LEVEL3 Certificate Computer

Engineering Course

CUSTOMER CARE MODULE

Definition Of ‘CUSTOMER’

The following can be considered definitions of Customer:

Someone who pays for goods or services

An internal or external person, department or organization that purchases
(orders, requests or may be billed for) service
A customer is any individual or group needing the services of another
individual or group in a transaction relationship
A customer is the recipient of a product or service or information from the
organization but is not part of the organization supplying it (also called a
patient in the health care sector and a student in the education sector.

Customer care involves the following characteristics:

- the manner in which customers are treated by the business

- Customer care creates a new orientation in an organisation with and
increasing focus on improving the delivery of the needed services by
the customers.
- This should always be viewed as the clientele having rights and
expectations that must be fulfilled.
- As an entrepreneur one needs to appreciate that customer care
should be part and parcel of his/her business operations if you intend
to achieve success.
- The customer care vision by organisation embraces employees that
put its customers first and that is open transparency, accountability
and responsiveness
- The customer is King and always right as a way of doing business
- The customer is always observed as having a right to demand quality
services from the organisation
- In the modern business World there is an increasing focus on
enhancing service delivery and on ascertaining that the delivered as
promised
- An entrepreneur should be responsible, accessible and quick to help
source problems
- Should be reliable and deliver what he/she promises on time
- Should be knowledgeable and courteous
- Should be empathetic and should understand the needs of customers
- Work area should always be clean and organised.

Ten tips for customer care

1. Reliability
- this refers to consistency of performance and dependability
- perform the service right the first time fulfil promises
- be impartial and avoid favouritism
- Be firm with friends and relatives as far as business transactions are
concerned.
2. Responsiveness
- this refers to the willingness as well as readiness of the entrepreneur
or his employees in providing the services within reasonable time
immediately if not sooner
3. Competence
-This refers to the possession of the required skills and knowledge by
those who deliver the services to the customer. This will create
confidence.

4. Accessibility
- this refers to the degree of approachability and ease of contact of the
entrepreneur or his employees
- drop what you are doing ignored to greet and serve customer
5. Courtesy
- This refers to politeness, respect, consideration and friendliness of
your organization’s contact such as receptionist, secretaries,
telephonist, etc, they must be polite and courteous at all times –
remember, a smile goes a long way.
6. Communication
- keep your customer well informed in a language and style they
understand
- it is important to hear and understand what your customers are
saying
- communicate effectively with your suppliers as well
7. Credibility
- this refers to being trustworthy and faithful
- put customers at heart
- they should feel that he/she is given priority and should have the trust
that any order will be executed and received when expected
8. Security
- customer should be protected from danger, risk or doubt within the
premises
9. Knowledge of Customer
- the entrepreneur should know the client specific requirements
- be able to recognise regular clients
- strive to provide individualised attention
- Understand what makes them buy is it need Price?
10. Tangibles
- This could include the physical evidence (i.e. building, good handling,
tools, equipment, packages etc). This could also include the
appearance of your personnel
- employees must be neat, orderly and clean

Benefits/importance of customer care

- If customers are put first, the entrepreneur will be rewarded with new
business and increased profit margins and sales.
- Customer care creates new customers
- Constructive consumer dialogue enables the entrepreneur to know
and understand the customers’ needs and wants
- It builds good relationships and loyalty with customers
- Can make passive customers become in violated participants (i.e.
loyalty)
- Create corporate excellence
- Build good reputation and good image i.e. it is a tool for good
corporate image building
- Business can become a market driven entity as you get information
on what your customers need and want.

Pre-requisites of meeting Customers’ expectations

1) be courteous and tactful

1) be friendly and helpful
2) deal promptly and decisively with customers
3) rectify faults quickly and keep promises
4) listen to customers attentively and respond promptly
5) avoid being sarcastic when dealing with customers
6) present information logically and comprehensively
7) stick to your commitments
8) always inform your customers on what happens at your business if it
may affect them (i.e. sale, new product? Services
9) be fair and honest when dealing with customers
10) demonstrate the right skills at the right time
11) always give customers professional treatment
12) know the customers business and needs

Who gets to decide if a customer service is good?

1. customer service is a function of your customers perceptions not your

standards in other words, customers decide if he or she has received
good services not you (the supplier)
- even though all of your standards may have been met if the customer
does not feel well served, your customer service is poor
- customer satisfaction is ultimately the result of the sum total of the
customer’s experience

2. Customer satisfaction is ultimately the result of the sum total of the

customer’s experience at your establishment.
- Customers come back to a place that has provided a pleasant
experience for them. Thus owners and managers need to focus not
on tangible as ends themselves but on how all the particulars
combine to create a certain experience.

Prime examples of poor customer care:

1. poor delivery and accessibility of services

2. poor quality and state of merchandise
3. existence of long queues of customers waiting to be served

Dirty environment of business

Failure in meeting client expectations

Dealing with unprincipled customers:

- never show that customer is wrong or behaving badly

- always take it that he/she is right
- appreciate and understand that there are some customers’ who visit
your business with hidden agenda and ulterior motives (i.e.
competitors of those interested in policing price control monitors)
- make an attempt to deter their bad intentions by being upright in your
dealings

You can defeat unprincipled customers by taking the following

steps:

1. continue to show a good image of your business

2. smile when talking to customers
3. accept blunders where you can realise them promise to improve
and make an apology
4. avoid arguing with customers
5. always hold your composure and avoid losing your temper in front
of your customer

Building Customer Trust

From a customer’s point of view, there is probably no concept more

important than trust. How can you strengthen customer trust?

1. Keep your promises

2. Make promises that you can keep
3. do everything to keep the commitments you make
4. if you cannot fulfil the promises let the customer know
5. call back if you promise even if you don’t have the information the
customer is expecting
6. Following up on an order to be sure everything is okay.
7. Properly hold complaints all the time.
8. Make recommendations that are best for the customers.
9. Recommend a competitor when there’s a need that you can’t
satisfy.
10. Make yourself available after the sale.
Creating Customer Comfort

Customer care is also defined as meeting needs and creating comfort.

Meeting needs is a given, creating comfort is a function of enabling the
customer to feel a sense of control when he/she is at your business.
Customers feel in control when they know the drill i.e. when they know
how things work and how to get things done

Develop and maintain a customer charter

- Make sure that there is availability and visibility of both a mission

statement and customer charter. The customer’s charter will remind
your workers always to abide by its contents and will assure
customers of their expectations of the services and what move to take
if they are not met. Your customers’ charter should indicate the
standards of services to be delivered and the way in which the worker
will perform their duties.

Example of a Customer Charter:

1. telephone
- number of rings before the telephone is answered are given

2. Enquires
- short turn around time
- follow up

3. Correspondence
- Correct
- Short turnaround time
- Acknowledgement of receipt

4. delivery deadlines
Delays explained and apology given

5. Outgoing services
- automatic follow up
- customer feedback
NOTE ; be sure that your customer’s charter informs clients about

the availability of a system of redress in case of grievances.

Types of Customers and How to Deal With Them

Every customer is different, with their own individuality, preferences, and needs.

They may be at various stages of the sales funnel, ranging from those who are

curious window shoppers to those who are loyal repeat buyers.

As a smart business owner, you understand that a one-size-fits-all approach just

won’t cut it. That’s where the power of customer segmentation comes in.

This article will cover the 12 types of customers and their needs, as well as share

key strategies to keep them happy.

Let’s get started.

12 Different Types of Customers

The needs of a regular customer differ from those of a new customer. Hence, you

can’t handle all of them the same way. You have to adopt a different approach based

on each customer type’s personality characteristic to see results.

Here’s a quick rundown of the different types of customers:

1. New Customers

New customers are customers who purchase from your brand for the first time. They

may come across your brand while researching, through their network, or they may

have found your bottom-of-the-funnel content, and the good news is they liked what

they saw.

Some new customers know what they want and why. Others are still trying to

understand your product, and so they need extra guidance. Either way, they’re

looking to convert with ease and speed, so this is where you need to make a lasting

impression.
What they need:

 Smooth onboarding process

  Assistance on simple issues

 Seamless customer journey

How to keep them happy:

Provide social proof to reassure new customers about your business. Show

them customer reviews, rate services, and client testimonials on your website to

cement their decision to stick with you.

Nordstrom is one of the many ecommerce brands that leverage customer reviews

and ratings on product pages to inspire confidence, ensuring the shopper goes

through with their purchase.

Other ways to keep new customers happy include:

 Share onboarding emails, product demos, tutorials and blog posts to explain

how your product works.

 Promptly answer all their queries.

 Provide excellent customer support and build a relationship beyond the first

purchase

 Make them feel special and appreciated so they become repeat customers.
2. Potential Customers

Potential customers are “lookers” browsing through your website that haven’t yet

made a decision. They may have shown interest by filling out a contact form or

subscribing to your digital newsletters, but they probably won’t buy anything at the

moment.

You have to convince potential customers that your offering is the best solution to

their problems.
What they need:

 A specific product that meets a specific need or solves a specific pain point

 Nurturing and warming up to convert them into new customers

How to keep them happy:

 Provide excellent user experience on your website

  Remove obstacles like annoying pop-ups and ads to make for easy

navigation.

 Demonstrate value by anticipating customer needs and pointing them to a

resource, like a landing page or case study, that is related to the issue they’re

trying to solve.

 Make it clear that you’re available anytime to answer any questions they may

have.

Take a cue from Netflix on how to keep potential customers happy.

The website is easy to navigate, plus the OTT platform offers a risk-free 30-day trial

period without commitment. Also, Netflix addresses FAQs potential customers may

have on their web pages.

3. Angry Customers

Angry customers are a part and parcel of every business.

These customers may be unhappy with your services for a reason—or they may be

having a bad day. Unfortunately, if you don’t tackle their issues head-on, they’ll leave

a bad review that may hurt your brand reputation.

The good thing about angry customers is they are also a great source of feedback.

Through their complaints, you’ll discover flaws in your processes or services you

should improve to provide better user experiences. For instance, you may learn your

customer service is slow or inefficient, which you may not be aware of.
What they need:

 Empathetic approach

 Someone willing to put emotions aside and hear them out

 A solution to whatever issue they may have

How to keep them happy:

 Monitor your customer service channels for any sign of trouble.

 Give them the benefit of the doubt, so they don’t feel belittled or ignored.

 Understand their problems and fix them ASAP.

 Offer resolution options like gifts, compensations, or discount purchases.

  Train your customer service agents on handling angry customers so they’re

not caught off-guard in a difficult situation.

4. Curious Customers

Curious customers have visited your website multiple times, researched a desired

product, and are very close to converting. But they still have some nagging questions

—questions you need to address to convert them into new customers.

What they need:

 Informational content

 Efficient customer service for tackling their numerous questions

 Proof that you have a solution to their needs

How to keep them happy:

 Make your website a dream to use by including plenty of self-service options.

 Have several informational content covering topics like delivery, refund

policies, and warranties.

 Offer live chat support and ensure your service agents are knowledgeable

about your products. The more helpful your agents are, the more likely you

will make the sale.

5. Loyal Customers

Loyal customers love your products and make repeat purchases year after year.

They even become your brand advocates, sharing their positive experiences at
every opportunity.

The loyalty of a customer is not an easy task to achieve. One of our survey

reports reveal that 52% of consumers consider a great customer experience as one

that is quick, personalized, and involves interacting with a highly knowledgeable

service team. This is how you ensure your loyal customers stay happy.
What they need:

 Appreciation and personalized experiences

 Exceptional support

 Proactive service
How to keep them happy:
  Put the spotlight on your loyal customers by featuring them in case

studies and getting their testimonials. Not only will this make them feel special

but also builds social proof for your business.

 Form alliances and connect with your loyal customers. Talk to them about

their experiences with your brand and apply the learnings to improve

customer service for other types of customers.

 Offer generous customer loyalty reward programs.

 Think of unique ways to appreciate them (for instance, show them first-look

updates on new products).

6. Impulse Customers

Impulse customers make purchase decisions on the spur of the moment. They aren’t

shopping for anything specific and don’t typically spend much time researching

before taking action.

As you build strong buyer personas, consider impulse customers. They are the best

customers to upsell and cross-sell to because they’re very receptive to product

recommendations.
What they need:

 Seamless customer experience

 Help with product use cases, warranties, delivery or return policies

How to keep them happy:

 Showcase your offers and deals site-wide so they don’t spend time searching.

 Keep things simple and remove any obstacles on their purchase journey.

Make your checkout process smooth and instant.

 Offer product suggestions and ensure they match the customer’s

interests. Amazon does this well with the “Frequently bought together” section

on its website.
7. Discount Customers

Discount customers are only interested in your product when you’re looking to

reduce the price. They know the value of what they want but are willing to spend

time and effort searching for the best deals. They simply refuse to pay the full price.

Discount customers usually look for extra information on the type of deal or discount

you’re offering. But they’re likely to leave once the discount stops applying.
What they need:

 The best deals

 Exceptional service
How to keep them happy:

 Explain the value of the deal you’re offering. Make them understand that even

at a discounted price, they get real benefits and save money.

 The discount customer may need help using a coupon code or entering a

discount number, so ensure you provide extra information and stellar

customer service.

 Go beyond your initial deal and offer added value, to retain them as

customers. For example, faster and cheaper delivery options than your

competitors or further discounts when they buy an upsell product.

8. Active Customers

Active customers are different from loyal customers. While they consistently buy your

products and services, active customers can easily switch to your competitors if they

get offered a better deal.

Hence, it’s essential that you don’t ignore them because they already use your

products. Remember that it’s always cheaper to retain active customers and make

them happy than to source for new ones.

What they need:

 Attention

 Nurturing using customer retention strategies

 Stellar customer service

How to keep them happy:

 Take care of your active customers by giving them additional value, such as

discounts, good deals, exceptional training video materials, etc.

 Get your high-performing sales teams to continuously engage and interact

with your active customers to stop them from switching to your competitors.

 Focus on their success, and they’ll stick with you for the long haul.
9. Lapsed Customers

Every business has customers that left at one time or another. But are they truly

gone?

Yes, you didn’t provide enough value or your customer service was lacking. Maybe

you made them angry, and they left. But you can still fix things and get them back.

As humans, we all like familiar things. Since they already know your brand, your

lapsed customers can return, provided you work proactively and resolve their

problems.
What they need:

 A solution to whatever issues they have with your brand

 Personalized approach to win the trust and demonstrate the value

How to keep them happy:

 Find out why they left you. Was it a customer service complaint, or they got

better deals elsewhere?

 Fix their issues before reaching out to them. Timing is crucial here because

you may not get a third chance.

 Prepare some exciting deals or new products to entice them to come back.
10. Confused Customers
A few customers may have reached your website by mistake and need help moving

forward. Others may have a query about a product they bought from you. They may

need clarification about how to use it and even get frustrated in the worst-case

scenario.
What they need:

 Solutions (and fast)

 Clear explanations of your brand and what you offer

How to keep them happy:

 Make sure all contact channels, like live chat and chatbots, are readily

available.

 Deliver top-notch customer service and focus on your unique selling point.
The next time a confused customer comes across your website, they may

want to purchase from you.

11. Need-based Customers

A specific need drives these customers. They get on your site, purchase what they

want from you, and leave.

Think of them as customers that visited your site some time ago, learned about

product offers and came back when they needed them. Google Analytics

reports provide details of such customers, where they come from, and their browsing

behaviour.
What they need:

 Good user experience

 Great customer support

How to keep them happy:

 Ensure they get what they want to build strong customer relationships and

turn them into repeat buyers.

 Consider introducing a subscription-based model to automate recurring

payments and avoid need-based customers having to make repeat purchases

as and when the need arises.

  Optimize your website for easy navigation, a simple checkout process, and

multiple payment options. Take a cue from Adidas‘ checkout page which has

an auto-fill feature, allowing customers to place an order within minutes.

12. Referring Customers

Referring customers are happy with your products and services and willing to

become your brand advocates. These customers can bring you a ton of new

customers as well as good PR, so you mustn’t ignore them.

What they need:

 Motivation

 Become a part of your community

How to keep them happy:

 Don’t lower the quality of your products and services. Keep innovating and

evolving.

 Build a community around your shared values and make them a part of it.

 Provide incentives that motivate them to refer more people to your brand.

Looking to provide seamless support for different types of customers?

When it comes to keeping customers happy, there are a few golden rules:

personalization, top-notch customer service, delivering unmatched value, and

prioritizing their feedback.

Segmentation
Segmentation is the process of dividing a company's target market into groups of

potential customers with similar needs and behaviours. Doing so helps the company

sell to each customer group using distinct strategies tailored to their needs.

End