Establish and maintain trust with customers.

1. 10 3 Building and Maintaining Relationships Encouraging Customer Loyalty Learning Objectives, Chapter 10 • Establish and maintain trust with customers. • Explain customer relationship management and explain its importance to quality service. • Develop the service provider characteristics that will enhance customer loyalty. • Describe the provider’s responsibility for establishing and maintaining positive customer relationships.

2. Identify strategies that can be used to make customers feel like they are number one. Discuss strategies that can enhance customer satisfaction. Define quality service. Encouraging Customer LoyaltyLearning Objectives, continued

3. It is a term to describe the tendency of customers to return to a product or organization regularly because of the service and satisfaction they receive. The Role of Trust:What does customer loyalty mean?

4. What is trust? Trust is the most important criteria for a relationship. The key element in cementing interpersonal relationships is trust. The Role of Trust

5. Customer relationships—the practice of building and maintaining ongoing friendships with customers in an effort to enhance customer loyalty. The dimensions of trust: personal experience, organizational knowledge, deference, reference, and glitz. Customer Relationships:What does customer relationship management mean and why are they so vulnerable?

6. Proactive relationship building +Elimination of dissatisfiers +Resolution of problems +Follow up =Customer satisfaction and loyalty The Loyalty EquationEffective product/service delivery

7. Twelve Common Qualities of Service Providers Responsiveness Adaptability Communication Skills Decisiveness Enthusiasm Ethical Behavior Characteristics Affecting Customer Loyalty

8. Twelve Qualities of Service Providers(continued) Initiative Knowledge Problem-solving ability Professionalism Perceptiveness Planning ability Characteristics Affecting Loyalty

9. Make customers feel special Personalize your approach Listen actively Keep an open mind Be Responsible for Customer Relationships

10. Make customers feel special Individualize service Show respect Elicit input—review p. 265 information gathering Use effective closing statements Be Responsible for Customer Relationships

11. Satisfy customer’s needs Make positive initial contact Establish rapport Identify and satisfy customer needs quickly Strategies for Making Customers Feel Like # 1

12. Satisfy Customers’ Needs Exceed expectations Follow up Encourage customers to return Strategies for Making Customers Feel # 1

13. Build good relationships Pay attention Deal with one customer at a time Know your customers Give customers special treatment Enhancing Customer Satisfaction as a Strategy for Retaining Customers

14. Build good relationships Service each customer at least adequately Do the unexpected Handle complaints effectively See benefits, not features Know your competition Enhancing Customer Satisfaction as a Strategy for Retaining Customers

15. Total Quality Management (TQM) and Continuous Quality Improvement (CQI) These are systematic approaches to identifying and quantifying best practices in an organization and/or industry in order to make improvements in effectiveness and efficiency. Strive for Quality

16. Importance of Customer Loyalty, Fig. 10.2

17. Customer Needs and Strategies to Satisfy Them Addressing Customer Needs