customer-service1(第12次课)1

1、vUnit 10 Customer serviceWhy Needs Customer Satisfaction ?It was proven strong correlation between “Completely Satisfied” customers and owner loyalty : a customer will recommend his/her friends to purchase the product/service he/she experienced.Harvard Business School study findings :Firms with high

2、er level of customer loyalty (not market share) enjoy higher profitability in a given industry . Profit will increase by 25% 85% from 5% increase in customer loyalty.Firms become more profitable overtime due to loyal customers.2001 Case Study: Customer Service Campaign Unexpectedly high customer tra

3、ffic at customer service centers and spate（洪水迸发） of negative media reports on two newly launched hand phones criticizing quality issues The key product issues included: Auto-off problem Battery problem Persistent（反复的） failures found after maintenance Unsatisfactory customer servicevStrategy:vTo shif

4、t medias focus from product issues towards positive corporate angles such as overwhelming product sales and enhanced customer servicev Not to cover quality/product issues but to buy time for improvement and protect overall reputationvTactics:v Followed up closely with media to frame and contextualiz

5、e perceptions and concerns v Proactive outreach of positive materialsv Senior-level briefings/meetings with decision-making journalists to ensure understandingvResults: v Reporters stopped writing negative stories on the issuev Focused/balanced media hits on positive angles and messages 2001 Case St

6、udy: Consumer Service Campaign30%75%45%45%35%85%0%50%100%Auto Service ChainCredit CardIndustry LaundryIndustry DistributionSoftwareBranch Bank DepositsProfit IncreaseProfit Increase from 5% Increase in Customer LoyaltySource : F. Reichheld and E. Sasser (1990), “Zero Defections : Quality comes to Li

7、fe” Harvard Business Review, Sep.-Oct. Issue.-50050100150200250300Auto ServiceChainCredit CardIndustry LaundryIndustryDistributionYear 1Year 2Year 3Year 4Year 5Profit Per Customer (US$)Customer Profit Patterns Over TimeSource : F. Reichheld and E. Sasser (1990), “Zero Defections : Quality comes to L

8、ife” Harvard Business Review, Sep.-Oct. Issue.From ProductCentric to CustomerCentricProduct-Centric OrganizationCustomer -Centric OrganizationKey Performance IndicatorsMarket share, Sales revenueCustomer loyalty, ProfitabilityCustomer Segment StrategyGeneric, go after everyoneTargeted, proactive and

9、 selectiveProduct / ServiceStandardized OfferingCustomized to different customerValue PropositionProduct features, Better priceCustomer solution, Superior serviceOrganization DesignStability, Specialization, StandardizationSpeed, integration, flexibilitySources of DifferentiationTangibles and hard a

10、ssetsIntangibles and soft assetsFrom Product-Centric to Customer-Centric: A Paradigm Shift1.Types of service contact Remote communication Telephone communication Face-to-face communication(1) Remote communication Contacts between customers and automatic systems. Such as internet, ATM, etc.CASE：Custo

11、mers like Amazon 顾客一直喜欢亚马逊，亚马逊曾经在顾客一直喜欢亚马逊，亚马逊曾经在2000年的美国顾客满意年的美国顾客满意指数达到了指数达到了84分分这是任何行业中的任何企业中都是最高分这是任何行业中的任何企业中都是最高分之一。之一。 亚马逊提供的书目比任何实体书店藏书都要多。书目的可选亚马逊提供的书目比任何实体书店藏书都要多。书目的可选性和可获得性是亚马逊受到顾客欢迎的关键。性和可获得性是亚马逊受到顾客欢迎的关键。 亚马逊投入了大量的精力模拟书店的感觉。让顾客与其它顾亚马逊投入了大量的精力模拟书店的感觉。让顾客与其它顾客一起讨论书，并可以从雇员那里获得一些介绍和推荐。客一起讨

12、论书，并可以从雇员那里获得一些介绍和推荐。 顾客可以通过简单的关键字在庞大的数据库里搜索。顾客可以通过简单的关键字在庞大的数据库里搜索。 一对一的营销系统可以记录每个消费者买了什么并告诉他们一对一的营销系统可以记录每个消费者买了什么并告诉他们可能感兴趣的书目。可能感兴趣的书目。 亚马逊还举办顾客竞赛，对畅销作家进行在线采访，并在很亚马逊还举办顾客竞赛，对畅销作家进行在线采访，并在很多书目上提供折扣。多书目上提供折扣。 很明显，亚马逊的购书接触是技术与接触服务的独特体验。很明显，亚马逊的购书接触是技术与接触服务的独特体验。(2) Telephone communication The use o

13、f the telephone in business has been on a steeply rising growth curve. Such as insurance, tele-communcation, etc. Telephone etiquette Be brief Clarity Accuracy Politeness Understanding Get telephone number Find best time to call back if necessary File notes Ensure prompt answer to phone Smile (3) fa

14、ce-to-face communication Giving a good impression, listen well, be polite, and knowledgeable. A generally accepted truth is that the customer should do most of the talking.NOTE: service communication details Pay attention to non-verbal(非用言语的）非用言语的） communication Active listening Effective written co

15、mmunication Effective questioning techniques2. service staff must be very knowledgeable Service staff play important roles in creating customer satisfaction and building good customer relationship.Internal service qualityStaff satisfactionStaff reservationStaff productivityExternal service valueCust

16、omer satisfactionCustomer loyaltySales increaseHigh profitService Profit Chain1. Technical Knowledge What features does it have? How do they compare with other makes? What guarantee comes with it? What is its reliability? Is it an obsolete model? If as a customer I have a problem, who do I deal with

17、?2. Pricing Is this a fixed price? Do you have authority to negotiate（谈判，协谈判，协商）商） with me? Are there offers regarding this particular model? Eg. Price reductions or interest free period? Take the goods, pay later?3. Delivery and installation Is this free or is there a charge? Will you fit this? For

18、 free or charge? When would delivery be? Do you deliver and fit yourself or do you use a sub-contractor(分包商）分包商）?4. Customer Right What are they?Text B-1Motorola Limited WarrantyMotorola Limited WarrantyReading B This limited warranty applies as follows to new Products, Accessories and Software purc

19、hased by consumers in the United States or Canada.COVERAGELENGTH OF COVERAGEProductsOne (1) year from the date of purchase by the first consumer purchaser.AccessoriesOne (1) year from the date of purchase by the first consumer purchaser.Software *Ninety (90) days from the date of purchase.* Applies

20、only to defects in the CD-ROMs that contain the software.Text B-2Reading B To obtain service or information, please call: Motorola Customer Services 1-800-453-0920 or 954-723-4910 Or visit us online at http:/ You will receive instructions on how to ship the Products,Accessories or Software, at your

21、expense, to a Motorola Authorized Repair Center. To obtain service, you must include: (a) a copy of your receipt, or other proof of purchase; (b) a written description of the problem; (c) and, most importantly, your address and telephone number.B-Trans-1Reading B摩托罗拉有限产品质量保证书摩托罗拉有限产品质量保证书B-Trans-2Re

22、ading BB-Task 1Reading B Decide whether the following statements are true (T) or false (F) according to the warranty.( ) 1. Motorola, Inc. warrants its products and software, excluding its accessories.( ) 2. The warranty on new products ends one year from the date of purchase by the first consumer p

23、urchaser.( ) 3. You cannot get serviced if you fail to provide the receipt.( ) 4. You need to ship the product to a Motorola repair center and they will pay all charges.( ) 5. The warranty applies to products purchased by consumers all over the world.FTFFFB-Task 2 Fill in the flow chart to illustrat

24、e how to obtain a repair service from Motorola, Inc. and explain it to your partner.Call _;Or visit online at _ _ _ _.Provide _ _ _ or other proof of purchase;Describe _;Give _ _.Ship the product to _ _.Reading BW-Task 1Writing Complete the following letter of adjustment with the given expressions.

25、We will send you Please accept our apology Thank you for your letterWe are so sorry that Thank you for your letterWe are so sorry thatWe will send youPlease accept our apologyDear Mr. Walters,Thank you for your letter of November 15.We are so sorry that the goods you received have not been supplied

26、correctly.It might have been an error during shipment.We will make up the shortfall as soon as possible, and promise that such things will never happen again.Please accept our apology for the inconvenience it has caused.Yours sincerely,Wang YiWang YiCustomer Service ManagerW-Task 2WritingSuppose you are the customer service manager of your company. Write a letter of adjustment to the letter of complaint in Task 1