2.2 Win-Win Customer Service

1. 2.2 Win-WinCustomer Service Components of Customer Service, the Business and Customer

2. Creating Win-Win Service • Creating a customer service mindset is important • If the mindset of the employees is pro-service, so is the business • EVERY employee in EVERY business will have some conflict • Unhappy customers • Unmet needs • Shortages • Unkept promises • CONFLICT RESOLUTION is the key to creating a Win-Win Situation

3. When its not there… • Many companies don’t provide great service, or even good service. Why? • Service is usually so straight forward & common sense… • But some companies find this: • Employees don’t think management expects great service • Employees don’t know how to give great service • The employee isn’t a service-oriented person • The organization is not service oriented (policies, procedures, systems, priorities are unclear • The organization doesn’t treat employees with respect

4. Obstacles • Companies deal with many customers obstacles • Personality • Needs • Expectations • Complaints • Motives • It is important to overcome the obstacles in a positive way: • Build a relationship with the customer • Discover the needs and wants of the customer • Connect emotionally with the customer • Create a win-win opportunity for the customer and the business Training is Key!

5. CREATE A WIN-WIN Creating a situation where the customer feels respected and valued, the business profits, and the employee is in control. Win-Win situations sound easy enough… but can be challenging

6. Options in service: • I LOSE - YOU WIN • Company expense, satisfied customer • I WIN - YOU LOSE • company goals met, unsatisfied customer • I LOSE - YOU LOSE • Business loses customer, unsatisfied customer • I WIN - YOU WIN • Company goals met, satisfied customer

7. Creating WIN-WIN • Companies have control over HOW they conduct business • Companies that train employees for Win-Win interactions with customers have a better chance of accomplishment • HOW do you create Win-Win interactions: • Build Rapport • With employees and customers • Discover What Is Needed • Ask questions to meet needs • Develop Trust • Earn the trust of the customer • Maintain Relationships • Create a relationship with the customer

8. BUILD RAPPORT • Rapport = creating a cooperative, empathetic relationship • It is important to build a relationship with customers • Especially UNHAPPY CUSTOMERS • Smile • Be Friendly • Be Interested • Be Sensitive • Be Trustful • Be a Problem Solver • Be Credible • Believe in Your Products • Find Common Ground

9. Steps to Build Rapport: • L I S T E N . . . • RESTATE the problem or complaint • ACKNOWLDEGE that you have heard their problem and understand the problem • ACT on what your customer is telling you. • There may be something you can do to remedy the situation • Do what you can promptly • Fixing the situation may create a happy, repeat customer • Put the FOCUS of the interaction on FIXING the problem • Don’t take it personally

10. DISCOVERY • Discovery = probing for the core needs of the customer • Know the difference between the wants and needs of the customer • What is their goal? What is their intended use? What do they need? • It is important to determine the needs of the customer • Help to guide them to satisfaction • Evaluate the costs of their wants vs. needs • Ask questions • Recommend appropriate solutions • Handle Objections positively • A Pro-Active approach to finding out the desires of the customer has a better chance of repeat business but the customer

11. DEVELOP TRUST • “Trust is earned” • Its important to earn the trust of the customer • Listen actively to their needs • Repeat what they have said • Make sure that you understand their needs • Provide options • Allow customers opportunity to make the final decision • Validate customer decisions • Instill positive feelings • Many purchases are evaluated by how the customer feels

12. Creating A Win-Win Company • Hiring plans provide a platform to find the best employees • Typically look for service-oriented people • People that have an aptitude for customer service • Train employees and the company to respond correctly • Policies and procedures are in place to guide great service • Employees are empowered to provide great service • Products and services are oriented toward great service • Prices, Quantities, Features, Benefits, Delivery, Shipping, Warranty, … • Metrics are in place to measure great service • “Metrics” are measures for service and business

13. Service Providers • Call Centers • Usually have extensive training, procedures, policies • One location with most sales/service associates provides a great training opportunity • Retail Sales • Depending on retailer – may have extensive training, procedures, policies in place • Large vs. Small retailers Ex: Target vs. Neighborhood Market • Wholesale Sales • Usually focus on service training with the vendors, clients, and account that are serviced • May have extensive training… will have extensive policies and procedures • Service Industry • Like Retail – may have extensive training for SERVICE (electrician, plumber, doctor, etc) • May have training for service… will have extensive policies and procedures • Large vs. Small Service Providers Ex: America First Credit Union vs. Lawn Care Kid

14. Training • Businesses utilize many different methods to train employees • Role Plays • Case Studies • Business Simulations • Environmental Factors • Customer Service Environment • Hot/Cold • Displays

15. Role Plays • Role plays are situations where employees will ACT OUT or “Play the Role” in a customer service situation • Role plays provide employers to practice or train employees on how specifically to deal with customers requests • Role plays give the employee the opportunity to react to a customer in a “safe” setting for training purposes • Role plays are used by many employers to qualify applicants

16. Case Studies • Case Studies are research based observations of an existing business, focusing on specific tasks • Case Studies have been used for many years in university settings to study business decisions, impact, and teach business/marketing concepts • Harvard School of Business • Case Studies offer insight into decisions, factors, and outcomes which may allow other businesses to either take more calculated risks or steer away from a specific tasks

17. Business Simulations • Business Simulations are computer applications which offer feedback based on specific business decisions • Simulations may measure or evaluate decisions regarding price, layout, budgeting, flow… and translate it into increased or decreased profits

18. Environmental Factors • Different environmental factors also attribute to service issues: • How is the Customer Service Location “Environment” • Is it comfortable? Does it meet the needs of the customer? • Is it lit, heated, cooled appropriately? Is it clean? • Environmental Factors in the Service? • Is it Hot? Cold? Is comfort an issue? • -broken heater, -a/c, - automobile, -vacation, -transportation • -cooler, -freezer, -cold display, -oven, -heater, -hot display • Are Displays Appropriate? • Do displays encourage service? products? company?

19. The Task… • Research a Sales-Service company • Identify the following: • How are employees trained? • What policies for service are in place? • What procedures for service are in place? • What behaviors or aptitudes are encouraged (in service)?