LESSON OBJECTIVE

• LESSON1: INTRODUCTION TO CUSTOMER RELATIONS

  • Overview of what customer relations is and its significance in business.

  • Distinction between customer service and customer relations.

  • Introduction to strategic customer relations.

  • Definition and explanation of customer service representatives, their qualities, and responsibilities.

LEARNING OUTCOMES

• At the end of the lesson, students are expected to:

  1. Define Customer Relation and its importance.

  2. Define Customer Service.

  3. Compare Customer Relation and Customer Service.

  4. Understand Strategic Customer Relation.

  5. Define Customer Service Representative along with their qualities and responsibilities.

WHAT IS CUSTOMER SERVICE?

• Definition: Customer service is the assistance provided by a company to ensure customer success.

  • It is an inbound function that customers expect from their first point of interaction with the business.

DELIVERY OF CUSTOMER SERVICE

• Companies have the ability to provide various customer service features.

• Most customer service functions are typically delivered in reaction to customer actions.

IMPORTANCE OF UNDERSTANDING CUSTOMER NEEDS

• Business success depends on identifying target customer needs and desires.

  • Create a package of benefits that exceed competitors' offerings.

  • Must provide better products coupled with exceptional customer service from initial contact through post-purchase stages.

KEY BEHAVIORS OF GOOD CUSTOMER SERVICE

1. Listening to Customers:

   • Effective service starts with attentively listening to customer needs, wants, or concerns.

   • Providing thorough and honest answers helps in gaining customer trust and establishing credibility.

   • Inviting customer feedback displays genuine interest in their satisfaction and happiness.

2. Quick Response:

   • Timely responses to customer inquiries are crucial; delays lead to customer dissatisfaction.

   • Long hold times or lack of prompt responses suggest the business does not value customer time.

3. Operational Flexibility:

   • Policies should allow for flexibility in interacting with customers.

   • Empower employees to make exceptions to standard policies when necessary to satisfy customer needs.

4. Follow-Up:

   • Repeat business is essential; it's cheaper to serve existing customers than to attract new ones.

   • Customer satisfaction extends beyond the sale; following up ensures their needs are met and recognizes their business.

   • Follow-ups can involve thank you cards or emails, and can include offers or notifications about new products/services.

CUSTOMER RELATION VS CUSTOMER SERVICE

• Customer Service:

  • The primary goal is to assist and help customers (e.g., answering questions, resolving issues).

  • Involves addressing one-off inquiries and ensuring timely complaint resolution.

  • Defined as a one-time support interaction focused on problem-solving and delivering immediate help.

• Customer Relation:

  • Refers to the dynamic relationship with existing and potential customers.

  • Encompasses marketing, sales, and support interactions that shape customer perceptions of the brand.

  • Is about building and maintaining long-term relationships.

  • Defined as long-term relationship building, focused on trust, loyalty, and connection.

SUMMARY OF DIFFERENCES BETWEEN CUSTOMER SERVICE AND CUSTOMER RELATIONS

• Customer Service:

  • Involves individual support interactions.

  • Focuses on immediate problem resolution and assistance.

• Customer Relations:

  • Encompasses continuous engagement with customers.

  • Focuses on building lasting relationships and loyalty.