Customer Service Solution Managing Emotions, Trust, and Control to Win Your Customer's Business

ISBN-10: 0071809937

ISBN-13: 9780071809931

Edition: 2013

Authors: Sriram Dasu, Richard B. Chase

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Understand your customers' psychology—the key to improving their experience and driving your profitability.Most service firms advocate the mantra TLC—Think Like a Customer—in designing their service experiences. This is a good start, but where these firms fall short is that they don’t always understand the underlying psychology that determines how customers really do perceive a service.Based in part on research covered by the authors in Harvard Business Review, The Customer Service Solution helps you reevaluate your company’s approach to customer service, better influence customer perceptions, and transform service delivery with the strategic use of customer psychology.Sriram Dasu, Associate Professor, Marshall School of Business, USC, has written several articles on operations management and service operations. His work has been published in leading academic journals and professional journals.Richard B. Chase, Justin Dart Professor Emeritus, Marshall School of Business, USC, has written numerous articles on service and coauthored the bestselling Operations and Supply Chain Management.
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Book details

List price: $28.00
Copyright year: 2013
Publisher: McGraw-Hill Companies, The
Publication date: 7/17/2013
Binding: Hardcover
Pages: 288
Size: 6.50" wide x 8.50" long x 1.00" tall
Weight: 1.034
Language: English

Sriram Dasu, associate professor at the Marshall School of Business, University of Southern California, haswritten numerous articles on operations management andcontinues to publish in leading academic and professionaljournals nationwide.Richard B. Chase, Justin Dart Professor Emeritus,Marshall School of Business, University of SouthernCalifornia, is the coauthor of Operations and Supply Chain Management, which sold over a million copies and is now in its thirteenth edition, having been translated into 12 languages. He's widely acknowledged as one of the founders of the Service Operations Management field.

Richard B. Chase is Director of the Center for Operations Management Research and Education at USC. He is widely published in both books and academic journals and is considered one of the top service "gurus" in the field. He is on the Editorial Advisory Board of the Journal of Operations Management, an Advisor to Production and Operations Management journal, and a Fellow of the Decision Sciences Institute.

Preface
Acknowledgments
Customer Service Solutions: Leveraging Customer Psychology to Design Service Operations
Implicit Outcomes Are Important for Your Customers
Types of Knowledge Needed for Delivering Implicit Outcomes
Parsing the Service Encounter
It Is All About Your Customers' Perceptions
Factors That Shape Your Customers' Perceptions
A Scientific Approach to Delivering Great Experiences
Beyond the Encounter: Memory Management
Designing Emotionally Intelligent Processes
Emotions 101
Services Differ in Their Emotional Content
Emotions and Emotional Intelligence
Factors That Drive Your Customers' Emotions
Tiered Approach for Shaping Emotions
Designing Emotional Themes
Creating Processes to Deliver the Emotional Theme
Blueprints for Tracking Your Customers' Emotions
Segmenting Your Customers
Responding to Your Customers' Transaction History
A Limited Approach to Managing Emotions
Key Principles for Designing for Optimal Emotional Impact
Conclusion
Engendering Your Customers' Trust
Market Mechanisms for Reducing Risk for Your Customer
Benefits of Trust
Components of Trust
Whom Does Your Customer Trust: The Firm or the Employee?
Moments That Influence Trust
Cues to Trustworthiness Before the Encounter
Calculated Versus Blind Trust
Cues to Trustworthiness During the Encounter
Building Your Trust Fund
Key Principles for Building Trust
Shaping Your Customers' Perceptions of Control
Control Matters
Components of Control: Behavioral and Cognitive Control
Moments That Influence Your Customers' Perception of Control
Battles for Control
Allocating Control to Your Customer Through Choice
Allocating Control to Your Customer Through Self-Service
Framework for Sharing Control with Your Customers
Enhancing Your Customers' Perceived Control
Devise Mistake-Proof Processes
Manage Server Behavior
Sway with Social Proofing
Conclusion
Sequencing the Experience
The Sequence Impacts Your Customers' Perceptions
Customers' Preferences for Separating or Combining Events
Sequencing When There Are Multiple Encounters
Designing the Sequence
Sequence Theory Matters for Your Employees
Principles for Sequencing the Encounter
Self Quiz: DSL Help Desk
Time Warp: Duration Management
Perception Is Everything When It Comes to Time
Temporal Distortions
Factors That Influence Duration Judgments
The Value of Time
Factors That Alter Your Customers' Valuation of Time
Pacing and Cultural Intelligence
Reducing Your Customers' Perceived Duration of the Wait
Build Your Customers' Anticipation for Positive Outcomes
Enhance Value-Added Activities
Conclusion
Attribution: Ensuring that You Get Your Due
Subjective Perceptions
Do Your Customers Recognize a Success or a Failure?
How Your Customers May Discern the Cause
When Memory Plays Attribution Tricks
How Your Customers May Assign Responsibility
Feeling the Hurt
Channeling Your Customers' Attribution
Principles for Managing Attribution
Putting the Concepts to Work
Identify the Relevant Psychological Factors
Develop Service Experience Improvement Projects
Project Examples
Think in Terms of Three Ts and Four Ps
ETCs for Employees
Endnotes
Index
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