10 3 <ul><li>Establish and maintain trust with customers. </li></ul><ul><li>Explain customer relationship management  and ...
Encouraging Customer Loyalty Learning Objectives , continued <ul><li>Identify strategies that can be used to make customer...
The Role of Trust: What does customer loyalty mean ? <ul><li>It is a term to describe the tendency of customers to return ...
The Role of Trust <ul><li>What is trust?   </li></ul><ul><li>Trust is the most important criteria for a relationship. The ...
Customer Relationships :   What does customer relationship management mean and why are they so vulnerable ? <ul><li>Custom...
The Loyalty Equation Effective product/service delivery <ul><li>Proactive relationship building </li></ul><ul><li>+Elimina...
Characteristics Affecting Customer Loyalty <ul><li>Twelve Common Qualities of Service Providers </li></ul><ul><ul><li>Resp...
Characteristics Affecting Loyalty <ul><li>Twelve Qualities of Service Providers   (continued) </li></ul><ul><ul><li>Initia...
Be Responsible for Customer Relationships <ul><li>Make customers feel special </li></ul><ul><li>Personalize your approach ...
Be Responsible for Customer Relationships <ul><li>Make customers feel special </li></ul><ul><li>Individualize service </li...
Strategies for Making Customers Feel Like # 1 <ul><li>Satisfy customer’s needs </li></ul><ul><li>Make positive initial con...
Strategies for Making  Customers Feel # 1 <ul><li>Satisfy Customers’ Needs </li></ul><ul><li>Exceed expectations </li></ul...
Enhancing Customer Satisfaction as a Strategy for Retaining Customers <ul><li>Build good relationships </li></ul><ul><li>P...
Enhancing Customer Satisfaction as a Strategy for Retaining Customers <ul><li>Build good relationships </li></ul><ul><li>S...
Strive for Quality <ul><li>Total Quality Management (TQM) and </li></ul><ul><li>Continuous Quality Improvement (CQI) </li>...
Importance of Customer Loyalty,  Fig. 10.2
Addressing Customer Needs <ul><li>Customer Needs and Strategies to Satisfy Them </li></ul>
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CustomerServiceChap10

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CustomerServiceChap10

  1. 1. 10 3 <ul><li>Establish and maintain trust with customers. </li></ul><ul><li>Explain customer relationship management and explain its importance to quality service. </li></ul><ul><li>Develop the service provider characteristics that will enhance customer loyalty. </li></ul><ul><li>Describe the provider’s responsibility for establishing and maintaining positive customer relationships. </li></ul>Building and Maintaining Relationships Encouraging Customer Loyalty Learning Objectives McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Encouraging Customer Loyalty Learning Objectives , continued <ul><li>Identify strategies that can be used to make customers feel like they are number one. </li></ul><ul><li>Discuss strategies that can enhance customer satisfaction. </li></ul><ul><li>Define quality service . </li></ul>
  3. 3. The Role of Trust: What does customer loyalty mean ? <ul><li>It is a term to describe the tendency of customers to return to a product or organization regularly because of the service and satisfaction they receive. </li></ul>
  4. 4. The Role of Trust <ul><li>What is trust? </li></ul><ul><li>Trust is the most important criteria for a relationship. The key element in cementing interpersonal relationships is trust. </li></ul>
  5. 5. Customer Relationships : What does customer relationship management mean and why are they so vulnerable ? <ul><li>Customer relationships—the practice of building and maintaining ongoing friendships with customers in an effort to enhance customer loyalty. </li></ul><ul><li>The dimensions of trust: personal experience, organizational knowledge, deference, reference, and glitz. </li></ul>
  6. 6. The Loyalty Equation Effective product/service delivery <ul><li>Proactive relationship building </li></ul><ul><li>+Elimination of dissatisfiers </li></ul><ul><li>+Resolution of problems </li></ul><ul><li>+Follow up </li></ul><ul><li>=Customer satisfaction and loyalty </li></ul>
  7. 7. Characteristics Affecting Customer Loyalty <ul><li>Twelve Common Qualities of Service Providers </li></ul><ul><ul><li>Responsiveness </li></ul></ul><ul><ul><li>Adaptability </li></ul></ul><ul><ul><li>Communication Skills </li></ul></ul><ul><ul><li>Decisiveness </li></ul></ul><ul><ul><li>Enthusiasm </li></ul></ul><ul><ul><li>Ethical Behavior </li></ul></ul>
  8. 8. Characteristics Affecting Loyalty <ul><li>Twelve Qualities of Service Providers (continued) </li></ul><ul><ul><li>Initiative </li></ul></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><li>Problem-solving ability </li></ul></ul><ul><ul><li>Professionalism </li></ul></ul><ul><ul><li>Perceptiveness </li></ul></ul><ul><ul><li>Planning ability </li></ul></ul>
  9. 9. Be Responsible for Customer Relationships <ul><li>Make customers feel special </li></ul><ul><li>Personalize your approach </li></ul><ul><li>Listen actively </li></ul><ul><li>Keep an open mind </li></ul>
  10. 10. Be Responsible for Customer Relationships <ul><li>Make customers feel special </li></ul><ul><li>Individualize service </li></ul><ul><li>Show respect </li></ul><ul><li>Elicit input—review p. 265 information gathering </li></ul><ul><li>Use effective closing statements </li></ul>
  11. 11. Strategies for Making Customers Feel Like # 1 <ul><li>Satisfy customer’s needs </li></ul><ul><li>Make positive initial contact </li></ul><ul><li>Establish rapport </li></ul><ul><li>Identify and satisfy customer needs quickly </li></ul>
  12. 12. Strategies for Making Customers Feel # 1 <ul><li>Satisfy Customers’ Needs </li></ul><ul><li>Exceed expectations </li></ul><ul><li>Follow up </li></ul><ul><li>Encourage customers to return </li></ul>
  13. 13. Enhancing Customer Satisfaction as a Strategy for Retaining Customers <ul><li>Build good relationships </li></ul><ul><li>Pay attention </li></ul><ul><li>Deal with one customer at a time </li></ul><ul><li>Know your customers </li></ul><ul><li>Give customers special treatment </li></ul>
  14. 14. Enhancing Customer Satisfaction as a Strategy for Retaining Customers <ul><li>Build good relationships </li></ul><ul><li>Service each customer at least adequately </li></ul><ul><li>Do the unexpected </li></ul><ul><li>Handle complaints effectively </li></ul><ul><li>See benefits, not features </li></ul><ul><li>Know your competition </li></ul>
  15. 15. Strive for Quality <ul><li>Total Quality Management (TQM) and </li></ul><ul><li>Continuous Quality Improvement (CQI) </li></ul><ul><li>These are systematic approaches to identifying and quantifying best practices in an organization and/or industry in order to make improvements in effectiveness and efficiency. </li></ul>
  16. 16. Importance of Customer Loyalty, Fig. 10.2
  17. 17. Addressing Customer Needs <ul><li>Customer Needs and Strategies to Satisfy Them </li></ul>

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