‫جودة خدمة المتعاملين ورضاهم‬

Customer Quality Service & Satisfaction

TRAINER: RANIA FREIJ ‫ رانيه فريج‬:‫المدربة‬
INTRODUCE YOURSELF ‫التعريف عن نفسك‬
– NAME – ‫االسم‬
– W H ER E D O Y O U W O R K
– ‫مكان العمل‬
– W H IC H D EP T.
– ‫القسم‬
– N O . O F EX P. Y EA R S
– W H AT Y O U LO V E M O S T A B O U T Y O U R W O R K – ‫عدد سنوات الخبرة‬

– Y O U R EX P EC TAT I O N S – ‫ما تحبه بعملك‬

I N TEN TI O N S TA K I N G T H E C O U R S E
– ‫توقعاتك و نيتك من هذا البرنامج‬

2
What’s the difference ‫ما الفرق‬
• Marketing ‫التسويق‬ •
• Sales ‫المبيعات‬ •
• Customer Service ‫خدمة العمالء‬ •

3
Class Discussion ‫مناقشة‬

What does
CUSTOMER ‫ماذا تعني لك‬
SERVICE
‫خدمة العمالء؟‬
mean to you?

4
Why is Customer ‫لماذا خدمة‬
Service Important? ‫العمالء مهمة؟‬

• Intense competition
• Customers have a choice
• It is the only thing that can make us different from our competitors
• Satisfied and delighted customers will come back
• Dissatisfied customers will not come back.

5
Customer Service: :‫خدمة العمالء‬
Whose Responsibility? ‫مسؤولية من؟‬

6
Customer Service: :‫خدمة العمالء‬
Whose Responsibility? ‫مسؤولية من؟‬

CUSTOMER SERVICE
SHOULDN’T BE JUST A DEPARTMENT,
IT SHOULD BE THE ENTIRE COMPANY.

7
Customer Service: ‫خدمة العمالء‬:
The Basics ‫األساسيات‬
Your Organization sell: ‫تقوم منظمتك ببيع‬:

Products ‫المنتجات‬
Services ‫الخدمات‬
Or
‫أو‬
Both
‫كالهما‬

9
Your Organization has: :‫إن لدى منظمتك‬
Vision ‫رؤية‬
Mission ‫رسالة‬
Values ‫قيم‬

What are they? ‫ما هي؟‬

10
Activity ‫نشاط‬
Choose an Organization in the ‫اختر شركة في االمارات‬
UAE and another outside the UAE ‫واخرى خارج االمارات‬

What is? ‫ما هي؟‬

Their Vision ‫رؤيتهم‬
Their Mission ‫رسالتهم‬
Their Values ‫قيمهم‬

11
What is Customer ‫ما هي خدمة‬
Service? ‫العمالء؟‬
In its most generic form, customer service means providing what the
customer expects in a manner that adds value to the relationship and
enhances the perception and image of the service provider and the
organization they represent
◦ It helps us to see everyone as our customer‫الكل عمالء‬
◦ Providing service means more than just carrying out a transaction
‫الخدمة تعني أكثر من مجرد القيام بعملية تجارية‬
◦ We must help customers any way we can and build effective working relationships with them
◦ Outstanding customer service involves both attitudes and actions

12
Customer Happiness ‫إسعاد المتعاملين‬

The “Service Mindset”

‫عقلية الخدمة‬

13
Service Mindset
An outlook that focuses on creating customer value loyalty
and trust.
A business with this outlook wants to go beyond simply
providing a product or service.
It wants to create a positive and indelible imprint on the
customer:
Providing and delivering professional, helpful, high-quality
service and assistance
Before, during, and after the customer’s requirements are
met.

14
LOVE YOUR
CUSTOMERS

15
Customer Happiness ‫إسعاد المتعاملين‬

Customer Service is all about:

• Providing customers with what they need ‫• تلبية احتياجاتهم‬

• Offering consistent levels of service ‫• الخدمة المتسقة‬

• Exceeding and not just meeting expectations ‫• فوق التوقعات‬

• Fulfilling all customer demands ‫• تلبية متطلباتهم‬

‫• فعل كل ما في وسعنا إلسعاده‬
• Going out of your way to delight customers

16
Customer
In sales, a need is something that solves a real or imagined
problem.
Needs Vs. ‫الحاجة‬
A want, on the other hand, is simply something that would be
nice to have.
Wants Vs. ‫الرغبة‬
Often customers have no idea what they need, they simply
know what they want.
Demands‫المطلب‬
Demands are wants for specific products that are backed up
by an ability and willingness to buy them

17
Customer Expectations ‫توقعات العميل‬
Whatever the customer anticipates (consciously or subconsciously) from the
product, the service and the organization

18
 Exceeding Expectations ‫فوق التوقعات‬
It is not always possible to exceed customer expectations, but it is always possible to
adopt a mind-set that wants to

Often, it is very small things that impress a customer and create a positive perception
◦ Simply remembering something about them, or the last time they called is enough
◦ Following up after a problem reinforces good service

Little touches that exceed expectation and show attention to detail get remembered
and can make a big difference to customer perception

19
 ‫لقاء العمالء و الترحيب بهم‬

Meeting & Greeting Customers

20
The General CS Environment

21
Dimensions of Service Quality ‫أبعاد جودة الخدمة‬
Reliability ‫االعتمادية‬
Perform promised service dependably and accurately.

Responsiveness ‫االستجابة‬
Willingness to help customers promptly.
◦ Example: avoid keeping customers waiting for no apparent reason.

22
Dimensions of Service
‫أبعاد جودة الخدمة‬
Quality
Assurance ‫د‬s‫التأكي‬
Ability to convey trust and confidence.
◦ Example: being polite and showing respect for customer.

Empathy ‫اطف‬s‫التع‬

Ability to be approachable.
◦ Example: being a good listener.

Tangibles ‫ور الملموسة‬s‫األم‬

Physical facilities and facilitating goods.
◦ Example: cleanliness.

23
Perceived Service
‫جودة الخدمة الملموسة‬
Quality
Word of Personal Past
mouth needs experience

Service Quality Expected Service Quality Assessment

Dimensions service 1. Expectations exceeded
Reliability ES<PS (Quality surprise)
Responsiveness 2. Expectations met
Assurance Perceived ES~PS (Satisfactory quality)
Empathy service 3. Expectations not met
Tangibles ES>PS (Unacceptable quality)

24
Gaps in Service Quality ‫الفجوات في جودة الخدمة‬
Word -of-mouth
Personal needs Past experience
communications

Customer

Expected service

GAP 5
Perceived service

Service delivery (including External communications

pre- and post-contacts) to consumers

GAP 1 GAP 3 GAP 4

Translation of perceptions into
service quality specifications
GAP 2
Provider
Management perceptions of
consumer expectations

25
Concepts that are related :‫مفاهيم مرتبطة مع بعضها‬
• Quality ‫الجودة‬

• Standards ‫المعايير‬

• Performance ‫األداء‬

• KPI’s = Key Performance Indicators ‫مؤشرات األداء‬

‫األساسية‬

Results ‫النتائج‬
• Customer Satisfaction – Customer Happiness ‫ رضا – سعادة العمالء‬26
What Are 5 of the Most Common
KPIs in Companies?

Revenue growth.
Revenue per client.
Profit margin.
Client retention rate.
Customer satisfaction.

27
‫?‪What are KPI’s‬‬ ‫ما هي مؤشرات األداء األساسية؟‬
What is a KPI with example? ‫ما هي مؤشرات األداء األساسية؟‬

In simple terms,

key performance indicators are a goal that you work towards achieving.

For the sake of simplicity,

let's look at this example: you own an apple stand, and to be profitable this
month, you have to sell 1,000 apples. So, you set your KPI: sell 1,000 apples this
month.

29
How can we use KPI’s?
They can measure Quantity
Measurements toward Goals, like financial goals
Measure end-targets for achievements
Monitor performance (dept., company, production)
They help employees set priorities
Need to be flexible to reflect changing goals
Should be directly linked company’s goals, vision, direction
KPI Common Mistakes‫األخطاء الشائعة في مؤشرات األداء‬

 Creating too many KPIs

 KPIs should change to reflect stages of the goal
 Limit 3-7 KPIs per process/function
 Don’t fail to identify factors out of your control
KPI = Key Performance Indicators
KEEP
PEOPLE
INTERESTED
KEEP
PEOPLE
INVOLVED KEEP
PEOPLE
INSPIRED KEEP
(motivated)
PEOPLE
INTERACTED
What is PESTLE?
A PESTLE analysis studies the key external factors (Political,
Economic, Sociological, Technological, Legal and
Environmental) that influence an organization. It can be used
in a range of different scenarios, and can guide people
professionals and senior managers in strategic decision-
making.

A PESTLE analysis can help to identify disruptive changes to

business models that may profoundly affect the future
employment landscape. It can identify skills gaps, new job
roles, job reductions or displacements.
33
Concepts that are related ‫مفاهيم مرتبطة مع بعضها‬

34
Tools for Improving ‫أدوات لتحسين‬
Customer Satisfaction: :‫رضا العميل‬

Perceived Quality ‫الجودة المدركة‬

Analysis of Dissatisfaction ‫تحليل عدم الرضا‬

Following Up with Customers ‫متابعة العمالء‬

Customer Relationship Management Systems ‫أنظمة إدارة العمالء‬

35
Expressing Dissatisfaction‫التعبير عن عدم الرضا‬

Public Action

Seek redress directly from

Action the firm
Take legal action
Dissatisfaction
Occurs Complaint to business, private,
‫يحصل عدم الرضا‬ or governmental agencies

Private Action
Stop buying the product or
boycott the seller

No Action Warn friends about the product

and /or seller
Complaints ‫الشكاوى‬

Actual dissatisfied customers!

‫العمالء غير الراضين فعليًا‬

37
 individually but could lead to perception of unfairness. ‫معالجة‬
‫استعادة الخدمة بعد حصول عدم الرضا‬
Case-by-Case addresses each customer’s complaint
Approaches to Service Recovery
‫كل حالة على حدا‬

Systematic Response uses a protocol to handle complaints but needs prior identification of critical failure points
and continuous updating.‫االستجابة الممنهجة‬

Early intervention attempts to fix problem before the customer is affected ‫التدخل االستباقي‬

Substitute service allows rival firm to provide service but could lead to loss of customer.
‫استخدام الخدمة البديلة‬
 Class Poll ‫تصويت في الفصل‬
Does your organization have a Complaints Procedure with which you are familiar?
‫هل لدى منظمتك إجراء للشكاوى أنت على علم به؟‬

 Yes‫نعم‬
 No‫ال‬
 I’m not sure‫غير متأكد‬

39
A Complaining Customer ‫العميل المشتكي‬
Is “Always the customer” ‫سيبقى العميل دائمًا‬

Wants: To be heard/ respected and have their experience validated.

‫يريد أن ُيسمع وان ُيحترم وأن يؤكد أحدهم على ما‬ ‫واجهوه‬

Is doing you a service in identifying what isn’t working in your business or

organization
‫هو يخدمك بقيامه بالتعرف على ما ال يعمل بشكل جيد في منظمتك‬

40
Addressing Complaints ‫التعامل مع الشكاوى‬
When dealing with customer complaints, it is good practice to assume that all customers have
these rights:

To be treated with respect at all times

To be taken seriously
To be listened to
To receive a quick response

41
Class Discussion ‫للمناقشة‬
How do you feel when you are confronted with an angry customer?
‫ما شعورك عند مواجهتك لعميل غاضب؟‬

Rule No. 1: 1 ‫القانون‬

‫رقم‬
Don’t take it Personal !!!! ‫ال تأخذ الموضوع بشكل‬
‫شخصي‬

42
Focus on Possibility ‫قم بالتركيز على االحتماالت‬
Sometimes customers have unreasonable or
impossible requests
◦ This could be down to a misunderstanding or
misperception
◦ Most times customers respond to a willingness to
help, demonstrated by:
◦ Carefully worded responses that focus on what can
be done rather than what can’t
◦ Creating alternative options and giving them a
sense of choice
◦ Empowering the customer by asking ‘Will this work
for you?’ or ‘Is that alright with you?’

43
Managing Your Own Emotions ‫إدارة مشاعرك‬
When dealing with a customer who is angry, it can sometimes be difficult to maintain your own composure
in the face of their protests

◦ Getting hooked in emotionally, escalates the situation and must be avoided

Stepping back and remaining objective helps us to stay calm and avoid responding in a way that could
escalate the situation and have negative repercussions

◦ Remaining calm, confident and professional is imperative

Focus your attention on what needs to be achieved

44
Knowing When to Escalate!!! ‫!!!معرفة الوقت الصحيح للتصعيد‬

Providing great customer service does not mean that you should put up with
threats, intimidation, or vulgar language from customers
◦ If customers are out of control you need to manage the situation and
protect yourself
◦ One thing that you should always do is to refer to a senior member of staff
◦ Supervisors are there to offer:
◦ Relief, guidance, support and help in difficult situations

45
Class Discussion ‫للمناقشة‬
Dealing with Vulgarity and Insults
‫التعامل مع اإلهانات‬

Have you ever been sworn at or insulted by a customer? How did you respond?
‫هل تعرضت لموقع مشابه مع العميل؟ كيف كانت استجابتك؟‬

How do you think abusive behavior from customers should be handled?

‫ ما هي أنسب طريقة للتعامل مع السلوكيات السيئة‬،‫باعتقادك‬

46
Dealing with Vulgarity and Insults
‫كيفية التعامل مع اإلهانات‬

May It will
Stop it increase if Does not
continue if
early not affect just
it does not
stopped you
‫أوقفها‬ stop
‫من الممكن‬ ‫إنه ال يؤثر‬
‫مبكرًا‬ ‫ستستمر إن‬
‫أن تزيد إن‬ ‫عليك وحدك‬
‫لم يقف‬
‫لم تقف‬

47
Dealing with Legal Threats ‫التعامل مع التهديدات القانونية‬

You are not in a position to

Do not offer your
speak on legal matters
interpretation
‫أنت لست في موقع من يقوم‬
‫ال تدلي بترجمة فهمك الخاص‬ ‫بمناقشة األمور القانونية‬

Inform your supervisor

‫قم بإخبار المسؤول‬

48
Dealing with Physical Threats ‫التعامل مع التهديدات الجسدية‬

Protect yourself and your coworkers ‫احم‬

‫نفسك و زمالءك في العمل‬

Get help immediately

‫اطلب المساعدة الفورية‬

Do not take it lightly

‫ال تستهن بالموضوع‬

49
Customer Relationship Management (CRM) ‫إدارة عالقات العمالء‬

What is it?‫ما هي‬

Do you use it?‫هل تستخدمها‬

Can it hinder the CS process?

‫هل من الممكن أن تعرقل عملية خدمة العمالء؟‬

50
‫تجربة العميل‬
‫‪CX‬‬

‫‪51‬‬
The four steps: the customer insights cycle
The four steps: the customer insights cycle
The Customer Insights Cycle provides a framework for how to leverage
feedback from your customers to improve their experience. It is simple, but
effective, and is made up of the following four steps:

Ask: Continuously generate customer feedback data through regular

surveys

Understand: Categorize drivers and leading indicators of satisfaction and

dissatisfaction. Then test these out in qualitative interviews

Implement: Work across the customer journey to remove dissatisfactory

experiences or elements, and create initiatives to drive satisfaction

Innovate: Segment customers to test new interactions, features, etc.

52
Companies that provide ‫المنظمات التي تؤدي‬
Excellent Customer Service ‫خدمة عمالء ممتازة‬
• Exceed the expectations of their customers
• Treat customers with respect
• Do not just aim to satisfy – they aim to delight
• Provide solutions to problems
• Consistently deliver outstanding service to their customers
• Make customers feel that they are the most important part of
their business… which they are.

53
Customer Journey ‫رسم خطة‬
Mapping (Plan) ‫رحلة العميل‬

 A journey map is visual interpretation of a customer’s relationship with an organizations

over time and across channels
‫هي تفسير مرئي لعالقة العميل مع المنظمة عبر الزمن و من خالل القنوات المختلفة‬

 It answers the ‘what if’s’

It includes:
 Persona(s)
 Time line
 Touch points
 Channels where the interactions are taking place

54
55
56
Customer Journey Mapping (Plan) ‫خطة رحلة العميل‬
1. Goal for product or service
2. Brainstorm & Gather Research (customer interviews, web analytics)
3. Generate a list of customer touchpoints and the channels associated with them
4. Conduct an exercise called an empathy map – experiences of personas in given
scenarios
5. Brainstorm with different lenses
6. Complete an affinity diagram to focus on the right solution
7. Sketch the journey (there is no one way, get creative)
8. Refine and digitize
9. Share them & work on improving continuously

57
‫من جميع الناس إلى المبيعات‬

‫‪58‬‬
 What Are Customer Personas?
(also known sometimes as ‘buyer personas’)
• Customer personas are fictional, generalized representations of your ideal customers.
• They help you understand your customers (and prospective customers) better,
• & they make it easier for you to tailor content to the specific needs, behaviors, and concerns
of different groups of customers
• The strongest buyer personas are based on market research as well as on insights you gather
from your actual customer base (through surveys, interviews, etc.).
• Depending on your business, you could have as few as one or two personas, or as many as
10 or 20.
• If you’re new to personas, start small! You can always develop more personas later if
needed.)
What Are Negative Personas? ‫ما هي الشخصيات السلبية؟‬

A negative or exclusionary -- persona is a representation of who you don’t

want as a customer.

This could include, for example, professionals who are too advanced for your product
or service, students who are only engaging with your content for research/knowledge,
or potential customers who are just too expensive to acquire

(because of a low average sale price, their propensity to churn, or their unlikeliness to
purchase again from your company.)
How Can You Use Personas?

For different planning activities:

Communication planning
Marketing methods
Creating Customer journey maps, with
different routes for different personas
62
Importance of ‫أهمية إنشاء‬

Establishing Attitude ‫الوجهة الداخلية الصحيحة‬

We might all define customer service a little differently, but we can all agree on one thing: to
provide great customer service, you need to put energy and enthusiasm into your interactions
with customers.

Great customer service begins with a great attitude.

The greatest discovery of my generation is that human beings can alter their lives by altering
their attitude of mind
William James

63
‫‪Importance of‬‬
‫أهمية إنشاء‬
‫‪Establishing‬‬ ‫الوجهة الداخلية الصحيحة‬
‫‪Attitude‬‬
‫‪• Attitudes to maintain‬‬ ‫الوجهات التي نعتني بها و ُنبقيها‬ ‫•‬

‫‪• Attitudes to fix‬‬ ‫الوجهات التي نعمل على تحسينها‬ ‫•‬

‫‪64‬‬
What Is Customer ‫ما هي خدمة العمالء؟‬
Service?
Essential Attention of staff
‫انتباه الموظفين‬
‫ضرورية‬
Pre-sales Point of sale
‫ما قبل المبيعات‬ ‫نقطة البيع‬
65
What Is Customer Service?‫ما هي خدمة العمالء؟‬

External •Outside the organization

•Traditional customers
‫الخارجيون‬
Internal •Peers
•Inside the organization
‫الداخليون‬

66
Colleagues are Customers Too ‫الزمالء هم عمالء أيضًا‬
Customer

You

Internal Internal
Customer Customer

67
Class Discussion ‫للمناقشة‬

Why do we call these people ‘internal ‫لماذا نسميهم العمالء‬

customers’ rather than simply co-workers or ‫الداخليين؟‬
colleagues
Individually, answer
◦ ‘Who are My Customers?’ ‫◦ من هم عمالئي‬
‫و‬
&
‫◦ ما أقدم لهم؟‬
◦ ‘What Do I Provide?’

to reflect the work you do at your

organization

68
‫متى و أين تقع خدمة العمالء؟‬
Objective: When & Where Does
Customer Service Take Place?
List some ways to interact with
customers
 Person-to person
 Telephone
 Internet e-mail, Internet chat
 All forms of written
communication
 Fax

69
The Self-Focus Company ‫شركة تركيزها هو نفسها‬

The Self-Focus Company

70
The Customers-Focus ‫منظمة تركز على العمالء‬
Company Customer-Centric ‫بشكل أساسي‬

The Customers-Focus Company

Effective Communication Skills
What is Communication?

The process of communication is what allows us to interact

with other people; without it, we would be unable to share

knowledge or experiences with anything outside of

ourselves. Common forms of communication include

speaking, writing, gestures, touch and broadcasting.

Wikipedia definition

73
The Process of Communication ‫عملية االتصال‬
Communication is the process of sending and receiving information among people…

Feedback

receiver sender
Medium
Decode
Encode
Message
SENDER RECEIVER

74
Perspective

75
Barriers to Communication
• Noise
• Inappropriate medium
• Assumptions/Misconceptions
• Emotions
• Language differences
• Poor listening skills
• Distractions
• Experience
• Education Level

76
Group Discussion & Presenting your Conclusions

• Discuss with your group your most apparent

communication barriers that you are facing in your
departments

• Come up with suggestions to deal with these barriers

in order to enhance communication

77
 Effective Communication is

100% Your Responsibility

Whether you are the sender or the receiver!

78
The 7c’s of Effective Communication
1. Completeness
2. Conciseness
3. Consideration
4. Clarity
5. Concreteness
6. Courtesy
7. Correctness

79
 Introductory Activity ‫نشاط ابتدائي‬
◦ List three strengths you have that support you to serve your customers
‫اذكر ثالث نقاط قوة لدعم عمالءك‬

◦ List three areas you would like to further develop to support you to serve
customers

‫اذكر ثالث نقاط تريد ان تحسنها لتطور إدائك في خدمة العمالء‬

80
First Impressions ‫االنطباع األول‬
Do you believe that the ‘first impression is the
last impression?
◦ Does your organization expect a standard form of
greeting?

◦ Does your organization expect certain standards of dress

or appearance?
81
The Moment of Truth ‫لحظة الحقيقة‬
Any time the customer comes into contact with any
aspect of the company, however remote, he or she has
an opportunity to form an impression.

◦ These moments of Truth could be good or bad

◦ Our aim is to do what we can to turn them into good moments of
truth!

82
 ‫إن المظهر الخارجي مهم أيضًا‬
Appearance Counts Too

Customer perception is also influenced by appearance

• What does your appearance say about you?
• Does it reflect the image you would wish in your role?
• Is it in line with company standards of dress?

It is important to look and act in a professional manner,

while still maintaining our individuality

83
It’s not what you said
but
what they heard …..

84
Know your customer ‫معرفة عميلك‬
Objective: Describe the three customer working
styles or classifications

• Result-oriented (Assertive)

• Detail-oriented (Analytical)

• People-oriented (Amiable)

85
Mystery Shopping ‫التسوق السري‬

What is it? ‫ما هو؟‬

Do you deal with it in your organization?

‫هل تتعامل معه في منظمتك؟‬

86
 ‫التواصل غير الشفهي‬

‫االتصال بالعيون‬ ‫وضعية الجسم‬

‫تعبيرات الوجه‬ ‫نبرة الصوت‬ ‫شد العضالت و التنفس‬
‫حركات الجسم و اإليماءات‬

‫‪87‬‬
Effective Communication ‫التواصل الفعال‬

88
ACTIVE LISTENING ‫االستماع النشط‬
Attending listening ‫التواجد‬
Following skills ‫التتبع‬
Reflecting skills ‫مهارات االنعكاس‬

89
Classification of Service Failures ‫تصنيف فشل الخدمة‬
Server Errors Customer Errors
Task: Preparation:
Doing work incorrectly Failure to bring necessary materials
Treatment: Encounter:
Failure to listen to customer Failure to follow instructions
Tangible: Resolution:
Failure to clean facilities Failure to learn from experience

90
 Service Fail-safing Poka-Yokes (A Proactive Approach)

) ‫(المنهج االستباقي‬ ‫حماية الخدمة من الفشل‬

 Keeping a mistake from
becoming a service Task
defect.

 How can we fail-safe

Treatment Tangibles
the three Ts?

91
Have we compromised one of the 3 Ts?
Take a chance, Take charge, Take control

92
Juran’s 3 Role Model
Juran’s Trilogy represents a universally applicable
approach to quality, adaptable to all functions, all
organizational levels, and all product and service lines.
The core idea is that managing for quality
encompasses three fundamental processes:
Quality Planning
Quality Control
Quality Improvement
Any organization aspiring to enhance quality must
consider the three primary components of this
framework.
93
Costs of Service Quality ‫تكلفة جودة الخدمة‬
Failure costs Detection costs Prevention costs

External failure: Process control Quality planning

• Customer complaints Peer review Training program
• Warranty charges Supervision Quality audits
• Liability insurance Customer comment card Data acquisition and analysis
• Legal judgments inspection Preventive maintenance
• Loss of repeat service Supplier evaluation
Internal failure: Recruitment and selection
• Scrap
• Reword
Recovery
• Expedite
• Labor and materials

94
Service Process Control ‫التحكم في عملية الخدمة‬
Customer
input Service
concept

Service Customer
Resources output
process

Take Monitor Establish

corrective conformance to measure of
action requirements performance

Identify reason
for
nonconformance

95
Emotional Intelligence (EI) ‫الذكاء العاطفي‬

 Knowing your emotions ‫معرفة مشاعرك‬

 Managing your emotions ‫ إدارة مشاعرك‬

 Motivating yourself ‫ التحفيز الذاتي لنفسك‬
 Recognizing emotion in ‫ التعّرف على مشاعر اآلخرين‬
others
‫ التعامل مع العالقات المختلفة‬
 Handling relationships

96
‫األشخاص منخفضو الذكاء العاطفي‬

‫تجتاحتهم العواطف الشديدة‬

‫يجعلون المواقف الصعبة أسوأ‬
‫غير قادرين على تحديد المشاعر بدقة‬
‫مندفعين في ردات أفعالهم‬
‫(أول ردة فعل‪) impulsive‬‬

‫‪97‬‬
Positive Self-Talk ‫الحديث الذاتي اإليجابي‬

Your self-talk matters

Mastering your thoughts  Mastering your life

98
 How to be POSITIVE all the time
‫كيف نبقى إيجابيين في كل وقت؟‬

99
 ‫‪How to deal‬‬ ‫كيفية التعامل مع‬
‫‪with emotions‬‬ ‫المشاعر بشكل صحيح‬

‫‪ -‬االعتراف بالشعور‬
‫‪- Acknowledge the Emotion‬‬
‫‪ -‬التحرر منه‪ :‬النية الصحيحة‬
‫‪- Let it out: with the correct intention‬‬
‫‪ -‬كن إيجابيا ‪ -‬اإليجابية‪ :‬التوازن‬
‫‪- Be Positive‬‬

‫قانون ‪* 80-20‬‬ ‫إننا‬

‫ال نبقى‬
‫!كذلك‬

‫‪100‬‬
Connecting with the Customer ‫التواصل مع العميل‬

When you interact with a customer by phone or by email it

can be difficult to connect as easily as when you are face-
to-face

In-person interactions provide an ideal opportunity to build

rapport with customers
◦ It’s easy to tell if you are creating the right impression

101
Types of Behaviour ‫أنواع السلوك‬
Violates own rights.
Others needs given priority.
Passive Lose - Win
‫ينتهك حقوقه في سبيل إرضاء حاجات‬
‫السلبي‬ ‫اآلخرين‬
Violates rights of others.
Own needs have priority.
Aggressive Win - Lose
‫ حيث حاجاته‬.‫ينتهك حقوق اآلخرين‬
‫العنيف‬ ‫لديها األولوية دائمًا‬

Respects both own needs &

needs of others.
Assertive Win - Win
‫يحترم حاجاته و حاجات اآلخرين‬
‫الجازم‬

102
Self-awareness ‫الوعي بالذات‬

103
CONSUMER (Customer/ Stakeholder) MOTIVATION
“Quality in a service or product is NOT what you put into it.

It is what the client or customer gets out of it.”

‫إن جودة الخدمة هي ليس ما تضع فيها‬

‫و لكن ما يحظى به العميل من ما تضعه‬

Peter Drucker‫بيتر دراكار‬

104
 Professional Expertise Positive Attitude
‫الخبرة المهنية‬ ‫التوجه اإليجابي‬

Customer First
People Orientation
Service Mindset
‫مهارات التعامل مع‬ Worker (You) ‫عقلية العميل أوًال‬
‫الناس‬ Attitudes
‫توجه مقدم الخدمة‬
)‫(أنت‬
Reliability
Resourcefulness ‫االعتمادية‬
‫امتالك المعلومات‬

Basic Respect Personalized

‫االحترام العام‬ Responsiveness
‫االستجابة المخصصة‬
105
 ‫‪Customers are people‬‬ ‫العمالء هم أشخاص‬
‫األشخاص يريدون أن يشعروا باألهمية‬ ‫•‬
‫‪• People want to feel important‬‬
‫األشخاص يريدون أن يشعروا باالحترام‬ ‫•‬
‫‪• People want to feel respected‬‬
‫األشخاص يريدون أن يشعروا بالقيمة‬ ‫•‬
‫‪• People want to feel valued‬‬
‫األشخاص يريدون أن يشعروا بالترحيب‬ ‫•‬
‫‪• People want to feel welcomed‬‬

‫‪106‬‬
What Do ‫ما هي األمور ذات‬
Customers Value? ‫القيمة لدى العميل؟‬

The first step in improving customer service is to determine what

customer’s value in their interactions with your organization
◦ What do they want?
◦ What do they need?

The most obvious way to find out what customers want and need is to ask
them: How?
◦ Useful insights into customer needs can be gained through interacting directly
with customers

107
Understanding the Customer’s Situation ‫فهم موقف العميل‬

Most customer needs are usually fairly self-explanatory, at least on a basic level
It is essential though to allow the customer to communicate their needs rather than
attempting to tell them what they need
Some will have a lot of questions; others will simply want us to do what they ask
◦ By asking and listening we are able to identify their needs or situation and can
operate from there
Over time we learn about different customers and the different needs that they have
◦ Experience allows us to make quick decisions and satisfy the customer in an efficient
and courteous manner

108
Meeting Basic Needs ‫تلبية االحتياجات األساسية‬

Friendliness: A warm greeting. A customer should never feel they are an intrusion on your work day.

Understanding and empathy: Customers need to feel that you understand and appreciate their circumstances
without criticism or judgment.

Fairness: We all need to feel we are being treated fairly. Customers may get upset or defensive if they feel
they are subject to unfair treatment.

Control: Customers need to feel they are involved in the outcomes, rather than being ‘told’ what will happen.

Options and alternatives: It helps to create a sense of choice for the customer rather than impose a solution.

Information: Customers need use to share what we know so that they feel fully informed about our products
and services.

109
Professional Skill Set for Customer Service
Professionals in the Workplace:
1. Specific Profession ‫ المعرفة والخبرة المتعلقة‬.1
Knowledge & ‫بالمهنة خاصًة‬
‫ مهارات التعامل مع الناس‬.2
Experience
‫ التوجه الداخلي‬.3
2. People-skills
3. Attitude

110
Attitude Checklist ‫قائمة التوجه الداخلي‬

What attitudes assist in providing good service?

Enjoy helping people
Handle people well
Care for your customers
Give fair and equal treatment to all
Be understanding of people with special needs

111
It starts with YOUR feelings ‫إنها تبدأ من مشاعرك أنت‬
Excitement is Contagious

Objective 7: Develop a natural excitement

throughout the customer service process
 Be excited about your product
 Be excited about your customer
 Be excited about meeting your customer's
needs via your product

112
Additional Skills for Customer Service ‫مهارات إضافية لخدمة العمالء‬

• Know about your organization ‫• اعرف منظمتك‬

• Learn the technical parts of the job ‫• تعلم األمور التقنية المتعلقة بالعمل‬

• Communicate well
‫• تواصل بفعالية‬
• Be consistent ‫• كن مّتسقًا‬
• Be organized ‫• كن منظمًا‬
• Know your place in the team and be a team player ‫• كن العب فريق و اعرف دورك في الفريق‬

113
 Remember ‫تذكر‬
• Thoughts‫ األفكار‬ Emotions‫ المشاعر‬ Behavior‫السلوك‬

• Master your Thoughts ‫كن بارعًا في أفكارك‬

 Master your Life‫تكن بارعًا في حياتك‬

• The only thing you can control is YOURSELF ‫من الممكن أن تتحكم فقط بنفسك‬

114
The Power of a Smile ‫قوة االبتسامة‬

Friendly ‫المودة‬

Positive experience‫التجربة اإليجابية‬

Welcoming‫الترحيب‬

Retention tool‫إداة إبقاء‬

115
‫‪Stay Energized‬‬ ‫ابقى نشطًا‬

‫‪Eat well‬‬
‫تغذى جيدًا‬
‫‪Plug into others‬‬
‫تعامل األخرين‬
‫‪Music‬‬
‫الموسيقى‬
‫‪Stay humorous‬‬
‫حافظ على روح الدعابة‬

‫‪116‬‬
Staying Positive ‫البقاء إيجابيًا‬
Personalize your workspace
‫قم بإضفاء الطابع الشخصي مكان عملك‬

View negative situations as learning opportunities

‫اعتبر المواقف السلبية فرص للتعلم‬

Learn new things

‫قم بتعلم أشياء جديدة‬

Outlook and attitude are essential

‫التوجه الداخلي لديك أساسي و مهم للغاية‬

117
 Is the Customer always right?
‫هل العميل دائمًا على حق؟‬

The customer is NOT always right‫ال‬

But they are always:
‫و لكنه دائمًا يبقى‬
The Customer
‫العميل‬
118
 Avoiding Assumption or Prejudgment
‫تجنب االفتراضات و الحكم المسبق‬
Assessing a situation too quickly is an easy mistake to make, especially when we are
under pressure
◦ This can appear disrespectful and demeaning

Listening to the customer and checking for understanding helps to avoid prejudging
the situation, or assuming we already know what they want

Let the customer guide you by pausing and listening, and having them describe what
they already know
◦ This way, you will be able to probe further to gain a clear context
◦ You will also have demonstrated respect and competence

119
Generating ‫توليد األعمال الراجعة‬
Return Business )‫(العمالء الراجعون‬

We create positive perceptions and foster customer loyalty

by
◦ Treating the customer with respect and engaging with
them
◦ Understanding and meeting their individual needs
◦ Exceeding expectations in ways that are memorable
Winning a new customer is more expensive than keeping an
existing one
◦ Broad estimates suggest it costs at least five times more
to attract a new customer than it does to keep existing
ones
It makes good business sense to focus on generating return
business

120
Dealing With Difficult Situations ‫التعامل مع المواقف الصعبة‬
Connecting With the Customer ‫في التواصل مع العميل‬
 Thank you
Thank you
Thank you
‫شكرا‬
‫شكرا‬
‫شكرا‬