Customer satisfaction and service triangle

Today, the business world presents constant challenges. New products, new services, markets and competitors appear every day, creating new opportunities.

All these factors converge to increase the demand for products and services. But, what are the future needs of customers? How can a company be in an advantageous position compared to its competition? How can they achieve customer loyalty?

Strategic thinking means thinking in a coherent way, looking for similarities and discrepancies to see things from different angles, setting objectives aligned together towards the same goal, innovating and learning from the best, monitoring the competition and not trusting, applying comprehensive marketing, viability of the same and profitability of operations.

customer-satisfaction-and-loyalty-in-collaboration-with-our-internal-customer-1

This type of thinking oriented towards customer satisfaction and their real needs will ensure positive financial results. This because the orientation of the operations will be towards obtaining key sales concepts, analyzing and applying techniques to improve sales and business processes and incorporate them to customer satisfaction, also acquiring tools that allow profiling the market and achieving a positioning successful.

Many executives are dealing with situations of extreme importance, such as selecting those business strategies that enable their companies to develop more profitable customer relationships. Poor service is the main cause of customer loss. According to the Management Association

In the United States (American Management Association, AMA), 68 percent of customers who leave their business relationship with a company do so because the service is poor. Another fact: 90 percent of lost buyers do not try to contact the company to explain what happened. AND

worst of all: a dissatisfied customer tells 10 people about their dissatisfaction. The satisfied, on the other hand, only disseminates his experience to five other individuals. Tom Peters says that replacing $ 1 from a lost customer costs $ 10.

CUSTOMER SATISFACTION

These five steps prevent the most common customer service mistakes:

1. Help staff understand the importance of good service

Synchronize with the customer's clock • Ask the customer what they prefer; some opt for letters, others for phone calls. Even when the company has established policies and procedures, never lose sight of the customer's requirements. Knowing the customer instead of assuming what they are

Even the most well-known customers change over time; therefore, maintaining the same level of service is not effective. In addition, our regular buyers are seduced by competition, so continually building loyalty is a must.

4. Improve protocol

People want, more than anything, to be respected. The first question is how to address the customer, especially the one who is just beginning their relationship with the company: 5. Personal communications (the power of three)

The “power of three” is a technique that is based on following up with three buyers per day, and writing them a thank you note. The goal is to plant the seeds that show people that the company values their business relationship.

Andrea Nierenberg

Andrea Nierenberg is the founder of the Nierenberg Group, a consultancy firm specializing in sales and customer service, which has provided its services to the Chase Manhattan Bank, Estée Lauder, the Israeli Marketing Service, and the Swiss Bank, among others. In this note, the prestigious analyst explains which are the most frequent mistakes in customer service, and how to avoid them.

THE HEART OF QUALITY IN SERVICE:

THE ATTITUDES OF THE EMPLOYEES

MENTALITY OF "THE CUSTOMER COMES FIRST".-

It puts the customer's needs first. It ensures that all these needs are covered. It “detaches” itself, to the point of sacrificing itself, to achieve customer satisfaction.

POSITIVE ATTITUDE.-

Demonstrates enthusiasm. Has a “can do” attitude. Can handle problems.

- PROFESSIONALISM

You seek to be as prepared as possible on matters related to your work, to serve clients. If you do not have any knowledge, you know who to turn and are willing to ask for their help.

GUIDANCE TO PEOPLE.-

Take the initiative to establish rapport. Show your personal interest in the client through eye contact, smiling, calling him by name, etc. Seek to make the client feel comfortable.

- AVAILABILITY

Solves problems Suggests alternatives When appropriate, is flexible with rules to solve or avoid problems.

PERSONALIZED ANSWER.-

Seeks to understand customer preferences and expectations Take customer point of view into account when providing information.

BASIC RESPECT.-

Be courteous to all people, regardless of their appearance or other personal characteristics Avoid embarrassing clients Respect the client's time and living space

- RELIABILITY

You take the time to get the job done right You show your reliability You do what is best, not what is easier.

THE CONTACT STAFF

acculturation

process, where people acquire the new culture, is called acculturation:

Process _______________________________ culturization

Information Attitude Behavior Culture

Thus, culturalization is the process that people go through in the acquisition of new values, the new way of doing things and relating, new rituals, objectives, among others.

REQUIREMENTS FOR A CULTURE OF

The requirements to be successful in a culture of quality of service focused on the client are the following:

Full support from the general management, which directs this project as a fundamental strategy. The management and its team elaborate the mission, philosophy, strategy and continuity to achieve change, with total commitment and involvement Understanding that the culture of quality of service is the first step to achieve total quality in a service company, there is no return, it is a path of continuous improvement to achieve a quality company.Think that it is a long-term project, where you begin to have good results in the short term, in terms of information, attitudes and behaviors of the Collaborators.Create your own "tailored suit" of service quality culture, there are no recipes or copies that work. Measure and permanently improve customer satisfaction, external and internal, staff and investors.Ask for help from those who have had the experience Involve and educate all staff is the project to be better all (the quality of people makes the quality of the company) Improve staff satisfaction and quality of life in the work, treat staff like our internal customers. Reward good behavior focused on exceeding customer expectations. Do not lose heart, the project takes great effort and time, but if done well we will have an unattainable competitive advantage.Reward good behavior focused on exceeding customer expectations. Do not falter, the project takes great effort and time, but if done well we will have an unattainable competitive advantage.Reward good behavior focused on exceeding customer expectations. Do not falter, the project takes great effort and time, but if done well we will have an unattainable competitive advantage.

The most important task of management is to educate people at all levels, from all areas and departments, so that:

People know (know). That she knows what to do, how to do it and for what. People want (want). Have the positive attitude towards new values and the motivation to change your behavior. People can (power). An environment that makes it easy for you to perform again, specifically designed to help you do your job the way you are expected to.

	It implies that people	Requirements
Want	Want to give a good service Make the values yours Want to change your behavior to give a better service Have the conviction of the new culture	High level of satisfaction of personal needs Clear values Identification of benefits Fluid communication Dissatisfaction with current culture and results Service vocation
To know	Know how to give a good service Have the experience, knowledge, and skills to perform your “new” customer-facing role	The maximum of experience established Acquisition of new knowledge and skills to achieve the new standards Permanent development Clear communication Constant feedback Technology innovation
Power	Can offer good service Do your job in the manner expected, supported by environmental factors	Philosophy and Policies Congruent with the New Culture Systems that support you to make the new reality a reality Products that meet the new service requirements Managers focused on "facilitating" your work and delegating

For Allan Halcrow, according to a publication in June 2002, he refers to the importance of human resources departments in companies in order to obtain customer satisfaction and loyalty, and he believes that:

There are four requirements that must be considered by the Human Resources department to achieve customer satisfaction:

Human Resources should establish internal rules for its employees that direct customer care and service Organize to serve the customer easily and promptly Measures and decisions should be customer-focused The Human Resources department should achieve objective feedback and significant of its clients, including managerial, middle and line direction.

To achieve these four points previously described, the professional in the area must use their available tools such as: the structure of the organization, communications (formal and informal), setting fair standards for their clients and participation and interaction.

In the same writing, the author Allan Wolfson, who serves as a consultant for the Heno Group, defines that Human Resources organizations that have a focus on their internal clients are those that have a high value towards the external client. He goes on to say that "never assume what your clients want, giving them what you currently have is arrogant" since the Human Resources professional must use their skills to help their internal clients define what they need.

THE SEVEN SINS OF SERVICE

TREATING CUSTOMERS WITH APATHY - It means showing the customer how little the service employee cares. Symptoms occur when the service employee stops caring about his job, his customers, and eventually himself.

DISTORING CUSTOMERS.- This sin occurs when the employee tries to get rid of a customer. The thinking goes like this: "If it weren't for all these clients, I could end up with another job."

BEING COOL WITH CUSTOMERS.- The context of the service gets cold: an icy reception, icy gaze and a cold heart are phrases that come to mind to describe this scene. There seems to be a cause and effect relationship between feeling drained and treating customers coldly. The flame of human compassion - especially in medical services - no longer exists and it is the client who must suffer the consequences.

TREATING CUSTOMERS WITH SUPERIOR AIR - Overwhelming customers, using jargon they cannot understand, yelling at the elderly and those who do not speak the language well, and pushing children away are just a few ways to practice that air of superiority.

WORKING LIKE A ROBOT.- When a person becomes so routine that he does everything in the same way, day after day, the sin of robotism service can slowly advance in his daily behavior towards customers.

ADJUSTING THE REGULATIONS.- When the rules and regulations of an organization are created more for the convenience of the organization than for the client, the chances that someone will commit the sin of abiding by the regulations are increased. GIVE EVASIVES TO THE CLIENT.- It is a variant of the sin of slight. It means forcing the customer to go "from the mint to the Mecca" in the organization. It is a way to get rid of the customer, so that the employee can do something different.

Title: "SEEKING THE SATISFACTION AND LOYALTY OF CUSTOMERS IN COLLABORATION OF OUR INTERNAL CUSTOMER"

Contributed by: Julio Alberto Leal - Master in Administration.

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