The Finishing Touch: How to Build World-Class Customer Service

The Finishing Touch: How to Build World-Class Customer Service

by Tony. Cram


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The Finishing Touch: How to Build World-Class Customer Service by Tony. Cram

To win and keep customers you have to do more than just meet their expectations - you have to surpass them. The Finishing Touch will show you how to make a good customer experience great by building up to an impressive finish that every customer will remember. Using real-life examples, practical advice and tailored information for your industry at the end of each chapter, Tony Cram will show you how to make your customers feel positive about your business, bring them back to buy more and inspire them to promote your business to others.

Product Details

ISBN-13: 9780273713012
Publisher: FT Press
Publication date: 12/23/2010
Series: Financial Times Series
Pages: 240
Product dimensions: 6.14(w) x 9.13(h) x 0.61(d)

About the Author

Tony Cram has presented on competitive marketing and innovation at conferences and company conventions around the world including Berlin, Buenos Aires, Budapest, Gothenburg, Istanbul, London, Paris and Warsaw.

As a Programme Director at Ashridge Business School—one of Europe's leading centres for Management Development—he designs and delivers executive development programmes on business strategy and market innovation. His particular interest is in understanding customer value, developing brands and the dynamics of long-term business relationships.

Tony Cram's previous books include Customers that Count: How to build living relationships with your most valuable customers, Smarter Pricing: How to capture more value in your market and The Power of Relationship Marketing.

Table of Contents

About the author viii

Acknowledgements ix

A rising crescendo xi

part 1 Prologue

1 More service, less satisfaction - the service context 3

2 Crafting the service value proposition - internal foundations 15

part 2 Acts

Act 1 Managing expectations - preconceptions 39

Act 2 Starting well - first impressions 55

Act 3 Moving to positive - building trust 71

Act 4 Queues and bad news - reality check 85

Act 5 Making customers feel important - something individual 111

Act 6 I can fix that - service recovery 129

Act 7 Staying ahead - service innovation 149

Act 8 Leaving your customers wanting more - the finishing touch 173

part 3 Epilogue

Finale 201

Further reading 203

Index 213

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