Customer Service & Our Behavior

A WORKSHOP TO ACHIEVE CUSTOMER

DELIGHT
CHARACTERISTICS OF
SERVICES

➫Intangibility
➫Inseparability
➫Heterogeneity
➫Perishability
➫Ownership
SE RVICE v/s
SE RVICES

•Services are things you do for

your
•Service is customers
how well an organization
does what it does.
SE RVIC ES MA RKE TING MIX :
BEYOND T HE F OUR P’ s

➫Product
➫Price
➫Promotion
➫Place
➫People in Services
➫Physical Evidence in
Services
➫Process in Services
STE PS IN SK IL L L EA RNING
STAGE 1
UNCONSCIOUS INCOMPETENCE
STAGE 2
CONSCIOUS INCOMPETENCE
STAGE 3
UNCONSCIOUS COMPETENCE
STAGE 4
CONSCIOUS COMPETENCE
WHA T IS CUST OMER S ERV ICE ?

❚ Putting people behind

products and services
❚ Treating customers with
respect, individuality and
personal attention
TW O TYPES OF ORGA NI SA TI ON S

✹ The In - focussed Company

✹ The Customer focussed Company

OB SES SION W ITH
CUS TO ME R

➫The Customer is the

business’s biggest asset
➫The Customer pays all
salaries, wages and dividends
➫The Customer will go where
s/he receives the best
attention
➫You must be your customer’s
best choice !
WH O I S OUR CU STO MER ?

❚ Not necessarily those who pay

but
❚ All those whom we serve
✪ Paying Customer ✪ Boss
✪ Colleagues ✪ Subordinates
✪ Wife ✪ Children
✪ Parents ✪ Relative
✪ Neighbours ✪ Environment
✪ 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

“SURVIVAL OF THE USEFUL”
TH E SPI RI T O F SERVI CE

Attitude is based on certain

values & beliefs about people,
life and work, that leads a
person to willingly serve others
and take pride in his or her
WH AT S HA PE
CUS TO ME R’S D ECISIO N
TO BUY

❚ People’s skills
❚ Product
❚ Presentation
❚ Process
SIX BASIC
CUSTO MER NE EDS

✔Friendliness
✔Understanding
✔Fairness
✔Control
✔Options & Alternatives
✔Information
BA D SER VI CE v/s GOOD SER VI CE
My Expectations
My Treatment This
=
When Is less Bad
Than Service

My
Treatment
My Expectations This
=
When exceeds Good
Service
GOOD SERVICE IS GIVING CUSTOMERS A LITTLE
MORE
HO W CUST OME RS D EVEL OP
EXPE CTA TION S ?

❁ Marketing communication
channels
❁ Word of mouth
❁ Previous experience with the
Organisation / Employee
❁ Previous experiences with
similar Organisations
 EXCELLENT SE RVICE
Excellent Service =
❚ Enjoying
❚ Giving people little more than
they expect
☞The best service companies have a
passion for service excellence !
☞Providers of service excellence do it
with energy and enthusiasm !
☞Excellent service is a win/win/win
experience !
 LEVELS OF
CU STO MER SERVI CE

Indulgent Service Progressive Servi

Safe Service Rigid Service

CUSTO MER
CA RE
It is not enough just to give
good service
The Customer must perceive
the fact that he is getting good
service
 HAN DLI NG CU STO MER
CO MPL AINTS
Increased
Doing the Effectiv Customer
job right e
the first + Complai
= satisfaction
& brand
time nt loyalty
Handlin
g

IMPORTANCE OF COMPLAINTS

Gives us another chance to improve

our service
SO URCES OF CU STO MER
CO MPLAI NTS

Delivery problems
Installation problems
Lack of information on product
use
Problems with enforcement of
warranties
Lack of knowledge of the sales
FEW ESS ENT IALS
❚ STATE OF MIND
❚ POSITIVE ATTITUDE
❚ ABILITY TO
MANAGE YOURSELF
❚ COMMUNICATION
SKILLS
❚ ENTHUSIASM
❚ SELF ESTEEM & ASSERTIVENESS
TRAN SAC TIONAL
ANA LYSIS

TA is a method of studying
communication
TA is very effective in analysing
audience psychology
DIFFEREN T EGO S TA TES
Ch ild Eg o St ate

Fr ee Ch ild Adapt ive Child Lit tle P rof es sor

DIFFEREN T EGO S TA TES
Pare nt Eg o St at e

Critical Parent Nurturing

❚ Laying down Parent
rules ❚ Caring
❚ Lecturing ❚ Concerned
❚ Hiding behind ❚ Encouraging
regulations ❚ Supportive
❚ Refusing to ❚ Warm &
negotiate or Affectionate
compromise
DIFFEREN T EGO S TA TES
A dult E go St ate
❚ Reasonable
❚ Calm
❚ Thoughtful
❚ Clear thinking
❚ Negotiating
❚ Not bullying
❚ Not caving in
❚ Not steamrolling others
❚ Self-evaluating
EGO STRUCTURE

C
TYPES OF TRAN SACTI ONS

❚ Parallel

❚ Crossed

❚ Ulterior
PARALLEL TRANSACTIONS

P P

A A

C C
CROSSED TRANSACTIONS

P P

A A

C C
ULTERIOR TRANSACTIONS

P P

A A

C C
SU PERI ORI TY CO MPLEX

I’M OKAY
YOU’RE NOT OKAY
INFERI ORI TY CO MPLEX
I’M NOT OKAY
YOU’RE OKAY
NEG ATI VE ATTI TU DE
I’M NOT OKAY
YOU’RE NOT OKAY
PO SIT IVE ATTI TUDE
I’M OKAY
YOU’RE OKAY
 A POS IT IV E A TTIT UD E
MA KES A D IF FEREN CE

 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
POS ITIVE
ATT ITUDE
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 TO RS TH AT DETE RMI NE
OUR AT TI TU DE

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
CO MM UNICATIO N SK ILLS

Effective rules for effective

communication :

Speak the same language

Make sure every word is heard
clearly
Repeat important information
VERBAL CO MMU NICAT ION

❚ Rate of
speech

❚ Volume

❚ Modulation

❚ Pronunciation
NON-VERBAL
CO MM UNICATIO N

❚ Postures

❚ Gestures

❚ Movements

❚ Eye Contact
ACT IV E LIS TE NING
•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
SE LF- ES TE EM
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
LOOK IN T HE MIRR OR

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?

ASSE RTIVENE SS

WHAT IS
ASSERTIVENESS?

The ability to speak up

and be taken seriously,
and to do it without
damaging the rights of
others.
GGRESSIVE ASSERTIVE NON-ASSERT
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.
BENE FITS OF B EING A SSE RTIV 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
 WHEN TO SAY NO !
✒ Government rules and regulations
✒ Company policies and procedures
✒ Out of stock
✒ Just not possible
 ENT HUSIA SM

INITION:
ne transport - intense emotion which leads
oyous action

husiasm is the best communication tool:

thusiasm liberates
thusiasm provides energy
thusiasm is contagious
thusiasm is a skill and not a GIFT
LOOK GOOD

•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.
MA NAGING YOURSELF
 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
QUAL ITY

❚ Quality of a product or service is

what the customer feels it is.
❚ Customer judges quality on :
❙ Responsiveness
❙ Competence
❙ Courteousness
❙ Sensitivity
❙ Consistency
 TH E FI RST 4 &
TH E LAST 2 MIN UTES
How to maximise :
➫Avoid ritual or routine activity or
standard phrases
➫Smile - even if it is on the telephone
➫Avoid moans, groans and negative
comments, about self, weather,
work, another person, etc.
➫Deal with customers in turn, make
every customer your favourite
TH E FI RST 4 &
TH E LAST 2 MIN UTES

➫Get the Customer’s name as soon

as possible and use it
➫Look at people. Take an interest
in them. Pay attention to how
they are, what they are, what
they are doing and saying
➫Don’t chat to other staff when
customers are about
➫Greet them with enthusiasm and
TH E FI RST 4 &
TH E LAST 2 MIN UTES
➫Assess what kind of help they
want :
➫To be left alone
➫To be approached
➫To be chatted to
➫To be direct with
➫Have something positive to say
when you or they leave
➫Get a definite closure, don’t let
 QUALI TY OF EX PE RI EN CES
AFFE CT S C USTO MER
PER CEPTI ONS

ine the Customer’s ‘Moments of Tru

Mom ent s of M agic Mo ment s of M ise ry

 MOM ENTS OF T RUT H

When what is communicated at

Moments of Truth is that :
The Customer is Respected
And Understood
And treated Genuinely,
The foundations are laid for
Quality Service
 CUSTOME R LOYA LT Y
A Customer is loyal when over time, he
has received consistent, prompt, and
courteous service and products
Customer loyalty is encouraged by four
principles :
✔Good products at fair prices
✔Effort
✔Consistency
✔Attention to ‘little’ things
SE RVICE v/s
SE RVICES

•Services are things you do for

your
•Service is customers
how well an organization
does what it does.
EXPE CTATIONS &
PE RCEIVED V ALUE

PERCEIVED VALUE
=

SERVICES x SERVICE
---------------------------
----
PRICE
SE RVICE VI SION

IT’S COMFORTABLE

IT’S MAGICAL

IT’S MY STORE
 YO U A RE ON S TA GE
When you’re serving a customer,
you’re on stage

Are you dressed for the part ?

Do you know your lines ?
Do you understand the play ?
 Any Questions?

Thanks for being with us here today…….

Rohit Joshi