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Tables of Contents for The Customer Service Workbook
Chapter/Section Title
Page #
Page Count
About the authors
vii
Preface
ix
Acknowledgements
xi
Getting into your customers' heads, and winning their hearts
1
19
Why you need to understand your customers
2
1
What you need to understand about your customers
3
9
Decision-making processes
12
4
Desire for control
16
4
Getting the facts through straightforward research
20
22
Observation
20
2
Experiencing
22
1
Talking
22
4
Internal research -- qualitative
26
12
Internal research -- quantitative
38
2
External research
40
1
Advanced research
41
1
Making three big decisions, and building your service strategy
42
35
The three key ingredients for designing a service strategy
43
13
Implementing your service strategy
56
15
Using measures to stay on track
71
6
Extraordinary performance from `ordinary' people
77
25
Selection
78
7
Training
85
4
Customer-centred management
89
13
Creating the culture that compels great service
102
17
The drivers of culture
103
7
Frontline empowerment
110
9
Using the positive power of complaints
119
10
Free research
120
3
The opportunity to improve broken processes
123
2
The chance to recover -- and create a story
125
4
Making it all work
129
25
Service processes
129
5
Service functionality and design
134
17
Process improvement
151
3
Location, location, location
154
11
Context
155
1
Economics
155
1
Demography
156
1
Site attributes
156
3
Geographic representation
159
6
Measuring your performance
165
31
Measuring customer satisfaction
165
19
Developing and implementing service standards
184
6
How to use measures to improve performance
190
6
Customers who come back again and again and again
196
14
What is loyalty?
197
2
How to measure loyalty
199
5
How to develop loyalty strategies
204
3
What is the value of loyalty?
207
3
Appendix: Worksheets
210
7
References
217
2
Index
219