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Tables of Contents for Customer Service
Chapter/Section Title
Page #
Page Count
Preface
vii
1 Foster Positive Attitudes
Recognizing the Role of Customer Service in Your Success
Understand That No One Succeeds Without Customer Satisfaction
3
1
Recognize All the Players: Customers by Any Other Name...
4
1
Strive to Create Customer Partnerships
4
2
Get and Keep Customers
6
1
Recognize the Good News and Bad News About Customer Service
7
1
Calculate the Terrible Cost of the Lost Customer
7
4
Recognize the Challenge of Translating Slogans and Good Intentions into a Strategy
11
1
Know Why Service Is Important to You-Yes, You!
12
1
Strive for the Ultimate Coal: Customers for life
13
3
A Final Thought
16
1
Summary
16
1
Key Concepts
17
1
Self-Test Questions
17
1
Application Activity
18
2
2 Recognize and Deal with Customer Turnoffs
The Customer Keeps Score
Be Aware That Everyone Has Pet Peeves About Service
20
2
Recognize That the Little Things Mean Everything
22
2
Identify Three Categories of Customer Turnoffs
24
5
Get Your Customers Beyond the "Zone of Indifference"
29
1
Value Service Recovery
30
1
Recognize the Emotional Element in Service Excellence
31
1
Loyalty Comes from Customers' Awareness That Service Is Your Business
32
1
Earn Your Customer's Loyalty
32
1
Recognize and Eliminate Your Customer's Turnoffs
32
6
A Final Thought
38
1
Summary
39
1
Key Concepts
40
1
Self-Test Questions
40
1
Application Activity
40
4
3 Deal with Dissatisfied Customers
Here's an Opportunity for You
Maintain a Healthy Customer Retention Attitude
44
2
Develop Your Recovery Skills
46
2
Understand What Happens if the Customer Is Still Not Satisfied
48
1
Look Back and Learn from Each Situation
49
1
Handle the Occasional Customer from Hell
49
3
Handle a Nasty Complaint Letter
52
1
Use the 3 F's (Feel, Felt, Found) to Disarm the Upset Customer
52
1
Use Human Relations Skills to Convey Appropriate Tone
53
5
Understand That Assertive Behavior Is Not Aggressive Behavior
58
3
A Final Thought
61
1
Summary
61
1
Key Concepts
61
1
Self-Test Questions
62
1
Application Activity
62
6
4 Exceed Customer Expectations
The Master Key Called A-Plus
Stay Close to Your Customers
68
1
Understand Why Customers Do What They Do
69
5
Understand Why A-Plus Leads to Customer Retention
74
2
Recognize the Positive Side of Equity Theory
76
1
Learn to Understand What Customers Anticipate
77
1
Strive to Exceed Customer Expectations
78
1
Innovate with the Six A-Plus Opportunities: VISPAC
79
8
Recognize Where Good A-Plus Ideas Come From
87
1
A Final Thought
88
1
Summary
88
1
Key Concepts
89
1
Self-Test Questions
89
1
Application Activity
89
9
5 Use Behaviors that Win Customer Loyalty
It's What You DO
Recognize That Anything Can Convey a Message
98
1
Understand Behavior and Personality Factors That A-Plus Customers
99
1
Know Which Individual Behaviors Can Convey Personality
99
11
Recognize Organizational Behaviors That Convey the Culture
110
8
A Final Thought
118
1
Summary
118
1
Key Concepts
119
1
Self-Test Questions
119
1
Application Activity
119
5
6 Apply Winning Telephone Techniques
Use Phone Responsiveness to Create Customer Loyalty
Know the Benefits and Drawbacks of Telephone Communication
124
2
Apply These Action Tips for Better Telephone Usage
126
15
A Final Thought
141
1
Summary
141
1
Key Concepts
141
1
Self-Test Questions
141
1
Application Activities
141
5
7 Use Web Sites to Build Customer Loyalty
Tap Into the Miracle of the Internet
What Is Web-Based Customer Service?
146
1
Understand the Categories of Web-Enabled Customer Service
147
2
Recognize the Business Case for "Webifying" Customer Service
149
2
Apply the Top 10 Action Tips for Avoiding e-Service Problems
151
6
A Final Thought
157
1
Summary
158
1
Key Concepts
158
1
Self-Test Questions
159
1
Application Activity
159
4
8 Use Written Messages to Boost Customer Satisfaction and Loyalty
Writing Can Create Valuable Ties
Apply These Action Tips When Using Goodwill Messages
163
1
Use Sales Follow-up Letters and E-mails
164
2
Use Routine Informative Messages
166
2
Follow Three General Guidelines for Routine Messages
168
1
Write Appreciation Messages
168
1
Write Congratulations or Recognition Messages
169
1
Express Sympathy or Condolences in Writing
169
1
Adhere to a General Pattern in Goodwill Messages
170
1
Create Goodwill for the Organization Through News Releases
170
2
A Final Thought
172
1
Summary
173
1
Key Concepts
173
1
Self-Test Questions
173
1
Application Activities
174
2
9 Get Others to Give Great Service
Roles of the Supervisor, Manager, or Leader
Do the Work of Management
176
1
Understand the Key Functions of Management
176
2
Recognize How Good Management Requires Good Communication
178
1
Recognize That Customers Like Organizations That Communicate Well
179
1
Remember That the Customer Determines Communication Success
180
1
Employ Specific Management Functions for Customer Service
181
6
Manage with Questions
187
1
Spend Time to Instruct and Motivate Employees
188
1
Express Approval to Create Worker Motivation
188
1
Use the Psychology of Change
188
2
Use Appropriate Praise and Criticism
190
1
Give Clear Instructions
190
3
Initiate and Sustain an A-Plus Customer Loyalty Strategy
193
4
A Final Thought
197
1
Summary
197
1
Key Concepts
198
1
Self-Test Questions
198
1
Application Activity
198
5
10 Understand the Future of Customer Loyalty
Changing Conventions in Customer Service
Understand the Technology Shifts for the New Future
203
2
Recognize Emerging Trends in Customer Service Technology
205
5
Recognize the Social and Economic Shifts for the New Future
210
1
Use the New Media for a One-to-One Future
210
1
Explore Customer Relationship Management (CRM) and Customer Strategy Solutions
211
1
Employ a Customer Strategy
212
1
Use Contact Management Systems
212
1
Use Interactivity Options Now Available
213
1
Use Media Breakthroughs to Allow Better One-to-One Communication
214
1
Apply Relationship Marketing: The Only Way to Survive in the Future
214
2
Cain Customer Share, Not Market Share
216
1
A Final Thought
217
1
Summary
218
1
Key Concepts
218
1
Self-Test Questions
219
1
Application Activity
219
2
Appendix: How to Lead or Participate in an A-Plus Idea-Generating Meeting
221
7
Index
228