WHAT DO WE MEAN BY ‘EFFECTIVE CUSTOMER SERVICE’?

‘Quality’ is the customer’s overall view of the relative superiority/inferiority of a service or product. Customer satisfaction depends on experience of individual service transactions and feelings about the overall service received - a customer’s previous experience can significantly add to or diminish their level of expectation. We have an opportunity to 'add value' through the way we provide customer care.

 Factors influencing Service Quality and Customer Satisfaction:

 responsiveness
 attentiveness/helpfulness
 care
 friendliness

These factors, though largely intangible, are critical. Customers look for ‘value for money’ – this is not the same as the cheapest option.

 Responsiveness

 respond quickly to customers

 respond appropriately if they have had a negative experience (for example if they have been kept waiting) - ‘I’m very sorry you were kept waiting, how can I help?’

 under promise and over deliver

 respect the customer’s need for information and control (ie a need to feel that they have an impact on what happens)

 build your knowledge of your service/product, organisation and communication channels – the customer’s perception of the organisation will be improved through your informed approach

 successfully managing a customer transaction requires personal communication skills including active listening and effective questioning

 The Importance of Courtesy, Helpfulness and Friendliness

These are factors within your personal control. Think about the degree to which you personally influence customer perception - customers generally think better of an organisation that manages conflict and handles complaints effectively. Interestingly, there is a direct link between satisfied customers and satisfied employees.

 Deal proactively with problems -