Customer ServiceMarketing

Customer Service TermsCustomer Service as a Function: A department or function of an organization that responds to inquiries or complaints from customers of that organization. Customers may communicate in person or via written correspondence, & toll telephone.

Customer Service as a Process:Governing philosophy that oversees the business as a wholeExample: Customers Always Right

Top Ten Customer Service Companies *MSN Money

CompanyApproval RatingAmazonExcellent Rating: 57.3%MarriotExcellent Rating: 42.6%Hilton Excellent Rating: 41.8%UPSExcellent Rating: 41.3%FedExExcellent Rating: 40.6%GoogleExcellent Rating: 39.5%State FarmExcellent Rating: 37.9%SamsungExcellent Rating: 36.5Traders JoeExcellent Rating: 36.2%Lowes Excellent Rating: 35.9%

Worst Ten Customer Service Companies *MSN Money

CompanyApproval RatingBank of AmericaPoor Rating: 23.4%ComcastPoor Rating: 21.2%Dish NetowrkPoor Rating: 19%CitigroupPoor Rating: 15.4%Wells FargoPoor Rating: 16.8%AT&TPoor Rating: 14.6%DiscoverPoor Rating: 14.4%DirectvPoor Rating: 14.4%Time Warner CablePoor Rating: 14.3%American Express Poor Rating: 14%

Situations where customers become difficultCustomers want something against company policies.

Problems with merchandiseBroken or damagedLack of need-giftWrong sizeChanged mind

Problems with companyAccount errors-date entry errorsRude treatment by an employee

Illegal activityStealing from store

Reasons for handling difficult customersCustomers that have had an issue resolved efficiently and professionally are more loyal.

It is important to build a strong clientele.

Even difficult customers generate revenueWord of mouth about handling situations well will spread.It impacts the companys image.It can aid in the development of a competitive advantage.All of the above contributes to profits.

Handling Customer ComplaintsComplaints are a not necessarily a bad thing!

Complaints give the business an opportunity to learn something that might improve service and stop the problem from reoccurring

Only 4-8% of customers share their concern non-complainers are a problem because the business never has a chance to address the issue

General guidelines for handling difficult customers

Customer TypeHow to HandleArgumentativeAsk simple, polite questionsImpatientAgree on common pointsLeave me aloneBe patientIrritable / MoodyBe positiveInsulting Be neutralComplainRespect their thoughtsDomineering / SuperiorLet them have their saySuspiciousExplain and demonstrate good serviceSlow / MethodicalDont overwhelm themDishonestDont jump to conclusions

Procedures for Handling Difficult CustomersListen completely and openlyTake the customer aside to ease tensionRestate to show you understandGet help if needed, from a supervisor

Establish a plan Agree on a plan of action and follow through

Customer Service Assignment #1 (Individual)Customer Service Acronym or ACROSTIC Students will create an acronym for customer service that depicts qualities or descriptions of customer service. ORCreate an Acrostic for CUSTOMER SERVICE that depicts qualities or descriptions of customer service (Can use one word or be a continuous Statement)

Customer Service Assignment #2 (Individual)Using Construction Paper; create a Top Ten List for Keys to Customer ServiceTitle Your Top Ten with Your NameMs. Shaffers Customer Service Commandments

Order your list from least to most important10 1

Include at least one picture to support your list

Neatness counts.

Assignment #3 (1 -3 students)Students will have the option to either create a role-play demonstrating the correct way to handle customer service, create a song or rap, or create a comic strip demonstrating customer service.

See handout for group dynamics and requirements

Assignment

http://money.msn.com/investing/2013-customer-service-hall-of-fame *http://money.msn.com/investing/2013-customer-service-hall-of-fame *http://southwest.nc.och.schoolinsites.com/?PageName=%27TeacherPage%27&Page=%27Assignments%27&StaffID=%2770474%27&Archive=%27yes%27 *