chapter 1: what is customer service? customer service: a practical approach, 5th ed. by elaine k....

Chapter 1:What is Customer Service?

Customer Service: A Practical Approach, 5th ed.

By Elaine K. Harris

Customer Service: A Practical Approach, 5eElaine K. Harris

© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights

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What is customer service?

Anything we do for the customer that enhances the customer experience.



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Customer satisfaction:

The customer’s overall feeling of contentment with a customer interaction.



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Customer expectations:

Our personal vision of the result that will come from our experience.



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Customer perceptions:

The way we see something based on our experience.



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Examples of customer service

Free car wash with fill-up

Calling the customer by name

Easy return policy Updated map of the area

or GPS in rental cars A doctor calling you

back to see how you are feeling after a professional visit

On-time delivery Courtesy Enthusiasm

Showing the customer that you care

Excellent follow-up Empathy in handling

customer complaints and questions

Well-explained instructions

Illustrations of encouragement

Suggesting a less expensive option

Package carry out



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Why is excellent customer service so rare? Customer service is rare because it requires two things that the average person and organization are unwilling to commit to: Spending money Taking action



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The five needs of every customer

1. Service2. Price3. Quality4. Action5. Appreciation



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External customers:

Customers we do business with outside our organization.



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Internal customers:

The people we work with throughout our organization.



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Customer Attributes:

Characteristics that allow customers to be categorized according to demographic, psychographic, or firmographic information.



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Demographic information:

age income marital status education stage in the family life cycle

home ownership

sex ZIP code occupation household size mobility patterns ethnic background religion

Characteristics such as:



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Psychographic information:

lifestyles modes of living needs motives attitudes reference groups

culture social class family influences

hobbies political affiliation

etc.



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Firmographic information:

Characteristics about a company such as: how many employees they have the kind of business they are in whether they are retail, wholesale, or a service provider

their hours of operation



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Cost of Losing a Customer

We lose the current dollars that our business relationship created.

We lose the jobs that our clients provide.

We may suffer from a loss of reputation.

We may lose the intangible variable of future business.

chapter 1: what is customer service? customer service: a practical approach, 5th ed. by elaine k....

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