This document discusses customer care and public relations in the context of English language teaching management. It defines customer care as showing concern for customers and addressing their needs, while public relations aims to build understanding between an organization and external stakeholders. Both roles serve as company representatives. The document notes that students can be viewed as either customers or learners, and examines common customer service problems students encounter. It emphasizes that customer care requires supportive systems, facilities, training and a student-focused approach. References are provided at the end.

1. CUSTOMER CARE
AND
PUBLIC RELATIONS

2. Is Quality service is everyone’s job
quality service everyone’s job?
This is a story about four
EVERYBODY Everybody,
people named SOMEBODY
Somebody, Anybody and Nobody.
This is a story about
There was an important job
four people
to be done and Everybody
was asked to do it.
Everybody was sure that
Somebody would do it.
ANYBODY
Anybody could have done NOBODY
it, but Nobody did it.

3. There was an important job
to be done and
Everybody was asked to do it.
Everybody was sure that
Somebody would do it.
Anybody could have done it,
but Nobody did it.

4. SOMEBODY got very
angry about that,
because it was
EVERYBODY’S JOB

5. It ended up that Everybody blamed
Somebody when Nobody did
what Anybody could have done.
Quality service is everyone’s job

6. CUSTOMER CARE
Definition of Customer Care
Customer Care Skills
PUBLIC RELATIONS
Definition of Public Relations
Public Relations Objectives
CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT

7. CUSTOMER PUBLIC
CARE RELATIONS
Customer care and public relations are two careers with
much in common. After all, both positions serve as the
"face" of a company and work to uphold the company's
image and interests.
The Main Difference
A customer care representative, as the
works directly
name implies,
with customers
while public relations specialists most often
deal with members of the media
and other organizations.

8. CUSTOMER CARE
Why is Customer Care Important?
Because Happy Customers STAY Your
Customers (and not someone else's)
The key to success lies not only in
having a good product, but also in
being able to provide the
customer with the level of service
they desire.

9. CUSTOMER CARE
Definition of Customer Care
Feeling concern and interest in
someone who has entered a business
to buy a product or obtain a service.
Basic rule of customer care:
Put yourself in the customers shoes;
see the situation as they do.

10. Customer Care Skills
There are 8 main customer care skills that
need to be displayed when serving the
customer :
1. Appearance
2. Observation
3. Listening
4. Body Language and Facial Expression
5. Talking
6. Assertiveness
7. Attitude
8. Behaviour

11. VS.

12. Appearance
The appearance of yourself and the other
members of staff in your team will say a lot
about the standards within your operation.

13. Observation
• It’s easy to miss
shortfalls in standards
because of familiarity.
• Try to stand back and
look at your workplace
in an objective way.

14. Listening
• If we fail to listen to the customer they
will feel that we do not really care about
them and therefore not return.
• The 2 main ways of listen attentively are:
1. Physical attending
2. Psychological attending

15. Physical Psychological
Attending: attending:
• Face the speaker • Keep an open mind
• Maintain eye • Think ahead
contact • Analyse and evaluate
• Maintain an open • Do not interrupt
posture • Interpret a tone of voice
• Evaluate the non-verbal
• Stay relatively
signs
relaxed

18. Body Language & Facial
Expression
• Reading and understanding body language is an
essential part of listening. If our body language
does not reflect the words that we are using then
the customer will not believe us.
60
Understanding a
50
message…
40
30
Message • Words: 10%
20
10
• Tone, pitch, volume: 35%
0
• Non-verbal behaviour: 55%
Words Non-
verbal

19. Talking
When talking to the
customer we must not…
• Complain about the
company
• Moan, moan and
moan again!
• Talk over the
customers head!

20. Assertiveness
When dealing with customers there are 3
types of behaviour we can employ:
1.Aggressiveness
2. Assertiveness
3. Submissiveness.

21. Assertiveness
• We should try to
apply an assertive
manner at all times.
• By being assertive
you remain in
control, have greater
self confidence and
earn the respect of
others.

22. Attitude & Behaviour
• The way we behave with customers is all
important.
• We must display a positive approach and be
courteous at all times.
Remember…
• Each customer is an individual.
• Be enthusiastic-it’s infectious!
• Courtesy costs nothing
• Treat people as individuals. Use their name.

23. PUBLIC RELATIONS
Public relations is a key component of a
successful marketing campaign, so it's
essential that PR professionals
speak the language of marketers.

24. PUBLIC RELATIONS
The deliberate, planned and sustained
effort to institute and maintain mutual
understanding between an organisation
and its publics.

25. Public Relations Objectives
• Enthusiastic and • Good relations
cooperative employees with competitors
who provide excellent • Responsible
service industry postures
• Satisfied and informed • Strong community
shareholders support
• Excellent media relations • Good corporate
• Open communication citizenship
with various stakeholders • Good government
• Harmonious union relationships
relations • Good relations
• Satisfied and loyal with financial
customers institutions
25

26. The main goal of a public relations
• To enhance a company’s
reputation.
• To provide a service for the
company by helping to give the
public and the media a better
understanding of how the
company works.
• To provide feedback to the
company from the public
26

27. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
Student as
Customer VS. Student as
Learner

28. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
Student as Customer
An important distinction vs.
Student as Learner
• Students are traditionally product, not
customer-oriented.
• They establish requirements, policies
and procedures students are expected
to meet and follow. Students tend to
(but not always) acquiesce.

29. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
Student as Customer
An important distinction vs.
Student as Learner
• Increased competition, students’ complaints, and
successful programs of quality service have all begun to
change the institution’s approach to student service.

30. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
The student is….
the most important person , without students, there
would be no need for the institution.
… not a cold enrollment statistic but a flesh-and-blood
human being with feelings and emotions like our
own.
… not someone to be tolerated so that we can do our
thing. Students are our thing.

31. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
The student is….
… notdependent on us. Rather, we are dependent on
them.
… not an interruption of our work, but the purpose of
it.
We are not doing them a favor by serving them.
They are doing us a favor by giving us the
opportunity to do so.

32. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
• What are some common service problems encountered
by students?
• Little effort expended to
• Technology behind the times. “educate” the customer:
students, parents and the
public.

33. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
• What are some common service problems encountered
by students?
• Repeat the same mistakes term after term.
• Complicated fee-payment procedures.

34. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
• What are some common service problems encountered
by students?
• Poor communication between offices and divisions.
• Staff hired and placed in positions
with little regard for their
personal strengths.
• Administrative policies and
procedures designed for
convenience of school
instead of students.

35. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
• What are some common service problems encountered
by students?
• Telephone system.
•Parking.
•Class availability.

36. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
What is needed?
It is very difficult for staff to deliver caring and helpful
service without:
– Student-friendly delivery systems.
- Adequate facilities and equipment.

37. CUSTOMER CARE & PULIC RELATIONS
IN ELT MANAGEMENT
What is needed?
– Adequate staffing and remuneration.
– Supportive management.
– Well-trained staff.

38. REFERENCES
• Impey, Graham et. al, 1994, The ELT Manager’s Handbook, Greathe Britain:
The Bath Press
• http://en.wikipedia.org/w/index.php
• http://www.platformmagazine.com
• http://www.techstore.ie/Business-Training/Management-Training-
Courses.htm

39. Remember, people will
judge you by your actions,
not your intentions.
You may have a
heart of gold
but so does a hard-
boiled egg