CUSTOMER FIRST
Tan Hok Eng Director / Coach / Facilitator NEWS Training & Coaching (M) Sdn. Bhd.
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WHO IS CUSTOMER?
Define products or services provided to the customer Identify the related process External customers pay our bills Internal customers use our outputs as their inputs to achieve our business objectives and ultimately satisfy external customers
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WHAT IS CUSTOMER SERVICE?
Customer service is the sum of what an organization does to meet customer expectations and produce customer satisfaction. Your organization should have systems in place to find out what customers expect of you and what would make them happy with the service you are providing.
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CUSTOMER SERVICE FACTS
The average business will spend six times more money to attract a new customer than to keep one. A dissatisfied client will tell eight to ten people about the problem. One in five will tell twenty. It takes 12 positive experiences to make up for one negative incident. Few customers will leave due to price. The root cause is a series of 4-5 negative experiences. Most businesses will hear complaints from 4% of its dissatisfied clients while 96% will quietly walk away. Most will never return. 70% of complaining customers will buy from a company again if the problem is resolved in their favor within 24-48 hours. 95% if it is resolved on the spot.
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Customer Satisfaction drives Customer Loyalty and Customer Loyalty drives Profitability
Evangelist
100% 90 80 70 60 Zone of Indifference
Zone of Affection
I TRUST you
Loyalty
50 40 30 20
I dont care about you
Zone of Defection
A 5% increase in loyalty among your best customers Can produce a profit increase of 25% 85%
Very Satisfied
Terrorist
I hate you
Extremely Dissatisfied
Somewhat Dissatisfied
Slightly Dissatisfied
Satisfied
Customer Satisfaction
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VOICE OF CUSTOMER
Voice of the Customer (VOC) is the expression of customer needs and desires
May be specific I need delivery within 3 days May be ambiguous Deliver faster
The VOC can be compared to internal data (Process, System & KPI) to assess our current process performance or process capability. To be useful in a process improvement project we often need to work with the customer to understand the Ambiguous and make it Specific
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LISTEN TO VOC
Sources of Customer VOC
Internal & External Data
Existing Company Information i.e. product returns, market share, etc. Industry Experts Secondary Data Competitors
Listening Post
Complaints Customer Service Representatives Sales Representatives Billing Accounts Receivable Collection
Research Methods
Interviews Surveys Focus Groups Observatio ns
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10 GREAT ATTITUDE
1. ________________ 2. ________________ 3. ________________ 4. ________________ 5. ________________ 6. ___________________ 7. ___________________ 8. ___________________ 9. ___________________ 10. ___________________
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20 80 (WHAT ARE PRIORITIES?)
80% of sales are generated from 20% of customers 1% of sales are generated from 50% of customers
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CUSTOMER EXPECTATION
WHAT TO DISCUSS?: 1. 2. 3. 4. 5. 6. 8. In Pair List down 3 customer expectations Define each expectation Identify your company process to manage the expectation How would we measure the performance Any other inputs or EXTRA MILE Presenting
TIME: 15 min discuss / 15 min sharing
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VALUES
Values can be defined as broad preferences concerning appropriate courses of action or outcomes. As such, values reflect a person's sense of right and wrong.
WIKIPEDIA
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Exercise: 80 years old Party Everyone you know is at the party. Interviewer going round to ask the 6 people your contribution to them. Write down what are they. Use past tense.
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Finding Your Own Deeper Motivation Values Hierarchy of Values Defining the Values
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Reviewing your behavior
Is your behavior aligned with your values?
Is your values aligned with company values?
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10 DOs & DONTs
Dos Donts
1. Ill find out. 2. What I can do is 3. I am not surelet me find help. 4. I understand your frustration. 5. Lets see what we can do about this.
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I dont know. No. Thats not my job. Youre right this stinks. Thats not my fault.
10 DOs & DONTs
Dos Donts
6. May I offer you an You need to talk to my assistance. __ _ manager! 7. Ill try my best. You want it by when? 8. Im sorry. Calm down! OK 9. Ill be with you in Im busy right now. just a moment. ____ [Link] discuss and call Call me back! OK you back.
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4 MAGIC PHRASES
That is interesting
a) May you share more b)Why would you think c) Why do you say d)Why do you ask .
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ACTION PLAN
What should I start doing? What activities or behaviours should I add into my daily activities? What should I stop doing? What behaviours are unproductive or are interfering with my ability to positively influence others? What should I do differently? hat can I do differently to lead my team to achieve greater success?
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