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CUSTOMER
RELATIONSHIP
MANAGEMENT

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Those with a positive attitude and a cheerful outlook
Those who can allow customers to be right (even on
the occasions when they are not)
Those who genuinely enjoy working with and for
other people
Those with the ability to put the customer on
center stage
Those who view their job primarily as a human
relations profession
Service Winners..
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Service is.
Customers in a restaurant want more than a meal
Guests in hotels want more than a room
Client in a transaction want more than a settlement
Customer want more that just the product or
service that is offered they also want to be
treated well
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Service is Intangible
Service is
intangible
Intangibles deal with
the human side of an
organization
They include human
emotions, behaviors,
understandings, feelings,
and perceptions
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Service is Intangible
Examples of
customer service
intangible :
Satisfaction
Attentiveness
Flow
Helpfulness
Sensitivity
Tone
Attitude
Knowledge
Understanding
Tact
Guidance
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Service
The procedural dimension
Consist of the established
systems and procedures to
deliver products and/or
services
The personal dimension
How service providers (using
their attitudes, behaviors,
and verbal skills) interact
with customers
Two Dimensions of Service
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Two Dimensions of Service
The Freezer
Low in both personal and
procedural service. Motto
: We dont care
The Friendly Zoo
Bad in procedural service,
good in personal service.
Motto : We are trying
hard, but dont really
know what we are doing
The Factory
Good in procedural service,
bad in personal service.
Motto : You are number. We
are here to process you
Quality Customer Service
Excellent in both the
personal and procedural
dimensions. Motto : We
care and we deliver
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Key Elements of
Quality Service
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Assurance
Five Elements of Quality Service
Tangible
Empathy
Responsiveness
Reliability
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Five Elements of Quality Service
Reliability
The ability to provide what was
promised, dependably and
accurately
Action strategy : make sure that
you correctly identify customer
needs, promise only what you can
deliver, and follow through to
ensure that the product or service
was received as promised
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Five Elements of Quality Service
Assurance
The knowledge and courtesy of
employees, and their ability to
convey trust and confidence
Action strategy : take the time to
serve customers one at a time.
Provide service assertively by
using positive communication
techniques and describing
products and services accurately
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Five Elements of Quality Service
Tangible
The physical facilities and
equipment and the appearance of
personnel
Action strategy : maintain
workspaces in a neat, orderly
manner, dress professionally, and
maintain excellent grooming and
hygiene standards
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Five Elements of Quality Service
Empathy
The degree of caring and
individual attention provided to
customers
Action strategy : listen for
emotions in your customers
messages. Put yourself in their
place and respond
compassionately by offering
service to address their needs
and concerns
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Five Elements of Quality Service
Responsiveness
The willingness to help
customers and provide prompt
services
Action strategy : project a
positive, can-do attitude. Take
immediate steps to help
customers and satisfy their
needs
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Service Culture Components
Delivery
System
Training
Motivators
and reward
Employee
roles and
expectations
Policies and
procedures
Management
support
Service
mission
SERVICE
CULTURE
Products
and services
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Service Culture Components
Service
mission
Products
and services
The direction or vision of an
organization that supports day-to-day
interaction with the customer
The material, products, and services
that are state of the art, competitively
priced, and meet the needs of
customers
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Service Culture Components
Delivery
System
Training
Motivators
and reward
The way an organization deliver its
products and services
Instruction or information provided through a
variety of techniques that teach knowledge
or skills, or attempt to influence employee
attitude toward excellent service delivery
Monetary rewards, material items, of
feedback that prompts employees to
continue to deliver service and perform at
a high level of effectiveness and efficiency
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Service Culture Components
The specific measures that indicates what
is expected of employees in customer
interactions and that define how employee
service performance will be evaluated
The guidelines that establish how various
situations of transactions will be handled
The availability of management to answer
questions and assist frontline employees in
customer interaction when necessary
Employee
roles and
expectations
Policies and
procedures
Management
support
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Key Skills for
Quality Customer
Service
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Know Your
Organization
Know Your
Product/Service
Know Your
Customer
Customer
Service
Person
What You Should Know?
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Know Your
Organization
Know Your Organization
Organization mission
and vision
Organization culture
Customer interaction
policy and procedures
Company support for
product/service
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Know Your
Product/Service
Know Your Product/Service
Product /service
development and
quality improvement
process
Product/service
configuration
Performance data and
specification
Maintenance and care
Price and delivery
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Know Your
CUSTOMERS
Know Your Customers
Customer Needs
Customer Concerns
Customer Personality
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Developing Excellent Communication
with Customers
Excellent Verbal
Communication Skills
Excellent Non-Verbal
Communication Skills
Excellent Listening
Skills
Productive
Relationship
with
Customers
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Plan your messages
Greet customer warmly and
sincerely
Be specific
Use small talk
Use simple language
Paraphrase
Excellent Verbal Communication
with Customers
Communicating
positively..
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Ask positively phrased
question (Instead, Why do you
feel that way , use: What makes
you feel that way? Instead, Why
do you want that color, use :
What other colors have you
considered?)
Communicate to your
customers style
Agree with customers
Solicit customer feedback and
participation
Excellent Verbal Communication
with Customers
Communicating
positively..
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Words and phrases that build
relationship:
Please
Thank you
I can or will
How may I help?
I understand how you feel
Youre right
May I
Would you mind..
I apologize for.
Excellent Verbal Communication
with Customers
Communicating
positively..
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Words and phrases that damage
relationship:
You dont understand
You dons see my point
Hold on a second
Our policy says (or prohibits)
Thats not my responsibility
What you need to do is..
Why dont you
The word problem
The word but
The word no
Excellent Verbal Communication
with Customers
Avoiding
negative
communication
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Six C of giving good information
to customers

Clear Concise
Courteous Complete
Correct
Concrete
Excellent Verbal Communication
with Customers
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Non Verbal Communication with
Customers
Non Verbal
Behavior
Body language
Volume Cues
Appearance
and Grooming
Miscellaneous
Cues
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Non Verbal Communication with
Customers
Body language
Volume Cue
Eye contact
Posture
Facial
expression
Gestures
Pitch
Volume
Rate of speech
Voice quality
Articulation
Pauses
Silence
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Non Verbal Communication with
Customers
Appearance
and Grooming
Miscellaneous
cues
Hygiene (regular
washing and
combing of hair,
use of mouthwash
and deodorant)
Clothing and
accessories
Personal
habits
Proper
etiquette and
manners
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Eye contact, posture, facial
expression, gestures
Brief eye contact
Eyes wide open
Smiling

Nodding affirmatively

Expressive body gestures

Open body stance
Listening actively
Remaining silent as
customer speaks
Gesturing with open hand

Clean, organize work area

Yawning
Frowning or sneering
Attending to matters other
than the customer
Leaning away from customers
as he/she speaks
Subdued or Minimal hand
gestures
Staring blankly or coolly at
customers
Interrupting

Pointing finger or object at
customer
Disorganized, cluttered work
space
Positive Negative
Positive and Negative Communication Behavior
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Characteristics of Good Listener
1. Empathy
2. Understanding
3. Patience
4. Attentiveness
5. Objectivity
Good
Listener
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Strategies for Improved Listening
Stop talking !
Prepare yourself
Listen actively
Show willingness to listen
Show empathy
Send positive nonverbal cues
Dont argue
Ask questions
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To listen more effectively..
Attend physically the right body language helps us
to focus on the customer and encourages the customer
to give us more information
Attend mentally follow the customers flow of
thought, listen to understand, not evaluate; listen first,
then assess
Check it verbally paraphrase, clarify, probe further,
summarize your understanding
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Dealing Assertively with Customers
Look customers in the eyes as you speak
Grasp firmly without crushing
Think, plan, speak a specific question
Stop, gather thoughts, speak
Apologize if you make a mistake
Increase volume, sound firm and convincing
Take responsibility, resolve the problem
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Customer Focused Behavior
Act promptly
Guide rather than direct
Dont rush customer
Offer assistance
Dont keep customer waiting
Avoid unprofessional actions
Customer
focused
behavior
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Addressing Customer
Needs and Behavior Style
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Addressing Customer Needs
To Feel Welcome
To Feel Comfortable
To Be Understood
To Feel Appreciated
To Feel Important
To Be Respected
Customer Needs
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Addressing Customer Needs
To Feel Welcome
To Feel Comfortable
To Be Understood
Use an enthusiastic greeting, smile,
use the customers name, thank the
customer, be positive
Listen actively, paraphrase, ask key
question, give positive feedback,
empathize
Use an enthusiastic welcome, relieve
anxiety through friendly
communication, explain your action
calmly, ensure physical comfort
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To Feel Appreciated
To Feel Important
To Be Respected
Thank the customer, follow up, go
beyond service expectations, provide
special offers, remember special
details about the customer
Use the customers name, give
special treatment when possible,
elicit opinions
Listen, dont interrupt, acknowledge
the customers emotions and concerns,
take time to serve, ask advice, elicit
feedback
Addressing Customer Needs
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Four Styles of Behavior
Dominance
Influencing
Steadiness
Compliance
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Four Styles of Behavior
Dominance
Appears to be quite busy
May give the impression of not
listening
Displays a serious attitude
Voices strong opinions
Influencing
Appears quite active
Takes social initiatives in most
cases
Likes to encourage informality
Expresses emotional opinions
(feelings)
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Four Styles of Behavior
Steadiness
Compliance
Give the appearance of being quiet
and reserved
Listen attentively to other people
Tend to avoid the use of power
Make decisions in a thoughtful and
deliberate manner
Control emotional expressions
Displays a preference for
orderliness
Tends to express measured
opinions
Sees difficult to get to know
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Strategies to Deal with Dominance Person
Dominance
Keep the relationship a businesslike as
possible
Develop strong personal relationship is
not a high priority for dominance
person
Be as efficient, time disciplined, and
well organized as possible
Provide appropriate facts, figures, and
success probabilities
Try to identify their primary objectives
and then determine ways to support
with these objectives
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Strategies to Deal with Influencing Person
Influencing
Be enthusiastic
Avoid an approach that is too stiff and
formal
Take time to establish goodwill and
build relationship
Do not place too much emphasis on
the facts and details
Plan actions that will provide support
for their opinions, ideas and dreams
Maintain good eye contact
Be a good listener
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Strategies to Deal with Steadiness Person
Steadiness
Take time to build a social relationship
with the steadiness person
Spend time learning about the things
that are important in this individuals life
Provide personal assurance and support
for their views
If you disagree with a steadiness person,
cur the desire to disagree assertively;
steadiness person dislike interpersonal
conflict
Give them the time to comprehend your
explanation/responses. Patience is
important
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Strategies to Deal with Steadiness Person
Compliance
Provide a thoughtful, well organized
approach
Take a no-nonsense, businesslike
approach
Use specific questions that show
clear direction
Provide detailed and comprehensive
information
Never pressure the compliance
person to make quick decisions
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Resolving Service
Breakdown
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Service Breakdown

Service breakdowns occur whenever any
product or service fail to meet the
customers expectations

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Service Recovery Strategy
Express
respect
Listen to
understand
Uncover the
expectations
Outline
the
solutions
Take action
and follow
through
Double
check for
satisfaction
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Service Recovery Strategy
Express
respect
Listen to
understand
Uncover the
expectations
"What you
are telling me
I important
Listen carefully;
empathize with
the customer; and
do not make
excuses or
interruption
Please tell me
what happened
Will you please
tell me what you
feel need to be
done?
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Service Recovery Strategy
I will take
this action or
You have
several
choices
You refund has
been requested. I
will personally
check with
accounting to
ensure your check
goes out Friday
I am following
up to make
sure your
check arrived
Outline
the
solutions
Take action
and follow
through
Double
check for
satisfaction
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Roadblock to Service Recovery
Not listening
Lack of respect
Inadequate materials or supporting
equipment
Poor or inadequate communication
Lack of training
Work conflict
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Dealing with Difficult People
Dont take it personally
Remain calm, listen carefully
Focus on the problem, not the person
Reward yourself for turning a difficult
customer into a happy one
When all else fail, ask for help

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Introduction
The term Customer Service is often used in
business circles. What does it actually mean?

Customer Relationship is a small term given to
a vast industry. This module is an attempt to
understand what this phenomenon is all about.
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Continued.
Customers are the ones who dictate whether
your business would be successful or not.

If you need a job and the company needs
business, YOU need customers.

Satisfaction of the customer is the most
important factor, which plays a major role in
having a loyal customer.

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Customer Service
can be defined as
Doing ordinary thing extraordinarily well.

Going the extra mile.

Providing pleasant & courteous service.

Customer Experience.
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a Customer
is someone we serve.

We depend upon customers & its not the
other way around.

A customer is the reason for our business &
not an interruption to it.

Customers are moody & very powerful.

Customers are intelligent & know exactly
what they want.
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Who are Customers?
The most important person in any business.
Is not dependent on us.
Not an interruption but the purpose.
Is part of our business not an outsider.
We arent doing a favor by serving them.
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A Customer is not just money. They are
human beings with feelings & deserve to
be treated with respect.
Is a person who comes to us with their
needs & wants.
Deserves the most courteous attention we
can give them. They are the lifeblood of
every business.
Who are Customers?
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You as a Customer
Do you want & demand action?
Are you very direct and to the point in your
statements?
Do you make it clear what you want?
Do you lack patience?
Do you tend to speak faster?
Are you focused on results?
Are you usually not interested in details?
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Impact
The Impact is made out to people within 15
45 seconds through your action.
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The term Customer Service details
the process that companies have
devised, to enhance the experiences
customers have while dealing and
interacting with their company. The
focus here is to provide the customer
with excellent, friendly and accurate
services. The emphasis here is to
provide a personal touch.
Customer Service
&
Relationship
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Customer Service - GUEST
G Greet the customer
U Understand customer needs
E Explain features & benefits
S Suggest additional items
T Thank the customer
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The Truth About Customers
Ten times more expensive to acquire a
new customer than to keep a current
customer

Customers are lost primarily due to
indifference (66%) versus
dissatisfaction (14%)
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9%
9%
13%
69%
Others

Product
Dissatisfaction

Better Prices
Elsewhere
Poor Service
Why Customers leave?
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Customer Delight
Exceeding customers expectation is
delighting customers

The customer reacts with a wow in
return for the product /service

Every interaction with the customer has an
opportunity to create delight

The challenge is to consistently maintain
the delight factor
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What Customers Want
Dignity and Respect
Services meet expectations
Success
Help with problems
Treated as individuals
Respect their self-image
Respect their time
Someone on their side
Correct information

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How do we delight our
Customers?
Build a Rapport with the customer
Common Ground
Pacing & Leading
Credentials
Psychological Truth
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Customer Service
Attitude
Customer Service is

80% Attitude
&
20% Technique