Pay Attention!: How to Listen, Respond, and Profit from Customer Feedback


Your customers are talking about you. Are you listening?

Whether they use social networks, online tools, or a myriad ofother media, your customers are reviewing you, rating you, andranting about you to friends, peers, and perfect strangers.Disappoint your customers with poor service, and they won't take itquietly. Give them a great experience, and they will becomepowerful and loyal advocates, pointing others your way. Customerinteraction today ...

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Your customers are talking about you. Are you listening?

Whether they use social networks, online tools, or a myriad ofother media, your customers are reviewing you, rating you, andranting about you to friends, peers, and perfect strangers.Disappoint your customers with poor service, and they won't take itquietly. Give them a great experience, and they will becomepowerful and loyal advocates, pointing others your way. Customerinteraction today is a whole new ballgame; are you prepared to playand win?

Pay Attention! enables you to successfully navigate today'scustomer feedback landscape and turn that feedback into yourcompetitive edge. By outlining the complete Pay Attention system,this up-to-the-minute guide gives you a practical, step-by-step

toolbox you can use immediately to achieve top-notch customerinteractions.

Get the keys to create winning customer experiences as you:

  • Learn the demands of today's customer
  • Connect with your audience by various online and socialmedia
  • Shape your marketing messages and clearly identify yourcustomer
  • Apply the RATER factors to your business (Reliability,Assurance, Tangibles, Empathy, and Responsiveness)
  • Hire and train excellent customer-contact people
  • Respond effectively to customer reviews and feedback
  • Explore ways to "make it right" when something goes wrong

The fundamental customer-business relationship is changing. Thecompanies that understand and adapt to the new rules will beat thecompetition and gain market share. Pay Attention! offers a provensystem you can use to revitalize the way you approach yourcustomers and customer service while gaining major businessinsights in the process. The next level of customer interaction,acquisition, and retention awaits you; all you need is to PayAttention!

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Product Details

  • ISBN-13: 9780470563557
  • Publisher: Wiley
  • Publication date: 5/24/2010
  • Edition number: 1
  • Pages: 224
  • Sales rank: 1,386,713
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

Ann Thomas is coauthor of 101 Activities for Delivering KnockYour Socks Off Service and the senior consultant and leadfacilitator with Performance Research Associates (PRA) since 1999.Her work focuses on improving service quality, diversity awareness,generational differences, sales, performance management, andprofessional development. Ann brings nearly thirty years'experience in consulting and training to each of her clients,including Marriott ExecuStay, Accenture, the Securities andExchange Commission, and many others. Ann is also a member of thefaculty for the American Management Association and is a regularpresenter for Progressive Business Conferences.

Jill Applegate is project manager and client coordinator withPerformance Research Associates. She served as right hand to thelate Ron Zemke for nearly fifteen years and takes seriously theresponsibility of wowing customers. Jill works closely with PRAclients to ensure that their efforts hit the mark. She is also acoauthor of 101 Activities for Delivering Knock Your Socks OffService.

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Table of Contents



Chapter 1 Pay Attention to Today's Customers.

The Power of Online Megaphones.

A More Skeptical and Distrustful Customer.

What Does This All Mean for Your Own Customer ServiceStrategy?

Rising Global Service Expectations.

The Customer Experience Grid.

Speed as a Competitive Advantage.

E-Mail Versus Phone: Which Is Speedier?

More Educated Global Customers.

Five Building Blocks of Service Quality.






Chapter 2 Pay Attention to Your Marketing Message.

Participating versus Observing.

Fundamentals Are Still Key.

Pay Attention to Who You Are.

Pay Attention to Who Your Audience Is.

The Power of Customer Stories.

Pay Attention to Engaging Your Customers.

Pay Attention to Walking Your Marketing Talk.

Chapter 3 Pay Attention to Preparation.

The Power of Vision and Purpose.

Theory to Action: Creating Standards and Norms.

Hiring Tactics: Select for Attitude, Train for Skill.

Modeling Star Performers.

Training and Coaching.

Internal Social Networks: Cost-Effective Learning Tools.

Pay Attention to What’s Rewarded and Measured.

Chapter 4 Pay Attention to the Customer Experience.

Make It Personal.

Social Media Plays a Role at Comcast.

Taking Problems Seriously.

Be ETDBW: Easy to Do Business With.

Being ETDBW Means Considering All Audiences.

Payoffs of Being ETDBW.

Responsiveness and Reliability: Keys to the CustomerExperience.

Chapter 5 Pay Attention to New Feedback Channels.

Eleven Ways to Listen to Customers.

Pay Attention to the Ways Customers Speak.

Evaluating Feedback.

Taking a Closer Look: Glossary of Terms.

Business Analytics Are Vital.

Managing the Moments of Truth.

Ten Action Steps.

Make Your Web Site ETDBW.

Weighing the Pros and Cons.

Chapter 6 Pay Attention to Your Reaction.

Ignore at Your Peril.

Tracking What They’re Saying.

To Engage or Not to Engage?

Creating Integrated Response Systems.

Traditional Listening Posts.

Three Types of Listening.

Reacting to Product vs. Service Feedback.

Chapter 7 Pay Attention to Your Response.

All Eyes on You.

Creating Digital Embassies.

Dell Computer: Engaging via Social Media Is "Everyone'sJob".

Rules of Engagement.

Responding to Customer Reviews.

Responding to Negative Reviews.

Responding to Positive Reviews.

Responding in Public versus Private.

Responding to Customer Suggestions and Ideas.

Customers Helping Other Customers.

Chapter 8 Pay Attention to Recovery.

The Dollar Impact of Service Breakdown.

An Implied Covenant.

What Is Service Recovery?

Five Axioms of Effective Service Recovery.

Axiom 1: Customers Have Recovery Expectations.

Axiom 2: Successful Recovery Is Psychological as Well asPhysical: Fix the Person, Then the Problem.

Axiom 3: Work in a Spirit of Partnership.

Axiom 4: Customers React More Strongly to "Fairness" FailuresThan to "Honest Mistakes".

Axiom 5: Effective Recovery Is a Planned Process.

Seeing Complaints as a Gift.

Fix the Process to Reduce Recovery Needs.

Service Recovery Process.

Acknowledge That the Customer Has Been Inconvenienced andApologize for It.

Listen, Empathize, and Ask Open-Ended Questions.

Offer a Fair Fix to the Problem.

Offer Some Value-Added Atonement for the Inconvenience orInjury.

Keep Your Promises.


Key Service Recovery Skills.


About the Authors.


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