To become truly successful, a company needs to acknowledge and honor the relationship it has with its customers. And this commitment should be reflected in everything the company does--from creating a mission statement, to treating customers like partners, to doing the kind of business that guarantees customer satisfaction.

1. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge)
Customer Relationship Management Overview

2. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge)
Customer Relationship Management
Overview
KeyPoints to develop in your own time!
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The information gathered here is under KeyPoints format and may be use:
- Either to give the reader an overview before deciding for a full scale study of the subject.
- Or to guide readers in expanding their knowledge on the given topic.
Some recommendations, perhaps:
- Identify all the KeyPoints on which you feel a need to expand your knowledge.
- Choose a good book or two and/or info from Internet.
- And then work towards gaining that knowledge.
Please enjoy!

3. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge)
Aim of publication
To introduce the reader or the learner to the
principles of Customer Relationship Management

4. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge)
After developing the KeyPoints outlined in this publication, you should
mainly be able to:
☺ reverse customer dissatisfaction.
☺ reinforce excellent customer service behaviors.
☺ manage internal customer relationships.
☺ learn the art of service recovery.
☺ analyze your company's level of customer service internally
☺ get on the path to effective customer service on the Web
Learning Objectives

5. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
Customer Relationship Management Overview – Summary.
☺ Good companies are customer-focused but great companies are
customer-driven as they develop a relationship with their
customers.
☺ An organization's greatest resource is its people; still, in
today's competitive market, hiring and keeping customer service
professionals is not an easy task.
☺ Managing customer relationships isn't straight forward. When a
customer has an unexpected problem with a product or service,
there is a risk losing that customer to the competition.
☺ Excellent customer service starts internally and is reflected
externally.
☺ Unless processes, procedures, organizational culture, and
employee relationships support a service environment, the
organization will fail to deliver an outstanding service.

6. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
Customer Relationship Management Overview – Summary.
☺ The most influential technological advancement of this era is
the birth and growth of the Internet.
☺ To make sure your company succeeds with an e-Commerce
strategy, you need to make a difference.
☺ How do you separate the standard companies from the service-
oriented giants?
☺ You look at their overall service records.
☺ It's sustaining quality customer service that counts nowadays.

7. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge)
☺ (Section 1) A Customer-driven Organization.
☺ (Section 2) Hiring and Retaining Service Professionals.
☺ (Section 3) Effective Service Recovery.
☺ (Section 4) Serving Internal Customers.
☺ (Section 5) Beginning Digital Customer Relationships.
☺ (Section 6) Sustaining Excellent Customer Service.
☺ (Section 7) Managing Customer Relationships.
Effective Business Meetings - Sections list

8. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 1) A Customer-driven Organization – Summary.
☺ Good organizations are customer-focused. Great companies are
customer-driven, they don't just focus on customers.
☺ Great organizations develop a relationship with their customers;
they listen and commit to making their customers happy.
☺ Every decision is driven by giving their customers, what they
say, they want, not what the organizations believe they want.
☺ To become truly successful, an organization needs to
acknowledge and honor the relationship it has with its
customers.
☺ Thus, this commitment should be reflected in everything the
organization does - from creating a mission statement, to
treating customers like partners, to carrying out the kind of
business that guarantees customer satisfaction.

9. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 1) A Customer-driven Organization – HighPoints.
☺ A Mission Statement on Target.
☺ Making Customers Business Partners.
☺ Be Pro-active in Making Customers Business Partners.

10. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 1) HighPoints: A Mission Statement on Target.
☺ recognize the benefits of using a customer-driven mission
statement.
☺ identify the input needed to write a customer-driven mission
statement.
☺ sequence the steps for writing a customer-driven mission
statement.
☺ list strategies to keep the customer-driven mission statement
vital.
☺ identify ways of helping employees bond with the organization's
customer-driven mission statement.

11. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 1) HighPoints: Making Customers Business Partners.
☺ identify the advantages of developing a partnership relationship
with your customers.
☺ distinguish needed strategies that enhance customer
partnerships.
☺ enumerate important practices that could be a threat to a
partnership relationship with customers.
☺ identify effective strategies for benefiting from customer
complaints and issues.
☺ consider appropriate marketing tools for different partners in
workplace situations.

12. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 1) HighPoints: Be Pro-active in Making Customers Business
Partners.
☺ recognize the benefits of managing customer relationships.
☺ identify examples of businesses which succeed in this field.
☺ list the steps involved in applying pro-active methods to an
organization.
☺ itemize effective pro-active methods in-house.
☺ identify effective means of supporting pro-active front-line
employees.

13. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 2) Hiring and Retaining Service Professionals – Summary.
☺ An organization's greatest resource is its human resources.
☺ And yet in today's highly competitive market, hiring and keeping
valuable customer service professionals is not an easy task.
☺ How to identify the specific skills and qualifications a particular
position requires?
☺ How to attract the right candidates?
☺ How to elicit the information you need from candidates to make
effective hiring decisions?
☺ What does it take to keep valued employees?

14. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 2) Hiring and Retaining Service Professionals – HighPoints.
☺ Model a Hiring Plan.
☺ Hiring Process.
☺ Orienting New Customer Service Employees.
☺ Retaining Customer Service Professionals.

15. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 2) HighPoints: Model a Hiring Plan.
☺ recognize the benefits of modelling a hiring plan.
☺ match categories in a job definition with customer service
items.
☺ examine the description of a position to determine attributes to
include in a profile.
☺ use effective interviewing techniques to draw out candidates'
values and attitudes.

16. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 2) HighPoints: Hiring Process.
☺ recognize benefits of spending time and effort to attract,
recruit, and interview customer service employees.
☺ use an appropriate strategy to attract and recruit qualified job
candidates.
☺ apply an appropriate strategy for screening job applicants prior
to a formal interview.
☺ identify steps to gather information in the interview process.

17. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 2) HighPoints: Orienting New Customer Service Employees.
☺ recognize the benefits of orienting new customer service
employees to their jobs and the organization.
☺ identify ways to effectively orient new employees to the
organization.
☺ analyze training scenarios to determine what needs to be
improved to make a program more effective.
☺ apply appropriate feedback as means of performance appraisal.

18. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 2) HighPoints: Retaining Customer Service Professionals.
☺ recognize the value of using incentives to retain customer
service professionals.
☺ identify principles of retaining employees through compensation.
☺ define guidelines for establishing an effective recognition
process.
☺ identify effective environmental enrichment techniques to
retain service employees.

19. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 3) Effective Service Recovery – Summary.
☺ Managing customer relationships is not always an easy task.
☺ When a customer has an unforeseen problem with a product or
service, there is a risk losing that customer to the competition.
☺ With the competition for gaining new customers being fierce, it
is necessary you and your organization to do everything to retain
existing customers you worked hard to acquire.
☺ To accomplish that, you and the organization need policies and
processes to help you act and proactively solve problems and
regain customers’ trust.
☺ Thus, learn the set of carefully designed procedures,
strategies, and techniques designed to salvage your valued
customer relationships.

20. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 3) Effective Service Recovery – HighPoints
☺ Customers' Recovery Expectations.
☺ Basic Service-recovery Skills.
☺ Fundamentals of Service-recovery Systems.

21. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 3) HighPoints: Customers' Recovery Expectations.
☺ identify the value of understanding customers’ expectations in
the service-recovery experience.
☺ distinguish customers' organizational expectations.
☺ describe customers' expectations of service personnel.
☺ apply recovery principles to defuse a customer's emotional.

22. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 3) HighPoints: Basic Service-recovery Skills.
☺ recognize benefits of using service-recovery skills to satisfy a
customer.
☺ use basic recovery tactics to make a connection with customers.
☺ use basic recovery guidelines to create an effective solution
with customers.
☺ identify techniques for going the extra length.

23. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 3) HighPoints: Fundamentals of Service-recovery Systems.
☺ recognize the value of creating a service-recovery system.
☺ identify steps to take to identify service issues in a service-
recovery system.
☺ discover strategies of an effective solution process.
☺ identify steps to create the evaluation process of a service-
recovery system.

24. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 4) Serving Internal Customers – Summary.
☺ This concerns the needs of often overlooked groups of
individuals: internal customers.
☺ Excellent customer service starts internally and is reflected
externally.
☺ Unless processes, procedures, organizational culture, and
employee relationships support a service environment, the
organization will fail to deliver excellent service.
☺ One must begin by determining who the internal customers are,
then understanding their needs, and fostering a sense of unity
at organization level.
☺ Next, understand how teamwork and service teams can benefit
the organization.

25. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 4) Serving Internal Customers – Summary, continues.
☺ Partnering successfully and learning to empower service
employees are other important elements.
☺ Finally, analyze your company's level of customer service from
an internal perspective and solve specific service issues.

26. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 4) Serving Internal Customers – HighPoints.
☺ Looking within the Organization.
☺ Managing Internal Relationships.
☺ Partnering Successfully.
☺ Empowering Service Employees.

27. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 4) HighPoints: Looking within the Organization.
☺ recognize the benefits of improving internal customer service.
☺ identify characteristics associated with a powerful internal
customer service mind-set.
☺ exploit techniques that support excellent internal customer
service in a business environment.

28. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 4) HighPoints: Managing Internal Relationships.
☺ recognize the value of internal customer collaboration through
teamwork.
☺ employ techniques for overcoming teamwork obstacles in a
service-based organization.
☺ identify service team tasks necessary to establish excellent
customer service.

29. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 4) HighPoints: Partnering Successfully.
☺ recognize the benefits of incorporating partnering in an internal
customer service plan.
☺ consider the necessary values of partnering.
☺ distinguish the steps of the partnering process.
☺ assess and decide if partnering techniques are properly applied.

30. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 4) HighPoints: Empowering Service Employees.
☺ acknowledge the benefits of empowering customer service-
oriented employees.
☺ recognize the differences between laws, policies, and standards.
☺ assess and determine if appropriate actions have been taken
regarding organizational rules.
☺ apply techniques to empower customer service employees in a
business environment.

31. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 5) Beginning Internet Customer Relationships – Summary.
☺ The major influential technological advancement of this era is
the Internet’s arrival and growth.
☺ Thousands of businesses have taken up shops in the cyberspace.
☺ From startup dot coms to well-established brick-and-mortar
companies, the Web rush is in full run.
☺ But, as in a game of musical chairs, you have to wonder if your
organization will be lucky enough to find a safe e-Commerce
seat.
☺ Some say the music has already stopped and the sound you hear
is the hordes of e-businesses scrambling to survive.

32. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 5) Beginning Internet Customer Relationships – Summary,
continues.
☺ To make sure your company succeeds with an e-Commerce
strategy, you need to make a difference.
☺ The differentiator, as always, is service.
☺ There are basic concepts, skills, and principles to enable getting
effective customer service on the Web.
☺ Still, one needs to examine what it takes to meet customers' e-
Service expectations; and to learn how to add value by
personalizing your customers' e-Buying experience and retain
them by keeping human support just one click away.
☺ The result will be an ability to increase profitability, loyalty, and
connect with customers in a more cost-effective manner.

33. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 5) Beginning Internet Customer Relationships – HighPoints.
☺ Meeting Expectations.
☺ Implementing a Personalized Service.
☺ Establishing Human-touch Points.

34. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 5) HighPoints: Meeting Expectations.
☺ recognize the value of meeting customers' e-Commerce
expectations.
☺ identify characteristics of a reliable web site.
☺ apply strategies for making an e-Commerce web site easy to use.
☺ identify guidelines for providing effective order fulfilment.

35. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 5) HighPoints: Implementing Personalized Service.
☺ recognize the importance personalization plays in delivering
service.
☺ identify ways companies can personalize the online buying
experience.
☺ determine whether profiling techniques personalized an online
buying experience in a given scenario.
☺ analyze e-Commerce situations to determine whether the
strategies used for creating communities of interest will lead to
success.

36. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 5) HighPoints: Establishing Human-touch Points.
☺ recognize the importance that establishing human-touch points
plays in delivering online service.
☺ identify components for connecting customers with service
personnel.
☺ determine whether guidelines can be met for creating an
effective emailing system.
☺ apply principles of effective phone communication.

37. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 6) Sustaining Excellent Customer Service – Summary.
☺ How do you separate the "green" companies from the service-
oriented giants?
☺ Well, look at their overall service records. It's sustaining quality
customer service that counts these days.
☺ The ability to sustain comes from within first. Employees who
are given feedback, guidance, recognition, compensation, and
praise for their customer service efforts really shine.
☺ Then these employees affect everyone around them, including
the external customers.
☺ Therefore, there is a need to promote excellent customer
service behavior by reinforcing and rewarding employees for
their efforts.
☺ One is to identify what tools to address extreme service
recovery situations.

38. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 6) Sustaining Excellent Customer Service – HighPoints.
☺ Reinforcing Excellent Customer Service Behavior.
☺ Rewarding Excellent Customer Service Behavior.
☺ Addressing Extreme Service-recovery Situations.

39. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 6) HighPoints: Reinforcing Excellent Customer Service
Behavior.
☺ recognize the benefits of reinforcing excellent customer
service behavior.
☺ apply the rules for reinforcing excellent customer service
behavior.
☺ predict the effect on customer service behavior when
reinforcement is provided.
☺ use the positive reinforcement process appropriately to
motivate customer service employees.

40. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 6) HighPoints: Rewarding Excellent Customer Service Behavior.
☺ recognize the reasons for rewarding excellent customer service
actions.
☺ identify guidelines for providing customer service employees
with effective feedback.
☺ apply motivational techniques to effectively motivate customer
service employees.
☺ match techniques with corresponding examples for
compensating employees for excellent customer service.

41. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
(Section 6) HighPoints: Addressing Extreme Service-recovery
Situations.
☺ recognize benefits of creating an effective service-recovery
system.
☺ acknowledge steps for successfully recovering a difficult
customer.
☺ identify factors to consider when making a decision to fire or
retain a customer.
☺ know the components of a crisis-recovery plan.

42. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
Customer Relationship Management Overview – Conclusion.
☺ At this point you should be able to be familiar with the
following:
• recognize the benefits of using a customer-driven mission
statement.
• identify the input needed to write a customer-driven
mission statement.
• identify the advantages of developing a partnership
relationship with your customers.
• recognize the benefits of managing customer relationships.
• use an appropriate strategy to attract and recruit
customer service employees.
• distinguish principles of retaining customer service
professionals.
• recognize benefits of using service-recovery skills to
satisfy a customer.

43. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
Customer Relationship Management Overview – Conclusion, continues.
• exploit the benefits of improving internal customer service.
• consider the value of internal customer collaboration
through teamwork.
• recognize the benefits of incorporating partnering in an
internal customer service plan.
• acknowledge the benefits of empowering customer service-
oriented employees.
• know the value of meeting customers' e-Commerce
expectations.
• reckon the importance personalization plays in delivering
service.
• accept the importance that establishing human-touch
points plays in delivering online service.

44. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)
Customer Relationship Management Overview – Conclusion, continues.
• apply the rules for reinforcing excellent customer service
behavior.
• implement motivational techniques to effectively motivate
customer service employees.
• acknowledge the benefits of creating an efficient service-
recovery system.

45. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Trinity College, Cambridge)

46. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills – Customer Service (This picture: Harcourt Hill, West Oxford)