This document discusses the importance of designing an effective customer service process. It outlines 3 key steps: 1. Review customer, system, and people needs. Understanding what customers value and are turned off by is essential. 2. Set a goal to exceed customer expectations in the areas of value, convenience, and information. Consider customers' perceptions and what promises to keep. 3. Develop clear policies and procedures for employees to follow to ensure a quality customer experience. Write job descriptions to establish roles and responsibilities. Resources are provided to help with this. The overall goal is to gain loyal, long-term customers through addressing their needs.

1. DOCUMENT THE CUSTOMER
SERVICE PROCESS
Chapters 10,11,12
Customer Service: Career Success Through Customer Loyalty

2. 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.

3. STEP 1: REVIEW
CUSTOMER 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?!

4. 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!

5. STEP 2A: GOAL IS TO EXCEED
CUSTOMER EXPECTATIONS WITH
INFORMATION
Proper forms
Consistency in message
Professionalism in message
Monitor feedback and adjust

6. STEP 2B: GOAL IS TO EXCEED
CUSTOMER EXPECTATIONS WITH
CONVENIENCE AND TIMING
Perception, expectations
Simplify
Plan

7. 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.

8. 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

9. 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_newsearch.
asp