Show and Tell

Build customer relations

This learning area includes:

· a positive first impression

· meeting customer expectations

· barriers to customer relationships

· effective telephone service

· improving telephone technique

· effective voicemail messages

· turning around complaints.

A positive first impression

The first time customers approach an organisation, they form an impression of the organisation which can last a long time.

Some activities can help to create a positive first impression, including:

· dressing appropriately

· maintaining a high level of personal hygiene

· following the policies and procedures of the organisation, especially for greeting the customer face-to-face, by phone, or via a website

· providing a pleasant environment, for example in the reception area or with a professional web site

· attending to customers quickly.

Meeting customer expectations

When customers approach an organisation, they have certain expectations. Meeting these expectations is important for building a relationship with customers and ensuring their repeat business.

Expectations can include:

· being heard

· having goods and services delivered in a timely and courteous manner

· getting a fair deal

· being given accurate and reliable information

· having confidential information treated discreetly

· being able to access and approach the organisation easily

· having the organisation act ethically.

Barriers to customer relationships

Besides working towards building a relationship with customers, we need to also minimise those factors that can negatively affect this relationship. These factors include:

· discrimination, eg refusing to serve someone because they are in a wheelchair

· language barriers, eg using Australian slang with every customer

· cultural unawareness, eg assuming everyone has the same values you do

· not empathising, eg not recognising some days have religious significance or not listening actively

· environmental barriers, eg non-serving staff being visible to customers.

Effective telephone service

Often the first contact many customers have with an organisation is on the telephone. In fact, some organisations, such as call centres, now conduct all their business over the phone. The type of response a caller receives can create a lasting impression of your organisation.

Remember, every phone call is an opportunity to build a relationship with your customers. Phone protocols should:

· be included in the organisation’s policy and procedures manual

· reflect customer needs and expectations

· be clearly and concisely written

· be part of staff training.

Improving telephone technique

Effective telephone technique involves using interpersonal communication skills. These include:

· answering the phone in a timely manner

· smiling and using a professional tone

· using an appropriate greeting

· listening to the caller actively

· using the customer’s name

· being prepared, eg knowing extension numbers and who does what in organisation as well as having pen and paper at hand

· using friendly, courteous words and expressions

· taking notes or messages accurately

· minimising jargon or technical terms.

These skills help present a professional image.

Effective voicemail messages

Voicemail messages allow clients to contact you when you’re elsewhere. Customers will feel they have made contact with you and this will help your business and your relationship with them. Following up their calls promptly will help to establish and maintain effective relationships.

For an effective voicemail message, think about:

· your tone of voice, ie courteous or friendly

· your word choice, ie formal or casual

· the information to include, eg your name, organisation, availability, details or instructions

· the action the caller should take, eg leave message or ring someone else.

Always change messages if circumstances change.

Turning around complaints

A satisfied customer is the best form of advertising, whereas a dissatisfied customer can have a devastating effect on business. The most effective way to deal with complaints is to be proactive, not reactive.

Why do customers complain? It’s usually when:

· their time is wasted

· they’ve been inconvenienced

· they feel they’ve been deceived––especially with price or delivery times

· promises haven’t been kept

· they’re treated as a problem or inconvenience

· they’re given the ‘run around’.

Summary

One of the things any business expects from its employees is that you will promote their interests and be a good representative for it.

To people phoning or doing business with you, you are the company. If you are rude, inconsiderate or offhand, it will affect their perception of the company and will possibly have a ‘flow on’ effect as they pass on their negative impressions to other people.

No matter what your position is in an organisation, you represent the entire organisation––every office and outlet.

XXX