Table of Contents Welcome to Customer Service ...................................................................................................................... 1 Why is Customer Service Important .............................................................................................................. 2 Defining Customer Service............................................................................................................................ 2 Roles in Customer Service ................................................................................................................................. 3 Customer Service for Frontline Personnel ..................................................................................................... 3-4 Customer Service Basic................................................................................................................................. 5 Customer Service Rules ..................................................................................................................................... 6 Building a Relationship with the Customer ....................................................................................................... 7 Addressing Customer Complaints ..................................................................................................................... 7 Customer Interaction 1 on 1 ......................................................................................................................... 9 Ways to Delight the Customer .......................................................................................................................... 9 Ways to Enhance the Customer Experience ................................................................................................... 10 Customer Service Success Strategies ........................................................................................................... 10
Welcome to Customer Service. In the restaurant industry, there has been a long standing debate: What's more important to customers— the food or the service? Many credible opinions exist to support either choice as the #1 factor. Some maintain that great service can make up for even the biggest food blunders. Others say smile all you want, but if the food is bad, they won't be back. So who's right? Research goes pretty far to settle the debate, and the winner is....SERVICE. Of course maintaining product quality and food safety is absolutely paramount, but again and again, SERVICE seems to emerge as the most important element to customers. We appreciate that you are taking an active role in learning about Customer Service. As a Smurti employee, you will be interacting with other customers on a daily basis. It is the employees’ responsibility to make sure that each customer has a great experience in their visit. The information in this manual will give you tips to greater Customer Service. The manual is divided into 4 parts: Part 1 Customer Service Basics Part 2 Customer Service Recovery Part 3 Success Strategies Part 4 Observation Selling
By the time you have finished this manual you will: How to define Customer Service, and Roles in Customer Service Customer Service Basics and Customer Service Rules How to build rapport with customers How to deal with difficult customers and complaints How to interact with any type of Customer How to recovery from bad customer service Success Strategies
Customer Service knowledge can help protect you from violent altercations and verbal abuse. Please take what you learn from this manual and use it at your workplace and in your day to day activities.
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Why is Customer Service so Important? Good customer service is important as it’s easier and more economically feasible to keep existing customers happy than to keep finding new ones. Word of mouth is the most powerful method of marketing and a happy customer will refer their friends and relatives to a company that they have had a good experience with. This helps to build new customer business relationships. A happy customer will be loyal and keep coming back. Conversely research shows that an unhappy customer will tell a minimum of nine other people about the problems they’ve encountered. Spreading bad news in this way undermines a business and damages its reputation. When working with or serving others we should put ourselves in the customer’s shoes and think ‘how would I like to be treated in this situation’? Always remember it isn’t necessarily what you do, it is how you do it. The customer should come first and always feel as if they are your priority when you are in direct contact with one another because the success of any company or business lies in the hand of their customers.
Defining Customer Service. Definition #1 – Customer Service is a function of how well a business meets the needs of its customers. Definition #2 – Customer Service is a function of how well a business is able to consistently exceed the needs of the customer. Both definitions seem to reasonably define Customer Service, but both are business-focused; they put the business first and the customer second. Of course business are making great efforts and doing a lot of work in terms of delivering customer service, but in this scenario, the customer is making great efforts too. Customers make an effort… • spending time learning about your product • coming to you / finding you • waiting in line • spending their money! • trusting you The customers who come to your stores are motivated! They are making an effort to give YOU an opportunity to establish a relationship, build trust and loyalty and earn their business. So, let’s refine our definition a little bit… Definition #3 – Customer Service is the customer’s perception of how well a business has created an experience that has wowed, delighted and exceeded the customer’s needs. This definition reminds us of why we are in business in the hospitality industry. This definition reminds why delivering legendary, extraordinary customer service is so important and how it differentiates us from our competitors. More and more, people are basing their buying decisions on service and the feeling that they are being treated well. We know our products are superior to our competitors, but our customers will settle for less if they are treated better elsewhere. Page 2
Roles in Customer Service. Floor:
Supports a team environment that assists all customers. Acknowledges and greets the customer Assesses customer needs by responding to customer cues Offers solutions for out of stock items Educates customers on Menu and preparation Prioritizes assisting customers over other tasks Support cashier and back of house Maintains neat, clean and organized prep area Communicates regularly with Customer
Checkout: Supports a team environment that assists all customers Acknowledge customers – greet with a smile! Follow all cash handling procedures per company guidelines Open new registers to minimize wait time Work efficiently to speed up checkout Thank customer and invite the customer back Ensures the check out area is clean, neat and organized Stock check out area with ample bags, and supplies Kitchen staff: Supports a team environment that assist all customers Acts as the primary contact for the kitchen Performs all roles in the production process Supports a team environment to maximize efforts to assist all customers throughout the store Acknowledges customers – greet them with a smile Follows up with customers to see if they need additional assistance Cleans kitchen area and maintain production Acknowledges additional customers and sets expectations for service Upholds the Smurti Customer Service Vision
Customer Service for Frontline Personnel. There is an importance difference between the company employees and the Frontline Personnel that directly interacts with customers on a daily basis. These individuals have a unique opportunity not available to other people in the company. They have the opportunity to interact with customers on a face to face basis and help promote and represent the company. The Frontline Personnel should have efficient Knowledge in: The Common customer service mistakes that can drive customers away! The importance of a positive attitude and approach. The importance of a positive appearance The power of a smile! Page 3
Common mistakes that drive customers away: Untrained staff Trying to win the argument Inaccessibility Unfulfilled promises The runaround Failure to listen Forgetting the basic The importance of a positive attitude and approach: Whatever your position in relation to the world of work, one thing is clear - Your attitude towards work and/so how you approach it makes all the difference in how well you succeed. Regardless your position in the work world, there is always opportunity to improve your lot. If you foster an attitude that you are not limited to your position and approach each work day with an open mind and pay attention, you will discover ways to improve and advance in your company. The importance of positive appearance: You have just thirty seconds to make the impression that determines your character and abilities to the customers. The list of impressions: Personality Level of sophistication Trustworthiness Sense of humor In thirty seconds, people form all these different impressions based almost entirely on what they see: your clothes, hairstyle, carriage, smile, and the rest of your nonverbal communications. The importance of a smile: A smile is a universally understood gesture that knows no limitations. It is understood in all languages and cultures. There is no room for misunderstanding a genuine smile, no matter what your age, race, gender, or cultural background. Positives of Smiling: Customer Satisfaction Customers feel valued Making a connection with customers Smiling is the most important part of customer service. It is the first thing people will see and remember from their experience with you.
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Customer Service Basics. Friendliness Friendliness is the most basic of all customers needs, usually associated with being greeted graciously and with warmth. We all want to be acknowledged and welcomed by someone who sincerely is glad to see us. A customer shouldn’t feel they are an intrusion on the service provider’s work day! Eye Contact Give the courtesy to your customer with your full attention; it really makes a positive difference. The customer should believe that you care. You will because you will get a feeling of great satisfaction every time you make someone feel good. Listen Listening is a simple common courtesy that shows you respect them. When your customer is talking: do not tune them out, do not think about what you are going to do at or on a later date, and please do not talk over top of the customer when they are speaking. There is a vast difference in hearing words and listening to words. When you are truly listening to a customer, you hear spoken words. Observe the customers body language and notice their tone of voice. This is the way to discern what the customer is trying to say. It will have a positive impact on your relationship with your customers when you are listening. Fairness We all need to feel we are being treated fairly. Customers get very annoyed and defensive when they feel they are being taken advantage of. No one wants to be treated as if they fall into a certain category. That leaves your customer left wondering if your competitor has better customer service and if they have only received second best. Control Control represents the customers’ need to feel they have an impact on the way things turn out. Our ability to meet this need for them comes from our own willingness to say “yes” much more than we say “no.” Customers don’t care about policies and rules. The kicker here is you gave them your Companies contact information, along with your name for contact. Then the customer will know that you take them seriously and they walk away happy. If you want to take customer service up a notch, tell them to use your contact, or the company’s information if they get home and find they have more questions. Options and alternatives Customers need to feel that other avenues are available to getting what they want accomplished. They realize that they may be in unfamiliar territory, and they depend on us to have knowledge and provide them with the correct information. People get pretty upset when they feel they have continually tried to get something done, and we knew all along a better way, but never made the suggestion. Information “Tell me, show me – everything!” Customers need to be educated and informed about our products and services. They don’t want us leaving anything out! They don’t want to waste the time standing there figuring it out on their own – they look to us to be their walking, talking, information central. The End The ending of your customers experience will be the last thing they remember. Leave that lasting impression by asking "Is there anything else I can help you with?" This tells the customer that you care about them and you want to make sure they have gotten everything they need before they walk out the door. Page 5
Customer Service Rules. Commit to quality service. Everyone in the company needs to be devoted to creating a positive experience for the customer. Always try to go above and beyond customer expectations. Know your products. Convey an articulate and in-depth knowledge of products and services to win customer trust and confidence. Know your company’s products, services, and refund policies inside and out. Know your customers. Try to learn everything you can about your customers in order to tailor your service approach to their needs and buying habits. Talk to customers about their experience with your company, and listen to their complaints. This way, you can get to the root of customer dissatisfaction. Treat people with courtesy and respect. Remember that every time that you, your employer, and your colleagues make contact with a customer, whether it’s by email, phone, written correspondence, or a face-to-face meeting the interaction leaves an impression with that customer. Use conciliatory phrases — "Sorry to keep you waiting," "Thanks for your order," "You’re welcome," and "It’s been a pleasure helping you". This is to demonstrate not only your commitment to customer satisfaction but your dedication to courtesy. Never argue with a customer. You know very well that the customer isn’t always right. However, it is important that you do not focus on the missteps of a particular situation; instead, concentrate on how to fix it. Don’t leave customers in limbo. Customers want immediate resolution, and if you can give it to them, you will probably win their repeat business. Research shows that the instance of repeat business goes up to 95 percent when complaints are resolved on the spot. Assume that your customers tell the truth. Even though it may appear that customers lie to manipulate a situation to their advantage, it is to your advantage to give them the benefit of the doubt. The majority of customers don’t like to complain; in fact, they’ll go out of their way, perhaps all the way to a competitor to avoid it. If you hear unhappy rumblings from your customers, take their complaints to heart and do your best to appease their dissatisfaction. Focus on making customers — not on sales. Salespeople sometimes focus on the volume instead of on the quality of the sale. Remember that to keep a customer’s business is more important than to sale them your daily special. Make it easy to buy. The buying experience in your store should be as easy as possible. Help people to find what they need, explain how products work, and do whatever else you can to facilitate transactions.
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Building a Relationship with the Customer. Be mindful of your body language keep it positive Unfold your arms, uncross your legs, show your palms and remember to smile. Develop awareness and sensitivity to the customer’s body language. An effective listener notices all aspects of communication and is aware of voice tone, facial expression, repetitive movements, and muscle tension. Create harmony The Customers body language gestures will psychologically cause them to identify with you. The power behind this principle is firmly grounded in the precept that people trust people that they believe are similar to them. Remember to make eye contact and listen with genuine interest You are certain to create an unfavorable impression if you give your prospect the idea that you are not fully present in the conversation. Unfortunately, we are often busy game-planning our response instead of truly listening to what is being said. I suggest that you occasionally repeat what your prospect says, especially the key words or phrases. Restating in your own words serves to clarify communication, but you deepen rapport when you use their words. Dress and act professionally While it may seem unfair, we are judged on our appearance. Research indicates that people form a lasting impression of us within the first 30 seconds. Be personable but not overly familiar. If appropriate, occasionally call your prospect by their first name. The greatest sound to the human ear is the sound of our own name.
Helping Unhappy Customers. Some people aren't happy unless they're unhappy. These are the handful known as “unhappy customers.” People that constantly looking for a flaw in your service. They'll take advantage of your policies by making requests that sometimes border on the absurd. More importantly, they will teach you how to deliver the customer service. You can learn more from a difficult customer than you could ever learn from your most loyal customers. The most effective way to handle these customers: 1. Never Argue This seems to be the toughest rule for people to accept, so let's repeat it, “Never argue.” Even if you win, you lose. 2. Listen Between the Lines. Is there an underlying message to your customer's complaint? Do they feel cheated, ignored or unappreciated? 3. Appeal to Your Customer's Sense of Fair Play. Let the customer know that you trust them enough to do what's fair and right. If you appeal to a customer's nobler motives, most of the time they will live up to your expectation.
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Addressing Customer Complaints. When dealing with guest’s complaint, remember the slogans “Kindness Counts! and “Satisfaction Guaranteed”. With those phrases in mind, here are five easy steps to follow when responding to complaints.
Acknowledge the problem If it’s important to the guest, it is important to you!
Listen carefully and display empathy Look the guest in the eye. This will help them to know they are being heard.
Apologize for the inconvenience Whether you agree or disagree, saying “I’m sorry” allows the customer to know you care about their perception and that you accept responsibility for making their day.
Keep in mind some simple phrases to have ready to say as appropriate: “I will take care of that for you.” “I take full responsibility.” “We want your business” “Thank you for thinking of us.” “Consider it done.”
Correct the problem. Since we “guarantee satisfaction” use every reasonable method to satisfy the guest. In especially tough situations, ask what you can do to ’make it right?’
Thank the Guest. Let him/her know that we will make every effort to do better next time.
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Customer Interaction 1 on 1. Just like the clothes we wear and the cars we drive, all our customers are different. They are of different backgrounds, different ages, and different personalities. They have different needs and different viewpoints. One approach just will not work effectively. You need to learn how to interact with all types of customers. Ensure Every Customer is Greeted Properly Welcome people to the store, but make sure to give them a little space. Being jumped on is almost as much a turnoff as being ignored. Make Greeting a Priority When you are stock a shelf, you may think that’s the most important, and only, task you need to focus on. Let your customers know that such tasks can and need to be stopped when they walk in. Never start with, ‘Can I help you? After a ‘hello,’ start a quick conversation and then ask a question that cannot be answered with a no, such as, ‘How can I help you?’ or ‘What can we do for you today?’ This conversation starts things on a positive and softer note.” Ask Questions Don’t assume that because you caught the customer looking at a product, that’s why they came in the store. Ask questions. Don’t Forget About Customers How irritating is it to be told, “Let me know if you have any questions,” and then not be able to find that salesperson again. Make sure you are available to customer’s convenience. Not every customer is going to buy from you when they walk into your store. However, it is still important that every interaction be positive so that customers: 1. Remember you, 2. Come back and 3. Tell their friends
Ways to Delight your Customers: Today, you need to go the extra mile to gain your customer's loyalty by finding new ways of delivering superior products and delightful service. If you are only satisfying your customer, what prevents you from losing the customer to the competition? What can you do to exceed customer requirements and expectations? The first thing you should ask yourself is: what are you doing right in the eyes of the customer? Then, how can you deliver more of the same? Delighting a customer involves: Having confidence Going over and beyond Putting the customer first before your needs Being aware of products Following through Responding to feedback properly Treating customers with respect
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Ways to Enhance the Customers Experience. Communicate Communication with the customer is the key to enhancing customer satisfaction. Follow Up and Follow Through to assure and confirm expectations have been satisfied. Be Confident Customers like to deal with people who know what they are doing. We don’t want to hear, “This is my first time doing this so …” Be Professional The customer is always right – even when they are wrong. Build Customer Confidence Your performance and ability to meet the customers’ needs will re- assure them that they have made the right decision. Build Value (Reputation) Be effective and perform efficiently: Everyone wants the best lawyer or the best doctor. “We have the best person on it.” Be THE Solution We coined a phrase some time ago – “Thinking so you don’t have to.” Take away the problem and be the solution. Thank You Show your customers that you appreciate their business. It may be as easy as saying “Thank You for Your Business.”
Customer Success Strategies. Always try to exceed customer expectations Whether customer expectations are set by the firm or by a competitor, exceeding these will reflect on your company’s reputation and leave a lasting impression. To achieve this, you must have a strong understanding of customer needs as these dictate expectations. Conducting a customer service survey will provide you with a true understanding of these needs. Managing expectations up front sets the stage for you to exceed customer expectations later in the relationship. Make a strong first impression The first contact with a customer (the “moment of truth”) often sets the tone for their lasting impression of the company. Customer Satisfaction Research shows that how a customer feels about a transaction tends to be more important than the product or service purchased. Be accessible, approachable, and responsive If your customer finds it difficult to get in touch with someone at your company, they are less likely to do so, and the prospect of developing a strong, long-term relationship built on customer service satisfaction is greatly diminished. Make a habit of regularly reaching out to your customers to enhance customer service satisfaction and build lasting relationships. Page 10
Customer Service Quiz 1. A complaining customer is: A. Always right B. Almost right C. Often lying D. Always the customer 2. Customers who complain: A. Had unhappy childhoods B. Are genetically predisposed to be unhappy C. Have trouble in their primary relationships D. Are doing you a service in identifying what isn’t working in your business or organization 3. The best reward for your customer service representatives is: A. Earplugs and punching bags B. Valium or other mind-numbing drugs C. Recognition and appreciation on your part D. Anger management seminars 4. Customers who complain want: A. Something for nothing B. To be heard and have their experience validated C. To vent for the sport of it D. To be made majority shareholders in the company 5. An effective listener notices: A. All aspects of communication B. Is aware of voice tone C. Facial expression D. Repetitive movements, and muscle tension E. All the above True or False 6. If a customer gets the wrong idea from a cashier, it’s okay to tell the customer that this is your first time? 7. When dealing with an angry customer face to face, making no eye contact and looking away will feel better for you and the customer? 8. It is still important that every interaction be positive so that customers 1) remember you 2) come back and 3) tell their friends? 9. The first thing you should ask a customer is “Can I help you with anything?” 10. In the first thirty seconds a customer can have the impression of your Personality, Level of sophistication, Trustworthiness and your Sense of humor? 11. When dealing with guest’s complaint you should acknowledge the problem, listen carefully and display empathy and apologize for the inconvenience? Page 11