BSBCUS403A Implement Customer Service Standards

Trainer Conrad Palmer

1: Contribute to Quality Customer Service Standards

Standards can only be high if:
Clear Specific Concise Observable Realistic
After Sales Service

Location Warranties Repairs availability

Timelines

Questions: Does it meet my needs? Am I getting the proper level of service? Am I happy with the overall product/service? Does it meet my value perception?
How important is service element? Remember SAS Moments of Truth?

Quantity

Purchase decision

Facilities

Packaging

ACCESS

Presentation Delivery

Help Desk

Taking Care of the Customer

Meet /Exceed Customer Needs

Before
Develop/Maintain Trust

During

Offer Clear/Open Communication Show we understand our Customers Show we can help customers achieve their goals

After

Moments of Truth Cycle of Service

Developed by Jan Carlzon, CEO of Scandinavian Airlines in the 1980s to describe the aspects of customer contact that the organization needed to control to ensure a positive impression.
Moment of Truth 1 Moment of Truth 8 Moment of Truth 2

Moment of Truth 7

Moment of Truth 3

An episode in which a customer comes into contact with an aspect of the organization, however remote, and thereby has an opportunity to form an impression.

Moment of Truth 6 Moment of Truth 5

Moment of Truth 4

Each year of our 10 million customers came into contact with approx 5 SAS employees, and this contact lasted an average of 15 seconds each time. Thus, SAS is created 15 million times a year+, 15 seconds at a time-. These 50 million moments of truth are the moments that ultimately determine whether SAS will succeed or fail as a company. They are the moments when we must prove to our customers that SAS is their best alternative.
4

Customer Relations
Build relations from common understanding & mutual benefit. Remember 10% customers will go to a competitor within a year. Customer is an asset consider spend over a number of years?
Every employees attitude can affect customers loyalty.

Treat customers as appreciating asset Provide top quality as perceived by customer Build relationships Create uniqueness Under Promise over deliver Positive attitude towards customers Exceed expectations Actively find customers needs Maintain customer contact Rewards loyal customers Sympathetically handle complaints Know products Actively listen Ask clarifying questions Communicate effectively & efficiently.

Why might your customers leave and go elsewhere to purchase?

competitors come out with better products competitors offer a better package which may be an identical product at a lower price or supported by better after-sales service inferior marketing strategies may result in lost sales customers may perceive a product to be inferior for possibly invalid reasons such as a belief that locally manufactured products are not as good as imports employees may be less customer focused than their competitors

Continuous Improvement
Plan
Identify Opportunities for Improvement Generate a number of solutions

Do
Test / Trial Monitor & Evaluate results

Check
What worked? What didnt? What improvements? Make changes

Act
Make solution part of procedures Continuous Cycle

2: Implement Customer Service Systems

Encourage Personnel to consistently implement Customer Service Systems:
Rewards
Fair & equitable (recognise personal contribution) Not at other team members expense Have employee confidence Clear & objective criteria (clearly understood) Timely Open to everyone

Consider strategies available for good performance reward i.e. financial, gift voucher, theatre tickets, extra leave etc . Good customer service relies on employees who are the companies most valuable asset.

Implement Customer Service Systems

Training
Train in customer service standards Effective induction Performance appraisals Provide skills & encourage staff to use them Encourage customer focus Coaching & mentoring

Positive Supportive Work Culture

Competent employee practices Organizational systems

Review Customer Service Feedback Strategies

Informal Assessments Surveys & Questionnaires Interviews Focus Groups Feedback Forms Day to Day Feedback Mystery Shoppers Keep communication Channels open Benchmarking Product testing Market Research Problems Affecting Feedback Record Keeping Share Results Using Feedback Data

Identify Problems & make adjustments

Identify Customer Service Problems

Survey of common complaints re Customer service:
46% inability org to resolve problem 38% difficult to reach 37% dealing with multiple people 34% lack of product knowledge 33% unprofessional demeanour

Why do so many people not complain?

Do not want to make a scene Do not have the time or energy Convinced that the outlet is not interested. No faith in people to resolve Expect hostility or indifference

Resolving Complaints
Step 1 identify & define problem. Step 2 analysis gap between current & desired situation Step 3 Gather Data around problem & solutions Step 4 Generate many solutions.
Brainstorming Nominal group method Delphi Technique Quality Circles Scenario technique

Step 5 analyse alternatives & make choice Step 6 Implement Chosen solution Step 7- Monitor & evaluate the solution

Communicate adjustments in service delivery

Who needs information, why & when? What information do they need? What does management want to say? What medium should be used to communicate information Methods to convey information
Intranet Presentations Team meetings Video Faxes Email Newsletters Brochures/pamphlets Notice boards Posters Meetings Conferences SOPs Training sessions

Coordinate and manage delivery of services and products to ensure meet agreed quality standards
Look to meet quality standards 100% time If 99.9% was good enough
12 newborns would be given to wrong patient daily 114,500 mismatched pairs of shoes would be shipped annually 18,322 of mail would be mishandled per hour 103,260 income tax returns would be processed incorrectly 5.5million cases of soft drink would be produced flat

Quality approaches
Quality Control Quality assurance Total quality Mgt Lean manufacturing Expectations & Suppliers & supply chain

3: Implement Team Customer Service Standards

Difference between team & group?
Structure of teams Characteristics effective teams
Good leadership Right people & right skills Diversity & difference valued Understand roles Clear objectives & Goals Results measured & acknowledged Properly trained Problems not fester Collective skill set

Promote effective Teamwork?

Fair reward system Clearly briefed Reduce uncertainty Clear Goals Broken to actionable objectives Know own level of authority Training & coaching Procedures for conflict Team rules Team Charter Regular meetings Active participation

Identify Resources required to Undertake Team Tasks while Meeting Customer Service Levels
Adequate manpower Appropriately skilled Coach & training Enough funding Enough time Uniforms & badges Information Required technology Stationary Advertising materials Enough products Resources & Budgets
Budgets used to allocate resources Statement of intent Allocate resources to team Support sales process

Team members should be aware of resource budget & be informed how they are performing against it.