Customer Service : Serve Us America

by Eggland, Steven A.; Britten, Michael J.

• ISBN13: 9780135275085
• ISBN10: 0135275083
• Edition: 1st
• Format: Paperback
• Copyright: 2001-10-31
• Publisher: Prentice Hall

Summary

This book is about the consumer's right to service--convenience, courtesy, and responsiveness to problems and needs--and about organizations' willingness and ability to acknowledge and deliver that right to their clients, customers, patients, passengers, ticket buyers, constituents, etc. The book is based upon information provided by hundreds of consumers throughout the United States describing real-life transactions with a broad spectrum of businesses and institutions in both the public and private sectors. It illustrates the importance of customer satisfaction in the workplace and points out areas where businesses succeed or fail to meet customer expectations. Explores 13 customer service categories, including for each: an introduction to the concept, an illustrative vignette, data and vignettes from several areas of customer service, implications and suggestions for training, and recommended action for managers. The categories include: Recovery, Empowerment, Bias, Customer Retention, Follow Up, Service, Timeliness, The Pleasure Principle, Teamwork, Assessing Customer Needs, Empathy, Advocacy, Added Value. For anyone interested in Business Administration, Marketing, Consumer Behavior, Customer Service.

Table of Contents

Preface	xiii
Recover ``Lemons to Lemonade''	1	(14)
Introduction	1	(1)
Illustrative Vignette	2	(1)
Data and Vignettes From Specific Service Areas	3	(7)
Repair Services	4	(2)
Transportation Services	6	(1)
Public and Governmental Services	7	(1)
Food Service	8	(1)
Personal Services	9	(1)
Implications and Suggestions For Training	10	(1)
Suggested Managerial Actions	11	(1)
Summary	11	(1)
Application Exercises	12	(3)
Repair Services	12	(1)
Transportation Services	13	(1)
Food Services	13	(1)
Public and Governmental Services	13	(1)
Personal Services	14	(1)
Empowerment ``Power to Your People''	15	(18)
Introduction	15	(2)
Illustrative Vignette	17	(1)
Data and Vignettes from Specific Service Areas	18	(8)
Retail Services	19	(2)
Hospitality	21	(2)
Transportation Services	23	(1)
Public and Governmental Services	24	(1)
Financial Services	25	(1)
Implications and Suggestions for Training	26	(1)
Suggested Managerial Actions	27	(2)
Summary	29	(1)
Application Exercises	30	(3)
Retail Services	30	(1)
Hospitality	31	(1)
Transporatation Services	31	(1)
Public and Governmental Services	32	(1)
Financial Services	32	(1)
Bias ``It's Not Just a Sewing Term''	33	(14)
Introduction	33	(1)
Illustrative Vignette	34	(2)
Data and Vignettes from Specific Service Areas	36	(6)
Hospitality	36	(2)
Retail Services	38	(1)
Health Services	39	(1)
Financial Services	40	(1)
Professional Services	41	(1)
Implications and Suggestions for Training	42	(1)
Suggested Managerial Actions	43	(1)
Summary	44	(1)
Application Exercises	44	(3)
Hospitality	44	(1)
Retail Services	45	(1)
Health Services	45	(1)
Financial Services	45	(1)
Professional Services	46	(1)
Customer Retention: ``Keep 'Em Comming''	47	(14)
Introduction	47	(1)
Illustrative Vignette	48	(1)
Data and Vignettes from Specific Service Areas	49	(6)
Food Service	50	(1)
Health Services	51	(1)
Repair Services	52	(1)
Personal Services	53	(1)
Professional Services	54	(1)
Implications and Suggestions for Training	55	(1)
Suggested Managerial Actions	56	(1)
Summary	56	(1)
Application Exercises	57	(4)
Food Service	57	(1)
Health Services	57	(1)
Repair Services	58	(1)
Personal Services	58	(1)
Professional Services	58	(3)
Follow Up ``It's Not Over Till it's Over''	61	(12)
Introduction	61	(1)
Illustrative Vignette	62	(1)
Data and Vignettes from Specific Service Areas	63	(6)
Retail Services	64	(1)
Transportation Services	65	(1)
Financial Services	66	(1)
Hospitality	67	(1)
Public and Governmental Services	68	(1)
Implications and Suggestions for Training	69	(1)
Suggested Managerial Actions	69	(1)
Summary	70	(1)
Application Exercises	70	(3)
Retail Services	71	(1)
Transportation Services	71	(1)
Financial Services	71	(1)
Hospitality	72	(1)
Public and Governmental Services	72	(1)
Serve Your Customers ``Little Things Mean A Lot''	73	(14)
Introduction	73	(1)
Illustrative Vignette	74	(2)
Data and Vignettes from Specific Service Areas	76	(6)
Food Service	77	(1)
Repair Services	78	(1)
Hospitality	79	(1)
Personal Services	80	(1)
Professional Services	81	(1)
Implications and Suggestions for Training	82	(1)
Management Actions	83	(1)
Summary	83	(1)
Application Exercises	84	(3)
Food Service	84	(1)
Repair Services	84	(1)
Personal Services	85	(1)
Hospitality	85	(1)
Professional Services	86	(1)
Timeliness ``Don't Waste My Time''	87	(14)
Introduction	87	(2)
Illustrative Vignette	89	(1)
Data and Vignettes from Specific Service Areas	90	(6)
Repair Services	90	(2)
Transportation Services	92	(1)
Financial Services	93	(1)
Food Service	94	(1)
Personal Services	95	(1)
Implications and Suggestions for Training	96	(1)
Suggested Managerial Actions	97	(1)
Summary	98	(1)
Application Exercises	98	(3)
Repair Services	99	(1)
Transportation Services	99	(1)
Financial Services	99	(1)
Food Services	99	(1)
Personal Services	100	(1)
The Pleasure Principal ``Just Put on a Happy Face''	101	(14)
Introduction	101	(2)
Illustrative Vignette	103	(1)
Data and Vignettes from Specific Service Areas	104	(6)
Hospitality	105	(1)
Financial Services	106	(1)
Food Service	107	(1)
Retail Services	108	(1)
Professional Services	109	(1)
Implications and Suggestions for Training	110	(1)
Suggested Managerial Actions	111	(1)
Summary	111	(1)
Application Exercises	112	(3)
Hospitality	112	(1)
Financial Services	112	(1)
Food Service	112	(1)
Retail Services	113	(1)
Professional Services	113	(2)
Teamwork ``Go Team Go''	115	(14)
Introduction	115	(1)
Illustrative Vignette	116	(1)
Data and Vignettes from Specific Service Areas	117	(7)
Food Service	117	(2)
Financial Services	119	(1)
Retail Services	120	(1)
Health Services	121	(2)
Transportation Services	123	(1)
Implications and Suggestions for Training	124	(1)
Suggested Managerial Actions	125	(1)
Summary	126	(1)
Application Exercises	126	(3)
Food Service	126	(1)
Financial Services	127	(1)
Retail Services	127	(1)
Health Services	127	(1)
Transportation Services	128	(1)
Assessing Customer Needs ``All You Have to Do is Ask''	129	(14)
Introduction	129	(2)
Illustrative Vignette	131	(1)
Data and Vignettes from Specific Service Areas	132	(7)
Health Services	133	(1)
Personal Services	134	(1)
Hospitality	135	(1)
Public and Governmental Services	136	(1)
Retail Services	137	(2)
Implications and Suggestions for Training	139	(1)
Suggested Managerial Actions	139	(1)
Summary	140	(1)
Application Exercises	140	(3)
Health Services	141	(1)
Personal Services	141	(1)
Hospitality	141	(1)
Public and Governmental Services	142	(1)
Retail Services	142	(1)
Empathy ``Do You Feel What I Feel?''	143	(12)
Introduction	143	(1)
Illustrative Vignette	144	(1)
Data and Vignettes from Specific Service Areas	145	(6)
Health Services	145	(1)
Repair Services	146	(1)
Personal Services	147	(1)
Professional Services	148	(2)
Public and Governmental Services	150	(1)
Implications and Suggestions for Training	151	(1)
Suggested Managerial Actions	151	(1)
Summary	152	(1)
Application Exercises	152	(3)
Health Services	153	(1)
Repair Services	153	(1)
Personal Services	153	(1)
Professional Services	154	(1)
Retail Services	154	(1)
Advocacy ``Whose Side Are You on?''	155	(12)
Introduction	155	(1)
Illustrative Vignette	156	(1)
Data and Vignettes from Specific Service Areas	157	(6)
Repair Services	157	(2)
Transportation Services	159	(1)
Financial Services	160	(1)
Hospitality	161	(1)
Public and Governmental Services	162	(1)
Implications and Suggestions for Training	163	(1)
Suggested Managerial Actions	163	(1)
Summary	164	(1)
Application Exercises	165	(2)
Repair Services	165	(1)
Transportation Services	165	(1)
Financial Services	166	(1)
Hospitality	166	(1)
Public and Governmental Services	166	(1)
Add Value ``Earn Your Money''	167	(14)
Introduction	167	(1)
Illustrative Vignette	168	(1)
Data and Vignettes from Specific Service Areas	169	(7)
Food Service	170	(1)
Retail Services	171	(1)
Health Services	172	(1)
Public and Governmental Services	173	(1)
Professional Services	174	(2)
Implications and Suggestions for Training	176	(1)
Suggested Managerial Actions	176	(1)
Summary	177	(1)
Application Exercises	178	(3)
Food Service	178	(1)
Retail Services	178	(1)
Health Services	179	(1)
Public and Governmental Services	179	(1)
Professional Services	179	(2)
Appendix	181	(10)
Index	191

Excerpts

A pleasant relationship between consumers and marketers has not always existed. In the past some businesses were viewed as often trying to take advantage of consumers. False claims were sometimes made about products, prices were often too high and some products were unsafe. If a consumer was wronged, there was nowhere to turn except away from the offending business. To fight against unfair business practices, consumers have joined together to demand fair treatment from businesses. This banding together gave rise to what is known as the consumer movement.As a result of this movement, public and private agencies, policies, laws, and regulations were developed to protect consumer interests. A highlight of the consumer movement came in 1962 when President John F Kennedy presented his Consumer Bill of Rights in a message to Congress. He declared that every consumer has the following rights: 1.The right to be informed--to be given the correct information needed to make an informed choice. 2.The right to safety--to be protected from goods and services that are hazardous to health or life. 3.The right to choose--to be assured of the availability of a variety of goods and services at competitive prices. 4.The right to be heard--to be assured that the consumer's interests will be fully considered by the government when laws are being developed and enforced. In 1969, President Richard M. Nixon added a fifth right to the list; in 1975 President Gerald R. Ford added the sixth; and in 1994, during National Consumers Week, President William Clinton added the seventh. 5.The right to a remedy--the assurance of the right to legal correction of wrongs committed against consumers. 6.The right to consumer education--to learn about consumed rights and responsibilities as economic citizens. 7.The right to service--to be entitled to convenience, courtesy, and responsiveness to problems and needs. It is this final "right" that is at the core content of this book. The provision of providing superior service is a tremendous competitive weapon in an era of keen market segmentation, stiff price competition, and impersonal marketing that often removes the human element from sales and service processes. However, service is a key element in consumer satisfaction strategies. This book clearly describes the simplicity and the complexities of serving customers. The content is based on the perceptions of hundreds of customers who thoroughly described their experiences. We offer the results of casual research by presenting the voice of customers throughout the United States who clearly state, "Serve Us America." You will reap the rewards of their experiences. Business success is dependent upon the willingness and competence of organizations to acknowledge and deliver the right to service to clients, customers, patients, passengers, ticket buyer, constituents, and so on. We have heard a great deal about the geometric growth ratios of our service-based economy and about the impact the Internet has had on buying and selling processes. We have listened to the admonitions of business consultants telling us that survival in the new century will depend on being customer-sensitive service providers. We have read about, and experienced, the fickle-hearted nature of customers and clients--both business and consumers--and how developing their loyalties is, perhaps, the single most important objective a business can establish. We are aware of goods and services providers who are exemplary in this regard. But the inquiry-casual as it was-that led to the development of this book has demonstrated once again that we have "miles to go before we sleep."