Customer Service Workbook + FREE CD ROM

Preface About the authors Acknowledgements 1 Getting into your customers' heads, and winning their hearts Why you need to understand your customers What you need to understand about your customers Decision-making processes Desire for control 2 Getting the facts through straightforward research Observation Experiencing Talking Internal research - qualitative Internal research - quantitative External research Advanced research 3 Making three big decisions, and building your service strategy The three key ingredients for designing a service strategy Implementing your service strategy Using measures to stay on track 4 Extraordinary performance from 'ordinary' people Selection Training Customer-centred management 5 Creating the culture that compels great service The drivers of culture Frontline empowerment 6 Using the positive power of complaints Free research The opportunity to improve broken processes The chance to recover -- and create a story 7 Making it all work Service processes Service functionality and design Process improvement 8 Location, location, location Context Economics Demography Site attributes Geographic representation 9 Measuring your performance Measuring customer satisfaction Developing and implementing service standards How to use measures to improve performance 10 Customers who come back again and again and again What is loyalty? How to measure loyalty How to develop loyalty strategies What is the value of loyalty? Appendix Worksheet 1 Customer decision-making processes Worksheet 2: The illusion of control Worksheet 3: Customer control Worksheet 4: Assessment of service personality References Index