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GENESIS - ACMS
Nathan Ronen
1
OPEN WORKSHOP ONOPEN WORKSHOP ON
CUSTOMER SERVICECUSTOMER SERVICE
Trainer: Prof. Nathan Ronen, MBA
“GENESIS” - ACMS
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GENESIS - ACMS
Nathan Ronen
2
Service is the FACEFACE
of our company
F= flexible
A= attentive
C= courteous
E = efficient
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GENESIS - ACMS
Nathan Ronen
3
Customer service
or Customer Experience?
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GENESIS - ACMS
Nathan Ronen
4
• The new view of marketing
• The importance of customer service
• What is in it for me Personally?
• Customers, who are they ?
• What and where is CS made?
• How to “deliver”
• Summery
On the Agenda Today :
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GENESIS - ACMS
Nathan Ronen
5
WHO ARE WE?WHO ARE WE?
• Who am I ? - facilitator, mentor or trainer ?
• What is our plan for the day ?
• What is the system of our training?
• People who are shy never learn , please
do not hesitate to ask questions, to make
remarks, and to doubt the theories.
• Your working experience is invaluable,
please share it with others.
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GENESIS - ACMS
Nathan Ronen
6
IntroductIon toIntroductIon to
customer servIcecustomer servIce In aIn a
most competItIvemost competItIve
WorldWorld
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GENESIS - ACMS
Nathan Ronen
7
The New View of
Marketing
• The marketing emphasis today is on
keeping existing customers as well as
getting new ones
• Four principles guide marketing:
– retention: keeping them coming back
– referrals: encourage them to recommend us
– relationships: build an emotional connection
– recovery: solve problems as they arise
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GENESIS - ACMS
Nathan Ronen
8
Today’s Environment
• In today’s business environment, customers are
demanding more than ever—expecting to get
what they want when they want it, and often
customizing it to suit their needs. If they do not
get what they seek from one company, they can
easily obtain it from another.
• Organizations are realizing that achieving
customer satisfaction is essential to maintaining a
competitive advantage, but winning customer
loyalty and commitment is challenging.
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GENESIS - ACMS
Nathan Ronen
9
Expectations of customers
• Good value products (for price paid)
• Rapid response to enquiries
• Clear and honest information
• Information about suitable products
• Help with general issues or individual needs
• Care and attention during the sale
• Good after-sales service
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GENESIS - ACMS
Nathan Ronen
10
Customer-Relationship
Thinking
• The customer-relationship view of
marketing requires some new thinking:
• It is very much a long-term strategy
• Requires that management take the
customer’s view
• The value proposition must be defined
very broadly
• Different measures of success are needed
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GENESIS - ACMS
Nathan Ronen
11
The Modern Marketing
Concept
• All planning and operations are designed to create long-
term customer satisfaction: “everyone in the firm is
involved in marketing”
• All of the marketing activities of the organization should
be consistently designed and delivered, and should be
coordinated across departments
• All of the organization’s planning and operations are
customer-oriented, meeting customer needs and
achieving profitability
• All activities are focused on the long-term and designed
to create an emotional connection with customers
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GENESIS - ACMS
Nathan Ronen
12
Product Oriented
companies
CEO OF BANK
MORTGAGE DEPT CREDIT DEPT BRNACHES DEPT
BRANCH MANAGER
DURES
LOAN SPECIALIST
CUSTOMER SERVICE
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GENESIS - ACMS
Nathan Ronen
13
Structure of a service
oriented BUSINESS
CUSTOMERS
FRONT line
employees
Team
leaders
MIDLLEMIDLLE
MANAGEMENTMANAGEMENT
TOP
MANAGEMENT
Internal orInternal or
external customerexternal customer??How does thatHow does that
effect myeffect my
thinkingthinking
Of my jobOf my job??
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GENESIS - ACMS
Nathan Ronen
14
Marketing Thinking Drives the Value
Proposition
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GENESIS - ACMS
Nathan Ronen
15
The importance of CSThe importance of CS
• All customers are worth money to a firm
• Satisfied customers :
 Return, again and again
 Tell their friends
 Help to enhance the firm’s reputation
 Can provide useful feedback
 Help the firm to keep/increase its market share
 Increase sales revenue and profits
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GENESIS - ACMS
Nathan Ronen
16
The importance of CSThe importance of CS
Don’t forget :
dissatisfied customers also tell their friends
and therefore can ruin a firm’s reputation
and destroy the potential of any expensive
marketing campaign.
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GENESIS - ACMS
Nathan Ronen
17
The importance of CSThe importance of CS
• It is 5 times cheaper for a company to
spend money retaining existing customers
and developing customer loyalty than it is
to advertise to attract new customers
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GENESIS - ACMS
Nathan Ronen
18
What does it mean inWhat does it mean in
service?service?
• For the last 20 years the western world is talking aboutFor the last 20 years the western world is talking about serviceservice as theas the
added value that will make the difference in service orientedadded value that will make the difference in service oriented
businesses.businesses.
• Recent survey show that although technically they do everything right,Recent survey show that although technically they do everything right,
the satisfaction of clients is diminishing in the last years.the satisfaction of clients is diminishing in the last years.
• It seems that management is stressing more on the” right way “ ofIt seems that management is stressing more on the” right way “ of
doing things (“ red tape”) rather than giving workers the opportunity todoing things (“ red tape”) rather than giving workers the opportunity to
exertexert Emotional Added ValueEmotional Added Value..
•
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GENESIS - ACMS
Nathan Ronen
19
4 Golden Rules for a
service company )Prof. Frances 19
19, Harvard business school 2008)
• The techniques that are thought in business
schools now a days, are actually obsolete.
• They were formed when most of the businesses
were of industrial nature, whilst more than two
thirds of the economy now are serviceservice
oriented businesses.
• It is not enough to “talk service”“talk service” or use the
mantra “the customer is always right.”
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GENESIS - ACMS
Nathan Ronen
20
Golden rule no 1. :
Unique ServiceUnique Service
• As a product must be unique to be branded, the creator
of service must engage in customer experiencecustomer experience.
• Each service company must find its USP while focusing:
either cheap prices or excellent service, it not necessarily
goes togather.
• WALMARTWALMART decided that it will appeal to customers who
are looking for good value for money and vast array of
products & bargains, so there are hardly any sales
personnel on the shops floor.
• COMMERCE BANKCOMMERCE BANK has decided to focus on customer
service for those who need service later in the evening
or on weekends, it is not giving better rates.
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GENESIS - ACMS
Nathan Ronen
21
Golden rule no 2 :
charge for your service in
a nice manner
• Businesses must find ways to charge for the extra
service in order to be profitable.
• STARBUCKS coffee shops, are charging a different rate
for take away or sit in service, as the customers tend to
sit for hours in the shop with his laptop after purchasing
his cappuccino.
• If they would have put a meter to time customers, that
would create strong objection.
• Another way to save money on service and still be nice,
is letting customers to do it themselvesletting customers to do it themselves, and they will
gladly use it if it gives them a benefit: check in stations
from home or airport with the possibility to set your sit
and choose your meals in advance.
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GENESIS - ACMS
Nathan Ronen
22
Golden rule no 3:
new management model
• I strongly recommend that each executive of a
service oriented company will volunteer to work
once a month in the front office as a CS worker.
• This will ensure, that ‘red tape’ or bureaucratic
procedures will be ironed out, and more support
and decision making power will be given to front
desk workers, who encounter every day verbal
violence from customers.
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GENESIS - ACMS
Nathan Ronen
23
Golden rule no 4:
Make the work procedures
simple and friendly
• Your customers are not professional, plan
your procedures as simple as possible.
• this applies to an ATM station or a
CHECK IN point, no one likes to feel an
idiot , because it seemed simple to your
IT engineer.
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GENESIS - ACMS
Nathan Ronen
24
EMOTIONAL
INTELLIGENCE
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GENESIS - ACMS
Nathan Ronen
25
The “ME” mixThe “ME” mix( Gardner model)( Gardner model)
MY EMOTIONSMY EMOTIONS::
RELATIONS: To please, to be perfect, fear of rejection,RELATIONS: To please, to be perfect, fear of rejection,
fear, anxiety and love, needsfear, anxiety and love, needs
MY PHYSICMY PHYSIC
MY HEALTH, ME AND ME, ME AND YOUMY HEALTH, ME AND ME, ME AND YOU
MY VALUESMY VALUES
INTEGRITY, CORE VALUES, BELIEVES, SPIRITUALINTEGRITY, CORE VALUES, BELIEVES, SPIRITUAL
MY RATIONALMY RATIONAL
Targets, vision, ambitionsTargets, vision, ambitions
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GENESIS - ACMS
Nathan Ronen
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EIEI= Emotional
Intelligence
• The ability to keep a balanced mix of the 4 inner layers
of me.
• Not to let the “automatic pilot” of emotions dictate the
way I run my life.
• Not to make accountancy with the pastpast but to
understand what are my core valuesmy core values and act
accordingly in a pro active way without judgment.
• People are like a 100 dollar bill, however old and torn or
dirty , it still keeps its value .
• "the Optimist and the Pessimist die the same,the Optimist and the Pessimist die the same,
but their quality of life is so different”but their quality of life is so different”
• "The choice is yours, to live like a king or like a slave”
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GENESIS - ACMS
Nathan Ronen
27
Relationship as EI inRelationship as EI in
serviceservice
• Nurture customer relationship , every worker
must be market drivenmarket driven ( including the
cleaning lady or the guard at the entrance) they
too represent your business .
• Retention = Loyalty marketingRetention = Loyalty marketing - find ways to
make your customer want to stay with you and
indifferent to competition offers.
• ““anticipate your customer’s needs andanticipate your customer’s needs and
satisfy it” – American Expresssatisfy it” – American Express
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GENESIS - ACMS
Nathan Ronen
28
Emotional SSelling PPoint
• If you check why certain corporate are so
successful while others are not, you find
that the ones who are in the “winners
circle” like VIRGIN AIR or COCA COLA
are connected to a whole set of emotional
images: fun, innovation, integrity .life style,
etc.
• Instead of the usual USPUSP they have
created a ESPESP ( emotional selling point)
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GENESIS - ACMS
Nathan Ronen
29
Customer ExperienceCustomer Experience
& Its effect
on the structure of servIce orIented busInessesservIce orIented busInesses.
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GENESIS - ACMS
Nathan Ronen
30
CUSTOMER EXPERIENCE-CUSTOMER EXPERIENCE-
VIRGIN AIRWAYSVIRGIN AIRWAYS blue print
• Richard Branson, chairman of Virgin Air said he wants
to have a company where it is fun to work for and that
if employees will be happy customers will no doubtcustomers will no doubt
feel it.feel it.
• His instruction for his Customer Relation Dept are:
1. take work seriously- not yourself.
2. Think in a humoristic way
3. Be first to laugh
4. Laugh with your clients not on them
5. Laugh at yourself and your defaults
6. Think that life is a play
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GENESIS - ACMS
Nathan Ronen
31
CS personnel & EICS personnel & EI
• In a competitive world, everyone can copy your product
and manufacture it cheaper, no one can copy the
friendship and good relationship you give to your
customer.
• we are human beings, we are emotional and there are
some things you can not measure like the worth of a
smile.
• When we take our wife/husband to a fancy restaurant on
her/his birthday, we pay more for the ambiance, status,
service, the décor, and for being in love – not the price of
the food.
• Add yourselfyourself to your service, think of your client as a
guestsguests coming to your saloon, it will pay back !
•
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GENESIS - ACMS
Nathan Ronen
32
ESPESP for service
personnel
• The added value you can give you
customer interlinked in 3 characteristics:
1. Emotional Connectivity- the ability not only to say
the “right things “ but to be sensitive to the situation and the
specific needs of the client , especially in crisis or complaint.
2. Integrity- the ability to identify with the your values as well as
your work vision whilst bypassing sometimes laws and rules and “
red tape” ( do you have the authority to correct mistakes or do you
have to get permission for every step? )
3. Creativity- the more there are rules and regulations, the
less creative your front desk will be. Use your common sense.
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GENESIS - ACMS
Nathan Ronen
33
IAN CARLZONE:
“MOMENT OF TRUTH”“MOMENT OF TRUTH”
• “CUSTOMERS EXPERIENCE IS WHAT
COUNTS”.
Ian Carlzone. ceo SAS
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GENESIS - ACMS
Nathan Ronen
34
But what is in it for us
personally?
Why Should We (as Individuals)
Care About
Giving Good Service?
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GENESIS - ACMS
Nathan Ronen
35
It makes our lives
richer!
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GENESIS - ACMS
Nathan Ronen
36
The Law of Reciprocity
The Law of Reciprocity means:
to give and take mutually;
to return in kind or even in another kind or degree.
"I'll scratch your back if you scratch mine."
Applies in EVERY culture on the face of the earth.
Simply explains that when someone gives you
something you feel an obligation to give back.
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GENESIS - ACMS
Nathan Ronen
37
Law of Reciprocity
• Practicing every day those core values we
learned at home as children
• Courtesy
• Kindness
• Respect
• Honesty
GreatGreat
CustomerCustomer
ServiceService
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GENESIS - ACMS
Nathan Ronen
38
Law of Reciprocity
Psychologically it puts us in the driver’s seat…
We are in control of creating the
positive energy to turn a bad
situation into a good one
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GENESIS - ACMS
Nathan Ronen
39
Our Own Gain ?
It Reduces stress!
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GENESIS - ACMS
Nathan Ronen
40
PART 3: Who is our
Customer ?
“A person with whom one has dealings”
Everyone is your customer !!Everyone is your customer !!
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GENESIS - ACMS
Nathan Ronen
41
The Customer
• Is the most important person we will
work with
• Is not an interruption of our work, but
rather, is the reason for it,
• Is an individual with a name and
feelings,
• Is the reason we all have jobs,
• Is not always right, but is still ….
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GENESIS - ACMS
Nathan Ronen
42
Types of customer
– private individuals (consumers)
– business customers
– a mixture of both
External customers
(people outside the organisation). These may be:
Internal customers
(people within the organisation) who need information
for an external customer.
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GENESIS - ACMS
Nathan Ronen
43
How do we give a
PERFECT service?
• PPolite
• EEfficient
• RRespectful
• FFriendly
• EEnthusiastic
• CCheerful
• TTactful
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GENESIS - ACMS
Nathan Ronen
44
DemandingDemanding
CustomersCustomers
How to deal with them?
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GENESIS - ACMS
Nathan Ronen
45
15 minute coffee break15 minute coffee break
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GENESIS - ACMS
Nathan Ronen
46
PART 2:PART 2:
Intercommunication skillsIntercommunication skills
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GENESIS - ACMS
Nathan Ronen
47
One photo two facesOne photo two faces
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GENESIS - ACMS
Nathan Ronen
48
Different point of viewDifferent point of view
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GENESIS - ACMS
Nathan Ronen
49
(Paradigm=Example)
Artist unknown
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GENESIS - ACMS
Nathan Ronen
50
A group of scientists placed 5A group of scientists placed 5
hungry monkeys in a cage andhungry monkeys in a cage and
in the middle, a ladder within the middle, a ladder with
ripe bananas on the top.ripe bananas on the top...
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GENESIS - ACMS
Nathan Ronen
51
Each time that a monkey wentEach time that a monkey went
up the ladder, the scientistsup the ladder, the scientists
soaked the rest of thesoaked the rest of the
monkeys with cold ICE water.monkeys with cold ICE water.
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GENESIS - ACMS
Nathan Ronen
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After a while, every time aAfter a while, every time a
monkey went up the ladder,monkey went up the ladder,
the rest of the group beatthe rest of the group beat
up the one on the ladder.up the one on the ladder.
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GENESIS - ACMS
Nathan Ronen
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After some time, noAfter some time, no
monkey dared to go upmonkey dared to go up
the ladder regardless ofthe ladder regardless of
the temptation andthe temptation and
hunger.hunger.
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GENESIS - ACMS
Nathan Ronen
54
Scientists then decided to
substitute one of the
monkeys. The 1st
thing this
new monkey did was of
course to go up the ladder.
Immediately the other
monkeys beat him up.
(although this time NO coldalthough this time NO cold
showershower)
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GENESIS - ACMS
Nathan Ronen
55
After severalAfter several
beatings, the newbeatings, the new
member learned not tomember learned not to
climb the ladder evenclimb the ladder even
though he neverthough he never
understood why.understood why.
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GENESIS - ACMS
Nathan Ronen
56
A 2nd
monkey was
substituted and the same
occurred. The 1st
monkey
participated on the beating
for the 2nd
monkey. A 3rd
monkey was changed and
the same was repeated
(beating). The 4th
was
substituted and the beating
was repeated and finally
the 5th
monkey was
replaced.
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GENESIS - ACMS
Nathan Ronen
57
What was left was a groupWhat was left was a group
of 5 monkeys that evenof 5 monkeys that even
thoughthough never received a coldnever received a cold
showershower, continued to beat up, continued to beat up
any monkey who attemptedany monkey who attempted
to climb the ladder.to climb the ladder.
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GENESIS - ACMS
Nathan Ronen
58
If it was possible to ask theIf it was possible to ask the
monkeys why they would beatmonkeys why they would beat
up all those who attempted toup all those who attempted to
go up the ladder…..go up the ladder…..
I bet you the answer wouldI bet you the answer would
be….be….
““I don’t know – that’s howI don’t know – that’s how
things are done around here”things are done around here”
Does it sounds familiar?Does it sounds familiar?
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GENESIS - ACMS
Nathan Ronen
59
Don’t miss the
opportunity to share this
with others as they
might be asking
themselves why we
continue to do what we
are doing if there is a
different way out there.
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GENESIS - ACMS
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"Only two things are infinite:"Only two things are infinite:
The universe and humanThe universe and human
stupidity. And I am not sostupidity. And I am not so
sure about the former."sure about the former."
Albert EinsteinAlbert Einstein
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GENESIS - ACMS
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The 10: 90 modelThe 10: 90 model
(Stephen Covey – the seven habits of most effective people)
11..EVENTEVENT
22..PARADIGMPARADIGM
3. EMOTION3. EMOTION
44..REACTIONREACTION
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GENESIS - ACMS
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Me and YouMe and You
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Media
MessageSenderSender EncodingEncoding
ResponseFeedback
Noise
Decoding Receiver
Elements in the Communication ProcessElements in the Communication Process
MEME
““BUYBUY
THISTHIS””
CUSTOMERCUSTOMER““WHY IS HEWHY IS HE
PUSHINGPUSHING””
WHOWHO
AMAM
II
WHOWHO
AMAM
II
EmotionsEmotions
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GENESIS - ACMS
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Cultural differencesCultural differences
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WHAT IS HAPPENINGWHAT IS HAPPENING
HERE ?HERE ?
• After you have studied the inter communication
system, you must realize that people ( customers
as well as salesmen ) are hiding their real needs
and wants as well as feelings.
• We want people to like us, we do not like to hurt
their feelings, but internally we develop a liking or
rejection to a customer in accordance to the 3
dimensions of the intercommunication model.
• We shall now see a short movie: ” the parking: ” the parking
lotlot""
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GENESIS - ACMS
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Parking grounds
“CONRAD”CONRAD” shopping
center TIRANA
• Imagine the following situation:
• My name is Armida,Armida, I am 38, work as a
pediatrician specialist in Hospital , I drive a
Mercedes “Super jeep” 2oo8, I live in a
very nice house at Tirana ereTirana ere district.
• My name is Viola,Viola, I am 36, divorced
unemployed, I worked as a cashier in a
shop . I drive a Fiat uno 1995, and I live in
Bregu I LumitBregu I Lumit district of Tirana.
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30 minutes30 minutes
Lunch breakLunch break
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The 4TM- the Human
puzzle
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We are all differentWe are all different
types with wants andtypes with wants and
needsneeds
1. E type
2. P type
3. I type
4. A type
• Please pay attention:Please pay attention:
this is only a
schematic division,
people vary , most of
us are mix of types.
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GENESIS - ACMS
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Human PuzzleHuman Puzzle FTMFTM
PeoplePeople-
EmotionsEmotions
motivation
RationalRational-
Results
motivation
extrovertIntrovert
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GENESIS - ACMS
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EENTREPRENEUR TYPENTREPRENEUR TYPE
Dominant type, veryDominant type, very
friendly, when hefriendly, when he
enters the room youenters the room you
feel it, likes to be infeel it, likes to be in
center of things. Fullcenter of things. Full
of ideas, veryof ideas, very
creative, likes tocreative, likes to
listen to himself,listen to himself,
weak listener, needsweak listener, needs
constantconstant
compliments andcompliments and
attention.attention.
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GENESIS - ACMS
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EmotionsEmotions
Results
externalinternal
E TYPE
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Formal , dominant, likesFormal , dominant, likes
toto rule and in need ofrule and in need of
control.control.
The “ BOSS” type, theThe “ BOSS” type, the
“Butcher” type, does“Butcher” type, does
not enjoy small talk,not enjoy small talk,
no patience forno patience for
feelings and excuses,feelings and excuses,
likes results, waste oflikes results, waste of
time drives him crazy,time drives him crazy,
bottom line person.bottom line person.
Productive typeProductive type
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GENESIS - ACMS
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EmotionsEmotions
Results
externalinternal
E TYPE
PP typetype
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ANALIZERANALIZER
administrative typeadministrative type
• Not a dominant type, likes to
gather information, prefers
data to people, takes life
very seriously, likes to ask
lots of questions, very
suspicious and hesitant,
difficult for him to make
decisions, conservative,
When asked to describe a
projects, brings lot of
statistics, research results ,
details , details...
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GENESIS - ACMS
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EmotionsEmotions
Results
externalinternal
E TYPE
PP typetype
A TYPEA TYPE
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IntegrativeIntegrative
TypeType
Not dominant, shy andNot dominant, shy and
delicate, good listener,delicate, good listener,
hates chaos andhates chaos and
disharmony, in order fordisharmony, in order for
everybody to be in peaceeverybody to be in peace
will give up his ownwill give up his own
wants, togetherness iswants, togetherness is
very important, discretevery important, discrete
-everybody comes to tell-everybody comes to tell
him their secrets, needshim their secrets, needs
assurances.assurances.
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EmotionsEmotions
Results
externalinternal
E TYPE
PP typetype
A TYPEA TYPE
I typeI type
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E Type - whatE Type - what
motivatesmotivates him?him?
What motivates him?What motivates him?
Creative and innovative works,Creative and innovative works,
competition, being in thecompetition, being in the
center of attention ,center of attention ,
compliments, to lead, shortcompliments, to lead, short
tem targets, credit to histem targets, credit to his
ideasideas
What is difficult for him ?What is difficult for him ?
Routine, monotonous work,Routine, monotonous work,
lots of technical details, nolots of technical details, no
attention or credit to hisattention or credit to his
work, long term taskswork, long term tasks
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
81
P Type -P Type -
what motives him?what motives him?
What motives him?What motives him?
efficiency , reason andefficiency , reason and
rational ,concrete targets,rational ,concrete targets,
challenges andchallenges and
competition, results andcompetition, results and
controlcontrol
What is difficult forWhat is difficult for
him?him?
Too many details, non
relevant information,
inefficiency, waste of
time, emotions.
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
82
A type-
what motives him?what motives him?
What motives him?What motives him?
Details, statistics, results ofDetails, statistics, results of
research, routine , veryresearch, routine , very
suspicious , schedule,suspicious , schedule,
clear and specific tasks,clear and specific tasks,
procedures and rules ,procedures and rules ,
order.order.
What is difficult forWhat is difficult for
him?him?
Vague situations,
change, innovation
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
83
I typeI type
What motives him?What motives him?
Helping and servingHelping and serving
people, harmony,people, harmony,
togetherness,togetherness,
emotions, awareness toemotions, awareness to
details in style,details in style,
recognitionrecognition
What is difficult forWhat is difficult for
him/ her ?him/ her ?
Disharmony, gossip,Disharmony, gossip,
noisy and loud people.noisy and loud people.
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
84
How to make use of thisHow to make use of this
Model?Model?
• E type-E type- listen to him , laugh from his jokes, compliment him onlisten to him , laugh from his jokes, compliment him on
his sense of humor, let him feel that all god ideas are derivinghis sense of humor, let him feel that all god ideas are deriving
from him,from him, focus him gently.focus him gently.
• P type- “P type- “let us get to the point the benefits of this productlet us get to the point the benefits of this product
are….. , I see that you are in a hurry, bottom line of the matterare….. , I see that you are in a hurry, bottom line of the matter
is….” .is….” . listen and let him feel he is in controllisten and let him feel he is in control..
• A type –”A type –” last research proved that……….. We have here
statistics about it……would you like to read about this product
at home? I am here for you should you have more questions.
do not push himdo not push him..
• I type-I type- please help me on this, let us do it togather, let us flow
with it and think about this in the best ways for both of us. Easy
and gently .
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
85
no customer is one type!no customer is one type!
We are all a mix of types with aWe are all a mix of types with a
dominant characteristicdominant characteristic
what happens if you anwhat happens if you an EE type and enterstype and enters
a customer ofa customer of PP type?type?
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
86
PSYCHOLOGY OFPSYCHOLOGY OF
CUSTOMERS:CUSTOMERS: Eric Berne
• T.A. – TrAnsAcTionAlT.A. – TrAnsAcTionAl
AnAlysisAnAlysis
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
87
T.A. – TrAnsAcTionAlT.A. – TrAnsAcTionAl
AnAlysis ModelAnAlysis Model
3 EGO STATES:3 EGO STATES:
1. Myself as a parent
2. Myself as an adult
3. Myself as a child
PARENT
ADULT
CHILD
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
88
ParentParent• Dominant figure,
modeling, powerful,
puts limits and
boundaries, discipline
• criticizing, building,
supporting, modeling
• Loving, tutoring,
mentoring,
educating, coaching.
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
89
ADULTADULT
• Rational figure,
focused, here and
now, facts and figures,
assertive.
• Usually a balanced
personality.
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
90
•Emotional figure , feels
that he constantly has to
defend himself against
authority, revolting child or
conforming child,
manipulative, spoiled.
Loves toys or gadgets,
easy to please but easily
insulted.
•Passive aggressive
CHILDCHILD
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
91
ParentParent
Adult
Child
adult
child
what does it dowhat does it do??
How Much for itHow Much for it??
It will save youIt will save you
time and the costtime and the cost
is only 5000 lekis only 5000 lek..
BuyerSalesman
ParentParent
Good transactionGood transaction
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
92
ParentParent
Adult
Child
adult
child
I kept the last one
kept the last one
especially for you
especially for you
BuyerSalesman
ParentParent
Good transactionGood transaction
W
ow
! Its wonderful of you, you
W
ow
! Its wonderful of you, you
spoil me
spoil me
……
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
93
ParentParent
Adult
Child
adult
child
I kept the last one
kept the last one
especially for you
especially for you
BuyerSalesman
ParentParent
Bad transactionBad transaction
Don’t bullshit m
e
I am
not a
little
Don’t bullshit m
e
I am
not a
little
girl
girl
……
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
94
parent
Adult
Child
Covert dealCovert deal
BuyerSalesman
Two last like this in stockTwo last like this in stockIts on sale now and it finishes today
Its on sale now and it finishes todayOk I will take them
both
Child
Adult
parent
1
2
3
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
95
parent
adult
child
Unbalanced dealUnbalanced deal
buyerSalesman
2.this car is toothis car is too
expensive for meexpensive for me
For you
I shall give you
a
special discount
child
adult
parent
11.
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
96
ParentParent
Adult
Child
adult
child
I kept the last one
kept the last one
especially for you
especially for you
BuyerSalesman
ParentParent
Bad transactionBad transaction
Don’t bullshit m
e
I am
not a
little
Don’t bullshit m
e
I am
not a
little
girl
girl
……
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
97
What are your pickles?
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
98
Customer service features
• Products/ServiceProducts/Service – quality, safety,
packaging, clear information
• StaffStaff – attitude, dress, communication skills
• PremisesPremises – cleanliness, access, facilities
• DeliveryDelivery – reliability, speed, availability
• After-sales careAfter-sales care – complaints, returns,
repairs, guarantees
• Other featuresOther features – payment methods, advice
lines, staff training etc
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
99
Customer satisfaction
It is measured byIt is measured by:
• Analysing sales performance
• Recording the number of complaints/returns
• Making comparisons with competitors
This occurs when customer expectations and
needs are met over and over again.
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
100
Investigating customer
service
Always remember:Always remember:
• Key features vary, depending upon the type of
organisation and its customers
• No business can please everyone all the time –
though they should try!
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
101
Customer feedback
Why is it so important ?
It helps to inform the company
for the future so it can
improve products/services
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
102
Feedback obtained by:
• On the spot questions by staff
• Observation of customers
• Questionnaires
• Customer panels/focus groups
• The website (eg pop-up questionnaires)
• E-mails and email questionnaires
• Complaints
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
103
CS,
how do we do it ?
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
104
Effective Customer
Service
• Courtesy
• Prompt Attention
• Reliability
• Personal Attention
• Knowledgeable Staff
• Empathy
• Go the “extra mile”
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
105
What Skills are Needed?
• Friendliness
• Helpfulness
• Effective use of body language
• Good product knowledge
• Listening skills
• Courtesy
• Effective complaint handling skills
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
106
Most important :
CommunicationCommunication
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
107
Communication
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
108
LAST AND MOST
IMPORTANT
TipsTips
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
109
A Few Tips:
• Practice what you preach
– I have to be the role model
• You get a lot further with sugar than
vinegar
– In other words – the more challenging the
customer the sweeter you become – “kill’em
with kindness”
• External and internal service are equally
important
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
110
A Few Tips:
• Common sense goes a long way
– Sometimes rules are made to be broken
• Regardless of one’s role in an
organization – it is everyone’s
responsibility to serve the customer
• What you say about your employer in
public will have a lasting effect – both
positive and negative
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
111
A Few Tips:
• Exceed the customers expectations –
these days it doesn’t take much!
• If someone gives you great service – let
them know it – often times we only report
the bad stuff!
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
112
A Few Tips:
• Listening skills are #1!
Give your full attention –
• Stephen Covey says, “Seek first to
understand, then to be understood.”
• Listen with the intent to understand rather than
with the intent to respond.
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
113
A Few Tips:
• Exercise Empathy not Sympathy
– Empathy means you understand the point of view –
not necessarily that you agree with it.
• Listen with your eyes, and your ears
– Sometimes it is not WHAT is said but HOW it is said
• Rephrase content – Reflect Emotion
– “In other words what I hear you saying is…and what it
seems you are feeling is….is that about right?
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
114
One last note…
I would like to leave you with this to think
about to take back to your workplace…..
www.simpletruths.com/simpletruths/a.aspx?
af=219&mo=stsr
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
115
Summary
Customer service:Customer service:
• Comprises all the appropriate services to
help, advise and assist customers
• Is important for business success
• Has key features which vary, depending upon
the business
• Aims to keep customers satisfied – and loyal
• Needs trained, well-informed staff
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
116
Summery
From My Personal Perspective
Customer Service
Is not…..
just another initiative
It is…
a way of life and a personal philosophy!
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
117
Summery
Remember “The Golden Rule”
Do to others as you
would have them do to you!
natek7474@gmail.
GENESIS - ACMS
Nathan Ronen
118
Thank You

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Open session on customer service 3 july 2012

  • 1. natek7474@gmail. GENESIS - ACMS Nathan Ronen 1 OPEN WORKSHOP ONOPEN WORKSHOP ON CUSTOMER SERVICECUSTOMER SERVICE Trainer: Prof. Nathan Ronen, MBA “GENESIS” - ACMS
  • 2. natek7474@gmail. GENESIS - ACMS Nathan Ronen 2 Service is the FACEFACE of our company F= flexible A= attentive C= courteous E = efficient
  • 3. natek7474@gmail. GENESIS - ACMS Nathan Ronen 3 Customer service or Customer Experience?
  • 4. natek7474@gmail. GENESIS - ACMS Nathan Ronen 4 • The new view of marketing • The importance of customer service • What is in it for me Personally? • Customers, who are they ? • What and where is CS made? • How to “deliver” • Summery On the Agenda Today :
  • 5. natek7474@gmail. GENESIS - ACMS Nathan Ronen 5 WHO ARE WE?WHO ARE WE? • Who am I ? - facilitator, mentor or trainer ? • What is our plan for the day ? • What is the system of our training? • People who are shy never learn , please do not hesitate to ask questions, to make remarks, and to doubt the theories. • Your working experience is invaluable, please share it with others.
  • 6. natek7474@gmail. GENESIS - ACMS Nathan Ronen 6 IntroductIon toIntroductIon to customer servIcecustomer servIce In aIn a most competItIvemost competItIve WorldWorld
  • 7. natek7474@gmail. GENESIS - ACMS Nathan Ronen 7 The New View of Marketing • The marketing emphasis today is on keeping existing customers as well as getting new ones • Four principles guide marketing: – retention: keeping them coming back – referrals: encourage them to recommend us – relationships: build an emotional connection – recovery: solve problems as they arise
  • 8. natek7474@gmail. GENESIS - ACMS Nathan Ronen 8 Today’s Environment • In today’s business environment, customers are demanding more than ever—expecting to get what they want when they want it, and often customizing it to suit their needs. If they do not get what they seek from one company, they can easily obtain it from another. • Organizations are realizing that achieving customer satisfaction is essential to maintaining a competitive advantage, but winning customer loyalty and commitment is challenging.
  • 9. natek7474@gmail. GENESIS - ACMS Nathan Ronen 9 Expectations of customers • Good value products (for price paid) • Rapid response to enquiries • Clear and honest information • Information about suitable products • Help with general issues or individual needs • Care and attention during the sale • Good after-sales service
  • 10. natek7474@gmail. GENESIS - ACMS Nathan Ronen 10 Customer-Relationship Thinking • The customer-relationship view of marketing requires some new thinking: • It is very much a long-term strategy • Requires that management take the customer’s view • The value proposition must be defined very broadly • Different measures of success are needed
  • 11. natek7474@gmail. GENESIS - ACMS Nathan Ronen 11 The Modern Marketing Concept • All planning and operations are designed to create long- term customer satisfaction: “everyone in the firm is involved in marketing” • All of the marketing activities of the organization should be consistently designed and delivered, and should be coordinated across departments • All of the organization’s planning and operations are customer-oriented, meeting customer needs and achieving profitability • All activities are focused on the long-term and designed to create an emotional connection with customers
  • 12. natek7474@gmail. GENESIS - ACMS Nathan Ronen 12 Product Oriented companies CEO OF BANK MORTGAGE DEPT CREDIT DEPT BRNACHES DEPT BRANCH MANAGER DURES LOAN SPECIALIST CUSTOMER SERVICE
  • 13. natek7474@gmail. GENESIS - ACMS Nathan Ronen 13 Structure of a service oriented BUSINESS CUSTOMERS FRONT line employees Team leaders MIDLLEMIDLLE MANAGEMENTMANAGEMENT TOP MANAGEMENT Internal orInternal or external customerexternal customer??How does thatHow does that effect myeffect my thinkingthinking Of my jobOf my job??
  • 14. natek7474@gmail. GENESIS - ACMS Nathan Ronen 14 Marketing Thinking Drives the Value Proposition
  • 15. natek7474@gmail. GENESIS - ACMS Nathan Ronen 15 The importance of CSThe importance of CS • All customers are worth money to a firm • Satisfied customers :  Return, again and again  Tell their friends  Help to enhance the firm’s reputation  Can provide useful feedback  Help the firm to keep/increase its market share  Increase sales revenue and profits
  • 16. natek7474@gmail. GENESIS - ACMS Nathan Ronen 16 The importance of CSThe importance of CS Don’t forget : dissatisfied customers also tell their friends and therefore can ruin a firm’s reputation and destroy the potential of any expensive marketing campaign.
  • 17. natek7474@gmail. GENESIS - ACMS Nathan Ronen 17 The importance of CSThe importance of CS • It is 5 times cheaper for a company to spend money retaining existing customers and developing customer loyalty than it is to advertise to attract new customers
  • 18. natek7474@gmail. GENESIS - ACMS Nathan Ronen 18 What does it mean inWhat does it mean in service?service? • For the last 20 years the western world is talking aboutFor the last 20 years the western world is talking about serviceservice as theas the added value that will make the difference in service orientedadded value that will make the difference in service oriented businesses.businesses. • Recent survey show that although technically they do everything right,Recent survey show that although technically they do everything right, the satisfaction of clients is diminishing in the last years.the satisfaction of clients is diminishing in the last years. • It seems that management is stressing more on the” right way “ ofIt seems that management is stressing more on the” right way “ of doing things (“ red tape”) rather than giving workers the opportunity todoing things (“ red tape”) rather than giving workers the opportunity to exertexert Emotional Added ValueEmotional Added Value.. •
  • 19. natek7474@gmail. GENESIS - ACMS Nathan Ronen 19 4 Golden Rules for a service company )Prof. Frances 19 19, Harvard business school 2008) • The techniques that are thought in business schools now a days, are actually obsolete. • They were formed when most of the businesses were of industrial nature, whilst more than two thirds of the economy now are serviceservice oriented businesses. • It is not enough to “talk service”“talk service” or use the mantra “the customer is always right.”
  • 20. natek7474@gmail. GENESIS - ACMS Nathan Ronen 20 Golden rule no 1. : Unique ServiceUnique Service • As a product must be unique to be branded, the creator of service must engage in customer experiencecustomer experience. • Each service company must find its USP while focusing: either cheap prices or excellent service, it not necessarily goes togather. • WALMARTWALMART decided that it will appeal to customers who are looking for good value for money and vast array of products & bargains, so there are hardly any sales personnel on the shops floor. • COMMERCE BANKCOMMERCE BANK has decided to focus on customer service for those who need service later in the evening or on weekends, it is not giving better rates.
  • 21. natek7474@gmail. GENESIS - ACMS Nathan Ronen 21 Golden rule no 2 : charge for your service in a nice manner • Businesses must find ways to charge for the extra service in order to be profitable. • STARBUCKS coffee shops, are charging a different rate for take away or sit in service, as the customers tend to sit for hours in the shop with his laptop after purchasing his cappuccino. • If they would have put a meter to time customers, that would create strong objection. • Another way to save money on service and still be nice, is letting customers to do it themselvesletting customers to do it themselves, and they will gladly use it if it gives them a benefit: check in stations from home or airport with the possibility to set your sit and choose your meals in advance.
  • 22. natek7474@gmail. GENESIS - ACMS Nathan Ronen 22 Golden rule no 3: new management model • I strongly recommend that each executive of a service oriented company will volunteer to work once a month in the front office as a CS worker. • This will ensure, that ‘red tape’ or bureaucratic procedures will be ironed out, and more support and decision making power will be given to front desk workers, who encounter every day verbal violence from customers.
  • 23. natek7474@gmail. GENESIS - ACMS Nathan Ronen 23 Golden rule no 4: Make the work procedures simple and friendly • Your customers are not professional, plan your procedures as simple as possible. • this applies to an ATM station or a CHECK IN point, no one likes to feel an idiot , because it seemed simple to your IT engineer.
  • 24. natek7474@gmail. GENESIS - ACMS Nathan Ronen 24 EMOTIONAL INTELLIGENCE
  • 25. natek7474@gmail. GENESIS - ACMS Nathan Ronen 25 The “ME” mixThe “ME” mix( Gardner model)( Gardner model) MY EMOTIONSMY EMOTIONS:: RELATIONS: To please, to be perfect, fear of rejection,RELATIONS: To please, to be perfect, fear of rejection, fear, anxiety and love, needsfear, anxiety and love, needs MY PHYSICMY PHYSIC MY HEALTH, ME AND ME, ME AND YOUMY HEALTH, ME AND ME, ME AND YOU MY VALUESMY VALUES INTEGRITY, CORE VALUES, BELIEVES, SPIRITUALINTEGRITY, CORE VALUES, BELIEVES, SPIRITUAL MY RATIONALMY RATIONAL Targets, vision, ambitionsTargets, vision, ambitions
  • 26. natek7474@gmail. GENESIS - ACMS Nathan Ronen 26 EIEI= Emotional Intelligence • The ability to keep a balanced mix of the 4 inner layers of me. • Not to let the “automatic pilot” of emotions dictate the way I run my life. • Not to make accountancy with the pastpast but to understand what are my core valuesmy core values and act accordingly in a pro active way without judgment. • People are like a 100 dollar bill, however old and torn or dirty , it still keeps its value . • "the Optimist and the Pessimist die the same,the Optimist and the Pessimist die the same, but their quality of life is so different”but their quality of life is so different” • "The choice is yours, to live like a king or like a slave”
  • 27. natek7474@gmail. GENESIS - ACMS Nathan Ronen 27 Relationship as EI inRelationship as EI in serviceservice • Nurture customer relationship , every worker must be market drivenmarket driven ( including the cleaning lady or the guard at the entrance) they too represent your business . • Retention = Loyalty marketingRetention = Loyalty marketing - find ways to make your customer want to stay with you and indifferent to competition offers. • ““anticipate your customer’s needs andanticipate your customer’s needs and satisfy it” – American Expresssatisfy it” – American Express
  • 28. natek7474@gmail. GENESIS - ACMS Nathan Ronen 28 Emotional SSelling PPoint • If you check why certain corporate are so successful while others are not, you find that the ones who are in the “winners circle” like VIRGIN AIR or COCA COLA are connected to a whole set of emotional images: fun, innovation, integrity .life style, etc. • Instead of the usual USPUSP they have created a ESPESP ( emotional selling point)
  • 29. natek7474@gmail. GENESIS - ACMS Nathan Ronen 29 Customer ExperienceCustomer Experience & Its effect on the structure of servIce orIented busInessesservIce orIented busInesses.
  • 30. natek7474@gmail. GENESIS - ACMS Nathan Ronen 30 CUSTOMER EXPERIENCE-CUSTOMER EXPERIENCE- VIRGIN AIRWAYSVIRGIN AIRWAYS blue print • Richard Branson, chairman of Virgin Air said he wants to have a company where it is fun to work for and that if employees will be happy customers will no doubtcustomers will no doubt feel it.feel it. • His instruction for his Customer Relation Dept are: 1. take work seriously- not yourself. 2. Think in a humoristic way 3. Be first to laugh 4. Laugh with your clients not on them 5. Laugh at yourself and your defaults 6. Think that life is a play
  • 31. natek7474@gmail. GENESIS - ACMS Nathan Ronen 31 CS personnel & EICS personnel & EI • In a competitive world, everyone can copy your product and manufacture it cheaper, no one can copy the friendship and good relationship you give to your customer. • we are human beings, we are emotional and there are some things you can not measure like the worth of a smile. • When we take our wife/husband to a fancy restaurant on her/his birthday, we pay more for the ambiance, status, service, the décor, and for being in love – not the price of the food. • Add yourselfyourself to your service, think of your client as a guestsguests coming to your saloon, it will pay back ! •
  • 32. natek7474@gmail. GENESIS - ACMS Nathan Ronen 32 ESPESP for service personnel • The added value you can give you customer interlinked in 3 characteristics: 1. Emotional Connectivity- the ability not only to say the “right things “ but to be sensitive to the situation and the specific needs of the client , especially in crisis or complaint. 2. Integrity- the ability to identify with the your values as well as your work vision whilst bypassing sometimes laws and rules and “ red tape” ( do you have the authority to correct mistakes or do you have to get permission for every step? ) 3. Creativity- the more there are rules and regulations, the less creative your front desk will be. Use your common sense.
  • 33. natek7474@gmail. GENESIS - ACMS Nathan Ronen 33 IAN CARLZONE: “MOMENT OF TRUTH”“MOMENT OF TRUTH” • “CUSTOMERS EXPERIENCE IS WHAT COUNTS”. Ian Carlzone. ceo SAS
  • 34. natek7474@gmail. GENESIS - ACMS Nathan Ronen 34 But what is in it for us personally? Why Should We (as Individuals) Care About Giving Good Service?
  • 35. natek7474@gmail. GENESIS - ACMS Nathan Ronen 35 It makes our lives richer!
  • 36. natek7474@gmail. GENESIS - ACMS Nathan Ronen 36 The Law of Reciprocity The Law of Reciprocity means: to give and take mutually; to return in kind or even in another kind or degree. "I'll scratch your back if you scratch mine." Applies in EVERY culture on the face of the earth. Simply explains that when someone gives you something you feel an obligation to give back.
  • 37. natek7474@gmail. GENESIS - ACMS Nathan Ronen 37 Law of Reciprocity • Practicing every day those core values we learned at home as children • Courtesy • Kindness • Respect • Honesty GreatGreat CustomerCustomer ServiceService
  • 38. natek7474@gmail. GENESIS - ACMS Nathan Ronen 38 Law of Reciprocity Psychologically it puts us in the driver’s seat… We are in control of creating the positive energy to turn a bad situation into a good one
  • 39. natek7474@gmail. GENESIS - ACMS Nathan Ronen 39 Our Own Gain ? It Reduces stress!
  • 40. natek7474@gmail. GENESIS - ACMS Nathan Ronen 40 PART 3: Who is our Customer ? “A person with whom one has dealings” Everyone is your customer !!Everyone is your customer !!
  • 41. natek7474@gmail. GENESIS - ACMS Nathan Ronen 41 The Customer • Is the most important person we will work with • Is not an interruption of our work, but rather, is the reason for it, • Is an individual with a name and feelings, • Is the reason we all have jobs, • Is not always right, but is still ….
  • 42. natek7474@gmail. GENESIS - ACMS Nathan Ronen 42 Types of customer – private individuals (consumers) – business customers – a mixture of both External customers (people outside the organisation). These may be: Internal customers (people within the organisation) who need information for an external customer.
  • 43. natek7474@gmail. GENESIS - ACMS Nathan Ronen 43 How do we give a PERFECT service? • PPolite • EEfficient • RRespectful • FFriendly • EEnthusiastic • CCheerful • TTactful
  • 44. natek7474@gmail. GENESIS - ACMS Nathan Ronen 44 DemandingDemanding CustomersCustomers How to deal with them?
  • 45. natek7474@gmail. GENESIS - ACMS Nathan Ronen 45 15 minute coffee break15 minute coffee break
  • 46. natek7474@gmail. GENESIS - ACMS Nathan Ronen 46 PART 2:PART 2: Intercommunication skillsIntercommunication skills
  • 47. natek7474@gmail. GENESIS - ACMS Nathan Ronen 47 One photo two facesOne photo two faces
  • 48. natek7474@gmail. GENESIS - ACMS Nathan Ronen 48 Different point of viewDifferent point of view
  • 49. natek7474@gmail. GENESIS - ACMS Nathan Ronen 49 (Paradigm=Example) Artist unknown
  • 50. natek7474@gmail. GENESIS - ACMS Nathan Ronen 50 A group of scientists placed 5A group of scientists placed 5 hungry monkeys in a cage andhungry monkeys in a cage and in the middle, a ladder within the middle, a ladder with ripe bananas on the top.ripe bananas on the top...
  • 51. natek7474@gmail. GENESIS - ACMS Nathan Ronen 51 Each time that a monkey wentEach time that a monkey went up the ladder, the scientistsup the ladder, the scientists soaked the rest of thesoaked the rest of the monkeys with cold ICE water.monkeys with cold ICE water.
  • 52. natek7474@gmail. GENESIS - ACMS Nathan Ronen 52 After a while, every time aAfter a while, every time a monkey went up the ladder,monkey went up the ladder, the rest of the group beatthe rest of the group beat up the one on the ladder.up the one on the ladder.
  • 53. natek7474@gmail. GENESIS - ACMS Nathan Ronen 53 After some time, noAfter some time, no monkey dared to go upmonkey dared to go up the ladder regardless ofthe ladder regardless of the temptation andthe temptation and hunger.hunger.
  • 54. natek7474@gmail. GENESIS - ACMS Nathan Ronen 54 Scientists then decided to substitute one of the monkeys. The 1st thing this new monkey did was of course to go up the ladder. Immediately the other monkeys beat him up. (although this time NO coldalthough this time NO cold showershower)
  • 55. natek7474@gmail. GENESIS - ACMS Nathan Ronen 55 After severalAfter several beatings, the newbeatings, the new member learned not tomember learned not to climb the ladder evenclimb the ladder even though he neverthough he never understood why.understood why.
  • 56. natek7474@gmail. GENESIS - ACMS Nathan Ronen 56 A 2nd monkey was substituted and the same occurred. The 1st monkey participated on the beating for the 2nd monkey. A 3rd monkey was changed and the same was repeated (beating). The 4th was substituted and the beating was repeated and finally the 5th monkey was replaced.
  • 57. natek7474@gmail. GENESIS - ACMS Nathan Ronen 57 What was left was a groupWhat was left was a group of 5 monkeys that evenof 5 monkeys that even thoughthough never received a coldnever received a cold showershower, continued to beat up, continued to beat up any monkey who attemptedany monkey who attempted to climb the ladder.to climb the ladder.
  • 58. natek7474@gmail. GENESIS - ACMS Nathan Ronen 58 If it was possible to ask theIf it was possible to ask the monkeys why they would beatmonkeys why they would beat up all those who attempted toup all those who attempted to go up the ladder…..go up the ladder….. I bet you the answer wouldI bet you the answer would be….be…. ““I don’t know – that’s howI don’t know – that’s how things are done around here”things are done around here” Does it sounds familiar?Does it sounds familiar?
  • 59. natek7474@gmail. GENESIS - ACMS Nathan Ronen 59 Don’t miss the opportunity to share this with others as they might be asking themselves why we continue to do what we are doing if there is a different way out there.
  • 60. natek7474@gmail. GENESIS - ACMS Nathan Ronen 60 "Only two things are infinite:"Only two things are infinite: The universe and humanThe universe and human stupidity. And I am not sostupidity. And I am not so sure about the former."sure about the former." Albert EinsteinAlbert Einstein
  • 61. natek7474@gmail. GENESIS - ACMS Nathan Ronen 61 The 10: 90 modelThe 10: 90 model (Stephen Covey – the seven habits of most effective people) 11..EVENTEVENT 22..PARADIGMPARADIGM 3. EMOTION3. EMOTION 44..REACTIONREACTION
  • 62. natek7474@gmail. GENESIS - ACMS Nathan Ronen 62 Me and YouMe and You
  • 63. natek7474@gmail. GENESIS - ACMS Nathan Ronen 63 Media MessageSenderSender EncodingEncoding ResponseFeedback Noise Decoding Receiver Elements in the Communication ProcessElements in the Communication Process MEME ““BUYBUY THISTHIS”” CUSTOMERCUSTOMER““WHY IS HEWHY IS HE PUSHINGPUSHING”” WHOWHO AMAM II WHOWHO AMAM II EmotionsEmotions
  • 64. natek7474@gmail. GENESIS - ACMS Nathan Ronen 64 Cultural differencesCultural differences
  • 65. natek7474@gmail. GENESIS - ACMS Nathan Ronen 65 WHAT IS HAPPENINGWHAT IS HAPPENING HERE ?HERE ? • After you have studied the inter communication system, you must realize that people ( customers as well as salesmen ) are hiding their real needs and wants as well as feelings. • We want people to like us, we do not like to hurt their feelings, but internally we develop a liking or rejection to a customer in accordance to the 3 dimensions of the intercommunication model. • We shall now see a short movie: ” the parking: ” the parking lotlot""
  • 66. natek7474@gmail. GENESIS - ACMS Nathan Ronen 66 Parking grounds “CONRAD”CONRAD” shopping center TIRANA • Imagine the following situation: • My name is Armida,Armida, I am 38, work as a pediatrician specialist in Hospital , I drive a Mercedes “Super jeep” 2oo8, I live in a very nice house at Tirana ereTirana ere district. • My name is Viola,Viola, I am 36, divorced unemployed, I worked as a cashier in a shop . I drive a Fiat uno 1995, and I live in Bregu I LumitBregu I Lumit district of Tirana.
  • 68. natek7474@gmail. GENESIS - ACMS Nathan Ronen 68 30 minutes30 minutes Lunch breakLunch break
  • 69. natek7474@gmail. GENESIS - ACMS Nathan Ronen 69 The 4TM- the Human puzzle
  • 70. natek7474@gmail. GENESIS - ACMS Nathan Ronen 70 We are all differentWe are all different types with wants andtypes with wants and needsneeds 1. E type 2. P type 3. I type 4. A type • Please pay attention:Please pay attention: this is only a schematic division, people vary , most of us are mix of types.
  • 71. natek7474@gmail. GENESIS - ACMS Nathan Ronen 71 Human PuzzleHuman Puzzle FTMFTM PeoplePeople- EmotionsEmotions motivation RationalRational- Results motivation extrovertIntrovert
  • 72. natek7474@gmail. GENESIS - ACMS Nathan Ronen 72 EENTREPRENEUR TYPENTREPRENEUR TYPE Dominant type, veryDominant type, very friendly, when hefriendly, when he enters the room youenters the room you feel it, likes to be infeel it, likes to be in center of things. Fullcenter of things. Full of ideas, veryof ideas, very creative, likes tocreative, likes to listen to himself,listen to himself, weak listener, needsweak listener, needs constantconstant compliments andcompliments and attention.attention.
  • 73. natek7474@gmail. GENESIS - ACMS Nathan Ronen 73 EmotionsEmotions Results externalinternal E TYPE
  • 74. natek7474@gmail. GENESIS - ACMS Nathan Ronen 74 Formal , dominant, likesFormal , dominant, likes toto rule and in need ofrule and in need of control.control. The “ BOSS” type, theThe “ BOSS” type, the “Butcher” type, does“Butcher” type, does not enjoy small talk,not enjoy small talk, no patience forno patience for feelings and excuses,feelings and excuses, likes results, waste oflikes results, waste of time drives him crazy,time drives him crazy, bottom line person.bottom line person. Productive typeProductive type
  • 75. natek7474@gmail. GENESIS - ACMS Nathan Ronen 75 EmotionsEmotions Results externalinternal E TYPE PP typetype
  • 76. natek7474@gmail. GENESIS - ACMS Nathan Ronen 76 ANALIZERANALIZER administrative typeadministrative type • Not a dominant type, likes to gather information, prefers data to people, takes life very seriously, likes to ask lots of questions, very suspicious and hesitant, difficult for him to make decisions, conservative, When asked to describe a projects, brings lot of statistics, research results , details , details...
  • 77. natek7474@gmail. GENESIS - ACMS Nathan Ronen 77 EmotionsEmotions Results externalinternal E TYPE PP typetype A TYPEA TYPE
  • 78. natek7474@gmail. GENESIS - ACMS Nathan Ronen 78 IntegrativeIntegrative TypeType Not dominant, shy andNot dominant, shy and delicate, good listener,delicate, good listener, hates chaos andhates chaos and disharmony, in order fordisharmony, in order for everybody to be in peaceeverybody to be in peace will give up his ownwill give up his own wants, togetherness iswants, togetherness is very important, discretevery important, discrete -everybody comes to tell-everybody comes to tell him their secrets, needshim their secrets, needs assurances.assurances.
  • 79. natek7474@gmail. GENESIS - ACMS Nathan Ronen 79 EmotionsEmotions Results externalinternal E TYPE PP typetype A TYPEA TYPE I typeI type
  • 80. natek7474@gmail. GENESIS - ACMS Nathan Ronen 80 E Type - whatE Type - what motivatesmotivates him?him? What motivates him?What motivates him? Creative and innovative works,Creative and innovative works, competition, being in thecompetition, being in the center of attention ,center of attention , compliments, to lead, shortcompliments, to lead, short tem targets, credit to histem targets, credit to his ideasideas What is difficult for him ?What is difficult for him ? Routine, monotonous work,Routine, monotonous work, lots of technical details, nolots of technical details, no attention or credit to hisattention or credit to his work, long term taskswork, long term tasks
  • 81. natek7474@gmail. GENESIS - ACMS Nathan Ronen 81 P Type -P Type - what motives him?what motives him? What motives him?What motives him? efficiency , reason andefficiency , reason and rational ,concrete targets,rational ,concrete targets, challenges andchallenges and competition, results andcompetition, results and controlcontrol What is difficult forWhat is difficult for him?him? Too many details, non relevant information, inefficiency, waste of time, emotions.
  • 82. natek7474@gmail. GENESIS - ACMS Nathan Ronen 82 A type- what motives him?what motives him? What motives him?What motives him? Details, statistics, results ofDetails, statistics, results of research, routine , veryresearch, routine , very suspicious , schedule,suspicious , schedule, clear and specific tasks,clear and specific tasks, procedures and rules ,procedures and rules , order.order. What is difficult forWhat is difficult for him?him? Vague situations, change, innovation
  • 83. natek7474@gmail. GENESIS - ACMS Nathan Ronen 83 I typeI type What motives him?What motives him? Helping and servingHelping and serving people, harmony,people, harmony, togetherness,togetherness, emotions, awareness toemotions, awareness to details in style,details in style, recognitionrecognition What is difficult forWhat is difficult for him/ her ?him/ her ? Disharmony, gossip,Disharmony, gossip, noisy and loud people.noisy and loud people.
  • 84. natek7474@gmail. GENESIS - ACMS Nathan Ronen 84 How to make use of thisHow to make use of this Model?Model? • E type-E type- listen to him , laugh from his jokes, compliment him onlisten to him , laugh from his jokes, compliment him on his sense of humor, let him feel that all god ideas are derivinghis sense of humor, let him feel that all god ideas are deriving from him,from him, focus him gently.focus him gently. • P type- “P type- “let us get to the point the benefits of this productlet us get to the point the benefits of this product are….. , I see that you are in a hurry, bottom line of the matterare….. , I see that you are in a hurry, bottom line of the matter is….” .is….” . listen and let him feel he is in controllisten and let him feel he is in control.. • A type –”A type –” last research proved that……….. We have here statistics about it……would you like to read about this product at home? I am here for you should you have more questions. do not push himdo not push him.. • I type-I type- please help me on this, let us do it togather, let us flow with it and think about this in the best ways for both of us. Easy and gently .
  • 85. natek7474@gmail. GENESIS - ACMS Nathan Ronen 85 no customer is one type!no customer is one type! We are all a mix of types with aWe are all a mix of types with a dominant characteristicdominant characteristic what happens if you anwhat happens if you an EE type and enterstype and enters a customer ofa customer of PP type?type?
  • 86. natek7474@gmail. GENESIS - ACMS Nathan Ronen 86 PSYCHOLOGY OFPSYCHOLOGY OF CUSTOMERS:CUSTOMERS: Eric Berne • T.A. – TrAnsAcTionAlT.A. – TrAnsAcTionAl AnAlysisAnAlysis
  • 87. natek7474@gmail. GENESIS - ACMS Nathan Ronen 87 T.A. – TrAnsAcTionAlT.A. – TrAnsAcTionAl AnAlysis ModelAnAlysis Model 3 EGO STATES:3 EGO STATES: 1. Myself as a parent 2. Myself as an adult 3. Myself as a child PARENT ADULT CHILD
  • 88. natek7474@gmail. GENESIS - ACMS Nathan Ronen 88 ParentParent• Dominant figure, modeling, powerful, puts limits and boundaries, discipline • criticizing, building, supporting, modeling • Loving, tutoring, mentoring, educating, coaching.
  • 89. natek7474@gmail. GENESIS - ACMS Nathan Ronen 89 ADULTADULT • Rational figure, focused, here and now, facts and figures, assertive. • Usually a balanced personality.
  • 90. natek7474@gmail. GENESIS - ACMS Nathan Ronen 90 •Emotional figure , feels that he constantly has to defend himself against authority, revolting child or conforming child, manipulative, spoiled. Loves toys or gadgets, easy to please but easily insulted. •Passive aggressive CHILDCHILD
  • 91. natek7474@gmail. GENESIS - ACMS Nathan Ronen 91 ParentParent Adult Child adult child what does it dowhat does it do?? How Much for itHow Much for it?? It will save youIt will save you time and the costtime and the cost is only 5000 lekis only 5000 lek.. BuyerSalesman ParentParent Good transactionGood transaction
  • 92. natek7474@gmail. GENESIS - ACMS Nathan Ronen 92 ParentParent Adult Child adult child I kept the last one kept the last one especially for you especially for you BuyerSalesman ParentParent Good transactionGood transaction W ow ! Its wonderful of you, you W ow ! Its wonderful of you, you spoil me spoil me ……
  • 93. natek7474@gmail. GENESIS - ACMS Nathan Ronen 93 ParentParent Adult Child adult child I kept the last one kept the last one especially for you especially for you BuyerSalesman ParentParent Bad transactionBad transaction Don’t bullshit m e I am not a little Don’t bullshit m e I am not a little girl girl ……
  • 94. natek7474@gmail. GENESIS - ACMS Nathan Ronen 94 parent Adult Child Covert dealCovert deal BuyerSalesman Two last like this in stockTwo last like this in stockIts on sale now and it finishes today Its on sale now and it finishes todayOk I will take them both Child Adult parent 1 2 3
  • 95. natek7474@gmail. GENESIS - ACMS Nathan Ronen 95 parent adult child Unbalanced dealUnbalanced deal buyerSalesman 2.this car is toothis car is too expensive for meexpensive for me For you I shall give you a special discount child adult parent 11.
  • 96. natek7474@gmail. GENESIS - ACMS Nathan Ronen 96 ParentParent Adult Child adult child I kept the last one kept the last one especially for you especially for you BuyerSalesman ParentParent Bad transactionBad transaction Don’t bullshit m e I am not a little Don’t bullshit m e I am not a little girl girl ……
  • 97. natek7474@gmail. GENESIS - ACMS Nathan Ronen 97 What are your pickles?
  • 98. natek7474@gmail. GENESIS - ACMS Nathan Ronen 98 Customer service features • Products/ServiceProducts/Service – quality, safety, packaging, clear information • StaffStaff – attitude, dress, communication skills • PremisesPremises – cleanliness, access, facilities • DeliveryDelivery – reliability, speed, availability • After-sales careAfter-sales care – complaints, returns, repairs, guarantees • Other featuresOther features – payment methods, advice lines, staff training etc
  • 99. natek7474@gmail. GENESIS - ACMS Nathan Ronen 99 Customer satisfaction It is measured byIt is measured by: • Analysing sales performance • Recording the number of complaints/returns • Making comparisons with competitors This occurs when customer expectations and needs are met over and over again.
  • 100. natek7474@gmail. GENESIS - ACMS Nathan Ronen 100 Investigating customer service Always remember:Always remember: • Key features vary, depending upon the type of organisation and its customers • No business can please everyone all the time – though they should try!
  • 101. natek7474@gmail. GENESIS - ACMS Nathan Ronen 101 Customer feedback Why is it so important ? It helps to inform the company for the future so it can improve products/services
  • 102. natek7474@gmail. GENESIS - ACMS Nathan Ronen 102 Feedback obtained by: • On the spot questions by staff • Observation of customers • Questionnaires • Customer panels/focus groups • The website (eg pop-up questionnaires) • E-mails and email questionnaires • Complaints
  • 103. natek7474@gmail. GENESIS - ACMS Nathan Ronen 103 CS, how do we do it ?
  • 104. natek7474@gmail. GENESIS - ACMS Nathan Ronen 104 Effective Customer Service • Courtesy • Prompt Attention • Reliability • Personal Attention • Knowledgeable Staff • Empathy • Go the “extra mile”
  • 105. natek7474@gmail. GENESIS - ACMS Nathan Ronen 105 What Skills are Needed? • Friendliness • Helpfulness • Effective use of body language • Good product knowledge • Listening skills • Courtesy • Effective complaint handling skills
  • 106. natek7474@gmail. GENESIS - ACMS Nathan Ronen 106 Most important : CommunicationCommunication
  • 107. natek7474@gmail. GENESIS - ACMS Nathan Ronen 107 Communication
  • 108. natek7474@gmail. GENESIS - ACMS Nathan Ronen 108 LAST AND MOST IMPORTANT TipsTips
  • 109. natek7474@gmail. GENESIS - ACMS Nathan Ronen 109 A Few Tips: • Practice what you preach – I have to be the role model • You get a lot further with sugar than vinegar – In other words – the more challenging the customer the sweeter you become – “kill’em with kindness” • External and internal service are equally important
  • 110. natek7474@gmail. GENESIS - ACMS Nathan Ronen 110 A Few Tips: • Common sense goes a long way – Sometimes rules are made to be broken • Regardless of one’s role in an organization – it is everyone’s responsibility to serve the customer • What you say about your employer in public will have a lasting effect – both positive and negative
  • 111. natek7474@gmail. GENESIS - ACMS Nathan Ronen 111 A Few Tips: • Exceed the customers expectations – these days it doesn’t take much! • If someone gives you great service – let them know it – often times we only report the bad stuff!
  • 112. natek7474@gmail. GENESIS - ACMS Nathan Ronen 112 A Few Tips: • Listening skills are #1! Give your full attention – • Stephen Covey says, “Seek first to understand, then to be understood.” • Listen with the intent to understand rather than with the intent to respond.
  • 113. natek7474@gmail. GENESIS - ACMS Nathan Ronen 113 A Few Tips: • Exercise Empathy not Sympathy – Empathy means you understand the point of view – not necessarily that you agree with it. • Listen with your eyes, and your ears – Sometimes it is not WHAT is said but HOW it is said • Rephrase content – Reflect Emotion – “In other words what I hear you saying is…and what it seems you are feeling is….is that about right?
  • 114. natek7474@gmail. GENESIS - ACMS Nathan Ronen 114 One last note… I would like to leave you with this to think about to take back to your workplace….. www.simpletruths.com/simpletruths/a.aspx? af=219&mo=stsr
  • 115. natek7474@gmail. GENESIS - ACMS Nathan Ronen 115 Summary Customer service:Customer service: • Comprises all the appropriate services to help, advise and assist customers • Is important for business success • Has key features which vary, depending upon the business • Aims to keep customers satisfied – and loyal • Needs trained, well-informed staff
  • 116. natek7474@gmail. GENESIS - ACMS Nathan Ronen 116 Summery From My Personal Perspective Customer Service Is not….. just another initiative It is… a way of life and a personal philosophy!
  • 117. natek7474@gmail. GENESIS - ACMS Nathan Ronen 117 Summery Remember “The Golden Rule” Do to others as you would have them do to you!