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Paul Kostreski
PaulKostreski@Comcast.net
              HCC/Consulting TecKnowledgies   1
Beyond Customer Service
                      Objectives

 Understand what exceptional customer service is
  and is not.
 Understand that company policies and customer
  service practices must be in sync. 
 Know and understand what a moment of truth is.
 Know the rules of superb customer service.
 Understand that how employees are treated
  translates into how customers are treated


               HCC/Consulting TecKnowledgies        2
Beyond Customer Service
Why Customers “Quit”, “Fire You”, “Go Elsewhere”, “Vote with their Checkbook”
According to a U.S. News and World Report article and research by
    VisionPlanning Inc.:

•   1% die

•   3% move away

•   5% loyalty to friends

•   6% for competitive reasons

•   11% product knowledge

•   74% because of attitude of indifference towards customers by employees

                                                                             3
Beyond Customer Service

 The payoff of Superior Customer Service is retention of
 customer$.

 What you lose without it is customer$.




                   HCC/Consulting TecKnowledgies      4
Beyond Customer Service
CORE SERVICE
When you go to a restaurant, you expect food. When you
go to the doctor’s office, you expect sound medical care.
Customers come to an organization for the core services.

CUSTOMER SERVICE
Customer Service is how the service is delivered. In a
restaurant, customer service includes a friendly hostess
and server, interesting menu selections, your food
brought to you in a timely fashion and special treatment of
children; so too in any business. People look for friendly
people who care about them.
                  HCC/Consulting TecKnowledgies        5
Beyond Customer Service
 Reactive and Proactive Customer Service

1. Reactive customer service comes after the
   fact.
What is an example of this?

2. Proactive customer service begins even before
   the customer walks in the door.
What is an example of this?

               HCC/Consulting TecKnowledgies   6
Beyond Customer Service
            Who are your customers?
External customers are people outside your company
who buy your products and services.
Internal customers are those who benefit from the
work you do or suffer the work you don’t do or do
poorly.

             Something to Remember
• Everyone we know and deal with is our customer.


               HCC/Consulting TecKnowledgies        7
Beyond Customer Service
Name two examples of poor customer service you have
experienced:
1.
2.
What are the reasons for poor customer service?


Name two examples of excellent customer service you have
experienced:
1.
2.
What are the reasons for great customer service?
                  HCC/Consulting TecKnowledgies       8
Beyond Customer Service
5 factors that influence a customer’s
perception of service quality:
Reliability- keeping your promises
Assurance- knowledge, courtesy, trust,
competence
Tangibles- appearance of facilities and
employees (dress, neatness, tattoos, piercings)
Empathy- degree of caring and attention
Responsiveness- providing prompt service
               HCC/Consulting TecKnowledgies      9
Beyond Customer Service
What is a Moment of Truth?
 Each interaction between a customer and a professional employee of an organization,
  business, charity, or government is one moment in the chain of the customer's
  experience. This moment gives customers an opportunity to form or revise their
  impressions, positive or negative.
How do you master the moments of truth?
 Keep learning about what is important to your customers.
 Ask you customers about what is important to them, especially their moments of truth.
 Ask your company about the information it has gathered from surveys, questionnaires,
  studies, etc.
 Remember you are the company to the customer.

What are some examples of a Moment of Truth?
                           HCC/Consulting TecKnowledgies                        10
Beyond Customer Service
 Customer Service: One , Two, Three
1. Commit to superior customer service at
   all levels in any company.
2. Develop a customer service system that
   is easy for customers to use.
3. Design and implement customer
   retention programs that will maintain
   customer loyalty.

             HCC/Consulting TecKnowledgies   11
Beyond Customer Service
            The Rules of Customer Service Excellence
 A company can only be successful if it delights one internal customer and
  one external customer at a time.
 Rule # 1 can only be achieved with happy, inspired employees.
 Employees will not treat anyone better than they are treated themselves.
 You cannot change what you don’t acknowledge
 Honesty is the only policy
 All rules were meant to be broken
 Do the right thing …..Regardless
 Exceptional service is in the detail
 Good selling is good service – good service is good selling
 Never underestimate the value of a sincere “Thank You”
 Rules were made to be broken?

Use your good judgment in all situations. There will be no other
rules. Nordstrom Employee Handbook
                      HCC/Consulting TecKnowledgies                    12
Beyond Customer Service
Rules were made to be broken?
 Will this exception cause too much delay
  in serving other customers?
 Will it inconvenience another department
  in an unacceptable way?
 Is this a request you should pass along to
  a supervisor?
              HCC/Consulting TecKnowledgies   13
Beyond Customer Service
  Eight Steps to a Successful Customer Service Program

1. Total Management Commitment.
2. Make sure company policies and customer service
   policies are in sync.
3. Get to Know Your Customers.
4. Develop Standards of Service Quality Performance.
5. Hire, Train and Compensate Good Staff
6. Reward Service Accomplishments
7. Stay Close to Your Customers
8. Work Toward Continuous Improvement
                 HCC/Consulting TecKnowledgies       14
Beyond Customer Service
       Satisfying Unhappy Customers
Service Recovery Program
1.   Apologize
2.   Urgent Restatement
3.   Empathy
4.   Restitution
5.   Follow-up
CARE and Retain Through Training
Credible
Accessible
Reliable
Excellence
                HCC/Consulting TecKnowledgies   15
Beyond Customer Service
  My Daily Customer Service Action Plan

• What worked?


• What didn’t work?


• What would I do differently



             HCC/Consulting TecKnowledgies   16
Beyond Customer Service
For more information or to discuss training
for your organization please contact
Hagerstown Community College.

• Theresa Shank, 301 790-2800, Ext 476

                            Or

• Stephanie Powers, 301 790-2800, Ext 490

             HCC/Consulting TecKnowledgies    17

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Beyond Customer Service by Paul Kostreski

  • 2. Beyond Customer Service Objectives  Understand what exceptional customer service is and is not.  Understand that company policies and customer service practices must be in sync.   Know and understand what a moment of truth is.  Know the rules of superb customer service.  Understand that how employees are treated translates into how customers are treated HCC/Consulting TecKnowledgies 2
  • 3. Beyond Customer Service Why Customers “Quit”, “Fire You”, “Go Elsewhere”, “Vote with their Checkbook” According to a U.S. News and World Report article and research by VisionPlanning Inc.: • 1% die • 3% move away • 5% loyalty to friends • 6% for competitive reasons • 11% product knowledge • 74% because of attitude of indifference towards customers by employees 3
  • 4. Beyond Customer Service  The payoff of Superior Customer Service is retention of customer$.  What you lose without it is customer$. HCC/Consulting TecKnowledgies 4
  • 5. Beyond Customer Service CORE SERVICE When you go to a restaurant, you expect food. When you go to the doctor’s office, you expect sound medical care. Customers come to an organization for the core services. CUSTOMER SERVICE Customer Service is how the service is delivered. In a restaurant, customer service includes a friendly hostess and server, interesting menu selections, your food brought to you in a timely fashion and special treatment of children; so too in any business. People look for friendly people who care about them. HCC/Consulting TecKnowledgies 5
  • 6. Beyond Customer Service Reactive and Proactive Customer Service 1. Reactive customer service comes after the fact. What is an example of this? 2. Proactive customer service begins even before the customer walks in the door. What is an example of this? HCC/Consulting TecKnowledgies 6
  • 7. Beyond Customer Service Who are your customers? External customers are people outside your company who buy your products and services. Internal customers are those who benefit from the work you do or suffer the work you don’t do or do poorly. Something to Remember • Everyone we know and deal with is our customer. HCC/Consulting TecKnowledgies 7
  • 8. Beyond Customer Service Name two examples of poor customer service you have experienced: 1. 2. What are the reasons for poor customer service? Name two examples of excellent customer service you have experienced: 1. 2. What are the reasons for great customer service? HCC/Consulting TecKnowledgies 8
  • 9. Beyond Customer Service 5 factors that influence a customer’s perception of service quality: Reliability- keeping your promises Assurance- knowledge, courtesy, trust, competence Tangibles- appearance of facilities and employees (dress, neatness, tattoos, piercings) Empathy- degree of caring and attention Responsiveness- providing prompt service HCC/Consulting TecKnowledgies 9
  • 10. Beyond Customer Service What is a Moment of Truth?  Each interaction between a customer and a professional employee of an organization, business, charity, or government is one moment in the chain of the customer's experience. This moment gives customers an opportunity to form or revise their impressions, positive or negative. How do you master the moments of truth?  Keep learning about what is important to your customers.  Ask you customers about what is important to them, especially their moments of truth.  Ask your company about the information it has gathered from surveys, questionnaires, studies, etc.  Remember you are the company to the customer. What are some examples of a Moment of Truth? HCC/Consulting TecKnowledgies 10
  • 11. Beyond Customer Service Customer Service: One , Two, Three 1. Commit to superior customer service at all levels in any company. 2. Develop a customer service system that is easy for customers to use. 3. Design and implement customer retention programs that will maintain customer loyalty. HCC/Consulting TecKnowledgies 11
  • 12. Beyond Customer Service The Rules of Customer Service Excellence  A company can only be successful if it delights one internal customer and one external customer at a time.  Rule # 1 can only be achieved with happy, inspired employees.  Employees will not treat anyone better than they are treated themselves.  You cannot change what you don’t acknowledge  Honesty is the only policy  All rules were meant to be broken  Do the right thing …..Regardless  Exceptional service is in the detail  Good selling is good service – good service is good selling  Never underestimate the value of a sincere “Thank You”  Rules were made to be broken? Use your good judgment in all situations. There will be no other rules. Nordstrom Employee Handbook HCC/Consulting TecKnowledgies 12
  • 13. Beyond Customer Service Rules were made to be broken?  Will this exception cause too much delay in serving other customers?  Will it inconvenience another department in an unacceptable way?  Is this a request you should pass along to a supervisor? HCC/Consulting TecKnowledgies 13
  • 14. Beyond Customer Service Eight Steps to a Successful Customer Service Program 1. Total Management Commitment. 2. Make sure company policies and customer service policies are in sync. 3. Get to Know Your Customers. 4. Develop Standards of Service Quality Performance. 5. Hire, Train and Compensate Good Staff 6. Reward Service Accomplishments 7. Stay Close to Your Customers 8. Work Toward Continuous Improvement HCC/Consulting TecKnowledgies 14
  • 15. Beyond Customer Service Satisfying Unhappy Customers Service Recovery Program 1. Apologize 2. Urgent Restatement 3. Empathy 4. Restitution 5. Follow-up CARE and Retain Through Training Credible Accessible Reliable Excellence HCC/Consulting TecKnowledgies 15
  • 16. Beyond Customer Service My Daily Customer Service Action Plan • What worked? • What didn’t work? • What would I do differently HCC/Consulting TecKnowledgies 16
  • 17. Beyond Customer Service For more information or to discuss training for your organization please contact Hagerstown Community College. • Theresa Shank, 301 790-2800, Ext 476 Or • Stephanie Powers, 301 790-2800, Ext 490 HCC/Consulting TecKnowledgies 17