Customer-and-customer-ServicePPT课件

.,1,CustomerService,.,2,TheCustomer,.,3,Acustomer,alsocalledclient,buyer,orpurchaser,isusuallyusedtorefertoacurrentorpotentialbuyeroruseroftheproductsofanindividualororganization,calledthesupplier,seller,orvendor.Thisistypicallythroughpurchasingorrentinggoodsorservices.However,incertaincontexts,thetermcustomeralsoincludesbyextensionanyonewhousesorexperiencestheservicesofanother.,.,4,Thewordderivesfromcustom,meaninghabit;acustomerwassomeonewhofrequentedaparticularshop,whomadeitahabittopurchasegoodsofthesorttheshopsoldthereratherthanelsewhere,andwithwhomtheshopkeeperhadtomaintainarelationshiptokeephisorhercustom,meaningexpectedpurchasesinthefuture.,.,5,Theslogansthecustomeriskingorthecustomerisgodorthecustomerisalwaysrightindicatetheimportanceofcustomerstobusinesses-althoughthelastexpressionissometimesusedironically.,.,6,However,customeralsohasamoregeneralisedmeaningasincustomerserviceandalesscommercialisedmeaninginnot-for-profitareas.Toavoidunwantedimplicationsinsomeareassuchasgovernmentservices,communityservices,andeducation,thetermcustomerissometimessubstitutedbywordssuchasconstituentorstakeholder.However,somemanagersinthisenvironment,inwhichtheemphasisisonbeinghelpfultothepeopleoneisdealingwithratherthanoncommercialsales,comfortablyusethewordcustomertobothinternalandexternalcustomers.,.,7,TypesofCustomers,External-outsidetheorganization(peoplewhopaythebills.)End-usercustomersManufacturer(OEM)forsuppliers.Internal-peoplewithinyourorganizationwhoreceiveyourworkInmanysituations,producershavemultiplecustomersandthereforefinditusefultoidentify“corecustomers”,.,8,CustomerAttributes-Characteristicsthatallowcustomerstobecategorizedaccordingtodemographic,psychographic,orfirmographicinformation.,.,9,DemographicInformation,ageincomemaritalstatuseducationstageinthefamilylife-cyclehomeownership,sexZIPcodeoccupationhouseholdsizemobilitypatternsethnicbackgroundreligion,Characteristicssuchas:,.,10,PsychographicInformation,lifestylesmodesoflivingneedsmotivesattitudesreferencegroups,culturesocialclassfamilyinfluenceshobbiespoliticalaffiliationetc.,.,11,FirmographicInformation,Characteristicsaboutacompanysuchas:howmanyemployeestheyhave;thekindofbusinesstheyarein;whethertheyareretail,wholesale,oraserviceprovider;theirhoursofoperation,.,12,Excellentcustomerserviceinbusinessorganisationsshouldleadtogreatersalesbecauseofthebenefitsitbringssuchas:JSatisfiedcustomersJMorecustomersthroughrepeatbusinessandrecommendations(greatermarketshare)JAgoodpublicimageJAnedgeoverthecompetition,.,13,Itisveryimportantthatallmembersofstaffgiveahighlevelofservicetoeachotherbecausetheyaredependentoneachotherforcustomerserviceasawholetobesuccessful.Benefitstothestaffandtheorganisationinclude:JAmorepleasantplacetoworkbecauseofahappierandmoreefficientworkforceJImprovedjobsatisfactionenjoyworkingatthatorganisation,givesasenseoffulfilment.JImprovedchancesofpromotionwithintheorganisationiftheorganisationissuccessfulthenitwillgrowandneedmorestaffatalllevels.JGreaterco-operationandteamworkbecauseeveryoneisworkingtowardsthesamegoal.,.,14,SomeDataonCustomer,(Source:WinningBackAngryCustomers,QualityProgress,1993)Anaveragecustomerwithacomplainttells9-10people;ifitisresolvedhe/sheonlytells5people.Foreverycomplaintreceived,therearetwentyothersthatarenotreported.Itcosts5-10timesmoreinresourcestoreplaceacustomerthanitdoestoretainone.Companiesspend95%ofservicetimeredressingproblemsandonly5%tryingtofigureoutwhatmadethecustomerangry.,.,15,Whatis“customerservice”?,.,16,Customerserviceistheprovisionofservicetocustomersbefore,duringandafterapurchase.AccordingtoJamierL.Scott.(2002),“Customerserviceisaseriesofactivitiesdesignedtoenhancethelevelofcustomersatisfactionthatis,thefeelingthataproductorservicehasmetthecustomerexpectation.,.,17,“Customerserviceisaseriesofactivitiesdesignedtoenhancethelevelofcustomersatisfactionthatis,thefeelingthataproductorservicehasmetthecustomerexpectation.,AccordingtoJamierL.Scott.(2002),.,18,Customerservicemaybeprovidedbyaperson(e.g.,salesandservicerepresentative),orbyautomatedmeanscalledself-service.ExamplesofselfserviceareInternetsites.,.,19,WhyisCustomerServiceimportant?,.,20,Businessorganisationsdependoncustomerstobuytheirgoodsandservices.Withoutcustomers,businessescannotsucceed.Givingexcellentcustomerserviceplaysanimportantpartinhelpingbusinessorganisationskeeptheircustomersandattractnewones.,.,21,ImportanceofCustomerService,Businessesneedtorecognise:JThebenefitsofhavingsatisfiedcustomerstheywillcomebackagain(repeatbusiness/loyalty);theywilltelltheirfriendsandfamilyabouttheplace(reputation);etc.JThecostsofhavingdissatisfiedcustomerstheywillnotreturnandtheywilltelltheirfriendsofthepoorservice/goodsandtheymightthennotreturn.,.,22,ImportanceofCustomerService,TheRealityofCustomerServiceBadserviceApersonwilltell9of10theymeetaboutit13%tellanavg.of20GoodserviceApersonwilltellanaverageof4peopleaboutitOnly4%willevercomplainaboutbadservice.Forevery1thatreportspoorservice,26areunreported.Whatdoyoulose(1personforalifetimeofsalesandtheirreferrals)Whatdoesacustomerlookfor:Value=FairPrice+Quality+CS,.,23,Focusonthecustomer67%stopusingabusinessduetoindifferentemployeetreatedthempoorlyFivetimemorelikelytoleaveduetopoorservicethanproductquality96%nevercomplainaboutrudeordiscourteousservicebut.91%willneveragainbuyfromthatbusinessTelltheir“horrorstory”atleast9times13%ofthemtellitatleast20timesItcostfivetimesmoretoattractanewcustomerthankeepinganexistingone,.,24,WhatareelementsofCustomerService?,.,25,CustomerService,RapportBuildingGoodInterpersonalSkillsEffectiveListeningSkillsTelephoneCourtesyHandlingAngryCustomersComplaintManaging,.,26,RapportBuildingWhycustomersdonotcomeback,68%quitbecauseofpoorservice14%aredissatisfiedwiththeproduct9%leaveforcompetitivereasons6%developotherrelationships3%moveaway,discontinuebusiness,etc,.,27,RapportBuilding,ArecentMasterCardsurveyshowedthat62%ofcustomersleftastorewithoutbuyinganitembecauseasalesclerkwasntavailable.,.,28,GoodInterpersonalSkills,Thecommunicationthattakesplaceandresultsinabeliefthatthesenderisgenuinelyconcernedaboutthereceiversneeds.,.,29,EffectiveListening,Offerfeedbacktopromptspeakertocontinuetosummarizetoshow”youwerelisteningBlockoutbarrierssuchasculture,education,andpsychology.Practice,Practice,Practice,.,30,TelephoneCourtesy,Voicepitchwimpyvoice=pushovercute,soft,oradorablevoice=negativeakind,warmbutfirmvoice=positive,.,31,TelephoneCourtesy,VolumeToofastortooslowTooloudortoosoft,.,32,TelephoneCourtesyArticulationExercise,WhatchaIshegonnagetIdinitJevverZatYa/YallKinGit,WhatareyouIsshegoingtogetitIsntitDidyoueverIsthatYouCanGet,.,33,Handlingangrycustomersandcustomerswithcomplaints,EmpathyAcknowledgementReassuranceAction,.,34,EMPATHY,Theabilitytounderstandwhatsomeoneisexperiencingandtotakeactiontoassistinresolvingthesituation.ThePlatinumRule:“Dountoothersastheywouldhavedoneuntothem.”,.,35,ExamplesofEmpathy,“YousoundprettydisappointedwiththeinformationIjusttoldyou.”“Whenyoufeelyouvebeengiventherunaround,Icanunderstand”Brainstormsomemoreexamplesofempathystatements!,.,36,Acknowledgement,ResponsibilityCheckAssessingasituationanddeterminingwhoshouldhaveresponsibilityandwhoreallydoeshavetheresponsibility.,.,37,WhattodoWhenYouAreWrong,Reviewthesituation.Observethecustomersreaction.Admitthemistake.Apologizeforyouractionsorerror.Findasolutionandimplementit.,.,38,Reassurance,Restoringthecustomersconfidenceinyou.,.,39,ExamplesofReassurance,“IwanttobesurethereisnothingIamawareofthatschanged.”“Ifyoullgivemejustafewminutes,Ithinkyoullfindbetweenthetwoofuswecanworkoutasatisfactorysolutionwithouttakingupevenmoreofyourtimebystartingalloverwithsomebodynew.”Brainstormformoreexamplesofreassurancestatements!,.,40,Action,Doit!Tellthecustomerwhatyouplantodoandhowyouplantodoit.,.,41,ExamplesofActionStatements,“NowIamgoingtorunthroughitagainasyouexplainedittome.StopmeifIdonothaveitright.”Letmegetmymanagerinonourconversationandlistentohisideasaboutyouralternatemethodfortheproject.”BrainstormformoreexamplesofActionstatements!,.,42,Whatarethestepstohandleanangrycustomerormanageacomplaint?,.,43,EmpathyAcknowledgementReassuranceAction,.,44,GROUPEXERCISE,Getingroupsofthree.Readthroughth