© Copyright held by: Professional & Technical Education Division of Information Technology UW Madison
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Table of Contents INTRODUCTION TO CUSTOMER SERVICE ....................................................................... 4 DOIT’S CORE VALUES ................................................................................................................. 5 CUSTOMER SERVICE OBJECTIVES ................................................................................................ 7 COURSE OUTLINE ........................................................................................................................ 8 EXISTING KNOWLEDGE ................................................................................................................ 9 WHAT IS CUSTOMER SERVICE? .................................................................................................. 12 WHY IS CUSTOMER SERVICE IMPORTANT? ................................................................................ 13 WHO ARE YOUR CUSTOMERS? .................................................................................................. 16 BARRIERS .................................................................................................................................. 18 WHAT CUSTOMERS EXPECT .............................................................................................. 21 WHAT DO CUSTOMERS WANT? .................................................................................................. 22 RELIABILITY .............................................................................................................................. 24 RESPONSIVENESS ....................................................................................................................... 26 ASSURANCE ............................................................................................................................... 27 EMPATHY ................................................................................................................................... 28 TANGIBLES ................................................................................................................................ 30 CUSTOMER SERVICE AT DOIT ................................................................................................... 31 COMMUNICATION TECHNIQUES ...................................................................................... 32 LISTENING ................................................................................................................................. 33 BODY LANGUAGE ...................................................................................................................... 34 WORD CHOICE ........................................................................................................................... 37 FISH! CATCH THE ENERGY, RELEASE THE POTENTIAL .......................................... 40 FISH! PHILOSOPHY.................................................................................................................... 42 RESPONSE QUESTIONS ............................................................................................................... 44 DEALING WITH DIFFICULT CUSTOMERS ...................................................................... 46 WHEN YOU CAN’T SAY YES ...................................................................................................... 53 USING BEHAVIORAL SCIENCE .................................................................................................... 56 COMMITMENT TO ACTION ................................................................................................. 58 PERSONAL ACTION PLAN ........................................................................................................... 59 MAKING ORGANIZATIONAL CHANGE ........................................................................................ 61 BIBLIOGRAPHY .......................................................................................................................... 62
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Introduction to Customer Service
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DoIT’s Core Values Great Customer Service is a must for all businesses. Even if you have a great product or service to sell, the business cannot excel without proper respect to the customer. Customer Service is particularly important at DoIT as we have an incredible clientele (the university!). DoIT has recognized the importance of Customer Service, for Customer Service is an implicit and explicit goal stated in DoIT’ s core values.
What are DoIT’s Core Values?
To B e S u c c e s s f u l I n : •
•
•
•
•
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Customer Service Objectives
Increase awareness. Support existing techniques that work. Evaluate and improve techniques that don't work. Improve performance, job satisfaction and ultimately your career.
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Course Outline Day One Existing Knowledge What is Customer Service? What Customers Want Communication Techniques
Day Two Fish! Video Fish! Discussion Dealing with Difficult Customers Role Play Scenarios Commitment to Action
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Existing Knowledge Customer Service Pre-Class Discussion The following questions are designed to elicit your initial thoughts on a variety of customer service topics. We will use the answers to these questions as a starting point for discussion throughout class today. 1. What is customer service? Don’t search for the perfect definition; take the first one that comes to you.
2. Why do you think DoIT perceives customer service to be an important issue?
3. Who are your customers?
4. Should you give the customer everything he or she demands at any given moment? Explain.
5. Describe one instance of poor customer service you have experienced as a customer. What did the service person do wrong?
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6. Describe one instance of outstanding customer service you have experienced as a customer. What did the service person do right?
7. Describe an instance where you provided outstanding customer service. What did you do right?
8. Has there been a time where you felt you couldn’t provide great customer service? What was the barrier that prevented you from delivering great customer service?
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What is Customer Service? Fill in the call outs with your own definition, other definitions you hear, or words that you think are important to customer service.
A ggressive H ospitality
Fulfilling the multitude of less obvious customer needs.
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Why is Customer Service Important? Ninety-One percent of retail customers will stay away because of poor service. 70 percent will pay more for superior service. Source: Leo Burnett Advertising Agency
It costs five times as much to sell to a new customer as it does to sell the same thing to an existing customer. Source: Jay Conrad Levinson in Guerrilla Marketing
The average upset customer tells 8 to 10 friends about his or her dissatisfaction. Source: Fritz Alders. General Manager of a successful Atlanta based showroom.
65% of the average company’s business comes from its present satisfied customers! Source: Rita Hodgins, Michigan State University Extension
50-74% who complain will do business again if the complaint is resolved. 95% will return if resolved quickly. Source: Rita Hodgins, Michigan State University Extension
A customer with a satisfactorily resolved problem will provide three times the revenue of a customer who has not had a problem. Source: Inc. Incorporated
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Why Customers Quit: According to U.S. News and World Report customers quit returning to a specific business for the following reasons:
%
Move or go out of business
%
Find new business relationships
%
Competitive reasons
%
Product dissatisfaction
%
Quit because of the attitude of indifference of an employee or a specific department.
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"Customer relations is an integral part of your job - not an extension of it." -William B. Martin Quality Customer Service
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Who Are Your Customers? By knowing your customers you can better understand and anticipate their needs. You will begin to understand which service elements are most important to your customers.
Every business has
and
customers.
: People who buy your products and services. They are outside of your company. : People who work for your organization. If they depend on you and the work you do in order to complete their own work, often so they can serve their own customers.
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"If you're not serving the customer, your job is to be serving someone who is." -Jan Carlzon CE0, Scandinavian Airlines
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Barriers Earlier it was stated that it is possible to provide great customer service 100% of the time. (Remember that you cannot do everything the customer wants 100% of the time but you can make them feel good about their experience). There may be a time, however, that you feel there is something that gets in the way of providing great customer service. It is critical to recognize barriers so that you can plan strategies for overcoming those barriers when you meet them. Really think about what has held you back in the past or what you think could hold you back in the future. Are you preventing yourself from providing great service? Below are samplings of barriers and ideas to consider when or if you have experienced them. If your barrier is not listed, take some time to think about what you could do to overcome your barrier.
I can’t provide service to the customer until I receive some money!
• •
Companies that emphasize service make more money than companies that don't. When customers are pleased, they're likely to spend about 10% more on your product or service plus call again. o But if they think they haven't been treated right, they'll tell everyone who'll listen about their bad experience.
I don’t have the energy to provide great customer service!
Many times the barrier that gets in the way of providing great service is you. You may feel tired, you may feel stressed or you may feel that customer service isn’t important at a given moment. There isn’t a surefire solution to this problem other than looking inward. You must make the decision that customer service is important to you and important to DoIT. This course is designed to teach you why customer service is important and how to provide great customer service, but it is up to you to make it a priority in your career!
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It’s against our policy!
Never just say "No" or "I can't, it's against our policy." Always…
• _______________________________________________ • ________________________________________________________ o Presuming you have an understanding of the policy.
• _______________________________________________ o Names, contacts, e-mail, web site...
I don’t have the power to help the customer!
• • • •
Empowerment is the act of vesting substantial responsibility in the people nearest to the problems to be solved. The person doing the job knows far better than anyone else the best way of doing the job and is also the best fitted to improve it. Employees should have the flexibility they need to make exceptions to any policy that might result in an unhappy customer. The only company policy that should remain inflexible when dealing with customers is the one that reads: "We Will Never Lose A Customer Over A Stupid Policy."
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Empowerment Example The following is a press release about a company that is well known for its outstanding customer service, Nordstrom: "We are honored to be included on Fortune’s list and believe our people are what make Nordstrom such a great place to work," said Blake Nordstrom, president, Nordstrom, Inc. "We don’t have a lot of rules at Nordstrom but we do empower our people to use their best judgment in taking care of our customers, one customer at a time."
Steps to Empowerment Act on your own/ check in Try things periodically on your own/seek advice Make suggestions Ask for permission Wait to be told
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What Customers Expect
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What do Customers Want? How can you provide great customer service if you are out of a part the customer wants? Earlier we described customer service as “Fulfilling the multitude of less obvious customer needs.” The obvious need in the above example is the part. The customer, however, can still feel good about their experience and still feel as if they received outstanding customer. It is our responsibility with every customer to fulfill those less obvious customer needs. If this is the case, what are those needs? Stop for a minute and think about what you expect when you walk into a business. What do you expect when you: Scenario #1: ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Scenario #2: ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Scenario #3: ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________
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According to Texas A&M research the customer expects:
Reliability Responsiveness Assurance Empathy Tangibles
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Reliability Reliability: The ability to provide what was promised, dependably and accurately. Examples: § When you fulfill a customer order on time. § Calling a customer back when promised.
Reliability means keeping the service promise. There are three types of promises you may be expected to keep. 1. Personal: Promises you make _____________________________. 2. Organizational: Promises made through __________________________________ _______________________________________________________________________. 3. Expected: Expectations customers bring with them based on ____________________ _________________________________________________________________________. You may already know many of your customer’s expectations. You will be able to discover more promises by asking questions and really listening.
Learn to _________________ and This lowers your risk of failure and is often times realistic.
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.
“ Never promise more than you can perform.” -Publilius Syrus
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Responsiveness Responsiveness: The willingness to help customers promptly. Timeliness.
§
Examples: When you notice a customer puzzling over a product and offer help and information. § Telling a customer how long it will take to resolve a problem. § Contacting a customer promptly when a problem is resolved.
There are many businesses that have become nationally recognized based on this principle alone. For example: Federal Express: ABSOLUTELY, POSITIVELY, OVERNIGHT. LensCrafters: CUSTOM-CRAFTED EYEGLASSES IN ABOUT AN HOUR. Domino’s: 30 MINUTE OR $3.00 OFF. While the time of responsiveness will vary with each service, remember that the best time for anything is the time that is best for the customer. The next time you are in doubt, ask the customer what their expectations are. “When would you like this?” The customer may pick a reasonable time or even ask you. By asking the customer, it gives them a sense of control and involvement.
If the Customer Must Wait Try the following: __________________________________________ Verbally or nonverbally. __________________________________________ __________________________________________ The most frustrating part of waiting is not knowing how long the wait will be.
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Assurance Assurance: The knowledge and courtesy you show to customers, and your ability to convey trust, competence and confidence. Examples: § When you smile and tell a customer, “I can help you with that” – and do. § Your actions assure customers that they are doing business with a well-trained, skillful professional.
Projecting a Positive Image The following are techniques that can be used to project a positive image and make the customer feel assured: __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________
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Empathy Empathy: The degree of caring and individual attention you show customers. Examples: § When you are sensitive to an individual customer’s needs when solving a problem. § Treating customers like people, not account numbers. Being empathetic can sometimes get confused with being sympathetic. When the service person wallows in a customer’s problem, there are two victims instead of one.
Empathy Vs. Sympathy Empathy:
another’s emotional state.
Example: “I can understand how that makes you angry.”
Sympathy:
another’s emotional state.
Example: “I’m really angry about the way we do things too.” SINCERE CARE “Care is rejuvenating for both the giver and receiver. It acts like a lubricant on mental, emotional, and physical levels. Clients and co-workers can tell the difference between required courtesy and sincere care. Sincere care is required to achieve a true service attitude with customers and each other. Balanced care is regenerating. Feelings of care induce harmonious, coherent heart rhythms that balance the nervous system, enhance the immune response and help mental clarity.” -Byron Stock Institute of HeartMath
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Tangibles Tangibles: The physical facilities and equipment, and your own (and others’) appearance. Examples: § Wearing appropriate attire. § Making your work area presentable. When the customer describes the service to friends or colleagues-people who can be your next customer-they will focus on their observation of tangible things.
First Impressions Each time a customer was being helped they were forming opinions about us: According to the White House Office of Consumer Affairs: A customer forms 11 impressions of you and your organization in the first 7 seconds of contact… Cleanliness
Helpfulness
Attractiveness
Empathy
Credibility
Courteousness
Knowledge
Confidence
Responsiveness
Professionalism
Friendliness …And they make one of three decisions: They dislike you They are indifferent to you They like you
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Customer Service at DoIT DoIT Revenue Generation From August 2000 – August 2001 • Created $210K in opportunities • “Closed the Deal” on $77K • “Lost the Opportunity” on $133K • That’s only a 42% success rate!!! Why so low? • Lack of responsiveness
Responsiveness? Folks don’t answer e-mails and voice mails Folks don’t take responsibility. The client experiences “the run around” Folks don’t do effective lead passes. The client gets “lost in the shuffle” Folks don’t follow up in a timely manner, or at all Folks don’t keep their promised time commitments Folks don’t deliver adequate proposals 60% rate of unresponsiveness. The work itself (if we get that far) is very good and very appreciated.
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Communication Techniques
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Listening Most of us listen to only 25 percent of what we hear, the remaining 75 percent we tune out. Poor listening skills lead to: §
Misunderstandings and errors
§
Missed opportunities to improve service
§
Inability to build long-term relationships with the customer.
Good customer service requires great listening skills. Listening is not just hearing, it involves listening, understanding and responding to customers.
Listening With 3 Ears 1. Listen to what the customer is ______________________________________________. 2. Listen to what the customer is ______________________________________________. 3. Listen to what the customer is ______________________________________________.
Listening Tips § § § § § §
Tune your world out and tune into the customers. Keep eye contact. Take notes when appropriate. Nod. Be there! Ask questions.
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Body Language Our body language conveys messages that are more believable than what we say. It is important to read your customer’s body language and project you own in a way that says, “I’m here to help.”
Tone of Voice 38%
In Person Customer Service
Body Language 55%
Words 7%
Tone of Voice 86%
Telephone Customer Service
Words 14%
“Can I help you?”
“Can I help you?”
“Can I help you?”
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“Can I help you?”
“Can I help you?”
Eye Contact
As we discussed before, eye contact lets customers know that you are interested, receptive and attentive to what they are saying. Eye contact allows you to listen to customer’s feelings and their words. If making eye contact is overdone or underdone it can create a negative impression.
Overdone: A continuous hard gaze can give the customer a creepy feeling. It may give the impression that you are staring or zeroing in for the kill.
Underdone: Lack of eye contact can be interpreted as lack of interest in helping you. The customer may also get the impression that you have better things to do.
Facial Expressions
Be careful not to let the stresses of the day gather on your face! Your expressions are a clue to everyone around you, including the customer, what kind of mood you are in and what you are feeling. Your facial expression can set the tone for a conversation with a customer before you even begin to speak. This is another case where underdoing or overdoing it can have a negative effect. The ideal facial expression is a relaxed or pleasant one. Don’t forget to smile! Smiling says I like who I am, I like who you are and I like what I do!
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Body Posture and Movement
Just like your facial expressions, your posture can also reveal the trials of your day. It shows your energy and your level of interest. Changing your body posture can have a dramatic affect on how you feel and how others perceive you. Leaning forward is a movement that can assist in listening to the customer. Leaning forward is a useful technique to let the customer know you are interested. While you do not want to invade their personal space, it is an attempt to engage yourself in a dialogue with the customer.
Hand Gestures
Using your hands while you talk is natural to many. There are obvious things that you do not want to do with your hands such as pointing a finger in someone’s face, tapping your fingers or waving your hands like you are conducting an orchestra. Whether you use your hands a lot or a little, you should feel natural while not distracting from the conversation.
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Word Choice The words we choose to use can have an overwhelming impact on how the customer feels about his or her experience at DoIT. Even service professionals can say things in all sincerity that seem to be reasonable and rational that makes the customer very angry. One example of this is, “Do you understand?” The customer interprets this phrase to mean, “I think you’re stupid.” Many times we can avoid negative phrases by simply thinking before we speak! The left side of the list below contains phrases you should never hear yourself saying. We will discuss alternative phrases that get to the same point using friendlier semantics.
Irritating Phrases
Friendlier Phrases
“I don’t know.” “You’ll have to…” “Hang on a second: I’ll be right back.” “No.” “That’s not my job.” “You’re right this stinks.” “That’s not my fault.” “You want it by when?” “Calm down.” “I’m busy right now.” “Call me back.”
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Words that Soothe
Words that Ignite • • • • • •
Can’t Can’t help you All we can do You should have It’s company policy You have to
• • • • • • • •
• •
Actions that Win • • • •
Ask what the customer wants Courtesy and caring actions Taking responsibility Taking action
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What would you like us to do? What will work best for you? Let me take care of that for you. Would you like to use our telephone? Please forgive me, but I must ask again… Give me a few moments and I’ll get to the bottom of this. I apologize for that misinformation, here’s what I can do… Even though the company can’t replace your product, I feel badly about your experience, and here is what I would like to do for you. I want to get down every word you’re saying (if you’re note taking). Let’s take care of this right now.
Reflection What did I learn? ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________
What am I committed to do as a result of what I learned? ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________
Homework: See handout.
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FISH! Catch the Energy, Release the Potential
The film FISH! Is about a fish market where the energy is so infectious, business people spend their lunch hour just watching the action and absorbing the energy. The World Famous Pike Place Fish Market has not always been such a place. Years ago, the dreariness of long hours, smelly fish, and cold lockers was reflected in the worker’s attitudes. Yet by changing the attitude they bring to work, the fishmongers at Pike Place have created a totally different environment and a new philosophy of work. This film is part of today’s customer service course because providing great customer service is largely dependant on what you bring to work each day (attitude, energy, etc.). You will witness the amazing effects service people can have on their customers and begin to think about how you can affect your customers in positive ways. FISH! also demonstrates that providing outstanding customer service can have a positive impact on you!
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FISH! Philosophy ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________
Have fun! – DoIT's vision of a Joyful Organization
___________________________________
Enjoy Yourself! Be Spontaneous and Creative!
___________________________________
Work may be s erious and we might be s erious about work, but we don't have t o t ake ourselves s o seriously at work!
___________________________________ ___________________________________ ___________________________________ ___________________________________
Do something special for your customers. Do something special for your coworkers.
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___________________________________ ___________________________________ ___________________________________
___________________________________ ___________________________________ ___________________________________
Focus on the moment and on the person or task with which you are engaged. Listen! Don't let important opportunities escape.
___________________________________ ___________________________________ ___________________________________ ___________________________________
___________________________________ ___________________________________ ___________________________________ Accept full responsibility for all of your choices. A positive attitude is a decision we make moment to moment.
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___________________________________ ___________________________________ ___________________________________ ___________________________________
Response Questions Play What seem to be the benefits of creative, playful work setting?
Can you remember a time when you were having so much fun you lost track of time? Explain.
One of the fishmongers says that any job can be boring if you make it boring, hence any job can be fun if you make it fun. What are some ways you make your work fun? What else could you do?
Make Their Day Think of a time when someone told you that you made a difference for them, that you made their day. What was the situation, and how did it feel?
What has someone done to make your day?
How might you make your customer’s day?
How might you make your co-worker’s day?
(Here is a radical thought.) How might you make your boss’s day?
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Be There Have you ever been out for lunch and stopped at a restaurant where the staff was also “out to lunch”? What was your reaction?
Have you ever gone up to a counter and had the service person deal with you while making a phone call, taking care of personal hygiene, or talking to another worker? What impact did this have on you?
Have you ever taken a phone call while in the middle of a conversation with someone else? How do you think they felt?
What are some things we can do to be sure that we are being there?
Choose Your Attitude How important is attitude in your work life?
What evidence do we have that we can choose our attitude?
In your current position, describe something a customer has done that makes you want to roll your eyes. Why did you feel this way and what can you do in the future to prevent from feeling this way?
Describe someone you know who demonstrates that they control their attitude?
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Dealing with Difficult Customers
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“A customer with a satisfactorily resolved problem will provide three times
the revenue of a customer who has not had a problem.” Source: Inc. Incorporated
“Difficult” customers, while at first may appear to be a problem, actually present opportunities to create more business while revealing ways to improve service. While there are some customers out there that aim to get under your skin, provoke you and counterattack, most difficult customers have a genuine problem. When a customer knows that his or her problems are taken seriously, he or she will return based on the trust that was built when a solution was found. In some cases, the customer may also have a valid complaint that must be addressed in order to prevent future problems with other customers.
Moments of Truth A moment of truth occurs anytime a customer comes into contact with any part of DoIT and uses that contact to judge the quality of the organization. This section focuses on how we can turn these moments of truth with difficult customers into positive experiences instead of turning the customer away. When Moments of Truth go unmanaged, mediocrity permeates the organization.
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A Plan for Dealing with Difficult Customers The following is a basic six-step process that can help you through trying time with difficult customers. The six steps are:
Let the customer vent.
Avoid getting trapped in a negative filter.
Express empathy to the customer.
Begin active problem solving.
Mutually agree on the solution.
Follow up.
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Let the Customer Vent When the customer has a problem he or she wants two things… 1. ______________________________________________________ 2. ______________________________________________________
WHEN A CUSTOMER IS VENTING Do
Don’t
§
Listen actively
§
Get angry yourself
§
Allow the rage to burn out
§
Tell the customer to calm down
§
Visualize the customer cooling down
§
Defend yourself
§
Breath Calmly
§
Interrupt
§
Acknowledge the customer’s feelings
§
Fail to acknowledge the customer’s feelings
Avoid Applying Negative Names When you experience friction between you and a difficult customer, it is often worsened by the initial reaction to have negative thoughts about the customer. These thoughts can blow the situation out of proportion. They can also affect your choice of words and tone of voice. Although it is natural reaction to have some of these thoughts, you do have a choice about whether you are going to focus on them or not. Some all time favorites: Jerk, moron, bozo, turkey, stupid, or loser.
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Express Empathy to the Customer As discussed earlier, empathy is a simple way to convey that you understand the customer’s situation. Sample Empathetic Phrases: “I understand your concern.” “I can see how you’d be upset.”
“I see what you mean.” “I appreciate what you’re saying.”
“I understand how frustrating that must be.” “I understand how you must feel.”
“That must be very upsetting.”
“I CAN SEE WHY YOU FEEL THAT WAY.”
Begin Active Problem Solving Active problem solving includes asking questions to help clarify the customer’s problem. It is necessary to be an active listener at this point and not jump to conclusions based on similar situations you may have experienced before. Ask questions Get the information you need to deal with the problem Double-check all facts
Mutually Agree on the Solution It is critical at this point that you know what will make the customer happy. If you don’t know, ask. Work with the customer to come up with an acceptable solution. Consider more than one option Evaluate the options Choose the “best” option available
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Follow Up Although this is the last step, it is certainly not less important than the others. In fact, it may be the most important step in winning a very difficult customer back. Oftentimes this step is neglected. Make a phone call Send an E-mail Write a letter Also follow up by fixing the procedure that caused the problem to begin with. By spending time solving this problem you are preventing and endless cycle of dissatisfied customers.
Real World Example The following illustrates not only a real example, but also demonstrates how you can use these techniques in an e-mail response. Angry Customer:
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DoIT Response:
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When You Can’t Say Yes There will come a time when it is impossible to say yes to the customer. You may have to say no because of federal regulations, the law, DoIT policy and procedures, out of stock, or it’s just not possible. Oftentimes service providers feel helpless when they are unable to give the customer everything he or she wants. When it comes to saying No, remember: Sometimes circumstances force you to say No. Saying Yes does not guarantee a happy customer. Saying No does not mean that you have to end up with an unhappy customer. Service providers that feel helpless, forget to use other techniques that may bring about a satisfactory conclusion to a difficult situation. _________________________________________ __________________________________________ __________________________________________ __________________________________________ __________________________________________ __________________________________________
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The No Sandwich The No Sandwich is a technique for saying no and pleasing the customer. It is called a No sandwich because it is two phrases (bread) wrapped around a recommended actions (the filling).
What I will do: This phrase tells the customer you want to help them. Action: Offering an alternative action can reduce the customer’s feelings of frustration. What you can do: Lets the customer feel that they have some control over the outcome of the situation.
Example: Situation: A customer calls you concerned and upset about a bill he just received that doesn’t show a record of his payment. He has also been charged a late fee. He wants you to waive the late fee.
Solution: After sincerely apologizing for his inconvenience you say, “What I can do is see if we have received the check since your bill was sent. If we have, then I will waive the late fee. If not, I can’t remove the late fee today, but what you can do is fax me a copy of the check and as soon as I receive it, I can waive the late fee.”
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Think of a time when you had to say No to a customer. What did you do right? What can you do different the next time you have to say No. Could you use the No sandwich?
Explain a situation where you could use the “No Sandwich”. ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
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Using Behavioral Science The next frontier in service management comes from the venerable field of behavioral science, where provocative psychological research sheds light on how customers feel when a company “touches” them. From this study, you can take away five new operating principles:
1. Finish strong
2. Get the bad experiences out of the way early
3. Segment the pleasure, combine the pain
4. Build commitment through choice
5. Give people rituals and stick to them
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Reflection What did I learn? ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________
What am I committed to do as a result of what I learned? ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________
Homework: 1.
Commit to your action plan!
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Commitment to Action
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Personal Action Plan The customer service training you just received is only as valuable as the commitment you make to it. Use the following worksheet to develop an outstanding customer service action plan.
What will you do when you return to your job to ensure you get a return on the time invested in this training? 1. Re-visit the reflections pages in this handbook (pages 39 and 57). Which topics stand out to you as being the most important? How can you incorporate these topics into your personal vision for making outstanding customer service work in your group?
2. What is your plan for communicating the importance of outstanding customer service everyday with your customer? What is your plan for communicating the importance of outstanding customer service everyday with your colleagues?
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3. What will you do when you run into a barrier? What is your plan for working with your colleagues to identify barriers to delivering outstanding customer service and working to remove them?
4. What degree of empowerment do you feel in your role at DoIT (see page 20)? Do you feel this is an appropriate level of empowerment for you? If not, how can you change the level of empowerment to better assist customers.
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Making Organizational Change Now that we are armed with a great deal of customer service knowledge, let’s take a look at our own perception of customer service at DoIT. If we are to truly to commit to DoIT’s vision, we must look beyond our group and departmental boundaries. 1. What does DoIT do well in the area of customer service?
2. What does DoIT need to improve in the area of customer service?
3. What can you do to ensure this improvement happens?
4. What can you do if there is a departmental policy that stands in the way of delivering outstanding customer service?
Bibliography Anderson, Kristin and Ron Zemke. Delivering Knock Your Socks Off Service. New York, NY: American Management Association, 1991. Blanchard, Ken and Sheldon Bowles. Raving Fans A Revolutionary Approach to Customer Service. New York, NY: William Morrow and Company, Inc., 1993. Chase, Richard B. and Sriram Dasu. “Want to Perfect Your Company’s Service? Use Behavioral Science.” Harvard Business Review June 2001: 79-84. Fritz, Jerry. 19 Skills to “WOW” Your Customers. Madison, WI: Management Institute School of Business, University of Wisconsin – Madison, 1999. Gross, Scott T. Positively Outrageous Service: New and Easy Ways to Win Customers for Life. New York, NY: Mastermedia Limited, 1991. Leland, Karen and Keith Bailey. Customer Service for Dummies. Chicago, IL: IDG Books Worldwide, Inc., 1999. Lundin, Stephen C. The FISH! Facilitator’s Guide. Burnsville, MN: Charthouse International Learning Corporation. Ouellette, Paul L. I/S At Your Service: Knowing and Keeping your Clients. Dubuque, IA: Kendall/Hunt Publishing Company, 1993. Parke, Katie. The FISH! Play Book. Burnsville, MN: Charthouse International Learning Corporation. SkillPath Seminars. The Conference on Customer Service. United States: SkillPath Seminars, 2001. Tschohl, John T. Achieving Excellence Through Customer Service. Englewood Cliffs, NJ: Prentice Hall, 1991. Willingham, Ron. Hey, I’m the Customer. Englewood Cliffs, NJ: Prentice Hall, 1992.
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