The Customer Service Workbook

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* A practical guide to developing a customer service strategy

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Overview

* A practical guide to developing a customer service strategy

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Product Details

  • ISBN-13: 9780749437893
  • Publisher: Kogan Page, Ltd.
  • Publication date: 12/28/2002
  • Series: Sunday Times Business Enterprise Guide Series
  • Format: DVD ROM
  • Edition description: BK&CD-ROM
  • Pages: 223
  • Product dimensions: 6.20 (w) x 9.14 (h) x 0.76 (d)

Meet the Author

Neville Lake has had a long and successful business career, during which he has worked for some of the world's top consulting firms. A registered psychologist, he has been a business and strategic consultant for over 17 years.

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Table of Contents

About the authors vii
Preface ix
Acknowledgements xi
1. Getting into your customers' heads, and winning their hearts 1
Why you need to understand your customers 2
What you need to understand about your customers 3
Decision-making processes 12
Desire for control 16
2. Getting the facts through straightforward research 20
Observation 20
Experiencing 22
Talking 22
Internal research--qualitative 26
Internal research--quantitative 38
External research 40
Advanced research 41
3. Making three big decisions, and building your service strategy 42
The three key ingredients for designing a service strategy 43
Implementing your service strategy 56
Using measures to stay on track 71
4. Extraordinary performance from 'ordinary' people 77
Selection 78
Training 85
Customer-centred management 89
5. Creating the culture that compels great service 102
The drivers of culture 103
Frontline empowerment 110
6. Using the positive power of complaints 119
Free research 120
The opportunity to improve broken processes 123
The chance to recover--and create a story 125
7. Making it all work 129
Service processes 129
Service functionality and design 134
Process improvement 151
8. Location, location, location 154
Context 155
Economics 155
Demography 156
Site attributes 156
Geographic representation 159
9. Measuring your performance 165
Measuring customer satisfaction 165
Developing and implementing service standards 184
How to use measures to improve performance 190
10. Customers who come back again and again and again 196
What is loyalty? 197
How to measure loyalty 199
How to develop loyalty strategies 204
What is the value of loyalty? 207
Appendix Worksheets 210
References 217
Index 219
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