Customer Care - Customer Service


Why do businesses group customers together?

  • So we can target marketng towards our largest customer group
  • So we know how to react to certain customers
    • change customer servicec style to reflect their needs
  • identify business customer base

Sustainability: allow the business to survive in the long term

  • measure footfall to indicate customer numbers in zoological collections
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Customer Groups: Geographic and Demographic

  • Geographic
    • customer location
    • region
    • country
    • urban/rural
    • competitor location
    • ACORN classification
  • Demographic
    • gender
    • age
    • occupation
    • socio-economic group
    • education level
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Customer Groups: Behavioural and Psychographic

  • Behavioural: the way in which people shop
    • rate of usage
    • loyalty status
    • benefits sought
    • readiness to purchase
  • Psychographic: the way in which the customer views life
    • trends
    • attitudes
    • class
    • values
    • lifestyles
    • personality

Seasonal: people are most likely going to visit a zoo in summer.

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Good Customer Service

  • Good
    • positive
    • adjust service
    • listen to the whole issue
    • friendly
    • don't try interrupt the customer
    • being qualified
    • good product knowledge
    • answer questions quickly
    • pay attention
    • productive/efficient
    • welcoming
    • professional
    • mindful of disabilities
    • offering services
    • being approachable
    • good appearance
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Bad Customer Service

  • Bad
    • ignoring the customer
    • not listening
    • not making customer aware of services
    • arguing with the customer
    • try solve the problem before hearing all the customers problem
    • bad attitude
    • not being able to answer questions
    • uninterested
    • swearing
    • getting angry at customer
    • being blunt/abrupt 
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Attitude, Interest, Action and Verbal Language

  • Attitude
    • positive
    • welcoming
    • professional 
    • friendly
    • being respectful
  • Interest
    • good product knowledge
    • pay attention
    • helping customers
    • interest in the job
  • Action
    • adjust service
    • ignoring customer
  • Verbal Language
    • swearing
    • being polite
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Body Language and Tone of Voice

  • Body Language
    • good appearance
    • being approachable
    • open
  • Tone of Voice
    • getting angry
    • gentle
    • clear speech
    • lower voice

We have the six pillars so we can provide good customer service.

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Changing customer service techniques.

  • each customer type will like to be served in a different way, therefore, you can give each customer the best experience by changing the customer service techniques that you use.
  • You must adjust your 6-pillar approach to the customer type. For example, be more respectful and professional to your analyst/driver but more friendly/welcoming to an amiable/expressive customer. An analyst may appreciate product knowledge more than an expressive customer.
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Effective Customer Skills

  • effective communication
    • Via TV adverts, phone, email, live chat, face to face, signs, webpages, social media
    • for complaints, questions, reviews
  • courtesy and helpfulness
  • appropriate dress and body language
  • product knowledge
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Impact of Customer Service

  • good customer service can increase the number of customers you have in the future, as you get new customers and returning customers.
  • if we had a bad experience, we will tell at least 10 people on average
  • if we had a good experience, we will tell at least 1 person on average
  • 71% of consumers who have had a positive social media experience will recommend to their family and friends.
  • over 90% of customers will not return if they have a poor experience
    • customer retention
    • attract new customers
    • carry out purchase
  • 78% of customers will bail on a purchase because of poor customer service
    • companies reputation
    • may allow you to raise prices
    • happy customers spend more
    • increase sales, revenue and profit
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