Customers First™Training Program

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Copyright © 2018 by Customer Culture

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other non-commercial uses permitted by copyright law. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below.

Customer Culture PO Box 6741 Baulkham Hills NSW, 2155 Australia

www.Customer Culture.com.au

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Printed in Australia

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Customer Service in the

21st CenturyThe Customer Culture, Customers First program has been designed to assist you in becoming a greater customer service advocate. These days, even if you take your own personal experiences when you have been a customer, receiving a great customer service experience is few and far between.

Customers are the reason we all have jobs. That is why, understanding how the customer thinks and wants to be treated is so important these days.

With the rise of internet shopping, more customers are abandoning physical stores.

If you think about it, in a way, the internet has mastered and automated the customer service experience. They:

1) Thank the customer for shopping on their site2) Keep the customer informed as to what is happening with their purchases3) Follow up and request feedback after the sale has been completed4) Re-engages with the customer to see if they would like to purchase anything else

So, you see, the online experience is providing more than what most customer get when dealing face to face with a real person.

This program is to assist you in understanding what your customers want with regards to service, and the important role you play in that process.

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Why is customer service in such a “funk”?

What is causing this service downturn despite the “lip service” being paid to the significance of the customer in contemporary business, government and public life?

If customer service and contact with a customer or client are so important for the success of a company or organisation, then why are some companies and organisations failing in this critical department?

Moreover, can a company offer good services/products at low or reasonable prices but still not meet customer demands and suffer financially as a result?

Can a company know the needs and problems of customers without having contact with them and without listening to them?

This customer service-training manual will answer these questions and many more, providing numerous concepts and ideas of how to improve the service you offer customers.

Throughout the course of the workbook we will come back to three fundamental elements that must exist and be cultivated in order for good service to flourish:

1. Expand your idea of service,2. Consider or reconsider who your customers are, and3. Develop customer friendly service techniques and systems.

If you master these three fundamental elements, your customer service is bound to improve and mature.

We hope you will find that improving customer service is not the most difficult or costly endeavour in the world.

Customer service improvement is not like sending someone to the moon, but it does require understanding, commitment, time and effort.

Companies or organisations that manage customer service the best, are those who develop sound and practical policies and then stick to them. This may seem easy, and this manual will help you along in this process.

REMEMBER: It’s All About Putting Customers First!

Why?

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Customer Service

• 93% of customers indicated that quality customer service was vital to maintaining brand loyalty. Source: Creative Strategies

• A 5% increase in customer retention can increase profits by 25 - 95%. Source: Bain & Cot

• Companies that make customer service a high priority see twelve times the return on sales than those companies with a low emphasis on service. Source: International Customer Service Association

• Only 1 out of 25 dissatisfied customers will express dissatisfaction. Source - Business e-coach

• 68% of customers stop doing business with a company because of poor service. Yet 95% of dissatisfied customers would continue to do business with a company if their problem was solved quickly and satisfactorily. Source: International Customer Service Association

• Reducing customer defections can boost profits by 25-85%. In 73% of cases, the business made no attempt to persuade dissatisfied customers to stay; even though 35% said that a simple apology would have prevented them from moving to the competition. Source: NOP

• 70% of customers left because of a lack of attention from front-line employees. Source - International Customer Service Association

• Two-thirds (or 66%) of customers do not feel valued by those serving them. Source - Business e-coach

• 6-7 times more expensive to gain a new customer than it is to retain an existing customer. Source - Bain & Co study in the Harvard Business Review

Facts