A paper presented By Ekaete Augustine-Edet at the 2015 Insurance Consumers’ Forum on Wednesday October 28,2015 at the Lagoon Restaurant, Victoria Island, Lagos.
Introduction
No business today can afford to ignore two very important people: the customer and the competitor.
Organisations that focus hard on the quality of service they provide grow faster, sometimes twice as fast as the competitor in the market place.
What is Customer Service?
It is the act of taking care of the customer’s needs by providing and delivering professional, helpful and high quality products and service.
It is also about treating customers with respect, individuality, and personal attention.
Essence Of Customer Service
Doing ordinary things extraordinary well.
Going beyond what is expected.
Adding value to every interaction.
Being at your best with every customer.
Taking care of your customers like you would take care of your loved ones.
Who are your Customers?
What are customers looking for?
Quality Product/Service
Excellent Delivery system
Great service experience
Elements of Quality Service:
What customers expect
Elements of Quality Service:
What customers Expect
Reliability : ability to provide what was promised, dependably and accurately
Responsiveness : willingness to help customers promptly
Empathy : degree of caring and attention you show to customers
Competency : knowledge and courtesy you show to customers and the ability to convey trust
What customers Expect
Flexibility : recognizing the individuality of each customer and offering creative solutions to meet each need.
Assurance: Ability to convey trust and confidence by being courteous and knowledgeable about your product or service.
Tangibles: The appearance of the physical facilities, equipment and that of the personnel.
Courtesy: Behavior that is polite, kind and non-Judgmental
“ to provide the best possible service, you must get close to
your customers by building a strong relationship with them”
Establish a Rapport
Interact Positively with Customers
Identify Customer Needs
Make the Customers Feel Valued
Maintain an Ongoing Relationship
Learn to Handle Different Types of Customers
You transmit a positive attitude by……
Paying attention to your appearance
Using the right verbal and non verbal communication
Learning to be a good host
Knowing your company and its values
Being Ethical in all your dealings
Appreciating the good in yourself and others
Managing your stress levels
Excellent Service through Effective Communication
SAY WHAT YOU MEAN AND MEAN WHAT YOU SAY
“The message has to be received the way you mean it”
HOW TO DO IT
• Choose the right words.
• Make sure your volume and tone fits the message.
• Use welcoming words.
• Keep business conversation professional.
Customer Complaints
Statistics show that only 5% of customers complain if they are dissatisfied with a product or service.
The remaining 95% either feel that complaining is not worth the effort or do not know whom to complain to so they just stop buying.
Of those who register complaints, between 54% and 70% will continue to do business with the organization if the complaint is resolved .
The figure goes up to 95% If the complaint is resolved quickly.
Most product or service improvement comes from customer complaints.
USING CUSTOMER SERVICE
AS A COMPETITIVE ADVANTAGE
START AT THE TOP
The leader must be a visible and hands on. One who cares and displays excellent service skills.
Employees must be given the opportunity to express their opinion and their opinion must be valued.
Openness must be encouraged; openness removes fear
The vision and strategies of the organization must be communicated with the employees in such a way that they buy into it.
USING CUSTOMER SERVICE
AS A COMPETITIVE ADVANTAGE
HIRE PEOPLE THAT CARE
Hire the right personality for the Job – Personality affects job performance
Carry out personality assessment tests
Hire people that are Conscientious, Agreeable, Open, Emotionally Stable and Assertive.
USING CUSTOMER SERVICE
AS A COMPETITIVE ADVANTAGE
CREATE A CULTURE THAT CARES
Processes and procedures must be customer focused.
Design and implement service excellence standards throughout the organization
Encourage your employees to think more creatively and fast in attending to customers
put in place a recognition program that recognizes employees that deliver excellent service
USING CUSTOMER SERVICE
AS A COMPETITIVE ADVANTAGE
CUSTOMER FEEDBACK
Determine how customers perceive the standards of care your company currently offers.
Review any feedback from customers and employees on customer care issues.
Keep in mind that customer needs and expectations change so keep abreast with these changes and continually innovate
USING CUSTOMER SERVICE
AS A COMPETITIVE ADVANTAGE
DEVELOP A LEARNING ENVIRONMENT
Train your employee on how to anticipate and address complaints and conflict
Make sure employees have adequate support and resource to carry out their tasks
Encourage your employees to think more creatively and fast in attending to customers
Enable and empower your employees
