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Customer Service
Who is a customer?
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Customer Service
Who is a customer?
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The most important person in any business. Is not dependent on us, but we are on him/her. Is not an interruption for our work, but rather the purpose for it. Does us a favor when he/she calls, we are not doing him/her a favor serving them Is part of our business, not an outsider
Is a human being like us, with the same feelings and emotions Is not someone to argue with, or match wits with Brings us their wants, it is our job to fulfill these needs and wants Is deserving of the most courteous and attentive service we can provide Is the lifeblood of every business
Customer Service
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Customer Service
What the great companies do
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They offer a quality product or service at a fair price. n They believe that quality drives profits. n They are attuned to customer needs. n Quality driven companies are obsessed with making a positive impact on customers at the "moments of truth."
Customer Service
What the great companies do
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Customer Service
What the great companies do
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Managers in customer-oriented companies keep policies, procedures and rules in perspective. n Employees or associates at all levels unite as a team for the sole purpose of meeting customer's needs. n Exceptional customer service firms recover skillfully from mistakes without placing blame or finding fault.
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Managers of great customer service companies support front-line associates in every conceivable way. Customer driven firms care about their associates as well as their customers. Customer driven firms are perpetually dissatisfied with their performance and are always looking for ways to improve.
Customer Service
What do dissatisfied customers do?
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Take no action
Forget the experience
Private action
Boycott the store Warn others about the store
Service Quality
Situational Factors
Public action
Register complaint Legal action
Price
Personal Factors
Service Quality
The customers judgment of overall excellence of the service provided in relation to the quality that was expected. n Process and outcome quality are both important.
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Loyalty (retention)
Satisfaction measure
Source: James L. Heskett, W. Earl Sasser, Jr., and Leonard A. Schlesinger, The Service Profit Chain, (New York, NY: The Free Press, 1997), p. 83.
SERVQUAL Attributes
RELIABILITY
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ASSURANCE
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Providing service as promised Dependability in handling customers service problems Performing services right the first time Providing services at the promised time Maintaining error-free records
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Employees who instill confidence in customers Making customers feel safe in their transactions Employees who are consistently courteous Employees who have the knowledge to answer customer questions
EMPATHY
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RESPONSIVENESS
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Keeping customers informed as to when services will be performed Prompt service to customers Willingness to help customers Readiness to respond to customers requests
Giving customers individual attention Employees who deal with customers in a caring fashion Having the customers best interest at heart Employees who understand the needs of their customers Convenient business hours
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TANGIBLES
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Modern equipment Visually appealing facilities Employees who have a neat, professional appearance Visually appealing materials associated with the service
is the moment of truth occurs any time the customer interacts with the firm can potentially be critical in determining customer satisfaction and loyalty types of encounters: remote encounters phone encounters face-to-face encounters is an opportunity to: build trust reinforce quality build brand identity increase loyalty
GOAL - understanding actual events and behaviors that cause customer dis/satisfaction in service encounters n METHOD - Critical Incident Technique n DATA - stories from customers and employees n OUTPUT - identification of themes underlying satisfaction and dissatisfaction with service encounters
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Think of a time when, as a customer, you had a particularly satisfying (dissatisfying) interaction with an employee of . When did the incident happen? What specific circumstances led up to this situation? Exactly what was said and done? What resulted that made you feel the interaction was satisfying (dissatisfying)?
Recovery
DONT
Ignore customer Blame customer Leave customer
to fend for him/herself
Adaptability:
Employee Response to Customer Needs and Requests
Coping:
Employee Response to Problem Customers
Spontaneity:
Unprompted and Unsolicited Employee Actions and Attitudes
Acknowledge problem Explain causes Apologize Compensate/upgrade Lay out options Take responsibility
Adaptability
DO
Recognize the
seriousness of the need Acknowledge Anticipate Attempt to accommodate Explain rules/policies Take responsibility Exert effort to accommodate
Spontaneity
DO
Take time Be attentive Anticipate needs Listen Provide information (even if not asked) Treat customers fairly Show empathy Acknowledge by name
DONT
Promise, then fail to
follow through Ignore
DONT
Show unwillingness
to try
Embarrass the
customer
Laugh at the
customer
Exhibit impatience Ignore Yell/laugh/swear Steal from or cheat a customer Discriminate Treat impersonally
Avoid responsibility
Coping
DO DONT
Listen Try to
accommodate
Take customers
dissatisfaction personally Let customers dissatisfaction affect others
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People
Process
Physical Evidence
Thursdays class
Chp 5 Marketing Research, Listening to Customer Requirements n Glorious Hotel mini-case discussion n Service watch assignment #2
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