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ENHANCING ORGANIZATIONAL IMAGE : THE FRONTLINE STAFF FACTOR FRONTLINE STAFF TRAINING (JUDICIAL SERVICE) , APRIL 2012 KUMASI. ESTHER POKOO- AIKINS CLIENT SERVICE CORDINATOR, PSRS EMAIL: [email protected]. PERCEPTION ABOUT THE PUBLIC SERVICE. Slow in taking decision Lazy Unprofessional - PowerPoint PPT Presentation
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ESTHER POKOO- AIKINSCLIENT SERVICE CORDINATOR, PSRS
EMAIL: [email protected]
PERCEPTION ABOUT THE PUBLIC SERVICE
Slow in taking decisionLazyUnprofessionalCorruptedInefficient and ineffectiveNot Customer / Client focusHigh Business cost (time, access, process)Bureaucratic
ESTHER POKOO-AIKINS,CLIENT SERVICE
PERCEPTION ABOUT THE PUBLIC SERVICE CONT.
Quotes from Customers:“Designed for the convenience of the people
who work in them rather than for the people they are meant to serve”
“Lack of customer care/client care ,commitment, quality and fraught with bribery and corruption”
“Public Sector will improve if the public can expect their requests and queries to be dealt with avenue is created for addressing complaints
WHY THIS PERCEPTION
Provision of limited resource
No room for feedback
Poor Customer / Service provider relationship
Low motivation( Encouragement, Remuneration, Recognition)
Poor working environment
General mindset about accessing services of public institutions ( ie contact the schedule officer)
ESTHER POKOO-AIKINS,CLIENT SERVICE
CURRENT HAPPENINGS IN THE GLOBAL COMPETITIVE ENVIRONMENT
Increased and intense competition in all spheres
Proliferation of companies in all sectors
Product parity-brand loyalty under attack
Companies focusing more on the customer/consumer
Development of borderless economies as a result of technology
IMPACT ON CUSTOMERS/CLIENTHighly price sensitive
Short of time-interested in their convenience
Increasing awareness of growing product parity
High quality expectations
Decreased brand/supplier loyaltyEasy access to information(internet, TV,
Radio, cable TV, Newspapers, etc)
CURRENT HAPPENINGS IN THE GLOBAL COMPETITIVE ENVIRONMENTDownsizing becoming a permanent practice
Customer/Consumer sophistication
Relocation of production facilities from developed to developing economies-cost cutting strategy
Balance of power has shifted from manufacturers to the trade /retailers
Advertising galoreSales promotions on the increase
CUSTOMER SERVICE DEFINED “ the ability to provide a service or product in the way
that it has been promised”“about treating others as you would like to be treated
yourself”“ organization’s ability to supply their customers’ wants
and needs”“a phrase use to describe the process of taking care of
our customers in a positive manner”“any contract between a customer and a company, that
causes a negative or positive perception by a customer”
CUSTOMER SERVICE DEFINED CONT.“what ultimately determines success or
failure, irrespective of the industry or profession”
“the commitment to provide value added services to external and internal customers, including attitude, knowledge, technical support and quality of service in a timely manner”
WHAT CUSTOMERS WANT AND WHY CUSTOMER SERVICE
All customers want superior customer service and competitors capitalize on this
Treat or conduct business with respect like queens and kings
Resolve to deliver the best possible service to your customers
Most important thing to your customers Way to build customer relationship and loyaltyBuilds trust between service providers and
receiversReduction in advertisement costDisguise profit
BACKGROUND
In the past, organizational supremacy was determined by:
TechnologyInnovationEconomics of scaleToday, supremacy is determined by:Customer service Customer satisfaction
BACKGROUND CONT.
Customer focus was anathema to professional services like:
MedicineLawAccountingHigher educationReligionEngineering
BACKGROUND CONT.
Aims at exceeding customer expectations so that they would be delighted
Customer service System thrives on:KnowledgeCustomer Service SkillsCustomer focused corporate cultureCustomer feedback systemCustomer Complaint handling system
WHO IS A CUSTOMERA customer/consumer may be a person or
organization that is at the point of interacting with the product or service, or process and possibly the ultimate end user
A customer /channel/ or organization that buys or handles the product or service, often as an intermediary for other users
An internal customer or process which is part of the company’s value-added chain that provides products or services to the external customers
Types :Internal customers -people you work with in your
office, next department, the other branchesExternal customer-those from outside who
purchase our products and services
WHO ARE CUSTOMERS Customers are our REAL EMPLOYERSCustomers fund our pay chequesCustomers are the only guarantors of our
jobsThe customer is the bossThe customer is the BusinessEvery company’s greatest assets are its
customers, because without customers there is no company
CUSTOMER INTERACTION CYCLE
Receiving
Helping
Understanding
Keeping
Offer information and optionsSet expectationsGet agreement
•Other needs?•Thanks•Follow up•Feedback•Complaint
CUSTOMER POSITION CHART
Frontline Staff RequirementAppearance & Good grooming (dressing, hair
style)Non- verbal language (Wild gestures,
frown/straight expressionless faces, walking slowly to serve, chatting with colleaques or on the phone as you serve, silently handing receipt/letters to customers and turning away, forgetting their names/asking them “your name”, being blatantly rude)
Effective communication (eye contact, tone, choice of words, listening,
Telephone(your voice is the greatest asset,identify yourself
If you are to initiate the call-call at convenient, make appointment
ESTHER POKOO-AIKINS,CLIENomerT SERVICE
Frontline Staff Requirement Have e current information handy including
services and telephone numbers, speak professionally
If you have to put call on hold give caller a choice and give information on whom to talk with
Empathize with customers Positive Attitude ( warm &welcoming, patience
and understanding, proud of their job, ready to take initiative, encourage talking with customers , office choices, point out possible actions eg. Delays, additional fee, moving to another office to complete the transaction
ESTHER POKOO-AIKINS,CLIENT SERVICE
CHALLENGES
Physical infrastructural constraintHR ConstraintsMaterial resource constraintsRemuneration and motivational constraintsLukewarm attitudes of some managementAbsence of a Performance ManagementAttitude and appearance of some public servantsLack of confidence in public servants –Judicial
Service Staff
ESTHER POKOO-AIKINS,CLIENT SERVICE
Questions, comments, ……….please
Exercise
What is the state of Front Office Staff in the public services?
Which Agencies have the best customer practices via front office staff or otherwise?
What account for the situation?
ESTHER POKOO-AIKINS,CLIENT SERVICE