Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits

by John Goodman

Overview

Any organization can win more customers and increase sales if they learn to be more strategic with their customer service.

When customers complain, employees respond. The typical service model is riddled with holes. What about people and businesses who never speak up, but never come back? Learn to actively reach out, prevent problems, and resolve issues in ways that boost loyalty.

Strategic Customer Service is a data-packed roadmap that shows you how. This invaluable resource distills decades of research on the impact of great versus mediocre service. Complete guidelines and case studies explain how to:

• Gather and analyze customer feedback
• Empower employees to fix problems
• Track your impact on revenue
• Generate sensational word of mouth
• Tap opportunities to cross-sell and up-sell

Strategic Customer Service draws on over 30 years of research from companies such as 3M, GE, and Chick-Fil-A to teach you how to transcend a good business into a profitable word-of-mouth machine that transforms the bottom line.

Why settle for passive service? Make a business case for ramping up operations—and get the tools for making it pay off. Transform customer service into a strategic function, and reap benefits far exceeding investments.

Product Details

ISBN-13:	9780814439050
Publisher:	AMACOM
Publication date:	02/05/2019
Edition description:	Second Edition
Pages:	288
Product dimensions:	5.90(w) x 9.10(h) x 0.80(d)
Age Range:	18 Years

About the Author

John Goodman(Arlington, VA) is vice chairman of Customer Care Measurement and Consulting, and co-founder of TARP Worldwide and has managed more than 1,000 separate customer service studies sponsored by Coca-Cola USA. His clients have included Allstate, Nationwide Insurance, The Museum of Modern Art, IBM, The Mayo Health System, Hyundai, Humana, Johnson & Johnson, Merck, ServiceMaster, HP, GE Capital, Apple, Legg Mason, American Express, Neiman Marcus, Honda, US Green Building Council, Chick Fil A, and Harley Davidson.

Table of Contents

Foreword Chip R. Bell vii

Introduction: Customer Service vs. Customer Experience xiii

Section 1

1 Seeing Customer Service Strategical 3

2 What Do Customers Want? 25

Section 2

3 Creating a Customer Service System with Tactical Responses and Strategic Problem Prevention 53

4 Going Beyond Basic Service: Engagement and Delight 83

5 Working with Partners: Retailers and Outsourcers 95

Section 3

6 Making the Business Case for Customer Service Investments 113

Section 4

7 Be All Ears: Create a Unified VOC 141

8 Lies, Damned Lies, and CE Surveys 167

Section 5

9 Implementing Psychic Pizza: Technology and Its Appropriate Roles 195

10 Creating a Can-Do, Customer-Focused Culture 221

Appendix A Customer Relationship Management Systems 247

Appendix B List of Acronyms 254

Endnotes 255

Index 261