2.02A – FOSTER positive relationships with customers to enhance company image.

1. 2.02A – FOSTER positive relationships with customers to enhance company image. Marketing 6621

2. What is Customer Service? • Customer service is the provision of service to customers before, during and after a purchase.

3. Identify beliefs held by employees who have a customer-service mindset • Fostering positive customer interactions vs. negative • View negative customer interactions as a way to identify customer’s needs • View your work through the eyes of the customer • Define your functions with the customer in mind

4. Importance of exhibiting a customer-service mindset • Customer satisfaction = Profit • Goodwill/positive feelings develop • Gathers information about customer buying decisions • Avoids loss of sales • Avoids markdowns and sales returns • Avoids delays in sales

5. Occasions for exhibiting customer-service mindset When a customer is upset and angry, the employee should act quickly to correct the mistake. Employee should demonstrate a focus of attention on the customer when there is a problem.

6. Guidelines for exhibiting customer-service mindset • Measure regularly through customer feedback • Measure internally for employee satisfaction • Customer satisfaction = employee bonuses (incentives) • Link customer satisfaction to other business goals

7. Demonstrate a customer-service mindset • Employee shows clear, relentless, unwavering focus on the customers. • Internal customer (co-workers) satisfaction is important

8. How does customer service relate to the marketing concept?

9. 2.02B – FOSTER positive relationships with customers to enhance company image. Marketing 6621

10. Service orientation • Listening to and understanding the customer. Customer satisfaction is high priority.

11. The Relationship between communication and service • Clear communications from sales personnel will ensure customer buys the product that best suits his needs. • If there is a problem, then clear communication is imperative so that the employee can act precisely and quickly to clear up the problem for the customer. • Clear communication is again necessary in record keeping so that the data can be used to influence future business decisions • Clear communications to receive feedback from customers and employees on satisfaction levels

12. Different Ways employees demonstrate service orientation. • Greets the person promptly and courteously. • Pays attention to the person. • Asks questions to determine the person's needs. • Listens carefully and empathizes with the person's concerns. • Offers relevant information. • Summarizes to check for understanding. • Acts or agrees on a clear course of action. • Tries to do better than expected. • Asks questions to check for satisfaction. • Follows through. • Thanks the individual. • Takes surveys to determine people's needs. • Is courteous to citizens, clients, patients, etc. • Does not "pass the buck.” (Play the “blame” game)

13. Procedures for reinforcing a service orientation through communication • Use customer surveys to pinpoint areas for improvement • Use employee surveys to pinpoint areas for improvement • Develop a follow up procedure to determine levels of customer satisfaction after the sale