer expectations ensures that
the support team can give high-quality assistance. Customers who are handled in this manner
naturally create mental notes about how fantastic your service is, prompting them to promote
your services to others in the future.
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Customer expectation management fosters customer loyalty, which is a highly valuable asset
for any firm. Managing customer expectation can also lead to repeat business. A no-frills
approach may work for certain organisations, while others attempt to provide a higher degree
of service to manage customer expectations. Customers who are asked if there is anything
else you can do for them are more likely to return. To reap the rewards of repeat business and
other benefits derived from a thorough understanding of your consumers, you must
effectively manage client expectations.
3.3 Meeting Customers’ Expectations
Customer expectations refer to what customers expect from a product or service regarding
perceived value, behaviour, service, or benefits. Firms must meet their customers'
expectations quickly To be successful. Customers expect consistently high service standards
regardless of who they interact with within an organisation. To meet consumer expectations,
an organisation must invest heavily in personnel training to achieve consistency. Following are
the behaviour that helps to meet the customer expectation.
Staff attitude: Employees must appreciate the necessity of maintaining a pleasant attitude
and treating clients with respect. They must also recognise that clients dislike wasting their
time, such as queueing for long periods. Knowing how much time they have and when to
contact them to offer assistance is also crucial. If personnel keep consumers waiting, they
must apologise and resolve the issue quickly. Staff should also be aware of what products are
available and assist consumers if the item they desire is not in stock. This could entail adding
the customer's name to a waiting list and phoning them when they arrive.
Follow up queries: Make sure your consumers are happy with the solution by following up.
This can take the shape of a follow-up email or a survey asking for input on the complaint's
handling. If you don't reach out to your customers, they'll assume you don't care, and they'll
go on to another company in search of a better experience. Follow-ups are a terrific method
to meet customer expectations and can help you improve your customer service strategy by
shaping the way you offer your services.
Show knowledge of products/services: Employees should be instructed on what they can and
cannot do in their jobs. For example, they must be aware of the circumstances in which
customers should be referred to their manager. They must also be familiar with the various
products and services to provide dependable support and recommendations. Employees
should also know where they may access product information, such as in manuals or
catalogues, and be familiar with the phrases (jargon) used to describe them.
Resolve complaints: When consumers are dissatisfied or have an issue, employees must know
how to handle the situation. Employees must be aware of what they may provide an unhappy
consumer. Is it true that they want their money back? Do they prefer a different type of
remuneration, such as discounts, vouchers, or a free meal?
Offer a high standard of service: Even when employees are busy and under pressure, they
should conduct responsibly with customers. Regardless of their own ideas and sentiments,
service providers should always maintain excellent levels of client service.
Listen to customers: Listen carefully when hearing a request to ensure that you understand
exactly what is being asked. Identifying the demands of the consumer is a crucial ability. A
consumer frequently requests information, which appears to be a simple request. However,
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by asking questions, you may discover that the buyer desires something else or needs
additional information.
It's not easy to meet customer expectations. It's a never-ending process to provide exceptional
customer service and retain customers loyal to your company. To comprehend your
consumers' wants and expectations, you must first know them. Next, you must put yourself
in your clients' position and deliver exceptional customer service as part of the process. With
the proper follow-ups, you may give your consumers the impression that you care about them.
You'll be considerably more successful in developing a firm that your clients adore once you've
completed all of these steps.
3.4 Techniques of Putting Customers at Ease and Gaining their Trust
Customer service professionals' success relies heavily on putting the customer at ease and the
level of trust and credibility they develop with their prospects and customers. However, you
may employ a few basic techniques to put your customer at ease and gain their trust.
Actively listening: Are you present while your customer is complaining to you about
something? It is preferable to pay close attention to what they say before deciding on any
countermeasures or responses to defy yourself. The consumer should not feel pushed about,
and their complaints should not be dismissed. Instead, attempt to see things from their point
of view. It will assist you in improving your responses and rapidly locating a solution.
Customers' issues could result from a simple misunderstanding on their part. Instead of
ignoring their complaints, explaining the solution and clarifying any misconceptions is
preferable.
Positive Body Language: When dealing with customer problems, use positive language to destress the situation. Words have great power, and they can help you build trusting
relationships with your customers. Positive verbs should be used. For example, instead of
saying "do not press the red button," say "the green button is the best option." The future
tense is also advantageous because it does not dwell on the customer's past problems.
Phrases such as "Great question, I'll look into it for you!" and "I'd love to learn more about..."
can help keep the customer in the present moment. Also, remember to be authentic, positive,
and memorable when speaking with customers and to remain calm and positive even if the
customer is angry.
Deliver What You Have Promised: Make sure your sales team isn't overly enthusiastic about
promising more than you can deliver. It is critical to keep your promises and provide what you
have said or written when persuading someone. Always keep sales staff up to date on your
capabilities and services as part of the bundle you offer. Only make promises you can keep.
Customers expect to see a total return on their investments, and your services should help
them achieve that. They may inquire about the promises you made, and if you overpromise
compared to what you deliver, this can lead to a terrible experience and a negative review.
And it takes 12 positive ratings to cancel out the impact of a single negative review.
Communicate clearly: Clarity of verbal and written communication is critical for putting
customers at ease and gaining their trust. Your responses to customer questions should be
clear, concise, and delivered in your natural tone of voice. Customers want an explanation,
but they don't need all of the specifics. If they ask for more information, you can provide it,
but most people want their problems resolved as soon as possible. Always end each
conversation with the question, "Is there anything else I can do for you today?" so they have
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one more chance to ask another question, and you know you've done everything possible to
put customers at ease and gain their trust.
Listen, understand and take actions: Listening to the customer is important, but taking action
is even more critical. Demonstrating to your customers that their feedback is valuable and
that you are listening to them will assist you in providing good (or even great!) customer
service. It will help you improve customer loyalty, but it will also help you foster stronger
relationships with your customers.
Admit mistakes: Honesty is key if you misunderstand a customer's needs, make a mistake that
costs them time and money or fail to fulfil a promise. Everyone makes mistakes, and the
fastest way to a constructive solution is to admit yours. If the company made the error rather
than you, you can still consider the customer's concerns and be clear about what you'll do to
assist them in rectifying the situation. Make it clear that no matter where the problem comes
from, you will do everything in your power to find a solution.
In a day where customers have unparalleled access to information and a vast platform to
express their grievances and opinions, it is critical to put them at ease and earn customer trust
and confidence. That is why you must go above and beyond in serving, delighting, and
empowering your consumer base.
3.5 Importance of Following Up on Actions and Keeping Promises to Customers
Following up on the action and keeping promises include calling back to the customer when
agreed and delivering product and service on time and according to organisational standard.
In addition, it helps to resolve customer problems and complaints according to organisational
procedures and customer expectations.
Following up with Customers and keeping promises is a business essential today to build
customer loyalty. Customers have many options in today's competitive business environment,
and they are reluctant to stick with a company that lacks confidence and trust. It is critical for
a corporation to have clear expectations when starting a relationship with a new Customer.
Following up on and keeping commitments to customers is all about ensuring that a company
only promises what it knows it can deliver on in the long run, and that customers only think
about the firm's brand. In the minds of customers, a firm may build a sense of connection and
oneness with its brand by following up and delivering on commitments made to them. Today's
business environment is tremendously busy, and it's all too easy for a company to be lost in
the shuffle. Follow up and keeping promises to customers lay the foundation of everything a
company does. Customers expect service lapses and issues. Customers are willing to forgive if
they believe the company tried hard to keep promise. Customers feel valued and engaging
when the company consistently followed the customers and keep their promises.
Companies that consistently follow through on actions and keep promises to customers gain
a reputation for being dependable and trustworthy. This, in turn, improves a company's
reputation and reach because existing customers tend to share their positive experiences with
others. This 'ripple effect' spreads in multiple directions, reaching markets and customers that
a company may not even be aware of, thereby increasing a company's chances of gaining new
customers. However, the same is true for companies that fail to keep promises to customers
– dissatisfied customers will tell others about their less-than-satisfactory experiences, creating
an unhealthy ripple effect that will work against a company. The ability of a company to follow
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through on actions and keep promises to customers is inextricably linked to its reputation and
brand image, and failure to keep promises harms both.
It is critical for a business to be open and transparent in its dealings with customers. Customers
today are smart, intelligent, and know how to use the information at their disposal; as a result,
they can easily see through lies or a false image that a company may try to portray. By
attempting to imitate or be something it is not, a company is effectively failing to keep
promises to customers of sincerity, integrity, and trust, and such customers are unlikely to
stick with such companies. Failure to follow through on actions and breaking promises is
disrespectful to customers and violates business ethics, and such businesses cannot survive
for long. Customers must be treated as individuals, with feelings, emotions, and the right to
be treated courteously. Not keeping promises to customers is akin to treating them as objects
or only a sales number, and while doing so may benefit a company in the short term, it will be
unable to sustain itself and retain its customers in the long run.
Further Readings:
https://www.pocketbook.co.uk/media_mp/preview/9781906610555(Preview).pdf
https://corp.yonyx.com/customer-service/importance-of-keeping-promises-to-customers/
https://www.business.qld.gov.au/running-business/consumer-laws/customerservice/customer-information
4. Understand the Management of Customer Service Information
4.1 customer service information
Level 2 Diploma in Customer Service
L2DCS/U3B/12211