Creating and Maintaining a Culture of Customer Care: Session 2 Report

This report analyzes the creation and maintenance of a customer care culture, drawing from a session recap. It defines 'customer' and explores the significance of customer care culture, highlighting its impact on revenue, sales, and customer retention. The report differentiates between internal and external customers, outlining their respective needs and expectations. It covers customer service, satisfaction, and the evolution of customer care, emphasizing the importance of meeting customer needs and expectations through various strategies. The report also discusses customer perception, service evaluation, and essential customer service skills, underscoring the significance of consistent and effective customer interactions across all channels. It concludes with a focus on the importance of understanding and meeting customer needs to foster a positive customer experience.

Creating a Culture of Custo
Ama De Silva
Session 2

Recap
•Who is a customer?
A customeris someone who makes use of the paid products of an individual o
organization. This is typically through purchasing or renting goods or servic
•What is a culture of customer care?
Organisations have different ways of treating customers. Even organisation
same industry might have significant differences customer experiences. Int
customers plays a major role in shaping this culture.
•Importance of customer care culture
Customers are your only source of revenue
Customers act as an external sales force
Potential clients prefer to listen to existing client experiences
It is 6 times more expensive to find new customers than to serve existing o
Satisfied customers will repeat purchase

Recap cont.
•What is customer satisfaction?
It is the point where customer expectations meet customer experienc
Internal staff should be trained to meet those expectations. Creating custo
culture means building an environment where the organization always strid
satisfy customer expectations.

What is customer service?
Customer service also known as Client Serviceis the provision of
service to customers before, during and after a purchase.
According to Turban et al.
“Customer service isa series of activities designed to enhance
the level of customer satisfaction that is, the feeling that a
product or service has metthe customer expectation.”
Its importance varies by product, industry and customer. As an
example, an expert customer might require less pre-purchase
service (i.e., advice) than a novice. In many cases, customer
service is more important if the purchase relates toa “service”
as opposed to a“product".

• Customer service may be provided by a person (e.g., sales and service
representative), or by automated means called self-service. Examples o
service are Internet sites.
• Customer service is normally an integral part of acompany’s customer value prop

There are 2 types of customer for an organisation
Internal customers
External customers
Types of Customers

Internal customers
Your colleagues who need your assistance to fulfil their obligations to their
customers
Staff in other departments, Other staff teams, Managers, Colleagues in ow
department, supervisors, own work team

Typical Needs of an internal custo
Help with information
Support and guidance
Training
Feedback on their performance
Resources/Facilities
Knowledge
Instructions
Customer information/details

Expectations of Internal Customer
Helpful
Timely
Polite
Good clear communication skills
Positive
Supportive
Friendly
Knowledge of the staff and business
systems
Contact details of staff
Training/Motivation
Holidays, Benefits, Pay etc
Performance Indicators (SMART Targets

Types of external customer
Special needs (e.g. language, disabilities)
Business Customers
Families
People on their own
First time or repeat customers
Ages– from the young to the elderly
Nationalities and cultures
School groups

Typical Customer Needs (their main requirem
To request or order a product or service
To obtain information
To ask for advice
To enquire about an order
To change an order or request
To report a problem
To ask for assistance or help
To return or exchange goods

Meeting customer needs– typical examples of how
Menus, brochures, catalogues
Staff with detailed product knowledge
Large signs, product displays
Floor staff, customer service staff
Staff training
Website
Availability/Approachability of staff
Security, Health & Safety procedures

Typical Customer expectations (what they ex
happen)
Being treated honestly and politely
Accurate information
Reliable, helpful and friendly staff
Facilities which meet their needs
Things delivered on time
Accurate and complete information
Reduced waiting times
Good information and advice
Assistance and help when needed

Evolution of Customer Care

The Six Basic Needs of Customer
Friendliness •Understanding
and empathy •Fairness
•Control Options and
alternatives Information

Business Definition for Customer
Expectation:
The needs, wants, and preconceived ideas of a customer
about a product or service.
Customer expectation will be influenced by acustomer’s
perception of the product or service and can be created by
previous experience, advertising, hearsay, awareness of
competitors, and brand image.
The level of customer service is also a factor, and a customer
might expect to encounter efficiency, helpfulness, reliability,
confidence in the staff, and a personal interest in his or her
patronage. If customer expectations are met, then customer
satisfaction results.

Needs and Expectations
NEEDS
Customer needs may be defined as
the facilities or services a customer
requires to achieve specific goals or
objectives. Needs are generally
non-negotiable, but may be
optional or of varying importance
to the customer. In any transaction,
customers seek value-for-money,
and will often consider a range of
vendors' offers before settling on a
purchase.
EXPECTATIONS
Customer expectations are based
on perceived values offacilities or
servicesas appliedto specific
needs. Expectations
are influencedby cultural
values,advertising,marketing,
and other communications,
both with the supplier and with
othersources. Expectations are
negotiable and modifiable.

Customer satisfaction
Customer satisfaction, a business
term, is a measure of how
products and services supplied by
a company meet or surpass
customer expectation.
It is seen as a key performance
indicator within business and is
part of the four perspectives of a
Balanced Scorecard.

Co-relation between Customer
Perception & Service Evaluation
Customerperception and service evaluationboth are co-
related. If then service provided by us is up to thecustomer’s
perception and expectationsthen that createsa happy
customer that helps us in ourorganization’s growth.
In an organization we are not justselling our products we are
in fact rendering our service also.
Customer’s perceptionsof mechaniccluesare positively
related to their expectations of theservice,humanic values
dominate the influence ofmechanic clues.Ideally,managers
should orchestrate both humanic and mechanic cluesto
deliver a consistent service message.

Customer service skills
• Attracting new customers costs more than retaining existing customers.
• Customer service costs real money
• Understand yourcustomers’ needs and meet them.
• Good process and product design is important.
• Customer service must be consistent.
• Employees are customers, too.
• Open all communication channels.
• Every customer contact is a chance to shine.
• People expect good customer service everywhere.