Customer Service

Excellence
Ndidi Adegbite
BODE ZAKARI MGT. CONSULTANTS (BZMC)
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 Course Outline

• What is Customer Service

• How can we provide Excellent
Customer Service
• Identifying and Meeting Customer
Expectations and needs
• Building Relationships
• The Sales Process
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 At the end of this session participants should be
able to:

Define Customer Service

Learning Describe Customer Service Excellence

Objectives
Appreciate the role they should play in
delivering excellent customer service

Learn about the sales process

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 Ice Breaker

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What is Customer Service?

• The orientation of all

resources and all people in a
Company towards Customer
Satisfaction’

• In other words;

• ‘Customer Service is the sum

total of what an organisation
does to meet customer
expectations and produce
customer satisfaction. ‘

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What is Customer Service?

• Customer Service
• The act of taking care of the
customer's needs by providing
and delivering professional,
helpful, high-quality service and
assistance before, during, and
after the customer's
requirements are met.

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What is Customer Service?

• The ability to deliver a service or

product in the same way that it
has been advertised
• Any or all interactions which the
customer has with your
organization while conducting
business (this includes all E
Banking Channels)
• About the level of focus,
courtesy, and making allowance
for diversity as we deal with
different types of customers
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 3 Pillars of Customer Service
• Communicate Clearly

People Skills •
•
Be Empathic
Be friendly – Friendliness begets friendliness
• Be Flexible

Product/Service • In order to advice your Customers about available products/service that suit

Knowledge them the most, you must be familiar with them

• Keep your processes short and simple (making reservations, checking

Process Mastery in/checking out, handling complaints, access to the hotel’s services, room
service)

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Importance of Customer Service

Satisfied customers will tell between 3 and

5 people about a positive experience
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Importance of Customer Service

A dissatisfied customer will tell approximately 10

people and cause reputational damage to the
organization
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Importance of Customer Service
Cost of Poor Service

The cost of attracting new Customers is six times more than that of
retaining existing customers

It takes 12 positive incidents to make up for 1 negative one

A customer is 4 times more likely to defect to a competitor if the

problem is service related than price or product related

Of the customers who quit doing business with you, 68% do so because
of an attitude of indifference by the company or a specific individual

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Bad Customer Service
Bad Customer Service occurs for a customer when
service delivery is below their expectation

Average or
High Bad
poor
Expectation Service
Delivery

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Good customer Service
This happens when Customers get the kind of
service that they expect;

Customer Service
Good Service
Expectations Delivery

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Excellent Customer Service
• This happens when the service delivery exceeds the customers
expectations

Customer High Service Excellent

Expectation Delivery Service

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 Excellent Customer Service

According to the Quality Assurance Report ;

• ‘It is only when a company knows exactly
what kind of service its customers expect,
delivers on those expectations 100% of the
time at a price that customers are willing to
pay, whilst still getting an acceptable return,
can the Company claim to excel in Customer
Service

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Excellent Customer Service

• The Sum total of the experience

required to meet and exceed a
customer’s emotional and
intellectual needs and then
adding value

• Providing service to customers

the way the customer wants it
by meeting needs and
exceeding expectations.
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Excellent Customer Service
• The ability of the provider to consistently meet,
manage and exceed customer expectations

• The process of consistently communicating to every

customer – whether it is an internal customer or
external customer – that they are valued, and that their
satisfaction is paramount to your organization

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Video on
Excellent
Customer
Service

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 Exercise

• Identify a service leader you admire.

• What is the service they offer that their competitors have
failed to copy?

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Poor, Good and
Excellent Service
– Role Play

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Delivering Excellent
Customer Service
• Every employee of an
organization has a role to
play In order for the
Company to deliver
excellent Customer Service.

• This will increase

customer loyalty, customer
retention and ultimately
customer satisfaction

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Becoming a Service Excellence Champion

Do you have the right attitude?

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 Becoming a Service Excellence Champion
We can develop the right attitude for service by cultivating these
qualities:
• A “customer-first” mindset • Resourcefulness

• Personalized Response • People Orientation

• Respect • Speed
• Reliability • Enthusiasm

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 Delivering Excellent Customer Service Case Study

When a young Ritz customer left his beloved

Joshie, the Giraffe toy at the hotel, his father
Chris Hurn emailed the Ritz to explain the
situation.
They responded by not only sending the
beloved toy home, but by creating a photo
booklet showing everything Joshie had done
during his extra stay.
If a hotel had done that for your child, would
you stay anywhere else?

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Who is a Customer?

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Who is a • A Customer is the recipient of a good or a service, or a
product or an idea, obtained from a seller or a service
Customer? provider vendor.

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How should
we treat our
Customers?

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 Who is our Customer?

• The biggest asset of any business • Human beings with feelings and
• The one who will go where he/she deserve to be treated with respect.
receives the best attention • Anyone who comes to us with their
• The one who actually pays all Salaries, issues/needs and it is our job to satisfy
Allowances and Bonuses them.
• NOT AN INTERRUPTION OF OUR • Deserve the most courteous attention
WORK, BUT THE PURPOSE OF IT! we can give them.
• Does us a favor when they come in. • The life blood / biggest asset of every
We aren’t doing them a favor by business.
serving them

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Class
Discussion
What do our Customers
want?

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What do Our Customers Want?

• Quick Service • Acknowledgement

• Consistency • A Pleasant attitude
• Simplicity • Genuine effort
• Options • Confidentiality

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Class Discussion

Customer is King

What does this phrase mean to

you?

How then should you treat

Customers?

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 Building Relationships
• Customer loyalty describes an ongoing
emotional relationship between you and
your customer.
• This manifests itself in the Customer’s
willingness to engage with and repeatedly
purchase from you instead of your
competitors.
• Loyalty is the byproduct of a customer's
positive experience with you and works to
create trust.

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What Makes Customer Loyal?

Customer Service

Customer Experience

Customer Satisfaction

Customer Loyalty
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Class Discussion

In your own role what

can you do build
relationships to make
Customers Loyal?

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 Internal Customers

• Any employee within an

organization that, at any time, is
dependent on another employee
in that organization.

• It can be someone you work for

as well as someone who works
for you.

• Stakeholders and shareholders

are also internal customers.
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Internal Customer

• Do you consider your coworkers

as customers? Why or why not?

• Currently, what are you doing to

exhibit good customer service
to your internal customers?

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External Customers
External customers create the
impetus for making and selling
products.

They are people that pay for and

use the products or services
your company offers.

A person who is connected to

your organization because they
buy your product or service.

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Internal Vs External Customers
THEY ARE BOTH IMPORTANT!!
• External customer pay the bills
WHO IS KING?
• Internal customers are partners
in rendering service
• They are both your bosses.

You do not work for your

Who do we really
company. You work for your
treat as king?
customers
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Customer Expectations
• 90% of the public forms their
opinion of a company based on the
customer service experience
• 70% of companies think they
already deliver great service
• BUT, only 46% of customers report
satisfaction

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 Your own Customer
Service Experience

• Tell us about a bad Customer

Service Experience and the
impact on your perception of the
organisation

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 Your own Customer Service
Experience

• Tell us about a time that you

had a delightful Customer
Service Experience!

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 Handling and Resolving Complaints

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 • “An expression of dissatisfaction made to an
organization, related to its products
(services), or the complaints-handling
process itself, where a response or
resolution is explicitly or implicitly
expected”
• AS ISO 10002 Customer
What are satisfaction – Guidelines for
complaints handling in
Complaints? organizations

• A Complaint is statement of unhappiness---

a statement expressing discontent or
unhappiness about a situation. In short,
expectations are not met.

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Customer Complaints
• 96% of unhappy customers don’t
complain, however 91% of those will
simply leave and never come back
• Complaining customers are a
company’s best customer; they spend
more and have longer tenure.
• If you resolve a complaint on the spot,
95% will do business again.
• 7 out of 10 complaining customers will
do business with you again if you
resolve the complaint in their favor.

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 1. Why should complaints be
considered as opportunities?
2. Think about yourself as a
“customer” for a moment and how
you feel when you experience
Class service that leaves you
dissatisfied.
Discussion 3. Are you more likely to talk about
your unsatisfactory experience
than a positive experience?

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 Customer
Complaints
• Complaints presents us with
great OPPORTUNITIES that we
must take advantage of.

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Handling Customer Complaints

• Thank the customer for sharing the

complaint
• Do not get defensive; apologize if the
error is on the part of the Bank
• Listen actively and summarize key
points to ensure accurate capture of
information
• Do Show Empathy

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 Take ownership and resolve, if it is
within your control. If not, escalate to
the appropriate supervisor

If the solution is not immediate,

ensure that you revert to the customer
Handling within stipulated time

Customer Do follow up till the customer is

Complaints satisfied

Refrain from
apportioning blame; are the Bank!
you
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Causes of Poor Service
• Ignorant Staff with poor
attitudes

• Broken promises

• Poor follow up

• Negative Body Language

• Unfriendly front desk officers

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Conclusion

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 The Sales Process
The Sales Process

A sales process is a set of Typically, a sales process

repeatable steps that consists of 5-7 steps:
a salesperson takes to take a Prospecting, Preparation,
prospective buyer from the Approach, Presentation,
early stage of awareness to a Handling objections,
closed sale. ... Closing, and Follow-up.

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The Sales
Process/Cycle

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The Sales Process: Prospecting
• Prospecting can be defined as the search for
POTENTIAL Customers with probability of
need, in order to increase sales and replace
customers that will be lost over time
• The purpose of prospecting is to get an
appointment.
• You can also get an appointment by making a
cold call to the prospect.
• The first appointment does not usually
translate to an immediate sale

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The Sales Process: Prospecting
• A good salesperson must be creative in prospecting and
spend more time with qualified prospects.

• Creative prospecting begins with thorough planning and

analysis and starts with three questions:

• What are the most attractive features of your products

or services?
• How does your product or service meet the specific
needs of your prospective customers?
• What does your company offer that other companies do
not offer?

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 • Decide the method that you want to utilize to make the first approach
The Sales • Letter: You can only sell one thing at a time; purpose of letter is therefore
to make contact. You follow-up with a telephone call which should turn
Process: into appointment.
• Email: Mails are more effective when you have the specific contact details
Preparing to for the prospect, and you have a strong brand
• Do NOT include brochures at this stage and do not send out more letters
contact than you can follow-up

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 Once the salesperson is able to contact the prospect,
the next step is to ‘qualify’ them using the MAD
framework which ascertains whether they have;
The Sales The Money to buy Financial resources (money to pay
Process: for goods and services)

Contacting The Authority to buy (authority to make the buying

and decision)

qualifying They have the Desire to buy

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 • In using the MAD framework, a salesperson should
conduct a needs analysis by:
• Finding out who the decision-makers are by asking
The Sales "Who else besides yourself might be involved in the
decision-making process?"

Process: • Asking what process, they normally go through

when considering a new financial institution?
• Finding out how and why they made the decision to
Contacting patronize their current product or service providers
(assuming they are replacing a product or service)?

and • Finding out what their time frame is?

• Find out if funds have been allocated
(funds/resources are available) --and how much? –
qualifying is there a budget>
• Find out their specific needs?
• Ask if they could change something about their
product or service, what would it be?
•
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The Sales Process: Handling Objections
• Objections are questions or concerns that must be resolved for people to
make a buying decision
• Some objections are logical and require facts, figures, proof etc. Others are
more emotional and require, understanding, support etc
• Neutralizing or pre-answering objections brings common questions and
concerns to the surface and resolves them in the context of the sales
presentation
• Neutralizing requires you to
• Identify the buyer’s major objections
• Understand why the buyer has objections
• Develop responses that satisfy their concerns
• Present them during the sales presentation

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 The Sales Process: Handling Objections
Common types of Objections include:
Product / Service
• Product/service objections are straight forward and can take the form of the
product and/or service itself, price & timing .e.g. “It costs too much…”
The Sales Institutional
Process: • This usually results from a previous negative experience. These objections are not
stated directly but rather arise when the prospect is reluctant to share information
Handling or becomes evasive
Objections Personal
• This kind of objections are related to you and/ or the prospects personality. This is
the most likely related to style conflict: the manner in which you have dealt with
the prospect (e.g. too slow, too fast), your approach (e.g. too personal or
impersonal)
Political
• Political objectives are related to factors operating within the prospects
environment. This occurs when internal power plays affect the decision
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 The Sales Process:
Handling Objections

Pause for a few

Listen to the entire Remain calm and
seconds before
objection not defensive
responding

Meet the objection Restate the Answer the

with a question to objection to confirm objection by
get more agreement presenting a
information (communication)? solution

Attempt a trial close

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Video on Handling Objections

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The Sales
Process:
Handling
Objections
Practice

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The Sales Process: Closing the Sale

Closing helps people make decisions that are good for them

Once you have asked any form of closing question to conclude your
business discussions, keep quiet.

The longer the silence the more likely you get a yes

Closing the sale is the whole process, presentation, communication,

seller/prospect empathy, following the basic rules.
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The Sales Process: Closing the Sale

Buying Signs Warning Signs

• Frowning
Leaning Pleasant
Relax
forward expression
• Look at watch
• Unresponsiveness
• Tenseness
Nodding
Supporting
decision
Sparkle in the
eyes
• Change of tone
• Taking phone calls
• “Can we continue later?”
Ownership “Can I “What are the • “How long to go?”
expression prepay?” legal fees?”
• “Heard that before”
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The Sales
Process: Closing
the Sale
Summarize:
• Ensure you have approval on
concessions & pricing
• Highlight value added
• Address clients needs & gaps
• Address concerns/neutralize
objections
• Ask for the business/close the
sale
• Sign on your prospect

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Video on closing the sale

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Conclusion
• To achieve success in sales, a salesperson must be conversant
with the sales process

• Proper planning at each stage promotes professionalism

• Acquiring the required competencies at each stage will help tp

boost our confidence and cause us to sell well

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