Euphiticus HOSPITALITY MANAGEMENT CONSULTANTS & PROFESSIONAL ACADAMEY LTD

Presented by

Mr. Amoo-Bediako

WEEK ONE WEEK ONE LECTURE 1LECTURE 1

INTRODUCTION TO INTRODUCTION TO CUSTOMER SERVICE CUSTOMER SERVICE

Goals

Subjective; Customers Service Professional; Hotel Management,

operations and functions Academic; intellectual capacity building Spiritual; Organizational ethos built on

humility, faith and compassion

How important is How important is customer service?customer service?

It can separate the business from the competition.It can separate the business from the competition. If the price of our goods and services are relatively high If the price of our goods and services are relatively high

compared to others, customers may still prefer to come to us if compared to others, customers may still prefer to come to us if they feel they will get the help that they need.they feel they will get the help that they need.

It improves our profitability.It improves our profitability. It gives the customers a feeling of complete satisfaction.It gives the customers a feeling of complete satisfaction. It enhances the reputation of the business.It enhances the reputation of the business. It helps identify products that meet the requirement of the It helps identify products that meet the requirement of the

customer, both now and in the future.customer, both now and in the future. It helps our staff to enjoy their working day.It helps our staff to enjoy their working day. It increases our productivity.It increases our productivity. It helps reduce our costs through more sales.It helps reduce our costs through more sales. It encourages employee participation.It encourages employee participation. It fosters good relationships between the business , our suppliers It fosters good relationships between the business , our suppliers

and customers.and customers.

Who is a customer? A possible definition could be those people who buy or

patronize our goods and services. This answer, although correct has problems because it is

very simplistic. It fails to recognize that we can find customers within the organisation that we work for as well as from outside. Therefore , before we begin to actually look at the process of customer services itself., it is important to recognize that customers can be divided into two categories;-

External customers Internal customers and that these categories can be sub-divided yet again.

External CustomersExternal Customers

External customers can be classified External customers can be classified into five categories.into five categories.

1. Prospects These are people or firms who do not currently

use, patronize or do business with your organization. This may be because they;

Are not aware that your organization or business exists;

May not find your organization to be convenient; May find the organization unhelpful; Find the organization as being simply too

expensive

22. One-off purchasers. One-off purchasers

These customers may use the organization once; These customers may use the organization once; • Perhaps they tried the organization and found Perhaps they tried the organization and found

that there was something about us that they that there was something about us that they didn’t like. didn’t like.

• It could also be that the organization does not It could also be that the organization does not cater specifically for their needs. cater specifically for their needs.

• There could be other reasons;- There could be other reasons;- • Image of the organizationImage of the organization• The age range that we cater for.The age range that we cater for.• Level of competition.Level of competition.• Perhaps disabled customers or customers with Perhaps disabled customers or customers with

special needs find it difficult to get around special needs find it difficult to get around

3. Occasional users.

This is where our customers come to us on an infrequent basis. It could be that they use us in the event of an emergency, or on special occasions e.g. mothers day, valentines day, fathers day Christmas celebrations etc. or when other organizations are fully engaged or only when they are passing.

Other companies may ask your organization to join their list of suppliers (Networking) and the Management of the organization may elect to or not to.

4. Regular customers4. Regular customers

These are known as our ‘bread and butter’ These are known as our ‘bread and butter’ customers. They use us because they have customers. They use us because they have always done so. always done so. There is something about the organization that There is something about the organization that satisfies their needs. However, some might not satisfies their needs. However, some might not tell others about the services or products of the tell others about the services or products of the organization.organization.

Is there something that could stop them?Is there something that could stop them?Do we know how they see us? Do we know how they see us? How do we find out how our customers view the How do we find out how our customers view the organizationorganization

5. Advocate These are our ‘stars’. They trust and respect our employee’s and the

organization enough to tell others. Do we know what they like about the organization? If so, have we told our

regular customers about this quality so that they will tell others? The objective of the organization will be to turn prospects into advocates.

That is, customers who are prepared to tell others about the organization. Not everyone will be prepared to do this. However, the more enthusiastic our clientele, the greater the chance to develop a profitable and expanding business. Word of mouth is important.

So far, we have identified external customers in terms of their values to the organization . Customers can also be categorized in their own right and with their own needs. For example customers can be categorized according to;-

Age; Gender; Special Needs; Culture or background Special requirement such as VIP’s, CIP’s, head office management. By categorizing customers according to type, it may be possible to meet their

individual requirements.

Activity 1Activity 1 1. By using your knowledge of the organization and 1. By using your knowledge of the organization and

its competition, identify;-its competition, identify;- 3 Prospects3 Prospects 3 One-off purchasers3 One-off purchasers 3 Occasional Users3 Occasional Users 3 Regular Customers3 Regular Customers 3 Advocates3 Advocates 1. Why do you think that the Advocates which you 1. Why do you think that the Advocates which you

have identified are prepared to tell others the have identified are prepared to tell others the organization and yet the occasional users only use us organization and yet the occasional users only use us periodically.periodically.

2. What methods do you think you could employ to 2. What methods do you think you could employ to turn our occasional users into regular customers? turn our occasional users into regular customers?

Internal Customers

Internal customers are often ignored. However they are equally as important. Internal customers are those that work within the organization and who you would regularly deal with.

Internal customers do not have the luxury of choosing who they work with, therefore you should try to maintain a good working relationship with your colleagues.

Immediate team members in another area; in another department who work in administration. who supply individual needs such as cleaning, maintenance

drinks etc.

Activity 2Activity 2

• Identify our internal customers. • Identify how they are as important to

us as our external customers.

So what is Customer Services?So what is Customer Services?

In order to answer this question, you first need to answer a In order to answer this question, you first need to answer a number of questions yourself?number of questions yourself?

Lets consider some possible right answer;-Lets consider some possible right answer;- Is the organization concerned about meeting the needs of Is the organization concerned about meeting the needs of

customers. Whether internal or external. This is done through customers. Whether internal or external. This is done through actual work which the organization does, be it through provision actual work which the organization does, be it through provision of goods and supplying a service.of goods and supplying a service.

Your main job within the organization is to meet the needs of our Your main job within the organization is to meet the needs of our customers as quickly and as efficient as possible. As noted in the customers as quickly and as efficient as possible. As noted in the preceding answer, this is through the provision of services.preceding answer, this is through the provision of services.

Our customers (both internal and external) are;-Our customers (both internal and external) are;- those to whom you sell goods and services;those to whom you sell goods and services; those people in other parts of the organization that you have those people in other parts of the organization that you have

contact with;contact with; those people who do not currently use or patronize the products those people who do not currently use or patronize the products

or service of the organization.or service of the organization. Our potential customers are all those who we do not currently Our potential customers are all those who we do not currently

deal with.deal with. Let us now look briefly at the sales process and see what is Let us now look briefly at the sales process and see what is

normally required in order to meet customer needs.normally required in order to meet customer needs.

Acknowledging a Acknowledging a customercustomer

Success and failure in customer service will be determined Success and failure in customer service will be determined in the first few seconds of an initial meeting. Rapport is in the first few seconds of an initial meeting. Rapport is often established between you and our customers before often established between you and our customers before either of you have begun to speak. The use of appropriate either of you have begun to speak. The use of appropriate facial expressions and body language will help the facial expressions and body language will help the customer to feel at ease. In order to achieve a successful customer to feel at ease. In order to achieve a successful contact and therefore the possibility of a sale, we should.contact and therefore the possibility of a sale, we should.

Have a positive attitude;Have a positive attitude; Greet customers;Greet customers; Introduce yourself;Introduce yourself; Ask the customers name;Ask the customers name; Ask if you can be of help;Ask if you can be of help; Listen to the response and act accordingly;Listen to the response and act accordingly; Observe and use appropriate body language;Observe and use appropriate body language;

Having a positive attitude.

Your organization’s Customer service should be about having a positive attitude that we want to communicate with the customer. We want to meet their needs and you want them to meet their needs and we want them to return to the organization in the future.

Attitude is an essential part of customer service process. Should you not have positive attitude , your customers will detect this however hard you try to hide it.

GreetingsGreetings The organization may have our own written standards for The organization may have our own written standards for

greeting customers. There are usually different formats for greeting customers. There are usually different formats for greeting customers face-to-face or when answering the greeting customers face-to-face or when answering the telephone. These are usually contained in the organization’s telephone. These are usually contained in the organization’s policy document relating to customer care or in customer policy document relating to customer care or in customer service charters. If you are unsure that you have to greet a service charters. If you are unsure that you have to greet a customer, you should experiment with different approaches customer, you should experiment with different approaches and find out which one is the most comfortable for you.and find out which one is the most comfortable for you.

Try the following.Try the following. ‘‘Good (morning/afternoon) my name is……how can I help Good (morning/afternoon) my name is……how can I help

you?you? Giving customers your name helps them to feel relaxed. It Giving customers your name helps them to feel relaxed. It

suggest openness in conversation and that you have suggest openness in conversation and that you have nothing to hide. It also means should there be a problem at nothing to hide. It also means should there be a problem at a later date, the organization will know who to refer back to. a later date, the organization will know who to refer back to. This is often the reason why staff do not give it. Don’t say This is often the reason why staff do not give it. Don’t say “Can I help you?” this affords the customer a way out when “Can I help you?” this affords the customer a way out when they could really need help.they could really need help.

Asking the customer’s name The sweetest music to a customer’s ears,

is the sound of their own name. Using it has many benefits,

Firstly, it gives the customer the feeling that you are dealing with them as an individual.

Secondly, it means that you speak to them more normally. Finally, it helps to reduce any feeling of worry that the customer may have.

Therefore don’t be afraid to ask for it.

ListeningListening

• Listening is a science, it takes time and practice Listening is a science, it takes time and practice to get it right. Just imagine if someone kept to get it right. Just imagine if someone kept finishing of your sentences! Consider also if you finishing of your sentences! Consider also if you felt that you had explained yourself adequately, felt that you had explained yourself adequately, only to discover that the person you had spoken only to discover that the person you had spoken to was day dreaming. Both of these situations are to was day dreaming. Both of these situations are very frustrating and have led to blows! To listen very frustrating and have led to blows! To listen effectively meanseffectively means

• that you concentrate on what is being said so that you concentrate on what is being said so that you can make sound judgment and also to that you can make sound judgment and also to make the customer feel welcome and wanted. make the customer feel welcome and wanted. Effective listening also requires you to listen to Effective listening also requires you to listen to the various tones and inflexions that are used in the various tones and inflexions that are used in sentences. sentences.

Body language We not only communicate with our voices. Much

of the emphasis of what we say is through gesture and the facial expressions which we use to accentuate our message. In order to get an accurate picture of the feeling of customer as well as the verbal message that they are sending, we need to observe and to take into consideration their body language. Its only then that we effectively begin the sale process

Activity 3Activity 3Using the following headings, prepare a case Using the following headings, prepare a case study that shows how you normally deal with study that shows how you normally deal with customer;customer;How you greet the customerHow you greet the customerWhether you introduce yourselfWhether you introduce yourselfHow you get the customer’s nameHow you get the customer’s nameThe method which you use to offer helpThe method which you use to offer helpHow you listen to their response and act How you listen to their response and act accordingly.accordingly.Observing their body languageObserving their body languageObserving your body languageObserving your body languageHow could you improve the way you deal with How could you improve the way you deal with customers. customers.

WEEK ONE LECTURE 2WEEK ONE LECTURE 2

Maintaining Reliable Customer Maintaining Reliable Customer ServiceService

Maintain records relating to customer service. Documentation is comprehensive, convert

in detail and contain relevant facts. Submit as evidence three documents that relate

to customer service. One document concerned with organizational

procedures; One document relating to products or service; One document dealing with customer feedback.

Records are regularly and Records are regularly and accurately checked, updated accurately checked, updated

and corrected.and corrected.

OneOne must be a written that has clear must be a written that has clear relevance to customer service.relevance to customer service.OneOne must be computer based with clear must be computer based with clear relevance to customer service. relevance to customer service. Provide;Provide;The sources for the update or correction;The sources for the update or correction;The updated or corrected record;The updated or corrected record;An explanation for the reason behind the An explanation for the reason behind the change.change.

Suggestions for improvement of record systems are clearly based on customer needs.

What is expected from your organization? What will you actually get from the record

system? What your customers needs are in terms of

the record system? What improvement you would suggest and

why? Who in authority could you address your

ideas.

Suggestions for improvement of Suggestions for improvement of customer service record system customer service record system

are suitably delivered to the are suitably delivered to the appropriate authority.appropriate authority.

TASK TASK

Make sure that as part of communication, you Make sure that as part of communication, you include the following details;include the following details;

What do you think the shortfalls are;What do you think the shortfalls are; The evidence that you have for shortfalls;The evidence that you have for shortfalls; Your suggestions for improvement.Your suggestions for improvement.

Records which you used to monitor service delivery are clearly identified

TASK

Provide examples of records which your company uses to monitor service delivery.

Explain their format; How they are used; Who uses the information; What actions are taken as a result of the

information.

Records can be retrieved Records can be retrieved easily by others.easily by others.

Provide a brief explanation of your Provide a brief explanation of your customer record system. Explain;customer record system. Explain;

Its purpose location;Its purpose location;

Method of classification/organizationMethod of classification/organization

Method of retrieval.Method of retrieval.

Record conforms to Record conforms to relevant statutory relevant statutory

obligations and obligations and requirement regarding requirement regarding

confidentiality.confidentiality.

• It is likely that customers service record which you keep have to comply with the data Protection Act

Organize your work pattern to respond to the needs of customers

Advice is sought when limits of own authority and competence are recognized. The situation;What your limitation was;Who you approached for advice and why;What advice was given;How relayed, or acted on the advice given;The result.

Practical help is sought assertively to maintain service to customers during peaks in own workloads.

The situation; What you were attempting to achieve; Who you asked for help and why; What difficulties had to be overcome; How you were assertive; An explanation of the discussions which

took place; A discussion of the negotiation which took

place, i.e. what was said and to whom; Thanks given

Practical help is offered to colleagues to maintain Practical help is offered to colleagues to maintain reliable services to customers during their workload reliable services to customers during their workload peaks.peaks.

You should include;You should include; The situation The situation What practical help was neededWhat practical help was needed How you fulfilled the needHow you fulfilled the need The result.The result.

Delays are avoided through unprompted extra efforts.

You should include; The details of the possible delay; The effect that delay would have had

on the customer; What you did; The result of your action.

Positive effort are always Positive effort are always made to meet abnormal and made to meet abnormal and

unexpected workloads.unexpected workloads. Provide an example where you had to deal Provide an example where you had to deal

with an abnormal and unexpected workload.with an abnormal and unexpected workload. You should includeYou should include The situation and how is affected your normal The situation and how is affected your normal

routineroutine Explain what steps you had to takeExplain what steps you had to take Explain how you used your Explain how you used your

imagination/initiativeimagination/initiative The result of your actionThe result of your action Suggestion on how the situation could be Suggestion on how the situation could be

avoided in the future.avoided in the future.

Plans are made to meet the known demands of future workloads reflect the benefits of experience.

To do” lists; Copies of pages from your planner; A photocopy of your priority list; Use of computerized ‘wizard’ action

list; A photocopy of your planner;

Own ideas and experience Own ideas and experience respond sensitively to team respond sensitively to team

and customer needsand customer needs

You should provide anything that shows You should provide anything that shows your contribution such as;-your contribution such as;-

Minutes of meetings;Minutes of meetings; memos;memos; Reports;Reports; Newsletters;Newsletters; Progress sheets which have improvement.Progress sheets which have improvement.

Work with others to benefit the customer.

• Opportunities to improve working relationships with colleagues are consistently sought.

• Explain:• What your working relationship is like;• What you have done in past to improve

it;• What you think you should in the future.

Current organizational procedures for Current organizational procedures for monitoring delivery are regularly monitoring delivery are regularly

evaluated with colleagues.evaluated with colleagues.

You could;You could; Monitor the Monitor the formalformal methods which the methods which the

organization uses to monitor service organization uses to monitor service delivery.delivery.

Identify the Identify the informal informal methods which the methods which the organization uses to monitor service organization uses to monitor service delivery.delivery.

Discuss with colleagues what you and they Discuss with colleagues what you and they think these processes are;think these processes are;

Provide evidence of these meetings as Provide evidence of these meetings as part of this area.part of this area.

Communication with relevant outside parties are effectively maintained on behalf of customers.

Examples of correspondence (incoming and outgoing)

Information about what the transaction relates to.

Face-to-face Written or Telephone communication

Collaborative work with others is Collaborative work with others is actively used to improve the reliable of actively used to improve the reliable of

service delivery. service delivery.

• For example,For example,• Minutes of meetings where you discussed Minutes of meetings where you discussed

the delivery of service to customers.the delivery of service to customers.• What was agreed What was agreed • Show how you put the plan into operation.Show how you put the plan into operation.• The results.The results.

WEEK TWOWEEK TWO

COMMUNICATING WITH COMMUNICATING WITH CUSTOMERSCUSTOMERS

Communicate with Customers

Select Information for communication to customer

Relevant documentation is routinely examined for information relevant to customers

Show that you use documentation to

Organizational procedures Product or services Customer feed back

Customer perception of problems are Customer perception of problems are accurately identified, checked and accurately identified, checked and

acknowledged in all communication.acknowledged in all communication.

You should Include;You should Include; An identification of the problem;An identification of the problem; The method you used to ensure that you The method you used to ensure that you

understood the customer’s problem correctly;understood the customer’s problem correctly; The questions you asked;The questions you asked; How you received or prioritized the How you received or prioritized the

information.;information.; How you confirmed the problem with the How you confirmed the problem with the

customer; customer;

Information given in response to customer’s request meet their needs in terms of accuracy, relevance, promptness and completeness.

You may wish to use the following headings. Nature of customer request; Whether the request related to stated or unstated product

or service. What information was required and where it came from in

terms of; information which originated inside the organization; information which originated outside the organization; information which is routinely generated; information which is non-routinely generated;

Provide evidence that information you gave was accurate, relevant, prompt and complete. Perhaps by being observed as you dealt with the customer.

Customers are promptly told Customers are promptly told about products or services which about products or services which

meet their identified needs.meet their identified needs. You may want to use the following headings;What the customer’s need was;Did their needs relate to the stated or unstated product or service?Did you provide the customer with product/service/information which met their need?Could you do this straight away? Provide evidence that you were prompt.Provide evidence that the information you provided resulted in the customer taking up the product or service.

Information given to customers is presented to customers in a way which minimize their worry.

information which originated inside the organization;

information which originated outside the organization;

information which is routinely generated; information which is non-routinely

generated;

Information of potential use to Information of potential use to customers is in the most customers is in the most

appropriate place.appropriate place. • Was the information ,Was the information ,

– Routinely,Routinely,– Non-routinely generated?Non-routinely generated?

• Did you receive it from.Did you receive it from.• Inside,Inside,• Outside the organization?Outside the organization?• State;State;

– What you did with the information and how you What you did with the information and how you informed the customer?informed the customer?

– Where it was stored afterwards?Where it was stored afterwards?– Who else need the information?Who else need the information?

Improve the flow of information between organization and customer. Information given to and drawn from

the customer is within a given timescale acceptable to them.

Inside your organization; Outside your organization; and be; Routinely generated or; Non-routinely generated

Communication optimizes Communication optimizes the customer’s timethe customer’s time

Face-to-faceFace-to-face

WrittenWritten

By telephoneBy telephone

Existing opportunities and procedure for

communicating with customers are promptly used

• Face-to-face• Written• By telephone

New opportunities for New opportunities for communicating with communicating with

customers are developed and customers are developed and used on appropriate occasionsused on appropriate occasions

Explain;Explain; The situation;The situation; The normal procedure;The normal procedure; Justification for not following the Justification for not following the

procedureprocedure The result;The result; The evaluation of your action.The evaluation of your action.

Identified customer problems are discussed with colleagues who are in a position to influence potential solution.

a) In one instance you did not have the authority and b) In the other instance you did have the authority, but

perhaps needed confirmation

You might want to use the following headings. The problem ; Who you referred the problem to and why; The result; How did you placate the customer? Did you give the customer a time scale when they would

return? Did you keep to it.?

Adapt methods of Adapt methods of communication to the customercommunication to the customer

Appropriate communication Appropriate communication media are selected to keep media are selected to keep customers informed about customers informed about current or future actionscurrent or future actions

Face-to-faceFace-to-face WrittenWritten By telephoneBy telephone Body language Body language

Written and spoken language is suitable for the customer

Body language Questioning techniques Manner Greeting In the appropriate format; Grammatically correct; Use appropriate tone/language

Methods of communication are Methods of communication are suited to customers with individual suited to customers with individual needsneeds

Physical disabilityPhysical disability Learning disabilityLearning disability Language difficulty (include dialects and Language difficulty (include dialects and

accents)accents) Nature of individual need or difference;Nature of individual need or difference; Problems in terms of communication you Problems in terms of communication you

encountered;encountered; How you dealt with it;How you dealt with it; The result;The result;

Understanding of Understanding of communication is regularly communication is regularly

checked with customer checked with customer

Face-to-faceFace-to-faceWrittenWritten

By telephoneBy telephoneBody language Body language

Explain;-Explain;-The situation;The situation;

Problem – perceived otherwiseProblem – perceived otherwiseResultResult

Provide information of who you sought help Provide information of who you sought help from and why they were the most appropriate from and why they were the most appropriate

person or people.person or people.

WEEK THREEWEEK THREE

DEVELOP POSITIVE DEVELOP POSITIVE WORKING RELATIONSHIPS WORKING RELATIONSHIPS

WITH CUSTOMERSWITH CUSTOMERS

Develop Positive Working Relationshipswith customers

Respond to the needs and feeling expressed by the customer

Include; How you identified the nature of the problem; What the customer’s body language was; The nature of the question (reflective, choices

etc.); How you agreed with the customer what their

needs were; How the issue was resolved.

Customers feeling are accurately gauged Customers feeling are accurately gauged through observation of their behavior, through observation of their behavior,

tone, and through sensitive questioning.tone, and through sensitive questioning.

• Vulnerability;• Distress;• Anger;• Confusion;

• Explain;• The problem;• The customer’s behavior in terms of body language and

tone.• How you established a rapport with the customer;• Types and examples of questions that you used;• What the result was.

Perception of customers’ feelings is regularly checked with customer.

Vulnerability; Distress; Anger; Confusion

Present positive personal image to Present positive personal image to customerscustomers

Own behavior consistently Own behavior consistently conveys a positive image of the conveys a positive image of the Fiesta Royale to current and Fiesta Royale to current and potential customers.potential customers.

ColleaguesColleagues Customers Customers Potential customersPotential customers

Balance the needs of the customer and the organization

Persistent attempt are made to meet the customer’s needs

The customers requirement What solutions where proposed. The reason why some were rejected. The reason why the final one was

implemented and why it was acceptable. Any actions which you took in order to

meet your customers needs.

Organizational limitation are explained Organizational limitation are explained clearly and positively to the customerclearly and positively to the customer

► CostCost► TimeTime► ResourcesResources► The customer’s problemsThe customer’s problems► The limitation that the Fiesta Royale had.The limitation that the Fiesta Royale had.► How you told the customer How you told the customer ► Their reactionTheir reaction► How you overcame the limitation.How you overcame the limitation.► The resultsThe results

Flexibility in the organizational Flexibility in the organizational limitation is thoroughly explored limitation is thoroughly explored

and own proposals confirmed with and own proposals confirmed with others.others.

• The customers problem.• Why you felt the need to be flexible –

perhaps to gain new customers, keep an existing one, a unique ‘one-off’ situation.’

• What limitation were there.• What were your proposals and did you

need to get authority to implement them? Explain from whom. What was needed etc.

• The result of the situation.

Outcomes of proposals put to Outcomes of proposals put to customers are clearly recorded, customers are clearly recorded,

stored and relayed to the stored and relayed to the appropriate personnel.appropriate personnel.

The customer fileThe customer file A print out from a computerA print out from a computer Copies of data cards.Copies of data cards.

WEEK FOUR LECTURE 1WEEK FOUR LECTURE 1

SOLVE PROBLEMS ON BEHALF OF SOLVE PROBLEMS ON BEHALF OF CUSTOMERS.CUSTOMERS.

Solve Problems on behalf of Customers Identify and interpret problems affecting customers. Customers perception of problems are accurately identified and

sensitively acknowledged

Availability of products or services; Quality of product or services; Use of products or services; Organization systems or procedures; Individual personnel You should explain; What customers are saying in general that leads you to believe

that there is a problem with the area that you have selected? The process you undertook to identify if there is real problem; The questioning techniques that you used with customers to

identify their concerns.

Information relevant to the Information relevant to the customer’s problem is gathered and customer’s problem is gathered and

systematically analyzed and systematically analyzed and prioritizedprioritized

Information that originates;Information that originates; Inside the organizationInside the organization Outside the organizationOutside the organization Information that is routinely generatedInformation that is routinely generated Information that is non-routinely Information that is non-routinely

generatedgenerated

Customers problems are clearly summarized using perceptions and information gained from them.

The problem that the customers have; The explanation of the questioning technique that you need

in order to elicit further information and understanding of the problem;

The process that you used to summarize the customer’s problem.

Some explanation of the body language of the customer and also a review of your own. (if applicable)

What information you obtained in order to understand the problem. You should identify the sources of the information form the following list;

Inside the organization Outside the organization Information that is routinely generated Information that is non-routinely generated

Responses are designed to Responses are designed to protect customers from protect customers from

unnecessary worryunnecessary worry

LettersLetters

FaxesFaxes

Testimonials from customersTestimonials from customers

Supporting documentation form Supporting documentation form supervisors.supervisors.

Generate Solution on behalf of Customers All relevant complaints procedures are

examined promptly for effective solutions to customer problems.

Advice is sought from relevant Advice is sought from relevant sources for effective sources for effective

solutions to customer solutions to customer problems.problems.

Others outside the organization;Others outside the organization; Relevant statutory or regulatory bodies;Relevant statutory or regulatory bodies; Relevant suppliers;Relevant suppliers;

Current procedures are flexibly interpreted to generate solutions

whish benefit customers.

• Identify the nature of the problem• Normal procedure• How the procedure is normally interpreted• How the procedure was interpreted in this case• Do you think that the procedure should be

modified? If so, you should explain why and advise your manger or supervisor of your ideas.

• The results. You need to include how any relevant legislation could affect your solution.

Alternative solution are identified Alternative solution are identified which benefit the customerwhich benefit the customer

Within your area of authority i.e. you can identify a number of Within your area of authority i.e. you can identify a number of solutions yourself which can be followed through by you.solutions yourself which can be followed through by you.

Solution which need to be negotiated with colleagues within Solution which need to be negotiated with colleagues within your own department.your own department.

Solution which need to be negotiated with parties outside your Solution which need to be negotiated with parties outside your own department.own department.

You might want to use the following headings;You might want to use the following headings; The customers problem;The customers problem; The solution you gave orThe solution you gave or Where you want to find solutions and what you were able to find Where you want to find solutions and what you were able to find

out.out. How you relayed or discussed those solutions with your How you relayed or discussed those solutions with your

customer, or colleague or both.customer, or colleague or both. The result.The result.

Potential procedures are Potential procedures are identified, explored and identified, explored and agreed with appropriate agreed with appropriate

colleaguescolleagues

• A new procedure and• A change to an existing procedure

Take action to deliver solution.Take action to deliver solution.

Procedures are promptly activated to Procedures are promptly activated to solve customer problemssolve customer problems

Clear information about recurring problems and complaints is promptly passed to targeted individuals

Show;What was the nature of the problem?Who you passed the information regarding the problem to?What was the results.And which relate to three of the following areas of customer complains;Availability of product/servicesQuality of product/servicesUse of product or servicesOrganization system and proceduresIndividual personnel

Clear information about effective Clear information about effective solutions is promptly passed to solutions is promptly passed to targeted individualstargeted individuals

Task 1   Based on the work that you have done

provide evidence to show that you come up with ideas on how to solve the three related problems that you identified

   

You will need to show that you gathered information about the nature of the complaint using all of the following areas sources of information;

Originates inside the organization;

Originates outside the organization;

Routinely generated;

Non-routinely generated;

Appropriate media are used in all communication with customers.

Telephone Written Face-to-face

Alternative solutions are Alternative solutions are presented positively to the presented positively to the

customercustomer Show;Show; The problem;The problem; The choice of solutions;The choice of solutions; How you evaluated the choices that How you evaluated the choices that

you offered showing a lack of bias;you offered showing a lack of bias; The choice the customer selected The choice the customer selected

and why. and why.

Accurate advice is given to customers of relevant alternative sources of assistance outside the organization.

Performance Criteria

Task 1   Provide two case studies where you were required to

provide an alternative solution outside your organization. 

Initiate and Evaluate Change to Initiate and Evaluate Change to Improve Service to CustomersImprove Service to Customers

Obtain and analyze feedback from Obtain and analyze feedback from customercustomer

Comments on organizational services Comments on organizational services are consistently sought from are consistently sought from customerscustomers

Solicited;Solicited; Unsolicited;Unsolicited; Gathered from own efforts;Gathered from own efforts; Gathered from organizational data.Gathered from organizational data.

Complaints and commendations Complaints and commendations from customers are used to from customers are used to

analyze and evaluate relevant analyze and evaluate relevant products or services. products or services.

• Formal complaint and commendations. Formal complaint and commendations. • Informal complaint and commendations. Informal complaint and commendations. • Written complaints and commendations.Written complaints and commendations.• Oral complaint and commendation. Oral complaint and commendation. • Solicited complaint and commendation. Solicited complaint and commendation. • Unsolicited complaint and commendation Unsolicited complaint and commendation

New opportunities are New opportunities are generated to gain customer generated to gain customer

feedbackfeedback

– Suggest new ideas to gain customer Suggest new ideas to gain customer feedback using your initiative;feedback using your initiative;

– Suggest new ideas too gain customer Suggest new ideas too gain customer feedback through consultation with feedback through consultation with colleagues.colleagues.

Customer feedback is analyzed for patterns and

themes and results are recorded and understood by

others. • Are customers generally happy or unhappy with

the level of service which your organization provides?

• What does your organization do well in terms of customer services? What evidence do you have to support this?

• What aspect of your customer service delivery have you identified as requiring improvement? What evidence can you give that demonstrates that this is the case.

Customer feedback is stored in Customer feedback is stored in the most appropriate place.the most appropriate place.

• Security of customer feedback – where would the information be kept?

• Confidentiality of feedback - are names and address available?

• The recording system – how is the information recorded?

• Ease retrieval - how user friendly is it?

Propose improvement in service delivery based on customer feedback

Proposed improvement to customer service is clearly presented in the appropriate form and are based on accurate information.

Originates inside the organization; Originates outside the organization; Information is routinely generated; using information which is Non-routinely

generated

Predictions are made about customer Predictions are made about customer requirements based on the accurate requirements based on the accurate

interpretations of customer feedbackinterpretations of customer feedback

► Task 1►  ► Based on the work you completed for create a section in the

informal report which you are preparing for and title it ‘Future customer requirements’. Include in this section an analysis of how you feel customer requirements will change in the next year. In doing so, you should be able to interpret the numerical information which you have obtained in order to identify trends and also comments that you have obtained to support your ideas.

►  ► Your predictions should be both quantitative and qualitative. That

is, your report should be based on data together with a commentary.

Concise feedback which accurately Concise feedback which accurately summarizes proposed improvements is summarizes proposed improvements is

passed to appropriate targeted individuals.passed to appropriate targeted individuals.

• Task 1•  • The report that you have prepared

should be sent to your manger with copies forwarded to other relevant individuals. You should include their response as part of your evidence.

WEEK FOUR WEEK FOUR LECTURE 2LECTURE 2

INITIATE AND EVALUATE INITIATE AND EVALUATE CHANGE TO IMPROVE CHANGE TO IMPROVE

SERVICE TO CUSTOMERS.SERVICE TO CUSTOMERS.

Initiate changes in Initiate changes in response to customer response to customer

requirementrequirement Action is taken, within own area of authority, to remedy Action is taken, within own area of authority, to remedy shortfalls is customer service.shortfalls is customer service.

Identify two shortfalls in the customer services programme that Identify two shortfalls in the customer services programme that your organization has, using all of the following categories.your organization has, using all of the following categories.

– Personal shortfallsPersonal shortfalls– Shortfalls originating within the departmentShortfalls originating within the department– Shortfalls which are rectified without policy changes.Shortfalls which are rectified without policy changes.

Show how you took action to solve them;Show how you took action to solve them;

– By acting on your own initiative and also show how you can actBy acting on your own initiative and also show how you can act– As a result from the reguest from others.As a result from the reguest from others.

Explain;Explain; What the shortfall wasWhat the shortfall was Who was affected;Who was affected; Why the action was;Why the action was; The benefit of the action and any problems that may have The benefit of the action and any problems that may have

occurred as a result;occurred as a result; How others were involved.How others were involved.

Action is taken to alert others to changes needed to improve customer service What the shortfalls were; What you have done and why, (You may wish to

include a copy of the charts and tables which you have completed);

What the effects of the change are on local procedures or organizational policies;

Encourage them to adopt the same practice

Own initiatives are introduced Own initiatives are introduced which responds to customer which responds to customer requirement and are within requirement and are within

own area of authority own area of authority • Product/servicesProduct/services• Working practices and proceduresWorking practices and procedures• Training needs;Training needs;• Other relevant departments;Other relevant departments;• Related suppliers,Related suppliers,• Show how you can;Show how you can;

– Act on your initiative andAct on your initiative and– Act on the request of othersAct on the request of others

ACTIONS AND INITIATIVES ARE ACTIONS AND INITIATIVES ARE BASED ON THOROUGH ANALYSIS OF BASED ON THOROUGH ANALYSIS OF APPROPRIATE DATA TAKE ACCOUNT APPROPRIATE DATA TAKE ACCOUNT

OF ANY PREDICTED CUSTOMER OF ANY PREDICTED CUSTOMER NEEDS NEEDS

• Make sure that you identify;Make sure that you identify;• The actions that you have taken as a result of The actions that you have taken as a result of

your own initiative.your own initiative.• The actions that you have taken as a result of a The actions that you have taken as a result of a

request from others.request from others.• Make sure also that you are able to identify Make sure also that you are able to identify

evidence that show you are remedying shortfalls evidence that show you are remedying shortfalls in in all all of the following areas;of the following areas;

• Shortfalls in your own personal service;Shortfalls in your own personal service;• Shortfalls originating within the departmentShortfalls originating within the department• Shortfalls which can be rectified without policy Shortfalls which can be rectified without policy

change change

Own ideas and experience are Own ideas and experience are used to implement changes used to implement changes

introduced by others.introduced by others.

You should identify You should identify either;either; A change in the local proceduresA change in the local procedures A change in the organizational A change in the organizational

policies.policies.

Evaluate changes designed to improve service to customers

Outcomes of changes to improve customer service are systematically monitored using all available feedback.

Own immediate practices Products or services; Practices of others within the organization

Implication of changes to products or Implication of changes to products or services are identified and appropriate services are identified and appropriate

colleague (s) are informedcolleague (s) are informed

Procedures;Procedures;

Products or services;Products or services;

Cost;Cost;

Policy Policy

Recommendation on the effectiveness of changes designed to improve customer service are communicated to the appropriate colleagues)

Deadlines for review; Who should undertake the review; How action should be initiated; Appropriate targets for comparisons to be

made.