Transcript of Retail Presentation
Understanding Customer Service
Customer Service involves anticipating and fulfilling your, existing and potential, customer’s needs, consistently.
• Department Stores
• Call Centers
• Travel and Tourism
• Financial Institutions
Customer Service Facts
1. A good customer experience is told to 8 other people
2. A bad customer experience is told to 22 other people
3. It takes 10 good experiences to make up for one bad one
4. A typical company receive around 65% of its business from existing customers
5. 6. 7 out of 10 customers who switch to a competitor do so because of poor service
6. Around 90% of unhappy customers will not buy again from a company that disappointed them
7. A 5% reduction in the customer defection rate can increase profits by 25% to 80%
8. 70% of customers left because of a lack of attention from front-line employees.
9. Statistics show 93% of customers will pay more if they receive high quality customer service when making a purchase.
(Two-thirds (or 66%) of customers do not feel valued by those serving them.)
Who is a Customer:A customer, also known as client, buyer or purchaser is usually a current to potential buyer or user of any organizations products or services.
Types of Customers
Customer Expectations Are:Courtesy Respect FriendlinessPersonalization Empathy TransparencyHonesty Solution to the problem Quality ProductValue for Money
What do you see?
Internal Customers: are the people within the organization who depend on each other to provide service, information or products to do their jobs.
External Customers: are the people outside the organization and pay to buy or use the products or services of any organization.
Perception Vs Reality
Managing Customer Perceptions
a. By focusing on the Customers b. By anticipating their needsc. By being consistent d. By ensuring uniformity
Reliability Responsiveness AssuranceEmpathy Tangibles
Reliability: The ability to provide what was promised, dependably and accurately
Responsiveness: The willingness to help customers promptly
Assurance: The knowledge and courtesy you show to customers, and your ability to convey trust, competence and confidence.
Empathy: The degree to caring and individual attention you show customers. In simple words, empathy means putting yourself in customer’s shoes.
Tangibles: The physical facilitates and equipment, and your own (and other’s) appearances.
Qualities of a Customer Service Professional
Ability to Build Relationships
Ownership and Responsibility
Relationships for the core of customer service. Successful service providers establish lifelong relationships with customers.
Perception: Process by which people translate sensory impressions into a coherent and unified view of the world around them. Though based on incomplete and unverified information, perception is “the reality” and guided human behavior.
Reality: Is the state of things as they actually exist, rather than how they may appear or may be thought to be. In its widest definition, it includes everything that is and has being, whether or not it is observable or comprehensible.
Strong relationships are building through effective communication, empathy and rapport.Professionalism
Set of guidelines or code of conduct in business environment. Includes attributes such as ethics, etiquette, appearance and attitude.
Ownership and ResponsibilityOwnership and Responsibility for the third pillar in which customer service stands. It means going that extra mile for the customer, which makes every interaction a memorable experience.Ownership and Responsibility depend entirely on your attitude.
Communicate to ConnectQBD
What did you learn about communication from this activity? Was there a process to the whole interaction?
Was it easy to make the alien understand what you wanted to say? Did the alien feel that the person giving instructions was easy to follow?
Understanding Communication Dynamics
What is Communication?Communication is the transfer of information from one communicator to another through use of written or spoken words, symbols, touch or gestures.
Barriers to Communication
Types of Communication
Face to Face
Content VS Intent
Language helps us convey our message. The language we use determines how well will our message be understood by the listener. For e.g. A non-English speaking person will find it hard to put his message across in English and may make mistakes.
Choice of Words
Words that are used to communicate the message influence the outcome of communication process to a large extent. For e.g. A person with high education level may use words that will be difficult to understand for a layman.
Voice QualityVoice Quality includes a combination of Pitch, Volume and Rate of Speech. It is indicative of the speaker’s authority, purpose and intent. For e.g. A teacher who is explaining a new concept will speak in lower pitch and slow rate of speech.
Tone of VoiceIntonation is a very important aspect of verbal communication. It mainly involves the tone of voice and sentence stress. For e.g. A statement may sound like a question if intonated in that manner.
What do you mean? My best friend lives in Agra.
My best friend lives in Agra.
My best friend lives in Agra.
My best friend lives in Agra.
My best friend lives in Agra.
Face to FaceTelephonicContent –
What we say
Choice of Words
Intent – How we say
Adaptation is a very critical component of verbal communication. It refers to the ability of a person to adapt and change their communication style depending on their audience. For e.g. We will speak differently while explaining something to a 4 year old child
Orientation: Orientation means your stance, direction in which you are facing. It is generally considered rude to
have you back against a person who is talking to you. On the other hand, while being seated, sitting opposite to someone can seem confrontational
Proximity: Proximity focuses on how you use space and the physical distance
you maintain with people. The perception of territory differs by culture. What message are you sending if you keep moving closer to a person who is backing away from you?
Posture:As the term posture itself explains, this part of body language deals with the pose or stance while standing or seating.
What do drooping and slouching shoulders indicate?
Physical Contact: Physical contact means touching other people while communicating with them and one must tread carefully in this aspect of body languageInterpretation and acceptance of physical contact may vary in different cultures.
Facial ExpressionsGesturesEye Contact
In Body Language, gestures mean action of hands. Some gestures have a universal meaning however others are interpreted differently in different culture. E.g. – Thumbs-up sign in western cultures means a go-ahead or a sign of appreciation. In India the same gesture may have a negative interpretation.
Eye Contact:Eyes are called the windows to a person’s soul. In our day to day life also we see a significant chunk of silent communication happening through eyes, be it a parent instructing a child to behave or a child giving the parent a pleading look to buy something.
Listening and Probing: Listening:
Barriers to Listening: Physical factors – noise, environment, interruptions etc
Jumping to conclusions and interrupting
Taking the speaker lightly and criticizing
Day dreaming and not making eye contact
Having your own agenda
Personal prejudices and biases Types of Listening:
How to be an effective listener: Be attentive to the speaker. Make eye contact Be patient and avoid interruptions Look for non-verbal cues Give verbal nods and encourage the speaker Ask questions to seek clarification and show interest Rephrase and check for understanding Don’t get emotional – stay objective Take notes, in necessary
Is psychologicalIs activeIs Voluntary
Is physiologicalIs passiveIs Involuntary
Inactive/Passive listeningSelective ListeningActive ListeningReflective Listening
Responding Effectively: Be timely
Do not answer a question with a question
Be active – use Ask, Reply, Ask technique
Effective Questioning:Questions serve a very important purpose in effective communication. Effective questioning helps to:
- Uncover hidden information- Learn new things- Clarify instructions- Convey interest- Develop understanding
Types of Questions:There are two types of questions:
- Open Ended - Closed Ended
Tips on asking effective questions: Ask one question at a time and give time the other person to answer Use funnel approach Do not ask double-bind questions Sequence the questions
Making A Lasting Impression:Moment of TruthIn Customer Service, instance of contact or interaction between a customer and a firm (through a product, sales force, or visit) that gives the customer an opportunity to form or change an impression about the firmThere could either be:- Shining Moments- Dull Moments ORCoffee Stains
Customer Interaction Process: Prepare Connect Understand Needs Present Solutions Add Value Close with Pride
Before and After:
Confidence is the Key:
Grooming and Hygiene
Manner of Dressing
Treat yourself as if you were your own best friend Be kind to yourself with your words and actions Focus on the positive things about yourself Praise yourself many times a day Gracefully accept the compliments of others Contribute to others with words and actions Stand and act as if you ARE confident
How to stay motivated:
Manage your Customers Types of Customers:
Irate Customers Confused Customers Business Like Customers Aggressive Customers Knowledgeable Customers Talkative Customers
Irate or Angry Customers:
Ways to Handle
Listen attentively to the customerAccept and acknowledge the problem, don’t make excusesDon’t be negative; frame information in the positive Don’t take anything an angry customer says personally Don’t delay. Take immediate action
Ways to Handle
Encourage conversation & questions
Ask open ended question
Be focused on customer’s needVerify informationSuggest various options
Business Like Customers:
Tough or Aggressive Customers:
NO NONSENSE CUSTOMER
ALWAYS CRISP AND TO THE POINT
Ways to Handle
CRISP AND TO THE POINT
DON’T WASTE TIME
Knows a lot about the service and the industry Questions intensely Gets dissatisfied with half or unsure answers Might deliberately ask questions to test knowledge Hard to convince Tends to be unfriendly Tends to show off his/her knowledge
How to handle
Try to satisfy their queries as best as you can Do not show impatience Do not talk out of context Do not try to convince/close from your side While conversing, do not refer to topics about which you don’t have in depth knowledge Do enough pre-work before you meet him
Shout and may use foul language
Will not give you a chance to speak
Will get confrontational
Will try to engage you in a verbal attack
Ways to Handle
Pay attention to the consumer’s complaintTackle aggression with warmthConvey attention through your body languageStay Calm Ask if he/she is satisfied with the solution.
Ways to Handle
Remain warm and cordial but focusedAsk specific open ended questionsAsk close ended question to controlKeep track of conversation and pull it back if it goes out of topicRespond positively to non-business conversation
Handling Customer Complaints:
Why do Customers get upset: Someone in the organization does not deliver on the promise made Someone in the organization is rude or indifferent. The customer does not feel listened to Someone in the organization questions the customer’s integrity or
honesty A product does not function A service is inadequately performed The customer believes someone in the organization has made an
inexcusable error Someone or something causes physical, emotional, financial or any
other loss or damage Information provided, written or verbal, is unclear, incorrect,
misleading, incomplete or contradictory The customer has to wait for unreasonable amount of time
Why Customers Don’t Complain: They don’t want to go through the hassle They don’t know where and how to complain They don’t think it’s of any use They think they will be treated badly They don’t want to make a scene They feel it’s easier to go somewhere else They don’t want to get an employee in trouble They are in a hurry They don’t think that the employees are competent to handle the
complaints They don’t want to run from pillar to post
Steps to Service Recovery:ApologizeUnderstand the ProblemDetermine the CauseExplore the possible acceptable solutionsImplement the best solutionFollow-up
Are complaints a bad thing?
They are like GOLDMINES!!!
Upselling: Up Selling is when the customer comes to buy a particular product or service and we sell
something similar of a higher value. For e.g. A customer wants to buy a car with basic feature and you sell a car with power steering.
Cross Selling: Cross Selling is when the customer comes to buy something and we sell an additional product,
which is related to the main product and will add value to the purchase For e.g. A customer buys a computer and you sell an anti-virus or any other software
Solution Selling: Solution selling is a technique where the sales person does not offer the existing product or service
but offers solutions which will address customer’s concerns. For e.g. A customer is planning to take his family on a vacation within a specific budget and the
travel agent offers a tailor made holiday.Telephone Etiquette
Elements of a Call:Opening, Hold, Transfer, Closing
Call Opening: Greet the caller appropriately Introduce yourself and your company Ask an assistance question Have a smile and energy in your voice
Placing a call on hold: Seek permission to place the call on hold Inform the caller of the reason for hold Set a time expectation for the duration of hold Thank the caller Come back within the committed time Thank the caller to being on hold
Transferring a call: If there is a need to transfer the call, do so quickly and correctly. In Cold transfer, you only inform the caller that you need to transfer the call and where you will be
transferring the call In Warm transfer, you inform the caller that you need to transfer the call and place the call on hold
while you speak to the person you will be transferring the call to and come back to the customer to finally transfer the call.
Call Closing: Make sure that the caller has no more queries Use ‘thank you for calling’ or any other appropriate closing. Some companies may include
branding as a part of closing Make sure that the caller hangs up before you do.
Dos and Don’ts of Telephone Etiquette: Answer within three rings Don’t eat while speaking Use Mute button to cough or sneeze For placing the call on hold, use the hold button Always use the correct hold and transfer procedures Do sound enthusiastic and happy to help
Do not rush the callers Be polite and courteous
Benefits of a Job: A job ensures and stabilizes your earning You learn new skills and enhance your employability It gives opportunity to get recognized and rewarded for good performance Many companies provide additional benefits such as insurance for self and family It will enhance your social status
What are the employers looking for?Positive Attitude and ConfidenceGood Communication SkillsPleasing PersonalitySelf-driven and MotivatedHonest and DependableTeam playerGoal oriented
Your Resume is YOU: Your full name, address, mobile number and e mail address at the top of the page of your resume. Write your objective in a short sentence describing what type of job you hope to obtain. Those with prior work experience, begin with work experience with your most recent job, with
name of company, time spent in the company and your responsibilities. If a fresh candidate, skip the above point and summarize your education……..starting with your
degree/ high school certificate, name of institution, year of passing, courses undertaken Mention the languages spoken, any computer programming knowledge under the heading
“Additional Skills” Your Resume is YOU:
Header and Footer The first page Contact details Use simple language Reverse chronological order Avoid irrelevant details Proof-read it twice Get someone to review your resume
Prepare before the Interview: Gather information about the company Know where you are going Look the part Rehearse beforehand Secure your references Arrive early Carry necessary documents
During the Interview: Be confident Don’t lie Ask questions Listen carefully Show enthusiasm Demonstrate positive attitude
Frequently Asked Questions: Tell me something about yourself What are your strengths Why should you be hired? What can you contribute to the company? Tell us about your most embarrassing moment Tell us about your most memorable moment You might be asked to sell something present in the room like pen or a chair.