TOTAL CUSTOMER FOCUS

OBJECTIVES

To define service
To build a customer satisfaction model To understand the characteristics of a customer focus organization

What is Service?
Service is not only giving the customer what they want but also fulfilling the multitude of less obvious customer needs

Service Quality - Critical Dimensions

Reliability - the ability to provide the promised service dependably and accurately Tangibles - the appearance of facilities, equipment and front - line employees

Assurance - the perceived competence and courtesy of front-line personnel which results in customers confidence and trust.
Empathy - the demonstration of a willingness to understand and meet the customers unique needs

Service Quality - Reliability Keeping promises Performing the service at the designated time Reliable business hours Delivering on - time (when promised)

Delivering accuracy (as promised)

Keeping accurate records Doing it right the first time

Accurate responses / answers

Continuity of personnel

Service Quality - Tangibles Appearance of personnel Aesthetic quality of physical facilities Functionality of physical facilities Tools & equipment Advertising/ marketing materials / literature Documents / Documentation

Packaging and labeling

Service Quality - Responsibility

Promptness

Timeliness
Follow through / Completeness of response Quick resolution of problems / errors Product / Service availability Notification of future changes

Keeping on top of trends

Wide variety of services

Service Quality - Empathy

Access and ease of contact

Flexibility / Willingness to accommodate

Understanding / Knowing the needs of the customers Convenient location Individual attention / recognition Offering respect Minimal waiting time Openness to customer suggestions Willingness to customize the offering

Expressing empathy
Empathic Phrases:
I can see why you feel that way I see what you mean That must be very upsetting I understand how frustrating this must be. Im sorry about it

Types of Questions
Open
to gather information - how, why, what, where

Closed questions
Yes/No or objective answer useful to make decisions

usually begins with is, are, do does, have, has can, will, would

Service Quality Reliability is largely concerned with the service outcomes and is the most important dimension in meeting customer expectations Tangibility, Responsiveness, Assurance and Empathy are largely concerned with the service process and are most important ( especially responsiveness, assurance and empathy) in exceeding customer expectations