WELCOME TO UNIT 1Customer Service MT 221

Marilyn Radu, Instructor

Marilyn D. Radu

• B.S. Corrections/Criminal Justice

• MBA - Marketing

• Over 3 years teaching Marketing, Customer Relations Management, Professional Selling Strategies, Strategic Marketing Decisions, Competitive Market Planning, Advertising and Promotion, Nonprofit Marketing

• 30+ years of sales and marketing management experience

• Past President of the Cleveland Chemical Association

Tonight’s Agenda

Tonight I am going to review the following topics with you:

•The syllabus

•The expectations for the course

•We will define customer service, relationships, theories, and definitions in customer service.

Let’s Review: Course Element Overview

Element % overall grade

• Discussion response 36%

• Assignments 56%

• Reviews/Quizzes 8%

Extra Credit is not offered

Text

Your Textbook

Title: The World of Customer Service, 2e

Author(s): Pattie Gibson-Odgers

Publisher: South-Western CENGAGE LEARNING

ISBN: 13-978-0-538-73046-4

10: 0-538-73046-3

Let’s Review: Working with the assignments• Start with the readings from the Unit

• Proof, proof, proof – grammar and spelling matters. Using APA is recommended. See syllabus.

• Apply the concepts and language of the course

• Answer all the questions in terms of the key concepts of that unit

• Additional research may be used. For example, if you are working with a video and wish to examine websites as well, that can only enhance your work.

• Be thorough, especially when examining the website

• If something is confusing, check with me

Let’s Review: Discussions

• Opportunity to clarify

• Work with material

• Ask questions

• Get help from instructor and classmates

• Exchange ideas

• Get feedback

• And they are fun!

Let’s Review: How to do well in discussions• Pay attention to the rubric in your syllabus

• Post early

• Respond to at least two classmates

• Apply the language and concepts from your readings in your responses

• Interpret your own knowledge in terms of the course – personal experience is great, but apply your reading to it

• Check out the key terms at the end of each unit – try to incorporate them

• Use web based research where appropriate to make a point

• Use material from previous units to link concepts

• Be thoughtful, thorough, and substantive

• Check frequently to see if anyone has asked questions

• Anytime you are at your computer, and have a couple of minutes, drop in!

Let’s Review: Quizzes

• Multiple choice quizzes

• Unit 5 and 8

• Think the question through

• Retake the quizzes as necessary

Let’s Review: Deadlines

• All units close midnight EST on Tuesdays

• If you are having a difficulty getting work in- Contact me BEFORE the deadline.

• Discussion threads will be closed at that time and cannot be handed in late. Plan appropriately.

• All unit reviews and projects are also due at that time

• See the syllabus for late policies for projects

1-7 calendar days late = 20% penalty

8-14 calendar days late = 30% penalty

more than 14 days = automatic zero

Let’s Review: Seminars

• Fun and helpful

• Rewarding part of the online experience.

• Opportunity to ask questions

• Opportunity to interact with classmates

• You can review the recording if you are unable to attend

Course Description

• Course Description - In this course, students will learn how companies can develop customer loyalty and address personalized customer needs. Students will apply concepts learned to real world scenarios and learn how to recapture previous customers and acquire new ones through effective relationship-building strategies. On-line communications tools and call center strategies will also be examined.

Question

How would you define customer service?

Customer Service

• The process of satisfying a customer, relative to a product or service, in whatever way the customer defines his or her need (Odgers, 2008)

• Anything we do for the customer that enhances the customer experience (Harris, 2007)

• Examples

Question

So why do you think excellent customer service is so rare?

Customer Satisfaction

• The customer’s overall feeling of contentment with a customer interaction (Harris, 2007)

• The state of mind that customers have about a company and its products or services when their expectations have been met or exceeded.

• 3 types of customer satisfaction – Satisfaction, Dissatisfaction, over joy and wow

Cost of Losing a Customer

• Lifetime customer worth

Are all customers created equal?

• Yes

• No

• Why?

• Why not?

• Tiered Service System

Relationships

• The relationship era

The Center of All Business Activities

What does exceptional customer service mean to

you?

1. The product or service was delivered in the manner I expected.

2. I got some money back or a credit on my account without any hassles.

3. I’ve never experienced exceptional customer service.

4. My expectations of the company were exceeded by the service I received.

Do you feel that customer service has taken a back seat to

profitability in today’s business economy?

• Yes

• No

Think about the last time you went out to eat somewhere other than a fast-food restaurant. What do you

remember most about the experience—the food or the

service?

• Food

• Service

• Both

• Neither

Mission Statement,Values, and Goals of Customer Service

• Examples of Mission Statements– “Good service is good business”– “We are ladies and gentlemen serving ladies and gentlemen”

External and Internal Customers

• External customers– Customers whose needs we traditionally think of serving, who

purchase and use a company’s products and services

• Internal customers– People or departments within a company that rely on

colleagues to provide the support they need to serve their own internal and external customers

Employment Growth for Customer Service Representatives (CSRs)

According to the U.S. Bureau of Labor Statistics– Service related jobs are expected to increase at a faster rate

than all other occupations.– Specifically, the CSR occupation is expected to increase from

2,063,000 jobs in 2004 to 2,534,000 jobs in 2014.

The Evolving Role ofCustomer Service

• The “New Customer Economy” is characterized as a power shift from companies to their customers.

• Traditionally, customer service was delivered in the Customer Service Department.

• Today, everyone in an organization must deliver exceptional customer service to all customers.

Multichannel Customer Contact Points

• Customer contact occurs through many channels– In person– On the phone– Through written communications– Online

The Role of a CSR

• In general, the role of a customer service representative is to– Answer questions– Solve problems– Take orders– Resolve complaints

Any Questions?

Thank you for attending!

See you next week!