Topic 1 Customer Relations and Rapport. Customer Service Versus Customer Relations

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1 Topic 1 Customer Relations and Rapport Customer Service Versus Customer Relations

2 Customer Service Versus Customer Relations Customer service and customer relations Customers and clients Business relationships in a democratic society Organizational customer relations philosophies Customer service and honesty

3 Customer Service and Customer Relations Customer service Customer relations

4 Customers and Clients Customers Clients

5 Business Relationships in a Democratic Society Mutual trust Arthur Page statements Non-Business organizations Public schools Colleges Medical facilities Religious organizations Government institutions Monopolies Legal aspects

6 Organizational Customer Relations Philosophies Broad missions Multiple channels Customer perceptions equal reality Customer expectations

7 Customer Service and Honesty Meeting customer needs Importance of salespersons knowledge Constant business improvements Customers generalize Price only one factor

8

9 Topic 2 Customer Relations and Rapport Employee Responsibilities in Customer Relations

10 Employee Responsibilities in Customer Relations Employee orientation programs Employee training in customer relations Training in product and service benefits Financial and policy concerns Employee cross training Employee accountability Employee sense of ownership

11 Employee Orientation Programs Organizational philosophies and mission Chain of command Benefits Social opportunities Orientation leaders

12 Employee Training in Customer Relations Little spent by businesses Benefits of training Continuous training Customer relations Open atmosphere New technologies Learning styles Codes of conduct Customer importance Use of customer names and preferences Manners and praise

13 Training in Product and Service Benefits Customer needs Everyday language Product Benefits and Limitations

14 Financial and Policy Concerns Benefits of compromise Policy changes

15 Employee Cross Training Employee benefits Organization benefits

16 Employee Accountability Employee rewards Employee alternatives Retrain Reposition Replace Hiring process Quality applicants Case scenario discussion Questions on knowledge, skills, and attitudes Feedback opportunities

17 Employee Sense of Ownership Mental ownership Profit sharing Job sharing Constant input Customer relations rewards

18

19 Topic 3 Customer Relations and Rapport Applying Communication Skills

20 Applying Communication Skills The communication process Communication channels The diffusion process Information overload Importance of speaking Nonverbal communication cues Effective writing Consistent messages

21 The Communication Process Targeted messages Communication model Source Receiver Message Channel Noise Two-way process Relationship of participants

22 Communication Channels Intrapersonal Interpersonal Small group Organizational Public speaking Mass media Intercultural Public relations

23 The Diffusion Process Awareness Information Evaluation Trial Adoption Reinforcement Semantics Jargon

24 Information Overload Numbers of messages Personal filters

25 Importance of Speaking Professional judgment Public speaking fears Audience Goals Proper appearance Practice Eye contact Confidence Questions Personality

26 Nonverbal Communication Cues Impact of nonverbal Facial expressions Body movements Eye contact Videotaping

27 Effective Writing Eventual readers Memos and letters Thank-you cards and notes Written policies Other documents Importance of clarity

28 Consistent Messages Inconsistent messages and confusion Third-party endorsements Message evaluations

29

30 Topic 4 Customer Relations and Rapport Emphasizing Telephone Expertise

31 Emphasizing Telephone Expertise Basic telephone skills Incoming calls live Incoming calls voice mail Phone trees Returning calls Cellular calls

32 Basic Telephone Skills Technical features Call purposes Smiling and voice tone Listening Warm up Record and listen Natural pitch Posture Clear speech Using names Standing up Distracting habits Pens and paper Open mindedness

33 Incoming Calls Live When to answer Initial greeting Extended message Delaying conversation Using hold Caller ID Taking messages Manners

34 Incoming Calls Voice Mail Useful tool Options

35 Phone Trees Limiting options Promoting other channels Menu 1 Options Menu 2a Options Menu 2b Options Menu 2c Options Menu 2d Options Menu 2e Options Menu 2a1 Multiple Options Etc. Menu 2b1 Multiple Options Etc. Menu 2c1 Multiple Options Etc. Menu 2d1 Multiple Options Etc. Menu 2e1 Multiple Options Etc.

36 Returning Calls Schedule and plan Be sure of number Place own calls Identify immediately Note time differences State purpose of call Provide detailed messages

37 Cellular Calls Safety Explosion of use Hands-free options Feature familiarity Speed-dial options Dialing locations Voice mail Promoting usage

38

39 Topic 5 Customer Relations and Rapport Integrating New Technologies

40 Integrating New Technologies Electronic mail use Web sites Presentation software Teleconferences Loudspeakers, intercoms, and radios

41 Electronic Mail Use Major advantages Problems with Business preparations Preferences for Appropriate messages Inappropriate messages tips

42 Web Sites Increase in usage Advantages Targeted publics What customers want Web site development checkpoints

43 Presentation Software Joys of PowerPoint Benefits of use Integrating technology and speaking Presentation software checkpoints Formatting checkpoints

44 Teleconferences Audio conference calls tips Video conference calls tips Supplement to live meetings

45 Loudspeakers, Intercoms, and Radios Additional communication links Technical training Loudspeaker tips Intercom tips Radio tips

46

47 Topic 6 Customer Relations and Rapport Maximizing Feedback Channels

48 Maximizing Feedback Channels General research principles Individual communication, committees/boards, and focus groups Suggestion boxes and surveys Incoming mail and electronic mail Incoming telephone calls Media content analysis Secret shoppers Reporting and using results

49 General Research Principles Where do I start? Anonymity and confidentiality Sampling methods Obtrusive and unobtrusive methods Demographic data Psychographic data Types of questions

50 Individual Communication, Committees/Boards, and Focus Groups Interpersonal Frontline workers Committees/boards tips Focus group tips Group problems

51 Suggestion Boxes and Surveys Suggestion boxes Survey reputations Clear instructions Types of surveys Personally administered Personal interview Telephone Mail Electronic mail/web

52 Incoming Mail and Electronic Mail Mail as possible trend indicator as two-way channel

53 Incoming Telephone Calls Toll-free numbers Use of other channels to promote Customer encouragement

54 Media Content Analysis Traditional media Positive, negative, or neutral Web sites

55 Secret Shoppers Realistic and reliable Biases revealed

56 Reporting and Using Results Distribution Interpretation Published data Potential new products

57

58 Topic 7 Customer Relations and Rapport Handling Customer Complaints

59 Handling Customer Complaints The impact of unknown complaints Promoting complaint channels and policies Accepting complaints Developing solutions Delegating and following up Using complaints as research

60 The Impact of Unknown Complaints Customer percentages who do not complain More costly to recruit customers than retain

61 Promoting Complaint Channels All available methods Prizes and discounts

62 Accepting Complaints Thank customers Apologize Listen and empathize Avoid diversionary words Release grudges Outline future actions Hire positive customer service representatives

63 Developing Solutions Find appropriate authority Keep small problems small Provide options Do not demean customers

64 Delegating and Following Up Limits of authority Following up Customer priority

65 Using Complaints as Research Customer relations progress Problems of unresolved complaints Coca-Cola call center

66

67 Topic 8 Customer Relations and Rapport Incorporating Public Relations and Marketing

68 Incorporating Public Relations and Marketing Definitions of public relations and marketing Differences between public relations and marketing Stereotypes of public relations and marketing The four-step public relations process Public relations and marketing functions Public relations and marketing channels Impact on customer relations

69 Definitions of Public Relations and Marketing Numerous definitions for both fields Marketing Selling products, services, ideas Promoting a positive financial exchange

70 Definitions of Public Relations and Marketing (cont.) Public relations Management of communication Between an organization and its publics Internal and external publics Outgoing and incoming communication Mutually beneficial relationships Open channels, listening, feedback Trust and credibility Counseling and advising Focus on long term, proactive efforts

71 Differences Between Public Relations and Marketing Public relations often delayed impact Public relations non-customer publics Public relations between marketing and journalism

72 Differences Between Public Relations and Marketing (cont.) Four Ps of marketing Product Price Place Promotion Additional Ps Personnel Prospects Perceptions

73 Stereotypes of Public Relations and Marketing Public relations stereotypes Just being nice People persons Greeters, party planners, social chairs Just a PR move Professional liars

74 Stereotypes of Public Relations and Marketing (cont.) Marketing stereotypes Selling at any cost Telephone solicitors Pushing unwanted products and services Impact of unethical behaviors Importance of knowledge and explanations

75 The Four-Step Public Relations Process Research Planning/programming Action/communication Evaluation Overlapping steps Image and reputation

76 Public Relations and Marketing Functions Publicity Advertising Press agentry Lobbying Issues management Development Importance of being proactive Teaching others

77 Public Relations and Marketing Channels Traditional channels and new methods Printed Verbal Electronic Prioritizing publics and messages

78 Impact on Customer Relations Person or department in charge Impact of all employees Institutional public relations and marketing Personal public relations and marketing Importance of relationships with all publics Impact on entire organization

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