Strategic Customer Service Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits

ISBN-10: 0814413331
ISBN-13: 9780814413333
Edition: 2009
Authors: John A. Goodman
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Book details

List price: $44.95
Copyright year: 2009
Publisher: Amacom
Publication date: 5/1/2009
Binding: Hardcover
Pages: 272
Size: 6.13" wide x 9.25" long x 1.10" tall
Weight: 1.144
Language: English

Foreword
Introduction: Why Strategic Customer Service?
Beyond the Complaint Department
Why Bother with Strategic Customer Service?
Everyone Has a Stake in Service
The Origins of This Book
The Structure of This Book
Starting Strategically
The Importance of Customer Service
Seeing Customer Service Strategically
Understanding the True Role of Customer Service in Your Business
How Customer Service Affects a Business
The Bad News
The Good News
Making the Business Case for Improvements in Service
Clarifying Key Concepts
A Model for Maximizing Customer Satisfaction and Loyalty
Do It Right the First Time (DIRFT)
Respond Effectively to Questions and Problems That Arise
Feed Data About Issues to the Right Parties
Capitalize on Opportunities to Sell Ancillary or Upgraded
Products or Higher Levels of Service and Create Connection and Delight
First Steps to Strategic Customer Service: Economic Imperative and VOC
Key Takeaways
What do Customers Want (And what should we deliver)?
Understanding Customer Expectations and Setting Goals Strategically
Unexpected Reasons for Unmet Customer Expectations
Trends in Customer Expectations About Service
Broad Trends in Customer Expectations
Operational Expectations for Tactical Customer Service
Setting Service Goals Strategically
Operationalizing the Process Goals
Financial Goals
Key Takeaways
Identifying Immediate Revenue and Profit Opportunit IES
Tactical Responses and Strategic Solutions
Dealing with Customers' Problems and Addressing Their Causes
Tactical Versus Strategic Problem Solving
Five Steps to Tactical Problem Solving
Step 1: Solicit and Welcome Complaints
Step 2: Identify Key Issues
Step 3: Assess the Customer's Problem and the Potential Causes
Step 4: Negotiate an Agreement
Step 5: Take Action to Follow Through and Follow Up
Six Tasks Connecting the Tactical Response to the Strategic Feedback
Loop
Task 1: Respond to Individual Customers (and Capture Data)
Task 2: Identify Sources of Dissatisfaction
Task 3: Conduct Root Cause Analysis
Task 4: Triage to Solve/Resolve Systemic Problems
Task 5: Provide Feedback on Prevention
Task 6: Confirm Improvement of Product and Service Quality
Unconventional Management Wisdom
Redefine Quality
Aggressively Solicit Complaints
Get Sales Out of Problem Solving
Assume that Customers Are Honest
Key Takeaways
Fixes and Finances
Making the Financial Case for Customer Service Investments
The Case for Great Customer Service
How CFOs Think
Questions to Guide Modeling the Customer Experience
The Market Damage Model: What's the Damage?
Data and Output
Financial Impact
What Is the Payoff if We Improve?
Objections to the Market Damage Model
The Word on Word of Mouth
Quality and Service Allow You to Get a Premium Price
The Market-at-Risk Calculation: Identifying Customers' Points of Pain
Across the Whole Experience
What About Customers With Limited or No Choice?
Impacted Wisdom
Key Takeaways
Information, Please
Developing an Efficient, Actionable Voice of the Customer Process
The Objective of VOC and Its Key Building Blocks
Three Sources of VOC Information and What They Tell You
Internal Metrics
Customer Contact Data
Survey Data
The Attributes of an Effective VOC Process
Unified Management of the Program
A Unified Data Collection Strategy
Integrated Data Analysis
Proactive Distribution of the Analysis
Assessment of Financial Implications and Priorities
Defining the Targets for Improvement
Tracking the Impact of Actions
Linking Incentives to the VOC Program
The Two Major Challenges in Using Customer Contact Data in VOC
Programs
Developing a Unified, Actionable Data Classification Scheme
Extrapolating Data to the Customer Base
Getting Started in Improving Your VOC Program
Key Takeaways
Responding to Customers' Questions and Problems
Defining Processes THAT WORK for Customers
Using the Eight-Point TARP Framework for Delivering Service
Framing the Work
Tactical Functions
Intake
Response
Output
Control
Strategic Service Functions
Analysis
Evaluation and Incentives
Staff Management
Awareness
Why Use the Service Delivery Framework?
The Flowchart of the Framework
Best Practices for Improving Specific Functions and Activities
Activities Within the Tactical Functions
Activities Within the Strategic Functions
Implementing the Framework
Map the Tactical Service Process with Visual Tools
Use Employee and Customer Input to Redesign the Process
Tweak the Technology to Enhance Tactical Service
Create or Strengthen the Analytical Functions
Enhance Strategic Service Across the Organization
Practice Continuous Improvement
Get Your System Framed
Key Takeaways
Technology and the Customer Interface
Creating Systems That Customers Will Use and Enjoy
Why Customers Love-Hate Technology
When Customers Hate Technology
When Customers Love Technology
Getting the Customer-Technology Interface Right
Make the System Intuitive for Both Novices and Veterans
Create a System That Will Save the Customer Time and You
Money
Educate and Encourage Customers to Adopt the Technology
Cheerfully
Start With a Few Functions to Guarantee Success
Which Technology Should You Apply?
Nine Technological Applications to Consider
Interactive Voice Response
E-Mail and Chat
Web sites
Web Video
Automated Web-Based Self-Service
Recording Interactions
Mobile Communications
CRM and Data Mining
Machine-to-Machine Communication
A Few Words on ''Push'' Communications
Key Takeaways
People are Still Paramount
Four Factors for Creating Sustained Front-Line Success
The High-Turnover Mentality and Its Subtle Cost
The Alternative to High Turnover
Factor 1: Hiring the Right People
Positive Attitudes Make a Difference
Proper Staffing Is Essential
Factor 2: Providing the Right Tools
Give Employees the Information They Need
Empower Them to Act
Use Feedback Channels
Factor 3: Offering the Right Training
Four Types of Training
Factor 4: Supplying the Right Motivation
Competitive Compensation
Superior Supervision
Excellent Evaluations
Avoiding Problems with Satisfaction-Based Incentives
Recognition and Advancement
People Are the Solution
Key Takeaways
Moving to the Next level
The Ultimate Customer Experience
Boosting Revenue by Creating Delight
What Is Delight?
The Economics of Creating Delight
The Cost of Creating Delight
The Cost/Benefit Analysis
Five Ways of Creating Delight
Enhanced Product Value
Enhanced Transaction Value
Financial Delighters
Proactive Communication
Creating Emotional Connections
Discover Your Specific Delighters
Listening Programs
Asking Customer Service Reps
Customer Compliments
Surveying Customers
Watching the Competition
Cross-Selling and Up-Selling
The Right Way to Cross-Sell
Establishing a Cross-Selling System
Foster Creative Delight
Key Takeaways
Brand-Aligned Customer Service: Building the Service
Strategy Into Every Function
Customer Service as the Guardian of Brand Equity
Customer Expectations and Experiences
The Nine Building Blocks of Brand-Aligned Service
Clear Brand Promise Tied to the Company Heritage
Clear Accountability for the Brand
Focused Values That Reinforce and Facilitate the Brand Promise
Measurement and Feedback
Formal Process for Every Touch
Ongoing Communication to Everyone
Planned Emotional Connection with the Customer
Employees Who Deliver the Brand
Customized Brands for Market Segments
Tiered Customer Relationships and How to Handle Them
Brand-Aligning Strategic Customer Service
Step 1: Identify the Brand Characteristics Your Company Wants to Reinforce
Step 2: Assess Your Current Level of Brand Alignment
Step 3: Identify Opportunities for Improvement
Step 4: Measure the Impact
Stand by Your Brand
Key Takeaways
Into the Future
Ride Waves Without Wipeouts
Dealing with Trends in Labor, Technology, and Politics
Labor Trends: Challenges in Attracting Human Resources
Addressing the Labor Shortage in Customer Service
Outsourcing for Better or Worse
Technology Trends: The Challenge of Using Technology Intelligently
Addressing Product Complexity
Using New Communication Technologies
Political Trends: Challenges in Regulatory and Safety Concerns and
Environmental Issues
Coping with Regulatory and Safety Issues
Addressing Environmental Concerns
Respond, Don't React
Key Takeaways
A Thousand Things Done Right: Translating the Strategy of Delivering
Superb Service Into Organizational Behavior
Appointing a Chief Customer Officer
The Rationale and Prerequisites for Hiring a CCO
Key Functions of the CCO
How to Make the Position of CCO Work
Focusing All Functions on the Customer Experience
Map the Process to Define the Roles in the Customer Experience
Rationalize the Process: Clarifying the Roles of Sales and
Customer Service
Linking Incentives to the Right Metrics
Twelve Guidelines for Linking Incentives to the Right Metrics
Use Incentives in Specific Environments
Delivering a Great Experience Through Channel Partners
Never Declare Victory; Forever Stay the Course
Key Takeaways
Index

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