![Page 1: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/1.jpg)
Chapter 1:What is Customer Service?
Customer Service: A Practical Approach, 5th ed.
By Elaine K. Harris
![Page 2: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/2.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.2
What is customer service?
Anything we do for the customer that enhances the customer experience.
![Page 3: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/3.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.3
Customer satisfaction:
The customer’s overall feeling of contentment with a customer interaction.
![Page 4: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/4.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.4
Customer expectations:
Our personal vision of the result that will come from our experience.
![Page 5: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/5.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.5
Customer perceptions:
The way we see something based on our experience.
![Page 6: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/6.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.6
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
![Page 7: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/7.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.7
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
![Page 8: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/8.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.8
The five needs of every customer
1. Service2. Price3. Quality4. Action5. Appreciation
![Page 9: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/9.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.9
External customers:
Customers we do business with outside our organization.
![Page 10: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/10.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.10
Internal customers:
The people we work with throughout our organization.
![Page 11: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/11.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.11
Customer Attributes:
Characteristics that allow customers to be categorized according to demographic, psychographic, or firmographic information.
![Page 12: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/12.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.12
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:
![Page 13: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/13.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.13
Psychographic information:
lifestyles modes of living needs motives attitudes reference groups
culture social class family influences
hobbies political affiliation
etc.
![Page 14: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/14.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.14
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
![Page 15: Chapter 1: What is Customer Service? Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris](https://reader036.vdocument.in/reader036/viewer/2022080822/56649e7b5503460f94b7cf97/html5/thumbnails/15.jpg)
Customer Service: A Practical Approach, 5eElaine K. Harris
© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights
Reserved.15
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.