Preface

Acknowledgments

Part One:  The Profession

1	The Customer Service Profession

LO 1-1		Defining Customer Service
 		The Concept of Customer Service
 		Post–World War II Service
		The Shift to Service 

LO 1-2		Growth of the Service Sector
 		Impact of the Economy 

LO 1-3		Societal Factors Affecting Customer Service
 		Global Economic Shifts
 		Shifts in the Population and Labor Force
 		Increased Efficiency in Technology
 		Deregulation of Many Industries
 		Geopolitical Changes
 		Increase in the Number of White-Collar Workers
 		More Women Entering the Workforce
 		A More Racially and Ethnically Diverse Population Is Entering the Workforce
  		More Older Workers Entering the Workforce
 		Growth of E-Commerce 

LO 1-4		Consumer Behavior Shifts
 		Different Mindsets 
		Expectation of Quality Service 
 		Enhanced Consumer Preparation 

LO 1-5		The Customer Service Environment
 		Components of a Customer Service Environment
 		External Customers
 		Internal Customers 

LO 1-6		Addressing the Changes
 		Small Business Perspective
 		Impact on Service

2	Contributing to the Service Culture

LO 2-1		Defining a Service Culture
 		Service Philosophy or Mission
 		Employee Roles and Expectations
 		Measurable
 		Products and Services
 		Motivators and Rewards
 		Management Support
 		Employee Empowerment
 		Training 

LO 2-2		Establishing a Service Strategy

LO 2-3		Customer-Friendly Systems
 		Typical System Components
 		Service Delivery Systems
 		Tools for Service Measurement

LO 2-4		Twelve Strategies for Promoting a Positive Service Culture

LO 2-5		Separating Average Companies from Excellent Companies

LO 2-6		What Customers Want
 		Small Business Perspective
 		Impact on Service

Part Two:  Skills for Success

3	Verbal Communication Skills

LO 3-1		The Importance of Effective Communication

LO 3-2		Ensuring Two-Way Communication
		Interpersonal Communication Model

LO 3-3		Avoiding Negative Communication

LO 3-4		Communicating Positively
 		Plan Your Messages
 		Focus on the Customer as a Person
 		Greet Customers Warmly and Sincerely
 		Use Customer-Focused Language
 		Make Customers Feel Welcome
 		Listen Carefully and Respond Appropriately
 		Be Specific
 		Use Positive “I” or “We” Messages
 		Use “Small Talk”
 		Use Simple Language
 		Paraphrase
 		Ask Positively Phrased Questions
 		Ask Permission
 		Agree with Customers
 		Elicit Customer Feedback and Participation
 		Close the Transaction Professionally
 		Address Pet Peeves

LO 3-5		Providing Feedback
 		Verbal Feedback
 		Nonverbal Feedback

LO 3-6		Dealing Assertively with Customers

LO 3-7		Assertive versus Aggressive Service
 		Responding to Conflict
 		Causes of Conflict
 		Salvaging Relationships after Conflict
 		Small Business Perspective
 		Impact on Service

4	Nonverbal Communication Skills

LO 4-1		What Is Nonverbal Communication

LO 4-2		The Scope of Nonverbal Behavior
 		Body Language 
 		Vocal Cues
 		Appearance and Grooming 
 		Spatial Cues
 		Environmental Cues 
 		Miscellaneous Cues

LO 4-3		The Role of Gender in Nonverbal Communication

LO 4-4		The Impact of Culture on Nonverbal Communication

LO 4-5		Negative Nonverbal Behaviors
 		Unprofessional Handshake
 		Fidgeting
 		Pointing with a Finger or Other Object
 		Raising Eyebrow
 		Peering Over Glasses
 		Crossing Arms or Putting Hands on Hips
		Holding Hands Near Mouth

LO 4-6		Strategies for Improving Nonverbal Communication
 		Seek Out Nonverbal Cues
 		Confirm Your Perceptions
 		See Clarifying Feedback
 		Analyze Your Interpretations of Nonverbal Cues

LO 4-7		Customer-Focused Behavior
 		Small Business Perspective
 		Impact on Service

5	Listening to the Customer

LO 5-1		Why Is Listening So Important?

LO 5-2		What Is Listening?
 		Hearing and Receiving the Message
 		Attending
 		Comprehending or Assigning Meaning
 		Responding

LO 5-3		Characteristics of a Good Listener

LO 5-4		Causes of Listening Breakdown
 		Personal Obstacles
 		Preoccupation
 		Listening Skill Level
 		External Obstacles
 		An Additional Obstacle

LO 5-5		Strategies for Improved Listening
 		Stop Talking!
 		Prepare Yourself
 		Listen Actively
 		Show a Willingness to Listen
 		Show Empathy
 		Listen for Concepts
		Be Patient
 		Listen Openly
 		Send Positive Nonverbal Cues
 		Don’t Argue
 		Take Notes, If Necessary
 		Ask Questions

LO 5-6		Information-Gathering Techniques
 		Personal Obstacles
 		Open-End Questions
 		Closed-End Questions

LO 5-7		Additional Question Guidelines
 		Avoid Criticism
 		Ask Only Positively Phrased Questions
 		Ask Direct Questions
 		Ask Customers How You Can Better Serve
 		Small Business Perspective
 		Impact on Service

Part Three:  Building and Maintaining Relationships

LO 6-1		What Are Your Behavioral Styles

LO 6-2		Identifying Behavioral Styles
 		R: Rational
 		I: Inquisitive
 		D: Decisive
 		E: Expressive

LO 6-3		Communicating with Each Style

LO 6-4		Building Stronger Relationships
 		Discover Customer Needs
 		Say “Yes”
 		Seek Opportunities for Service
 		Focus on Process Improvement
 		Make Customers Feel Special
 		Be Culturally Aware
		Know Your Products and Services
 		Prepare Yourself

LO 6-5		Dealing with Perceptions
 		Perceptions and Stereotypes
		Small Business Perspective
 		Impact on Service

7	Service Breakdowns and Service Recovery

LO 7-1		What Is a Service Breakdown?

LO 7-2		The Role of Behavioral Style

LO 7-3		Difficult Customers
 		Demanding or Domineering Customers
 		Indecisive Customers
 		Dissatisfied and Angry Customers
 		Rude or Inconsiderate Customers
 		Talkative Customers

LO 7-4		Handling Emotions with the Emotion-Reducing Model

LO 7-5		Reasons for Customer Defection

LO 7-6		Working with Internal Customers (Co-workers)
 		Stay Connected
 		Meet All Commitments
 		Don’t Sit on Your Emotions
 		Build a Professional Reputation
 		Adopt a Good-Neighbor Policy

LO 7-7		Strategies for Preventing Dissatisfaction and Problem Solving
 		Think Like the Customer
 		Pamper the Customer	
 		Respect the Customer
 		Exceed Expectations

LO 7-8		The Problem-Solving Process

LO 7-9		Implementing a Service Recovery Strategy
 		Small Business Perspective
		Impact on Service

8	Customer Service in a Diverse World

LO 8-1		The Impact of Diversity

LO 8-2		Defining Diversity

LO 8-3		Customer Awareness

LO 8-4		The Impact of Cultural Values
 		Modesty
 		Expectations of Privacy
 		Forms of Address
 		Respect for Elders
 		Importance of Relationships
 		Gender Roles
		Attitude toward Conflict
 		The Concept of Time
		Ownership of Property

LO 8-5		Providing Quality Service to Diverse Customer Groups
 		Customers with Language Differences
 		Customers with Disabilities
 		Elderly Customers
 		Younger Customers

LO 8-6		Communicating with Diverse Customers
 		Small Business Perspective
		Impact on Service

9	Customer Service via Technology

LO 9-1		The Role of Technology in Customer Service

LO 9-2		The Customer Contact/Call Center or Help Desk
 		Types of Technology
		Advantages and Disadvantages of Technology

LO 9-3		Technology Strategies
 		Social Networking (e.g., LinkedIn and Facebook)
 		MP3 and Other Audio Files
 		Push Technology/Text Messages
 		E-newsletters
 		E-books/White Papers
 		Webinars
		Satellite Technology
 		Telecommuting

LO 9-4		Technology Etiquette and Strategies
 		E-mail
		Facsimile

LO 9-5		The Telephone in Customer Service
 		Communication Skills for Success
 		Tips for Creating a Positive Telephone Image
 		Effective Telephone Usage
 		Voice Mail and Answering Machines or Services
 		Taking Messages Professionally
 		General Advice for Communicating by Telephone
		Small Business Perspective
 		Impact on Service

10	Encouraging Customer Loyalty

LO 10-1	The Role of Trust
 		Communicate Effectively and Convincingly
 		Display Caring and Concert
 		Be Fair
 		Admit Errors or Lack of Knowledge
 		Trust Your Customers
 		Keep Your Word
		Provide Peace of Mind
 		Be Responsible for Your Customer Relationships
		Personalize Your Approach
 		Keep an Open Mind
 		Individualize Service
 		Show Respect 
 		Elicit Customer Input

LO 10-2	The Importance of Customer Relationship Management (CRM)
 		Benefits of Customer Relationship Management
		Cost of Dissatisfied Customers

LO 10-3	The Role of Channel Partner Relationships on Customer Loyalty
 		Three Types of Channel Partners

LO 10-4	Provider Characteristics Affecting Customer Loyalty
 		Responsiveness
 		Adaptability
 		Communication Skills
 		Decisiveness
 		Enthusiasm
 		Ethical Behavior
		Initiative
 		Knowledge
		Perceptiveness
 		Planning Ability
 		Problem-Solving Ability
 		Professionalism

LO 10-5	Making the Customer Number One
 		Make Positive Initial Contact
 		Establish Rapport
 		Identify and Satisfy Customer Needs Quickly
 		Exceed Expectations
 		Follow Up

LO 10-6	Enhancing Customer Satisfaction as a Strategy for Retaining Customers
 		Pay Attention
 		Deal with One Customer at a Time
 		Know Your Customers
 		Give Customers Special Treatment
 		Service Each Customer at Least Adequately
 		Do the Unexpected
 		Handle Complaints Effectively
 		Sell Benefits, Not Features
 		Know Your Competition

LO 10-7	Strive for Quality
 		Small Business Perspective
 		Impact on Service

Appendix

Glossary

Notes

Bibliography

Credits

Index