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DOCUMENT THE CUSTOMER SERVICE PROCESS
Chapters 10,11,12
Customer Service: Career Success Through Customer Loyalty
IMPORTANCE OF SERVICE DESIGN
Service is essential to business success Service design impacts quality, cost, and
organizational image. Service design is too important to be left to
chance. Our competitive advantage depends on effective
customer service Our goal for long-term loyal customers depends on
addressing their needs in the 3 categories: value, people and systems. A good service design will prevent customer turnoffs in these 3 areas.
STEP 1: REVIEWCUSTOMER NEEDS
SYSTEM NEEDS-POLICIES AND PROCEDURES
PEOPLE NEEDS
VALUE NEEDS
Knowing and delivering what they value and expect is only the first step
Must know what turns them off when we attempt to meet their needs
Must always work to exceed expectations Developing policies and procedures is the
next step!Sound Familiar?!
STEP 2: GOAL IS TO EXCEED CUSTOMER EXPECTATIONS
(VALUE)
Perception Product purpose-Intrinsic value Associated value-Extrinsic value
Reliability, packaging, guarantees, warranties, customization, experience, uniqueness, credibility, add-on
Must be attuned to internal customers too!
STEP 2A: GOAL IS TO EXCEEDCUSTOMER EXPECTATIONS WITH INFORMATION
Proper forms Consistency in message Professionalism in message Monitor feedback and adjust
STEP 2B: GOAL IS TO EXCEEDCUSTOMER EXPECTATIONS WITH
CONVENIENCE AND TIMING
Perception, expectations Simplify Plan
USING THREE “T’S” TO ASSIST IN EXCEEDING EXPECTATIONS
What tasks are needed to deliver the service promise? What series of events will make up the service process?
What tangibles will be part of the service or product? Delivery of our service includes our floor layout, location of items in store, atmosphere Glass v paper cup to serve; instructions included?
Get the idea?
What treatment are we wanting to deliver to the customer?
We must consider what we want to deliver, what promises we want to keep and how we want to treat our customers.
STEP 3: DEVELOP POLICIES AND PROCEDURES
First write the policies (rules) you will need to make sure your employees fulfill the 3 broad strategies, the customer service philosophy and hopefully (some day) the vision of the company.
Use these policies to set the framework for the procedures. Procedures will be the actual steps that employees will be trained on.
Write a brief job description for the main employees in your company, ie, chef, waitress, bartender, manager or key managers, etc.
When we do the training unit, you will show me how you will train a given employee on the procedures you’ve written.
RESOURCES TO HELP YOU WRITE JOB DESCRIPTIONS, SALARIES ETC http://online.onetcenter.org/ http://worknet.wisconsin.gov/worknet/ http://www.bls.gov/oes/2000/oes_alph.htm http://swz.salary.com/salarywizard/layoutscripts/swzl_new
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