DELIVER AND MONITOR SERVICE TO CUSTOMER

1. Identify customer needs

1.1 Use appropriate interpersonal skills to accurately identify and clarify customer needs
and expectations
Getting to know your customers
Internal customers are people you provide services to in your company, whereas external
customers buy your company’s products and services.
If the organization is dealing with external customers it is advantageous to establish and
maintain accurate data in a Client Management System (CMS).
Such a database generally includes:
 the customer’s name and preferred title; for example, Ms, Mr, Dr
 contact details
 type of business
 type of product or service purchased or accessed
 payment preference and history, where applicable
 customer service record; for example, satisfaction, complaints
 whether the customer has a special arrangement, such as a discount for regular
purchases or special status such as a pensioner card
 personal details such as birthdays and special interests.
Knowing these basic details saves time and assists in building an effective relationshipwith the
customer.

Appropriate interpersonal skills May include :

 listening actively to what the customer is
communicating
 providing an opportunity for the customer to
confirm their request
 questioning to clarify and confirm customer
needs
 seeking feedback from the customer to confirm
understanding of needs
It is important to note that we all provide services regardless of our employment status; for
example, a person who is not in full or part-time employment will most likely provide services
to friends, family or in a volunteer capacity.

Customer needs and expectations May include :

• accuracy of information
• advice or general information


• complaints
• fairness/politeness
• further information
• making an appointment
• prices/value
• purchasing organization’s products and services
• returning organization’s products and services
specific information

What do customers really want?

Let’s explore why a customer would be motivated to contact an organisation.
External customers may be seeking information regarding:
A. . the organization and what it does
B. . office opening hours
C. . products and/or services offered (general or specific)
D. . prices
E. . delivery details
F. . payment options
G. . obtaining a refund
H. . returning products
I. . making a complaint
J. . speaking to someone responsible for a product
K. Arranging an appointment.
Internal customers may ask for:
Informationabout your department or area: if you work in a sales department, you may need
to provide sales figures to other departments; if you work in the accounts section, you may
need to provide information about outstanding debts
  . specific information; for example, the cost of an item
 . research information; for example, details on catering firms or government policy
 . a report your department has prepared
 . Information regarding a particular customer.
Appropriate interpersonal skills may include:
 listening actively to what the customer is communicating
 providing an opportunity for the customer to confirm their request
 questioning to clarify and confirm customer needs
 seeking feedback from the customer to confirm understanding of needs
 summarizing and paraphrasing to check understanding of customer message
 using appropriate body language

C u s t o m e r s m a y i n c l u d e
 individual members of the organization
 individual members of the public
 internal or external
 other agencies
1.2 Assess
customer needs for urgency to determine priorities for service delivery according to
organizational requirements
Customer needs and expectations may include:
 accuracy of information
 advice or general information
 complaints
 Appropriate services
 specific information
 fairness/politeness
 further information
 making an appointment
 values
 Organizational requirements May include:
• access and equity principles and practice
• who is responsible for products or services
• anti-discrimination and related policy
• defined resource parameters

 •
•
goals, objectives, plans, systems and processes
legal and organizational policies, guidelines and
requirements
• OHS policies, procedures and programs
• payment and delivery options
• pricing and discount improvement processes and
standards

1. Identify Customer need

In order to deliver service to your customers that meets their expectations – it is important
that you are able to ascertain exactly what their needs are
You can identify customer needs by listening actively and asking appropriate questions.
Know your customer
In a situation where you are providing a service, an important maxim to remember is that it is
your business to know your customers business. Some of the things you may think about
attempting to ascertain are
 Their notes
 Their preferences
 Their requirements
Every one of your customers has a unique set of needs that require a unique set of benefits to
be resolved. Consider carefully:
 The pressures a person feels when choosing a product
 The considerations they make
 The benefits they want to achieve
 The perceptions of a customer
1.3 Use effective communication to inform customers about available choices for meeting
their needs and assist in the selection of preferred options anti-discrimination and related
policy
We all communicate with others at work, at home, with friends or with colleagues. It is an
essential life skill, and as we have already mentioned, crucial to success in customer service.
When we communicate with customers or clients, we expect some form of result
We expect the customer to respond in some way
We may expect them to change their attitude, their behaviour or their beliefs
We sometimes expect them to do something – hopefully this response is a sale
When we communicate we draw on a number of communication methods and forms. When
giving information to a client, for example, we combine verbal and non-verbal methods of
communication. We talk to the person and we make gestures. We may enhance our
communication by showing an illustration or providing some data, or giving the person a
brochure or perhaps giving a demonstration. So we draw on verbal and non-verbal methods
of communication. The verbal methods can be expressed in either written or oral forms and
the non-verbal method can be expressed in forms such as body language, graphic design, use
of space and sound
Let’s now look at some of the major forms of communication that we may use when
delivering a service
Oral Communication
By oral communication we mean not only talking, but also listening and watching.
Communication implies a two-way process and so, while someone talks, another person
listens. Effective listening is an extremely important quality in attempting to determine a
customer’s needs or wants

Active listening
Listening is not simply hearing the words that someone says to you. Listening certainly
involves hearing but it is a far more active process than that. It involves you as the listener
participating through
 hearing the word
 Attempting to understand the meaning
 Providing feedback
 seeking clarification
The listening process also involves giving feedback both verbally and nonverbally. An active
listener
Faces the speaker where culturally appropriate and maintains their full attention on what the
speaker is saying
It is easy to let your mind wander or to start doing something entirely different. There are a
range of blocks to listening, which we will look at here
Rehearsing: Thinking about what you are going to say while the other person is making their
point making it very easy to forget what they are trying to say
Anticipating: Ignoring what they are actually saying because you are busy trying to imagine
what they could say
Day-dreaming: Thinking about something else related to what they are saying
Thinking you know what the person is like based on the little information you have on them
Using your experiences to judge the person finding a similar event in your life and basing
your discussion on this
Derailing: butting in and changing the subject
Interrupting: Listening very briefly and then butting in and interrupting with something that
you think will help the discussion
If you have a good relationship with your customer, the business process flows that much
more smoothly. Richard Pratt
Questioning
There are three types of questions that can be used depending on the type of information we
require or the type of communication process that we want to engage in Closed Questions.
These are questions designed to obtain specific, factual information
Do you have a copy of our latest catalogue?
What is your budget for this purchase?
What brand do you generally prefer to buy?
Open Questions. These are exploratory questions designed to give the person answering an
opportunity to explain clearly and in detail about something that could be quite complex.
How and what can be useful starting words for open questions
Sir, how can I help you today?”
What specific needs do you need this product to address?”

Use effective communication to inform customers about available choices for meeting their
needs and assist in the selection of preferred options
 Effective communication May include:
 giving customers full attention
 maintaining eye contact, except where eye contact
may be culturally inappropriate
 speaking clearly and concisely using active listening
techniques
 using appropriate language and tone of voice
 using clear written information/communication
 using non-verbal communication e.g. body language,
personal presentation (for face-to-face interactions)
using open and/or closed questions


1.4 Identify limitations in addressing customer needs and seek appropriate assistance from
designated individuals

Designated individuals May include:

 colleagues
 customers

  line management
 supervisor

2.Deliver a service to customers

2.1 Provide prompt service to customers to meet identified needs
Your organization may have product and/or service standards or best practice models that
you are required to meet. The purpose of these standards or models is to ensure:
 Consistency.
 Quality.
 Efficiency.
 Value.
Customers like to know what to expect when they approach you.
The product/service standards or best practice models of your organization may cover:
 The types of products or services offered.
 Quality standards in regard to customer expectations and perceptions.
 Delivery times.
 Pricing and value.
 Payment terms and conditions.
 Warranties and guarantees.
 Customer expectations.
 Service level agreements with customers.
 Continuous improvement processes.
 Supplier relationships.
 Staff behavior.
 Staff training.
 Management commitment.
 Leadership.
Using customer service technology
Some of the common types of technology you might use include the following:
Telephone
Email .
Software
2.2 Establish and maintain appropriate rapport withcustomers to ensure completion of quality
service delivery
They need to feel comfortable with you and trust you.
Building and maintaining rapport
Some common ways to build and maintain a rapport with your customers include:
  Use names.
 Apologise.
 Seek permission.
 Explain.
 Thank the customer.
 Let the customer end the conversation.
Use names
Use the customer’s name (if known). This shows you are genuinely interested in them.
Tell the customer your name..
Apologize
Apologize for problems when they arise. If you are busy and it delays the service or makes
the customer wait, apologize.
Seek permission
Ask permission to make the customer wait. If you need to put a telephone customer on hold
or leave the customer to ask for assistance, make sure you ask the customer’s permission
first. You need to explain to the customer why you are making them wait and ask if it is ok.
Explain
Explain what you are doing. If you need to take some time to enter information in a computer
or look for something under the counter, tell the customer what you are doing.
Thank the customer
Customers like to feel their business is appreciated. If you need to make the customer wait,
thank them for their patience. The customer’s time is valuable and they like you to recognise
this.
Let the customer end the conversation
You don’t need to have the last word. Let the customer decide when the conversation is over.
Promote and enhance services or products
In serving your customers and developing a rapport with them you may recognize
opportunities to further promote and enhance the services or products offered by your
organisation.
 Promoting services or products
When promoting products or services remember that:
You are making an informed suggestion based on your knowledge.
You are suggesting options for the customer.
You are anticipating the customer’s future needs.
You are enhancing the usefulness and benefits of the product or service.
Enhancing services or products
Public relations (PR) plays a central role in the promotion and enhancement of services.
Good PR helps you improve your relationship with your customer and promote a sense of
good will about the product/service and the organisation as a whole.
Some examples of enhanced services include:
 After-sales service.
 Extending timelines, e.g. for payment.
 A policy for returns or refunds.
Environmentally sustainable packaging of products.
A system for recording and responding to complaints.
You may be able to enhance your customer service by offering an extension to that service,
e.g. your customer might have purchased furniture and you could let them know they can
have it home delivered for a small cost, or no cost.

2.3 Handle Customer Complaints

Dealing with customer complaints
The charter covers many issues including:
 How effectively your business currently handles complaints
 Display a sign saying your business welcomes genuine complaints about product
quality or service
 Involve your staff in developing a complaint handling system, and decide who will
handle complaints
 Clearly advise customers where and how they can report problems
 Anticipate common complaints and work out standard solutions
 Ensure customers can report problems at any time
 Write down complaints handling procedure and prepare a standard complaint form
 Keep a record of all problems and complaints
 Ensure all staff are trained in the procedure and have the skills to resolve complaints
 Trial the system, and use customer and staff feedback to improve it over time
Assistance to customers with specific needs
Anticipating a customer's needs is an important part of most retail and wholesale businesses,
especially in a more challenging retail environment so they choose to come back.
 1. Do your best to put yourself into that individual customer's place in the transaction
(fulfill a need).
2. Have you taken time to try out or play with your products or services?
3. What things did you discover about them that you would like to be helped with as a
customer?
4. Think about your own customer experience in general.
5. How do you like to be treated and helped when getting service?
Some of the most difficult barriers people with disabilities face are the negative attitudes and
perceptions of other people.
General suggestions
 Don't assume people with disabilities need your help.
 Ask before acting
 Avoid actions and words that suggest the person should be treated differently
 Treat people with disabilities with the same respect and consideration that you have
for everyone else
 Make basic information available in accessible formats: large print, Braille and
electronic formats

Customer complaints May include :

 administrative errors such as incorrect invoices or prices
 customer satisfaction with service quality
 damaged goods or goods not delivered

  delivery errors
 product not deliver on time
 service errors
 warehouse or store room errors such as incorrect product
delivered

REASONS FOR COMPLAINTS

There are many reasons that customers complain. These include:
Their expectations weren’t met.
The product didn’t do what they thought it would.
They couldn’t get service when they wanted it.
They were made to wait to be served.
They have a bad attitude or are angry about something unrelated.
They are not getting the help they are seeking to resolve the problem.
They don’t understand the purpose of the product or service.
An administrative error was made, e.g. incorrect invoicing or pricing.
The product didn’t arrive on time.
The product they received was not what they ordered.
The product was damaged.
The product arrived late.
They weren’t properly informed.
A promise wasn’t met.
DEALING WITH COMPLAINTS
This in turn will enable you to maintain high quality service delivery, and it will uphold your
organization’s reputation.
Some problem-solving skills you may need when handling customer enquiries or complaints
include the “LEARN” technique:
 Listen
 Empathies
 Apologize
 React
 Now
Try to think of customer complaints as an opportunity to LEARN and remember these steps:
Listen
Listen carefully and don’t interrupt.
empathize
Put yourself in the customer’s shoes and let them know you understand their point of view.
Apologize
Even if it is not your fault, apologize.
React
Decide what needs to be done, even if this decision means referring the problem to a manager
or supervisor. Tell the customer what you are going to do.
Now
The customer wants this addressed quickly. Take action straight away.
2.4 SERVE CUSTOMERS WITH SPECIFIC NEEDS
TYPES OF SPECIFIC NEEDS
Your customers may have specific needs relating to their:
 Age.
 Beliefs/values.
 Culture.
 Disability.
 Gender.
 Language.
 Religious/spiritual observances.
Some special needs of customers are not always obvious. Many people with special needs do
not like them pointed out.
.

Specific needs of customers May relate to:

 age
 beliefs/values
 culture
 disability
 gender
 language
 religious/spiritual observance

TECHNIQUES FOR ADDRESSING SPECIFIC NEEDS

In providing high quality service to your customers, you may need to apply techniques to
address the following specific needs:
 Older customers.
 Customers in wheelchairs.
 Customers with a hearing impairment.
 Customers with sight impairment.
 Customers with an intellectual disability.
OLDER CUSTOMERS
Don’t think that just because the person is older they won’t be able to use technology or buy
expensive goods.
Make sure you treat older customers with respect. Do not address them by first name unless
they ask you to.
CUSTOMERS IN WHEELCHAIRS
Ensure you talk to the customer in the wheelchair and not the person pushing them.
If possible, sit or squat so you are at eye level with the customer.
CUSTOMERS WITH HEARING IMPAIRMENT
Always face the customer directly and speak clearly. Don’t shout at the customer as this will
make your voice distort.

2.5 identify available opportunities

Opportunities to promote and enhance services and products to customers may include:
Extending time lines
Packaging procedures
Procedures for delivery of goods
Returns policy
System for recording complaints
Updating customer service charter
Monitoring methods ensure consistency in customer service and offer important feedback on
problem areas that need to be addressed.
They can include:
Reviewing Written Correspondence
Monitoring Phone Calls
Asking Customers for Feedback
Use Mystery Shoppers
Looking at the Sales Numbers

Opportunities to promote and enhance services and products May include:

• extending time lines

 •
•
packaging procedures
procedures for delivery of good
• return policy
• system for recording complaints
• updating customer service charter
 3 Monitor and report on service delivery
3.1 Regularly review customer satisfaction with service delivery using verifiable
evidence according to organizational requirement

Verifiable evidence May include:

 customer satisfaction questionnaires

  audit documentation and reports

 quality assurance data
 returned goods
 lapsed customers
 service calls

3.2 identify opportunity to enhance the quality of service and product

End users require timely provision and utility of products or services, as well as to be
understood, made welcome, and feel comfortable when doing business with an organisation.

Focus of the organisation

The type of business plan and how it is communicated and implemented depends on the size
and nature of the business.
Business planners are therefore able to narrow down the market and collect specific market
data to enable quality customer service planning.
Market determinants
The market determinants area is as broad as the individual needs of the millions of consumers
within the thousands of markets..
Price
Price elasticity of demand is a concept that measures the responsiveness of the market to
changes in price.
3.3 monitor procedural aspect of service delivery
Understanding customer inquiries
You can ensure your staff and colleagues are aware of each specific situation via:
  Regular or irregular meetings
 Information circulars such as emails, newsletters or blogs
 Collaboration during contractual negotiations.
Aligning needs with products and services
Once client expectations are clarified, staff members need to use their knowledge of the
products/services to determine what will meet the client’s needs. In addition, make sure your
staff has access to brochures, price list and catalogues.

3.4 use customer feedback to improve the provision of products and services
Feedback can be defined as “Information about reactions to a product, a person’s
performance of a task, which is used as a basis for improvement”.
360-degree feedback also known as multi source feedback, is feedback that comes from
members of an employee's immediate work circle. Include direct feedback from an
employee’s subordinates, peers and supervisors, as well as self-evaluation.
Effective report is:
Appropriate to its purpose
Accurate
Logical
Clear and concise
Feedback is a term applied to the means by which a person or organization looks at the
result of a process, compares the actual result with the intended result, and uses any
difference to adjust or modify the process.
There’s a structure in public speaking that works very well with a report structure as well.
1. Tell them what you’re going to tell them
2. Tell them
3. Tell them what you told them
Recommendations the recommendations section of any report is important because it calls
people to action based on the evidence that has been gathered and analysed in the report.
They should be:
Specific
Measurable
Attainable
Realistic,
Timely
 3.5 evidence of customer satisfaction in decision
However, its the little extra, like a follow up phone call to check the customer is satisfied,
that is the unanticipated level of customer satisfaction and service.
The levels can be drawn as a set of steps. As you climb the steps, so the level of customer
satisfaction resulting from increased service, is higher. It is the top step, the unanticipated,
which will ensure you have satisfied customers. This is the step your staff must be aware of.

Figure 2: Levels of customer satisfaction

3.6 ensure rapports are cleared, detailed and contain recommendations

Service Charter or Policy Good customer service needs to be fast, courteous and friendly. The
standard of customer service must reflect the standards documented in the organizations
Service Charter or Policy.
 Framework of how businesses work with customers in terms of excellence, payment,
response times and overall standards. Companies always have competing entities, and the
customer service charter is something that allows them to stand out over the competition.
 Will let customer know that their needs will be met and demonstrate that the organization
supports a position of willingness to find a solution to any service problem and a commitment
to communicate this with the customer.
In making an effective customer charter, there are four core ingredients that are constant:
1- Obligation to consult Staff, customer advocates, government, regulators and above all,
customers, should be consulted by the provider of the service.
2- Obligation to inform and be accessible the charter should promote the principle that
information about products and services will be readily available and widely
accessible.
 3- Obligation to be accountable Charters should account for how products and services
are working by.
Obligation to provide redress
There is value simply in giving your time and attention to a customer which may lead to
greater “rapport”.
Your customers would likely prefer to deal with someone they can relate to and who they feel
understand their needs. Key Points for building Rapport:
 Pay attention to your appearance
 Try a little disarming honesty
 Use humour appropriately
 Be sincere
 Be perceptive
Handle Customer Complaints Incredibly important part of the overall service experience you
deliver
Reasons for Complaints Customers complain for a number of reasons such as:
 Administrative errors such as incorrect invoices or prices
 Customer satisfaction with service quality
 Damaged goods or goods not delivered
 Delivery errors
 Product not delivered on time
 Service errors