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基本説明
Published in association with The Sunday Times.
Full Description
The concept of "customer service" can mean different things to different people, but one universal fact is that good customer service is a major contributory factor to the success of any organisation. True customer service is about building an organisation that is appealing to the kinds of customers you want and it is about giving them the experiences that make them come back. It is about measuring and improving what you do and how you do it. It is about applying sound management principles to all parts of your business that touch the customer. This book is intended to be very different from all others on customer service. Instead of focusing on narrow elements it provides a total framework that shows you how to prepare, manage and change your business to get the most out of your customer relationships. There are 8 key elements: understanding customers; developing a service strategy; delivering service through people; creating a service culture; complaints management; delivering service through business procedure; location and premises; and measuring service standards and customer responses. Filled with case studies, exercises and expert advice "The Customer Service Workbook" is applicable to any organisation - whatever its size. By the time you have worked through this book you should be able to design, develop and implement a total customer service approach. Also included on the accompanying CD ROM is a unique 40-minute video presentation by the author on the themes dealt with in the book.
Contents
Preface About the authors Acknowledgements 1 Getting into your customers' heads, and winning their hearts Why you need to understand your customers What you need to understand about your customers Decision-making processes Desire for control 2 Getting the facts through straightforward research Observation Experiencing Talking Internal research - qualitative Internal research - quantitative External research Advanced research 3 Making three big decisions, and building your service strategy The three key ingredients for designing a service strategy Implementing your service strategy Using measures to stay on track 4 Extraordinary performance from 'ordinary' people Selection Training Customer-centred management 5 Creating the culture that compels great service The drivers of culture Frontline empowerment 6 Using the positive power of complaints Free research The opportunity to improve broken processes The chance to recover -- and create a story 7 Making it all work Service processes Service functionality and design Process improvement 8 Location, location, location Context Economics Demography Site attributes Geographic representation 9 Measuring your performance Measuring customer satisfaction Developing and implementing service standards How to use measures to improve performance 10 Customers who come back again and again and again What is loyalty? How to measure loyalty How to develop loyalty strategies What is the value of loyalty? Appendix Worksheet 1 Customer decision-making processes Worksheet 2: The illusion of control Worksheet 3: Customer control Worksheet 4: Assessment of service personality References Index
