Session 3

Customer Service And Service Leadership

What is a Service?
A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.

Session 3- Customer Service

Service vs. Customer service

Service encompass a wide range of industries in the field of communications, hotels, utilities, transportation.

Customer Service: Provided by all types of companies these are services provided in support of a company's core products. These include answering questions, taking orders, dealing with billing issues, handling complaints, scheduling maintence and repairs.
Session 3- Customer Service 3

The Service Product

Physical surroundings Features Price

Providers behaviour
Warranty

Packaging Generic benefits Quality After sales support Brand image

Session 3- Customer Service

Providers appearance

Five categories of services / products

Pure tangible goods Tangible goods with accompanying services Hybrid Major service with accompanying minor goods and services Pure services
Session 3- Customer Service 5

Characteristics of Services

Session 3- Customer Service

Marketing Strategies for Service Firms

Product Price Promotion Place

Traditional 4 P marketing approach

People Physical evidence, and Process

Session 3- Customer Service 7

Marketing Strategies are based on

1. Factors not visible to the customer: Internal organization system
2. Factors visible to the customer: Physical environment Contact personnel External communication by the service provider, and Word of mouth communication
Session 3- Customer Service 8

The Basics of Customer Service

A friendly, pleasant greeting A positive & helpful attitude A professional & accurate business transaction A quick resolution to customers problem A sincere thank you for their business An apology for any delay Doesnt it sound too simple?
Session 3- Customer Service 9

Essentials of Customer Care - a Case of Automobile Industry

Reliability and failure frequency Downtime duration Service dependability Out of pocket costs of maintenance and repair service Availability of spares Prompt settlement of warranties Handling of complaints
Session 3- Customer Service 10

Remember: If your customer is

dissatisfied, he has a right to switch, but you have NONE.

Session 3- Customer Service

11

Remember Me?
The customer always ______ in the end. He or she has a ________.
The customer will forgive _______ but will not forgive bad _______.

Treat customers as _________ and they will treat you as an _________.

Session 3- Customer Service 12

Service Leadership

Which Airline Would You Prefer to Fly with?

Or

Why?
Session 3- Customer Service 14

Characteristics of Service Leaders

Service Vision
Service obsession: Service through people Service as a profit centre Nichemanship: tailor your service delivery strategy to suit your customers requirements

High Standards
Quality obsession: Doing things right the first time Reliability Cost orientation

In-the field Leadership Style

Proactive to customers needs Innovative Be first

Empowerment
Make the service provider more responsible

Integrity

Session 3- Customer Service

15

Thank You

Session 3- Customer Service

16