Strategic Customer Service

Informationen zum Autor 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. Klappentext The success of any organization depends on high-quality customer service. But for companies that strategically align customer service with their overall corporate strategy! it can transcend typical good business to become a profitable word-of-mouth machine that will transform the bottom line. The Author draws on over thirty years of research for companies such as 3M! American Express! Chik-Fil-A! USAA! Coca-Cola! FedEx! GE! Cisco Systems! Neiman Marcus! and Toyota. Filled with proven strategies and eye-opening case studies! this book challenges many aspects of conventional wisdom using hard data and reveals how any organization can earn more loyalty! win more customers...and improve their financial bottom line. Zusammenfassung Customer care and measurement consultant John Goodman shows companies how to leverage the incredible power of customer service to become profitable word-of-mouth machines that experience long-term loyalty and success. Drawing on over thirty years of research for companies such as 3M! American Express! Chick-fil-A! USAA! Coca-Cola! FedEx! GE! Cisco Systems! Neiman Marcus! and Toyota! his strategic book challenges conventional business wisdom and teaches readers how to: calculate the financial impact of good and bad customer service; make the financial case for customer service improvements; systematically identify the causes of problems; align customer service with their brand; and harness customer service strategy into their organization's culture and behavior.Any organization can win more customers and increase sales if it would only learn to align customer service with corporate strategy. Filled with patented practices and eye-opening case studies! Strategic Customer Service uses hard data to teach readers how reap the benefits of customer loyalty. Inhaltsverzeichnis 59528784 ...

Autorentext

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.

Klappentext

The success of any organization depends on high-quality customer service. But for companies that strategically align customer service with their overall corporate strategy, it can transcend typical good business to become a profitable word-of-mouth machine that will transform the bottom line. The Author draws on over thirty years of research for companies such as 3M, American Express, Chik-Fil-A, USAA, Coca-Cola, FedEx, GE, Cisco Systems, Neiman Marcus, and Toyota. Filled with proven strategies and eye-opening case studies, this book challenges many aspects of conventional wisdom using hard data and reveals how any organization can earn more loyalty, win more customers...and improve their financial bottom line.

Zusammenfassung
Customer care and measurement consultant John Goodman shows companies how to leverage the incredible power of customer service to become profitable word-of-mouth machines that experience long-term loyalty and success. Drawing on over thirty years of research for companies such as 3M, American Express, Chick-fil-A, USAA, Coca-Cola, FedEx, GE, Cisco Systems, Neiman Marcus, and Toyota, his strategic book challenges conventional business wisdom and teaches readers how to: calculate the financial impact of good and bad customer service; make the financial case for customer service improvements; systematically identify the causes of problems; align customer service with their brand; and harness customer service strategy into their organization's culture and behavior.Any organization can win more customers and increase sales if it would only learn to align customer service with corporate strategy. Filled with patented practices and eye-opening case studies, Strategic Customer Service uses hard data to teach readers how reap the benefits of customer loyalty.

Inhalt

CONTENTS

FOREWORD xiii

INTRODUCTION: WHY STRATEGIC CUSTOMER SERVICE? 1

Beyond the Complaint Department 3

Why Bother with Strategic Customer Service? 5

Everyone Has a Stake in Service 7

The Origins of This Book 9

The Structure of This Book 10

Starting Strategically 11

PART 1: THE IMPORTANCE OF CUSTOMER SERVICE

1. SEEING CUSTOMER SERVICE STRATEGICALLY:

   Understanding the True Role of Customer Service in Your Business 15

   How Customer Service Affects a Business 16

   The Bad News 16

   The Good News 18

   Making the Business Case for Improvements in Service 19

   Clarifying Key Concepts 21

   A Model for Maximizing Customer Satisfaction and Loyalty 23

   Do It Right the First Time (DIRFT) 25

   Respond Effectively to Questions and Problems That Arise 25

   Feed Data About Issues to the Right Parties 26

   Capitalize on Opportunities to Sell Ancillary or Upgraded

   Products or Higher Levels of Service and Create Connection

   and Delight 27

   First Steps to Strategic Customer Service: Economic Imperative

   and VOC 28

   Key Takeaways 29

2. WHAT DO CUSTOMERS WANT (AND WHAT SHOULD WE DELIVER)?

   Understanding Customer Expectations and Setting Goals Strategically 31

   Unexpected Reasons for Unmet Customer Expectations 32

   Trends in Customer Expectations About Service 33

   Broad Trends in Customer Expectations 34

   Operational Expectations for Tactical Customer Service 36

   Setting Service Goals Strategically 41

   Operationalizing the Process Goals 43

   Financial Goals 46

   Key Takeaways 48

   PART 2: IDENTIFYING IMMEDIATE REVENUE AND

   PROFIT OPPORTUNITIES

3. TACTICAL RESPONSES AND STRATEGIC SOLUTIONS:

   Dealing with Customers' Problems and Addressing Their Causes 51

   Tactical Versus Strategic Problem Solving 53

   Five Steps to Tactical Problem Solving 54

   Step 1: Solicit and Welcome Complaints 55

   Step 2: Identify Key Issues 56

   Step 3: Assess the Customer's Problem and the Potential Causes 57

   Step 4: Negotiate an Agreement 57

   Step 5: Take Action to Follow Through and Follow Up 59

   Six Tasks Connecting the Tactical Response to the Strategic Feedback

   Loop 59

   Task 1: Respond to Individual Customers (and Capture Data) 60

   Task 2: Identify Sources of Dissatisfaction 61

   Task 3: Conduct Root Cause Analysis 61

   Task 4: Triage to Solve/Resolve Systemic Problems 62

   Task 5: Provide Feedback on Prevention 63

   Task 6: Confirm Improvement of Product and Service Quality 63

   Unconventional Management Wisdom 64

   Redefine Quality 64

   Aggressively Solicit Complaints 65

   Get Sales Out of Problem Solving 65

   Assume that Customers Are Honest 65

   Key Takeaways 66

4. FIXES AND FINANCES:

   Making the Financial Case for Customer Service Investments 67

   The Case for Great Customer Service 69

   How CFOs Think 71

   Questions to Guide Modeling the Customer Experience 72

   The Market Damage Model: What's the Damage? 74

   Data and Output 75

   Financial Impact 77

   What Is the Payoff if We Improve? 78

   Objections to th…