January 12

Customer Behavior: Attitude is every Thing

Prepared By: Ashraf S. Youssef, Ph. D. QA & Communication Manager S.M. ASQ, L.A. BSI, M. ELI, M. EMS

Jan 29, 2012 29,

Training Approach

Focus on Basics Interactive Case Studies Videos Have Fun !

Agenda
1) What do we mean by attitudes & why is it important 2) Reminder of our Company Quality Policy 3) Customer perceptions and satisfaction 4) What do we mean by customer attitude? 5) What do we mean by caring for our customers? 6) Recap on EEIC VALUES 7) What kind of attitudes should we adopt? 8) Principals of Responsibilities 9) Customer Care Use tips

January 12

A SMALL TRUTH TO MAKE LIFE 100% 100%

Every problem has a solution, only if we perhaps change our attitude. To go to the top top, to that 100% , what we really need to go further... a bit more...

ATTITUDE
A+T+T+I+T+U+D+E 1+20+20+9+20+21+4+5 = 100% 20+20+ 20+21+ 100% It is OUR ATTITUDE towards Life and Work that makes OUR Life 100% ! ! !

January 12

Change Your Attitude And You Change Your Life ! ! !

What is this training all about?

People attitudes & behaviors Attitude is a state of mind Our attitudes affect our behaviors (conducts oneself) How we conduct ourselves in front of Customers, our people, our Suppliers & stakeholders is very important Attitude is everything A Company communicates through the behavior of its people

Why is it important?
To Align our attitudes & behaviors in line with our VALUES. We are One Organization but with so many different nationalities, religions, cultural diversity, ethics etc so it is important to have a consistent set of attitudes & values we sho ld all adopt al es e should adopt. Common understanding & adopting a set of behaviors with Customers and all Partners Employees Suppliers Stakeholders and Society

January 12

Lets remind you of our Quality Policy

At EEIC, Customer satisfaction is everyone's number one priority. Total Commitment to meet and exceed customer requirements. We are committed to deliver defect free products and services on time every time. The ultimate measure of quality is the Customer Satisfaction. Defenestrate a strong leadership the company

Customer Satisfaction- Whats it mean

Means different things to different people. But what & how can we satisfy our Customers? Customers demand/expect Quality and reliable products Expect Expect us to honor our commitments such as Delivery But a key differentiator is how well we service their needs, So How do we serve our Customers? There are 2 Aspects: Relationship Management & Responsiveness.

Customer Behavior and Expectations Customer behavior: Mental, physical activities that result in purchases (affected by needs, wants) Important to understand the motivations behind each customer purchase Customer wants: desire to make an already satisfactory condition better
V Vary based on fi b d financial resources, cultural i fl i l lt l influences, availability il bilit of technology

Customer needs: desire to make an unsatisfactory condition better

Vary based on age, gender, culture, experiences, perceptions.

Customer expectations: can be formed and modified by knowledge of products, based on previous experiences, advertising, reputation of firm
12

January 12

Four types of customers based on expectations Economizing Customer Pricing is important Ethical Customer Social & environmental responsibility is important Personalizing Customer Recognition & conversation is important Convenience Customer Fast service is important
Firms need to consider ways to design Products / services to appeal to customer classifications.

Customer Perceptions and Satisfaction (1/3)

Customer interpretations of product, service information.
Influenced by senses, memories, the setting of the item, or prior expectations Perceptual biases causes selective bias

Perceptual biases
Selective exposure:
People's tendency to expose themselves predominately and preferentially to information that is consistent with their own beliefs and attitudes. Selective attention: individuals have a tendency to orient themselves toward, or process information from only one part of the environment with the exclusion of other parts.

Selective interpretation, perceptual distortion Companies must be mindful of how perceptual biases can be influenced.
14

Customer Perceptions and Satisfaction (2/3)

Customer satisfaction
Result of comparing products perceived performance or outcome relative to expectations Raising the bar of expectations too high Service-profit Service profit chain: The Service Profit Chain is a concept
developed at the Harvard Business Review which directly addresses the relationship of customer loyalty and profitability. The concept requires a paradigm shift from the traditional focus of quantity of market share, instead focusing on the quality of market share.

15

January 12

Customer Perceptions and Satisfaction (3/3)

16

What is Customer Attitude?

Customer attitude - it is an attitude to make our customer the number one priority in all we do. An attitude to caring our customers. Getting our entire organization focused on our customers and their complete satisfaction with the experience our company gives to them. Seeing everything through the eyes of our customers, and ensuring that all our actions and decisions - in all our functions - are focused solely on adding value to our customers and satisfying their needs completely. Fixing our customer issues quickly every day to show our customers that they are our number one priority to us and we respect them and their needs.

The Customer Attitude We Advocate - 3 Golden Rules

1st - Solve the problem first then discuss after Any disagreement about expense allocation must not delay quality issue resolution. Any discussion or contention about this matter can only take place after resolution. resolution Inform the QA to ensure the follow-up and get in touch with the customer afterwards to make sure the problem is solved.

January 12

The Customer Attitude We Advocate - 3 Golden Rules

2nd -Responding fast to a customer query is our # 1 priority of each staff

Customer issues override any other priorities. This is up to the managers to ensure this priority is enforced. Everybody is responsible for solving customer issues (quality, p purchasing, manufacturing, Finance, entities autonomously g g y must be resolved by them. Problems that can be solved by Set-up the right processes to solve customer issues & complaints and enforce them. No "Ping Pong" : Accept first customer call & take note, instead of informing customer that they need to call somebody Else. Then inform QA to ensure the follow- up.

The Customer Attitude We Advocate - 3 Golden Rules

3rd- Inform before, instead of react after Inform our Customers before being asked by them. Give prior information in case of delayed delivery or other services/commitment. Ensure you reply to the customer before the time you committed to. Even if you do not have a complete or final itt d t E d th l t fi l answer, a call to update them is mandatory. Provide information on future products developments to key customers. Train Customers before a problem occurs, instead of explaining what they did wrong after the problem has occurred.

Satisfy all customers, Internal customers

both

external

and

Manufacturing

Internal Customer

Customer

Front offices are internal customer

External Customer

January 12

Caring for our customers - What does it mean

EEIC is committed to Total focus on Customer service in order to become a leader company to do business with Mission: is to take care of our Customers & provide them with the best possible service b t ti th th ith th b t ibl i by treating them with courtesy & respect. Being dependable & responsive & exceeding their expectations in all we do.

Why Customer Care? (1/2)

Customer care is a crucial element of business success Every interaction we have with our customers is an opportunity for us to enhance our reputation, add value & increase the potential for more business. From our telephone manner to our order fulfillment processes, processes almost every aspect of our business affects the way our customers perceive us. Customer care is ensuring our systems & processes maximize our customers satisfaction with our business. It should be our prime consideration- our sales & profitability depend on keeping our customers happy.

Why Customer Care? (2/2)

Customer care matters because everybody in our organization either helps customers directly or helps colleagues (internal customers) who serve the paying customer. It is easier to retain a customer than win a new one: repeat customers spend more than new customers it customers, costs a lot more time & effort to sell something to a prospective customer than to sell that same thing to an existing customer. Customer care is more than customer service. It is creating a positive experience for the customer from initial contact, to a product or service purchase through to after.

January 12

The 10 essential things to know of Customer Care (1/2)

1. Focus on the customer. We are in business to service the customers needs but we can only do that if we know what our customers want. 2. Be a good listener. Only when we truly listen to our customers do we really know what they want & how we can provide good services. 3. Identify & anticipate needs. The more you know your customers, the better you become at anticipating their needs 4. Give more than expected. By going the extra miles & doing that bit extra, we can differentiate ourselves from our competitors 5. Make the customers feel important. Treat customers as individuals. Always use their name & find ways to compliment them, but be sincere. People value sincerity, and creates good feeling and trust.

The 10 essential things to know of Customer Care (1/2)

6. Do not inflict internal processes on the customer. Our internal processes are of no interest to the customer 7. Appreciate the power of a can do attitude. Look for ways to make doing business with us easy. Look for solutions, not obstacles 8. Take ownership. Take responsibility for being the single p person representing the organization in the eyes of the p g g y customer. That is why it is important to follow up personally, giving your name. If you cant help, introduce them to the right person who can 9. Encourage regular feedback. Welcome suggestions about how we could improve 10. Value your internal customers. Treating customers & colleagues well is of equal importance

EEIC Values

Passionate : Open: Effective:

for Customer, for People, Curious, Collaborative High Performance Fast Performance,

Straightforward: Walk the Talk, Integrity

January 12

How should we conduct ourselves?

Visitors: All visitors expected should be advised to Reception and also where appropriate to any Management involved. The availability of Management, equipment and facilities required should be pre-determined before the visit is arranged Arriving visitors should be booked into Reception and escorted by EEIC person whilst on premises. If large parties are expected the logistics should be well organized; e.g. car parking, catering, telephone messages, internet facilities etc A visit report should be raised and kept in the appropriate file. This report should contain Companies involved, date, persons involved and a brief outline of the points discussed . Important visits particularly customers where an action follow up is required will require a more formal report with a wider circulation

How should we conduct ourselves?

Cars: Company & Private cars should be kept clean and presentable. They may be required to carry customers Respect other road users, road regulations etc Dont drive erratically Parking: Dont obstruct others, be courteous Telephones: If it rings, answer it Answer by answering name or number . Not hello Do not assume that the telephone caller belongs to the number displayed as calling. If you agree to ring back, do so same day, as soon as possible. Keep it short and polite Internet Use: Use but dont abuse

How should we conduct ourselves?

Outlook e mail: Avoid circulation to General Distribution Send to persons concerned & copy to those that need to know Avoid sending infinitely e-mails back & forth

10

January 12

How should we conduct ourselves?

When visiting other companies and especially customers, it is even more important to promote the right image. Look good. Be smart- you will feel good and work better. Be on time or early. Plan the route, allow for delays. Write in advance to confirm meeting and subject for discussion. Make notes on the visit (ask permission if appropriate) y g q , Record as many details of the situation being visited as required, Travel by the most effective route Accept hospitality modesty and in line with company policy After the visit prepare a Visit Report and circulate to appropriate peoplethis should always be to immediate Manager and file. Send a Thank You or appropriate letter within 2 working days of returning to office Always be diplomatic, courteous and listen to what your Customers are saying. Avoid being aggressive, and challenging.

Visits:

How should we conduct ourselves?

Offices/Desks/Work stations: These should be neat, orderly and symptomatic of an organized and efficient approach to our work (Remember 5S) Communication Ensure that everyone you are responsible for is informed of key company information General Cleanliness Toilets are for our convenience Keep it clean & tidy. Avoid spitting Conclusion The above points may seem trivial. They are not The necessity of this is to improve our professional image and mature as a company

Our Principles of Responsibility. What does it mean?

Set of guidelines outlining our commitments to all our stakeholders: employees, customers, suppliers, shareholders, the planet and society. It lays down our common foundations sets of references to help us improve the protection of the Company, its managers and employees in a context where the boundaries of corporate responsibility are expanding. it constitutes our collective and individual frame of reference and enables everyone to guide their decisions and actions It cannot be minimized or waived. Our Principles of Responsibility will be deployed to all employees in their local language. Code of ethics on the way we should behave (Behave as ONE team and apply the same code of conduct)

11

January 12

Our Principles of Responsibility. What does it mean?

Always act with integrity, respect, honesty & fairness in business dealings Respect Human Rights, Labor Standards, Social & Environment & anti corruption. Promote equal opportunities, without discrimination or religious beliefs Encourage development of competencies & employability. Ensure proper & safe working environment Maintain confidentiality & security of EEIC information & assets. Avoid conflict of interests with private life Uphold environmental & social responsibility (walk the talk, protect, prevent & preserve our environment)

Benefits of Customer Care

For employees: Self satisfaction in the knowledge that the task has been done right, first time & the customer appreciates it For the Organization: To have a sustainable competitive advantage & a good reputation with long term customer satisfaction & retention For external Customers : Having confidence in a company that consistently delivers on its promises

Know your Customers

Excellence in customer care relies on knowing our customers needs & expectations. By anticipating customer needs we can gain competitive advantage In our every day business we receive information about our approach to customers though: Feedback from customers & staff Discussions with customers Analysis Analysis of complaints & enquiries Analysis of praise Attitude Survey & questionnaires Site visites Focus group discussions & customer audits By communicating poor & great customer care, we can continually share our experiences. We can then use them to drive customer behavior relevant to every employee in our company

12

January 12

Caring our customers: Useful tips

Keep it simple. Giving your name, greeting & using welcoming & friendly manner, without showing impatience or boredom Use technology. If you are away from your desk for long periods either divert your calls to a colleague or make use of voicemail facility. If you receive a wrong number call., make every effort t t i b ll k ff t to transfer th f the caller to the department or person they want. Make sure you tell them the extension before transferring them. Written communication Keep it short and to the point. Make the communication relevant, whilst removing jargon and ensuring it is concise and logical

Caring our customers: Useful tips

Turnaround the Complained Mistakes will happen. Every business has to deal with situations in which things go wrong from our customers point of view. It is how we respond that makes the difference. Do not be dismissive to our customers problem - even if we are convinced we are not at fault. g g y p pp y Although it might seem contradictory, complaint is an opportunity to delight a customer If you handle a complaint successfully, our customer is likely to prove more loyal than if nothing had gone wrong. The customer who complains is potentially alerting us to a problem experienced by many others who have silently taken their business elsewhere Being receptive to customer complaints

Caring our customers: Useful tips

The silent complainer Most dissatisfied customers dont tell us, they tell others Research shows: Every customer who has a complaint tells 9 other people about it For every 100 problems, only 4 complain directly But 1000 people will know about the problem (mushroom effect) Handling Difficult situations Make the customer realize that you are listening & that you understand his point of view Be consistent in your responses Give the customer space to let off steam if he needs to , before you move into a problem solving mode Dont take it personally, stay calm & remember that you are good at your job

13

January 12

Caring our customers: Useful tips

Know How to apologize When something goes wrong, dont be afraid to admit responsibility and apologize. Deal with problems immediately & let customer s know what you have done Try to achieve amicable solution. solution Avoid blame culture & work towards achieving a satisfactory resolution. Do not feel uncomfortable about apologizing. Under the right circumstances, an apology can be a simple solution for an escalating customer service conflict

Responsiveness- Examples?
Do (Reactivity) Dont Do 1. Wait until it is too late as 1. Keep Customer informed on the damage is already Product Trainings/Product done updates. 2. Always respond to Customer 2. Ignore e mails, telephone enquiries/needs 3. Priority to Handling of Customer Complaints/ Claims 4. Order Acknowledgements 5. Be proactive (inform Customer immediately when a delivery date is being delayed 6. Communicate immediately any Product Safety or Critical Issues to Quality Assurance

Our values define EEIC

Our customer approach? Who we are as a company? How we want to do business? The kind of people we want to attract and retain? d t i ?

14

January 12

15