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Marketing - Chapter 2: Delivering customer service

Delivering customer
2.1. Providing prompt service to customers
2.2. Establishing a rapport with customers
2.3. Handling customers complains
2.4. Delivering high-quality service to all
customers, including those with specific
2.5. Promoting product and services.
2.1. Providing prompt service to customers

Good customer service is the life-blood of any

Good customer service is all about bringing
customer back.

If your organisation has a customer charter, you

will be aware of the benchmark for quality
customer service. You may have your performance
evaluated against those criteria
2.1. Providing prompt service to customers

Once customer’s request has been made and the
details noted, you must follow through by fulfilling
your end of the bargain 'promptly.

Where the request is for information or advice, you
should be able to provide the information
immediately .

If the information needs to be accessed from
another source, the customer may be:
2.1. Providing prompt service to customers
1. Put ‘on hold’ while the required information is found
2. Referred to someone else or the organisation’s
3. Asked for contact details so the information can be
emailed, faxed or posted to the customer.
Whatever action is required, it needs to be taken quickly
and with the customer’s knowledge.
Some simple strategies can overcome the
weaknesses in customer service

If it is necessary to finish a conversation, apologize to a
waiting customer and assure they will be attended to in a

If you receive request, develop a habit of recording nay
responses that need to be made in a diary or electronic
calendar, along with accurate client contact detail. When the
response will take some time, send a fax or email assuring
the customer that the organization is in receipt of the request
and it will be fulfilled as soon as possible.

Respond immediately to anyone who is working to a
deadline, especially if it cannot be met by the organization.

The same strategies apply to request from
internal customers.

Acknowledge the request, indicate whether
you can meet that request immediately or at
a later time, and let them know what action
is being taken to fulfil their needs
2.2. Establishing a rapport with customers

Within seconds, a person can assess the competence
and sincerity of a person in a customer service role.
By listening and watching, a customer can determine
whether to trust and connect will that person. This is
called rapport.

Rapport is the process of building a relationship of
mutual harmony and understanding.

If you establish rapport with a person, you build a
climate of trust and respect. Having rapport does not
mean that you have agree, but that you understand
where the other person is coming from
2.2. Establishing a rapport with customers

Rapport can be established on the telephone,using email,
through documents and face to face. Rapport happens at
many levels. You can build rapport by all the time through:
1. Being yourself
2. The way you dress, behave and sound.
3. The values you live by.
4. Your beliefs
5. The people you spend time with
6. The places you go.
As a service provider, establishing rapport is vital in building
and maintaining a relationship with a customer.
2.2.1 First impressions count

To make an initial positive impression, start with
your voice.

Before you ask a person’s name always ask
permission to use it.

Dress professionally and ensure that the service
area is tidy and well set out. Professional
presentation helps to convey a dependable, secure
and considerate image.

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