WELCOME TO UNIT 2
Customer Service MT 221
Marilyn Radu, Instructor
Tonight’s Agenda
Tonight I am going to review the
following topics with you:
• Diversity
• Customer Behavior
• Customer Loyalty
• Exceptional Service
Some people define diversity
as a person who is different
from them. Do you agree with
this definition?
• Yes
• No
Of the three customer
turnoffs, which one is the
most troublesome with
reference to providing
great customer service?
1. Value turnoffs
2. System turnoffs
3. People turnoffs
4. None of these choices.
After receiving bad service
from a company, have you
ever defected to its
competitor?
• Yes
• No
Unit 2
Serving a Diverse
Population of Customers
Objectives
• Describe diversity in the workplace relative to the needs of a business
enterprise
• Identify the four personalities of customers and distinguish among them
• Contrast customer service activities among the four generational groups
• Learn how to communicate effectively with disabled persons
• Describe customers’ buying behavior relative to their basic needs.
• Distinguish between customer satisfaction and customer loyalty.
• State the relationship between customer expectations and customer
perceptions.
• Describe methods companies use to measure customer satisfaction.
Ethnic and Cultural Diversity
• The collaboration of cultures, ideas, and different
perspectives is now considered an organizational asset.
• Assimilation – “Melting Pot” approach.
• Inclusion – Leveraging differences for the benefit of the
organization.
Diversity in the Workplace
• Diversity can include
– Race, age, gender, sexual orientation, ethnicity, physical
ability, religion, education, appearance, or any other
characteristic
• Not only the workforce, but the nation’s customer base,
too, is becoming diverse.
Cultural Values and
Workplace Communication
• Culture – A system of
shared values, beliefs,
and rituals that are
learned and passed on
and that affect a
person’s perception of
the world.
• Cultural differences are
seen in
– Nonverbal behaviors
– Concept of time
– Concept of space
Four Generations
• Matures – Born prior to
1946; patriotic, loyal,
fiscally conservative
• Baby Boomer
Generation – Born
between 1946 and 1967;
idealistic, competitive,
questions authority
• Generation X – Born
between 1965 and 1981;
resourceful, self-reliant,
highly adaptive
• Millennial Generation –
Born after 1981;
confident, ambitious,
tech-savvy
The Disabled Customer
• Disability
– A condition caused by an accident, trauma, genetics or
disease,
– which may limit a person’s mobility, hearing, vision, speech, or
mental function
• The Americans with Disabilities Act
• Understanding Disabilities
– Serving people with disabilities is based primarily on respect
and courtesy without being condescending.
– CSRs communicate with people who are: physically disabled,
visually impaired, hearing impaired, mobility impaired, speech
impaired, and learning disabled
Understanding Customer
Behavior
•
Basic Customer
Behavior involves:
– Why they buy
– How they buy
– What causes them
to return
• Four Customer Needs:
1.Need to be
understood
2.Need to feel welcome
3.Need to feel important
4.Need for comfort
Earning Customer Loyalty
• Tips to Earn Repeat Business from Customers
– Ask questions
– Be honest
– Fix problems
– Learn from the competition
– Back up your company’s promises
– Offer one-stop service
– Build on emotion-friendly service culture
Customer Turnoffs
• Value turnoffs
– Include inadequate guarantees, a failure to meet
quality expectations, and high prices relative to
value received
• System turnoffs
– Include irritations relative to the way a company
delivers its products or services
• People turnoffs
– Include showing lack of courtesy or attention,
showing an unprofessional behavior, projecting an
indifferent attitude
Offering Exceptional
Customer Service
• Exceptional customer service occurs when the
customer gets more than they expected
• Customer expectations
– What a customer wants before a transaction
• Customer perceptions
– What a customer identifies as quality of service
during and after the transaction
Measuring Customer Satisfaction
• Customer satisfaction is in the eye of the
beholder (the customer)
• The best way to measure customer service is to
Ask Your Customers