Help on Tele2, tariffs, questions

Did you know that... Bosch Car Service is one of the largest networks of independent service stations in the world with more than 15,000 service stations in over 150 countries. Now 179 Bosch Auto Services are open in Russia.

The Russian market of car services for post-warranty cars is very saturated with car services of any size and format. On the other hand, when the car owner has a need for repairs, finding a suitable car service takes a lot of time, and word of mouth takes first place.

The problem that makes it difficult to quickly choose the right car service is that most businesses do not inspire confidence. When searching on the Internet - an unattractive website, a slurred answer on the phone, a terrible appearance of the building and employees. Has car service changed in the last 20 years?

Not too much. But the requirements of the consumer to the service sector have changed a lot. In countries where the market economy has been going on for many decades, it is almost impossible to find a car service that is not a member of any network. These are either networks of suppliers of oil and technical fluids, or large suppliers of spare parts and equipment, or manufacturers of spare parts.

Working in the network, the car service receives standards of external and internal design, some network providers provide customer service standards, and training, both technical and business training for salesmen and managers. Thus, the network car service receives an additional influx of new customers, the ability to maintain a customer base, and focus on the core business instead of experimenting in an area in which it is not a specialist, such as marketing.

The Russian car service is trying to go its own way: a huge number of enterprises cannot make a profit due to an imperfect structure, lack of correct processes, low qualification of employees at all levels. Despite the fact that in the current economic situation it is obvious that post-warranty car services should receive an additional influx of customers who left the dealer, at least every tenth car service in Russia was closed in 2015.

There is another very important aspect that affects the ability of a car service to survive in our difficult times: the breadth of the list of services. An analysis of the work of the most successful Bosch Auto Services shows that it is necessary to consider not the profit on a specific work order, but the profit that a particular car brings during its entire service life. From such calculations, it can be seen that the main profit is earned on a run of 100-200 thousand km. - this means that the list of car service services should be “from bumper to bumper”, which is the philosophy of the Bosch Auto Service concept.

Innovative diagnostic systems for professional diagnostics

All Bosch Auto Service stations have the most modern diagnostic equipment and information systems at their disposal. The presence of this combination guarantees a systematic approach to car diagnostics and qualified repair work.

Who are we and what do we do?
Our service center has been repairing household appliances since 2001 and has extensive experience in finding problems and fixing them. We cooperate with many well-known manufacturers of household appliances, and we are an authorized service center for most manufacturers, providing services to the population in the city of Moscow and the Moscow region.

What is home appliance repair?

Repair of household appliances is primarily a service subject to mandatory state certification, that is, a license is required to perform such work. Such a license includes permission to perform such works as:

- Repair of washing machines
- dishwasher repair
- repair of coffee machines
- repair of electric stoves
- repair of water heaters
- repair of refrigerators - repair of air conditioners
and other types of work. Our service center has a full set of documents confirming our impeccable work for the past 14 years.

Benefits of appliance repair
Pros:

• inexpensive repair cost
• the ability to ensure the efficiency of equipment for more than 10 years, NOT making major repairs and buying new equipment.
• family budget savings.

Our advantages
An ordinary user will always face the problem of choosing a service center. Where to apply? How much will it cost? Where will I not be deceived? and other questions - are the basis of the problem of choice. It so happened that in Russia, in modern society, human rights are not protected by anyone, which is why there is an innate complex of distrust.
So, your washing machine broke down, and you decided to seek help from specialists. The first thing to pay attention to is whether the subject (hereinafter master, service center) the right to provide such services. That is, whether the responsible executor is a legal entity or a private master.
What are the consequences of contacting a private master for the repair of household appliances?

• You receive a guarantee only in words.
• Prices, contrary to myths, from private masters are always higher (you can see for yourself)
• Theft of components from your washing machine (ex.) and other consequences.

We talked with a young and ambitious newcomer to the IT Park Business Incubator - the REPUTATION project. The guys have been developing a service that helps protect business from unscrupulous companies for several years now. During the interview, the founder of the project, Pavel Klimov, spoke about how the service works, about his competitors, about his plans for the future, and shared useful life hacks.

- Can you tell us more about your service?

Our project is called REPUTATION and is a web service with which you can check the counterparty for reliability online. REPUTATION analyzes information from official sources: tax authorities, arbitration courts, bailiffs, the unified state register of legal entities, the unified state register of individual entrepreneurs, etc. The data is updated daily. Based on these data, the program calculates whether it is worth working with the company or whether it is better to refuse cooperation. The service will not help increase profits, but it will keep what you already have, minimizing the financial risks of the company.

- How to become a user of the web service?

The user only needs to register on the site reputation.ru. And to get access to the demo version for one day and personally get acquainted with the capabilities of the service, you must enter your phone number.

- Does the service have competitors? What is the innovative component of the project?

Of course, we have competitors, including Interfax, SPARK, Kommersant KARTOTEKA and SKB Kontur. One of the advantages of the REPUTATION project, in comparison with other services, is a favorable price and a simple interface that provides quick, convenient and intuitive access to information for an ordinary user. Another advantage of REPUTATION over other services is the presence of a special option that allows you to get a "historical information about the company".

By the way, as practice shows, clients usually use two similar services at the same time, which makes it possible to minimize the likelihood of an error. Now you do not need to be a security officer to check the counterparty for reliability!

- What is the probability of error?

In all organizations that provide us with information, people work, so we do not exclude the possibility of errors. We came up with a solution when all the necessary information is linked to the company using the TIN and PSRN.

- What databases do you use?

We work with the tax service, with open data from the bailiff service and the arbitration court. The user can be sure that the information he will receive through the use of the "REPUT" service will be true and reliable.

If a person independently checks his counterparty, then it will take a lot of time and effort, especially if it is necessary to obtain information about a large corporation. It will be quite laborious for the layman to process such a large amount of data accumulated over the long history of the company, and when reconciling information, he may make a mistake or miss something.

In our service, searching and generating information about a company takes literally seconds: you just need to enter the name, TIN or OGRN of the counterparty in the search box and wait for the result.

- Have there been regular users of the service?

There are a lot of regular users. We sell a license for a period of one year. But there are also those who use the free "REPUTATION" options, such as: "mass director", "founder" or "disqualified person". Often it is enough to understand whether it is worth working with this organization.

- Have there been situations in your practice when you were asked to correct discrediting information?

We periodically receive calls from all over Russia from companies that want to remove information from our service. For example, this applies to those who once went bankrupt, and now run a new business and would not like today's customers and partners to know about his past mistakes. We believe that if such a precedent took place in the life of an entrepreneur, then it must be displayed in the service. I want to note once again that our information is always up-to-date and is updated automatically.

- Tell us the history of the project?

- The idea of ​​creating the REPUTATION project came to me in 2012. Then I started doing cargo transportation in Russia and ran into two unscrupulous companies, because of which I got into debt and could lose my business. After this situation, I began to carefully study the issues related to due diligence of companies and eventually decided to try to create my own product.

Now the company has 11 people. We have been developing the product for over 5 years. At this stage, we faced a lot of problems: from personnel issues to disagreements about how the service itself should look like, synchronizing such a volume of information.

- How did your path to the IT park begin?

We applied for selection to the Business Incubator twice. Only with time do you understand your past mistakes and why the project did not reach the in-person selection: an incorrectly presented presentation, an incorrectly chosen business model, etc. We took into account all the mistakes and passed the 25th anniversary selection, and today we proudly bear the title of a resident of the IT Park Business Incubator.

- Were your expectations justified?

The IT park provides a huge amount of new knowledge for newcomers to the business world. All the information that we received here would have been simply necessary for us at the stage of establishing a business. We have received these competencies in a practical way, spending a lot of time, effort and money on it.

Also, the technopark has excellent support in terms of information support for the project. Our product is useful and easy to use, but it is quite difficult to explain and show its value to users. And we came to the conclusion that it is time to carry out an educational program and bring the goods to a wider audience, in which the IT park helps us.

- What are your plans for the future?

Thanks to constant monitoring of competitors, interesting options appear in the service that distinguish it from other verification systems. But working in the field of high technologies, we understand that it is not easy to surprise users. It should also be noted that any innovation sooner or later appears among competitors.

- What successes can you already boast of?

In principle, we are only now beginning to reap the fruits of the work of previous years. After successfully passing the selection, we began to put all the information we received on the shelves and create a project along the route that the mentors of the Business Incubator helped us to draw up. Now it remains to follow him and pump your product. At the moment we are developing the sales department.

- Did you have a negative experience with your service?

In arbitration cases, the name of the company can be incorrectly indicated, and this fact can create many problems. But since we work with many verified official sources, we provide users with only the most accurate information. The advantage of our service is the ability to immediately study all the necessary materials. But I do not rule out that the information found may affect the reputation of the company both positively and negatively. I note that there have not yet been any precedents related to the errors of our service.

- Can you formulate life hacks for working with the service?

1. First of all, you should take into account how many companies are registered on a person and what condition they are in. If there are closed ones, then it is worth looking at how they were closed, for example, abandoned or reorganized. It is important to see if the company is left with debts. And if a potential counterparty has debts, then you should think that he can do the same with you.
2. It is also worth thinking about working with a company that has different types of detail that are not related to each other. For example, one company sells fish, creates IT projects, and sells chemicals. In such cases, scammers can work.
3. Pay attention to the life of the company. If a company has been in business for half a year - a year, then you need to be extremely careful.

And I can give a couple more life tips: you should not work with friends. In such situations, you trust and do not consider it necessary to check. And at this time, an acquaintance will never tell you that he is doing badly, and you should not work with him anymore. Try to conduct contractual relations with "doubtful" business partners so that in case of danger, the partner risks more than you and your company.

- Does the application have a function to see who checks you?

We do not have such a function, but there is an opportunity to observe the company you are interested in. This is even more important than checking the counterparty. Yes, you have checked the company, yes, it has performed well now, but in 2-3 weeks it may start to have problems.

- What is the probability of running into an unreliable contractor today?

Today, this is very relevant, because despite such a number of services, law firms providing such services for checking companies, it is still possible to suffer from an unreliable contractor.

We constantly measure and monitor user requests on this topic. Over the past 3 years, the number of counterparty verification requests has tripled. I hope that soon, with the help of such services, it will be difficult for companies to hide their "dark" past and present in business.

Customer service is an integral part of any company. Sometimes the buyer prefers to purchase a product or service for a considerable price, but in a place where a higher level of service awaits him.

You will learn:

• What is customer service and why does your company need it.
• What is a customer service system?
• How is customer service management possible?

Target customer service- strengthening the competitive advantages of the company by improving the level of customer service.

The organization of customer service in the company will entail:

• arrival of new customers;
• increase in the number of regular customers.

A customer-centric business aims to gain recognition and customer loyalty.

Probably all successful managers know that it is much easier and cheaper to retain a customer than to attract a new one. Almost all well-functioning companies receive the bulk of their income from regular customers. Therefore, the development of customer service should include a set of actions to preserve and increase the number of regular customers for successful work.

There are many reasons that can turn random buyers into permanent ones:

• well-chosen assortment of goods;
• optimally designed bonus system;
• professional consultations of specialists;
• attractive interior, etc.

However, the creation of a permanent client base cannot be based only on the proposed system of discounts or other banal promotions. Give customers more - good attitude. According to studies, staff development increases sales by 7-20%, and customer service training can increase turnover by 50%.

The customer service of the store consists of well-structured relationships between the consumer and the seller before the transaction, during its completion and after.

Examples of customer service that inspire

• Dancing waiters

The spectacle, when a restaurant visitor calls the waiter to repeat the order, and he begins to dance in front of the client, could only be seen in some musical film before. Now such paintings are available in some cafes. The waiter approaches the visitor, but instead of placing an order, he throws back the tray and does dance steps or acrobatic tricks right next to the table. Bartenders, cooks and other waiters join him. It's a synchronized dance.

After the end of the music, all the staff, without uttering a word, disperse to their workplaces. And such a spectacle can be observed not somewhere abroad, but here in Russia (in Murmansk).

• Free shipping

A client of one of the firms, while traveling in the United States, did not take her favorite Zappos shoes with her. There was no similar pair of shoes on the store's website, and the woman decided to contact the retailer's customer service center.

The Zappos employees didn't have the right model in stock, but they bought the shoes from another store and delivered them absolutely free.

Another equally interesting story happened to a client who wanted to order a pizza, but she did not succeed, because it was already very late. She decided to jokingly call Zappos support in a completely different locality. Imagine the extent of her surprise when the customer service operator didn't even mention that they don't provide such services, but dictated the addresses of 24-hour pizzerias in her area.

• generous gifts

Following the cancellation of Starbucks' 10% guaranteed discount for its Gold Starbucks loyal customers, there have been complaints from consumers and efforts to sort things out. Instead of standard explanations, Starbucks customers not only explained the current situation, but also transferred $50 to each interested buyer for new discount cards.

• Changed plans for Harry Potter

A family of four bought a holiday to Mauritius from the award-winning travel company Trailfinders. But almost immediately after the transaction, the release date of the new Harry Potter book became known. Children from this family wanted to receive it exactly on the day the sales began. Parents had no choice but to refuse the trip. To prevent this, the workers found a bookstore in Mauritius, received confirmation that the book would go on sale the same day as in England, and booked one copy. Parents were delighted with such a service and shared their impressions with many friends and acquaintances.

• All employees participate

The award-winning Yarra Valley Water utility decided to reduce the number of customer complaints and optimize the time it takes to process them. For this, a committee was organized, whose members met once a month to identify the causes of complaints. Having determined what actions caused the claim, the committee decided to appoint new responsible persons who were to take action on this situation, provide a report on the causes of its occurrence and make proposals for its elimination. As a result, all departments of Yarra Valley Water were included in the work to solve the difficulties that arose in the process of serving customers. The company appreciated the importance of a strategic approach to customer requirements, the introduction of which contributed to a decrease in the number of claims. Pat McCafferty, Yarra Valley Water's general manager of client services, who is responsible for implementing this program, noted that the effectiveness of this method is that all employees involved in the organizational process were involved in the problem-solving process. The management of the enterprise realized that the customer service program cannot function properly if there is no support from departments that affect the quality of services provided.

General Motors and Amazon Service Principles You Can Implement in Your Company

John Shoal delivered customer service to Wimm-Bill-Dann, Amazon, General Electric. Especially for the readers of the Commercial Director magazine, the service guru adapted his system to the needs of a Russian client. Suitable even for a small company.

What is a customer service system?

• Proper selection of personnel

The complexity of selection in the service sector is very high, because the service sector is developing faster than the potential of the labor market. It is for this reason that employees are often hired without relevant work experience and recommendations, and additional efforts have to be made to train staff to provide quality service.

• Staff adaptation

During the period of accustoming a new employee to the team, a psychological contact is established between the new employee and the management. The opinion formed in the first working days will influence his future behavior. If an employee has the wrong idea at the very beginning of his career, then, most likely, he will have to forget about good service. Therefore, it is very important to immediately explain to the employee what “quality of customer service” is, and how important loyalty to visitors is.

• Company values

It is essential that every employee believes in the mission of their company. The employer is obliged to issue a document that sets out the goals, objectives of the company, the customer service program, and its standards. The director must be consistent. If you convince employees to respect all customers, but at the same time ask them not to take the goods back for anything, the staff will soon understand your true intentions and become dismissive of customers.

• Training

Even if an employee understands that he must serve his customers at the highest level, this does not mean that he will really provide them with quality service. Therefore, do not forget to pay attention to staff training. Training should be focused on making the employee aware of the relationship between training and regular everyday duties, so that his knowledge "turned" into skills.

• Assessment and indicator

The quality of service must be assessed and analyzed simultaneously with the control over economic indicators. This is usually done by the line manager. He can organize surveys, play situations of communication between a consultant and a buyer, check their work skills. Personnel assessment will help solve such problems as motivating employees to work productively, identifying those employees who have the potential for further advancement, etc.

• Corporate values ​​that many leaders underestimate

How to write customer service standards

Customer service standards are those rules and regulations that a company establishes to ensure a high quality of customer service. These requirements are created in accordance with the specifics of the organization's activities, as well as its policy of interaction with consumers.

These principles apply to the following tasks:

• maintaining the loyalty of existing customers and attracting primary ones;
• creation of a common vision and understanding of the sales department employees of the tasks and goals of interaction with consumers.

It is quite difficult to keep the service at the same appropriate level. To achieve this, you need to go through the following steps:

Stage 1. Development of uniform customer service standards

It may seem that the process of developing standards is quite simple, but it is not at all the case. To create a rule and put it into action, it is necessary to determine what the client service program and the concept of the organization will become, what will be offered and to whom.

Stage 2. Introduction of uniform standards into action

At this stage, it is necessary to solve the following tasks:

• train staff to work in accordance with corporate standards;
• explain to managers the importance of following the approved rules of engagement.

To solve these problems, it would be optimal to conduct corporate trainings, where managers have the opportunity to put into practice the principles of the developed standards. At this stage, you need to be prepared for possible resistance from the staff and be able to explain to employees that the implementation of those basics will help them achieve high results.

Stage 3. Control of compliance with standards

The result of this stage should be the mandatory application of standards by all employees in practice.

How customer service is managed: white, gray and black methods

2. Response teams

This method implies that you yourself will search for reviews on the Web, working through the negative ones.

Work in this direction is impossible without monitoring the media space. The easiest way is to search blogs and posts.

• Proactive working methods

This implies that you will take action to build your reputation before any unpleasant stories and claims arise. Such activity is especially relevant if you need to correct a negative opinion that has already arisen by default.

This method can be seen in the example of a Russian smartphone manufacturer whose products are perceived as poor quality only because the country of production is Russia, or a few years ago the company had some problems, and although the situation has changed, people's opinion is difficult to change.

Of course, the solution of such issues should be resolved already at the level of formation of a marketing strategy. The most important thing is to give consumers the opportunity to quickly and easily get up-to-date information. The main nuance is that this information should be unobtrusively conveyed to those who are not looking for it at all. Because if the client is a priori against this company (for example, because of past scandals with the environmental friendliness of products), then it is unlikely that he himself will look for refuting information.

1. Proactive work with opinion leaders.

Gather a group of people who have authority and respect among your potential customers, invite them to come to the factory, offer to test pre-released products, allow them to publish live, honest reviews, expressing their opinion about everything they have seen or tried.

You should not ask for writing "artificial" reviews that a person accidentally purchased your product and was completely delighted with it. This will irritate both the reviewer himself and the audience, which will easily recognize insincerity. Additional doubts will appear, the opinion about your company as a whole will deteriorate.

2. Content Marketing

Content marketing works to attract customers and build trust without the use of promotions. A content marketer writes interesting, informative texts without including direct advertising, unobtrusively offering a product.

You can briefly formulate the main idea of ​​this method as follows: select the target audience, determine its values, interests, what you can offer, and start putting it into practice, gaining credibility and trust.

• "Gray" methods of work

There is still an opinion in the media space that the influence of agents is a great job of improving reputation. "Agents of influence" are artificially created virtual characters on behalf of which reviews are written and advice is given to consumers on the Web. The information supposedly comes from a real person, but, in fact, it turns out to be a computer program.

Reviews are sometimes invented, and sometimes real ones are used (left, for example, on the official website). But there is a difference - reviews published on the site, or reviews sent to forums or social networks under fictitious names. People will resent the arrogance and arrogance of your company. This is more likely to alienate customers than attract new ones.

• Black methods of work

Such methods include the following ways to increase the popularity of the company:

• development of fake sites discrediting the reputation of a competitor;
• sending fake negative reviews about a competitor's products.

What are the disadvantages of gray and black methods?

• this is unethical (although performers and customers usually do not think about it);
• it is inefficient (but it is in the interests of the performer to remain silent about it);
• there is a high probability of exposure, which will cause disastrous reputational damage.

Organization of customer service: step by step instructions

Each buyer sooner or later faces some difficulties or questions about the product - it is at this moment that the client can be lost. To correct the current situation, restore and strengthen consumer loyalty, the customer service department (or support service) will help. For proper creation, the following steps should be taken:

Step 1. Choose a communication channel

To create a help desk, you need to decide on a way to communicate with consumers. Depending on the specifics of the work, you can choose: telephone, WhatsApp or Viber, email, a separate window on the site.

The chat on the site, already familiar to everyone, where people leave most of the messages, has become the most optimal way of communication. Don't give up on your phone either. The older generation will prefer this option. Consider other alternative communication methods as well.

The following situation is possible. Support specialists are slowed down due to the lack of visual capabilities. They have to spend time explaining what would become clear after viewing the corresponding picture. Interaction with the client is difficult. You can send the necessary screenshot by e-mail, but for this you would have to interrupt the communication. There is a way to solve this problem by organizing, for example, a video consultation. Now it is available with the help of various gadgets and programs for free. So you can combine a live consultation and a visual solution to the problem.

Step 2. We hire employees in the department

The support staff is very important. It is important that the customer service specialist is responsive and ready to help people. Knowledge and professional skills also have a role, but this is secondary.

As for the specific skills that you need to pay attention to in the resume, here it is worth starting from the requirements for the project and the working conditions. If the project is international, the manager must know several foreign languages ​​in order to be able to be useful to more clients and provide them with the best customer service. In other projects, it is not necessary to be a polyglot, but technical skills are important.

Step 3. Distribute the load

Often, support specialists provide advice on various issues. One person may help the consumer with registration first, and later try to solve a technical problem. But as experience and audience grow, the realization gradually comes that it is necessary to segment all tasks.

In multilingual projects, the division occurs according to linguistic characteristics, in other cases - according to industries. As a rule, this is done informally, based on the personal preferences and skills of employees. Some find it easier to provide financial advice, while others find it easier to solve technical problems. Each head of customer service must determine for himself what distribution according to which criteria will be more effective.

Also, the service can be divided into groups of consumers, doing it in different ways. For example, segment by customer class (from ordinary to VIP), individual services or corporate offers, one-time purchases or ongoing cooperation.

But in all cases, whether support is segmented or not, there is a “hot” time when the customer service center cannot cope with the influx of calls and messages. The season can also have an effect. For example, in an educational project, the greatest activity occurs in the fall, and summer will be calm at times. If this did not happen before, then it is at the height of the season that an understanding arises of how important universal answers are, without which the development of customer service is impossible. That is why it is recommended to create a FAQ section, in which the client can independently find standard answers to many questions.

Step 4Setting up privacy

Sometimes for people who contacted the customer service department, the secrecy of communication is very important. Often, the specifics of the site suggests that people will send copies of documents, diplomas, passports, bank card details and other confidential information. Many of the users are afraid of a network failure, after which information may fall into unscrupulous hands.

If it is possible to do without sending documents, use this. Let this option be left to the visitor's choice.

But if official paperwork is still required for the operation of your customer service, pay attention to data protection. For example, after reviewing a diploma and verifying it, the file is automatically deleted from the system. This will prevent your data from being passed on to third parties. It is not recommended to store personal documents of consumers unless absolutely necessary.

Step 5. Quality Control

Customer service is evaluated according to several key performance indicators (KPIs). We regularly check the speed of response and the degree of subscriber satisfaction according to the consumer loyalty index (NPS). In order for the quality of customer service not to decrease, it is necessary to constantly hold meetings both within the team and with other teams (for example, product developers). This will help in the training of staff, and in improving their skills.

Some firms use a system of punishments and rewards in their activities, but many directors are skeptical about fines. It is better not to go to extremes, mercilessly putting forward sanctions for the slightest flaw in the work, but to count on the consciousness and responsibility of employees. Although there are organizations in which such methods work effectively. If more than 100 people participate in the project, then fines help to regulate and control the productivity of the staff. It is not necessary to refuse punishments, but you should not treat them as the most important tool for managing a team.

When it comes to incentives, this is a great way to show that an employee's quality work is highly appreciated.

Expert opinion

I personally care about the quality of customer service

Alexey Zvir,

director of ZEVS LLC, Uryupinsk, Volgograd region

In Uryupinsk, there is very high competition among grocery stores, both chain stores and small kiosks. We need to look for ways to attract consumers, improve customer service.

For example, almost all buyers are car owners, which means they will prefer to shop in a store where there is a convenient and spacious parking lot. Therefore, our company rented a plot of land next to the outlet and organized parking there.

Next is the entrance to the store. It is good if the doors open with minimal effort. I have them sliding, and the buyer with a stroller or with bulky packages does not have to free his hand to open them.

Store employees must meet a number of requirements. The seller will not be admitted to the buyers if he is not well versed in the goods. This is stated in our customer service standards. We train beginners, we regularly check those who have been working for a long time. They should be able to answer all customer questions: country of origin, shelf life and expiration dates, taste and other characteristics. The buyer can read the information on the price tag himself, this is not a hint for the seller or the administrator of the trading floor. Cashiers must not only punch through purchases, but also put them into packages.

In order for the customer service of the store to be at a high level all the time, it is necessary to know the moods and preferences of customers. We conduct surveys and surveys. So, for example, at the end of summer, girls with questionnaires stood near the entrance. After processing the results, it turned out that buyers are satisfied with the service and assortment. I take care of interesting goods myself, I bring exclusive products that cannot be bought in a chain store. For example, I buy Swiss chocolate at METRO Cash & Carry. Taking into account the responses of the buyers, I will adjust the work of the organization for the better, and in November I will conduct another survey.

More customers will come if the store is open around the clock. You can take your time, because our store is always waiting for you!

How to evaluate the level of customer service in a company

• Handling complaints

As a rule, if everything is pleasant, the client pays money and comes again, if something is wrong, he will most likely go to a competitor next time. It is very rare that only the most responsive and conscientious people help improve your service by talking about shortcomings. The book of complaints, reviews in social networks and a request to call a senior are the main material for evaluating the service. If you take action to fix problems after reading a negative review, then there is a chance to retain many customers who will no longer face an unpleasant situation.

• Mystery shopper

Everyone knows, but also an effective way. Ask people you know to call your customer service center and ask prepared questions. This will help you understand how your employees communicate with consumers. Save the recording, sort out the mistakes at the meeting, tell us about your wishes about the conversation. Give a little training, let the employees practice, and after a while repeat the test call.

• Field work

It will be a tremendous experience if a manager works on a par with subordinates a couple of times a month. For example, as a front office manager. The boss, having penetrated the environment, will be able to understand how to improve both the work of the staff and customer service in general, as well as allocate money for the proposed optimization.

• Statistics

Pay attention to financial indicators. The departments of advertising and marketing count how many new consumers came in a certain period. And how many of them went away during the same period, rarely anyone counts, although attracting primary buyers is much more expensive than maintaining existing ones. If you keep regular records, you can draw conclusions about the productivity of the customer service department or think over a loyalty program for existing customers with a competent compensation system.

• Working out points of contact

There are approximately 100 points of contact between the consumer and your firm. But few people, even the leader, can name at least 10-15 of them. The product itself, packaging, information leaflet, website - that's what most often comes to mind. But it is quite possible that the only reminder of your store for the client will be a rude cashier or an incompetent sales floor employee. Make a mind map with points of contact to analyze the quality of customer service at all stages of interaction with your company.

• Questionnaires

This is a great way to evaluate customer service. The following rules should be followed when conducting surveys: conduct infrequently, but maintain regularity, measure the same indicators to track dynamics, do not include too many questions, and thank clients for their time. But most importantly, you need to process information, and not put it off indefinitely. Most of all, people are annoyed if they filled out the paper, contacted you, and then faced the same problems.

• Competitor analysis

Usually they do not like competitors. But try not to ignore them, but try to understand what they are doing better than you. This will help you figure out what can be corrected, and what, on the contrary, should be introduced into your activities. SWOT analysis will help you with this.

• Fan poll

These are your regular, dedicated customers, your 20% Pareto law. If you periodically remind them of your appreciation and gratitude for many years of interaction, you will hear what they lack, what they have wishes.

• Communication with departed clients

Not everyone maintains a database of former clients, but if it exists, work can be done upon their return.

Some only once, for the first and last time, dealt with your firm. Why did it happen? It is important. In the next interaction, it is necessary to convey the following thoughts to the consumer:

1. Apologize ("We are very sorry, we apologize that we disappointed you and did not provide the proper quality of service").
2. Find out the reason for the break in communication (“What influenced the decision? Why are you no longer our client?”).
3. Who are you collaborating with now? What do you like? What are your comments?"
4. “Thank you for your time with us. We will be glad if you decide to return to us.

• NPS Index

NPS (Net Promoter Score) is an index of consumer loyalty to secondary purchases. This indicator is well suited for those who love accuracy. The loyalty index shows how willing customers are to recommend your company and products to their friends. You can start to figure this out with one question: "On a scale of 1 to 10, how willing would you be to recommend this product to your friends?"

• Customer Loyalty Index (NPS): how to increase it competently

Expert opinion

How to conduct an NPS survey

Andrey Voynov,

Marketing Director of Invitro LLC

Target. A survey of patients was conducted to obtain feedback and clarify the stage at which difficulties appear. To do this, all those who visited the clinic (this is more than 7,500,000 people annually) were asked to answer questions posted on the official website. 900 thousand people (12%) take part in the survey, which makes it possible to guarantee the reliability of the answers received and the conclusions formulated on their basis. The survey helps to see how the patient evaluates the company's customer service, what they like, and what, on the contrary, needs to be changed. This method helps to quickly identify the most vulnerable areas of the clinic. Sometimes it turns out that these things, at first glance, are completely elementary. For example, the visibility of a sign in a particular medical center. And the leader might not even think about it. After identifying the problem, you can easily fix it - make the sign brighter or move it to a more convenient place.

How the tool works. Patients receive test results via e-mail. In each letter, we invite you to take part in a survey to evaluate customer service and the work of the company itself. If the consumer clicks on the "Feedback" link, then it appears in the section of the site with questions developed by marketers.

Most often, when calculating NPS, organizations are interested in how ready a client is to recommend a brand to their friends, and ask them to rate the work as a whole. But if a person puts a low score, it is difficult to understand what specifically he did not like. We appeal to consumers with a request to evaluate the points of contact with the company on a 10-point scale: the convenience of the location of the office, the convenience of the reception, the work of the medical staff, etc.

In the case when the patient evaluates the indicator by 9-10 points, this means that he is satisfied and ready to recommend the medical center to his relatives (the so-called "promoter"). If the patient rated this or that characteristic by 7-8 points, then he is not completely satisfied (“passive”). But such a client is quite easy to transfer to the “promoters” group, correcting what they lack in your client or professional service. However, in the case when the consumer puts 1-6 points, the service does not suit him completely (“critic”), it is recommended to correct the situation within 24 hours.

This program automatically reloads all received estimates into a single file so that marketers can analyze the results. Immediately after receiving a low score (from one to six), the information is transferred to the customer service department so that employees can contact the dissatisfied visitor and clarify his claims. The work of customer service specialists does not end there, they begin to solve the problem. If a negative review was left during the day, then the managers contact the patient within two hours, and if in the evening, then within 12 hours.

Example 1 We strictly monitor the quality level of laboratory tests, service when taking biomaterial. But it turned out that they did not pay attention to a very important nuance for patients - they did not conveniently arrange the area for putting on shoe covers. It was tight for visitors to wear shoes, which led to a low assessment of this point of contact with the organization. But after identifying the problem, the clinics began to correct the situation - they allocated more space, put more chairs. The decision lay on the surface, and in fact initially we could not even realize the reason for the dissatisfaction of patients. After all the activities carried out, people stopped complaining about this indicator and began to evaluate it 1.5 times higher.

Example 2 The client brought the child to the clinic, where, due to a failure in the work of logistics, there were no consumables for taking a certain analysis from the baby. The patient had to go to another department and order the study there. After receiving the results by e-mail, the girl clicked on the survey link and left a negative review. Customer service employees called her, apologized and refunded the cost of the taxi ride. After that, audits and proceedings were already carried out within the company. It turned out that consumables were not brought due to a disruption in delivery. We have changed the procedure for checking consumables and we no longer receive complaints about this.

Result. The number of negative reviews has halved. We fixed every mistake, over the next 3-6 months we changed NPS from two points to nine, getting satisfied regular customers.

Improving Customer Service: 7 Elementary Ways

1. Changing the picture of the world

Correcting customer service for the better begins with a change in outlook, ideas about service. It is necessary to expand the concept of quality service as much as possible. This is not only the interaction of the buyer and the cashier. The client encounters the service at every point of contact with the company: while searching for a product, when parking near a store, when viewing the necessary products in Yandex, and so on. Provide comfort to the buyer throughout the entire period of interaction with you. Each next step when purchasing a product should be obvious and simple.

What to do. Watch the employees of Sberbank PJSC, analyze the changes that have taken place. Think back to the bank branch you visit regularly just three years ago. Call their hotline. Could you imagine such changes? Try to imagine what a tremendous amount of work had to be done to change this organization so radically. This example will help you to believe in yourself and understand that it will be much easier to improve customer service in your company.

2. Knowing your statistics

As a manager, you should be aware of the following information:

• A satisfied customer will bring nine people.
• Disappointed will take away 18 people.
• The client will tell five friends about a successful purchase.
• About a bad purchase - 10 friends.
• A thousandth blogger will tell all his subscribers (1000 or more potential consumers) about you. Subsequent reposts will be a plus. Among your consumers there may be trainers, consultants, information businessmen who may have more than 100 thousand subscribers.
• According to research, 68% of consumers leave because of a rude attitude.

Knowing how much it costs to attract a new consumer, what profit it will bring, it is easier to think about improving customer service. Gathering statistical information will help you understand at what stage a business is malfunctioning.

• If there are very few potential consumers, then this may be due to the fact that they cannot find your company or they are simply uncomfortable looking for you. Change the advertisement, place a more understandable route map.
• If there are enough potential consumers, but few purchases are made, the problem here is poor product layout, prices, and employees. It turns out that people are uncomfortable or unpleasant to buy.

By thinking in this direction and correcting mistakes in customer service, you can raise both business and service to a higher level.

What to do. Try to calculate the firm's conversion rate. This is done by installing a visitor counter (its cost is from 4500 rubles, there are also automatic models). You can find out how many potential buyers came, and you already know the number of purchases and the average bill.

Then you can build a sales funnel. Count how many people pass by your outlet and how many directly enter. The totality of these numbers will give an idea of ​​the quality of advertising, the attractiveness of the appearance of the store, the convenience of the entrance. The ratio of the number of those who made a purchase to the number of those who just came in will indicate the convenience of purchasing, the quality of the display of goods, the length of the queue at the checkout, etc. Knowing these indicators, you can plan the further development of the company.

3. Positive Communication

Nobody likes gloomy salesmen. Set the tone for the work so that the spirit of optimism is maintained in the organization. People involuntarily gravitate toward the benevolent, energetic, and successful. This should especially apply to those who directly interact with people - sellers, employees of the trading floor.

Politeness, respect for etiquette and courtesy also help win over others.

What to do. Start with yourself. Be smiling, easy to make contact. Try to show genuine interest in people. Recommend subordinates to familiarize themselves with the books of Dale Carnegie and periodically test employees for knowledge of the basic techniques described by this psychologist.

4. Reach out to the customer more often

Be flexible in dealing with people. Many problems can be avoided if you approach them outside the box. Don't create conflict over trifles, and a satisfied customer will bring you more profit later on.

Stress resistance will help you in difficult situations. In the midst of a tense conversation, nothing helps more than a clear mind and calm, confident speech.

What to do. Give subordinates the order to resolve disputes in favor of the consumer, for example, within 150-200 rubles.

5. Take the initiative

If it becomes clear to you that delivery deadlines are being missed, do not wait until the last. Call the supplier as soon as you find out about the problem, offer a couple of ways to solve it. This will make your counterparties value you as a professional and your firm as genuinely interested in customer satisfaction and caring about partners.

What to do. Try to follow the course of events a few steps ahead. This will help you get out of difficult situations with dignity. Playing ahead of the curve is something without which the best customer service is impossible.

6. Keep your word

There are very few people in business today who keep their word. If you prove yourself as responsible and keeping your promises, you will be trusted, you will be equal. And this is the key to success and an effective method for improving customer service.

What to do. Start small. For example, at the request of customers, you can open a store 10 minutes before the official opening, and close 10 minutes later than the time indicated on the sign. This will show that you keep your promises and increase the goodwill towards you and your company.

7. Don't stop there

Creating high-level customer service is like growing a garden. At first, this is hard, thankless work with no visible results: it is necessary to clear the site, level the soil, plant and fertilize trees. Then follows the stage when the first fruits appear, they can be eaten, they bring pleasure to everyone. But to get a stable harvest, you need to regularly care for it, water it, cut dry branches. So it is in customer service: first, you need to make serious efforts to create a system. Then the first results will appear. The final goal is to achieve a permanent effect, to create such a system that it works without failures, and the staff knows the exact direction of development.

What to do. Develop a plan for implementing customer service. Don't grab everything at once. Do step by step work. For example, start with greetings and smiles to customers. Thus, gradually the whole company will begin to follow this. And then move on to the next step. After a while, reread this article again.

It would seem that simple rules together give an excellent result. But there is one caveat: all of them must be applied systematically, regularly, not sparing yourself and not postponing the matter to another day. The best customer service is the sum of all the little things that increase customer loyalty to your company.

• Managing stress in an organization: what a leader should know

Expert opinion

Low Cost Ways to Improve Customer Service

Ekaterina Prikhodko,

General Director of Ledokol LLC, Krasnodar

Today, firms are spending more and more money on improving customer service, marketing strategy, customer focus. In industries where there is fierce competition, costs can be 50-70% of the level of trade. But inexpensive ways to increase customer loyalty and sales should not be ignored. Here are a few options for how you can do this.

Controlling SMS. One radio station in Siberia offered its customers a kind of SMS control of commercials. So, five minutes before the start of the broadcast of the video, a message was sent to the client with a reminder to listen to it. The next message came after to confirm the release of the advertisement. This method created the image of a worthy counterparty for the radio station, which is attentive to its customers.

Warming SMS helps expand the client flow. One photography services company used a very unusual marketing ploy. In the event that it is not possible to conclude an agreement with a potential customer, an SMS is sent to him: “Dear (consumer name), we are sure that your wedding will be the most stylish and unforgettable.” The attention and the shown care inclined the client to cooperation with this firm.

National features. One firm located in the North Caucasus offered buyers of standard kitchens the installation of a second or third for free.

Rating of client emoticons. One restaurant printed five emoticons on their checks, ranging from the most dissatisfied to the most satisfied. Outraged visitors were given a 10% discount, a little upset - 5%, those who remained indifferent could not leave a tip, and the most satisfied customer service and cuisine were offered to leave a tip of 5-10% (at their discretion). This approach pleasantly surprises visitors, and also stimulates staff to serve better.

Blog Show. The Vladivostok market of components for trucks is very competitive. One firm organized a whole blog show. To begin with, the client's call to the service was recorded verbatim. Then the problem was diagnosed and the appropriate repair work was carried out. After that, photographs were taken so that the whole process was clearly visible from the moment of contact to the completion of the repair. All this information was posted on the corporate blog. Reports like these increased customer traffic by almost 10%.

Discount for friends. A company in Volgograd that organizes business trips has launched a campaign - additional discounts and bonuses if family members or colleagues travel with the client. Consumers quickly shared the news with their contacts, allowing the group to travel two weeks before the scheduled date.

Client Seminars. One large organization working in the field of furniture fittings holds customer seminars every three months. At the event, communication with regulatory authorities and consumers takes place, issues of hiring employees and so on are discussed. This firm managed to increase the average amount of contracts by almost 27% in a year.

Information about experts

Alexey Zvir, director of ZEVS LLC, Uryupinsk, Volgograd region. OOO "ZEVS" Year of creation: 2008. Number of stores: 2. Area: 100 and 200 m2. Staff: 30 people. Turnover and profit: not disclosed.

Ekaterina Prikhodko, CEO, Icebreaker, Krasnodar. Certified Business Sales Coach. Specialization: sales. On sale since 1999. An expert in the field of sales, building sales systems, trade and marketing technologies. Author of projects for the sales departments of Bodrisar, Black Sea Financial Company, Stucco Decors.

Andrey Voynov, marketing director of Invitro company. "Invitro"- the largest private medical clinic in Russia. Founded in 1995. Field of activity - medical research. The company's retail network includes more than 800 offices in Russia, Belarus, Kazakhstan and Ukraine.

An integral part of its regular operation. Each trip by car is an intense effect of friction forces, temperature changes, mechanical shaking, light, moisture, aggressive chemical environments and other negative factors on the body and all working units of the car, so regular monitoring of the condition of the car is absolutely necessary for its safe operation.

Unlike repair, technical inspection is preventive character and, as a rule, does not involve serious interventions in working systems. Nevertheless, it is timely quality service that ensures the absence of unpleasant surprises from the car.

Car maintenance can be divided into independent, performed by the owner in the mode of everyday use, and service requiring professional knowledge and additional technical equipment.

In both cases service task - preservation working condition of all vehicle systems, timely identification and elimination obvious and hidden malfunctions, identification of potentially "weak" places.

When buying a new car with the frequency of technical inspection for the owner, as a rule, everything is clear - the recommended terms and places for servicing the car are regulated by the manufacturer. However, you cannot rely on routine inspections alone to ensure safe operation, even when using a new vehicle.

Traditionally, first inspection includes:

• General inspection of the car, assessment of the condition of the body and paintwork
• Performing the necessary fixing work
• Cleaning and lubrication of individual elements
• Adjustment of lighting equipment
• Topping up working fluids

In addition, on the recommendation of the manufacturer or at the discretion of the owner, other vehicle systems can also be monitored to prevent deterioration of its operational or environmental characteristics, as well as to prevent an unjustified increase in the consumption of fuels and lubricants. At this stage, general visual inspection is of primary importance and serious problems are usually not detected.

Second service of cars has a similar structure, but is usually performed using diagnostic equipment, in addition, there is a significant increase in the complexity of the work being done.

In most cases, the manufacturer insists on performing service work in well-defined service centers. Otherwise, dealers often mention the possibility "withdrawal from warranty service" car. Despite the illegitimacy of such a statement, share of truth in such an approach. Any insufficiently qualified intervention in the operation of automotive systems can lead to breakdowns that are not related to factory defects, and, of course, such a case is guaranteed will no longer appear. For this reason, you should not give preference when carrying out service to technical centers that are not certified by the manufacturer to work with cars of your brand, and, moreover, unnamed car services.

In addition to the list of recommended technical centers and the timing of the inspection, as a rule, the manufacturer clearly stipulates the regulations for the work being carried out. In some cases, unscrupulous employees of service centers may, at their discretion, reduce the regulations established by the manufacturer, based on the overall reliability of brand cars. Check the compliance of the mandatory regulations with the actual work performed in the interests of the car owner himself.

In order to avoid problems in case of detection of certain violations in the operation of the car after the service, be careful when issuing related documents: representatives of the technical center must affix the necessary service book notes car and provide certificate of completion with a list of all procedures carried out.

For equipment that has stepped over the warranty period, the terms and procedure for inspection are determined by the owner, and the comfortable, uninterrupted operation and safety of the car depend only on him.

Self-check the technical condition of the car

Self-check the technical condition of the car- Another important point to ensure the working condition of the machine. For vehicles of all makes, a minimum daily maintenance by the owner is just as necessary as a regular inspection at the workshop. An attentive owner constantly keeps under control the indicators of oil and brake fluid levels, the condition of lighting devices and mirrors, as well as, if available, data from auxiliary sensors that reflect information about many vehicle systems.

In addition, a number of deviations in the operation of the steering or braking system can only be noticed directly in motion, so the driver must pay attention to certain uncharacteristic sounds, vibrations, backlashes. This fully applies to both new cars and cars of the "post-warranty" period.

The tasks of self-maintaining a car include regular cleaning of the car from dust, dirt and road reagents deposited on open body parts and optics, as well as, if necessary, treating the body with protective equipment.

Seasonal service

In a separate block of car service can be identified seasonal service. The necessary set of actions is relevant for most regions of Russia, since the greatest operational problems are created by "near zero" temperatures. These actions include changing tires, windshield washer fluid, oil and, for diesel vehicles, changing to the correct fuel for the season.

If winter temperatures regularly drop below zero in your area, so-called "all-season" tires and technical fluids are always a threat to the safety and performance of the car.

Thus, the reliability and predictability of the car's behavior on the road is provided by three "preventive" components: independent daily control owner for the technical condition of the car, professional technical service according to the mileage and service life, as well as competent seasonal service. Performing basic proactive manipulations will allow you to maintain the working condition of all elements of the car for a long time and, often, eliminate the need for expensive repairs.

Multidisciplinary car service station.

Advantages include the opportunity to full complex of services in one place. If the quality of service completely satisfies the car owner, his needs for all possible issues related to the car will be completely covered.

There are few disadvantages of such stations and they are connected, as a rule, with the organization of work at a particular station. Of the common shortcomings for all stations of this type, only high cost for individual (usually the most popular) types of work. At the same time, there is also a reverse approach to pricing, in which the most demanded services are below the average market level, and the service receives additional profit from less noticeable optional services.

Changing the oil in a robot or variator will avoid premature wear of the gearbox, extend its service life, improve driving comfort and avoid accidents. The main thing is to trust the work to professionals - HUNDRED SPOT. See for yourself - give us a call