Service Strategy: Management Moves For Customer Results

by Horovitz, Jacques

• ISBN13: 9780273675839
• ISBN10: 0273675834
• Edition: 2nd
• Format: Hardcover
• Copyright: 2004-09-01
• Publisher: Trans-Atlantic Pubns

Summary

-Top quality, needs-based, business best practice from Europe's leading executive education provider.-The only hard, practical, implemental book on customer service. A classic business text book.-Heavily updated and expanded with checklists and case studies.

Table of Contents

Introduction	ix
Acknowledgments	xii
About the author	xiv
1 Getting to know your customers: customer insight	1	(20)
Customer needs: from intuition to implicit and explicit needs	1	(3)
From needs to perceptions	4	(4)
From needs to perceptions to expectations	8	(2)
How to manage perceptions and expectations	10	(2)
Customer segmentation	12	(3)
How to recognize who's who in service segmentation	15	(1)
Moving toward service segments of one	16	(1)
Selling is a service: It is helping a customer buy!	17	(1)
Summary	18	(1)
Don'ts	19	(1)
The 10 service segmentation questions	19	(2)
2 Creating customer value: the service concept	21	(26)
Value = benefits — costs: the benefit element of the equation	21	(7)
The cost element of the value equation	28	(2)
Reducing the price	30	(3)
Value in business-to-consumers vs value in business-to-business	33	(6)
Pricing adaptation in b-to-b companies: the building block approach	39	(3)
How to get your service concept known	42	(1)
The biggest challenge: convergence of signals sent to customers to avoid mixed signals	43	(2)
Summary	45	(1)
Don'ts	45	(1)
The 10 customer value questions	46	(1)
3 Delivering on customer value	47	(30)
The service concept	47	(4)
Specifying a detailed level of excellence	51	(2)
How many service standards, how detailed, and for whom?	53	(1)
Service quality measurement	54	(1)
Measurement tools	55	(3)
Which customers are we talking about?	58	(2)
Focus on the mystery shopper: facts and perceptions	60	(2)
Customer satisfaction surveys: level and frequency	62	(2)
Genuinely wanting feedback from customers or pretending to?	64	(2)
Beyond customer satisfaction surveys: taking into account the voice of the customer at all times	66	(3)
An overall index: mixing perceptions and facts?	69	(1)
Does it pay to improve customer satisfaction?	70	(2)
Don'ts about measurements and service concept	72	(1)
Don'ts about measurement of deliverables	73	(1)
The 10 questions for measurement	74	(1)
The 10 questions for value delivery	74	(3)
4 Managing customer complaints for profit	77	(20)
Customers who complain are friends not enemies	78	(4)
Your first priority: Respond immediately by empowering front line staff	82	(2)
Service guarantee	84	(1)
Your second priority: make more customers complain	85	(1)
Your third priority: delight the five percent who make a formal complaint	86	(2)
To inquire about a complaint or not to inquire? That is NOT the question	88	(1)
A goldmine of free information	89	(5)
Impact of insulting good customers is dreadful	94	(1)
Getting started	94	(1)
Don'ts	95	(1)
The 10 customer complaint questions	96	(1)
5 Loyalty building	97	(28)
Is it worth keeping customers?	97	(2)
The right question: how to serve customers profitably. Not the wrong question: how to get rid of unprofitable customers	99	(3)
Why do you want them to come back?	102	(13)
Which loyalty scheme to choose?	115	(1)
From transactions to relationships: managing customer relationships	115	(5)
Using the Internet to reinforce the customer relationship virtuous circle	120	(1)
Measuring loyalty	121	(2)
Don'ts	123	(1)
The 10 loyalty building questions	123	(2)
6 Company structure and processes	125	(30)
Stretched objectives focused on customers	126	(4)
Getting commitment	130	(17)
Measure and follow up	147	(2)
CRM investments: beware	149	(3)
Don'ts	152	(1)
The 10 structure and processes questions	152	(3)
7 Company culture and customer relationships	155	(30)
Different service requirements	156	(6)
Four ways to lead people	162	(2)
In any industry, people profiles vary with service level	164	(5)
Different departments need different people management	169	(1)
The manager's new role: as coach	170	(4)
Sustaining a service culture: mindset changes	174	(3)
A new language, a new dictionary to reinforce the culture	177	(2)
Creating trust within a company: a discipline!	179	(1)
Creating incentives based on customer success	180	(1)
Summary	180	(1)
Our associates' rights	181	(1)
Our associates' responsibilities	181	(1)
Don'ts	182	(1)
The 10 people questions	182	(3)
Conclusion	185	(12)
Mobilizing the organization for superior customer orientation	186	(11)
Index	197