Delivering Service Excellence

© Operational Excellence Consulting. All rights reserved.© Operational Excellence Consulting. All rights reserved.
Delivering
Service Excellence

4© Operational Excellence Consulting. All rights reserved.
Learning Outcomes(1)
• Understand and accept why and how excellent
service is important to the organization
• Be able to manage own emotions and deliver
professional and personalized service
• Treat customers as unique individuals with
different needs and expectations
• Know how to find out and respond to each
customer’s needs and expectations
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/delivering-service-excellence-159

Getting To Know You

Why Do Customers Leave?
• 1% - die
• 3% - move away
• 5% - develop other relationships
• 9% - leave for competitive
reasons
• 14% - are dissatisfied with
product or service
• 68% - leave because of rude or
discourteous service

What is Customer Service?
Some definitions of “Customer Service”:
• “Customer service is the ability to provide a service or product in the way
that it has been promised”
• “Customer service is an organization's ability to supply their customers'
wants and needs”
• “Customer Service is a phrase that is used to describe the process of
taking care of our customers in a positive manner”
• “Customer service is a process for providing competitive advantage and
adding benefits in order to maximize the total value to the customer”
• “Customer service is a proactive attitude that can be summed up as: I
care and I can do.”

What Is Service Excellence?
• “The process of consistently communicating to
every customer - whether it is an internal
customer or external customer - that they are
valued, and that their satisfaction is paramount
to your organization.”
Source: Beldingskill.com

Customer Satisfaction Approach
APPROACH
•Identify Customer
Condition
•Establish Rapport
•Determine Needs
& Expectations
•Meet Needs &
Expectations
•Thank
•Follow-up
CUSTOMER
SERVICE
SKILLS
•Self-Management
•Observation
•Listen
•Question
•Empathize
•Explain
•Personalize
•Adapt
•Recover
Manage
Interaction
Conclude
Interaction
Open
Interaction
1 32

Customer Satisfaction Roadmap
• Approach
The “what”
• Customer Service Skills
The “how”

Service Dimensions (2)
• Self-Management
Refers to the ability to control your emotional
response in order to manage the interaction
positively
• Flexibility
Refers to willingness and ability to move back
and forth between the job and people
dimensions

Continuous Improvement
“Attitude is a little
thing that makes a
big difference.”
- Sir Winston Churchill

Displaying Customer Service Attitude
• Projecting confidence
• Thinking positive
• Using positive language
• Being enthusiastic
• Conveying speed or urgency
• Taking ownership or accountability
• Being courteous

Who Are Customers?(1)
• A Customer is a recipient of a product or service
• Customers are people who need your
assistance
• People who phone, people who walk-in, people
who write/email
• Customers are not an interruption to your job,
they are the reason you have a jobThis document is a partial preview. Full document download can be found on Flevy:

Customers are Individuals
• Different needs and expectation
• “One size fits all” has no place here
• Exhibit different behaviors
Different emotional states (conditions)
What words describe the statements and actions of
customer you find…
the most difficult to work with?
the easiest to work with?

Customer Conditions
Condition
(Emotional
State)
Comfortable Indecisive Demanding Angry
Observation
• Smile
• Converse
• Relax
• Avoid
• Fidget
• Hesitate
• Demand
• Direct
• Assert
• Insult
• Argue
• Intimidate
Response • Appreciation
• Reassurance
• Clarity
• Action • Validation

Establishing Positive Rapport (2)
• For the Provider
Provides a way to immediately establish a personal
and positive connection and sets the tone for the
interaction
• Result
The interaction will have less tension, be more
productive, and be more comfortable and rewarding
for both of you

© Operational Excellence Consulting. All rights reserved.
Determining Needs & Expectations

Needs and Expectation
• Needs
What a customer has to have
More focused on job/technical dimension of
interaction
• Expectation
What a customer likes to have
More focused on the people dimension or how I get
what I need
“Invisible report card”

Determine Needs and Expectation
• 3 basic skills
Listening
Questioning
Empathizing

Exercise: Questioning
• List down 10 questions that you
typically ask when you meet your
customers
• Write on the flipchart
Time: 10 min

Formula For Empathy
• An opening phrase, plus
• An acknowledgement of the customer, plus
• An acknowledgement of the customer’s feelings,
plus
• A description of the situation from the
customer’s point of view, plus
• An optional checking question

Tips for identifying, understanding and
anticipating customers’ needs
• Being sensitive to cultural
differences
• Knowing their time
requirements
• Being attentive
• Developing the skill to read
your customer and understand
what your customer may need
or want

The Communication Process
SENDER
(encodes)
RECEIVER
(decodes)
Barrier
Barrier
Medium
Feedback/Response

Effective Telephone Techniques
• Smile before answering the phone
• Answer the phone in three rings or
less
• Give your company name and your
name when answering the phone
• Use proper language and warm,
friendly voice tone
• Be courteous and pleasant
• Be helpful. Tell the customer the
action you are going to take.

Meeting/Exceeding Needs &
Expectations

Meeting Customer’s Needs &
Expectations
• Explaining your products, services, policies or
procedures
• Personalizing your service
• Adapting what you normally do and how you
normally do it to better meet the needs of your
customersThis document is a partial preview. Full document download can be found on Flevy:

Two Parts of Personalizing
• Demonstrating that you think about the
customer as an individual
• Helps the customer know that the service was
given by you or your organization instead of
another service provider or competitor
How can we personalize our service?

Two Kinds of Adapting
• Adapting the
organisation to make
a better connection
with the customer
• Adapting yourself to
make a better
connection with the
customer

At the End of Managing the Customer
Interaction…
Manage
Interaction
Conclude
Interaction
Open
Interaction
1 32

Tips for instilling trust and confidence
• Treating customers with respect and courtesy
• Making them feel welcome and important
• Providing a comfortable environment
• Staying energized and projecting a positive attitude
• Listening
• Obtaining feedback
• Sending clear messages
• Saying the right thing
• Knowing your business’ products and services

Concluding the Interaction (2)
• What picture do we want our customer to take
away to remember us and your organization by?
• What could you say or do at the end of the
interaction to make sure our customer know
what our personal brand of service is?

Exercise: Script Writing
• Write a script reflecting
an actual normal
conversation you have
with a customer in a
comfortable condition
Time: 10 mins

Customer Condition: Indecisive
• Need reassurance and clarity
• Our self-talk
Be patient, supportive, confident
Non-judgmental
Be sensitive
Be reassuring
• Use closed questions to determine needs and
expectations
• Show that you care about them and willing to
extend all the time they need

You must demonstrate the following:
• Make empathy statement
• Personalize/Adapt
• Apply the recovery skills process
• Ask for expression of satisfaction
Exercise: Angry Role Play
Time: 10 mins

5-Step Recovery Skills
1. ACKNOWLEDGE the situation and the
discomfort
2. APOLOGIZE for the discomfort
3. ACCEPT responsibility for helping the
customer
4. ADJUST to solve the problem
5. ASSURE the problem has been solvedThis document is a partial preview. Full document download can be found on Flevy:

Saying NO (2)
• Tell the customer what you can
do
• Offer options
• Help the customer understand
why it is to his or her benefit
that a policy regulation exists

Ways to Manage Frustration (2)
• Some suggestions
Take a break
Keep the situation in perspective and remember all the
people you have satisfied
Don’t take it personally
Talk to someone to vent your frustration
Remember that a customer’s behavior is temporary
Remember that the next customer is not responsible
for this customer’s behavior
Use Stop/Challenge/Focus technique to change our
negative self-talk

End of Presentation
To view the full list of training presentations,
please visit us at:
Operational Excellence Consulting
http://www.oeconsulting.com.sg

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