FUNDAMENTALS OF CUSTOMER SERVICE WORKSHOP

Course Outline 

• Definition of customer service 
  • A glimpse at the definition 
  • Customer service in a shop 
  • Customer service in a restaurant 
  • Customer service in a company 
  • Customer service in any organization 
  • The two main dimensions of service 

• Competition versus monopoly 
  • Private versus government 
  • Internal customer versus the external customer 
  • What is customer service 
  • Explicit versus implicit elements of service 

• Some customer service models 
  • The ‘PRIDE’ model 
  • The ‘RATER’ model 
  • The ‘kano’ model 
• Customer service and emotional intelligence 
  • Definition of emotional intelligence
  • Emotional intelligence for customer service 
  • Building your emotional intelligence 
  • Customer service, behavior, and communication 

• Behavior is communication 
  • Body language 
  • Listen before you speak 
  • Expressing yourself 
  • Appropriate behavior and communication according to the situation 

• Projecting Positive Image 
  • Generic elements of your image 
  • Respect is a two-way street 
  • Showing empathy 
  • Eagerness to help 

• Professionalism is key 
  • Self-confidence 
  • Fairness in all dealings 
  • Specific elements of your image 
  • Knowledge 
  • The way you look and dress 
  • The language you use 
  • Your body language 
  • Building rapport 
  • Customer service situations 

• Scenarios analysis and role-plays 
  • Easy, regular situations 
  • Common but sensitive situations 
  • Complaints, problems, and other difficult scenarios 

 Explanations: 

The RATER model is a service quality framework. It was created by professors Valarie Zeithaml, A. Parasuraman, and Leonard Berry, who introduced the framework in their 1990 book Delivering Quality Service. The model highlights five areas that customers generally consider important when they use a service, and focuses on differentiating between customer experience and expectation.

 Five Areas of RATER 

• Reliability: did the company provide the promised service consistently, accurately, and on a timely basis? 
• Assurance: do the knowledge, skills, and credibility of the employees inspire trust and confidence? 
• Tangibles: are the physical aspects of the service (offices, equipment, or employees) appealing? 
• Empathy: is there a good relationship between employees and customers? 

• Responsiveness: Does the company provide fast, high-quality service to customers? 

By measuring the quality ratings for these five areas, a business can improve areas that are lagging. RATER uses a multidimensional approach to pinpoint service shortcomings, which helps a business understand why they are happening and how to correct them. 

Gap Analysis 

Gap Analysis can be applied to each of the five RATER areas. Gap Analysis is a tool that helps companies compare actual performance with potential performance. The five gaps that organizations should measure, manage, and minimize are: 

• Gap 1: The management perception gap or the difference between the service customers expect and management’s perception of customer expectations. If management thinks customers expect one level of service when they truly expect another, this indicates that management does not fully understand the market. 

• Gap 2: The quality specification gap. This is the difference between management perception and the company’s actual specification of customer experience. 
• Gap 3: The service delivery gap. This is the difference between customer-driven service design and standards and service delivery. 
• Gap 4: The market communication gap. This is the gap between the experience that customers are promised and the experience they have. 
• Gap 5: The perceived service quality gap. This is the gap between a customer’s expectation of service and their perception of the service they received. 

Addressing gaps is the ultimate goal of this process because the deviation between customer expectations and actual quality is where quality control and process improvements take place.

Duration: 2 days

Class Session: 10:00 am – 4:00 pm each day including Breakfast and Lunchtime

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This training solution and other training topics from McTimothy Associates are currently available as residential/in-house options.

Please Note

McTimothy Associates Reserves the right to postpone or cancel a course due to unforeseen circumstances beyond our control. In such cases, delegate(s) will be registered for the next run of the Course.