CUSTOMER CARE

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About Course

The  primary focus of this course is to provide an understanding and appreciation of good customer relations and quality customer care and how it can be used in the development and execution of marketing activities. It will also focus on the activities that can be designed to achieve customer satisfaction, meet business objectives and effectively deliver business returns.

By the end of the course, the leaner should be able to apply the customer care mix and determine strategies that deliver highly effective and competitive marketing activities that meet customer needs and business objectives, in different business contexts and sectors.

 

Course Content

CUSTOMER SERVICE
a) Introduction to Customer Care b) Types of Customer needs c) Handling Customers and meeting their expectation d) Handling difficult customers

  • Customer Service

CUSTOMER RELATIONSHIP MANAGEMENT AND ANNEXES
Table of Contents 4.9 Customer Relationship Management ii 4.10 Reception of Customers and Front Office Standards ii 4.11 Module Summary iii 4.12 Annexes: Group Exercises ii Group Exercise 1: Introduction to Customer Care ii Group Exercise 2: Types of Customer Needs ii Group Exercise 3: Handling Customers and Meeting Their Expectations iii Group Exercise 4: Handling Difficult Customers iii Group Exercise 5: Handling Customer Complaints iv Group Exercise 6: Customer Relationship Management v Group Exercise 7: Customer Reception v 4.9 Customer Relationship Management For small businesses, customer Relationship management includes: • CRM processes that help identify and target their best customers, generate quality sales leads, and plan and implement marketing campaigns with clear goals and objectives; • CRM processes that help form individualized relationships with customers (to improve customer satisfaction) and provide the highest level of customer service to the most profitable customers; • CRM processes that provide employees with the information they need to know their customers' wants and needs, and build relationships between the company and its customers. 1. How does customer relationship help a company understand their customers? ________________________________________________________________________________________________________________________________ 2. How does a company benefit by using CRM concepts? ________________________________________________________________________________________________________________________________ 3. How does a company go about developing an effective customer relationship management policy? ________________________________________________________________________________________________________________________________ 4.10 Reception of Customers and Front Office Standards The way the front-office staff work with customers has a direct impact on the business’ bottom line. They therefore need the best skills, strategies and techniques to ensure that every customer experience is a memorable one. For the business to achieve this, business should ascertain that standards are met or exceeded. And the only way to do this is to ask our customers, on an ongoing basis, if they are satisfied with the service. 1. How should the frontline staff of the following four components of customer service standards create good customer care impression? • Telephone ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ • Appearance of facilities ____________________________________________________________________________________________________________________________________________________________________________ • Appearance of self __________________________________________________________________________________________________________________________________________ • Face to face contact. ____________________________________________________________________________________________________________________________________________ 2. What other good customer care practices or techniques would you recommend to front line staff in your company? Name four and explain. _________________________________________________________________________________________________________________________________________________________________________________________________________ 4.11 Module Summary Customer care is an essential element determining strategies that deliver highly effective and competitive marketing activities that meet customer needs and business objectives, in different business set up and sectors. It helps us understand the customers, meet and exceed their expectations and build good relationships which are profitable to the business. 4.12 Annexes: Group Exercises Group Exercise 1: Introduction to Customer Care There are some important concepts that we need to understand about customer service before we can do a really good job of providing it. What do the beliefs listed below mean to you? 1. Service is a philosophy—not a department, a program or a policy. _____________________________________________________________________________________________________________________________________________________________________________________________________________ 2. Service means exceeding customer expectations. __________________________________________________________________________________________________________________________________________ 3. Service is not natural, automatic, or coincidental. _______________________________________________________________________________________________________________________________________________________________________________________________________________ Group Exercise 2: Types of Customer Needs 1. Who are your customers? _______________________________________________________________________________________________________________________________________________________________________________________________________________ 2. Identify types of customers in your business? ______________________________________________________________________________________________________________________________________________________________________________________________________________ 3. What are the basic needs of your customers? ______________________________________________________________________________________________________________________________________________________________________________________________________________ Group Exercise 3: Handling Customers and Meeting Their Expectations Customers expect us to meet expectations in four critical areas namely, timeliness, quality, consistency and first impression. Explain them in detail as listed below. Timeliness __________________________________________________________________________________________________________________________________________________________________________________________________________________________ Quality ________________________________________________________________________________________________________________________________________________________________________________________________________________________ Consistency ________________________________________________________________________________________________________________________________________________________________________________________________________________________ First Impressions ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Group Exercise 4: Handling Difficult Customers 1. Why would customers become difficult to handle? __________________________________________________________________________________________________________________________________________ 2. How would you handle a difficult customer? ________________________________________________________________________________________________________________________________________ Group Exercise 5: Handling Customer Complaints How would the following standards be used to diffuse a customer’s feelings of disappointment, anger and embarrassment? Listening 1. . 2. 3. Apologizing 1. 2. 3. Clarifying 1. 2. 3. Explaining 1. 2. 3. Agreeing 1. 2. 3. Taking Action 1. 2. 3. Group Exercise 6: Customer Relationship Management 1. How does customer relationship help a company understand their customers? ____________________________________________________________________________________________________________________________________________________ 2. How does a company benefit by using CRM concepts? ___________________________________________________________________________________________________________________________________________________ 3. How does a company go about developing an effective customer relationship management policy? ___________________________________________________________________________________________________________________________________________________ Group Exercise 7: Customer Reception How should the frontline staff of the following four components of customer service standards create good customer care impression? • Telephone ________________________________________________________________________________________________________________________________________________ • Appearance of facilities ______________________________________________________________________________________________________________________________________________ • Appearance of self ______________________________________________________________________________________________________________________________________________ • Face to face contact. ________________________________________________________________________________________________________________________________________________ What other good customer care practices or techniques would you recommend to front line staff in your company? Name four and explain. ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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