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Chapter - 20

Developing and Managing the Customer-Service

Function

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Objectives of the Session

To understand Customer-Service Definition Improving Customer-Service Technology to Improve Customer-Service The Customer-Service Management Cycle

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Customer-Service Definition

Customer service is the ability of an organization to constantly and consistently give the customer what they want and need.

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Improving Customer-Service Divide the basic service into separate

service activities Conduct periodic surveys Provide necessary infrastructure and

advanced technology Track changes in the external environment

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Technology to Improve Customer-Service

Increase the efficiency of the company Save the cost Increase the time utility Increase the customer satisfaction

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The Customer-Service Management Cycle

Understand the Customers Selecting the target, defining the service and

the users of service Determining the service characteristics Developing customer profile Understanding customer’s perception of the

service provider

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The Customer-Service Management Cycle

Set Customer Service Standards Standard in procedural dimension of customer

service Standard in personal dimension of customer

service Setting the standards in stone

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The Customer-Service Management Cycle

Encourage Team Work and Customer-Orientation among Employees Identify and analyze all the jobs in the organization

that deal with customer service function Recruit right candidate for job Train and develop the job incumbent Provide teams with able leaders Cultivate the right organizational culture

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The Customer-Service Management Cycle

Establish the control systems

Prevent the problems rather fixing them

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Enhancing Customer Service Through Improved Service Delivery Process

Factors influencing service delivery Who sells the service? Do service personnel need to interact with the customer

often? Who hires the service? How long does the service delivery take? How flexible is the capacity? How flexible is the service? How frequently is the service purchased? How complex is the service? What is the extent of risk involved?

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Steps to Implement an Effective Customer Service Program

Place the right person in the right job Administer training programs Serve information needs of customers Resolve problems quickly and talk pleasantly Standardize service delivery mechanisms Fix reasonable prices Outsource some activities Attempt to prevent problems Evaluate employee performance

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Summary Customer – Service Definition Improving Customer–Service Technology to Improve Customer-Service The Customer-Service Management Cycle The Customer-Service Management Cycle Offering Supplementary Services in Addition to Core

Services Enhancing Customer Service Through Improved

Service Delivery Process Steps to Implement an Effective Customer Service

Program

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Thank you