CUSTOMER

RELATIONSHIP
MANAGEMENT

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Service Winners…..

Those with a positive attitude and a cheerful outlook

Those who genuinely enjoy working with and for

other people

Those with the ability to put the customer on

“center stage”

Those who view their job primarily as a human

relations profession

Those who can allow customers to be right (even on

the occasions when they are not)

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Service is….

• Customers in a restaurant want more than a meal

• Guests in hotels want more than a room

• Client in a transaction want more than a settlement

• Customer want more that just the product or

service that is offered – they also want to be
treated well

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Service is Intangible

Intangibles deal with

the human side of an
organization
Service is
intangible
They include human
emotions, behaviors,
understandings, feelings,
and perceptions

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Service is Intangible

Examples of • Satisfaction
customer service • Attentiveness
intangible : • Flow
• Helpfulness
• Sensitivity
• Tone
• Attitude
• Knowledge
• Understanding
• Tact
• Guidance

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Two Dimensions of Service

The procedural dimension

Consist of the established
systems and procedures to
deliver products and/or
services
Service

The personal dimension

How service providers (using
their attitudes, behaviors,
and verbal skills) interact
with customers

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Two Dimensions of Service

The Freezer The Factory

Low in both personal and Good in procedural service,
procedural service. bad in personal service.
Motto : “We don’t care” Motto : “You are number.
We are here to process you”

The Friendly Zoo Quality Customer Service

Bad in procedural service, Excellent in both the
good in personal service. personal and procedural
Motto : “We are trying dimensions. Motto : ‘We
hard, but don’t really care and we deliver”
know what we are doing”

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Key Elements of
Quality Service

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Five Elements of Quality Service

Reliability Assurance Tangible

Empathy Responsiveness

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Five Elements of Quality Service

• The ability to provide what was

promised, dependably and
Reliability
accurately
• Action strategy : make sure that
you correctly identify customer
needs, promise only what you can
deliver, and follow through to
ensure that the product or service
was received as promised

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Five Elements of Quality Service

• The knowledge and courtesy of

employees, and their ability to
Assurance
convey trust and confidence
• Action strategy : take the time to
serve customers one at a time.
Provide service assertively by
using positive communication
techniques and describing
products and services accurately

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Five Elements of Quality Service

• The physical facilities and

equipment and the appearance of
Tangible
personnel
• Action strategy : maintain
workspaces in a neat, orderly
manner, dress professionally, and
maintain excellent grooming and
hygiene standards

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Five Elements of Quality Service

• The degree of caring and

Empathy individual attention provided to
customers
• Action strategy : listen for
emotions in your customers’
messages. Put yourself in their
place and respond
compassionately by offering
service to address their needs
and concerns

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Five Elements of Quality Service

• The willingness to help

Responsiveness customers and provide prompt
services
• Action strategy : project a
positive, can-do attitude. Take
immediate steps to help
customers and satisfy their
needs

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Service Culture Components

Service
Employee
Delivery mission
roles and
System
expectations

Training SERVICE Policies and

CULTURE procedures

Motivators Management
and reward Products support
and services

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Service Culture Components

The direction or vision of an

Service
mission organization that supports day-to-day
interaction with the customer

The material, products, and services

Products
and services that are state of the art, competitively
priced, and meet the needs of
customers

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Service Culture Components

Delivery The way an organization deliver its

System products and services

Instruction or information provided through a

Training variety of techniques that teach knowledge
or skills, or attempt to influence employee
attitude toward excellent service delivery

Monetary rewards, material items, of

Motivators
feedback that prompts employees to
and reward
continue to deliver service and perform at
a high level of effectiveness and efficiency
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Service Culture Components

The specific measures that indicates what

Employee
roles and
is expected of employees in customer
expectations interactions and that define how employee
service performance will be evaluated

Policies and The guidelines that establish how various

procedures situations of transactions will be handled

Management The availability of management to answer

support questions and assist frontline employees in
customer interaction when necessary

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 Key Skills for
Quality Customer
Service

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What You Should Know?

Know Your
Organization

Customer
Service Know Your
Person Product/Service

Know Your
Customer

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Know Your Organization

• Organization mission
Know Your
and vision
Organization
• Organization culture

• Customer interaction
policy and procedures

• Company support for

product/service

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Know Your Product/Service

Know Your • Product /service

Product/Service development and quality
improvement process
• Product/service
configuration
• Performance data and
specification
• Maintenance and care
• Price and delivery

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Know Your Customers

Know Your • Customer Needs

CUSTOMERS • Customer Concerns
• Customer Personality

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Developing Excellent Communication with
Customers

Excellent Verbal
Communication Skills

Productive
Excellent Non-Verbal Relationship
with
Communication Skills
Customers

Excellent Listening
Skills

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Excellent Verbal Communication
with Customers

• Plan your messages

• Greet customer warmly and
Communicating sincerely
positively…..
• Be specific
• Use “small talk”
• Use simple language
• Paraphrase

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Excellent Verbal Communication
with Customers

• Ask positively phrased

question (Instead, “Why do you
Communicating feel that way” , use: What makes
positively….. you feel that way? Instead, Why
do you want that color, use :
What other colors have you
considered?)
• Communicate to your
customer’s style
• Agree with customers
• Solicit customer feedback and
participation
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Excellent Verbal Communication
with Customers

Words and phrases that build

relationship:
Please
Thank you
I can or will
Communicating
How may I help?
positively…..
I understand how you feel
You’re right
May I
Would you mind…..
I apologize for….

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Excellent Verbal Communication
with Customers

Words and phrases that damage

relationship:
You don’t understand
You don’s see my point
Hold on a second
Avoiding
negative Our policy says (or prohibits)
communication That’s not my responsibility
What you need to do is…..
Why don’t you
The word “problem”
The word “but”
The word “no”
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Excellent Verbal Communication
with Customers

Six C of giving good information

to customers

Clear Concise Correct

Complete Courteous Concrete

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Non Verbal Communication with
Customers

Body language

Volume Cues
Non Verbal
Behavior
Appearance
and Grooming

Miscellaneous
Cues
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Non Verbal Communication with
Customers

Body language Volume Cue

• Eye contact
• Pitch
• Posture
• Volume
• Facial
• Rate of speech
expression
• Voice quality
• Gestures
• Articulation
• Pauses
• Silence

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Non Verbal Communication with
Customers

Appearance Miscellaneous
and Grooming cues

• Hygiene (regular • Personal

washing and
habits
combing of hair,
use of mouthwash • Proper
and deodorant) etiquette and
• Clothing and manners
accessories

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Positive and Negative Communication Behavior
Positive Negative
• Brief eye contact • Yawning
• Eyes wide open Eye contact,orposture,
• Frowning sneering facial
• Smiling expression,
• Attending gestures
to matters other
than the customer
• Nodding affirmatively • Leaning away from customers
as he/she speaks
• Expressive body gestures • Subdued or Minimal hand
gestures
• Open body stance • Staring blankly or coolly at
• Listening actively customers
• Remaining silent as • Interrupting
customer speaks
• Gesturing with open hand • Pointing finger or object at
customer
• Clean, organize work area • Disorganized, cluttered work
space
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Characteristics of Good Listener

1. Empathy
2. Understanding
Good
3. Patience Listener

4. Attentiveness
5. Objectivity

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Strategies for Improved Listening

• Stop talking !
• Prepare yourself
• Listen actively
• Show willingness to listen
• Show empathy
• Send positive nonverbal cues
• Don’t argue
• Ask questions
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To listen more effectively…..

Attend physically – the right body language helps us

to focus on the customer and encourages the customer
to give us more information

Attend mentally – follow the customer’s flow of

thought, listen to understand, not evaluate; listen first,
then assess

Check it verbally – paraphrase, clarify, probe further,

summarize your understanding

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Dealing Assertively with Customers

• Look customers in the eyes as you speak

• Grasp firmly without crushing

• Think, plan, speak a specific question

• Stop, gather thoughts, speak

• Apologize if you make a mistake

• Increase volume, sound firm and convincing

• Take responsibility, resolve the problem

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Customer Focused Behavior

• Act promptly
Customer • Guide rather than direct
focused
• Don’t rush customer
behavior
• Offer assistance
• Don’t keep customer waiting
• Avoid unprofessional actions

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 Addressing Customer
Needs and Behavior Style

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Addressing Customer Needs

To Feel Welcome To Feel Appreciated

To Be Understood To Feel Important

To Feel Comfortable To Be Respected

Customer Needs

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 Addressing Customer Needs

Use an enthusiastic greeting, smile,

To Feel Welcome use the customer’s name, thank the
customer, be positive

Listen actively, paraphrase, ask key

To Be Understood question, give positive feedback,
empathize

Use an enthusiastic welcome, relieve

To Feel Comfortable anxiety through friendly
communication, explain your action
calmly, ensure physical comfort
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 Addressing Customer Needs

Thank the customer, follow up, go

To Feel Appreciated beyond service expectations, provide
“special” offers, remember special
details about the customer

Use the customer’s name, give

To Feel Important special treatment when possible,
elicit opinions

Listen, don’t interrupt, acknowledge

To Be Respected
the customer’s emotions and
concerns, take time to serve, ask
advice, elicit feedback
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Four Styles of Behavior

Dominance Steadiness

Influencing Compliance

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Four Styles of Behavior

• Appears to be quite busy

• May give the impression of not
Dominance
listening
• Displays a serious attitude
• Voices strong opinions

• Appears quite active

• Takes social initiatives in most
Influencing
cases
• Likes to encourage informality
• Expresses emotional opinions
(feelings)
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Four Styles of Behavior

• Give the appearance of being

quiet and reserved
Steadiness • Listen attentively to other people
• Tend to avoid the use of power
• Make decisions in a thoughtful and
deliberate manner

• Control emotional expressions

• Displays a preference for
Compliance
orderliness
• Tends to express measured
opinions
• Sees difficult to get to know
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 Strategies to Deal with Dominance Person

• Keep the relationship a businesslike as

possible
Dominance
• Develop strong personal relationship is
not a high priority for dominance
person
• Be as efficient, time disciplined, and
well organized as possible
• Provide appropriate facts, figures, and
success probabilities
• Try to identify their primary objectives
and then determine ways to support
with these objectives

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 Strategies to Deal with Influencing Person

• Be enthusiastic
• Avoid an approach that is too stiff and
Influencing
formal
• Take time to establish goodwill and
build relationship
• Do not place too much emphasis on
the facts and details
• Plan actions that will provide support
for their opinions, ideas and dreams
• Maintain good eye contact
• Be a good listener
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 Strategies to Deal with Steadiness Person

• Take time to build a social relationship

with the steadiness person
Steadiness
• Spend time learning about the things
that are important in this individual’s life
• Provide personal assurance and support
for their views
• If you disagree with a steadiness person,
cur the desire to disagree assertively;
steadiness person dislike interpersonal
conflict
• Give them the time to comprehend your
explanation/responses. Patience is
important
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 Strategies to Deal with Steadiness Person

• Provide a thoughtful, well organized

approach
Compliance
• Take a no-nonsense, businesslike
approach
• Use specific questions that show
clear direction
• Provide detailed and comprehensive
information
• Never pressure the compliance
person to make quick decisions

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Resolving Service
Breakdown

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Service Breakdown

Service breakdowns occur whenever any

product or service fail to meet the
customer’s expectations

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Service Recovery Strategy

Express Listen to Uncover the

respect understand expectations

Outline Take action Double

the and follow check for
solutions through satisfaction

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Service Recovery Strategy

Express Listen to Uncover the

respect understand expectations

"What you Listen carefully; “Will you please

are telling me empathize with tell me what you
I important” the customer; and feel need to be
do not make done?”
excuses or
interruption
“Please tell me
what happened”
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Service Recovery Strategy

Outline Take action Double

the and follow check for
solutions through satisfaction

“I will take “You refund has “I am following

this action” or been requested. I up to make
“You have will personally sure your
several check with check arrived”
choices” accounting to
ensure your check
goes out Friday”

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Roadblock to Service Recovery

• Not listening
• Lack of respect
• Inadequate materials or supporting
equipment
• Poor or inadequate communication
• Lack of training
• Work conflict

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Dealing with Difficult People

• Don’t take it personally

• Remain calm, listen carefully
• Focus on the problem, not the person
• Reward yourself for turning a difficult
customer into a happy one
• When all else fail, ask for help

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 Introduction
The term Customer Service is often used in
business circles. What does it actually mean?

Customer Relationship is a small term given to

a vast industry. This module is an attempt to
understand what this phenomenon is all about.

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Continued….

Customers are the ones who dictate whether

your business would be successful or not.

If you need a job and the company needs

business, YOU need customers.

Satisfaction of the customer is the most

important factor, which plays a major role in
having a loyal customer.

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 Customer Service
can thing
Doing ordinary be defined aswell.
extraordinarily …
Going the extra mile.

Providing pleasant & courteous service.

Customer Experience.

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 a Customer …

is someone we serve.

We depend upon customers & its not the

other way around.

A customer is the reason for our business &

not an interruption to it.

Customers are moody & very powerful.

Customers are intelligent & know exactly

what they want.

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 Who are Customers?

• The most important person in any business.

• Is not dependent on us.

• Not an interruption but the purpose.

• Is part of our business – not an outsider.

• We aren’t doing a favor by serving them.

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 Who are Customers?

• A Customer is not just money. They are

human beings with feelings & deserve to
be treated with respect.

• Is a person who comes to us with their

needs & wants.

• Deserves the most courteous attention we

can give them. They are the lifeblood of
every business.

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 You as a Customer ……
 Do you want & demand action?
 Are you very direct and to the point in your
statements?
 Do you make it clear what you want?
 Do you lack patience?
 Do you tend to speak faster?
 Are you focused on results?
 Are you usually not interested in details?

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 Impact

The Impact is made out to people within 15

– 45 seconds through your action.

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 Customer Service
&
Relationship
The term Customer Service details
the process that companies have
devised, to enhance the experiences
customers have while dealing and
interacting with their company. The
focus here is to provide the customer
with excellent, friendly and accurate
services. The emphasis here is to
provide a personal touch.

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Customer Service - GUEST

• G – Greet the customer

• U – Understand customer needs
• E – Explain features & benefits
• S – Suggest additional items
• T – Thank the customer

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The Truth About Customers

Ten times more expensive to acquire a

new customer than to keep a current
customer

Customers are lost primarily due to

indifference (66%) versus
dissatisfaction (14%)

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Why Customers leave?

Poor Service

69%

13% 9%
9%

Better Prices
Product
Elsewhere
Dissatisfaction Others

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 Customer Delight
• Exceeding customers’ expectation is
delighting customers

• The customer reacts with a “wow” in

return for the product /service

• Every interaction with the customer has an

opportunity to create delight

• The challenge is to consistently maintain

the delight factor

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What Customers Want
• Dignity and Respect
• Services meet expectations
• Success
• Help with problems
• Treated as individuals
• Respect their self-image
• Respect their time
• Someone on their side
• Correct information

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How do we delight our
Customers?

Build a Rapport with the customer

Common Ground
Pacing & Leading
Credentials
Psychological Truth

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Customer Service
Attitude
Customer Service is

80% Attitude
&
20% Technique

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