
Customer Service Workbook + FREE CD ROM
Kogan Page Ltd (Publisher)
1st Edition
Published on 3. October 2002
Book
Paperback/Softback
256 pages
978-0-7494-3789-3 (ISBN)
Description
This text provides the framework for applying sound management principles to all parts of a business which touch the customer. Taking a holistic view it enables the reader to prepare, manage and change a business to get the most out of customer relationships.
More details
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Product notice
Paperback (trade)
Dimensions
Height: 234 mm
Width: 142 mm
ISBN-13
978-0-7494-3789-3 (9780749437893)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Neville Lake has had a long and successful business career, during which has worked for some of the world's top consulting firms. A registered psychologist, Neville has been a business and strategic consultant for over 17 years, has visited over 50 world best-practice organisations and has consulted to over 80 businesses. He is the author of several books, including The Strategic Planning Workbook and The Customer Service Workbook, both published by Kogan Page. Kristin Hickey has a background in customer service as well as extensive experience as a lecturer in marketing and management. She now works as a management consultant and her broad knowledge has enabled her to develop a holistic view of customer service and business in general. As a result she has been able to help numerous corporate clients make big breakthroughs with customers.
Content
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
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
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