Unit9CustomerService

1、Customers today are not only interested in the products they are offered but all the additional elements of service that they receive:(from the greeting they receive when they enter a retail outlet, to the refund and help that they receive when they have a complaint about a faulty product that they

2、have paid for)High quality customer service helps to create customer loyalty.ListeningListeningText A How to Provide Text A How to Provide Superior Customer ServiceSuperior Customer ServiceFinding new customers is much more expensive than retaining existing ones.Customer service is more than just ke

3、eping customers happy. Its about revenue, because a lost customer means lost revenue and an unhappy customer can damage your reputation.What Superior Customer Service MeansKnowing Your Customers NeedsSome Ways of Achieving ThisIdentifying Your Key Service ActivitiesFollow-upWhat is superior customer

4、 service?What is superior customer service?Superior customer service is service that exceeds your customers expectations and will make your business stand out from your competitors. (Go to any amount of trouble for all of your customers. Dont treat “big” or “small” customers any differently.)What ar

5、e the benefits of superior customer service?Satisfied customers not only tend to return to buy again from you but are also likely to talk positively about your business to others. Customer referrals are powerful and a customer who feels complimented that youve gone out of your way to help them with

6、a small matter is very likely to know someone whod fit into your “big and best” customer category.A bad customer service experience is shared with around 10 other people who are likely to tell another 10.From the moment the customer thinks of purchasing, right through to the final sale, there are op

7、portunities for the business to add customer service to the process.To be effective, customer service must be consistently good in every part of your business.There is no point providing services that are not valued by your customers. Its, therefore, important that you develop a good understanding o

8、f their needs. Regularly ask your customers about your business services.Provide feedback forms for your customers to complete.Phone or visit customers at critical points, e.g. after the initial sales, and ask if your product or service meets their needs.4. Consider using an outside agent to get fee

9、dback from your customers.5. Welcome customer complaints and manage these promptly and positively to avoid loss of customers and negative word-of-mouth.6. Keep a list of customer complaints to identify any patterns and the cause of dissatisfaction.7. Learn what your competitors are doing to achieve

10、customer satisfaction.It is useful to identify those key service activities so that you can review your performance and decide on what initiatives you can take to provide superior service.When communicating with your customers, keep your language positive. “We wont be able to see you before Friday.”

11、“Well be able to see you on Friday.”Typical interactions include:responding to phone calls;providing product and service information; taking customer orders and discussing service requirement;sending follow-up documentation, e.g. to confirm orders;billing and managing payments;after-sales service;de

12、aling with after-sale complaintsFollow-upYour customer service initiatives dont have to stop when the sales process is complete. Following up with your customers can reap benefits through repeat purchase and referrals. However, any initiative you take must be seen by the customer to be value adding.

13、Initiatives to consider:Initiatives to consider:Send thank-you notes.Make follow-up calls to check that the product or service has been satisfactory.Use email alerts for new products/services.Recognize customer achievements through certificates or awards.Make follow-up visits without necessarily mak

14、ing a sales pitch.Exercise 1: Multiple Choice p157BDEExercise 1: Dos and Donts p157Dos: 2 3 5Donts: 1 4 6Text B Text B Dealing with ComplaintsDealing with ComplaintsRealize Two Things:Realize Two Things:, you can never “win” and its crucial to accept the fact that with any complaint, you main duty i

15、s to minimize the effect of that and to try to rectify the situation to ultimately reach the most mutually acceptable resolution as you can;The thing to remember, unless you run a one man operation, is that any complaints, no matter how fierce they are, should never be perceived as a personal attack

16、 on you.Tips to deal with complaint effectivelyListenRecapThe ApologyThe ResolutionListening to a customers grievance without interruption is the first thing you should be prepared to do.Not only will that enable you to assess their complaint more fully, if you interrupt halfway through their compla

17、int or get annoyed with them, theyre likely to get even more agitated than they already are.“I know what youre about to say and ”Once theyve finished making their complaint, you need to firstly recap the issue to let them know that youve understood the reason for their complaint.Once thats agreed, y

18、ou should then apologize to the customer. And, if youve heard incorrectly, you need to ask the customer to iterate the complaint and then apologize.When you apologize, its important that you dont pass the buck and dont make excuses.Whether it is or isnt directly your fault, you are the representativ

19、e of the company here so its important to accept responsibility.“Im sorry Mr. Smith, but our order processing teams are a bit short-staffed at the moment as several of them are on holiday and thats why there was a delay.”“I do apologize, Mr. Smith. That shouldnt have happened. As you didnt receive y

20、our goods within the time specified, Im going to do all I can to help you.”In other words, you have accepted liability, youve apologized and youve stated that you are going to try to come up with a resolution and they are 3 things that the customer wants to hear, not a load of waffle(闲聊，胡扯闲聊，胡扯) and

21、 lame excuses.The important thing here is to realize that you are going to suffer some kind of loss but the result youll be hoping for should be one which will appease(平息；安抚) the customer in some way and one which will satisfy them enough to come back to you as a customer again in the future.“financ

22、ial compensation or some kind of discount against future purchases”There will be some customers who will try to push you into getting more out of the situation than it merits and you to that kind of pressure but make sure your resolution is adequate compensation for the inconvenience caused.You need

23、 to accept that youre never going to win them all.The key thing is to do the right thing in the majority of cases so that you retain your companys reputation and the person as a customer.BrainstormingThink from the perspective of a business owner about whether complaints are good or bad for your bus

24、iness.Customers who complain can often help a company improve their performance by identifying weak areas in the organization which you can then rectify.The worst scenario are those customers who have been unhappy with your product or service and who simply couldnt be bothered to seek a resolution a

25、nd have just taken their custom(惠/光顾) elsewhere.In dealing with complaining customers, you can ; ; Thats the outcome you should always be aiming to achieve, and its only possible if you follow the correct etiquette for dealing with complaints.Exercise 2: Dos and Donts P161Dos: Dos: 1 1 2 2 3 3 6 6 1

26、0 10 11 11 Donts:Donts: 4 4 5 5 7 7 8 8 9 9HomeworkMaking a Dialogue based on the situation on p123-124.revenue n.1) money that a business or organization receives over a period of time, especially from selling goods or servicese.g. advertising revenue 广告收入广告收入2) money that the government receives f

27、rom tax收益，收入收益，收入（政府的）税收，岁入（政府的）税收，岁入go to / take a lot of trouble: use a lot of time and effort doing something carefully 不厌其烦地（做某事）Dont go to any trouble for my benefit!别为我费工夫！不要特意为我们做专门的饭菜或者其它什么的。 Please dont go to any trouble to give us special meals or anything.referral n.an act of sending some

28、one or something to another place for help, information, a decision etce.g. the referral of the case to the Court of Appeal 把案件提交给上诉法庭把案件提交给上诉法庭go out of your way to do sth.to do something that you do not have to do and that involves making an effort特地（不怕麻烦地）做某事特地（不怕麻烦地）做某事她特意对新来的人示好。她特意对新来的人示好。She

29、went out of her way to be kind to the newcomer.fit into: to belong to a particular group or set of ideas 属于属于( (某个群体或某种思想某个群体或某种思想) )A lot of people didnt fit into the categories the researchers had devised.许多人无法归到研究人员所定的类别许多人无法归到研究人员所定的类别中去。中去。initiative n.: the ability to make decisions and take a

30、ction without waiting for someone to tell you what to do 自主决断行事的能力；主动能力自主决断行事的能力；主动能力take the initiative 带头，率先带头，率先这个国家应该主动提出禁止核武器。这个国家应该主动提出禁止核武器。 Its up to this country totake the initiativein banning nuclear weapons. reap v.1) to cut and gather a crop of grain 2) to get something good as a result of what you have donereap the benefit/reward/profit (of)“受益受益/ /得到回报得到回报/ /获利获利”不要让别人