Customer Service

Marketing

Customer Service Terms Customer Service as a Function:

A department or function of an organization that responds to inquiries or complaints from customers of that organization.

Customers may communicate in person or via written correspondence, & toll telephone.

Customer Service as a Process: Governing philosophy that oversees the business as a whole

Example: Customer’s Always Right

Top Ten Customer Service Companies *MSN Money

Company Approval Rating

Amazon Excellent Rating: 57.3%

Marriot Excellent Rating: 42.6%

Hilton Excellent Rating: 41.8%

UPS Excellent Rating: 41.3%

FedEx Excellent Rating: 40.6%

Google Excellent Rating: 39.5%

State Farm Excellent Rating: 37.9%

Samsung Excellent Rating: 36.5

Trader’s Joe Excellent Rating: 36.2%

Lowes Excellent Rating: 35.9%

Worst Ten Customer Service Companies *MSN Money

Company Approval Rating

Bank of America Poor Rating: 23.4%

Comcast Poor Rating: 21.2%

Dish Netowrk Poor Rating: 19%

Citigroup Poor Rating: 15.4%

Wells Fargo Poor Rating: 16.8%

AT&T Poor Rating: 14.6%

Discover Poor Rating: 14.4%

Directv Poor Rating: 14.4%

Time Warner Cable Poor Rating: 14.3%

American Express Poor Rating: 14%

Situations where customers become difficult Customers want something against company

policies.

Problems with merchandise Broken or damaged Lack of need-gift Wrong size Changed mind

Problems with company Account errors-date entry errors Rude treatment by an employee

Illegal activity Stealing from store

Reasons for handling difficult customers

• Customers that have had an issue resolved efficiently and professionally are more loyal.

• It is important to build a strong clientele.

• Even difficult customers generate revenue• Word of mouth about handling situations

well will spread.• It impacts the company’s image.• It can aid in the development of a

competitive advantage.• All of the above contributes to profits.

Handling Customer Complaints Complaints are a not necessarily a bad thing!

Complaints give the business an opportunity to learn something that might improve service and stop the problem from reoccurring

Only 4-8% of customers share their concern non-complainers are a problem because the business never has a chance to address the issue

General guidelines for handling difficult customersCustomer Type How to Handle

Argumentative

Ask simple, polite questions

Impatient Agree on common points

Leave me alone

Be patient

Irritable / Moody

Be positive

Insulting Be neutral

Complain Respect their thoughts

Domineering / Superior

Let them have their say

Suspicious Explain and demonstrate good service

Slow / Methodical

Don’t overwhelm them

Dishonest Don’t jump to conclusions

Procedures for Handling Difficult Customers

Listen – completely and openly

Take the customer aside – to ease tension

Restate – to show you understand

Get help – if needed, from a supervisor

Establish a plan – Agree on a plan of action and follow through

Customer Service Assignment #1 (Individual)

Customer Service Acronym or ACROSTIC Students will create an acronym for customer service that depicts qualities or descriptions of customer service.

OR Create an Acrostic for CUSTOMER SERVICE that depicts qualities or descriptions of customer service (Can use one word or be a continuous Statement)

Customer Service Assignment #2 (Individual)

Using Construction Paper; create a Top Ten List for Keys to Customer Service Title Your Top Ten with Your Name

Ms. Shaffer’s Customer Service Commandments

Order your list from least to most important 10 – 1

Include at least one picture to support your list

Neatness counts.

Assignment #3 (1 -3 students) Students will have the option to either create a role-play demonstrating the correct way to handle customer service, create a song or rap, or create a comic strip demonstrating customer service.

See handout for group dynamics and requirements

Assignment