lOMoAR cPSD| 48433225
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, lOMoAR cPSD| 48433225
UNIT 1: UNDERSTANDING CUSTOMER SERVICE
WHAT IS CUSTOMER SERVICE?
→ It is the process whereby value is added by delivering service to
internal and external customers in support of the organization’s
core products and service offerings, whenever customers engage
with the organization.
TYPES OF CUSTOMERS
1. INTERNAL CUSTOMER: The groups of individuals who work
inside an organization and with whom other employees interact
daily.
a. An individual buying bread at a spaza shop.
b. Paying a hairdresser to do your hair.
c. Sending an e-mail to an insurance organization.
d. Phone a bank about a blocked account.
2. EXTERNAL CUSTOMER: The groups of individuals outside
the organization that the organization does business with.
a. Tebogo walks into a fast-food outlet to order a chicken meal.
Broulee is the friendly employee who greets Tebogo and
takes his order. Tebogo’s order is processed on the system
and the kitchen staff starts to prepare his meal. Broulee =
internal customer. Tebogo = external customer.
5 BASIC NEEDS OF CUSTOMERS
1. Service
2. Price
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, lOMoAR cPSD| 48433225
3. Quality
4. Action
5. Appreciation
IMPORTANCE OF CUSTOMER SERVICE
• Lower customer acquisition costs.
• Higher levels of customer retention.
• More profit.
• Generating positive word-of-mouth.
• Willingness to pay a premium price
• Higher employee morale, leading to an increase in productivity
• Increase in sales/revenue.
• Cost savings.
CUSTOMER SERVICE AS PART OF AN ORGANIZATION’S
MARKETING STRATEGY.
PHILOSOPHY DESCRITION EXAMPLE
Customer- or Strive to put the • Direct
marketoriented customer first. customers to
organizations • Put in effort to correct counter
discover at the bank.
customer • Call center to
requirements. direct specific
• Looking at questions.
ways in which
to improve
value
proposition
• Strive to meet
customer needs.
WHAT IS GOOD CUSTOMER SERVICE?
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, lOMoAR cPSD| 48433225
Make a good first impression o
Good appearance o Appropriate
clothing o Well-groomed o
Relaxed and open demeanor
Be courteous o Using ‘please,’
‘thank you,’ ‘excuse me’ etc.
Have a positive attitude.
Be ethical o Be honest o Do the
right thing. o Do what you say
you will do. o Stay accountable
for your actions.
10 COMMANDMENTS OF GREAT CUSTOMER SERVICE
• Know who is the boss
• Become a good listener
• Identify and anticipate needs
• Customers should feel important and appreciated
• Help customers to understand the organization’s systems. • Attach
value to the power of ‘yes.’
• Know how to apologize.
• Give customers more than they expect.
• Get feedback on regular basis
• Treat your employees as you would treat your customers.
MANAGING CUSTOMER EXPECTATIONS
→ Expectations: Individuals’ personal vision of the result that will
come from an experience.
→ Primary expectations: Most basic and essential set of
expectations that customers are looking for during an interaction
with an organization.
→ Secondary expectations: Created after a customer’s previous
experience and that is used to enhance primary expectations.
Downloaded by Vincent master
()
Downloaded by Vincent master ()
, lOMoAR cPSD| 48433225
UNIT 1: UNDERSTANDING CUSTOMER SERVICE
WHAT IS CUSTOMER SERVICE?
→ It is the process whereby value is added by delivering service to
internal and external customers in support of the organization’s
core products and service offerings, whenever customers engage
with the organization.
TYPES OF CUSTOMERS
1. INTERNAL CUSTOMER: The groups of individuals who work
inside an organization and with whom other employees interact
daily.
a. An individual buying bread at a spaza shop.
b. Paying a hairdresser to do your hair.
c. Sending an e-mail to an insurance organization.
d. Phone a bank about a blocked account.
2. EXTERNAL CUSTOMER: The groups of individuals outside
the organization that the organization does business with.
a. Tebogo walks into a fast-food outlet to order a chicken meal.
Broulee is the friendly employee who greets Tebogo and
takes his order. Tebogo’s order is processed on the system
and the kitchen staff starts to prepare his meal. Broulee =
internal customer. Tebogo = external customer.
5 BASIC NEEDS OF CUSTOMERS
1. Service
2. Price
Downloaded by Vincent master
()
, lOMoAR cPSD| 48433225
3. Quality
4. Action
5. Appreciation
IMPORTANCE OF CUSTOMER SERVICE
• Lower customer acquisition costs.
• Higher levels of customer retention.
• More profit.
• Generating positive word-of-mouth.
• Willingness to pay a premium price
• Higher employee morale, leading to an increase in productivity
• Increase in sales/revenue.
• Cost savings.
CUSTOMER SERVICE AS PART OF AN ORGANIZATION’S
MARKETING STRATEGY.
PHILOSOPHY DESCRITION EXAMPLE
Customer- or Strive to put the • Direct
marketoriented customer first. customers to
organizations • Put in effort to correct counter
discover at the bank.
customer • Call center to
requirements. direct specific
• Looking at questions.
ways in which
to improve
value
proposition
• Strive to meet
customer needs.
WHAT IS GOOD CUSTOMER SERVICE?
Downloaded by Vincent master ()
, lOMoAR cPSD| 48433225
Make a good first impression o
Good appearance o Appropriate
clothing o Well-groomed o
Relaxed and open demeanor
Be courteous o Using ‘please,’
‘thank you,’ ‘excuse me’ etc.
Have a positive attitude.
Be ethical o Be honest o Do the
right thing. o Do what you say
you will do. o Stay accountable
for your actions.
10 COMMANDMENTS OF GREAT CUSTOMER SERVICE
• Know who is the boss
• Become a good listener
• Identify and anticipate needs
• Customers should feel important and appreciated
• Help customers to understand the organization’s systems. • Attach
value to the power of ‘yes.’
• Know how to apologize.
• Give customers more than they expect.
• Get feedback on regular basis
• Treat your employees as you would treat your customers.
MANAGING CUSTOMER EXPECTATIONS
→ Expectations: Individuals’ personal vision of the result that will
come from an experience.
→ Primary expectations: Most basic and essential set of
expectations that customers are looking for during an interaction
with an organization.
→ Secondary expectations: Created after a customer’s previous
experience and that is used to enhance primary expectations.
Downloaded by Vincent master
()
