Module 5
Generic Management NQF 4
Session 12: Managing Customer
Service
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Module 5: Applying the Management
Process consists of three sessions:
Session 11 – Solving problems and making decisions
Session 12 – Managing Customer Service
Session 16 – Running effective meetings
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Management Process :
Management Activities (functions)
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This Session develops competence on :
-
ID Unit standard Title Level Credits
242829 Monitor the level of service to a range 4 5
of customers
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Session 12 Learning Journal:
> What are your learning expectations for this session?
> Please list them in your Learning Journal.
> We will refer to them later in the Session, so please keep
your Learning Journal with you while you are working on
this Session.
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Make notes in the Learning Journal
> As we work through the session, please make detailed
notes in your Learning Journal
> You will need these notes when you complete the
Learning Activities and Assessment Tasks
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Learning Outcomes
On completion of this session, you should be able to :
1. Describe outstanding customer service
2. Discuss moments of truth
3. Explain the importance of customer service
4. Identify internal and external customers in the work
environment
5. Apply the skills of customer service in your own work
environment
6. Manage customer service standards
7. Monitor customer satisfaction
8. Manage customer complaints effectively
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What is Customer Service?
Customer service is the provision of a service to a customer
or client before, during and after the purchase. It includes
ALL the interactions a customer has with the organisation.
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Learning Activity 1 – Individual
Working on your own, complete Learning Activity 1
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What are customer needs?
Needs are the agreed specifications of the product or
service.
For example : -
>I need a loaf of sliced brown bread
>I need to fly from Johannesburg to Cape Town
>I need a hotel to sleep in tonight
>I need a 42cm blue shirt
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Customer needs include:
> High quality products and services
> Readily available information
> Quick service
> Staff with in-depth product knowledge
> Deadlines that are met
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What are customer expectations?
Expectations are the emotional wants of the customer.
For example :
> I expect the staff to treat me kindly and with respect.
> I expect to be treated like a person of value. . every time I deal
with you. I am a real, living person with feelings, pride and
dignity.
> I expect you to solve problems effectively and rapidly
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Moments of Truth
> Moments of pleasure (MOP)
• If your actions exceed expectations, the event becomes
a MOP
> Moments of satisfaction (MOS)
• If you just meet the customer’s expectations, you give a
MOS
> Moments of dissatisfaction (MOD)
• If your performance falls bellow expectations, the event
is a MOD
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Zero Moment of Truth - ZMOT
The Internet has changed how we decide what to buy.
Google, calls this online decision-making moment the Zero Moment of Truth, or
simply, ZMOT.
The ZMOT refers to the moment in the buying process when the consumer
researches a product on the internet prior to purchase.
Watch this video:
https://www.thinkwithgoogle.com/marketing-strategies/video/winning-zmot-
zmot-in-practice/
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Outstanding Customer Service
☺ reliability
☺ consistency
☺ empathy
☺ timeousness
☺ accessibility
☺ knowing your client’s needs
☺ going beyond what’s expected
☺ taking care of the customer like you would take care of your
grandmother
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Outstanding Customer Service means always :
> Understanding
> Meeting
> And exceeding
Your customers’ needs and expectations!
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A customer is the most important person on our premises.
He is not dependent on us. We are dependent on him.
He is not an interruption of our work. He is the purpose of it.
He is not an outsider to our business. He is part of it.
We are not doing him a favour by serving him. He is doing us a
favour by giving us an opportunity to do so.”
(Mahatma Gandhi)
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Learning Activity 2 – Individual
Working on your own, complete Learning Activity 2
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Startling Service Statistics
> 96% of unhappy Customers do not complain. Only 4% of customers ever complain!
> For every complaint received, the average organisation has 26 customers with
problems; 6 of which are “serious problems”
> Complainers are more likely to do business again with an organisation that upset them
(even if the problem is not satisfactorily resolved) than people who do not complain at
all.
> 54-70% of customers who complain will do business with that organisation again if
their complaint is resolved.
> The average customer who has a problem with an organisation tells 9 people about it.
> One person’s negative experience will be retold to approximately 67 other people and
on social media, even more!
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Customer Satisfaction and Company Profitability
Is the Customer Satisfied?
No Yes
Customer Customer
Defection Retention
Lower Profit Higher Profit
Margins Margins
Dissatisfied Satisfied
Employees Employees
Employee Defection Employee
Retention
Source : Marketing Mix (March 1991)
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Learning Activity 3 – Team
Working with your learning team, complete Learning Activity 3
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Chain of Customer Service
Value added or Value lost
EXTERNAL
I O I O I O
COMPANY I O I O CUSTOMER
INTERNAL CUSTOMERS J
I = input OR
O = output
L
A chain is only as strong as its weakest link.
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Learning Activity 4 – Individual
Working on your own, complete Learning Activity 4
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Outstanding customer service does not happen by
chance!
Organizations must manage customer service delivery
very effectively.
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Custom
er
Service
Delivery
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Managing Customer Service
1. Understand your customer
We can anticipate
We can ask customers what
customer needs and
their needs and expectations
expectations
are
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Understand your customer’s needs and expectations in
each stage of the Buying Cycle
Stage 1
Stage 6 Stage 2
Stage 5 Stage 3
Stage 4
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Managing Customer Service
2. Customer Service Standards
> Set standards
> Communicate the standards
> Live the standards
> Monitor the standards continuously
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Learning Activity 5 – Team
Working with your learning team, complete Learning Activity 5
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Managing Customer Service
Translate the customer service standards into KPAs for
the team.
These should cover customer needs and expectations.
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Learning Activity 6 – Individual
Working on your own, complete Learning Activity 6
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Managing Customer Service
3. Product / service knowledge
> In depth
> Up-to-date
> Cross selling
> Confidence
> Credibility
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Learning Activity 7 – Team
Working with your learning team, complete Learning Activity 7
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Managing Customer Service
4. Monitor employee performance against the customer
service standards
> Team performance
> Individual performance
> Take corrective action to close any gaps you find
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Managing Customer Service
5. Benchmark your practices against the best in the
business
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Steps in the benchmarking process
Step 1: Choose a product, service, or internal department to
benchmark
Step 2: Determine which best-in-class companies you should
benchmark against
Step 3: Gather information on their internal performance, or
metrics
Step 4: Compare the data from both organizations to identify gaps
in your company’s performance
Step 5: Adopt the processes and policies in place within the best-
in- class performers
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Managing Customer Service
6. Build Positive Working Relationships
Between Between
Between Staff and Staff and
Staff Manager Custome
s rs
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Managing Customer Service
7. Monitor customer satisfaction
> Ask the customer
> Variety of tools
> Questionnaires
> QR codes
> Mystery shoppers
> Listen to the customer
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Learning Activity 8 – Team
Working with your learning team, complete Learning Activity 8
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Managing Customer Service
8. Handle customer complaints effectively
> Procedure
> Use problem solving process
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Learning Activity 9 – Team
Working with your learning team, complete Learning Activity 9
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Problem Solving
Process
1. Recognize that
- - - - If a step is
not successful, you
there is a may need to go back
problem. to a previous one!
2.Define the Problem
7.Evaluate the
effectiveness of 3. Investigate the
the solution problem
Collect and
analyse all the
6.Implement the relevant
solution information
5.Evaluate the
solution and 4.Generate as many
make a possible solutions
decision! as you can
Choose the
best solution
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Learning Activity 10 – Individual
Working on your own, complete Learning Activity 10
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Role of the Manager
> Communicate the customer service standards
> Be a role model
> Look for ways of improving standards and procedures
> Look for way of increasing customer satisfaction
> Train staff on customer service
> Give feedback on a regular basis
> Build relationships with your team and your customers
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Learning Journal
> What have you learnt about delivering world class
customer service?
> So, what does this mean to you?
> Now what do you still need to learn?
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Assessment Tasks
Remember to work through the Learner Guide and Learning
Activities before you complete the online assessment tasks.
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Thought for the Day…
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THANK YOU
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