Customer Experience

Training
Customer Experience and Contact Center Division
Feb, 2021
 Commitment  Knowing your limitation
 Hard work  Communication
 Teamwork  Failure
 Mutual support  Seeing the big picture
 Responsibility
Vision

“There is nothing more

pathetic/touching than a man
with eye sight but has no
vision.” 4
 Vision

 “To be the First Choice World Class Bank”

5
 Mission

“To provide innovative, competitive and

diversified banking services accessible to the
society with qualified and committed staff in a
profitable and socially responsible manner”
 Values

Accessibility: Easy for our customers to obtain and use our

products/services
Wisdom: Integrating experience, excellence, leadership and
good judgment
Accountability: Willingness to take responsibility for
individual and team actions
Social Responsiveness: Commitment to ensuring a
sustainable future giving back to the society.
Honesty: Absence of unethical parties including the must-
know-someone syndrome
Customer, Customer Service and Customer
Experience

8
 Customer service

Group Activity

Share some positive or negative experiences

you’ve had as customers.
Who/what is “Customer”?
Customer:
 Seeks to receive some sort of service from another person or
from an organization

 Reason for the existence of the organization

 Does a favor to the organization by offering a need to the service

Customer:
 Deserve courteous and attentive treatment

 Who have choices

 Does not interrupt your work but is the purpose of it

Customer:

 Customers are the livelihood and the lifeblood of an

organization.
 Types of customers

Customers can fall into the following two groups:

a) Internal Customers(Co-workers)
b) External Customers(Clients)
Internal Customers(Co-workers)

Departments, units working within the same

organization for the same objective
Relies on your support, input and assistance to do
Internal Customers(Co-workers)

Positive interaction and interrelationship

If such interaction within the company and the team

is not well, it will for sure reflect on the external
customer service the company renders
 You can not give better service to your
external customers than you do to those
you work with!!!
 External Customers
Are outside of the company

 Are people who buy the products & services of the

company

 Are the sources of ‘revenue’ that funds continuing

operations

 Without them, the company won’t be in

business for very long
 What does being a customer mean to you?

What kind of customers do we have?

EVERYBODY IS A CUSTOMER
EVERYBODY HAS A CUSTOMER
 What is service?

Though it is difficult to precisely define service , it can be put

briefly as follows:

 asset of activities that have the features of

meeting expectations.
 Itis the interaction between the service giver
and the recipient
 The feeling that a service recipient has with a
service giver
Nature of service

 Intangible – not seen or no ownership is acquire

 Perishable- it is neither stored or inventoried

 Inseparable- simultaneously produced and consumed

 Variable- because of high level of human involvement

(subjective)
Based on the service you delivered…

 Becomes a customer

 Remains a customer

 Brings new customers

Moment of Joy

When we not only meet, but exceed the

expectations of the customer
When we fail to
give good service
to the customer
When we fail to give good service to the
customer
What is customer experience?

 Customer experience (CX) is defined by

interactions between a customer and an
organization throughout their business
relationship. An interaction can include
awareness, discovery, cultivation, advocacy,
purchases and service.
 Cont’d

 Customer experience is an integral part of Custo

mer Relationship Management (CRM)
and the reason why it’s important is because a
customer who has a positive experience with a
business is more likely to become a repeat and
loyal customer.
 Cont’d

 In fact, a study by Oracle found that 74% of

senior executives believe that customer
experience impacts the willingness of a customer
to be a loyal advocate. And the
customer experience statistics don’t stop there. If
you want your customers to stay loyal, you have
to invest in their experience!
Cont’d
How is customer experience different from
customer service?

 In most cases, a customer’s first point of contact with a company is

usually through interacting with an employee (either by visiting a
store or by speaking on the phone). This gives your business an
opportunity to deliver excellent customer service .
 However, customer service is only one aspect of the entire
customer experience.
 For example, if you book a vacation on the phone and the person
you are speaking with is friendly and helpful, that’s good customer
service. Yet, if your tickets arrive early and the hotel upgrades your
room, then that’s a good customer experience.
 Like most things in today’s market place, customer experience has changed
– it’s more than person-to-person service and thanks to technology,
companies can connect with their customers in new and exciting ways.
 For example, using CRM software, you can view customer purchase history
and to predict future needs even before the customer knows they need it.
Having the ability to predict a future need will let you be proactive and
attentive and, it means you can do things like;
 Provide related products based on purchase history
 Create and deliver targeted email marketing campaigns
 Understand the 360 degree view of the customer
 Cont’d

 Customer service is still as important as ever, it’s

no longer the sole focus of customer experience.
Now, the customer experience brings new ways
to strengthen customer relationships through
technological breakthroughs/innovations.
7 ways to create a customer experience strategy

There are seven ways to create a great customer experience strategy to help you
improve customer satisfaction, reduce churn and increase revenues.
1. Create a clear customer experience vision
 The first step in your customer experience strategy is to have a clear customer-
focused vision that you can communicate with your organization. The easiest way
to define this vision is to create a set of statements that act as guiding principles.
2. Understand who your customers are
 The next step in building upon these customer experience principles is to bring to
life the different type of customers who deal with your customer support teams
(CSO, DSR, RO and BDM). If your organization is going to really understand
customer needs and wants, then they need to be able to connect and empathize with
the situations that your customers face.
 Cont’d

 Bycreating personas, your customer support

team can recognize who they are and understand
them better. It’s also an important step in
becoming truly customer centric.
3. Create an emotional connection with your customers

 You’ve heard the phrase “it’s not what you say; it’s how you say it”.
 Well, the best customer experiences are achieved when a member of
your team creates an emotional connection with a customer.
 One of the best examples of creating an emotional connection comes
from a known organization, when a customer was late on returning a
pair of shoes due to her mother passing away. When the organization
found out what happened, they took care of the return shipping and had
a courier pick up the shoes without cost. But, the organization didn’t
stop there. The next day, the customer arrived home to a bouquet/bunch
of flowers with a note from the organization’s customer service team
who sent their condolences.
 Cont’d

 Research by the Journal of Consumer Research has

found that
more than 50% of an experience is based on an emotion
as emotions shape the attitudes that drive decisions.
 Customers become loyal because they are emotionally
attached and they remember how they feel when they
use a product or service. A business that optimizes for
an emotional connection
outperforms competitors by 85% in sales growth.
4. Capture customer feedback in real time

 How can you tell if you are delivering a wow customer experience?
 You need to ask – And ideally you do this by capturing feedback in
real time. Post-interaction surveys can be delivered using a variety
of automated tools through email and calls.
 And of course, it’s even possible to make outbound calls to
customers in order to gain more insightful feedback.
 It’s important to tie customer feedback to a specific customer
support agent, which shows every team member the difference they
are making to the business.
5. Use a quality framework for development of your
team

 By following the steps above, you now know

what customers think about the quality of your
service compared to the customer experience
principles you have defined. The next step is to
identify the training needs for each individual
member of your customer support team.
 Cont’d

 Many organizations assess the quality of phone

and email communication, however, a quality
framework takes this assessment one step further
by scheduling and tracking your teams
development through coaching, eLearning and
group training.
6. Act upon regular employee feedback

 Most organizations have an annual survey process

where they capture the overall feedback of your
team; how engaged they are and the businesses
ability to deliver an exceptional service.
 This is where continuous employee feedback can
play a role using tools that allow staff to share
ideas on how to improve the customer experience
and for managers to see how staff is feeling
towards the business.
7. Measure the ROI from delivering great customer
experience

 And finally, how do you know if all this investment in your

teams, process and technology are working and paying off?
 The answer is in the business results.
 Measuring customer experience is one of the biggest challenges
faced by organizations, which is why many companies use the “
Net Promoter Score” or NPS, which collects valuable information
by asking a single straightforward question:
 “Would you recommend this company to a friend or relative?”
 Customer Math
Findings of surveys

 Satisfied customers tell four others of their

positive experience.
1=4
 Dissatisfied customers tell ten to twelve people
how bad it was
1 = 12
1=10,000
 Customer Math

Findings of surveys

 Even if you achieve 95% customer satisfaction you still have 50 customers out of every
1000 walking away dissatisfied
 Customer Math
Findings of surveys
 For every unsatisfied customer who complains
there are 26 other unhappy customer who say
nothing and of those 26, 24 will not come back
 On average an organization spends 70% of its
marketing and adverting costs on trying to
recover lost sales due to defecting customers.
 Customer Math
• We need to show our care for customers through
our customer service skills.

• So its wise to make effort to retain existing

customers
If you can’t please your customer, you
don’t deserve new ones.”
Scott Cook, founder, Intuit

If we don’t take care of your customers,

someone else will.

Unknown
What business are we all in? What do we sell?
 Who is your customer?
 What are your goals when it comes to customer service?
 What is outstanding customer service? Whatever the
customer says it is!
Why are We Here Today?

What are the benefits of providing outstanding customer service?

 LOWER ADVERTISING COSTS HIGHER REPEAT
BUSINESS
 LOWER EMPLOYEE TURNOVER HIGHER CUSTOMER
RETENTION
 LOWER EMPLOYEE STRESS HIGHER PERSONAL PRIDE
 LOWER RISK OF JOB LOSS HIGHER PROFITS/VOLUME
 LOWER… HIGHER…
 Customer service is the ONLY way you can compete
Communication Skills – Ten Critical Factors

What is our goal in communication? Message Sent=

Message Received
1. WORDS How important?
Positive Words /Phrases:
 I’ll be happy to
 Yes…
 That’s very understandable
 Please/thank-you
 It would be my pleasure
Cont’d

 Their name
I will do that right away
I apologize for…
 That’s a great question
 Sorry for the wait
 Is there anything else…
 We appreciate your business
Cont’d

Negative Words/Phrases :
 No
 Our policy is…
 It’s your mistake
 You should have…
 We don’t do that
 Honey, lady, buddy…
 You’ll have to…
 That’s not my job
 My computer won’t
 Cont’d

 Techno/jargon
 Short answers
YOUR JOB IS TO FIND A WAY TO SAY YES TO A CUSTOMER!

2. EYE CONTACT
3. GESTURES

4. EXPRESSIONS

5. PHYSICAL TOUCH – Handshakes only!

 Cont’d

6. POSTURE–Lean forward slightly, open uncrossed arms, same eye

level

7. SMELL – Breath & body odor- be aware of your own. Perfumes &
colognes should be used sparingly, if at all.

8. APPEARANCE – Personal & property. See things through

customers’ eyes.

9.SILENCE – Be proactive- speak first.

10. ACTIONS- Speak louder than words. Do what you say you are going
to do.
How many squares do you see?
Communication Skills -Listening and
Questioning
 Why do we need to be good listeners?
 Why don’t we listen?
 How do we show a customer we are listening?
 Docustomers ever have difficulty expressing
what they really want/need?
 Cont’d

Why would we want to ask a customer questions?

 IDENTIFY/RESOLVE PROBLEMS
 UNDERSTAND NEEDS BETTER
 FEEDBACK ON HOW YOU ARE DOING
 IDENTIFY ADDITIONAL NEEDS
 PUTS US IN CONTROL
 GETS THEM INVOLVED
 GETS THEM TO THINK
 CLARIFY WHAT THEY ARE SAYING
 LEARN FROM THEIR SUGGESTIONS

Exceeding Expectations (1% Extra – No
Charge!)

 The Power of 1% - Every time you have a customer

interaction, always try to do something a little extra –
anything that shows you care and appreciate them!
 A Customer Service Culture - Everything you do,
everyday, at every level in the organization should be
focused on the customer. Everybody needs to talk about
and pay attention to it constantly. TOMA – Top of mind
awareness.
 Cont’d

 TCF – (Total Customer Focus) If every time there is

a customer on your property (or on the phone), they
should be the total focus of anybody and everybody
to make sure they are taken care of properly
 Enthusiasm – If employees are enthusiastic about the
products or services or even their jobs, the customers
are also much more likely to be enthusiastic!
Cont’d

 Consistency – Great service is about providing

consistently superior service every single day. This
may be the hardest of all ways to exceed expectations.
 Follow-up – Don’t let their purchase be the last
contact with you. Check back with them to see if they
had any problems, questions or even suggestions.
 Give them options – Customers love to have choices.
Let them be in control
 Show a sense of urgency – When a customer wants or
needs something, make it a big deal. Show them they
are important by doing it quickly
 THANK YOU