ANSWERS ASKTHEM TO SUGGEST AREAS WHEREYOUR ORGANIZATION COULDIMPROVE ITS PERFORMANCE
 $ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
84_ED248_US 84084-095_DelCust.indd84
13/7/06 2:40:094:07:15 pm24/3/06
s +EEP A lLE OF NEWSPAPERCLIPPINGS AND MAGAZINEARTICLES THAT MENTIONYOUR CUSTOMERS ORPRODUCTS AND MAKE THElLE ACCESSIBLE TO ALL3ELLING IS A TEAM EFFORT SOCONTRIBUTE TO DEVELOPING ACUSTOMER lRST CULTURE!LWAYS POINT OUT TO YOURMANAGER ANY CHANGES ORINNOVATIONS IN YOUR ACTIVITIESTHAT COULD IMPROVE SERVICE#USTOMER #ARE "OARD %NCOURAGETEAM MEMBERS TO PIN UP INFORMATIONSUCH AS CUSTOMER FEEDBACK REPORTS ANDNEWSPAPER CLIPPINGS ON A PROMINENTLYPOSITIONED NOTICEBOARD TO DRAWATTENTION TO CUSTOMER CARE ISSUES
85_ED248_US 85084-095_DelCust.indd85
)MPROVE 9OUR 4EAMS#USTOMER &OCUS-AKE A LIST OF THE TASKS YOU ANDORYOUR TEAM CARRY OUT
$ECIDE WHICH TASKS HAVE A DIRECTIMPACT ON CUSTOMERS
)DENTIFY THE BENElT OF THOSE TASKSTHAT DO IMPACT ON THE CUSTOMER
)F THE TASKS HAVE NO BENElTSCHANGE THEM UNTIL THEY DO
0 5 4 4 ( % #5 3 4 / - % 2 & ) 2 3 4 
13/7/06 2:40:184:07:16 pm24/3/06
3ATISFY 9OUR #USTOMERS9OUR ORGANIZATIONS IMAGE AS A RELIABLE SUPPLIER DEPENDSON THE LEVEL OF CUSTOMER SATISFACTION THAT YOU ACHIEVE-EASURE THIS THOROUGHLY AND ON A REGULAR BASIS TOKEEP TRACK OF THOSE AREAS WHICH NEED IMPROVEMENT
3ET #USTOMER 3ERVICE 4ARGETS3ET HIGH SERVICE TARGETS AND MAKE A PLAN OUTLINING HOWTHEY WILL BE ACHIEVED 4ALK TO CUSTOMERS ABOUT THEIR HOPESFOR AFTER SALES SERVICE $ISSATISFACTION ARISES WHEN YOU DONOT MEET YOUR CUSTOMERS EXPECTATIONS OF SERVICE -AKESURE YOU COME TO A MUTUAL AGREEMENT ABOUT THEIREXPECTATIONS AND ALSO THAT YOU CAN PROVIDE THE LEVEL OFSERVICE REQUIRED #ONSIDER ALLASPECTS OF THE AFTER SALES SERVICE#OMMON TARGET AREAS INCLUDE'OOD COMPANYs !VAILABILITY OF MAINTENANCEREPUTATIONS RELYs #ALL OUT TIMESON MEETING ANDs ,EAD TIMES FOR ACCESSORIES ANDEXCEEDINGCONSUMABLESEXPECTATIONSs 4IME SCALES FOR INVOICING ANDPAYMENTs !CCESS TO INFORMATION-AKE YOUR OWN LIST OF THE AGREEMENTS YOU WILL NEED TOMAKE WITH YOUR CUSTOMERS 'ET INTO THE HABIT OF CALLINGCUSTOMERS AFTER A SALE TO CHECK THAT THEY ARE SATISlED
-EASURE #USTOMER 3ATISFACTION&IND OUT WHETHER OR NOT YOU ARE MEETING CUSTOMERSEXPECTATIONS BY AGREEING ON INDIVIDUAL TARGETS FOR LEVELSOF SERVICE WITH THEM AND THEN MONITORING YOUR SUCCESS INACHIEVING THEM &OR MORE GENERAL FEEDBACK ON CUSTOMERSERVICE USE SIMPLE CHECK SHEETS &OR EXAMPLE EACH TIMEYOU MAKE A DELIVERY ASK THE CUSTOMER TO RATE ON A SCALE OFn YOUR ORGANIZATIONS PERFORMANCE IN THESE KEY AREASs 4HAT THE CUSTOMER ENJOYS DOING BUSINESS WITH THEMEMBERS OF YOUR SALES TEAMs 4HAT THE PRODUCT OR SERVICE MEETS THEIR EXPECTATIONS $ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
86_ED248_US 86084-095_DelCust.indd86
13/7/06 2:40:274:07:17 pm24/3/06
5SE -ANAGERS TO !SSESS 3ATISFACTION'ETTING EVERYONE IN YOUR ORGANIZATION TO START THINKING ABOUTCUSTOMER SERVICE IS KEY TO A SUCCESSFUL OPERATION !SK YOURMANAGERS TO TAKE RESPONSIBILITY FOR A GEOGRAPHIC AREA NEAR THEIRHOME OR THEIR BASE 'ET THEM TO MEET THOSE CUSTOMERS AND ASK ASPECIlC SET OF CUSTOMER SATISFACTION QUESTIONS
 7HY DID YOU BUY THE PRODUCT OR SERVICE (OW SATISlED ARE YOU WITH IT 7OULD YOU BUY FROM US AGAIN 7OULD YOU RECOMMEND US TO OTHERS4HIS WILL ENABLE THEM TO OBTAIN VALUABLE INFORMATION ABOUTCUSTOMER SATISFACTION LEVELS WHICH YOU CAN FEED BACK TO THE SALESMARKETING AND AFTER SALES SERVICE DEPARTMENTS
s 4HAT THE ADMINISTRATIVE PROCESSES OF ORDERING ANDPAYMENT ARE STRAIGHTFORWARDs 4HAT YOUR ORGANIZATION HAS CARRIED OUT ITS COMMITMENTSs 4HAT YOUR ORGANIZATION IS RESPONSIVE TO CUSTOMERDEMANDS FOR AFTER SALES SERVICE2ECORD THE ANSWERS AND LOOK FOR TRENDS IN EACH AREA7HERE AN ITEM IS LOW OR SLIPPING LOOK FOR WAYS TO IMPROVE)F YOU SEE A DOWNWARD TREND GO BACK TO THE CUSTOMERSWHO HAVE MARKED THE AREA LOWEST ON THEIR FORMS SO THATYOU CAN lND OUT WHAT NEEDS TO BE DONE 7HEN YOU HAVEMADE IMPROVEMENTS CALL BACK THOSE CUSTOMERS WHO HADCOMPLAINTS SO THAT THEYARE MADE AWARE OF YOUR'LASS CHINA AND REPUTATIONRESPONSIVENESS 4HIS MAYARE EASILY CRACKED AND AREALSO HELP YOU TO ATTRACTNEVER MENDED WELLTHEM BACK IF YOU HAVE"ENJAMIN &RANKLINLOST THEM AS A CUSTOMER
i
87_ED248_US 87084-095_DelCust.indd87
w
3 !4 ) 3 & 9 9/ 5 2 #5 3 4 / - % 2 3 
13/7/06 2:41:124:07:17 pm24/3/06
4HE )MPORTANCE OF !FTER 3ALES 3UPPORT+EEP IN CONTACT WITH CUSTOMERS SO THAT YOU CAN DEAL WITHPROBLEMS BEFORE THEY CAUSE DISRUPTION )N THE SCENARIO SHOWNHERE FOR EXAMPLE DELIVERY PROBLEMS COULD REmECT BADLY ONTHE SALESPERSON UNLESS DEALT WITH PROMPTLY4HE CUSTOMER SIGNS FOR THEPRODUCT AND THE SALESPERSONPROMISES DELIVERY WITHIN A SETPERIOD OF TIME 4HE GOODSTHEMSELVES ARE DUE TO BEDELIVERED TO THE CUSTOMER BYA THIRD PARTY SUPPLIER
4HE SUPPLIER FAILS TO SEND THEGOODS IN TIME
4HE CUSTOMER RECEIVES ACALL FROM THE SALESPERSONTO SEE IF THE GOODS HAVEARRIVED (EARING THAT THEYARE LATE SHE PROMISES TOlND OUT WHAT IS WRONG
!FTER WAITING FOR THE GOODSTO ARRIVE THE ANGRY ANDFRUSTRATED CUSTOMER lNALLYCANCELS THE ORDER (E ISUNLIKELY TO ORDER FROM THISSALESPERSON AGAIN
!FTER CALLING THE SUPPLIER THESALESPERSON IS ABLE TO TELL THECUSTOMER WHEN TO EXPECT THEGOODS AND OFFERS MONEY OFF THENEXT ORDER !LTHOUGH THE GOODSARE LATE THE CUSTOMER IS HAPPYWITH THE AFTER SALES SERVICEAND PLACES ANOTHER ORDER
 $ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
88_ED248_US 88084-095_DelCust.indd88
13/7/06 3:01:574:07:18 pm24/3/06
3URVEYS&URTHER INFORMATION CAN BE OBTAINED FROM CUSTOMERS BYASKING OPEN SURVEY QUESTIONS 4HE DIFFERENCE BETWEEN ACLOSED SURVEY AND AN OPEN OR QUALITATIVE ONE IS IN THEPHRASING OF QUESTIONS ! CLOSED SURVEY MIGHT ASKs )N TERMS OF OUR AFTER SALES SERVICE ARE YOU VERY SATISlEDSATISlED OR DISSATISlED7HEREAS A QUALITATIVE CUSTOMER SURVEY WOULD ASKs 7HAT DO YOU THINK OF OUR AFTER SALES SERVICE5SE AN EXTERNAL ORGANIZATION TO DO AT LEAST SOME SURVEYINGTHE CUSTOMER IS MORE LIKELY TO BE OBJECTIVE WITH AN OUTSIDER
&)8
MINUTE
)F YOU INTRODUCE AN ENTIRELYNEW PRODUCT OR SERVICE YOUMAY NEED TO QUICKLY lNDOUT HOW SATISFACTORYCUSTOMERS ARE lNDING IT! CONVENTIONAL SURVEY MAY NOTPRODUCE RESULTS QUICKLY ENOUGH)NSTEAD CARRY OUT YOUR OWN SHORTSURVEY USING TEAM MEMBERS OROTHER SALESPEOPLE TO HELPL
L
4AKE A REPRESENTATIVE SAMPLEOF CUSTOMERS UP TO  PEOPLEOR ORGANIZATIONS AND CALLTHEM WITH A LIST OF QUESTIONS5SE THIS FEEDBACK TO IDENTIFYAND IRON OUT ANY TEETHINGPROBLEMS YOU MAY BE FACING
&OCUS 'ROUPS&OCUS GROUPS ARE ANOTHERUSEFUL WAY TO OBTAININFORMATION ALTHOUGH YOUMAY HAVE TO OFFER ANINCENTIVE TO GET PEOPLE TOJOIN -AKE SURE YOU HAVETHE APPROPRIATE PEOPLEINVOLVED SUCH AS SALES ANDMARKETING SO THAT THEY CANHEAR THE REACTION OF THEGROUP lRST HAND )NVITEBETWEEN SIX AND EIGHTPEOPLE SO THAT YOU GETA RANGE OF VIEWS ANDEVERYONE HAS AN OPPORTUNITYTO EXPRESS THEIR OPINIONS2EMEMBER TOO THAT YOUCAN LEARN A LOT FROM FOCUSGROUPS TALKING TO EACH OTHERAS WELL AS TO THE FACILITATOR
4)0 "E CAREFUL HOW YOU INTERPRET A CHECK SHEETSURVEY hSATISlEDv USUALLY MEANS hNOT DISSATISlEDvRATHER THAN hDELIGHTEDv 9OUR GOAL IS hVERY GOODv
89_ED248_US 89084-095_DelCust.indd89
3 !4 ) 3 & 9 9/ 5 2 #5 3 4 / - % 2 3 
13/7/06 2:41:314:07:19 pm24/3/06
3ATISFY 9OUR 2ETAIL #USTOMERS2ETAIL MORE THAN ANY OTHER TYPE OF SALES EXCHANGE RELIESON CREATING AN ENVIRONMENT THAT HELPS CUSTOMERS DECIDETO BUY !N ATTRACTIVE LOOKING STORE INVITES A CUSTOMER TOENTER BUT THE SALESPERSON MUST GO FURTHER TO MAKE A SALE
-AKE 9OUR 0REMISES !TTRACTIVE#USTOMERS VISITING A RETAIL PREMISES FOR THE lRST TIME SOONDECIDE WHETHER OR NOT THEY ARE INTERESTED IN BUYING THERE4O MAKE A GOOD lRST IMPRESSION ASK YOURSELFs )S IT SPOTLESSLY CLEAN#USTOMERS ARE PUT OFF BYMINUTEHAIR ON THE SALON mOOR ORRESTAURANT TABLES COVEREDIN DIRTY DISHES!T TIMES WHEN YOUR PREMISESs )S IT WELCOMINGARE PARTICULARLY BUSY IT CANs $OES THE lRST THING THEYBE ALL TOO EASY TO LET YOURSEE ON ENTERING GIVE ASTANDARDS OF NEATNESS DROPPOSITIVE IMPRESSION4AKE QUICK ACTION TO KEEP YOURs)S THE RANGE OF GOODS ANDOUTLET LOOKING PROFESSIONALSERVICES YOU SUPPLYL )N A CLOTHING STORE IF YOU DONTIMMEDIATELY OBVIOUSHAVE TIME TO FOLD AND PUTs$O THE COLORS ATTRACT THEAWAY ALL OF THE HANDLEDCUSTOMERS YOU WANTCLOTHES MOVE THOSE THAT ARE!SK A COLOR EXPERT FORLEAST LIKELY TO SELL OUT OF SIGHTGUIDANCE IF NECESSARY&OLD AND BRING THEM BACK ASSOON AS THERE IS A LULL!LWAYS OPEN YOUR PREMISESON TIME )F CUSTOMERS ARRIVEL )N A RESTAURANT WHERE YOU AREAND lND THAT YOUR PREMISESUNDER PRESSURE TO CLEAR THEARE CLOSED WHEN YOUR SIGNTABLES ASK NEW CUSTOMERS TOSTAY AT THE ENTRANCE UNTIL YOUSAYS IT SHOULD BE OPEN THEYHAVE CLEARED A TABLE FOR THEMWILL FEEL FRUSTRATED GO AWAYAND POSSIBLY NEVER RETURN
&)8
i
'IVE THE PUBLIC EVERYTHING YOU CAN GIVE THEM KEEPTHE PLACE AS CLEAN AS YOU CAN KEEP IT KEEP IT FRIENDLY
 $ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
90_ED248_US 90084-095_DelCust.indd90
w7ALT $ISNEY
13/7/06 2:41:404:07:20 pm24/3/06
w
#HECK #USTOMER .EED
!VOID ASKING CLOSED QUESTIONS 4)0 3TORE STAFF CANNEVER HAVE TOO MUCHWHEN MAKING A SALESPRODUCT KNOWLEDGEAPPROACH /NE OF THE MOSTCOMMONAND INEFFECTIVEISh#AN ) HELP YOUv WHICH IS ALMOST INEVITABLY ANSWEREDWITH h.O THANKS )M JUST LOOKINGv /PEN QUESTIONSESTABLISH NEED IF A CUSTOMER IS LOOKING AT ARMCHAIRS FOREXAMPLE ASK IF HE OR SHE WANTS A PARTICULAR TYPE &IND OUTTHE CUSTOMERS PRICE RANGE AND ANY OTHER CRITERIA THAT WILLINmUENCE THE DECISION 7HEN YOUR QUESTIONS HAVE BEENFULLY ANSWERED SUMMARIZE YOUR lNDINGS AND GUIDE THECUSTOMER TO THE PRODUCT THAT BEST MEETS HIS OR HER NEEDS'O TO THE TOP OR JUST ABOVE THE TOP PRICE THAT HAS BEENSUGGESTED 0RESENT THE FEATURES OF THE PRODUCT YOU ARESHOWING THE CUSTOMER AND DEMONSTRATE HOW EACH FEATUREMEETS EACH NEED #HECK THAT THE CUSTOMER AGREES THAT THEPRODUCT MEETS THE REQUIREMENT
#!3% STUDY 'ETTING #USTOMER &EEDBACK,EE HAD SET UP A CAFÏ BAR IN A SMALLTOWN (IS TARGET MARKET WAS YOUNGPROFESSIONALS WHO WORKED IN THENEARBY OFlCES (E CHOSE DÏCOR ANDFURNITURE TO APPEAL TO PEOPLE WHOWANTED TO GO TO A BAR WITH SOMESOPHISTICATION AND mAIR )T WAS LIGHTAND AIRY WITH CHROME lXTURESPASTEL SHADES ON THE WALLS ANDCOMFORTABLE SOFAS 4HE FEEDBACKFORMS THAT HE GAVE TO EVERYCUSTOMER REVEALED THAT WHILE THEYLIKED THE AMBIENCE THEY FOUND THEWAITERS UNIFORMS TOO FORMAL ,EESCRAPPED THE WHITE SHIRT AND BOWTIE UNIFORMS AND ENCOURAGED THEMTO WEAR NEAT CASUAL CLOTHES
91_ED248_US 91084-095_DelCust.indd91
s "Y HAVING A FEEDBACKMECHANISM IN PLACE ,EEDISCOVERED WHAT HIS CUSTOMERSLIKED AND DISLIKED ABOUT THEIREXPERIENCE OF HIS BAR (E THENMADE ADJUSTMENTS TO REmECT THEIRSTATED PREFERENCES MAKING THEIRVISITS MORE PLEASURABLE ANDMAKING IT MORE LIKELY THAT THEYWOULD RETURN AND RECOMMEND HISBAR TO THEIR FRIENDS AND COLLEAGUESs ,EE UNDERSTOOD THE IMPORTANCEOF CREATING THE RIGHT IMPRESSIONFOR HIS CUSTOMERS EVEN IF IT WASNOT ENTIRELY TO HIS OWN TASTEHECREATED AN IMPRESSION OF WHAT HISCUSTOMERS EXPECTED TO SEE
3 !4 ) 3 & 9 9/ 5 2 2 % 4! ) , #5 3 4 / - % 2 3 
13/7/06 2:41:494:07:21 pm24/3/06
#ROSS 3ELL 9OUR 0RODUCTS/NCE CUSTOMERS HAVE ENTERED THE STORE YOU HAVE ANOPPORTUNITY NOT ONLY TO SELL THEM WHAT THEY WANT BUT TOhCROSS SELLv OTHER PRODUCTS %FFECTIVE CROSS SELLING RELIES ONIDENTIFYING OTHER PRODUCTS ORSERVICES THAT ADD VALUE TO THECUSTOMERS ORIGINAL PURCHASE RATHER#ROSS SELLINGTHAN PUSHING THEM INTO BUYINGEXPANDS THEUNWANTED EXTRAS $ONE PROPERLYOPPORTUNITIESTHEREFORE IT GIVES YOU THEFOR CUSTOMEROPPORTUNITY TO GUIDE THE CUSTOMERAND IMPROVE THE SERVICE YOU OFFERSATISFACTION5SE OPEN QUESTIONS TO ESTABLISHFURTHER NEEDS 3UPPOSE A CUSTOMERHAS JUST BOUGHT AN EXPENSIVE SHIRT 4HE CLOSED QUESTIONh$O YOU ALSO WANT TO BUY A TIEv RISKS A SIMPLE h.Ov "UTIF YOU ASK WHAT SORT OF TIE HE WAS THINKING OF WEARING WITHTHE SHIRT YOU WILL MAKE HIM THINK AND HIS ANSWER WILL GIVEYOU AN OPPORTUNITY TO SUGGEST A TIE THAT lTS HIS DESCRIPTION#ROSS SELLING WORKS IN ANY RETAIL ENVIRONMENT )N A BARYOU MIGHT SERVE A DRINK AND THEN INQUIRE IF THE CUSTOMERWANTS SOMETHING TO EAT )N A TRAVEL AGENCY ON THE OTHERHAND YOU MAY BE ABLE TO CROSS SELL TRAVEL INSURANCE

THINK
3-!24)F A CUSTOMER WANTS TO RETURN A PRODUCT CONSIDER ITAN OPPORTUNITY TO WIN CUSTOMER GOODWILL AND BUILD AGOOD RETAIL REPUTATION,OSING A GOOD RETAIL REPUTATION IS EASY BUT WINNING GOODWILLAND RECOMMENDATIONS TAKE TIME 3ET YOUR QUALITY SIGHTS HIGH)F A CUSTOMER HAS A PROBLEM WITH A PRODUCTOR EVEN IF THEYSIMPLY DONT LIKE ITTAKE IT BACK OR lX THE PROBLEM WITHOUTQUESTION %NCOURAGE THEM TO TAKE SOMETHING IN EXCHANGE BUTIF THEY INSIST ALWAYS GIVE THEM THEIR MONEY BACK !S A RETAILERYOU ARE SELLING QUALITY AND SERVICENOT THE PRODUCT ITSELF
 $ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
92_ED248_US 92084-095_DelCust.indd92
13/7/06 2:42:014:07:21 pm24/3/06
"UILD A $ATABASE OF9OUR #USTOMERS
#ROSS SELLING %FFECTIVE CROSS SELLINGREQUIRES SOME SORT OF RELATIONSHIPBETWEEN THE PRODUCTS CONCERNED )F ACUSTOMER HAS JUST BOUGHT A DRESS SHIRTFOR EXAMPLE ASK WHAT TYPE OF TIE HEPLANS TO WEAR WITH THE SHIRT ANDSUGGEST A SUITABLE TIE FROM YOUR RANGE
+EEP EXCELLENT CUSTOMERRECORDS "UILD INFORMATIONABOUT YOUR CUSTOMERS INTOA DATABASE AND USE IT FORSENDING OUT NEWSLETTERS ANDOTHER PROMOTIONAL MATERIAL .OTE THEIR INTERESTS BYRECORDING PREVIOUS PURCHASES OR BY INVITING THEM TO lLL IN ASHORT FORM +EEP THIS TO HAND BY THE CASH REGISTER 4HENWHEN AN EXISTING CUSTOMER COMES IN YOU CAN NOT ONLYEASILY ACCESS THEIR RECORDSAVING TIME WITH THE NEWTRANSACTIONBUT ALSO SUGGEST ANOTHER PURCHASE BASED ONTHEIR BUYING HISTORY ! HAIR STYLIST FOR EXAMPLE MIGHT ASK IFTHE CUSTOMER HAS ENOUGH OF THE CONDITIONER THAT HE OR SHENORMALLY USES
4)0 0ROMOTE YOUR STORE BY DISTRIBUTING mYERS INTHE VICINITY AND TALKING TO POTENTIAL CUSTOMERS
93_ED248_US 93084-095_DelCust.indd93
3 !4 ) 3 & 9 9/ 5 2 2 % 4! ) , #5 3 4 / - % 2 3 
13/7/06 2:42:144:07:22 pm24/3/06
/FFER A &IRST #LASS 3ERVICE-AKE SURE THAT THE SERVICE YOU OFFER YOUR CUSTOMERSMAKES THEM FEEL IMPORTANT AND WELL TAKEN CARE OF 9OURORGANIZATION NEEDS TO BE RESPONSIVE SERVICE ORIENTEDAND ABLE TO HANDLE COMPLAINTS PROFESSIONALLY
2ESPOND TO )NQUIRIES!N INQUIRY IS NOT ONLY AN OPPORTUNITY FOR A SALE IT IS ALSO ACHANCE TO SHOW HOW WELL YOUR ORGANIZATION RESPONDS 4HERULE OF PROFESSIONAL SALESPEOPLE IS TO RESPOND TO AN INQUIRYWITHIN  HOURS "E PARTICULARLY CAREFUL WITH INQUIRIESTHAT COME IN VIA YOUR WEBSITE OR BY EMAIL FEW INQUIRERSTHROUGH THIS MEDIUM GET A RESPONSE IN  HOURS AND ASURPRISINGLY LARGE NUMBER GET NO RESPONSE AT ALL 7HENDEALING WITH A KEY ACCOUNT BE PREPARED TO SEND MATERIALTO PEOPLE WHO DO NOT HAVE BUYING AUTHORITYTHEY CANSTILL CONTRIBUTE GOOD OR BAD CRITICISM TO YOUR REPUTATIONAND TODAYS PROJECT MANAGER COULD BE TOMORROWSPRODUCTION MANAGER2EMEMBER THAT YOUR RESPONSE TO AN INQUIRY IS OFTENTHE lRST IMPRESSION A PROSPECT WILL GET OF YOU AND YOURORGANIZATION -AKING A lRST CLASS IMPACT AT THIS STAGE

THINK
3-!24,OOK AT COMPLAINTS IN A POSITIVE LIGHT 4HEY ARE OFTENYOUR BEST SOURCE OF CUSTOMER FEEDBACK AND RATHERTHAN BEING SOMETHING TO GET UPSET ABOUT PROVIDE AGREAT OPPORTUNITY TO IMPROVE YOUR SERVICES%VERY COMPANY RECEIVES COMPLAINTS THE MOST IMPORTANT THINGIS HOW YOU REACT TO THEM /NCE YOU HAVE DEALT WITH THECOMPLAINT AND REESTABLISHED CUSTOMER SATISFACTION LOOK FORTHE CAUSES OF THE PROBLEM 4HERE MAY BE SOMETHING WRONGWITH THE PRODUCT ITSELF OR EVEN A mAW IN THE WAY YOUR SYSTEMSWORK )F YOU ARE ABLE TO ESTABLISH HOW YOU CAN PREVENT IT FROMOCCURRING AGAIN YOU WILL HAVE ALSO IMPROVED YOUR SERVICE
 $ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
94_ED248_US 94084-095_DelCust.indd94
13/7/06 2:42:274:07:23 pm24/3/06
i
w
9OUR MOST UNHAPPY CUSTOMERS ARE YOUR GREATESTSOURCE OF LEARNING"ILL 'ATES
INCREASES YOUR CHANCES OF TAKING AN ORDER ,EARN TOPRODUCE A CONSISTENT TEMPLATE FOR ACTION WHEN HANDLINGCOMPLAINTS 7HENEVER YOU SUGGEST A SOLUTION TO APROBLEM ALWAYS PRESENT YOUR CASE WITH THE CUSTOMER INMIND %NCOURAGE OTHER TEAM MEMBERS TO USE THE SAMESYSTEMATIC APPROACH TO HANDLING INQUIRIES SO THAT ITBECOMES A COMMON PRACTICE $OCUMENT THE PROCESS SOTHAT THEY CAN REFER TO IT !FTER A SHORT TIME THEY SHOULDSTART TO USE IT AUTOMATICALLY
(ANDLING #OMPLAINTS
$EAL WITH 0ROBLEMS
!LWAYS WELCOME COMPLAINTS4HEY ARE AN OPPORTUNITY TORESTORE YOUR RELATIONSHIPWITH A CUSTOMER lND OUTWHAT THEY REALLY WANT ANDIMPROVE YOUR SERVICE#USTOMERS WHO GO TO THETROUBLE OF COMPLAINING AREUSUALLY INTERESTED IN GIVINGYOU AN OPPORTUNITY TO PUTMATTERS RIGHT)F YOU THEN TACKLE THECOMPLAINTS EFFECTIVELY ANDENSURE THAT CUSTOMERS AREKEPT AWARE OF YOUR PROGRESSYOU ARE DEMONSTRATING THATYOU AND YOUR ORGANIZATIONARE GENUINELY SORRY THAT THEPROBLEM OCCURRED %VEN IF THECUSTOMER IS AT FAULT AVOIDIMPLYING THISSETTLE THEPROBLEM AND THEN ADDRESSTHE ISSUE THAT CAUSED IT
95_ED2