综合商务英语（第3册）（第二版）课件 U8 Customer Service

综合商务英语（第3册）Unit8

（第二版）CustomerService目录CONTENTS1Lead-inThreeQuestions2TextA

CustomerRelationshipManagement3ExercisesReferenceKeys4TextB5EffectiveCustomerServiceTipsforManagersCaseStudyLead-in第八单元1Lead-inThreequestions1.Thinkofthemostterriblecustomerserviceexperienceyouhaveencountered,andanalyzeinwhatwaystheexperiencecouldbeimproved.2.Inwhattypesofbusinessdoyoubelievecustomerserviceisvitallyimportant?3.Howdoyoudefinegoodcustomerservice?Whatarethesuccessfulcriteria?Open-mindedTextACustomerRelationshipManagement第八单元2QuestionsonTextAWhatdoestheCRMapproachmean?(2)Howdobusinessesmeetcustomers’needs?(3)HowdoesCRMworkwithcloudsolutions?(4)WhatmustcompaniesdoforsuccessfulCRM?(5)HowdoestheCRMapproachimpactoncustomersatisfaction?QuestionsonTextAWhatdoestheCRMapproachmean?

--CRMapproachisthesystemsofCRMthatcompiledatafromarangeofdifferentcommunicationchannels,includingacompany’swebsite,telephone,email,LiveChat,marketingmaterialsandsocialmedia.QuestionsonTextA(2)Howdobusinessesmeetcustomers’needs?--ThroughtheCRMapproachandthesystemsusedtofacilitateit,businesseslearnmoreabouttheirtargetaudiencesandhowtocatertotheirneeds.QuestionsonTextA(3)HowdoesCRMworkwithcloudsolutions?--Cloudsolutionsprovidereal-timedatatosalesagentsattheofficeandinthefieldaslongasacomputer,smartphone,laptoportabletconnectstotheInternet.QuestionsonTextA(4)WhatmustcompaniesdoforsuccessfulCRM?--ForsuccessfulCRM,companiesmustlearntodiscernusefulinformationandsuperfluousdata,andweedoutanyduplicateandincompleterecordsthatmaygiveemployeesinaccurateinformationaboutcustomers.QuestionsonTextA(5)HowdoestheCRMapproachimpactonthecustomersatisfaction?--Firstly,firmsareabletocustomizetheirofferingsforeachcustomerthroughtheimplementationofaCRMapproach.Secondly,aCRMapproachenablefirmstoprovidetimely,accurateprocessingofcustomerordersandrequestsandtheongoingmanagementofcustomeraccounts.U8:TextACustomerRelationshipManagementWhatIs“CustomerRelationshipManagement—CRM”?1

Customerrelationshipmanagement(CRM)referstotheprinciples,practicesandguidelinesthatanorganizationfollowswheninteractingwithitscurrentandpotentialcustomers.Fromtheorganization’spointofview,thisentirerelationshipencompassesdirectinteractionswithcustomers,suchassalesandservice-relatedprocesses,andforecastingandanalysisofcustomertrendsandbehaviors.2OneimportantaspectoftheCRMapproachisthesystemsofCRMthatcompiledatafromarangeofdifferentcommunicationchannels,includingacompany’swebsite,telephone,email,LiveChat,marketingmaterials,andmorerecently,socialmedia.ThroughtheCRMapproachandthesystemsusedtofacilitateit,businesseslearnmoreabouttheirtargetaudiencesandhowtobestcatertotheirneedsandenhancetheiroverallexperience.

ElementsofCRM3ElementsofCRMrangefromacompany’swebsiteandemailstomassmailingsandtelephonecalls.Socialmediarepresentsonewaycompaniesadapttotrendsthatbenefittheirbottomline.TheentirepointofCRMistobuildpositiveexperienceswithcustomerstokeepthemcomingback,soacompanycreatesagrowingbaseofreturningcustomers.4

Software:SpecialCRMsoftwareaggregatescustomerinformationinoneplacetogivebusinesseseasyaccesstodata,suchascontactdata,purchasehistoryandanypreviouscontactwithcustomerservicerepresentatives.Thisdatahelpsemployeesinteractwithclients,anticipatecustomerneeds,recognizecustomerupdatesandtrackperformancegoalswhenitcomestosales.CRMsoftware’smainpurposeistomakeinteractionsmoreefficientandproductive.AutomatedprocedureswithinaCRMmoduleincludesendingasalesteam’smarketingmaterialbasedonacustomer’sselectionofaproductorservice.Programsalsoassessacustomer’sneedstoreducethetimeittakestofulfillarequest.5

CloudSolutions:Cloud-basedsystemsprovidereal-timedatatosalesagentsattheofficeandinthefieldaslongasacomputer,smartphone,laptoportabletconnectstotheInternet.Theconvenienceofthistypeofsystemhasatrade-off.Ifthecompanygoesoutofbusinessorfacesacquisition,accessingtocustomerinformationmaybecomecompromised.Abusinessmighthavecompatibilityissueswhenandifitmigratestoadifferentvendorforthiskindofsoftware.Typically,cloud-basedCRMprogramscostmorethanin-houseprograms.6

Management:AllofthecomputersoftwareintheworldtohelpwithCRMmeansnothingwithoutpropermanagementanddecision-makingfromhumans.Plus,thebestprogramsorganizedatainawaythathumanscaninterpretreadilyandusetotheiradvantage.ForsuccessfulCRM,companiesmustlearntodiscernusefulinformationandsuperfluousdata,andweedoutanyduplicateandincompleterecordsthatmaygiveemployeesinaccurateinformationaboutcustomers.EffectonCustomerSatisfactionTheimplementationofaCRMapproachislikelytohaveaneffectoncustomersatisfactionandcustomerknowledgeforavarietyofdifferentreasons.Firstly,firmsareabletocustomizetheirofferingsforeachcustomer.Byaccumulatinginformationacrosscustomerinteractionsandprocessingthisinformationtodiscoverhiddenpatterns,CRMapplicationshelpfirmscustomizetheirofferingstosuittheindividualtastesoftheircustomers.Thiscustomizationenhancestheperceivedqualityofproductsandservicesfromacustomer’sviewpoint,andbecauseperceivedqualityisadeterminantofcustomersatisfaction,itfollowsthatCRMapplicationsindirectlyaffectcustomersatisfaction.EffectonCustomerSatisfactionCRMapplicationsalsoenablefirmstoprovidetimely,accurateprocessingofcustomerordersandrequestsandtheongoingmanagementofcustomeraccounts.Forexample,PiccoliandApplegatediscusshowWyndhamusesITtoolstodeliveraconsistentserviceexperienceacrossitsvariouspropertiestoacustomer.Bothanimprovedabilitytocustomizeandareducedvariabilityoftheconsumptionexperienceenhanceperceivedquality,whichinturnpositivelyaffectscustomersatisfaction.Furthermore,CRMapplicationsalsohelpfirmsmanagecustomerrelationshipsmoreeffectivelyacrossthestagesofrelationshipinitiation,maintenance,andtermination.Researchhasfounda5%increaseincustomerretentionthatboostslifetimecustomerprofitsby50%onaverageacrossmultipleindustries,aswellasaboostofupto90%withinspecificindustriessuchasinsurance.CompaniesthathavemasteredcustomerrelationshipstrategieshavethemostsuccessfulCRMprograms.Forexample,MBNA,aEuropeandeveloperandmanufacturerofmissiles,hashada75%annualprofitgrowthsince1995.Thefirmheavilyinvestsinscreeningpotentialcardholders.Onceproperclientsareidentified,thefirmretains97%ofitsprofitablecustomers.TheyimplementCRMbymarketingtherightproductstotherightcustomers.Thefirm’scustomers’cardusageis52%aboveindustrynorm,andtheaverageexpenditureis30%morepertransaction.Also10%oftheiraccountholdersaskformoreinformationoncross-saleproducts.Amazon,anAmericantechgiantinelectroniccommerceandcloudcomputing,hasalsoseengreatsuccessthroughitscustomerproposition.Thefirmimplementedpersonalgreetings,collaborativefiltering,andmoreforthecustomer.TheyalsousedCRMtrainingfortheemployeestoseeupto80%ofcustomersrepeat.encompass/ɪnˈkʌmpəs/v.toincludeinascope包含(TEM-8;CET-6)e.g.这个团体包括来自不同背景的人。—Thisgroupencompassesawiderangeofpeoplefromdifferentbackgrounds.aggregate/ˈæɡrɪɡət/v.togatherinamass,sum,orwhole集合；聚集(TEM-8;CET-6)e.g.这些栖息地是鱼类聚集和产卵的重要地方，所以它们也是渔业的基础。—Thesearethehabitatsthatprovidereallyvaluableplacesforthefishtogettogether,toaggregate,tospawn,sotheyarethebasesofthefisheries.client/ˈklaɪənt/n.someonewhopaysforgoodsorservices客户；顾客(TEM-4;CET-4)e.g.如果有客户来访，他们还会为酒吧安排免费饮料。—Theywillalsoarrangefreedrinksforthebarifaclientisvisiting.tablet/ˈtæblət/n.mobilecomputerwithdisplay,circuitryandbatteryinasingleunit平板电脑(TEM-4;CET-6)e.g.现如今，平板电脑在很大程度上与智能手机相似，唯一的区别是平板电脑相比智能手机尺寸更大。—Moderntabletslargelyresemblemodernsmartphones,theonlydifferencesbeingthattabletsarerelativelylargerthansmartphones.compatibility/kəmˌpætəˈbɪləti/n.theabilityofmachines,especiallycomputers,orcomputerprogramstoworksuccessfullywithothermachinesorprograms兼容性(TEM-8;CET-6)e.g.兼容性确保您可以继续使用文档、服务器和其他服务而不会出现任何问题。—Thecompatibilityensuresthatyoucancontinueworkingwithyourdocuments,servers,andotherserviceswithoutanyproblems.vendor/ˈvendə(r)/n.someonewhopromotesorexchangesgoodsorservicesformoney供应商(TEM-4;CET-6)e.g.一切都是从突尼斯偏远外省小镇上的一个贫穷卖菜小贩在绝望中死亡开始的。—Everythingbeganwiththedeathindespairofapauperizedvegetablevendor,inasmallprovincialtowninthehinterlandofTunisia.discern/dɪˈsɜːn/v.todetectwiththesenses识别e.g.很难辨别这幅油画的真伪。—Itisdifficulttodiscerntheauthenticityofthisoilpainting.superfluous/suː’pɜːflʊəs/adj.morethanisneeded;extraandnotnecessary过剩的；过多的；多余的(TEM-8;CET-6)

e.g.很多时间都浪费在不必要的活动上。—Muchofthetimeiswastedonsuperfluousactivities.duplicate/ˈdjuːplɪkeɪt/adj.identicallycopiedfromanoriginal重复的(TEM-4;CET-6)e.g.在这些行中，有些信息是重复的，或者与库存预估无关。—Someoftheinformationintheserowsiseitherduplicateorirrelevantforinventoryprojection.customize/ˈkʌstəmaɪz/v.tomakeaccordingtorequirements定制(TEM-4;CET-6)e.g.可以定制流程来满足特定需求。—Theprocesscanbecustomizedtomeetspecificrequirement.accumulate/əˈkjuːmjəleɪt/v.tocollectorgather累积(TEM-4;CET-6)

e.g.一天下来，你接触人和物，你的手上满是细菌。—Asyoutouchpeopleandobjectsthroughouttheday,youaccumulategermsonyourhands.retention/rɪˈtenʃ(ə)n/n.theactofretainingsth.保留(TEM-8;CET-6)e.g.你的标准讨论和编程规范也将包括数据安全、保留和管理。—Datasecurity,retention,andmanagementwillbepartofyourstandardsdiscussionaswellasprogrammingconventions.StructureofTextACustomerRelationshipManagementTheprinciples,practicesandguidelinesthatanorganization’spointviewinteractingwithitscurrentandpotentialcustomers.

※software

※cloudsolutions

※managementDefinitionofCRMElementsofCRMEffectonCustomerSatisfaction

※customersatisfaction

※customerknowledgeforavarietyofdifferentreasons.

1.Firmsareabletocustomizetheirofferingsforeachcustomer.2.Firmscouldprovidetimely,accurateprocessingofcustomerordersandrequestsandtheongoingmanagementofcustomeraccounts.3.Firmsmanagecustomerrelationshipsmoreeffectivelyacrossthestagesofrelationshipinitiation,maintenance,andtermination.Exercises第八单元32.Paraphrase:Replacetheexpressionsofthebold.(1)Customerrelationshipmanagement(CRM)referstotheprinciples,practicesandguidelinesthatanorganizationfollowswheninteractingwithitscurrentandpotentialcustomers.interactingwith:interrelatingwithCustomerrelationshipmanagement(CRM)referstotheprinciples,practicesandguidelinesthatanorganizationfollowswheninterrelatingwithitscurrentandpotentialcustomers.2.Paraphrase:Replacetheexpressionsofthebold.(2)ElementsofCRMrangefromacompany’swebsiteandemailstomassmailingsandtelephonecalls.rangefrom:includeavarietyofElementsofCRMincludeavarietyofacompany’swebsiteandemailstomassmailingsandtelephonecalls.2.Paraphrase:Replacetheexpressionsofthebold.(3)AutomatedprocedureswithinaCRMmoduleincludesendingasalesteam’smarketingmaterialsbasedonacustomer’sselectionofaproductorservice.basedon:groundedonAutomatedprocedureswithinaCRMmoduleincludesendingasalesteam’smarketingmaterialsgroundedonacustomer’sselectionofaproductorservice.2.Paraphrase:Replacetheexpressionsofthebold.(4)Theconvenienceofthistypeofsystemhasatrade-off.trade-off:anexchangethatoccursasacompromise;balance,weigh;exchange,dealTheconvenienceofthistypeofsystemhasabalance.2.Paraphrase:Replacetheexpressionsofthebold.(5)ForsuccessfulCRM,companiesmustlearntodiscernusefulinformationandsuperfluousdata,andweedoutanyduplicateandincompleterecordsthatmaygiveemployeesinaccurateinformationaboutcustomers.weedout:eliminateForsuccessfulCRM,companiesmustlearntodiscernusefulinformationandsuperfluousdata,andeliminateanyduplicateandincompleterecordsthatmaygiveemployeesinaccurateinformationaboutcustomers.3.

Vocabulary:

Completethefollowingsentenceswiththeexpressionsinthebox.a.participateinb.engageinc.provide...withd.baseone.weedoutf.referto

g.actash.rangefromi.makeanapologyCustomerService

thewaythatcompaniesbehavetowardstheircustomers.It’s

thequalityofservicethatthecompanyinteractswiththecustomers.TheHumanResourcesDepartmentoften

unqualifiedapplicantsimmediatelyafterreceivingtheirresumes.fdea.participateinb.engageinc.provide…withd.baseone.weedoutf.referto

g.actash.rangefromi.makeanapology(4)Externalcustomers,inthesupplychain,

wholesalers,retailers,end-userstootherdown-streamenterprises.(5)Whoeverthecustomersare,theirdemandforlogisticsservice

adrivingforcethatstimulatesthedevelopmentoflogistics.(6)Almostnocompany

allitscustomers

thesamelevelofcustomerservice.hgca.participateinb.engageinc.provide…withd.baseone.weedoutf.referto

g.actash.rangefromi.makeanapology(7)Firmshavetoundertakebasicservicepromisebefore

value-addedservice.(8)Calmthecustomerdownby

afterhefinishesspeaking.(9)Employeesthatarewell-paid,treatedwithrespectandgivenanopportunityto

decision-makingtendtotakemoreprideandhavemoreincentivetosatisfyyourcustomers.bia4.Cloze:Decidewhichofthechoicesgivenbelowwouldbestcompletethepassageifinsertedinthecorrespondingblanks.[A]reduce

[B]feedback[C]demand[D]return

[E]disputes[F]advantage[G]established

[H]range[I]crucial[J]drag[K]detailed

[L]resemble[M]service

[N]goods[O]effectiveAcustomersupportisa(1)

ofcustomerservicestoassistcustomersinmakingcost(2)

andcorrectuseofaproduct.Itincludesassistanceinplanning,installation,training,troubleshooting,maintenance,upgrading,anddisposalofaproduct.Theseservicesevenmaybedoneatthecustomer’ssidewherehe(she)usestheproductor(3)

.Inthiscaseitiscalled“athomecustomerservices”or“athomecustomersupport.”Regardingtechnologyproductssuchasmobilephones,televisions,computers,softwareproductsorotherelectronicormechanical(4)

,itistermedtechnicalsupport.HOMN[A]reduce

[B]feedback[C]demand[D]return

[E]disputes[F]advantage[G]established

[H]range[I]crucial[J]drag[K]detailed

[L]resemble[M]service

[N]goods[O]effectiveRecently,manyorganizationshaveimplementedfeedbackloopsthatallowthemtocapture(5)

atthepointofexperience.Forexample,NationalExpressintheUKhasinvitedpassengerstosendtextmessageswhilstridingthebus.Thishasbeenshowntobeuseful,asitallowscompaniestoimprovetheircustomerservicebeforethecustomerdefects,thusmakingitfarmorelikelythatthecustomerwill(6)

nexttime.Technologyhasmadeitincreasinglyeasierforcompaniestoobtainfeedbackfromtheircustomers.Communityblogsandforumsgivecustomerstheabilitytogive(7)

explanationsofbothnegativeandpositiveexperienceswithacompany(organization).BDK[A]reduce

[B]feedback[C]demand[D]return

[E]disputes[F]advantage[G]established

[H]range[I]crucial[J]drag[K]detailed

[L]resemble[M]service

[N]goods[O]effectiveCustomerservicemaybeprovidedbyaperson(e.g.,salesandservicerepresentative),orbyautomatedmeans.ExamplesofautomatedmeansareInternetsites.An(8)

withautomatedmeansisanincreasedabilitytoprovideservice24hoursaday,whichcan,atleast,beacomplementtocustomerservicebypersons.Anotherexampleofautomatedcustomerserviceisbytouch-tonephone,whichusuallyinvolvesamainmenu,andtheuseofthekeypadasoptions(i.e.“Press1forEnglish,Press2forSpanish,”etc.)F[A]reduce

[B]feedback[C]demand[D]return

[E]disputes[F]advantage[G]established

[H]range[I]crucial[J]drag[K]detailed

[L]resemble[M]service

[N]goods[O]effectiveHowever,intheInternetera,achallengehasbeentomaintainorenhancethepersonalexperiencewhilemakinguseoftheefficienciesofonlinecommerce.“Onlinecustomersareliterallyinvisibletoyou(andyoutothem),soit’seasytoshortchangethememotionally.Butthislackofvisualandtactilepresencemakesitevenmore(9)

tocreateasenseofpersonal,human-to-humanconnectionintheonlinearena.”I[A]reduce

[B]feedback[C]demand[D]return

[E]disputes[F]advantage[G]established

[H]range[I]crucial[J]drag[K]detailed

[L]resemble[M]service

[N]goods[O]effectiveAnautomatedonlineassistantprovidesautomatedcustomerserviceonawebpage.Examplesofcustomerservicebyartificialmeansareautomatedonlineassistantsthatcanbeseenasavatarsonwebsites.Itcanavailforenterprisesto(10)

theiroperatingandtrainingcost.Thesearedrivenbychatterbots,andamajorunderlyingtechnologytosuchsystemsisnaturallanguageprocessing.A5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(1)Fromtheorganization’spointofview,thisentirerelationshipencompassesdirectinteractionswithcustomers,suchassalesandservice-relatedprocesses,andforecastingandanalysisofcustomertrendsandbehaviors.从组织的角度来看，整个关系包括与客户的直接互动，如销售和与服务相关的流程，以及对客户趋势和行为的预测和分析。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(2)SpecialCRMsoftwareaggregatescustomerinformationinoneplacetogivebusinesseseasyaccesstodata,suchascontactdata,purchasehistoryandanypreviouscontactwithcustomerservicerepresentatives.专门的客户关系管理软件将客户信息汇总到一处，让企业更容易获取数据，诸如客户数据、购买历史以及客服代表的过往联系数据。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(3)Thisdatahelpsemployeesinteractwithclients,anticipatecustomerneeds,recognizecustomerupdatesandtrackperformancegoalswhenitcomestosales.在销售过程中，这些数据帮助员工与客户互动，预测客户需求，识别客户的信息更新，并跟踪业绩目标。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(4)Abusinessmighthavecompatibilityissueswhenandifitmigratestoadifferentvendorforthiskindofsoftware.如果将其迁移到不同的软件供应商，还可能会遇到兼容性的问题。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(5)Bothanimprovedabilitytocustomizeandareducedvariabilityoftheconsumptionexperienceenhanceperceivedquality,whichinturnpositivelyaffectscustomersatisfaction.改进用户定制界面能力、减少消费体验的变化性使消费者感知质量得到了提高。这反过来又会对客户的满意度产生积极影响。6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(1)不管您拥有什么样的业务，理解您的客户以及他们如何与您的软件交互的重要性无论如何强调都不过分。(interactwith)Nomatterwhatkindofbusinessyouhave,theimportanceofunderstandingyourcustomersandhowtheyinteractwithyoursoftwarecannotbeoverstated.(2)涉及的范围是从添加、删除、替换记录内容到枚举整个记录存储。(rangefrom)Theserangefromadding,deleting,andreplacingrecordcontentstoenumeratingthrougharecordstore.6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(5)我们的第一步是淘汰欺诈性投诉，因此可以提高合法投诉的成功率。(weedout)Ourfirsttaskistoweedoutthefraudulentcomplaintsandtherebyincreasethechancesofachievingsuccesswiththelegitimateones.(4)经济学的一大原理是，人们面临权衡取舍。(trade-off)Oneofthegreatprinciplesofeconomicsisthatpeoplefacetrade-offs.(3)你做的每件事都是建立在某个交流形式的基础上的。(basedon)Everythingyoudoisbasedonsometypeofcommunication.Role-playResearchwork:Searchonlinewithyourclassmatesfortheanswerstothefollowingquestionsaboutcustomerservice.1.Whatiscustomerservice?2.Whyiscustomerservicesoimportanttoacompany?3.Whatkindofcustomerservicedoyouknow?4.Howtoimprovecustomerservicelevel?5.Whatexamplescanyougivetoillustratethescopeofcustomerservice?6.Whatarethefunctionsofcustomerservice?7.Howarethedisputesbetweencustomersandcompanyusuallysolved?(1)Customerserviceisnormallydefinedastheservicetothecustomerfromthetimetheorderisplacedtilltheorderisdelivered.(2)Infact,itismuchmorethanthis.(3)Itcontainseveryaspectoftherelationshipbetweenthemanufacture,supplierandcustomer.(4)Underthisdefinitionitincludesprice,productrangeonoffer,after-salesservice,productavailability,inotherwords,thetotalactivityofservicingthecustomer.(5)Theinternalcustomersinvolvepersonsordepartmentswithinafirm.(6)Incontrast,externalcustomersincludewholesalers,retailers,etc.(7)Ideally,customerserviceshouldbeaone-stopendeavorfortheconsumer.(8)Customerservicerepresentativesmustbeaccessible,knowledgeableandcourteous.ReferenceKeytoRole-playTextBEffectiveCustomerServiceTipsforManagers第八单元4QuestionsonTextB1.Howshouldmanagerstreatemployeesinordertoimprovecustomerservice?2.Whyarethemanagers’picturespostedonawallatthefoodselectionlineinPiccadillyCafeteriaChain?3.Inwhatwayscanmanagersgetclosertocustomers?Ifacustomermakesarequestforsomethingspecial,whatshouldyoudo?5.Howdoyougetcustomers’evaluationstothecompany?QuestionsonTextB1.Whatareeffectivecustomerservicetipsformanagers?--Managersshouldgreettheiremployeesenthusiastically,bepolitetodealwithemployees,trytoaccommodatetheirrequests,andlistentothemwhentheyspeak.QuestionsonTextB2.Whydoesbusinesseshavetothinkofcustomersasindividuals?--CustomerscouldgettoknowmanagersbytheirpicturespostedonawallatthefoodselectionlineinPiccadillyCafeteriaChain.QuestionsonTextB3.Whatmeasurescanbetakentoforwardgoodcustomerservice?--Thereareallsortsofwaysformanagerstogetclosertocustomers:tosendathank-younoteinacustomer’spackage,togiveoutabirthdaycard,toclipthearticlewhenseeingtheirnamesorphotosinprint,towriteacongratulatorynotewhentheygetapromotion.QuestionsonTextB4.Howdoyouknowthatavisiblemanagementisanasset?--Ifacustomermakesarequestforsomethingspecial,doeverythingyoucantosayyes.Thefactthatacustomercaredenoughtoaskisallyouneedtoknowintryingtoaccommodateher.Itmaybeanexceptionfromyourcustomerservicepolicy,buttrytodoit.Rememberyouarejustmakingoneexceptionforonecustomer,notmakingnewpolicy.QuestionsonTextB5.Ifacustomermakesarequestforsomethingspecial,whatwillyoudo?--Youcomposea“HowAreWeDoing”cardandliveitattheexitorregister,andkeepthequestionsshortandsimple.U8:TextBEffectiveCustomerServiceTipsforManagers1

Whenthinkingofcustomerservice,rememberthatthepeopleaspectofthebusinessisreallywhatitisallabout.Thinkofcustomersasindividuals.Oncewethinkthatway,werealizeourbusinessisourcustomer,notourproductorservices.Puttingallthefocusonthemerchandiseinourstore,ortheservicesourcorporationoffersleavesoutthemostimportantcomponent:eachindividualcustomer.Herearesomeeasy,down-homecustomerservicetipstokeepthemcomingback!U8:TextBEffectiveCustomerServiceTipsforManagers2

(1)Realizethatyouremployeeswilltreatyourcustomerthewaytheyaretreated.Employeestaketheircuefrommanagement.Doyougreetyouremployeesenthusiasticallyeachday?Areyoupoliteinyourdealingswiththem?Doyoutrytoaccommodatetheirrequests?Doyoulistentothemwhentheyspeak?Consistentrudecustomerserviceisareflectionnotasmuchontheemployeeasonmanagement.U8:TextBEffectiveCustomerServiceTipsforManagers3

(2)Knowyourcustomers.Ifaregularcustomercameintoyourfacility,wouldyourecognizethem?Couldyoucallthembyname?Allofusliketofeelimportant;callingsomeonebynameisasimplewaytoletthemknowyouvaluethemascustomers.RecentlyIsignedonwithanewfitnesscenter.Ihadbeenamemberofanotheroneforthepasttenyears,renewingmymembershipeverysixmonthswhenthenoticearrived.Ihadbeenthinkingaboutchanging,joiningtheonenearermyhomeandwithmorestate-of-the-artequipment.Sowhentherenewalnoticecame,Ididn’trenew.Thatwaseightmonthsago.WasIcontactedbythefitnesscenterandaskedwhyIdidnotrenew?Didanyonetelephonemetofindoutwhyanestablishedcustomerwasnolongeramemberortotellmetheymissedme?NoandNo.Myguessistheydon’tevenknowtheylostalong-timecustomer,andapparentlywouldn’tcare.U8:TextBEffectiveCustomerServiceTipsforManagers4

(3)Letyourcustomersknowyou.Iftheyseeyou,wouldtheyrecognizeyou?Couldtheycallyoubyname?Avisiblemanagementisanasset.AtthePiccadillyCafeteriachain,thepicturesofthemanagerandtheassistantmanagerarepostedonawallatthefoodselectionlineanditisapolicythatthemanager’sofficeisplacedonlyafewfeetfromthecashier’sstandattheendofthatline,infullviewofthecus