Customer Service Operations Learning Block 1 Customer Service

Customer Service Operations Learning Block 1 Customer Service Overview

Abstract • • Customer service, when property implemented, can be an enabling process and a strategy to create customer satisfaction. In turn, customer satisfaction creates happy and loyal customers; maintaining these relationships is key for continued sales and repeat business. In order to provide customer satisfaction at every level, customer service should be defined by the culture of the organization. It must be the responsibility of every employee during all customer interactions. Customer service operations are woven into every aspect of the supply chain; therefore, customer satisfaction and customer retention are of paramount importance for every company. Companies use products and services to attract customers, so the need for customer service operations is unavoidable. This certification track is intended to provide a description of the basics of customer service, sound communications processes, advice for dealing with challenging customers, the customer order and return (reverse logistics) processes, jobs in customer service, and legal concerns. The goal of this certification track is to prepare students to successfully pass the customer service operations national certification examination. The content of the certification track was developed by LINCS in Supply Chain Management Consortium. SCPro™ Fundamentals Certification examinations are owned and administered by the Council of Supply Chain Management Professionals (CSCMP). 2

Course Agenda 1. 2. 3. 4. 5. Customer Service Overview Communication Skills in Customer Service The Order Process Returns and Reverse Logistics Jobs and Legal Concerns in Customer Service 3

Learning Block Agenda 1. 2. 3. 4. 5. 6. Customer Service Defined Customer Service Barriers Maintenance of Customer Relationships The Customer Life Cycle Customer Relationship Management (CRM) Service Performance Metrics

Description This learning block provides an introduction to the key elements of customer service that are necessary to ensure high levels of customer satisfaction. In addition to the introduction, various types of customers are explored, along with common barriers and approaches to addressing challenging customer situations that inhibit satisfaction. Finally, the customer order process, customer relationship management (CRM), customer life cycle (CLC), and maintenance of ongoing relationships are explored as processes for customer satisfaction 5

Learning Objectives • Understand how customer service can lead to customer satisfaction • Differentiate key steps in the customer order process • Explain job roles • Interpret legal concerns • Recognize how service performance is measured • Remember several key technologies used in CRM • Implement the key aspects of maintaining and improving customer relationships

Unit 1: Customer Service Defined • Customer service can best be thought of as the set of processes and supports an organization employs to create customer satisfaction. • Customer service, or how an organization interacts with its customers, should take place before, during, and after a purchase. • It should also be noted that interactions between sellers and buyers can be quite different, depending on the industry, product, or service. – Business to Consumer (B 2 C) – Business to Business (B 2 B)

Characteristics of Good Customer Service • The following are accepted characteristics of good customer service that can lead to customer satisfaction: – On-time delivery: Products and services delivered as promised – Politeness: Courteous, well-mannered interactions – Professionalism: Efficient, competent, and effective – Personalization: Skilled at making customers feel like special individuals – Quality: Providing products and services that meet customer specification(s)

Types of Customer Service • • • Call Center Technical Customer Service Stations Live Chat Email In-Person

Unit 2: Customer Service Barriers Lack of proper training and inadequate staffing Insufficient authority to manage requests Inability to handle stressful environments

Customer Expectations Customer service providers should set customers’ expectations early. It may be a complicated process, but customer service providers should reassure customers that they will attempt, in every way possible that is consistent with the organization’s policies, to not only meet but also to exceed customer expectations. Different steps these providers can take include: – Following the organization’s processes and procedures to find the root cause of the problem – Keeping an outward presence of calmness, respect, and empathy – Assuring the customer that customer service providers will do everything within their power – Solving the problem in the quickest and easiest way

Unit 3: Maintenance of Customer Relationships Devoting time to customers before, during, and after sales transactions CRM software Social media or other websites

Unit 4: The Customer Life Cycle • CLC is a term used to describe the steps firms follow in identifying, gaining, managing, and keeping customers. • Customer life cycle management (CLM) involves controlling all aspects of the customer life cycle. • CLM is an approach that builds longterm value by ensuring that every part of an organization understands its particular role in serving customers well.

Unit 5: Customer Relationship Management (CRM) • CRM includes interactions between organizations and their customers. • CRM involves developing and defining strategies using CRM software to support a better and more effective customer experience.

Customer Relationship Management (CRM) The following are key areas when developing CRM strategies: – Who are the customers? – How can both parties benefit from the relationship?

Tools and Technologies Used in CRM software handles a number of tasks: – They help gather information about customers like buying patterns, preferred means of shopping, and spending amounts – They provide analyses of historical data obtained from customers’ shopping records to determine customer preferences and behavior – They provide access to data across departments or even with partner firms – They allow customers to have access to their transactions online – They help communicate with customers in a personalized manner, as with texts, emails, and social media sites

Types of Relationships • Transactional Relationships • Collaborative Relationships • Strategic Relationships

Unit 6: Service Performance Metrics Service performance metrics should be viewed as critical components of an organization’s key performance indicators (KPIs).

Summary

Practice Questions 1. What is customer relationship management? a) b) c) d) It is an approach to reducing costs and increasing profitability solely by using data to analyze customer needs It is a suite of software tools that helps manage customer relationships It is a process for managing difficult customers It is an approach to reducing costs and increasing profitability by improving customer loyalty 2. Customer service can be defined as the overall process or strategy that an organization employs to: a) b) c) d) Create customer satisfaction Process warranty returns Build a good website Guard against negative comments on social media

Practice Questions 3. What is a major challenge associated with collaborative relationships? a) b) c) d) They rarely achieve the kind of performance results that cooperative relationships achieve Organizations must spend time developing the relationship as opposed to other valueadding activities They take a minimal amount of time, energy, and effort They are costly to implement and are rarely successful 4. Transactional relationships in a supply chain are also called: a) b) c) d) Cooperative relationships Competitive relationships Arm’s-length relationships Distributive relationships

Practice Questions 5. Which of the following terms best describes an approach that seeks to build long-term value by ensuring that every part of an organization understands its role in serving the customer? a) b) c) d) Quality management Value stream management Customer relationship management Customer life cycle management 6. What are three general types of relationships in the supply chain? a) b) c) d) Transactional, collaborative, and strategic Combative, adversarial, and non-productive Cooperative, arm’s-length, and short-term Strategic, limited, and cautious

Practice Questions 7. What are the key steps or stages of customer life cycle management (CLM)? a) b) c) d) Introduction, acquisition, conversion, and loyalty Identifying, gaining, managing, and keeping customers Introduction, growth, maturity, and decline Reach, acquire, maintain, and grow 8. Which of the following describes two or more organizations cooperating and modifying their business objectives and practices to achieve joint long-term goals and objectives? a) b) c) d) Arm’s-length Friendship Joint venture Strategic alliance

Practice Questions 9. What are three main categories of performance measures for evaluating customer service performance? a) b) c) d) Retention, quality, cost, and supporting measures Technology, quality, cost, and time measures Delivery, cost, and quality Time, quality, price, and supporting measures 10. When should time be devoted to customers to ensure good maintenance of relationships? a) b) c) d) Before, during, and after the sale During the order entry process only When there is a warranty issue When there is a product failure