CUSTOMER SERVICE

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Trainer
BAM BLANCO RAMIREZ

FOUNDATION
LET’S BUILD THE BASE

 Customer service
Is the service or care that a
consumer receives before, during
and after a purchase. It's one of
the factors that come in to play
when a consumer is determining
buying value, the other is the
quality of the product or service
that is being offered.
FOUNDATION – CUSTOMER SERVICE

 Determine the most important service attributes for
meeting and exceeding customers’ expectations.
 Determine the most important service attributes on
which competitors are most vulnerable.
 Determine existing and potential service capabilities of
the company
 Develop a service strategy that addresses important,
enduring customer needs, exploits competitor
vulnerabilities and fits the company’s capabilities and
potential.

Differentiation strategy
Is an integrated set
of action designed to
produce or deliver goods
or services that customers
perceive as being different
in ways that are important
to them.

Internal
Customer
External
Customer
Strategic
Customer
Satisfaction
Management
Exhibit 5-1: Customer satisfaction Framework
 Customer Satisfaction need not to be limited to the external
customers or those final buyers of the company’s products or services.
Top Management must consider the bigger picture –that the customer
is the benefactor of one’s product or service.

1. Market Segmentation
> Different groups of customers have different expectations,
marketers must apply market segmentation to choose the specific
type of customers or groups of customers that they can serve
competently.
2. Leadership
> Leadership is critical as decides on
what kind of corporate vision and culture it
wants.
3. Feedback and Reward system
> Customers Satisfaction measurement can be
qualified.

3 Groups of constituents to satisfy in order to qualify as having superior
service quality. These are External Group, Customers & Internal Staff
1. External Groups
> Corporate image studies are
conducted not only to determine
the perception of specific
community groups such as
Stockholders, Financial
Institutions, and Option Leaders
towards the Company.
FOUNDATION – CUSTOMER GROUPS

Leadership% Awareness 100
0
50
50 100
Competitive
Weakness
Image
Rating
Exhibit 5-2: Awareness-Image Relationship
Image Deficit
Awareness Deficit
>A high awareness level and a high image rating are best as they connote leadership position in the
mind of consumer. On the other extreme, a low awareness level and a low image rating need correction.
When an imbalance occurs, such as when awareness is a lot higher than image (or vice versa), improvement
is needed.

> Critical issues are specific, highly
annoying incidents, which create customer
dissatisfaction.
> The improvement in customer
satisfaction will increase customer
retention and improve company’s
profitability year after year.

Indirect
Motivators
Primary
Motivators
Secondary
Motivators
Selective
Motivators
Low High
High
Mention
Low
Mention
Employee
Needs
Degree of Satisfaction
Exhibit 5-6: Staff Motivation Impact
> The Primary Motivators for
employees are those they frequently
mention as their needs with expressed
hope for a high degree of satisfaction.
> Their satisfaction and
motivation are determined
and the elements with highest
impact on productivity and
customer services are
measured against the
company’s performance.

> An internal customer can be a co-worker,
another department, or a distributor who
depends upon us to provide products or
services which in turn are utilized to create a
deliverable for the external customer.

INTEGRATED & EXPANDED
CUSTOMER EXPERIENCE SYSTEM

Exhibit 5-8: Customer Satisfaction Guide Matching Buyer And Seller Process
1. Information Search
2. Evaluate
3. Purchase
4. Take Possession
5. Payment
6. Usage
A. Pre-Transaction
B. Transaction
C. Post-Transaction
1. Marketing
2. And Sales
3. Order processing
4. Delivery
5. Billing & Collection
6. After Sales Service
Buyer Process Seller Process
> Customer service can be expanded into three parts to comprise a full cycle
instead of limiting it to the usual customer complaint, inquiry or claim. The 3
parts are: Pre-Transaction, Transaction and Post Transaction.
INTEGRATED AND EXPANDED CUSTOMER EXPERIENCE SYSTEMS

MAKETING AND SALES
Organization
Forecasting
Inventory Management
Distribution points
@
@
ORDER PROCESSING
Order entry
In stocks
Quality Assurance
DELIVERY
On Time
Product condition upon approval
Product Installation/ Manual
Understanding Manual
BILLING & COLLECTION
Accuracy, Promptness,
Courteous
(b)
(b)
AFTER SALES SERVICE
Warranties
Parts & Services
Customer Inquiries/
Complaints, Claims
Pre- Transaction Training Post- Transaction

Marketing & Sales
> Structure must come after strategy and not the other
way around as practiced by most companies. The firm’s
policies must be marketing oriented and not self-
oriented.
Order Processing
> The entry of an order must be accurate and prompt
considering the firm’s many internal needs for data
gathering and analysis.
Delivery
> The now famous free delivery of food from fast food
stalls and restaurants are changing consumer dining habits.

1. Identify room for improvement
2. Describe the Customer’s need
3. Prepare Service standards
4. Test Standard if realistic
5. Modify and adopt
6. Monitor and improve

1. Identify room for improvement
> Nobody would make an effort to improve unless they
realize that something is wrong.
2. Describe the customer’s need
> The hospital could make a simple telephone survey to ask
the main companion of their patients how many minutes they
be willing to spend in the casher’s office without feeling
offended.
3. Prepare service standards
> Having defined customer’s need for quick processing of
payment, systems must be reviewed and bottlenecks identified.

4. Test Standards if realistic
> The supervisor of the cashier can then test whether the 2
minutes waiting time as expected by customers can be done.
5. Modify and Adopt
> less ambitious goal such as 4-minutes be used as a transition
goal to the final 2-minutes waiting time goal.
6. Monitor and Improve
> Periodic audit of standards must be done.
> Establish a COMPLAINTS HANDLING SYSTEM

>The marketing
training specialist,
Mansmith and fielders,
instituted a unconditional
money back warranty for
their public seminars since
1990, the only company to
do so.

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CUSTOMER SERVICE

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