2.1 Service
Components of Customer Service, the Business and Customer
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Understand the components of
customer service as it pertains to the
particular business and customer
Specifically:
Who
What
When
Where (environments)
Why
How
Customer Service Mind Set/“Win-Win”
Training
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Who does Customer Service?
It is safe to say that EVERY employee in a company has a stake in
the success of the business…
therefore… EVERY employee should service the customer.
In Short, without customers, there are no jobs.
Customer
Revenue
Payroll
Jobs
The entire organization will benefit from service training
-customers
-vendors
-suppliers
-community
-employees
-shipping
-credit
-sales
-tech support
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What is Customer Service?
• Defined for the use of THIS course…
• Customer Services is the process of developing customer
satisfaction with a product, service, or sales opportunity.
• Many publications say not to give customer service a definition
• Customer service means different things to different people
• Customer service changes with a person’s role
• Customer service can be determined with:
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Smiles
Time
Correct orders
Listening
• What is customer service to YOU?
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What is Customer Service?
• Defined for the use of THIS course…
• Customer Services is the process of developing customer
satisfaction with a product, service, or sales opportunity.
• SERVICE IS…
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More than what you say, it is how you communicate
Determined by the customer… and their expectations
Understanding the customer, their wants and needs
Effectively listening and communicating
Consistent interaction with customers, employees, vendors, …
Building rapport with customers, employees, vendors, …
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When is Service done?
• Customer service and a business’s response to their customers
is more than a sales opportunity
• Hospitality
• WHEN is a business evaluated?
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Open & Closed Hours of Operation
Business Condition/Facilities/Cleanliness
Employees at & away from the business
Signage
Advertising
Image
Languages
Eagerness to help
Service provided “After Hours”
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Friendliness
Time spent
Cleanliness
Environment
Image
Advertising
Hours of Operation
Culture
Languages
• In Short… service never stops because a business is ALWAYS being evaluated
by customers and potential customers
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Where is Service performed?
• FOR THIS COURSE we will look at the following locations as
the basis of MOST customer service experiences:
• Call Centers
• A location where telecommunications is the major method of service (Phone)
• Retail Sales
• A location where trained sales associates assist customers
• Wholesale Sales
• A service opportunity for distributors to work with other distributors and retailers
• Service Industry
• A service specific business’s opportunity to assist customers
• Other
• Many other opportunities for sales associates to assist customers
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Call Centers
• A location where telecommunications is the major method of
service
• Phone
• Computer
• “Chat”
• Interaction with customer are typically on phone
• In-bound – Customers call INTO the center for service
• Out-Bound – Company makes call TO the customer
• Typically to solicit opinions, satisfaction measures, or for sales
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Retail Service
• Typically a business that sells smaller quantities of goods or
services to the general public
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Store
Mall
Kiosk
Other
• Customers typically come INTO the business
• Measure foot traffic & sales from INSIDE the store
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Wholesale Service
• Typically a business that buys large quantities of goods from
various producers or vendors, warehouses the goods, and
resells smaller quantities to retailers or other wholesalers
• Distributor: wholesaler that carries ONE brand
• Some businesses manage their own distribution centers
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Service Industry
• A action or deed of value performed to satisfy a need
• Services can range from legal, delivery, banking, medical, etc
• Most businesses have service components to sales
• Delivery
• Installation
• Warranty work
• Many businesses ARE the service that they perform
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Other types of Service
• There are many ways to interact with customers
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Internet
E-Mail
Door to Door
Panels
Social Marketing
• The methods of customer interaction are ALWAYS CHANGING
• Just look at:
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Why Customer Service?
• Customers and their satisfaction is how businesses are successful
• Remember:
Customer
Revenue
Payroll
Jobs
• It is important to define what GOOD SERVICE is and how it
benefits the business
• This is often done in the company’s Mission Statement, Policies
and Procedures
• One of the goals of every business’s service is to create
RETURN CUSTOMERS (or repeat customers)
• These customers are often satisfied customers who will positively
recommend the business to others (Word of Mouth)
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Customer Service – HOW?
• Companies typically develop their customer service policies
and procedures based on research
• Mission Statement:
• A declaration of an organizations core purpose
(and typically defines HOW they will communicate/interact with customers)
• Policy:
• A set of actions or principles set by a business to outline how to
interact with customers
• Example: return policy, exchange policy, referral policy
• Procedure:
• A set of step-by-step activities or behaviors that must be followed to
perform a task correctly
• Example: return procedure, special order procedure, warranty claim
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RESEARCH
• Most companies utilize research to collect data on how to
improve or maintain services they offer.
• Primary Research
• Data collected by the organization first hand-for their topic
• Can be sales records, complaints, suggestions, calls, etc.
• Secondary Research
• Data collected by another organization but which may apply to the
current topic being evaluated
• Research is an integral component to CONTINUOUSLY
providing great service
• Satisfaction, Wants, Needs, …
• Delivery, Timeliness, Cleanliness, Hospitality
• Effective communications
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The Task…
• Research a Sales-Service company
• Identify the following:
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Mission Statement and how it correlates with the company’s service
Service Policies in use
Service Procedures in use
Customer identification – who is their base customer
Plus:
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Who
What
When
Where
Why
How
of the business’s services
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