Customer Service

Programs
Customers are not only drawn to
stores because of their product
offering and convenient location,
but also by the superior customer
services they provide.
 Creating a Customer
Service Program

It is more expensive to find a new customer

than to retain a current customer
Customer Loyalty and Retention
 Customer Retention relies on building customer’s
product loyalty and satisfaction. (satisfied customer are
loyal customer)
Having a loyal customers :
 Creates great word of mouth referral(less advertising
costs)
 Means repeat business(staying with your business)
 More stable demand
 Reduce Negative reaction
Steps for creating an effective customer
Service Program
 A customer service program formalizes the level of customer
service you aim to provide, and what practical things you will do
to achieve it.(plan, develop, implement and sustain it)
Steps to take:
 Think about what your customer needs.
 Plan how you will meet their need.(aim, details, implementation)
 Deliver training to your staff
 Implement the program
 Sustain the program(feedback)
Staff-
Your people need to work together to put the needs
of customer first. Your staff are the first point of
contact for your customers.
 Have first right attitude
 Well Trained
 Enjoy their work
 Contribute to improvements
 Advocate your business
Managing Customer Service Quality
Disgruntled customers tend to tell others about a bad
service experience more often than a pleasant one

Companies can best manage customer service quality by:

 Establishing service objectives with specific and
measurable target
 Committing sufficient organizational resources
 Collecting customer feedback on service quality regularly
 Reviewing target accomplishments
 Identifying customer service weakness and connecting
them
Managing Customer Service
Differentiation

 How can organizations make their

customer service stand out?
 How can they protect their services
from being duplicated by competitors
 Designing and implementing a superior service
delivery enviroment and process

 The Development and training of competent

customer contact personnel
 Most Popular Customer Service Practices in
the Philippines
 Free Delivery
 Free Gift wrapping
 Merchandise/document pick up
 Free parking
 Reservations. Installment plan
 Complimentary refreshment, waiting lounge
 Help desk, 24 hr customer line
 Free appliance installation
 Drive through
 Free alteration on garments
 Comlimentary masage
 Customer Relationship
Management(CRM)
 It is process of managing an organizational interaction with
current and future customers.
 Attracting and maintaining their most valuable customers
 Customer data base(personal information, buying history
and behavior, what , when, where they buy, preferences, and
sales promotion responses
 Shopper’s club(points, participation in contest, and
incentives.)
Customer Lifetime Values
 It is the forecasted sales or profits that a company can
derive from the entire span of the future relationship
with a particular customer
Distinct implications of clv
 It considers a long term perspective of a company
relationship with customers in contras to a short term
view of “Take the customer’s money and run”
 It calculates and comparesng cost of acquiring new
customers and keeping old ones.(acquisition cost -
costs for getting new customers; retention cost - cost
for maintaining existing customer)
 It higlights the importance of market segmentation.