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Customer Satisfaction Workshop


Customer Satisfaction Workshop Welcome to the Customer Satisfaction Workshop If our goal is constant innovation constantly focused on customers and their needs, the ... – PowerPoint PPT presentation

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Title: Customer Satisfaction Workshop

Customer Satisfaction Workshop
  • Welcome to the Customer Satisfaction Workshop

Customer Satisfaction and Customer Service go
hand in hand - however they are two completely
different things.
Customer Satisfaction can be defined like this
  • Customer Satisfaction is a measure of how
    products and services supplied by a company
    meet or surpass customer expectations.

Customer Service can be defined like this
  • Customer Service is the provision of service to
    customers before, during and after a purchase.

You could say that Customer Service has a direct
impact on Customer Satisfaction. Therefore if
you can get the Customer Service right in your
business it would have a positive direct
influence on Customer Satisfaction.
So now we have established what Customer Service
and Customer Satisfaction mean, but what do they
really mean to you and your business?
Well in short they mean Do you want to stay
in business or not? This might sound very
harsh but in fact it's the truth!
As our technology market expands it is clear
that more and more people can voice their
opinions on the Internet. We all know about, but to be honest that is just
the tip of the iceberg.
(No Transcript)
People also talk to each other and refer
services and products which they are satisfied
with to their friends, family and
co-workers. This is called Word of Mouth, and
it's important to remember that a negative
experience is usually shared with more people
than a positive one!
Imagine your business was getting bad reviews on
all of these platforms! What would the outcome
be? Fewer people would want to do business with
you. Plain and simple, they would probably go to
your competitor.
On the other hand, imagine that your
customers were using all these platforms to tell
their friends about their positive experiences
with your business - what would the outcome
You wouldnt be worried would you? Business
would be booming. And when that happens it
means you can expand, hire more employees, you
have better growth opportunities within your
company and a bigger slice of the pie.
A big part of getting Customer satisfaction right
is making sure that everyone in your business
knows what they personally stand to gain from
it. Customer Satisfaction is not a once-a-month
idea, it needs to be practiced on a daily basis.
Customer service
  • To identify the areas where we can improve
    customer service we need to ask this question
  • Who are our customers?

A customer is anyone relying on you for products
or services. We can classify them as Internal
or External customers.
Internal Customers
  • This could be the business owner, the CEO, the
    Accounts department, any Employee.
  • Any time you ask for something from one of your
    employees or colleagues you are a internal
  • If you ask Joan from the accounts department to
    e-mail you a statement and she never replies or
    is rude to you, would you phone Joan again if you
    need something ?

In order for us to be successful in Customer
Service we need to sort out the kinks and quirks
within the organization. Customer Service can
only be implemented successfully if it is
implemented and adhered to from the top of the
organization. A standard needs to be set and be
continuously improved upon.
External Customers
  • These could be your paying customers, walk ins,
    or anyone relying on your services.

Let's take a simple example
  • The CEO of your company (Tim) phones one of your
    suppliers. He gets through to the sales manager's
    secretary, Laura, and asks her to please get
    Robert, her boss, to phone him back with an
    urgent quote on products as he, Tim, is about to
    close on the biggest deal ever.
  • However Tim never receives a reply after speaking
    to Laura and after leaving several messages on
    Robert's cell phone.

Tim is an external customer. Robert and Laura
are both colleagues and therefore are both
internal customers of each other. Both rely on
each other for them to do their work. How would
Tim feel about Robert and Laura after he lost
his biggest deal ever? Would Tim still want to
deal with Robert, Laura or the company, for that
matter, in the future?
The point is the following
  • Businesses do not do business with other
  • It is the people within a business who do
    business with people from other businesses.
  • It is important to think of it in that way to
    make sure you get that part of Customer
    Satisfaction right.

Let's say Tim phoned Laura, and 5 minutes later
he received a e-mail with the quote from Robert.
Tim closed on the deal. How would Tim feel
about the service he received from Laura and
Robert? Ecstatic! And he could now place a huge
order with Robert. Robert is also ecstatic. Both
companies benefit.
The above example also demonstrates how important
effective communication is within a business and
also when dealing with other people. We have
identified who our customers are, now we need to
look at how they want to be treated.
How Customers Want to be Treated
  • Think of a time when you were at a supermarket
    emptying your trolley on the till conveyer belt
    and preparing to pay.
  • Did you get acknowledged?
  • Or were you just another face passing through?
    Were you ignored while the till attendant had a
    deep conversation with the bag packer?

Customers want to be treated as human beings,
not as just another wallet.
There are several simple things a person can do
to make each visit a pleasant one for each
The point of impact The first contact your
customer has with your business The point of
exit The last contact your customer has with
your business
The Point of Impact
  • It could be a phone call
  • It could be when they enter your store / business
  • It could be when a sales rep spoke to them at a
  • It could be a simple ad in the newspaper
  • It could be a review, a blog post or a referral
    from a friend.

You need to ask the following questions
  • When someone phones the business who answers
    the phone?
  • Do they speak clearly?
  • Do they greet the customer?
  • Do they state what the business name is and do
    they mention which location or branch it is?

Think of a time when you phoned another company
and ended up at the switchboard. Could you
hear what the person was actually saying on the
other side? Could you hear the other person
saying their name clearly? Did they speak like
a person or like a robot?
In certain professions some task are repetitive
and it's important to make people aware of this!
The person speaking in a monotone, rambling
off the words for the millionth time on the
other side of the telephone probably does not
even realize they are doing it. Make your staff
aware of it.
The Point of Impact Phone Calls
  • Here are a few telephone etiquette ideas a person
    can use to show professionalism on the telephone

It is important to state the following when
answering the telephone Greeting Company
name location / branch Person answering
Good morning , ABC Distributors , Edenvale,
Walter speaking. How may I help you ?
If the person is asking to speak to someone
other than the person who answered the phone
you might want to do it as follows Sure Sir,
would you mind holding while I see if Kevin is
available ? The person on the other side of the
phone would say yes or no.
If he said yes, you would put him on hold and
see if you can get hold of Kevin. Great so now
you've found Kevin and he's in his office
waiting for you to put the phone call through.
It is best to do it as follows Hi there Sir,
I have found Kevin, I am putting you through.
NOTE At no point in the conversation did Walter
ask what the call was regarding, or in connection
with. It is not polite to screen phone calls
because if Kevin could not be found to take the
phone call it would have looked as if Kevin was
avoiding the call.
So let's say Walter could not get hold of Kevin.
Kevin just went on lunch, maybe he is in the loo
or on a nicotine break. This is how the
conversation would have looked Hi there Sir, I
could not locate Kevin, is there something I
could assist with? Or could I ask him to phone
NOTE Walter did not say exactly where Kevin was.
It is better to be as vague as possible, as you
do not need to disclose his actual whereabouts,
and it is better not to say he's in the loo, on
lunch or having a smoke. Also note that Walter
offered his assistance. In Retail it often
happens that a customer may have spoken to Kevin
but could have been assisted by Walter with
regards to the information the caller sought.
In most cases the caller will say, No, it's all
right, Ill phone back a bit later. If the
caller opts to leave a message, you need to
proceed as follows Sure Sir, Can I have your
name and telephone number ? Tip Always repeat
the person's name and number before you hang up,
to make sure the information is correct.
At this point you can ask what the call is about,
as this would give Kevin the opportunity to get
any relevant information he would need to
assist the caller as fast as possible.
How to end the call After you have repeated
the caller's information, you can proceed like
this Thank you Sir, I will make sure that
Kevin gets the message as soon as I track him
down. Goodbye or thank you for calling.
Note There were no endless transfers of the
phone call, and the caller did not get
frustrated by repeating himself over and over to
different people. It is important to keep
transfers to a minimum. How many times should
you let the phone ring before you answer a call?

(Role play)
The Point of Impact Entering your store or
  • If you walk into a store and it's neat and clean
    crisp you immediately have an expectation of
    the service you are going to get.
  • A tidy, neat and crisp looking store gives the
    impression that the staff take care of their
    work place and is proud of it.
  • Subconsciously you feel that people are
    organized and pay attention to detail. So the
    service must be good.

The same applies if it's dirty, untidy, and
looks as if a sand storm hit inside. Subconsciou
sly you would feel negative and perhaps doubtful
of any service or advice you might get.
The Point of Impact The appearance of your
  • This is a touchy subject and needs to be handled
    with understanding but also keeping in mind your
    rights as a owner or manager.

If you walked into a retail store and you saw the
following characteristics in a staff member you
would conclude that they are professional and
dedicated to their work. Neat hair, ironed
clothes, pleasant smelling, clean shoes, walks
with pace.
If you saw someone with untidy hair, clothes not
ironed, smelly, dirty shoes who walked by
dragging their feet this would give you the
impression that the staff member is not there
for anything but the salary at the end of the
It should be easy to deal with these issues as
most companies have a dress code people must
adhere to, and which is usually stated in the
contract of employment. There are several other
topics which could be discussed such as
Tattoos, piercings, new age style jeans (torn)
This all depends on which industry you are in.
Some retailers portray these images, and for
them its acceptable. It mainly depends on your
clientele and how you need your staff to relate
to them.
The Point of Impact Sales Rep or Promotion
  • This is where businesses sometimes go horribly
    wrong. They spend a fortune on entering and
    buying space at exhibitions but then send the
    wrong people to represent the business.
  • In most cases it's the person who the manager
    does not mind having out of the store.
  • In fact it is the person he can do without.
  • This is the wrong attitude to have as that person
    will have the least impact on potential clients.

The key characteristics of a ideal person to
send to such an expo etc. are Expert and
professional A extrovert, someone who can talk
with ease, who likes interacting with people,
and who attracts people. Someone who will
represent your company as if it was his own.
Have you ever seen one of those chefs with a
microphone advertizing a Twister or blender at a
expo? He's loud and funny and he attracts a lot
of people. He creates an interest in the
product and creates a need.
So why would you send a chef and not a sales
person to a expo to sell blenders? The simple
answer is The chef's appearance is selling
that the product is the choice of people in his
The Point of Impact Ads, Pamphlets, newspapers
  • If you look through a magazine, newspaper, even
    mail in your post box, you will most likely
    come across a few ads.
  • It is amusing how companies throw away money on
    adverts which don't achieve their main goal
    Getting New Clients.

If you're not promoting a special, promising me
a saving of some sort or reminding me why I
shop at your store or spend money at your
business, dont waste your money on advertising
because I am not interested. If I have never
shopped at your store or made use of your
service, don't hassle me - I dont know you!
  • Even television ads nowadays are ineffective.
    Maybe you've had this experience - you 're
    sitting in front of the television watching
    Boston Legal. In the middle, there are a bunch of
  • Afterward, your spouse or roommate or kid
    mentions how funny one of the ads was, but you
    didnt notice it.

Why ? Because you were thinking of something
else? You were just ignoring it? You didn't
pay attention to it because it was irrelevant?
Your subconscious blocked it out?
This is where Nando's stand out above the rest...
They promote themselves by reminding people
that they still have a sense of humor, and the
best peri-peri chicken. They make fun of
current events relevant to us and grab our
So when advertising make sure you are not just
advertising your company logo, but something
relevant to get people into your store or
Always keep your ad's promises. If you
advertise a item for the wrong price, make sure
you adjust your price to the advertised price.
You will lose credibility if your staff have to
tell your customers that head office made a
Your company will get known for false
advertising and even your existing customers will
leave you.
In most cases just sending your existing clients
a monthly news letter about a promotion or some
news relevant to them might be more useful. Some
retailers or companies have clubs their clients
belong to. The more you spend the more discount
you get. They send news letters and coupons and
gift vouchers through the mail. They even go
as far as to have special shopping hours for
these clients. They offer discounts for you and
a friend if your friend signs up as a member.
The point of Impact Referrals or reviews
  • Most people would go watch a movie because
  • it had great reviews and your friends also said
    you had to see it.
  • or...
  • The movie had such bad reviews that you had to
    see it for yourself.

You do not want to end up getting referrals due
to your bad service, it will yield no income.
You want your customers to refer you to their
friends because you have the best service! And
you want to build personal relationships with
your customers so that they refer their friends
to a specific staff member.
Unfortunately in this day and age the saying,
Any publicity is good publicity, is untrue.
News about bad service spreads much faster than
good. With the Internet at every person's
finger tips and with the social networking
communities it is easy to complain or raise
awareness of service issues.
How does your company handle complaints,
suggestions or good reviews? Does your company
encourage complaints, suggestions and reviews?
It is important to encourage people by offering a
reward. Google Places is a perfect tool for
clients to voice their opinion and the more
reviews you have, the better your search engine
This means that if someone looks for a product or
service you offer, you are most likely to appear
first in the results. People would be reading
the reviews before they even contact you to get
an idea whether your business is suitable and can
be trusted with their hard earned money.
There is one last point of impact to discuss...
The Point of Impact Dealing with Clients (face
to face)
  • It is important that you and your staff know
    that each person, each client is different.
  • Their needs are different, they want to be
    treated differently and their expectations are
  • To clarify we are going to split our clients into
    two main groups, the introverts and the

The Introvert
  • Most likely would wave or nod his head when he
    is greeted.
  • Most likely would not want assistance until he
    asks for some
  • Most likely would browse the shelves to find a
  • Most likely would look around to make eye contact
    or clear his throat to seek attention from a shop

  • Most likely would have done research on a
    product before buying.
  • Soft spoken, does not like drawing too much
    attention to himself.
  • Not one to complain
  • Does not mind standing in queues for a reasonable
  • If he does not find what he is looking for, or is
    angered by service levels he might leave the
    store, lodge a formal complaint with head office
    and rather look for another dealer or retailer.

The Extrovert
  • Most likely would greet back when greeted.
  • Would immediately ask for assistance or state
    that he is browsing.
  • Would call out loud for assistance
  • Would most probably want to test your knowledge
    of the product, and listen to advice or

  • Not so soft spoken, would want to get straight
    to the point.
  • Hates standing in queues
  • If he does not find what he is looking for, or
    is angered by service levels he would
    immediately seek the attention of the manager.
  • He would make a scene if angry
  • Does not want to be irritated

In most cases the extrovert is the preferred
client as you know where you stand with them at
all times and they are easier to read and cater
for. However the introvert is your most loyal
client because if they like a place and its
service they will continually be going back
there. The extrovert is easily distracted by
bargains but if the other company does not
compare with your service levels he will come
and tell you about it.
How do we deal with each of these individuals?
Here are a few basic rules you need to adhere
to when you are dealing with either kind of
Always greet a client entering your business or
shop, even if he is busy with another assistant
and you walk past. Make sure your shop
assistants greet customers rather than asking if
they can assist. This is more useful because
no-one likes being asked by every person in the
shop if they need assistance. If you greet the
customer, they don't have to repeat themselves by
saying, Im just browsing and after you greet
them they will usually ask if they need
Always keep an eye out for clients who need
assistance. This means if they are looking
around trying to make eye contact or fiddling
with a product or reading a box. Do not
approach them by saying Can I help you?
Rather comment on the product as a conversation
Know your products and be honest if you do not.
Do not give false information, there is nothing
more irritating and annoying than to get home to
find out that what you bought is not what the
salesman you. Do not be ashamed to ask for
assistance from someone with more knowledge in
that department or on the specific product.
And do not walk away... as your colleague is
explaining or answering the client's questions,
learn and interact with the client.
Make sure you explain the FAB's (Features,
Advantages and Benefits) of a product as clearly
as possible. Do not tell a long story!
Classify your customer's needs by asking
When talking to a Client you are actually
presenting a product or service to
him/her. There are a few points you need to be
aware of and try to improve on Make Eye
contact on a regular basis. Use facial
expressions Do not talk away from the client
(no bad breath) Try using fluctuations in your
voice. Avoid clicking your pen or fiddling with
something in your hands Use hand gestures
Stand up straight
You would do all of the above when you are giving
a presentation, and by doing these things you
command attention and keep the individual's
interest. It also projects that you are
interested and your undivided attention is on
your client.
After Sales Service
  • After sales service usually comes into play when
    a problem arises with a product or service and
    the client is trying to fix the problem by asking
    for help from the people he bought the product or
    service from.

It is important that you treat the client the
same way as you would a new or existing buying
client. Do not alienate the client or blame him
for the problem, and do not treat him as a
Most of the time, retailers see complaints and
dealing with problems as a negative! Remember
that the client is still a client of yours and
any resolution you might have for them would
only make them a bigger fan of you and your
company. This is actually a positive! In some
cases a client might be willing to be up-sold on
a better product or service.
  • No business is perfect and every business has
    probably received at least one complaint.
    Complaints are important because they give us
    feedback which can help us to improve our selling
    skills or our company systems if we pay
    attention to them.
  • There are a few basic rules you need to adhere to
    when dealing with complaints.

Steps in dealing with complaints
  • Listen to understand
  • Respond with empathy
  • Ask appropriate questions to establish facts
  • Agree on action
  • Follow through on actions and promises

Step 1 Listen to Understand
  • In order to listen you need to zip your lip.
    Listen completely before trying to answer.
  • Do not interrupt the client. Give them time to
    explain their story and vent.
  • Demonstrate active listening by nodding your head
    and maintaining eye contact.
  • Disregard exaggerations, sarcasm and personal

Step 2 Respond with empathy
  • You are not necessary agreeing with them, but
    empathy helps to calm people down, letting the
    client or customer know that you understand how
    he or she feels.
  • Use phrases like
  • I can see why you feel that way
  • I see what you mean
  • That must be very upsetting
  • I understand how frustrating that can be
  • Im sorry about this
  • I understand

Saying Sorry!
  • This does not mean that you or your company have
    done something wrong, but merely that you are
    sorry that the customer has had a bad (less
    than acceptable) experience.
  • The tone of voice also helps in expressing
    empathy a warm and caring tone is required.
  • Apologize for any inconvenience (be specific
    about the impact on the customer)

Step 3 Ask appropriate questions to establish
facts (probing)
  • Often we assume we know what the problem is and
    therefore we jump to conclusions and solutions
    too soon.
  • Get to the core problem by using questions
  • Why, What, When, How, Where
  • Use open ended questions that is, questions
    which require more than a Yes or No answer.

Step 4 Agree on action
  • You need to work together with the client to
    come up with an acceptable solution.
  • Think outside the box, identify alternatives.
    Under-promise and over-deliver.
  • Find things to agree on. Do not argue.
  • Do not say thats company policy, rather
    explain the reason behind it.
  • Use the words I suggest rather than you will
    have to.
  • Give the customer choices.

Step 5 Follow through on actions and promises
  • Follow up with the customer to check that the
    solution has happened and that the customer is
    happy. This could be by phone call or email.
  • NOTE Choose your language carefully People are
    over-sensitive when angry so avoid any
    threatening, negative or demanding language, and
    avoid talking down to someone.
  • You need to use helpful, positive, polite,
    reassuring words.

(Role Play)
Complacency - the enemy of customer care
  • If our goal is constant innovation constantly
    focused on customers and their needs, the biggest
    threat we face is complacency.

Complacency is what suggests to us that Its
not that bad. It could certainly be worse Were
better than our competitors. "Business is good -
we do not need to do anything." "Business is too
bad to be able to do anything right now." Well
start on the customer care program next quarter.
The best way to combat complacency is to always
be dissatisfied with your standards of customer
care. Let's call it constructive
dissatisfaction. No matter how good you get, you
can always do better. One thing I can assure you
is that customer needs and expectations also
So now we have looked at what we can do to
deliver customer care / service to achieve
customer satisfaction, but now we need to ask the
following questions... Why did we not practice
it before?
At the end of the day if we ask the most basic
question... why do organizations exist ? To
make profit ? How do you make profit ? By
selling products and services. Who do you sell
your products and services to? The customer or
end user who needs these products and services
? So in fact organizations exist to fill a
need for their customers.
These are the basics of customer service. In
many companies, even large corporates, the staff
have lost track of this idea. They have
implemented procedures to fulfill the immediate
needs of their internal customers rather than
catering to their external customers first.
So if your staff is too busy with what they need
to do and have to do for their superiors... Who
is attending to the customers ?
Lets take NORDSTROM as a case study. Americas
1 Customer Service Company started as a shoe
store in 1901 They had these rules written on a
induction brochure they hand their staff when
they join the company. It only contained 75 words
and was printed on a grey card
(No Transcript)
These are the 8 Management Principles of the
Nordstrom company 1. Provide Your Customer
With Choices 2. Create An Inviting Place for
Your Customers 3. Hire Nice, Motivated People 4.
Sell The Relationship Service Your Customers
Through The Products And Services You
Sell 5. Empower Employees To Take Ownership 6.
Dump The Rules Tear Down Barriers To Customer
Service 7. Encourage Internal
Competition 8. Commit 100 To Customer Service
One thing we can learn from Nordstrom is that
Customer Service is of utmost importance and
takes priority over anything else. A lesson we
can take from this is that if we do what we do
the best, we will be more efficient and have
more time to spend delivering services and
products exceeding the expectations of our
Most companies like to think of themselves as a
learning organization. This is an organization
which has the ability to evoke change and adapt
to change. Such a company would have a Global
Goal everyone is working towards and would
continuously measure their progress towards
their goals. Like anything customer
satisfaction and customer service must be
Planning a effective approach to implementing
such a plan can be done as follows 1. Review
of customer care leading to the conclusion that
action is required (Initial review). 2.
Establish specific, measurable, attainable
objectives with agreed time scales (Set
3. Initial workshop meetings, allowing
sufficient time for all involved to realize
the importance of customers and the implications
of getting customer care right or wrong
(Workshops). 4. Training programs in the key
skill areas we identified (In particular,
concentrating on training managers and
supervisors in coaching skills which will
maintain momentum.)
5. Establishment of customer perception
monitoring systems which will provide data
on next target areas (Customer Feedback).
The rewards of getting customer care right,
clearly outweigh the problems that are faced in
achieving this goal. All that remains is for you
to put it all into practice and delight your
customers. Good Luck!