Chap 1: What Is Customer Service ?

What is customer service?

is anything that we do, as a service provider, to enhance the customer experience (Harris, 2013, p.2).Customer service's definition is conceptual and based on consumer perception and expectations

Customer Satisfaction

is usually a result of customer service executed seamlessly. It is the customer's overall feeling of contentment with a customer interaction (Harris, 2013, p. 3)Higher levels are reached when perceived levels of quality are greater than expected levels of quality

What is service culture?

Service culture relates to the practices and procedures that are put in place by an organization that empowers employees to take a customer-centric approach to their regular duties and work activities

Quality

For the price paid, the worth, condition, and/or potential life expectancy of the product or service should be of a similar level

Appreciation

Showing customers that we appreciate them choosing our business and products over competitors breeds loyalty, and LTV (Lifetime Value).

Preparation for the Delivery of Quality Customer Service

Companies must analyze: Current customer satisfaction Trends that may change the wants and needs of customers Competitive set practices and procedures Organizational policies Technical abilities in order to facilitate the best customer service experience Actual customer opinions to make sure perception matches execution Because of the above efforts required, and the money needed to complete these actions, customer service tends to be rare.

Perception

derives from internal assessment of expectations to what a customer is presently experiencing

Action/Results

Knowledgeable responses and steps taken to resolve concerns, issues, and questions are expected with each purchase

Price

Consumers want value for the cost of their patronage. Offering competitive pricing combined with value shows appreciation for their decision and money

What is a need?

A need has limits and is something that's required because it is essential or is very important. Needs range from basic survival needs (common to all human beings) satisfied by necessities, to cultural, intellectual, and social needs (varying from place to place and age group to age group) satisfied by necessaries.

Anticipation

A thought provoking process. Being one step[p ahead.

Service

Customers need a comfortable level of service that matches the level of purchase they make

Understanding Your Customers

Deciphering the attributes of customers helps us to further understand the needs, wants and desires of customers.

What is a demand?

Is a want that is driven by the ability to exchange a resource to gain it e.g. (money)

What is a want?

Is something that we like and would enjoy having such as an item of clothing. wants (which spring from desires or wishes) are boundless.

Organizational and Service culture cont.

Organizational culture and service culture are related, but are not interchangeable in definition

What is organizational culture?

Organizational culture is the behavior of personnel within an organization; the value systems and behaviors that contribute to a unique social and psychological environment

Process of Segmentation

Taking a large group and breaking them up into smaller relative groups based on certain characteristics

External Customers(regular customers)

are individuals and organizations that a company does business with, which are not a part of its organization.They benefit (usually) from extended relationships with organizations, such as preferred customer advantages and memberships, preferred discounts, etc. They can enhance or hinder the image and reputation of an organization

Internal Customer (employees)

are the people we work with throughout our organization" (Harris, 2013, p. 6). They are the ones that give life to the organizational and service culture of a business. They're also just as important to a company's livelihood as its external customers

Demographic

deals with statistical data that can be extracted from a company's customer bases.

Firmographic:

deals with the makeup of an organization, i.e. type of business, number of employees, etc.

How do you anticipate?

recognize anticipatory queues, e.g. actions or mentions of a guest that propel a service provider into action.

Psychographic

relates to social classes, lifestyles, attitudes and opinions. More realistic in detailing of customer needs, as it is based on influences that are closer to home in a customer's perception.

Five Needs of Every Customers

service, quality, appreciation, action/results and price