How to Improve Customer Services by Communicative Skills.docx
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How to Improve Customer Services by Communicative Skills.docx
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HowtoImproveCustomerServicesbyCommunicativeSkills
HowtoImproveCustomerServicesbyCommunicativeSkills
Introduction
IusedtoworkwithGSNPropertyServicesCo.,Ltd.,whereIwashiredasacustomerservicesupervisorfortwoyearsGSNisaGerman-investedPropertyServicesCo.,Ltd.andhasbeenoperatingsuccessfullyinChinasince1996.Itprovidesawiderangeofservices,includingpropertyservicesmanagement,projectmanagement,equipmentmanagement,propertyassessmentandconsultingservices.Thecompanyenjoysaverygoodreputation
Atthebeginning,thechairmanoftheestatescommitteeofOldVillaCompoundEliteGardenaskedustotemporarilytakeoverthecompoundforthreemonthsastheirresidentswerenotsatisfiedwithservicesprovidedbytheirformerservicescompany.InordertoexpandbusinessesinShanghai,ourcompanyintendedtotakeoverthecompoundnotjustfor3months,butforgood.Actuallyseveralcompanieshadmadeabidfortakingoverthegarden,soweknewwewouldbereplacedbyoneofthemifwefailedtosatisfytheneedsofourcustomers.Itbecameveryurgentforustosolveallkindsofremainingproblemstosatisfytheneedsofourcustomers.
Asacustomerservicesupervisor,Iwasaskedtodoaresearchprojectonhowtosatisfyourcustomers’wantsandneeds.Theresearchprojectmattersagreatdealtothecompany,becauseitisofvitalimportancetowhetherwecouldtakeoverthegardenforgood.Ispentsometimeinvestigatingandcollectingrelevantinformationandmaterials.Ifocusedonthreeaspects,namely,conceptofcustomerservice,importanceofcustomerserviceandwaystoimprovecustomerservice.Finally,Idrawtheconclusionthatourstaffmembers’communicativeskills,includingtheiroralEnglishabilityandinterpersonalskillsaredecisivefactors.
ThegoalofmyresearchprojectistoupgradeourservicelevelbyimprovingcommunicativeskillsofourstaffmembersinordertomakeitpossibleforourcompanytoestablishharmoniousbusinessrelationswiththeOldVillaandtobuildupcloserrelationshipswiththeresidentsintheGarden.Accordingly,itwasurgentforthestafftohavefullunderstandingofourcustomersfirstandtoenhanceoralEnglishskills,interpersonalskillsandmanagementskillssoastobeabletodealwithproblemsofthecustomersmoreefficiently.
IdidtheresearchandcarriedouttheprojectfromJan26th,toJan29th2011,exactlyfourweeks.Wefirstdistributedquestionnaires(SeetheAppendix)andmadecustomersurveystoknowtheweaknessesinthecustomerservice.FromtheresultsoftheQuestionnairesandsurveys,Iknewthatourcustomersexpectedourstafftobeabletocommunicatewiththembeforewecouldsolvetheirproblems.Forthatpurpose,mycolleaguesandIhadabrainstormmeeting.ThenIdesignedatrainingprogramafterIhadadiscussionwithourprofessionalconsultants.WedecidedtobeginwithimprovingtheoralEnglishofourstaffandtheireverydaybehaviorsaswelearnedthatstaffintheformerservicescompanyfailedtocommunicatewiththeowners,whichledtothedissatisfactionoftheowners.
Actually,allourstaffmemberswereabletospeakalittleEnglish.Thedifficultywasthattheywerepoorinsometechnicaltermsorsomespecificexpressions.Icollectedsomephrasesandexpressionsandcompiledthemintoahandbook.Ihadthebookrecorded(ofcourse,nativevoice)andaskedthestaffmemberstolistentotherecordingoverandoveragain.Wespentanhoureachdayinthethirdweekofmyprojectimplementation,practicingoralEnglishtogether.Iactedasanownerandaskedthemvariousquestions.Inaddition,wealsoaskedourstaffmemberstothinkofsomethingelsethatwemightbeaskedabout,anddiscussedsatisfactoryanswerstogether.
Contrastedwiththestatisticsofcustomersatisfactiononemonthbefore,ourtrainingprogramprovedtobeasuccesssincethedegreeofourcustomersatisfactionwasraisedtoagreatextent.Wefinallysucceededintakingoverthegarden.
2.ProjectRationaleandProjectHypothesis
2.1ProjectRationale
SincewhatIdidwasaimingtoimproveourcustomerservices,Ispentsometimeinvestigatingandsearchingforrelevantinformationandmaterialsastheoreticalbases.Ifocusedonthreeaspects,namely,conceptofcustomerservice,importanceofcustomerserviceandwaystoimprovecustomerservice.
BensonSmithandTonyRutiglianosaid(2003)“tosolveclients’problemscanwintheirtrust”.Whattheyhavesaidsetsahighercustomerservicestandardandalsogivesusdirectionsoradviceonhowtoprovidegoodcustomerservice.Togettoknowcustomers’opinionsaboutservice,PracticalBusinessProjectandProposalDesign(JohnHilton,2001)statesmanyspecificmethods,suchasgroupdiscussion,customersurvey,andquestionnairesforresearch.WorldClassEnglishForBusiness(TheopenUniversityandBritishCouncil,2001)providesothermethods,forexample,face-to-faceinterviews,follow-upsurveys,telephoneinterviews,andsoon.EnglishBusinessReportWriting(ChangYutian2003)introducesmanywaysonhowtogetdataanddesignquestionnaires.PracticalProjectDesign(GuYueguo,2002)providesaseriesofprocessesfromthedesignofaproject,topresentingprojectreportandtoassessment.
AllthesegavemeenlightenmentwhenIwasdoingmyresearchproject.Generallyspeaking,customerserviceisacomplexsystem.Itincludestwoimportantfactors:
oneisthecustomers’relationshipwiththestaffmembersoftheservicecompanyandtheotheristhecompany’sservicetocustomers.Thetwofactorsarebasedontimelyandefficientmutualcommunicationandunderstanding.Accordingly,itrequiresthatserviceworkersbeabletospeakgoodEnglishtoassuretimelyandefficientmutualcommunicationandunderstandingbecauseweareservinginternationalcustomers.
2.2ProjectHypothesis
Asisknowntoall,customerserviceworkersareonthefrontlinesincetheyfacecustomerseveryday.Therefore,theirprofessionalknowledge,behaviorsandperformancesrepresenttheimageofthecompany.Itisnotdeniablethat,intoday’smarket-orientedeconomy,oneofthemostpowerfulweaponsfortheserviceindustrytowinthemarketistoprovideexcellentcustomerservice.Thecustomersareourmostvitalassetstosomeextent.Beforewecouldattractmoreloyalcustomers,theEliteGardenmanagementofficeshouldunderstandthefact,shouldfacethecustomerservicewithanewattitudeandpaygreatattentiontoemployees’communicativeabilities.
AsIseeit,trainingisoneofthenecessaryandefficientmethodstoimproveemployees’communicativeabilitiesinvariousaspects.Thefirstisbasictraining.Thetrainingprojectenablesemployeestoknowourservices,oursystemsandproceduresandefficientwaystocommunicatewiththecustomers.Thesecondiscompetitiveskillstrainingaimingtoadvancethestaff’sperformance,whicharecalled“softskills”,includingoralEnglishabilitiesandinterpersonalskills,ourattitudetowardourcustomersorcustomerawareness.OralEnglishabilitiesandinterpersonalskillsareakeyelementincustomerservice.Customersaremoredemandingthanever,astheyhavetherighttodemandgoodservices.Theemployees’abilityindirectlydealingwithcustomersisavaluablecomponent.Thereby,itisessentialtoimprovecustomerserviceworkers’knowledgeandcommunicativeskills.Onlyacustomerserviceworkerwhoisknowledgeable,efficientandfriendlycanwincompletesatisfactionfromhiscustomerswhojustwanttogetexactlywhattheypayfor.
Inaword,itishypothesizedthatifweshouldsuccessfullytrainourserviceworkersintheirprofessionalknowledge,oralEnglishabilities,interpersonalskillsandprofessionalethics,mycolleaguescouldefficientlycommunicatewithourcustomersandfullysatisfyourcustomers’needs,andwewouldcompletelytakeovertheOldVillaCompoundEliteGardenandforgood.
3.ProblemAnalysis
3.1FinancialProblemAnalysis
Amongallthe106households,only35gaveusmanagementfeesthefirstmonthwewerethere.Weshouldhavehadanincomeof99906.74yuanthatmonth,butactuallywereceivedonly32150.82yuan.Thatistosay,whatwereceivedwasonlyonethirdofwhatweshouldhavegot.
GSNEliteGardenbranchwaslocatedintheGarden,andwehadtopayfortherent,whichcost1200permonth.Werecruitedtwonewstaffmembers,whichmeansmoremoneyshouldbeallocatedforpayment.ThesumofmoneyforpaymenttoallthefifteenstaffmembersintheGardenamountedtoabout45000yuan,Thirtypercentofthewholeincomewastobesubmittedtotheheadofficeofthecompany.Morethingsthatneededmoneywerewaitingtobedone.Itwasobviousthattheincomecouldnotbalanceexpenditurethefirstmonthwewerethere.
3.2HumanResourcesProblemAnalysis
IntheEliteGardenbranch,wehad15peoplealtogether.Ofthe15ofus,onewasthemanager,onewasthecustomerservicesupervisorandassistantmanager,fourwerecustomerserviceworkers,onewasthemaintenancesupervisor,onewastheheadoftheguardsandsevenguards.Wehadonlyfourofthestaffmembers,whodealtwithdailycustomerserviceduties,and2ofthemweregreen-hand,whograduatedfromvocationalcollegesin2009.ThereasonwhydoesthecompanyrecruityoungandinexperiencedserviceworkersisthatweneedtokeepdownthecostwiththeexpansionofthebusinessinShanghai.Asthetwoyoungmenhadjustgraduatedwithnoexperienceinthecustomerservicesindustry,theyhadmanyproblemsincommunicatingwiththecustomers.EventhoughtheyhadpassedCET-4,theystillwerenotabletocommunicatewithourforeignresidentsverywell.Besides,theydidnothaveenoughprofessionalknowledgetodealw
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