Quality Customer Care

Quality Customer Care Training Pack
Sohailuddin ALAVI
International Training Adviser, AIBF (International Expert in Capacity Building and Institutional Development) March 2012
Author

Authors Profile
ALAVI, Sohailuddin
He is a capacity building and institutional development expert. He brings learning through working internationally for more than 28 years. Through the years he has unleashed skills in document writing, proposal development, critical thinking and creativity. His career spans over 28 years of learning In his initial career he has worked in a Pakistani bank as trainer, coordinator and training manager for management development programs for almost 15 years. Later he established his own institutional management and training consultancy. As consultant he has had conducted numerous management training workshops both in Pakistan and Afghanistan. Besides, he has had worked on many institutional development projects in the corporate, development sector and the Govt. departments, as consultant. He has taught for more than ten years in the undergraduate and post graduate programs of Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Faculty of Management Sciences and Karachi University Business School, Pakistan. He has written extensively in management, leadership, organizationbehavior; business ethics, and entrepreneurial development for professional magazines, authored books and training manuals.
Personal Contact Details: Email: sohailuddinalavi@yahoo.com Public Profile: http://pk.linkedin.com/pub/alavi-sohailuddin/44/ab4/997 Cell No. 00 92 (0) 333 213 87 42 Karachi, Pakistan
Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
TABLE OF CONTENTS
Chapter No 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Title What is in there for YOU! Must we improve customer service Who is a Customer Why Customers are Important Customer Needs and Expectations Analysis Typical Selling Strategy Building Analysis Universal Customers Expectations Know your Competitive Advantage Customer Satisfaction Dynamics Serving Customers Right Personal Keys to Customer Care Case Study I Losing Customer: a diagnostic analysis 13. Case Study II Revisiting Business 14. Managing Change: Learning cultures 18 17 02 03 04 05 07 09 10 11 12 14 15
What is in there for YOU!

In todays business environment, we all sell nothing but the performance of ourselves and of others. But if there were no customers requiring our services or products, even good performance cannot yield good returns. Winning customers and sustaining relationships with them is thus pivotal for a profitable business. It has gained even greater importance in now-a-days market place with so many others competing for the similar segment of customers.
Learning Objectives
This training pack is designed to encourage you increase your skills in customer care by gaining deeper understanding of customers characteristics, behavior, etc. Effective and efficient customer care has enabled business achieve greater customer satisfaction, increased profits, and competitive advantage.
The text material and exercises given in this training pack will help you reflect upon your immediate work environment to:
Define and identify your Customers in the manner that will help you clarify your respective role in serving them right. Describe why the Customers are so important in doing the business profitably? Find out what your Customers expect. It will help you develop effective customer care tactics. Know how your Customers respond to your product/service. It will help you improve your service quality. Improve your Customer communication. Help you handle Problematic-Customers profitably. Define personal characteristics of successful customer care.
MUST WE IMPROVE CUSTOMER SERVICE?
Because... Because... Because...!
CUSTOMERS ARE PARTNERS IN BUSINESS
EACH UNHAPPY CUSTOMER SPREADS DISSATISFACTION IN ABOUT NINE OTHERS
ONLY A FEW UNHAPPY CUSTOMERS SPEAK TO US
IT COSTS AT LEAST FIVE TIME AS MUCH TO ATTRACT A NEW CUSTOMER THAN TO RETAIN AN EXISTING ONE
WONT YOU THINK OF MORE BEAUTIFUL REASONS, AFTER ALL
WHO IS A CUSTOMER?
DEFINITION INDIVIDUALS; ORGANIZATIONS; OR, DEPARTMENTS WHO RECEIVE YOUR PRODUCTS OR SERVICES ARE YOUR CUSTOMERS Write a definition that fits in your work environment: __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ WHO ARE THEY? In general we have two categories of Customers, vis--vis: 1. 2. External Customers, and Internal Customers.
External-Customers are: Sharp-end consumers, and Intermediaries.
Internal-Customers are: Persons in the next process or department, and Persons up or down in your organizational hierarchy
TAKE A PAUSE AND THINK WHO RECEIVE YOUR SERVICE OR A PRODUCT IN YOUR IMMEDIATE WORK SITUATION
_______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________
WHY CUSTOMERS ARE IMPORTANT?

In the following activity you are asked to work out as many reasons as you can to highlight the significance of Customers in business. 1. Think of solid reasons why customers are important _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ 2. Now you go to your group and compare your list with other members. You might add a few more reasons at this point _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________
Debrief
Customers are important because... We depend on Customers for doing business profitably. Customers provide us the purpose in business. Customers favor us by giving an opportunity to serve them profitably. Customers are partners in the business. Customers are human being just like us. They too have biases, prejudices, feelings and emotions We can never win an argument with Customers - no one has ever won. Customers bring their needs and expectations. It is our opportunity to satisfy them profitably. Businesses need Customers to earn profit.
Customer Needs and Expectations Analysis

Exemplified
Level 1 Personal Characteristic... In 30s Practicing Corporate Attorney. West side homeowner. Earns above 5 million a year Convenience oriented shopper. Interested in getting better things in life.
Level 2 Benefits Sought... Preference for branded goods A business-like image at work. A stylishly image at leisure.
Level 3 Behavioral Measures (Response) Prefers status. Buys fine clothing often. Spends heavily on self. Tends to be loyal to only a few stores.
Level 4 Customers Needs and Expectations Need high value innovative products and solutions however, insensitive to price Expect personalized service, brand image, convenience, etc.
The Three Levels of Customer Analysis

Activity Practice analyzing customers needs and expectations. Identify a customer segment either based on demographic, geographic, or trade, etc. Using the following template do the analysis. Level 1 Personal Characteristic...
Level 2 Benefits Sought...
Level 3 Behavioral Measures (Response)
Level 4 Customers Needs and Expectations
A Typical Selling Strategy Building Process

A successful sales strategy is developed by integrating product maturity; sellers objective and customers perspective.
Product Maturity: Brand Warfare New Product New Concept
Seller Objective:
Immediate Sale / Increased ROI
Enlarge / Sustain Higher Market Share
Social Mobilization
Customer Perspective: Impulsive & Shallow.
Habitual & Subconscious.
Cultural & Individual Values
Strategy:
Persuasive Advertising
Mass Publicity & Campaign
Social Awareness
Time Frame:
Spontaneous (Immediate)
Slow (Medium term)
Gradual (Long term)
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Universal Customer Expectations

Customers universally expect
When I buy something, I expect it should work it is supposed to When any company advertises how friendly and quick they are, I expect they should live up to it Good Service is getting what you pay for Good Service is simply getting what you want and when you want it Good Service is paying attention to customers needs, answering to their questions and treating them like a human being Good Service is not standing in line for hours and hours
Here we define customers expectation specifics: 1. FUNCTIONALITY - A service or a product does what it supposed to do for the customer 2. TIME A service or a product is delivered at the right time. 3. ACCURACY A service or a product is delivered just right. 4. COMPLETENESS A service or a product is delivered complete and ready for use. 5. COST A service or a product is delivered at the right cost. 6. QUANTITY A service or a product is delivered in right quantity. 7. DIMENSIONS A service or a product is delivered precisely of the required (physical) dimensions. 8. PEOPLE The person delivering the service or a product should be able to answer questions and solve problems. 9. CREDIBILITY The product or service must live to the quality standard, it is advertised to. ...every time, all the time.
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Know your Competitive Advantage

Customers Buy Benefits Not the Products In the following activity you will explore how you can focus on customer benefits while selling your products: Pick up your three superior products or services 1. __________________________________________________________________ 2. __________________________________________________________________ 3. __________________________________________________________________ First identify distinguishing characteristics of your products or services. Later think of the benefits of each characteristic for the customers... Characteristic:
______________________________________ ______________________________________ ______________________________________ ______________________________________ ______________________________________ ______________________________________ ______________________________________
Benefits (Value or solution for customers):

_______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________
Competitive Advantage Think what customer benefits give your product/service edge over your competitors: ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________
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CUSTOMER SATISFACTION IS A MOVING TARGET

In the following activity you will explore that customer satisfaction is a moving target, and will find out how you can effectively manage it. You need to put yourself in a customers shoes to do this activity SITUATION: IMAGINE YOU WALK INTO TO A NEAR BY NEWLY OPENED BRANCH OF A BANK TO PAY YOUR UTILITY BILL. AS YOU ENTERED INTO THE BRANCH, A SMART YOUNG OFFICER OF THE BANK HURRIEDLY CAME TO GREET YOU, SAYING; MAY I HELP YOU. UPON FINDING OUT THAT YOU ARE THERE TO PAY YOUR BILL S/HE MADE YOU SIT BACK IN A COMFORTABLE SOFA AND TOOK YOUR BILL TO THE TELLER. WHILE YOU WERE WAITING FOR THE RECEIVED COPY OF THE BILL, YOU WERE SERVED CHILLED JUICE TO ENJOY. THIS WAS AN AMAZING EXPERIENCE TO YOU, FOR YOU NEVER GOT THIS TREATMENT BEFORE NOR YOU HAD EXPECTED IT. YOU DECIDED TO ALWAYS PAY YOUR BILLS AT THIS BRANCH ONLY. TRUE? Use this scale to rate your response! Between (100 76) Delighted; between (75 51) Satisfied; between (50 26) Indifferent; between (25 00) unhappy / irritated How did you feel about the service quality and behavior of the person the first time? 100 75 50 25 00 How did you feel about the service quality and persons behavior on getting just the similar service and meeting the same person the second time? 100 75 50 25 00 How did you feel about the service quality and persons behavior on getting just the similar service and meeting the same person the second time? 100 75 50 25 00 Now you can clearly see that customer satisfaction moves down from delighted, more is better, must be. So you should think of ways in which you can sustain your customers satisfaction close to delighted experience. Discuss your solutions with the trainer. _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________
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Debrief
Customers satisfaction generally moves through three stages based on three aspects of the product they use or service they receive... Stage DELIGHTED... MORE IS BETTER... MUST BE... Focus They appreciate surprises in a good way. They like to have things that would add further value. They look for few things that are essentials.
First time a good service and quality product gives delighting experience to the customer. Next time similar service and product gives lesser satisfaction. And subsequently, it leads to a state of indifference. This follows that a good service must be made better every time, and a quality product must be continually improved upon to keep customers delighted. However, adding delighters wont work if basics of a good service and product quality are missing.
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Serving the Customers Right

It is about knowing what your customers need and making sure that they are served precisely, every time all the time. Some reasons to serve the customers right: If the customers get quality service, they will come again. If the customers get quality service, they tell others about it. If the customers get quality service every time, they begin to depend. If the customers get quality service every time, they begin to believe. If the customers get extra value, they are delighted. If the customers get extra value every time, they begin to live with you.
Typical Customer Service Cycle: 1. Anticipating your Customers needs and expectations. 2. Creating and delivering services / products that precisely satisfy the Customers need / expectations. 3. Checking Customers response / satisfaction. 4. Going back to step one, to keep the process in motion
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Personal Keys to Customer Care
Be able to deliver the service or produce the product precisely.
COMPETENCE
KNOWLEDGE
Be able to solve customers problems and answer questions relating to your product and processes.
CONTENMENT
Brings energy to work. Feeling good about doing the job well or serving the customer right.
COMMITMENT
Be willing to accept challenges, responsibility and the ownership. Keep positive attitude towards Customers; Colleagues; and the job itself.
COURTESY
Be willing to give basic rights to Customers and Colleagues i.e. to listen first, to help and to greet every one, every time.
APPEARANCE
Present you appropriately. Customers equate quality with your personal appearance.
EXTRA EFFORT
Be prepared to service the customers beyond their expectations.
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Assess Your Customer Service Potentials

In the following activity, you will have an opportunity to assess your potentials for an exciting and successful career in customer care. Assess your potentials by rating on the following characteristics. Follow your first response, for it will be most reliable and realistic. Personal characteristics: Knows the job well. Can do the job well. Has helping attitude. Considers work meaningful. Polite and listens to customers. Have a business like personality. Always surprises customers. Rating - what you think of him: SA SA SA SA SA SA SA AG DA AG DA AG DA AG DA AG DA AG DA AG DA DK DK DK DK DK DK DK
Use this scale to rate: Strongly Agreed (SA) 4 marks, Agree (AG) 3 marks, Disagree (DA) 2 marks, Dont Know (DK) zero mark. Calculate your score: SA (____ X 4) Subtotal = _______ AG (____ X 3) Subtotal = _______ DA (____ X 2) Subtotal = _______ DK (____ X 1) Subtotal = _______ Grand total = __________ Use this guide to interpret your potentials. Your score between 100 75 indicates you have strong potentials, with regular practice you can succeed. Your score between 74 50 indicates you need little extra effort to succeed. Your score between 49 25 indicates it is not impossible but you need hard work to succeed, Your score between 24 01 indicates you should look for a different career.
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Case Study I
LOSING CUSTOMERS: A DIAGNOSTIC ANALYSIS

FACTS: Your branch has an annual turnover of Rs.1.0 Million, with its customer-base of 400 individual and corporate customers. Most of the customers have been with the branch for more than 5 years. Of late, however, the branch is experiencing loss of its customers to its competitor down the road, at an average of 20% annually. To cope up with the situation, the management had initially established Marketing Group with the sole purpose of bringing in new customers to replace the lost ones. The group has been given annual budget of Rs.50,000/- for the task. However, the management is fully committed to stop further drain of its customers. TASK: 1. Calculate the potential loss of revenue to the branch when it losses a customer. 2. Estimate average cost of replacing every lost customer. 3. Determine how much a dissatisfied will cost to the branch. 4. Tabulate total loss to the branch due to annual loss of customers.
INSTRUCTIONS: You are a select member of the task force, especially created to stop further loss of worthy customers to the competitor, hence maintain branchs profitability at a average. In the subsequent meeting, you are invited to make a presentation on the following aspects of the problem: What could be done to stop customers from moving to the competitors business. How could customers loyalty be improved upon? How best could customers be served?
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Quality Customer Care Training Pack Case Study II
REVISITING THE BUSINESS

This case study is designed to revisit your business from your customers perspective. This style of analysis is often difficult, but can produce some real insights to serve your customers better. The story presented below will provide you some useful hints in defining your business from your customers view point.
Picture-the-Scene: a tired, scruffy, disheveled executive arrives home from yet another
trip away on business. He finds his wife indifferent and less than enthusiastic at his arrival. His small child appears and screams at the stranger before him. His dog arrives and bites the ankle of his forgotten intruder. teleconference, the electronic mail system, and regain your quality of family life. direct competitors for they all enable customers communicate. Remember the more creative you will be in answering the following question the better it is. What we sell to the customers (think of products and services)...
The Message: Do not travel on business, instead use the phone, the fax, the telex, the The Significance: All of a sudden the Airliners, Railways, and Telephone companies are
________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Solutions (value) we provide to the customers...
________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Our core business is...
________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________
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Quality Customer Care Training Pack Our competitors are...
________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Our permeable industry is....
________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ In the back drop of your answers to the above questions, do the following analysis: Identify and describe your customers Do a brief customer analysis Assess your customers needs and expectations Make recommendations for an imaginary service quality to delight your customers Have your trainer give comments.
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