Customer delight upload

The Art ofThe Art ofCustomer DelightCustomer Delight

The Art of Customer Delight

Seminar Outline:

1. Service Quality Concepts

2. Customer Delight

3. Skills on Delighting Customers

Part I : Service Quality Concepts

Coverage:o What is Service Delivery? o Inside the Service Factoryo Quotes on Qualityo Basic Emotions of Customerso Customer Relationship Managemento Different Customer Needs

What is Service Delivery?

o A series of overlapping processes

o 3 main components:- input : service provider- output : service- recipient : customer


Inside the Service Factory

o Overlapping processes - production,delivery & consumption

o Active involvement of customer as a co-producer

o Customers behave differently &evaluate services on their own terms


Inside the Service Factory

o Non-standardised service delivery

o Difficult to apply quality controls toavoid service defects

o Right quality from the start

o Staff’s skills, knowledge & attitudeaffects service quality


Quotable Quality Quotes

“Quality is not an act. It is a habit.”(Aristotle)

“Do what you do so well that people willwant you to do it again and will tell otherswhat you do.” (Walt Disney)


Quotable Quality Quotes

“Quality is never an accident. It is alwaysthe results of high intention, sincere effort,intelligent direction and skilful execution;it represents the wise choice of manyalternatives.” (William Foster)


4 Basic Emotions of Customers

o GLAD - happy, cheerful, pleased

o SAD - upset, dissatisfied, unhappy

o MAD - furious, resentful, aggravated

o SCARED - fearful, frightened, nervous

Strive for “GLAD” emotional state of mindPart I : Service Quality Concepts

Customer Relationship Management

o Know Thy Customers!

o Total customer satisfaction

o Collaboration with customers via dialogues, feedback & surveys

o Lets “I & You” creates the “US”


4 Rings of Customer Needs

o Harvard Business School ProfessorTheodore Levitt

o A unique approach in analysing theconcept of ‘total’ product or service

o “The product is what the product does.It is the total package of benefits thecustomer receives when he buys …”

Part II : Different Customer Needs

4 Rings of Customer Needs

Core - absolute lowest to be expected.Expected - current expectations.Augmented - differentiated featuresPotential - needs which customers are not aware of

Core

Expected

Augmented

Potential


Class Exercise - Identifying Needs

o Divide all participants into 3 groups

o Each group will agree on a common type of service provided by Informatics.

o Each group will identify the customers’needs under each “ring”.


Part II : Customer Delight

Coverage:

o Customer Delight Payso How is Extraordinary Service Provided?o CARE Ways of Delighting Customers

Customer Delight Pays

o 96% of unhappy customers disappear

o 54% - 70% of complainants will return if their complaints are resolved

o Costs 5 times to find new customers than it does to retain present ones

o Firms with better services charge 9% more & grows by 6% a year

Part III : Customer Delight

Providing Extraordinary Service

o Exceeds customers’ expectations

o Makes the customers feel you CARE & are doing your best

o Value-for-money(time) services

o “Under Promise & Over Deliver”

Part III : Customer Delight

CARE Ways of Delighting Customers

o Show customers that you CARE

o CARE builds up customers’ loyalty

o An acronym that stands for:C - credibleA - accessibleR - responsiveE - excellent

Part IV : CARE Ways of Customer Delight

Meaning of “CARE” - “C”

“CARE” - credible

o Business continuity depends on credibilityo Depends on reliability of service providero Do what you promise to doo Get it right the first time & on timeo Meets the specified service standards


Meaning of “CARE” - “A”

“CARE” - accessible

o Make yourself available to customers

o Convenient & easy for customers to access information he wants

o “Don’t pass the customer around.”


Meaning of “CARE” - “R”

“CARE” - responsive

o Treat every customer as an individual with unique service needs & expectations

o Answer promptly to customer’s needs

o Determined by degree of empathy, caring & individual attention shown


Meaning of “CARE” - “E”“CARE” - excellent

o Strive for excellence with your BEST service efforts

o What are “BEST” service efforts: B - do your Best always E - Efficient service processes S - Smile all the times T - delivers services on a Timely basis


Quiz : How Well You Listen To Customers

Part V : Class Review

1. You're interviewing customers, and an elderly gentleman says something in an accent that's difficult to understand.

a. Try to get the gist of what's he saying, but don't insult himby asking him to repeat what you didn't understand

b. Have him talk to someone else who may understand hisaccent better.

c. Apologise & ask him to repeat what you didn't understand.

Answer : (C)


2. .A customer orders "some paper". He usually buys five boxes of paper at once.

a. Ask the customer whether you should ship five boxes.b. Go ahead and send five boxes.c. Wait until the customer tells you how many.


Answer : (A)


3. .A few customers ask for a product that you don't carry.

a. Tell your R & D people about the customers' interest.b. Explain to the customers why your company doesn't

stock the product.c. Apologise for not carrying it.


Answer : (A)


4. There are so many distractions you're unable toconcentrate on what a customer is saying.

a. Listen as well as you can.b. Postpone the meeting until you can listen.c. Assume what the customer is saying is unimportant

and pretend to listen.


Answer : (B)


5. A new customer makes a complaint you've alreadyheard from others.

a. Stop the customer, and say you know exactly what thematter is.

b. Act like you're listening, but feel free to think of otherthings until she's finished.

c. Hear her out, to be sure the complaint is really what youthink it is.


Answer : (C)


6. .A customer sharply criticises your organisation.

a. Think up a defense of your organisation.b. Decide how you feel about the criticism.c. Suppress your feelings and evaluate the criticism.


Answer : (C)


7. .A customer gives very abrupt answers to your questionsabout how you can improve your quality. To learn more:

a. Restate what the person has said.b. Ask why the person won't tell you more.c. Conclude that the person has told you all need to know.


Answer : (A)


8. You're trying to listen to a customer in a noisy office.

a. Speak louder.b. Move to a quieter place.c. Listen carefully to hear as much as you can.


Answer : (B)


9. You're trying to listen to a customer who speaks soslowly that your mind wanders.

a. Use the extra time to ask yourself questions aboutwhat she's saying.

b. Use the extra time to think about personal matters.c. Look impatient and drum your fingers in order to

hurry her up.


Answer : (A)


10.You're talking with a customer who uses terms you don'tunderstand.

a. .Ask the customer to explain the terms you don't know.b. Try to pick up the meaning of the terms from the

context.c. Take notes and later ask someone else to explain

the terms.


Answer : (A)


Conclusions:a. The answers are based on the principle that what every

customer says has value.

b. So you need to accept customers as they are. Don't make any assumptions about whether customers have something worthwhile to say. They may surprise you.

c. Get the whole message, even if you have to ask questions, suppress your feelings, or go somewhere else to listen.


Part III : Skills on Delighting Customers

Coverage:

o Attitudes of Service Champions

o Frontline Service Providers’ Skills

o Service Recovery

Attitudes of Service Champions

o Take responsibility, put everycommitment in writing.

o Keep a keen/eager desire to serve others

o Show empathy to customers’ problems

o Ability to convey trust, competence &confidence - assuring services

Part V : Skills on Delighting Customers

Attitudes of Service Champions

o Make the invisible part of service visible

o Provide value-added services

o Show personal touch & care

o Under-promise & over-deliver

o Be professionalPart V : Skills on Delighting Customers

Frontline Service Providers’ Skills

o You represent the organisation

o Every contact offers you a newopportunity for self-enrichment

o Handles emotional situations well

o Provides positive strokes whereappropriate


Frontline Service Providers’ Skills

o Undivided attention to your customer

o Be natural, not phoney or mechanical

o Be positive, energetic, helpful & cordial

o Be your customer’s agent


Importance of Service Recovery

o Complaints - best source of feedback

o 54% - 70% of customers return whentheir complaints are resolved

o 95% of customers become loyal whentheir complaints are resolved quickly

o Turn “upset” into “delighted” customers

Part VI : Service Recovery

Service Recovery System

o Must have a planned service recoverysystem when things go wrong

o Examples - wrong lecture dates, incorrect names on certificates, computer system breakdowns

o Good service recovery enhancesperceived value of services


What Do Customers Want?

o To receive an apology

o To be offered a “fair fix” for the problem

o To be treated in a caring manner

o Not treated liked a nuisance

o Effective service recovery procedures


“STEW” - Handling Upset Customers

S - Shut Up

T - Thank Them

E - Explain

W - Win Them Back


Conclusion

CARE for your customers - formula to retain customers for a long time.

Delivers credible, accessible, responsive &excellent services all the time.

Puts in your BEST service efforts

Turns “upset” to “delighted” customers


Class ExerciseGroup I : Relate incidents that have made you dissatisfied customers. How do theservice staff act & behave?

Group II : Relate incidents that have madeyou delighted customers? How do the service staff act & behave?

Group III : List down characteristics of a goodservice provider who delight their customers.
