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Full Description
Today's consumers are sophisticated, well-informed and have high expectations of the services they want to receive. Companies that do not face up to these changes will lose market share. The fourth edition of this title recognizes these trends and demonstrates, in a practical way, how to develop and sustain a customer-service focus. Emphasis is placed on the importance of the strategic aspects of customer care - gaining commitment, listening to customers, developing a customer-care ethos and staff motivation - in ensuring successful results. The volume also explains how to deliver an excellent service at the front line, covering personal service, speed of delivery and service recovery.
Contents
Part 1 An Introduction to Customer Care: Service in a competitive environment; The changing nature of customer service; Changing customer behaviour and expectation; Customer retention; What is excellent service?; Personal versus material service; Embracing change; Contact centres; The Internet; Customer Relationship Management (CRM); The service/profit chain; Summary; Action checklist. Part 2 How Managers Need to Drive and Support a Service Strategy: Start from the top; Mission and vision; Values; Objectives; Strategy; Summary; Action checklist. Part 3 Listening to Customers: Barriers to listening; The monitoring of complaints and compliments; The value of listening to customers; Monitoring customer satisfaction; Where and when to measure; Continuous improvement; Involving employees when you measure; Recognising achievement; Involving head office departments in the measurement process; Canvass the view of other stakeholders; Best practice benchmarking; Summary Action checklist. Part 4 Implementing a customer care strategy: Continuous improvement; Marketing a service strategy; Managers lead the way; High or low key?; Summary; Action checklist. Part 5 Empowerment and Ownership: Valued people value customers; Myths about empowerment; What should organisations do to encourage empowerment?; Service recovery and empowerment; Summary; Action checklist. Part 6 The Internal Customer: Everyone has a customer; Developing understanding of internal customer needs; Process improvement; Don't forget suppliers, alliances and partners; Standards and charters; Service-level agreement; Suggestion schemes; Employee care; Summary; Action checklist. Part 7 Training and Development for Customer Service: The growth importance of training and development in customer service; Identifying training and development objectives; Training and development for managers; Managers as trainers; Customer service training for front-line and support staff; The learning organisation; Build customer service into all training and development activities; Review and refresh training and development; Summary; Action checklist. Part 8 Communications: Disseminating the message; Developing a communications strategy; Sell don't tell; Reinforcing the message; Tips on effective internal communication; A communications case study; Summary; Action checklist. Part 9 Recognition and Reward: Motivation; Performance management; Developing a reward and recognition scheme; Review and renew; Summary; Action checklist. Part 10 Sustaining a Customer Focus: Problems in sustaining the focus; Developing a maintenance strategy; Reviewing progress; Reinforcement; Summary.
