customer service and our behaviour1 152 | Nonverbal Communication | Cybernetics

Customer Service & Our Behavior

A WORKSHOP TO ACHIEVE CUSTOMER
DELIGHT
CHARACTERISTICS OF
CHARACTERISTICS OF
SERVICES
SERVICES
~
Intangibility
Intangibility
~
Inseparability
Inseparability
~
Heterogeneity
Heterogeneity
~
Perishability
Perishability
~
Ownership
Ownership

Services
Services
are things you do for
are things you do for
your customers
your customers

Service
Service
is how well an organization
is how well an organization
does what it does.
does what it does.
SERVICES MA RKETING MIX :
SERVICES MA RKETING MIX :
BEYOND THE F OUR P’ s
BEYOND THE F OUR P’ s
~
Product
~
Price
~
Promotion
~
Place
~
People in Services
~
Physical Evidence in
Services
~
Process in Services
STEPS IN SK ILL LEARNING
STEPS IN SK ILL LEARNING
STAGE 1 STAGE 1
UNCONSCIOUS UNCONSCIOUS INCOMPETENCE INCOMPETENCE
STAGE 2 STAGE 2
CONSCIOUS CONSCIOUS INCOMPETENCE INCOMPETENCE
STAGE 3 STAGE 3
UNCONSCIOUS UNCONSCIOUS COMPETENCE COMPETENCE
STAGE 4 STAGE 4
CONSCIOUS CONSCIOUS COMPETENCE COMPETENCE
WHAT IS CUST OMER SERV ICE ?
WHAT IS CUST OMER SERV ICE ?
t
Putting people behind
Putting people behind
products and services
products and services
t
Treating customers with
Treating customers with
respect, individuality and
respect, individuality and
personal attention
personal attention
*

The In - focussed Company
The In - focussed Company
*


The Customer focussed Company
The Customer focussed Company
OBSESSION W ITH
OBSESSION W ITH
CUSTOMER
CUSTOMER
~
The
The
Customer
Customer
is the
is the
business’s biggest asset
business’s biggest asset
~
The
The
Customer
Customer
pays all
pays all
salaries, wages and dividends
salaries, wages and dividends
~
The
The
Customer
Customer
will go where
will go where
s/he receives the best
s/he receives the best
attention
attention
~
You must be your
You must be your
customer’s
customer’s

best choice
best choice !
WHO I S OUR CUSTOMER ?
WHO I S OUR CUSTOMER ?
t
Not necessarily those who pay
but
t
All those whom we serve
O Paying Customer O Boss
O Colleagues O Subordinates
O Wife O Children
O Parents O Relative
O Neighbours O Environment
O Fellow Human Beings
GOLDEN RULES
~
Ask not what the customer will do for
you !
~
Assume not what the customer expects
from you !
~
Find out the customer’s expectation and
meet it.
WE ARE BORN TO SERVE OTHERS
WE ARE BORN TO SERVE OTHERS


SURVIVAL OF THE USEFUL”
SURVIVAL OF THE USEFUL”
THE SPI RI T OF SERVI CE
THE SPI RI T OF SERVI CE
Attitude is based on certain
Attitude is based on certain
values & beliefs about people,
values & beliefs about people,
life and work, that leads a
life and work, that leads a
person to willingly serve others
person to willingly serve others
and take pride in his or her
and take pride in his or her
work.
work.
WHAT S HAPE
WHAT S HAPE
CUSTOMER’S D ECISIO N
CUSTOMER’S D ECISIO N
TO BUY
TO BUY
t
People’s skills
t
Product
t
Presentation
t
Process
v
Friendliness
v
Understanding
v
Fairness
v
Control
v
Options & Alternatives
v
Information
BAD SER VI CE v/s GOOD SER VI CE
BAD SER VI CE v/s GOOD SER VI CE
My Treatment
When
My Expectations
Is less
Than
This
=
Bad
Service
GOOD SERVICE IS GIVING CUSTOMERS A GOOD SERVICE IS GIVING CUSTOMERS A LITTLE LITTLE
MORE MORE
THAN WHAT THEY EXPECT THAN WHAT THEY EXPECT
When
My
Treatment
exceeds
My Expectations
This
=
Good
Service
HOW CUSTOME RS D EVELOP
HOW CUSTOME RS D EVELOP
EXPECTATIONS ?
EXPECTATIONS ?
¤
Marketing communication
Marketing communication
channels
channels
¤
Word of mouth
Word of mouth
¤
Previous experience with the
Previous experience with the
Organisation / Employee
Organisation / Employee
¤
Previous experiences with
Previous experiences with
similar Organisations
similar Organisations
Excellent Service =
Excellent Service =
t
Enjoying
Enjoying
t
Giving people
Giving people
little more
little more
than
than
they expect
they expect
ª
The best service companies have a
The best service companies have a
passion for service excellence !
passion for service excellence !
ª
Providers of service excellence do it
Providers of service excellence do it
with energy and enthusiasm !
with energy and enthusiasm !
ª
Excellent service is a win/win/win
Excellent service is a win/win/win
experience !
experience !
ª
In today’s competitive market place
In today’s competitive market place
the customer decides who wins and
the customer decides who wins and
who loses.
who loses.
LEVELS OF
LEVELS OF
CUSTO MER SERVI CE
CUSTO MER SERVI CE
Rigid Service
Rigid Service
Safe Service
Safe Service
Progressive Service
Progressive Service Indulgent
Indulgent
Service
Service
It is not enough just to give
It is not enough just to give
good service
good service
The Customer must perceive
The Customer must perceive
the fact that he is getting good
the fact that he is getting good
service
service
HANDLI NG CU STOMER
HANDLI NG CU STOMER
COMPL AINTS
COMPL AINTS
Doing the
job right
the first
time
Effectiv
e
Complai
nt
Handlin
g
+
Increased
Customer
satisfaction
& brand
loyalty
=
IMPORTANCE OF COMPLAINTS
IMPORTANCE OF COMPLAINTS
Gives us another chance to improve
Gives us another chance to improve
our service
our service
SOURCES OF CUSTOMER
SOURCES OF CUSTOMER
COMPLAI NTS
COMPLAI NTS
Delivery problems
Installation problems
Lack of information on product
use
Problems with enforcement of
warranties
Lack of knowledge of the sales
person
Indifferent attitude of the
personnel
t
STATE OF MIND
t
POSITIVE ATTITUDE
t
ABILITY TO
MANAGE YOURSELF
t
COMMUNICATION
SKILLS
t
ENTHUSIASM
t
SELF ESTEEM & ASSERTIVENESS
TA is a method of studying
communication
TA is very effective in analysing
audience psychology
Ch i ld Eg o St ate
Ch i ld Eg o St ate
Fr ee Ch ild
Fr ee Ch ild
Adapt ive Child
Adapt ive Child
Lit tle P rof es sor
Lit tle P rof es sor
Pare nt Eg o St at e
Pare nt Eg o St at e
Critical Parent
Critical Parent
t
Laying down
rules
t
Lecturing
t
Hiding behind
regulations
t
Refusing to
negotiate or
compromise
Nurturing
Nurturing
Parent
Parent
t
Caring
t
Concerned
t
Encouraging
t
Supportive
t
Warm &
Affectionate
A dult E go St ate
A dult E go St ate
t
Reasonable
t
Calm
t
Thoughtful
t
Clear thinking
t
Negotiating
t
Not bullying
t
Not caving in
t
Not steamrolling others
t
Self-evaluating
EGO STRUCTURE
P
A
C
TYPES OF TRAN SACTI ONS
TYPES OF TRAN SACTI ONS
t
Parallel
Parallel
t
Crossed
Crossed
t
Ulterior
Ulterior
PARALLEL TRANSACTIONS
P
A
C
P
A
C
CROSSED TRANSACTIONS
P
A
C
P
A
C
ULTERIOR TRANSACTIONS
P
A
C
P
A
C
SUPERI ORI TY COMPLEX
SUPERI ORI TY COMPLEX
I’M OKAY
I’M OKAY
YOU’RE NOT OKAY
YOU’RE NOT OKAY
INFERI ORI TY COMPLEX
INFERI ORI TY COMPLEX
I’M NOT OKAY
I’M NOT OKAY
YOU’RE OKAY
YOU’RE OKAY
NEGATI VE ATTI TUDE
NEGATI VE ATTI TUDE
I’M NOT OKAY
I’M NOT OKAY
YOU’RE NOT OKAY
YOU’RE NOT OKAY
I’M OKAY
I’M OKAY
YOU’RE OKAY
YOU’RE OKAY
A POS ITIVE A TTIT UDE
A POS ITIVE A TTIT UDE
MAKES A DIFFERENCE
MAKES A DIFFERENCE

Always be positive and enthusiastic

Smile, be friendly and positive

Try to meet a customer’s
reasonable request

Customer doesn’t care if you are
having a bad day

You should leave your problems at
home

Customers expect to get what they
pay for

Your good attitude will make work
enjoyable for you and your
customers
What is Attitude?
Attitude is the way we look at things.
Two types of Attitudes
Positive
Negative
The foundation of your success is
positive Attitude.
FAC TORS THAT DETE RMI NE
OUR ATTI TUDE
ENVIRONMENT
Home, School, Work,
Television, Newspapers,
Magazines, Books, Cultural &
Religious background,
Traditions & Beliefs, Social
environment.
EXPERIENCES
Our behavior changes
according to our experiences
with people and events in our
life.
EDUCATION
Formal & Informal
COMMUNICATIO N SKILLS
COMMUNICATIO N SKILLS
Effective rules for effective
communication :
Speak the same language
Make sure every word is heard
clearly
Repeat important information
VERBAL COMMUNICAT ION
VERBAL COMMUNICAT ION
t
Rate of
Rate of
speech
speech
t
Volume
Volume
t
Modulation
Modulation
t
Pronunciation
Pronunciation
NON-VERBAL
NON-VERBAL
COMMUNICATIO N
COMMUNICATIO N
t
Postures
Postures
t
Gestures
Gestures
t
Movements
Movements
t
Eye Contact
Eye Contact

Quiten your own mind

Control the environment

Use positive nonverbal
signals

Use positive verbal signals

Use pauses

Summarize

Avoid unhelpful behaviors

Listen carefully to what is
being said
Self-esteem is the way we feel
about ourselves.
When we feel good about ourselves:
Our performance goes up
Our relationships improve - at home
& outside
The whole world looks nicer
There is a direct co-relation
between feeling and behavior.
SI GNS OF SELF- ESTEEM
A person with self-esteem:
Pushes on, in spite of setbacks and
obstacles in his path
Adjusts easily to whatever is
Knows how to relax
Trusts others - others find him
trustworthy
Helps others without hesitation
Appreciates whatever good is there in
others
What do you see of yourself?
Do you look confident?
Do you look healthy?
Do you have a pleasing personality?
Are you happy with your self image?
WHAT IS
ASSERTIVENESS?
The ability to speak up
and be taken seriously,
and to do it without
damaging the rights of
others.
AGGRESSIVE ASSERTIVE NON-ASSERTIVE
IMPORTANCE OF ASSERTIVENESS

Assertive people are much more
likely to get more of what they
want.

Assertive people feel good about
themselves and their behavior.
BENEFITS OF BEING A SSERTIV E

You will manage your time and
stress levels more effectively by
setting realistic limits.

You can influence others by stating
your preferences and opinions
clearly and in an appropriately,
easily-heard way.

You will learn more quickly what
others think or would prefer.

You will deal with problems more
easily.
~
Government rules and regulations
Government rules and regulations
~
Company policies and procedures
Company policies and procedures
~
Out of stock
Out of stock
~
Just not possible
Just not possible
DEFINITION:
Divine transport - intense emotion which leads
to joyous action
Enthusiasm is the best communication tool:

Enthusiasm liberates

Enthusiasm provides energy

Enthusiasm is contagious

Enthusiasm is a skill and not a GIFT

90% of us make
decisions about
others in a few
minutes.

Over 50% of our
personal impact is
through our
appearance, our
body language and
facial expressions.

Do not return anger for anger

Avoid fuelling the anger

Keep control of the situation

Be quiet and listen

Don’t make excuses

Recognise the customer’s feelings

Probe

Solve problem

Soothe problem

Apologise whenever required
YOU ARE A WINNER

YOU ARE
PROGRAMMED BY
GOD & NATURE TO
BE SOMEONE

YOU ARE TODAY
THE RESULT OF
WHAT YOU HAVE
THOUGHT YOURSELF
INTO BECOMING
t
Quality of a product or service is
Quality of a product or service is
what the customer feels it is.
what the customer feels it is.
t
Customer judges quality on
Customer judges quality on :
l
Responsiveness
Responsiveness
l
Competence
Competence
l
Courteousness
Courteousness
l
Sensitivity
Sensitivity
l
Consistency
Consistency
THE FI RST 4 &
THE FI RST 4 &
THE LAST 2 MIN UTES
THE LAST 2 MIN UTES
How to maximise :
How to maximise :
~
Avoid ritual or routine activity or
Avoid ritual or routine activity or
standard phrases
standard phrases
~
Smile - even if it is on the telephone
Smile - even if it is on the telephone
~
Avoid moans, groans and negative
Avoid moans, groans and negative
comments, about self, weather,
comments, about self, weather,
work, another person, etc.
work, another person, etc.
~
Deal with customers in turn, make
Deal with customers in turn, make
every customer your favourite
every customer your favourite
~
Avoid rushing or doing too many
Avoid rushing or doing too many
things at once
things at once
~
Get the Customer’s name as soon
Get the Customer’s name as soon
as possible and use it
as possible and use it
~
Look at people. Take an interest
Look at people. Take an interest
in them. Pay attention to how
in them. Pay attention to how
they are, what they are, what
they are, what they are, what
they are doing and saying
they are doing and saying
~
Don’t chat to other staff when
Don’t chat to other staff when
customers are about
customers are about
~
Greet them with enthusiasm and
Greet them with enthusiasm and
look for positive, genuine things
look for positive, genuine things
to say about them
to say about them

THE FI RST 4 &
THE FI RST 4 &
THE LAST 2 MIN UTES
THE LAST 2 MIN UTES
THE FI RST 4 &
THE FI RST 4 &
THE LAST 2 MIN UTES
THE LAST 2 MIN UTES
~
Assess what kind of help they
Assess what kind of help they
want :
want :
~
To be left alone
To be left alone
~
To be approached
To be approached
~
To be chatted to
To be chatted to
~
To be direct with
To be direct with
~
Have something positive to say
Have something positive to say
when you or they leave
when you or they leave
~
Get a definite closure, don’t let
Get a definite closure, don’t let
it just ebb away
it just ebb away
QUALI TY OF EX PERI ENCES
QUALI TY OF EX PERI ENCES
AFFE CTS C USTO MER
AFFE CTS C USTO MER
PER CEPTI ONS
PER CEPTI ONS
Define the Customer’s ‘Moments of Truth’
Define the Customer’s ‘Moments of Truth’
Mom ent s of Magic
Mom ent s of Magic
Mo ment s of Mise ry
Mo ment s of Mise ry
When what is communicated at
When what is communicated at
Moments of Truth is that :
Moments of Truth is that :
The Customer is
The Customer is
Respected
Respected
And
And
Understood
Understood
And treated
And treated
Genuinely,
Genuinely,
The foundations are laid for
The foundations are laid for
Quality Service
Quality Service
A Customer is loyal when over time, he
A Customer is loyal when over time, he
has received consistent, prompt, and
has received consistent, prompt, and
courteous service and products
courteous service and products
Customer loyalty is encouraged by four
Customer loyalty is encouraged by four
principles :
principles :
v
Good products at fair prices
Good products at fair prices
v
Effort
Effort
v
Consistency
Consistency
v
Attention to ‘little’ things
Attention to ‘little’ things

Services
Services
are things you do for
are things you do for
your customers
your customers

Service
Service
is how well an organization
is how well an organization
does what it does.
does what it does.
PERCEIVED VALUE
PERCEIVED VALUE
=
=
SERVICES x SERVICE
SERVICES x SERVICE
---------------------------
---------------------------
----
----


PRICE
PRICE
IT’S COMFORTABLE
IT’S MAGICAL
IT’S MY STORE
When you’re serving a customer,
When you’re serving a customer,
you’re on stage
you’re on stage
Are you dressed for the part ?
Are you dressed for the part ?
Do you know your lines ?
Do you know your lines ?
Do you understand the play ?
Do you understand the play ?
Any Questions?
Thanks for being with us here today…….
Rohit Joshi

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