SITXCCS007-Enhance-customer-service-experience-1.pdf - SITXCCS007 Enhance Customer Service Experience IN TR ODUCTION Welcome CH APTER 1 QUALITY CUSTOMER

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Unformatted text preview: SITXCCS007 Enhance Customer Service Experience IN TR ODUCTION Welcome CH APTER 1- QUALITY CUSTOMER SER VICE EXPER IEN CES Customer preferences, needs and expectations Advise customers Anticipate service requirements Individual preferences Tailored extras and special requests Liaise and share info to ensure quality service CH APTER 2 - R ESPON D TO SER VICE DIFFICULTIES Identify problems or delays and take action Compensation Feedback on improvements CH APTER 3 - R ESOLVE CUSTOMER COMPLAIN TS Research and questioning Assess impacts Responsibility for resolution Analyse suitable options Customer consultation and satisfaction Quality customer service Avoid future repeat Evaluate complaints for quality compliance CH APTER 4 - DEVELOP CUSTOMER R ELATION SH IPS Repeat business Customer characteristics Personal customised products and service Lesson 1 of 21 Welcome Welcome to [insert unit of competency details here] Upon the successful completion of the Unit of Competency (UoC), the learner will demonstrate knowledge and skills to: insert elements here Lesson 2 of 21 Customer preferences, needs and expectations Quality customer service Quality customer service is about providing an experience that is memorable and enjoyable, while meeting or exceeding the needs and expectations of your customers. Customers may have needs and expectations in regard to: characteristics and specifications of products; preparation, production and manufacturing quality of the product itself; lead times between ordering and delivery; time taken to process orders and enquiries; and process and time taken to resolve issues and complaints. Importantly, customers may not draw a clear distinction between the quality of a ‘product’ and the quality of ‘service', particularly when making a complaint about the quality of a product they have purchased. Quality customer service may, therefore, involve acting on behalf of an organisation to reassure customers and retain their business. In many such cases, quality customer service involves identifying and satisfying customers’ emotional needs for validation and reassurance. Benefits of providing quality service Benefits of providing an enhanced customer service experiences to customers include: Creation of a unique selling point or point of difference for the business; More repeat business; More word-of-mouth advertising; More sales from existing customers – happier customers spend more; Improved professional image and quality reputation for the business; and Potential to be able to charge higher prices for the quality service provided. Professional attributes of hospitality staff Good work ethic; Honesty; Friendly; Positive mental attitude; Willingness to be of service to other people; Customer focussed; Punctual; Reliable; Good communicator; Excellent personal presentation and grooming; An independent team player; Ability to cope with pressure; Ability to spend long hours on their feet; Able and ailing to work at hours when many people are relaxing or on holidays, which will mean you don't get to spend quality time with family and friends on many occasions; and Technical and operational knowledge and professional skills appropriate to the position. Customer service principles and protocols Basic examples of professional service principles and protocols that are widely followed by personnel across the hospitality and tourism service industries include: greet the customer with a smile and say hello; ask how you can help them; say ‘Please’ and ’Thank you’; make offers of assistance without having to be asked; be friendly (hospitable), empathetic and supportive; give customers right-of-way; cater for special requests; provide value for money; deliver on promises/advertisements; under-promise and over-deliver; and never say “That’s not my job!". Operational systems and processes Operational service systems and processes that underpin the provision of exceptional quality customer service experiences include: conduct research to determine customers expectations; find out what they want by asking questions; check if they have any specific needs that must be met, like with diet, access, allergies or other dietary and health considerations; check if they have any specific needs that must be met, like with diet, access, allergies, etc; ensure you provide value for money or an appropriate price point for the suggestions and recommendations you are making; advise staff they must set the highest standards for delivery of products and services for those customers; involve staff in the development of customer service practices and processes; develop, implement and monitor customer service policies and procedures; train staff to aim for the highest standards or service quality and provide resources that support their ability to effectively deliver the best service; Monitor service delivery to ensure it meets standards set in strategic plans; Seek feedback from customers on the service they received; Evaluate customer and staff feedback; Be proactive in adjusting service delivery to adapt to changing customer needs; Make every effort to turn around negative customer experiences where they are highly dissatisfied, be genuine in trying to help as much as possible and listen closely to there initial expectations and find out their preferences so you can make it a great experience for the guest; and Make provision of outstanding customer service an ongoing focus for all staff at all times and reinforce the expectations during service and when you conduct staff meetings and training sessions with staff. Professional personalised experiences Staff need to be working together in harmony across the business to provide the highest standards of service to customers, which requires dedication to developing the skills, knowledge and experience of all individual members of the team. CUST O M ER SERVI CE EX CEL L ENCE DEL I VER Q UA L I T Y SERVI CE REVI EW A ND I M P RO VE Hospitality and tourism industry professionals are always trying to performing their job role at the highest industry standards and they continually seek ways to improve their knowledge and skills. An important aspect of providing quality service is to undertake formal and informal research, with an aim of uncovering information about customer preferences and satisfaction levels, so they can aim to meet the needs, wants and expectations of their customers. They do this by using techniques and methods that helps them to: read and interpret information on industry service trends and customer service requirements; create ways for employees and customers to provide feedback about customer service experiences; monitor and identify the internal and external business environment to identify changes that need to be factored into customer service planning; provide employees with numerous opportunities to participate in planning, development and implementation of service protocols, polices and procedures; encourage staff participation to develop protocols that enable delivery of excellence in customer service across all areas of the business; integrate organisational and operational information into service changes and amendments to protocols and procedures; ensures service protocols meet strategic objectives and exceed industry standards; distribute new customer service protocols to staff using a range of methods for education, training, mentoring, coaching and workplace support; provides training with a specific focus on developing professional skills with staff so they can excel in all aspects of their service; and schedules regular monitoring of changes and amendments that have been implemented into operations to ensure the desired levels of service excellence are being achieved. CUST O M ER SERVI CE EX CEL L ENCE DEL I VER Q UA L I T Y SERVI CE REVI EW A ND I M P RO VE Professional hospitality and tourism industry leaders will always make the effort to ensure the service they provide is the best they can possibly offer for each individual guest. They do this by using professional skills, techniques and methods to: implement protocols that aim for achieving excellence in customer service throughout the business; apply scheduled monitoring of the customer service protocols as standard business practice so staff can conduct evaluations; engage professionally with customers to identify and verify their specific product and service needs, confirm any special requests they make before actioning; provide an extra level of customer service assistance by predicting their potential needs and responding accordingly before they ask - anticipate how they will act and be prepared to have things ready in advance; deliver timely, personalised service and offer additional items as 'up-sell' when this will enhance the experience and 'cross-sell' items that accompany what guests have already ordered or purchased, where appropriate; interact, engage and share information with other staff to optimise service delivery for customers; act quickly in a professional manner to prevent potential product and service problems or issues from becoming a reality, by anticipating them in advance; advise customers of any potential delays as soon as you know about them and offer compensation where applicable; inform customers of alternatives options when items customers have chosen are unavailable; delivers expert advice through personalised service for individual customers based on preferences; solicit customer feedback on service experience they have provided and seek regular input from management to enhance quality of service and professional excellence; accept personal accountability for dealing with disputes and complaints rapidly using internal policies to guide investigation of the issues and to effectively respond to the circumstances, in-line with organisational strategies; deal effectively with complaints to achieve positive outcomes that satisfy customer requirements and expectations; by acting professionally and showing genuine concern for the customer, they are able to convert a bad customer experiences into an exceptional occasion for the customers affected; and they continually assess the impact of issues and calculate the cost of remedial actions and compensation for customers so the financial impact is understood. CUST O M ER SERVI CE EX CEL L ENCE DEL I VER Q UA L I T Y SERVI CE REVI EW A ND I M P RO VE Professionals understand that they must be constantly improving their skills and knowledge so they can remain relevant and professional in the industry. They will do this by taking time to: reflect on all service periods, assess actions taking and seek feedback about your service delivery from others. be close attention to any customer complaints and discuss ways that you can take action to prevent and future recurrence and enhance the quality of your service; encourage return customers by providing professional and high quality service; updates internal customer databases to reflect the information you are able to gather about customer preferences and styles, specific requests they have made, anything specific they have mentioned during discussions that will assist to provide a more personal experience for the customer; communicate professionally with all customers, asking questions to determine specific requirements and preferences, demonstrate professional communication skills as a role model for other staff; ensure you are remaining compliant with business and legislative protocols for customer dispute handling and resolution; pay particular attention to special needs customers and handle requirements with skill and effectiveness; role model positive and professional service standards to employees by always following the business service guidelines; use any feedback you have received and information gathered from monitoring activities and reviews to analyse and assess service excellence protocols and ensure all staff across the business are meeting the standards set; determine effectiveness of customer service by working with the staff during busy service periods to conduct evaluations and offer assistance; recognise common or widespread issues with customer service and take action to respond effectively in whatever way possible; use experience, feedback and lessons learned and consultation with staff and stakeholders to develop innovate ways to solve service issues; involve all staff in the development and amendment of customer service proposals with staff so they take ownership and feel personally empowered to ensure the standards are always upheld by all staff. BUSINESS Understand your customers Building positive relationships with your customers requires you to have a good understanding of their needs and wants. By improving your understanding of your customers, including their purchasing motivations and habits, you can personalise the customer service you provide. READ MORE BUSINESS FAIR TRADING NSW Customer service guide There's a lot more to customer service than simply having a sign on your wall that says 'the customer is always right'. For any business to be truly customer-focused, everyone from front-line staff to the chief executive should strive to meet and exceed service standards. READ MORE FAIR TRADING NSW BUSINESS Identifying customer needs | Business Queensland Tips for using customer research. Find out how customers shop and what motivates customers to buy. READ MORE BUSINESS BUSINESS Meeting customers' expectations To provide good customer service, you need to understand who your customers are and what they want. Gather information about as many of your customers as possible. Try to find out what your customers are buying, why they are buying and the frequency of their purchases. READ MORE BUSINESS C O NT I NU E Benefits of enhanced customer service There are numerous benefits for defining and aiming to satisfy customer preferences. By making the effort to find out the wishes of your customers and doing everything in your power to attempt to grant these wishes, they will enjoy your product or service more, it will increase loyalty and your business will earn a reputation as being flexible and accommodating with special requests. Identify customer requirements When you are offering service to customers, it is important to understand they are individuals with very specific personal needs and desires and customer behaviour needs to take into consideration the decisionmaking process, as well as the activity of undertaking a purchasing decision for the products or services that will be most suitable to their requirements. For potential customers, you need to understand that their decision-making is often based on their perception of the quality of products and services on offer, so in providing a quality customer service experience, the products and services that you provide to the customer, must meet the needs of the customer, along with whether your business was able to successfully meet their expectations. The general process for satisfying needs and expectations will vary dramatically from customer to customer depending on range of personal needs and characteristics, but their are personal attributes related to decision-making and purchasing behaviour, that ensures customer groups will act in similar ways when presented with information on products and services. Marketing, advertising, promotions and sales are highly specialised professional fields that deal with the concepts of customer behaviour, so customer service professionals must have a basic understanding of how to use a range of customer service principles that will help them to know what influences customer behaviour, what drives customer value, how customers behave when dissatisfied with a product or service, and the general marketing and sales process that is used to influence and anticipate customer decisions regarding bookings and purchases. Methods you can use to determine a customer’s needs and preferences include: observation of how guests interact with marketing materials and displays; listening to guest preferences and requests; asking questions directly; check customer database and profile for details that will help; checking with their friends and colleagues; and asking other staff if they have details that will assist. Methods you can use to confirm you have understood the personal needs and preferences expressed by a customer, include: Re-state back to them what they have told you – to check you have got it right and to give them a chance to add more detail voluntarily; Ask them for more information to help you determine what to offer them or what to suggest; Offer them something and evaluate their response to it; and Make suggestions with an explanation of how that will suit their needs. SIMPLICABLE SIMPLICABLE 11 Types of Customer Preferences 11 Types of Customer Preferences Common types of customer preferences. READ MORE SIMPLICABLE Preference mapping Preference mapping is useful in market investigations to understand which products are better appreciated than others. We can use it to answer questions such as: Which particular characteristics or attributes of a product influence consumer preferences? Are there any significant segments in the preference profiles? Which sensory properties affect consumer preferences? How preference mapping is implemented depends on the type of product, the field of application and the type of data you have available. For example, it can be used to better understand which particular technical characteristics of a product influence preferences and determine if there is any way to segment customers according to different preference profiles. Empathy mapping An empathy map is a visual representation that is used to determine knowledge and understanding about customer behaviours and attitudes to the products and services offered by your business. Empathy maps can be utilised as a simple, yet highly effective market research tool to help teams develop a greater understand of their customer preferences. They are developed using simple workshop style collaboration and interactive activities, just as you would conduct a SWOT analysis, and can involve individual staff, teams, stakeholders, marketing and sales, product development, or creative teams. This will help build a detailed understanding and empathy for the business customers. When teams participate in the design and development of products, services, or experiences for their customers, using an empathy mapping session is a great practical exercise for the team to gain a fair better understanding of how to provide a quality customer experience that exceeds expectations. The staff will not feel pressured to try to aim for excellence in customer service, because this will just happen naturally when staff have a better understanding of customer expectations and preferences. NIELSEN NORMAN GROUP Empathy Mapping: The First Step in Design Thinking As UX professionals, it is our job to advocate on behalf of the user. However, in order to do it, not only must we deeply understand our users, but we must also help our colleagues understand them and prioritize their needs. Empathy maps, widely used throughout agile and design communities, are a powerful, fundamental tool for accomplishing both. READ MORE NIELSEN NORMAN GROUP MEDIUM What is an Empathy Map, and why is it valuable for your business? An empathy map is a collaborative tool for teams to understand their avatar better. If you are not familiar with an avatar, check my previous article that discusses the process of making one. "Empathy is the experience of understanding another person's condition from their perspective. READ MORE MEDIUM Customer focus Internal customers As an executive manager, you need to ensure that their is harmony, understanding, cooperation and collaboration with the internal staff, teams, departments, business units that make up the organisation. Your staff need to be treated wi...
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