Quality customer care for EU trade associations
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We have all heard the quote “the customer is always right” but what systems do we have in place to be able to manage customer expectations and to provide consistently high customer care? What is the value of total quality customer service? What standards should our customers expect? Customer service procedures for associations – what standards should we set? The outcome of this module will be to gain agreement from secretariat staff on a set of procedures that will work effectively.
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Quality customer care for EU trade associations
- 1. Customer Service Workshop Customer care for trade associations Management Communication Training www.communicatingeu.com © Management Communication Training 2013
- 2. Workshop purpose Trade associations are like any customer driven organisation and need to provide quality customer service. Customer Service standards We have all heard the quote ―the customer is always right‖ but what systems do we have in place to be able to manage customer expectations and to provide consistently high customer care? 1. 2. 3. What is the value of total quality customer service? What standards should our customers expect? Customer service procedures for associations – what standards should we set? The outcome of this module will be to gain agreement from secretariat staff on a set of procedures that will work effectively. © Management Communication Training 2013
- 3. Background Most of us instinctively have negative reactions to complaints, whether these are internal (from co-workers, employees or managers) or external (from customers). And if the complaint is about something we did or created, or someone that we are responsible for, we can often become defensive, or view the complaint as unjustified or not our fault. © Management Communication Training 2013
- 4. Workshop contents 1. 2. 3. 4. Customer service - quiz Background - How is your organisation positioned? Procedures and systems Behaviours – how to respond to and give feedback to customers 5. Applying this to the secretariat © Management Communication Training 2013
- 5. Roadmap 1. What sort of organisation are you? 2. Where are you positioned? Procedures and systems 1. What is high level customer care? 2. What are your members‘ expectations? Behaviours 1. Customer services orientation 2. Customer service response © Management Communication Training 2013
- 6. Customer service quiz • Examine the examples. How do you rate the level of customer service? Excellent Sufficient Marginal Unacceptable © Management Communication Training 2013
- 7. Background How is the organisation positioned? © Management Communication Training 2013
- 8. Where are you positioned? Monopoly No competitors Market share assured Highly specialised or niche market Low level of innovation Low or no switching costs ‗State run‘ culture Customers loyal Low or switching costs Need to invest in customer loyalty High Competition Lots of other players Constant battle for market share Customers not loyal High number of disruptive innovators New entrants © Management Communication Training 2013
- 9. Procedures and systems The infrastructure that you have in place to deliver high levels of customer care © Management Communication Training 2013
- 10. High level customer care Principles 1. Services are mapped with customer in mind 2. Various tools to consult / listen to customers on regular basis 3. Spend money and time on resources 4. Evaluate / review the levels – then review and refine procedures 5. Train staff on regular basis. 6. Reward and hold staff accountable © Management Communication Training 2013
- 11. How structures are planned © Management Communication Training 2013
- 12. A hotel‘s processes © Management Communication Training 2013
- 13. What are your members‘ expectations? • What degree of service do they feel is their entitlement? • What resources are needed to meet / exceed their expectations? © Management Communication Training 2013
- 14. Behaviours How do we conduct effective customer care? © Management Communication Training 2013
- 15. Customer service orientation • Customer Service Orientation is the willingness and ability to give priority to customers and stakeholders by delivering high quality services which meet their needs. • Always works closely with customers, developing an independent view of their needs and acting in their long-term interest. Moves customer thinking forward, helping them understand issues beyond their day-today work. © Management Communication Training 2013
- 16. Identifying new opportunities © Management Communication Training 2013
- 17. Customer service response • It may seem counter-intuitive, but a business owner‘s ability to effectively deal with customer complaints provides a great opportunity to turn dissatisfied customers into active promoters of the business © Management Communication Training 2013
- 18. Customer Service Response 1. Listen carefully to what the customer has to say, and let them finish. 2. Ask questions in a caring and concerned manner. 3. Put yourself in their shoes. 4. Apologize without blaming. 5. Ask the customer, "What would be an acceptable solution to you?― 6. Solve the problem, or find someone who can solve it— quickly! © Management Communication Training 2013
- 20. If you would like more information about this workshop and how it could be applied to your organisation please contact us on info@communicatineu.com © Management Communication Training 2013
- 21. For more information about our training courses info@communicatingeu.com http://communicatingeu.com/ www.linkedin.com/A Manasseh twitter.com/andimanas Management Communication Training www.communicatingeu.com
Notas del editor
- It may seem counter-intuitive, but a business owner’s ability to effectively deal with customer complaints provides a great opportunity to turn dissatisfied customers into active promoters of the business. Here are some customer-oriented tips I’ve learned while working in the business coaching business:1. Listen carefully to what the customer has to say, and let them finish. Don't get defensive. The customer is not attacking you personally; he or she has a problem and is upset. Repeat back what you are hearing to show that you have listened.2. Ask questions in a caring and concerned manner. The more information you can get from the customer, the better you will understand his or her perspective. I’ve learned it’s easier to ask questions than to jump to conclusions.3. Put yourself in their shoes. As a business owner, your goal is to solve the problem, not argue. The customer needs to feel like you’re on his or her side and that you empathize with the situation.4. Apologize without blaming.When a customer senses that you are sincerely sorry, it usually diffuses the situation. Don't blame another person or department. Just say, "I'm sorry about that.”5. Ask the customer, "What would be an acceptable solution to you?"Whether or not the customer knows what a good solution would be, I’ve found it’s best to propose one or more solutions to alleviate his or her pain. Become a partner with the customer in solving the problem.6. Solve the problem, or find someone who can solve it— quickly!Research indicates that customers prefer the person they are speaking with to instantly solve their problem. When complaints are moved up the chain of command, they become more expensive to handle and only add to the customer's frustration.