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Introduction To Customer Care or Client Care
An enhanced client or customer care is of inestimable importance
to organisational effectiveness, not least because users or
consumers trust your establishment and do not expect to be
betrayed, but primarily that our very existence rely on their
patronage. They have a wide choice of suppliers or providers,
who offer similar or better-quality products or services, at
competitive prices.
Clients or customers will opt for a product or service, even if
it is more expensive than the competition, because of the
assurance that they receive from the front-line service
personnel. You will most likely be annoyed if you receive two
hundred pounds (£200.00) less salary than you expect; your
salary is 5 days late or you did not receive it at all; your
appraisal report neglects your positive contributions but
highlight the negatives or is unreflective of the glossy picture
that your manager has been painting of you; you were given the
wrong profile and consequently denied promotion.
You will be annoyed because you trust the accounting system and
the appraisal and administration systems. You have a right to be
treated with respect when you complain in annoyance. Your
clients or customers also have an expectation that you will, in
the least, be empathetic to them; that you will assure them that
the situation will be put right; that they will be compensated
for their inconvenience. If you offer next-day delivery, they
will order items and expect delivery because they trust you. If
you disappoint them, then they will disappoint their customers
or clients, who might also disappoint their customers or
clients.
You have created a chain of disaster costing millions of pounds.
Why shouldn’t these customers or clients be angry? If they are
not, then consider them stupid. The measures that you have in
place, to put things right might cost you more than the value of
the product or service that you provide them but you are
building and maintaining that relationship. The customers or
clients that you are dealing with might be worth a few hundred
pounds, today, but might be worth a billion pound before you
realise it. Social media aside, one satisfied client or customer
might be your link to thousands of potential customers or
clients. When I share my experience as a client or customer with
the more than one thousand (>1,000) students whom I meet each
week, they will be spreading the word (negative or positive) to
another five thousand (5,000) potential customers or clients.
Now consider just ten academics, like myself, who receive a good
‘product or service experience’ that they wish to share with
their students; this translates into sixty thousand (60,000)
potential or repelled customers or clients. Consider the
constituents of one household, even though you are aware of only
one member; they interact with their friends and neighbours and
compare notes on the quality of products that they receive from
you. Consider the snowballing effect that a positive impression
will have.
Someone might be having a bad day; might be bereaved; just
separated; just lost a job; just missed a flight; just received
a devastating health diagnosis; just lost a loved one. You will
not be aware of his or her plight but the reality is that these
events will have a physiological effect on how your customers or
clients look and sound and over which they have little control.
You are the psychologist, the psychiatrist, the therapist in a
most indirect way but which will have implications for future
relationship.
Effective customer or client care policy and strategy must be
viewed from the perspective of the digital age in which they
exist. No longer is the news being spread via the ‘word of
mouth’, on a one-to-one basis; it is now one-to-many. The
digital age means that Twitter, LinkedIn, Facebook and all the
other social media representations, can be used to give a wider
circulation of client and customer experience of your products
and services. Expect that everyone with whom we come into
contact, has a mobile phone, watch or camera that can take
pictures and record our behaviours, at every step of the way. Be
conscious that whatever we say or do is being recorded and
shared. Clients and customers’ sharing information in this way
is much more effective than paid advertisements. While we hope
that these shared experiences are positive, unfortunately, they
are sometimes negative, resulting in brand damage within an
instant. We have seen so many examples of images and recordings
of poor treatment being exacted on patrons. This means that the
poor treatment of one customer or client, on a bad day for a
front-line staff, can tarnish the reputation of our
organisation. Try to recall these incidents that wreaked
reputational damage to the organisations concerned:
·
The gentleman who was dragged off an airline;
·
The group that was subjected to police harassment, at the
instance of the service crew;
·
The musician whose guitar got damaged on an airline and who,
later, composed a YouTube hit, deploring the company;
·
The mobile phone company that continued to bill for the service
charge on a deceased’ phone, long after his death, refusing to
cancel his account, despite being requested to do so by his
daughter;
·
The salesperson who insulted a potential customer, who left the
store without making a purchase;
·
The delivery driver filmed throwing a computer monitor over a
fence, thereby smashing it.
These are a few of the customer or client service blunders that
went viral, on social media, putting the organisations concerned
in an awkward position, ruining their hard-earned reputation.
Whenever we are the subject of these types of publicity, it is
likely that we get a surge of new customers or we find that our
current customers dwindle or virtually disappear, their having
found less objectionable sources of their desired product or
service.
We need to ensure that we go beyond the ‘call of duty’, ensuring
that we surpass all expectations, in order to meet the demands
of our clienteles. Managers, policymakers, and executives need
to be cognisant of the fact that their organisation is being
represented to the public by their frontline staff. It is for
this reason that they need to be given measured autonomy to
address problems that occur in the process of meeting the needs
of customers and clients. For example, where a customer is
infuriated about an error, on the part of the agent or service
personnel, he or she can be justly compensated with a gift or a
cash-back. This gesture can alleviate the animosity that might
exist and persist between the organisation and the client or
customer.
Empowering your frontline staff to take the necessary action, as
damage limitation, means that they will use their discretion to
address some of the issues that they face while you and their
managers and supervisors are ‘absent’. Whenever they apply their
autonomy, in using organisational resources to address
situations, they should be confident that you will support their
actions, operating on your behalf, despite their cost, to the
organisation, in the short term. This should be the case, the
fact that they have taken the necessary measures to alleviate
the negative implications of not acting in time. This scenario
represents ‘motivational job design’, a factor that constitutes
job satisfaction for the employee, organisational effectiveness
being a positive spin off.
It is not about just ‘helping’ people but exceeding normal
expectations, in meeting clients’ needs. At best, we should
provide them with pleasant surprises with respect to how we
treat them. How do we know that we are going beyond the normal
expectations? First, we need to know their anticipation in
relation to the law; that which protects them, upholding their
rights.
Many organisations make the error of establishing a customer or
client service strategy, which fall short of the requirements of
the law. For example, if we have a policy that requires the
acceptance of return of an item, within a specific period, it
must be at least, but not less than that which the law
stipulates. Many organisations have been caught out dispensing
what they thought was an excellent client or customer service,
only to find themselves in breach of legislation – facing
enormous fines. It is for this reason that I have incorporated
the law within this revised customer client care course. It is
designed to create an understanding of the legal environment in
which the provider-client relationship operates.
My bottom-line is: ‘treat your clients and customers with the
respect that they deserve, because you need their business; you
depend on their patronage; your survival depends on it; your
organisation’s survival is your survival; you are a part of the
system and you can do a great deal to improve it or you can
contribute to its disastrous end; its demise is your ‘real
death’’. The type of contribution that you make, in customer or
client service, has a cyclical effect on our national economy
and affect the lives of millions. This Postgraduate Shot Course
on client service or customer service will address these and
other pertinent issues.
This customer care or client care Postgraduate Short Course is
designed to ensure that your clients or customers are motivated
to remain loyal to your organisation. If your customers or
clients are treated with the respect, value and empathy that
they deserve, they will continue to support the product or
service that they receive.
Become familiar with the provisions of Regulations 1999;
Communicate effectively with clients, colleagues, juniors and
managers;
Demonstrate a heightened understanding of the implications of the
Supreme Court’s Ruling on Payment Protection Insurance (PPI) in the
UK;
Demonstrate a heightened understanding of the provisions of UK
Consumer Protection Law and its application;
Demonstrate an understanding of the flaws that have been uncovered
in the “Payment Protection Insurance Market Investigation Order
2011”;
Demonstrate an understanding of the legal framework of client
service;
Demonstrate an understanding of the value of front-line staff to
organisational effectiveness;
Demonstrate their
ability to contribute to the maintenance of customer/ client
loyalty;
Demonstrate their ability to initiate improvements in client
service;
Demonstrate their ability to remain calm and courteous during
unpleasant situations such as an encounter with an irate client;
Demonstrate their expert knowledge of the
Consumer Rights Act 2015
Demonstrate their expertise in leading a customer/client care team;
Determine how the consumer’s rights are protected under the Unfair
Trading Regulations 2008;
Determine the Consumer Rights in Paying For Goods and Services;
Determine the most appropriate way of addressing unfair terms in
home improvement contracts;
Determine the role of the Competition and Marketing Authority (CMA)
in Promoting Fairness to Consumers;
Determine The role of Trading Standards in dealing with consumer
complaints
Determine the role of Trading Standards in protecting consumer
rights;
Determine what constitutes a
‘non-binding’ contract, under The
Unfair Terms in Consumer Contracts Regulations 1999
Discuss the unfair contract terms;
Distinguish selling at a distance from the distance selling;
Enumerate the Core Criteria for Consumer Codes of Practice;
Evaluate the key provisions of Estate Agents Act 1979;
Exhibit a ‘functional’ level of interpersonal relationship;
Exhibit a willingness to seek help and advice from colleagues and
managers, when faced with difficult situations;
Exhibit an awareness of the high standard of service, which each
client anticipates;
Exhibit an understanding of the functioning of a ‘client-driven
organisation’;
Exhibit competence in fundamental aspects of customer/ client
service - incorporating sensitivity to clients’ needs;
Exhibit leadership in dealing with ‘the irate customer/ client’;
Explain in detail the principles of “Repair of Refund”;
Explain the concept of “Fit For Purpose” Rule and determine its
implications;
Explain what are covered by the manufacturers’ warranty;
Gain information about Consumer Credit Directive (CCD) 2010/ 2011;
Identify transactions which are not considered a ‘Sale’;
Illustrate their ability to manage internal and external
customer/client care environments;
Illustrate their understanding of the need to Empower Front-line
Staff to Redress ‘Dissatisfactory Client/ Customer Situations’;
Indicate The Powers of the Office of
Fair Trading, under the
Unfair Terms in Consumer Contract Regulations 1999
Know the liability of manufacturer under the Consumer Protection
Laws;
Learn how the unfair terms in Consumer Contracts are interpreted;
Outline at least five provisions of the Consumer Rights Act 2015,
analysing their enforceability;
Provide examples of the legal application of ‘Fitness For Purpose’;
Recall fundamental elements of the
‘Sale of Goods Act 1979’;
Recall important points of law in the Unfair Terms in Consumer
Contract Regulations 1999;
Recall the obligation of the producer of goods and service, under
the ‘Sale of Goods Act 1979’;
Recall the obligation of the service
provider/ product retailer, and manufacturer under
The Supply of Goods and Services Act
1982
Recall the obligations of the retailer/ service provider under the
‘Sale of Goods Act 1979’
Specify the retailer’s liability under the Consumer Protection Laws;
Suggest the role of the former Office
of Fair Trading (OFT), in dealing with consumers’ complaints under
The Unfair Terms in Consumer
Contracts Regulations 1999;
Indicate the correct interpretation of the law in relation to:
Financial Penalties;
Cancellation Clauses;
Supplier's Right to Cancel Without Notice;
Excessive Notice Periods for Consumer Cancellation;
Binding Consumers to Hidden Terms;
Supplier's Rights to Vary Terms Generally.
Right to Change What Is Supplied;
Price Variation Clauses;
Supplier's Right of Final Decision;
Entire Agreement and Formality Clauses;
Binding Consumers Where the Supplier Defaults;
Supplier's Right to Assign Without Consent;
Restricting the Consumer's Remedies.
Contents, Concepts and Issues
Part 1 – The Customer Focused Organisation: Perfecting the
Relationship Between the Organisation and its Clientele
Who is a ‘front-line staff’?
Who has customer/ client-relation and customer/ client-relation
responsibility?
Value of front-line staff to organisational effectiveness;
Features of a Client-Driven Organisation;
Internal & External Factors Influencing Client Behaviour;
Client Motivation;
How Can We Assure Clients That They Are Getting a Good Deal?;
Working Towards Clients’ Continued Accessing of Service;
Sensitisation & Client Needs: Role Transposition
What to Know About Your Clients;
Maintaining a Generalised Client Information System
Dealing with Sensitive Situations: Confidentiality VS Disclosure
Dealing with an Irate Client: Understanding Clients’ Frustration
Improving Worker-Client Relation
Communication: Perfecting ‘The Approach’ and Offering Assistance
Contributing to the maintenance of customer/ client loyalty;
Empowering Front-line Staff to Redress ‘Dissatisfactory Client/
Customer Situations’;
Seeking help and advice from colleagues and managers, when faced
with difficult situations;
Dealing with conflict between client/ customer and front-line
staff.
Part
2 -
Salient Consumer-Related Terms and Their Legal Interpretations
Trader;
Consumer;
Business;
Goods;
Services;
Digital Content.
Sales Contract;
Hire Purchase Agreement;
Contract For The Hire of Goods;
Contract For Transfer of Goods;
Absolute Contract;
Conditional Contract;
Mixed Contract;
Ownership of Goods;
Transferring Ownership of Goods.
Part 3 - Provisions of the Consumer
Rights Act 2015 and Their Enforceability (1)
Sales Contracts;
Contracts For The Hire of Goods;
Hire-Purchase Agreements;
Contracts For Transfer of Goods;
Goods to Be of Satisfactory Quality;
Goods to Be Fit For Particular Purpose;
Goods to Be As Described;
Other Pre-Contract Information Included In Contract;
Goods to Match A Sample;
Goods to Match A Model Seen or Examined;
Trader to Have Right to Supply The Goods Etc;
Consumer’s Rights to Enforce Terms About Goods;
Right to Reject;
Time Limit For Short-Term Right to Reject;
Right to Repair or Replacement;
Right to Price Reduction or Final Right to Reject;
Delivery of Wrong Quantity;
Instalment Deliveries;
Passing of Risk.
Part 4 - Provisions of the Consumer
Rights Act 2015 and Their Enforceability (2)
Goods Under Guarantee;
Liability That Cannot Be Excluded or Restricted;
Contracts Applying Law of Non-EEA State
Digital Content to Be of Satisfactory Quality;
Digital Content to Be Fit For Particular Purpose;
Digital Content to Be As Described;
Other Pre-Contract Information Included In Contract;
Supply By Transmission and Facilities For Continued
Transmission;
Quality, Fitness and Description of Content Supplied Subject
to Modifications;
Trader’s Right to Supply Digital Content;
Consumer’s Rights to Enforce Terms About Digital Content;
Right to Repair or Replacement;
Right to Price Reduction;
Remedy For Damage to Device or to Other Digital Content;
Liability That Cannot Be Excluded or Restricted;
Contract For A Trader to Supply A Service to A Consumer.
Part 5 - Provisions of the Consumer
Rights Act 2015 and Their Enforceability (3)
Service to Be Performed With Reasonable Care and Skill;
Information About The Trader or Service to Be Binding;
Reasonable Price to Be Paid For A Service;
Service to Be Performed Within A Reasonable Time;
Relation to Other Law On Contract Terms;
Consumer’s Rights to Enforce Terms About Services;
Right to Repeat Performance;
Right to Price Reduction;
Liability That Cannot Be Excluded or Restricted;
Powers of The Court;
Requirement For Contract Terms and Notices to Be Fair;
Contract Terms Which May or Must Be Regarded As Unfair;
Exclusion From Assessment of Fairness;
Bar On Exclusion or Restriction of Negligence Liability;
Effect of An Unfair Term On The Rest of A Contract;
Requirement For Transparency;
Contract Terms That May Have Different Meanings;
Enforcement of The Law On Unfair Contract Terms;
Duty of Court to Consider Fairness of Term;
Application of Rules to Secondary Contracts;
Disapplication of Rules to Mandatory Terms and Notices;
Contracts Applying Law of non-EEA State;
Investigatory Powers etc.
Part 6 - Provisions of the Consumer
Rights Act 2015 and Their Enforceability (4)
Amendment of Weights and Measures Legislation Regarding
Unwrapped Bread;
Enterprise Act 2002: Enhanced Consumer Measures and Other
Enforcement;
Contravention of Code Regulating Premium Rate Services;
Private Actions In Competition Law;
Appointment of Judges to The Competition Appeal Tribunal
Duty of Letting Agents to Publicise Fees Etc;
Letting Agents to Which The Duty Applies;
Fees to Which The Duty Applies;
Letting Agency Work and Property Management Work;
Enforcement of The Duty;
Supplementary Provisions;
Qualifying Institutions For The Purposes of The Student
Complaints Scheme;
Duty to Provide Information About Tickets;
Prohibition on Cancellation or Blacklisting;
Duty to Report Criminal Activity;
Duty to Review Measures Relating to Secondary Ticketing;
Power to Make Consequential Provision;
Power to Make Transitional, Transitory and Saving
Provision;
Financial Provision.
Part 7 – Other Pertinent Issues in Consumer Protection: Their
Legal Bases and Remedies
Purchasing Goods at Home:
Buying on the doorstep;
Criminal Offences;
Distance Selling;
The Right to Clear Information;
Right to Cancel;
If the Seller is Outside UK;
If the Goods Don’t Arrive.
Consumers and Credit:
Consumer Credit, Generally;
Right of Withdrawal;
Credit Cards;
Credit Reference Agencies;
Credit Unions;
Logbook Loans;
Money Lenders;
Payday Loans;
Personal Loans.
Part 8 - Other Consumer Protection Legislation, and
Associations: How Beneficial?
The Role of The Consumer Credit (Agreements) Regulations 2010:
Statutory Instrument 2010 No. 1014;
Effectiveness of The Consumer Credit (Advertisements)
Regulations 2010: Statutory Instrument 2010 No. 1970;
The Role of The Consumer Credit Association (CCA);
The Function of The Consumer Credit Trade Association (CTA);
The Finance and Leasing Association (FLA): Benefit To
Consumers?.
Part 9 - Pertinent Issues in Consumer Protection: Their Legal
Bases and Remedies
Defective goods purchased on credit:
Inability to Meet Repayments;
The Consumer Credit Act and Extortionate;
Credit Bargains;
The Consumer Protection from Unfair Trading:
Regulations 2008;
Misleading Actions And Omissions;
Aggressive Practices;
General Duty Not To Trade Unfairly;
Consequences of Non-Compliance;
Unsafe Goods:
General.
Package Holidays:
The Package Travel. Package Holidays and Package Tours
Regulations 1992;
The Definition of Package Holidays;
Information Given by Tour Operator;
Statements Made in Holiday Brochure;
Liability-Terms and Performance of the Contract;
Alterations to a Holiday;
Overbooking of Flights;
Insolvency of the Tour Operator;
Consumer Remedies.
Part 10 - Dispute Resolution For Consumers
Consumer-Supplier Disputes;
Alternative Dispute Resolution (ADR);
Alternative Dispute Regulations 2015: Statutory Instrument 2015
No. 542;
Types of Alternative Dispute Resolution;
Conciliation;
Arbitration;
Mediation;
Ombudsman Schemes;
Locating an Alternative Dispute Resolution Scheme;
Some Consumer Dispute Resolution Agents:
Office of Gas and Electricity Markets (Ofgem)
Financial Conduct Authority (FCA)
Civil Aviation Authority (CAA)
The Small Claims Court;
Statute of Limitation: Standard and Variable;
Types and Levels of Claim;
Initiating a Small Claim;
Letter Before Action.
Part 11 - Renowned Consumer-Supplier Dispute Areas
Timeshare Property;
Payment Protection Insurance (PPI);
Implications of the Supreme Court’s (2015) Ruling on Payment
Protection Insurance (PPI) in the UK;
Travel Insurance;
Suppliers Going Out of Business;
Dry Cleaning;
Mobile Phones;
Private and Car Boot Sales;
Buying at Auction;
Banks and Building Societies;
Car Insurance.
Retailer VS Manufacturer’s Liability.
Click To Download the PDF Brochure, for
this Course
