BS2914 Quality Management

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BS2914 Quality Management Customer Care

• 2 Customer Care philosophy and procedures

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• Why is customer care important ?
• Increasing market competition
• Globalisation
• Rise of consumerism
• Customer Relationship Marketing (CRM) as
  important an asset as capital and labour
• Reflects on how well staff themselves are treated

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• Why are customers valuable ?
• Think of customers as an income stream e.g. how
  much is spent over 12 years by a family spending
  80 per week on groceries
• 60 customers are repeat business
• Much cheaper to retain customers than attract new
  ones

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• Succinctly
• We had a simple goal, find the right customers,
  learn what they want, sell it to them, service
  all their needs
• Gabrielle Battista, President of Cable and
  Wireless

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• But central problems to be solved are
• Enterprise information and customer information
  must be integrated into a single whole
• New kinds of customer behavioural information
  must be captured and processed
• Customers and employees must share a common
  knowledge base

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• Aspects of service
• The product (e.g. mortgage package, meal)
• The process (how handled)
• The programmes (when dealt with)
• The plant (types of equipment and particular
  usage)
• The people (trained, motivated, rewarded)

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• Characteristics of service industries
• Consumed at point of production
• Customer is present
• Mistakes cannot be hidden
• Greater importance of right first time
• Process is hard to control with customer there
• Customers react to situations

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• Almost all services depend, in one way or
  another, on other services, as part of the input,
  throughput or output and sometimes all three
• Quality.. applies as much to the relationships
  along the chain as it does to the ultimate link
• Lucy Gaster, Quality in Public Services

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• Complaint Handling
• Help customers to complain accurately (know
  exactly what has gone wrong)
• Have a well established and speedy
  procedure
• How are customers from hell dealt with?
• How do we interpret numbers of complaints?

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• Web-based Customer Care
• Historically, we use a cost-free call-centre
• Virtually every area of customer support
  (information, support, maintenance, warranties,
  upgrades, status) can be handled over the
  Internet.
• E-commerce allows possibilities for accessing
  information for life-time value

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• Customer Relationship Marketing
• Creates dialogues with customers to supply needs
  rather than sell products
• Not meant to be a quick fix but a change in
  marketing strategy
• Long term aim is to build customers for life
• Be capable of delivering real solutions

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures
10 Good Customer Habits to Develop

• Be on Time
• Follow Up on Promises
• Under-promise,over-deliver
• Go the extra mile
• Offer Customer Options

• Express Sympathy
• Give Customers highest priority
• Treat co-workers as customers
• Give Customer your name and number
• Develop good telephone manner

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures
10 Good Ways to be a role model

• Start the day right
• Discuss Feelings
• Do the Right thing
• Support Staffs decisions
• Be willing not to know the answer

• Learn to listen
• Take time to socialise
• Good telephone etiquette
• Thank staff often
• Say what you mean (mean what you say)

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures
10 Major Donts (and Dos)

• I dont know
• No
• Thats not my job
• Youre right this stinks
• Thats not my fault

• You need to talk to my manager
• You want it when?
• Calm down
• Im busy just now
• Call me back

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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• De Bonos Six Hats

White Objective info (facts and figures) What facts do I need ? How do I get them?
Red Feelings, emotions, non-rational feelings How do I feel about this ?
Black Why ideas will not work What are downsides ?
Yellow Opportunities, possibilities Advantages? Best possible outcome ?
Green Creative new ideas Fresh innovative approaches, creative
Blue Control of the thinking process Cool Review thoughts, think of next logical step
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BS2914 Quality Management Customer Care2
Customer Care philosophy and procedures

• How would you plan a customer care programme for
  a library/information centre ?