3. SERVICE v/s SERVICES
•Services are things you do for your customers
•Service is how well an organization does what it
does.
ARISE ROBY
4. SERVICES MARKETING & BEYOND THE FOUR P’s
Product
Price
Promotion
Place
People in Services
Physical Evidence in Services
Process in Services
ARISE ROBY
6. WHAT IS CUSTOMER SERVICE ?
Putting people behind products and
services
Treating customers with respect,
individuality and personal attention
ARISE ROBY
7. TWO TYPES OF ORGANISATIONS
The In - focussed Company
The Customer focussed Company
ARISE ROBY
8. OBSESSION WITH CUSTOMER
The Customer is the business‟s biggest
asset
The Customer pays all salaries, wages
and dividends
The Customer will go where s/he
receives the best attention
You must be your customer‟s best
choice !
ARISE ROBY
9. WHO IS OUR CUSTOMER ?
Not necessarily those who pay but
All those whom we serve
Paying Customer Boss
Colleagues Subordinates
Wife Children
Parents Relative
Neighbours Environment
Fellow Human Beings
ARISE ROBY
10. GOLDEN RULES
Ask not what the customer will do for you !
Assume not what the customer expects from you !
Find out the customer’s expectation and meet it.
WE ARE BORN TO SERVE OTHERS
“SURVIVAL OF THE USEFUL”
ARISE ROBY
11. THE SPIRIT OF SERVICE
Attitude is based on certain values & beliefs
about people, life and work, that leads a
person to willingly serve others and take
pride in his or her work.
ARISE ROBY
12. WHAT SHAPE CUSTOMER’S DECISION TO BUY
People’s skills
Product
Presentation
Process
ARISE ROBY
14. BAD SERVICE v/s GOOD SERVICE
My Treatment
When
My Expectations
Is less
Than
This
=
Bad
Service
GOOD SERVICE IS GIVING CUSTOMERS A LITTLE MORE
THAN WHAT THEY EXPECT
When
My Treatment
exceeds
My Expectations This
=
Good
Service
ARISE ROBY
15. HOW CUSTOMERS DEVELOP EXPECTATIONS ?
Marketing communication channels
Word of mouth
Previous experience with the
Organisation / Employee
Previous experiences with similar
Organisations
ARISE ROBY
16. EXCELLENT SERVICE
Excellent Service =
Enjoying
Giving people little more than they expect
The best service companies have a passion for
service excellence !
Providers of service excellence do it with energy
and enthusiasm !
Excellent service is a win/win/win experience !
In today‟s competitive market place the
customer decides who wins and who loses.
ARISE ROBY
17. LEVELS OF CUSTOMER SERVICE
Rigid ServiceSafe Service
Progressive ServiceIndulgent Service
ARISE ROBY
18. CUSTOMER CARE
It is not enough just to give good service
The Customer must perceive the fact that
he is getting good service
ARISE ROBY
19. HANDLING CUSTOMER COMPLAINTS
Doing the
job right
the first
time
Effective
Complaint
Handling+
Increased
Customer
satisfaction
& brand
loyalty
=
IMPORTANCE OF COMPLAINTS
Gives us another chance to improve our service
ARISE ROBY
20. SOURCES OF CUSTOMER COMPLAINTS
Delivery problems
Installation problems
Lack of information on product use
Problems with enforcement of warranties
Lack of knowledge of the sales person
Indifferent attitude of the personnel
ARISE ROBY
21. FEW ESSENTIALS
STATE OF MIND
POSITIVE ATTITUDE
ABILITY TO
MANAGE YOURSELF
COMMUNICATION
SKILLS
ENTHUSIASM
SELF ESTEEM & ASSERTIVENESSARISE ROBY
22. TRANSACTIONAL ANALYSIS
TA is a method of studying communication
TA is very effective in analysing audience
psychology
ARISE ROBY
35. A POSITIVE ATTITUDE MAKES A DIFFERENCE
Always be positive and enthusiastic
Smile, be friendly and positive
Try to meet a customer‟s reasonable request
Customer doesn‟t care if you are having a bad
day
You should leave your problems at home
Customers expect to get what they pay for
Your good attitude will make work enjoyable for
you and your customers
ARISE ROBY
36. POSITIVE ATTITUDE
What is Attitude?
Attitude is the way we look at things.
Two types of Attitudes
Positive Negative
The foundation of your success is positive Attitude.
ARISE ROBY
37. FACTORS THAT DETERMINE OUR ATTITUDE
ENVIRONMENT
Home, School, Work,
Television, Newspapers, Magazines,
Books, Cultural & Religious
background, Traditions & Beliefs,
Social environment.
EXPERIENCES
Our behavior changes
according to our experiences with
people and events in our life.
EDUCATION
Formal & Informal ARISE ROBY
38. COMMUNICATION SKILLS
Effective rules for effective
communication :
Speak the same language
Make sure every word is heard clearly
Repeat important information
ARISE ROBY
41. ACTIVE LISTENING
•Quiten your own mind
•Control the environment
•Use positive nonverbal signals
•Use positive verbal signals
•Use pauses
•Summarize
•Avoid unhelpful behaviors
•Listen carefully to what is being said
ARISE ROBY
42. SELF-ESTEEM
Self-esteem is the way we feel about ourselves.
When we feel good about ourselves:
Our performance goes up
Our relationships improve - at home & outside
The whole world looks nicer
There is a direct co-relation between feeling and
behavior.
ARISE ROBY
43. SIGNS OF SELF-ESTEEM
A person with self-esteem:
Pushes on, in spite of setbacks and obstacles in his
path
Adjusts easily to whatever is
Knows how to relax
Trusts others - others find him trustworthy
Helps others without hesitation
Appreciates whatever good is there in others
ARISE ROBY
44. LOOK IN THE MIRROR
What do you see of yourself?
Do you look confident?
Do you look healthy?
Do you have a pleasing personality?
Are you happy with your self image?
ARISE ROBY
47. IMPORTANCE OF ASSERTIVENESS
•Assertive people are much more likely to get
more of what they want.
•Assertive people feel good about themselves and
their behavior.
ARISE ROBY
48. BENEFITS OF BEING ASSERTIVE
•You will manage your time and stress levels
more effectively by setting realistic limits.
•You can influence others by stating your
preferences and opinions clearly and in an
appropriately, easily-heard way.
•You will learn more quickly what others think or
would prefer.
•You will deal with problems more easily.
ARISE ROBY
49. WHEN TO SAY NO !
Government rules and regulations
Company policies and procedures
Out of stock
Just not possible
ARISE ROBY
50. DEFINITION:
Divine transport - intense emotion which leads
to joyous action
Enthusiasm is the best communication tool:
•Enthusiasm liberates
•Enthusiasm provides energy
•Enthusiasm is contagious
•Enthusiasm is a skill and not a GIFT
ENTHUSIASM
ARISE ROBY
51. LOOK GOOD
•90% of us make decisions
about others in a few
minutes.
•Over 50% of our personal
impact is through our
appearance, our body
language and facial
expressions.
ARISE ROBY
52. MANAGING YOURSELF
Do not return anger for anger
Avoid fuelling the anger
Keep control of the situation
Be quiet and listen
Don‟t make excuses
Recognise the customer‟s feelings
Probe
Solve problem
Soothe problem
Apologise whenever requiredARISE ROBY
53. YOU ARE A WINNER
•YOU ARE
PROGRAMMED BY GOD
& NATURE TO BE
SOMEONE
•YOU ARE TODAY THE
RESULT OF WHAT YOU
HAVE THOUGHT
YOURSELF INTO
BECOMING
ARISE ROBY
54. QUALITY
Quality of a product or service is what the
customer feels it is.
Customer judges quality on :
Responsiveness
Competence
Courteousness
Sensitivity
Consistency ARISE ROBY
55. THE FIRST 4 & THE LAST 2 MINUTES
How to maximise :
Avoid ritual or routine activity or standard
phrases
Smile - even if it is on the telephone
Avoid moans, groans and negative comments,
about self, weather, work, another person, etc.
Deal with customers in turn, make every
customer your favourite
Avoid rushing or doing too many things at onceARISE ROBY
56. Get the Customer‟s name as soon as possible
and use it
Look at people. Take an interest in them. Pay
attention to how they are, what they are, what
they are doing and saying
Don‟t chat to other staff when customers are
about
Greet them with enthusiasm and look for
positive, genuine things to say about them
THE FIRST 4 & THE LAST 2 MINUTES
ARISE ROBY
57. THE FIRST 4 & THE LAST 2 MINUTES
Assess what kind of help they want :
To be left alone
To be approached
To be chatted to
To be direct with
Have something positive to say when you
or they leave
Get a definite closure, don‟t let it just ebb
away ARISE ROBY
59. MOMENTS OF TRUTH
When what is communicated at Moments
of Truth is that :
The Customer is Respected
And Understood
And treated Genuinely,
The foundations are laid for
Quality Service
ARISE ROBY
60. CUSTOMER LOYALTY
A Customer is loyal when over time, he has received
consistent, prompt, and courteous service and
products
Customer loyalty is encouraged by four principles :
Good products at fair prices
Effort
Consistency
Attention to „little‟ things
ARISE ROBY
61. SERVICE v/s SERVICES
•Services are things you do for your customers
•Service is how well an organization does what it
does.
ARISE ROBY
62. EXPECTATIONS & PERCEIVED VALUE
PERCEIVED VALUE =
SERVICES x SERVICE
-------------------------------
PRICE
ARISE ROBY
64. YOU ARE ON STAGE
When you‟re serving a customer,
you‟re on stage
Are you dressed for the part ?
Do you know your lines ?
Do you understand the play ?ARISE ROBY