Customer care has become one of the most important issues facing businesses in every market – there are less customers, spending less and making fewer purchases. There has never been a more appropriate time for every organisation to examine it’s approach to customer retention.  

Customer care programmes come under a number of titles – customer services, customer satisfaction, customer focus, customer orientated etc.

Their common theme is meeting the customer’s requirements and ensuring that all aspects of the business contribute to customer satisfaction. The intention is to build repeat business if customers are satisfied with the product and the standards of service they receive, they will return again and again.

Inconsistent Customer Care
 
Inconsistent customer care performance can have a negative effect on customer perceptions. Petrol companies for example, know that every time a customer walks into one of their outlets, wherever they are in the country, they should expect to receive the same standards of service. Nation-wide consistency is essential when customers are likely to visit multiple outlets – one poor performance can threaten the customer’s perception of the entire operation.

What Is Customer Care? 
 
 Customer care is about addressing three sets of requirements:
 
• Customer
 
• Staff
 
• Organisation
 
These requirements are interrelated, i.e. it is more difficult to deliver consistently high standards in customer care if the needs of both the organisation and the staff are not taken into account

Customer Requirements
 
• Excellent personal service – feels valued, listened to, treated as an individual

• Products that meet expectations

• Encouragement to express views and give feedback

• Effective relationship with the organisation

• Problems and complaints are handled effectively

Staff Requirements
 
• Effective management style

• Suitable working environment – pay and conditions / tools for the job

• Relevant training to develop skills

• Career potential

• Clarity of role / job description

• Performance standards and appraisal systems

• Sense of involvement / value

• Open communication

• Teamwork

• Rewards / Recognition

Organisational Requirements
 
• Mission statement
 
• Corporate structure
 
• Feedback and communication systems
 
• Profit
 
• Human and technical resources
 
• Demonstrated commitment

Who Are Your Customers?  
 
If you are not serving the customer, you should be serving someone who is. Harmonious relationships with customers and colleagues are essential to service success, because providing outstanding customer service is primarily a team effort. For excellent customer service to exist it has to be practised on an internal basis

The What And The How
 
 The “What” is the material and the “How” is the personal element. To be outstanding, organisations must deliver excellence in both material and personal service. Customer service is no longer just a question of interpersonal skills

The difference between you and your competitors is achieved when expectations are exceeded. Doing the unexpected, going the extra mile, moves us from meeting expectations to exceeding expectations

How To Delight Customers:
 
• Be enthusiastic enthusiasm is the driving force of quality service.Customers do not just want products they want products plus enthusiasm
 
• Be professional the word professional does not go with the job it goes with the person
 
Be The Best
 
• Someone, somewhere has to be the best at this job – why not me?

• Decide to be outstanding
 
How To Be The Best
 
• Use positive self talk – e.g. tell yourself ‘Everyday in every way, i get better and better’

• Don’t be ordinary

• Develop a ‘How can I do it better?’ mind set

Today Everyone Sells
 
 In a successful company the number of sales people equals the number of employees

• Everyone sells something  – either products, services or the image of the company
 
And Finally: How To Help Yourself Sell
 
• Pay attention  – give people the benefit of your attention

• Customers like to give their business to those who show they want it

Ready to overhaul your customer service approach? You’ll find a lot of helpful advice here

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