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Customer Service: A Practical Approach

The document discusses key concepts related to customer service including what customer service entails, customer satisfaction, expectations and perceptions. It provides examples of good customer service practices and discusses why excellent customer service is rare. It outlines the five basic needs of customers and different types of customers like external and internal. It also discusses attributes used to categorize customers such as demographic, psychographic and firmographic information. Finally, it covers the costs associated with losing customers.

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Sirengo Maurice
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224 views

Customer Service: A Practical Approach

The document discusses key concepts related to customer service including what customer service entails, customer satisfaction, expectations and perceptions. It provides examples of good customer service practices and discusses why excellent customer service is rare. It outlines the five basic needs of customers and different types of customers like external and internal. It also discusses attributes used to categorize customers such as demographic, psychographic and firmographic information. Finally, it covers the costs associated with losing customers.

Uploaded by

Sirengo Maurice
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Customer Service

A Practical Approach
What Is Customer Service?
What Is Customer Service?
 Anything we do for the customer that
enhances the customer experience.
Customer Satisfaction
 The customer’s overall feeling of
contentment with a customer
interaction.
Customer Expectations
 Our personal vision of the result that
will come from our experience.
Customer Perceptions
 The way we see something based on
our experience.
Examples of Customer Service
 Free car wash with fill-up  Showing the customer that
 Calling the customer by you care
name  Excellent follow-up
 Easy return policy  Empathy in handling
 Updated map of the area or customer complaints and
GPS in rental cars questions
 A doctor calling you back to  Well-explained instructions
see how you are feeling after  Illustrations of
a professional visit encouragement
 On-time delivery  Suggesting a less expensive
 Courtesy option
 Enthusiasm  Package carry-out
Why Is Excellent Customer
Service so Rare?
 Customer service is rare because it
requires two things that the average
person and organization are unwilling to
commit to:
 Spending money
 Taking action
The Five Needs of Every Customer

1. Service
2. Price
3. Quality
4. Action
5. Appreciation
External Customers
 Customers we do business with outside
our organization.
Internal Customers
 The people we work with throughout
our organization.
Customer Attributes
 Characteristics that allow customers to
be categorized according to
demographic, psychographic, or
firmographic information.
Demographic Information
 Characteristics such as:
 age
 sex
 income
 ZIP code
 marital status
 occupation
 education
 household size
 stage in the family life-
 mobility patterns
cycle  ethnic background
 home ownership  religion
Psychographic Information
 lifestyles  culture
 modes of living  social class
 needs  family influences
 motives  hobbies
 attitudes  political affiliation
 reference groups  etc.
Firmographic Information
 Characteristics about a company such
as:
 how many employees they have;
 the kind of business they are in;
 whether they are retail, wholesale, or a
service provider;
 their hours of operation,
 and so on.
Cost of Losing a Customer
 We lose the current dollars that our
business relationship created.
 We lose the jobs that our clients
provide.
 We may suffer from a loss of
reputation.
 We may lose the intangible variable of
future business.

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