Customer service standards
Explain how customer service standards are planned, implemented and monitored, and the impact this has on the operation of a selected business. In this task I will explain why customer service needs to be planned, how this is monitored and what impact it has for the whole organisation. The present customers of the organisation are really important for the organisation and company has to do ‘a step forward’ to make them satisfy and to keep them. If a company has no customers there are no profits for the business. Keeping existing customers is important as finding new ones is time consuming and costly.
Planning customer service standards If companies plan their customer service they are more likely to exist in a business environment. Companies which have planned customer service for both; external and internal customers are more likely to be succeeding than others. Setting aims, outlining measurable benchmarks Companies must have standards which are measured and it the targets are not achieved action will be taken. Setting aims Aims are main announcements of what the business wants to achieve. Objectives are targets which are measured to check if they are achieved.
Aims and objectives are really important for the business as without them there is no meaning to business. Aim and objectives give meaning to successive activities of planning, directing, staffing, organising and controlling. Methods of setting aims for customer service are wide. It depends on company and what good or service they provide. Some of the businesses have different aims, like providing employment for the owner; increasing sales and production or taking over businesses. Except aims, like making profits, providing goods and services, businesses have to state objectives by which they can get their aims.
In example, if a business settled an aim to make a profit, they have to think how to achieve this; they need to set targets to know how much they want to spend and how much they want to receive. These targets should be specific as to what must be achieved; measurable to measure their success and relevant to business aim. A mission statement is a statement which determines a company or organisation. The mission statement must advise any of the organisation’s action. It influences overall success and run decision-making. In the Barclays bank, their aim is to be no. 1 bank in the England.
They want to be the best choice for the customers by what they can make more profits and eliminate other banks. The Barclays objective is to provide first class customer service and offer market landing products. To achieve what they want, they use lots of trainings which can improve their skills in area where they need to be improved. This bank mission statement is related with their aims and objectives – ‘To be innovative, customer focused group that delivers superb products and service ensures excellent careers for all people and contributes positively to the communities in which we live and work. ‘
All of these focused and linked make the bank successful by what they have more customers and more profits. However, step by step they are better. Outlining measurable benchmarks Benchmarks purpose is to set minimum level of service, quality and quantity customer service system must reach in order to meet their objectives. Benchmarks need to be realistic, understandable and measurable. Benchmarking is the process of comparing one’s business processes and performance metrics to industry best practices from other industries. The Barclays can benchmark against another businesses by hiring the best qualified people on positions.
They can make the best training for them to improve their skills, do meetings where they can talk about any issues and where they can resolve all of the problems. Make easy accessible entrances and dimensioned halls. Taking phone calls faster, and making good first impression by wearing clean and suit clothes. They can be friendly to all customers and greet them when they walking into the bank, listen to customers when they talking make sure that customer understood what was said to him. The staff of the bank should know all of the health and safety procedures and keep everything clean.
Designing qualitative and quantitative performance indicators Performance indicators are needed to control achievements and to know how business and its service can be improved. Qualitative performance indicators are non numeric, like judgements and opinions; it includes management relationships; customer satisfaction – like monitoring customer feedback programme; employee morale – like level of staff turnover; quality and taste of product and customer loyalty; levels of staff absenteeism – like staffs that are unhappy or stressed.
Quantitative performance indicators are numeric indicators; it includes sales and profit levels – to check if they raised or dropped; speed of service – in what time customer received what they ordered; customer retention; number of complains about staff/service/products; percentage of orders resulting from visits to customers by salespeople and responses to marketing material sent out. Public services, like ambulances or police also set performance indicators, as in need they have to arrive in max 8 minutes.
Qualitative indicators in the Barclays bank are made by mastery shopper, who comes once in a month. He is checking performance of all of the employees and afterwards he is doing a report of what he saw. Mystery shopper comes to the branch and he looks and behaves like a normal customer. He pretends that he buys a product provided by a bank and check how employee who serve him is dealing with this. Other methods of checking qualitative indicator are feedbacks from customers and temporary employees.
Also, complains sometimes are taken from customers and can be done by a website or can be done verbally to the staff of the bank where after they go to the log system. Quantitative indicators are measured by number of appointments of cashiers and private bankers. They are measured on solutions given by cashiers and private bankers; also it is measured in customers service served. Number of complains are counted, products sold to the customers are counted and after it is compared with this amount from previous month to check if there is any improvement.
Implementing and monitoring customer care standards A company who want be successful, have to not just set good customer care standards but also monitor it afterwards. Providing staff training on raising customer service standards Lots of businesses now, in which customer service in involved are making at least one day of customer service training on the induction. New staff must be present in training at a head of the organisation or in regional office of the organisation where they will be absorbed customer service in a local level.
These training usually involve presenting how to deal with different situations, to learn it there are usually used role plays with different scenarios to know how to deal with problems, complains and different types of customers. When a potential employee finishes his induction, the training still continues in place of work and done with a local staff to make sure that customer service standards are keeping up.