8:
Following Up: Keeping Customers Satisfied!
A.
What is Customer Service?
Dimensions
1. Reliability
2. Tangibles
3. Responsibility
4. Assurance
5. Empathy
Reliability:
single most important factor. Customers
want confidence that expected service will be delivered
Accurately, consistently, and
dependability.
Service
Creates Sales:
Building Customer Relationships Through Service
1. Value Added Activities
2. Service Differentiation
How do you spell:
S
E
R
V
I
C E
3. Product and Service
Quality
Perceived Service Quality and Customer Satisfaction
What is perceived service quality?
Perceived service quality, rather than price or product quality, is the
deciding factor in customer satisfaction.
Customer satisfaction results when:
Four basic kinds of prospects and customers to deal with:
1. Good Customers/Lots of
Service
2. Bad Customers/Lots of
Service
3. Good Customers/Little
Service
4. Bad Customers/Little
Service
B. Importance
of Customer Satisfaction
The Economics of Customer Satisfaction
Company Profits will increase through retention:
Dissatisfied customers can have an extremely negative impact:
Types of Customers vis-à-vis Satisfaction Levels
1. Loyalists
2. Apostles
3. Defectors
4. Vigilantes
5. Mercenaries
6. Hostages
C. Customer
Follow-up Strategies
What are nine key strategies?
Handling Customer Complaints (Table 8.1)
D. Closing
with the Customer Service Team
Credit team:
Table 8.2
Order Processing and Product Delivery teams
E. Keeping
Up with Rising Customer Service Expectations
Table 8.3
F. Evaluating
Customer Service
Serve customers, monitor service, and use customer service
questionnaires
Move from customer satisfaction to customer loyalty
The Eight Cs of Customer Loyalty
1. Customization
2. Contact Interactivity
3. Cultivation
4. Care
5. Community
6. Choice
7. Convenience
8. Character
What Drives Customer Loyalty?