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CHAPTER 13

CHAPTER 13. CUSTOMER SATISFACTION SKILLS. WHY STUDY CUSTOMER SATISFACTION SKILLS?. Outstanding customer service enhances a company’s reputation and leads to repeat business. Employees who can satisfy customers contribute heavily to profits.

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CHAPTER 13

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  1. CHAPTER 13 CUSTOMER SATISFACTION SKILLS

  2. WHY STUDY CUSTOMER SATISFACTION SKILLS? • Outstanding customer service enhances a company’s reputation and leads to repeat business. • Employees who can satisfy customers contribute heavily to profits. • A good sales associate might be worth five or ten times an average one.

  3. THE THREE COMPONENTS OF CUSTOMER EXPERIENCE • Functional clues are based on the technical performance of the service. • Mechanical clues stem from the sensory presentation of the service (smells, sounds, tastes, textures). • Human interaction clues are detected from behavior and appearance of service providers.

  4. EIGHT CUSTOMER SERVICE ORIENTATION BELIEFS • All work should be geared toward pleasing customers. • The real boss is any business is the customer. • Dealing with customers beats dealing with coworkers. • In business, you customer is your partner.

  5. MORE CUSTOMER SERVICE ORIENTATION BELIEFS • A good customer is like a good friend. • Despite online shopping, the personal touch is still important in business. • Addressing a customer by name helps build a relationship with him or her. • Satisfying a customer is fun whether or not it leads to a commission.

  6. GENERAL PRINCIPLES OF CUSTOMER SATISFACTION • Satisfied employees provide better customer service. A satisfied employee has a. interest in the work itself b. a feeling of self-esteem c. optimism and flexibility d. positive self-image e. positive expectations about the job f. ability to handle abuse by customers.

  7. PRINCIPLES OF CUSTOMER SATISFACTION, continued • Receive emotional support from coworkers and management to give better customer service. • Understand customer needs and place them first. • Focus on solving problems, not just taking orders. • Respond positively to moments of truth (when customer forms impression of the service).

  8. MORE PRINCIPLES OF CUSTOMER SATISFACTION • Be ready to accept empowerment. • Enhance customer service through IT, such as individual appeals to customers. • Avoid rudeness and hostility toward customers.

  9. VOICE MAIL FOR CUSTOMER SATISFACTION • Vary your voice tone and inflection. • Smile while leaving your message. • Attempt to minimize telephone tag. • Use informative and friendly greeting. • Use specific, relevant information. • State name and telephone number clearly on you message.

  10. E-MAIL FOR CUSTOMER SATISFACTION • Use customer’s name but check policy on first-name only. • Choose a human e-mail address, and don’t have too cool an address. • Be conversational, using human touch. • Use a signature, even if printed electronically.

  11. CREATING A BOND WITH YOUR CUSTOMER • Create a welcoming attitude, including a smile. • Provide exceptional service. • Show care and concern. • Build a personal relationship (know personal details about your customer). • Invite the customer back (“Y’all come back now!”)

  12. DEALING WITH CUSTOMER DISSATISFACTION 1. Deal constructively with customer complaints and anger. a. Acknowledge customer’s point of view. b. Avoid placing blame on customer. c. Use six magic words to defuse anger. d. Apologize for the problems created by you or your company. e. Take responsibility, act fast, and be thorough. f. Tell difficult customers how much you value them. g. Follow up on the resolution of the problem.

  13. DEALING WITH CUSTOMER DISSATISFACTION, continued 2. Involve the customer in working out the problem. (Get him or her involved in the solution.) 3. Anticipate how to handle an unreasonable request. (Be prepared to stand your ground.) 4. Maintain a realistic customer retention attitude. (Some customers are not worth keeping, such as those who engage in air rage).

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