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© 2008 Judith Dwyer
© 2008 Judith Dwyer
JUDITH DWYER
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Chapter 9
Chapter 9
CHAPTER 9
© 2008 Judith Dwyer
Coordinate and manage
quality customer
service
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Chapter 9
Chapter 9: Coordinate and manage
quality customer service
© 2008 Judith Dwyer
Chapter Outline:
• Establish working relationships with
customers
• Plan to meet internal and external customer
requirements
• Ensure delivery of quality products and
services
• Monitor, adjust and report customer service
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Chapter 9
Chapter 9: Coordinate and manage
quality customer service
© 2008 Judith Dwyer
Learning Objectives:
• identify customer needs and expectations and
the organisation’s role in providing the service or
product to fill those needs
• establish relationships with clients based on
customer value
• manage and coordinate the key ingredients in a
service culture
• plan to meet internal and external customer
requirements
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Chapter 9
Chapter 9: Coordinate and manage
quality customer service
© 2008 Judith Dwyer
Learning Objectives (cont.):
• provide quality service consistently
• gather feedback as you monitor
customer service
• implement corrective actions as
necessary
• report outcomes of customer service
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Chapter 9
Customer service model
The team leaders and managers in an organisation need to
create the service strategy that allows their staff to deliver
quality customer service.
The customer service model focuses attention on three
essential ingredients of a service culture:
1. A strategy for the product or service
© 2008 Judith Dwyer
2. Customer-oriented staff
3. Customer-friendly systems
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Chapter 9
Customer service model – three
essential ingredients
The service
strategy
© 2008 Judith Dwyer
The
Customer
The System
The people
(organisation’s
staff)
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Chapter 9
© 2008 Judith Dwyer
Key ingredients in a service culture
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Chapter 9
Know your client’s needs and
expectations
Know Your Client’s Needs and Expectations
•
•
•
© 2008 Judith Dwyer
•
•
•
A knowledge of the product and market demand
An understanding of clients’ needs and wants
A commitment to the organisation’s goals and
strategies
A capacity to put into place workable practices to
establish a quality customer service culture
A willingness to decide what should be done
differently
A capacity to review and improve client service
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Chapter 9
Customer values
UNEXPECTED
© 2008 Judith Dwyer
DESIRED
EXPECTED
BASIC
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Chapter 9
Customer values
TYPE
DESCRIPTION
© 2008 Judith Dwyer
Basic
The very basic services or products
offered to your clients.
Expected service
The service level that the customer
expects as a right.
Desired service
Value-added service – that is,
superior or excellent levels of
service.
Unexpected service Anything that can be added to the
desired service in the future.
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Chapter 9
Communication channels
© 2008 Judith Dwyer
Organisations communicate with customers
through different channels including:
• personal contact
• counter skills
• telephone skills
• print media
• digital media
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Chapter 9
Coaching in customer service skills
© 2008 Judith Dwyer
Assist colleagues and team members by following five
coaching steps:
1. determine the training need
2. explain the process in terms of what will
happen, how it will happen and when it will
happen
3. demonstrate the desired behaviour or task
4. practise by doing it with them and then
letting them do it independently
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Chapter 9
Coaching in customer service skills
(cont.)
© 2008 Judith Dwyer
5. provide feedback through:
-monitoring
-correcting
-listening and
-acknowledging
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Chapter 9
Mentoring in customer service skills
Mentoring is usually a long term process that follows
four steps:
define the goals together
create an action plan
determine the resources required
measure the results and benefits
© 2008 Judith Dwyer
•
•
•
•
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Chapter 9
Develop a service culture
Deliver the promised results and meet expectations by:
© 2008 Judith Dwyer
1. surveying to find out what customers need
and expect
2. informing customers about the organisation’s
activities
3. developing a good customer service ‘climate’
(or culture) through communication, staff
training and development
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Chapter 9
Develop a service culture (cont.)
© 2008 Judith Dwyer
4. planning ahead to meet customers’ needs and
expectations
5. creating a set of customer service performance
standards
6. reviewing customer service outcomes and
improving service
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Chapter 9
Maintain customer service records
An effective and efficient record-keeping system:
•
•
© 2008 Judith Dwyer
•
•
reflects compliance with appropriate legislative
and regulatory requirements
ensures record management and monitoring
procedures are in place
has secure storage, including backup of
electronic records
is well organised and readily accessible by
appropriate personnel
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Chapter 9
© 2008 Judith Dwyer
Judge the quality of service delivery
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Chapter 9
Collect accurate source data
© 2008 Judith Dwyer
Collect data from satisfied and dissatisfied customers by:
1. analysing raw data such as customer complaints
in order to turn it into useful information
2. identifying and clustering customer complaints
into categories
3. identifying the organisation’s customer service
policies, procedures and goals in order to
produce outcomes and overall trends that match
these service goals
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Chapter 9
Customer feedback
© 2008 Judith Dwyer
As you respond to customer feedback aim to:
• develop customer trust and confidence in your
ability to provide the service
• reduce customer complaints and increase their
satisfaction
• improve the effectiveness of the service by finding
out what the customer expects and desires
• plan to deliver at the expected and desired levels
• increase staff motivation and job satisfaction by
achieving improvement goals
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Chapter 9
Rules for customer feedback
© 2008 Judith Dwyer
Rules that make the process both effective and efficient
should:
•
•
•
•
•
concentrate on customer satisfaction
focus on a limited number of indicators
be ongoing and specific
be available to all staff on a timely basis
be written and have a visual impact
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Chapter 9
Key customer service priorities
An organisation’s key priorities should include:
© 2008 Judith Dwyer
• effectiveness – is the service providing the
targeted outcomes?
• efficiency – how well is the service being
provided?
• equity – does the service ensure equal access
and provision to all targeted customers?
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Chapter 9
Implement proposed changes
© 2008 Judith Dwyer
Modifications to the customer service process take place
for the following reasons:
• to improve its effectiveness in achieving targeted
outcomes
• to improve efficiency in the use of resources
• to ensure equity of access and provision to
targeted customers
• to increase customer satisfaction
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Chapter 9
Implement proposed changes (cont.)
© 2008 Judith Dwyer
• to reduce customer complaints
• to improve staff motivation and job satisfaction
• to support changes in the organisation’s
objectives
• to comply with legal and regulatory requirements
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© 2008 Judith Dwyer
Chapter 9
Plan-do-check-act cycle
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Chapter 9
Don’t forget!
• Check your understanding of this chapter
with the student Companion Website,
available at:
© 2008 Judith Dwyer
www.pearsoned.com.au/dwyer
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