The challenges of customer service(chapter
Elements of success
Assess own strengths/weaknesses
Understand customers and their needs
Be familiar with barriers to excellent customer service
Recognize power of perceptions
Credibility & values
Barriers to Excellent Customer Service
Poor communication skills
Poor time management
Lack of adequate training
Inability to handle stress
Servicing customers on autopilot
Power of Perception We must be aware of the perceptions of others.
Perception is the way we see something based on our
Everyone’s perception is slightly different.
Perceptions are developed over a period of time.
Ex: How we view Rogers as a company
Expectations: Our personal vision of the result that will come from our
Expectations may be positive or negative.
Organizations frequently misinterpret what their customers’
Levels of Expectations
Primary expectations: the customer’s most basic requirements of an
interaction. (ex: satisfying Hunger)
Secondary expectations: expectations based on our previous
experiences that are enhancements to our primary expectations. (ex:
good service, tasty food…)
Scope of Influence: Our ability to influence others based on our
perceptions or experiences.
Every person’s “scope” is different.
The average number of people influenced by our opinions is 7–15.
Studies show that it costs about five times as much to attract new
customers as to keep existing customers.
Happy customers can attract new customers at virtually no cost to us. Reputation Management: The process of identifying how a company is
perceived and establishing an action plan to correct, maintain, or enhance
the company’s reputation.
Customers may be attracted to a company because of its reputation
more than any other single factor.
A Company with a Good Reputation
Demonstrates excellence in its management at all levels
Is law abiding
Follows Through on promises and commitments
Is ethically Responsible
Is a positive Public Citizen
Has accurate and strong financials
Shows ongoing positive social responsibility
A Company with a Good Reputation (cont’d)
Is a good citizen
Is a progressive company
Has a record of strong financial performance
Treats employees with respect
Is a technological leader in the industry Is committed to the environment
Complies with state/federal regulations
Is successful in diversifying oper