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Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris

Learn how to develop a successful customer service plan by focusing on culture, infrastructure, and customer segmentation. Understand high-touch and low-touch customer interactions, consumption behavior, and market segmentation to create effective strategies. Discover practical guidelines for implementing a customer-centric approach.

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Customer Service: A Practical Approach, 5th ed. By Elaine K. Harris

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  1. Customer Service: A Practical Approach, 5th ed.By Elaine K. Harris Chapter 4: Strategy for Formulating a Plan for Success

  2. Strategy: • A plan for positive action.

  3. Planning: • Finding a recognizable direction to focus on. More specifically, planning is the establishment of specific customer service goals.

  4. Importance of Infrastructure • Customer service depends on the existence of an appropriate infrastructure.

  5. Infrastructure: • Made up of the networks of people, physical facilities, and information that support the production of customer service.

  6. Culture: • Composed of the values, beliefs, and norms shared by a group of people.

  7. Examples of Culture in Specific Industries • Typical workday hours • Industry lingo • Peer accountability • Levels of certification • Extra company-sponsored activities

  8. Three Ways to Create a Customer Friendly Culture • Practice the Golden Rule. • View internal customers as number one. • Work hard, play hard.

  9. High-touch customers: • Requires a high level of customer interaction.

  10. Examples of High Touch • Bank lobbies • Specialty stores • Hotel lobbies • Purchase of real estate • Lawyers and accountants • Prestige restaurants

  11. Low-touch customers: • Expect a low level of customer service.

  12. Examples of Low Touch • Pike passes (debit cards used on turnpikes) • Automatic teller machines • Express rental car checkout • Hotel bill viewing on television and express checkout • Pay-at-the-pump gasoline • Fast-food drive-up windows • Do-it-yourself copy chops • Online bill paying • Online account management • Downloading of music or ringtones

  13. Consumption behavior: • Refers to the customer’s usage and payment patterns.

  14. When identifying consumption behavior, ask the following: • What are customers buying? • Why did they buy it? • Why did they buy more today that they did in our last interaction? • Why did they call with a question? • What was their question? • How much did they buy? • Have they bought from us before? • How did they pay? • When will they be installing/assembling the product? • What else have they bought recently?

  15. Market Segmentation: • Dividing customers into groups with similar characteristics.

  16. Sample Customer Service Segments • Types of service needed or desired • Similarities among your current customers • Peak hours of your business and the specific customers doing business at those times. • The among of service desired • Creation of your own segments that are appropriate to your product or service

  17. Guidelines for Creating a Strategy • Segment your customers. • Identify the largest and most profitable customer groups. • Determine your customers’ expectation. • Develop a plan to achieve their expectations efficiently. • Implement the plan. • Set an evaluation timeline. • Evaluate and continue to improve the strategy.

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