Portfolio Unit Three by Cesi

Colegio Sagrado Corazón de Jesús Customer Service Miss Ana Lucía Pérez

Customer Service Portfolio Madeleine Cesilia Car Camey 10th. Grade CCLL Section: “C” August, 2014

INDEX .................................................................................................................................. 2 MY LEARNING PROCESS .................................................................................................... 3 INSIGHT INTO EMERGING TRENDS IN CUSTOMER SERVICE .............................................. 4 THREE AREAS OF CHANGE ..................................................................................................... 5 Personalization ............................................................................................................ 6 Technology .................................................................................................................. 7

Customer Demographics ....................................................................................................................8

Globalization ............................................................................................................... 9 SUMMARY OF INSIGHT INTO EMERGING TRENDS IN CUSTOMER SERVICE .................................. 10 RECOGNIZE AND DEAL WITH CUSTOMER TURNOFFS...................................................... 11 RECOGNIZE PET PEEVES ABOUT CUSTOMER SERVICE ............................................................... 11 COMMON TURNOFFS ......................................................................................................... 12 CATEGORIZING TURNOFFS ................................................................................................... 13 Value Turnoffs ............................................................................................................ 14 Systems Turnoffs ......................................................................................................... 15 People Turnoffs .......................................................................................................... 16 BREAKDOWN ON THE HIGHWAY........................................................................................... 17 CREATING LOYAL CUSTOMERS ............................................................................................ 18 CUSTOMER LOYALTY IN TWO STEPS....................................................................................... 18 SUMMARY OF RECOGNIZE AND DEAL WITH CUSTOMER TURNOFFS ........................................... 19 REFLECTIVE ESSAY ............................................................................................................ 20 PARTIAL TEST ..................................................................................................................... 21 FINAL TEST ......................................................................................................................... 23 SCANNED DOCUMENTS ................................................................................................... 26 PROOFREAD DOCUMENTS ............................................................................................... 32 PICTIONARY ...................................................................................................................... 36 APPENDIX ......................................................................................................................... 42 LECTURES........................................................................................................................... 42 Big Companies Buy Small Brands with Big Values ................................................. 42 The Key is Customer Satisfaction ............................................................................. 42 TED CONFERENCE ............................................................................................................. 43

HIGH SCHOOL LEVEL COURSE: Customer Service TEACHER: Ana Lucia Perez Garcia UNIT: Third Academic Unit (June 9 - August 14) GRADE: 10 Grade A, B, C UNIT COMPETENCE: Creates business and marketing-related documents in a variety of contexts applying vocabulary, grammatical structures and topics seen throughout the unit. ACHIEVEMENT INDICATORS Creates project assigned by teacher to demonstrate application of information seen throughout the unit in oral and written form following rubric guidelines and the ability to work in groups. Organizes documents and proofread written assignments in a chronological order in the digital portfolio to assess comprehension and easily access information upon request. Applies vocabulary, mechanics, and punctuation following guidelines in a variety of contexts.

ACHIEVEMENT INDICATORS Demonstrates understanding and is able to answer questions related to topic seen in class and apply business-related vocabulary in the partial test. Applies vocabulary and topic knowledge to answer questions presented in final unit test.

ASSESMENT ACTIVITIES 1. Project (Cooperative Work) A-plus Service Glogster, Edu, Prezi, etc.

2. Digital Portfolio Pictionary, Investigations, and Writings uploaded to Issuu 3. Topic Review ü Customer Expectations (Case Study: Small Brands with Big Values) ü Customer Turnoffs (Reading and Analysis) ASSESMENT ACTIVITIES 1. ü

Unit Three Partial Test Chapters 4-5 (Theory and Vocabulary)

2. Unit Three Final Test ü Chapters 4, 5, 6 (Theory and Vocabulary)

DATES July 14

Throughout the Unit August 11

June 16

SCORING CONTROL 92/100

-/100

98/100 -/100

July 21

DATES PER WEEK

SCORING CONTROL

July 28

100/100

August 11

95/100

SCORING: All evaluations, tests, and activities will be graded over 100 points each. Final grades will be obtained from the average of all the activities, tests and evaluations done throughout the unit.

The term insight refers to an understanding based on identification of relationships and behaviors within a context or scenario.

Our context is customer service and our scenario assumes changes that are rapidly becoming realities.

T HREE A REAS OF C HANGE }ď ˝ Significant impact on customer service and loyalty:

Personalizatio n Technology

Globalization

Insight

Customers will no longer accept to be treated as a demographic category. They will not accept a “one-size-fitsall” mentality.

They will demand – and getindividually specified products and services.

Sucessful companies will adapt to these new demands. They will treat each customer as an individual with special needs and wants.

It is the engine that will allow much of this customization. However, it is not the only driver to change in the coming decades. It has reshaped expectations dramatically in the last few years.

Example: credit cards

CUSTOMER DEMOGRAPHICS

}ď ˝ Young people are becoming active consumers, while the baby boomers are creating a huge number of active 60-plus buyers.

The global economy will requier many businesses to be more aware of a broad range of cultures.

The demands for personalization will continue to be complicated by the changing nature of customers and employees as groups.

SUMMARY OF INSIGHT INTO EMERGING TRENDS IN CUSTOMER SERVICE Insight refers to an understanding based on identification of relationships and behaviors in a context or environment. Based on the presentation the context is customer service and the scenario are the changes that are becoming actions. The insight terms are three: personalization, globalization and technology. Personalization is to treat each customer with uniqueness and comfort. Each customer doesnÂ´t want to be treated as a demographic category, he or she will not longer accept one size for everyone. Successful companies will treat each customer with individuality depending on their special needs and wants. Technology is the tool that will allow much of the customization; it has changed expectations dramatically, some examples are: credit cards, ecommerce, etc. Customer Demographics are influencing the commerce; baby boomers are creating a big number of 60-plus active buyers. Globalization is included in the insight terms; it refers to the global economy related to many businesses requiring range of cultures. And the demands to fulfill will require an active work of the employees and the changing nature of the customers.

R ECOGNIZE P ET P EEVES ABOUT C USTOMER S ERVICE Pet Peeves: irritation and/or annoyance

Turnoffs: negative experiences

People will always tell you some pet peeves about their experiences as customers when asked, they will easily recall situations where they feel they were treated poorly, or where they bought products or services that just didnÂ´t measure up.

COMMON TURNOFFS Being ignored or receiving rude or indifferent service

Having to wait too long

Poor-quality work (especially on repair jobs)

Sale items that are not in stock

Merchandise prices not marked, forcing a price check at the cashier

Dirty restuarants or bathrooms

Phone calls put on hold or forcing you to select from a long menu of choices

CATEGORIZING TURNOFFS Value Turnoffs

Systems Turnoffs

People Turnoffs

Poor guarantee or failure to back up products

Slow service or help not available

Lack of courtesy, friendliness, or attention

Quality not as good as expected

Business place dirty, messy, or cluttered

Employees who lack knowledge or are ot helpful

Price too high for value received

Low selection or poor availability of product

Employee appearance or mannerisms

Value is part to a pruductÂ´s quality related to its price. (If you pay more money, you expect better quality.) The value proposition is what the company intends to exchange with its customers. It is an executive decision The cost of poor quality Poor guarantee or failure to back up products Quality not as good as expected

Price too high for value received

Systems turnoffs have to do with any process, procedure, or policy associated with getting goods and services to customers (deliver). Company location, layout, parking facilities, phone lines Employee training and staffing Record Keeping (including computer systems for handling customer transaction) Policies regarding guarantees and product returns Delivery or pickup services Merchandise displays Customer follow-up procedures Billing and accounting processes

} Systems turnoffs must be addressed by managers who have the authority to spend money to fix them. } Systems turnoffs happen when company processes irritate or inconvenience customers. } Making things too complicated for customers can cause systems turnoffs. } Improvement in product selection, business location, policies and procedures, customer convenience and comfort efforts, staffing, employee training, and technology systems.

} Develop from communication problems (verbal and nonverbal). } Employees who fail to greet or even smile } Employees chatting (themselves or (cell) phone) } People who give inaccurate information lack of knowledge } High pressure sales tactics } Dirty or sloppy work locations } Behaviors that project a rude, uncaring attitude } Employees dressed inappropriately or poor grooming } Employees with body piercing, tattoos, etc. *(depends) } Uncomfortable communicated messages

BREAKDOWN ON THE HIGHWAY }

Value Turnoffs

Systems Turnoffs

People Turnoffs Had paid my dues for years

Policy of saying “45 mins. or less”

Unsympathetic tone of voice and never used AAA road

was initially reassuring, but when

no expressions of empathy. service before. Was not sure I getting a good deal.

not met it became a turnoff. Requiring too much information before being able to explain the

problem.

CREATING LOYAL CUSTOMERS } Customer turnoffs are correlated with customer satisfaction and loyalty. } Value Service Recovery ◦ Showing customers that you care is fundamental to building loyalty. ◦ Service must be seen as the essence of your business, not a side function. ◦ Emotional connectivity Positive signals to customers ◦ Sensitive to customer emotions ◦ Listen with interest

CUSTOMER LOYALTY IN TWO STEPS

1. Reduce or eliminate value, systems, and people turnoffs (listen to complaints and work on them).

2. Exceed customer expectations to create a positive awareness. So that customers move from the indifference zone to the motivated zone.

Customer Loyalty

SUMMARY OF RECOGNIZE AND DEAL WITH CUSTOMER TURNOFFS Recognize and deal with customers turnoffs is essential for successful businesses, people will always care about how good the service was, so avoid turnoffs at all. People will always tell you some pet peeves about their experiences as customers when asked. Some of the common turnoffs are being ignored or receiving indifferente service, having to wait too long, poor-quality work, sale items not in stock, merchandise prices not marked, dirty restaurants and phone calls forcing you to select from a long menu. There are three kinds of turnoffs: value turnoffs, system turnoffs and people turnoffs. Value turnoffs depends on poor guarantee or failure to back up products, quality not as good as expected, price too high for value received. System turnoffs depends on slow service or help not available, dirty business, low selection of the products. Finally people turnoffs are lack of courtesy, employees lack of knowledge, and employee appearance. Creating loyalty depens on customer turnoffs and satisfaction. It is important to show customers that you care and it is essential a good emotional connectivity (positive signals to customers, sensitive to customers emotions, and listen with interest). You can follow two steps: 1. Reduce or eliminate value, systems, and people turnoffs. 2. Exceed customers expectations.

Unit three was really interesting, I hope to learn and understand more of Customer Service class. Customer service just does not have an utility in jobs or inside a company, also in real life; I mean you can apply good manners and be nice with others. In this unit we learn about what are the three insight trends, they are globalization, personalization and technology. All of them affect business and customerÂ´s loyalty. Globalization is how the companies take care of the range of cultures, personalization is to have an unique treat with each customer and technology is the tool that allows commerce. Also taking care of turnoffs is important in order to reach success. There are value turnoffs, system turnoffs and people turnoffs. The first one depends on the product quality, the second one in the structure of the business quality and the third one in the employees code dress and manners. All of them affect customerÂ´s loyalty and satisfaction. Probably there are many things to have in mind in order to have a successful business, like being ecological, having a good team in your company, dealing with turnoffs, but all of these factors can be overcome with success if you apply all good customer service rules.

The Key is Customer Satisfaction

The key to most businesses' success is customer satisfaction. Giving customers everything they expect and MORE causes customers to return. The best way to hold on to customers is to provide friendly service, accurate information and constantly add more and more value to your products and services. In order to improve your customer service department you need to ask new questions to improve your services. Review you company customer care policies and continually ask how to improve customer satisfaction so that you can stay competitive in these changing times. Keep your clients happy and your business grows and improves. It's as simple as that. Multiple Choice Comprehension Questions 1. What is the key to business success? Customer satisfaction Good advertising Investment 2. What type of information needs to be provided? False Accurate Simple 3. What needs to be reviewed? The team members The customers The customer care policies 4. What happens when you keep your clients happy? Your business grows and improves. Your business stays at the same level. Your clients go to competitors.

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Volatile:

having or likely to have or exhibit sharp or sudden changes; unstable. Example: That sunlight is volatile. It always changes.

Vacation Policies: are time off work an organization voluntarily provides employees as a benefit. • Example: I would like more vacation policies during the year.

Fickle:

Meaningful Experiences:

Example: She fickles when she has to make a decision..

They are serious significant important events. • Example: I have had many meaningful experiences in life.

Changeable in purpose, affections, capricious.

Hyper connectivity:

To connect yourself into different information and social streams. Example: The company must have hyper connectiviy online.

Transparency:

The state of being transparent. Example: We would like to have more transparency in our government.

Transactions:

Something that is transacted, a businees deal or negociation. Example: The transaction of the deal with Sears will happen tomorrow.

Altruistic Tasks: The principle or practice of unselfish concern for the welfare of others taks. • Example: There are so many altruistic tasks to fulfill.

Social Interactions: A mutual or reciprocal actions or influence. • Example: There many social interactions daily in our society.

Serendipity: An ability for making desirable discoveries by accident. • Example: He had serendipidity discovering X-rays.

Interactions:

A mutual or reciprocal action or influence. Example: Social interactions are important between the employees and teh customer.

Hackers:

A person who is excellent at computer programming. Example: There are hackers working for Windows company.

Empowerment:

The giving delegation of power or authority. Example: The empowerment of Colgate´s company is lead by the owner.

Paramount: Above others rank or superior. • Example: Parma´s cheese is paramount!

Radical: Basic, fundamental. • Example: Oxygen is radical in Water composition.

Consumerism: A movement for the protection of the consumer against defective products.. • Example: Consumerism protects costumers from bad quality products.

Credibility:

Value:

Example: Their company has a great credibility.

Relative to worth or importance. • Example: Value´s product and quality are important.

The quality of being believed or trusted.

Add on:

Onde thing added as suplement to another. Example: The add ons to your menu are free french fries.

Tangible:

Capable of being touched or felt, having real substance. Example: Chairs are tangible.

Intangible: That cannot be touched or felt. • Example: Air is intangible.

Extrinsic value: The difference between an option´s market place and its intrinsic value. • Example: Extrinsic value is also the value assigned by external factors.

Intrinsic value:

The inherent worth of an item. Example: The intrinsic value of apple items were inherited by Steve Jobs´ work.

Warranties: It is a written guarantee given to a purchaser that the manufacturer, dealer, etc., will make repairs for a stated period of time. • Example: The given guarantee is for one year.

Perceived value:

The worth that a product or service has in the mind of the customer. Example: Mc Donald´s perceived is a fast food hamburgers restauran.

Customer Turnoffs: Customer bad experiences. • Example: Customer turnoffs are usually disappointing.

Emotional Connectivity:

Positive signals to customer emotions. Example: Emotional connectivity between customers and employees are important to build strong relationships.

Engagement: Commitment. • Example: Her engagement will be celebrated on Tuesday 4th.

People Turnoffs:

Bad experiences related to the employees lack of courtesy or knowledge. Example: Not being nice is an example of people turnoffs.

System Turnoffs:

Bad experiences relative to procedures, processes or policies in the company. Example: Slow service is an example of system turnoffs.

Value turnoffs:

Bad experiences related to the quality and price of the prouduct or service. Example: Bad quality products are an example of value turnoffs.

Satisfaction vs Motivation: Satisfaction is in the zone of indifference and motivation is in the zone of customer loyalty. • Example: Satisfaction vs Motivation is always a topic to discuss.

Value proposition: It is what the company intends to exchange with the customer. • Example: Papa Johns´ value proposition is pizza.

Zone of Indifference: It is the zone where the customer isn´t disatisfied or motivated, he or she is just satisfied but nothing motivates him or her to create customer loyalty. • Example: He is in the zone of indifference, maybe he will come back to our store.

LECTURES Even in challenging economic times, costumers have shown they are willing to pay a premium for â&#x20AC;&#x153;naturalâ&#x20AC;? products, organic foods, greenfriendly products, and the like that carry a cost premium. Such values oriented-companies make customers feel good, and big marketers want a piece of this profitable trend. In 2000, the large agribusiness conglomerate Unilever bought the flavorful Ben & Jerry`s ice cream company. Today, the company ads remind customers of shared values when they promote family farms, a dairy source for Ben & Jerry^s ice creams. Colgate bought 84 percent of Tom`s of Maine, the all-natural personal care brand based in Kennebunk, Maine. Tom`s was a small company with a social responsibility message. French cosmetics giant LĂ˛real bought London-based retailer The Body Shop, a personal care chain known for its avoidance of animal testing and its support for human and animal rights causes. Large companies recognize the added value the customer of these formerly small companies received. Many customers today appreciate the notion that what`s good for you and good for the planet is the ultimate win-win. Being a costumer of companeis that share you values can make you feel selfless.

Keep your clients happy and your business grows and improves. It's as simple as that.

TED CONFERENCE

Companies are losing control. What happens on Wall Street no longer stays on Wall Street. What happens in Vegas ends up on YouTube. (Laughter) Reputations are volatile. Loyalties are fickle. Management teams seem increasingly disconnected from their staff. (Laughter) A recent survey said that 27 percent of bosses believe their employees are inspired by their firm. However, in the same survey, only four percent of employees agreed. Companies are losing control of their customers and their employees. But are they really? 1. 0:51 I'm a marketer, and as a marketer, I know that I've never really been in control. Your brand is what other people say about you when you're not in the room, the saying goes. Hyperconnectivity and transparency allow companies to be in that room now, 24/7. They can listen and join the conversation. In fact, they have more control over the loss of control than ever before. They can design for it. But how? 2. 1:21 First of all, they can give employees and customers more control. They can collaborate with them on the creation of ideas, knowledge, content, designs and product. They can give them more control over pricing, which is what the band Radiohead did with its pay-as-you-like online release of its album "In Rainbows." Buyers could determine the price, but the offer was exclusive, and only stood for a limited period of time. The album sold more copies than previous releases of the band. The Danish chocolate company Anthon Berg opened a so-called "generous store" in Copenhagen. It asked customers to purchase chocolate with the promise of good deeds towards loved ones. It turned transactions into interactions, and generosity into a currency. Companies can even give control to hackers. When Microsoft Kinect came out, the motion-controlled add-on to its Xbox gaming console, it immediately drew the attention of hackers. Microsoft first fought off the hacks, but then shifted course when it realized that actively supporting the community came with benefits. The sense of coownership, the free publicity, the added value, all helped drive sales. 3. 2:36 The ultimate empowerment of customers is to ask them not to buy. Outdoor clothier Patagonia encouraged prospective buyers to check out eBay for its used products and to resole their shoes before purchasing new ones. In an even more radical stance against consumerism, the company placed a "Don't Buy This Jacket" advertisement during the peak of shopping season. It may have jeopardized short-term sales, but it builds lasting, long-term loyalty based on shared values. 4. 3:08 Research has shown that giving employees more control over their work makes them happier and more productive. The Brazilian company Semco Group famously lets employees set their own work schedules and even their salaries. Hulu and Netflix, among other companies, have open vacation policies. 5. 3:27 Companies can give people more control, but they can also give them less control. Traditional business wisdom holds that trust is earned by predictable behavior, but when everything is consistent and standardized, how do you create meaningful experiences? Giving people less control might be a wonderful way to counter the abundance of choice and make them happier. Take the travel service Nextpedition. Nextpedition turns the trip into a game, with surprising twists and turns along the way. It does not tell the traveler where she's going until the very last minute, and information is provided just in time. Similarly, Dutch airline KLM launched a surprise campaign, seemingly randomly handing out small gifts to travelers en route to their destination. U.K.-based Interflora monitored Twitter for users who were having a bad day, and then sent them a free bouquet of flowers. 6. 4:29 Is there anything companies can do to make their employees feel less pressed for time? Yes. Force them to help others. A recent study suggests that having employees complete occasional altruistic

tasks throughout the day increases their sense of overall productivity. At Frog, the company I work for, we hold internal speed meet sessions that connect old and new employees, helping them get to know each other fast. By applying a strict process, we give them less control, less choice, but we enable more and richer social interactions. 7. 5:06 Companies are the makers of their fortunes, and like all of us, they are utterly exposed to serendipity. That should make them more humble, more vulnerable and more human. At the end of the day, as hyperconnectivity and transparency expose companies' behavior in broad daylight, staying true to their true selves is the only sustainable value proposition. Or as the ballet dancer Alonzo King said, "What's interesting about you is you." For the true selves of companies to come through, openness is paramount, but radical openness is not a solution, because when everything is open, nothing is open. "A smile is a door that is half open and half closed," the author Jennifer Egan wrote. Companies can give their employees and customers more control or less. They can worry about how much openness is good for them, and what needs to stay closed. Or they can simply smile, and remain open to all possibilities. Thank you. (Applause) (Applause)