[email protected] 1 Chapter 7 Office Customers

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Chapter 7Chapter 7

Office CustomersOffice Customers


Customers Customers

““We don't want to push our ideas We don't want to push our ideas on to customers, we simply want on to customers, we simply want

to make what they want”to make what they want”

Laura AshleyLaura Ashley


CustomersCustomers

““Make a customer, not a sale”Make a customer, not a sale”

Katherine Katherine BarchettiBarchetti


CustomersCustomers

““Look through your customer's Look through your customer's eyes. Are you the solution eyes. Are you the solution

provider or part of the provider or part of the problem?”problem?”

Marlene Marlene BlaszczykBlaszczyk


CustomersCustomers

““Worry about being better; Worry about being better; bigger will take care of itself. bigger will take care of itself. Think one customer at a time Think one customer at a time and take care of each one the and take care of each one the

best way you can”best way you can”

Gary ComerGary Comer


““The Customer Is Always Right”The Customer Is Always Right”

““The customer is always right - The customer is always right - Yes folks, this old fashioned Yes folks, this old fashioned

saying still rings true even if we saying still rings true even if we don’t like to admit it. Now don’t don’t like to admit it. Now don’t get me wrong, there are times get me wrong, there are times when that customer isn’t right, when that customer isn’t right,

and you and I know it”. and you and I know it”.


Satisfied CustomersSatisfied Customers


CustomersCustomers

““There is only one boss; the There is only one boss; the CUSTOMERSCUSTOMERS. And he or she can . And he or she can fire everybody in the company fire everybody in the company from the chairman on down, from the chairman on down, simply by spending his or her simply by spending his or her money somewhere else.”money somewhere else.”


Customer - definedCustomer - defined•CustomerCustomer is any person who is any person who buys goods or services (buyer, buys goods or services (buyer, client, patron, purchaser); orclient, patron, purchaser); or•CustomerCustomer is anyone who is anyone who receives an output or product receives an output or product from the previous process.from the previous process.


Types of customersTypes of customers

Internal customersInternal customers External customersExternal customers

Shareholders.Shareholders.


a) Internal Customera) Internal Customer

Customers within the Customers within the organization who are next in line organization who are next in line to receive the product. to receive the product.

Examples could be production Examples could be production line workers who receive the line workers who receive the product or customer service product or customer service representatives.representatives. ..


b) External Customerb) External Customer Any person or organization Any person or organization

who pays for or receives the who pays for or receives the final products or services final products or services from the organization (or the from the organization (or the provider); orprovider); or

The consumer of the product The consumer of the product or service is the external or service is the external customer. This class of customer. This class of customer has the most customer has the most important requirements and important requirements and they must be met, otherwise they must be met, otherwise they will not purchase the they will not purchase the product.product.

External customers are External customers are essentially the general essentially the general public.public.


c) Shareholdersc) Shareholders

People who have interest in People who have interest in the organization such as the organization such as holding shares in the holding shares in the organization or supporting organization or supporting the organization financially. the organization financially.

Example; the Board of Example; the Board of Directors, Executive Directors, Executive Chairman of the Board, Chairman of the Board, Board of Trustees, etc.Board of Trustees, etc.


Types of customersTypes of customers


Internal Customer AwarenessInternal Customer Awareness In order to produce a In order to produce a

quality service to the quality service to the customers, every staff customers, every staff in the organization in the organization must instill an must instill an “internal customer “internal customer awareness” (ICA).awareness” (ICA).


Levels of Requirement for Levels of Requirement for Internal Customer AwarenessInternal Customer Awareness

1.1. Organization’s LevelOrganization’s Level-- produce output without defect produce output without defect according to the organization’s according to the organization’s standard.standard.

2.2. Customer’s LevelCustomer’s Level-- produce output / product to produce output / product to satisfy the customers such as, with satisfy the customers such as, with a smile, clean appearance, proper a smile, clean appearance, proper dressing, etc.dressing, etc.


Every staff must understand Every staff must understand that…that…

He/she should produce a “zero He/she should produce a “zero defect” product/output before defect” product/output before proceeding to the next process.proceeding to the next process.

He/she should not receive a He/she should not receive a ‘defect’ product/output from a ‘defect’ product/output from a previous process until the previous process until the output/product is corrected.output/product is corrected.


Pre-requisite in establishing ICAPre-requisite in establishing ICAi.i. CommunicationCommunication

- In order to know one’s own In order to know one’s own personal requirement.personal requirement.

ii.ii. Clarification of taskClarification of task --a provider should know or a provider should know or

be aware of his/her internal be aware of his/her internal customer’s task / customer’s task / responsibilities in order to responsibilities in order to avoid doing jobs that are avoid doing jobs that are beyond the customer’s beyond the customer’s responsibility.responsibility.


Pre-requisite in establishing ICAPre-requisite in establishing ICA

iii.iii. ControlControl-- There should be a set of There should be a set of rules / procedures to guide rules / procedures to guide the employees in their the employees in their performance especially in performance especially in reacting to receiving a reacting to receiving a defect output.defect output.-- They are not supposed They are not supposed to receive and proceed to to receive and proceed to the next process until it is the next process until it is corrected or fixed.corrected or fixed.


Pre-requisite in establishing ICAPre-requisite in establishing ICAiv.iv. CoordinationCoordination

-- a process of integrating a process of integrating and standardizing activities and standardizing activities and information between and information between departments/units/sections departments/units/sections within the organization.within the organization.

-- it should be done in it should be done in order to avoid overlapping order to avoid overlapping of activities and to create of activities and to create awareness of the awareness of the happenings.happenings.



v.v. Relevant rulesRelevant rules

-- a staff should a staff should know and know and understand the understand the organization’s rules organization’s rules clearly.clearly.



vi.vi. Who are your Who are your customers and customers and their their requirements:requirements:

-- every staff every staff needs to be clear of needs to be clear of “who are his or her “who are his or her customers and their customers and their requirements”.requirements”.


Common steps and services to Common steps and services to the external customersthe external customers

Customers’ Normal StepsCustomers’ Normal Steps

- Their presenceTheir presence

• EnquiryEnquiry

• Document or formDocument or form• Submittance of the form or Submittance of the form or

document.document.• Waiting to be informedWaiting to be informed

• LeavingLeaving

Services Expected by Services Expected by CustomersCustomers

Comfortable and cozy Comfortable and cozy environment.environment.

Accurate information and Accurate information and explanation.explanation.

Facilities and assistance.Facilities and assistance. Warm service from the Warm service from the

counter staff.counter staff. Clear feedback and Clear feedback and

information.information. Satisfaction.Satisfaction.


Customer’s PrioritiesCustomer’s Priorities The priorities are based The priorities are based

on these process:on these process:i.i. Identify customers:Identify customers:ii.ii. Identify customers’ Identify customers’

requirements.requirements.iii.iii. Translating the customers’ Translating the customers’

requirements into the requirements into the output standards.output standards.

iv.iv. Developing the process in Developing the process in producing the output producing the output standardsstandards

v.v. Implementing the process.Implementing the process.


Common characteristics of the Common characteristics of the output required by customersoutput required by customers

1.1. ReliabilityReliability

-- goods and services goods and services that can be trusted.that can be trusted.

2.2. DurabilityDurability

-- goods that last long.goods that last long.

3.3. SafetySafety

-- goods that are not goods that are not dangerous or risky.dangerous or risky.



iv.iv. FunctionalityFunctionality-- goods that can goods that can function as it is supposed function as it is supposed to be.to be.

v.v. TimelinessTimeliness-- goods that arrive on goods that arrive on time.time.

vi.vi. Accuracy of factsAccuracy of facts-- accurate information accurate information whether verbal or non-whether verbal or non-verbal.verbal.



vii.vii. ResponsivenessResponsiveness

-- sensitive to customers’ sensitive to customers’ requirements and taste.requirements and taste.

viii.viii. ConsiderationConsideration

-- certain services that can certain services that can consider some situations.consider some situations.

xi.xi. InformativeInformative

-- goods and services must goods and services must be well informed.be well informed.



x.x. AvailabilityAvailability-- goods and services are goods and services are easy to get, reach and easy to get, reach and access.access.

xi.xi. EfficiencyEfficiency-- goods and services goods and services must be ‘zero defect’.must be ‘zero defect’.

xii.xii. Readiness to assistReadiness to assist-- the ever willing attitude the ever willing attitude to serve the customers.to serve the customers.



xiii.xiii. IntegrityIntegrity-- goods and services must goods and services must be honest, sincere and can be honest, sincere and can be trusted.be trusted.

xiv.xiv. CleanlinessCleanliness-- goods and environment goods and environment must be clean.must be clean.

xv.xv. Reasonable costReasonable cost-- goods and services must goods and services must not incur a too high or too not incur a too high or too low cost.low cost.



xvi.xvi. InnovativenessInnovativeness

-- goods must be based on goods must be based on the latest information such as the latest information such as the government policy and the government policy and technology (follow the trend)technology (follow the trend)

xvii.xvii. FlexibilityFlexibility

-- goods that can be goods that can be altered to the need of the altered to the need of the user.user.



xviii.xviii.PracticalityPracticality

-- goods must be useable.goods must be useable.

xix.xix. CourteousnessCourteousness

-- services must be warm services must be warm and gentle.and gentle.

xix.xix. UnderstandabilityUnderstandability

-- simple to understandsimple to understand


Customer CharterCustomer Charter is a statement of standards is a statement of standards

and/or procedure that a and/or procedure that a business agrees will govern business agrees will govern the relationship between the relationship between itself and its customers; oritself and its customers; or

is a written commitment of an is a written commitment of an office/department/organizatiooffice/department/organization towards the delivery of n towards the delivery of output to the customers output to the customers (including stakeholders) to (including stakeholders) to meet the quality standards meet the quality standards which fulfills the customers’ which fulfills the customers’ requirements.requirements.


Focus of Customer CharterFocus of Customer CharterCustomerCustomerStandardStandardAttitudeAttitude


Features of Customer CharterFeatures of Customer Charter

Easy and clear to Easy and clear to understandunderstand• Clear sentence/word, format Clear sentence/word, format

and size.and size. Easy to conveyEasy to convey

• Clear language.Clear language. Must meet the capability Must meet the capability

to accomplish, practical to accomplish, practical and realistic.and realistic.


Features of Customer CharterFeatures of Customer Charter Must be specific:Must be specific:

• Time, figures, price, etc.Time, figures, price, etc. Must guarantee the accuracy:Must guarantee the accuracy: Must be flexible or not static:Must be flexible or not static:

• Can be improved or amended.Can be improved or amended. Attractive and catchy design / Attractive and catchy design /

appearance:appearance:• Color, size, format, etc.Color, size, format, etc.

Must be noticeable.Must be noticeable.• Place at strategic location.Place at strategic location.


Five Stages of the Legislation of Five Stages of the Legislation of Customer CharterCustomer Charter

1.1. Identify customers and their Identify customers and their requirements.requirements.

2.2. Identify the goods and services Identify the goods and services provided by the office / provided by the office / department / organization.department / organization.

3.3. Set the standard of the goods and Set the standard of the goods and services in the form that can be services in the form that can be measured.measured.

4.4. Provide the charter in a catchy Provide the charter in a catchy design.design.

5.5. Place the charter at a strategic Place the charter at a strategic place that can be noticed and read place that can be noticed and read by the customers.by the customers.


Benefits to the office / department / Benefits to the office / department / organizationorganization

Produce employees who are Produce employees who are more discipline, more more discipline, more responsible, more aware, responsible, more aware, more careful and more more careful and more sensitive in carrying out sensitive in carrying out their clerical activities and their clerical activities and treating the customers.treating the customers.

The charter also can be used The charter also can be used as a specific as a specific performance performance indicatorsindicators..


Benefits to the customersBenefits to the customers Easy to know the quality Easy to know the quality

standards, more clear and standards, more clear and aware of the service provide aware of the service provide by the office / department / by the office / department / organization’s performance organization’s performance by comparing the charter by comparing the charter and reality and can use these and reality and can use these to complaint about the to complaint about the office / department / office / department / organizations they are organizations they are dealing with.dealing with.


Ten Ways To Improve Your Ten Ways To Improve Your Customer ServiceCustomer Service

1.1. Stay in contact with Stay in contact with customers on a regular basis. customers on a regular basis.

2.2. Create a customer focus Create a customer focus group. group.

3.3. Make it easy for your Make it easy for your customers to navigate on customers to navigate on your web site. your web site.

4.4. Resolve your customers Resolve your customers complaints quickly and complaints quickly and successfully. successfully.

5.5. Make it easy for your Make it easy for your customers to contact you.customers to contact you.



6.6. Make sure employees Make sure employees know and use your know and use your customer service policy.customer service policy.

7. Give your customers 7. Give your customers more than they expect. more than they expect. Send thank you gifts to Send thank you gifts to lifetime customers. lifetime customers.

8. Always be polite to your 8. Always be polite to your customers. Use the words customers. Use the words your welcome, please, and your welcome, please, and thank you.thank you.



9. Reward customers 9. Reward customers a point for every a point for every one dollar they one dollar they spend. spend.

10. Build strong 10. Build strong relationships with relationships with your customers.your customers.


Any questions?Any questions?

We are now moving to the We are now moving to the next topic………………..next topic………………..

Chapter 8Chapter 8

Office ControlOffice Control

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[email protected] 1 Chapter 7 Office Customers