FUNDAMENTALS OF CUSTOMER SERVICE

Lahore
The Service You Can Trust September 24, 2017


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 GROUND RULES

We shall listen

We shall add value

We shall inspire

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 Fundamentals of Customer Service
LEARNING OBJECTIVES

What is: Customer, Service, and why it is important

Best Behavior, Appearance, and Communication

How to Build and Manage Customer Relationship

Action Plan for Continuously Improving Service

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 What is:
Customer,
Service,
and why it is important

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 The Injunctions of Service in Islam

Worship None But Allah and be dutiful to your parents,

to kinfolks, to orphans, and to poor and speak good to
people and perform salaat and pay zakat. (Surah Al-
Baqarah: Verse 83)

O people of Islam, "You are the best people ever raised

for the good of mankind because you have been raised
to serve others; you enjoin what is good and forbid evil
and believe in Allah." (Surah AlImran, Verse: 110)

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 The Sad Reality
HBL Customer Service

Dawlance Complaint

PIA Staff Damaging Customers Luggage

Gourmet Foods

Air Blue Customer Service

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 Who is A Customer?
A customer is someone to whose needs we aim to satisfy.
External Customers: A customer is any person or organization
who might have interest in buying, or has bought, products or
services from a company.
Three Types of Customers
Potential Customers
Current Customers
Past Customers

Internal Customers: An internal customer is any member of your

organization who relies on assistance from another to fulfill
his/her job duties, such as a processing officer who needs
assistance from a IT Department to use and improve processing
software.

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 Why is Customer Important?
The sole purpose of an organizations existence is to serve its
customers
Customers are the Reason You Have a Job!
Customers = Revenue = Wages = Employees
A typical business looses 50% of its customers in 5 years
90% of dissatisfied would not buy again and 96% of them would not
tell why?
Each go around tell 9-11 people of their bad experience
Satisfied customers buy again and tell 3-4 friends about their good
experience
Acquiring New Customer
It costs 6 to 7 times more to acquire new customer than to retain the
existing ones.
Customer Retention
5% increase in customer retention can result in 25% to 75% increase in
profits

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 How do We Satisfy Customer
Needs?
By offering
Products
Location
Price, and
Service
Product
A tangible good, article or substance which is produced,
manufactured, or refined for sale
Location
The place where a firm decides to site its operations.
Price
The amount of money expected, required, or given in payment
for something offered for sale

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 What is Customer Service?
The information, assistance and advice provided
by a company to those people who buy or use its
products or services.
Customer service is the act of taking care of the
customer's needs by providing and delivering
professional, helpful, high quality service and
assistance before, during, and after the
customer's requirements are met.
Three areas of customer service
Before the sale
During the sale
After the sale

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 Dimensions of Service
Behavioral: the way in which one acts or conducts oneself,
especially towards others

Procedural: a series of actions conducted in a certain order or

manner to complete a transaction
Forms completed
Persons involved
Approvals needed
Windows visited
Time taken
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 Characteristics of Good Customer
Service
Promptness:
Shortening the waiting time
Delivering the products on promised time.
Avoiding delays and cancellations.
Politeness:
Courtesy and good manners whether or not the customer makes
the purchase from us.
Saying Assalam-o-Alikum,' Allah Hafiz',' Sir/Madam,' and 'thank
you very much' are a part of good customer service.
Professionalism:
Use of competence or skill expected of the professional.
Personalization:
Use the customer's name is dealing with them.
Tailoring our service to customers needs.

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 WHY CUSTOMER SERVICE MATTERS

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 Dollar East & Customer Service

What is our Motto?

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 Dollar Easts Focus on Service Excellence

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 Activity

Let the

say Thank You!

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 Best Behavior,
Appearance, and
Communication

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 Customer Service & Attitude

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 Have a good attitude

because you Can Do It!

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 Persons Attitude affects thoughts
while his
Behavior affects actions

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 Customer Focused Behavior

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 Winner of Customer Service

Those with a positive Those who genuinely

attitude and a cheerful enjoy working with and
outlook for other people

Those who can allow

Those with the ability to
customers to be right
put the customer on
(even on the occasions
Center Stage"
when they are not

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 Why Environment & Ambiance is
Important

Impacts overall customer experience

Repeat visits & Loyalty
Justify high price
Value for Money

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 Make a good

First Impression

Be everything you would expect and

want to yourcustomer
as you would for yourself
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 Branch Environment & Ambiance
Environment, Ambiance, Dcor, furnishing,
design, etc.
Interior Maintenance
Employee uniforms
Cleanliness & how things and documents are
stored
Service personnel issues, such as politeness,
attentiveness, and helpfulness Convenience, such
as location, parking, and hours of operation

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 Branch Environment
Clean
Organized
Plants
Drinking Water Dispenser
Furniture Condition
Counter information plates
Washroom Cleanliness
Display of Leaflets
Display of other marketing information
General Maintenance (Branch / Marketing /
Boards)

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 Staff Appearance
Dress
Staff wear formal & presentable office dress
Office Uniform - Shirt & Tie with appropriate Trouser
Neat & clean
Properly ironed
Formal shoes properly polished
Hygiene
Trimmed Nails
Proper Hair Cut
Shave / Trimmed beard & moustaches
No Bad Breath/Body Odor
Avoid Oily Hair
Clean lenses and frame of glasses

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 Courtesy

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 Welcome them with your tone
and greeting

Let them hear your Smile

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 Security Guards
Should Greet the customers with Salam
Should open the door for the customers
Should wear tidy clothes & shoes
Should keep the place outside the branches
tidy and organized

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 Staff Behaviour
Greet the Customer with Salam &
salutations
Courteous & polite with the customer and
with each other
Speed
Helpful
Saying Thanks and Allah Hafiz at the end

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 Telephone Manners
Start the phone call with Salam
Identify Dollar East
Courteous & polite
Promptly provide all required information
Do not make the customer hold for a long time
Ask the customer if he needs any thing else before
hanging up
Say thanks before hanging up
Say Allah Hafiz / Salam before hanging up

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 Answer Phone Calls
Promptly

Answer the phone with the designated

amount of rings.
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 Listen
Actively

Stop surfing and socializing

Focus
on your customer
Dont be
distracted
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 Active Listening
We remember 25-30 % what we hear
Very frustrating for a customer when we
dont listen carefully and he/she has to
repeat multiple times.
This results in overall bad customer
experience.

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 Characteristics of Good Listener

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 Effective Communication
Communication is a Latin word which means
to share.
It is the sharing of information between
individuals.
Information from one place to another. This
transfer of information can be conducted in
different ways

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 7 Cs of Communication
Correctness
Clarity
Conciseness
Completeness
Consideration
Concreteness
Courtesy

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 Customer Communication

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 Power Words

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 Negative Words

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 But NEVER, EVER say that you

Its our responsibility to get the answers

they need.
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 to ask for

You wont have the answer for everything, so ask someone

to help you when you need it.
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 If you dont know
It is okay, its not the end of the world.
No one knows everything

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 Non-Verbal Communication

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 Non Verbal Communication

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 APPEARANCE
Non Verbal Communication

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 Positive vs Negative Behaviors

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 SAT

Smile
Ask
Thanks

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 Always
Go the extra mile &
It helps to create the devoted customer
that wants to come back.

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 How to Build, and
Manage Relationship
with Customer

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 Building Relationship with Customer

Customer Customer Customer Customer

Acquisition Satisfaction Retention Loyalty

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 Steps to A Long-Term Customer
Relationship
1. Communicate Like a Human Being
2. Learn About Customer Company and Industry
3. Exceed Customer Expectations - Go the extra mile
4. Treat Every Client As Your Most Important One
5. Respond Promptly
6. Solve any Problems Quickly
7. Stay in Regular Contact with Customers
8. Build Trust with Customer - Continue to Act As
Consultant
9. Reward Loyal Customers
10.Ask for Referrals

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 Dealing with Difficult Customers - HEARD
Hear Empathize Apologize Resolve Diagnose

Step 1: Hear
Begin with a positive attitude
Let Customer Vent
Do not argue
Accept anger
Don not take it personally
Step 2: Empathize
Use phrases that convey that you understand how the customer feels
Step 3: Apologize
Say words that make customer feel that his/her complaint is heard
Step 4: Resolve
Begin active problem solving
Offer alternatives
Mutually agree on the solution
Step 5: Diagnose
Identify cause of the problem and take action to make sure it wont happen again

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 Activity:
Lets Be HEARD!

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 Action Plan
Improvement as
an Individual

Improvement as a
team in Branch

Suggestions for Company

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 Our Goal

SN Brussels Airlines

Voda Phone

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 Nadeem Mustafa Director Business Development
Ahmed Barjees Faisal Sr. Manager Marketing
Muhammad Umair Farooq Manager HR
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