Professional Documents
Culture Documents
Sohailuddin ALAVI
International Training Adviser, AIBF (International Expert in Capacity Building and Institutional Development) March 2012
Author
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
Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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.
Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
IT COSTS AT LEAST FIVE TIME AS MUCH TO ATTRACT A NEW CUSTOMER THAN TO RETAIN AN EXISTING ONE
Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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.
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
_______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________
Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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.
Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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.
Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
Seller Objective:
Social Mobilization
Strategy:
Persuasive Advertising
Social Awareness
Time Frame:
Spontaneous (Immediate)
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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
Competitive Advantage Think what customer benefits give your product/service edge over your competitors: ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________
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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
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
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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012
________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 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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Afghanistan Institute of Banking and Finance (Author, Sohailuddin ALAVI) March 2012