1 What Customer Service Means

As mentioned earlier, customer service means providing a quality product or service that satisfies the needs/wants of a customer and keeps them coming back. Good customer service means much more – it means continued success, increased profits, higher job satisfaction, improved company or organization morale, better teamwork, and market expansion of services/products.

Think about if places where you enjoy doing business – restaurants, stores, petrol stations, suppliers, banks, etc. – why, aside from the actual product or service they provide, do you like doing business with them? You probably find them courteous, timely, friendly, flexible, interested, and a series of other exemplary qualities. They not only satisfy your needs and help you in your endeavors but make you feel positive and satisfied. You come to rely on their level of service to meet your needs and wants.

On the other hand, let’s review a business you dislike patronizing maybe even hate utilizing but in some cases do so out of necessity. Maybe it is the Ministry of Transport when you need a new driver’s license or maybe it is the local department store that carries a product you need but who offers lousy service when you purchase. In both of these cases we are willing to hypothesize that the customer experience is marred by long lines, gruff service, inefficient processing, impolite and unfriendly clerks or salespeople, lack of flexibility, and no empathy for your customer plight. In these cases you feel abused, unsatisfied, and taken advantage of – in essence, your experience is wholly negative.

Unfortunately, in the cases we outlined above there is no competition for the services/products offered or you would gladly not consider using either the Ministry of Transport or the rude department store. This is the advantage of a monopoly on a good or service because in a competitive marketplace, the unsatisfied customer shops elsewhere.

Remember, good customer service results in consumer satisfaction and return customers and growth in business. Poor customer service, except for monopolistic strongholds, generally results in consumer dissatisfaction, lack of returning customers and dwindling business.

Customer Service Qualities

Customer Service = Accountability + Delivery

Customer service is:

• * Fundamental
• * Simple
• * Daily
• * Time oriented
• * Persevering
• * Specific

2  Customer Relationship management

2.1   Customer Surveys

Before spending the time, effort, and resources to develop a strategy for service improvement, you should take actions to make sure you know what your customer expects and wants from your service.

A base-line survey can provide a starting point from which to design and implement a customer service improvement plan. A base-line survey will:

• * Provide specific feedback on customer satisfaction levels, wants, needs, and service requirements.
• * Gives you objective, valid data on customer service requirements.
• * Provide a benchmark for measuring customer satisfaction.

Admittedly, surveys require the expertise of outside consultants or market research firms and require expenditures on the part of your company or organization. However, these resources are well spent if you want to improve customer satisfaction.

There are many kinds of customer surveys, but the basic surveys include:

• * Random customer survey
• * Company -wide attitude survey
• * Lost account survey
• * Target account survey
• * Customer exit survey

 

All the survey types listed above have their merits but the most common is the random customer survey. The random survey is the easiest to conduct and measures overall customer satisfaction on a range of levels. This methodology, typically done by phone, mail or in-person, selects a percentage of customers and randomly surveys them. If your organization has never conducted a market survey or customer survey, the random customer survey is probably the best methodology for you.

CUSTOMER BASE

The size and composition of the customer base to be surveyed is critical if the data will be valid to inform the ultimate customer service improvement plan. You need to assess the size of your customer base to determine the sample size for the survey. If your customer base is in the thousands, it makes sense to hire a market research firm to conduct the survey. A smaller customer base may not require the intervention of a professional market research firm.

SERVICE FEEDBACK

Other types of service feedback include:

• * Customer focus groups
• * Polls
• * Suggestion boxes
• * Telephone Hotlines
• * Public forums
• * Customer evaluation forms
• * Customer mail/email

 

Remember, if you do not know what your customer thinks about your service levels and performance, there is no way to inform your future customer service activities.

This section of the manual and training explores the often insignificant behaviors and actions that can lead to significant payoffs in customer service success. These techniques and ideas, seemingly obvious and mundane, cover a variety of communication skills leading to customer satisfaction

When reviewing these materials keep in mind that customers are like elephants – they have long memories. They cherish companies who treat them well and quickly stop patronizing those who do not.

Key statistical consumer sector data revealed:

• * Customers will spend up to 10% more for the same product with better service.
• * When customers receive good service they tell 10-12 people on average.
• * When customers receive poor service they tell upwards of 20 people.
• * There is an 82% chance customers will repurchase from a company where they were satisfied.
• * There is a 91% chance that poor service will dissuade a customer from ever going back to a company.

 

 

2.2        Verbal and non-verbal communication

2.3        Non-Verbal Communication

BODY LANGUAGE

Body language can say more than words. A recent university study on how people receive information had these results:

• * 55% of what we learn from others comes from their body language.
• * 38% of what we learn from others comes from their tone of voice.
• * 7% of what we learn from others comes from the words they say.

FACE-TO-FACE CONVERSATIONS

It is often not what you articulate but how it is presented. What you wear and how you express yourself has a lot to do with how what you say is received.

Have you ever noticed how a person who is dressed-up, even in older or out-of¬style clothing, always commands more authority and respect? The impression they make and what they have to say is enhanced by their personal presentation, facial and hand gestures, as well as the substance of what they have to say. As it turns out, substance is only part of the equation of being persuasive and influencing perception.

On one level this seems unfair and superficial because what a person says and how they behave should be more important than if they are well groomed, smiling and dressed-up. Yet visual perception plays a vital role in human impressions and reactions. For reasons psychologists do not always understand, nature and learned behavior have taught humans to perceive neat, smiling, well-presented individuals in a more commanding manner.

For example, what better way to sell cosmetics or clothing in a large department store than to see well put together, groomed salespeople soliciting and serving customers? This has become a global industry standard because it works. People like to buy products, especially personal beauty and clothing products, from salespeople who look good in the very products they are buying. Customers visualize themselves looking like the sales people. Of course the most successful salespeople are also well trained and informed about their products, but it is initial non- verbal communication that first influences the interaction.

The same can be said for those who smile, laugh and make warm hand gestures – these people are well received and liked by others. “Warm” people immediately ingratiate themselves to others. What they say is often openly accepted, trusted and believed.

It is clear that just looking good will not produce the desired level of customer satisfaction. There is certainly a trend around the world in some of the most expensive retail outlets such as Gucci, Yves Saint Laurent, Giorgio Armani, and others for extremely well dressed, model-esque sales people to address customers in an arrogant and disdainful manner. Even these retail fashion giants can lose sight of the basics of customer service and the famous saying of Sam Walton “These fashionistas need to remember the goal is to smile and present one’s self well while at the same time delivering quality services and products to the buying public. “

POSITIVE NON-VERBAL COMMUNICATIONS

Smiling. There is nothing like a smile and pleasant face to greet a customer, especially if he/she has a complaint. A smile and polite conversation can immediately disarm a disgruntled customer. Facial expression sets a positive tone before you even begin speaking. A relaxed or pleasant facial expression is ideal most of the time.

Eye contact. Always look into your customer’s eyes. Directly address customers.

How you look. Personal grooming has a big impact on your customers. Dirty hands, messy hair and poor dress can mean the loss of an otherwise happy customer. When interacting with customers, dress neatly and in a professional manner so as to command respect and to let customers know you take seriously your position.

Shaking hands. When shaking hands with a customer a firm and professional handshake is expected. This part of the greeting is now common among both men and women in a professional environment.

Be attentive. When listening to a customer, slightly lean towards your customer and nod your head ever so slightly to indicate you are listening.

Tone of voice. Always convey friendliness and amicability. Do not raise your voice in frustration or anger no matter how difficult or tiresome a customer may behave.

Hand gestures. Use hand movements to emphasize what you say (even on the phone) and to emphasize your feelings.

Personal space. This is the distance that feels comfortable between you and another person. If another person approaches you and invades your personal space, you automatically move back without thought. You are uncomfortable. Leave adequate distance between you and your customer. Adequate space is important to making customers feel secure and safe.

Posture. Slumping in a chair or leaning against a wall while interacting with a customer are sure signs you are not interested in the customer. Your pose or posture should express attention, friendliness, and openness. Lean forward, face the customer and nod to let them know you are interested.

Observation. Notice how your customer behaves and what he/she reacts positively to while you are providing service.

Remember, the little, interpersonal actions noted above mean a great deal in the area of customer relations. They can change customer perceptions and ultimately affect the success of your customer relations efforts.

 

2.4        Verbal Communication

Tone of Voice

It’s not what you say, it’s how you say it.

The moment you pick up a telephone, body language and visual perceptions disappear and your tone of voice becomes dominant.

Almost the entire message you project to the customer over the phone is derived from tone of voice and attitude. For example:

• * A flat tone of voice says to the customer, “I don’t like my job and would rather be elsewhere.”
• * Slow pitch and presentation say, “I am sad and lonely – do not bother me.”
• * A high pitch, rapid voice says, “I am enthusiastic and excited!’
• * A loud voice says, “I’m angry and aggressive.”

Keys to good telephone intonation include:

• * Inflection
• * Volume control
• * Pacing the customer

 

Inflection

Inflection is what happens when you read a book to a child – it is the wave like movement of highs and low in your pitch that makes what you are saying higher or lower. It is the way you emphasize aspects of what you are saying to make it interesting.

When you repeat phrases and terms many times in a day, like many customer service representatives do, you tend to become monotone as the phrases have lost their interest to you. In telephone customer service inflection is pivotal and “monotone” lapses are the enemy. You can improve your inflection by:

• * Practicing to stress certain words/phrases
• * Regulating your breathing – make each breathe deep and slow
• * Exaggerating your tone of voice
• * Changing around the phrases you use – repetition equals monotony
• * Smiling when on the phone – this causes face muscles to contract, creating a more positive tone.

Be aware that too much inflection sounds unrealistic and artificial. Classic examples of over-inflection include radio announcers and some television presenters.

Volume

Speaking in a moderate voice is the norm for customer service as high volume scares and intimidates people. Low volumes can be very effective, especially when a customer is irate – a low volume voice under these circumstances serves to calm the irate customer.

Speaking louder for short bursts can occasionally serve to emphasize or focus attention, but this technique should be used rarely.

Pace

Pace is a great tool to build rapport with a customer. Customer service professionals recommend mimicking your customers pace. Speaking too fast will serve to confuse a customer while speaking too slow may leave the impression you are talking down to the customer.

By controlling the pace of the conversation, you can get the customer to consider or reconsider what you are saying, and place emphasis on what you deem important. You are also able to articulate a solution or answer to a customer in a manner he/she understands.

2.5        Telephone Etiquette

The dreaded answering service

In the world of customer service most people hate the telephone. It has become common when calling a large corporation, business or service provider to come in contact with an automated answering service that prompts the caller to choose a series of numbers to attain their desired request. Often the service request or query must conform to the categories designated in the main menu or the call can be disconnected. It has become increasingly difficult to get in touch with a live human being.

If you are a new customer and have never used these systems then it is even more frustrating, especially if you do not have a Touch-Tone phone or are intimidated by these machines. Often you have to listen to five minutes or more of recorded banter before even being given the chance to speak to a customer service representative. Even when you are connected there is often a substantial amount of time spent on hold, waiting for a representative to become available. In addition, some customer’s find that after all that effort they have not been connected to the appropriate department for their needs, and must repeat the tedious process again.

When the proper person is finally reached, the customer is already frustrated and fed up with the process. The company has failed to provide adequate service even before they have learned of the problem.

Because every telephone encounter is blind, customer frustration is greater on the telephone than any other communication medium. The customer can feel lost with no connection, other than the audio, with the person on the other end of the phone. High-tech telephone systems eliminate even this human element. They are a cheap means of cutting labor costs but ultimately impede good customer service.

Good Telephone Etiquette

Thankfully, there are many companies and organizations that understand the significance of the telephone in doing business and practice good telephone etiquette.

Good telephone etiquette is the essence of dealing with people in a polite and efficient manner over the telephone. It is one easy and definite way to improve customer service if you follow the guidelines outlined below.

Telephone etiquette, unlike more varying body language, can be uniform and is not culturally based. The telephone is often the first or last place a customer comes in contact with an organization or company. Being telephone friendly is one of the least expensive and cost-effective ways to deliver better customer service.

Answering the Telephone

How a company answers the phone can tell the whole story of how they treat customers and employees. The correct phrase said in the right order in a positive tone leaves a good impression and starts the customer-client relationship off on the right foot.

1. Pick up the phone in three rings. More than three rings signals chaos in your office or inattentiveness on the part of your company or organization.
2. Greet the caller, e.g. “hello”, “good morning”. Good manners show you respect the caller.
3. Give your name, e.g., “Hi, my name is Chipo”. This is a courtesy that serves to personalize the customer service experience as well as allowing the customer to hold you accountable for your level of service. He/she now has a point of reference and someone to contact when he/she calls back.
4. Ask the customer if or how you can help. Asking to help tells the customer you are there to serve his/her needs and to solve his/her problems. This also leaves the customer with a positive impression.

Put it altogether and you have a good example:

“Good morning, thanks for calling the Intercontinental Hotel Harare. My name is Chipo; how may I help you?”

The greeting is key; it sets the tone and style of the whole interaction.

2.6        Troubleshooting

Some things which may upset a customer are simply unavoidable. Here are some tips on how to best handle these situations.

“Putting a Customer on Hold”

• * Ask the customer if you can put them on hold; wait for them to say “yes” or “no” and then explain it will only be for a short period of time.
• * Explain to customers why you are putting them on hold.
• * Thank customers for holding.
• * Ask the customer if they mind being transferred; wait for them to say “yes” or “no” and explain why they are being transferred and to whom.

“Transferring a Call”

“Taking a Message”

• * Explain your co-workers absence in a positive light but do not be too specific. Explain that your co-worker is in a meeting, conference, briefing, or training. Do not say he or she is gravely ill, is too hung over to come to work, never called in today, can’t be found, is playing golf, that you do not know where he or she is, or that he or she “was just here”.
• * Give a reasonable estimate of when the co-worker will return.
• * Offer to help the caller, take a message or transfer to another staff member.

If a co-worker is on holiday and will not return to the office for some time, it is permissible to say that he or she is on holiday. However, avoid details such as, “Raymond is at the Lake and I am sure he is living it up.” While such details may seem innocuous and even humorous, they give the wrong impression to those seeking service.

“Ending the Call”

This is the final step in good telephone etiquette. A good customer service representative ends the call on a positive note, repeating any actions agreed to be taken and what is going to be done to help or serve the customer.

2.7        First Impressions – You Only Get One

Making a Good First Impression

Every salesperson in every business knows the importance of making a positive first impression. Sales people know their success and livelihood will depend on how their potential customer perceives them in the first 30 seconds of interaction. Good salespeople develop an almost instantaneous rapport with potential customers. Customers like them, follow their advice and then buy their product.

The reality is that we prefer doing business with those we like and trust. Impressions are the key to developing trust and confidence in the customer.

As the old saying goes, “You will never get a second chance to make a first impression.” This is why the first impression is extremely important and can set the tone for all future transactions.

Here are some ways of creating positive impressions, some of which have already been discussed:

• * Thoughtfulness in meeting the customer’s needs
• * Personal responsibility for a customer
• * Quick problem solving for customer
• * Offering immediate assistance
• * Friendliness
• * Using customer’s name in a conversation
• * Pleasant voice tone
• * Polite and courteous manners
• * Neatness
• * A genuine smile Here are some factors that create a negative impression:
• * Making the customer wait
• * Not answering the phone promptly
• * Not saying “please” and/or “thank you”
• * Speaking loudly or condescendingly to customers or colleagues
• * Making faces, frowning, acting distant, not smiling
• * Looking disheveled or like you do not care about your appearance
• * A poor handshake
• * Focusing on another task while addressing or servicing a customer.

Remember, impressions stay with those you meet, especially customers, and once registered; negative impressions are difficult to overcome.