The document discusses the key components of customer service: who provides service (every employee), what customer service entails (developing customer satisfaction), when service is performed (at all times as a business is always being evaluated), and where common types of service interactions take place (call centers, retail stores, wholesale distribution, and service industries). It emphasizes that customer service is critical for business success as it aims to create repeat customers and positive word-of-mouth through satisfied customers. Companies research customers' wants and needs and establish mission statements, policies, and procedures to continuously deliver great service.

1. 1
Chapter 1
What Is Customer Service?

2. 2
Understand the components of
customer service as it pertains to the
particular business and customer
Specifically:
Who
What
When
Where (environments)
Why
How
Customer Service Mind Set/“Win-Win”
Training

3. 3
Who does Customer Service?
It is safe to say that EVERY employee in a company has a stake in
the success of the business…
therefore… EVERY employee should service the customer.
In Short, without customers, there are no jobs.
The entire organization will benefit from service training
-customers -vendors -suppliers
-community -employees -shipping
-credit -sales -tech support
Customer Revenue Payroll Jobs

4. 4
What is Customer Service?
• Defined for the use of THIS course…
• Customer Services is the process of developing customer
satisfaction with a product, service, or sales opportunity.
• Many publications say not to give customer service a definition
• Customer service means different things to different people
• Customer service changes with a person’s role
• Customer service can be determined with:
• Smiles
• Time
• Correct orders
• Listening
• What is customer service to YOU?

5. 5
What is Customer Service?
• Defined for the use of THIS course…
• Customer Services is the process of developing customer
satisfaction with a product, service, or sales opportunity.
• SERVICE IS…
• More than what you say, it is how you communicate
• Determined by the customer… and their expectations
• Understanding the customer, their wants and needs
• Effectively listening and communicating
• Consistent interaction with customers, employees, vendors, …
• Building rapport with customers, employees, vendors, …

6. 6
When is Service done?
• Customer service and a business’s response to their customers
is more than a sales opportunity
• WHEN is a business evaluated?
• Open & Closed Hours of Operation
• Business Condition/Facilities/Cleanliness
• Employees at & away from the business
• Signage Advertising Image
• Languages Eagerness to help
• Service provided “After Hours”
• In Short… service never stops because a business is ALWAYS being evaluated
by customers and potential customers
• Hospitality
• Friendliness
• Time spent
• Cleanliness
• Environment
• Image
• Advertising
• Hours of Operation
• Culture
• Languages

7. 7
Where is Service performed?
• FOR THIS COURSE we will look at the following locations as
the basis of MOST customer service experiences:
• Call Centers
• A location where telecommunications is the major method of service (Phone)
• Retail Sales
• A location where trained sales associates assist customers
• Wholesale Sales
• A service opportunity for distributors to work with other distributors and retailers
• Service Industry
• A service specific business’s opportunity to assist customers
• Other
• Many other opportunities for sales associates to assist customers

8. 8
Call Centers
• A location where telecommunications is the major method of
service
• Phone
• Computer
• “Chat”
• Interaction with customer are typically on phone
• In-bound – Customers call INTO the center for service
• Out-Bound – Company makes call TO the customer
• Typically to solicit opinions, satisfaction measures, or for sales

9. 9
Retail Service
• Typically a business that sells smaller quantities of goods or
services to the general public
• Store
• Mall
• Kiosk
• Other
• Customers typically come INTO the business
• Measure foot traffic & sales from INSIDE the store

10. 10
Wholesale Service
• Typically a business that buys large quantities of goods from
various producers or vendors, warehouses the goods, and
resells smaller quantities to retailers or other wholesalers
• Distributor: wholesaler that carries ONE brand
• Some businesses manage their own distribution centers

11. 11
• A action or deed of value performed to satisfy a need
• Services can range from legal, delivery, banking, medical, etc
• Most businesses have service components to sales
• Delivery
• Installation
• Warranty work
• Many businesses ARE the service that they perform
Service Industry

12. 12
Other types of Service
• There are many ways to interact with customers
• Internet
• E-Mail
• Door to Door
• Panels
• Social Marketing
• The methods of customer interaction are ALWAYS CHANGING
• Just look at:

13. 13
Why Customer Service?
• Customers and their satisfaction is how businesses are successful
• Remember:
• It is important to define what GOOD SERVICE is and how it
benefits the business
• This is often done in the company’s Mission Statement, Policies
and Procedures
• One of the goals of every business’s service is to create
RETURN CUSTOMERS (or repeat customers)
• These customers are often satisfied customers who will positively
recommend the business to others (Word of Mouth)
Customer Revenue Payroll Jobs

14. 14
Customer Service – HOW?
• Companies typically develop their customer service policies
and procedures based on research
• Mission Statement:
• A declaration of an organizations core purpose
(and typically defines HOW they will communicate/interact with customers)
• Policy:
• A set of actions or principles set by a business to outline how to
interact with customers
• Example: return policy, exchange policy, referral policy
• Procedure:
• A set of step-by-step activities or behaviors that must be followed to
perform a task correctly
• Example: return procedure, special order procedure, warranty claim

15. 15
RESEARCH
• Most companies utilize research to collect data on how to
improve or maintain services they offer.
• Primary Research
• Data collected by the organization first hand-for their topic
• Can be sales records, complaints, suggestions, calls, etc.
• Secondary Research
• Data collected by another organization but which may apply to the
current topic being evaluated
• Research is an integral component to CONTINUOUSLY
providing great service
• Satisfaction, Wants, Needs, …
• Delivery, Timeliness, Cleanliness, Hospitality
• Effective communications

16. 16
The Task…
• Research a Sales-Service company
• Identify the following:
• Mission Statement and how it correlates with the company’s service
• Service Policies in use
• Service Procedures in use
• Customer identification – who is their base customer
• Plus:
• Who
• What
• When
• Where of the business’s services
• Why
• How