ORDER FULFILLMENT

&
CUSTOMER SERVICE
SCM – 603
Delivering a welcoming customer service environment
is essential to our success.

What is customer service?

It is not about fancy products or intricate corporate

culture; it is about dedicated, trustworthy employees
and loyal, satisfied customers.

There is only one boss—the customer. And he can

fire everybody in the company, from the chairman
on down, simply by spending his money somewhere
else. (SAM WALTON, FOUNDER OF WALMART)
 WHO is CUSTOMER?
A customer is a person, organization, or entity that
purchases goods or services from a seller or supplier in
exchange for money or other valuable consideration.
Customers are the primary recipients of products or
services and play a crucial role in driving the success of
businesses.
The definition of a customer typically involves a monetary
transaction. However, when we talk about internal
customers within an organization, the concept is adapted
to focus on the exchange of goods, services, or information
within the company rather than involving monetary
transactions.
 BRAINSTORMING SESSION
Think and choose the best answer
1. What is the primary goal of customer service?
a) To make a profit
b) To satisfy customers' needs and expectations
c) To promote a product
d) To reduce costs
Answer: b) To satisfy customers' needs and expectations
 BRAINSTORMING SESSION
Think and choose the best answer
2. What is the first step in resolving a customer complaint?
a) Offer a refund
b) Listen carefully to the customer
c) Apologize immediately
d) Transfer the call to a manager
Answer: b) Listen carefully to the customer
 BRAINSTORMING SESSION
Think and choose the best answer
3. Which of the following is a key aspect of effective
customer service?
a) Ignoring customer feedback
b) Fast response time
c) Offering discounts
d) Long hold times on the phone
Answer: b) Fast response time
 BRAINSTORMING SESSION
Think and choose the best answer
4. Which phrase is most appropriate when addressing a
customer's problem?
a) "That’s not my department."
b) "I can’t help you."
c) "Let me find a solution for you."
d) "I don't know."
Answer: c) "Let me find a solution for you."
 BRAINSTORMING SESSION
Think and choose the best answer
5. Why is it important to maintain a positive attitude during
customer interactions?
a) To get a promotion
b) It helps create a positive customer experience
c) To avoid complaints
d) To speed up the process
Answer: b) It helps create a positive customer experience
 BRAINSTORMING SESSION
Think and choose the best answer
6. Which of the following is an example of excellent
customer service?
a) Ignoring customer emails
b) Resolving issues in a timely manner
c) Transferring the customer to multiple departments
d) Avoiding customer feedback
Answer: b) Resolving issues in a timely manner
 BRAINSTORMING SESSION
Think and choose the best answer
7. What does excellent customer service usually result in?
a) Decreased customer loyalty
b) More complaints
c) Increased customer satisfaction and loyalty
d) Fewer customers
Answer: c) Increased customer satisfaction and loyalty
 BRAINSTORMING SESSION
Think and choose the best answer
8. Which of the following best describes proactive customer
service?
a) Waiting for the customer to contact you with an issue
b) Reaching out to customers before they encounter a
problem
c) Only responding when the customer escalates the issue
d) Referring the customer to self-service options
Answer: b) Reaching out to customers before they
encounter a problem
 BRAINSTORMING SESSION
Think and choose the best answer
9. What is a major benefit of implementing a customer
feedback loop?
a) It reduces operational costs
b) It allows you to ignore complaints
c) It provides insights to improve products and services
d) It helps avoid interaction with customers
Answer: c) It provides insights to improve products and
services
 BRAINSTORMING SESSION
Think and choose the best answer
10. Why is it important to personalize customer service
interactions?
a) To save time for the representative
b) It makes customers feel valued and enhances their
experience
c) It complicates the interaction unnecessarily
d) To reduce the need for customer follow-up
Answer: b) It makes customers feel valued and enhances
their experience
 BRAINSTORMING SESSION
Think and choose the best answer
11. How can a company use customer service to gain a
competitive advantage?
a) By offering the same level of service as competitors
b) By continuously improving the customer experience and
exceeding expectations
c) By focusing only on price competition
d) By ignoring customer complaints
Answer: b) By continuously improving the customer
experience and exceeding expectations
CUSTOMER SERVICE TODAY
 Successful customer service involves distinct, critical
components that, when merged together, produce a
cohesive, efficient system.
 These critical components include global
considerations, the use of diverse forms of online
communication media and technology, and the
delivery of service that is sensitive to the needs of
customers.
Customer Service Defined
Even though every customer is unique, they all expect
three things:
 a quality product,
 reliable timely service, and
 reasonable prices.
In other words, customers want to receive what they feel
they have paid for.
Customer Service Defined (Cont’d)
Customer service means different things to different
people.
In reality, however, the only perspective that matters is the
customer’s concept and perception of good service at the
time it is needed and delivered.
For Example:
For a busy traveling executive, an international flight that
leaves and arrives on time. (Cont’d)
Customer Service Defined (Cont’d)
For a college student entering a new school, competent
and caring advice from an advisor on the best course of
study.
Customer Service Defined (Cont’d)
Comprehensively stated, customer service is the process
of satisfying the customer, relative to a product or service,
in whatever way the customer defines his or her need, and
having that service delivered with efficiency, compassion,
and sensitivity.
That definition still stands even though social applications
such as Facebook, Twitter, and blogs, engage customers in
a new way.
Customer Service Approach
A customer-centric customer service representative is
respectful to the customer’s point of view and lets the
customer know that his or her point of view is heard and
valued. A customer-centric organization puts customers
first, is service oriented, and thoughtfully listens to,
develops, and satisfies a loyal, repeat customer base.
Customer Service – Loyal Customer Base
Developing a loyal customer base isn’t easy. Each time
customers come in contact with an organization, they get
an impression of the service and the products.
Everyone in an organization touches customers. The
employee’s behavior and attitude affect how the customer
feels about the company.
Customer Service – Loyal Customer Base (Cont’d)
As the customer service representative (CSR), or frontline
service provider who deals with customers on a day-to-
day basis, you come to signify all that your company
stands for—both good and bad.
Shaping Customer Service
Customer service is shaped by the needs and behaviors of
both consumers and businesses.
As the demands and characteristics of customers and
businesses change, customer service continues its
fascinating evolution.
Thriving companies view a customer across all
communication channels.
Shaping Customer Service (Cont’d)
For example, the following diverse forms of communication
have greatly influenced this evolution.
24/7/365 Service Delivery
Because Samsung, iPhones smartphones, and other online
options are supporting a generation of consumers in this
always-on mode, customers demand quicker response
times.
Shaping Customer Service (Cont’d)
Self-Serve Approach
Customers are increasingly online. They want self-service
options and demand responses in real time.
In addition, social media, such as Twitter and Facebook,
have grown to be an important new channel for interacting
with customers and engaging customer-to-customer
interactions in innovative, helpful ways.
Shaping Customer Service (Cont’d)
Customized Service
Technology allows companies to personalize customer
website visits.
For example, they welcome customers back by name and
suggest items based on previous purchases.
With the immediacy and personalization of this fast-paced
internet world, great customer service is only what the
customer says it is at a particular time.
Shaping Customer Service (Cont’d)
Growth of Communication Channels
Customers can now compliment or complain in different
ways—video, audio, blog, forum, etc.
With the growth of these communication channels, poor
customer service experiences can be shared with the
world in seconds.
Customers increasingly control the kind of service they
would like to receive by switching organizations, or
communicating it through social channels.
GOALS of Customer Service
The quality of service that a customer receives is greatly
influenced by an organization’s goals—often identified by
its mission statement and its vision of doing business.
As simple as the statements “Good service is good
business” or “Our customers are #1” can be, either one
may say all that is necessary to represent a company’s
overall customer goal.
 What are the Vision, Mission, and Goals
VISION: A vision is a future-oriented declaration of the
organization's long-term aspirations.
It answers the question:

"Where do we want to go?"

It provides a clear picture of what success looks like in the
long run.
The vision is usually inspiring and meant to align the efforts of
the organization toward a common future.
 What are the Vision, Mission, and Goals (Cont’d)
Examples:
Microsoft:
"To help people and businesses throughout the world realize
their full potential.”
Tesla: "To create the most compelling car company of the
21st century by driving the world’s transition to electric
vehicles."
 What are the Vision, Mission, and Goals (Cont’d)
University of Karachi Vision Statement:
“Rooted in the glorious years of history, we aspire for a new
dimension of progress based on social equality, sustainability
& security. We tend to develop our students into the
embodiment of excellence and to be recognized as a
progressive and renowned institution for leadership and
innovation. ”
NEDUET Vision Statement
“Be a leader in enabling Pakistan's social and economic
transformation.”
 What are the Vision, Mission, and Goals (Cont’d)
Mission: The mission explains the purpose of the organization
— why it exists, whom it serves, and how it aims to achieve its
vision.
It answers the question,

"What do we do?"
It focuses on the present and defines the organization's
fundamental activities.
 What are the Vision, Mission, and Goals (Cont’d)
Example:
Microsoft:
"To empower every person and every organization on the
planet to achieve more.”
Tesla:
"To accelerate the world’s transition to sustainable energy."
 What are the Vision, Mission, and Goals (Cont’d)
University of Karachi Mission Statement:
“Developing effective and responsible leaders by creating
insightful knowledge and inspiring minds in dialogue with the
world around us. We focus on providing competency-driven
education, leveraging our resources to provide experiential
learning, committing to continuous improvement, and linking
our research and outreach efforts to the driving forces of our
economy. ”
 What are the Vision, Mission, and Goals (Cont’d)
NEDUET Mission Statement
“Acquire education and research excellence in engineering
and allied disciplines to produce leadership and enabling
application of knowledge and skills for the benefit of the
society with integrity and wisdom".
 What are the Vision, Mission, and Goals (Cont’d)
Goals: Goals are specific, measurable outcomes that an
organization strives to achieve.
They are often short- to mid-term targets that drive the mission
forward.
Goals are actionable, and they break down the mission into
smaller, achievable steps that move the organization towards
realizing its vision.
 What are the Vision, Mission, and Goals (Cont’d)
Example:
Microsoft: Increase cloud computing services to 1 million
businesses by 2025.
Tesla:
Produce 500,000 electric cars annually by 2024.
 Vision, Mission, and Goals Linkage
The Vision drives the Mission: The vision outlines where the
organization wants to be in the long term, and the mission lays
the foundation for what needs to be done today to get there.
For example, if Tesla's vision is to transition the world to electric
vehicles, its mission of accelerating sustainable energy
solutions aligns perfectly with this future ambition.
The Mission drives the Goals: The mission defines what an
organization needs to do in its daily operations, and the goals
are specific tasks that help achieve that mission.
 Vision, Mission, and Goals Linkage (Cont’d)
Tesla's mission of promoting sustainable energy breaks down
into specific goals, such as producing a certain number of
electric cars by a specific date.
These goals are tangible steps toward achieving the broader
mission.
The Goals bring the Vision closer to reality: Goals translate the
vision into actionable plans.
As Tesla achieves more of its production and innovation goals,
it moves closer to its vision of becoming the world's leading
electric vehicle company. Each goal is a step towards making
the vision a reality.
 Vision, Mission, and Goals Linkage (Cont’d)
Example
Vision: "To become the global leader in the electric vehicle
market by 2030.“
Mission: "To create innovative, eco-friendly transportation solutions
that promote sustainability and reduce carbon emissions.“
Goals:
 Launch 10 new electric vehicle models by 2025.
 Reduce manufacturing carbon emissions by 50% by 2027.
 Achieve 40% global market share in electric vehicles by 2030.
 Vision, Mission, and Goals Linkage (Cont’d)
Example (Cont’d)
In this example, the vision sets the long-term destination
(being the global leader in the electric vehicle market).
The mission provides clarity on the organization's role in
promoting sustainability through transportation.
The goals are measurable milestones that move the company
toward fulfilling its mission, and ultimately achieving its vision.
 Vision, Mission, and Goals Linkage (Cont’d)
Think:

You are the VICE Chancellor

Of KU

What GOALS you will set

to achieve your Vision?