Active IQ Level 2 Certificate in Customer Service (sample manual)

Manual
Level 2 Certificate in
Customer Service
Version AIQ005273

Section 2
Customer care and legislation
Data protection and confidentiality
All organisations must protect the information they hold about customers and individuals in accordance with the
laws of the country. The data protection law in the UK, previously the Data Protection Act 1998, is known as the
General Data Protection Regulations (GDPR), enforced from May 2018.
The GDPR have modernised data and processing procedures, giving customers the right to be forgotten and ensuring
that rules are suitable for our digital age and are in line with the European Union. They give customers more control
over their data and generate trust in organisations that receive personal data and are responsible for protecting it.
The ability to analyse customers’ information and to use it to manage our businesses and offer services efficiently
relies on customers feeling confident enough to hand over their data in the first place.
Organisations that provide dedicated customer care are likely to obtain their customers’ personal data and use it to
meet their needs and expectations. Customers should be informed about what their data will be used for (and how).
The principles of data protection legislation that all organisations with dedicated customer care should follow are:
1.
Lawfulness,
fairness and
transparency
6.
Integrity and
confidentiality
2.
Purpose
limitation
Six GDPR
Principles
5.
Storage
limitation
3.
Data
minimisation
4.
Accuracy
1. Lawfulness, fairness and transparency: This covers the primary areas of concern that data should be
gathered and used in a way that is legal, fair and understandable. The public have the right to know what is
being gathered and to have this corrected or removed.
2. Purpose limitation: Organisations should only use data for a legitimate purpose that is specified at the time
of collection. This data should not be shared with third parties without permission.
3. Data minimisation: The data collected by organisations should be limited only to what is required for the
purpose stated. Organisations should not collect data en masse without purpose.
4. Accuracy: The personal data you hold should be accurate, kept up to date, and, if it is no longer accurate,
should be rectified or erased.
5. Storage limitation: Personal data should only be stored for as long as is necessary. Data can be archived
securely and used for research purposes in the future. Where possible, the personally identifiable information
should be removed to leave anonymous data.
6. Integrity and confidentiality: Personal data should be held in a safe and secure way that takes reasonable
steps to ensure the security of this information and to avoid accidental loss, misuse or destruction.
14
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Customer care and the business brand
Section 3
Section 3: Customer care
and the business brand
What’s in a brand?
Brand association is essential in creating positive
associations with the products or services that a
business offers. The brand itself will be remembered
and other information can then be associated with it,
creating loyal customers. A brand is a promise that the
product or service will meet expectations; it will often
have a trademark to protect its use and information
that differentiates it from others in the marketplace.
A strong brand is an important means of making
existing, new and potential customers aware of what
the company represents and offers, and can:
✓
✓
✓
Simplify customers’ purchasing decisions.
Retain committed and loyal customers.
Signify certain features to customers.
POINT OF
INTEREST
To a customer, brand means and signifies:
• Source of product.
• Delegating responsibility to the
manufacturer of the product.
• Lower risk.
• Less search cost.
• Quality symbol.
• Deal or pact with the product
manufacturer.
• Symbolic device.
(Management Study Guide, 2018)
Principles of customer care
POINT OF
INTEREST
To the business, brand means and signifies:
• Basis of competitive advantage.
• Way of bestowing products with unique associations.
• Way of identification for easy handling.
• Way of legal protection of products’ unique traits/
features.
• Sign of quality to satisfied customer.
• Means of financial returns.
(Management Study Guide, 2018)
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DEFINITIONS OF
CUSTOMER CARE:
‘Customer care is the process
of looking after customers to
best ensure their satisfaction
and delightful interaction with
a business and its brand,
goods and services’
‘All interactions between a
customer and a product provider
at the time of sale, and thereafter,
adding value to a product and
building an enduring relationship’
‘Taking care of your
customers, their needs and
desires in a professional
and courteous manner’
Cont@ct us!
Customer Service
Outstanding
Excellent
Very Good
Average
100%
SATISFACTION
GUARANTEE
Customer Service
is an attitude
not a department.
Poor
TEN TOP WAYS
TO MAINTAIN THE IMPORTANCE
OF YOUR CUSTOMER PROMISES:
1
Don’t make promises you can’t keep: ‘Under-promise and over-deliver’.
2 Set out clear expectations at the start of the customer journey.
3
Promises need a deadline or due date – remove ambiguity and inspire
confi dence in your customers.
4 Communication is key – keep customers informed.
5
6
7
8
9
Be open and transparent – customers
value honesty and integrity.
Keep documentation of customer
commitments and promises.
There must be organisational culture and
buy-in in keeping promises to customers.
Build a connection – create emotional
experiences for your customers so they perceive
the effort that the organisation is putting in to
provide the best service and products.
Consistently delivering on promises will create
a sense of belonging, and customers will
diff erentiate you from your competitors.
Disadvantages of
Poor Customer Care
Unhappy staff, poor
atmosphere, conflict with
team and customers
Benefits of
Good Customer Care
Happy customers,
fewer complaints,
good atmosphere
Fewer customers, lower
sales, less profit High sales, referrals, retain
and attract customers
Poor reputation,
high complaints,
Good reputation, better
potential closure
than competitors
Retain and attract staff,
good morale and culture
of teamwork
10 Reputation increases reach and has a ‘ripple eff ect’.
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EQUALITY
Enjoying equal
rights and being
of the same
importance.
DIVERSITY
Valuing the
individual
difference of
a person.
1
2
3
4
5
THE SIX
PRINCIPLES OF
GDPR
Lawfulness,
fairness and
transparency
Purpose limitation
Data minimisation
Accuracy
Storage limitation
6
Integrity and
confidentiality
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Skills and behaviours for exceptional customer care
Section 1
Section 2: Effective
communication
The key element of effective customer service is communication – how we impart information and pass on
knowledge to others and the manner with which we do it.
Effective communication avoids misunderstandings, helps decision-making, enhances the organisation’s reputation
and makes the running of the organisation more efficient. Above all, you will be better able to understand the needs
and wants of your customers and improve your working relationship. In terms of customer care, communication
needs to be consistent and of high quality. It needs to be:
• Timely.
• Focussed.
• Relevant.
• Reliable.
• Coherent.
Communication methods
How, when and to whom people communicate is crucial to the running of a customer service organisation. Many
problems arise simply because information is not communicated properly to the relevant people. There are two
main categories of communication:
Verbal
Examples
• Face-to-face.
• Telephone.
• Voicemail/answer machine.
• Effective listening and questioning.
• Words and language used.
Visual
Examples
• Body language.
• Emails.
• Facial expressions.
• Gestures.
• Para-language.
Delivering an exceptional customer experience
Verbal communication is dependent on several factors, including clarity of speech, remaining calm, being polite,
etc. It cannot be completely used in isolation and is most effective when used with non-verbal communication and
listening.
In many face-to-face or telephone interactions, the first few minutes are key to positive impact on the customer’s
experience.
✓ Use encouraging words alongside non-verbal gestures (if in person) such as nods, smiles, eye contact.
✓ Actively listen to the customer.
✓ Ask effective questions.
✓ Reflect and clarify – feed back your interpretation of what has been said, check that you understand and
show interest, respect and consideration for the customer’s viewpoint.
✓ Summarise – both parties can review and agree the
communication exchanged and steps for the future.
Key Point
The way your verbal communication
is closed or ended will, at least
in part, determine the way a
conversation is remembered.
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Dealing with complaints and problems
Section 1
Reassuring your customers
There are several simple and cost-effective ways you can provide exceptional care to your customers to keep them
reassured that their problems are being actioned and dealt with. These include:
Keep your
customers
informed.
Keep your
customers
feeling
valued.
Make it
easy for
them to see
updates and
information.
Ask them
for their
input.
Tell them
when
you have
implemented
changes
or their
suggestions.
1. Keep your customers informed
This is such an obvious thing to suggest, but so many companies simply do not do it or do it properly. Whether
it’s letting your customers know what is going on and keeping them informed via message, email, letter or
courtesy call, this goes a long way to improving customer reassurance and satisfaction.
2. Keep your customers feeling valued
Thank your customers for their attention to detail and their passion in your product, offer them a discount or
an incentive, send a customer survey because you value their time and input.
3. Make it easy for them to see updates and information
Mark emails and messages with appropriate headings for customers to see easily so they can access alerts
and information. Provide notification functions when they log into their account, or automatic emails when an
update is available.
4. Ask for their input
Customers will feel more connected to a product or organisation when they have some say in its creation,
delivery or processes. Ask your best customers, or those with assertive behaviours, to provide feedback and
trial new products or processes – they are likely to be more forgiving of glitches.
Resolve customer care problems
5. Tell them you have implemented their suggestions
Customers with problems are gold; they are passionate enough about their purchases to complain about
your product or service, whereas most don’t bother. When you let them know you have implemented their
suggestions they will feel they have been taken seriously and that their opinions are appreciated.
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CUSTOMER
COMPLAINTS
Four basic steps to problem-solving:
1 Define the problem
2 Guarantee alternatives
3 Evaluate and select alternatives
4 Implement solutions
1
Assemble
5THE
a team
WHYS
2
Define
the
problem
3
Ask
the first
‘Why?’
4 Ask,
‘Why?’ four
more times
5 Know
when
to stop
6 Address
the
root cause(s)
7 Monitor
your
measures
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