Class Orientation Overview

• Institution: Samuel Christian College of General Trias, Inc.

• Location: Navarro, General Trias City, Cavite

• Department: Business and Management Studies

• Instructor: Ma. Teresa Belo

• Subject Code: OACC 110

• Subject Title: Customer Relations

• Year: 2012

Opening Activities

• Opening Prayer

Lesson Objectives

Lesson 1: Introduction to Customer Relations

• Overview: Students will learn about customer relations, its importance, and customer service.

• Expected Learning Outcomes:

  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, including qualities and responsibilities.

Types of Customer Relations

E. Strategic Customer Relations

• Understanding the relationships built between a company and its customers.

• Emphasis on loyalty programs to retain current customers.

• Strategies to target unhappy customers to prevent churn.

Classification of Customer Relations

1. Proactive Customer Relations

   • Actively improves relationships and addresses issues before they escalate.

   • Importance of gathering customer feedback.

   • Key tools: Periodic surveys (monthly or quarterly) to understand customer satisfaction and pain points.

2. Reactive Customer Relations

   • Formed based on responses to customer inquiries and complaints.

   • Importance of effective resolution of issues to transform negative experiences into satisfied customers.

   • Key Strategies for Handling Complaints:

     • Acknowledge concerns.

     • Take responsibility.

     • Offer solutions.

     • Follow up with customers.

3. Strategic Customer Relations

   • Requirement for a customer-centric culture.

   • Example: Disney's customer experience strategy through various aspects including marketing and customer service.

Key Strategies to Build Positive Customer Relationships

• All departments should collaborate to enhance customer experience.

Key Areas for Focus:

1. Communicate Openly

   • Provide clear, honest information regarding products and services.

2. Listen to Customers

   • Collect feedback using metrics like Customer Satisfaction (CSAT) and Customer Effort Score (CES).

3. Anticipate Needs

   • Tailor support and address customers by name.

4. Multiple Touchpoints

   • Offer various channels for customer contact: email, phone, social media, live chat, etc.

5. Monitor Customer Churn

   • Analyze customer interactions and usage patterns for early warning signs of churn.

6. Competitor Awareness

   • Keeping an eye on competitors’ strategies to adapt to changing market conditions.

Customer Relations Team Structure

• Roles in the Customer Relations Department include:

1. Chief Customer Officer (CCO)

   • Oversees customer relations, develops strategies for maintaining customer relationships.

2. Customer Relations Managers (CR Managers)

   • Supervise customer interactions, assist major accounts, and work with CCO.

3. Customer Relations Representatives (CR Reps)

   • Directly engage with customers through various channels, capturing feedback and relaying it.

Qualities of an Effective Customer Relations Employee

Top Qualities Include:

1. Empathy

   • Essential for understanding and connecting with customers. Affects 70% of buying experiences.

2. Adaptability

   • Ability to respond to various customer personalities and issues effectively.

3. Strong Communication

   • Provides clear answers balancing charm and factual information.

4. Positive Attitude

   • Helps create a positive outcome in challenging interactions.

5. Responsibility

   • Ownership of customer issues fosters trust and reliability.

6. Calm Under Pressure

   • Essential to de-escalate situations with upset customers.

7. Active Listening

   • Reassures customers they are understood and valued.

8. Organizational Skills

   • Necessary for managing multiple customer interactions efficiently.

Building Long-Lasting Customer Relationships

22 Tips and Strategies:

1. Decrease Wait Time

   • Improving access to representatives enhances customer satisfaction.

2. Preferred Communication Channels

   • Implement omnichannel support to meet evolving customer preferences.

3. Simplified Learning Tools

   • Providing training resources empowers customers.

4. Self-Service Options

   • Establish 24/7 support using FAQs and help centers.

5. Effective Customer Support Software

   • Investing in systems for results and efficiency.

6. Prioritize Employee Training

   • Developing skills in agents improves customer interactions.

7. Collect Customer Feedback

   • Insight into customer opinions can dictate improvements.

8. Understand Your Customers

   • Contextualizing customer history enhances interactions.

9. Personalized Interactions

   • Tailoring customer service to individual needs.

10. Show Appreciation

    • Loyalty programs and discounts recognize customers' value.

11. Listen and Implement Feedback

    • Taking customer opinions seriously encourages loyalty.

12. Build Trust Through Transparency

    • Accountability establishes strong customer relationships.

13. Be Personable and Accessible

    • Humanizing the customer experience enhances trust.

14. Measure Customer Satisfaction

    • Use CSAT and NPS for systematically improving services.

15. Create a Customer-Centric Culture

    • Leadership must champion customer-focused values.

16. Prioritize Consistency

    • A unified communication experience supports customer trust.

17. Form Emotional Connections

    • Personalized interactions create lasting connections.

18. Create a Community

    • Forums and groups engage customers and develop brand loyalty.

19. Share Feedback Across Teams

    • Collaboration across departments leads to holistic improvements.

20. Reward Customers

    • Incentives promote repeat business.

21. Invest in Employee Satisfaction

    • Happy employees foster positive customer interactions.

22. Provide Educational Resources

    • Empower customers with knowledge to build trust to enhance relationships.

Customer Service Representative

Definition

• A Customer Service Representative (CSR) is an individual who assists customers via various channels such as phone, chat, and email to resolve their issues.

Qualities of a Customer Service Representative

• Critical Skills:

  • Great listening comprehension

  • Solid problem-solving skills

  • Strong interpersonal skills

  • Reliability

Responsibilities of a Customer Service Representative

• A CSR's responsibilities include:

  • Maintaining a positive, empathetic, and professional attitude at all times.

  • Prompt responses to customer inquiries.

  • Multi-channel communication with customers.

  • Acknowledging and resolving complaints.

  • Knowledge of products for effective assistance.

  • Processing orders and requests.

  • Record-keeping of interactions and issues.

  • Providing feedback about the customer service process.

  • Managing junior representatives when necessary.

  • Ensuring customer satisfaction and professional support.

Quotes

• “It’s not the employer who pays the wages. Employers only handle the money. It’s the customer who pays the wages.” - Henry Ford

• “When the customer comes first, the customer will last.” - Robert Half

Closing

• Appreciation to the attendees.

• Thank you and God bless!